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Restaurant Business Plan: Case Study

The Riverwalk Café: Restaurant Business Plan for Purchase

The owners of the Riverwalk Café dreamed to be the leading gourmet café-restaurant in Riverside, California. The restaurant owners didn't know how to write a business plan, but they found the right people who did. The MasterPlans business plan consultants mobilized to insure the owners' dream came true. They created a business plan for their restaurant that highlighted the sizable target market of the company—20%—as well as the lack of competition. The restaurant's exceptional products and services were also accentuated, as was the owners' commitment to spend over one thousand dollars marketing and advertising the restaurant. The MasterPlans business consultants created a plan that hit all the right notes, allowing Riverwalk Café's owners to not only realize their dream, but prosper.

The MasterPlans budget and business plan financials began with a financial analysis. These were a set of three-year pro forma business plan projections including profit and loss, balance sheet, cash flow, and break even analysis. The restaurant was shown to increase sales by 10% the second year, maintaining a 75% gross margin all three years, and achieving $23,000 in net profit by the end of year three. MasterPlans consultants listed several keys to success in the restaurant's business plan, including: product quality, finance management, cost control, and internal strategic management.

The plan also focused on Riverwalk Café's philosophy to delight their customer's palate, and not just merely satisfy their appetites. The restaurants business plan focused on listing the restaurant's variety of coffees, sandwiches, quality meat and produce, and other delicious food items. For instance, the business plan for the restaurant described vegetarian options, panini and focaccia breads, as well as a variety of salads and breakfast items, such as omelets. The business plan showed that the restaurant had no direct competition within a three-mile radius. The restaurant's competitors were outside the immediate vicinity. They only brand name recognition in their favor (Taco Bell, McDonalds, Burger King, etc.), failing to bring the healthy gourmet food to the market. Many of these locations lacked personal attention to service, cleanliness and customer satisfaction that can be effectively delivered by Riverwalk Café's owners.

The business plan also featured industry analysis from Dun & Bradstreet, listing 5,045 "Eating Places." Per the business plan, these restaurants were primarily engaged in the retail sale of prepared food and drinks for on-premise or immediate consumption. The Riverside-San Bernardino, CA restaurant industry did approximately $1.34 billion in total revenue generated in 2003. The plan showed that the average restaurant within the metropolitan regions employs 17 people and achieves an average $600,000 in sales per location. The restaurant business plan focused on the exact characteristics of its average patron. Customers would be in the age range of 19 to 60 years old, male or female with a household income of $85,000 to $150,000, thus 20% of Riverside city's population. The local area university, new business development, close neighborhoods, and a hospital were all positives taken advantage of by Riverwalk Café.

The restaurant's professional business plan also featured a comprehensive advertising and marketing plan/strategy plan. A pre-opening blitz focused on creating a buzz for the restaurant. During the first month, a member of the Riverwalk Café staff would stand in front of the restaurant with samples and coupons. During the third month and beyond, personalized service was emphasized, as was "persistent outreach." Promotions were constantly arranged with surrounding employers and businesses. Additionally, the business plan focused Riverwalk Café's energy on periodically buying advertising to increase restaurant business during off-peak months.

The MasterPlans business plan consultants created the perfect plan for the Riverwalk Café. It highlighted the restaurant's strengths and unique service mix in the industry. The restaurant's plan was filled with the kind of content that made a difference to the lender, augmented by financial projections that were logical and well-researched. The business plan was a well-organized tool that brought the company's dream to fruition, and then into a sustainable success. For more information, contact a MasterPlans business plan professional.

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