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Forbidden City Restaurant

The

Marketing Plan

“Forbidden City Restaurant”

BUS348

From: Xinghan Chen & Xunle Liu

ID: 106841673 & 107341277

To: Prof. Lori L. Pack

12/7/2009

Executive Summary

  • Forbidden City is a fast casual restaurant serving fresh Chinese food, fast, at affordable prices, in a fun and friendly atmosphere. We serve both Modern Chinese food (Forbidden City’s Special Sesame Chicken, Authentic Lemon Chicken, Kung Pao Chicken, etc) and some Traditional Chinese food (Mongolia Hot-Pot, Chinese home-made special Fish, etc) in order to satisfy all customers’ tastes.

  • The fast casual restaurant emerged to meet the demands for better-quality foods at a slightly higher price than that of fast food, and our restaurant will have a great environment site with Forbidden City's style fitment.

  • The restaurant will be counter-order and table-service with a personal average cost around $10-$20. Store hours are from 10am to 11pm from Monday to Saturday, and 12am to 8pm on Sunday. We will also order a special window for take-out orders.

  • The size of the restaurant will be approximately 1,500 square feet with 50 seats. The first location will be selected opposite the Smith Heaven mall near the middle country road and the restaurant will with a parking lot. Moreover, all payments are acceptable, including credit cards and cash.

  • The mainly attraction for the restaurant will be the delicious and fresh Chinese taste food, and it will distinguish from other Chinese restaurant which made American style Chinese food. All the food here will be native Chinese taste that newly to people living here. The price will in the range that most people can afford it. In addition, the parking lot will facilitate people to chose and drive here for the lunch or dinner. Servers here will be dressed up with Chinese traditional clothing and they will always with full smiled face to serve people.
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SWOT Analysis

Forbidden City restaurant is positioned (according to price, quality, and experience) between fast food and casual dining. Since some busy customers are currently limited to hamburgers, sandwiches, pizzas, and Mexican food, when it comes to fast-served options, our fast casual Chinese restaurant offers a flavorful, fresh, fast, and fun dining experience. Besides, our competitive advantage lies in our ability to consistently deliver our brand promise of flavorful, fresh, fast, fun, and friendly, through every customer touch point. We will develop standardized kitchen and front-end operations, which will subsequently lower costs and enable us to develop a ...

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