Atlanta consumers seek variety and new experiences. Location, atmosphere, and distinctiveness are important factors. Our marketing challenge is to stand out from competitors by offering consistently high quality food, menu variety, and a unique atmosphere. Our concept combines variety, ambiance, entertainment, and superior staff to create a sense of ‘place.’ We offer fair profits for owners and investors, and a rewarding place to work for employees.
Instead of building a business around a preconceived concept, we conducted market research and built a concept around our consumers. Our market analysis identified the following key drivers as areas of opportunity to service Atlanta’s restaurant customers:
1. Portion Selection: Nearly 95% of our surveyed focus group endorsed having a choice of different size portions. Our customers want the option to choose what satisfies their appetite.
The top ten Atlanta restaurants shared two things: cozy, hip interiors and reasonably priced, regionally specialized menus. Our competitors are heading in the right direction, but only Zara is based on sound market research in the local market.
Zara will be an inspiring restaurant, combining an eclectic atmosphere with excellent and interesting food. Our mission is to have not only a great food selection, but also efficient and superior service – customer satisfaction is our paramount objective. Zara will be the restaurant of choice for a mature and adult crowd, couples and singles, young and old, male or female.
Forecast: We have taken necessary precautions to ensure the business is fully capitalized and have addressed all financial shortfalls. By Year 7, the entire financial debt will be retired.
We estimate total startup costs at $665,000, including $430,000 in pre-launch expenses and $235,000 in pre-launch assets. We have secured funding through owner and partner investments, a redevelopment grant, accounts payable, and a business loan.
Zara’s Restaurant & Lounge intends to cater to a wide customer base. We have defined the following target market segments: The Business Person, Downtown Atlanta Couples, The Destination Customer, High-End Singles, and Tourists.
Current alternatives include The Kitchen, Lunaci, Cumulus, Cheesecake Factory, and Swing Restaurant. We have analyzed our competitors and have identified our advantages, such as our thorough understanding of the restaurant industry, exceptional restaurant design, international menu, unique spatial layout, chef co-op program, and marketing campaign.
Our keys to success are a unique and contemporary dining atmosphere, high-quality food and service, and customer satisfaction.
Our marketing strategy includes building and signage, customer service, advertising and promotion, and a promotional campaign. Our sales strategy focuses on consistently high quality in all aspects of our business.
Our restaurant will be located in Midtown Atlanta and will feature a comfortable and open concept design. We will operate during peak service times to take advantage of street traffic and after-hour patronage.
Overall, our goal is to provide a unique, innovative, and contemporary dining experience that differentiates us from competitors. We will focus on customer satisfaction and use effective marketing and sales strategies to attract and retain customers.
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