Business Plan for Pier Restaurant

Executive summary

The Pier Restaurant is intended to be a full service threemealadayrestaurantcafe It is to be located overlooking the ocean at the Flagler Beach PierThe renovated facility will seat approximately 200 patrons This would allow forroughly 150 seats inside and the balance on outside deck areas The restaurantwill feature a full menu compliment of moderately priced breakfastlunchdinneritems The menu will be influenced by Caribbean Creole CoastalItalian NewEngland Southern regional and other timehonored recipes from around theworld The revenues will come from 4 elements ofthe restaurant operation

1 Breakfast will feature traditional morning dishes and other creativespecialty items using fresh quality products ingredients

2 Lunch will feature avariety ofsoups salads and sandwiches

3 Dinner will feature casual familystyledining and will offer freshseafood pastas steaks paellas dinner salads and other regional favorites

4 Bar operation will offer afull bardrink menu featuring specialty drinkscraft beers and assorted wines It is intended that dining and drinks can beenjoyed inside or al fresco on the new deck so as to enjoy theatmosphere It is envisioned that amusicentertainment element couldenhance the operation and experience at the restaurant This would bedone on some limited basis most likely located on the outside deck Thevision is that the entertainment would be mostly single individuals or 2and 3 person combos performing easy listening numbers that would affordbackground music to people eating talking and enjoying a good time atthe restaurant

The mission and objective ofthe operation is to bring together acasualatmosphere enhanced by the seaside location that will draw residents and visitorsto the Destination Location taking advantage ofthe quaint beachside locationand adjoining iconic Flagler Beach Pier The establishment will provide acomplete quality experience for patrons The keys to success will be focused inproduct quality service and atmosphere Management will need to have a firmgrasp on food beverage and labor elements so as to deliver the experience to its

customers in a fashion that will inspire repeat business and encourage wordofmouth recommendations to others

Company summaryThe restaurant derives its nameessence from its location adjoining the

historic Flagler Beach fishing pier The theme and decor ofthe facility will reflectthe character and elements ofits surrounding location The company ownership isa privately held limitedliability corporation owned by Raymond Barshay andEdward F Menard This will be considered acombination startup restaurant and

complete renovation ofthe existing pier restaurant

Projected Renovation StartUp Costs

Plans and Permits 30000Legal 25000Equipment 40000Furniture 30000Fixtures 10000Menu DesignPrint 10000Loan costs 7000LicensesDeposits 5000Hiringpayroll 9000Soft opening expenses 7000Grand opening expenses 10000AdvertisingMarketingopen 7500Startup inventory 20000Small wares 8000Interior renovation 75000Exterior renovation 65000Signage 20000Purchase ofexisting business TBD

The projection oftiming for startup and completion ofthe renovation isas follows

New lease and assumption ofexisting leasebyJan 31 st 2011Plans and permits byFeb28th 2011ClosingRenovation byApril 15th 2011Training and Reopening byMay15th 2011

Any ofthe timelines may progress so as to be ahead ofthe projections ifother parts are able to be accomplished quicker It is also possible that dueto the nature ofthis project it may be delayed at some stage Time is oftheessence to all parties

Market analysisThe casual dining restaurant market is an 11 billion dollar industry in the

US Due to its location in southeastern Flagler county the business willpredominately serve residential areas including northern Volusia all of Flaglerand portions ofSt Johns county It will derive certain daytime revenue from thelocal Flagler Beach business community as well as visitors and tourists passingthrough or drawn too the area The other portion ofbusiness will be from localresidents from the surrounding area and their guests The venture hopes to workclosely with other businesses within Flagler Beach in an effort to draw amorediverse clientele to the area Specific advertising will be done through localpublications direct mail business group alliances and radio as ameans ofcreating awareness The target market for the restaurant is typically 1865yearold singles couples and families who desire asophisticated yet fun casual diningexperience We feel that positioning ourselves in the casual quality foodservice with an emphasis on a friendly atmosphere and caring knowledgeablestaff will position is well to compete in the something descriptive FlaglerBeach business community

Management Summary

Raymond Barshay will be the operatingpartnermanaging member ofthelimitedliability company Mr Barshay has been involved in the food andbeverage business for 22 years He is currently involved in the RiverGrilleRestaurant in Ormond Beach Florida and Crabby Joes Deck Grill in DaytonaBeach Shores Florida Mr Barshay was instrumental in startup and daytodayoperations for both ventures and has been responsible for design menudevelopment purchasing marketing and advertising staff development and otherbusiness functions commensurate with operating successful restaurants Previoustobeing involved in the restaurant business Mr Barshay was involved in theresidential real estate development construction and sales business for over25years

Ford Menard is apartner in RiverGrille LLC with Mr Barshay and The BrokenBarrel located in Melbourne Florida The Broken Barrel is asportsbarpubrestaurant started in 2008 Previous to Mr Menardsinvolvement in therestaurant business he was involved in owning and operating a sporting good andgun business for many years and was involved in all aspects ofcustomer servicepurchasing and operating aprivately owned business Both Mr Barshay and MrMenard are longtime residents ofthe area

Other personnel will be ageneral manager akitchen manager and an assistantmanager There will be approximately 40 full and parttime staff employed Ourhope is that several ofthese positions may be held by current employees oftheexisting pier restaurant who are willing to train and transition into the newoperation Other personnel willhopefully and ideally be found in the local andsurrounding communities It is not our intention tobring employees from otherrestaurants owned by either Mr Barshay or Mr Menard

Extensive training will be done so as toestablish areliable consistentknowledgeable and welltrained staff Themanagementownership teamconsiders service to be ahigh priority in any successful food service venture

Strategic Positioning Summary

The fishing pier and the restaurant make up ahighly visible landmarklocation in the City A newly renovated restaurant building will certainly add tobringing anew look and feel to the property This is only one element ofmakingthe transition for the project There are other ideas that should be developed torevitalize this major section ofthe downtown area and are important to bring acohesive image to the property where locals visitors and tourists can be drawn tothe pier the restaurant and ultimately the other businesses ofthe downtownFlagler Beach area This can be done in several ways The partners in the venturefeel it is important to work closely with the City to develop the entirety ofthepier the restaurant and the beach area at the pier This should be done in awaythat brings out the experience ofa visit to thepierbeachrestaurant That is afterall amain reason for someone choosing tocome to the area It should be pleasanteasy to access fun and seamless for anyone to come and enjoy there time inFlagler Beach It should be an experience that makes it easy for them to becomeregular visitors and return with friends family and neighbors To effect that wefeel it is important to develop the other parts ofthe equation Some ofthose thatshould be addressed are

1 Streetscapesidewalk areas ofthe property along AIA This can beaccomplished with plantings signage and other items ofadecorativefestive nature

2 Changes to the fishing business Renovate the bait tackle and admissionsfacility Promote fishing business through events benefits camps andtournaments in concert with local groups clubs schools other businessesand the City

3 Develop other features for the pedestrian crowd and the beach crowd thatcomes to the area This could be walk up service areas for drinks icecream beach items etc A retail outletshoppingexperience should also beavailable for people who have come to the beach the pier or therestaurant

4 Combine some historical information and city directory that gives people asense ofwhere they are and the things available to them in the way ofshopping other dining options and activities for them to enjoy Whilepeople may be drawn to the pier they should easily access and be directedto other things in the area

In bringing more to life at the Pier it should enhance the enjoymentofthe time spent while in the area Whether someone comes and spendsmoney or not in town the day they are visiting each visitor is a futurecustomer ofall the businesses in town They should have asensoryexperience that will leave Flagler Beach as a top ofthe mind awarenessfor the next time they want to eat shop or play in the area It is importantthat the experience is visually pleasing comfortable friendly andbasically taste good to them

Proforma

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