1) Project BriefFood which is prepared and served within a short span of time is referred to as Fast Food. The fast food industry in Pakistan is undergoing an escalated boom. Despite brutal competition, this industry has managed to generate profitability and is well-received by the local masses as well. Recent statistics have revealed that fast food industry is the second largest in Pakistan, with approximately 169 million consumers. Not only that, but this sector also accounts for 16% of the total employment in manufacturing sector. An industry with such dynamics has a great probability of exceptional growth in future as well.

The existence of multinational fast food chains like McDonalds, KFC, Pizza Express, Pizza Hut, Subway etc. have somewhat catered to the high income segment therefore developing a niche as upscale fast-food restaurants.

Additionally, worldwide fast-food stores are not the only or even the primary resource of readymade meals in most places of Pakistan. Many regional stores have developed around in the main places of Pakistan (for example Khan Broast, KBC, Kabyees, Jans in Karachi) to contest with worldwide stores and provide selection items that entice the unique regional preferences and routines at relatively low costs.

In Pakistan, multinational chains are considerably more expensive, they usually are visited by upper class because they are considered glamorous. However much of the middle-income segment (which forms a major chunk of fast-food goers) prefers visiting local restaurants that offer low cost fast food.

The Pakistani economy is becoming increasingly service-oriented, and over the past several decades, the foodservice industries that offer the highest levels of convenience have been rewarded with strong sales growth. In the face of rising population, incomes and increasingly hectic work schedules, a nearly insatiable demand for convenience will continue to drive fast food sales. Fast Food Outlets will strive to find ways to make their products even more accessible.

Model FoodCornerwill be Partnership concern partners name are, Ali Arshad, Muhammad Mujtaba and Faisal Ali, and we capitalized on the growing hospitality industry to create a niche market for its restaurant2) Vision Statement To be the leading integrated food services group in the Karachi to serve people quality food on affordable cost with exceptional customer-focused s3) Mission Statement To be Karachis best service restaurant experiencebeing the best means providing outstanding quality services neatness and value so that we create every costumer in restaurant Smile4) ObjectiveOur crucial success aspects will be to recognize other local and worldwide readymade meals restaurant/chain styles and include them into our functions, provide friendly and quality services, continue to get money in marketing and stand above the "competitor bend." And stay a head our competitor in the area by providing quality taste and best services.

4.1) Occupancy: Filling all restaurant 50% seats within the first 30 minutes. Good time management will allow us a 3-4 table turnover. We are further expecting 50 take-out orders the first night and 80 take-out orders the second night. 4.2) Guest Experience: Providing flawless and excellent customer service, and creating a unique dining experience that is enriched with the teams enthusiasm and passion for quality and fresh food. 4.3) Team work and Employee development: Management will thoroughly train and develop every member of the team to become a committed and skilled professional. Integrated decision making as well as team building activities are designed to maximize the team-spirit and to develop a professional competence among all team members. 4.4) Costs: offer quality food at reasonable price. 4.5) Marketing: Impeccable corporate identity (brand communication), aggressive promotional activities and word of mouth. 5) Guiding Principals5.1) Being Mindful of our Customers and our Staff Coinciding with our family values, we will treat both our customers and staff in a manner in which we ourselves would want to be treated (or better!)

5.2) Gratitude An attitude of gratitude shown to our customers, employees and vendors because without their input, service, labor and time, our business would not be here without them!

5.3) Our Service Provide the warm and friendly service expected from a family-style restaurant creating an informal, comfortable environment which will make the customers satisfied and want to return again and again.6) Key Success Factor 6.1) Conceive the Winning ConceptA well-defined concept stands a much better chance of long term success. To start, it is wise to first set specific goals and decide on the ways you will measure your restaurants success.

6.2) ConsistencyDevelop a winning concept requires implementing systems and procedures to ensure consistency

6.3) Menu PricingOne of the most important factors in the strategic planning of a restaurant is in the development of the menu. It involves designing an appealing selection of menu items that are competitively priced in the marketplace. Menu pricing is a very tricky task because you need to offer your targeted guests a good price/value relationship.

6.4) Market ResearchThis is probably the most critical factor for running a successful fast food restaurant. Visit fast food outlets, franchises and other chains to see Talk to customers to know their preferences, Keep in mind that because a concept works in one area does not mean it will be well-received by customers in other location. Tastes are subject to location preference and more often target market. In high scale urban areas (like PECHS, KDA etc.) are more likely to be successful with a niche concept than in a dense middle income areas (like Gulistan e Jauhar, Malir).

6.5) Selecting Prime LOCATION The specific location within target area also is critical. If restaurant is situated in an infrequently traveled area no where near complimentary businesses or at the back of a mall, it will limit earning potential. If the restaurant is right off of a major freeway heavily traveled by truckers and road trippers restaurant may be highly successful despite a remote location.7) Legal Status of the Restaurant Model Food Corner is a Partnership concern of Ali share holding of 33.33% Murtaza share holding of 33.33% Faisal share holding of 33.33%8) How to Start a Restaurant Experience Know Your Target Market Select a Service Style & Food Concept Create the Menu Choose a Location & Layout (Size of restaurant) Getting the Appropriate Funding Hiring Employees Advertise & Market

9) Brief Description of the Business

Model Food Corner will be Partnership concern partners name are Ali, Mujtaba and Faisal, and we capitalized on the growing hospitality industry to create a niche market for its restaurant.

Model Food Cornerwill be located at Model ColonyMalir, Main Liaquat Ali Khan Road,open: 3:30 pm to 12:30 am Monday through Thursday and 4:30 pm to 2:00 am Friday to Sunday. Model Food Cornerwill range in size from 220 square yard Ground + One (Total 3,960 Sq Feet) building and will seat for 100 to 120 guests, with take away options and free home delivery within 10 KM area, 10 to 15 cars parking.

Details%Size

(Sq.Feet)(Sq.Feet)

Dining49%1900

Waiting6%250

Kitchen & Preparation33%1300

Office1%50

Stores10%400

Total100%3,900

One of the biggest challenges restaurants face is a lack of qualified labor. In order to get and retain qualified employees, make sure your pay scales relate clearly to the job's duties and responsibilities. In addition, find out what other restaurants are paying their employees so that you can be competitive in the job market, without spending too much on payroll. There are several categories of personnel in the restaurant business: manager, cooks, waiters, helpers, dishwashers and cleaners and sweeper. When your restaurant is still new, some employees' duties may cross over from one category to another. For example, your servers may double as the cleaners. Be sure to hire people who are willing to be flexible in their duties.

Job TitleNo of EmployeeSalaryTotal Monthly Salary

Head Waiter 29,00018,000

Waiter 36,00018,000

Cooks430,000120,000

Manager130,00030,000

Counter Person115,00015,000

Presenters212,50025,000

Helper49,00036,000

Guard110,00010,000

Sweeper22,5005,000

Delivery Person26,50013,000

Total Salary Expense22130,500290,000

9.1) Management Summary We partners will be operating as the general managers of Model Food Corner. Other key personnel are the day to day manager, waiter and cooks. There is not expected to be any shortage of qualified and available staff due to the excellent training by the responsible manager.

We will practice sound management procedures in order to control costs, insure quality of product and provide friendly customer service. The following systems will be used by management

Order Guide:The restaurant will use an item specific order guide to track order history and maintain designated levels of product in inventory.

Weekly Inventory: Management will conduct a weekly inventory to determine valuation for use in the preparation of weekly profit and loss reports.

Daily Inventory Tracking: Daily inventory will be taken on specific items. Movement will be compared to sales data to ensure designated products have been properly accounted for

9.2) Organizational Structure At that stage, we partners overseeing the entire operation. The front of the house operations, including all waiters, presenters, helpers and other staff by the manager and the head waiters. Operations in the kitchen are controlled and overseen by the back of the manager and presenters.

Marketing, research, and design and Hiring is our responsibility, where as training and employee development is the responsibility of the manager and senior head waiters. Forecasting, budgeting and the cashier fall under the responsibility of the partners.

9.2.1) General ManagerWe partners are responsible for the overall success of the restaurant. We will oversee the administrative component to the business as well as restaurant operations. It is crucial for the managers to have a complete understanding of the business. Cash operations will also be handle by one of the partner using the system which we will use for cash and credit card transactions.

We will be responsible for ordering, receiving and maintaining sufficient inventory to meet production demands. Ordering schedules will be staggered with perishable products being ordered multiple times per week to preserve freshness. Standard grocery and supply orders will be ordered less often, according to a predetermined schedule and storage capacity.

9.2.2) Manager Manager primary role is to accommodate the customers needs to the best of their ability. Manager need to be well trained and experienced person and know how to provide excellent customer service, know how to sell the product as well as stand out as the face of the restaurant. Another job is to train all the jobs that deal with front of the house, because is it very important to present the restaurant in a positive light in all aspects. Manager is responsible for the layout of the room as well as keeping the theme of the restaurant alive.Another primary role for this person is to make sure all Waiters, Helpers, and other staff are doing their job properly on the floor. They need to be experienced in serving as well as have some knowledge of the restaurant business. They must have exceptional knowledge of all the items on the menu. Manager will rely on operational checklists to verify that each work shift has been properly prepared for and to insure the operational standards are followed before, during and after work shifts.

9.2.3) Cooks Cooking schools can usually provide you with leads to the best in the business, but we look around and place newspaper ads before hire. Customers will become regulars only if they can expect the best every time they dine at your restaurant. To provide that, you'll need top-notch cooks and chefs. Cooks will be responsible for the food quality for which they should be in restaurant on appropriate time to begin organizing for the day.

9.2.4) PresenterPresenters have the duties to make sure that all orders that come into the kitchen are carried out in a timely manner but prepared to the best of the chefs ability. Plates that go out are to be inspected before they go out onto the floor and approved by the presenters. Presenters are required to have basic knowledge of the equipment and supplies available. Control of the line is best for a greater result.

9.2.5) Waiters The Waiters key duties are to properly greet guests upon arrival, escort them to their tables. Organization is a key attribute to focus on and the waiters will be called upon to multi-task during busy junctures. The Head Waiters will also expect to inspect for restaurant neatness as well as control complaints and complements.Our Head Waiters will be pivotal to the restaurant since they interact with the guests most frequently. It is crucial for the all waiters to be knowledgeable about the cuisine and beverages as well as the restaurants framework. Waiters are to greet guests when approaching the table, take orders and maintain guest satisfaction throughout their meal. The Junior Waiters are expected to be the prime with serving is to keep the guests table clean and organized, but must also be prepared to refill drinks and tend to guest inquiries.

9.2.6) Counter PersonTo-go operations are one of the most important functions of our restaurant. Hence, our Counter Person is extremely important staff member. Much of the income gained will come from to-go orders. This staff member must be organized, detailed and well acquainted with the cuisine. The food he sends customers home with must be equal quality to that which is served in the restaurant.

9.2.7) Delivery Person Delivery persons will be expected to expedite food to customers not desiring to sit down at our restaurant, but still enjoy our food in the convenience of another location. This person is expected to be organized and committed

9.2.8) SuppliersWe partners and Manger will establish relationships with qualified suppliers. These suppliers can provide reasonably priced products, delivered according to the schedule. Our main suppliers would be Fresh Vegetable Merchants Fresh Meat (Chicken/Beef//Mouton) Merchants PEPSI General Items (Rice/Sugar/Spices) WholesalersProper labeling and rotation techniques, accompanied by storage facilities will ensure that high quality prepared product will be sufficiently available to meet the demands during peak business hours. Replenishment and ongoing preparation will continue during off peak business hours.10) Interior Design

We will design our restaurant in a better way as compare to our competitor and market standings because we will be also look for the customer from posh area like MalirCantt and Kasmabad.

Our restaurant design will be unique given the color schemes and the symbols that appealing and attracting, with color full lighting in the top of the roof and slow dim lights with tables will air conditioner keeping atmosphere calm

The chairs that we will be using within the restaurant are wooden and add a lot of character to the design. With light music from music systems and TV screen of 40 as well11)Customer Orientation Pakistan is country with population over 188 Million people here love to go out and have dine with their family in restaurants or small cafes usually at night time, where population of our targeted city Karachi is exceeding from 20 Million, there is a different varieties of food available in market, people love to eat Fast Food, Chinese Food, Sea Food, Continental, Pakistani Traditional Food and etc.

Mostly this choice of varieties is depend upon the age group. People having age group of 15 to 24 they prefer Fast Food, age group of 26 to 40 they usually prefer Fast food and Light Food like Chinese, and people above these age group they usually go for light food and low calorie food mostly because of less physical activities andan age to stay healthy.

Given below is the age structure chart of Pakistans population Age Structure Chart (2014 est.):

MarketAge GroupPercentage

A0-14 years33.3% (male 33,595,949/female 31,797,766)

B15-24 years21.5% (male 21,803,617/female 20,463,184)

C25-54 years35.7% (male 36,390,119/female 33,632,395)

D55-64 years5.1% (male 5,008,681/female 5,041,434)

E65 years and over4.3% (male 3,951,190/female 4,490,045)

Many more table service restaurants, which traditionally focus on full-service in house dining, will likely try to capture part of this market by offering take-out, and possibly experimenting with home delivery. The value of consumer time, as well as the demand for consistent, high-quality food products, will continue to shape the fast food industry. Fast food, once considered a novelty, has become an increasingly significant part of the young generations diet, and the future growth of the rest of the foodservice industry will be driven in large part by its ability to find new ways to save consumers time.

We will offer fast food and some chines dishes so our target market is of B and some part of C, if we apply above stats to Karachi population than people of age 15-24 in Karachi might be 4.200 Million 21.5%) and 25-54 is 7.140 Million(35.70%) and if we divide this segment C in to two parts (50%) than it is 17.80%, and 17.80% of 20.000 Million is 3.160 Million. Our main focus market in Karachi is of around 7.000 Million, so it shows there is a good market of our product in the city, and if we only go for our area Model Colony and near by areas such as MalirCantt, Kasmabad and Airport in the startup, than our target population might be at least 15% of the city, so our focused market in the start is 1.000 Million customers at-least 12) Competition Analysis Dynamic Research Consultancy, established the first ever Online Research Panel in Pakistan, in order to meet the research needs of local and international brands, in October 2013, it conducted a survey to analyze different dynamics of the fast food industry in Pakistan. The responses verified that a larger proportion of females are visiting fast food chains than their male counterparts. The results proved that KFC and Pizza Hut have emerged as the most consumed fast food chains among both the genders and also, across both the age groups. Another interesting key finding was that McDonalds was more popular in females than in males. Reportedly, 42 percent females consume McDonalds as compare to only 33 percent of males. Similarly, is the case of Nandos, 21% of the female respondents agreed to regularly visit it as compared to 12 percent male respondents. Chicken Cottage ranks as the least preferred among both the gender and also across both age groups.

Karachi is a big city with great opportunities for business person; so many local chains/restaurant like Khan Broast, Mr Burger, KBC and Kaybees arealso operating in the city, one who can provide good taste with quality and hygienic service can only stay in this business in the existence of these biggiants.

Fast Food outlets tend to focus on the work while you eat philosophy similar to the McDonald Outlet at Quaid e AzamInternationAiport (Karachi) wherein seating space is also available for passengers in transition or the KFC outlets in large shopping malls like the Millenium Shopping Mall in Karachi promoting the concept of Shop While You Eat.

Our restaurant will be located on the main Model Colony Road, it is a busy road with various markets such as Al-Madina Market, Gusia Market, Liberty Market, and some other markets in the same locality, people come here for shopping from various areas because of cheaper rate as compare to Tariq Road and Bahdurabad market, due to which turnover in the market is good and people come to shopping also visit restaurant available in the area for refreshments or dinner with family specially in weekend. In Eid Season or other Festival Season people turnaround is rapidly increased.Lee Broast and The King Broast are the dominating in the area in food business right now. Our advantage would be of our Restaurant location in the area, it would be in a middle of market, right between markets, which no other restaurant has. Both top going restaurants are some away from market area and due to bad law and order situation we can earn advantage that our restaurant would be more attractive for coming families because of closer to markets andeasier to approach as compare to Lee Broast and The King Broast.

Our Direct Competitors in the area are as follow: Lee Broast The King Broast Pizza Polar Chillies MashAllahResturantFood we will offer in our restaurant would be Fast Food, some Chines dishes and some Pakistani Traditional Food with quality service and better taste compare to our competitor on the same price, for that propose we will higher a better trained and skilled staff for mantling the good standard of quality and taste.

Model Food Corner

BroastPriceBurgersPrice

Chicken Broast(Qtr)170Chicken Burger120

Chicken Broast(Half)330Chicken Cheese Burger140

Chicken Broast(Full)660Beef Burger110

Beef Cheese Burger120

Bar BQPriceZinger Burger160

ChikenTika160

ChikenBoti (Plate)150SandwichesPrice

ChikenMalaiBoti (Plate)200Chicken Sandwich130

Beef Boti (Plate)130Club Sandwich150

SeekhKaba (Plate)110

Beef Boti Roll60ChinesePrice

Chiekn Roll70Hot & Sour Soup (2 Servings)150

Paratha20Chicken Corn Soup (2 Servings)160

Chapati8Chicken Fried Rice140

Chicken Chili(w/Rice)220

French Fries(perplate)50Chicken Manchurian(w/Rice)220

Cole Slaw (Extra)30

Ice Cream (Single Scope)30Soft Drinks(Large)85

Ice Cream (Double Scope)60Soft Drinks (Regular250ml)20

And we would make sure that our restaurant looks better as compare to our competitor by providing higher standard of hygienic environment.Following are some of the factors that contribute to a good fast food experience: Marketing & Advertisement Location Welcome Skilled Staff Quality Food. Environment (parking, lighting). Smile factor. Time factor. Price factor 12.1.1) The Competitive Profile Matrix Analysis of Industry

S.noKey Success FactorWeightedMultinational BrandLocal ChainsModel Food Corner

Rating (1-4)ScoreRating (1-4)ScoreRating (1-4)Score

1Marketing & Advertisement0.1030.3020.2030.30

2Location0.1020.2040.4040.40

3Welcome0.0540.2030.1530.15

4Skilled Staff0.2541.0030.7530.75

5Quality Food.0.2040.8030.4030.60

6Time factor0.1030.3030.3030.30

7Price factor0.2020.4040.8030.60

1.0022.003.2022.003.2022.003.10

12.1.2) The Competitive Profile Matrix Analysis of Direct Competitors

S.noKey Success FactorWeightedLee BroastThe King BroastModel Food Corner

Rating (1-4)ScoreRating (1-4)ScoreRating (1-4)Score

1Marketing & Advertisement0.0520.1020.1030.15

2Location0.1030.3020.2040.40

3Welcome0.0520.1030.1530.15

4Skilled Staff0.1030.3040.4040.40

5Food Variety0.1040.4010.1020.20

6Quality Food0.2030.6040.8040.80

7Time factor0.1530.4540.6030.45

8Price factor0.1540.6030.4530.45

9Environment0.1030.3020.2030.30

1.0027.003.1525.003.0029.003.30

Their is no marketing or very little marketing is done by Lee Broast and King Broast as compare to them we will promote our restaurant from TV cable and Broachers. Our location is better as compare to both the competitorright in the middle of the market. Lee Broast has limited staff One man doing so many things where King Broast has excess staff, we will higher staff according to our need and requirement no access or short of staff. King Broast has limited verity in Food they offer only Fast Food (Broast, Burger and Sandwiches) and Rolls only ion BBQ, where as Lee Broast offer vide range of verity in food (Fast Food, BBQ, Chines food, Karhai, Handi, Birynai, Haleem and Fish). We will offer more verity of food as compare to King Broast but not go wider in range like Lee Broast, we will be limited in verity but more than King Broast. We will offer Food which motly people are attracted to like Broast, burger, Sandwich and BBQ with some Chines Dishes King Broast has better taste as compare to Lee Broast because there cooks are better as compare to Lee Broast cooks, for that purpose we will compete King Broast in this area for better taste we will also higher better cooks (to compete level of King Broast Cook) We will offer little higher price as compare to Lee Broat but same as King Broast. for example Broast at Lee Broast is of Rs. 160/- where King Broast offer Broast at Rs. 170/- we will also offer Broast at Rs. 170/-, which will be better in taste as compare to Lee Broast and compete the quality of King Broast. We will offer a better hygienic environment as compare to Lee Broast and King Broast in our restaurant, Lee Broast offer Open Air Seating but there chairs and tables are not in vey good conditions and where as king Broast offer sating inside the restaurant which is to much hot in summer due to no air-condition system with less seating/dinning area. We will offer seating inside restaurant in air conditioner with better environment

12.2) The Competitive Analysis through Perceptual Map

A perceptual map is of the visual technique designed to show how the average target market consumer understands the positioning of the competing products in the marketplace. In other words, it is a tool that attempts to map the consumers perceptions and understandings in a diagramTotal BenefitsTotal Cost

(0-12)(0-12)

Lee Broast88

King Broast910

Pizza Polar68

Chillies912

Mashallah Restaurant46

Model Food Corner108

LocationFood VarityFood QualityEnvironmentTimeSkilled Staff

(0-2)(0-2)(0-2)(0-2)(0-2)(0-2)

Lee Broast221111

King Broast112122

Pizza Polar111111

Chillies112212

Mashallah Restaurant110011

Model Food Corner212212

13) Current Resources Financial resources (investors 3 business partners) Location at porch area of Model Colony Malir Skills Experience Land & Building available for opening restaurant with commercial gas connection14) Required Resources Legal license Staff required Marketing (advertising) Dining & Office Furniture Suppliers (K&NS,Local& PEPSI) Machinery (Freezers, New Roast Machine, Deep Well Firer, Hot Plate for Burgers, Kebab, Sandwiches (30 x 22) Bin Marry Soup Container (2 Valve With Steel Cabinet),Potato Cutter (8mm) ,Pillar (4.5 Kg Potato Peeling Capacity), Microwave Working Tables , BBQ Chimni, Fryer, Tawa, Keg Racks & Shelves Loan from the Bank15) Capabilities Machinery and equipment used to produce good quality fast food according to customer need Skills and experience will led providing tasty quality food to our costumers Appropriate funding will led us to open bossiness by investing the required amount by business partners 16) Core Competencies Production and delivery speed. Providing quality food at same cost Good Hygienic Environment We will be neither Cost leader or Differentiator in the are, we will be more focus on Integration Strategy for our restaurant services 17) External Environment

17.1) Demographic factor:

Total inhabitants is going above Total Labor force has increased Energy project for energy crises and reduce cost of electricity. More individuals are likely towards getting greater education Rural places are more largely inhabited than the city area More than 50% of the inhabitants consists of women gender 50% of the inhabitants is younger generation and center age group (18-50) Migration of the individuals from non-urban to city areas Emergence of the idea of stylish and municipal societies

17.2) Economic factor:

Present bank rate 8% Present amount of core inflation rate is 5.9% GDP amount of development is 4.14% Unemployment amount is 6% Present per capita income of Pakistan is about $1,386/- Corporate tax is 35%

17.3) Political factor:

Unstable political infrastructure Governments poor guidelines for the security of Business Shaken assurance of the traders Huge impact of political parties Poor law and order situation Lots of hurdles (corruption favoritism)17.4) Legal factor:

Public Obligations & Ethics: Government interventions and barriers Other legal barriers

17.5) Social cultural factor:

More press influence People looking for more comfort People are moving from non-urban to city areas Concept of personal protection system People are more technological innovation oriented Spending routine of the individuals is changing Concept of operating close relatives is emerging Evolution of magnificent and magnificent way of life of the people Concept of time is money18) SWOT Analysis18.1) Strengths Location advantage Market standing Legal protection Monopolistic outlook Exclusive rights18.2) Weaknesses High prices Time in Service Lack of focus on R&D Limited Varity in Food

18.3) Opportunities Cheap and easy availability of labor Increase consumption of fast food has increased the market size Consumer prefer All under one roof in order to increase their sales turnover they can increase or add the served items Population growth Life style fast ,work outside E commerce and technology People attraction towards offers

18.4) Threats Entrance of New competitors into the market High political instability/uncertainty Tendency to have additional tax on unhealthy food 19) Competitive Rivalry This element desperately where there is even a little amount of competitors This makes a restaurant build its restaurant up to the level best and to create new innovation in product range menus deals technology in Pakistan this has grown like nuts and very year on certain national holidays and other event these restaurants competitive rivalry is always at peak some example of how it is created are as follows

Extensive marketing approach Too much restaurant in a certain regional area Due to high fixed costs Strategic levels are tremendous due to catching industry share Exit barrier are highAll of these and the list go on according to the circumstances available for the investorEvery investor requires an understanding with care to adjust his ideas in relation to these to make a long term success for his business.20) Competitive Edge

Model Food Corner competitive edge will be in its people. We truly believe that your business is not only as good as your products (meals) but the quality of our staff as well. Our staff is a reflection of us. Our long term goal is to hire team members that are truly hand selected and have the same honest to goodness family values we do. And unlike our big chain competitors, because of our lean size, we can turn on a dime when economically pushed and make changes quickly allowing us to be proactive. 21) Marketing Mix

21.1) PriceAt Model Food Corner cost accounting is important, since the profitability of individual dishes can vary significantly and will initially determine the cost of the menu items. In startup we will go for minimum reasonable profit not to low neither to high, we will offer food reasonable price to attract the customer, and we will also closely monitor the Prime Cost Report which focuses on the controllable expenses of Cost of Goods Sold and Labor.

21.2) Positioning Statement Model Food Corner will be good hygienic dinning place in air-conditioned environment. We will offer reasonably priced meals, in relaxed and comfortable setting. We have a selection on our menu. We are open 7 days a week our food will be better in taste and environment as compare to other retardants in the area, wee offer good place to have fun and dinner with family and friends

21.3) Promotion

Promotion is the method used to inform and educate the chosen target audience about the organisation and its products. Our strategy will include a focus on word-of-mouth advertising, a good public image through community involvement in different events, Using all the resources of promotion

We will use these advertising for our Restaurant.

As part of our promotion for Model Food Corner, we will be designing Flyers, one for our main event, the opening of Restaurant We will start running over advertisement on Cable Television before we Open (coming Soon concept) Brochures/Flyers distribution through newspaper dealers in the area and near by areas, and distribution of Brochures/Flyers by our staff or paid person like after Friday Prayers We will stay current with industry trends and have a Webpage, Facebook page and Twitter site. Our menu, map, and hours of operation will be easily accessed. We will be ordering a Coming soon vinyl Banner that will be located near our restaurant and it will have our name, slogan, and dates of operation printed. Free Samples in the staring two days will be offer through various deals Organize an small Event fro 1st two days of start-up 21.4) PlaceModel Food Corner will be located on the Main Model Colony Road in the middle of the market area. Due to market area we will attract more customer as compare to our competitors in the area. Potential customers are able to readily find our restaurant.

22) Sales Strategy Customer service is of the utmost importance. It will be our goal to provide a wonderful and good taste meal combined with superior customer service. Training programs will include teaching materials to train our employees about service attitudes, customer perception and how to handle guest complaints. We will conduct periodic staff meetings intended to review policy, increase guest satisfaction and to keep a general line of communication between staff and management. All guest complaints will be acknowledged by the staff and referred to management. Programs will be in place for all types of guest complaints. More serious complaints will be documented Customer feedback will be accomplished by customer surveys

23) Financials Details 23.1) Initial Investment Rs. 000

INITIAL INVESTMENT STATEMENT

AssetsEquity and liability

Fixed AssetsLiability

Land/Building8,000Long term loan4,000

Furniture & Fixture850

Vehicles900Total Liability4,000

Generator900

kitchen Equipments1,200Partners Capital

Other Fixed Assets1,100

Capital Expenses1,000Ali Arshad 3,500

Mujtaba 3,500

Total13,950Faisal 3,500

Current AssetsTotal Capital10,500

Cash550

Total550

Total Asset14,500Equity & Liability14,500

23.2) Expenses Detail Avg Daily SaleMonthly Sale

Total Sales (Rs)98,5352,956,050

Total Cost of Good Sold80,7052,421,150

Profit (Rs.)17,830534,900

ExpenseMonthlyYearly

Salary 290,000 3,480,000

Electricity Bill 50,000 600,000

Gas Bill 25,000 300,000

Petrol Expense 9,000 108,000

Maintenance 20,000 240,000

Other Expense 25,000 300,000

Generator Line 10,000 120,000

1st year Expenses 10,000 120,000

23.3) Balance Sheet

RS"000"

Year201520162017

ASSETS

ended Dec Dec Dec

Cash & Bank955 2,701 10,401

Other Working Capital1,0001,0001,000

Current Assets1,955 3,701 11,401

Land/Building7,9007,8057,715

Furniture & Fixture680544435

Vehicles720576461

Generator720576461

Kitchen Equipments1,020867737

Other Fixed Assets825619464

Fixed Assets10,865 9,987 9,273

Total Assets13,820 14,688 21,674

Year201520162017

LIABILITES

ended Dec Dec Dec

CURRENT LIABILITIES0 0 0

Long Term Borrowings 3,556 2,890 2,129

LONG TERM DEBTS3,556 2,890 2,129

TOTAL DEBTS3,556 2,890 2,129

Partners Capital 10,500 10,265 11,798

Un Appropriate Profit/(Loss)(235)1,534 7,746

Total Capital10,265 11,798 19,545

TOT LIABILITES & CAPITAL 13,820 14,688 21,674

23.4) Income StatementRs. In 000

INCOME STATEMENT

201520162017

Dec Dec Dec

Sales35,965 46,515 95,042

Cost of Goods Sold29,457 37,687 77,173

GROSS PROFIT6,508 8,828 17,869

Salary 3,480 3,780 4,601

Electricity Bill 600 690 794

Gas Bill 300 345 397

Petrol Expense 108 124 143

Maintenance 240 276 317

Other Expense 420 345 397

Generator Line 120 138 159

Depreciation 1,085 878 714

Financial Charges 390 447 353

6,743 7,024 7,874

OPERATING PROFIT(235)1,804 9,995

Other Income0 0 0

Income Tax0 271 2,249

0

NET PROFIT / (LOSS)(235)1,534 7,746

Distribution of Profit (50%)

Un Appropriate Profit/(Loss)(235) 1,534 7,746

FINANCIAL RATIOSRs in "000"

NET PRESENT VALUE

YEAR 2015YEAR 2016YEAR 2017

Net Cash flow8502,4128,460

CASH OUT FLOW-14450

Present Value-14,490

LIQUIDITY RATIO

current ratio 3.88638925.08235294110.18037

Inventory = Rs . 100,000/=

Quick ratio3.858267725.04775086510.1334

ASSET MANAGEMENT RATIO

Inventory turnover294.57376.87771.73

Total Asset utilization299.708333337.0652174597.7484

PROFITIBILTY RATIOS

Profit margin on sales-0.00653410.0387831880.105164

Return on total assets-1.958333313.0724637762.86164

References Highlights of Pakistan Economic survey 2013-14 at finance.gov.pk/ Overview of the Economy - Pakistan Economic Survey 2013-14 I- at business.onepakistan.com.pk Core Economic Indicators - State Bank of Pakistan at www.sbp.org.pk Pakistan Economic Indicators - at http://www.tradingeconomics.com/pakistan/indicators Population, Socio-economic and Development Profile of Pakistan Restaurant Business Plan - www.FASTBusinessPlans.com Competitor analysis Matrix at http://en.wikipedia.org/wiki/Competitor_analysis Pperceptual mapping at http://en.wikipedia.org/wiki/Perceptual_mapping Perceptual mapping at http://www.learnmarketing.net/perceptualmaps.htm Demographics of Pakistan At - http://en.wikipedia.org/wiki/Demographics_of_Pakistan Demographics of Pakistan At http://www.indexmundi.com/pakistan/demographics_profile.html Fast Food consumption in Pakistan (DRC) - http://www.brandsynario.com/fast-food-consumption-in-pakistan https://www.restaurantequipment.com/ http://www.webstaurantstore.com/restaurant-equipment.html http://www.ebay.com/bhp/used-restaurant-equipment http://www.equippers.com/public_html/used-equipment.asp

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