Business Plan
The business is a restaurant called Indian by Nature and the plan is to bring the world known and much adored Indian cuisine to the people of Dubai. The service offered is an Indian and Mughlai fine dining restaurant based in Dubai. The restaurant will offer several dishes from every corner of India that will make customers feel they are eating their favourite food in New Delhi or Mumbai. The menu will include dishes from different parts of India, such as Mughlai from North India, South Indian from Southern states, Vegetarian from the West, and the seafood of the East. The restaurant will aim to bring the taste of India to the Emirate and help the locals and tourists to indulge in the fine dining Indian cuisine.
The popularity of the Indian food has crossed borders for centuries and it is one of the most loved cuisines in the world. There are already several Indian restaurants that have succeeded in Dubai and the growing population and migration of Indians to Dubai is creating demand for Indian restaurants. There is a great demand for Indian food among locals as Indian dishes have gained positive reputation among the locals. In addition, there is a significant population of Indians based in Dubai and every year several Indians travel to Dubai for leisure. Therefore, Dubai already has a significant level of demand for Indian food as locals and travellers both desire the best Indian food.
Additional Services
There are several Indian restaurants available in Dubai and to make Indian by Nature successful, it is important that additional services are offered to attract and retain customer loyalty. One of the first additional services that will be offered to customers is the opportunity to make online reservations through several means. Indian by Nature will have its own android and iOS application, online website and alliances with table booking sites that can be used by customers to book tables anyplace anytime. Also, customers would be offered free WiFi services at the restaurant as soon as take their seat in the restaurant. Also, staff will include individuals in each shift that can speak multiple languages to ensure all customers can easily understand the dishes on offer and feel comfortable at the restaurant.
Indian by Nature will also invest in social media to reach out to their potential customers and develop a positive brand identity. Social media will be used for communicating daily deals and positive reviews from critics with customers. Also, social media will be used for contests that will offer customers discounts at the restaurants for participation and engagement. The menu will be designed with foodie photos aligned with each section that make customers feel hungry while ordering and desperate for the meals. Each dish in the menu will be named after a city to give customers an idea about the origination of the dish. In addition, each dish will be prepared by using local ingredients and customers as soon as they are seated will be offered a traditional welcome drink to kick start their taste pallets (Marrs, 2016).
Target Market Profile
Income Levels
In terms of income level, it is expected that Indian by Nature will target customers who are from Middle class, Upper Middle class and Upper class. The Indian by Nature menu will be slightly expensive and it will ensure that the restaurant is seen as a fine dining restaurant (Kauffman Foundation).
Geographic Location
Customers from Dubai, other Emirates and tourists are the target market of Indian by Nature. The geographic location targeted by Indian by Nature is the location of the restaurant in Dubai. This geographic location is expected to increase, if the restaurant grows popular and ends up expanding in the Gulf region (Kauffman Foundation).
Lifestyle Choices
The food offered in the restaurant is expected to be rich in terms of taste and calories and the target customers would have the same preferences. Mainly, the restaurant will target customers who searching for delicious food and care less about the amount of calories consumed (Kauffman Foundation).
Perceptions
The restaurant will target customers, who have a preference for socializing, going out for meals, and a taste for delicious food. Customers with preferences for Indian delicacies are going to be an essential aspect for target customers. Customers who have positive experiences with Indian food would fill up the restaurant and generate much needed footfall (Kauffman Foundation).
Nationality
People from the Indians subcontinent are the most suitable target for the restaurant as they already know well about the cuisine and have grown up eating it. Also, locals would also be suitable targets as they have developed the pallet for Indian food after decades of cultural exchange with the Indian subcontinent (Kauffman Foundation).
PEOPLE Plan
The staff will be divided into kitchen, managerial, and support staff. The kitchen staff will consist of the head chef, executive chef, sous chef, Line cook, dishwasher, kitchen assistants and speciality chef. The managerial staff will consist of the restaurant manager, assistant manager, and cashier. The support staff will comprise of the waiters, Maître d (front desk), and the valet. The number of employees will be decided based on the footfall, as increased footfall will require an increase in the number of support staff and kitchen staff.
The chefs will be hired from some of the best restaurants in India to ensure their experience and expertise is brought to Indian by Nature. The managerial and support staff will be local, with the managerial staff hired from one of the major local restaurants based in either Dubai or Abu Dhabi. All employees will be found by employment consultancy and poaching from other local restaurants. The estimated salary of the staff needs to be kept within the yearly budget for the restaurant and the rate would be competitive as per the Dubai based restaurant industry. The manager and the chef would be experienced and would surely be the highest paid employees in the restaurant.
Brand Name, Logo and Slogan
SLOGAN: “WE BRING INDIA TO YOU”
Works Cited
Kauffman Foundation. Customer Foundation. Kauffman: The Foundation of Entrepreneurship. entrepreneurship.org. n.d. Web. 13 July 2016.
Marss., M. 25 Restaurant Marketing Ideas: Tips & Strategies to Win in the Food Business. WordStream. wordstream.com. 14 January 2015. Web. 13 July 2016.
