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Baobab
African Cuisine
Business Plan Prepared By
John Kanu
Mamoudou Kouyate
Laura Rodriguez
December 5, 2002
This business plan contains confidential and proprietary information belonging exclusively to Baobab Restaurant.
Table of Contents
Executive Summary 2
Company Description 3
Company Location and Facilities 3
Company Ownership 3
Mission Statement and Objectives 3
Industry Analysis 4
Products and Related Services 5
The Menu 5
Production 5
Sourcing 5
Service 6
Future Opportunities 6
Market Analysis 7
Marketing Segmentation 7
Target Market Segment Strategy 8
The Competition 9
Marketing Strategy 10
Product Strategy 10
Promotion Strategy 11
Distribution Strategy 12
Pricing Strategy 12
Management and Organization 12
Personnel Plan 13
Long Term Development Plan 13
Exit Plan 14
Financial Plan – Important Assumptions 15
Executive Summary
Statistics from the National Restaurant Association (NRA) show that the food service industry is among the five largest industries in the country and accounts for over $240 billion in annual sales. The independent restaurant accounts for about 15% of that total. ... The restaurant industry is recorded to have exceeded the national GNP by 40% for the past five years. ...
Baobab Restaurant will be a new African restaurant based in Roxbury, Massachusetts. It will operate as a medium size restaurant that serves healthy food to the African American community and to all consumers having an interest for African meals. ... Baobab Restaurant, Inc. ...
Company Description
Baobab Restaurant will be a new African restaurant based in Roxbury, Massachusetts. It will operate as a medium size restaurant that serves healthy food to the African American community and to all consumers having an interest for African meals. ... Baobab Restaurant will bring the top most delicious foods from Africa to its clients. ...
Mission Statement and Objectives
Baobab Restaurant’s goal will be to bring African meals and culture the United States. ... The management will have people with complementary skills who are capable of securing the well being of the restaurant, its customers and all stakeholders. ...
Industry Analysis
In the United States, and Boston in particular, the restaurant industry is far from being saturated. ... Thus the restaurant industry directly experiences market growth as a result of population growth. ... Statistics from the National Restaurant Association (NRA) shows that the food service industry is among the five largest industries in the country and accounts for over $240 billion in annual sales. The independent restaurant accounts for about 15% of that total. ... The restaurant industry is recorded to have exceeded the national GNP by 40% for the past five years. ...
Products and Related Services
Baobab Restaurant will be offering a diverse menu of African food served in a warm and cultural atmosphere. ... When visiting our restaurant every customer should feel in Africa. ...
Production
The food will be prepared in the kitchen of the restaurant. ...
Sourcing
Baobab Restaurant will purchase the freshest ingredients mainly from the following suppliers located in Massachusetts:
· Tropical Foods (Roxbury, MA): This large market in Boston sells Caribbean, Spanish, West Indian and a number of African products. ... Moreover, we choose our suppliers based on their proximity to our restaurant to ensure prompt delivery and lower shipping costs.
Service
Customers can sit down in the restaurant and enjoy being served by one of Baobab’s friendly waitpersons. ... In the future, Baobab Restaurant will expand its services to include a home delivery service. ... Studies have shown that members of this age group are heavy consumers of restaurant fare. ...
· Africans and African Americans: Living in a five mile radius from the restaurant’s location. ... These include, among others, Las Hoyas de Luisa, Texas BBQ, Victoria Restaurant, Yummee Chinese Restaurant. As of now, there is only one restaurant that offers African cuisine called Aboubacar Deli and Seafood Restaurant and it is located on 6360 Washington Street, Roxbury. However, these do not directly target the African American community or the Hispanic community which are Baobab Restaurant’s main target markets. Aboubacar Deli focuses on being a Deli and Seafood Restaurant; it does not offer the atmosphere that Baobab will offer. ... There is no restaurant in Roxbury catering sorely to the African American Community and that specializes in selling only this type of cuisine. Moreover, none of the restaurants previously mentioned offer the cultural atmosphere that Baobab Restaurant will offer. ... The two main ones are Baraka Café, and Addis Red Sea Restaurant.
Approximate Word count = 3500
Approximate Pages = 14
(250 words per page double spaced)
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