Business Plan for Pier Restaurant

Executive summary
The Pier Restaurant is intended cafe It is restaurant The renovated
to to

be

full

service three day a meal

ocean

be located overlooking the

seat

at the

Flagler

Beach Pier

roughly

approximately 200 patrons This would allow for 150 seats inside and the balance on outside deck areas The restaurant
a

facility will
menu

will feature

full

compliment

items The menu will be influenced

dinner lunch priced breakfast Italian New by Caribbean Creole Coastal

of moderately

England

Southern

regional
will

and other time honored

recipes

from around the

world The

revenues

come

from 4 elements ofthe restaurant

operation
creative

Breakfast will feature traditional

morning

dishes and other

specialty
2

items

using fresh quality products ingredients

a

Lunch will feature

variety

of soups

salads

and sandwiches

Dinner will feature

casual family style dining and will offer fresh seafood pastas steaks paellas dinner salads and other regional favorites

Bar

operation will
inside
or

offer

full bar drink menu

craft beers and assorted wines It is intended that

enjoyed

al fresco

on

the
a

new

featuring specialty drinks dining and drinks can be deck so as to enjoy the
the
restaurant
on

atmosphere
enhance the done on

It is envisioned that limited

entertainment element could music

at

operation and experience

basis
most

This would be

some

likely

located

the outside deck The

vision is that the entertainment would be and 3 person combos background music to the restaurant The mission and ofthe is

mostly single individuals or 2 performing easy listening numbers that would afford people eating talking and enjoying a good time at

objective

operation

to

bring together
ofthe

casual

atmosphere
and

enhanced iconic

by the seaside location that will draw residents and visitors

quaint
beachside location Beach Pier The establishment will for patrons The keys
so as

to the Destination

Location taking advantage

adjoining Flagler complete quality experience

product quality grasp on food beverage
service and

provide

to success

will be focused in
a

atmosphere Management

will need to have

firm
to

and labor elements

to deliver the

experience

its

customers

in

fashion that will

to

inspire repeat business and

of encourage word

mouth recommendations

others

Company
historic

summary
adjoining
the is

The restaurant derives its name essence from its location

the character and elements ofits

facility fishing pier surrounding location The company ownership a privately held limited liability corporation owned by Raymond Barshay and

Flagler

Beach

The theme and decor ofthe

will reflect

Edward F Menard This will be considered

combination start up restaurant and

complete

renovation

ofthe existing pier

restaurant

Projected Renovation Start Up Costs

Plans and Permits

Legal
Equipment
Furniture Fixtures Menu

Print Design

Loan costs

Licenses Deposits payroll Hiring Soft opening expenses Grand opening expenses open Marketing Advertising up inventory Start
Small
wares

Interior renovation Exterior renovation

Signage
Purchase of existing business The
as

30 000 000 25 000 40 000 30 000 10 000 10 000 7 000 5 000 9 000 7 000 10 500 7 000 20 000 8 000 75 000 65 000 20
TBD

projection

of timing for start up and

completion

ofthe renovation is

follows

New lease and

assumption of existing lease byJan 31 st 2011 Plans and permits by Feb 28th 2011 Renovation by April 15th 2011 Closing Training and Reopening byMay15th 2011
ofthe timelines may progress so as to be ahead ofthe projections if other parts are able to be accomplished quicker It is also possible that due

Any
to

the

nature to

ofthis

essence

all

project parties

it may be

delayed

at some

stage Time is of the

Market

analysis
dining restaurant
residential market is
an

The casual S Due U

to

11 billion dollar

industry

in the

its location in southeastern

serve areas

predominately and portions of St

local

Flagler county the business will including northern Volusia all of Flagler

Flagler
or

Beach business
too

Johns county It will derive certain daytime revenue from the community as well as visitors and tourists passing the
area

through closely

drawn

The other

portion

ofbusiness will be from local

residents

from the

surrounding
the
area

area and their

guests The venture

an

hopes to
local

work

with other businesses within

to

Flagler Beach in

effort to draw

a more

diverse clientele

Specific advertising will

be done

through

publications direct mail business group alliances and radio as a means of 65 year creating awareness The target market for the restaurant is typically 18
old singles

sophisticated yet fun casual dining experience We feel that positioning ourselves in the casual quality food service with an emphasis on a friendly atmosphere and caring knowledgeable staff will position is well to compete in the something descriptive Flagler
a

couples and

families who desire

Beach business community

Management Summary
Raymond Barshay will be the operating partner managing member ofthe liability company Mr Barshay has been involved in the food and limited beverage business for 22 years He is currently involved in the RiverGrille Restaurant in Ormond Beach Florida and Crabby Joe s Deck Grill in Daytona Beach Shores Florida Mr Barshay was instrumental in start up and day to for both ventures and has been for operations responsible design menu development purchasing marketing and advertising staff development and other business functions commensurate with operating successful restaurants Previous to being involved in the restaurant business Mr Barshay was involved in the residential real estate development construction and sales business for over 25
years Ford Menard is
a partner in RiverGrille LLC with Mr Barshay and The Broken Barrel located in Melbourne Florida The Broken Barrel is a sports

s involvement in the barstarted in 2008 Previous to Mr Menard restaurant pub restaurant business he was involved in owning and operating a sporting good and gun business for many years and was involved in all aspects of customer service purchasing and operating a privately owned business Both Mr Barshay and Mr Menard
are

longtime residents

ofthe

area

manager a kitchen manager and an assistant manager There will be approximately 40 full and part time staff employed Our is that several ofthese be held hope positions may by current employees ofthe

Other

personnel

will be

general

existing pier restaurant who are willing to train and transition into the new operation Other personnel will hopefully and ideally be found in the local and surrounding communities It is not our intention to bring employees from other restaurants owned by either Mr Barshay or Mr Menard
Extensive training will be done so
as

to establish

reliable consistent

and well trained staff The management ownership team considers service to be a high priority in any successful food service venture

knowledgeable

Strategic Positioning Summary

The

fishing pier and

City

location in the

the restaurant make up a highly visible landmark A newly renovated restaurant building will certainly add to

look and feel to the property This is only one element of making the transition for the project There are other ideas that should be developed to

bringing

a new

revitalize this

major section ofthe downtown area and are important to bring a cohesive image to the property where locals visitors and tourists can be drawn to the pier the restaurant and ultimately the other businesses ofthe downtown Flagler Beach area This can be done in several ways The partners in the venture feel it is important to work closely with the City to develop the entirety ofthe pier the restaurant and the beach area at the pier This should be done in a way that brings out the experience of a visit to the pier restaurant That is after beach all a main reason for someone choosing to come to the area It should be pleasant easy to access fun and seamless for anyone to come and enjoy there time in Flagler Beach It should be an experience that makes it easy for them to become regular visitors and return with friends family and neighbors To effect that we feel it is important to develop the other parts ofthe equation Some of those that
should be addressed
are

Streetscape areas ofthe property along AIA This sidewalk accomplished with plantings signage and other items of a
festive nature decorative

can

be

Changes to the fishing business Renovate the bait tackle and admissions facility Promote fishing business through events benefits camps and
tournaments in concert with local groups

clubs schools

other businesses

and the

City

Develop
comes to

other features for the the

area

pedestrian

crowd and the beach crowd that

cream beach items

This could be walk up service areas for drinks ice etc A retail shopping experience should also be outlet who have
come

available for
restaurant

people

to the

beach

the

pier

or

the

Combine
sense

some

historical information and

city directory

that

gives people

they are and the things available to them in the way of shopping dining options and activities for them to enjoy While people may be drawn to the pier they should easily access and be directed to other things in the area
other

ofwhere

In

bringing

more

to

life

at

the Pier it should enhance the

enjoyment

ofthe time spent while in the area Whether someone comes and spends money or not in town the day they are visiting each visitor is a future
customer ofall the businesses in town

They
as a

should have

a sensory

experience top ofthe mind awareness Flagler for the next time they want to eat shop or play in the area It is important that the experience is visually pleasing comfortable friendly and
that will leave Beach

basically

taste

good

to

them

Proforma
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