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RUPALI CAFE- Rishabh Patre

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Vegetarian

MENUIn front of the “Wadia group of colleges”

LOCATION7 am – 10 am12 pm – 5 pm

TIMINGSStudentsStaff

MARKET

INTRODUCTION

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STRENGHTS 1) Well known establishment2) High quality of vegetarian food and ambience

WEAKNESS 1)No beer bar and non vegetarian food business2)Conflicting interests of target market and established market

OPPORTUNITY 1)Huge untapped market of non vegetarians2)Growing number of beer drinkers

THREATS 1)Online delivery services2)Local Non-vegetarians restaurants and pubs

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CHALLENGESConcept testing of new ideas to be

introduced

Identifying potential market

To position Rupali Café as Café & Sports bar with special attendants

and a unique ambience

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PROPOSITION

Café timings 7 am-11 pmKaraoke

Addition of a beer bar Sports Bar

Introduction of non veg

items

Home delivery

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MARKET RESEARCH REQUIRED

FOCUS GROUP STUDY

• Prospective customers• Existing customers

QUESTIONNAIRES

• Likert scale• Online surveys and polls• Feedback forms + Suggestions

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Q. Age Group1. < 18 Years2. 18 – 243. 25 – 354. > 35 Q. Monthly Income 5. < 150006. 15k – 20k7. 20k – 25k8. > 25k Q. Proximity to Wadia College Campus9. Staying in Campus10. < 2 km11. 3-5 km12. > 5km Q. How often do you visit a nearby café/restaurant/bar per month?13. < 514. 5-1015. 10-1516. > 15

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Q. Rate the importance of the following parameters while deciding on a café/restaurant/bar. (1-Least important, 5- Highly important)Each parameter has 5 rating options1. Food Quality & Variety2. Service3. Ambience4. Hygiene Q. How many café/bars serving non-veg/alcohol items are you aware of within 5 km of your residence?5. None6. 1-27. 2-58. >5

 

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(For age group above 25)Q. Which of the following offerings would you like to be offered by your favourite restaurant/café?(Multiple options can be selected)1. Serving of alcohol from 7pm-11pm2. Non-Veg cuisines3. Live streaming of cricket/football and other relevant sports matches4. Karaoke Q. How likely are you to visit a café/bar with live streaming of cricket/football and other relevant sports events and serving late night alcohol/non-veg cuisines?(5 Being Very Likely – 1 Very Unlikely)

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SEGMENTATION

• People willing to pay premium for getting live sports screenings, alcohol, food and entertainment all at one place

TARGET

• Youth and Middle Aged people from middle and upper class

• Target age group: 18 – 35 year

• Income groups above 20k-25k

POSITIONING

• Café &Sports bar with special attendants and a unique ambience

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Cost EstimationInvestment• Infrastructure

• LCD Screen(s) x 1 - 35000• Foosball table x 1 - 20000• Pool Table x 2 - 100000

• Furniture - 200000• Kitchen Equipment etc. - 100000• Karaoke Nights

• Speakers and Instruments - 30000• IPL/EPL/F1 screening

• Special projector + Sound system - 50000• Bar Licenses Cost (Approx.) - 500000• Promotion Cost

• Pamphlets/Posters/News Paper Ads - 20000

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Operating Cost(Per Month)• Attendants/Security Personnel

• Attendants x 5 - 50000• Security x 3 - 45000• Chefs (Non Veg) - 100000

• Home Delivery Charges• Outsourcing delivery Roadrunner etc.

Cost: Variable (Depending on the orders received)

Cost Estimation

Total Initial Investment (Approx.): 9.75 Lacs

Operating and Maintenance Cost (Approx.) : 2.25 Lacs(Per Month)