INTRODUCING A SUSTAINABLE RESTAURANT TO THE UNITED ARAB EMIRATES
Introduction
Planning is one of the most important aspects from the viewpoint of an organization as it is an important and most significant element for the organization as far as increasing their financial belongings is concerned. It is important for organizations to have effective planning before the establishment of the company. The main perspective of this assignment is to make a plan to make a restaurant in the United Arab Emirates (UAE).
A state that has been chosen for the same analysis is Dubai, and the area which has been chosen for the same analysis is Dubai Mall, which is one of the most important places in Dubai, as far as restaurants and businesses are concerned. Dubai has now become an important place for the tourists and it is now referred as a financial hub of the world, in which high investment from different angles would be surrendered. Investments from all over the world are now focusing the area of Dubai from different angles in particular. The assignment has been distributed into different parts and completion of every part is important and integral to cover. In the next section, a small description of the literature review would have been mentioned.
Literature Review
Maintaining and establishing a business is not a piece of cake as it requires a high amount of consideration and proper GAP analysis of the market before physically enters and dominate in a given economy. Restaurant Industry is the backbone of the economy which has a tendency to move up the productivity and efficacy level of the economy at either level (Carroon, 2011, pp. 54-61).
Having a rational for the idea of a business is one of the most important parts of the research, particularly marketing research. This particular research has the tendency and ability to nudge out the demand from a specific amount of products and services in a certain marketplace. Usually, new companies use this particular tool in order to analyze the effectiveness as well as the need of a particular product (Coxall, 2014, pp. 115-128). This also helps in determining the target market which would be the focal point or nucleus of all operational and nonoperational activities.
The market gap which has been identified in this particular analysis is having a lower amount of restaurants in the Dubai Mall, Dubai that fulfils the demand of the individuals comprehensively and completely. The name of the company would be “Green Tomorrow.” Green Tomorrow would certainly have a dominating stance while operating in this particular region and it will certainly help the company to flourish in the market of Dubai, UAE and make a healthy market share.
Eco- friendly environment is now an essential factor during analysis of a company. Restaurants that are serving foods especially relate their dealings with organic environment. In order to attract potential consumers, the restaurant can now seeking many various ways to make it Eco-friendly. There are many aspects to make restaurants green. Some of them are classified as under.
- Restaurant needs to install a flow restrictor in order to save the gallons of water used in washing dishes and sinks.
- Styrofoam is found in coffee and soup cups which should be avoided as this substance cannot be recycled. Getting rid of chemicals will bring positive environmental changes in the society.
- Other than these major steps, recycling plays a vital role for restaurant and can be used in kitchens, bar and offices. Energy efficient appliances, refrigerators and ventilation should be purchased by the restaurants which will help in the progress of making the restaurant green.
Following these steps will efficiently help the restaurant building a perfect Eco-friendly environment and can bring productive change to the society.
Idea to attain effectiveness in Dubai Mall, UAE
The United Arab Emirates has taken a first place as the largest carbon footprint (air pollution) in previous years; this is the country due to the release of their gas production and construction sites in the atmosphere rapidly growing. Now is the time to fully understand the life of sustainable development, where the society to maintain the use of natural minerals, as well as maintain a clean environment, the importance of the importance of garbage collection. Green Tomorrow is using all the utilized stuff at a perfect place, from where they can sustain the effectiveness and going green concept in Dubai.
Type of Business
The company is a Private based company which is owned by Mr. Jones, having a Master’s Degree in Business and Finance with hands on relevant experience. It is a good idea to have the company as a Private based company in the initial years of operations, as it will certainly affect the financial and strategic position of the company from different angles. The main benefit of having a private business is that the company don’t have to pay any sort of dividend and a single person can manage the things accordingly and effectively.
Methodology
Research is the most important thing as it has the ability to make over things greatly and independently. There are two different types of data collection techniques which particularly are the primary method and secondary method. The method that has been chosen for the same analysis is a Secondary Market research, in which proper questions would have been asked from the individuals for getting an idea regarding the effectiveness of the company that what sort of cushiness they would like to have. It is about to sustain a Green Restaurant Concept in Dubai Mall, UAE.
Result and Discussion
- Not at all required
- Certainly required
- Which green restaurant you feel would be more appropriate in serving the needs of Dubai Mall, UAE corporate and household class?
- Full Service
- Limited Service
- Drive Thru
In this question, full service restaurant option outclassed rest of the two choices with a heavy margin as 78% people said that they want a full service restaurant because they have a wide range of cuisine. Only 16 were in favour limited service and 6 opted for drive thru restaurant.
- What food and dishes in high quality and refreshing taste are not available in Dubai Mall that you want to have on a frequent basis, which do not need wastage?
- Continental
- Chinese and Thai Food
- Sea Food
A large proportion of 64 respondents stated that they want seafood of high quality and refreshing taste. 20 respondents went for Chinese and Thai Food and the rest selected continental as their requirement.
- What should be the internal environment of the restaurant which gives it a look of restaurant?
- Fully entertaining with music with dim and gloomy lights
- Highly colourful with lights and bit of music
- Calm and Peaceful environment
57 respondents said they will appreciate the highly colourful with lights and bit of music as the internal environment that allow them to have quality time with their family in a restaurant.
- Do you like self service or would be more comfortable if waiters serve you at table in a Green Environment?
- Self Service
- Waiter Service
- Either of them
68 respondents voted in support of waiter service as they feel more comfortable in some professional attendant serve them diligently. 21 gave their vote to self service and said they do not want to be bothered by calling any waiter and could help themselves. Only 11 respondents supported both the services.
Legal Structure for Sustainability to Going Green
These days, the restaurant has become a mainstream market in the UAE and more and more restaurant is initiating their operations in this particular region. The legal obligations that are required during the commencement of restaurant business are classified as under:
Choose an appropriate UAE national as a sponsor:
There are bright opportunities for locals as well as expatriates to start their business in any territory of UAE. At first stage, a business must require to get registered in LLC business to attain a professional license. Next step is to hire an Emirati for a local business. The Emirati must be assigned and holds 51% shares of business, and this is called a local sponsor. This will make the business local that provides complete freedom to the business to move in any direction of the city. The owner of the business must compensate the sponsor once a year and they can mutually negotiate the amount.
This is another legal obligation of the restaurant business to determine the place where the operations of the business would be handled. The place within the city is the best spot to set up a restaurant business because it will prove to be profitable and convenient for the restaurant business. A lease contract must be ended if the person plans to initiate a small business. Therefore, the basic facilities like telecommunications, storage and room within the organization would be the fundamental concerns that must also be met. Other services offered at commercial properties may vary significantly.
Appoint Registration Company to handle the whole process:
The foreign investor is obliged to appoint a UAE based Registration Company for the registration of the restaurant business. Moreover, there are certain authorizations required from the Dubai Municipalities in order to register restaurant business. The Registration agents will help all across from the startup process till setting up a business and make effective dealing with the official procedures.
Benefits of Going Green in Dubai Mall, UAE
Dubai is now becoming an important state for the tourists from all over the world as there are millions of tourists specifically come in this state for the purpose of tourism. Dubai Mall is one of the largest malls of Asia and it is an attraction for the visitors. The benefits of going green for Dubai, UAE would be effective from different standpoints and it will be more than effective for them in the future.
Organizational Structure
Having a perfect and organized organizational structure is more than important for the sake of the organization. It is important to make the structure of an organization competent enough from which effectiveness could have been bought accordingly. The organizational structure of Green Tomorrow is perfect and the employees of the company are in the reporting stance with their managers and head headers. This particular aspect is very in the favor of the chosen organization. The structure of the company would be like this
Marketing Plan
In this marketing plan, we will use Marketing Mix analysis. Marketing Mix analysis usually comprises on products, pricing, place and promotional strategies (Baldwin, 2009, pp. 23-28)
Product Strategy
The product strategy which Green Tomorrow should have while opening their business should be ANALYZER, in which the company is obliged to analyze the products of the company accordingly and make a certain difference.
Pricing Strategy
Place Strategy
The company should use Offline Place strategy, in which the company would place their products with their consumers with zero level channels
Promotion
The company should use both electronic and paper mediums for promoting their products accordingly because it is essential for their future.
Conclusion
The main perspective of this assignment is to make a plan to introduce Eco-friendly/ sustainable restaurant in the United Arab Emirates (UAE). Green Tomorrow is the name of the restaurant which will be open in Dubai Mall, Dubai, UAE. From the analysis, it is found that the idea of opening the restaurant in this particular region would be effective for their future in terms of economic and non economic effectiveness as well, and the company should go with the same.
Reference List
Baldwin, C. (2009). Sustainability in the food industry. 1st ed. Ames, Iowa: Wiley-Blackwell/IFT Press.
Carroon, J. (2011). Sustainable preservation. 1st ed. Hoboken, N.J.: Wiley.
Coxall, M. (2014). Ethical Eating: A Complete Guide to Sustainable Food. 1st ed. London: Malcolm Coxall, Cornelio Books, 2014, pp.115-128.
Mudacumura, G., Mebratu, D. and Haque, M. (2006). Sustainable development policy and administration. 1st ed. Boca Raton: CRC/Taylor & Francis.
Sloan, P., Legrand, W. and Chen, J. (2013). Sustainability in the hospitality industry. 1st ed. London: Routledge.
