1

MACZZ Bar & Grill 

 
Address:
402 S Main St,
Normal, IL 61761

Email: ​maczz15@gmail.com
Website: ​www.maczzbargrill.com

Phone: (309) 247-3265

Fax: (309) 247-6301

BUS 100-011 FA2015

By: Myia Agustin, Alex Howey,Christian Saucedo​,​ Zachary Eiden & Zachary Meyer
 2

Table Of Contents:

Executive Summary pg-3

Company Overview pg-4

Product/Service Description pg-5

Market Analysis and Strategy Summary pg-6

Management Summary pg-8

Financial Plan pg-10

Appendix of Supporting Documents pg-13

Works Cited pg-16

 3

Executive Summary
MACZZ Bar & Grill is a fun place to come out with your friends, grab some good food, get a cold
drink and watch your favorite sports team compete! We provide excellent service and food
which we get from local businesses and farms. We also deliver alcoholic beverages right to your
door for your convenience. Our target market is college students and sports fans from the 4
colleges in the area. We have a competitively priced menu and are located on Illinois State
University's campus within walking distance of most of the school’s students. We will reach our
audience through our social media campaigns and local community events. With MACZZ daily
specials,good prices, and delivery service we have the competitive advantage over our
competitors. We expect to generate over 1 Million in sales revenue in our first year alone!

Mission Statement: Our mission is to give our customers a memorable experience and high

quality service.

Objectives:

● In the first year acquire 5% of our target market

● By the end of 3 years have our initial investments reimbursed and start turning personal

profits.
 4

Company Overview
● Start Up Summary: MACZZ Bar & Grill will offer a welcoming environment to eat, drink,
and hangout with friends and family while watching various sporting events as well as
deliver alcoholic beverages to customer’s homes for their convenience. We will
generate immediate revenue by price lining our products and offering great deals on
food and drinks to draw in customers and get our name out there. Our target market is
the local college kids and sports fans in the area and we will reach them by advertising
our business on social media and in local papers. We differ from our competitors in that
we are not only offer a great environment and great food but we also deliver alcohol
right to people’s doors. In a town with 4 local colleges, young adults value their alcohol
and we will be a convenient way for them to get alcohol delivered when they are
running low or just don’t want to run out and get it themselves. Once we’ve established
ourselves in this market we will start branching out families in the area that want a
place to eat a good meal or go out to watch their favorite sports teams play.

● Operating Plan: MACZZ Bar & Grill will be located near the Illinois State University
campus. Quality food and drinks will be purchased from local distributors such as Wirtz
and Farms within 50 miles of the restaurant to help support the local economy. We will
have an extra 1 month supply on hand at all times to aid with unforeseen surpluses. We
will take a full inventory at the end of each quarter. On the 1​st​ and 15​th​ of every month
we will have scheduled purchases to replenish what has been sold based on sales
receipts.
 5

Product/Service Description
● We offer a sports bar for customers to come and enjoy sport games and

socialize while ordering some alcohol beverages and food. We did not want

to be a regular sports bar we wanted to be more than that. We have our

delivery service that not only delivers food but alcohol beverages too. Our

competitive advantage is that as of right now we’re the only sports bar to

deliver alcohol across college campuses. Our customers benefit from this

because to enjoy our great deals on our food and drinks there is no need to

come into our bar anymore. We will bring the bar to you all you have to do

is pick up the phone and order without ever leaving the house.

● There isn’t a great threat of becoming obsolete because our advantage of

being on a college campus is what college kid doesn’t want bar food or

alcohol delivered to them without leaving the house? The only extra-legal

step we had to take was we had to get another state license for our alcohol

delivery service. It is still mandatory for an age verification over the phone

and when we get to the customers house/apartment.

 6

Market Analysis & Strategy Summary

Target Market Overview:

Target Market​​: Our target market is already segmented into the geographic population of
students attending Illinois State University and Illinois Wesleyan University. Illinois State has a
target market of 20,615 students within our age demographics while Wesleyan has 2,900
students. We will focus our marketing efforts to reach mostly college students that fall into our
market defined by our demographic, geographic, psychological and behavioral requirements.

Target strategy​​: Our strategy will be focused around students that fall into our market
requirements. In terms of Demographics we will focus on people that are between 18-26 years
of age, have a disposable income to spend on our product and currently receiving a college
education. For Psychological segmentation we will focus on sports fans, people who want to
see their favorite game are willing to come to us to see their sports events. In terms of Behavior
segmentation we will provide delivery services during sports events so habitual sports fans can
order food from us instead of missing the game. Finally we offer place utility and a geographic
segmentation by providing a place for customers to enjoy their sporting event and by providing
delivery to customers’ homes.

Marketing strategies:

Product:​​ Provide the perfect combination of bar food and atmosphere while serving alcohol to
our customers. We also deliver our products to customers for a fee. This allows us to stand out
from other Bars near us. When ordering alcohol we will use scanners to make sure I.D. is real
we will also not accept cash for payments on alcohol purchases and force people to use their
credit cards before receiving alcohol.

Price:​​ In order to generate profit while remaining affordable to our consumers we will set up
our menu specifically to have consumers spend $20 per meal or delivery. If we get around
1,000 customers a week we will turn a profit within first year. We also want to aggressively
price the product to keep up with competitors such as Pub II, Muggsy’s and Buffalo Wild Wings.
In order to get the competitive advantage we will start off by price lining our products to
penetrate the market.

Place​​: We will be located at 402 S Main Street, Normal, IL 61761. This is the location of the
actual sit down bar where customers can watch their sporting events. We will also provide
delivery to customers and regulate cost by having our drivers provide their own car and gas.

Promotions:

Social Media campaign​​: during the first week we will be using social media to put out
promotions and events to our customers. We will focus on Twitter, Instagram, and Facebook to
reach out to our target market. One example we will have is for people to tweet a picture of
themselves at our restaurant with #Maczzout and one winner will receive free wings for a night.
 7
Festival ISU​​: We will be offering food samples at our booth at festival ISU the idea is for us to
meet customers and create a relationship with them before the school year begins. We will also
have deal of 15% if customers come to the location later that night and show a ticket stub from
the booth.

Weekly specials: ​Monday $4 domestic pitchers, Tuesday $2 well shots, $3 you call it, Fridays
and Wednesday buy 2 cases get half off 3rd case when delivering, Sunday $10 bottomless
bloody Marys and Mimosas till 3 p.m. happy hours between 4-8 during week. $.75 wings on
Thursdays and Wednesdays.

Competitors​​: ​ In the Bar & Grill market we face competition mostly from Buffalo Wild Wings.
Behind Buffalo Wild Wings we face competition from Mugsy’s and Pub II. However in the
delivery market we have no competition and easily have competitive advantage. Using our
delivery aspect we plan to outreach and out brand the competition. Finally using our location
we plan to offer deals and specials that competitively price our product below or at the same
price as our competitors.

Distribution​​: ​We will secure a contract with Wirtz Beverage Group to stock their quality
alcohol within our Bar. One of their main hubs for business is based out of Lexington, Il so they
are relatively local and known in the geographic area. We will also deliver their alcohol and
promote their brand within our bar. We will promote the brand by having the Wirtz logo
around our bar with a special thank you to the company placed on our menus. Our food will be
supplied from local farms to provide a sense of community and to cut down on our delivery and
transportation fees.

Business is needed​​:​ Within the town of Bloomington Normal there is a need and demand
for a place that college students of all ages can watch games together and celebrate their teams
while enjoying fine cuisine. We will satisfy that want by providing our services to the
community. Finally we realize driving under the influence is a huge problem and we would like
to help solve this by delivering alcohol to customers instead of them taking it upon themselves
to try and drive to get more. Delivering convenience and quality service to all customers and
keeping the community safe.

Sales forecast​​:​ We are going with our conservative estimates for the first year. Using our
marketing strategies we plan to get weekly 5% market penetration. this means out of our
population of 23,000 students we will get 1,150 students in our doors a week. If each person
spends $20 dollars we will earn $23,000 a week. If we do this for all 52 weeks a year we will
earn $1,196,000 in sales.
 8

Management Summary

Personnel Plan:
~​Number of Hirings​: 38- 40 hirings 18 age or older but for the bartending job has to be

at least 21 or older, based upon job title; 1-3 bartenders that will change shift, 4

host/hostesses, 14 servers(waiters/waitresses), kitchen team consists of 4 head chef’s, 5

side-cooks, 3 washing dishes, 1-2 inventory people, 2 for take-out calls. The manager, assistant

manager, cashier (2), and bookkeepers are already have been taken us.

~​Number of Seats​: Approximately 20 at the bar, 15 booths that will fit 4-6 people, 8

tables that will fit 5-6 people, and lastly 14 tables that will fit 2-4 people.

~​Training​: Depends on which section you applied for. Bartender training takes longer

than the other job titles which they have to complete a minimum of 40 hours of training within

1-5 weeks, take-out calls will take at least 4 days to practice and know how to introduce

themselves, the servers(waiters/waitresses) should train for 2 weeks 5 times day for 6 hours to

practice how they should walk, carry food, and knowing their assigned tables, head chefs have
 9
to have a culinary degree and train at least 60 hours for 1-6 weeks, side cooks will also have a

master or minor in culinary and train 40 hours for 1-4 weeks.host/hostesses train for a 1-2

weeks to show that the customers are wanted and appreciated by directing them to their seats,

1 week for 5 days learn how to wash dishes appropritately to make sure theres no germs, dirt,

or resadue leftover on the plates, silverware, and glasses, and lastly the person who makes sure

inventory is full, and that we never run-out of supplies to feed our customers wants and needs.

~​Leadership:​ Open-minded, respectful, consistency, rewarding, flexible, and lastly being

initiative.

~​Communication:​ Being a good listener, asking and answering questions, effective

speaker, and show body language.

~​Culture Philosophies:​ Be honest, discipline who ever breaks employee handbook, show

value is the choices you make, integrity being trustworthy, morality known as what's right from

wrong.

~​Policies:​ We do not tolerate discrimination, any swears, we give everyone a chance and

full respect.
 10

Financial Plan

The income statement provides a report of how well a company has performed its operations
over time. The income statement consists of two major items: revenues and expenses.
Revenues are an increase in a company’s assets from the sales of goods and/or services.
Revenue can come from different places and each is listed on the income statement. Expenses
are the cost of resources used to earn revenues during a period. The different categories of
expenses are also listed. Net Income is the difference between revenues and expenses. The
formula is Net Income = Revenues - Expenses

The projected total revenue for the first year of operation for our company is $1,196,000. This
revenue comes completely from sales since the company will not have any extra cash to invest.
The projected expenses for the first year of operation are $1,014,000. The cost of goods sold
include the cost of raw ingredients used to make our food products, as well as the cost of any
other products that the customer uses such as paper plates, napkins, etc. Salaries expense is
the money we pay to our employees. Operating expense includes expenses such as utilities that
we use to operate our restaurant. Depreciation expense covers the depreciation of our building
and other equipment.

The projected net income for our first year in operation is $182,000.
 11

The income statement can be used to calculate two profitability ratios that help predict a
company’s ability to generate income and to make a profit. These ratios indicate how well the
company can control their expenses.

Gross Profit Margin looks at the company’s revenue and only the cost of goods used to
generate that revenue to determine if a company made a profit. Net Profit Margin takes into
account all of the expenses of a company, not just the cost of goods sold, in order to determine
if the company has made a profit.

We project that our company’s first year gross profit margin will be 71%, which is above the
restaurant industry average of 58-65%. We predict that our company’s first year net profit
margin will be 15% which is also above the restaurant industry average of 9%. We plan to
achieve these above average profit margins by tightly controlling our costs.
 12

This table shows a list of the start-up costs for our company. The $250,000 for the land and
building represents the amount needed for a down-payment on the purchase of the land and
construction of our own building. Machinery and equipment include everything that is needed
within the restaurant to prepare, serve and eat our food, including tables, chairs, televisions,
shelving, coolers, freezers, ovens, deep fryers, dishwashers, beer taps and blenders. The
amount spent on our initial inventory of raw ingredients that will be used to make our food will
be $45,000. Our initial advertising costs to open the restaurant will be $15,000. And $5000 is
needed to deposit for our utilities. This totals $380,000. The working capital we require is
calculated as 20% of the amount of the total costs to give a total start-up investment of
$450,000. This $450,000 will be borrowed from Chase Bank.
 13

Appendix of Supporting Documents

Management Biographies

Zachary Meyer: Currently a Junior attending Illinois State University and Majoring in
Marketing-Professional Sales. A member of the ISU hockey team and VP of the Hockey Club.
Served 4 years in the Marine Corps as an infantryman. Enjoy spending time with friends and
family, playing sports, and attending sporting events and concerts.

Zachary Eiden: currently a freshman attending Illinois State University and Majoring in
Marketing. Also a current on campus Brand ambassador for Packback Books. Enjoys punk rock,
long walks on the beach and the occasional late night working on projects.

Myia Agustin: Currently a Freshman attending Illinois State University and Majoring in Business
Administration. Also a dancer for the BHAKTI Dance Team. Enjoys spending time outside, along
with friends and family, loves shopping and watching Netflix.

Christian Saucedo: Currently a Junior attending Illinois State University and Majoring in Business
Administration. Enjoys spending time with family and friends, listening to music, and
watching/playing sports.

Alex Howey: Currently a Sophmore from Orland Park, IL attending Illinois State University and
Majoring in Business Management. Enjoys hanging out with friends and playing sports.

Ethics Code: We will Provide a safe environment for our customers to socialize in and satisfy the
needs of the customers to the best of our abilities while remaining professional and courteous
at all times.
14
15
 16

Works Cited
"Partnership Agreement | Free Partnership Agreement Forms." ​Entrepreneur.​ 2015. Web. 26

Oct. 2015.

Dahl, Darren. "How to Write an Operational Plan for Your Business." ​Inc.com​. Web. 26 Oct.

2015.

"Most Frequently Asked LEGAL Questions." ​Most Frequently Asked LEGAL Questions.​ Web. 26

Oct. 2015. ​http://www.illinois.gov/ilcc/about/pages/faqs-legal.aspx

Frequently Asked Questions, Admissions - Wesleyan University. (2015). Retrieved October 26,

2015.

Wirtz Beverage Locations. (2015). Retrieved October 26, 2015.

Quick Facts. (2015). Retrieved October 26, 2015, from

http://admissions.illinoisstate.edu/freshman/about/facts.php