Marketing Plan For Passion D’Afrique Restaurant, Paris

MARKETING PLAN FOR PASSION D’AFRIQUE RESTAURANT, PARIS

(A Company I would like to start)

1. Executive Summary

Passion d’Afrique Restaurant is a special African Restaurant to be located in the busy La Defense Area of IlÐ"© de France in Paris Metropolis. The target population is the large number of immigrant Africans working or living close to the area, also the unending influx of tourists from different regions of the world to Paris each year makes the demand for the flavour of African food a thriving business. A careful assessment of the market shows that there are an handful of African Restaurants in the crowded suburbs but these are operated in an unorganised manner making it pretty difficult for the Africans living and working in IlÐ"© de France who are desirous of a taste of African delicacy, the French consumers and tourists who are interested in trying out food from other regions. About 11 million people live and work in the IlÐ"© de France Region in Paris Metropolis (1) and although the French legislation prohibits ethnic grouping of citizens, it is evident that about 10% of this population are of African descent.

Passion d’Afrique Restaurant will serve its food in a unique way that encourages the customers to feel at home. We also give special dishes made with exotic original African spices not generally prepared for all customers but only on special request with a little additional cost. The restaurant will accommodate two hundred (200) customers at once, and three hundred (300) on special occasions. Consistency in food quality will be adhered to and supervised by the chief cook. By the end of the first year outdoor services such as preparing diner in special programmes for African Embassies and other corporate bodies will be introduced. Also, three other branches will be located in strategic tourist areas in Paris so that other Africans, tourists and indigenes of these areas can have a taste of our special dishes.

2. Objective

Passion d’Afrique Restaurant will be unique and different from other African restaurants because the food will be prepared with extreme care with original African spices and by Africans as well.

The mode and manner of service will be appealing, comfortable and efficient; and the atmosphere will be always conducive to all customers and tourist to feel at home because it has to be regulated within the restaurant to meet customer’s comfort.

Making the non-Africans our constant customer is another goal that must be achieved as we make the meal to be appealing and appetizing even through the irresistible beckoning aroma and physical look of the dishes.

In order to maintain a competitive advantage and a good profit margin, total cost of food will be kept right from the on set of the restaurant at less than 30% of revenue to make an increased total sale of 1.2 million euros in the third year while maintaining the quality of our food.

Our focus will always be to satisfy the demands of our customers in terms of African dishes; also, customer friendly initiatives will be undertaken.

There will be an expansion of the restaurant after the first three years of establishment during which there will be an effective advertisement. Interested non Africans can be employed as trainees in order to be trained on how to prepare the numerous African dishes.

To be careful with total cost, ten employees to be taken for a start and to be highly compensated when profitability margin should have increased and net profit standardised at the end of the third year of business.

The restaurant will be spacious enough to welcome at least two hundred (200) persons with a patio outside the restaurant.

3. SITUATION ANALYSIS

3.1. Company Analysis

• Goals: Our goal is to have a variety of food selection backed up with efficient customer’s satisfaction both in taste and comfort and to promote and expand the fame and uniqueness of the restaurant. Customer satisfaction spread to both married and singles, young and old, male and female, and even kids. Passion d’Afrique situated at a strategic location in a popular place in Paris offers a multiple dishes to all Africans living in the IlÐ"© de France as well as all African tourists to its delicious African dishes. The surprise packages given to our customers ushers them into unique experiences which always persuades them to repeat their visit to the restaurant.

• SWOT analysis revealing the major strength, weakness, opportunities and threats facing Passion d’Afique.

Strengths

- Strong relationship with numerous customers that visits the restaurant.

- Excellent and diligent staff highly experienced in the preparation of the multiple dishes

- All customers are given the required attention with a friendly warmth welcome.

- Customers that have visited once are very loyal and consistent in the restaurant.

Weaknesses

- Difficulty in finding experienced culinary having the knowledge and experiences in the preparation of the different dishes and also Africans.

- The difficulty in maintaining an increasing number of customers with a fixed labour cost.

- The maintenance of the equipments and properties at reduced cost of production.

- Employing staffs that understand African official languages and French being compulsory.

- Marketing and emphasizing African dishes in a European environment.

- Availability of spices for the preparation of special dishes requested by customers.

Opportunities

- Increase in sales as a result of the special taste of the food and nearness to the inflow of tourist in Paris.

- The possibility of efficiency and growth in the experience of the staff thereby causing increase in sales as a result of