1. travel
2. tourist destinations
3. seaside resort

Business Plan for Pier Restaurant
Executive summary
The Pier Restaurant is intended
cafe It is
restaurant
The renovated
roughly
to
a
full
be located overlooking the
a
facility will
service three
day
a
meal
ocean
at the
Flagler
Beach Pier
approximately 200 patrons This would allow for
150 seats inside and the balance on outside deck areas The restaurant
will feature
full
menu
seat
compliment
items The menu will be influenced
England
Southern
world The
1
be
to
regional
revenues
will
of moderately
dinner
lunch
priced breakfast
Italian New
by Caribbean Creole Coastal
and other time
honored
come
specialty
from around the
from 4 elements ofthe restaurant
Breakfast will feature traditional
items
recipes
operation
dishes and other
morning
creative
using fresh quality products ingredients
2
Lunch will feature
3
Dinner will feature
4
Bar
a
variety
of soups
salads
and sandwiches
casual family
style dining and will offer fresh
seafood pastas steaks paellas dinner salads and other regional favorites
operation will
offer
a
full bar
drink menu
featuring specialty drinks
dining and drinks can be
deck so as to enjoy the
craft beers and assorted wines It is intended that
enjoyed
inside
or
al fresco
on
the
new
atmosphere
It is envisioned that
enhance the
operation and experience
done on
some
limited
basis
a
most
entertainment element could
music
at
likely
the
restaurant
located
on
This would be
the outside deck The
vision is that the entertainment would be
and 3 person combos
background music to
mostly single individuals or 2
performing easy listening numbers that would afford
people eating talking and enjoying a good time at
the restaurant
The mission and
atmosphere
objective
enhanced
to the Destination
and
ofthe
operation
is
to
bring together
a
casual
by the seaside location that will draw residents and visitors
Location taking advantage
iconic
adjoining
Flagler
complete quality experience
service and
product quality
grasp on food beverage
ofthe
quaint
beachside location
Beach Pier The establishment will
for patrons The keys
to success
atmosphere Management
and labor elements
so as
provide
a
will be focused in
will need to have
to deliver the
a
experience
firm
to
its
customers
in
a
fashion that will
mouth recommendations
Company
to
inspire repeat business and
of
encourage word
others
summary
The restaurant derives its name
essence from its location
historic
Beach
The theme and decor ofthe
adjoining
the
will reflect
facility
fishing pier
surrounding location The company ownership
a
privately held limited
liability corporation owned by Raymond Barshay and
Flagler
the character and elements ofits
Edward F Menard This will be considered
complete
renovation
ofthe existing pier
a
is
combination start
up restaurant and
restaurant
Projected Renovation Start
Up Costs
Plans and Permits
Legal
Equipment
Furniture
Fixtures
Menu
Print
Design
Loan costs
Licenses
Deposits
payroll
Hiring
Soft opening expenses
Grand opening expenses
open
Marketing
Advertising
up inventory
Start
Small
wares
Interior renovation
Exterior renovation
Signage
Purchase of existing business
The
as
projection
30
000
000
25
000
40
000
30
000
10
000
10
000
7
000
5
000
9
000
7
000
10
500
7
000
20
000
8
000
75
000
65
000
20
TBD
of timing for start
up and
completion
ofthe renovation is
follows
New lease and
assumption of existing lease byJan 31 st 2011
Plans and permits by Feb
28th 2011
Renovation by April 15th 2011
Closing
Training and Reopening byMay15th 2011
ofthe timelines may progress so as to be ahead ofthe projections if
other parts are able to be accomplished quicker It is also possible that due
Any
to
the
nature
essence
to
all
ofthis
project
parties
it may be
delayed
at some
stage Time is of the
Market
analysis
The casual
S Due
U
to
dining restaurant
predominately
and portions of St
Flagler
through
or
residents
closely
an
11 billion dollar
industry
in the
its location in southeastern
serve
local
market is
residential
areas
Flagler county the business will
including northern Volusia all of Flagler
Johns county It will derive certain daytime revenue from the
community as well as visitors and tourists passing
Beach business
drawn
too
from the
the
area
The other
surrounding
area and their
with other businesses within
diverse clientele
to
the
area
portion
ofbusiness will be from local
guests The venture
Flagler Beach in
Specific advertising will
an
hopes to
effort to draw
be done
through
work
a more
local
publications direct mail business group alliances and radio as a means of
65 year
creating awareness The target market for the restaurant is typically 18
old singles
couples and
families who desire
sophisticated yet fun casual dining
experience We feel that positioning ourselves in the casual quality food
service with an emphasis on a friendly atmosphere and caring knowledgeable
staff will position is well to compete in the something descriptive Flagler
a
Beach business community
Management Summary
Raymond Barshay will be the operating partner
managing member ofthe
liability company Mr Barshay has been involved in the food and
limited
beverage business for 22 years He is currently involved in the RiverGrille
Restaurant in Ormond Beach Florida and Crabby Joe
s Deck
Grill in Daytona
Beach Shores Florida Mr Barshay was instrumental in start
up and day
to
for
both
ventures
and
has
been
for
operations
responsible
design menu
development purchasing marketing and advertising staff development and other
business functions commensurate with operating successful restaurants Previous
to being involved in the restaurant business Mr Barshay was involved in the
residential real estate development construction and sales business for over 25
years
Ford Menard is
a partner in RiverGrille LLC with Mr
Barshay and The Broken
Barrel located in Melbourne Florida The Broken Barrel is a sports
s involvement in the
barstarted in 2008 Previous to Mr Menard
restaurant
pub
restaurant business he was involved in owning and operating a sporting good and
gun business for many years and was involved in all aspects of customer service
purchasing and operating a privately owned business Both Mr Barshay and Mr
Menard
are
longtime residents
ofthe
area
Other
manager a kitchen manager and an assistant
manager There will be approximately 40 full and part
time staff employed Our
is
that
several
ofthese
be
held
hope
positions may
by current employees ofthe
personnel
will be
a
general
existing pier restaurant who are willing to train and transition into the new
operation Other personnel will hopefully and ideally be found in the local and
surrounding communities It is not our intention to bring employees from other
restaurants owned by either Mr Barshay or Mr Menard
Extensive training will be done so
as
to establish
a
reliable consistent
and well
trained staff The management
ownership team
considers service to be a high priority in any successful food service venture
knowledgeable
Strategic Positioning Summary
The
fishing pier and
location in the
City
the restaurant make up a highly visible landmark
A newly renovated restaurant building will certainly add to
look and feel to the property This is only one element of making
the transition for the project There are other ideas that should be developed to
bringing
a new
revitalize this
major section ofthe downtown area and are important to bring a
cohesive image to the property where locals visitors and tourists can be drawn to
the pier the restaurant and ultimately the other businesses ofthe downtown
Flagler Beach area This can be done in several ways The partners in the venture
feel it is important to work closely with the City to develop the entirety ofthe
pier the restaurant and the beach area at the pier This should be done in a way
that brings out the experience of a visit to the pier
restaurant That is after
beach
all a main reason for someone choosing to come to the area It should be pleasant
easy to access fun and seamless for anyone to come and enjoy there time in
Flagler Beach It should be an experience that makes it easy for them to become
regular visitors and return with friends family and neighbors To effect that we
feel it is important to develop the other parts ofthe equation Some of those that
should be addressed
1
are
Streetscape areas ofthe property along AIA This
sidewalk
accomplished with plantings signage and other items of a
can
be
festive nature
decorative
2
Changes to the fishing business Renovate the bait tackle and admissions
facility Promote fishing business through events benefits camps and
tournaments in concert with local groups
and the
City
clubs schools
other businesses
3
Develop
other features for the
comes to
the
area
pedestrian
crowd and the beach crowd that
This could be walk up service areas for drinks ice
etc A retail
shopping experience should also be
outlet
cream beach items
available for
people
who have
come
to the
beach
the
pier
or
the
restaurant
4
Combine
some
historical information and
city directory
that
gives people
a
they are and the things available to them in the way of
shopping
dining options and activities for them to enjoy While
people may be drawn to the pier they should easily access and be directed
to other things in the area
sense
ofwhere
other
In
bringing
more
to
life
at
the Pier it should enhance the
enjoyment
ofthe time spent while in the area Whether someone comes and spends
money or not in town the day they are visiting each visitor is a future
customer ofall the businesses in town
They
should have
a sensory
experience
top ofthe mind awareness
Flagler
for the next time they want to eat shop or play in the area It is important
that the experience is visually pleasing comfortable friendly and
that will leave
basically
taste
Proforma
SEE ATTACHMENT
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to
Beach
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