DHABAThat India where you always wanted to go.

DIVYESH SUVAGIYAKRISHNA RUDRARAJUABHAY JOSHIRAVI RAYAPATIHARISH VENKATSHRI HARSHA YERNENI

GROUP – 5:

Introduction• A theme based restaurant which depicts the

settings of Indian rural villages.

• Initially we plan to launch the restaurant in Dallas area

• The restaurant will be spread over 2000 Sq. ft.

• A wide variety of Indian food to it’s customers

• Product Market

Food and Beverage Industry

• Market Potential

The market potential for Indian food Industry in the US is rising , Comprising about 2.81 million sales volume, alone or 3.18 million, combined with one or more races*

*Survey data collected from American Community Survey of 2012 data

Positioning Statement and Key points of Difference

• Differentiation positioning

• Key Points of Difference:

− Theme based ambience

− Wide range of food from

more than 10 Indian states

− Indian Services

Buyer Analysis

• Demographic profile

500 Respondents

51 percent female,49 percent male

44 percent bachelor degree

33 percent post graduate degree

50.1 percent professionals

Note: Survey Data collected from Indian Restaurants Minneapolis metro area , Minnesota, National Restaurant Association,2012

Decision making factors

• Quality of food

• Authentic cuisines

• Menu variety

• Atmosphere

• Vegetarian choices

• Availability of new items

Target Market

• Educated

• Affluent

• Travelled widely

• Customers who want to Indulge in Culture

Strengths

• Ethnic Cuisine(Theme based Restaurant)

• Separate kitchens for Veg & Non-Veg

• Fine Dining

• Lower-Price Menu

• Special Offers/Menu on Indian festival dates

• Highly motivated workforce

Weakness

• Amateurs in the market

• Niche target market

Opportunities

• Extending services to Catering

• Buffet

• Generate traffic during slow times

• Selling restaurant products like salad dressing, baked goods

Threats

• Price fluctuation: Huge fluctuations in prices of supplies may occur.

• Local restaurants.

• Rising operation cost.

• Price war

• Food reviews, Bloggers and Media mention

Marketing Promotions

• GROUPON Deals

• Fun-Asia Radio

• Product Trials on Special Day Events

(Indian Independence Day, Republic Day, Diwali)

Financials*

*Because money matters..

Fix CostShop Lease 60,000$

Furniture 50,000$

Kitchen Equipments 10,000$

Advertisement 8,000$

Cars 4,000$

Total Capital per year 132,000$

Variable Cost per day1 Cook 180$

1 Assistant Cook 120$

2 Server 192$

2 delivery boys 240$

1 cashier 120$

Grocery 200$

Utilities 60$

Gas 60$

Misc. 50$

Sales Tax on Revenue 121$

Total Daily Cost 1,343$

Monthly Cost 40,282$

Daily Sales Numbers Average Price Total

Breakfast 15 4.28$ 64$

Lunch 20 10.15$ 203$

Dinner 50 13.72$ 686$

Delivery 35 11.21$ 392$

Beverages 60 2.48$ 149$

Cold Drinks 30 0.50$ 15$

Total Daily Revenue 1,509$

Monthly Revenue 45,281$

Projections