field study on mash a restocafe

2.  The Beginning
 Was started on October 3rd2007 by
four cousins, Immanuel Babu, Thomas
Babu, Sunil Cherian and Rohit
Zachariah.
The Mash Brothers

3.  Concept
 Mash says “Live to Eat.”
 Have strung together their favorite
dishes that their moms and aunts
cooked at home.
 When started they wanted it to be
like a bachelor’s pad where they can
cater to our family and friends.
 The ambience is based on the
concept of a beach shaft.

4.  The Background
 The four brothers, in their 20s, have their
educational background in Management /
Commerce.
 They are all into their respective family
businesses. Sunil is in food business apart from
Mash.
 Initial investment was about Rs 20 lakhs
which included furniture and interiors.
 Mash has been rented for Rs 30,000 from
Mrs. Murli, a resident of Besant Nagar.

5.  Location
 Mash is located at No T-54 B 1St
Floor, Elliots Beach Road, Besant
Nagar, Chennai.

6.  Location
 Opposite to crowded and extremely
vibrant Elliot's beach. A very strategic
position for restaurant business.

7.  Map

8.  Map

9.  Map

10.  Map

11.  Map

12.  How to reach
1. Auto: An auto from Thiruvanmiyur to
Besant Nagar takes 15 minutes and costs
Rs.60.
2. Share auto: Share auto from
Thiruvanmiyur to Besant Nagar takes 15
minutes and costs Rs.10 per head.
3. Bus: Bus from Thiruvanmiyur to Besant
Nagar takes 20 minutes and costs Rs.5.

13. Road map from NIFT
Distance ( 4 km )

14. About Besant Nagar
 one of Chennai's most elite
neighborhoods, named after the
famous lady theosophist Annie Besant
and adjoins the Theosophical Society.
Theosophical Society

15. About Besant Nagar
Besant Nagar was developed by
Tamil Nadu Housing Board (TNHB) in
late 1970s and early 1980s.
Besant Nagar is an excellent
example of organized government
town planning.
 Nearby localities include Adyar and
Thiruvanmiyur

16. A Bird`s-Eye View of Besant Nagar

17. Landmarks
 Annai Velankanni Church: The legendary Annai
Vailankanni Shrine, Besant Nagar, Chennai, the holy
place of the mother of health, has been located at
the Elliots beach.
 Karl Schmidt memorial on Elliot's beach in
Chennai.
 Cool & Cool Casuals: It’s a clothes store for kids
and teens. It is situated below Mash.

18. Annai
Velankanni
Church
Karl Schmidt
memorial

19. Landmarks
 The area also boasts a wide variety of
eat-outs like -
 Funk Jazz: A food joint that serves food like
donuts, burgers, juices and milkshakes.
 Tasty Jones: It’s a food branch which serves
western food.
 Java Green: It is coffee and juice shop, situated
close to Mash.
 Pupils: It is a food joint that specializes in
burgers.

20. Landmarks
 Emilios: It is an Italian ice-cream shop.
 Dhaba Express: It’s a food branch that
serves north Indian food.
Planet Yumm: It is a food court which has
food joints like Marry Brown, Dominos Pizza,
Café Coffee Day, Baskin Robins, Sangeetha,
etc.
Fruit Shop on Greams road: This is a juice
shop that serves mainly fruit juices.
Cozee: It is a chaat joint.

21. Inside MASH
Has an area of 750 sq feet.

22. Inside MASH
This place has both indoor air-conditioned
seating for 22 people as well as outdoor
balcony seating for 16 people.

23. Inside MASH
The walls of the inside seating area has a
photo gallery which adds beauty to the
place.

24. Inside MASH
 The ceiling too has a woody finish in
brown.

25. Inside MASH
Nice music uplifts the ambience which
the customers are really impressed with.

26. Kitchen
The kitchen has -
Two fridges,
Three sinks,
Two stoves,
One electric oil fryer,
Three commercial gas cylinders,
One microwave and one electrical
chimney.
They use fiber glasses to serve water
and use plates of three sizes.

27. Resource of raw material
Bombay General Store.
Meat From Thiruvanmiyur.
Vegetables From Besant Nagar.
Sea Food From Deepa Sea Foods.

28. Lay-out of inside view of MASH
ENTRANCE

29. What they serve
 Type of Food -
 FUSION COOKERY : Fusion cuisine
combines elements of various culinary
traditions while not fitting specifically into
any.
 They cook combining ingredients and
techniques and seasonings from different
cuisines for example combining continental
ingredients with Indian techniques.

30. What they serve
 Combo packs
 The Honey Bravo Pack :
 Yummy thick pancakes with honeyed
fruits.
 Ice cream and coffee.
 Tea or hot cocoa.
 The Body Builder’s Pack :
 A type of omelet.
 Anything from Wedgie n Cheese to Cheezy
Wonder or the Spanish omelet.

31. What they serve
 Combo packs
Superman Special :
Oats porridge.
Strawberry Margarita, a Mexican mocktail.
Mochachino, a cocoa and coffee combination
drink.
Kerala style tea.
Kaffe Krema, which is cream and cinnamon
toppings over a cup of coffee, are part of the
menu.

32. What they serve
Soups Sandwiches Starters
• Chowder • Fish Fingers • Paneer
• Minestrone • Fried Egg Stroganoff
• Chicken Bajji • Vegetable
Zuppa • Chicken Sticks
Satay • Pasta
• Steak Fillings Mornay

33. Sandwich Sausage
Duck
Burger Soup

34. What they serve
Desserts
• Strawberry Chop Suey, which is strawberry coulis
and ice cream served with crisp noodles.
• Choco Mud Pie served on a sizzling clay plate.
Foods are served with the traditional mashed potato
and grilled tomato as well as chicken sausage.

35.  Three Famous Recipes of MASH
Chicken Cordon Blue
Chicken Sizzler
Crepe Sea Food

36.  Ingredients
Chicken Cordon Blue
Minced chicken breast, grated
cheese, chilly flakes, lime
juice, basil, parsley, chopped
onions, oil, bread crumbs,
egg, mayonnaise, Julian
cabbage, Julian carrot, salt,
pepper, vinegar and potato
strips.
 Preparation of the salad
Add Julian cabbage, Julian
carrot, mayonnaise, salt,
pepper and vinegar into a
bowl and mix it well.

37.  Preparation of the Chicken Breast
Marinate the minced chicken breast
with cheese, chilly flakes and chopped
parsley and leave it in the refrigerator
for a day.
Fold the chicken breast and dip it into
the egg paste and cover it with bread
crumbs.
Fry this in an electrical oil fryer at 70-
100degrees.
 Place the fried chicken breast in a plate and serve it with
French fries, mayonnaise and salad as complementary.

38. Crepe Sea Food
 Preparation of the Filling
Add beans, carrot,
Add oil to the pan
baby corn and
and keep it on low
garlic and stir it till
flame.
golden brown.
Then add the
After it gets cooked
chopped prawns,
add white sauce to
sear fish and squid
it.
and leave it to boil.
Later add salt, Remove it from the
aginomoto, celery, stove when it is not
pepper and chilly too thick nor too
flakes to it. thin.

39.  Preparation of the Pancake
Break three eggs and beat it
and add corn flour and maida
in equal amounts and mix it
well.
Add this mixture onto the
pan and leave it to cook
on low flame.
 Stuff the sea food filling into the pan cake and
garnish it with white sauce, carrot, capsicum, salt and
pepper

40. Chicken Sizzler
PREPARATION:
• Butter, chopped
carrot, beef or
chicken bones, • Fry the chicken
chopped garlic, breast in a pan on
low flame.
chopped beans,
• Prepare brown sauce
celery, leeks,
by adding butter,
marinated chicken chopped carrot, beef
breast, tossed and bone water,
onions, mashed chopped garlic,
potatoes. chopped onions,
chopped celery and
leeks into a mixer
INGREDIENTS: and grind it well.
• Place the chicken
breast steak on a
heated pan and pour
the brown sauce on
it.

41. MANAGING PARTNERS
1.IMMANUEL 2. ROHIT 3.THOMAS 4.SUNIL
MANAGER - VINKY
3 SERVICE STAFF KITCHEN HEAD
1. VISHNU 2.ALEX •SURESH
3.WINSON
4 CHEFS 1 HOUSE KEEPING
SALIE SHOKHAI PREDEEP RAJU ANGAM

42.  Roles and Responsibilities of
Managing Partners
 Rohit Zachariah (General
administration/Finance)
 Immanuel Babu (Marketing)
 Thomas Babu (Purchase/Staffing)
 Sunil Cherian (Maintenance)

43.  Roles and Responsibilities of
Employees
MANAGER: The responsibilities of restaurant
managers include directing and scheduling activities,
organizing of stock, ordering food supplies and
equipment, inspection of health and safety
precautions and solving employee or customer
problems.
KITCHEN HEAD: A kitchen head is responsible
overseeing the entire operations of the kitchen. He
supervises the kitchen staff and makes sure they are
performing their duties appropriately. A kitchen
manager must also make sure the kitchen area meets
health and safety requirements, as mandated by law.

44.  Roles and Responsibilities of
Employees
SERVICE STAFF : They serve food, take the
order and cater to the customer requirement.
CHEFS : They cook the ordered dish for the
customer. They specialize in cooking fusion
cookery.
 HOUSE KEEPING : They maintain hygiene and
place shining.

45.  Recruitment Process
 They have a catering school in Karur
where students are trained in culinary
skills. Teachers who teach the students
recruit employees for Mash.
 Promoting Dishes
 They advertise their dishes in the
newspapers like the Hindu and Chennai
Times.

46.  Target Customer
Elite Class,
 Students,
 Bachelors,
 Couples.
Footfalls
Average costumers per day is-
weekdays-55
weekends-125

47.  Strengths
The ambience : it has a sea facing sit out and
an air-conditioned inside with wooden and
cane furniture.
The location is another plus point because a
beach side rest-o-café is highly sought after.
And there are a lot of customers due to the
beach.
The quality and quantity is also appreciated
because the managing partners of Mash strive
to serve the exact amount that they would
expect in any restaurant.

48.  Strengths contd…
The food they serve is fusion food which is
different from the usual.
 They have started drive-in delivery, that is
customers can now order from their cars which
can be parked anywhere on the Elliots beach
road.

49.  Weakness
The biggest weakness of Mash is that its
area is too small. It is only 750sq.ft and
can accommodate only 40 people at the
same time.
The food is comparatively expensive
than the other restaurant in that area.
If the customers exceed 40, there is no
waiting area to wait. Due to this they
loose their customers.

50.  Recommendation
They can start branches in other areas.
They can increase their variety of
vegetarian food.
They can start advertising through
pamphlets, television, etc.
They can give special discounts from
time to time to attract customers.
They can arrange for a waiting area.

51.  Conclusion
The Environmental Studies project
assigned to us gave us all a very useful
experience. We learnt what all should be
done to maintain and run a proper
Organization, and the tasks that should
be given importance to, whenever
needed. We came to know about the
problems faced by the customers and our
survey also helped MASH to know about
its own strengths and weaknesses by the
Questionnaires that we gave to the
customers.

52. Thank You