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
good
to
Beach
them
as a
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