Pier Restaurant Business Plan

Business Plan for Pier Restaurant

Executive summary The Pier Restaurant is intended cafe It is restaurant The renovated

roughly

to

a

full

be located overlooking the

a

facility will

service three day a meal ocean

at the

Flagler

Beach Pier

approximately 200 patrons This would allow for 150 seats inside and the balance on outside deck areas The restaurant

will feature

full

menu

seat

compliment

items The menu will be influenced

England

Southern

world The

1

be

to

regional

revenues

will

of moderately

dinner lunch priced breakfast Italian New

by Caribbean Creole Coastal

and other time honored

come

specialty

from around the

from 4 elements ofthe restaurant

Breakfast will feature traditional items

recipes

operation

dishes and other

morning

creative

using fresh quality products ingredients

2

Lunch will feature

3

Dinner will feature

4

Bar

a

variety

of soups

salads

and sandwiches

casual family style dining and will offer fresh seafood pastas steaks paellas dinner salads and other regional favorites

operation will

offer

a

full bar drink menu

featuring specialty drinks dining and drinks can be deck so as to enjoy the

craft beers and assorted wines It is intended that

enjoyed

inside

or

al fresco

on

the

new

atmosphere

It is envisioned that

enhance the

operation and experience

done on

some

limited

basis

a

most

entertainment element could music at

likely

the

restaurant

located

on

This would be

the outside deck The

vision is that the entertainment would be and 3 person combos background music to

mostly single individuals or 2 performing easy listening numbers that would afford people eating talking and enjoying a good time at

the restaurant The mission and

atmosphere

objective

enhanced

to the Destination

and

ofthe

operation

is

to

bring together

a

casual

by the seaside location that will draw residents and visitors

Location taking advantage

iconic

adjoining Flagler complete quality experience service and

product quality grasp on food beverage

ofthe

quaint

beachside location

Beach Pier The establishment will for patrons The keys

to success

atmosphere Management

and labor elements

so as

provide

a

will be focused in

will need to have

to deliver the

a

experience

firm to

its

customers

in

a

fashion that will

mouth recommendations

Company

to

inspire repeat business and

of encourage word

others

summary

The restaurant derives its name essence from its location historic

Beach

The theme and decor ofthe

adjoining

the

will reflect

facility fishing pier surrounding location The company ownership a privately held limited liability corporation owned by Raymond Barshay and

Flagler

the character and elements ofits

Edward F Menard This will be considered

complete

renovation

ofthe existing pier

a

is

combination start up restaurant and

restaurant

Projected Renovation Start Up Costs Plans and Permits

Legal Equipment Furniture Fixtures Menu

Print Design

Loan costs

Licenses Deposits payroll Hiring Soft opening expenses Grand opening expenses open Marketing Advertising up inventory Start Small

wares

Interior renovation Exterior renovation

Signage Purchase of existing business The as

projection

30 000 000 25 000 40 000 30 000 10 000 10 000 7 000 5 000 9 000 7 000 10 500 7 000 20 000 8 000 75 000 65 000 20 TBD

of timing for start up and

completion

ofthe renovation is

follows

New lease and

assumption of existing lease byJan 31 st 2011 Plans and permits by Feb 28th 2011 Renovation by April 15th 2011 Closing Training and Reopening byMay15th 2011 ofthe timelines may progress so as to be ahead ofthe projections if other parts are able to be accomplished quicker It is also possible that due

Any to

the

nature

essence

to

all

ofthis

project parties

it may be

delayed

at some

stage Time is of the

Market

analysis

The casual S Due U

to

dining restaurant

predominately and portions of St Flagler

through

or

residents

closely

an

11 billion dollar

industry

in the

its location in southeastern serve

local

market is

residential

areas

Flagler county the business will including northern Volusia all of Flagler

Johns county It will derive certain daytime revenue from the community as well as visitors and tourists passing

Beach business

drawn

too

from the

the

area

The other

surrounding

area and their

with other businesses within

diverse clientele

to

the

area

portion

ofbusiness will be from local

guests The venture

Flagler Beach in

Specific advertising will

an

hopes to

effort to draw

be done

through

work

a more

local

publications direct mail business group alliances and radio as a means of 65 year creating awareness The target market for the restaurant is typically 18 old singles

couples and

families who desire

sophisticated yet fun casual dining experience We feel that positioning ourselves in the casual quality food service with an emphasis on a friendly atmosphere and caring knowledgeable staff will position is well to compete in the something descriptive Flagler a

Beach business community

Management Summary Raymond Barshay will be the operating partner managing member ofthe liability company Mr Barshay has been involved in the food and limited beverage business for 22 years He is currently involved in the RiverGrille Restaurant in Ormond Beach Florida and Crabby Joe s Deck Grill in Daytona Beach Shores Florida Mr Barshay was instrumental in start up and day to for both ventures and has been for operations responsible design menu development purchasing marketing and advertising staff development and other business functions commensurate with operating successful restaurants Previous to being involved in the restaurant business Mr Barshay was involved in the residential real estate development construction and sales business for over 25 years Ford Menard is

a partner in RiverGrille LLC with Mr Barshay and The Broken Barrel located in Melbourne Florida The Broken Barrel is a sports

s involvement in the barstarted in 2008 Previous to Mr Menard restaurant pub restaurant business he was involved in owning and operating a sporting good and gun business for many years and was involved in all aspects of customer service purchasing and operating a privately owned business Both Mr Barshay and Mr Menard

are

longtime residents

ofthe

area

Other

manager a kitchen manager and an assistant manager There will be approximately 40 full and part time staff employed Our is that several ofthese be held hope positions may by current employees ofthe

personnel

will be

a

general

existing pier restaurant who are willing to train and transition into the new operation Other personnel will hopefully and ideally be found in the local and surrounding communities It is not our intention to bring employees from other restaurants owned by either Mr Barshay or Mr Menard Extensive training will be done so

as

to establish

a

reliable consistent

and well trained staff The management ownership team considers service to be a high priority in any successful food service venture

knowledgeable

Strategic Positioning Summary

The

fishing pier and

location in the

City

the restaurant make up a highly visible landmark A newly renovated restaurant building will certainly add to

look and feel to the property This is only one element of making the transition for the project There are other ideas that should be developed to

bringing

a new

revitalize this

major section ofthe downtown area and are important to bring a cohesive image to the property where locals visitors and tourists can be drawn to the pier the restaurant and ultimately the other businesses ofthe downtown Flagler Beach area This can be done in several ways The partners in the venture feel it is important to work closely with the City to develop the entirety ofthe pier the restaurant and the beach area at the pier This should be done in a way that brings out the experience of a visit to the pier restaurant That is after beach all a main reason for someone choosing to come to the area It should be pleasant easy to access fun and seamless for anyone to come and enjoy there time in Flagler Beach It should be an experience that makes it easy for them to become regular visitors and return with friends family and neighbors To effect that we feel it is important to develop the other parts ofthe equation Some of those that should be addressed

1

are

Streetscape areas ofthe property along AIA This sidewalk accomplished with plantings signage and other items of a

can

be

festive nature decorative

2

Changes to the fishing business Renovate the bait tackle and admissions facility Promote fishing business through events benefits camps and tournaments in concert with local groups

and the

City

clubs schools

other businesses

3

Develop

other features for the

comes to

the

area

pedestrian

crowd and the beach crowd that

This could be walk up service areas for drinks ice etc A retail shopping experience should also be outlet

cream beach items

available for

people

who have

come

to the

beach

the

pier

or

the

restaurant

4

Combine

some

historical information and

city directory

that

gives people

a

they are and the things available to them in the way of shopping dining options and activities for them to enjoy While people may be drawn to the pier they should easily access and be directed to other things in the area sense

ofwhere

other

In

bringing

more

to

life

at

the Pier it should enhance the

enjoyment

ofthe time spent while in the area Whether someone comes and spends money or not in town the day they are visiting each visitor is a future customer ofall the businesses in town

They

should have

a sensory

experience top ofthe mind awareness Flagler for the next time they want to eat shop or play in the area It is important that the experience is visually pleasing comfortable friendly and that will leave

basically

taste

Proforma SEE ATTACHMENT

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