how to open a new restaurant.

1. “LE FANCY SCHMANCY” FINE DINE
IN GENEVA

RESTAURANT MANAGEMENT (1024)

Date of presentation
11th February 2014

Group Member
Krunal, Ajaz, and sumeet.

Concept of restaurant
Fine dine

2. CONCEPT OF FINE DINING IN GENEVA
Fine dining and why Geneva ?

It is known for patrons the finest food, quality service and atmosphere.

Most expensive restaurant and menu should offer unique items
 service should be beyond doubt impeccable and the atmosphere should be inviting.
 Standards you should always include in fine dining are fine china, glassware and
flatware (absolutely no paper, plastic, or Styrofoam).
 Geneva is the world third expensive city in 2012; moreover people here are very rich
and can afford to pay high price for quality service and food.
 International students belongs to rich background and walk in tourist from Geneva
airport.
 Business man and benefits of festival & annual conference.

3. MACRO ANALYSIS USING PESTEL
 Restaurant industry is affected by changes in national, regional and local economic
conditions, consumer spending patterns and consumer preferences.
 Other factors , price elasticity of demand , inflation rate , government policy and
change of government affect the whole industry.
 Political factors:
 A restaurant will be affected by factors that affect other businesses as well, such as tax
rates and labor laws.
 Hygiene expectation and rules .
 Economic factors:
 The interest rate at 15% p.a in Geneva would definitely affect our fine dine restaurant
 Rate of inflation in Geneva (Switzerland) was recorded at 0.10% in 2013.
 Social factors:
 Eating habit of people in Geneva
 Ratio of people prefer to eat out regularly.

4.  Technological factors:
 We will be doing business in Geneva and that we prepare a good hygiene food with help
of latest technology in kitchen and we are having technically sound front office.
 Food technology , better production , procurement
 Legal factors in Geneva
 HACCP certification mandatory for hygienic food
 Regular random checking by government department for following procedure or not.
 Penalty up to 50000 CHF or imprisonment or shutdown by law.

5. PORTER ‘S FIVE FORCES IN GENEVA
Rivalry
among
Existing
Firms: HIGH
Threats Of
New
Entrance
HIGH
Substitute
Products –
HIGH
5
Bargaining
Power of
Suppliers:
MEDIUM
Bargaining
Power of
Buyers:
HIGH

6. SWOT ANALYSIS
Well trained and groomed staff
Many competitor in local area.
Strong management team
New in industry
Easy access & location.
poor supply chain
Effective service.
Menu preferences.
High quality food.
Market segmentation for elite class
SWOT
Financial market (raising money
through debt).
Innovation
Expansion
competition
economic factors
external changes like
government,politics,taxes etc...
lower cost competitors / switching
option

7. MARKET SEGMENTATION
Focus group
17%
25%
Businessman
Elite class
Students
walk in tourist
8%
50%

8. ADVERTISEMENT AND PROMOTION STRATEGY
 Local newspaper and Airport electronic 72” wide screens.
 Promotional Items
 Bounce Back strategy for existing or new customer
 Rewards Card
 Web-Marketing
 Relationship marketing
 Improve dining survey.
 Elite service