Specific Activities:

Location:

Anything but a cup will be located in Fremantle, Western Australian. Fremantle has a big bar and
nightlife scene specially located near the beach, with many attractions and eateries around makes it
the perfect location for us, although we will have many immediate competitors in the region, there’s a
lot of foot traffic and willing consumers which will give us the best chance for success.

Source: Anything but a cups future location, along with its three biggest competitors: Gage Roads, The Orient and The Old Synagogue

Business management:

Sole trader. Independent Restaurant.

Pros (advantages):
 One boss
 100% of profit kept
 Low start up cost
 Establishment and operating the business less complex because theres only the need for one
decision.
 Easy to change legal structure when needed.

Cons (disadvantages):
 Unlimited liabilities for debts
 Limitations on raising capital.
 Own full responsibility on day to day decision making.
 More work (less holiday/hard to get time off)

The basic chain of command will be deployed. So, the owner is the top boss any major issues will be
reported to him, then the restaurant manager and ARM who are in charge of running operations and
making sure everything is ran to standard practice and employees are following set procedures. Every
employee will have proper training to meet the required practices, things such as hygiene and safety
rules
Restaurant Organizational Chart

Owner - Head of Business

 Restaurant Manager

· Head Chef
· Assistant Chef
· Cook
· Cook
· Dishwasher
- Front of House Manager
· Assistant Floor/Bar Manager
· Head Bartender
· x 2 Bartenders
 Head Waiter
 4 x Servers/Waiters

Roles and Responsibilities for employees (Hiring people, 2021):

 Delivering excellent customer service
 Serving customers in the bar or dining room
 Taking food orders
 Accepting payments and processing transactions
 Managing inventory and stock
 Bar and table cleaning
 Ensuring food safety standards
 Business management or hospitality management (Restaurant Manager or Bar Managers)
 Managing front of house staff members (Restaurant Owner or Restaurant Manager)
 Back of house and kitchen team management (Restaurant Owner, Restaurant Manager, or
Head Chef)

Pricing:

The objective from a sales standpoint is to implement a moderate pricing strategy with a little bit
higher costs due to the unique experiences we provide. A Mark up of 25% than the average industry
prices. For example. Average beer for the bars in fremantle is $10, Anything but a cup will sell there’s
for $12.50. This would be more effective than a prestige pricing strategy due to our brand positioning
and target audience. We are aiming to strike a balance between a reputation for quality and good
value. Unlike premium pricing models, the aim is not to target people who like to spend big, but
rather to appeal to the mass market and therefore gain deeper penetration.

Merchandise and promotion:

When it comes to the merchandise, it will be promotion-based marketing. Every Friday and Saturday
customers are allowed to take one of our customised boots, plunges, traffic cone cups if they spent
over $50 on drinks. Cups wont be sold to force consumers who want to get them by purchasing drinks
for over $50. By giving these cups away as part of the promotion strategy it will help spread brand
awareness and connect with the customers and earn more loyal consumers.

The cups will be sourced from a supplier (yet to be determined). There are multiple to choose from
AliBaba. Or alternatively contacting Bulk Buys and requesting the special cups to be manufactured.
Once we acquire the inventory, it will be stored in back of house. Orders will be placed every week
with the quantity needed.
The Main focus of the Menu will be Burgers along with the fan favourite side dishes fries, mac and
cheese, garlic bread, etc. The Bar will be the highlight of the restaurant. ALcohol and other asorted
beverages will be sold with the option to drink it out of the customisable cups for an extra charge.

Communication with the customer:

As a restaurant/bar, great customer service is essential to success. Customer service is communicating

and providing genuine attention to diners. When our customers visit your restaurant, we want them to
feel welcome. we treat them with care and respect while providing an excellent meal and/or bar
experience, they’ll come back again and again. Satisfied customers are integral to our business model.
Customer satisfaction will be a huge focus for us to try and earn more loyal consumers and beat our
competitors.
We will achieve this by making sure we hire friendly and experienced staff. They will be focusing on
personalised interactions, avoiding negative phrases, using positive body language and consistent
brand vocabulary with clear and concise communication to the customer. This provides the consumer
with a favourable experience wanting them to come back again or improve our brand awareness
through word of mouth.

Location:
Anything but a cup will be located in Fremantle, Western Australian. Fremantle has a big bar and
nightlife scene specially located near the beach, with many attractions and eateries around makes it
the perfect location for us, although we will have many immediate competitors in the region, there’s a
lot of foot traffic and willing consumers which will give us the best chance for success.

Business management:

Sole trader. Independent Restaurant. The basic chain of command will be deployed. So, the owner is
the top boss any major issues will be reported to him, then the restaurant manager and ARM who are
in charge of running operations and making sure everything is ran to standard practice and
employees are following set procedures. Every employee will have proper training to meet the
required practices, things such as hygiene and safety rules
Restaurant Organisational Chart

Owner - Head of Business

 Restaurant Manager
 Head Chef
 Assistant Chef
 Cook
 Cook
 Dishwasher
- Front of House Manager
 Assistant Floor/Bar Manager
 Head Bartender
 x 2 Bartenders
 Head Waiter
 4 x Servers/Waiters

Pricing:

Our objective from a sales standpoint is to implement a moderate pricing strategy with a little bit
higher costs due to the unique experiences we provide.. This would be more effective than a prestige
pricing strategy due to our brand positioning and target audience. We are aiming to strike a balance
between a reputation for quality and good value. Unlike premium pricing models, the aim is not to
target people who like to spend big, but rather to appeal to the mass market and therefore gain
deeper penetration.

Merchandise and promotion:

When it comes to our own merchandise, it will be promotion-based marketing. Every Friday and
Saturday customers are allowed to take one of our customised boots, plunges, traffic cone cups if
they spent over 50$ on drinks. We don’t want to sell our cups so we can force consumers who want to
get them by purchasing drinks for over $50. By giving these cups away as part of our promotion
strategy we will help spread brand awareness and connect with our customers and earn more loyal
consumers.

Communication with the customer:

As a restaurant/bar, great customer service is essential to success. Customer service is

communicating and providing genuine attention to diners. When our customers visit your
restaurant, we want them to feel welcome. we treat them with care and respect while providing
an excellent meal and/or bar experience, they’ll come back again and again. Satisfied customers
are integral to our business model. Customer satisfaction will be a huge focus for us to try and
earn more loyal consumers and beat our competitors.
We will achieve this by making sure we hire friendly and experienced staff. They will be
focusing on personalised interactions, avoiding negative phrases, using positive body language
and consistent brand vocabulary with clear and concise communication to the customer. This
provides the consumer with a favourable experience wanting them to come back again or
improve our brand awareness through word of mouth.

 Controllables - Location - NEED AN EXACT LOCATION WITH A GOOGLE MAP; also a view and
layout of the store etc. as stated earlier; NOT WE YOU ARE NOT THE COMPANY; Ownership - this
should have been earlier - need to explain pros and cons of sole trader; ALSO WHAT PART DOES
THIS PERSON HAVE IN RUNNING THEIR BUSINESS? Pricing - what is moderate pricing? this
does not make sense i.e. what is the percentage mark up?; Merchandising - NEED the product line;
 where the goods are going to be sourced from and stored; need information on customer service and
sales forecasting; WHERE IS THE EXAMPLE MENU?; Operations - NEED THE LIST OF ROLES
AND RESPONSIBILITIES; along with the training; Communication - WHERE IS THE RETAIL
IMAGE as well as the promotional tools? Give always MUST BE COSTED IN THE RETAIL
OBJECTIVES; NOT WE - YOU ARE NOT THE COMPANY;

References:

- Angela. 2020. “Low, medium and higher price strategies. Which is most
appropriate”. [Link]
higher-price-strategies-which-most-appropriate

- Ray Foley, Heather Dismore. 2016. “how to run a bar: why customer service is so
important”.
[Link]
careers/how-to-run-a-bar-why-customer-service-is-so-important-152617/

- Australian Government. 2021. “Sole Trader”.

[Link]
structures/sole-trader