BUSINESS
PLAN
Vision Statement
Through consistency and quality in product and
service we will strive to exceed customer
expectations and thereby increase profitability.
SUMMARY
• Successful 2014 which saw increases from previous year in Food & Beverage of a
rate of 5%.
• Food & Beverage key Asset for Hotel. Proven sales tool in putting together packages
and sending out with Sales Kits.
• Great response from clients Our target is to increase lunch & dinner business in
the restaurant.
• Innovative Food and Beverage Team.
KEY STRATEGIES 2015
•Tap complete potential of all Meeting rooms for potential business in restaurant.
• Using collateral materials in meeting rooms to capture post – meeting business.
• Continue to work with Sales Department in capturing food & beverage business that
has not booked any catering.
• Increase hotel guest capture rates with Lobby signage, in room letters from the
Chef and special promotions.
• Introduce an incentive program for staff to increase sales.
• To create menus that will fill satisfy both guests expectations and also food &
beverage operations.
Bar & Grill Menu Views
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BREAKFAST
To create a limited breakfast menu to be able to sell more of the breakfast buffet. Menu to include
waffles, eggs benedict, pancakes etc.
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LUNCH
To create a menu, that would make it quick dinning for office tower employees. To be able to
produce in a quick manner from the kitchen. Menu should consist of array of sandwiches, salads,
wraps.
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DINNER
Menus should consist of combination platters of example chicken and ribs, steak and seafood,
pork dishes and catch of the day. The menus should have a feel for barbequing season for the
spring and summer menus. The fall and winter menus should have a feel of home comfort meals.
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ROOM SERVICE
This menu should consist of items that we know that will satisfy the guests by items being
plentiful and also items that are light for small eaters. This menu will be in effect for one year and
will not change like the restaurant menu.
Goal
We target to be the leading Food & Beverage Operations within the
region.
Mission Statement
Our objective is to ensure that the highest level of service,
professionalism, courtesy and thoughtfulness is consistently given
to every guest and every staff member.
Our main focus will be commitment to service excellence as a team
through establishing, implementing and excelling in our service
standards.
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The following is a brief outline of activities that will assist in achieving objective:
Executing food & beverage promotions as established in the 2015 calendar of
activities.
Making our presence in local community activities and working with local tourist
attractions and business
Maintaining high standards.
Consistent implementations of guest comment cards throughout Food &
Beverage.
Staff training, incentives and feed back.
Tent cards.
Lobby Signage.
Upgraded standards & quality.
Assisting sponsorship with local charities, i.e. chef cooking demo or providing
chefs for charity work.
Maintaining the established standards and consistency of food & beverage
products and service.
Increase managerial staff moral by implementing incentive/motivational programs.
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On-going managerial/staff training programs.
Provide food & beverage departments with
their budgets and financial information, to
ensure corrective measures or issues are
addressed in a timely fashion.
Work closely with Sales and marketing to
increase food & beverage awareness and
interest. Continue to search for various ways to
promote food & beverage areas.
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Bar & Grill
Objective:
The Bar & Grill must achieve customer awareness with the in-house guests
and in the community both from a corporate and residential perspective.
Providing customer satisfaction and increasing profitability by suggestive
selling and increasing the average check and number of covers for all meal
periods.
Strategy:
Promote the Bar & Grill in the Hotel meeting rooms with menu cards and
meeting room floors with incentives to use these outlets.
Category
Advertising
Meeting Rooms & Lobby
Action
(tent cards and mini menus in rooms)
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Website
Public Relations
Special promotion, special
Entertainment, Lunch & Swim
Valentines Day & Mother’s
Day promotion thru website.
promotions for concierge programs.
Collateral:
Flyers designed for each promotional event.
Promotional letters from Executive Chef in guest rooms.
New menus:
To be changed 2 times per year
Promotional and calendar of events
Late night Snack menu
Special summer barbecue at the pool.
Chef’s Three course meal specials.
Recommendation:
Promote teamwork and communication with all staff and conduct on-going training/meetings.
Establish and implement services standards for each meal provided.
Maintain records of regular customers, and businesses and offer ongoing incentives.
Train Managers towards a more hands-on approach at the floor level to enhance the guest’s
experience.
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ROOM SERVICE
Objective:
To set and achieve department standards and maintain a reputation of fast, efficient and
courteous service, delivery of a consistently good quality product while increasing average check
and number of covers for all meal periods.
Strategy:
Service to the rooms will be more emphasized during these days. New room service menu
should be introduced along with on-going food and wine specials or in-room pizza promotions
should be featured.
Focus on order taking procedures in order to up-sell guests in a professional manner.
On going staff training ensuring that standards are maintained.
Collateral:
Pizza promotional menus
New menus
Posters
Snack Shot menus with pictures.
Recommendations:
Implement standards – increase training for all staff taking room service order to improve
consistency.
Promote wine by the glass and train staff in suggestive selling and up selling techniques.
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FOOD & BEVERAGE CONTROL
Objective:
Food & Beverage controls are essential for operation. The primary objective of controls will
be to provide useful information and operational data as quickly as possible to the food &
beverage team, so that corrective measure may be taken in a timely manner.
Strategy:
In brief the following seven forms of controls have been identified for a sound food &
beverage control system.
Purchasing control
Receiving control
Storage control
Issuing control
Production control
Inventory control
Sales controls & analyzing of receivable
MONTHLY
PROMOS
MARCH
APRIL
MAY
JUNE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
THEME
SPRING
CLASSIC
TRADITIONAL
MARITIMES
OFF THE
GRILL
SUMMER
FESTIVE
FALL
WILDERNESS
MENU
SALMON
LAMB
DISHES
ASPERAGUS
SEAFOOD
RIBS
BBQ
CHICKEN
COMBOS
SUMMER
PUB FARE
CANADIANA
SALADS
FOOD
MARTINIS
APPETIZERS
FROZEN
MARTINIS
BRITISH
BEERS
CANADIAN
CABERNET
BEVERAGE
ONTARIO
WHITE
WINES
ONTARIO
RED
WINES
FESTIVAL
PINOT
GRIS
ONTARIO
WHITE
WINES
MICROBREWERY
SENSATIONS
COCKTAILS
WINE
DRAUGHT
BEER
SUPPORTING
MATERIAL
MONTH
EVENT
ADVERTISING
JANUARY
Soup Bar
Concourse, Lobby
JANUARY
Certified Angus Beef
Promo
On hold marketing,
Signage on Widmer
Street.
Signage on Widmer
Street. Tent cards.
FEBUARY
Valentines Day Dinner
Flyers, Web Site
Room / Dinner Package
FEBUARY
Soup Bar
Concourse, Lobby
FEBUARY
Certified Angus Beef
Promo
On hold marketing,
Signage on Widmer
Street.
Posters, Flyers, Web site
Posters, Flyers, Web site
Signage on Widmer
Street. Tent cards.
SUPPORTING
MATERIAL
MONTH
EVENT
ADVERTISING
MARCH
Soup Bar
Concourse, Lobby
MARCH
Certified Angus Beef
Promo
On hold marketing,
Signage on Widmer
Street.
Signage on Widmer
Street. Tent cards.
MARCH
Niagara Wine Feature
Posters
Tent Cards
APRIL
Certified Angus Beef
Promo
On hold marketing,
Signage on Widmer
Street.
Signage on Widmer
Street. Tent cards.
APRIL
New Menus
In room letter
Department Food Tasting
MAY
Certified Angus Beef
Promo
On hold marketing,
Signage on Widmer
Street.
Signage on Widmer
Street. Tent cards.
Posters, Flyers, Web site
MONTH
EVENT
ADVERTISING
SUPPORTING
MATERIAL
JULY/AUGUST
Opening Of Lunch & Swim
Promo
Posters,Signage on Widmer
St.
Newspaper/web site
JULY/AUGUST
Summer Fro sties
Tent cards
SEPTEMBER
Certified Angus Beef
Promo
On hold marketing, Signage
on Widmer Street.
OCTOBER
New Menus
In room letter
OCTOBER
Certified Angus Beef
Promo
On hold marketing, Signage
on Widmer Street.
OCTOBER
Thanksgiving
Web site, in room
Signage on Widmer
Street. Tent cards.
Department Food
Tasting
Signage on Widmer
Street. Tent cards.
Flyers, Posters
SUPPORTING
MATERIAL
MONTH
EVENT
ADVERTISING
NOVEMBER
Certified Angus Beef
Promo
On hold marketing,
Signage on Widmer
Street.
Signage on Widmer
Street. Tent cards.
DECEMBER
St. Nickolas X-Mas Buffet
Posters
Fax Blitz, web site, flyers
DECEMBER
New Years Eve Dinner
Flyers / signage
Web site with L/
Food and Beverage marketing
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Feasibility study.
Identifying market area characteristics.
Evaluating the proposed site.
In-depth analysis of the competition.
Estimating demand.
Projecting operating results
Marketing with a focus on guest
service
• Seeing the business from the perspective of
a guest.
• Need for commitment by all employees.
• Plan strategies.
• Implement the planning.
• Talk about it on a continuous basis.
• Emphasize on staff training on a continuous
basis.
• Measure service to make results available to
employees.
Feasibility study
• A study that is conducted before a proposed
food service operation is constructed or on an
existing facility prior to its purchase or lease.
• Potential investors decide whether to
finance the project based upon the results of
the feasibility study.
• The study guides the planners, architects of
the project and assist managers as they
develop marketing plans and prepare initial
operating budgets.
Scope of a feasibility study
• Although the scope of a feasibility study
varies from project to project a few
features stay constant.
• Identifying market area characteristics.
• Evaluating the proposed site.
• Analyzing the competition.
• Estimating demand.
• Projecting operating results.
Identifying market area
characteristics
• Demographic
Information.
• Age
• Gender
• Level of education.
• Marital status.
• Number of children.
• Family income.
• Type of employment.
• Location of residence.
• Volume of sales in
other related
businesses.
• Economic situation of
the area.
• Property rate
movements.
• Communities
Evaluating the proposed site
• One of the most
important variables in
determining the
success of the
venture.
• A up market
restaurant with an
inviting ambience and
good food quality will
eventually fail
• Involves researching
on population.
• Surroundings and
metropolitan area.
• Walking distance from
the community.
• Driving distance.
• Proximity from the
highway or business
district
Evaluating the proposed site
• Distance from the
nearest parking.
• Exits
• Shopping malls.
• Distances from
theatres and
amusement parks.
• Walking population
and driving
population.
• Location analysis in
general.
• Generating a
comparative with the
logistic difference
comparison with other
restaurants.
Analyzing the competition
• An inventory of all food and beverage
facilities in the area.
• The data also includes commercial and
non commercial establishments in the
vicinity.
Analyzing the competition
• The data is then further
broken down to:
• Location and proximity.
• Type.
• Source and volume of
business.
• Day and hours of
operation
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Menu Prices.
Guest Check average.
Type of service.
Number of seats.
Availability of alcoholic
beverages.
• Entertainment.
• Promotional efforts.
• Chain affiliation.
In-depth analysis of the competition
• How long has the
competitor running his
operation.
• Business volume at
various meal periods in
the week.
• What is the response
from the current guests.
• Type and volume of
demand for F & B
services
• The adequacy with
which the competition
satisfies the demand.
• SWOT analysis.
• Points of difference
between the proposed
facility and the
competition.
Estimating demand
• Extremely difficult and challenging.
• Analysis of the areas Food and beverage
sales.
• Establish dining trends.
• Conducting personal survey’s.
• Interviewing potential customers.
• Sending in dummy customers at various
meal periods.
Projecting operating results
• Pro forma operating results which in this part
of the world is known as Projected financial
results.
• Usually done for 3 years in case of
partnership and 5 years in case of project
reports.
• Potential investors base their decision on this
information.
• Investors are interested in the revenue first
and expenses after that.