Sams Hut

Brand Management

Prepared By,
IMIS,
BHUBANESWAR
(2012 2014)
Budhaditya
Saha 12DM003

Abhishek Maji 12DM018

Jacob Alexander 12DM037
Kapil Mazumder 12DM040

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TABLE OF CONTENTS
2

Introduction................................................................................................................ 2

Executive Summary...................................................................................................3

Concept Inspiration....................................................................................................4

Mission & Vision........................................................................................................ 6

5.1

Vision.................................................................................................................6

5.2

Mission............................................................................................................... 6

Swot Analysis............................................................................................................7
6.1

Strengths........................................................................................................... 7

6.2

Weaknesses......................................................................................................7

6.3

Opportunities.....................................................................................................7

6.4

Threats............................................................................................................... 7

Marketing Strategy.....................................................................................................8
7.1

Promotions.........................................................................................................8

Corporate Identity and Branding................................................................................9

8.1

Products & Services...........................................................................................9

Menu Design........................................................................................................... 10
9.1

10

Sams Hut Offers The Following Delectable Selection:....................................10

Financial Information...........................................................................................15

10.1 The financial plan depends on important assumptions, most of which are shown
in the following table. The key underlying assumptions are:.......................................16
11

Conclusion........................................................................................................... 17

12

References.......................................................................................................... 18

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1 INTRODUCTION
The restaurant market in India which is mainly comprised of the unorganized and
organized restaurant market. The unorganized restaurant market includes the roadside
vendors, Dhabas, Chinese vans and trolleys. The organized restaurant market includes the
Quick Service Restaurants (QSR), the full service restaurants, PBCL (Pubs, Bars, Clubs
and Lounges) and the food courts and kiosks. The report provides the market share and
company profiles of major players in major segments. The restaurant industry in India,
which is mainly driven by the young population aged 15 to 44 years has registered
revenues of INR ~ crores in FY'2013. The industry has witnessed a sound growth which
has been fueled by the advent of large number of national as well as international chains
in the organized market. Many international chains such as the Mc. Donald's, KFC,
Dominos and Pizza Hut largely have dominated the organized restaurant.

The market size of the countrys restaurant

sector is Rs.247, 680 crore ($48 billion),
which makes it 24 times bigger than the film
industry and places it $9 billion ahead of the
telecom sector. And, it is projected to swell to
Rs.408, 040 crore ($78 billion) by 2018 at a
compounded annual growth rate (CAGR) of
11 per cent with the organized sector
expanding at 16 per cent. The National
Restaurant Association of India (NRAI) and
management consultancy firm Technopak
have presented this buoyant picture in the
India Food Services Report 2013, which was
released in the Capital by Union Commerce and Industry Minister Anand Sharma. The
report estimates that the industry, 70 per cent of which is in the unorganized sector,
provides direct employment to 4.6 million people. Besides, by lifting demand for real
estate and food products, it creates multiple job opportunities in ancillary industries such
as construction, food processing, logistics and kitchen equipment. It also contributes up
to Rs.11, 900 crore as revenues to the Central and state exchequers.

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2 EXECUTIVE SUMMARY
Benihana in India is our seller. The concept is new and fresh. Its engaging and thought
provoking and titillates the customer to engage actively in the preparation of his meal. He
takes interest in what he is eating. The sheer display of art is nothing less than magical
and inspires shock and awe. Our three pillars will be Food, Hospitality & Safe,
family restaurant.
Sams Hut is intended to be a full service, three-meal-a-day, and restaurant. It is to be
located overlooking the Daya River. The facility will seat approximately 200 patrons.
This would allow roughly 150 seats inside and the balance would be outside deck seats.
The restaurant will feature a full menu compliment of moderate to high priced delectable
breakfast-lunch-dinner items. The menu will be influenced by Mughal Empire. The
revenue will come from 4 elements of the restaurant operation:
1. Breakfast will feature traditional morning dishes and other creative, specialty
items using farm fresh and quality produce.
2. Lunch will feature a full variety of casual, family style experience. It will cater to
meat eaters, predominantly. But vegetarians will not be forsaken.
3. Dinner will feature delectable dishes ranging from seafood, pastas, steak, dinner
salads and other favorites which will be offered for customization by our trained
chefs.
4. Bar operation will offer a full bar/drink menu featuring specialty drinks, craft
beers and assorted wines. It is intended that dining and drinks can be enjoyed
inside or al fresco (on the new deck) so as to enjoy the atmosphere. This would be
done on a limited basis, most likely located on the outside deck. The vision is that
the entertainment would be most single individuals or 2 and 3 person combos
performing easy listening numbers that would afford background music to people
eating, talking and enjoying a good time at their best joint.

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3 CONCEPT INSPIRATION
A Japanese dream. A North American success story. The story of Benihana had its roots
in Japan right after the war. At that time, Yunosuke Aoki, (Yoo-OOH-No-Soo-Kay AhOH-Kee), a samurai descendant and a popular Japanese entertainer together with his wife
Katsu (KAHT-Soo), opened a small coffee shop in Tokyo. A red safower, found in the
neighborhood streets gave the Aokis the inspiration for the restaurants name
Benihana which in Japanese means red ower.
From his show business background, Yunosuke was well aware of the publics attraction
to something different. This little Benihana coffeehouse soon became known for
serving and using real sugar. Yunosuke would have to pedal his bicycle more than 20
miles to purchase the sugar. The familys four sons grew up with the coffee shop, which
later became a full service restaurant. Each of them understood the restaurant business
from the ground up - the importance of absolute cleanliness in the kitchen, using the
freshest ingredients and the very best cooking tools money could buy. The eldest son,
Hiroaki (HE-ROH-AH-Kee) also grasped the important lesson of offering guests
something out of the ordinary and he could not help but inherit his fathers appreciation
for the theatrical.
There was something magical about this combination and the thought stayed with him as
he completed college in Japan. Meanwhile, Hiroakis athletic ability had not been
overlooked. His facility for wrestling earned him a spot on the Japanese Olympic
wrestling team. This team membership would eventually bring him to America. By the
time Hiroaki arrived on U.S. soil in 1960, he had already begun to form the idea that this
country might be ready for a marriage of a different kind of food presented with an
entertaining air.
Adopting a name which would be easier for Americans to pronounce, Rocky Aoki set off
to have his dream become reality. He worked seven days a week selling ice cream in New
York City and studied restaurant management at night.
Through saving and borrowing, Rocky scraped together enough money to nance his rst
four-table restaurant on New Yorks West 56th Street. As they worked within the
authentic Japanese farmhouse interior, the Benihana dining concept gradually came into
focus. Food would be prepared right at the table teppan-yaki style (teppan meaning
steel grill and yaki meaning broiled) with dazzling effects by highly trained chefs.
Rocky also believed that because the restaurant was near Broadway, the showmanship of
the chefs was extremely important. Beef, chicken and shrimp would be the stars of the
menu, all prepared hibachi-style (an American-style term for teppan-yaki cooking).
Guests at the communal tables would place their orders with the chef and watch in
amazement as these items were sliced and diced, and ipped into the air. The timing in
cooking was critical. These different ingredients had to be ready to serve onto the guests
plates simultaneously. In 1964, after all the preparation and planning, Benihana of Tokyo

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was only serving one or two guests a day. Aoki family members moonlighted at other
restaurants just to pay the bills. But, six months after the restaurant opened, an
enthusiastic review by Clementine Paddleford, legendary restaurant critic of the New
York Herald-Tribune reversed the trend for good. New Yorkers ocked to the four-table
Benihana and Rocky Aoki suddenly found himself in the position of having to turn dining
guests away. By bringing Japanese food into the mainstream and pioneering its
entertaining style of presentation, Benihana has also paved the way in North America for
the popularity of other Japanese cooking styles and food products. Sushi is now a
favorite, and soy sauce has become a staple in North American kitchens, all thanks to
Benihana. Benihana Toronto has been serving Teppanyaki Dinners proudly since 1973.

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4 MISSION & VISION

4.1 VISION
The objectives for Sams Hut for the first five years of operation is:

Grow two units within the first five years.

Keep food costs below 35% of revenue.
Keep employee labor costs between 16-18% of revenue.
Maintain tight controls on cost and operations through partnership management.

4.2 MISSION
Sams Hut will strive to be the premier specialty restaurant in the state of Odisha. We
want our guest to have the total experience of the Mughal Empire, not only with a great
meal, but also be provided with the atmosphere.
We will be doing unique things, such as themed brunches, and West Indian Festival and
Holiday celebrations. Our focus will be concentrate on four major areas:

We will serve quality food for a competitive price, with a large selection of
Mughal Royal Cuisine.
Our customer service support will show that we want to be the restaurant of
choice for families and singles, young and old, male and female.
Employee welfare will be equally important to our success. We want our
employees to feel as a part of the success of Sams Hut. Happy employees make
happy guests.
We will combine menu variety, atmosphere, ambiance, and friendly service to
create a sense of place in order to reach our goals.

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5 SWOT ANALYSIS
5.1 STRENGTHS
In terms of product strengths, Sams Hut has several distinct advantages over its
competitors. Sams Hut menu will be different, with unheard of entrees. The
atmosphere will be authentic, with traditional and neo-classical music, West Indian
costume and river side setting. Managements extensive experience in Indian cuisine will
also be a strength for this venture.

5.2 WEAKNESSES
Constriction in this venture include pricing, ethnicity, and wage demands. Competition
may present differences with lower prices, informal (less expensive) atmosphere, and
national chain affiliation. The worst threat that Sams Hut will face is the indifference
toward its theme and the focus on meat eaters. These weaknesses can be overcome with
extensive planning and on target marketing efforts.

5.3 OPPORTUNITIES
Dining out is becoming a regular occurrence in the Riverside area. Assuming households
dine out an average of once per week, and continue to seek different cuisines. We can
create a niche for its patrons, if properly executed. The addition of a lunch or brunch
menu will also increase the opportunity to attract patrons. Catering to the casual dining
market requires good service, excellent food, and a memorable environment.

5.4 THREATS
The constant focus on various meats from around India might turn off vegetarian eaters
and might offend people. Especially, Hindus. But our focus is the urban youth and middle
to upper class families. Therefore this should not be a problem as consumers are expected
to be tolerant and open minded.
Prime Competitor:
Kebab-e-Que

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6 MARKETING STRATEGY
6.1 PROMOTIONS

Sams Hut will utilize special promotions to advertise the grand opening, special
events, and seasonal finales. These promotions will be targeted to residents and
employees in the main city of Odisha. The promotions will concentrate on the age
group 16 to 65, the bunch for lunch crowd, and businesses entertaining out of
town guests.
Our strategy will include a focus on word-of-mouth advertising, a good public
image through community involvement in charitable events, a takeout
promotional effort, and a discount for stockholders.
Through Facebook we hope to create a fan-community for our restaurant and get
estimate numbers of clients through a RSVP option.
While using our Facebook group page we will update our potential customers,
this will let them know when our events will be occurring. Any special items in
the menu, any new addition or obsolescence. Customer favorites via public polls.
A feedback system will also be developed for customer service and relationship
building.
The companys website, http://www.samshut.co.in/ will contain a colorful
palette of dishes which can be customized and then create a virtual menu. The
best menu which can be designed will win a free dinner and steak lunch at the
restaurant. This competition can run for a few months on a weekly basis. The
website will also contain a booking option which allows the customer to book
their seats in advance in exchange for a nominal fee and therefore save the hassle
of jammed phone lines and long queues outside any normal restaurant. The
website will also contain images and flash animations explaining how the concept
of our restaurant has been developed. It will also feature a section which shows
customer testimonials.

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7 CORPORATE IDENTITY AND BRANDING

Corporate identity, sometimes seen written as CI, refers to the external personality
projected by company. A logo should look just as good in 15-foot letters on top of
company headquarters as it does one sixteenth of an inch tall on company stationery.
Considering everywhere a logo goes, its design and use can be some of the most
important decisions a company makes. And the logo isn't just about what's on the paper,
it's part of the deep impressions a company makes on a person, the kind that become part
of pop culture: As there are people that identify themselves as "I'm a Mac person we
want to create a brand image that has students and faculty say I love Sams!. This kind
of brand identity doesn't come easily. When designing our logo we wanted to incorporate
freshness, contemporary design, and give it the obvious relation to our restaurant concept.
As a team we have a clear vision for the idea we want in the customer's mind when
seeing our logo, when entering our establishment, and when leaving it.

7.1 PRODUCTS & SERVICES

Sams Hut focuses on providing a hand crafted Mughal food, prepared to order. We
provide the highest grade meat, poultry and fish. Our dishes are prepared by culinary
chefs and skilled sous-chefs. No dish leaves the kitchen without skilled professional
preparation and presentation. Sams Huts menu was designed by our entire team but
specifically put together by our executive of productions and head chef. We have thought
out every area of the menu by choosing star dishes. Cost was factored into each item.

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8 MENU DESIGN
8.1 SAMS HUT OFFERS THE FOLLOWING DELECTABLE SELECTION:

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Sams Hut introduces Mughlai cuisine along royal platter to plate service. This Cuisine
was mainly influenced by the imperial kitchen of the Mughal Empire in South Asia. It is
the perfect eating out place for families and friends etc. so lets come and enjoy the
delicious Mughlai foods from menu of Sams Hut with some exclusive deals and
discount.
Breakfast 7:30 am 10:00 am
Lunch 11:30 am - 2:30 pm
Dinner 6:00 pm - 10:30 pm.

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9 FINANCIAL INFORMATION
SAM'S HUT PVT. LTD.
STARTUP EXPENSES
BUILDINGS/REAL ESTATE

AMOUNT

Purchase

100,000.00

Construction

50,000.00

Remodeling

Other

20,000.00

Total

170,000.00

CAPITAL EQUIPMENT LIST

AMOUNT

Furniture

350,000.00

Equipment

400,000.00

Fixtures

120,000.00

Machinery

500,000.00

Other
Total

1,370,000.00

LOCATION AND ADMIN EXPENSES

Rental

AMOUNT

45,000.00

Utility deposits

Legal and accounting fees

Prepaid insurance

30,000.00

Pre-opening salaries

Other

Total

75,000.00

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ADVERTISING AND PROMOTIONAL EXPENSES

AMOUNT

Advertising

25,000.00

Signage

14,000.00

Printing

100,000.00

Travel/entertainment

Other/additional categories

12,000.00

Total

151,000.00

Reserve for Contingencies

12,000.00

Working Capital

100,000.00

SOURCES OF CAPITAL
OWNERS' INVESTMENT (NAME & OWNERSHIP %)

AMOUNT

Budhaditya Saha & 51%

20,000,000.00

Jacob Alexander

10,000,000.00

Abhishek Maji

5,000,000.00

Kapil Mazumder

5,000,000.00

Total

40,000,000.00

9.1

THE FINANCIAL PLAN DEPENDS ON IMPORTANT ASSUMPTIONS, MOST OF WHICH ARE

SHOWN IN THE FOLLOWING TABLE. THE KEY UNDERLYING ASSUMPTIONS ARE:
We assume that the economy gets back on its feet and returns to 'normal', after the
current recession.
We assume access to equity capital and financing sufficient to maintain our
financial plan as shown in the tables.
We assume that all students will have the funds to eat at this restaurant
We assume access to additional equity capital will increase our budget to open up
this restaurant

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10 CONCLUSION
In a developing area like Bhubaneswar, sustainably setting up a business within the
confines of the city. Connecting with people and being flexible.
Running a restaurant may prove to be a tough business. Unless you are from a communiy
that has high levels of visitors traveling for business purposes and your restaurant is positi
oned to serve these clients, we will have to work really hard. Summer business operations
in Bhunaneswar often compete with higher quality of offerings from different resorts may
make our work even more challenging and hard to control costs
initially. Make certain that you spend time deciding if this is the type of business that wor
ks well with your other revenue generating activities and interests.

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11 REFERENCES
Bhattacharyya, S. (2013, 2013 25). Country's restaurant sector is 24 times bigger than
film industry. ( Living Media India Limited) Retrieved October 4, 2013, from
indiatoday.in: http://indiatoday.intoday.in/story/restaurant-sector-pips-filmindustry-in-terms-of-market-size-report/1/267502.html
Ken Research Private Limited. (June 2013). India Restaurant Market Outlook to 2018 Quick Service Restaurants to Drive the Future Growth. India: Ken Research
Private Limited.
U.S. DEPARTMENT OF COMMERCE ECONOMIC DEVELOPMENT ADMINISTRA
TION . (2008). STEPS TO SUCCESS FOR RURAL ENTREPRENEURS: .
Anchorage, AK 99508 : University of Alaska Center for Economic Development.

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