Karachi’s First

Doner Kebab House

Doner Kebab’s Intro

• Doner kebab is a Turkish Delicacy consumed from the days of the Ottoman Empire

• The meat used is often lamb but chicken variants have propped up in Europe and Asia

• “Doner Kebabi” usually means “Rotating Roast” cooked on a vertical spit and sliced of to order.

• Although the origins of the Doner are from Turkey but similar Middle Eastern variants are Shawarma and Gyros from Greece.

• Doner Kebabs are usually served with a salad made from shredded lettuce, tomatoes and onions.

• Usual flavouring on the sides includes Tahina, Turkish white cheese and hummus.

• The sauces tend to vary depending on cultural taste and cuisine

• Currently, Europe has been hit by “Doner fever” with Germany being the latest victim grossing annual sales of $4.2bn.

DKH - Business Plan

• DKH Fast Food & Eatery will be a unique “Dine In” experience for Karachi’s vast cuisine market

• The restaurant will incorporate the concept of multi-seating arrangement comprising of a cosmopolitan lounge bar, a Sofa lounge and Full Service dining.

• The restaurant will be situated on Kh-e-Shahbaz’s commercial precinct in DHA

• The restaurant will target a young but mature adult crowd

• Restaurants main offering will be derivatives of the Doner Kebab with a wide range of salads, sauces and other sidelines

DKH - Audience Analytics

• DKH Fast food & Lounge intends to cater to a wide customer base. We want everyone to feel welcome and entertained.

• The following groups have been identified as targeted segments that contribute to our growth projections:

• The Business Person (Corporate Clients)• Downtown Karachi Couples• Doner Kebab lovers (Individuals accustomed to the taste)• Foreigners (Tourists, Pakistani on vacation settled abroad and Consulate Staff of

different European and Middle eastern Consulates.• Locals trying out a different cuisine• Teenagers and kids• The above mentioned audience can easily be classified as individuals that seek a

quick dine-in experience, they also have disposable income and are ready to try new alternatives to the local restaurant market.

DKH - Strategy & Competitive Edge

DKH’s Strategy is to introduce the Doner Kebab into Karachi’s metropolitan restaurant life with an environment that appeals to a wide range of individuals from all walks of life.

Competitve Edge:

• Monopolistic market access with little or no competition• Fresh hygienic food • A friendly and convenient environment with no restaurant frills attached• Take home and free delivery will also be provided• Operating in Karachi’s posh locality• Ample Parking space• Friendly staff• A wide range of sauces and sidelines to meet individualistic needs• Relatively cheaper than other restaurants on Zamzama• A hybrid between a fast food and dine in restaurant• Large enough to hold Birthday Parties, Lunch and Dinner engagements• Located in a safe and secure premises of DHA

DKH - Alternatives

Although DKH has little or no competition, as there are no restaurants in Karachi offering Doner Kebab but other alternatives that customers might have with retrospect to their disposable income:

DKH

Pizza Hut

McDonalds

Damascus

KFC Papa Johns

Dominos

BBQ Tonite

DKH - Financial Plan

Since we have been allocated a budget of PKR5mn for setting up this facility here is the break up of the associated costs:

Rent PKR 1,200,000 p.aFixtures & Fittings PKR 500,000Furniture PKR 250,000Kitchen Equipment PKR 300,000Electrical Equipment including A/Cs PKR 400,000Plates and Cutlery PKR 150,000

Management Salaries PKR 1 100,000 p.aOther Wages PKR 480,000 p.a

Working Capital Cashflow PKR 620,000

DKH - Web Plan Summary

• DKH will have a dedicated website and will serve as the virtual business card and portfolio for the company .

• The site will offer our menus, pricing, customer reviews and latest happenings at the restaurant

• We will also have a monthly “Paparazzi Review” about DKH and its cuisine to generate interest amongst prospective customers.

• On a later stage we may also cater to web orders depending on the overall success of the restaurant.

• Requests regarding large orders and catering deals would also be routed through the website.

• A Facebook community would also be set up to generate interest amongst Pakistan’s blossoming younger generation ready to try and blend into the global world.

Thank YouQuestions & Answers