Restaurants plays a significant role in our lifestyle, and dining out is a favourite social activity. Everyone needs to eat, to enjoy good food and, perhaps, a wine in the company of friends and in pleasant surroundings is one of life’s pleasures. Eating out has become a way of life for families. Nowadays, a buoyant economy has given us higher disposable incomes, which allows more meals away from home. The restaurant business is fun. A lot of people coming and going, lots of new faces and never get lonely.
The business is always challenging because other restaurant owners are striving to attract our guests but with the right location, menu, atmosphere, and management, it continues to attract the market. The successful restaurant offers a high return on investment, one restaurant, then two, perhaps a small chain and then retire wealthy. There are more than hundreds of restaurants in Bhutan and each year few restaurants open and few close or other just fades away. People contemplating opening a restaurant come from diverse backgrounds and bring with them a wealth of experience. However, there is no substitute for experience in the restaurant business especially in the segment in which we are planning to operate.
Developing a Concept
The Star restaurant will be the mid-scale restaurant which is owned by Mr. Thinley in Thimphu at Dechencholing. It will be at very reasonable price ranging from Nu.75-2000. The restaurant will feature mostly the chicken-made dishes. Star restaurant mainly focuses on the interior design of the restaurant. The restaurant will offer a dine-in buffet, carryout and delivery to the surrounding neighbourhoods and area businesses. Also its location will give the guests a beautiful and pleasant environment. Its speciality is that it is mainly targets the celebrities so everyone can meet their own favourite celebrity. While preparation of the guests’ order, the latest songs will be played and in having their meal acoustic music of jazz will be played so they can relish their mind. The furniture used will be in the shape of the star with a background colour of black. The floor carpet will be in the shape of the stars twinkling in the night. The ceiling will be the 2D image of the stars.
The Star restaurant will be about 2-Storeyed with a mission stated below: Mission: The Star restaurant is a great place to eat, combining an intriguing atmosphere with excellent, interesting food. The mission is not only to have great tasting food, but have efficient and friendly service because customer satisfaction is paramount. We want to be the restaurant choice for all families and singles, young and old, male or female. Employee welfare will be equally important to our success. Everyone will be treated fairly and with the utmost respect. Happy employees make happy guests. We will combine menu variety, atmosphere, ambiance, special theme nights and a friendly staff to create a sense of ‘place’ in order to reach our goal of overall value in the dining/entertainment experience. We want fair profits for the owners and a reward.
Location: Location is a primary goal in running a business like services industry. The star restaurant’s location is in Dechencholing, Thimphu Bhutan. The Starr Restaurant will be located at the top of the palace where the parking is available with a clear sign board .The disposal income of the resident is not that much higher but they love to dine out. With the modernization, Dechencholing is now town plan B. And the population is accelerating as Royal Body Guards increases year by year. Their trend as of now is that they love eating and their children love to visit discotheque. Location of the Star Restaurant is more convenient for the people of the Dechencholing to visit as it will be connected with the road.
The market is a fundamental for the operations of the restaurant without market it is same like season without winter. As of now there is no restaurant that offers what guests’ demand. There are some restaurant that is of low quality and mostly those restaurant offers beverages and fast food like pizza, Chana and Samosa etc. So if the Star restaurant is operating in Dechencholing, it will be a monopoly and it will be of high quality that satisfies what guest demand.
Business without competition will take advantage of offering poor quality with a high price. Competition occurs when two or more organizations act independently to supply their products to the same group of consumers. So there is no similar restaurant that offers the services like the Star restaurant. Only thing is if the pricing is high people of that place will not come to the Star restaurant. If not there is no competitor but in the future it might occur.
Trends of locality:
The current trend of the Dechencholing people is that they go to the main town to enjoy a meal from the restaurant, to have fun, to celebrate birthdays and so on. Also the monks from Tango monastery and Pangri Zampa go to the main town to enjoy their meal. The royal bodyguards go to the main town to dine out with their families. So the Star restaurant will solve those problems by offering better services than the restaurants in the town areas.