Fantasy Rock

– Business Report Essay, Research Paper

EXECUTIVE SUMMARY

Fantasy ROCK will be a small business that provides entertainment and leisure activities. We will sell a variety of foods and beverages. Our menu will contain many dishes. A large appetizer section, Steaks, Chicken, sandwiches, hamburgers, soups and salads will be our specialty. We will sell several types of beer on tap and in bottles. A few micro brews such as Fat Tire Ale, and Honey Brown larger will be kept on tap, as well as the cheaper larger brands such as Budweiser and Coors. Several large screen TV’s will be placed through out the cafe’. They will be playing an assortment of things. Our main TV’s will be playing rock videos that go along to the music we are playing. Others will provide sports coverage of big games going on. The intent of the big screens is so that as our customer sits we allow giving them something to look at. We want to provide them with entertainment. Rock music has an effect to energize and lift a person’s spirits. We want customers to enjoy themselves. A sound system will be installed to heighten our music listening. Fantasy ROCK wants to provide high quality sound yet minimizes costs. Purchasing a surround sound system by Bose speakers systems can do this.

Fantasy ROCK has great potential to expand. Our biggest competitor is Hard Rock Caf.. How we plan to differentiate ourselves is we want to provide a more of a local business atmosphere. We want our employees to get to know our customers and welcome them by name as they walk in. The market in which we are entering is wide open. All restaurants are competition to us yet because of our atmosphere in providing entertainment and leisure we become unique. Currently Fantasy ROCK has no expansion plans. As profits come in and our business base grows future planning will be done.

MISSION STATEMENT

Fantasy ROCK strives to be the premier rock music restaurant in Phoenix. Our goal is to be a step ahead of the competition. We want our customers to have more fun during their leisure time. We provide more television with ROCK videos and sports coverage than anywhere else in the Phoenix area. We provide a state-of-the-art Bose sounds system to deliver the highest quality sounds possible. We Combine menu selection, atmosphere, ambiance, and service to create a sense of “place” in order to reach our goal of over-all value in dining and the entertainment experience.

OBJECTIVES

Fantasy ROCK has the objective of staying as a single store until sufficient funds have been created to open another store. The placement of the store is vital to becoming a success. The layout of the restaurant must be very pleasing to the eye and allows a sense of openness and visual ability to view several TV screens.

The management of Fantasy ROCK will demonstrated its concepts, execution, marketability, and controls, and feels confident of it’s ability to replicate the restaurant once we choose to open a new store.

The following objectives have been established:

Have a single store operational by the year 2000 with a sequential time-line.

Maintain high control of costs and operations be hiring quality management that will utilize computer records and data tracking.

Keep food cost less than 32% of revenue.

Keep beverage cost under 21% of revenue.

Select only a location that meets all the parameters of success.

Grow our single location to the $3 to $5 million annual sales level.

Keep labor costs under 23% of revenue.

KEYS TO SUCCESS

The keys to success in achieving our goals are:

Product quality. Not just great tasting food but great service.

Managing finances to enable better advertisement and growth of our customer base.

Controlling costs at all times without exception.

Instituting management controls to insure replicability of operations once we decide to expand. This applies to product control and to financial control.

COMPANY SUMMARY

Rock and sports based themes—The Company will focus on themes that have mass appeal. This will include song selection, and sports game coverage. Many polls and surveys will be taken to gain a good basis of what music people want to hear. A simple comment card on every table will allow customers to place in song titles they want to hear during their stay.

Distinctive design features—All locations will be characterized by spectacular visual design and layout. Each store will display a collection of sports and rock memorabilia. This may include guitars, sports figures, record albums, and billboard music listings, anything that appeals to the masses.

High profile location—It is our main goal to pick and maintain a high profile location in the area of Phoenix. The location must contain key demographics, including traffic counts, average income to upper class income, and number of household, hotels, and offices within a 3-mile radius. We want to create a well-centered location that will allow us to gain a very large customer base.

Celebrity events—Fantasy ROCK will be distinguished by promotional activities such as sports events, and music events on local stations. Low costs are always needed in promotion costs and local marketing is a key. ASU, businesses, homes, and parking lots will be area of distribu

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