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(THE PLACE WHERE FOOD SPEAKS)

Executive Summary:
Pasta La Vista is a locally owned Italian restaurant serving only pasta. It will be providing the
combination of excellent food at value pricing, with fun atmosphere. It is the answer to the
increasing demand of Italian, continental food, and customized food. Pasta La Vista is going to
tackle the situation that during rush hours people have to wait to order food. Our restaurant is
going to provide you with the big screens inserted in every table, you don’t have to wait for the
waiters, you can directly choose from the variety of options displayed to make your pasta
according to your taste and place your order, providing you with the best dine in environment.

In today’s highly competitive environment, it is becoming increasingly difficult to differentiate

one restaurant from another. Pakistan is now becoming new economic boom which receives
around 500,000 visitors annually from different countries around the world. There is increase in
the trend of Thai, Italian, continental food, people want to have food but also want to stay
healthy.

Our main priority is to establish a restaurant at a place which is easily accessible for most of the
people, so we chose the sector F-7. Later, our efforts will be a further development of more retail
outlets in other areas, in shopping mall.

This plan is prepared to obtain a location first, further investment will be needed to open
subsequent outlets. The financing, in addition to the capital contributions from shareholders, will
allow Pasta La Vista to expand, providing its customers with a value-driven, entertaining
experience through the creativity of its founders.

Pasta La Vista will entice youngsters, office going individuals to bring their friends and families
with our innovative environment, fresh customized pasta and selection of unique signature
sauces.
Company Summary:
Pasta La Vista is a new concept restaurant that will be operated as a privately owned restaurant,
bring pasta lovers to the restaurant to get the fix by providing them the delicious pasta with the
calories count, targeting the individuals who want to have the delicious pasta but also want to
maintain their diet. The thing we set us apart is that we are going to contact the local farmers and
producers to give our restaurant a rotating menu of fresh and organic ingredients that we will be
using in our dishes. The restaurant will be based on the Italian décor, providing the high quality
food at value pricing and fast service.

Mission:
The mission is

“To provide customers excellent dine in experience, to be the best in productivity, creating
customer loyalty by providing them the unique taste and best quality food at the affordable
process”

Vision:
“The vision of the company is to become a successfully running restaurant chain around the
country having distinction on the basis of quality and taste and the interior as well, by providing
excellent customer service.”

Objectives:
 To establish as a successful local Italian restaurant and gain a share in Pakistan’s
restaurant industry
 Provide the highest quality customized Pasta according to the tastes of different people.
 Create atmosphere where each person can work as a team member, with clear goals and
high standards of profit for everyone.
 Be the first fine dine in customized Pasta restaurant in twin cities.
 To expand into number of outlets and sell the franchise to neighboring cities as well.

Keys to Success:
 Create unique, innovative, entertaining menu that will differentiate us from the rest of the
competition.
 Sell the products that are of higher quality, combining the quality with the great service
and atmosphere. Maintaining the level of excellent services among other competitors
 Keeping the customer satisfied with all the products providing the menu ranges from a
single adult to the all family members.
 Encourage two most important values: brand and image in restaurant business, as these
two are the main drivers in marketing communications
 Great employees make for a great restaurant. Hiring the top notch chefs and offering
training to keep them on top of his/her game.
 Management that provides atmosphere where every employee is treated fairly, in terms
of salaries, bonuses

Company Location and Facilities:

The space will be chosen based upon the following criteria:

 Tourist destination
 Easily accessible
 Large percentage of teenagers in the community.

All of these qualities are consistent with Pasta La Vista’s goal of providing the quality food
experience. We want word-of-mouth to be our best form of marketing, where our customers
value our brand as something exciting that they cannot wait to tell their friends and family about.

It will be located in the sector F7 at first in Islamabad, it is convenient one, easily accessible for
most of the people.

The company will be open 7 days a week with hours:

Monday: 12:00 pm – 10:00 pm

Tuesday: 12:00 pm – 10:00 pm
Wednesday: 12:00 pm -10:00 pm
Thursday: 12:00 pm – 10:00 pm
Friday: 2:00 pm – 11:00 pm
Saturday: 12:00 pm – 11:00 pm
Sunday: 12:00 pm – 10:00 pm

Ownership:
The restaurant will be a partnership type of a business that will be registered according to the
legal formalities of the state. The ownership will be distributed among three business graduates
that will be having share according to their decided shares and investment.

With the high turnover of help for startup restaurants, we will rely on family to fill in where
required until we are off the ground and making a profit.

Product Description:
Pasta La Vista is going to sell customized pasta with the blend of our signature sauces made of
organic ingredients. The list of products is discussed below as:

 Lasagna
 Spaghetti
 Macroni
 Taglietelle
 Ravioli
 Cannelloni
 Penni
 Farfalle
 Rigatoni
 Orzo
 Agnolotti

Suppliers:
We will be establishing a relationship with qualified suppliers. We will contract the local
producers and farmer’s hat will be providing the fresh organic ingredients for our menu. These
suppliers can provide reasonably priced products, which will be delivered according to the
finalized schedule.

Industry Current Trends:

Despite the effect of the economic crisis, inflation and other activities, Pakistan’s food industry is
growing rapidly in terms of unit, trends, technology. The increase in the demand was seen in the
survey reports in 2017 and the demand continued the growth in 2018. Much of the growth is
because of the coffee houses, fast food, and food retail whose wide appeal amongst a young
population. This growth is majorly because of market demand and the changes in the life style
that includes dinning out which is now a major part of trendy life style.

Current trends include the trend of Thai, Chinese, Italian, Continental and sea food. The concept
of live cooking is also increasing. Good quality but organic food is also emerging concept.
Convenience of eating, better accessibility and economical prices contribute significantly to the
growth in Pakistan.

Future Possibilities:
For now, we will focus on selling only pasta with signature sauces. However, as we grow further
we will add new categories to our menu as pizzas, sandwiches, risotto as well as other drinks as
well.
In the future, our growth strategy will be offering the franchise of our brand to food
entrepreneurs in the other cities.

Marketing Plan:
Target Market

Our Market can be segmented in to four targeted Population

 Individuals

People that dine in by themselves

 Families

Group of people, either friends or a group of relatives dining together and also want hygienic
food.

 Take Out

People that prefer to eat food in their home or at a different location than the actual restaurant.

Combining several key demographic factors pasta la vista arrives at a profile of the primary
customers as follow

 Sophisticated Families

Who lives nears to the location.

 Young Professionals

Who work nears to the location.

 Shoppers

People who patronize the night rent stores.

Distribution Channel
Pasta la vista marketing mix is compressed of those following approaches to pricing distribution,
advertising and promotion and customer services.
 Pricing

Pasta la vista pricing scheme is that the product cost is 45% of the total retail price.

 Distribution

Pasta la vista food will be distributed through a lake out model where customer can call in their
order and come to the restaurant to pick it up. They come into the place to take out order and
wait for it to be completed or come in to dine at the restaurant.

 Advertising and Promotion

The most successful advertising will be banner ads, as well as a personal relation of
informational articles, and social media bill boards.

 Customer Services

The pasta la vista philosophy is that whatever needs to be done to make the customer happy must
occur, at the expense of short term profits. In the long term this investment will pay off in the
form of loyal and regular customers.

Market Need
Pasta la vista is providing its customers with a wide selection of high quality pasta dishes with
the calories count, we offer a wide selection of health conscious choices and utilize top self-
ingredient. The pasta la vista seeks to fulfill the customer need. All product and services will be
in competitive prices relative to the comparable high and pasta restaurants in Islamabad.

Market Trends
The market trend for restaurant is headed toward a more sophisticated customer. The restaurant
pasta la vista relative to yesterday more sophisticated in a number in different way.

Competitor analysis
We have indirect competitor. They all are serving pasta but we serving in calories counted and
hygienic pasta which is mostly liked by weight conscious customers and which is the perfect
foundation for a healthy, nutritious and satisfying meal.
Operational Plan:
 Product Design:

We want to focus only on selling pasta. Alcoholic drinks will not be sold in our outlet, as organic
pasta promotes a healthy and positive lifestyle. Instead, we will offer to complement the pasta.

 Marketing Aspects:

Consumer expenditures for fast food in Pakistan rose during the end of the year 2000, followed
by the recovery of Pakistan’s economy. The increasing number of new establishments such as
fast food franchises, fancy restaurants and gourmet bakeries around Pakistan has shown a
significant growth in this sector. Food spending is around 56% of total consumer expenditures in
our country, and consumer spending on leisure and recreation made up of 13% of total consumer
spending. A much broader appeal exists for weekend slots because those are the days when most
of our core target market enjoys the outdoor dining activities.

According to a recent public survey of people 15 - 45 years old, 80% of those interviewed like
fast food. 90% of them like fast food on a regular basis, and 10% of them claimed that they like
fast food "very much," or "love" fast food. The survey also provided the following particular
reasons for the increasing popularity of fast food: Our concept will have very broad appeal. It is
our goal to be the hip destination for fast food cravings.

People have 52 weekends and three long holidays a year. Most of Singaporeans love to window
shop, and when they do strolling around the shopping district, they need a quick bite to
accommodate their activities.so out target market are:

 Age - Youngsters, single, currently enrolled in college and high school and rich class.
 Elite class - We will also appeal to rich families (young families) with children.
 Gender - We will target both sexes, with a slight skew for females due to their high
attention to dietary concerns and weight controlling.
 Parents give more money to kids and students to buy lunch. Fast food is naturally their
first choice, because of the brand building effort that heavily targets their age group.

Management Plan:
The initial management team depends on the founders themselves, with little back-up. As we
grow, we will take on additional help in certain key areas. Part of our basic philosophy will be
able to run our executive management as a "knowledge sharing" fellowship. We will not add
additional overhead until absolutely necessary. This will mean that the initial staff support team
will have to work extra. By doing this, we will keep our overhead as low as possible, allowing us
to adequately staff our outlets. This will also allow us and future business partners to recoup
investments as quickly as possible and enjoy a higher return.

At present time, Pasta La Vista is being owned by its 3 founders. Others that have helped on the
development of this business venture will be offered an opportunity to grow together with the
company at the appropriate time, and when the time comes, the 3 founders share will be
consolidated as one entity.

Organizational Chart:

Pasta La Vista is currently the creative idea of its three founders. As the business is small in
nature, it only requires a simple organizational structure. Implementation of this organization
form calls for all three individuals to make all major management decisions in addition to
monitoring all other business activities. As we expand into multiple locations, each location will
have a primary site manager.

Current plan is to have our accounting and payroll functions done by an in-house bookkeeping.
One of the manager will be responsible for accounting and business development of the
restaurant, helped by other manager, acting Head of Human Resources Division. Possible
positions might be added at a later date include marketing manager, purchasing manager,
controller, human resources, R&D and administrative support team.

Our initial employees will include cashiers, cooks, a legal advisor ,waiters ,head chef and a
manager with one of each on the premises during open hours. This is considered an ideal
personnel number for a food outlet the size of our own. Each employee will work for 38-40
hours per week. In the long run, as we expand our product category and outlets, we will employ
more people in the middle management to ensure the focus of our work, including site managers.

Development Plan:

 Product Development:

We are offering pasta made of organic food with detox drinks in the start , as we are focusing
on the health factor mainly so according to this we will offer more products in the future in our
restaurant along with pasta as the main dish according to the taste and demand of our customers.
 Market Development:

Our strategy is based on serving our markets well. We will start our first outlet as a "market
tester" that could become a model of the expanding number of outlets in the future.
Concentration will be on maintaining quality and establishing a strong identity in the local
market. Our main focus in marketing will be to increase customer awareness in the surrounding
community. We will direct all of our tactics and programs toward the goal of explaining who we
are and what we are all about. We will price our products fairly, keep our standards high, and
execute the concept so that “word-of-mouth” will be our main marketing force.

Financial Management:
The average cost for starting up a restaurant business in Pakistan is about Rs 30,00,000, which
will be divided as:

 Start-up cost:

Startup expenses Amount (Rs)

Setup 90,000

Advertising 1,50,000

Employee cost 5,00,000

Billing cost 3,50,000

Rent 3,00,000

Furnished 7,00,000

Machinery 4,00,000

Raw material 2,50,000

Total startup cost 30,00,000

 Projected Income Statement:

First year

Sales 6,480,000
- Expenses

Utilities 720,000

Marketing 700,000
Salaries 1200,000

Raw material 1200,000

Maintenance 480,000
Total expenses 4,300,000

Income before tax 2,180,000

Tax 600000

Income after tax 1,580,000

Pictures of Business Location

Pictures of Business Products