Full of Bologna

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Italian Renaissance Theme Restaurant Business Plan

Marketing and Sales Strategy

  Marketing and Sales Forecast information is presented in the following topics.

5.1 Competitive Edge

The Greensward destination retail center with its captive audience and a reduced sales tax on goods of 3%, will provide the overall competitive edge needed to meet the financial projections.  Additionally, the expertise of Fluno Gorgonzola's gourmet cooking will be marketed and used as a draw to attract more customers.  Chef Fluno has appeared on over a dozen television programs and has authored numerous articles around the world.

Mr. Gorgonzola will continue to make guest appearances and continue to author articles, however now he will use these opportunities to market his Full of Bologna, A Taste of North Italy and Jolly Jack-Tar restaurants at The Greensward.  He will further promote the restaurants by placing advertisements offering monthly cooking lessons and demonstrations.

In addition to TV appearances, hands-on demonstrations, and cooking classes, there is the strong possibility that The Greensward location will be one of the sites on the appearances River that will host slot machines. Currently there are 10 Assemblymen and 2 State Senators that have voted positively to extend the locations for slot machines in appearances. (The Greensward includes 11 acres that are located within the appearances River and the State of appearances.)  The legislation is currently slated for the 2005 session as Bill #10. Further discussion can be provided by the Real Estate Developer, Mr. Forli Taleggio.

5.2 Marketing Strategy

A charge of $2.00 dollars per square foot is being charged on the 191,000 sq ft. of retail space by the Real Estate developer.  All tenants will be required to incur this cost.  These dollars equate to $382,000 per month or $4,584,000 per year.  In additional to the marketing dollars spent on the The Greensward, Full of Bologna will spend an additional $3,375  per month or $40,500 per year on the following:

Advertising - Print

  • Brochures placed in the shops at The Greensward with reciprocal placement of the shops' brochures in Full of Bologna
  • Menus placed in the Highfalutin Hotel
  • Coupons handed out on site
  • Sandwich boards worn by costumed personnel on site w/ madrigal music played outside of the restaurant
  • Paid Advertisements in Dinner Guide & Yellow Book Publications

Media-Radio and TV

  • Paid News Radio Ads impersonating Cesare and Lucrezia Borgia, with Renaissance music in background
  • Guest TV appearances by "Chef Fluno" plugging his new restaurants at The Greensward

Public Relations

Survey Cards will be placed at each table for patrons to collect data on the following:

  • Quality of the Food & Service 
  • Demographic Information to target marketing efforts
  • Sign In Book/ Ledger & Fish Bowl for Business Cards to create an E-mail List

Website

  • Newsletter- to include both a Calendar of Special Events by Full of Bologna and The Greensward Festivals and the site will also include Letters by customers and Pictures of customers at events
  • Coupons may be downloaded off the web site.
  • Full of Bologna will be linked to/ from hundreds of websites, including the Border County Chamber of Commerce and U.S. Chamber of Commerce.
Marketing Sales Packages
  • Bus Tour Packages - Dining to be included with the Glass Center Tours
  • Catering Packages targeting Local Industry and Corporate Parks
  • Wedding Packages in conjunction with the Hotel & Spa Resort
  • Get Away Tours in conjunction with the Hotel & Spa Resort

Special Events

Full of Bologna Special Events

  • Private "Cooking Demonstrations" 
  • Black Tie Cigar/Vodka/ Gourmet Dinners
  • Lecture/Dinner Series
  • Chili Making Contest in September
  • Pumpkin Carving Contest in October
  • Gingerbread Making Contest in November
  • Ice Sculpture Contest in February

In conjunction with The Greensward Special Activities

January 

  • Arts Business Institute Weekend Workshop
  • "Greens and Grits" weeklong dinner series honoring MLK at Jolly Jack-tar Restaurant and Show (with music, stepping and special African-American speeches, lectures and presentations)
  • Tour the World Dinner and Wine / Lecture Series at Full of Bologna (Alsace-Lorraine with Chef Fluno)
  • Robot Wars, "Battle and Master" series at Highfalutin Hotel and Spa

February

  • Presidents Day History Bee
  • African American History Symposium, Celebration, Dancing and Robert Smalls Dinner
  • Romantic Holiday Weekend Package with Special Spa discounts
  • Mardi Gras Weekend Package and Mardi Gras Feast with King Cake Cutting at Jolly Jack-tar
  • Tour the World Dinner and Wine / Lecture Series at Full of Bologna (Japan and Sushi with Chef Fluno)

March 

  • Tribute to Europe at the Firedrake Glass School
  • Saint Patrick's Day Party / Parade / Green Beer Keg Party at Jolly Jack-tar with Festival (four days)
  • Segway HT Event
  • Tour the World Dinner and Wine / Lecture Series at Full of Bologna (Ice Carving with Chef Fluno)
  • Black Tie Cigar Wine night with Cigar Afficionado and Wine Spectator Magazines

April

  • Remote Control Raceboat Championships with Gold and Silver Cup Awards
  • Corporate Spelling Bee, "Let's Watch an Adult Do It and Win Cash" Official Games
  • Annual Art on the Blacktop Symposium
  • Arts Business Institute Weekend Workshop
  • Tour the World Dinner and Wine / Lecture Series at Full of Bologna (Easter & Spring with Chef Fluno)

May

  • Civil War Naval Reenactment with, "Cannon Raging Over the Open Water" and Tall Ship event
  • Cinco de Mayo Fireworks and Verizon Mariachi Bands Competition for the voting public (televised live)
  • House and Garden Tours
  • Highfalutin Hotel and Spa Reality TV Show kickoff with Pierre and Carlo di Roma Salon and Spa
  • Segway HT Event
  • "Masters of the Fire and Water, Make Your Own" Glass Art Show
  • Tour the World Dinner and Wine / Lecture Series at Full of Bologna (Planting in the Graden with Chef Fluno)

June

  • World War II Commemoration with reenactors howitzer, machine gun and rifle firing demo's
  • Jolly Jack-tar Micro-brewery, Annual Beer Drinking and Pretzel Eating Battle.  Beer seminars and craft making with tastings (three days)
  • "Liberty Grand Prix" Boat Races Kick Off / Picnic and displays of SMART items.
  • Outdoor Summer, Free Concert Series begins each Saturday night
  • Tour the World Dinner and Wine / Lecture Series at Full of Bologna (Garde Manger with Chef Fluno)
  • Computer Expo

July

  • 4th of July Fireworks with Waiters and Waitress Serving and Running Competition
  • Revolutionary War Naval and Army Reenactment with Horse Riding for kids / petting zoo
  • Boat Races
  • Special Indoor Concert Series begins at Jolly Jack-tar (paid)
  • Segway HT Event
  • Tour the World Dinner and Wine / Lecture Series at Full of Bologna (BBQ with Chef Fluno)
  • "BBQ Battle on the River" with, "Cash is King" prizes

August

  • Boat Races and Jet-ski series runoff
  • The Circus Comes to The Greensward (outside) with full-sized tents and acts (one week)
  • Poetry and writers conference with "Poetic License Competition"
  • "Annual Poker Crown Platinum Winner Series" with dealing masters at the table of prizes
  • Tour the World Dinner and Wine / Lecture Series at Jolly Jack-tar (Cajun & Creole with Chef Fluno)
  • Black Tie Cigar Wine night with Cigar Afficionado and Wine Spectator Magazines

September

  • War of 1812 Naval Reenactment
  • "Big Boss Muscle Boy Toy" Car Show with, "Bring Your Own Hot Chicks"
  • Segway HT Event
  • Tour the World Dinner and Wine / Lecture Series at Full of Bologna (Champagne, France with Chef Fluno)
  • Annual Scottish Highland Games with gamesmaster and tossing of the caber

October

  • Bluegrass Festival, Rodeo and 4-H celebration, games and best of show contests
  • Offshore Boat Races
  • Tribute to Christopher Columbus and Parade, Special Full of Bologna dinners and wine tasting
  • Tour the World Dinner and Wine / Lecture Series at Jolly Jack-tar (Bologna, Italy and Sicily with Chef Fluno)
  • "Halloween with Fright Night Rides on the Tractor" scarecrow building, pumpkin carving funfest and ghost tours

November

  • Veterans Day Ceremonies / Fireworks / Weapons and Aircraft Displays with Jet Fly Over
  • Indian Harvest, Pow-wow, Dancing and Arts Festival
  • Tour the World Dinner and Wine / Lecture Series at Jolly Jack-tar (Thanksgiving with our Indian friends and Chef Fluno)
  • Black Tie Cigar Wine night with Cigar Afficionado and Wine Spectator Magazines

December

  • Breakfast(s) with Santa and Children's Craft Making by the River
  • Christmas Tree Lighting & Winter Walking Tour, Historic Candlelight Tour with the Old Time Sailors
  • Glass Art Show for the Holidays and Roman reenactors at the Glass Center in full dress
  • New Year's Eve Fireworks with Masquerade Ball
  • Tour the World Dinner and Wine / Lecture Series at Jolly Jack-tar (A Charles Dickens Christmas with Chef Fluno)

5.3 Sales Forecast

ASSUMPTIONS FOR SALES PROJECTIONS

LUNCH:

  • 195 lunches per day (on average), 12 months per year (15% of the OGRE daily traffic of 1,300 people per day)
  • Typical lunches per year (in full year) is 70,200
  • $10.50 per person average

DINNER:

  • 195 dinners per day (June, July, August) (15% of OGRE)
  • 130 dinners per day (remainder of year) (10% of OGRE)
  • Typical dinners per year (in full year) is 52,650
  • $20.00 per person average

LIQUOR SALES - RESTAURANT:

  • In general 60% of dinner patrons will consume alcohol
  • This equates to 117 drinks per day during the summer (195 dinners) and 78 (130 dinners) during the winter
  • A 1/3 split between beer, wine and liquor will occur for beverage types sold

MIXED DRINKS:

  • 1/3 of 117 drinkers = 39 mixed drinks per night (summer months)
  • 1,170 mixed drinks with dinner during each summer month
  • 1/3 of 78 drinkers = 26 drinks per night (winter months)
  • 780 mixed drinks with dinner during each winter month
  • Mixed drinks sell on average @ $4.50 per

WINE BY THE BOTTLE SALES:

  • 4 bottles per evening Sunday through Thursday = 20 bottles
  • 20 bottles - Friday night
  • 20 bottles - Saturday
  • 60 bottles per week = 240 bottles per month = 2,880 total
  • Average sale price - $16.00

WINE BY THE GLASS SALES:

  • 1/3 of 117 drinkers = 39 glasses of wine per night (summer months)
  • Factor appropriate 50% reorder rate = 59 glasses of wine
  • 1,770 with dinner during each summer month
  • 1/3 of 78 drinkers = 26 glasses of wine per night (winter months)
  • Factor appropriate 50% reorder rate = 39 glasses of wine
  • 1,170 with dinner during each winter month
  • Wine by the glass sells on average @ $4.00 per

BEER SALES:

  • 1/3 of 117 drinkers = 39 beers per night (summer months)
  • 1,170 beers with dinner during each summer month
  • 1/3 of 78 drinkers = 26 beers per night (winter months)
  • 780 beers with dinner during each winter month
  • Beers sell on average @ $3.00 per

LIQUOR SALES - NIGHTCLUB:

MIXED DRINKS:

  • 10 drinks per evening Sunday through Thursday = 50 drinks
  • 100 drinks - Friday night
  • 140 drinks - Saturday
  • 290 drinks per week = 1,160 drinks per month = 13,920
  • Mixed drinks sell on average @ $4.50 per

WINE BY THE GLASS SALES:

  • 2 glasses per evening Sunday through Thursday = 10 glasses
  • 20 glasses - Friday night
  • 40 glasses - Saturday
  • 70 glasses per week = 280 drinks per month = 3,360 total
  • Wine by the glass sells on average @ $4.00

BEER SALES:

  • 20 beers per evening Sunday through Thursday = 100 beers
  • 150 beers - Friday night
  • 150 beers - Saturday
  • 400 beers per week = 1,600 beers per month = 19,200 total
  • Beers sell on average @ $3.00 per

All figures in the enclosed charts include 10% growth in years 06' - 09'

Sales Forecast
Year 1 Year 2 Year 3 Year 4 Year 5
Unit Sales
Lunch Sales 35,700 70,200 77,220 84,942 93,436
Dinner Sales 27,300 52,650 57,915 63,706 70,077
Gift Shop Item Sales 1,080 2,160 2,376 2,617 2,875
Web Shop Sales 151 300 330 363 399
Catering Sales 6 12 13 14 15
Liquor Sales 12,420 24,450 26,895 29,584 32,543
Wine Bottle Sales 1,440 2,880 3,168 3,485 3,833
Wine by the Glass Sales 9,900 19,200 21,120 23,232 25,555
Beer Sales 15,060 29,730 32,703 35,973 39,570
Chef's Table in the Vault Sales 90 180 198 218 240
Total Unit Sales 103,147 201,762 221,938 244,134 268,543
Unit Prices Year 1 Year 2 Year 3 Year 4 Year 5
Lunch Sales $10.50 $10.50 $10.50 $10.50 $10.50
Dinner Sales $20.00 $20.00 $20.00 $20.00 $20.00
Gift Shop Item Sales $6.00 $6.00 $6.00 $6.00 $6.00
Web Shop Sales $6.00 $6.00 $6.00 $6.00 $6.00
Catering Sales $2,000.00 $2,000.00 $2,000.00 $2,000.00 $2,000.00
Liquor Sales $4.50 $4.50 $4.50 $4.50 $4.50
Wine Bottle Sales $16.00 $16.00 $16.00 $16.00 $16.00
Wine by the Glass Sales $4.00 $4.00 $4.00 $4.00 $4.00
Beer Sales $3.00 $3.00 $3.00 $3.00 $3.00
Chef's Table in the Vault Sales $520.00 $520.00 $520.00 $520.00 $520.00
Sales
Lunch Sales $374,850 $737,100 $810,810 $891,891 $981,080
Dinner Sales $546,000 $1,053,000 $1,158,300 $1,274,120 $1,401,540
Gift Shop Item Sales $6,480 $12,960 $14,256 $15,702 $17,250
Web Shop Sales $906 $1,800 $1,980 $2,178 $2,394
Catering Sales $12,000 $24,000 $26,000 $28,000 $30,000
Liquor Sales $55,890 $110,025 $121,028 $133,128 $146,444
Wine Bottle Sales $23,040 $46,080 $50,688 $55,760 $61,328
Wine by the Glass Sales $39,600 $76,800 $84,480 $92,928 $102,220
Beer Sales $45,180 $89,190 $98,109 $107,919 $118,710
Chef's Table in the Vault Sales $46,800 $93,600 $102,960 $113,360 $124,800
Total Sales $1,150,746 $2,244,555 $2,468,611 $2,714,986 $2,985,766
Direct Unit Costs Year 1 Year 2 Year 3 Year 4 Year 5
Lunch Sales $3.36 $3.36 $3.36 $3.36 $3.36
Dinner Sales $6.60 $6.60 $6.60 $6.60 $6.60
Gift Shop Item Sales $1.92 $2.88 $2.88 $2.88 $2.88
Web Shop Sales $1.92 $2.70 $2.70 $2.70 $2.70
Catering Sales $640.00 $680.00 $680.00 $680.00 $680.00
Liquor Sales $1.44 $0.90 $0.90 $0.90 $0.90
Wine Bottle Sales $5.12 $4.80 $4.80 $4.80 $4.80
Wine by the Glass Sales $1.28 $0.80 $0.80 $0.80 $0.80
Beer Sales $0.96 $0.60 $0.60 $0.60 $0.60
Chef's Table in the Vault Sales $182.00 $182.00 $182.00 $182.00 $182.00
Direct Cost of Sales
Lunch Sales $119,952 $235,872 $259,459 $285,405 $313,946
Dinner Sales $180,180 $347,490 $382,239 $420,460 $462,508
Gift Shop Item Sales $2,074 $6,221 $6,843 $7,537 $8,280
Web Shop Sales $290 $810 $891 $980 $1,077
Catering Sales $3,840 $8,160 $8,840 $9,520 $10,200
Liquor Sales $17,885 $22,005 $24,206 $26,626 $29,289
Wine Bottle Sales $7,373 $13,824 $15,206 $16,728 $18,398
Wine by the Glass Sales $12,672 $15,360 $16,896 $18,586 $20,444
Beer Sales $14,458 $17,838 $19,622 $21,584 $23,742
Chef's Table in the Vault Sales $16,380 $32,760 $36,036 $39,676 $43,680
Subtotal Direct Cost of Sales $375,103 $700,340 $770,238 $847,101 $931,564

5.4 Milestones

The accompanying table lists important program milestones, with dates and managers in charge, and budgets for each. The milestone schedule indicates our emphasis on planning for implementation. 

What the table doesn't show is the commitment behind it. Our business plan includes complete provisions for plan-vs.-actual analysis, and we will hold monthly follow-up meetings to discuss the variance and course corrections.

Milestones
Milestone Start Date End Date Budget Manager Department
Meeting and Measuring Evaluation 5/1/2005 5/20/2005 $85 T. Graviera Administrative
Contractor Setup 5/1/2005 5/15/2005 $450 W. Wensleydale Construction
Website Development 5/10/2005 6/15/2005 $4,578 SoarEyeSite Media
Evaluation & Research 5/12/2005 5/30/2005 $350 V. Parmigiano Administrativ
Business Plan Investment 5/1/2005 5/30/2005 $6,304 F. Gorgonzola Administrative
Legal and CPA Items 5/5/2005 5/15/2005 $1,210 D. Stilton Accounting
Library of Congress 5/14/2005 6/14/2005 $35 F. Gorgonzola Legal
US Patent & Trademark Office 5/14/2005 8/14/2005 $375 F. Gorgonzola Legal
Licensure & Permits 6/1/2005 6/30/2005 $560 SoarEyeSite Media
Full Contractor Work/Eruption 5/14/2005 6/22/2005 TBD W. Wensleydale Construction
Carriage and Patio Placement 6/18/2005 6/28/2005 TBD W. Wensleydale Construction
Alarm Installation 6/1/2005 6/10/2005 TBD W. Wensleydale Construction
Costume Research - Design 5/19/2005 5/30/2005 $699 S. Sardo Construction
Bids Received In-house 5/10/2005 5/20/2005 $75 W. Wensleydale Construction
Stress Test Staff and Kitchen 6/26/2005 6/30/2005 $3,000 F. Gorgonzola Construction
Grand Opening 7/1/2005 7/7/2005 $4,200 W. Wensleydale Opening
Pre-media Advertising 6/12/2005 7/1/2005 $4,800 T. Graviera Construction
Contractor Mega-bid Meeting 5/2/2005 5/5/2005 $756 W. Wensleydale Construction
Totals $27,477