Pierre’s French Restaurant
1486 Frontage Road, Dallas, Texas 75201
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Table of Contents
I. Executive Summary 04
II. General Company Description 05
2.1 Overview 05
2.2 Legal Description 05
2.3 Company Concept/History 06
2.4 Current Status 06
2.5 Vision & Mission Statement 06
III. Products and Services 08
3.1 Product Description 08
3.2 Service Description 08
IV. Marketing Plan 09
4.1 Industry Overview 09
4.1.1 Market Size 09
4.1.2 Target Market 10
4.1.3 Marketing Objectives 11
4.2 Products/Services 12
4.2.1 Pricing Strategy 13
4.2.2 Promotion Strategy 13
4.2.3 Distribution/Placement Strategy 14
4.3 Competitor Analysis 14
4.4 SWOT Analysis 15
4.5 TOWS Strategy Development 16
V. Operational Plan 18
5.1 Production 18
5.2 Location 18
5.3 Inventories 18
5.4 Suppliers 18
5.5 Exit Strategies 19
IV. Management and Organization 20
6.1 Company Structure & Ownership 20
6.2 Core Management Personnel 20
6.3 Roles & Responsibilities 20
6.4 Salary Structure 21
6.5 Key Success Factors 22
VII. Personal Financial Statements 23
7.1 Personal Financial Statements 23
7.2 Details of Personal Financial Statements 24
VIII. Startup Expenses and Capitalization 26
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8.1 Capitalization 26
8.2 Startup Expenses 26
IX. Financial Plan 28
9.1 Primary Assumptions 28
9.2 Summary of Financial Results 28
9.3 12 Month Profit/Loss 28
9.4 3 Year Profit Projection 30
9.5 Opening Day Balance Sheet 32
9.6 Break Even Analysis 33
Appendices 35
Appendix 1: Supply Lists 35
Appendix 2: State & Local Requirements 37
Appendix 3: Aloha POS 39
Research Bibliography 41
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I. Executive Summary
This business plan discusses a new startup concept for a restaurant. The
restaurant concept is the quick casual format and the restaurant concept is based on
French cuisine. However, the owner of the business and its principle investor, Ms.
Simone de Beauvoir, envisions a concept that will take French cuisine from its typical
high-income market and move it into a more mainstream demographic. The name of the
company is Pierre’s which indicates that the concept and format is still based on a
tradition of food products and service that is considered among the finest in the world
but that is being brought to a level of affordability for all consumers. The company is
being founded in the State of Texas in the Dallas area and with a population of
approximately 1.2 million residents, the local market can easily support another new but
novel restaurant concept. Ms. Beauvoir is the company’s sole investor and owner and is
completely funding the project herself.
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II. General Company Description
2.1 Overview
The Pierre’s French Restaurant combines the tradition of freshly baked French
bread with the neighborhood market concept. It will only use the highest quality
ingredients and the bread is to be baked fresh every day. Additionally, only fresh dough
is used and no preservatives are added. Pierre’s will bake more fresh bread each day
than any other bakery-café operation in the local market, which helps fulfill its mission of
putting mainstreaming French cuisine. Pierre’s will serve more than 18 kinds of breads,
bagels, muffins, scones, rolls and sweet goods, made-to-order sandwiches, hearty
soups, custom roasted coffees, and café beverages such as espresso and cappuccino
drinks, as well as a full menu of the most popular French cuisine. It does this because it
targets a young to middle aged, health conscious professional market. The company
will regularly review its product offerings to ensure it is satisfying changing customer
preferences. The company plans to introduce an artisan bread that is all-natural,
handcrafted bread baked on a stone. The company will also introduce a line of bread
sandwiches. Pierre’s is educating customers about a commonly available product and
its myriad combinations in both taste and as an accessory item to French cuisine.
Pierre’s will also introduce off-premise sales to improve con