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Jennifer Hemphill

on 28 November 2012

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The Business Plan Downtown Wings: Sports Bar and Grill Executive Summary We want to establish our brand through coordinated marketing and operational execution that ensures brand recognition and the quality and consistency of our concept. These efforts include marketing programs,aggressive advertising to support our restaurant. Our concept is further strengthened by our emphasis on operational excellence supported by stringent operating guidelines and comprehensive employee training. The Mission $1.7 billion: Restaurant-industry sales on a typical day in 2012.

1.4 million: Number of positions the restaurant industry will add in the next decade.

Restaurant-industry job growth has outpaced the national economy in 12 consecutive years, from 2000 through 2011.

93%: Percentage of eating-and-drinking place businesses that have fewer than 50 employees.

66% of adults say their favorite restaurant foods provide flavor and taste sensations which cannot easily be duplicated in their home kitchen. Competition Downtown Wings: Sports Bar and Grill will be committed to maximizing our purchasing power by building lasting relationships with local vendors and companies that will benefit all areas of our business. We will work directly and closely with all related industry contacts to ensure our restaurant the highest quality products and merchandise at best available prices. This will cover all aspects of our business from food & bar purchases to retail and merchandise items, fixtures and equipment. Downtown Wings: Sports Bar and Grill will strive to be the premier sports theme restaurant in the Triangle area. At this sports bar we want our customers to have more fun during their leisure and dining time. The sports bar will provide more televisions, visibility and control. The sports bar will provide state-of-the-art table-top audio control at each table so the customer can listen to the selected program of his or her choice without interference from background noise. The sports bar will combine menu selection, atmosphere, lighting, and service to create a sense of excitement in order to reach our goal of over-all value in a dining and entertainment experience Industry Analysis The top competitor is Buffalo Wild Wings near the Southpoint Mall. It is a sports bar that offers an extensive menu with chicken products, full bar service, and sporting events on many TV’s. Buffalo Wild Wings has the same target market that we’re trying to furnish. They have a casual family dining experience and sports bar theme one in one restaurant. We will differentiate by providing quicker, friendlier service, offering more control of what’s playing, and a downtown location. Downtown Wings: Sports Bar and Grill will be held privately by a LLP. The restaurant will be located in the town of Durham. Durham is great for tourism so a local restaurant should prove to be a good business venture. MARKETING Downtown Wings: Sports Bar & Grill target market is based on serving the sports enthusiast, the business entertainer/owner, tourism, and the local night crowd, as well as families dining out. We want a variety of customers and will make sure everybody can enjoy Downtown Wings: Sports Bar & Grill experience.
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