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Second Run Pizza

Strategy and Implementation Summary

Our strategy is simple, we intend to succeed by giving our target customers a combination of great food and a relaxed enjoyable environment that creates a memorable experience.

5.1 Competitive Edge

Our competitive edge is two fold:

  • The experience of Robert and Judy in managing Second Run Pizza.
  • The agreement with Premiere Film Distributors which have agreed to supply Second Run Pizza with second run movies.

Co-owner Judy Fillmore has been a fixture of the city’s restaurant scene for the past 15 years.  She managed four successful restaurants and has received industry accolades for her operational excellence. She is now a highly sought consultant on improving  restaurant operating efficiency and work flow. Her client list include the city’s best restaurants.

Robert Williamson has 20 years of experience in the movie theater industry. Robert was the manager of the city’s largest multiplex for seven years before taking a position with Premiere Film Distributors where he served as a regional distribution coordinator for six years. When Robert took over the challenge of managing the Lighthouse Theater, the business was failing and losing significant market share to the larger chain theaters.  Under his management,  the theater regained its vitality as an Indie film center.  Usage levels increase by 200% over a two-year period and the theater soon became a key feature in the city’s cultural community.  The combination of Judy and Robert’s experience will ensure that Second Run will be a unique competitive force in both the theater and restaurant industries.

The owners have negotiated an agreement with Premiere Film Distributors that will assure that the Second Run will have best available second run films. Premiere Film Distributors will provide the films and will receive 75% of the admission revenue.  This is a better return for the distributor who normally receive only 50% of admission revenue for second run films. In exchange, Second Run will get the films most popular with their target customers.

5.2 Sales Strategy

Our initial sales strategy is to flood our target consumers with free movie coupons for the first three months of operation.  The $1.50 charge for the film will be waived with the coupon. These coupons will be in the city’s daily paper as well as the student papers of Claremont University and Jefferson College.

The film charge is really incidental.  Second Run’s profits will come from food sales. Menu pricing will reflect this focus. Our prices will be higher than a traditional Pizza restaurant but we believe the unique dining environment will justify those prices with our customers.

On the traditional slow days (Monday and Tuesday) we will offer cheaper fare (spaghetti) and market these days to college students as spaghetti movie night. In addition, we will have two for one date nights, where couples will only be charged for one admission.

Sales projections for this plan are presented in the following topics.

5.2.1 Sales Forecast

This chart represents our forecast for income on a monthly basis. The table presents yearly expected sales. Complete monthly forecast figures for the first year are presented in the appendix.

Movie theater restaurant business plan, strategy and implementation summary chart image

Movie theater restaurant business plan, strategy and implementation summary chart image

Sales Forecast
Year 1 Year 2 Year 3
Unit Sales
Movie Admissions 78,400 90,000 100,000
Meals 25,725 33,000 40,000
Other 12,000 13,000 14,000
Total Unit Sales 116,125 136,000 154,000
Unit Prices Year 1 Year 2 Year 3
Movie Admissions $1.50 $1.50 $2.00
Meals $20.00 $20.00 $22.00
Other $5.00 $5.00 $5.00
Movie Admissions $117,600 $135,000 $200,000
Meals $514,500 $660,000 $880,000
Other $60,000 $65,000 $70,000
Total Sales $692,100 $860,000 $1,150,000
Direct Unit Costs Year 1 Year 2 Year 3
Movie Admissions $1.20 $1.20 $1.60
Meals $3.00 $3.00 $3.00
Other $0.50 $0.50 $0.50
Direct Cost of Sales
Movie Admissions $94,080 $108,000 $160,000
Meals $77,175 $99,000 $120,000
Other $6,000 $6,500 $7,000
Subtotal Direct Cost of Sales $177,255 $213,500 $287,000

5.3 Milestones

The following table lists important program milestones, with dates and budgets for each. The milestones schedule indicates our emphasis on planning for implementation.

Milestone Start Date End Date Budget Manager Department
Tables and Chairs 11/4/2001 11/13/2001 $3,000 ABC Marketing
Decorations 11/4/2001 11/18/2001 $2,000 ABC Marketing
Painting/reconstuction of Resturant 11/1/2001 12/22/2001 $25,000 ABC Web
Food for Opening 12/28/2001 12/29/2001 $1,000 ABC Web
Production of Menus 11/13/2001 12/16/2001 $400 ABC Department
Buying Supplies for Kitchen 11/16/2001 12/20/2001 $5,000 ABC Department
Set Up Projection Equipment 12/20/2001 12/28/2001 $40,000 ABC Department
Establish Film Schedule 11/1/2001 12/28/2001 $1,000 ABC Department
Staff Hiring 12/4/2001 12/22/2001 $0 ABC Department
Staff Schedules 12/25/2001 12/28/2001 $0 ABC Department
Distribution of Advertising 12/5/2001 1/1/2001 $0 ABC Department
Totals $77,400