Fine Dining Restaurant Business Plan

Gabri's Restaurant & Lounge

Execution

Marketing & Sales

Marketing Plan

We will employ three different marketing tactics to increase customer awareness of Gabri’s Lounge & Restaurant. Our most important tactic will be social media word-of-mouth/in-store marketing. This will be by far the cheapest and most effective of our marketing programs.

Word-of-mouth/In-store Marketing

•  V.I.P. Party – We will host a V.I.P. Dinner before the ‘Grand Opening.’ This will serve the dual purpose of training our staff and introducing ourselves to the community. The list of individuals we will invite comes from the Chamber of Commerce. We will also include a raffle on Facebook allowing some lucky members of the public to participate in the opening night. 
• Grand Opening celebration.
• Once a month invite a new local artist to show their work in the lounge. Social media outlets will be employed to get people interested with "surprise musical guest" or "local love". Good for the artists, and good for us. 
• "Restaurant Night" –  Every Monday night we will have a special evening for restaurant people. A perfect night for the local area’s restaurant owners and staff to get together on a night off!
• Valentine’s Day.
• Easter dinner.
• Swedish Midsummer party.
• Fourth of July celebration.
• Labor Day weekend party.
• Wine tasting dinner.
• Swedish Smörgåsbord.
• New Years Eve party.
• Special ethnic food nights.
• Memorial Day.

Local Store Marketing

• Make a brochure for the large hotels and popular bed & breakfast establishments in town to provide to their guests, containing interior pictures of our restaurant, menus and prices.
• There are several nursing homes in the city of Long Branch. We will approach them to sponsor meals for the elderly. This will offer us higher visibility to a group that may not be as mobile and we’ll be contributing to the community in a material way. Word-of-mouth referral is very powerful and particularly amongst the elderly to both their peers and their extended families.

Local Media

• Direct mail piece – Containing interior pictures of our restaurant, our menu, "Theme Nights," catering and an explanation of our concept.
• Website
• Target social media campaign to market directly to businesses for regular business lunch and dinner entertaining.

Sales Plan

Our sales plan is to establish and maintain position with our local customers. The strategy is to build more customers in order to increase revenue. Sales in our business is client service. It is repeat business. We will focus on making all our customers happy with our food, service and entertainment options.

Our strategy in the restaurant is to have an experienced staff that know the food, wine and liquor. We will train every new employee so they will fit in with Gabri’s concept, which is "Wonderful food, reasonably-priced wine and knowledgeable service in an outstanding atmosphere."

Operations

Locations & Facilities

We are looking for a restaurant space approximately 2,000 – 2,500 sq. ft. in Long Branch, New Jersey. We will open Gabri’s in March 2003. We will be open 7 days a week. Serving lunch Monday – Friday 11:30 AM – 2:30 PM. Dinner Sunday – Thursday, between 5 PM – 10 PM. Friday and Saturday Dinner 5 PM – 11 PM. The lounge will be open until 2 AM Friday and Saturday. Sunday – Thursday the lounge will stay open till 12 AM. Saturday and Sunday we will serve brunch between 11 AM – 3 PM. We will be closed on New Years Day, Thanksgiving Day and Christmas Day. We will be open on large holidays such as Memorial Day, Fourth of July and Labor Day weekend. These are three big weekends ‘down the shore’ that brings many tourists to the area.

Milestones & Metrics

Milestones Table

Key Metrics

Key Metrics 

• Sales, gross margin, expenses, and profits, obviously. 
• We need to watch sales per customer, sales per table, sales per square foot
• Meals served per month
• Drinks served per meal
• Drinks served per month
• Total customer traffic
• Catering sales
• Catering leads and closes.