New Restaurant Concept Proposal

By Author: Henry Ford
Total Articles: 189
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New Dawn Food Palace will be a new restaurant that will be situated in Kenya, East Africa. It will be located in Mombasa, a coastal city and one of the famous tourist destinations in Eastern Africa. The restaurant will target tourists and upper class business people. It will provide a unique experience through high quality services and a blend of Western and local cultures in food, music, services, and the architectural building of the restaurant. The restaurant will use different promotion methods in order to reach potential patrons.
Market analysis
The hotel industry has been growing at unprecedented rate in the recent past. The hotel industry has been growing at a rapid rate supported by the globalization effect and increased tourism industry. In Kenya, hotel industry is one of the fastest growing industries due to increased number of tourists visiting Kenya and other neighboring countries (Masau and Prideuz, 2003).
Restaurant Business Plan
a)Objectives
The main objectives of the marketing plan will be to establish a successful tourist restaurant in Mombasa Beach in Kenya and to establish two ...
... other restaurants in Mt. Kenya and Nakuru tourist sites within five years of operation.
b)Marketing Strategy
New Dawn Food Palace will be serving the tourist and upper market business segments in Kenyan tourist regions. The rationale for establishment of the restaurant will be to provide high quality services to tourists and upper market business patrons. The restaurant will provide services as served by other quality restaurants in the industry including breakfast, lunches, dinners, and entertainment services. The main strategy would be providing high quality services that meet the demands of the patrons.
c)Positioning
Positioning is important since it determines the image that consumers have regarding a given business entity. New Dawn Food Palace targets the tourism and business sector which are currently underserved in Kenya. The restaurant will be positioned in the exterior tourism parts which are not well served as most restaurants are concentrated in the capital city. The restaurant will strive to create an image of high quality services even when the patron is outside the capital city.
d)Brand Development
This restaurant is poised to become a national brand (Miller et al., 2002). There are different characteristics that will ensure that it lives up to this promise but most important will be its high quality of services. To live up to the name of food palace, the restaurant will integrate both local and international recipes to come up with dishes that have distinct taste from the one offered in the industry. In entertainment, the restaurant will also have a 24 hour entertainment platform inside the restaurant which means that guest will be entertained while taking their meals. This will cut a distinct image for the restaurant which will catapult it to a national brand.
e)Location
The restaurant will be located in the City of Mombasa in Kenya which is a leading tourist destination in Eastern Africa. This location has been chosen due to high number of tourists visiting the Indian Ocean and the beaches along the ocean.
The restaurant will be located along the indicant ocean in one of the leading beaches in the country. It will be particularly located inside a forest of coconut trees which are common in the area away from the hustle and bustle of Mombasa city. However subsequent restaurants will be established in Nakuru and Mt Kenya, which are also well known countryside tourist attraction sites in East Africa region. A fusion of modern and traditional will make a special appeal to the patrons which are unique appeal not to be found in other restaurants in the country.
f)Theme
The theme of the restaurant will be expressed not only by its location but by the quality of services offered. Being located in a beach alongside the Indian Ocean, the restaurant will make a particular appeal to tourists who want to experience the best of the country, and businessmen who want to privacy and quite place to make transaction. It will be a wonderful experience for an American to enjoy ice cream served in a calabash dish with Maasai Moran dancing their jigs to soft western music.
g)Patron needs served
The restaurant will be serving different needs which are required by tourists and business people. The restaurant will strive to meet physiological and psychological needs of the clients. Physiologically, it will satisfy hunger and thirst while psychologically, it will satisfy their need for quality services, quite and entertaining environment, comforting atmosphere under ocean breeze and shade from coconut trees (Miller et al., 2002). The restaurant will also have small private rooms with four to five seats mainly for business conversations.
h)Competition landscape
There is a high level of competition at the Coastal region of Kenya which has more than two thirds of the total tourist hotels in the country. Among the leading competitors for this restaurant will be tourist hotels like Sarova White Sands, Mombasa Beach, Nyali Beach Hotel, Mombasa Serena Beach Hotel, Diani Reef Hotel, Sunshine Hotel, Baobab Hotel, and many others. The level of competition is high at the coast but the customers are many and there are few restaurants offering state of art services like this restaurant will offer (Buzzle.com, 2009).
i)The target market
Kenya is one of the five tourist destinations in Africa. The country receives more than one million tourists every year and this number has been growing each and every year. Unlike local residents, tourist comes with a lot of disposable income and they can settle for any price so long as they are receiving quality and unique services. On the other hand businessmen have a high disposable income. Tourist served in the restaurant will be of all ages since they come with their families. Tourist come to experience new things and that is what the restaurant will be ready to offer. They will be expecting to have new experiences and this will be met by fusion of Kenya traditional dishes with modern international dishes.
j)Consumer positioning statement
To create a unique positioning for the restaurant, the marketing plan will communicate the uniqueness of services and atmosphere at the restaurant (Miller et al., 2002). The restaurant will create unique image as representatives or bridge between their home experience and Kenyan experience through provision of hybrid dishes, music, and services. It will have that image of high class, uniqueness and new experience.

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