Published on March 9, 2014
“LE FANCY SCHMANCY” FINE DINE IN GENEVA RESTAURANT MANAGEMENT (1024) Date of presentation Group Member Concept of restaurant Word count (CONCEPT) 1|Page 11th February 2014 Krunal, Ajaz, and sumeet. Fine dine 6300.
CONCEPT OF FINE DINING IN GENEVA A fine dining restaurant is one that offers its patrons the finest food, quality service and atmosphere. It is also the most expensive restaurant and menu should offer unique items, the service should be beyond doubt impeccable and the atmosphere should be inviting. Today fine dining can be in any type of setting and provide feature a wide variety of cuisine. Standards you should always include in fine dining are fine china, glassware and flatware (absolutely no paper, plastic, or Styrofoam). While tablecloths are hard to escape in fine dining, the rest of the atmosphere is up to your creativity. We can take the traditional route, with silver candelabras and Rose centerpieces, or go for hip and trendy with a bold color scheme and modern furnishings. Music playing subtly in the background should reflect your theme, such as classical for a traditional fine dining restaurant or jazz tunes for something modern. Lighting should also be subtle, leaning toward dim but romantic. MACRO INDUSTRY ANALYSIS FOR FINE DINE RESTAURENT IN GENEVA USING PESTEL The restaurant concepts of fine dine in Geneva depend upon a number of industryspecific and general economic, political, legal and other factors, many of which are beyond our control. The restaurant industry is affected by changes in national, regional and local economic conditions, consumer spending patterns and consumer preferences. Recessionary economic cycles, a protracted economic slowdown, a worsening economy, increased unemployment, decreased salaries and wage rates, increased energy prices, inflation, rising interest rates or other industry-wide cost pressures affect consumer behavior and decrease spending for restaurant dining occasions, leading to a decline in our sales and earnings. When gasoline, natural gas, electricity and other energy costs increase, and credit card, home mortgage and other borrowing costs increase with rising interest rates, our guests may have less disposable income and reduce the frequency with which they dine out. This is particularly the case with fine dining concepts like because consumers may 2|Page
choose more inexpensive restaurants (such as quick-service restaurants or fast casual dining) when eating outside the home. Unfavorable changes in the factors described above or in other business and economic conditions affecting our customers could increase our costs, reduce traffic in some or all of our restaurants or impose practical limits on pricing, any of which would lower our profit margins and have a material adverse effect on our financial condition and results of operations. Political factors: Political factors deal with the degree to which the government influences and controls businesses. For a restaurant, the most important factors will be health regulations relating to food preparation. A restaurant will be affected by factors that affect other businesses as well, such as tax rates and labor laws. Following are the main political factors and structure that might affect our restaurant business in Geneva Government regulations regarding hygiene, health and food regulations, food standards, etc. and these factors may wary with the government in Geneva and election patterns in Geneva because once government change it might change expectation and local regulation , policy has direct effect on our business of fine dine restaurant in Geneva Economic policies of government regarding the restaurant industry and running eating joints; these may include licenses, inspections by Health and Food Ministry departments, etc. The City Council constitutes the executive government of the City of Geneva and operates as a collegiate authority. It is composed of five councilors, each presiding over a department. The president of the executive department acts as mayor. Geneva City president in 2012 is Rémy Pagani. Departmental tasks, coordination measures and implementation of laws decreed by the City Parliament are carried by the City Council. The election of the City Council is held every four years. In 2010 Geneva City Council was made up of two representatives of the Social Democratic Party, one of whom is the mayor one member of the Free Democratic Party, one member of the Green Party. 3|Page
The city is divided into eight quarters, or districts, sometimes composed of several neighborhoods. Economic factors: The interest rate at 15% p.a in Geneva would definitely affect our fine dine restaurant & it would impact the cost of capital, the rate of interest in Geneva(15% p.a)that are being directly proportionate to the cost of capital. Rate of inflation in Geneva was recorded at 0.10% in 2013 that determines the rate of remuneration of employees and directly affects the price of the restaurant's products. Again, the proportion between the inflation rate and wages/prices is direct. Economic trends act as an indicator of the sustenance and profitability of your business in the Geneva region and help us in deciding our marketing strategy. Social factors: Eating habits of the people in your chosen business environment may, and certainly will, affect your marketing decisions. Ratio of people preferring to eat out regularly. Consumer behavior and spending habit on fine dining in our case it is very high because the people in Geneva are very rich and have high power of purchasing quality goods and service. Technological factors: In general, the restaurant industry is a low-technology industry. In fine dine restaurant specialized equipment is the largest technological factor. For example, if all the pizzerias in a market use specialized ovens to cook their pizzas quickly, then it will likely be necessary to acquire such an oven to compete with these restaurants. We will be doing business in Geneva and that we prepare a good hygiene food with help of latest technology in kitchen and we are having technically sound front office apart from 4|Page
that we would like to adopt the other technology like website marketing and ecommerce. Following are the factors that affect our business of fine dine in Geneva A good technical infrastructure would lead to better production, procurement and distribution logistics, resulting in reduced wastage and lower costs. Sound technology in kitchen may be a decisive factor for food technology innovation, better presentation, more effective business marketing, etc. Competitive intensity and attractiveness of a market using porter‘s five force in Geneva Porter's model the most accurate, It really shows you all the aspects that one should be aware when entering an industry. Such as, competition, threats of new entry, power of suppliers, power of buyers, and substitute products. I like about the restaurant business and I am delighted to open my own fine dine restaurant pretty soon in Geneva. I will use the Porter's 5 Forces to determine in Geneva whether the restaurant industry is attractive or not. Threats of new entry in Geneva: HIGH - New restaurants are opening moderately high in the Geneva area. In Geneva such a diversity of cultures, and there are many restaurants with cuisines from all over the world. Anyone can walk a few blocks and see Italian, Chinese, Spanish, Indian, Turkish, and many other types of cuisines. This shows in low brand loyalty from customers. The switching costs are relatively low. Because there is so much competition, customers could easily choose from many different restaurants where to eat and spend evening in fine dine or Italian restaurant. Degree of Rivalry among Existing Firms: HIGH - This restaurant industry is as attractive in Geneva and that there are many restaurants going out of profit because there are many new restaurants opening in Switzerland and Geneva as well. Due to high availability of restaurant in Geneva with different cuisine and explored culture, French and Swiss people who possess high purchasing power believe in high quality service and food. 5|Page
Bargaining Power of Suppliers: MEDIUM Since there are so many restaurants in Geneva. Suppliers can offer their products to all of them. If one doesn't want them, they know that the restaurant next door will take it. Thus, suppliers have to give customer quality service and different, innovative, qualitative food or follow the market Trends. Either gives extra ordinary service that can be memorable for customer in Geneva. Bargaining Power of Buyers: HIGH – Even though food in fine dine could be prepared in different ways, it is a uniform and unique product. As I described above that the switching costs for per customers is relatively low and people prefer high quality food and service. For surviving in this industry we have to maintain high quality of service and hygienic food with Swiss standards. Substitute Products – HIGH As I described before, customer have number of other options where to dine and spend their evening. There are so many restaurants offering so many different things in Geneva with many explored culture like Chinese, Indian, Italian etc. SWOT ANALYSIS OF FINE DINING RESTAURENT BUSINESS IN GENEVA Geneva is the second most populous city in Switzerland Moreover Geneva is the city that hosts the highest number of international organizations in the world.it has highest elite class those can spend money in quality service and hygiene food. Geneva has the third-highest quality of life of any city in the world, moreover spending and purchasing power of people living in Geneva is very high as compare to other cities in the world. This will directly effect of elasticity of demand in the fine dining and quality service in restaurant moreover it has many attractive tourist destinations that will attract lot of tourist all over world so possibility of foreigner as customer in Geneva is very high as compare to other location in Switzerland. Following would be the SWOT analysis of fine dining in Geneva. 6|Page
Many compititor in local area. New in industy Well trained and groomed staff Strong management team poor supply chain Easy access & location. Effective service. Menu preferences. High quality food. Market segmentaion for elite class SWOT Financial market (raising money through debt). Innovation Expansion compitition economic factors external changes like government,politics,taxes etc... lower cost compititors / switching option Location, Décor and seating capacity of Fine dine restaurant in Geneva We selected the location nearby lake in Geneva where view from the hotel and window catching is not only pleasant but also memorable with our fully well-furnished round square table with decent white and red table top. Brunch offered in our restaurant with different appetizer and salads includes variety of dishes include Indian, Italian and French cuisine; In addition to the appetizer we offer Swiss expensive chocolate to our children entrance in our restaurants in brunch as well as dinner. Moreover Customer service in our fine dining restaurant is more attentative than in casual dining. Our service goes far beyond taking an order and delivering food like we follow below standards as per our service rule. We have 25 tables of 6 each capacity with expanded to 8 persons where 15 are near by the entrance & bar located in design rest other table is having private round table with 7|Page
easy sofa chair for family and couple design in round shape in the left side of restaurant where lake view is visible. We have enriched and high value wine selection with round Maitre D’s desk where guest are welcoming by receptionist or front desk and can able to see our precious wine selection clearly. Our flooring design would be expensive maple wood with green and light brown carpet. We focus on excellent customer service and quality food. Market segmentation Geneva is the world third expensive city in 2012; moreover people here are very rich and can afford to pay high price for quality service and food. In addition in Geneva there are lots of international students studying from rich and middle background with high quality of life style. Apart from this we are focusing on the walk in international tourist due to Geneva international airport. Geneva is the corporate hubs for banker, business man so here lots of events and conferences are taking place during the year. Moreover in Geneva people are very rich and many famous personalities also living nearby. Our prime focus customer would be elite customer in Geneva then it comes to business man and walk in tourist who attends conference and here for entertainment and extraordinary experience , in addition to this we also have special brunch menu for elite students generally belongs to France , japan , and India. 8|Page
Focus group 17% 25% Businessman 8% Elite class Students walk in tourist 50% Operation philosophy in Fine Dine Restaurant A fine dining server requires to be rigorously trained. They should be able to answer any and all questions that customers may have about a menu or item or wine. They should also be ready to make menu recommendations, if asked. No detail is ever too small to pay attention to in fine dining. Moreover the table cloth, internal decoration, cutlery management, food presentation and service quality does matter in fine dining restaurants because people are here for memorable touch for dining then equally important the quality of food. Moreover entertainment as well play vital role in success of fine dines restaurants. We are marketing our restaurants with quality dining and touch of good experience with high class service. Our guest who served the wine from our wide variety of wine with pictures in menu personally and our server know everything about the type of wine and suggest and help to select the best wine for customers in addition to that the soothing music with different cultural taste will be played in back ground with slow decent volume. 9|Page
Hours of Operation Monday – Closed. Tuesday – Thursday – Lunch timings will be from 11:00 hrs. – 14:00 hrs. Dinner timings will be from 17:00 hrs. – 22:00 hrs. Friday – Sunday – Lunch timings will be as usual from 11:00 hrs. – 14:00 hrs. Whereas dinner timings will be from 17:00 hrs. – 23:00 hrs. During lunch and dinner we will be having fine dining service. Entertainment An entertainment for a restaurant is a carefully planned and easy to use program which helps the restaurants to differentiate themselves, enhance their customer experience and ultimately drive sales. The right kind of entertainment is the key ingredient in providing the complete dining experience. Many restaurants make a common mistake in playing their own preference of music instead of taking into consideration what their customers wants to hear. We will have a music machine kind of a juke box which will consist of some slow international music from which guests can select their preference and play it. On weekends i.e. Saturday and Sunday we will keep live performance of piano and violin during dinner time for guest entertainment. There will be a game section dedicated for kid’s entertainment like a video game machine and a small play area for the kids of age group of 2-4 yrs. and a specially trained staff will be there to look after them. Special Features Special features are the unique characteristics that a restaurant has which distinguishes itself from its competitors. We will provide the guest with the welcome drink which will be a fruit juice. After the welcome drink we will provide the guest with the “Amuse Bouche” as a complimentary. 10 | P a g e
Our restaurant will feature a cozy dining room and an elegant lounge. Comfortable furnishings and decor with soothing warm tones. The lounge has comfy couches and antique love seats with a softly lit bar. It will be the perfect place to stop in for a bite to eat, for a drink or for a small business meeting. For extra comfort and to please a large group of people we will make up special hors d' oeuvre platters for customers. Service We have chosen American service for lunch and dinner, as it will be a la carte menu. The captain will take orders from the guest then they will give it to the waiter who will fire the order in the kitchen and the order will be brought by the waiters directly from the kitchen to the table, as it will be pre plated. The plates will be served from right side only and waiters will also do the clearance. It will be a relaxing service. If the waiter or the captain found that the starter is going to finish soon then the waiter will fire the main-course so that the main-course will be served hot & quick. After the main-course is finished first the table will be cleaned and then only the dessert will be served if the guest has ordered. We will have 5 waiters, 1 Assistant Restaurant Manager (Captain) and 1 Restaurant Manager. Captain will take care of the customers and the Restaurant Manager will handle the whole Restaurant. Before hiring new employee he/she will have to give trail for 1 day and if his/her will satisfy the manager and guest then only he/she will be hired. After hiring proper training will be given to the new employee at least for 2 weeks. Customer service in our restaurant will be much more attentive than in casual dining establishments. Our service goes far beyond taking an order and delivering food. Our fine dining services include: Escorting patrons to the table, holding the chair for women Escorting patrons to the restrooms Crumbing the table in between courses Replacing linen napkins if a patron leaves the table 11 | P a g e
Explaining menu items without notes Serving food directly on the plate at the table All of the details that are expected of a fine dining server require that our staff be rigorously trained. They should be able to answer any and all questions customers may have about a menu or item or wine. They should also be ready to make menu recommendations, if asked. The service will be relaxed, very friendly and correct. We will hire the best people available, training, motivating and encouraging them, and thereby retaining the friendliest most efficient staff possible. Cashiering In our restaurant we will be using One Stop POS Software. This software is one of the most advanced systems available in the POS market. This system is also unique because it is designed to offer completely mobile POS capabilities, allowing our staff to both take and enter orders right at the table, rather than them having to go to another terminal to enter them. This makes for better customer service through more accurate and faster ordering. One Stop POS Software also offers free training and installation with their hardware and software, is easy to use, and will help us manage all aspects of your business. One terminal will be located in the kitchen department whereas the other one will be located in the cashiering counter for the guest billing. Once the order is placed from the waiter in the tab provided them with the mobile pos software there will be 2 kot slips printed one will be printed in the kitchen terminal the other one in the cashiering terminal. Menu When it comes to taste, we have something for everyone. A quick snack or a gourmet meal? A vast choice of cocktails are served and an à la carte menu which features cuisine from around the world. Our menu design will reflect the order in 12 | P a g e
which people actually eat. We will be having double sided cover menu and we will make 2 menu. One will be for only foods and the other one will be for beverages only. Appetizers and Small Lunches Vegetable Dumplings CHF 7 Six steamed Chinese vegetable dumplings served with two dipping sauces Fresh Squid Salad CHF 9 Fresh Squid marinated in garlic, lemons, fresh Italian parsley and extra virgin olive oil Gravlax CHF 9 Served with honey mustard sauce, mixed greens and grilled toast Herring Plate CHF 11 Mustard, Garlic, Tomato, Pickled, Dill & Matje Herring served with boiled potato, sour cream, chives and red onion Swedish Shrimp Salad CHF 11 Served with lettuce, tomato, yellow asparagus, hardboiled egg in a sweet chill dressing Three Crostini's CHF 7 Bruschetta, Olive Tapenade and Mushroom & Goat cheese Baked Potato CHF 7 Served with Shrimp & Crab Salad or Curry Chicken Salad Chicken Wrap CHF 8 Grilled Chicken, carrots, scallion and peanut sauce in a tortilla wrap Joe's Sushi Rolls CHF 11 Today's home made Sushi rolls. Ask your waiter. Asian Noodles CHF 8 A cup of Asian noodles, served with fresh edamame and spinach in a sweet Thai chili dressing Tuna Nicoise Ficelles CHF 7 Fresh chunks of tuna, egg slices, tomatoes, red leaf lettuce and black olives Soup Split Pea Soup 13 | P a g e CHF 5
Cucumber and Avocado Soup CHF 6 With tomato & basil salad Fish Soup small CHF 7 large CHF 9 With saffron, salmon, fresh mussels, clams and lobster meat Salads Small Mixed Green Salad CHF 6 With house dressing Spinach, mushrooms, red onion, yellow peppers and smoked bacon CHF 9 Served with a warm mustard - bacon vinaigrette Thai Chicken Salad CHF 11 Tomato, green pepper, cucumber, lettuce and white rice in a spicy sweet Thai dressing West Coast Salad CHF 12 Shrimp, crab meat, mussels, green peas, yellow asparagus, tomatoes, mushrooms, green leaf and iceberg lettuce Gravlax Salad CHF 12 Thin slices of gravlax, mesclun salad, cucumber and sweet mustard dressing Vegetarian Salad CHF 11 Spinach, mushrooms, roasted peppers, carrots, eggplant, squash topped with olives and served warm with a lemon - tomato vinaigrette Today's Lunch Special CHF 13 Including a small salad and fresh baked bread Meat: Red Curry Chicken With Basmati rice and fresh steamed broccoli Or Fish: Grilled Honey Mustard Salmon With red roasted potatoes 14 | P a g e
Or Pasta: Linguine With fresh pesto sauce Today's Business Lunch CHF 19 Appetizer Gravlax Or Prosciutto Salad Entrée Short Ribs of Beef Served with mango chutney and mashed sweet potatoes with a port wine sauce Or Dill Crusted Cod Served with roasted potatoes, carrots and citrus broth Or Swedish Meatballs Served with mashed potatoes, lingon berries and pickled cucumbers Dessert Coconut Rice Pudding With mango sorbet Or Chocolate Cake With whipped cream and Raspberry sauce 15 | P a g e
Other Lunch Specialties These menu-items will change every week Smoked Salmon Panini CHF 9 With a Swedish Remoulade Tuna and Salmon Burger CHF 12 Served on a sourdough roll with Pineapple Chutney Seared Halibut with fresh Spring vegetables CHF 15 Served with a Tomato - Cucumber Feta Salad Italian Sausage and Wild Mushroom Risotto CHF 13 Home made Butternut Squash Ravioli's CHF 13 Served in a white wine sauce with fresh spinach Pan-Roasted Chicken with Cognac-Peppercorn Sauce CHF 15 Served with fresh broccoli and mashed potatoes Spiced Pork Tenderloin with Pineapple-Avocado Salsa CHF 15 Served with black beans and rice Asian Vegetables with Tofu and Coconut milk CHF 13 Fresh sautéed vegetables with tofu and coconut milk Turkey Burger with Chipotle-Chili Tartar Sauce CHF 12 Served on a bun with arugula, red onion and plum tomatoes Smörgårds Plate CHF 13 An assortment of Swedish Delicatessens Sandwiches Shrimp (open face) CHF 7 Swedish Shrimp, tomato, hardboiled egg, cucumber, lemon aioli and topped with fresh dill, served on white bread Meatballs (open face) CHF 7 Swedish Meatballs and pickled beat salad, served on pumpernickel bread Turkey Wrap 16 | P a g e CHF 6
Fresh sliced honey turkey, green lettuce, roasted peppers, sprouts and feta cheese wrapped in a tortilla Egg Salad & Tuna Salad CHF 6 Warm Ham and Pineapple CHF 7 Served with cheese, mixed greens and sweet chili dressing Tomato and Mozzarella CHF 6 Served in French Baguette Hors d'oeuvre Platters A variety of appetizers For two people CHF 10 For four people CHF 20 For six people CHF 30 For eight people CHF 40 Ask your waiter for today's selections Dinner Appetizers Small Mixed Green Salad CHF 6 Served with house dressing Herring Plate CHF 11 Mustard, Garlic, Tomato, Pickled, Dill & Matje Herring served with boiled potato, sour cream, chives and red onion Gravlax CHF 9 Served with honey mustard sauce, mixed greens and grilled toasts Smörgårds Plate CHF 15 For two people an assortment of Swedish Delicatessens Joe's Sushi Rolls Today's home made sushi rolls. Ask your waiter. 17 | P a g e CHF 11
Mushroom Sauté Torte CHF 7 Served warm with goat cheese Oysters with spicy jicama salad CHF 11 Six oysters served on the half shell with lemon sweet vinaigrette Bruschetta a la Jacob CHF 7 Chopped tomato, garlic and fresh basil served on crostini Fresh Squid Salad CHF 11 Fresh Squid marinated in garlic, lemons, fresh Italian parsley and extra virgin olive oil Spicy Fresh Tuna Tartar CHF 9 Fresh Tuna rolled in cucumber and topped with a spicy chili sesame seed dressing Chicken Skewers CHF 8 Served with a tropical peanut dipping sauce Prosciutto and Avocado Salad CHF 8 Served with Frisee and Arugula Salad in a lemon vinaigrette Entrees Fish Fish Soup CHF 9 With saffron, salmon, fresh mussels, clams and lobster meat Sea Bass with Cous Cous Risotto CHF 13 Sautéed Sea Bass with cous cous risotto, green peas and fresh corn Roasted Cod with Spinach and Mushrooms CHF 14 Served with red roasted potatoes Filet of Mackerel CHF 14 Grilled filet of Mackerel, served with a beet and potato roulade Grilled Atlantic Salmon CHF 14 Served with sautéed onions, leeks, artichokes and potatoes in a lemon jus Shrimp Charmoula CHF 16 Moroccan Shrimp Skewers marinated in an aromatic herb-and-oil mixture before grilling 18 | P a g e
Ahi Tuna with white beans and sundried tomato sauce CHF 15 Seared Ahi Tuna with white beans and a fresh sundried tomato sauce Mussel, Clams and Shrimp with saffron risotto CHF 17 Fresh mussels, clams and shrimp in a saffron risotto Pasta Linda's Pad Thai CHF 12 Pad Thai noodles, garlic, bean sprouts, red and yellow peppers, eggs, leeks, peanuts, tofu in a tamarind - fish sauce. Add shrimp: CHF 3 add chicken: CHF 2 Angel hair pasta with fresh aroma tomatoes, garlic and fresh basil CHF 12 Served in a light white wine sauce with crushed red peppers Vegetarian Lasagna CHF 12 Home made Butternut Squash Ravioli's CHF 14 Served in a white wine sauce with fresh spinach and aroma tomatoes Meat Swedish Meatballs CHF 13 With mashed potatoes, lingon berries and pickled cucumbers Chicken Thai CHF 13 Sautéed Chicken Breast pieces in a spicy Thai sauce. Served with jasmine rice. Mango Chutney Filet Tenderloin CHF 15 Filet Tenderloins with mango chutney and steamed broccoli Duck Breast with orange, honey and champagne sauce CHF 16 Seared duck breast with a sweet sizzling champagne sauce. Served with white beans. Rosemary and Garlic Lamb Chops CHF 17 Grilled Lamb chops with red roasted potatoes and red wine sauce Pepper Steak Beef Tenderloin with black pepper and cognac sauce. Served with fried potatoes. 19 | P a g e CHF 18
Tornadoes with Bernie Sauce and Red Wine Sauce CHF 19 Two beef tornadoes, bernie sauce and red wine sauce. Served with a baked potato. Barbecue Beef Ribs CHF 15 Served with baked beans and fried potatoes Vegetarian Asian grilled vegetables with tofu and black bean sauce CHF 13 Fresh Asian vegetables and tofu in a black bean sauce. Add shrimp: CHF 4 Steamed mixed vegetables with brown rice CHF 11 Steamed and sautéed with brown rice and soy sauce Eggplant Manicotti with ricotta, asiago and spinach filling CHF 12 Sautéed eggplant rolled and stuffed with ricotta, asiago and fresh spinach Desserts CHF 6 Swedish Pancakes Served with Vanilla Ice-cream and fresh berries Chocolate Pudding With whipped cream Blueberry Cobbler Served with vanilla Ice-cream Whole grilled Apples with Vanilla Sauce Warm glazed green apples served with a cold vanilla sauce Rhubarb Compote Served with Coconut Ice-cream Caramel-Walnut Torte Linda's three layer Chocolate Cake Served with whipped cream and raspberry sauce Coconut Rice Pudding With mango sorbet Swedish Frozen Cheese Cake Chilled and served with fresh berries Sparkling Lemon Cream with Biscotti and fresh berries A chilled sparkling wine and lemon sorbet drink served with Biscotti and fresh berries Fresh Fruit and Berry Salad Ice-cream 20 | P a g e
Today's Ice-cream. Ask your waiter. Assorted Cookie and Pastry Platters Cocktails Brown Derby CHF 13 Bulleit Bourbon, Fresh Grapefruit Juice, Honey Syrup, Angostura Highland Milk Punch CHF 13 Glenmorangie the OG, Whole Milk, Benedictine, Simple Syrup State Park Old Fashioned CHF 12 Jameson's Irish whiskey, Agave Nectar, Angostura, Orange Peel, Lemon peel Colonel Sanders Swizzle CHF 13 Jim Beam Bourbon, Sailor Jerry Spiced Rum, Fresh Lime, Cinnamon syrup, Ginger Beer, Angostura High & Dry CHF 14 Milagro Reposado, Dry Sack Medium Dry, Bitter Truth Chocolate bitters Punch a la Romaigne CHF 14 Bacardi Light Rum, Fresh Orange Juice, Stemmari Chardonnay, Fresh Lemon Sour, Angostura, Brut Champagne Audrey Zapp Sour CHF 14 Mt. Gay Rum, Luxardo Amaro Abano, Fresh Lime, Agave Sangaree CHF 14 Milagro Reposado Tequila, Cinnamon Syrup, Fresh Lime juice, Fresh Orange Juice, Rawson's Retreat Merlot Club Soda Beer List Corona CHF 8 Blue Moon Blue Moon Blue Moon CHF 8 21 | P a g e
Stella CHF 8 Peronir CHF 8 Chimay Red CHF 10 Chimay Blue CHF 10 Anchor Steam CHF 10 Brooklyn IPA CHF 8 Sierra Nevada Pale Ale CHF 8 Miller Lite CHF 7 Heineken CHF 8 Heineken Light CHF 8 Budweiser CHF 7 Bud Light CHF 7 Coors Light CHF 7 Amstel Light CHF 7 Michelob Ultra Light CHF 7 S Samuel Adams CHF 8 Yuengling CHF 8 Guinness CHF 8 Featured Wines White Wines Vicolo Pinot Grigio, Veneto, Italy 2012 CHF 9 / CHF 32 Suavia Soave Classico, Veneto, Italy 2012 CHF12 / CHF 43 Terre Dora Greco di Tufo, Campania, Italy 2012 CHF12 / CHF 45 Stemmari Chardonnay, Sicily, Italy 2012 CHF 9 / CHF 32 L’Oliveto Chardonnay,Russian River, CA 2012 CHF 14 /CHF 54 Rene Carroi Sancerre,,, Loire, France 2011 CHF 15 / CHF 58 Sileni, Sauvignon Blanc,Marlbourough, New Zealand 2012 CHF 11 / CHF 42 22 | P a g e
Ferrari Carrano Fume Blanc,,, Sonoma, CA 2012 CHF 11 / CHF 42 Lagler Smaraged Steinborz z Grüner Veltliner, Austria 2011 CHF 15 / CHF 58 Urban Riesling, Mosel, Germany 2012 CHF 11 / CHF 40 Miguel Torres Gewurztraminer, Curio, Chile 2011 CHF 11 / CHF 40 Martin Codax Albarino, Rias Baixas, Spain 2011 CHF 12 / CHF 42 Le Rose de Giscours , Bordeaux, France 2012 CHF11 / CHF 42 Red Wines Ironstone Cabernet Sauvignon, Murphys, CA 2011 CHF 10 / CHF 38 Titus Cabernet Sauvignon, Napa Valley, CA 2010 CHF 20 / CHF 80 Rawson's Retreat Merlot,,, Australia 2012 CHF 9 / CHF 32 Fat Monk Pinot Noir, Central Coast, CA 2010 CHF 11 / CHF 39 Flowers Pinot Noir,,, Sonoma, CA 2011 CHF 20 / CHF 80 Ergo Tempranillo, Rioja, Spain 2011 CHF 11 / CHF 39 Carmen Gran Reserva Petite Sirah, Maipo Alto, Chile 2010 CHF 12 / CHF 48 CA’Bertoldi Amarone Della Valpolicella, Veneto, Italy 2005 CHF 16 / CHF 62 Castello di Meleto Chianti Classico, Tuscany, Italy 2010 CHF 12 / CHF 48 Quattro Mani Montepulciano D’Abruzzo, Italy 2012 CHF 10 / CHF 38 Familia Mayol Single Vinyard Malbec, Mendoza, Argentina 2011CHF 11 / CHF 42 Featured Champagne &Sparkling Wines Moet & Chandon Impérial Champagne,Epernay, France NV CHF 17 / CHF 85 Gratien & Meyer Brut Rose, Saumur Appellation, France 2010 CHF 12 / CHF 58 Kenwood Yulupa Cuvee Brut, CA NV CHF 10 / CHF 38 Bisol Jeio Prosecco, Veneto, Italy NV CHF 12 / CHF 42 Uniform Restaurant Uniforms aren’t just about looking professional. They’re also about delivering performance. So we have decided that our staff will be having a specific 23 | P a g e
dress code. The servers in a restaurant are, to most customers, the face of the restaurant. Most of the time, the managers and cooks are working hard behind the scenes, but the servers are hustling on the floor to please their guests. The image of the restaurant is reinforced by everything about the servers, from their personality and professionalism to their grooming and attire. Aside from the food and the service, restaurant uniforms and aprons in particular can make or break the reputation of an eating establishment. It is important that everyone on the staff looks put-together, is easily identifiable, and can do their job efficiently. The serving staff will be wearing a light blue color shirt with dark blue waist coat and pant. Tie will be of black color. This dress code will be for men’s while women will be wearing light blue shirt with dark blue color waist coat and skirt. They will having a bow to wear on it. Chef uniforms will be with white chef coat and pant will be with small checks of black and white with white color napkin and chef cap. For the manger the color for shirt and pant will same but he will be wearing blazer on it. The uniforms will be provided by us. For the chef we will be providing slipping resistant shoes while the service staffs have to wear black shoes and socks which they need to bring from their side. Pricing Policy Setting up a menu price is always a pivotal decision of any restaurant set up which requires a lot of research and attention. It has to be periodically revisited to respond to the changes in the industry, fluctuating market prices and mood of the customers. It needs to take into consideration the following factors like including the cost of food, cost of labor, what the competition is doing and what your target customers are willing to pay. Cost of Food It is one of the first consideration that goes into pricing strategy. It is simply what it costs to procure the ingredients used to make a particular dish. There’s a reason why shrimps or lobster tends to costs more on the menu than items like French fries or green 24 | P a g e
salads. This is simply because the cost of purchasing these items is higher than the others. Buying very high quality, local, organic or sustainable ingredients can boost pricing as well. Breaking down the costs of the ingredients that go into each dish will be the base for us in setting our menu pricing. Other Costs Other costs that we will be including labor, rent, supplies, equipment and marketing costs. the money brought in from your menu items will also pay for your location, energy use, staff, equipment and marketing. Market Changes Food prices can fluctuate substantially. A natural disaster can drive up the cost of seafood. Poor growing seasons can affect the price of certain fruits and vegetables. Customer Base Our first and foremost priority will know who our customers going to be. We will be considering them by setting the menu price. This will reflect the image of the restaurant and can help in bringing the repeat customers. For us it is important that our customers at all level feel that they are receiving good value of their money. Competition We know that being new knew in this business we will be getting stiff competition from our rivals. We will be doing some reconnaissance work. We are not looking to beat are rivals prices. Instead we will be looking to provide our customers better service, higher quality ingredients or a more engaging dining atmosphere. Tabletops We will be using the following items for the table set up. Table cloth from Schweitzer linen. The name of the table cloth is Florence. At the four ends there’s a unique design which creates a look of lavish luxury. It will be in majestic white color. Table napkins will also be from the same company which will be a linen material. Glassware and silverware will be purchased from Edelstah Rostfrei and Stolez-Lausitz. Crockery like flower pot, ash tray and china ware for salt and pepper 25 | P a g e
will be purchased from IKEA of Sweden. The set up for both lunch and dinner will be same. The standard supplies that will be there on the table will include: 1. Table cloth 2. Table napkin 3. Fork, knife and spoon 4. Butter knife 5. Ash tray 6. Matches on request 7. Salt and pepper 8. Flower vase in the center Advertisement and promotion strategy of our fine dine restaurant in Geneva Our restaurant is located near LAKE of Geneva, it is the prime attractive location for restaurant more over we adopt the following marketing and promotional strategies to capture the focus market group. 1. Bounce Back strategy for existing customer: We provide our existing customers like students and walk in tourist offer a 1020% discount coupon to encourage diners to return for additional food and beverage purchases. If diners ordinarily visit your place every 2-3 months, mark the expiration date on the bounce back for 30 days to encourage a swifter return. 2. Rewards Card We create a membership card on our own computer or order a stack of massproduced credit card-like rewards cards and we will benefits when customer feels an investment in our restaurant. We customize the offer to include a wine tasting or free dessert with 10 meal purchases. 3. Promotional Items We are focusing in building our brand through awareness and we want to promote our restaurant as “any day” restaurant instead of special event restaurant so we will be creating awareness about our brand name to attract the new customer this by providing T-Shirt and cap in airport and universities, moreover we sell china coffee cup with our logo on it in local market. 26 | P a g e
4. Local newspaper and Airport electronic 72” wide screens. As one of the main newspaper in Geneva is “Tribune de Genève” with a readership of about 187,000 so we create awareness initially with newspaper advertisement , moreover we provide wide screen advertisement in airport of Geneva. 5. Web-Marketing We build our own website, on this website we put the seasonal offer, discount coupon for student and segmented market. Moreover we build a tie up with Facebook, twitter, linked in and other social media for advertisement pop up and side bar. 6. Relationship marketing We maintain the data of our customer in our personal computer with email id and birthdate so we greet and send valuable gifts and offer for special occasion like birthday and wedding. 7. Improve dining survey By offering extra ordinary personal service to our guest we focus on frequent improvement in it by conducting a short survey to our existing customer and potential customers so we can defeat our competitor very soon. 8. Elite service We provide special service for our elite customer who wants to make their celebration special it include special service , interior choice of design ,entertainment ,celebrity presence in occasion , food prepared by special wellknown chafe. 27 | P a g e
REFERENCES Geneva In-text: (Wikipedia, 2014) Bibliography: Wikipedia. 2014. Geneva. [online] Available at: http://en.wikipedia.org/wiki/Geneva [Accessed: 7 Feb 2014]. Clark, W.Restaurant Pest Analysis | eHow In-text: (Clark, 2014) Bibliography: Clark, W. 2014. Restaurant Pest Analysis | eHow. [online] Available at: http://www.ehow.com/info_7911098_restaurant-pestanalysis.html#ixzz2seB1RE8p [Accessed: 7 Feb 2014]. NapKinJNC.How to Economically Market your Fine Dining Restaurant In-text: (NapKinJNC, 2012) Bibliography: NapKinJNC. 2012. How to Economically Market your Fine Dining Restaurant. [online] Available at: http://napkinjnc.wordpress.com/2012/04/13/how-to-economicallymarket-your-fine-dining-restaurant/ [Accessed: 7 Feb 2014]. Bibliography: Anonymous. 2014. [online] Available at: http://^ Swiss Federal Statistical Office STAT-TAB Betriebszählung: Arbeitsstätten nach Gemeinde und NOGA 2008 (Abschnitte), Sektoren 1-3 (German) accessed 28 January 2011 [Accessed: 7 Feb 2014]. Tradingeconomics.com.Switzerland Inflation Rate | Actual Data | Forecasts | Calendar In-text: (Tradingeconomics.com, 2014) Bibliography: Tradingeconomics.com. 2014. Switzerland Inflation Rate | Actual Data | Forecasts | Calendar. [online] Available at: http://www.tradingeconomics.com/switzerland/inflation-cpi [Accessed: 7 Feb 2014]. Foodservicewarehouse.com. 2014. An Overview of Different Restaurant Types. [online] Available at: http://www.foodservicewarehouse.com/education/restaurantmanagement-and-operations/an-overview-of-different-restauranttypes/c27994.aspx [Accessed: 6 Feb 2014]. Draoulec, P. 2007. So, You Want To Open A Restaurant?. [online] Available at: http://www.forbes.com/2007/11/11/restaurantentrepreneurship-business-forbeslife-food07-cx_pl_1113resto.html [Accessed: 6 Feb 2014]. 28 | P a g e
Restaurantassociates.com. 2014. Fine Dining - Restaurants - Restaurant Associates. [online] Available at: http://www.restaurantassociates.com/restaurants/finedining.htm [Accessed: 7 Feb 2014]. Rowinski, D. 2014. How the ipad Is Revolutionizing Local Businessess. [online] Available at: http://readwrite.com/2012/04/16/how-the-ipad-isrevolutionizin [Accessed: 7 Feb 2014]. Listverse. 2014. Top 10 Rules for Fine Dining - Listverse. [online] Available at: http://listverse.com/2007/08/14/top-10-rules-for-fine-dining/ [Accessed: 7 Feb 2014]. Mealey, L. 2014. What is Fine Dining - All About Fine Dining Restaurants. [online] Available at: http://restaurants.about.com/od/restaurantconcepts/a/Fine_Dining.htm [Accessed: 8 Feb 2014]. Sanghvi, R. and Sanghvi, R. 2014. How You Keep Restaurants In Business. [online] Available at: http://mumbaiboss.com/2011/12/23/howyou-keep-restaurants-in-business/ [Accessed: 8 Feb 2014]. Thank you 29 | P a g e
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