Start-up of the restaraunt business, Синергия — часть 1

Описание

Moscow University for Industry and Finance “Synergy”
Field of study Programme name
(code) (abbreviation )
DIPLOMA THESIS REPORT
On the topic of
Start-up of the restaraunt business
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Faculty Advisor _____________
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Consultant _____________
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Head of the Department _____________
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MOSCOW 2024
Content
Introduction 9
Chapter 1. Background and market analysis 11
1.1. Defining the concept of the restaurant business 11
1.2. Studying trends and prospects of the restaurant market 18
1.3. Analysis of the target audience and their needs 23
Chapter 2. Planning and establishment of the restaurant business 31
2.1. Choosing the restaurant concept and forming a business plan 31
2.2. Searching for and analyzing suitable location for the restaurant 34
2.3. Organizational aspects of launching the restaurant business 37
Chapter 3. Marketing strategies and management 42
3.1. Developing a marketing strategy for attracting customers 42
3.2. Personnel management and ensuring service quality 50
3.3. Building the restaurant’s image and promoting it on social media 56
Conclusion 62
The list of the used literature 64
Annex…………………………………………………………………………………68
INTRODUCTION
The relevance of researching the start-up of the restaurant business is multifaceted and timely, given the evolving dynamics of the food service industry. As consumer preferences shift and market conditions change, understanding the intricacies of launching a successful restaurant has become more critical than ever. This research is significant for several reasons. Firstly, the restaurant industry is a substantial and continually growing sector of the global economy, contributing significantly to employment and GDP. Despite its growth potential, the industry is notoriously competitive, with a high rate of business failures, particularly among start-ups. By examining successful strategies and common pitfalls, this research can provide valuable insights that improve the chances of new ventures thriving in this challenging environment. Secondly, the COVID-19 pandemic has drastically altered the landscape of the restaurant industry. It has accelerated trends such as digital ordering, home delivery, and contactless dining. New start-ups must navigate these changes while adapting to ongoing health and safety concerns. Researching how new restaurants can leverage technology and adapt to new consumer behaviors is crucial for their survival and success in the post-pandemic world.
Moreover, consumer preferences are continuously evolving, with increasing demand for diverse culinary experiences, sustainability, and health-conscious options. A deep understanding of these trends can help aspiring restaurateurs create concepts that resonate with contemporary diners. Research can also explore how to effectively market these concepts to attract and retain customers in a crowded marketplace. Additionally, the rise of social media and online review platforms has transformed the way restaurants build their reputations and engage with customers. Effective digital marketing strategies and reputation management have become essential for new restaurant businesses. This research can offer guidance on how to harness these tools to build a strong brand and loyal customer base.
Finally, the start-up phase of a restaurant involves numerous critical decisions, from location selection and menu design to staffing and financial «…»