PRINCIPLES OF MANAGEMENT

BUSINESS PLAN

ZAFFY’S CUISINE
Md. Zafar Iqbal

MBA M 1021322 2010

189,PARK STREET.KOLKATA 700 017.WEST BENGAL

CONTENTS

1 Executive Summary 3

2 Company description 4

3 Industry Analysis 5

4 Market Analysis 6

5 Competition
Competition 7

6 Marketing and Sales Strategy 8

7 Operations 10

8 Management & Organizational structure 12

Executive Summary

Travel Mate Inc, will operate Zaffy’s cuisine , a single unit, medium-size mughlai
restaurant serving healthy, contemporary style food and non-alcoholic beverages.
The restaurant will be located at 189 Park Street in Kolkata, West Bengal, India.

The Zaffy’s cuisine menu is moderate-low priced offering a collection of Mughlai

and Chinese items with a common theme -- healthy (low-fat, low cholesterol,
natural ingredients), flavourful, and familiar. Our goal is to create the image of light
satisfying and still nutritious food. Our menu will be available either by eating in the
restaurant, take-out or delivery.

Although the restaurant industry is very competitive, the lifestyle changes created by
modern living continue to fuel its steady growth. There are thousands of restaurants
opening every month and more are needed to keep pace with increasing demand.

Ideally, Zaffy’s cuisine will expand to five units in the next 10 years. Our main target
is to capture the metropolitans like Delhi , Mumbai, Bangalore,Chandigarh and
Hyderabad. We are also looking forward to enter into the Rural market as it is still
untouched and full of opportunities.
Company Description

Zaffy’s cuisine, a mughlai restaurant will be the first mughlai restaurant in Kolkata to have
a lounge where people can come and enjoy live music. It will be a Smoke and Alcohol free
restaurant but we will provide one of the best collection of non alcoholic beverages. The
first branch will be located in the heart of Kolkata, Park street.

Mission:

Our Mission is

To be the best Mughlai restaurant in the city

To enhance our profit by providing contemporary Mughlai Dishes and best
hospitality services to our customers.

Our tagline expresses our mission in the best way “Ye hai zaeqa india ka”
ka” ( which means its
the taste of india)

Vision:

Our vision is to have a chain of Mughlai restaurants and take Zaffy’s cuisine to cities like
Bangalore, Mumbai, Delhi , Chandigarh and Hyderabad.
Industry Analysis
Although the restaurant industry is very competitive, the lifestyle changes created by
modern living continue to fuel its steady growth. More and more people have less time,
resources, and ability to cook for themselves.

Indian economy is on a high growth curve and experts believe that the economy can
generate an average 8% growth in the GDP on a sustainable basis for the next few years.
This is bound to result in high disposable incomes and higher consumer expenditure in the
food service sector.

Future Trends & Strategic

Strategic Opportunities

The predicated growth trend is very positive both in short and long-term projections. As
modern living creates more demands, people will be compelled to eat more meals away
from home.
Market Analysis

The Target Market

Market

The market for Zaffy’s cuisine's products covers a large area of diverse and densely
populated groups. Although it will be located in a downtown urban setting, it is an area
where people travel to eat out and one that is also frequented by tourists.

Market Location & Customers

The Park Street area is one of the most desirable retail locations in Kolkata. It attracts a
varied range of customers from all part of the city as it is one of the most happening place
in the city..

The customer base will come from 3 major segments:

1. Local population

2. Colleges and Universities – There are six to seven schools like AG’s, Lamartiniere, Saifee
Hall and colleges like St. Xaviers, The Bhawanipur, Lady Brabourne College which can pull
in more crowds to the restaurant.

3. Tourism -- between hotels, motels, bed & breakfast rooms and inns,located in the nearby
areas like Sudder street there are over 3500 rooms available. Last year they were at 92%
occupancy.

The food concept and product image of Zaffy’s cuisine will attract 3 different customer
profiles:

1. The student -- more and more young people have developed healthy eating habits. Some
also go through a "health food phase" while in college.

2. The health conscious person of any age or sex -- This includes anyone on a restricted or
prescribed diet or those who have committed to a healthy diet.
The Competition
There are over two dozen restaurants in the Park street area that sell food at similar prices.
Although this presents an obvious challenge in terms of market share, it also indicates the
presence of a large, strong potential. The newest competitors have made their successful
entry based on an innovative concept or novelty.

Competitor's Profile

Competing with Zaffy’s cuisine for the target market are these categories of food providers:

1. Independent table service restaurants of similar menu and price structure.

2. Chain restaurants of similar menu and price structure

Independent operators include Peter Cat, Bar BQ, Mocambo, and Marco Polo. Most are
ethnic based and will carry at least two similar menu items.

The major chain restaurants are Arsalaan, Zeeshan and Shiraaz. All are well established and
profitable. They have big resources of marketing and/or a specialty product or attraction).

Competitive Strategy

There are three major ways in which we will create an advantage over our competitors:

1. Product identity, quality, and novelty

2. High employee motivation

motivation and good sales attitude.

3. Live music band will be our advantage as it will pull in the youth.

Zaffy’s cuisine will be the only restaurant among all the competition, which focuses
focuses the
entire menu on healthy, low-
low-fat cooking.
Once they have tried the restaurant, their experience will be reinforced by friendly,
efficient, knowledgeable service. Return and repeat business will be facilitated by accessible
take-out and delivery options.

Marketing Plan & Sales Strategy

Market Penetration

Entry into the market should not be a problem. The store has high visibility with heavy foot
traffic all day long. The local residents and students always support new restaurants and the
tourists do not have fixed preferences.

Marketing Strategy

Focusing on the unique aspect of the product theme (healthy, tasty foods) a mix of
marketing vehicles will be created to convey our presence, our image, and our message.

Print media -- local newspapers, magazines and student publications (The telegraph, Metro
guide)

Broadcast media -- local cable operators

Hotel guides, concierge relations, Chamber of Commerce brochures

A public relations firm KAMAKAZI has been retained to create special events and solicit
print and broadcast coverage, especially at the start-up.

Future plans and Strategic Opportunities

Catering to offices (even outside of our local area) may become a large part of gross sales. At
that point a sales agent would be hired to directly market our products for daily delivery or
catered functions.
Sales Strategy

Our strategy is simple: we intend to succeed by giving our customers a combination

of delicious and interesting food in an appealing environment, with excellent customer
service, whether on their first visit or their hundredth.

Our marketing strategies are designed to get critics and initial customers into our doors.
Our sales strategies must take the next step and encourage customers to become repeat
customers, and to tell all their friends and acquaintances about the great experiences they
just had at Zaffy’s cuisine.

New restaurants often make one of two mistakes: they are unprepared or underprepared for
opening, and initial poor service, speed, or quality discourages customers from returning, or
they spend all of their efforts at opening, and are unable to maintain the initial quality
customers expect on return visits, decreasing word of mouth advertising and leading to
poor revenues.

Zaffy’s cuisine's
cuisine's sales strategy requires consistently high quality food, service, speed, and
atmosphere. We can accomplish this by:

Hiring employees who genuinely enjoy their jobs and appreciate Zaffy’s cuisine's unique
offerings

Continually assessing the quality of all aspects mentioned above, and immediately
addressing any problems

Interacting with our customers personally, so they know that their feedback goes directly to
the owners

Evaluating food choices for popularity, and keeping favorites on the menu as we rotate
seasonal foods and specials
Operations
Facilities & Offices

The restaurant will be at 189 Park Street and will have a 2400 Square foot space. The head
office is at 47A, North range, Kolkata 700 017.

The Menu

The Zaffy’s cuisine menu is moderate sized, and moderate-low priced offering a collection
of Mughlai items with a common theme -- healthy (low-fat, low cholesterol, natural
ingredients), flavorful, and familiar. Our goal is to create the image of light satisfying and
still nutritious food. There has been an increased awareness of nutritional and health
concerns in recent years and a growing market of people who now eat this style of cooking
regularly.

Production

Food production and assembly will take place in the kitchen of the restaurant. Fresh
vegetables, meat and dairy products will be used to crate most of the dishes from scratch.
The chef will exercise strict standards of sanitation, quality production, and presentation or
packaging over the kitchen and service staff. All food served will be halal and according to
the established standards.

Service

There will be three ways a customer can purchase food. They may sit down at one of the 54
seats in the dining room and get full service from a waitperson. A separate take-out counter
will service those who wish to pick up their food. Most take-out food will be prepared to
order with orders coming from either the telephone or fax. Delivery (an indirect form of
take-out) will be available at certain times and to a limited area.

Hours of Operation

The restaurant will be open for lunch and dinner 7 days a week. Service will begin at 11:00
AM and end at 11:00 PM. The restaurant will be open throughout the year.

Employee Training & Education

Employees will be trained not only in their specific operational duties but also in the
philosophy and applications of our concept.

Systems & Controls

A big emphasis is being placed on extensive research into the quality and integrity of our
products. They will constantly be tested for our own high standards of freshness and purity.

Food Production

Most food will be prepared on the premises. The kitchen will be designed for high standards
of sanitary efficiency and cleaned daily.

Delivery & Catering

Food for delivery may be similar to take-out (prepared to order) or it may be prepared
earlier and stocked. Catering will be treated as deliveries.
Management & Organization

Key Employees & Principals

Karishma Iqbal, President. Karishma Iqbal is also the owner of Travel Mate Inc and has an
industry experience of more than 7 years.

Arif Anwar, HR. He had been the HR for Cafe Coffee Day for the last 5 years.

Kalim Ansari, Head Chef. He is a graduate from IHM and he was the head chef at Arsalaan.

Compensation & Incentives

Zaffy’s cuisine will offer competitive wages and salaries to all employees with benefit
packages available to key personnel only.

Board of Directors

An impressive board of directors has been assembled that represents some top professional
from the area.

Consultants & Professional Support Resources

At the present, no outside consults have been retained, excepting the design department at
Best Equipment.

Management Structure & Style

Karishma Iqbal will be the President and Chief Operating Officer. The general manager and
chef will report to her.
THANK YOU