BUISNESS PLAN CANTINA FRIDA KHALO
CANTINA FRIDA KHALO
Food menu PRODUCT DESCRIPTION Upon opening the facility, Cantina frida restaurant will offer its customers a wide selection of dishes. During their dining experience. All products will be authentic Mexican, Fresh, made-to-order, and of the highest of quality. PLANNED PRODUCTS AND SERVICES Cantina Frida Kahlo restaurant’s products are based on authentic Mexican tradition with a touch of modern style, which will include a diverse selection of items from the finest cuts of meat and fresh seafood to organic fruits and vegetables. Cantina Frida Kahlo restaurant will offer its patrons a dining experience unlike any others. Enhances Menu (Ala Carte) Timings: Daily, 12 p.m. to 2a.m.
Price Strategy
Mexican Brunch Timings: Saturdays, 11 a.m. to 3 p.m.
Mexican:AED 180-200 or U.S $ 50-55 per person
CFK Club Timings: Daily, 6 p.m. to 2 a.m.
VIBRANT AND BOLD
HERITAGE AND CULTURE
location
GCC
Cantina Frida Khalo restaurant is an authentic mexican fine dining registered restaurant cocept set to spread out to key cities across the globe.Cantina Frida Kahlo restaurantis an authentic Mexican fine dining registered restaurant concept set to spread out to key cities across the globe. We will be involved in operating authentic Mexican fine dine restaurants outlets that will be scattered across major cities in the globe. Much more than retailing and serving our patron care will be second to none. We know that our patrons are the reason why we are in business which is why we will go the extra mile to get them satisfied when they visit any of our locations of Cantina Frida Kahlo restaurant and to become our loyal patrons and ambassadors. Cantina Frida Kahlo restaurant will ensure that all our patrons are given first class treatment whenever they visit any of our outlets.
Although the business as it goes by the name of Cantina Frida Kahlo restaurantis in operation as one of the newest restaurant of Ritz Carlton in the beautiful island of Bahrain, but there are plan to open other outlets all around in other key cities of UAE and in the GCC region.Cantina Frida Kahlo restaurantis a fine-dining Authentic Mexican cuisine restaurant officially arrived in Bahrain and celebrated its grand opening on October 18, 2016.Cantina Frida Kahlo restaurant will focus on the individual with an annual income exceeding $60,000; while providing quality food and exemplary patron service. Cantina Frida Kahlo restaurant physical structure will be a single-level building located within a high-end luxury resort.
We have a CRM software that will enable us to manage a one on one relationship with our patrons no matter how large the numbers of our patrons’ base may grow to. We will ensure that we get our patrons involved when making some business decisions that directly affect them Cantina Frida Kahlo restaurantis a fine-dining Authentic Mexican cuisine restaurant officially arrived in Bahrain and celebrated its grand opening on October 18, 2016 Cantina Frida Kahlo restaurant will focus on the individual with an annual income exceeding $60,000; while providing quality food and exemplary patron service. Cantina Frida Kahlo restaurant physical structure will be a single-level building located within a high-end luxury resort It will consist of minimum 6000 square feet, 4000 square feet of which will be earmarked for dining. The remaining space will consist of the greeting and waiting area for patrons, bar, prepping area, cooking stations, storage area, a restroom and meal room for staff, and an office for management. Over the first 12 months of operation, Cantina Frida Kahlo restaurant will offer a wide selection of authentic Mexican dishes for its patrons. Revenue will be generated from the sales of its products to patrons and a portion of profits generated from the first years will be earmarked for future expansion.
The seating arrangements will consist of a combination of table seating and booth seating, promoting various levels of intimacy; from a party of 2 to a party of 8. The furnishings inside the facility will be inviting to the patron. Cantina Frida Kahlo restaurantwill be able to seat between 150 to 180 patrons comfortably.
vision
SPECIAL
BRUNCH I LUNCH I DINNER I DRINKS
MEALS
MEXICAN
CUISINES
CENTRAL AMERICAN
LATIN
FEATURES
Reservation
Indoor outdoor seating
Parking
Wheel Chair
Serves Alcohol
Wifi
Table Service
Valet Parking
OPERATING HOURS
12 Noon to 2 a.m.
CARDS ACCEPTED
MISSION Cantina Frida Kahlo restaurant mission is to become the pre-eminent authentic Mexican-themed fine-dining restaurant inside a high-end luxury resort into key cities of UAE, while establishing the foundation for future expansion throughout the GCC and abroad
To offer premium, quality products to its patrons. To generate annual revenues in excess of two million U.S.dollars per unit. To expand its operations from a single location to multiple locations in affluent areas within large cities throughout the UAE and beyond. To become an efficient, successful, and profitable business.
GOALS To attain a net profit margin o minimum10% within the first 3 years of operation To open additional restaurants in GCC and beyond within 3 to 5 years To establish working relationships with vendors indicative of Cantina Frida Kahlo restaurant’s participation. in the fine-dining segment of the restaurant industry KEY TO SUCCESS After financial obligations are met, Cantina Frida Kahlo restaurant will allocate a percentage of its revenue to each of the following areas in order to achieve and maintain success General upkeep and maintenance of the restaurant Research and development of new products and offerings Reserve fund for future expansion Cantina Frida Kahlo restaurant’s success or failure will ultimately be determined by the actions of its management and personnel
organization
PERSONNEL For the first year of operation, Cantina Frida Kahlo restaurant will hire staff equal to the task of operating a high-end Mexican restaurant. Management will ensure it hires employees who are service oriented with excellent ethics and attitudes. In addition, management will hire experienced chefs with resumes including several years at well-known .high-end restaurants Customers will pay for authentic cuisine, which inexperienced chefs would be unable to provide. Listed below are the job descriptions of the positions Cantina Frida Kahlo restaurant will retain in .conducting its operations
RESRAURANT GENERAL MANAGER The Restaurant General manager will be responsible for overseeing allCFK’s personnel, as well as establishing the policies of the restaurant and procedures for each department EXECUTIVE CHEF The Executive Chef will be responsible for supervising all CFK’S personnel and monitoring the financial progress of the company on a regular basis. The Executive Chef will report monthly to the General Manager on the operational and financial status of the company ASSISTANT MANAGER The Shift Manager will provide operational support for the Executive Chef outside of the food: preparation area. The Shift Manager will supervise the delivery of all items to patrons and ensure that patrons are enjoying their customer service experience. The Shift Manager will also assist in preparing and delivering food on an as-needed basis SOUS CHEF The Sous Chef will provide culinary and operational support for the Executive Chef inside the food preparation area. The Sous Chef will supervise the preparation and delivery of all menu items, as well as prepare the majority of dishes for the patrons LINE COOK The Line Cook will be responsible for prepping ingredients for all menu items, as well as: assembling the dishes for CFK’S patrons. The Line Cook will also provide culinary support to the Sous Chef and Executive Chef PREP COOK The Prep Cook will be responsible for preparing of all food products prior to delivery.The Prep Cook will also be responsible for general upkeep of the back-end area of the restaurant, including (but not limited to) cleaning of prepping area, stocking of food products, etc. In addition, the Prep Cook will provide culinary support to the Line Cook on an as-needed basis KITCHEN STEWARD The Kitchen steward will be responsible for the cleanliness of Kitchen utensils, Service utensils, cutlery, crockery and glassware and other back operational areas including Pot wash area as per HACAP standards and management’s SOP’s
BARTENDER The Bartender will be responsible for prepping ingredients and all beverages for all menu items, as well as assembling the glasses for CFK’S patrons. The Bartender will also provide beverage culinary support to the his/her team BAR SERVER Bar Server:The Bar Server will be responsible for receiving orders placed by CFK’S patrons, as well as the delivery of orders and the subsequent collection of monies BAR SERVER ASSISTANT Bar Server Assistant:The Bar Server Assistant will be responsible for the clearing and cleaning of seating area following the departure of a patron, and properly preparing said area prior to the seating of a patron. The Bar Server Assistant will also stock all items within the patron’s reach (napkins, straws, condiments), and provide beverage support as needed CAPTAIN'S The Captain will be responsible for receiving orders placed by CFK’S patrons, as well as the delivery of orders and the subsequent collection of monies FOOD SERVER The Food server will be responsible for the clearing and cleaning of seating area following the departure of a patron, and properly preparing said area prior to the seating of a patron. The Server Assistant will also stock all items within the patron’s reach (napkins, straws, condiments), .and provide beverage support as needed HOUSE KEEPER HouThe Housekeeper will be responsible for the cleanliness of front of the house, dining and service area as per HACAP standards and management’s SOP’s HOST/ HOSTESS The Host/Hostess will be responsible for ensuring CFK’S patrons are Welcomed, greeted and seated in a timely fashion, accommodations are enough prior to securing reservations and facility is properly staffed
management chart
Market analysis C a n t i n a F r i d a K a h l o R e s t a u r a n t i s a o f f i n e - d i n i n g s e g m e n t o f t h e e l i t e i n d u s t r y
m e m b e r r e s t a u r a n t
Over time, Cantina Frida Kahlo restaurant will become the first of its kind in entire Dubai/UAE and seek to expand its reach beyond GCC. Prior to opening a fine-dining authentic Mexican restaurant, an analysis of the nearby neighborhoods as well as a determination of who will be the . .new mexican restaurant's customers is needed
Industry scope The UAE’s food and beverage (F&B) sector is expected to grow by around 4 per cent annually to $13.2 billion in 2018 as new outlets open and tourist numbers grow, according to a new report by KPMG, a global audit firm. The market, valued at $11.3 billion in 2014, is forecast to grow to $11.7 billion in the current year, KPMG said in its UAE Food and Beverage Survey, citing data from research firm .Euromonitor International Outlet growth has been driven by a” mix of expansion of existing chains as well as new brands and concepts entering the UAE market. The expansion has been further fueled by the continued investment in several new and large retail destinations. Eating out among UAE nationals as well as expatriates,” KPMG said in the report. The average spends on eating out per person in the UAE is Dh120, as .per the report Food consumption in the Gulf Cooperation Council (GCC) countries are expected to grow at a
compounded annual growth rate (CAGR) of 3.5 per cent between 2014 and 2019 as the region’s population expands, according to investment bank Alpen Capital’s GCC Food Industry Report 2015. Food consumed in the region is likely to reach 51.9 million metric tons by 2019, it said.KPMG survey respondents were drawn from a mix of Emirati and Gulf Cooperation Council .nationals, Arab, Asian and Western expatriates Dubai's buoyant hospitality sector, which is gearing up to host more than 20 million visitors at World Expo 2020, is way ahead of seven other key global cities in average spend per overnight .visitor as well as in the number of hotel keys per resident Dubai leads in total number of hotel keys per resident at 29.9 per 1,000 people when benchmarked against international hub cities. Paris is the next highest with 17.6 keys per 1,000 .people as per thereports
. Dubai also stands out in terms of average spend per overnight visitor, which is estimated to be over $2,000 in 2017, the highest among global hub cities. The seven other key global cities chosen for benchmarking include UAE, London, Paris, Singapore, Hong Kong, Shanghai Despite facing challenging market conditions, Dubai's hospitality sector remains among the" top performers in the Middle East, underpinned by the emirate's positioning as a regional .commerce hub and the development of world class demand generators
The existing demographics in the whole UAE is 9.60 million. And according to the Dubai Statistic Center (part of the Government of Dubai) the current resident population of Dubai is 3,259,389 (figures last updated on 8th May 2019). While the active daytime population is approx. 1,155,000, which comprises tourists, sailors, other temporary residents and plus residents working in Dubai but living outside the city
analysis DUBAI POPULATION BY NATIONALITY
51 % Indians
9% Bangladeshis
DISTRIBUTION OF SALARIES IN DUBAI
3% Filiponos
15% UAE Nationals
17% Pakistanis
competition FINE DINING AUTHENTIC MEXICAN THEMED DINING
CANTINA FRIDA KHALO
Food menu PRODUCT DESCRIPTION Upon opening the facility, Cantina frida restaurant will offer its customers a wide selection of dishes. During their dining experience. All products will be authentic Mexican, Fresh, made-to-order, and of the highest of quality. PLANNED PRODUCTS AND SERVICES Cantina Frida Kahlo restaurant’s products are based on authentic Mexican tradition with a touch of modern style, which will include a diverse selection of items from the finest cuts of meat and fresh seafood to organic fruits and vegetables. Cantina Frida Kahlo restaurant will offer its patrons a dining experience unlike any others. Enhances Menu (Ala Carte) Timings: Daily, 12 p.m. to 2a.m.
Price Strategy
Mexican Brunch Timings: Saturdays, 11 a.m. to 3 p.m.
Mexican:AED 180-200 or U.S $ 50-55 per person
CFK Club Timings: Daily, 6 p.m. to 2 a.m.
PARA COMPARTIR TORTILLA CHIPS [G] guajillo / chipotle / cactus / blue corn / yellow corn
$8
GUACAMOLE KAHLO [V] [D] Hass avocado / tomato / coriander / serrano chili / sea salt / lime juice
$ 21
SALSA FRESCA [V] Tomato / jicama / pineapple / mango/pomegranate/ sea salt / lime juice
$12
ENSALADAS ENSALADA DE BETABEL [D] [N] beetroot / oregano / peanut / queso fresco / candied hibiscus flower
$ 18.5
ENSALADA DE NOPALES Y FRIJOLES [D] nopales / mixed beans / red onion / tomato / coriander / avocado/queso fresco
$ 18.5
ENSALADA DE COLIFLOR [N] cauliflower / salsa macha / toasted pumpkin seeds / pickled onions / gargir / avocado
$ 18.5
ENSALADA DE QUINOA Y ATUN [SF] $ 18.5 yellow fin tuna / quinoa / red onion / corn / poblano peppers / avocado / lemon olive oil / gargir ENSALADA VERDE [V] [D] $ 14.5 greens / avocado / mango / chickpeas / heirloom tomato / queso fresco / coriander-lime vinaigrette SOPAS Bringing the traditional “homemade” soups, a comfort food that is full of flavor and textures POZOLE ROJO cacahuasintle corn / chicken / radish / oregano / lettuce
$ 13
SOPA DE TORTILLA [D] [G] tomato broth / tortilla strips / avocado / ancho chili
$ 12
SOUP OF THE WEEK
$ 13
ANTOJITOS Street food that you can find all over Mexico, most of the time it’s an appetitive and usually masa based TLACOYO DE PATO [N] [D] duck / masa / black mole / broad beans
$ 21
GORDITAS DE CHORIZO [D] beef chorizo / masa / cheese / roasted salsa / sour cream
$ 20
TAMALES DE FRIJOL [N] [D] $ 18.5 steamed masa / black beans / cheese / cascabel salsa / pumpkin seeds / guacachile SOPES CON CARNE [G] [D] Wagyu short ribs / masa / black beans / tomatillo / sour cream
$ 16
QUESO FUNDIDO CON CHAMPINONES [D] [G] melted cheese / pico de gallo / mushroom / morita chili / flour tortillas
$ 16
FLAUTAS DE POLLO [D] [G] braised chicken / sour cream / serrano chili sauce
$ 16
TACOS DE CANASTA [G] [D] Wagyu short ribs / guajillo sauce / pickled cabbage
$ 13
SURTIDO PARA 2 PERSONAS (3 items) Combination for 2 persons (3 items)
$ 30.5
CEVICHES Ceviche’s are found all over Latin America with each country having their own distinctive way of doing it. Highlighting the best preparations of the Mexican coast, bringing fresh and vibrant flavors to seafood or fish based preperation. TIRADITO DE SALMON (CURED SALMON) [F] Chilli cured salmon / coriander emulsion / passion fruit leche de tigre
$18.5
TSIC BEEF TOSTADA (COOKED BEEF) [D] $ 14.5 pull beef / corn tostada / beans pure / sour cream / lettuce / avocado / onion AGUACHILE DE PULPO (COOKED OCTOPUS) [SF] octopus / burned jalapeño chili / garlic oil / red onion / coriander
$ 18.5
CEVICHE DE CANGREJO [SF] [G] crab meat / mint / lemon / onion / habanero / blue corn tortilla
$ 21
CEVICHE DE HAMACHI [SF] hamachi / lime / coriander / red onion / jalapeno chili
$ 18.5
CEVICHE DE CAMARON (COOKED SHRIMPS) [SF] pink shrimp / habanero chili / lime / tomato / mango
$ 18.5
AGUACHILE DE ATUN (RAW TUNA) [SF] yellow fin tuna / orange / serrano chili / cucumber
$ 18.5
TORTAS “Torta” in English is a type of sandwich served in a traditional “Bolillo” bun HAMBURGUESA KAHLO [G] [D] [E] beef burger / guacamole / cheese / beef bacon
$ 26.5
VEGETARIANA [G] [D] [N] $ 24 black beans patty / goat cheese / avocado / arugula / tortilla strips MILANESA DE POLLO [G] [D] [E] $ 24 breaded chicken breast / Chihuahua cheese / arugula / avocado / chipotle mayo CARNES ASADAS We call carne asada to almost all the meat preparations on the grill, showing our love for charcoal and smokiness. MAR From the sea BLACK TIGER PRAWNS
$ 48
HAMMOUR
$ 40
MAR Y TIERRA Surf and turf PARRILLADA KAHLO black tiger prawn, ribeye, quarter chicken, Portobello
$ 74.5
TIERRA From the land USDA TENDERLOIN
$ 58.5
HALF CHICKEN
$ 37
ANGUS RIBEYE
$ 34.5
U.S. PREMIUM BLACK ANGUS GRAIN FED Rib Eye 300g
$ 64
PLATO FUERTES (ENTREES)
PLATO
Highlighting a few of Mexico’s most famous and typical sauces, with a different twist and presentation respecting the flavors and techniques of the culture SALMON RECADO NEGRO [F] [N] $ 46.5 Pacific Salmon / recado negro sauce/ pickle onion /roasted zuchinni ENCHILADAS VEGETARIANAS [D] cheese / carrots / potato / zucchini / poblano green sauce HAMMOUR CON PIPIAN [F] [N] hammour / green pipian / kale / potato
$ 42.5 $ 45
POLLO CON MOLE [N] chicken / encacahuatado mole / white rice / sesame seeds
$ 45
CAMARONES Y PULPO A LA TALLA [SF] [E] $ 46.5 king tiger prawn / octopus / kale / red spinach / brussels sprouts / guajillo chilli HUACHINANGO A LA VERACRUZANA [F] sea bass / Veracruzana sauce / white rice / roasted peppers COSTILLAS DE RES BRASEADAS Wagyu short ribs / dried chilli sauce / black beans TODAY’S SPECIAL
$ 42.5
$ 50.5 $ 40
TACOS One of the most famous dishes of the Mexican cuisine, world famous, and consist mainly of two elements, tortilla (flour-corn) and the filling 3 PER ORDER CAMARONES GOBERNADOR [SF] [D] [N] shrimp / cheese / tomato / avocado / roasted chilli BARBACOA braised lamb / morita chili sauce / caramelized onion
$ 18.5 $ 18.5
PESCADO ESTILO BAJA [G] [D] [F] Sea bass / coriander mayo / cabbage / arbol chilli
$ 18.5
ALAMBRE [D] [G] $ 18.5 flank steak / red bell pepper / chile de arbol / onion / cheese POLLO PASTOR [D] chicken /sour cream / chipotle / roasted pineapple
$ 16
HONGOS Y FLOR DE CALABAZA [V] field mushroom / zucchini flower / serrano chili sauce
$ 16
TAQUIZA $ 33 Please choose 6 pieces from the above selection TACO OF THE WEEK
$ 20
PARA LA MESA PURE DE PAPA CON JALAPENO [D] potatoes / jalapeno / garlic
$8
VEGETALES A LA PARRILLA $8 mix peppers / asparagus / zucchini / carrots / lettuce FRIJOLES CHARROS whole beans / beef bacon / beef chorizo / pico de gallo
$8
ELOTE [V] [E] $8 grilled corn / chipotle mayo / queso fresco AGUACATES FRITOS [G] [D] [E] adobo spiced fried avocado/ sea salt
$8
ARROZ MEXICANO $8 rice / corn / green peas / mix peppers / onion POSTRES A few of the typical treats that can be found in the sweet side of Mexican cooking, bringing back childhood memories to almost all Mexicans
CALABAZA EN TACHA [D] [N] [E] candied pumpkin / piloncillo / vanilla ice cream
$ 12
CAPIROTADA [G] [E] [N] $ 12 Mexican bread pudding/ nuts /cheese/ sour cream ice cream PASTEL DE CHOCOLATE [G] [D] [N] chocolate / almonds / salted caramel
$ 12
CHURROS [G] [D] $ 12 cinnamon churros / chocolate sauce / caramel sauce / guava sauce PASTEL DE TRES LECHES [G] [D] $ 12 traditional three milk cake / meringue / mango / strawberry PALETAS [D] Selection of Mexican ice popsicles (per piece) $4 green mango with chilli and salt / pineapple and tajin / cucumber and lime with chamoy / coconut with crispy rice / tamarind
Vegetarian
Nuts
Gluten
V
N
G
Sea food
SF
BEVERAGE MENU SHARING DRINKS SILVER MARGARITA PITCHER
$ 66.50half liter | $ 133 one liter
GOLDEN MARGARITA PITCHER
$ 40 half liter | $ 80 one liter
FLAVORED MARGARITA PITCHER$ 45 half liter | $ 85 one liter
Dairy
Eggs
D
E
MARGARITAS GOLDEN MARGARITA Tequila gold / Grand Marnier / fresh lime juice
$ 24
DIABLITO MARGARITA $ 17 Tequila silver / fresh lime juice / pineapple / cassis MEZCALITA $ 17 Mezcal / fresh lime juice / grilled pineapple / jalapeño chili / coriander / passion fruit HIBISCUS WATERMELON MARGARITA $ 17 Tequila silver / watermelon infused Tequila silver / Grand Marnier / hibiscus syrup / fresh watermelon juice / fresh lemon juice BERRY MARGARITA $ 17 Tequila silver / triple sec / fresh lime juice / blackberries / raspberries HABANERO MARGARITA $ 16 Tequila silver / habanero infused Tequila silver / hibiscus syrup / fresh lime juice / agave nectar DRAGON FRUIT MARGARITA $ 16 Tequila silver / lychee puree / fresh dragon fruit / coriander syrup / fresh lime juice SPICY MANGO MARGARITA $ 17 Tequila silver / triple sec / fresh lime juice / habanero tamarind / chili powder syrup / mango puree PINTO $ 20 Tequila silver / fresh lime juice / ginger syrup / red wine SILVER MARGARITA Tequila silver / triple sec / fresh lime juice / agave nectar U.S. PREMIUM BLACK ANGUS GRAIN FED Rib Eye 300g
$ 64
NON- ALCOHOLIC SIGNATURES EL JALISCENSE blueberry / green tea / grapefruit
$ 13
$ 12
FRESCO $ 12 peppermint tea / watermelon juice / lime juice / cucumber syrup VIRGIN MARGARITAS $ 13 strawberry / mango / passion fruit / peach/ tamarind / lime MANZANITA apple juice / spice syrup / blackberry / lime juice
$ 12
ENAMORA raspberry / blackberry / strawberry / mint / pineapple
$ 12
TOLUCA $ 12 pomegranate / sumac / chili / rosewater / cilantro / lime juice XOCHI $ 12 peach / tamarind / lemon juice / vanilla infused honey / black lime OUR SIGNATURES EL JALISCENSE TLALCO $ 20 light rum / dark rum / spiced rum / all spice syrup / fresh orange juice / berries QUETZAL $ 20 melon liqueur / coconut liqueur / amaretto / fresh lime juice / pineapple juice XOLOTL $ 20 light rum / dark rum / passion fruit / orange / fresh lime juice KUKULKAN $ 20 light rum / dark rum / triple sec / fresh lime juice / orange juice/ crème de cacao FRIDA $ 16 Tequila / cacao infused tequila / raspberry shrub / raspberry puree OUR TWISTS GUAPA TWIST ON APEROL SPRITZ $ 21 Tequila silver / Aperol / peach / puree / sparkling wine / fresh lime juice / sugar syrup LA REINA bourbon / honey / peach / mint / fresh lime juice
$ 21
CARAJILLO TWIST OF MARTINI ESPRESSO Licor 43 / espresso / sugar
$ 20
EL CHULO $ 16 Tequila silver / peppermint tea / fresh lime juice / rosemary syrup GRANADITA TWIST OF MOJITO $ 18.5 Tequila silver / fresh lime juice / pomegranate juice / mint / tonic water
TEQUILA SILVER
ANEJO
GRAN CENTENARIO
$ 26.5
DON JULIO
$ 40
DON ALVARO
$ 26.5
EXCELLIA
$ 40
PATRON SILVER
$ 26.5
PATRON
$ 34.5
DON JULIO
$ 26.5
1800
$ 34.5
HERRADURA
$ 20
DON ALVARO
$ 30.5
EL JIMADOR
$ 20
EL JIMADOR
$ 24
OCHO BLANCO
18.5
OLMECA
$ 16
FLIGHTS OF TEQUILA
REPOSADO GRAN CENTENARIO
$ 30.5
JOSE CUERVO RESERVA
$ 96
1800
$ 24
PATRON
$ 80
EL JIMADOR
$ 20
EL JIMADOR
$ 50.5
OCHO REPOSADO
$ 18.5
MEZCAL MONTE ALABAN
$ 17
EXTRA ANEJO TEQUILA
PREMIUM TEQUILA GRAN PATRON PLATINUM
$ 61
DON JULIO REAL
$ 160
RESERVA DE LA
$ 37
RESERVA DE LA FAMILIA
$ 58.5
FAMILIA PLATA
$ 37
TEQUILA LIQUEURS
$ 22.5
GPATRON CAFE PATRON DARK COCOA PATRON INCENDIO LICOR 43
BEER SELECTION DRAUGHT BEER
BOTTLED BEER AMSTEL LIGHT
$ 14.5
KIRIN BEER 33 cl
$8
AL MAZA
$ 14.5
KIRIN BEER 50 cl
$ 16
CORONA
$ 14.5
CISK 33 cl
$8
BUDWEISER
$ 14.5
CISK 50 cl
$ 13
ESTRELLA
$ 14.5
HEINEKEN 33 cl
$8
XX LAGER
$ 17
HEINEKEN 50 cl
$ 16
SOL
$ 14.5
BEER COCKTAILS BEER GARITA $ 26.5 Tequila silver / triple sec / fresh lime juice / agave syrup / Mexican beer MAYAHUEL $ 20 lager beer / agave / gin / strawberry / lemon / aromatic bitters CLASSIC $ 17 lager beer / Worcestershire sauce / tabasco / fresh lime juice OJO ROJO $ 17 lager beer / Worcestershire sauce / tomato juice / tabasco / fresh lime juice OUR WINE SELECTIONS RED WINES CHATEAU LA ROSE BOUQUEY $ 178.5 Merlot Cabernet Franc, Cabernet Sauvignon St Emilion, France CHERUBINO Bobal, Spain
$ 112
VENDANGE Cabernet Sauvignon, California USA
$ 21 / & 90.5
MAURICIO LORCA Malbec, Argentina
$ 122.5
FINCA COSTANCIA SELECCION $ 120 Syrah, Spain CASA LAPOSTOLLE Merlot, Chile
$ 20 / $ 85
WHITE WINES MAURICIO LORCA Torrontes, Argentina
$ 122.5
HIDDEN CRUSH Chardonnay, California USA
$ 104
MICHAEL DAVID Sauvignon Blanc, California USA
$ 25 / $ 109
CLOUD FACTORY Sauvignon Blanc, New Zealand
$ 85
CASA LAPOSTOLLE Chardonnay, Chile
$ 20 / $ 85
SPARKLING MOËT & CHANDON Brut Imperial, France
$ 290.5
LAURENT-PERRIER Brut, Champagne France 375ml
$ 178.5
VOGA Prosecco, Veneto Italy
$ 21 / $ 112
ROSE WINE TORRES Carignan, Grenache, Spain MATEUS White Zinfandel, USA
$ 20 / $ 122.6 $ 85
PREMIUM SELECTION DOM PERIGNON Brut, Champagne France
$ 970.5
CHATEAU RAUZAN-SEGLA $ 733 Cabernet Sauvignon, Merlot, Petit Verdot, Cabernet France Bordeaux, France
LATE NIGHT MENU PARA LA MESA GUACAMOLE KAHLO [V] $ 17 hass avocado / tomato / coriander / serrano chili / sea salt / lime juice ANTOJITOS "Hot little cravings" in English, typical street food found in small traditional markets in Mexico. Most of them include corn as an ingredient. CEVICHE DE HAMACHI $ 18.5 hamachi / lime / coriander / red onion / jalapeño chili AGUACHILE DE PULPO $ 18.5 octopus / burned jalapeño chili / garlic oil / red onion / coriander QUESO FUNDIDO [V] $ 16 melted cheese / mushroom / pico de gallo / morita chili / flour tortillas FLAUTAS DE POLLO $ 16 braised chicken / sour cream / serrano chili sauce TACOS 3 PER ORDER Served with homemade corn tortillas ALAMBRE $ 18.5 flank steak / red bell pepper / chile de arbol / onion / cheese PESCADO ESTILO BAJA $ 18.5 sea bass / coriander mayo / cabbage / arbol chili TORTAS “Torta” in English is a type of sandwich served in a traditional “Bolillo” bun. HAMBURGUESA KAHLO $ 24 beef burger / guacamole / cheese / bacon MILANESA DE POLLO $ 24 bread coated chicken breast / Chihuahua cheese red leaf lettuce / avocado / chipotle mayo
CARNES DE LA PARILLA – Mexicain style Grill To Share Served with scallions, chiles toreados, grilled avocado MAR BLACK TIGER PRAWNS [A] $ 48 HAMMOUR
$ 40
TIERRA USDA TENDERLOIN
$ 58.5
HALF CHICKEN
$ 37
MAR Y TIERRA PARRILLADA KAHLO $ 74.5 black tiger prawn / ribeye / 1/4 chicken / portobello MAS AGUACATES FRITOS adobo-spiced fried avocado / sea salt
$8
ELOTE $8 grilled corn / chipotle mayo / queso fresco CLASSIC MEXICAN RICE
$8
rice / corn / green peas / mix peppers / onion POSTRES CHURROS $ 12 cinnamon churros / chocolate sauce / caramel sauce / guava sauce PASTEL DE TRES LECHES $ 12 traditional three milk cake / meringue / mango / strawberry
[A]= Contains alcohol [V]= Vegetarian. The Cantina Frida Kahlo restaurant cannot guarantee that products are allergen-free or have been produced in an allergen-free environment. If you have any concerns regarding food allergies, please alert your server prior to ordering. All prices shown are inclusive of service charge, government levy and VAT.
marketing /advertising
REVENUE STATEMENT Cantina Frida Kahlo restaurant’s daily number of covers is adjusted to be 300-360 within the next two to three years. This figure is also consistent with Cantina Frida Kahlo restaurant’s business goal of serving 300-360 customers based on a 180-seat restaurant with a turnover rate of two times. C A N T I N A F R I D A K A H L O R E S TA U R A N T W I L L M A R K E T I T S E L F T H R O U G H A C O M B I N AT I O N O F TRADITIONAL , ONLINE AND SOCIAL MEDIA MARKETING .
According to the revenue Statement. The Projected average check per cover is estimated at AED 180-200/ U.S $ 50-55 per person, by dividing the total revenue earned by the total number of patrons.
TRADITIONAL MARKETING Cantina Frida Kahlo restaurant will look to advertise in local newspapers and publications with the largest circulation figures in its target area. In reaching targeted consumers whichincludes, Local residence, Travelers, Tourists and other expatriates and nationals, Cantina Frida Kahlo restaurant will focus its national advertising efforts in cities with the largest concentrations of these populations, including UAE and Dubai City. Cantina Frida Kahlo restaurant will also seek to advertise in popular magazines and in the Khaleej Times, the most read printed publication in the UAE PROMOTION MARKETING
Cantina Frida Kahlo restaurant will institute a form of promotional marketing by conducting monthly drawings for free and offers on meals. Some of the promotions planned include After 5 purchases from its facility = one free . (meal (minimum AED 180 purchase per visit Recommend a Patron = 10% off next purchase (limited to one per person Monthly business card drawing = one free (meal (redemption value of AED180 maximum
OUTDOOR ADVERTISING
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Cantina Frida Kahlo restaurant will institute a Cantina Frida Kahlo restaurant will contact outdoor advertising companies in its target market to purchase their services. Some of the high visibility areas Cantina Frida Kahlo restaurant will investigate advertising within or near the following Luxury resorts on the Strip High-end shopping centers throughout Dubai city Entertainment and event venues
ONLINE MARKETING In order to properly market itself online, Cantina Frida Kahlo restaurant must have a significant presence on the internet. The initial step in developing this presence is the creation of its website
www.cantinafridakahlo.ae
SOCIAL MEDIA MARKETING
Following the development of its website, and the registration with various search engines, Cantina Frida Kahlo restaurant will implement a Search Engine Optimization strategy both domestically and internationally. Cantina Frida Kahlo restaurant and its partners will primarily focus on Google, Yahooin gaining online exposure within UAE and Dubai City.Cantina Frida Kahlo restaurant will purchase ads with Google AdWords and ADs with various popular portalsin order to be listed prominently on the first page when an .online user enters certain keywords Cantina Frida Kahlo restaurant will institute a social media marketing campaign over the internet utilizing Facebook, Instagram, Twitter, YouTube, TripAdvisor and Zomato as its vehicles for delivery. The marketing campaign will focus on educating the target audience, about Cantina Frida Kahlo restaurant and its products and services
SWOT ANALYSIS STRENGTHS LOCATION Cantina Frida Kahlo restaurant considered customer density when deciding where to start the business. After gaining progressive success every fiscal year from the date of initial launch in high-end luxury resort, Kingdom of Bahrain; Cantina Frida Kahlo restaurant’s upcoming targeted location is in the heart of Dubai’s high-end luxury resort, one of the most famous and heavily trafficked areas in the UAE WEAKNESS Competition for discretionary income.A major weakness for Cantina Frida Kahlo restaurant is the competition for discretionary income. Movie theaters are beginning to offer dining options inside their facilities. The limited-service restaurant (“fast food”) offers a much cheaper alternative to dining out. Specialty restaurants offering Italian, Mexican, and Asian cuisine are increasing their product selections. Fine-dining restaurants are actively marketing to customers locally and nationally. World-renowned chefs are opening eating establishments inside resorts. Each of .them would be within a 5-mile radius to Cantina Frida Kahlo restaurant’s proposed location Lack of qualified mid-level management personnel.The available hiring pool for qualified mid-level restaurant management personnel (Shift Managers, Sous Chefs), is extremely limited, as the competition to attain such individuals is fierce. Experienced personnel in upscale Mexican restaurants are also limited. Even though compensation exceeds restaurant industry standards, .it is below what other industries in Dubai City offer for a comparable skills-set The existing demographics in the whole UAE is 9.60 million. And according to the Dubai Statistic Center (part of the Government of Dubai) the current resident population of Dubai is 3,259,389 (figures last updated on 8th May 2019). While the active daytime population is approx. 1,155,000, which comprises tourists, sailors, other temporary residents and plus residents working in Dubai but living outside the city
OPPORTUNITIES Lack of competition in Mexican-themed fine-dining.There are numerous of Mexican themed fine-dining, full-service, casual, and quick-service restaurants throughout Dubai City. In terms of Mexican-themed restaurants, there are a few dozen, with the majority located within a 10-mile radius from the Dubai City Strip. However, none of those restaurants can be considered fine dining. Cantina Frida Kahlo restaurant will be the one of its kind in Dubai, and will leverage that fact to Americans of Mexican descent and Mexican nationals visiting the city, as well as affluent residents and foreign nationals with an affinity for Authentic Mexicanfine dining. THREATS Rising product and transportation costs.Due to the volatility in the marketplace as it relates to purchasing food products, Government Tax and the rising cost of fuel in transporting the products, Cantina Frida Kahlo restaurant and its competitors must be cognizant of their pricing structures. As the product travels further down the supply line, the cost will increase, as the supplier and distributor will look to recoup some of their losses. Once those losses are recouped, Cantina Frida Kahlo restaurant must pass those costs to the consumer. KEY FINANCIAL INDICATORS Some key financial indicators: Consulting and contracting services Purchasing goods and services from various vendors Wages (contracted and salaried) Operational expenses Fixed facility operational expenses such as rent, commercial insurance, and commo area maintenance fees Revenue generated from the business, and profits earned by the business Financial Needs : Purchase of cooking equipment, utensils, foodstuffs, portable storage containers, and supplies Conduct tenant/leasehold improvements to the facility Furnish the restaurant Hire personnel to run the business Cover recurring expenses associated in operating the business Use of Proceeds : Cantina Frida Kahlo restaurant will utilize the funds requested to complete the following tasks: Market research Product research and development Leasing of commercial space
Commercial insurance fees for business and facility Legal, professional, and consultative fees associated with the operation of the company Purchasing of products associated in operating a high-end Mexican restaurant Implement marketing and advertising initiatives Retention of contracted labor Working capital in covering salaries for employees Operating capital in covering expenses related to the running of the company Compliance with local, state, and federal laws MANAGEMENT'S OUTLOOK IMMEDIATE GOALS ( FIRTS 24 MONTHS Cantina Frida Kahlo restaurant’s immediate goals are to open its first authentic Mexican fine-dining restaurant in Dubai City within the next 6 to 9 months. This will be done by securing a long-term lease, making tenant/leasehold improvements to the facility, purchasing equipment, furnishing the restaurant, and hiring qualified personnel to run the restaurant. SHORT TERM GOALS (3-5 YEARS Starting in the third year of operation, Cantina Frida Kahlo restaurant will begin to diversify its menu to include a larger selection of vegetarian items. Cantina Frida Kahlo restaurant will also look to acquire a property to be able to expand and subsequently leveraging that asset to open additional locations throughout the UAE. Based on Dubai’s existing demographics and projected population increase, and the city’s gradual year-over-year increase in domestic and international tourism, it is possible the market can support an additional fine-dining Mexicanthemed restaurant. As a result, Cantina Frida Kahlo restaurant has set a 3 to 5-year timetable for opening second restaurant in UAE (LONG TERM PLAN ( BEYOND 5 YEARS Cantina Frida Kahlo restaurant’s long-term plan is to expand its operations outside Dubai City, looking towards affluent areas within large cities with the highest concentrations of population. Megacities such as Dubai and Abu Dhabi will be targeted as the first cities for expansion, as they double as major tourist areas for all nationals. Management has set a 5 to 7-year timetable for opening Cantina Frida Kahlo restaurant in another mega city of UAE and GCC.
CANTINA FRIDA KHALO
conclusion A prepared restaurateur with ample resources and references has a better chance of successfully opening and operating a restaurant. In addition, a proper business plan can assist the restaurateur to more creatively and accurately envision the big picture and long-term goals. One of the very long-term goals for Cantina Frida Kahlo restaurant is to expand outside the GCC. This should follow from successful domestic expansion within its Dubai city market, based on Dubai city’s existing demographics and projected population increase, as well as the city’s gradual year-over-year increase in domestic and international tourism. A final crowning achievement would be for customers to find a refined Authentic Mexican fine-dining experience at Cantina Frida Kahlo restaurant.