Small Business Plan
A Business Plan for the Reorganization of a Small Restaurant
Company Overview & Strategy
Revised Statement of Mission and Vision
Mission Statement
Vision Statement
Product and Service
Marketing
Macro Environment
Target Market & Customers
Facilities
Business Performance Analysis
Strengths
Weaknesses
Opportunities
Threats
PESTEL Analysis
Political
Economic
Social
Technological
Environmental Factors
Legal Factors
Financial Projections
Risk Analysis
Action Plan
The Hometown Grill is considering making changes to its menu to become both healthier and more sustainable. Several lines of investigations were conducted including an industry overview analysis, a PESTEL analysis, as well as a SWOT analysis. It is recommended that the Hometown Grill continue with its inquiry and begin integrating changes such as localizing its supply chain and redesigning its menu items.
Company Overview & Strategy
This business proposal has been prepared for a locally owned and family operated restaurant known as the Hometown Grill. The restaurant has been in business for over seventy years and little of the operating model has changed. The menu offered has also stayed roughly as well and consists of a variety of relatively unhealthy offerings by today's standards. There are a lot of fried foods and fatty foods with a limited offering for the health conscious. Although this menu has served the business well over the years, the management has identified that more and more customers are requesting healthier meals. Therefore the Hometown Grill is considering reworking its menu and positioning itself as a more health conscious establishment to appeal to a wider and younger demographic.
Revised Statement of Mission and Vision
The Hometown Grill has never instituted a formal mission and vision statement. However, after reviewing the history and the current objectives the following statements have been proposed for the company.
Mission Statement
The Hometown Grills mission is to offer high quality, locally produced, sustainable, and reasonably priced meals to the local community. The restaurant will continue to serve the local community by providing a menu that includes the freshest of all grilled foods available in a hometown atmosphere.
Vision Statement
Our vision is to be the local premier food service establishment that offers the freshest foods available that have been prepared as locally as possible. The restaurant wishes to continue to serve the community by offering meals that appeal to the customers' health requirements as well as their appetites.
Product and Service
The new service was chosen because the management has noticed a new dedication to health consciousness by many customers. This is also consistent with social trends that have been identified. Redesigning the menu will take careful planning. Furthermore, it will also require a redesigning of the supply chain. Localizing the supply chain has been identified as one opportunity available for food businesses to encourage consumers to eat healthier and more nutritious diets, to invest in more sustainable manufacturing and distribution systems and to develop procurement systems based on more sustainable forms of agriculture (Smith, 2008). Food that is mass produced and traded internationally has often been processed and standardized for reasons other than health and nutrition. Some foods are produced to ensure that they do not suffer from spoilage. Often foods are sold in bulk forms to provide for low shipping costs as well as ease of transport.
Marketing
Macro Environment
There are two primary social drivers that have inspired the management of Hometown Grill to redesign their menu. The first is that in general consumers are becoming more health conscious as well as becoming increasingly concerned about how there foods are being produced or manufactured in some cases (Malik, 2009). These consumer segments are generally also willing to pay a premium over lower cost alternatives and represent roughly ten percent of the total market and expanding quickly. Nutrition and bad dietary habits have been shown to have substantial influence on weight gain and obesity, which are serious public health problems because the increased risk of premature death and civilization diseases like heart diseases, high blood pressure and diabetes (Lorinczi, 2008).
Many of the political drivers that affect Hometown Market can be summarized by vast amounts of uncertainty that are driven by a highly polarized political environment. Hometown Market has yet to deal with regulations or consumer protection measures to stem off public health issues such as obesity. However, it is possible in the future that this could become subject of increasing regulations. Even though increased regulations would complicate the operating environment, if the Hometown Market acts appropriately to tackle it menu and supply chain on its own, then any future regulations could actually result in a competitive advantage for the restaurant.
The economic drivers that shape the competitive landscape and consumer base are also subject to large amounts of uncertainty...
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