Marketing

The final project report of Marketing.

Presented By: Roll no:
Ozan Ali Nayyar 105
Faisal Bhatti 79
Talha Bhatti 92
Sehar 120
Miss Hafiza Farah 104
Miss Haroona 76
Qasim Bashir 112
M. Usman 109

Presented to: Sir Ali Rahman.

Project Report:
Our Project report is based on Fast food Restaurant.
Table of Content:
Acknowledgment _____________________________________________________________ 5
Executive summary____________________________________________________________ 5
Grill & Gossips _____________________________________________________________ 5
Needs and Wants______________________________________________________________ 7
Objective of the business _______________________________________________________ 7
Mission statement _____________________________________________________________ 7
Our Vision ___________________________________________________________________ 7
Main indicators for success: _____________________________________________________ 7
Customer Repetition _________________________________________________________ 7
Excellent Flavor _________________________________________________________ 8
Location: __________________________________________________________________ 8
Menu: ____________________________________________________________________ 8
Introduction of the restaurant ____________________________________________________ 8
Business opportunity___________________________________________________________ 9
Restaurant design _____________________________________________________________ 9
Services _____________________________________________Error! Bookmark not defined.
Staff: ____________________________________________________________________ 10
Inventory: ________________________________________________________________ 10
Operating hours: ___________________________________________________________ 10
Marketing: __________________________________________________________________ 10
Marketing objectives: _______________________________________________________ 11
Competitors: ______________________________________________________________ 11
Porters model of competitive analysis ____________________________________________ 11
Threat of new entrants: ______________________________________________________ 12
Bargaining power of suppliers: ________________________________________________ 12
Rivalry among existing firms: ________________________________________________ 12
Bargaining power of buyers: __________________________________________________ 12
Threat of substitutes: ________________________________________________________ 12
Porter’s generic strategies: _____________________________________________________ 12
Positioning: _______________________________________________________________ 13
Product: ______________________________________________________________ 13
Service: ______________________________________________________________ 13
Positioning Statement: ________________________________________________________ 13
Target market: _______________________________________________________________ 13
Financing and expenditure: _____________________________________________________ 14
Financial Objectives: _______________________________________________________ 15
HR Activities _______________________________________________________________ 15
Objectives of human resource: ________________________________________________ 15
 Organizing: _______________________________________________________________ 15
Leading: _________________________________________________________________ 15
Controlling: _______________________________________________________________ 15
Planning: _________________________________________________________________ 15
Applying six steps of planning: _________________________________________________ 16
Objective setting: __________________________________________________________ 16
External Audit: ____________________________________________________________ 16
Internal analysis: ___________________________________________________________ 16
Evaluation stage: ___________________________________________________________ 16
Operationalization stage: ____________________________________________________ 16
Scheduling stage: __________________________________________________________ 17
Management control: _________________________________________________________ 17
Order Guide ___________________________________________________________ 17
Inventory on weekly level:________________________________________________ 17
Daily order tracking _____________________________________________________ 17
Activities in the firm: (environment of restaurant) ___________________________________ 17
Training of employees: ________________________________________________________ 17
Future services ______________________________________________________________ 18
Organization design and structure _______________________________________________ 18
Hierarchy: ________________________________________________________________ 18
Administrative system ________________________________________________________ 19
Daily cash control: _________________________________________________________ 19
Purchase records: __________________________________________________________ 19
Processing of payroll: _______________________________________________________ 19
PESTL analysis ______________________________________________________________ 19
Political: _________________________________________________________________ 19
Economic: ________________________________________________________________ 19
Socio-culture: _____________________________________________________________ 19
Technology _______________________________________________________________ 20
Legal ____________________________________________________________________ 20
SWOT analysis _____________________________________________________________ 20
 Strengths: ________________________________________________________________ 20
Weakness: ________________________________________________________________ 20
Opportunities: _____________________________________________________________ 21
Threats: __________________________________________________________________ 21
Supply chain ________________________________________________________________ 21
Porters value chain ___________________________________________________________ 21
Services: _________________________________________________________________ 21
Procurement ______________________________________________________________ 21
Technology development ____________________________________________________ 21
Human resources management ________________________________________________ 22
Firm’s infrastructure ________________________________________________________ 22
Strategy pyramid _____________________________________________________________ 22
Strategy: _________________________________________________________________ 22
Tactics: __________________________________________________________________ 22
Programs: ________________________________________________________________ 22
Strategies to be used: _________________________________________________________ 22
Pricing strategy: ___________________________________________________________ 22
Promotion and advertising strategy: ____________________________________________ 23
Word of Mouth: ___________________________________________________________ 23
Digital Presence: ___________________________________________________________ 23
Location: _______________________________________________________________ 23
Understand the customer needs and address them _______________________________ 23
Offer a takeout menu _____________________________________________________ 24
Design elements (digital media) _________________________________________________ 24
Our Logo: ________________________________________________________________ 24
Advertisement designs: ______________________________________________________ 24
Menu Design: _______________________________________________________________ 24
Survey analysis ______________________________________________________________ 28
 Acknowledgment
At first, let’s begin with thanking ALLAH, the Almighty and powerful, who created
us and is the most beneficial and the most merciful, for providing us the capability to do this
project. As

Allah says (what means): "And Allah has brought you out from the wombs of
your mothers while you know nothing. And He gave you hearing, sight, and hearts that you
might give thanks (to Allah)"
[Quran, 16:78]
Next we express our special thanks to our Instructor M. Ali Rahman for giving us this
golden opportunity to do this project by providing us a blank page and asking us to draw our own
lines on it, in order to open us our minds and think critically, as the completion of our project
would not have been possible without the our Instructor. As Hazrat Ali has said:

“I am slave of the person who has taught me even a single word, he can enslave me or set
me free.”
-Hazrat Ali (R.A)

Last, but not least we would like to thank our parents for providing us the great
opportunity to study and explore amongst the best Institute in the Pakistan due to this we have
studied from the best instructor who have guided us throughout our degree program and have
done their best to help us out in every way possible.
We are making this project not only for marks but also to enhance to increase our
knowledge and enhance our skills.

Executive summary

Grill & Gossips

The startup we choose is a startup of a restaurant, which we named as “Grill & Gossips”. It is
located in Umar Block Allama Iqbal town Lahore and it will have a seating capacity of about 45
people and will be offering healthy fast food including most of the Western readymade food. We
will offer specialty section which will have sweet dishes and a small portion for kids mean like
nuggets, potato smileys etc.

The restaurant will be owned by five partners Ozan Ali Nayyar, Qasim Bashir, Talha Bhatti,
Ozan Ali Nayyar and Chaudhry Usman. The location selected will be on lease of 150,000 per
month.
We have selected that location because there are no restaurants nearby that provide heathy fast
food and good environment & Good sitting. Iqbal town is a society with many homes and
Hostels due to which our main target group is going to be the residents of hostel who are looking
for quality and healthy food as they are not satisfied.

The restaurant is going to serve different types heathy and good quality fast food. The type of
food offered will Grill Burgers in chicken and beef patties, Delicious pizza with classic and new
flavors, Chicken grill Sajji with rice and also chicken hot wings, nuggets and fries. In the desert
we are going to serve the Tawa Ice cream and Russian salad.

The decor of the restaurant will be an outdoor seated arrangement, with plastic chairs and table.
Tables will be surrounded by chairs, there will be 3 tables and each would have 4 chairs
surrounding it. And in the inner there is hall which is filled by beautiful furniture (table and
chairs).

Inner sitting Outer sitting

Needs and Wants
In the fast moving century the people like to eat readymade food because they want to eat in
hurry and healthy food in less time and in less prices. So we are trying to fulfill the customer’s
wants needs and demands.

The people of Lahore have great taste buds, and they like much fast food, and like to eat as well
and they don’t want to cook by selves therefore they want to eat fast food which is healthies for
them.

Objective of the business

The primary objective of our business is:

 To provide a comfortable eating environment

 To provide quality and delicious food
 To be profitable
 To expand the business
 To Treating the customers with good and welcoming manner
 To have an attitude of gratitude towards our customers
 To Provide them warm and friendly environment

Mission statement
The mission statement of our restaurant is to provide a relaxing experience to customers that is
much similar to the dining at home.

“Food like home”

We will try to achieve this goal by:

 Providing a menu that incorporates quality ingredients at a price that is reasonable and
 Keeping in mind the basic values and treating the customers with dignity and respect and
creating good relationship with buyers.

Our Vision
“Our aims is creating Good will and expansion of our business by providing them precious
and quality services to our beloved buyers and society as well.”

Main indicators for success:

Customer Repetition
Our restaurants main aim is going to grab the customer attention in such a way that the
customer repeatedly comes to our restaurant.
Excellent Flavor:
The chef hired will be top notch chefs and the flavor of food will be made the best as desired
by the customers and suggestions and recommendations from the customers will be
welcomed.

Location:
The location chosen is a very important one as it is a residential area and has no restaurants
of similar type nearby. There are also many Universities Colleges and school near by our
restaurant.

Menu:
The menu will be an attraction for customers as the menu for each day will be different and
would have different deals for the favor of customers.

Introduction of the restaurant

Food business is the most emerging business of time and has less entry barriers.

The Western food type restaurant is named as “Grill & Gossips” and is going to be operated by
Ozan Ali Nayyar, Qasim Bashir, Talha Bhatti, Ozan Ali Nayyar and Chaudhry Usman.”. It
is located in Umar Block Allama Iqbal town Lahore. And it is on lease of one hundred and fifty
thousand per month. We have decided to initiate our startup from Iqbal town Lahore and then
expand our business to the other areas of Lahore and to the other areas of Pakistan.

People of Lahore are famous for their sense of taste and they like to do hoteling as well so, if we
made ourselves able to become successful in Iqbal town, Lahore then we can easily expand our
business. The target market for taste collection will be the people which loves to eat delicious
foods in Lahore and in other cities.

Grill & Gossips will target middle class in the start of business and when the business will
become stable so, we move towards the posh areas of Lahore and Pakistan to target upper-
class. Like for upper-class more stylish hotels and restaurants will be built so, that they will be
charged according to the facility provided to them.

This concept will be attractive for the people because they will have suspense of something new
opening in the town which have a totally new concept and taste for them. The taste and quality
of will make people to love the brand taste collection. And as there are no such existing
restaurant in the area our restaurant will the first of the type, although a number of stalls exists
serving shawarma, And barbeque however no proper healthy fast food venture exists here so this
will provide us an edge to be the first one to initiate it.
It’s a big family sitting restaurant
Founding team:
1. Ozan Ali Nayyar
2. Talha Bhatti
3. Ozan Ali Nayyar
4. Qasim Bashir
5. Chaudhary Usman
6. Haroona
7. Sehar
8. Farah

Business opportunity:
Despite of being well aware of the fact that there are a number of food point all over Pakistan,
there is still sufficient space for new ventures to come up as long as they offer something
tempting and different. New taste is constantly being welcomed by the Pakistani nation and
when it is being offered at a sensible price people will prefer it so much.

Restaurant design
The restaurant will be designed in a colorful theme with rest of the seating arrangement will be
table and sofa chairs. The theme will be antique. The restaurant will be designed in a way that
the customer can easily eat the food with comfort and in soothing environment and when the
customer comes to our restaurant his minds feels relaxed and peaceful. The structure of the
restaurant will be an ideal one for both the customers and the employees.
Daily Operations:
The schedules are written in a way that provide maximum productivity and are focuses on peak
hours as the timings mentioned below are the peak hours as per our research. The layout of the
restaurant with an outdoor seating arrangement has been decided in this way in order to increase
the efficiency and enhance profits and the timings are peak hours in which customer traffic is at
peak.

Staff:
We will hire 4 chefs and 2 assistance and 3 helper’s, 5 waiters staff who also will work as a
delivery boy and there will be no rotations and the staff will be present in the restaurant timings.2
guards and 1 dish washer and 1 Swapper. Total numbers of employees is 20. Here 1 is
Accountant and 1 branch Manager.

Inventory:
The inventory will be well maintained initially starting from a low inventory we will increase our
inventory as per the requirements and the demand.
Operating hours:The restaurant will be open for 7 days a week.
The restaurant timings for each day are as below:

Days Timings

Monday 11:00 am - 2:00 am

Tuesday 11:00 am - 2:00 am

Wednesday 11:00 am - 2:00 am

Thursday 11:00 am - 2:00 am

Friday 11:00 am - 3:00 am

Saturday 11:00 am - 3:00 am

Sunday 11:00 am - 3:00 am

Marketing:
Marketing will turn out to be a very important aspect of our business as after the startup people
have to be aware of it and to make them aware of the special taste and dishes and the unique type
of restaurant in the nearby town they need to be informed about it, for this purpose we will
market our restaurant we will use cheaper channels for marketing such as Facebook and
word of mouth and will give ads on the newspaper, our team has good experience of running
Facebook pages and will market out restaurant there by constantly uploading the pictures of the
dishes and will ask customers share their experience on Facebook and give their reviews.

We will offer discounts for our regular customers this will make them loyal towards our
restaurant and will have a deal of 20% off after every fifth meal the customer takes in our
restaurant. Social media marketing is the best mode of marketing nowadays and therefore
we will use social media aps extensively such as Facebook and Instagram as Instagram is a
very important and emerging tool for having success in the food industry, apart from this the
cost of using such aps is nonexistent. While we cut down out marketing cost using effective
channels like Instagram and Facebook, we can utilize the otherwise used cost for some other
beneficial and profitable purpose. So the main purpose of marketing will be promoting our
restaurant and making people aware of our presence.

Marketing objectives:
1. To maintain a steady ,and positive growth of restaurant every month
2. Generate sales enough to cover up the cost
3. Attain increasing number of customers each month
4. Customer retention along with customer addition
5. Make people aware of our restaurant

Competitors:
The concept of our restaurant is already exist but we are providing premium services in less
prices, however the competition is the same highly typical one. The main competitors are
Howdy, My Burger, King Burger Pk Grill and café grill, however in Iqbal town only a few
competitors exist such as Pk Grill, KWC Grill, and Super Grill, they are providing but they
don’t have compatible and family seating environment. In order to do the competitive analysis
we have used the porter’s model of competitive analysis from the positioning school of thought.

Porters model of competitive analysis

Threat of new entrants:
In food industry threat of new entrants is also high as it is a sort of business that has an easy way
to enter and many people are willing to step into it so the threat of new entrants is also high in
our case as well

Bargaining power of suppliers:

The number of suppliers in this business is so much and they are all willing to do contracts with
restaurants, and hence we went for the one who was near and cheaper as compared to the other
suppliers as the restaurants will need a lot amount of goods so we will make sure to contract with
those suppliers which can maintain their stock that if an immediate condition of demand occur
the suppliers could send us the goods on time. So the bargaining power of the suppliers is low.

Rivalry among existing firms:

The competition among the existing firm is high as a lot of restaurants are already present in the
market each trying its best to grab customer attention and then retention.

Bargaining power of buyers:

The bargaining power of buyers will be high as the buyers have a lot of options available and if
our pricing strategies do not attract customers then they can have other options so we will have
to attract the customers by providing them deals and offers and the food quality and so the
bargaining power of buyers is high.

Threat of substitutes:
There are a lot of substitutes present in comparison of the product we offer there are a lot of desi
food restaurants in case a person does not like fast food they will go for other options as there are
variety of substitutes.

Porter’s generic strategies:

The strategy among the four strategies (cost leadership, differentiation focus, low cost and
differentiation) that we are using is cost leadership, the food we provide will be of very high
class as it will be simple home like meal which will result in the our meals be made a relatively
lower cost as a result we will be selling the food at low prices too so this will make us cost
leaders as we are cutting down the costs of production. Another factor adding up to this is that
we are purchasing our raw material at a relatively lower cost.
Positioning:
We will position our food in the minds of customer as most unique food in the country, by
providing unique, tasty and hygienic food to the customer
Grill & Gossips positioning will depict their competitive edge:

 Product:The product that will be provided by our restaurant will be made up of fresh
ingredients and will have a taste resembling to homemade food and will be presented in
an enhanced and attractive way.
 Service:Customer service will be given prior importance as the employees will be
specially trained regarding customer satisfaction and how to make sure that customers
have the most pleasant experience of dining, keeping in view the high quality of food in a
limited budget.

Positioning Statement:
Provide unique and tasty food in reasonable price and in descent environment

Target market:
We segmented the market into two different target groups in terms of demographics our target
market includes no age limits, it includes all types of people whether teenagers, employees,
elders or other households and it also includes the people of any income level because it is the
want of each and every person. But we will prefer the students and target them by making them
feel not what they need but emphasizing on what they want.
Individual: People that dine in, these include people dining alone or with friends or colleagues
as the preferences of individual is different, they expect a very relaxing environment and try to
find peace in the ambiance

Families: Families include the ones that come along with their children, and in the presence of
children the place becomes quiet noisy and the requirements of children need to be met in order
for the satisfaction of the family

According to our survey mainly the respondents did not like coming along with family and most
of them responded to as with friends of colleagues or either they visited the restaurant alone,
however a very few of them opted for family.
However our main target groups can be summed up as

• Families who live nearby to our location

• Professional or residents of hostels nearby
 Financing and expenditure:

Financing is a basic need to start this business so for this purpose five of the partners of business
will contribute the percentage. Approximately 40-50 lacs of the money is required to start this
business. The expenditures for this business are cost of rent of the place which is approximately
150,000 p.m. as per zaemeen.com. And also 6 months’ rent in advance.

The charges for buying kitchen equipment’s and cost of cooking materials like meat, oil etc. to
start this business will be more than two lac fifty thousand, and furniture cost will be more
than 5 lacs. The salaries paid for the employees will be more than.

This all estimate is expected for our first restaurant. In the start we will invest more to make our
restaurant best in the town then we will cash our brand name by making new restaurants
branches. While the generators, Air conditioners and other electric appliances cost depends
on the season and that has been added in the overheads.

Items Cost RS.

chefs 4x 120000

Assistant chef 25,000

Dishwashers 15,000

Helpers 5x 75,000

Furniture 5,00,000

Rent 150,000

Electric cost 1,00,000

Kitchen equipment cost 2,50,000

Overheads 5,00,000

Security equipment cost 250000

Rent in Advance 900,000

LCDS And Air Conditions 400000

Play stations 100000

Guards and swapers 45000

Equipment’s( Pizza machine, fryer, burger table freezers) 1700000

Total 5000000

Financial Objectives:
 To have double digit growth every month
 Minimize cost, maximize profits
 To go profitably in order to do expansion
 Reduce overhead cost

HR Activities

HR management is very important for any sort of business and so is in our case as well. In order
to enhance the performance of our restaurant and keep a proper check and balance on the
employees and selecting and retention of proper staff we have given importance to our Human
Resource system.

Objectives of human resource:

The main objectives of our Human resource department are:
• To reduce turnover
• To pay wages on time
• Proper training of employees
• Maintaining an attendance record

Our management is going to fulfill the needs of the working staff as well as the customers too.
Treatment towards all employees, chefs, and waiters will be equal.

Organizing: everything will be well sorted out in our restaurant and the roles of each person will
be properly conveyed to the individual.

Leading: leading signifies how to lead the employee’s and in what direction the leader takes
them in our case Ozan Ali Nayyar being the CEO is although the leader, however the
participation of the rest of the managers are equally appreciated.

Controlling: This includes keeping a proper check and balance on the processes and systems
and taking necessary corrective decisions whenever required and to keep a track of the
performance of the employees as well.

Planning: proper planning shall be made in order to achieve our goals of time by keeping in
view the perks and benefits, any program will be implemented.
 Applying six steps of planning:
Objective setting:
After the idea of opening new restaurant so we must need to identify all the objectives
which can lead us to a successful business venture. The main objective is to capture the market
of the Iqbal town because there is no restaurant in the markets of the Mustafa which can fulfill
the desire of the people who are living there in the hostels or they are living there for work so,
we came across an idea about to open the restaurant in that specific place because he analyze that
there are no such kind of restaurant near his hostel so that’s why everyone must pay their food
charges to the hostel and he told us that all his friends also don’t want to eat food from the
restaurant .
So, after the visit of Iqbal town our team agreed to work on the restaurant in Iqbal town. The
other main objective was we are in team so we can take decision with others suggestions too so
there is less chances to get the loss.

If we will succeed in this project and manage all the external forces and internal environment of
the restaurant then we can get the healthy profit. The last objective is to offer low the price with
the quality food because people which we are targeting are families, students and workers,
middle classes so they demand food with quality but low prices.

External Audit:
External audit requires the performance of the external analysis of the environment and
various tools are used to do it such as SWOT analysis, competitor analysis and PESTL analysis
which we have already done.

Internal analysis:
This audit requires an in depth internal analysis of our own organization which means the
internal capabilities for the future needs to be identified however we are new to the business we
have mentioned our assumed strengths and weaknesses in the SWOT analysis .

Evaluation stage:
Evaluation stage is the stage in which strategies are being evaluated, here we are going to
evaluate all the strategies made for our restaurant and see the best ones which are the most
effective strategy. Here financial analysis have to be done in order to see if the startup is going to
be cost effective or not.

Operationalization stage:
This stage requires allocation of resources like in our case of the restaurant budget allocation for
our startup, purchase of equipment’s, budget set for marketing, for the strategies we have
selected.
Scheduling stage:
This is the last step, this step can be implemented once we start our set up as this requires
attachment of timeline like in the duration of one month we must be able to make a profit of a
certain amount.

Management control:
The management procedures are very important in order to have a proper control as well as
quality checks and to control the cost too, Management is required in order to provide the
friendly and calm environment as we have planned for our restaurant.

 Order Guide: the orders places by the customers will be recorded to have track of history
and to maintain the designated levels of the products as required in the inventory for
successfully meeting orders.
 Inventory on weekly level: Management will be responsible and will conduct a weekly
inventory list required, this will result in determination and valuation of weekly profit and
loss analysis leading to profit/loss reports.
 Daily order tracking: Order by customers will be noted down and as a result of this we
will be able to identify customer demand per day according to the daily menu of our
restaurant.

Activities in the firm: (environment of restaurant)

In restaurant we will make sure to hire the educated and descent employees so that the people
should enjoy the meal with respect. This aspect is one of the major aspect for making good
image in the eyes of people and making the customers loyal with the restaurant. Cleanliness will
also be focused because people always want to sit in neat and clean environment, as our beloved
Holy prophet P.B.U.H said” cleanliness is half of faith”. Then we will come to make sure that
the people are comfortable in the restaurant like hall is air-conditioned in summer, as well as
backup of electricity in summer as there is issue of electricity in Pakistan.

Training of employees:
Training is one of the most important aspect in the restaurants success and is very important for
the business to run successfully and we would have to train the employees we recruit. Proper
trainings will be made in order to make them understand our prior concerns regarding cleanliness
and quality of the food and working environment. We will train the employees regarding how to
behave with customers and to increase the customer’s satisfaction and also how to maintain a
hygienic environment and make the customer experience a memorable one.
Trainings will be conducted for how to behave with customers politely and patiently and to make
the customers happy by their behavior.

Future services:
Grill & Gossips has a future plan to provide the services of online ordering with through an app
(play store app) and also wants to introduce custom made burgers and pizzas. And we want to
use latest technology of equipment’s for the baking of food.

Organization design and structure:

As our restaurant is a startup, it does not require decentralization and everything is centralized
due to its small level. However the controls have been divided for running the activities of the
restaurant easily and tasks have been allocated to the individuals that they are supposed to look
after in proper manner.

Hierarchy:

Nayyar (CEO)
Administrative system:
As the staff of our restaurant is very limited so it is going to be easy to maintain check and
balance of the restaurants activities. Administration at initial levels will be done manually
however later we will use technology for administrative purposes.

Daily cash control: Receipts and the sales will be recording on daily levels, weekly levels and
on monthly basis as well.

Purchase records: book keeping will be done for recording of invoices and credit on daily
levels, having details of expenditures, check payments if any, accounts receivables and account
payables etc.

Processing of payroll: Payroll checks will be issued at the end of every month and Talha Bhatti
(HR Mang.) will be responsible for keeping a check on attendance systems while Sehar (super
visor) will be responsible for the payrolls.

PESTL analysis
Political:
The influence of political conditions are on every business weather a small cafeteria or large
hotel chains so political conditions do have influence on our business as well. Whenever there
are riots or political unrest in the country our business is going to be effected by it just like any
other business. The political environment of Pakistan is mostly never good and due to this
businesses are affected on a very large scale and the result of such unbalanced situation of
Pakistani political climate affects all the businesses.

Economic:
economic issues will have a direct impact on the business as the buying power of the people
depends on their economic conditions if there is inflation that will directly affect us as the prices
of the material used to prepare food will increase as a result of which the cost of the food will
increase too, similarly government policies regarding tax affect the business too.

Socio-culture:
In Pakistan unfortunately, people love their province and casts more than country so, that’s why
mostly local culture is preferred in Pakistan for every business. We will make sure that our
business has a taste of every culture and results in awareness among people about different
cultures of Pakistan by having different dishes across provinces, so the effect of socio culture
will be drastically reduce and will be nonexistent.
Technology:
Technology plays a very important role in every business as the food is made the restaurants
kitchen we will make sure everything is neat and clean and will make the environment more
hygienic by the help of technology, we can use high tech machinery for cleaning purpose like
vacuum cleaners.

And we have also electronic devices for the purpose of taking orders from customers and
for the entertainment purpose of customers.

Gaming zone: people like to play games on play stations so we are also provide this type of
service.

Legal:
Legal factors do not affect the food industry a lot like other industries. However registration of
the business is the main issue. Another main concern is Punjab food authority however it won’t
be an issue for us as our aim is quality food at a very clean environment.
We registered our restaurant from Punjab food authority.

SWOT analysis
The SWOT analysis is done to understand the external and internal analysis (design school), we
have applied SWOT on our restaurant and have found the following results:

Strengths:
 The location of our restaurant as there are no family restaurants nearby
 Well trained and dedicated staff
 Different menu each day.
 Good Environment
 Quality and healthy food
 Our restaurants theme.

Weakness:
 New to this business
 Lack of experience
 Low recognition as a brand
 Limited budget
Opportunities:
 Expanding our restaurant to other areas of Lahore
 Diverse market
 Add more variety
 Cover up the market gap by providing low cost, high quality meal.
 Delivering food to nearby hostels and capturing student market

Threats:
 Rules and Laws imposed by government
 Rising inflation
 Competitors.
 Availability of substitutes
 Taxes are being imposed by the government which will eventually lead to increased
prices.
 Maintenance of sale volume

Supply chain
At the very first step we will need the raw material for the preparation of our food at the
restaurant. We searched for suppliers and before implementation we will sign a contract on
supplying certain amount of material at the end of each month. The supplies we need are chicken
beef, masalas, vegetable etc. We not need to find the supplier because suppliers are came here
itself and give us different offers.

Porters value chain

This department is responsible for creation of awareness of our restaurant in our case and
focuses on enhances the sales using various techniques such as making attractive ads and
increasing our sales.

Services:
This includes the maintenance of the value of the product offered, in our case it will be
the time of environment provided at our restaurant, the way of dealing of employees with the
customers and the taste of the meal provided to the customers whether it is according to the
preferences of the customers or not.

Procurement:
This department would be responsible or the contract and bargaining with the suppliers
and dealers of our restaurant.

Technology development:
This will be responsible for the overall enhancement of the technological aspects, for
instance we may use the electronic attendance systems soon after, or keeping a record of number
of orders per day using technological means.
Human resources management:
Responsible for the managing of staff, finding the best employees, training them and
other things as mentioned under the human resource section.

Firm’s infrastructure:
This includes the overall infrastructure of our business which is described at the
introduction of the project.

Strategy pyramid

Strategy:
To become Iqbal town’s famous restaurant for providing Home-style food and a pleasant
ambiance.

Tactics:
We will at first create awareness of our restaurant nearby and make people aware of our unique
concept of different deals each day and once when the customer comes to our restaurant, we will
make them our regular customers by welcoming them warmly and by pleasant greetings and
providing them the environment and ambiance of their choice and enhancing the process of
repeat customer by proving them customer satisfaction and quality food and services at an
affordable price.

Programs:
We will provide training to employees on how to attend customers and how to increase
customer satisfaction and retention and will keep our employees aware of changing trends and
patterns of food industry and we ourselves will adapt of it and will focus on food quality the
most we will attract customers by designing attractive advertisements and will do mystery
shopping as well and will offer incentives to our employee too, to increase employee satisfaction
long with the retention of our employees, we will also offer delivery services and as our business
progresses we will develop our own website for our customers to order online easily.

Strategies to be used:

Pricing strategy:
At Grill & Gossips pricing strategy is the most important strategy, since pricing is the
most important factor that counts for a restaurants success. The prices of different
items will be kept little high, by taking the advantage of our supplier network as we
will purchase supplies at a relatively higher cost and due to this customers that are
price sensitive will prefer our restaurant over the others.
 And as it’s a new startup we will hire the people we already know in order to control
the employee cost by hiring the ones who will work for us in reduced wages.

Promotion and advertising strategy:

Various promotions shall be given to regular customers like spend over a certain
amount and get a meal free. And 30% discount at the opening of restaurant. ESR
discounts and students discounts.

Word of Mouth:
Word of mouth will be the most important tool for us, as a result of this tool people
who will prefer our restaurant will recommend it to others, eventually making them
come to our restaurant. Word of mouth will be possible if we provide customers with
the desired services and desired meal, for this training of our employees is most
important.

Digital Presence:
Our team is well aware of digital marketing and Ozan Ali Nayyar will be our main
designer while Talha Bhatti will be the marketing manager he will be responsible for
the future development of the app as well the website.
Logo for our restaurant has been designed, apart from this working on the design of
website model has done as well.
And several advertisement and campaign designs are made.

Location:
As our restaurant will be located in Iqbal town, opposite to the BATA Service shoes
Karim Block market Allama Iqbal town and the hostels and university are nearby, as
a result of this people will be driven to our restaurant due to our location.
We also have an advantage of largest shopping market of Lahore is near to our
restaurant.

Understand the customer needs and Wants:

Look what the customers demanding and the customer wants. In our case by doing
the survey we came to realize that people are willing to have a restaurant that offers
different meals each day and hence we strategize it like that. People likes the fast food
in this age of era because they don’t want to cook and also want to eat healthy and
quality food.Provide the customer the ambiance they ask for.
In our case we provide them indoor as well as outdoor seating arrangements as boys
prefer outdoor seating till late light so that will foster the needs of the customers
Offer a takeout menu:
We will offer the customers to take our menu along and other than that we will give it to people
residing nearby too, for people to have an easy access to our restaurant and to increase our
deliveries as well.

Design elements (digital media)

By looking at this logo everyone can easily get a picture of what kind of restaurant it is.

Our Logo:

Advertisement designs:
We have designed a few advertisement to be used for our digital marketing as well as to be used
in hoarding. We have added the designs at the very end of the project.

Menu Design:This is our menu design.

 Survey analysis:

The question in the analysis were made in such a way that helped us find out

(i) Satisfaction level of Iqbal towns residents with food availability

(ii) The location of our restaurant
(iii) The type of restaurant
(iv) Ambiance of the restaurant
(v) The type of customer flow
(vi) The type of menu
We had a plan to start a restaurant at Iqbal town, Lahore. For that we designed a questionnaire in
such a way that it answered most of our queries.
The survey was conducted by 50 people and each of them answer the 10 questions.

The first question was made in order to understand the satisfaction level of the residents of Iqbal
town with the food availability and according to our survey majority was not satisfied as 30%
responded to as not satisfied.

The second question addressed the way of our restaurants traffic flow as it asked will the
residents visit the restaurant if a new one opens and 70% of the people answered that they would
visit it.

The third question was proposed to understand what kind of food must our restaurant serve and
to this the majority answered to as “fast food”. Our team was also interested in serving fast food
as fast is the most loved one after the survey this was confirmed too so we decided that we will
offer fast food in our restaurant.

The fourth question addressed the question of peoples preferences amongst dine in or take away
and the people of Iqbal town preferred dine in as the majority of the people answered as dine in
service was preferred by them.

The fifth question was asked in order to understand weather we must offer delivery services or
not and 100% of the people responded by choosing the one offering the delivery services, so we
will offer delivery services as well

The sixth question made it clear that all the factors including price quality of food and the
environment are equally important to the customers hence our focus must be all of them.
The seven question made it clear that fast ambiance was more preferred by the customers.

The eighth question was to address the customer type in our restaurant whether mainly people
like going to restaurants with family or friends or either alone and most of the respondents said
that they like going to restaurants with their friends and family while a few of them said with
family and only very less percent said that they go to the restaurants all alone
The Last question focused on the way the people would be easy to place their orders whether
online or through phone calls, however the majority said through phone calls we asked this
question so that we may be able to understand whether are we supposed to make a website
immediately now or not for the processing of our deliveries but 35% said they would prefer
calling while only 14% said that they would go for online site however 52 percent said that they
will prefer both the methods.