The Vintage Café

Mission
Vintage Café is a great place to eat. It offers high-quality service, with an intriguing atmosphere and excellent organic, creative food. We strive for fair profit for the owners, and a rewarding place to work for the employees.

Executive Summary

This restaurant business plan is for Vintage Café, a new small-sized restaurant located in Glenwood, Durban. Vintage Café’s emphasis will be on locally-grown, organic and creative trendy food. An emphasis on organic ingredients is based on Vintage Café’s dedication to sustainable development. Additionally, the restaurant procures local foods when possible, reducing their dependence on large retail produce supply.

Services
Vintage Café offers Durbanites a trendy, fun place to have great food in a social environment. Vintage Café forecasts that the majority of purchases will be from the chef's recommendations. Healthy, wholesome, trendy recipes will be used to provide the customers with a diverse, unusual menu. Emphasis will be on healthy dishes, recognizing the trend within the restaurant industry for the demand for this type of cuisine.

Customers
Vintage Café believes that the market can be segmented into three distinct groups that it aims to target. The first group are entrepreneurs (aged 30 to 45), who need a place to meet, whilst on the move, to hang out during working hours - to hold casual business meetings or connect with potential customers. The second group will be young, social customers (aged 19 to 25) who move from one trendy place to another – to be seen at the hottest new place in town. The third group are socialites (aged 40 to 60) who naturally desire organic, healthy food options due to the number of times a week they eat out.

Management
Vintage Café has assembled a strong management team. Dylan Robertson will be the general manager. Dylan has extensive restaurant and bar experience – through waitering positions at various Durban restaurants, barman jobs at Franki Bananz and Afriski and management of VBs.

Sid Unsworth has successfully initiated, owned, managed and sold numerous startup companies and will therefore have a strong influence in the finance and long-term strategy. Sid will also be responsible for any and all building and structural enhancements.

Gail Unsworth successfully started and manages a local nursing home and has extensive knowledge in sourcing, procuring and staffing a busy kitchen. Both Sid and Gail's financial control skills will be invaluable in keeping Vintage Café on track and profitable.

Lastly, Vintage Café has branding and social media marketing support from Brad and Lynda Hunter, who have an emotional and family bond with management and who would like to see this startup restaurant grow into a thriving business.