餐厅商业计划书英语（附中文版）

第一篇：

Business Plan for a 1930s Old Shanghai Themed

Restaurant

Company Overview

I. Company Name: 1930 Old Shanghai Theme

Restaurant

II. Origin of Idea: In the 1930s and 1940s, Shanghai

earned the reputation of being the "Paris of the East,"

attracting people from all over the world. This was a

period of opulence and extravagance, which later led

many to be fascinated by Shanghai due to its rich cultural

heritage. With the upcoming World Expo, our aim is to

introduce foreign visitors to Shanghai, offer them

authentic Shanghai cuisine, and preserve the culture of

old Shanghai.

III. Company Form: Physical dining establishment

IV. Business Scope: Food and beverage

V. Company Profile: Our company primarily operates in

the food and beverage industry. It is also a themed

concept store that promotes the culture of old Shanghai.

VI. Company Slogan: Serve the most authentic

Shanghai cuisine and let the world taste the flavor of

Shanghai.

VII. Profit Model: Industry integration, forming strategic

alliances with suppliers.

VIII. Company Philosophy:

- Customers are the profit guarantee for the

company's existence. Employees should provide quality

service with smiles, creating maximum transferred value

for customers.

- Employees are the human resource guarantee for the

company's existence. The company will create a good

work environment and personalized workspace for

employees, safeguard their interests, and ensure timely

information dissemination.

- Innovation is necessary for the company's sustained

operation. The company encourages employees to

continuously innovate, possess pioneering awareness,

surpass themselves, and pursue excellence.

- Team spirit and learning spirit are one of the

company's core competitiveness. Building a learning

organization is the company's goal.

- Suppliers are the company's strategic partners.

Industry integration is the company's profit model. The

company is committed to creating a catering brand with

Chinese national characteristics.

IX. Company Goals and Strategies: To become the

most authentic Shanghai cuisine restaurant in Shanghai,

promote Shanghai culture, restore old Shanghai, and let

consumers enjoy the charm of old Shanghai from a

fashionable perspective. To introduce Shanghai cuisine to

the world and create dishes and culture with the most

Shanghai characteristics. Company Strategy: Leverage the

upcoming World Expo. The culture of old Shanghai is

bound to create a trend. Use various marketing strategies

to promote the 1930 Old Shanghai Theme Restaurant and

showcase Shanghai culture. Combine old Shanghai cuisine

with old Shanghai culture to form a unique dining

experience.

X. Company Planning

Company Competitive Strategy: Combine cultural

competition with differentiated competition strategies.

XI. Investment and Return:

Investment Requirement: The initial investment

required for the first year is 3 million yuan, to be paid in

one lump sum. This will primarily be used for establishing

the headquarters, which is crucial as its success will

determine the stability of future outlets. Our goal is to

establish the most complete organization with the least

amount of capital. For future development, we will invest

the minimum initial capital and continuously increase

procurement costs starting from the second year.

Investment Return Forecast: If our business goals are

achieved, the capital investment in this project will be

recovered in 2 years and 1 month, and pure profits will be

obtained thereafter. This figure is based on a conservative

estimate of total sales before 2010.

Market Analysis and Development Strategy

I. Acceptance of Themed Catering in Shanghai:

Themed restaurants are already a popular business model

in Hong Kong and Taiwan. They have only recently gained

popularity in Shanghai. The consumer group for themed

restaurants is more targeted than that for general

restaurants.

Conclusion: Retro-themed restaurants are not only

liked by regular customers but are also popular among

younger customers. They are a well-liked type.

II. Problems in Operating Themed Restaurants in

China:

1. Blind pursuit of alternative themes, leading to

vulgar and low-quality content. Examples include the

controversial "Zen Cool" restaurant, which surprised many

due to its unique concept, and a "Toilet" restaurant in

Taiwan.

2. Unreasonable pricing, making it difficult to attract

target customers. For example, the "Tropical Rainforest"

restaurants in Shanghai and Beijing closed down within

two years of their opening due to high prices that were

unaffordable for ordinary wage earners.

III. Advantages of Old Shanghai Theme Restaurants in

Shanghai:

1. In recent years, both the catering and fashion

industries have embraced a retro trend. Retro-themed

restaurants, due to their cultural connotations, are not

only loved by older consumers but are also sought after by

younger generations, appealing to a wide range of age

groups.

2. Shanghai is a city with a deep cultural heritage and

the reputation of being the "Paris of the East." Many

Chinese and foreigners are fascinated by the architecture

and culture of old Shanghai. However, the existing "Old

Shanghai Theme Restaurants" in Shanghai only have the

appearance but cannot truly restore the spirit of old

Shanghai in the 1930s.

3. With the upcoming World Expo in Shanghai in 2010,

numerous Chinese and foreign tourists will flood into

Shanghai to experience its unique cultural charm. This

presents a great business opportunity for the catering

industry in Shanghai. Old Shanghai-themed catering will

stand out due to its retro theme.

IV. Analysis of Challenges

• 1. How to sustain the restaurant's lifespan in a highly

competitive environment.

• 2. Injection of international catering industry

influence.

• 3. Fierce competition among local catering

businesses.

V. Development Strategies

• 1. Precise positioning.

• 2. Create a pleasant dining atmosphere.

• 3. Enhance the edible and aesthetic experience of

meals.

• 4. Establish corporate image and strive for chain

operation, branding, and scale expansion.

• 5. Utilize the principles of the experience economy

to improve customer satisfaction.

Marketing Strategy

Holistic Marketing: All employees of the enterprise

work together to optimally combine controllable factors

such as product, price, place, and promotion (4P) and

demand, cost, convenience, and service (4C) to satisfy

customers' various needs.

Product: In addition to highlighting the theme and

characteristics of our restaurant, we cannot neglect the

dishes. Our understanding of dishes should be based on

meeting consumer needs, conducting thorough market

research and analysis, and launching differentiated dishes

through precise positioning. While fulfilling consumers'

basic functional needs, we continuously add additional

value.

Price: Pricing is no longer a simple calculation of cost

plus profit but rather a determination based on the cost

consumers are willing to pay for product value,

considering market segmentation. It ensures competitive

advantage while targeting specific market segments.

Place: The distribution channel is not only the path for

delivering products to consumers but also an important

battlefield for occupying the market and intercepting

competitors. We will transform previous channel members

from trading partners into integrated channel partners,

forge strategic partnerships with suppliers, and transform

business activities into market operations. Efforts will be

made to improve network construction and actively

develop a controllable number of terminals.

Promotion: Promotion is not solely advertising and

sales promotion but a combination of short-term

marketing and long-term brand communication.

Suitable Promotion Plans for Our Current

Operating Conditions:

Plan 1: Concentric Circle Promotion — With the

restaurant's location as the center and a radius of about

400-1,000 meters, promote within the surrounding

residential areas and offices. This method is highly

suitable for our small-to-medium-sized restaurant catering

to the masses.

Plan 2: Use storefront posters and loyalty reward cards

to attract nearby residents and workers.

Plan 3: Media promotion specifically tailored for our

themed restaurant.

Media Promotion

1. Increase Market Awareness: Shanghai is a

metropolis with hundreds of good restaurants. As a newly

opened restaurant with our unique Old Shanghai theme, it

is crucial to appear in consumers' sightlines and be

discovered by the masses. Therefore, in the early stages

of preparation, we will advertise in food columns of major

newspapers and magazines, highlighting our restaurant's

theme and characteristics, such as food magazines like

Pepper & Pepper that offer coupons and food sections of

magazines like Complete Life Manual.

2. Enhance Market Reputation: Through media

guidance, we will establish a good image and reputation

for our restaurant in the market, naturally attracting

curious consumers and gathering more customers. For

instance, invite food programs from lifestyle channels to

our restaurant for tastings and introduce our restaurant on

TV to attract more viewers.

3. Collaborate with Telecom Media: Leveraging