Strategic PartnershipsStudents making an enterprise in real time

SM@RT2014‐1‐FI01‐KA201‐000894_3

2014/2017

ISISS “ Terra di Lavoro” Caserta

"The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

Managing DirectorChiara Lasco

Marketing and advertising department

Caterina Capasso

Purchasing departmentAdelaide Atzori

Food and beverage Manager

Elena Roviello

Customer care departmentMaria Statela

Our idea for a restaurant for people suffering from coeliac disease, but not only, started with a personal experience and problem. One evening, we went out for dinner with one of our dearest friends, who has coeliac disease.  Coeliac disease is an autoimmune disorder in which gluten, a component in the cereal grains, wheat, rye and barley, causes damage to the lining of the small intestine, causing problems with absorption of nutrient and vitamins. Unfortunately, it's still not easy to find many local restaurants where you can have a great gluten free dinner without worrying too much about what's inside your dish, apart from some pizzerias that make pizza

We thought to open a specialized restaurant

so we started our business plan

It would be desirable that people

with coeliac disease know and

use the foods that are naturally

gluten-free. This would allow you

to model healthy eating habits for

your specific needs. Coeliac

people can eat vegetables, meat,

fish and rice, There are also

many gluten-free flours, so

PEOPLE don’t have to give up

pasta, bread, “gnocchi” and

pizza that are the most liked

italian traditional foods. There

are a lot of different flours we

can use, all tasty and

wholesome, suitable for coeliacs

and not. Our reastaurant will use

only naturally gluten free,

biological and hand made

products.We want to offer

traditional Italian recipes and

some world cuisine dishes,

especially those of Middle

Eastern and Eastern Europe

cuisine, in

which rice

noodles ,soy vegetables and

legumes are widely used.These

ingredients are healthy and

suitable for coeliacs,

As we know, today a strict gluten-

free diet is the only medical

treatment for coeliac disease and

so, in the last years, a large

market of industrial gluten free

food developed. The industrial

processed products have changed

the approach to the food away

from all that is offered by the

nature and that has always

represented our gastronomic

traditions. This practice is

particularly dangerous in the

case of coeliac people, who

already have a physical

problem.

Gluten-free industrial products

are not healthy because of the

high concentration of sugars and

fats and

poor

organoleptic qualities.

1) locally sourced

food

2) locally grown

produce,

gluten-free and

allergy

conscious items

3) back to basics

cuisine

4) farm brand

ingredients

We chose an amazing place far from traffic and smog, but not so far from motorway and main

streets. We took over an existing restaurant that needs

just some adjustments.

1)COMPETITORS:

There are only 3 pizzerias (I Masanielli, Morsi e rimorsi e Sunrise), 1 restaurant (Dogana Golosa) and 2 restaurants/ pizzerias (Antica hostaria Massa, Embé) for celiac people in Caserta .

2) NUMBER OF POTENTIAL CUSTOMERS:

In 2015 in Italy there were 172.000 cases diagnosed of celiac disease, distributed as follows and the number is going up every day. Many of these cases are in our Region.

3) STRENGTHS and WEAKNESSES:•Amazing location

•Easily accessible – large parking

•Exceptional staff

•Motivated and collaborative owners •Honest approved vendors of exceptional products

•Due to our small size, exceptional quality

•Attention to customer care

•Far from city centre

•Few staff

•Few seats

•Problems of provision

4) PROMOTION AND ADVERTISINGSTRATEGY:

1)links with celiac associations and a database of potential celiac people

2) A webpage and a Facebook page

3) Flyers with our menu and map

4) Theme dinner

5) Sales days

6) Conventions with fixed menu

5) BUDGET (in euros/first year):

COSTS INCOMESCosts of rent 24,000 (expected) 280,000

Costs of row materials

70,000

Personel costs 80,000

Costs of services 30,000

Operating expenses 7,000

Financial expenses 4,000

Taxes 18,000

TOTAL 233,000

EXPECTED PROFIT: 47,000

Our restaurant offers traditional recipes cooked with gluten free flours.

There is a great variety of dishes.Our pride and joy are dumplings (gnocchi)

of chickpea flour, caprese cake and chocolate salami with biscuits of walnut

flour, Here is our choice!

STARTER

• Selection of fine cured meats and cheeses………...................€ 13.00

• Caprese salad • (mozzarella cheese, tomatoes, basil ,olive oil)………………….€ 12.00

• Bresaola (beef cold cut), wilde rocket salad 

• and parmesan cheese…….....................………………………….€ 10,00

• Italian seafood salad (shrimps, clams, mussels, 

• sea scallops, calamari, olive oil, lemon,salt and pepper)….…€  12.00

• Toasted Bruschetta (soy bread) with tomato and basil …..…..€  2.00

• Toasted Bruschetta(soy bread) with ham and

• mozzarella cheese tomato and basil………………………….…...€ 3.50

• Ham,mozzarella cheese and melon……………………………...…€ 8.00

• Fried squids……………………………………………………………..€ 9.00

• Mixed Vegetarian grill…………………………………………………€ 6.50

• Mozzarella cheese sandwich…......................................................€ 4.00

MAIN COURSES

• Italian dumplings: Gnocchi Sorrento Style (chickpea flour)………….€ 10.00

• Neapolitan Lasagna (chickpea flour )(with cottage cheese, mozzarella

cheese, meatballs, parmesan cheese, eggs,tomato sauce)..…………...€ 14.00

• Linguine (rice) Puttanesca style ………………………………………..….€ 7.00

• Spaghetti (rice) with garlic,red pepper and olive oil.…………………....€ 5.00

• Penne (rice) with melted mozzarella cheese and tomato sauce…….….€ 5.00

• Pasta (rice) and beans………………………………………………………....€ 4.50

• Italian rice with provola cheese and mushrooms from Roccamonfina..€ 8.00

SECOND COURSES

• Provola cheese and Caserta Black Pig…………………..€ 8.00

• Pork ribs and peppers…………………………………….…..€ 8.00

• Marsala wine sauce and mushroom fillet…………………€ 8.00

• Neapolitan meatballs…………………………………….……€ 6.00

• Local sausage and broccoli rape……………………….….€ 8.00

• Chicken chasseur ……………………………………………€ 8.00

• Chicken breast and mushrooms from Roccamonfina….€ 8.00

• Grilled Provola………………………………………………….€ 6.00

• Broccoli rape……………………………………………………€ 3.50

• “Mushroom – style” eggplants……………………………..€ 4.00

• Eggplant “ Parmigiana”……………………………………....€ 6.00

SIDE DISCHES

• Green Salad ……………………………………………€ 2.00

• Green salad and tomatoes,,,,,,,,,,,,,……………….....€ 2.50

• Tomatoes, celery, carrots, onions and olives……..€ 3.00

• Baked potatoes and bacon……………………………€ 3.00

DESSERTS

• caprese cake (almonds and chocolate) …………. € 4.00

• Neapolitan cake (with rice flour)…………………… € 4.00

• chocolate salami (with biscuits of walnut flour)... € 4.00

DRINKS

• Mineral water…………………………………………...€ 2.00

• Pallagrello Bianco I.G.T……………………………….€ 16.00

• Fiano di Avellino DOCG………………………………€ 16.00

• Falanghina del Sannio………………………………..€ 27.00

• Pallagrello nero IGT……………………………………€ 19.00

• Irpinia Aglianico DOC…………………………………€ 40.00

• Terra del Volturno……………………………………..€ 37.00

• Taurasi Riserva DOCG………………………………..€ 38.00

• Taurasi Feudi di San Gregorio 2011……………….€ 18.00

• Fiano di Avellino DOCG……………………………...€ 16.00