Assignment

Article I. Company Overview

Section 1.01 Mission Statement

The mission of Just Like Home Portuguese Bar & Grill is to provide specialty dishes

made with imported products that customers will surely feel like they’ve crossed the

Atlantic Ocean and will receive the wonderful tastes of Portuguese gourmet. Specializing

in authentic Portuguese and Azorean dishes that will make the Portuguese feel like their

back home while offering customers from diverse backgrounds a real Portuguese

experience to enhance and educate the Portuguese culture.

Section 1.02 Principal Associates

Sonia Amorim, Owner

 Associates Degree in Business management & Accounting (June 2018)

 8 years of customer service and retail experience and 4 years of restaurant management experience

As the owner of Just Like Home Portuguese Bar & Grill, my responsibilities consist of

ensuring the overall success of my restaurant. Responsibilities in hiring staff, creating

marketing plans, creating budgets, handling all finances, developing menu’s, overseeing

staff members, and ordering all equipment necessary for the business. I will also have the

responsibility to provide delicious typical Portuguese food and ensuring high quality

service to my customers. My partner and I will work together in training staff members

and keeping them motivated. Creating a healthy and safe work environment for all.

Sandra N., Partner (co-owner)

 High school diploma

 10 years of customer service and retail experience

 6 years of Information Technology in business

As my partner of Just Like Home Portuguese Bar & Grill, Sandra N. will invest in the

business and help manage the day to day responsibilities. Sandra N. will help oversee

staff and make sure their needs are met along with a customer service role. She will take

initiative in approaching customers to ask their overall experience at the restaurant and

receive comments on what we can do better to better our business. We will be working

together on making decisions that will benefit our restaurant. She will also help control

the overall finance of the business.

Section 1.03 Legal (Structure/Permits/Licenses)

Just Like Home Portuguese Bar & Grill is legally structured as a general partnership. The

structure of a partnership includes two or more individuals who share ownership and all

the profits and losses of the business. For Just Like Home Portuguese Bar & Grill, there

will be two partners who will operate the business and assume liability for the

partnership. Sharing responsibilities in all decisions to be made regarding the business

(50-50). To operate Just Like Home Portuguese Bar & Grill under all legal requirements

the business must possess:

 Business License

 Food service establishment permit

 Class C license (Plenary Retail Consumption Liquor License)

Article II. Product & Service Offerings

Section 2.01 Products/Services

Just Like Home Portuguese Bar & Grill offers authentic Portuguese dishes, style, and

atmosphere to the township of Union, New Jersey. With specialty dishes made with

imported products like cheese, wine, seafood, etc. that customers will surely feel like

they’ve crossed the Atlantic Ocean. From appetizers to entrees and wine to dessert, Just

Like Home Portuguese Bar & Grill will satisfy the Portuguese in Union township while

educating the Portuguese gourmet to customers from diverse backgrounds. Offering

services to all in a healthy, clean, and safe environment. Just like home will run from

10am through 10pm Monday – Sunday for eat in and take out services.

 Imported products from Portugal and Azores

 Authentic Portuguese cuisine

 Alcoholic beverages

 Business will run from 10am to 10pm (Monday-Sunday)

 Eat In / Take out

Section 2.02 Pricing Structure

Just Like Home Portuguese Bar & Grill’s pricing structure will be Price skimming. This method

involves setting higher prices in the beginning stages of the business. This structure is necessary

for Just Like Home Portuguese Bar & Grill to recover costs for imported products from Europe

and to still make profit. Keeping in mind the competition and not over exceeding prices to not

tur away potential customers. Once profits are made in the beginning stages, we then can lower

prices to reach economically a larger market.

Section 2.03 Research & Development

The goals for research and development for Just Like Home Portuguese Bar & Grill are very

important to us. Our goals are to expand our restaurant in the future and in order, to do so it all

begins with our customers. The experience our customers have is what will define the success of

our business. We will take a strategic approach to our culinary research and development

process to help develop new ideas into a successful Portuguese gourmet. Also developing

marketing strategies along with our European style design falls into our desired goals for

the business. A budget of $40,000 annual is set for investing into the research and

development of Just Like Home Portuguese Bar & Grill.

 Culinary research and development

 Marketing Strategies development

 European style design development

Article III. Marketing & Sales Strategies

Section 3.01 Target Market

After thorough research of the target market in Union, Just Like Home Portuguese Bar & Grill will benefit of the large number of local community members that are Portuguese and Hispanic. With our wide variety and high-quality Portuguese gourmet, people of all ages will enjoy our traditional cuisine. Statistics show that up to 50% of residents in NJ eat out on a day to day basis with a income level of 25,000 and up. I feel out location aims perfectly at our target market. We hope to then reach out and educate all other nationalities the Portuguese culture.

 Age range: all ages

 Gender: Both female and male

 Geographic location: Union County

 Income Level: 25,000 and up

 Ethnic Background: Portuguese and Latin

 Consumer Behavior: up to 50% eat out on a day to day basis

Section 3.02 Distribution & Promotional Opportunities

The distribution of our Portuguese Gourmet will be at Just Like Home Portuguese Bar &

Grill. Offering eat in or take out services to our customers. Orders for takeout services

will be accepted via phone as well as eat in reservations. Walk ins without reservations

will also be accepted with possible wait time if extremely busy. We will have a website

that will allow for our customers to rate and comment our services.

Just like Home Portuguese Bar & Grill will be promoted by various strategies. We will

promote our restaurant through our person website and social media like Facebook and

twitter. We will also promote our restaurant through a local Portuguese newspaper (Luso

Americano) due to much of our target market being Portuguese. Word of mouth will also

be a great marketing strategy to reach our local community.

Competitive & SWOT Analysis

The food industry is becoming more and more competitive by the day. Restaurants are constantly

opening and expanding over time, but Just Like Home Portuguese Bar & Grill sets itself apart from the

competition. In New Jersey there is an immense diverse group of nationalities with a large number of

Portuguese individuals. Just Like Home Portuguese Bar & Grill aims to reach a target audience of

Portuguese and Hispanic heritages. Although many Portuguese restaurants already exist in near towns,

they don’t offer the traditional old school Portuguese cuisine.

With imported products from Azores and Portugal, our restaurant will surely stand out from the rest.

The European atmosphere will attract those who are Portuguese and we hope to educate those of

different backgrounds what the culture cuisine truly is. Starting with a top chef and wonderful staff

members who will ensure that Just Like Home Portuguese Bar & Grill will welcome all those who walk

through the door. Providing a safe and healthy environment to our variety of customers. There are a few

weaknesses and threats we face, but the strengths and opportunities outweigh them all.

We plan to always meet our local communities needs with great customer service, a great dining

experience, and great tasty food from the Atlantic Ocean. We will stay informed about the competition

with research and will work strategically on improving our atmosphere. Just Like Home Portuguese Bar

& Grill is customer focused. Customers are our main concern and we want our menu and prices to

balance and meet our customers satisfaction. Our Major issue we face is our price structure as

surrounding competition offer lower prices. Our advantage and disadvantage is that we offer imported

traditional products. The products can be costly do be imported so prices need to be cost efficient for

customers, yet set to gain profit.

Strengths

Authentic Portuguese cuisine that other Portuguese restaurants dont provide

Imported products from Azores and Portugal

European style atmosphere

Customer Focused

Weaknesses

Imported products can be very costly

Prices of meals need to be cost efficient to make profit

Price Structure

Opportunities

To expand the portuguese culture to other nationalities

Adding meals to the menu

Networking

Threats

Competition: Many Portuguese restaurants in towns near by

Lower prices than we offer

economy

JUST LIKE HOME PORTUGUESE BAR &

GRILL

SWOT Matrix