La Bonita Grill Case Study

ABSTRACT

The purpose of the feasibility study is to determine whether to seek investment for a new concept restaurant which highlights itself as having the smallest carbon footprint within the entire food & beverage industry.  People are becoming increasingly concerned with global warming, overharvesting of resources, and poisoning of the land with pesticides.  At La Bonita American Grill, we will serve an American Grill menu while using only sustainable farming and harvesting means, and producing organic products.  

1. Executive Summary

1. Company Profile

1. Background

1. A neighborhood grill with a twist: serving classic American grill favorites using the ingredient palates of France, Italy, Spain, Greece and Lebanon, dotted with Asian influences.  This blend, known as “Baja-Med,” will showcase the fresh produce of the Gulf Coast “Mediterranean Micro-climate” and bountiful seafood in an upscale, yet casual setting.  
2. Housed in a newly constructed New Orleans styled building, will be providing exceptional cuisine in the most inspired of settings. The ingredient-driven menu celebrates and supports the farmers, fisherman and artisans in and around our area making La Bonita Grill an authentic member of its community.

1. Name of the establishment

La Bonita American Grill

1. Company Logo

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1. Slogan

Where good food is made while being good to the earth.

1. Implying good food, good drink and good times with good friends doesn’t necessarily have to take a toll on the environment.

1. Mission/Vision

1. Vision - The art of presenting exceptional cuisine in the most inspired of settings while using the highest degree of sustainable and renewable products to leave the smallest carbon footprint on our planet.  
2. Mission Statement

Our mission is to create the classic American neighborhood dining destination with casual sophistication, quality service, and where exceptional, local ingredients take center stage.  We are committed to providing our guests with the highest quality food, beverage and personalized service in a relaxed and friendly atmosphere while striving exceed their expectations.

1. Feasibility Study

1. Method of Inquiry

1. Questionnaire

1. Short-Term Objectives

1. To ensure viability of a highly niched food concept within Cebu.

1. Long-Term Objectives

To help attain the primary sales goals, the organization intends to carry out the following specific objectives:  

1.        Achieve positive cash flow by the end of the third month of operation.

2.        Increase sales volume to meet/exceed projections by the first year of operation.

3.        Maintain a 65 to 70% gross profit margin beginning in the fourth month of operation.

To help attain the primary return goals, the organization intends to identify, track, and reduce excessive operating expenses by the third month.

Other objectives that will be set for the Company include developing and continually improving upon our ideas and concepts through direct response marketing from our client base, vendors, and employees.

1. Limitations

1. EXECUTIVE SUMMARY – La Bonita Grill

Core Values

Driven by the desire to provide genuine hospitality—for our guests and our employees—we offer a setting where people truly care about one another, and show it in everything they do. At La Bonita Grill, we strive to create a positive working environment where mutual respect and dignity define every action.

1. Our customers welfare and service needs are of the utmost importance and all our efforts will focus on them.  
2. We value our employees and will treat each other with respect, fairness and integrity. Professionalism is expected always.  
3. “Be better tomorrow.”  We strive to continually improve every day, by everyone, in everything we do.
4. We expect to be profitable. We all contribute to the financial well-being of our business through value-added work (working smart), controlling costs and driving sales.
5. Be considered as charitable contributors and active participants in our community.  

Through a long-term commitment to this vision, mission and our core values, we will be known as a company that is fully committed to our customers, employees and vendors.

Goals

To implement the La Bonita concept and to attain its vision in the manner described in our mission statement, the following primary strategic goals need to be achieved: