Literary Café

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

Mission Statement ........................................................................................................................................ 4

Vision Statement ........................................................................................................................................... 4

Market Description and Analysis .................................................................................................................. 5

Competitive Analysis ..................................................................................................................................... 9

Management and Staffing .......................................................................................................................... 11

Business Structure and Operation Plan ...................................................................................................... 13

Risk Analysis ................................................................................................................................................ 14

Executive Summary

Throughout downtown Asheville there are a variety of dining establishments, a few of

which fall under the café category. Keeping true with Asheville’s eclectic charm most of the area

café’s are unique and quaint, the Literary Café aspires to stand apart from these other local

café’s. We plan on offering an experience that incorporates relaxation and comfort with high

class and quality food, as well as providing a whimsical experience for all guest.

Mission Statement

To serve delicious, high quality food and drinks. That the food and drink we sell meets the

highest standards of quality, freshness and seasonality and combines both modern-creative and

traditional southern styles of cooking. To consistently provide our customers with impeccable

service by demonstrating graciousness, efficiency, knowledge, professionalism and integrity in

our work. To create and maintain a restaurant that is comprehensive and exceptional in its

attention to every detail of operation. To provide all who work with us a friendly, cooperative

and rewarding environment.

Vision Statement

To be Asheville’s premiere Café focusing on high quality food, exceptional service and a

relaxed atmosphere.

Market Description and Analysis

Restaurant Location: At the corner of Haywood and Battery Park in Downtown Asheville,

our establishment is attached to the historic Haywood Hotel.

Advertising: - We will advertise in print with the Asheville Citizen Times and Mountain

Express. Hand out Business cards to local businesses, the local library, and Police and fire

station. Informational flyers will be handed out at local colleges like UNC Asheville and AB

Tech, because of their close proximity. The Literary Café would give students a place to

relax, do homework, and hang out with friends.

We will create a restaurant website that will be enticing to visitors, it will include our full

menu and showcase our restaurant itself. It also allows us to market our restaurant on

websites like Yelp and Urban-spoon.

Survey: We plan to have management presence for all customer needs. We will have a

hands-on approach to obtaining feedback from our patrons as well as provide them the

resources to give us their opinion after their dining experience has occurred. We will also

leave comment cards on the table for guests to leave after they enjoy their experience at

The Literary Café. Possibly have a suggestion box near the library for books or magazines

our customers would enjoy? (See appendix A)

Clientele:

Target market: Ages 18-45; Moderate Income; Focus: Maintaining local loyalties while

enticing tourists

Demographics

Total population 68,889 100.0

SEX AND AGE

Male 32,207 46.8

Female 36,682 53.2

Under 5 years 3,699 5.4

5 to 9 years 3,789 5.5

10 to 14 years 3,761 5.5

15 to 19 years 4,080 5.9

20 to 24 years 5,283 7.7

25 to 34 years 9,869 14.3

35 to 44 years 9,895 14.4

45 to 54 years 9,653 14.0

55 to 59 years 3,365 4.9

60 to 64 years 2,898 4.2

65 to 74 years 5,894 8.6

75 to 84 years 4,958 7.2

85 years and over 1,745 2.5

Median age (years) 39.2 (X)

18 years and over 55,397 80.4

Male 25,277 36.7

Female 30,120 43.7

21 years and over 52,483 76.2

62 years and over 14,286 20.7

65 years and over 12,597 18.3

Male 4,671 6.8

Female 7,926 11.5

HOUSEHOLDS BY TYPE

Total households 30,690 100.0

Family households (families) 16,737 54.5

With own children under 18 years 6,805 22.2

Married-couple family 11,692 38.1

With own children under 18 years 4,040 13.2

Female householder, no husband present 3,989 13.0

With own children under 18 years 2,273 7.4

Nonfamily households 13,953 45.5

Householder living alone 11,297 36.8

Householder 65 years and over 4,247 13.8

Households with individuals under 18 years 7,665 25.0

Households with individuals 65 years and over 8,940 29.1

Average household size 2.14 (X)

Average family size 2.81 (X)

Geographic Market Area: The business is located in downtown Asheville. The primary

attracted customers will be dependent upon the season and time of day. We are hoping to

attract the downtown lunch crowd with added tourists (during season) and locals enjoying

the area for the day. For dinner, we are hoping to again cater to the tourists and the area

employees finishing their day. We will remain open later in the evening with a light menu

offered to students in the area needing study time. We will also tweak our hours during

exam time. The location is situated in the heart of downtown at the corner of Haywood and

Battery Park so foot traffic will be a large contribution.

Building Design: The building is an older structure that is attached to the Haywood Park

Hotel with an outside dining area that features an awning. There is an old wooden door

that leads from one side of the outer area into the smaller seating area. We also have a

downstairs that is slightly larger and will serve as the “lounge”. The building will allow for

the cozy rustic feeling while keeping our guests in the heart of the area.

Signage: There will be one simple sign that will hang above the awning. It will be custom

made from local artists reading: Literary Café with an emphasis on the L and C.

Décor and Atmosphere: The restaurant will feature custom wood tables in all shapes and

sizes from the local area. There will be large couches, oversized chairs and floor pillows to

complete the relaxed atmosphere. The artwork will be eclectic and provided by

surrounding artists. The outside will have a “garden” complete with water feature for

relaxation. It will feature traditional outdoor furniture. Downstairs in the “lounge” we will

feature a wine bar, and a library. The atmosphere is relaxed, but the guest decides on their

stay; if they want to eat in a hurry we will oblige, if they want to take their time and relax,

their food delivery timing is up to them. Our establishment is not based on volume and

turnover. It is structured around quality service and food at a pace that will please each

guest.

Name Selection and Logo: Our name was chosen for several reasons. We believe it will be

enticing. People will wonder what a literary café is. We also wanted emphasis on the L and

the C. Letters that could represent a name so people feel as if they are going to visit a friend.

The logo will be the LC; which will be featured on cards, the menu etc.

Menu: Our menu is Modern American Cuisine. We will offer breakfast, lunch and dinner

complete with a wine and espresso bar. Each food item will be creatively named after a

classic story or novel. Our dishes are simple but tasteful. We will also be prepared to offer a

seasonal menu to keep pace with the busy and changing Asheville seasons. Our physical

menu will be a novel complete with a table of contents of where to find the food items they

would like to select.

Quality Standards: Will be set in accordance with our goal to be calm, clean and

comfortable.

Customer Sensitivity: Our customers are our primary focus. Our goal is give them a

pleasurable relaxing meal with quality food that will have them wanting to return

frequently. Each customer is different. Although our concept is clear; our flexibility with

food and service will cater to all types of guests.

Price/Value Perception: We will offer quality food for a variety of tastes, but our menu is

designed to appeal to most economic backgrounds. Various portions will be available at

different price points and the superiority of our food will entice our customers to return.

Sanitation and Cleanliness: We will comply with and exceed all legal standards of the

Restaurant Industry.

Strategic Business Units: Our SBU’s are comprised of Lunch and Dinner. We will also

keep a percentage of all local artwork that is sold from the Restaurant. Our goal as we grow

will also be to offer a downtown delivery service.

Competition and its strengths and weaknesses: Downtown Asheville has a wide variety

of coffee shops and restaurants. We will be competing with Green Sage, and the Dripolater

in regards to our coffee and atmosphere. We also have Carmels and the Champagne bar one

block away that will be competition for our food and wine selection. However, there is not a

combination of both an intimate coffee and wine bar that serves quality food. Our location

is prime; however it is also very close to an already established local favorite of the area.

Our ultimate goal is not to compete with these establishments but compliment them and

work adjacent to their offerings.

Barriers to Market Entry: Our largest barrier is the current economy. Asheville has a

variety of eclectic unique restaurants but we are not receiving the same amount of

travelers as past years and the local population is not dining out as often. At this time, a

new restau

rant would have to be affordable and worlds above all others in the area.

Competitive Analysis

Strengths:

o Owners are local-giving ties to the community, knowledge of the area and

tourist market.

o Location-Center of Downtown Asheville allows for foot traffic, proximity to

area hotels allows for word of mouth and being attached to a downtown

hotel allows for easy access for travelers.

o

Weaknesses

o Market saturation

o Our location puts us in direct competition with Carmels ( a well-established

downtown restaurant)

o

Opportunities:

o To bring an old concept with a new feel to the downtown Asheville area

Threats:

o Seasonal changes- Weather can hinder foot traffic, tourist traffic and local

business.

o 2 restaurants prior to us have closed in same location. Both claiming

o Parking

Management and Staffing

Management

As partners in this endeavor we collectively have a wide range of experience and education.

This makes us both versatile in our management responsibilities as well as

Ashley Busman is a graduate of Western Carolina University with a degree in Hospitality

and Tourism management as well as a Minor in Accounting. She has experience working

with payroll, budgets and forecasting and has training on the service side of the industry.

As the Business/Accounting Manager her primary responsibility will be the profitability of

the restaurant as well as producing and complying with an effective budget.

David is a graduate of Western Carolina University with a degree in Theatre and Hospitality

and Tourism Management. His experience in hospitality and he ability to create a theatrical

experience makes him the perfect candidate for our Front of House Manager. As our Front

of House Manager, he will be primarily responsible for servicing the guests and keeping

pace with our whimsical atmosphere. He will also work closely with Ashley and Lauren to

make sure everyone is compliant with the forecasted budget.

Lauren Christiansen is also a graduate of Western Carolina University with a degree in

Hospitality and Tourism Management. She also has her associates’ degree specific to

Restaurant Management with 6 years’ experience in the industry. She has had informal

school training in culinary arts which makes her our choice for a Kitchen Manager. Her

Owner-GM

Service (FOH)

David Haines

FOH Supervisor

Wait staff

Hostess

Owner-GM

Kitchen (BOH)

Lauren Christiansen

BOH Supervisor

Line Cooks

Dishwasher-Busser

Owner-GM

Business/Finance

Ashley Busman

Admin

primary responsibilities are for food quality, presentation, kitchen training and budgetary

compliance.

Staffing

One of our staffing goals is to partner with the Hotel and Restaurant Management program

at AB tech. While under contract with AB-Tech, we will provide a hands-on experience in

all aspects of the Restaurant business while helping the students earn credit towards their

degree. Although this could lead to a higher turnover rate with students graduating and

moving on, it will benefit the restaurant by allowing us to be a supporter of our community.

It is also a potential savings on training time as most of the students will have had some

type of training or basic experience.

Advertising

We are committed to helping our community by way of the program at AB Tech but we are

also excited to offer the opportunity to be a part of our family to anyone in the Asheville

area that is looking for a fun relaxing and quality restaurant to work in.

Policies

Since the owners are also doubling as the on-site managers, our staff will enjoy the

opportunity to learn, grow and take on leadership responsibilities within the company. As

we are all firm believers in empowering our employees we will have standard no tolerance

policies that fall in line with drugs/alcohol, theft,

Business Structure and Operation Plan

Literary Café will be open daily from 11am-12pm.

The café will have seating on the patio with a capacity of 38. The upstairs dining area

accommodates 35 and the downstairs lounge can hold approximately 45, giving the

restaurant an overall seating capacity of 118. With the downstairs being primarily for

lounge/study, we feel the downstairs will not get as much food business as coffee and wine.

Risk Analysis

In any industry there are always risks involved. In a study done by Science Daily in 2009, it

has been proven that fresh vegetables such as corn and lettuce can carry the EColi virus

and fruits such as melons, tomatoes and cantaloupe as well as spinach can carry

Salmonella. Since the Literary Café focuses on healthy fresh menu choices and is primarily

focused on sandwiches and salads it is imperative that we follow proper handling

procedures for all our food items to ensure the safest possible experience for our guests.

Market Saturation

In climate weather

Vandalism

Seasonal changes; foot traffic, tourist

Employee theft