Restaurant Proposal Essay

Assignment 2B

Executive Summary

Soup Restaurant is a leading full-service restaurant that focuses on serving home-cooked Chinese cuisine. Believing strongly in the tradition of family reunion, Soup Restaurant aims to bring families closer through the course of family dinner.

However, with societal advancements, the growing hectic lifestyles of Singaporeans eventually lead to a rising percentage of families opting to dine outside home, although much attention is still given to the quality and health aspect of their dining choice.

Soup Restaurant can ride on this current market trend to further implement strategies to their current operation. This proposal will cover the 3 main recommendations, namely outlet expansion, healthier menu revision

1. Expansion of Outlets

Firstly, I would like to suggest the expansion of restaurant outlets into more convenient areas, such as inside universities. The Soup Restaurant can consider expanding into the Singapore Management University, easily accessibly located in the heart of the town area, as a pilot project first. There is a key gap in the market for Soup Restaurant to take advantage of, and it is the lack of full-service Chinese restaurants inside the University.

The cost of securing a lease inside the campus is also unquestionably cheaper than renting a store outside. This helps to lower the overall fixed cost, and the company can translate such cost saving factors into discounts and offers to SMU staffs, students and alumni. Given that affordability is one of the biggest considerations in university foodservice, this will promote sales and attract returning customers (Choi & Goh & Joung & Kim & Kang,

Modification of current menu

Secondly, in tackling the health issue of the restaurant, Soup Restaurant can revise their current menu to include healthier varieties. This can be done by allowing customers to add a variety of side dishes to their main dish by choice. For example, additional side dishes like shredded carrots and cabbage can allow the dish to be healthier and more refreshing. Since these additions are provided according to the customers’ preference, it would not deter old customers who prefer the original dish.

This suggestion would however, inevitably translate into more raw materials and hence higher cost for the restaurant. Furthermore, there remains the concern of such side dishes changing the overall flavour of certain dishes. However, one should note that with only a slight alteration to the menu, the above mentioned is unlikely to happen. In fact, there has also been successful example of restaurants adopting such healthier options like Macdonald’s, which has allowed its customers to trade their fries into corn in their set meal. This strategy has proven to be highly welcomed among the