Tugas

Komunikasi Strategis
Dosen Dr. Atwar Bajari,M.Si

Hussein Gibreel Musa

NPM.210120150025

PROGRAM PASCASARJANA
FAKULTAS ILMU KOMUNIKASI
UNIVERSITAS PADJADJARAN
2016/2017
RESTAURANT BUSINESS STRATEGY
(ARABIC RESTURANT)

(ARABIC RESTURANT)
(BANDUNG, DOWN TOWN)
(BANDUNG, INDINESIA)

(2018)
Sample Business Plan: (arabic restaurant )
1.0 Executive Summary
Summed up the idea of the project in the establishment, The Traditional Arabic-Style
Restaurant (Arabicc restaurant) will be a moderately priced 86 seat restaurant offering family
style food and service. Roasted chicken, Arabian kabab , kabsa , Mahlabia ,Egyptian beans ,
Dmaa , Salads and others are all on the menu. We will offer specialty selections including a
lighter options and smaller portions for a children’s menu.

The restaurant will be students owned and operated by pak Alnazir and pak Alludin . Together
they have over 15+ collective years experience in the restaurant and catering industry.

The Alnazir will be leasing a 3,400 square foot space located at west Bandung Center, Although
the location was previously utilized as a restaurant, the former tenant removed the majority of
the furniture, fixtures and equipment which will need to be replaced. The location will also
require some additional renovation to update the lavatories and increase table space in the
dining area.

The décor will feature wood accented chairs with blue and white checked table cloths. Dinner
style tables will be surrounded by wooden chairs with comfortable Arabian seating cushions.

The menu will be inspired from different Arabians countries' specialties and appeal to a diverse
clientele. You can get Arabian specialties like kabab, shaorma and mazby, or you can go a little
bit more International and choose a red curry chicken with basmati rice, or an some Asian foods
. We will also have a special pasta dish entree every day plus the 'all Arabic meal' such as
barbecue beef ribs and Egyptian beans. Adding value will be an interesting business lunch menu
with specialties every day. The menu will change every 3-4 months but keep the favorites.
Prices will be competitive with other upscale restaurants in Bandung. However, it is the strategy
of Arabian & Restaurant to give a perception of higher value than its competitors, through its
food, service and entertainment.

The lounge and restaurant will be open seven days a week. We will offer special theme nights
to attract new customers and Arabians tourists to our Arabian restaurant. The restaurant will
be fine dining in a cozy atmosphere. Warm colors, fresh flowers, soft Arabian music, candles
and amazing artwork . This will contribute to a sense of community and give new artists a
chance to show their work for a diverse clientele.
Business Objectives:
The primary objectives of the business plan for Restaurant are below:

• To be the premier arabic-style restaurant in the center of Bandung city.

• To provide quality meals at reasonable prices with exemplary service

• Achieve Cover ratios plan at each lunch and dinner serving

• To achieve Prime Cost Ratios lower than 65%

Mission Statement

Our Mission is to provide a unique and relaxing dining experience – similar to dining at Arabian
countries. We will strive to achieve this goal by:

1) by providing menu items incorporating quality ingredients at reasonable prices, and 2) we

will be mindful of the well being of our customers and staff– treating each and everyone with
dignity and respect – just like we would at our own home!

.1-3 Guiding Principles

1. Being Mindful of our Customers and our Staff

Coinciding with our family values, we will treat both our customers and staff in a manner in
which we ourselves would want to be treated (or better!)

2. Gratitude

“An attitude of gratitude” shown to our customers, employees and vendors – because without
their input, service, labor and time, our business would not be here without them!

3. Our Service

Provide the warm and friendly service expected from a family-style restaurant creating an
informal, comfortable environment which will make the customers satisfied and want to return
again and again.
1.1 Keys to Success
•Provide 100% satisfaction to our customers and maintaining the level of excellent services
among other competitors.

• Repeat business. Every customer who comes in once should want to return, and
recommend us. Word–of–mouth marketing is a powerful ally.

• Hire top notch chefs and offer training to keep the chef on top of his/her game, and pay
top wages to ensure they stay with us.

• Location. Convenience is essential close to Places of residence Arabs because we are not
trying to get people to travel to reach us.

• A variety of menu offerings with a “down home” theme, reasonably priced to establish
credibility, but not so high as to limit customers.

Company Description
The Traditional Arabian Restaurant will be located west bandung. The restaurant will be wholly
owned and operated by students. The restaurant will serve a variety of classic arabian favorites
from pot roast and kabab , mandy and vanilla ice cream.

The restaurant will be open 7 days a week with hours as follows:

Monday 12:00 am – 9:00 pm

Tuesday 12:00 am – 9:00 pm

Wednesday 12:00 am – 9:00 pm

Thursday 12:00 am – 9:00 pm

Friday 1:00 am – 10:00 pm (jumatan )

Saturday 9:00 am – 10:00 pm (libur)

Sunday 9:00 pm– 10:00 pm (libur)

Alnazir will be responsible for ordering, receiving and maintaining sufficient

inventory to meet production demands. Ordering schedules will be staggered with perishable
products being ordered multiple times per week to preserve freshness. Standard grocery and
supply orders will be ordered less often, according to a predetermined schedule and storage
capacity.

Mr. Allaudin will rely on operational checklists to verify that each work shift has been properly
prepared for and to insure the operational standards are followed before, during and after
work shifts.

The restaurant layout, including the dining room, kitchen and serving line, has been designed
for efficiency and flexibility to accommodate the fluctuation in customer traffic and peak meal
periods.

Upon arrival, guests will be greeted immediately by either the assistant manager or a server
and asked for the seating preference. Drink orders will be taken and guests can munch on our
complimentary rolls. Once the customer’s order is taken, the order will automatically be
printed to a requisition printer located in the grill area. The grill cook will use the printed ticket
to keep track of orders and place the meal under the heating lamps until the order is complete.
The kitchen preparation line has been designed to be operated by a minimum staff of 1 line
cook and a maximum of 4 cooks. This design allows line staffing to be adjusted to the business
volume. Shift changes for all staff will involve cleanup, restocking and preparation. All monies
will be settled at the end of each shift. The closing shift will involve designated closing duties
that will leave the restaurant clean and fully prepared for the next day.

1-2- Marketing Strategies:

we will try to spent so much time on marketing‐related matters — customers, competitors,
pricing, promotion, and advertising — that it is natural to assume that you have little to learn.
However, every small business can benefit from doing market research to make sure it is on
track.

Our strategy is based on serving our markets well. We will start our first outlet as a "market
tester" that could become a model of the expanding number of outlets in the future.
Concentration will be on maintaining quality and establishing a strong arabian identity in the
local market.

A combination of local media and local store marketing programs will be utilized at each
location. arabic marketing is most effective, followed by print ad. As soon as a concentration of
advertising is established in a market, then broader media will be explored in the universties .
We believe, however, that the best form of advertising is still "buzz." By providing a fun and
energetic environment, with unbeatable quality at an acceptable price in a clean and friendly
outlet, we will be the talk of the town. Therefore, the execution of our concept is the most
critical element of our plan. We will actively build our brand, through the selling of supporting
materials, such as merchandise, promotional items and other marketing gimmicks similar to
those of other fast food franchises.

*Pricing Strategy

Our pricing strategy is positioned as students price maybe not more than 25,000 indonesian
rupiah , we are serving the majority of arabians and indonesians .

* Brand Challenges

our resturant must establish a distinct brand to stand out from the other arabian -style fast
food competitors.

Our logo is distinct as fresh, energetic and playful with color elements that are eye catching.

Product names are geared toward the target market (arabians students and tourisms), with
items such as "salaamalikum" and "halal food" which are fun and easy to remember.

We will deploy three different marketing tactics to increase customer awareness of arabians
resturant. Our most important tactic will be "word-of-mouth" and in-store marketing. This will
be by far the cheapest and most effective of our marketing programs because of the high traffic
in targeted shopping and tourism places locations.

The second tactic will be online marketing. These will be low-budget plans that will provide
community support and awareness of our facility. The last marketing effort will be utilizing local
media. and social media.

Our main focus in marketing will be to increase customer awareness in the surrounding
community. We will direct all of our tactics and programs toward the goal of explaining who we
are and what we are all about. We will price our products fairly, keep our standards high, and
execute the concept so that “word-of-mouth” will be our main marketing force.

* Financial and sales Strategy

Customer service is of the utmost importance. so will do every month customers a surveys if
anyone have a problem in a restaurant will tell management about it. It will be our goal to
provide a wonderful arabian-style meal combined with superior customer service. Training
programs will include teaching materials to train our employees about service attitudes,
customer perception and how to handle guest complaints. Alnazir and Allaudin will conduct
periodic staff meetings intended to review policy, increase guest satisfaction and to keep a
general line of communication between staff and management. All guest complaints will be
acknowledged by the staff and referred to management. Programs will be in place for all types
of guest complaints. More serious complaints will be documented and kept on file. Customer
feedback will be accomplished by customer surveys or the use of mystery shoppers..

Financial Plan

The following sections outline our financial plan:

• Required Cost of Start-Up

• Profit and Loss

• Cash Flow

• Balance Sheet

• Financial Ratios

• Hourly Labor Costs

• Weekly Sales Projections

 The following table shows expected Sales Forecast for the next 3 years:

Annual Sales Forecast monthly Year 1 Year 2

Sales

Food and Beverage Revenues 900,000,000 000000

Additional Revenues 200,000,000 000000 0000

Total Sales 1100.000000 000000 0000

Controllable Costs 450,000000

Payroll 150,000000 00000 0000000

Total Prime Cost 600,000000 00000 000000

Controllable Profit 500,000000 00000 000000

*personal plan :

Annual Sales Forecast Year 1 Year 2 Year 3

Owner / General Manager 20,000,000 240.000.000 480,000,000

Asst. Manager / Cashier 15,000,000 180.000.000 360,000,000

Line Cooks 10,000,000 120.000.000 240,000,000

Prep Cooks 10,000,000 120.000.000 240,000,000

Servers / Cashiers 7,000,000 84,000000 168,000,000

Dishwashers 6,000,000 72,000,000 144,000,000

Bookkeeper (p/t) 6,000,000 72,000,000 144,000,000

Sales Agent 6,000,000 72,000,000 144,000,000

Catering Employees 6,000,000 72,000,000 144,000,000

Total 86,000,000 00 00
Refrnces :
1- Daniel miller , Starting a Small Restaurant, 2006, harvard common press,america : page
179.
2- http://www.bplans.com/fine_dining_restaurant_business_plan/executive_summary_fc.ph
p.

3- Daniel Jurafsky, Chuck Wooters , THE BERKELEY RESTAURANT PROJECT, International

Computer Science Institute 1947 Center Street, Suite 600 Berkeley, CA 94704, USA &
University of California at Berkeleyy, jurnal .
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