to Pret-a-manger which: 1. provides a greater level of choice and service 2. is student friendly and large enough to accommodate groups studying or chilling 3. gives staff the ability to quickly turn their feedback, and that of customers, into products and services The first location will be based in the tourist and student hotspot of Baker Street. Initial concept will be a themed quasi-food court, with more ‘shops’ added over time to increase growth About us My name is Rayhan Rafiq Omar. I have intended on opening this bakery for 8 years, however quickly indentified that there were many skills, such as diplomacy, which I needed to learn before being responsible for people working for me. My wife Sofi has 10 years relevant experience of managing and motivating teams of customer-facing staff . She will manage the day-to- day operations, while I take care of all the back office functions of purchasing, marketing, finance and administration. The cashflow from this business would be used to expand on further business ideas, so we can safely innovate without having to worry about raising finance. We will always look for partners, as having oversight can only be a good thing, and the knowledge and skills that others can bring will always be more useful than our knowledge alone. Summary business plan The business will be initially focused on a quasi-food court securing the local lunch-time trade and subsequently branching out to an evening offering and morning deliveries to local residents. The store would be named simply Baker Street, with The Baker Street Bakery and The Bakery Street Night Cafe being the initial product brands. We intend on refining the operation at this site and mirroring the concept in other Central London locations. The ability to leverage the delivery distribution network to deliver ancillary products would only come from customer feedback and contact referrals. We want local residents to trust and value us to the extent that they ask us for other products that we could source from local third party suppliers. I would like to expand the business to further stores; the first on Baker Street and the second in Knightsbridge. The reason being is both areas have a tight distribution of high net worth families living in mansion blocks, which would be easy to deliver to; and both are tourist hotspots
bank branch Ground floor: 1,895 sq ft Basement: 2,079 sq ft Total: 3,974 sq ft Corner site on York Street and Baker Street Established lunch-time rush 20,000 students within a 5 minute walk Local residents all live in mansion blocks Rates 2009/10: £46,317.50pa Why this location? - Baker Street has the benefit of an established lunch crowd - all outlets, both express food and restaurant, in the area are bursting with excess demand from students, tourists, local office workers and local residents. The key to this location is the unique density of wealthy families living in mansion blocks. The core business unique selling point is daily, reliable delivery to the residents of all these mansion blocks in Marylebone, Mayfair and the areas surrounding Regent's Park. First thing in the morning, we will deliver bread, pastries, milk, juice and even sandwiches for the kids; and it's all mansion blocks, so it'll be easy to deliver
theme ▪ To get the feeling as though you are walking down a 1800s lit up street ▪ Walk way - Round pebbles path – As flat as possible to make it easy for heels; logo in floor in stone, or as a drain cover ▪ Ceiling painted as though its the sky ▪ Lamp posts ▪ Cast iron railing ▪ Counters styled as separate shop units - Grocers, Deli, Bakery etc – on casters to be pushed back behind roll-down drapes with the closed shop painted on ▪ Wall opposite to shops is painted on as a mural – shops on the opposite side of the street/ street going into the distance/ or London square type green ▪ Tables & chairs - wrought iron / heavy wooden table tops ▪ Penny farthings as seats – free meal next time if you can sit and eat your whole meal this time Downstairs ▪ Comfortable seating ▪ Wi-Fi and power points for Laptops Initial capital expenditure IT and Equipment: 4 tills x £2000 + 4 computers x £500 + website creation x £10,000 = £20,000 Kitchen equipment: £30,000 Furniture and customer area furnishings: £150,000 (need to get estimates) Total - £200,000
walls – ground and basement ▪ Expose M&E – remove suspended ceiling entirely ▪ Lighting - assess how much of existing light fixtures, wiring and control systems to keep or replace ▪ Seating areas – quick eat areas, less quick and quiet eating upstairs; and comfortable seating downstairs ▪ Preparation areas, counters, and baking area/kitchen ▪ Storage area/cold room and fridges – open fridges for grab-and-go products and closed for overnight storage of ingredients ▪ Pay terminals and tills ▪ Painting and finishing – walls, ceilings, wood and metalwork, and mural ▪ Frontage – open up main door to be wider – same width side door to be opened up ▪ Window treatment ▪ Signage and lighting ▪ Staircase – to be moved to free up space ▪ Pillars to be exposed and dressed
that people trust, employees love to provide and is a stable and consistent net contributor to the local community. ▪ The idea was conceived 8 years ago, whilst at university, as there was no suitable venue to relax and study. I didn't want a business that was the same as many others; that thought process brought up the notion of delivering to the mansion blocks in the surrounding area ▪ The initial idea was to deliver bread, milk, sandwiches and any other convenience item to the local homes and businesses within a mile radius of the bakery. — All the deliveries would be packaged beautifully, without adding excessively to waste. Customers will have the flexibility to amend or cancel their orders right up to the very last minute. We will look to start this service once the lunchtime offering is profitable. Provide simple options for regular delivery – www.graze.com ▪ At lunchtime, there will be a selection of fresh, quick and convenient items for lunch. Preparation will be in full display, to give customers confidence in our cleanliness ▪ In the evening, we will transform the venue through lighting, music and a more relaxed food menu (mint tea et al) ▪ There will be quiet areas for students to spread out their books and study, with free, reliable wifi to complete the service ▪ Hiring out the downstairs in the evening for functions Specifics ▪ Morning - bread, pastries, sandwiches; ▪ Mid-morning to lunch - sandwiches and salads; ▪ Lunch - Sandwiches, deli counter, pizza, soups and fresh juices, milkshakes and smoothies [research: gourmetsandwich.co.uk and The Grocer]; ▪ Late afternoon - cheap sandwich and salad clearout OR cheaper coffee and wifi to attract after university crowd (high profile marketing to local student population); Evening - Change of scenery and lighting to attract young, local crowd offering drinks such as mint tea, milkshakes and smoothies, space to meet and study and possibly live sports events for the alcohol-free crowd (with the downstairs, we have the flexibility to cater to two different crowds. Tap water is free, drink to your heart's content - sign next to a drinking water tap. Large jars of water with cucumbers, lemons and limes, watermelon - tasty and aesthetically pleasing ▪ Delivery: bread, milk, pastries, juices, sandwiches, packed lunches, newspapers and other value-added products ▪ Provide a high quality and reliable service that the local residents trust ▪ Flexibility will be key, allowing last minute changes to orders, custom requests and the most polite, helpful staff that anyone could ever encounter. ▪ The goods have to always arrive beautifully wrapped as it they were a present ▪ Once the delivery service reaches critical mass, we can offer higher value products and extend our product range to include : — flowers - rent out space on ground floor to a florist, and deliver their products for a delivery charge — cat and dog treats — 3rd party specialist products - brands like The Grocer and Jamie Oliver (not competing with supermarkets – just providing easy to cook home meals) — hotel-style continental breakfast (with a vase and flower, toast in keep-warm packets),
jars, cakes Juices, milkshakes, smoothies, fresh homemade lemonade (fizzy and not) Bakery – breads, pastries Pizzeria and doughmaster style wraps Deli – sandwiches, salads Quick stop sandwich (and salad) shop Coffee shop – teas, coffees, hot drinks Florist and edible arrangements Tills at front, so shops can concentrate on serving Ingredients weekly orders Kitchen preparation/clean routine Staff recruitment and training schedule - waiting/customer service Health and safety/ food safety certification Furniture/Decoration - booths bells bulbs Till/CRM/ordering system Menu design and uniforms Sauces – Nando’s style pick up sauces Hand basin Place mats Make your own pizza experience - Pizza and a movie Projection screen Mini etch a sketch Black board for comments Short trees in big plant pots out side. Till system - prompts for customer grouping tag with transaction so we can track what the buying patterns are for tourists, workers and students, and see who spends more with us and where we need to adapt our offering and efforts Ice tea and traditional lemonade sold for cheap in the summer to drag sales through the roof Mobile units to gain exposure - selling drinks and desserts Cobbled path leading into the shop from outside. Possibly flanked by LEDs Use elements from the California Gurls music video Grazingfood.com
turn value our customers Staff members will work in a tight-knit team, the core value being spreading the wealth: we share the profit with those who help generate it. Bonuses Bonuses will be structured to: Encourage sign up of new delivery customers Based on customer feedback - staff will be encouraged to seek customer feedback - bonuses will be paid on quantity of customer comments and quality of staff service (as commented on by customers) Bonuses will be capped on everything except the new delivery customers metric Baker Street Bakery KPIs for monitoring performance Staff retention strategy The business will be employing approximately 14 people from the outset. There will be a transparent process for progression, so that there is healthy competition for team members to progress to more senior roles and find activities within the business where they excel. The staff incentive structure will be three-fold Financial - bonuses Value input - bottom-up culture Progression - promotion opportunities
Street, more than anything, is for prominent marketing advantage. The large corner site at 101 Baker Street provides a healthy expanse of frontage to highlight our delivery service to the local area. Environmental care commitment - packaging, waste reduction initiatives cleaning the local area Community involvement - teaching local kids basic cooking and hygiene feeding the homeless Target audience – Understand them What will appeal to them – Theme – Products – Display of products – Packaging – Price – Routine – who, how, when, where (cleaning, rubbish, ) Reward – Promotion – Ongoing research – when, how much, what, what more Idea/feedback submission – Feedback implementation and visibility of results – Special events – 3 a side, radio controlled rally, baby time, Marketing and packaging to be funny and informative To support BSB subscription: For all Facebook and Google's power, neither of them has a direct financial relationship with consumers. Though clearly they will move in that direction. Marketing strategy Launch – performers, stilts, magicians Leaflet distribution Radio stations and newspaper PR Free delivery to local businesses Students' Union advertising Nurseries and schools Mansion block porters - build a rapport Members clubs Local business partnerships and discounts Initially - door-to-door business sandwich and soup sales - purely as a marketing ploy Bloomberg/ picadillycircus type large screen in bakery window, to create a landmark Leaflets - The Baker St Bakery delivers here
a ‘niche’ offering. The only generic, common offering will be the lunchtime products. The idea is to cater in a unique manner for: • Local residents (who live busy family lives in mansion blocks) • Students (who need a space to study and socialise) • Tourists Expansion shops All must be small and ideally portable: Locksmith Florist Edible arrangements The Grocer Jamie Oliver’s Recipease Hot dog stand Mama's hampers - ready-made picnics Edible arrangements alongside florist. Basement Downstairs Mirror maze theme. ·Entrance - Big heavy black velvet curtains ·Mirror maze that lead to separate booths ·Booths deco inline with mirrors - comfortable seating ·Power points - Laptops / Mobile phone / Wifi ·Plain black ceilings and flooring ·Staff to tend to customers from the moment the walk down stairs; they will also seat them unless customers identify seating themselves ·Buzzer / Light that goes off in kitchen if assistance is needed at booths (include booth numbering)