Thai Restaurant. A Food and Beverage Business Development Proposal

Term Paper, 2013

17 Pages, Grade: Credit



1. Introduction
1.1 The menus
1.2 Thai Cuisine
1.3 Food
1.4 Theme and Ambience
1.5 Facilities
1.6 Equipment
1.7 Type and standard of service
1.8 Production system and procedures
1.9 Food safety plan procedures

2. Purchasing, receiving, storage and inventory control practices
2.1 Human resource practices
2.2 Marketing

3. Conclusion


1. Introduction

The business proposal provides an overview of the food & beverage concept of a Thai restaurant called VeriThai. Our business caters for a cross section of the customers deriving from the surrounding countries in Asia, as well as from faraway western countries. The concept of this restaurant offers modern contemporary Thai cuisine that draws on the cultural diversity of Thailand that is suitable to the palettes in Singapore. Our unique proposition is our clean, fresh and creative foods that are seasoned with herbs and spices of Thailand with ready to make dishes upon advanced notice.

The food business in Singapore is a fairly huge market, serving a potential market of more than 5 million. The revenue for food and beverage in Singapore has been increasing to $8,317 million in 2013 and restaurants accounted for 40% of the industry and recorded the largest increase of 8.5%. This shows potential as more visitors are also expected to arrive in Singapore.

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Table.A. Revenue sources (Singstat, 2013)

1.1 The menus

The success of the business depends on the value of the dishes and beverages included. The menu also determines the description of the foods, ingredients involved and how they are prepared. As the restaurant is a contemporary Thai concept, the issue of food must consider its cultural background, preferences, taste and other religious beliefs.

Our menu must ensure that the visitors receive maximum satisfaction to their palettes and nutrition to their health. Thus our selling proposition of honouring special dishes with advance notice for any dining session respect visitors special dietary needs and tastes. Thus the menu must also look contemporary filled with quality aspects of the food and its ingredients, be easy to read and understand, proper indexing if necessary, provide information of the dish, reasonable prices or offers.

1.2 Thai Cuisine

Every food has its profile to reflect where it originates. We use the terms of dexterity, colour, smell, looks, taste and ingredients to reflect this. Apart from the senses, the concept is a holistic approach for a family, not in separate means, although our visitors can eat one dish per meal. It would be equivalent to how sum rap Thai (the way Thais eat) works according to Mcdang (2010).

Thai food must emphasise on lightly prepared foods that are too too oily with a spicy touch. It has to intermix with fundamental taste of sour, sweet, salty, bitter, and spicy, which is not simple due to its mixture to provide a final finishing harmony. Based on the report of Chueng (2011), he describes Thai dishes as the top 50 in the world with more dishes on the list than any other country.

1.3 Food

We list the food in the menu in table.B that includes:

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Table.B Menu

The prime cost refers to the costs of materials and labor as well as the operating amount needed to cover for food, beverages and salaries. Therefore, we have to ensure that our revenue generating items can cover for all these costs (Dittmer, 2003). The pricing has been indicated in our menu dishes listed above (not exhaustive), the the price approach taken should be the cost over sales ratio (table.2) to determine the percentage of costs in terms of sales revenue. This is justified because of its approach to profits rather than headcounts or covers. A relationship can be measured based on total cost, foods cost, beverage cost or labour cost. For instance, 45% of total cost means $45 of cost to a hundred dollars, which may be average but can be reduced.


Excerpt out of 17 pages


Thai Restaurant. A Food and Beverage Business Development Proposal
Private School of Business and Social Studies
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ISBN (Book)
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thai, restaurant, food, beverage, business, development, proposal
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Patrick Sim (Author), 2013, Thai Restaurant. A Food and Beverage Business Development Proposal, Munich, GRIN Verlag,


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