Marketing Plan for Passion D’afrique Restaurant, Paris
MARKETING PLAN FOR PASSION D’AFRIQUE RESTAURANT, PARIS
(A Company I would like to start)
1. Executive Summary
Passion d’Afrique Restaurant is a special African Restaurant to be located in the busy La Defense Area of Ilé de France in Paris Metropolis. The target population is the large number of immigrant Africans working or living close to the area, also the unending influx of tourists from different regions of the world to Paris each year makes the demand for the flavour of African food a thriving business. A careful assessment of the market shows that there are an handful of African Restaurants in the crowded suburbs but these are operated in an unorganised manner making it pretty difficult for the Africans living and working in Ilé de France who are desirous of a taste of African delicacy, the French consumers and tourists who are interested in trying out food from other regions. About 11 million people live and work in the Ilé de France Region in Paris Metropolis (1) and although the French legislation prohibits ethnic grouping of citizens, it is evident that about 10% of this population are of African descent.
Passion d’Afrique Restaurant will serve its food in a unique way that encourages the customers to feel at home. We also give special dishes made with exotic original African spices not generally prepared for all customers but only on special request with a little additional cost. The restaurant will accommodate two hundred (200) customers at once, and three hundred (300) on special occasions. Consistency in food quality will be adhered to and supervised by the chief cook. By the end of the first year outdoor services such as preparing diner in special programmes for African Embassies and other corporate bodies will be introduced. Also, three other branches will be located in strategic tourist areas in Paris so that other Africans, tourists and indigenes of these areas can have a taste of our special dishes.
2. Objective
Passion d’Afrique
(A Company I would like to start)
1. Executive Summary
Passion d’Afrique Restaurant is a special African Restaurant to be located in the busy La Defense Area of Ilé de France in Paris Metropolis. The target population is the large number of immigrant Africans working or living close to the area, also the unending influx of tourists from different regions of the world to Paris each year makes the demand for the flavour of African food a thriving business. A careful assessment of the market shows that there are an handful of African Restaurants in the crowded suburbs but these are operated in an unorganised manner making it pretty difficult for the Africans living and working in Ilé de France who are desirous of a taste of African delicacy, the French consumers and tourists who are interested in trying out food from other regions. About 11 million people live and work in the Ilé de France Region in Paris Metropolis (1) and although the French legislation prohibits ethnic grouping of citizens, it is evident that about 10% of this population are of African descent.
Passion d’Afrique Restaurant will serve its food in a unique way that encourages the customers to feel at home. We also give special dishes made with exotic original African spices not generally prepared for all customers but only on special request with a little additional cost. The restaurant will accommodate two hundred (200) customers at once, and three hundred (300) on special occasions. Consistency in food quality will be adhered to and supervised by the chief cook. By the end of the first year outdoor services such as preparing diner in special programmes for African Embassies and other corporate bodies will be introduced. Also, three other branches will be located in strategic tourist areas in Paris so that other Africans, tourists and indigenes of these areas can have a taste of our special dishes.
2. Objective
Passion d’Afrique
References: 3. Sytske Looijen “European Topics” International Herald Tribune, Thursday, April 16, 1992 www.iht.com/articles/1992/04/16/etop_0.php 4. www.travel.yahoo.com/p-travelguide-2775518-cus-african-paris_restaurants-i-sort-pop