Restaurant Business Plan

Stella Maris - BelgiumRestaurant Business Plan

RestaurantStella Maris

1Mission statementName of the restaurant: STELLA MARIS

Our restaurant is located along the river Schelde on the district Eilandje. This district is located near the industrial zone of the Port of Antwerp and the old historical center and shopping streets. We offer the companies in the harbour an alternative to the expensive and time-consuming trips to the city. Our restaurant is selling an affordable class in food and beverage for the business market during the week, but at the same time we focuss on the tourist market especially during the weekend and holidays.

2Restaurant Stella MarisThe Marketing MixPLACEPRESENTATIONPRODUCTPRICEPERSONNEL STAFFPROMOTION

3PLACEThe district EilandjeMap AccessibilityThe Port of AntwerpThe Historical CenterShopping

4The district eilandje

Quickly becoming the niftiest area in northern Antwerp, het Eilandje is hemmed in by the river Scheldt and the docklands. It boasts warehouses and blocks that are slowly being turned into nice lofts and trendy bars. The spiral-shaped building that dominates the area is the new Museum aan de Stroom (Riverside Museum) or MAS. The 'vertical' boulevard is the only place in Antwerp where you can enjoy a phenomenal view of the city for free!5Map location

6How to reach usby trainFrom Antwerp Central Station: take bus 17 (destination UZA Rijnkaai) from the bus stop outside the Pelikaanstraat exit from the station. Get off the bus at Van Schoonbekeplein.

By tramTram7 (get off at Sint-Pietersvliet and walk north for5 minutes)

By busBus17 (Rijnkaai stop) and 30(Sint-Pietersvliet stop)

By carGodefriduskaai car park(Zeevaartstraat 11)

By bicycleYou will find a capacious bicycle rack on the flag promenade just in front of the museum square.

7The Port of Antwerp

The port of Antwerp, in Belgium, is a port in the heart of Europe accessible to capesize ships. Antwerp stands at the upper end of the tidal estuary of the Scheldt. The estuary is navigable by ships of more than 100,000 Gross Tons as far as 80 km inland. The inland location means that the port of Antwerp enjoys a more central location in Europe than the majority of North Sea ports. Antwerp's docks are connected to the hinterland by rail, waterway and road.8Historical AntwerpSOME OF THE MOST POPULAR ATTRACTIONSCentral stationCathedral of our ladyGrote Marktt SteenRubens HouseGroenplaatsVlaeykensgangZoo

9Historical AntwerpCentral StationCathedral of our Lady

The Antwerp Central Station is one of the world's most impressive railway stations. Dubbed the 'Railway Cathedral', it is one of the main landmarks in Antwerp.Built between 1352 and 1521 as one of the world's tallest buildings, Antwerp's majestic cathedral still dominates the city's skyline. Inside are magnificent canvases painted by Rubens.10Historical AntwerpGrote Marktt Steen

The city's central square, known as Grote Markt is lined with magnificent historic guild houses. At the center of the square, in front of the 16th century city hall is the statue of Brabo, a legendary city heroThe oldest building in Antwerp is an 800-year old castle known as 't Steen (the stone). What remains today is only a fraction of the once mighty castle that formed the nucleus of the city.11Historical AntwerpRubenshuisGroenplaats

Many renowned painters worked in Antwerp during the city's heyday but Peter Paul Rubens is undoubtedly the most famous of them. The palace-like residence and studio where Rubens worked and lived from 1616 until his death in 1640 is now one of Antwerp's most visited museums.Once a cemetery in the heart of the city, the Groenplaats is now one of Antwerp's most popular squares. It is a perfect place for drinking one of the many local beers.

12Historical AntwerpVlaeykensgangZoo

A favorite among tourists is a walk along the Vlaeykensgang, a small alley close to the city hall.

This small historic alley is a throw-back to the late Middle Ages, a time when many streets weren't wider than a doorway.The Antwerp Zoo, one of the oldest zoos in the world is one of Antwerp's most popular attractions. With an animal population of over 5,000 and more than 950 different species, it attracts about 1 million visitors each year.13ShoppingDe MeirStadsfeestzaal

One of the many titles bestowed on Antwerp in the sixteenth century was triomfelycke coopstad' (triumphant shopping city). Even today, the city languishes in the accolades of shoppers in the know - shopping in Antwerp means pedestrian streets, historic dwellings and bustling shopping centres.14Presentation exteriorMasRestaurant Stella Maris

The trendy restaurant Stella Maris in a former seamens church just around the corner from MAS. 15Presentation interiorThe restaurantThe bar

One of the things that we really enjoy when we get to eat outside of our homes and eat in a restaurant is the ambiance, besides the food that they are offering. Ambiance really plays a big part when it comes to making you enjoy your dining experience and for some, it determines if they will be returning to the restaurant or not.16Presentation interiorMeeting roomGarden terrace

17Restaurant plan

Restaurant: 40 places and 2 banquet rooms 25 persons18Restaurant plan

19Kitchen Stores Plan

officeDirtyKitchenFridgeCold sectionWarm sectionDish washingStoresCloak-roomWasteOfficeThekitchen layoutprovides for an efficient, one-way flow of food through the operation.20Kitchen stores Plan

21KitchenWarm kitchen

22KitchenCold section

Dish washing

23ProductFOOD

MenusA la carteBEVERAGE

WinesBar list

The culinary repertory mingles traditional recipes with touches of modernity, resulting in cuisine steeped in wholesome flavours. The kitchen combines the French and Flemish recipes. But our product is not only physical, we also put great importance in the creation of a nice atmosphere and great service.24Food - MenuLunch menus (Monday till Friday)Three course lunch menu 30 inclusive wines and coffee45 Four course lunch Menu40 inclusive wines and coffee60 Weekend Menu (Friday and Saturday evening)Five course menu50 inclusive aperitif, wines and coffee75

The lunch menu changes every day, on Friday and saterday evening only the 5 coures menu.25Food A la carte3 cold appetisers2 soups2 warm appetisers3 fish dishes4 meat dishes1 vegetarian and 1 pasta4 desserts

26Beverage - Wines6 white wines by the glass6 red wines by the glassWine list3 Sparkling wines20 White wines20 Red winesWine forfait (3 4 and 5 course)

27Beverage - othersAperitifs and digestivesCoctailsWaters and soft drinksCoffee and teaBeers

28PriceIn setting our price we considered:The production cost (purchase, personnel, general expenses)The price that our guests are willing to payPrices of competition

The general purchase cost of our products is 33% for food and 27% for beverages. We will ake of all the menu items a technical fichier.

29Personnel - Staff

We decided to close the restaurant on saturday for lunch and sunday the whole day as our main geusts during the week are coming from the companies in the harbour and on friday and saturday evening people going out in Antwerp. Friday evening and saturday evening only the 5-course menu is available.30uniformKitchenRestaurant

We decided to have our restaurant in a uniform as was used in French brasseries,31Promotion - MarketingWebsiteMenu designImplementation frequency marketingUp-selling

32WebsiteWebsite contentName, address, hours and phone numberMenu About us sectionContact us sectionVisualsFacebook page

Menu: all the items of our menu will be listed on the website, including the drinks and desserts and all pricingAbout us section: Concept of our restaurant and our values, as well as a little history about the building and the restaurantContact us section: possibility to contact with comments or concerns - also the possibility to make online reservationsVisuals: Pictures of our menu items, the dining room in order to let our website visitors and idea of what they can expectVisuals: 33Menu designWe will look for:An up-to date look that matches The restaurant concept of The entire design of the restaurantDaily and personalized menus Menu board with specials

Up-to-date look34Implementation frequency marketingIncrease number of repeat customers byA loyalty program Promotion through email Invitations to special promotions and events

We believe that increased customer loyalty is one of the most important marketing goals to improve profits. Regular geusts are the most desirable patrons because they already like the product.35Up-sellingUp selling byTeaching servers and waitersSuggestions to customers to purchaseDrinksAppetisersAppropriate side dishesDessertsMost profitable items

Increasing the average check size at our restaurant is one of the smartest ways to improve profits. By teaching servers suggest appropriate side dishes, drinks or desserts, we will simultaneously increase our sales and improve the customer experience.36Stella Maris Merksem Restaurant Marketing toolsEnd

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