Eden Park is the name of the food eateries that I came up with. The restaurant is a contemporary American bistro that is located in the District of Manhattan in the city of New York. Also, the restaurant is situated at the landmark of Art Deco Metropolitan North Building. The Art Deco building in which the restaurant is located faced the Madison Square. The eatery is located in a strategic location where many people pass by to access the landmark which is a tourist attraction site. The city of New York is densely populated which makes the business flourish well because of the population of people. The Eden Park restaurant has theatrical dining rooms. The eatery shall not only serve foods and drinks, it will also serve as a club. During the day, the restaurant shall serve all types of foods especially traditional ones. During the night, the inn will be opened for revelers and those who would like to have an alcoholic drink. The food court shall lay on an acre piece of land. Half of the land will be occupied by a one storey building where the ground floor will be set up to serve as a food eatery. The first floor of the building will be bar where alcoholic drinks will be sold (Coleman 34). The upper podium will only be accessible to people who are over the age of 21. However, the restaurant below shall be accessible to any person. The other half of the land shall be occupied by children’s playground where jumping castles will be located. There will also be a medium-sized swimming pool which shall accommodate about 10 people a time. Basically, the food place shall be welcoming to both adults and children.
The restaurant will have three balcony-level private dining rooms which overlook the main dining room of the restaurant. The guests’ dining room shall also have a clear view of the Madison Square Park through the floor to ceiling windows. The food place shall also offer two private dining rooms: the South and the North Private Dining Rooms. The South one shall accommodate about 18 guests while the North shall accommodate about 20 guests. The two dining rooms can be combined to accommodate about 32 guests. For large parties which has many people, the main dining room can be used which accommodates about 60 people for a seated event. Further, the food palace shall have a unique setting and theme. The main dining rooms shall have a green color as its theme. The green color in the main dining room is relaxing and can improve vision. Also, people associate green with nature and that is the reason they will feel more comfortable in rooms painted with the green color. Both guests’ dining rooms shall be painted a red theme color. Red is an appetite stimulator and also an eye-catching color. The color is eye catching and is used in this context to draw attention of people to the café. However, the color shall not be overused because an overuse may be irritating. Music shall also be played in the restaurant. When people are seated, playing music can affect their mood and as a result make them consume more meals. Music shall be played according to the event and mood of the people. People always prefer soft and not-very loud music when they are tired or when they need to converse amongst themselves (Mill 76). Eden park restaurant will have good lighting which is a combination of daylight and electric light. During the day, a moderate level of lighting will be installed. During the night, a low-intensity of light will be put up to create an intimates and leisure atmosphere.
The restaurant will have about fifty seats which is combination of all those in the private dining rooms and those in the main rooms. During weekdays, the restaurant gets about sixty people during the day while at night it gets about thirty people. About forty people frequents the bar everyday to get an alcoholic drink. The bar is usually opened from five in the evening to eleven o’clock. The food restaurant is opened from six in the morning to nine in the evening. This is to ensure that it sells three types of meals to potential clients: breakfast, lunch and dinner. The restaurant employs a total of thirty people. This is inclusive of chefs, waiters of both the restaurant and bar, cleaners, swimming trainers and attendant, and children-play instructor.
Food Menu at Eden Park
Appetizers: (50%)
1. Chef Salad on a stick (2 per order)Based Off Of Cash & Carry Smart Foodservice:
Price: $6.00
2. Chicken Italian Sausage Meatballs with red quinoa on a stick
Price: $6.00
3. Bacon-Wrapped Potato Bites with Spicy Sour Cream Dipping Sauce on a stick
Price: $5.00
4. Tofu Tandoori on a stick
Price: $6.00
Entrees: (100%)
1. Burgers on a stick
Price: $8.00
2. Rainbow Salmon on a stick
Price: $10.00
3. BLT on a stick (3 per order)
Price: $8.00
4. Chicken Fingers on a stick
Price: $8.00
Desserts: (50%)
Mini Buttermilk Cinnamon Bun on a stick
Price: $4.00
Apple Pie on a stick
Price: $5.00
Strawberry Shortcake on a stick (3 per order)
Price: $4.00
Frozen Key Lime Pie on a stick
Prices: $5.00
Beverage Menu
Beers: (50%)
Anchor Small Beer
Price: $3.99
Avery Dugana IPA
Price: $6.99
Dogfish Head Red & White
Price: $11.99
Firestone Walker Double Jack
Price: $7.99
Wines:
Domain du Monteillet Condrieu, Les Grandes, France 2012
Price: $8.99
Domaine du Pre Semele, Sanncerre Rose, France, 2014
Price: $7.49
Clos de la Cure, St Emilion Grand Cru, St Emilion, France 2011
Price: $9.99
Veuve Clicqot Brut Nebucadnezzer 15L
Price: $12.99
Cocktails
Le Delice (Champagne, Courvoisier V.S.O.P, Dom Benedictine, Pomegranate Molasses, Pineaple)
Price: $14.99
Ginger Bread Wine (Pinot Grigio, Southern Comfort, Raspberry, Ginger, Honey, Orange juice)
Price: $15.99
Winter Cup (Pimms, Appleton VX, Velvet Falernum, Apple Juice, lemon Juice, honey water)
Price: $12.99
Cloves Club (Gin, Green Chartreuse, Cloves, Coriander leaf, Lemon, Sugar)
Price: $ 12.49
Eden restaurant shall be selling more than the above listed alcoholic drinks. The restaurant stocks more than ten types of beers, different types of wines (white, red, and champagne), and different blends of cocktails. The restaurant has the state of the art equipment which enables the restaurant to prepare its own beers and some kind of cocktails. Further, the bar has experienced and skilled personnel who have the basic knowledge required to prepare all these cocktails.
Marketing Plan
Any type of firm that aspires to be successful in its endeavors has to start with the marketing plan. The right marketing plan identifies everything that the business is involved in; starting from the target customers, how the clients will be reached, and how the business intends to retain its clients. Eden restaurant targets all kind of individuals from young children to the ageing population. It also targets the alcoholics and the non-alcoholics. In general, the food palace targets all kind of people who is meant to eat or drink. Children are provided with the jumping castles where they can relax and play while the adults enjoy the meals inside the restaurant. The bar has a smoking lounge where smokers can smoke cigarettes and sheesha. The bar has different flavors of mints to meet the desire of each smoker. The pricing and positioning of the restaurant is aligned. The prices of all the goods are standardized so that each person can afford the delicious meals and drinks. The fair prices are the reason many clients prefer the restaurant bearing in mind its demographic location. The company has diversified its distribution channels to ensure that every person can access the scrumptious meals. For example, Eden eateries has a website where a person can pre-order a meal and have it delivered for a small extra cost (Frew 456). The restaurant has motorcycles which do the work of distributing meals to those people who cannot access the restaurant such as ageing people, factory workers who are busy during meal times, and any other person who would like his/ her food delivered. The restaurant shall also have special offers that it will give to new clients so that it may encourage them to come again. For instance, it may give its clients free trials of means the company intends to introduce, free packaging, among other offers (Frew 436).
The Eden Park restaurant shall also be involved in advertisings which are meant to woo customers to continue purchasing meals and drinks from the eatery. Advertising is the process of marketing a product or service with an intention of increasing the sales of the product. Advertising also exists to guarantee the employees and shareholders that the company is viable and in the direction of success. In this case, the restaurant marketing team will involve in different forms of marketing and promoting the products of the company. Although it may be costly, advertising is a healthy way of promoting a business. There are a number of advertising avenues that the company can use to advertise its products. To determine the avenue to be used by the company, there are a number of factors that are put into consideration. The resources are the first consideration. Some avenues are expensive and time consuming. For instance, the social media can be used over the radio and television ads. The second consideration is the market. When determining the avenue of advertising, it is important to determine the target market and how to reach it (Rossiter 23). For instance, a food company would prefer to use the internet than use billboards. It can also use the social media platform to promote its products. The third consideration is the consumers that the business would like to attract. In this instance, the food restaurant may use the print advertising to woo more customers to consume the product. Print advertising takes form of brochures, magazines, newspapers, among others. Another consideration when choosing an avenue to use is the avenue that the company has been using. For example, if Eden eatery has been using online advertising, it may consider using the radio or television adverts to reach to the target market (Rossiter 68).
Food Cost Sheet
Average P.P.A.
%50 Appetizers x $5.75= $2.88 P.P
%100 Entrée x $8.50= $8.50 P.P
%50 Desserts x $4.75=$2.38 P.P
$13.76
Food Sales P.P x .30
$13.76 x $4.13= $17.89
75-100 Covers (foot traffic with enough for 50 seats)
Food Sales $1,376.00
Bev Sales $413.00
Total Sales $1,789
Food Cost 18% $247.68
Bev 20% $82.60
C. G. S. $330.28
Labor 20% $357.80
Ops Exp. 15% $268.35
Occ. Exp. 17% $305.13
GP after all expenses= $527.44
29%
Calculations for a Profit and Loss Statement
Calculating Weekly Sales
Weekly Sales for Average Check
Total Seats × Total turns × Average Check× number of days of operation in a week
50×39×30×6=351000
Weekly Sales for Food
Total Seats × Total Turns × Average Food
Sale× number of days of operation in a week
50×39×1500×6=17,550,000
Weekly Sales for Beverage
Total Seats × Total Turns × Average
Beverage Sale× number of days of
Operation in a week
50×39×1100×6=12,870,000
Calculating Sales Mix
Food Sales Percentage
Food Sales ÷ Weekly Sale
3510000/17550000=20%
Beverage Sales ÷ Weekly Sales
4504500/12,870,000=35%
CalculatingFood Cost in Dollar amount
Weekly Sales × Food Sales Percentage = Sales in Food
17550000×20/100=3510000
Sales in Food × Food Cost = Food Cost in Dollar Amount
3510000×35=122850000
CalculatingBeverage Cost in Dollar Amount
Weekly Sales × Beverage Sales Percentage = Sales in Beverage
12,870,000×35/100=4504500
Sales in Beverage× Beverage Cost = Beverage Cost in Dollar Amount
Calculating: 4504500×6=27027000
Gross Profit in Dollar Amount
Food Cost + Beverage Cost = Cost of Goods Sold
122850000 +27027000=125552700
Calculating Labor Cost
Weekly Sales × Labor Percentage
17550000×20/100=3,510,000
Calculating Direct Operating Expenses
Weekly Sales × Direct Operating Expenses
Percentage
17550000×28/100=4,914,000
Calculating Occupancy Cost
Weekly Sales × Occupancy Cost Percentage
17550000×7/100=1,228,500
Calculating Profit
Labor Cost + Direct Operating Expenses + Occupancy Costs = Total Costs
27% + 28% +7%=62%
Works Cited
Coleman, James Hamilton, Charles Davis II Joe, and Richard Lloyd Morgan. "Restaurant management system." U.S. Patent No. 6,088,681. 11 Jul. 2000.
Mill, Robert Christie. Restaurant management: Customers, operations, and employees. Prentice Hall, 1998.
Frew, James R., and Barbara Frew. "Franchise Affiliation and Promotional Techniques: Competition and Comparative Performance Among North Carolina Real Estate Brokers." Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Springer International Publishing, 2015.
Rossiter, John R., and Larry Percy. Advertising and promotion management. McGraw-Hill Book Company, 1987.
Wells, William, et al. Australian Advertising Principles and Practice. Pearson Education Australia, 2008.
