I.

Introduction

NumBerto's Diner is designed to create a community atmosphere as a good, old

fashioned, friendly, neighborhood cafe. The location at P.I Garcia St. Naval, Biliran puts the
diner in the heart of lively municipality.
A priority of NumBerto's Diner will be serving fresh, healthful fare with all selections
made on the premises from "scratch." To keep food costs down, the menu will be simple, yet
creative with many interchangeable ingredients. Foods will come from local and regional
suppliers whenever possible, with a preference for organically grown products. Emphasis will be
placed on the bakery which will feature old-world breads baked daily. A deli counter, fine
coffees, and a fresh juice bar will also be showcased.
Setting the mood of a '50s diner with decor, Numberto's Diner will be a simple 50-seat
cafe with neon signage, checkered tile floors, grey booths with Formica/chrome tables, a
refurbished pressed-tin ceiling with ceiling fans, and a lunch counter (with the look of an old
soda fountain) to match the tables. Only counter service will be offered to keep labor costs low.
This will also keep the dining costs reasonable for consumersself-service with no tipping
expenses.
Most of the menu will revolve around baked goods, e.g. pot pies with fresh, flaky crusts,
freshly baked breads, pies and cobblers. The deli will offer a choice of fresh mini-loaves for
sandwiches. As learned from her experience with the downtown Timbuktu restaurant, Paris Care,
a strong need exists for quick, diverse (vegetarian and non-vegetarian), and well-organized carryout food for the downtown labor force as well as for downtown shoppers. In increasing numbers
of single households and dual earner households with limited time for food preparation, many
consumers are seeking fast, nutritious meals. College students, another large group of consumers
for NumBerto's Diner, are well-known for their appetite for quickly prepared good food.
Future plans include expanding the bakery line, increasing over-the-counter sales (e.g.,
packaged loaves of bread and whole pies), possible downtown and university delivery, and a
continuing effort to become more proficient in carryout operations.
II. Objectives
1. To give fine and deliciously prepared delicacies that could surely satisfy people's
craving.
2. To provide the best possible costumer services that could be offer.
3. To achieve, maintain and grow the adequate level of profitability.
4. To give affordable yet deliciously tasting delicacies.

III. The Industry, the Business and its Products and Services
A. The Industry
NumBerto's Diner is an establishment that belongs to the service industry and this is
because there will always be a demand for human food consumption.
B. The Business
The proprietor of NumBertos Diner is Mr. Albert Rosete and has opted to have
affordable yet delicious food orders because of the increasing demand for various delicacies and
seing this business a good opportunity, as this gives one of the basic need of the community
which is food.
The establishment shall provide safe, delicious, and affordable meals with a high quality
for service with the assurance that it has passed all necessary permits and establishment checking
as required by the authority. Indeed NumBertos Diner offers the best services that could
certainly be appealing to the costumers.
C. The Product or Services
To keep food and labor costs low, priority is being placed upon a menu with
interchangeable ingredients. For example, today's vegetable special will be in tomorrow's pot pie.
The limited menu will be based on "comfort" foods at reasonable prices.
A pot pie made with fresh, flaky crust with a variety of meat or vegetable fillings.
A deli with a variety of meats, cheeses, and spreads (chicken salad, vegetarian) with a
choice of herb or plain French mini-loaves.
The deli will also offer creative versions of traditional side salads: potato salad, cole slaw,
bean salads and tossed salad.
"Pocket" breads are known in virtually every culture, e.g., Mexican burritos, Greek
spanokopita, Chinese eggrolls, Indian somosas. NumBetos Diner will emulate the German
version of the pocket breadthe bierockwhich traditionally includes ground beef, onions, and
sour cream wrapped in a flavorful dough. The ingredients of NumBetos Diner's bierock will
vary to satisfy vegetarians as well as meat-eaters.
To round out meals of pot pie or bierocks and side salads, will be soup-of-the-day and
desserts of freshly baked cobbler-of-the-day, cheesecake, baked maple custard and seasonal fruit
pies.
Breakfast will emphasize baked goods with a European style breakfast that includes a
bread basket with fruit and cheese. Also featured will be freshly baked scones and muffins.

To top it all off, beverages offered will include freshly brewed organically grown coffees
(with choices of espresso or cappuccino), hot or iced sun tea, freshly squeezed citrus and
vegetable juices, as well as limeades, lemonades and smoothies (blended fruit drinks).
On Sundays, in addition to the regular menu, whole grain waffles (ginger pumpkin) will
be offered.
The menu offers a variety of healthful choices-note that there are no fried foods. An
advantage of not having fried foods is the savings in operating and service costs that exist with
the use of deep fryers.
IV. The Market
A. Costumers
The target market of the business are everyone willing and craving for the different meals
being offered by the diner. The potential customers are those who loves to eat and explore the
taste of different foods.
The business is located near a state university making its top costumers either the students
or faculty of the institution. This diner can be a venue for them to have some quality time while
having a moment away from school works.
The formal settlers of Brgy. P.I Garcia St who wants to enjoy and bond with their family
and the People within Biliran Province who still wants to taste homemade meals while away
from home.
V. Marketing Strategies
Although many restaurants exist in Naval, Biliran the majority are "fast food." The demand
for high quality, sit-down restaurants is evident by the amount of time spent waiting to be seated
at most downtown cafes. Upon entering the NumBerots Diner, the decor conjures up the feeling
of an old-fashioned comfortable diner. The food service concept is a cross between a deli and a
coffeehouse, with a full-service bakery, emphasizing an organized, efficient carry-out operation.
With this combination of atmosphere, "comfort" food menu, service and carry-out, the
NumBerots Diner will be unique.
NumBerots Diner's strengths relative to the competition lie in the controlled labor and food
costs. The simple menu with interchangeable ingredients is designed to keep food costs low. To
keep labor costs down, plans include hiring an experienced, versatile staff that is able to both
work in the kitchen and out front. As stated earlier, table service will not be offered; strictly
counter service will be utilized. This feature will eliminate a number of employees that increase
personnel costs in other restaurants. With the growing concern over health and smoking, the cafe
will be smoke-free. Another strength for the NumBerots Diner is locationthe heart of

downtown Naval. Advertising costs will be 1-2% of sales. Believing that radio and print ads are
not cost effective, NumBerots Diner will spend ad peso in other creative ways:

Selling t-shirts and coffee mugs with NumBerots Diner logo

Postcards of the storefront in an old-fashioned airbrushed style illustration

Carry-out bags featuring the printed logo with menu stuff-in

Menus will be distributed to downtown businesses and the university campus

Sponsoring various community projects and events to help with name recognition

Ultimately, the best advertising for the NumBerots Diner will be the word-of-mouth
from satisfied customers.

VI. Financial Forecast

Cost control is the critical focus of our sales forecast. Having 200,000 as the initial capital,
the owner will adhere to the following gross margin percentage.

Drinks - 14%

Meals 30%

Bakery Goods 26%

The following are the financial forecast of NumBertos Diner for 3 years. (weekly, monthly,
yearly)

Sales Weekly

Week 1

Week 2

Week 3

Week 4

Drinks

12,000.00

24,000.00

48,000.00

96,000.00

Meals

90,000.00

180,000.00

360,000.00

720,000.00

Bakery Goods

50,000.00

100,000.00

150,000.00

200,000.00

Sales Monthly

Month 1

Month 2

Month 3

Month 4

Month 5

Drinks

96,000.00

120,000.00

125,000.00

130,000.00

135,000.00

Meals

360,000.00

250,00.00

314,000.00

350,000.00

218,000.00

Bakery Goods

150,000.00

122,000.00

136,000.00

142,000.00

122,000.00

Month 6

Month 7

Month 8

Month 9

Month 10

136,000.00

138,000.00

140,000.00

143,000.00

145,000.00

212,000.00

300,000.00

209,000.00

118,000.00

250,000.00

180,000.00

210,000.00

220,000.00

236,000.00

118,000.00

Sales by Year

Year 1

Year 2

Year 3

Drinks

318,000.00

320,000.00

321,000.00

Meals

412,000.00

412,000.00

414,000.00

Bakery Goods

215,000.00

216,000.00

220,000.00