Business Management

Crusty’s Restaurant Business Plan

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Word Count

2000 words


Business Strategy


4 Days

Assignment Criteria

The International Business Project brings together many aspects of the International Business Major; synthesising much of what you have already studied. Using these skills together will allow you to produce a final practical international business proposal and business pitch. Your final project will require you to utilise elements of marketing, management, strategy, finance and human resource management.

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Assignment Solution

About Crusty's

The business report is designed to discuss the possibilities of setting an Italian based cuisine restaurant by the name of Crusty's Italian Restaurant in the central place in Dubai.  The genuine taste with a huge range of home cooked variety of pasta and sauces presented by our Italian food joint would be making the customers tastes an authentic Italian flavour that has never been an experienced before. Crusty's will have its first launch in Dubai, since it's a new chain, by the end of the year 2015 mainly in the month of December with a plan of having future possibilities of expansion in Abu Dhabi as soon as the brand get recognised for its taste.

We ensure that the experience and taste at Crusty will transform the regular Italian food experience into an authentic delicious family experience. The interiors are done carefully to create an ambience take would virtually take our customers to Italy; having a unique Italian set up using similar furniture, lights and music. Our menu would offer a variety of Italian dishes that would include Pizza variants, home-made pasta delicacies, calzone; salads etc cooked using organic and high-quality vegetables and fruits. The combination designed for each food item by our chief guarantee freshly cooked food as well as with lower calorie count considering the increasing diet conscious generation.

Crusty look forward to provide a great nutritious option as well as a genuine taste of Italian pasta, sauces from its own kitchen and spices; considering the requirement as well as the mindset of the people looking for health specific dishes with lower fats as well as calorie count. Also focusing the working population which is extremely occupied in their career, having no time to cook food on a daily basis is dependent to eat out quite often. 

About Dubai

Over the years, Dubai has become one of the major tourist destinations seeking for professional set-up or leisure activity among visitors from across the world. This is also because of its best infrastructure as well as economic stability has been an attractive feature for travellers as well as investors from around the world. Dubai has a large percentage of its population with majority number of expatriates in the professional set up having a strong expenditure power; they are our main customers as they prefer to eat out because of their busy routine. As per the statistics, Dubai estimates to run more than 11,000 fine-dine restaurants, where it would be adding 500 more each year.

As per Euromonitor analysis International high growth rate has been witnessed over the last 5 years and the same growth rate is expected up to 2019 with an average 8% growth rate (Scott, 2014). As per the estimates presented by Department of Tourism and Commerce Marketing in 2013 11 million tourists, a rise of 10.6 per cent over 2012, have had booking into Dubai's 611 hotels along with the hotel apartments (Euromonitor International, 2014). It is expected that by 2016, Dubai would add 139 properties to cater international tourists which would include 91 hotels and 48 hotel apartments (Statista, 2015).

UAE, unlike other countries, have different working days i.e. working from Sunday to Thursday with working hours up till late; this gives huge opportunities to both tourists as well as local to enjoy having dinner with family and friends. Considering the recent trend it can be said that dining out is becoming a favourite activity for many UAE residents, with a huge spending capacity i.e. an average of Dh841 on restaurant meals per month, the highest in the Middle East market. The non-vegetarian food in UAE is specially cooked using Halal chicken suiting to the local preference as well as abiding by the rules of the Food Association in Dubai. During the period of festivities and especially in Ramadan eating joints are instructed to stay open up-till midnight to serve to both locals and travellers; adding to the business advantage

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