Publicação
“O Baeta”: A new customer experience regarding edible magic
| Resumo: | The objective of the following project is to create a business plan for a brunch restaurant focused on edible magic. As a business plan, it is expected to prove the financial viability of the business and justify if the investment would be wise and would be successful. The gap “O Baeta” is filling is the lack of innovative brunch alternatives and entertainment options regarding food. The analysis of the market context was based on the restaurant industry actual context that indicates it is a growing industry representing 8.1% of Portuguese annual expenses and 34.34% of the tourism industry GVA. The data gathered was used to perform a PESTEL and a Porter’s Five Forces analysis and to identify the critical success factors. The internal analysis consists in the 7’s of Mckinsey framework. The external and internal analysis, as well as the competitive analysis, was the foundation to define the segmentation, targeting and positioning of the restaurant, and the Canva business model, that define the strategic vision and the consequent implementation plans. The primary data chosen to support the project was two focus groups and their main purpose was to understand the target segment expectations and adjust the marketing plan to meet them. Several ratios were studied based on the forecasted balance sheet and cash-flow statements. The results showed positive cash-flows, with a predicted turnover on year one of 174,863.90€ reaching 326,910.01€ on year five. The yearly break-even is reached in day 234 (august) and the bank loan will be fully paid at the end of year four. The projected GOP is 24.27% yearly that is 7.17% above 2021 average GOP in the restaurant industry. |
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| Autores principais: | Costa, Joana Isabel |
| Assunto: | Restaurant management Inovação -- Innovation Magic Empreendedorismo -- Entrepreneurship Customer experience Fidelização de clientes -- Customer loyalty Gestão Indústria da restauração Magia Experiência do cliente |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | The objective of the following project is to create a business plan for a brunch restaurant focused on edible magic. As a business plan, it is expected to prove the financial viability of the business and justify if the investment would be wise and would be successful. The gap “O Baeta” is filling is the lack of innovative brunch alternatives and entertainment options regarding food. The analysis of the market context was based on the restaurant industry actual context that indicates it is a growing industry representing 8.1% of Portuguese annual expenses and 34.34% of the tourism industry GVA. The data gathered was used to perform a PESTEL and a Porter’s Five Forces analysis and to identify the critical success factors. The internal analysis consists in the 7’s of Mckinsey framework. The external and internal analysis, as well as the competitive analysis, was the foundation to define the segmentation, targeting and positioning of the restaurant, and the Canva business model, that define the strategic vision and the consequent implementation plans. The primary data chosen to support the project was two focus groups and their main purpose was to understand the target segment expectations and adjust the marketing plan to meet them. Several ratios were studied based on the forecasted balance sheet and cash-flow statements. The results showed positive cash-flows, with a predicted turnover on year one of 174,863.90€ reaching 326,910.01€ on year five. The yearly break-even is reached in day 234 (august) and the bank loan will be fully paid at the end of year four. The projected GOP is 24.27% yearly that is 7.17% above 2021 average GOP in the restaurant industry. |
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