, TABLE OF CONTENTS
General introduction........................................................................................................ 4
External analysis ...................................................................................................................... 4
First trend & development - Sustainability (ecological trend) .................................................... 4
› Macro trend..................................................................................................................... 4
Third trend & development: Technology (social-cultural trend) ................................................. 5
› Macro trend..................................................................................................................... 5
Concept ........................................................................................................................... 6
Identity ........................................................................................................................... 6
Core values ...................................................................................................................... 7
Marketing plan ................................................................................................................ 8
Target group ............................................................................................................................ 8
Location .........................................................................................................................11
Competition....................................................................................................................11
Product ..........................................................................................................................12
› Tangible aspects ................................................................................................................................ 12
› Intangible aspects.............................................................................................................................. 12
Pricing ............................................................................................................................13
Promotion ......................................................................................................................13
Distribution ....................................................................................................................14
Management plan ..........................................................................................................15
Staff plan ............................................................................................................................... 15
Legal form ......................................................................................................................17
› Liability Partner ................................................................................................................................. 17
› Not on the payroll ............................................................................................................................. 18
› Continuity in death or resignation.................................................................................................... 18
Grants ................................................................................................................................................ 18
Licenses and insurances ......................................................................................................... 18
Financial plan .................................................................................................................20
Investment Budget................................................................................................................. 20
Financing ........................................................................................................................21
Operating Budget ...........................................................................................................22
Cash Budget ...................................................................................................................23
Summary ........................................................................................................................24
Appendix 1 .....................................................................................................................25
Staff planning ........................................................................................................................ 25
2
, Planning.............................................................................................................................................. 27
Appendix 2 .....................................................................................................................31
Menu..................................................................................................................................... 31
References......................................................................................................................34
3
, General introduction
External analysis
First trend & development - Sustainability (ecological trend)
› Macro trend
“Sustainability is not only something with ‘saving the planet’ it is an ecosystem, a lifestyle which supports
itself and its surroundings’’. (Murphy, T 2016). Sustainability can be divided into two main elements which are:
• Environmental protection: supporting and creating the ecosystem and focus on the environment. The
interactions are only ‘sustainable’ if the environment will not be damaged. We can only measure
environmental protection by determine our use of the planet (people wise), and how we can provide
the information that negative effects on the environment can be limited and be positively added by
the behaviour of the people.
• Social Development: education is important for people when learning about sustainability since the
otherwise have no idea what the important aspects are. However, human well-being of the society is
basically what sustainability stands for, so the more important it becomes that the people understand
everything what is linked with the subject, since sustainability is a big factor of a good quality life and
protection of the human beings in this (growing) society.
› Meso: Sustainability in the hospitality industry
Sustainability becomes more important in the industry since the sector had a dramatic impact through
energy and water consumption and use of consumable and durable goods which created hazardous waste.
The industry might be afraid by switching to a sustainable approach and guests will stay away since they are
not interested in this trend, for a reason that it will economically change in a detrimental way. Therefore, the
industry tries to make small adjustments regarding environmental issues and tries to involve the guest into
their processes in a way the guests are gaining more knowledge regarding the trend and have a bigger interest
for it in different situations.
Furthermore, there has been some changes on social aspects since corporate social responsibility (CSR)
programs are introduced and accepted by society. Also, the guest experience will increase if the changes have
impact on the guest group. As hoteliers begin to realize that they can provide an enhanced guest experience
by integrating natural elements, there has been an evolution in “green thought”. (Stottler, T, 2018)
› Miso: Sustainability at Barn Bistro
In Barn Bistro sustainability is very important, as in this restaurant we try to make the guest aware of our
input on the environment and how will small changes be implemented without even noticing. For instance:
reusable straws, recycling of paper, plastic and GFT, sun panels on the roof and we gather our main products
from our own land instead, in order to reduce gas and Co2 emissions from the suppliers from 3 delivery’s a
week to only 1 delivery a week.
Second trend & development - Global VS Local (ecological trend)
› Macro trend
According statistics of Statista.nl by a research of Nielsen, 2016 the consumer’s preference for global
brands are much higher than the global preference. The research is based on 61 different country’s with over
30.000 attendees. (attached (1) the statistics diagram). 68% of the consumers says to buy only ‘local
produced’ vegetables.
› Meso: Global VS Local in the hospitality industry
The benefits for restaurant to use local sources for their product makes the food clearer and has
shown some benefits for the consumer in which are marked as ‘important’ nowadays for daily life. ‘’Previous
studies have shown that individuals choose locally grown foods for perceived tangible benefits such as
freshness, taste as well as for more intangible motivations such as sustainability and community support’’
(ResearchGate, 2015 Gagnic, S). Based on this research you can conclude that the importance of local have
more advantages than only the tangible aspects, what makes the products even more valuable. Therefore, the
4
General introduction........................................................................................................ 4
External analysis ...................................................................................................................... 4
First trend & development - Sustainability (ecological trend) .................................................... 4
› Macro trend..................................................................................................................... 4
Third trend & development: Technology (social-cultural trend) ................................................. 5
› Macro trend..................................................................................................................... 5
Concept ........................................................................................................................... 6
Identity ........................................................................................................................... 6
Core values ...................................................................................................................... 7
Marketing plan ................................................................................................................ 8
Target group ............................................................................................................................ 8
Location .........................................................................................................................11
Competition....................................................................................................................11
Product ..........................................................................................................................12
› Tangible aspects ................................................................................................................................ 12
› Intangible aspects.............................................................................................................................. 12
Pricing ............................................................................................................................13
Promotion ......................................................................................................................13
Distribution ....................................................................................................................14
Management plan ..........................................................................................................15
Staff plan ............................................................................................................................... 15
Legal form ......................................................................................................................17
› Liability Partner ................................................................................................................................. 17
› Not on the payroll ............................................................................................................................. 18
› Continuity in death or resignation.................................................................................................... 18
Grants ................................................................................................................................................ 18
Licenses and insurances ......................................................................................................... 18
Financial plan .................................................................................................................20
Investment Budget................................................................................................................. 20
Financing ........................................................................................................................21
Operating Budget ...........................................................................................................22
Cash Budget ...................................................................................................................23
Summary ........................................................................................................................24
Appendix 1 .....................................................................................................................25
Staff planning ........................................................................................................................ 25
2
, Planning.............................................................................................................................................. 27
Appendix 2 .....................................................................................................................31
Menu..................................................................................................................................... 31
References......................................................................................................................34
3
, General introduction
External analysis
First trend & development - Sustainability (ecological trend)
› Macro trend
“Sustainability is not only something with ‘saving the planet’ it is an ecosystem, a lifestyle which supports
itself and its surroundings’’. (Murphy, T 2016). Sustainability can be divided into two main elements which are:
• Environmental protection: supporting and creating the ecosystem and focus on the environment. The
interactions are only ‘sustainable’ if the environment will not be damaged. We can only measure
environmental protection by determine our use of the planet (people wise), and how we can provide
the information that negative effects on the environment can be limited and be positively added by
the behaviour of the people.
• Social Development: education is important for people when learning about sustainability since the
otherwise have no idea what the important aspects are. However, human well-being of the society is
basically what sustainability stands for, so the more important it becomes that the people understand
everything what is linked with the subject, since sustainability is a big factor of a good quality life and
protection of the human beings in this (growing) society.
› Meso: Sustainability in the hospitality industry
Sustainability becomes more important in the industry since the sector had a dramatic impact through
energy and water consumption and use of consumable and durable goods which created hazardous waste.
The industry might be afraid by switching to a sustainable approach and guests will stay away since they are
not interested in this trend, for a reason that it will economically change in a detrimental way. Therefore, the
industry tries to make small adjustments regarding environmental issues and tries to involve the guest into
their processes in a way the guests are gaining more knowledge regarding the trend and have a bigger interest
for it in different situations.
Furthermore, there has been some changes on social aspects since corporate social responsibility (CSR)
programs are introduced and accepted by society. Also, the guest experience will increase if the changes have
impact on the guest group. As hoteliers begin to realize that they can provide an enhanced guest experience
by integrating natural elements, there has been an evolution in “green thought”. (Stottler, T, 2018)
› Miso: Sustainability at Barn Bistro
In Barn Bistro sustainability is very important, as in this restaurant we try to make the guest aware of our
input on the environment and how will small changes be implemented without even noticing. For instance:
reusable straws, recycling of paper, plastic and GFT, sun panels on the roof and we gather our main products
from our own land instead, in order to reduce gas and Co2 emissions from the suppliers from 3 delivery’s a
week to only 1 delivery a week.
Second trend & development - Global VS Local (ecological trend)
› Macro trend
According statistics of Statista.nl by a research of Nielsen, 2016 the consumer’s preference for global
brands are much higher than the global preference. The research is based on 61 different country’s with over
30.000 attendees. (attached (1) the statistics diagram). 68% of the consumers says to buy only ‘local
produced’ vegetables.
› Meso: Global VS Local in the hospitality industry
The benefits for restaurant to use local sources for their product makes the food clearer and has
shown some benefits for the consumer in which are marked as ‘important’ nowadays for daily life. ‘’Previous
studies have shown that individuals choose locally grown foods for perceived tangible benefits such as
freshness, taste as well as for more intangible motivations such as sustainability and community support’’
(ResearchGate, 2015 Gagnic, S). Based on this research you can conclude that the importance of local have
more advantages than only the tangible aspects, what makes the products even more valuable. Therefore, the
4
