Initially, the primary target will be the local
real estate and mortgage businesses. Later, a secondary target will
be other businesses and homes within the community.
The catering service should be very informal (not
full service) and relatively inexpensive. The catering menu should
be very similar to the dinner menu. With the exception of pizzas,
strombolis and calzones, all menu items should be able to be produced in
large quantities and should make attractive catering presentations.
Potential customers will be informaed of the new
service through flyers inserted into the dinner menus. Table toppers
can also be made at no cost to you and placed on each restaurant table.
ADditionally, print materials marketing the service will be distributed
to the area businesses.
There is no financial risk, and start-up costs
are minimal. Publication of the flyer and table toppers would be
the only cost.
iii
A simple menu consisting of the food items already offered would be
sufficient to entice potential clients. Soups, salads,
pastas, and sandwiches are all anyone needs for a delicious meal.
This suggestion is based on my fifteen years'
experience as the manager of a small gourmet deli in Pasadena. The
deli provided some catering but did not have the facilities to provide
anything more than sandwich platters, cheese trays, and vegetable trays.
Nearly every day calls cam in from people wanting caterign services the
deli could not provide. Monies could have accrued to the business.
I began working at the Italian Scallion when the
restaurant opened six months ago. It is only one block from the gourmet
deli. Based on my experience of the immediate community and its needs,
it is my opinion that offering catering services would greatly increase
profits and restaurant business. There will not be any competition
from the deli; the deli cannot provide the services that the Italian Scallion
could.
1
In this proposal I will also discuss low cost,
effective ways to advertise this new service.
2
A catering service offered at the Italian Scallion would give a competitive
advantage. Only one restaurant business within a five mile radius
offers any type of catering service. Except for the local grocery
stores, there is nowhere for a customer to purchase any type of catering
service.
The only type of catering services the grocery stores offer are lunch
meat trays, cheese trays, chicken wing trays, etc. Nothing as nice
as the food the Italian Scallion offers. Professional companies want
professional products to offer their clients. The Italian Scallion
offers that.
Most of the Italian Scallion's food can be produced
in quantity, especially the more popular entrees and salads (see proposed
menu). Customers in this community offer comments expressing appreciation
for the healthier varieties the Italian Scallion offers.
Marketing materials would clearly state that this
catering service would not provide sit-down service, nor would the Italian
Scallion provide tablecloths, cloth napkins, or silverware. The Italian
Scallion would provide prepared food that can be heated (if ncessary) by
the customer. Additionally, this type of service would keep costs
reasonable for the customer.
3
Table toppers are another cost free way to advertise.
The liquor distributors offer small signs called table toppers to place
on the restaurant tables.
The flyer should announce the catering service
and announce that receptions, parties, office lunches, and meetings are
provided. For an example of such a flyer, please see figure 1 (not
included).
4
Little start-up cost, and hence no financial risk
involved, a catering service could be very profitable.
5
ii
Executive Summary
This proposal is to introduce the concept
of implementing a catering service at the Italian Scallion in Pasadena,
MD. Providing this service will directly allow the Italian Scallion
to increase profits and generate more restaurant business. Additionally,
an indirect result will be increased recognition within the community.
Introduction
The Italian Scallion is a fast growing franchise
operation. With sixty restaurants already in operation and 250 more
already planned, this is a company that needs to stay ahead of the competition.
An informal catering service through the restaurants could provide a competitive
advantage while building recognition on the restaurants' excellent reputation.
The catering service should be very informal
and inexpensive. The primary target is the local mortgage and real
estate businesses. These businesses are always looking for low cost
lunches that they can provide potential clients during meetings.
Proposed Menu
Several salad dishes and most of the pasta entrees would make great
catering dishes to offer clients. These particular items present
nicely and keep well. Two of the sandwiches should also be offered.
all of the soups should be offered by the gallon at a set price.
Start-up Costs
Since the Italian Scallion is an established restaurant,
the start-up cost would be minimal. A small flyer inserted into the
dinner menu and distributed is all that would be required to pilot this
proposal. The menus could also be taken to the target businesses.
Conclusion
The Italian Scallion is a growing franchise
that is planning for tomorrow. A community need for catering services
that could be met by this franchise restaurant has been identified.
They are successful and enjoy an excellent reputation now in selling a
proven product; it is time to expand to include catering.
This is an excerpt of a proposal, so the page
numbers will not match those listed in the Table of Contents.