Executive summary

This business plan aims to present the idea of establishing a superior theme restaurant– The Emperor House Royal Food Restaurant in Auckland. There, consumers can not only enjoy the delicious “Shan” used to be served only to the royal family, but also enjoy the costume services that simulate the original royal life – “Back to the glory of history”.

Our venture will stick to the following operation principles:

  • Assured special food and wonderful services. What we offer is the authentic royal Chinese food and the ambient environment and excellent services.
  • Assured strict raw material selection, best chef cooking. All the material are of high quality and will be healthy and the cooking procedures will ensure the quality of the food
  • Keeping minds open to the customers’ opinions, doing our best to satisfy their needs while preserve the original dish characteristics as much as possible

The product of our new venture – the Royal food cuisine will give customers, mainly the tourists, a chance to experience this very unique and original Chinese cooking fashion.  The imitation imperial food is well-known all around China because its fresh raw materials, excellent cooking and unique flavours. Although imperial food originated with the common people, imperial food uses different raw materials, which are unmatched in quality and purity. These carefully chosen raw materials are a pre-requisite for preparing imperial food.

Our restaurant will sign the agreement with individual investor in taking over all the management affairs, we, the Emperor House Restaurant Management Committee has reached cooperation agreements with the CTS (China Travel Service) and Beijing Royal Food Restaurant.  Therefore, the restaurant will represent the interests from all the above 4 parties

With the legal requirement analysis, the SWOT analysis and PEST analysis, we can see the situation that our restaurant is currently facing and what the key factors that determine the success of our restaurant. Our restaurant will be affected by the political, economic, social and technological factors.

In addition, the detailed location plan and sustainability analysis will also show that our restaurant is social responsible and we have considered a lot of environmental issues. Our restaurant will concern much about the quality of the food and make sure they are no good to the health of people. we should have a good management of the usage of water, waste disposable and other issuers to protect the environment.

At last the proper marketing program will help to make our restaurant success The marketing mix will give the detailed products, place, promotion and price of our restaurant and it will help to meet the customer need in the market.


Table of contents


  1. Introduction

The business idea is to set up overseas chain outlets for the Royal Food Restaurant.  These chain restaurants will carry the name of The Emperor House and can be built into a series of theme restaurant in more than 20 cities across 5 continents.  The first restaurant will be opened in Auckland in early 2006. There, consumers can not only enjoy the delicious “Shan” used to be served only to the royal family, but also enjoy the costume services that simulate the original royal life – “Back to the glory of history”.  (Appendix I: Background of Royal Food – the “Shan” cuisine)

  1. Analysis
  1. Vision

Our venture will stick to the following operation principles:

  • Assured special food and wonderful services. What we offer is the authentic royal Chinese food and the ambient environment and excellent services.
  • Assured strict raw material selection, best chef cooking. All the material are of high quality and will be healthy and the cooking procedures will ensure the quality of the food
  • Keeping minds open to the customers’ opinions, doing our best to satisfy their needs while preserve the original dish characteristics as much as possible.

Therefore the mission of our restaurant is

To meet consumer, major tourists and business customers,  desire for a healthier dedicated high quality lifestyle by providing a tasty and nourishing eating experience which, through the use of naturally and organically grown produce and meats, offers an alternative to experience an Oriental culture as being treated as a member Royal family

We also have a future expansion plan and the goal of our restaurant is make expansion in Australasia region.  With the successful experience in Auckland, we will make expansion to Christchurch, Sydney and Melbourne in the future. All these cities will generate enough tourist sources from Asian especially the Chinese tourists. And people there are ready to experience different eating cultures.

  1. Tourism category

The tourism products are actually a total experience and they are composite in nature and include everything that the tourist purchases, sees, experiences, and feels from the time he or she leaves home until the time he or she returns. It includes the journey to and from the destination, accommodation and travel while at the destination, and everything purchased including food and beverage, souvenirs, and amusement and entertainment. (Collier 2003) Therefore, what we offer is the tourism products of food by tourists.

The product of our new venture – the Royal food cuisine will give customers, mainly the tourists, a chance to experience this very unique and original Chinese cooking fashion.  The imitation imperial food is well-known all around China because its fresh raw materials, excellent cooking and unique flavours. Although imperial food originated with the common people, imperial food uses different raw materials, which are unmatched in quality and purity. These carefully chosen raw materials are a pre-requisite for preparing imperial food.

All cooks in the imperial kitchen were famous; they cooked their dishes to emphasize taste, colour, and shape. Besides excellent taste, every dish must look as good as a work of art. The ingredients in the imperial dishes are strictly blended, and the auxiliary ingredients could not be modified. Imperial cuisine stresses the original stock and taste of the dishes. Between shape and taste, taste is emphasized.

Among imperial cuisines, the most sumptuous and unique is the Manchu and Han banquet. These dishes have the flavours of the Beijing cuisine palace dishes.

Our services will be also unique. In order to create of an ambient of formal imperial environment, all the waiters and waitresses would be in Qing-style costumes. Further, they will introduce some stories about the dishes to customers while serving.

The unique features of our products and services will differentiate our venture from other restaurants; we’ll provide more than mere tasty food. These features will help our products to penetrate the market and create value for customers. In addition, as the imitation imperial cuisine can not be easily copied without the chefs whose skills are directly passed on by precedent famous chefs, we can enjoy this proprietary benefits by gaining chefs directly from Beijing Royal Food Restaurant – the most famous and authentic one in China.

As we will operate in Auckland City, therefore our restaurant is of urban tourism category. We operate in big cities and of various functions and the size is big. The location of our first restaurant in Auckland is near harbour and the restaurant has a long history of food culture. In addition, our products are rarely produced and consumers solely by tourist. We also attract a lot other customers, which will be presented later.

  1. Management structure

The potential individual shareholders of the company include an individual investor who has the interest to expand his investment portfolio, in which restaurants are a part of it and the 4 managers in the management committee.  Having signed the agreement with individual investor in taking over all the management affairs, we, the Emperor House Restaurant Management Committee has reached cooperation agreements with the CTS (China Travel Service) and Beijing Royal Food Restaurant.  Therefore, the restaurant will represent the interests from all the above 4 parties.  The distribution of and investment from each part is as demonstrated in New Zealand dollars

Table1:  Investors and Investment Amount

We plan to start our operation in early 2006  Reasons for the seemingly long preparation time period are two folds:  1), we need some decent time to deliver such a complicated concept; 2), to catch the time of high season of tourism in New Zealand, especial, the Chinese New Year season, which will attract a lot of Chinese Tourists.

For the first restaurant, our four managers will mainly be responsible for the daily operations. They will report to the managing director. So we will have loose centralised structure. The structure can be shown as the following:

The operation manager will be responsible for the daily operation of the restaurant of the food production and the service offered to customers. the administration managers will have to sub-division, one is the marketing division, which responsible for the marketing and promotion program of the restaurant and the other is the supplier management team which ensure the quality of the raw material purchased. The HR manager will be in charge of the new staff recruitment and training. And the Accounting and finance manager will be in charge of the financial recording of the restaurant, prepare financial statement, pay bills and give financial plan for the future.

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  1. Legal ownership

The restaurant that we are going to form is a limited liability company, with investors from Beijing Royal Food Restaurant, China Travel Service and other independent investors. The reason that we set up a joint venture limited liability company is that first only have limited liability if in the worst situation that restaurant is not successful. Furthermore, the joint venture will have a good and tight control over our new business. We can set strategies easily to fit the operation. In addition, use the IP from Beijing Royal Food restaurant, therefore the company can amortise the ...

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