1
Contents
Introduction
Concept and SWOT analysis
Location characteristics
Design Philosophy and Layout
Human Resource Management
Profit and Loss Statement
Purchasing and Receiving Strategy
Equipment List
Menu
Licensing
Marketing and Sales Strategy
Conclusion
Appendix
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Introduction
Let us take you on the sunny side of life! A place where you can dine with some of the
most comforting foods in European traditions with an Indian twist. A place where you can get
away from your busy schedule to enjoy a special treat made with love and passion. L’agree
Restaurant and Bistro will help you experience the joy of life in every meal we serve. We are
confident that your taste buds will L’agree.
The first seeds of the Garden City were planted in 1790 by 3000 people. Today,
St.Cathrines counts 132,000 people, and with the 4 Welland Canals it is also the most important
city within the Niagara Region. The once a “manpower” industrial city is now poised to
transform into a center of the emerging cultural economy where the “mindpower” propels its
engines in the name of knowledge, art and ideas.
In 2008 a master plan for the revitalization of the City and the fortification of its
importance has been developed and is now being realized with a commitment of 2 billion dollars
of private and government investments coming into the city.
This City needs flowers in its garden.
Located on 84 James Street, St.Catharines L’agree restaurant with 3200 square feet and
60 seat space is projected to break even in the second year of operations with 3.28% of Sales of
$881K and profit of $29k in 3rd year. And with the completion of the Performance Art Centre on
St.Paul Street, the numbers have a potential to grow as our capacity can extend to 80 seats. We
offer tradition, energy and the sunny side of life. We are aiming to be one of the investment
flowers bringing the joy of life into the heart of the city that has always stood for industry and
liberty.
Take the liberty and invest in L’agree: plant a flower in the heart of St. Catharines and
watch it bloom year after year.
Concept and SWOT analysis
Vision Statement: Experience the joy of life in every meal we serve
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Mission Statement: Through an inviting and energetic atmosphere, clean and esthetic
homestead, we will strive to take you on the sunny side of life to experience the serenity and
rejuvenation of your mind and senses. When you step through our doors let us be in charge of
your happiness.
Values of L’agree: Tradition, Comfort, Safety, Integrity, Energy, Diversity
SWOT analysis
Strengths
- Variety of products
- Take out menu
- Quality of food vs price
- Clean and inviting premises
- Enthusiastic and Energetic staff
- Speed and efficiency
- Good Location outside of tight St.Paul Street
- Close to business offices and institutions
- Close to major Parking structure
- Good delivery access and open access to restaurant
Weaknesses
- New business/brand
- Tough to get our name out there to the market
- Customers will be hesitant to change their loyalty to other businesses
- Marketing promotions (not a great amount of spending money)
- Location outside of night life and the usual place of restaurants
- Next to Tim Horton’s: direct competition
Opportunities
- Be part of the St.Catharines Master plan for enhancement of St.Catharines
- Room for improvement and growth for when the Performing Arts Center opens
- Loyal customers as catering to European culture (88% of population)
- Bring families and retired to the city due to safe side of the street
- Provide additional venue for staff parties/dinners and special celebrations
- Construction work on St.Paul of the New Art Centre may enable the flow of business
towards James Street.
- 6 story Parking structure on Carisle almost in progress
- Aging population is on the increase, target market will look for safe and comfortable
place to spend family time together
- The planned rerouting of the Niagara Wine route through downtown St.Catharine’s
St.Paul street will increase the traffic and bring more customers
Threats
- Other businesses share of the market
- Non busy work days (low covers)
- Seasonality (offset by different target market)
- Construction work to rebuild the streets of downtown to 2 way may be detrimental to
traffic
- Niagara Wine route rerouting not realized, thus less customer traffic
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Location characteristics
86 James St., L2R 5C1, St. Catharines, Ontario, Canada
Site Type:
Classification:
Zoning:
Lot Size (acres)
Listing Price ($Cdn):
Available Space (sq. ft.):
Building or Unit (Vacant)
Commercial
BC
Approx. Under 0.5 Acres
1,850,000
13,700
Construction Type:
Brick
Wood Frame
Forced Air
No
No
No
No
220 v.
Yes
Yes
Yes
Heat Type:
Air Conditioned:
Sprinkler Available:
Crane Available:
Handicap Access:
Electrical Type:
Natural Gas:
Sanitary Sewer:
Municipal Water
Comments:
 It is a three floors building with a suitable ground floor for a restaurant
 The other two floors have been renovated as a residence for students who
are our future target market
 The location is in the heart of the City with the direct access to the
business area and governmental offices
 Access to the six floors public parking
 The property has a 3100 sqft patio and 15-20 parking spots in the rear of
the lot
 Next to the bus terminal
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 The room for further expansion and growth
Design philosophy
In our restaurant we use zoning method of designing the space. According to the layout
we expect entrance space, takeout room, main dining floor, windows area. Every zone will be
designed individually consisted with the main design concept. At the heart of the design concept
is a French theme brought from the idea to serve French style baguettes and toasts as the main
selling items.
Walls will be painted by flat wall paint in a color depending on a zone. Entrance hall and
takeout room will be done in mellow & comforting greens. The main dining zone will go with
deep & luxurious oranges that will change into clean & playful yellows within the windows area.
The geometric swirl technique is chosen for the ceiling and parts of the walls.
There are two color scores for the floor: gray light/dark and brown light/dark. The floor
will be tiled in mosaic or checkerboard order.
Entrance space and takeout zone will be furnished by benches and little tables with
magazines and handouts about the restaurant. For the main dining area we will purchase wooden
four seats tables and chairs. At the entrance we will put a hostess desk with a couple of vases
with natural flowers next to it. Several high chairs will be placed next to the bar. Windows area
will serve tables for two people and booths for six people each one.
The rooms will be decorated with the reproductions of the famous French artist Claude
Monet: “Peaches”, “The red boats”, “Water Lilies”, “Jar of Peaches”. Also, the pictures of real
French toasts in different recipes will be included. For the wall décor it is expected to use
“Cristal Tree” kind of wall décor (pictures attached), metal wall decors such as “Birds in a Bush”
and Ergo “Rose Hill” Wall Clock. The utilities space will be equipped with cloth hangers and
there will be one coat hanger per every booth area. Windows will be decorated with curtains in
light colors. Mirrors will be an inevitable part of the design. The back wall of the bar will be
decorated with assembled mirror and a mirrored line will be located around the walls.
A lighting plan combines two types of light: ambient and accent. The first type will be
used for overall illumination to provide the restaurant with a comfortable level of brightness. It
can be accomplished with chandeliers and ceiling fixtures. To create visual interest we will use
accent lighting to highlight the metal wall decors, utilities and greeting spaces, bar and paintings.
For the better effectiveness we will use recessed lighting and wall-mounted picture lights.
The atmosphere of overwhelming comfort and accomplished ambiance are the
framework for the design philosophy we want to offer to our potential consumers.
Design Samples: Appendix#1
6
Layout
Legend:
53
1) Deep Freezer Storage
2) Fridge Storage
3) Manager/Chiefs Office
4) Purchasing and Receiving Desk
5) Dry Storage
6) Fridge
7) Working Table
8) Butchery
9) Bakery
10) Oven
11-13) Plates, Utensils, Supplements
14-19) Containers, Napkins, Towels,
Extra Utensils, Glasses
20-21) Ice Crusher, Ice Machine
22-23) Juicer, Hot Water
24) Bain Marie
25) Hot Plate
26) French Fryers
27) Parcel Counter
28-31) Salamander, Hot Cabin, Mise
En Place
32) Gas Range
33) Electric Range
34) Skillet
35) Sink
36) Staff Locker
37) Dishwasher
38) Dish Rack
39) Staff Washroom
40) Utility Room (Cleaning
Materials, Detergents,
Chemicals, Brushes, Mops,
Vacuum Machine, Rags,
Scrubber)
41) Magazine and Book Holder
42) Bench
43) Host Table
44) Buffet Table
45) Take Out Food Display Window
46) Cash Register
47-48) Bar Beverages and Coffee
Machines
49) POS System Station
50) Ladies Washroom
51) Men’s Washroom
52) Handicap Stall
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53) Fire Exit
Human Resource Management
General approach to staff management
Selection:
Age: 20-55
Demographics: preferred local, knowledge of area
Personality:
Service: Energetic, positive attitude, helpful, inquisitive, inviting, assertive
Train:
Organizational: with manger
Job specific: Orientation training
Pay and recognition:
Based on industry standards
Free meal for shift
Sales targets incentives
Staff appreciation days
Quarterly performance evaluations
Annual increases in compensation based on profits and performance
Hierarchy Chart
General
Manager
Executive
Chef
Line Cook
Barista
Steward
Server
Host/Hostess
Busperson
Job Descriptions: Appendix #2
Uniform Agreement: Appendix #3
Hire Form: Appendix#4
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Orientation Guide
FOH (front of the house) (3.5 hours including break)
WELCOME!
1. Introduction to L’agree (10 minutes)
2. Who we are (25 minutes)
3. Tour (15 minutes)
4. POS training (15 minutes)
5. WHMIS training (1 hour)
6. Menu tasting (30 minutes)
7. Safety protocols (20 minutes)
8. Uniform ordering (15 minutes)
BOH (back of the house) (3.5 hours including break)
WELCOME!
1. Introduction to L’agree (10 minutes)
2. Who we are (25 minutes)
3. Tour (30 minutes)
4. WHMIS training (1 hour)
5. Menu tasting (30 minutes)
6. Safety protocols (20 minutes)
7. Uniform ordering (15 minutes)
Employees’ wages
Employee
Waitress 1
Waitress 2
Waitress 3
Waitress 4
Barista 1
Barista 2
Bus person 1
Bus person 2
Hostess 1
Hostess 2
Steward 1
Steward 2
Line Cook 1
Line Cook 2
Line Cook 3
Hourly Rate
$8.90
$8.90
$8.90
$8.90
$8.90
$8.90
$10.25
$10.25
$10.25
$10.25
$10.25
$10.25
$12.00
$12.00
$12.00
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Salary Paid Personnel
Salary paid staff Yearly Salary Monthly Salary Bi-Weekly Salary Weekly Salary
General Manager
$45,000
$3,750
$1,730.77
$865.38
Executive Chef
$40,000
$3,333.33
$1,538.46
$769.23
Increases and bonuses profit related and paid semi annually
Shifts
Shift
Day Shift
Starts
Ends
Paid Hrs
7:00AM
3:00PM
8
Afternoon Shift
3:00PM
11:00PM
8
Shift A
6:30AM
12:30PM
8
Shift B
10:00AM
4:00PM
4
Shift C
11:00AM
5:00PM
6
Shift D
12:00PM
6:00PM
6
Shift E
2:00PM
10:00PM
8
10
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Profit and Loss Statement
Comments:
 Start of operations chosen as June 2012 based on availability of staff and ability to use
lower season to transition and work out challenges before higher season in Fall
 Break even projected in Year 2 of operations 2013
 Profit and Loss margin projected as follows:
o Year 1 2012 (2.75)% loss Appendix#5
o Year 2 2013 3.10% profit Appendix#6
o Year 3 2014 3.28% profit Appendix#7
Assumptions:
 Sales prices based on conservative approach and competitive analysis
 Cover numbers estimated and reasonability evaluated against sample report form similar
location
 Our seating numbers projected to increase from 60 to 80 in 3rd year due to projected
completion of the Performance Art Centre near the L’agree location.
 Marketing spending based on industry standards and are allocated monthly to higher in
lower months (8% to 11%)
 Cost of goods sold and Labor cost fluctuate with seasonal fluctuation in projected
revenue
 Our cost of goods sold are calculated based on industry standards (30% to 33%)
 Our overhead costs are estimates based on knowledge, estimates and sample report from
similar location
 Market Seasonal fluctuation is built into the monthly spread. The fluctuation was based
on the projected movement of the target market
 Budget was based on one week’s projections adjusted to seasonality per month and based
on 365 days multiplied by the respective days in the month.
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Daily covers projection chart
Year One & Two
140
120
100
breakfast
80
lunch
catering
60
dinner
brunch
40
20
0
Tuesday
Wednesday
Thursday
Friday
Saturday
Year Three
160
140
120
breakfast
100
lunch
80
catering
dinner
60
brunch
40
20
0
Tuesday
Wednesday
Thursday
Friday
Saturday
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L'agree Bistro & Restaurant
Year/Year Financial Comparison by category
1,000,000
Dollars
800,000
600,000
400,000
200,000
2012
2013
(200,000)
2014
14
L'Agree Financials as percentage of Revenue
Year/Year Comparison
100%
2012
100%
2013
2014
97%
97%
100%
103%
49%
51%
32%
30%
33%
51%
16%
16%
19%
3.28%
2014
2013
2012 3.10%
-2.75%
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L'agree Bistro & Restaurant
Monthly Average Covers Chart
1400
1200
1000
800
600
400
200
0
2012
2013
Breakfast
Lunch
Brunch
2014
Dinner
Cataring
L'agree Bistro & Restaurant
Daily covers Chart Year/Year
180
160
Cataring
140
Dinner
120
Brunch
100
Lunch
80
Breakfast
60
40
20
2012
2013
2014
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Seasonality probability by Target Market
MONTH
VISITORS
STUDENTS
RETIRED
WORKFORCE
FAMILY
TOTAL
ADJUSTMENTS
JAN
50
80
50
60
50
290 0.076
FEB
65
80
50
70
50
315 0.083
MAR
75
88
50
80
50
343 0.090
APR
75
80
60
80
60
355 0.093
MAY
75
30
60
80
60
305 0.080
JUN
55
20
70
60
70
275 0.072
JUL
65
15
80
50
80
290 0.076
AUG
65
15
80
50
80
290 0.076
SEP
65
75
70
60
70
340 0.089
OCT
70
80
65
80
65
360 0.094
NOV
70
85
60
80
60
355 0.093
DEC
MEASURE
SCALE
% BY
TYPE
55
65
55
65
55
295 0.077
785
713
750
815
750
3813 1.000
21%
19%
20%
21%
20% 100%
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Purchasing, receiving and storage
Purchasing Cycle:
1. Issuing Department completes an issue requisition form to Stores/Storeroom
2. Storeroom issues requested products and will be placed in equal quantities.
3. If anything is not available at instant or present then the supervisor will contact his
immediate supplier and good will be sent to the purchaser for important food
requirements.
The days will be Tuesday & Friday– for Kitchen and Service
The Purchasing Procedure:
1. The requisition form from an authorized staff e.g. head chef or sous chef for checking
purchasing manager of low stock level of items.
2. Selection of source of supply.
3. Enter into a contract with the supplier by writing or negotiating the discounted price to
be paid and a satisfactory delivery on time with particular reference to the date, time and
the place of delivery.
4. Acceptance of goods and the adjustments of any discrepancies in quality or quantity of
goods delivered.
5. Transfer of products and supplies into the restaurant.
Methods of Purchasing:
1. Purchasing by contract
Contract is entered with a supplier for the commodities or products to be supplied at
regular intervals. A contract is a legal document and the conditions should be carefully
prepared. Contract is prepared for a certain period and is suitable for items which have
stable prices.
2. Periodical Purchasing
The requirements of the restaurant are periodically estimated and regular orders are
placed on a weekly/ fortnightly or monthly basis. Thus this method ensures that stocks
are being kept at regular level. In this method, the quotation is fixed by negotiation by
purchaser and the supply of commodities or goods is constant and period is fixed as and
when necessary.
3. Paid Reserve Method
This method is used when it is necessary to make sure that the quantity of supply of an
item for the menu which is a specialty of the restaurant is constant such as fresh
homemade coffees, Indian rotis etc.
Beverage Purchasing
1. Purchase of high value of beverages
2. Setting up tasting sessions for training staff and teaching professional service so as to
increase sales of beverages.
3. High and strict control over spilling, wastage, measure controls so as to have cost-control
over the beverages.
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Methods of Purchasing for Beverages:
1. Beverage Manufacturer
Manager is able to buy sufficient large quantities to deal directly with the
manufacturer. This is the most commonly used for purchasing of the main spirits,
minerals and wines. The advantage to the caterer is the lower price that he would
have to pay as compared to purchasing through a wholesaler.
2. Wholesalers
Offering a wide range of beverages with regular delivery of service to the customers.
Receiving:
 Supplier provides products and invoice to receiving department.
 Receiving will be played by the main Head Chef Checks products against delivery
invoice and purchase order. Send delivery invoice to accounting who will be the
restaurant owner or Manager.
 The restaurant manager or owner pays supplier according to delivery invoice and
purchase order.
 In receiving many important roles need to be performed like.
 Check the day and required time for the receiver to come and provide the goods/
materials.
 Check the temperature, the quality, the right quantity, the perfect standard size and
proportion in packed boxes, plastic wraps or containers.
 Inspection needs to be done against the invoice order or statement of what is being
shipped and the expected payment.
 Check for freshness which is the important quality in making of food – like cold cuts,
steaks, vegetables, liquids like soups, cold sweets like readymade shakes, ice creams etc.
and then store them in the right place and in the right temperature.
 Check and open each of the containers, boxes and then only approve the supplier or else
return back the spoiled material and order for fresh materials. So rejection must take into
consideration at the time of delivery instead of returning the goods/ materials.
 Purchasing from Customer’s point of view, customers expect a brand such as Coca- Cola
or Pepsi-Brand which they are familiar- cold drink. Our focus will be Brand names for all
the products which are reliable and good to eat.
 Completion of Received Records should be maintained by the restaurant owners in their
important file. Receiving record provides an accurate list of: All deliveries of food &
supplies, the Date of delivery, Supplier’s name, Quantity, Price. Thus data is important
for strict control system.
 We will have same person for purchasing and receiving like writing the food order
requirements by Head Chef as he will know exactly what is needed and in how much
quantities.
 Head Chef will perform this job.
 Manager of the Restaurant will coordinate with the Head Chef to check does the
restaurant requires to order any kind of special beverages, liquor counts, special packing
materials, restaurant take away materials, contact cards, feedback cards, special
decorating materials for any event to happen in the restaurant like birthdays and
anniversaries or any festivals.
 There will 3 copies in different colors - 1 for purchaser, 2nd for Kitchen and 3rd for the
Restaurant records.
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Methods of Receiving:
1. Check the quantity against the Purchase order
The Receiver will check the delivered goods which were brought by the delivery note & against
the purchase order. There should be count of each of the items and properly weighed according
to the weight.
The following checks must be made when foodstuffs are received:
a. All commodities must be properly counted each time whenever they are at the receiving area and
make a note in the receiving paper section.
b. Scales should be adjusted according to the standard while weighing each item like containers, ice
material other packed foodstuffs.
2. Check for quality
In order to ensure a thorough check of quality, a copy of the purchase specification manual is
used. Some receiving departments display photographs or line drawings on the walls for quick &
easy reference purpose.
The quality checks will be done as follows:
a. Test the foodstuffs like meat or any other product with entire contents and of specified
quality.
b. The chef will check for uniformity and quality of all the products.
c. The chef will make a note in the Inspection report and keep it for the restaurant’s records
for future reference.
3. Checking Quality of Beverages
Beverages will mostly come in crates, wrapped in boxes and box items showing he
number of items in the box, the size and the expiry date which helps to have a
check on the Inventory. Then all the beverages will be counted against the
delivery form which was sent to the supplier.
4. Delivery on Time:
The delivery should have a fixed time agreed between the supplier and the purchaser.
Storage:
 Store all dry materials in the dry place at the right temperature.
 Storing of cold foods in the cold place with the right temperature and place or rack like
cold room or cold freezer and fridge room.
 Foods which will be acting as a back-up will be stored in the freezer which can back up
for the whole day and for the next day too.
 Foods which are purchased and needs good storing space will be placed in deep-freezer
and taken out every night once the count is taken and materials are replenished.
 Every content when prepared as a back-up will have an expiry date and the date of
making that material on the food tray or plastic tray which will be kept in the freezer.
 There should be strict control on quality and quantity.
 Also, whatever materials are in use will be used first like breads, chicken, soups, and
other important materials which are already taken for use.
 Materials need to be replenished will be placed in the below section of the container and
the old which is in use will be placed above so that there is no spoilage of food and also
no contamination.
 So we will follow FIFO – FIRST IN FIRST OUT
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1.
2.
3.
4.
5.
Storing practice:
All vegetables, canned foods, packed foods will be tagged and named accordingly with headings
in the store room so that it is easy for every staff to retrieve the products at and when possible.
Items which are perishable should be kept in refrigerated units.
A tag for each piece of meat like beef, chicken etc. should be maintained so that hygiene is
maintained and there is no pilferage in the cold room section
Staffs that have undergone the training can only and have the entry into the cold room that will
follow proper standards.
Store keys will be kept and managed by the restaurant owner and will be thoroughly checked at
the end of the closing shift.
Spoilage Prevention:
1. Appropriate storage Temperatures:
In order to maintain that food items remain in good state, right storage under ideal temperatures
need to be followed. For e.g. fish should be stored at 0 C /32 F, fresh fruits & vegetables except
bananas, unripe fruits, potatoes &yellow onions at 6 C/42F,soft drinks &melons at 1 -2 C, icecream for immediate use -12 C& for long term storage at -18 C etc.
2. Ice box substances and Temperature Identification
It is recommended that the kinds of food stuffs stored &the proper temperatures to be
maintained, be painted on the doors of the wall-in ice boxes.
3. Excessive storage phases
This involves immediate attention of chef to use items which experience deterioration of quality.
This can be found while taking the daily inventory of perishable, during cleaning periods or
special inspection trips. Slow moving stock should be issued & charged to the kitchen
immediately & should be directly delivered to the chef. This is called “Forced Issue” Excessive
delays between time of receipt & proper storage must be avoided.
4. Separation of Items
If more than one food item is delivered in one container, the merchandise must be removed & to
prevent offensive odors from permitting to other foods.
5. Proper Sanitation
Exposure of food to bacteria causes rapid deterioration of food & possible disease. A scheduled
time should be given to thorough and deep cleaning to the stores. There should hand sanitizers at
each and every part of the stores so that hygiene is maintained at high standards and cleanliness
is highly maintained.
Theft Controlling:
1. Lock & Key:
There should be lock maintained whenever and wherever the entry is made into the store
room. There should be cameras installed in order to check the theft and for which track
can be kept as and when required.
2. Divide Responsibility for the Up keeping or Maintaining of Merchandise:
Only authorized and trained personnel must be permitted in the food storage are at any
time. During the hours, the storeroom is scheduled is to be open so need to have proper
control and check on the store room.
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Food Production and Storage Requirements Plan
Ready Made Purchase
- Waffles
- Hash browns
- Bacon
- Chicken
- Bones for stock
- Chesses
- Lettuce
- Dressing
- Meats for sandwiches
- Tuna
- Milk
- Ice cream
- Teriyaki sauce
- Nuts/chocolate (dry)
- Breadcrumbs
- Lemons
- Souvlaki meat
Prepare In Restaurant
- French toast
- Roti
- Eggs
- Crepes
- French Fries
- Soup
- Salads
Dry
-
Fresh
Spices
Honey
Maple syrup
Potatoes
Onions
Oils
Rice
Condiments
Vinegar
Canned tuna
Wine for storage
-
Tea/coffee
Bananas
Biscuits/cookies
Dry chocolate/cocoa powder
Tiramisu
Nuts
Breadcrumbs
Lemons
Fridge/Cold Room (3’C- 5’C)
- Eggs
- Milk
- Yogurt
- Fruits
- Whipped cream
- Roti bread
- Tomatoes
- Stock
- Condiments
- Butter
- Cheeses (sliced and grated)
- Lettuce
- Small fridge for cold drinks
- Wines for service
- Fruits for smoothies
- Whole chicken and bones
- Souvlaki meat in containers from
fresh meat
Frozen (-15’C – 17’C)
- Waffles
- Hash Browns
- Meat for roti/stews/soups/shish
kabobs
- Soup
- Chicken stock
- Bacon
- Kawartha Ice cream (separate ice
cream freezer)
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Equipment
Selecting proper equipment for a food service operation is extremely important and most
vital in operating a food and beverage point of sales. The volume of food production and
handling, employee’s productivity and profitability of a food service operation directly depend
on the type of equipment available at the service operation. These equipment will result in
improved quality of food, significant savings in labor and materials cost, increase in quality of
finished food products, and will contribute to the overall profitability of a food service operation.
Different types of costs are including in the purchase, installation, and maintenance of
equipment in any type of food service operation. The major costs acquired in the purchase of
equipment are, purchase or Initial cost, Installation cost, Insurance costs, repair and maintenance
costs, depreciation costs, Initial financing costs, Interest, Operating costs and Cost of benefits
and Losses derived by addition of the equipment and other charges.
Equipment to purchase
 Heavy appliances
 Small appliances
 Utensils
Equipment name
Deep freezer
Picture
Description
Deep Freezer used to keep
meat products like meat
products, pre made
products, and other
instantly made products
Skillet
Used to stir fry or heat up
any kind of vegetables, or
roti etc. on the hot plate,
warm up the soup or any
kind of food etc.
Waffle toaster
Used to toast waffles on the
waffle toaster that makes it
crispy to eat.
23
Convection oven
Oven used to bake breads at
certain temperature.
Used to warm the breads or
toast them for making
sandwiches and below
section for proofing the
breads so that they can be
properly baked.
Salamander
Provides equal heating to
the product so that glazing,
instant heating of the
products can be done
depending on the orders for
the restaurant.
Deep fryer
Used to deep fry potatoes
and helps to fry well
equally and makes them
crispy and hot in the fryer
container.
Electric range
Used to heat soup,
vegetables, meat content
and other mixtures and can
set up heating ranges from
mild to extreme hot section
depending on the type of
food.
Gas range
Used to heat or prepare
soups or heat liquids.
24
Bain Marie
Use to keep the food hot at
a maintained serving
temperature so that the food
is not cold and not over
cooked , it is a very useful
equipment in operating a
catering or parcel orders
Baking oven
Bake home-made breads.
Griller
Grill chicken or any other
meat which needs to be
grilled.
Coffee machine
Serves different types of
coffee machine, like
cappuccino, espresso,
flavored coffee etc.
Refrigerator
Keep vegetables, sauces,
salads, soups, ice creams,
prepared dressings etc.
25
Blender
Blend cream or flavored
content like cream, syrups
in coffee or blending any
kind of liquid mixture.
Ice machine
Keep ice cubes – crushed
and cubes form intact
which is ready and easy to
use.
Mixer
Uses mixer to grind the
mixture of different kinds
of spices and other
ingredients for mixing
equally.
Juice machine
Used for taking and serving
fresh juice from fresh real
fruits.
Ice crusher
Used to crush ice cubes
depending the type of glass
or dish to be served.
26
Water dispenser hot/cold
Dispenses water wither hot
or cold…which helps to
keep water fresh and
portable for drinking.
Glass washing machine
Used to wash glasses which
requires washing with
solution and brings out
washed glasses clean.
Dishwashing machine
Used to keep dirty
equipments, plates,
cutleries, flatware etc. come
out clean by keeping them
in the machine which
washes with hot water and
soap solution and brings out
the equipments and
crockeries and cutleries
clean.
Used to work on the tables
for chopping, preparing
breads, cutting vegetables
and putting in containers
for different types of
sandwiches and wraps.
Working tables with cabinet
Beer dispenser
Used to dispense 2 different
types of beer.
27
Toaster
Used to toast breads and
bread slices.
Chafing dish
Used to keep dishes, foods
and other prepared hot food
content hot during the
buffet or breakfast periods.
Hot plate counter
Used to keep meat o and
other products intact in
place in the plastic trays on
the counter. Different
vegetables, pickles,
peppers, onion, tomatoes
etc. and soups, dressings at
their respective counters
etc.
Plate warmer
Used to keep plates warm
and clean from which we
can remove and serve
dishes to the tables.
Tables and chairs
Used for serving the
customers and placing their
ordered foods on the table
for convenient eating and
enjoying the ambience.
28
Weighing machine
Used to weigh flour, packed
materials, vegetables and
other food materials for
preparing dishes, breads
and other products etc.
Kitchen utensils
Utensils used to keep
prepared food intact.
Like sauces, meat dishes
with gravies, stir fry
products etc. warm.
Crockery
Cutlery
Glassware
Used to serve dishes,
vegetables and other food
products to the customers.
Serve tea, coffee or
dressings along with
respective cutleries for
convenient eating.
Different cutleries used for
eating, cutting, drinking etc.
different types of food
products.
Used for serving different
types of alcoholic and nonalcoholic liquids to
customers. Beer, spirits,
cold beverages etc. are
served.
29
Fire alarm
Fire alarm used to alert
instances for fire in the
respective area and help to
take immediate actions to
prevent any kind of
hazardous event.
Packing materials for parcel
orders
Menu Equipment
- Deep Freezer
- Broiler
- Skillet
- Waffle toaster
- Conviction Oven
- Fryers
- Salamander
- Ranges (electric)
- Ranges (gas)
- Soup/Stock pots
- Baking oven
- Bain marie
- Proofer and baking compartment
- Grill
- Utensils
o Cutting board
o Knifes
o Cutlery
o Serving trays
o Ladles
o Glass wear
o Kettle
o Tea/coffee pot
o Fire gun
o Restaurant wear
- Coffee machine/Traditional coffee
machine/espresso machine
- Blenders
Used to keep food
materials, hot and cold
intact with tight lids
attached to the respective
containers like soups, bread
S/W, meat products etc. to
carry conveniently.
-
-
Ice machine
Beer dispenser
Ice crusher
Skewer
Water heater
Chimneys
Fire alarms
Water sprinklers
Smoke detectors
Packaging materials
o Paper napkins
o Paper towels
o Kitchen towels
o Boxes (small/medium/large)
Utility room
o Cleaning materials
o Detergents
o Chemicals
o Brushes
o Mops
o Vacuum machine
o Rags
o Scrubber
o Wipers
o Uniforms
o Gloves
o Brooms
o Sanitizers
30
Menu
31
Licenses and Certifications
General licenses / permits are required:
 Building permits for any construction needs we have prior to opening our restaurant
 Business license for the city of St. Catharines $60 valid for 5 years, + $8. For name
search
 Food service license
 Goods and Services Tax registration
 Provincial Sales Tax registration
 Employment Health Tax Registration
 Insurance coverage
 Federal Employer Number
 Register with Workplace Safety and Insurance Board for Ontario (WSIB)
 Review Employment Standard Act
Liquor Sales License (AGCO)
The liquor license covers, but is not limited to the following criteria: $1055 valid for 2 years
 When liquor can be served
 Where liquor can be served
 Who liquor can be served to
 How much liquor can be served at one time
 How much you can charge for liquor
 What time you can start serving liquor
 What time you must stop serving liquor
 What types of containers can be used for serving liquor
Food Handlers Certification (Employment requirement)
Food handlers’ certification training provides the staff with knowledge in the following
categories:
 Public health regulations
 Understanding food borne illnesses
 Safe food handling
 Food premises sanitization
Smart Serve Certification (Bar tenders)
The smart serve certification provides staff with knowledge in the following categories:
 Their responsibilities under the liquor license act
 The signs and effects of intoxication
 Prevention techniques for over-service
 Intervention strategies
 How to handle difficult customers when alcohol is involved
32
Marketing and Sales Strategy
Marketing strategy
WHY?
Our restaurant ensures people receive their meal with excellent quality, convenience, and
speed to suit their busy lifestyles. We want a place where business people can grab some
breakfast before work, lunch during their breaks, and even dinner once their done working.
Families and students will also enjoy the satisfaction of sitting in our bistro and trying our
diverse menu.
WHAT?
We will serve breakfast, lunch and dinner. It will be a sit down restaurant but will have a
take out section for the several busy people in downtown St. Catharine’s. We will serve high
quality foods that will appeal to the majority of the selected market based on their cultural
background, age, purchasing power and lifestyle. Offer will include on premises baked breads
and a breakfast French Toast and waffles, lunch soups, sandwiches, wraps, and dinner meats and
desserts, complemented with gourmet coffee, tea and other standard beverages. We will create
an inviting, clean, energetic, comfortable and soothing atmosphere for takeout, delivery, sit down
or catering.
HOW?
We will try to market our business in and around the St. Catharine’s area. Some ways to
get our name out there to the market will be to hand out flyers/brochures and give out some
samples to people walking around our building. We will also use social media early on to kickstart our business and get our name in people’s head. There are many restaurants in the city so to
differentiate ourselves and limit the direct competition we will position ourselves to have
different product, quality, location, ambiance, quality, pricing and service.
SMART marketing objectives
S – To achieve a profit after the first 5 years, and establish a strong customer base within the
community. For our company to grow and improve once the Performing Arts Center is opened.
M – We will do a quarterly budget report and implement changes to rectify any issues going
forward.
A – The goals are achievable due to the fact that there are minimal businesses that offer the
products and services we do within the community. The Performing Arts Center will generate a
big crowd to the city of St. Catharine’s and help out the local businesses.
R – The goals are realistic because our staff team has in depth knowledge about the tourism
industry and business management. We have several industry professional contacts that want to
help us succeed. We have conducted the appropriate research beforehand to ensure we can
succeed. City of St.Catharines has internal and external growth development and investment plan
which means we will find the support to enable us to succeed.
T – The time we set to achieve a profit is within the first 5 years. We will start operations in June
as it is our estimated shoulder season and it will help us with the transition to the busiest season
in the fall: September, October, and November. Before the winter season begins in 2013 we will
know if the business is viable and to stay operating.
33
Marketing Mix
Product:
 European traditions with Indian twist (breakfast, lunch, brunch, dinner , catering &
serious coffee mix)
Price:
 Primary research Competitive analysis completed
 Prices adjusted accordingly and positioned to fit the environment of low to medium
Place:









84 James Street, downtown St.Catharines, Ontario.
Near public parking access
Near major banks and business offices
Near major government institutions
Near Public Library
Near the oldest in the region Farmer’s Market
Near public transit hub station
Near major highways
Near historic street of St.Paul
Promotion:
 Based on target market
 Common denominator: local residency (long/short/temporary)
 Sales plan developed
 Variable monthly strategy based on seasonal movement of target market
 11% marketing budget allocation in Year 1, reduced subsequently
 Designed to increase customer awareness and attraction
34
Positioning Map
L’agree is positioned as higher convenience/safety and service/ambiance opposed to competitors
L’agree is positioned as medium price and higher quality opposed to competitors
35
Competitive analysis
Column Labels
COFFEE CULTURE
Row Labels
S$
BEVERAGE
2.18
BEVERAGES
2.18
COFEE SPECIALS
1.20
COFFEE GOURMET
2.50
COFFEE ICED
2.50
HOT CHOCOLATE
2.50
POP
SMOOTHY
CATARING
CATARING
16 PIECE CHICKEN
16 PIECE MEAT & CEASAR
16 PIECES CLUB
16 PIECES SOUVLAKI
16 PIECES VEGGIE
VEGGIE & DIP
COMBO
COMBO
FRIES
SALADS
SOUP
DELIVERY
DELIVERY
DELIVERY
DESSERT
DESSERT
BRWONIE
CAKES
COOKIES
ENTRÉE
MEAL
MEAT DISH
VEGGIE
PIZZA
RICE DISH
MEAT
VEGGIE
SPECIAL
BOXED LUNCHES
CABBAGE ROLLS
CHICKEN
PIEROGI
QUICHE
VEGGIE
LAMB
BEEF
SEAFOOD
WRAPS
MEAT
LAZAGNA
BOXED LUNCHES
OTHER
RICE DISH
TAPAS
MEAT RICE
MIXED RICE
PASTRY
1.25
PASTRY
1.25
BISCOTTI
BUNS
1.00
DANISHES
1.50
MUFFINS
1.00
SCONES
1.50
SALAD
SALAD
SALADS
SANDWICHES
4.66
SANDWICHES
4.66
COLD CUTS
3.99
GRILLED CHEESE
5.99
GRILLED MEAT
HAMBURGER
SAUSAGE
3.99
VEGGIE
MEAT BALLS
KABOBS
GRILLED MEAT
SIDE
SIDE
FRIES
SALADS
BREAD
EXTRA MEAT
EXTRA NON MEAT
SLICE
PIZZA
SOUP
SOUP
CHILLI
SOUP
WRAP
BURRITO
CHICKEN
STEAKE
VEGGIE
PITA
2 PITAS
BBQ CHICKEN
BLT
CHICKEN BACON
CHICKEN CEASAR
CHICKEN CIRSPY
CHICKEN SOUVLAKI
FALAFEL
GRILLED CHICKEN
STAKE PUTINE
VEGGIE
BBQ RIBS
BLT/COLD CUT
GYRO
STAKE
DANY'S BISTRO
L$
S$
L$
4.37
4.37
2.50
4.99
4.99
4.99
HELEN'S DELI
S$
L$
SUNSET
S$
L$
UNEEDAPITA
TIM HORTONS
S$
L$
S$
2.74 3.60
2.15
2.74 3.60
2.15
1.71
PITA PIT
OASIS
L$
S$
L$
S$
L$
2.37
1.49 2.49
2.37
1.49 2.49
1.24
PIZZA PIZZA
S$
L$
TOUCH OF INDIA
S$
L$
2.74 2.17
115.00 115.00
115.00 115.00
200.00 200.00
29.99
3.79
3.79
29.99
2.59
2.59
3.79
6.00
6.00
6.00
2.59
6.00
6.00
6.00
1.50
3.98
68.32
68.32
69.99
79.99
79.99
69.99
79.99
29.99
2.28
2.28
1.59
2.97
2.19
5.00
68.32
68.32
69.99
79.99
79.99
69.99
79.99
29.99
2.28
2.28
1.59
2.97
6.00
6.00
6.00
2.79
2.79
2.79
6.00
6.00
6.00
3.54
3.54
3.54
5.75
7.75
5.75
6.49
5.00
7.75
8.50
6.99
1.49 2.49
1.99 3.69
1.50 1.90
1.50 1.90
1.50 1.90
1.25 1.25
1.25 1.25
4.00
4.00
4.00
2.00
2.00
4.00
4.00
4.00
2.00
2.00
2.00
2.00
11.00
11.00
12.00
10.00
17.00
17.00
17.25
16.75
1.25 1.25
7.79
9.99
8.36
13.99
9.99
13.99
7.71
18.00
5.29
5.49
5.50
4.29
7.71
18.00
5.29
5.49
5.50
4.29
9.99 8.99
5.95 5.95
9.99 8.99
9.99 8.99
7.89 10.14
7.49 11.99
7.49 11.99
10.05 11.89
11.95 17.95
11.95 17.95
8.29
8.29
9.67 10.68
8.29
8.29
9.95 11.50
6.95 7.95
10.25 11.50
9.25 9.95
11.95 12.50
5.99
5.99
5.99
5.99
5.95 5.95
5.95 5.95
6.00 8.00
6.00 8.00
6.00 8.00
6.10
6.10
8.50
8.50
8.95 11.75
3.25 5.25
1.25
1.25
1.49
1.49
1.49
1.49
1.49
1.49
1.45 1.45
1.45 1.45
1.00
1.50
1.00
1.50
4.66
4.66
3.99
5.99
1.45 1.45
8.00 8.00
8.00 8.00
8.00 8.00
3.99
3.40
3.40
3.40
4.72
4.72
4.50
6.29
6.29
6.29
4.79
4.79
4.50
5.89
6.19
4.49
3.99
4.49
3.99
3.98
3.98
3.98
3.98
3.98
3.98
5.32 4.34
5.32 4.34
3.09 3.99
6.00
6.50
6.00
6.00
6.50
6.50
5.99
5.99
5.99
5.99
5.99
5.99
2.99
2.50
1.50
3.49
3.51
3.12
0.75
5.49
7.55 4.69
3.51
3.51
2.57
3.98
5.31
5.31
3.98
5.97
1.62 1.63
1.62 1.63
2.00
2.00
2.95
2.95
2.00
2.95
2.25 2.25
0.99 1.00
3.99
3.99
4.49
4.49
4.49
6.29
6.29
6.29
3.34
3.34
3.99
2.69
7.74 8.16
7.89 7.89
8.19 8.19
8.50 8.50
6.99 6.99
7.70 8.23
11.00 11.00
7.97 7.97
6.99 6.99
8.50 8.50
8.50 8.50
6.50 7.79
6.50 7.97
5.97 6.90
5.97 7.52
8.50 8.50
5.00 6.11
3.34
3.34
3.99
2.69
4.29
4.29
4.75
4.75
3.50
3.50
4.25
4.25
3.00
3.00
4.75
3.50
4.25
3.00
5.02 6.52
5.02 6.52
5.29 6.79
5.59 7.09
4.49 5.99
36
4.69
5.29
4.49
5.29
6.19
6.79
5.99
6.79
Market Analysis
Segmenting
Primary Market – St. Catharine’s
Secondary Market – Niagara Region
Tertiary Market – Tourist Market
Geographical segmentation
Region – Niagara, Greater Toronto
Density – Urban: St.Catharines, Niagara Falls, Toronto
Climate – Humid continental and micro-climate from lake effect
Demographics segmentation
Age – 5-60
Gender – Male and female
Family size – 1-5
Family life cycle – Single, married, young, older, with children
Income – lower to middle income level
Occupation – Professionals, managers, businessmen, salesmen, retired, students
Education – College and University
Religion – Multi-religious
Race – Multi-cultural
Generation – Baby boomers, Generation X, Millennial
Origin – Europe: 88%, Other 22% minority
Psychographic segmentation
Social Class – Lower class, middle class, middle class, lower upper class,
Lifestyle – Busy, working, on-the-go, try/like/open to different things
Personality – hard working, professional, traditionalist, energetic, enthusiastic
Behavioral segmentation
Occasions – Special events, birthdays, anniversaries, celebrations, holidays
Benefits – Cultural exposure, convenience, food quality
User Status – Potential user, first time user
Usage Rate – Light user, medium user, heavy user
Loyalty Status – Low to high
Readiness Stage – unaware, willing to consume, explorer, discoverer, adventurer
Attitude Towards Product – Enthusiastic, anxious, positive, curious
Targeting
Our main target will be the business people, families, students and visitors in the city of
St. Catharine’s and the region around it. Our Bistro will be for either people that want to sit and
eat, or people who want to take their food to go. The take out will mainly be for those on-the-go
people like business people on their lunches or for after work.
37
Measurability:
The City of St.Catharines latest census data was collected in 2006. Data can be
extrapolated and projected to current state. Statistic Canada also provides some forecasts
regarding the population growth.
Substantiality:
The population can be easily segmented and accounts for 131,000 with 48% male and
52% female ratio. Extrapolating the 2006 secondary census data we estimate that 113,630 of
St.Catharines population is between 5 and 69 years old (our target). This represents 86 % of the
population. (Canada Statistics, 2006)
Accessibility:
The employable population counts 100,935 or 77% (possessing purchasing power). The
unemployment rate does not vary greatly comparatively to Ontario cities and other cities in
Canada. For St.Catharines (2010 data) it is 9.4% (has dropped from 10.4% in 2009) compared
to Windsor 11.5%, Kingston 6.1%, Ontario 8.7 and Canada 8.0%. Majority of the able group
works outside of home. For St.Catharines this represents 84% as comparing to Guelph 85%,
Toronto 82%, Edmonton 81% and St. John’s NF 86%. The steady increase in income median to
6.4% from 2005 enables us to access the working class target market ($60,600 in 2005 to 64,500
in 2009). The Canadian economy compares as follows: increases in median income St.John’s
NF 27%, Montreal 12.6%, Toronto 8%, and Edmonton 18.8% (Canada Statistics, 2006).
Actionablity:
The target market group consists of 27% singles, 66% families between 2-4 people and
7% of families over 5. OUR target as visitors, Brock University and local colleges students,
downtown work force, retired residents and resident families. 73.63 % of the population has
origins in Europe, and 64.22 % out of that of English decent. Out of the population, 21% is
retired and between the age 60-74. Due to the generation gap, many of the baby boomer
generation are approaching retiring age which is in line with our market target strategy. The
generation X and Y population is declining, however those will represent a major influence on
the purchasing power and will propel the current business sector.
Employment trends are shifting from manpower to mind power and moving from
industrial to creative economy. Employment has decreased in Agriculture and Manufacturing
and increased in Service, Professional and Health care sectors (Canada Statistics, 2011).
In our marketing effort and strategy we will use differentiated approach to address each
sector, however most of them have common denominator, that is European Background and
residency is long term (local residents), transitional (visitors for business or pleasure), or
temporary (work force and students) and thus we can increase our effort in local promotions. As
well we can use the opportunities through Niagara Wine Council should the wine route be
redirected through St. Paul Street.
L’agree Promotion Brochure: Appendix#8
Statistical Tables: Appendix#9
38
Sales Strategy
Objectives:
1. Be the FIRST restaurant to come to mind when our customers think of dining out, and
most especially when they are celebrating their birthdays, anniversaries, business
functions, and other special occasions.
2. Give our customers compelling reasons to keep coming back.
3. Turn our customers into loyal customers and our very own army of salespeople.
4. Be the talk of the town on a regular basis as people will spread the word about our
brilliant service, thoughtfulness and generosity.
Produce Incentives
 Special offers on weekends:
“2for1 on Main Meals”
“Get a Free pop”
“For families, giving away “Kids under 10 Eat for Free” vouchers
When a customer redeems a gift voucher for a free meal, they usually come with at
least one other person; therefore we make profits from the drinks, desserts, and meals
from that table. There is more chance of earning money than losing money by doing
this.
 Gift vouchers motivate our customers to pay us a visit even when they don’t really
have immediate plans to dine out. When this happens, they are going to create reasons
to convince their friends or family to go dine out with them, thus acting as salespeople
for us. Redeem free meal or at half price.
 Convince friends, relatives and family members to go with them, chances are some
of these people haven’t been to our restaurant before. If we do a great job of impressing
these new customers, they would become our repeat customers & increase sales of the
restaurant.
Schemes / Loyalty:
 In this way, we welcome repeat customers and increases loyalty towards the business of
the restaurant.
 For wraps or sandwiches/ any kind of short/ sweet items which encourages for takeaway & short meals. E.g. (make a combo meal)
 Buy 9 items and get the tenth one absolutely free.
o We will provide a Stamp card of the restaurant and stamp the card every time it
is bought by customers. The 10th one which is free, receipt will be attached with
the old stamped card and keep it for checking the revenue of the business.
Restaurant Website:
 Easy to navigate with location finder
 Highlights the specialties
 Restaurant details
 Showcases the special offers and discounts
 Menu and other specials of the day!!
 Feedback review
 Online ordering & telephone to Office & outsideDowntown
 There will be $6 charge for delivery outside Downtown, no charge delivery to office
within 500 meters and Pick Up is free.
39
 Fill form online to redeem free gifts within 7 days (Customers need to sign-up before to
get a free gift). Also Staff in the restaurant will give vouchers and feedback forms in the
restaurant for providing feedback about the employees, food, service, ambience, culture
etc.
Strategies
Say it with Words either in restaurant or website:
“Would you like to receive exclusive offers and FREE gifts and discounts? Sign up for
our mailing list. Just fill in the details....”
When billing or waiter comes to give the bill:
When the customer asks for the bill, just stick this leaflet over the bill so the customer
doesn’t miss seeing it. When the waiter comes over to give the bill to the customer, they can
sweetly coax them into filling out the form by enthusiastically elaborating what sort of
wonderful offers the customers can look forward to if they join the list.
Print a message on the receipt itself:
Another way is to print a message on the receipt itself. Allocate a portion of the receipt
for a noticeable message that says, “Log on to www.ourrestaurant.com within the next 7 days
and claim your free gift!” Again, when the staff hands the receipt over, they must make a point
of drawing the customer’s attention to the message.
Advertise in the area, locality and in the restaurant:
Placing message where customers are most likely to see them (on posters in the
bathroom, on a restaurant board, on a notice board, at the reception).
POS Software “Autoresponder”:
 Manage & store customer details.
 Subscribe offers for approx. 2500 customers per 4 weeks.
 Birthday dates for special customers.
 Watch upcoming birthdays or anniversaries – invite their families’ friends, and arrange
events.
 Give courtesy call, if not booked within 7 days.

Bills & Receipts:
 Space on receipt which prints the message of claiming free gift within 7 days.
 It will state on the receipt: “If you complete the website, then receive a free gift (fruits,
sweets, coffees, chocolates).
 There will be a “Bill No” which will help us to track the customer and redeem a free gift
and then create a guest history and keep the information for our records.
Special Occasions:
 Mother’s day, Birthday, Anniversaries, Festivals, Special days – Christmas, Halloween,
Thanksgiving etc.
 There will be special dress & special food to attract customers and create good
atmosphere & ambience.
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Special Meals
 Lazy Tuesdays - only on Tuesdays for senior people and provide senior discounts (15%).
 Wednesdays – Known as “Joyous Peak of the Week”
 Especially for Business clientele which will provide us specials for the days.
 Send postcard to provide Personal Service business customers to “Liven” the restaurant.
Provide a message to redeem for a free beverage (coffee or pop).
 Then serve free beverage/ coffee and also a chance to book a birthday party or event as
an additional gift - a promotional offer and act as a voucher.
Daily Specials
 Provide roti / Shish kabobs / Sandwiches/ Dessert at low price (less 1$ or 2$) than the
actual price.
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Conclusion
Completed by Allison Beauparlant, Darya Dorofeeva, Dan Vitaterna, Arputharaj
Rajendran, Anup Kundu, Jolanta Budziak, Santosh Padukone, Yang Meng
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