Introduction
The business plan focuses on the establishment of a Middle-Eastern restaurant and hookah bar known as Karam. It will stand out from the competition because of its uniqueness and strong identity amongst the immigrant Arabic population. The restaurant will also offer flawless service and excellent cuisine in order to increase its market base (Covello & Hazelgren, 2005).
Business type
This will be a restaurant that serves Middle–eastern food and will also have a hookah bar. It should be noted that hookah is a pipe, which people use to smoke flavored tobacco. The habit is common in Middle – Eastern communities and is a conventional way of relaxing.
Clients will visit the restaurant in order to enjoy its tranquil atmosphere, Arabic menu, hookah sessions, and to socialize with other Middle Easterners. The business owner will employ chefs with Arabic origin and experience in busy Middle-Eastern restaurants. Furthermore, employees will have incentive programs. The business will be open from 8am to 11pm with two shifts.
Location
Karam restaurant will be at 451 Prince Street Sydney, Nova Scotia, Canada. The place is ideal for this business because not only is it easily accessible to city residents, but there is a high traffic flow of people who will see the restaurant and thus purchase its services.
One of the major ingredients to success in the food industry is visibility. The chosen location will ascertain this. It is right at the centre of an enormous Arab-immigrant population so it would be ideal.
Sources of revenue
The restaurant will draw its revenue from the sale of food and drinks as well as hookah. All meals will be available, including breakfast, lunch and supper. Food items will include mazza or appetizers, Khouka, Couscous in red peppers and spices, samsa, lamb, and Salata Mishwiyya.
Customers will also pay for drinks that accompany their meals. In the hookah bar, buyers will pay per session as this will ensure maximization of time spent.
Target demographic
The main client base will consist of Middle Eastern immigrants in the Sydney area. Many of them long for food items that remind them of home, so it will be a superb service offering. These individuals will mostly be young as the Arabic population in Canada is relatively young (The Canadian Encyclopedia, 2013). Curious foodies who want to sample Arabic meals are also likely to frequent the restaurant.
Potential marketing strategies
The first mode of marketing will be signage on the building. The name Karam restaurant will be prominent on the external wall. The logo will depict an element of Arab tradition and pictures of Arabic food will also be shown. Word of mouth marketing will also be a crucial strategy, as well.
Effective customer service will ensure repeat business as well as recommendations from those who enjoyed the food. Besides this, brochures and pamphlets in Sydney will advertise the restaurant. It will also have an intense advertising company on local radio stations as well as dailies where it will talk about its launch and menu items (Gilligan, 2003).
Potential research sources
The company will obtain information for research purposes through the use of research professionals. They will interview members of the target demographic and find out what they want. Employees and managers will also get feedback from clients in their service levels. Additionally, information about marketing and promotion will stem from books written on the subject matter (Brags, 2005).
References
Brags, A. (2005). Developing new business ideas. NY: Financial times.
Covello, J. & Hazelgren, B. (2005). Your first business plan. Chicago: Source books.
Gilligan, C. (2003). Strategic marketing planning. NY: Butterworth-Heinemann.
The Canadian Encyclopedia (2013). Arabs. Web.