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.
Business planning has never been easier. With 500 complete sample plans, easy financials, and access anywhere, LivePlan turns your great idea into a great plan for success.
Full of Bologna italian renaissance theme restaurant business plan marketing and sales strategy. Full of Bologna, A Taste of North Italy is a new High Renaissance themed Italian restaurant, starting up as an anchor retail establishment in the revitalized Greensward development.