The Garden, a trendy organic restaurant, and classified as a health food restaurant, will open in April 2005 in the city of London (England) on Jamaica Road. The Garden is a great place to eat, offering the blend of an intriguing atmosphere with excellent, tasty, original and good quality food. The Garden has different missions. It is a trendy restaurant which brings something different into the customer's life.
It is a new place where everyone can try new food recipes, spend quality time with friends or family, enjoy solitude or even just to take a break. Serving exclusively organic food, The Garden is particular about its customers' health. It constitutes the first step against the "unhealthy food" and marks the beginning of healthy food habits.
The Garden is not a traditional restaurant, and is different from the existing restaurants. The success of The Garden is primarily due to this differentiation. It offers novel service to the customers who are looking for a new sensation, a new trendy place.
Also the original recipes, with organic ingredients, constitute a strong point for the restaurant. It is not the usual fare, but really tasty and attractive recipes with organic food. The Garden caters to all the human senses and the recipes are really tasty, very well presented (food association by taste, colors, texture).
In relation with the quality of the food, the decoration is innovative and appropriate to the natural world. It is a quiet atmosphere. The Garden is a "small quiet world" in a big noisy city. The location, Jamaica Road, is a key point for the success of The Garden. It is a strategic place in London with no similar restaurants around.
The Garden is a new medium-sized restaurant located in a trendy neighborhood of London, UK. The Garden's emphasis will be on organic and creative ethnic food. The emphasis on organic ingredients is based on The Garden's dedication to sustainable development. Additionally, the restaurant procures local ingredients whenever possible, reducing their dependence on fossil fuels used for transportation.
The Garden is a single-unit, medium-sized restaurant. We focus on organic (served only by certified organic suppliers) and creative food. The restaurant will be located in a prime neighborhood of London. Most important to us is our financial success, but we believe this will be achieved by offering high-quality service and extremely clean, non-greasy food with interesting twists.
[...] with organic ingredients, constitute a strong point for the restaurant. It is not the usual fare, but really tasty and attractive recipes with organic food. The Garden caters to all t he human senses and t he recipes are re ally t asty, very well presented (food association by taste, colors, texture). In relation with th e qu ality of the food, the decoration is innovative and appropriate to the natural world. It is a quiet at mosphere. The Garden is a “small quiet world” in a big noisy city. [...]
[...] PESTEL Analysis POLITICAL FACTORS UK There have been a number of government-led support initiatives addressing organic farming in recent years - 13 - The Garden 10% of UK food sales by value has to be organic by 2010 Introduction Government plans for an Organic Action Plan for the development of the sector Europe Will encourage the organic market in general ECONOMIC FACTORS Organic fields have grown from 552,500 hectares (2002) to 729,600 (2003) Just of total food sales Higher prices for organic produce are needed to offset the lower productivity of organic farming Growth in organic food sales continues at a faster rate than traditional food sales SOCIAL FACTORS High potential for more customers Main customers of organic foods are indicated to be in the AB socio-economic class Health factor fight against social problems TECHNOLOGICAL FACTORS Organic food production and processing depends on farmers not using chemical fertilizers, pesticides Manufacturers use mainly organic ingredients in their food processing Food technology could pose increasing competiton to the organic foods market sector New hygienic machines have to be used in the cooking process to respect the organic food preparation ENVIRONMENTAL Environmental protection, use of organic food without pesticides Waste disposal - 14 - The Garden LEGAL Government licences, Authorizations Minimum wage for workers Disability Discrimination W orking Time Directive Price Marking Part-Time Workers Regulations Health and Safety Introduction The market for The Garden's products cov ers a large are a of div erse and densely populated groups. [...]
[...] Aurelie Arvieu Patrick Beser Sebastien Kogel Alexis Lalanne Total £20000 £20000 £20000 £20000 £80000 The Garden Introduction Founding There are different ways for getting g rants. T here are t he usu al gr oups t hat you have in most countries and some special organizations that give gr ants for young businessmen, innovative ideas, etc. In the main groups that award grants, there are: - t he Government - t he European Commission - Regional development agencies - Local authorities or local councils and local development agencies - Ch ambers of commerce - County enterprise boards As a special organization, we are eligible for the young entrepreneurs category. [...]
[...] This analysis must be done realistically, using a critical approach even if we are facing unpleasant realities. STRENGTHS The fact that we are French Our knowledge in business, cooking and design O ur ambition WEAKNESSES The fact that we are French We don't have too much money to fund the restaurant We don't know any suppliers in the organic market in the UK We don't really know the taste or the habits of English people - 12 - The Garden OPPORTUNITIES The development of the trendy location, Jamaica Road. [...]
[...] The Menu (product): The Garden menu is mod erate sized, offering a collection of French and Italian inspired food items with a common theme: healthy (low-fat, low cholesterol, natural and organic ingredients), flavourful, and f amiliar. Our go al is to crea te the image of light , satisfying and sti ll nutriti ous an d o rganic f ood. Ther e has b een an increased awareness of nutritional and health concerns in recent years and a growing market of people w ho now eat this styl e o f co oking r egularly. [...]
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