Menu Planning Project Phase 1

3
SCHOOL OF HOSPITALITY & TOURISM

HOSPITALITY MANAGEMENT- HOTEL & RESTAURANT

Menu Planning Analysis & Design
HOS2220

Fall 2014

Project: Phase # 1

Last Name First Name Student #
Student (1)
Roberts Anne 040496077
Student (2)
Foisy Ciara 040774972
Student (3)
Harley Benjamin 040724254
Section #
310
Due Date
October 17
th
, 2014
Name of restaurant
Petit Paris
Type of restaurant
French Styled
Due Date
October 17
th
, 2014
0

Table of Contents

Sections

Prepared by

Page
1. Introduction Collaboration 1
2. Location Ben 2
3. Target market Ben 4
4. Competition Ciara 6
5. Menu Items Collaboration 11
6. Recipe Detail & Cost Cards Anne 13
7. Equipment Ciara 21
8. Drawings Ben 42
9. Theme/Dcor, Service, Uniforms Collaboration 43
10. Marketing Ben 44
11. Citations Collaboration 46
12. Appendix Collaboration 50
Although some sections were prepared by an individual, all sections were a group effort
from start to finish

1

1

Menu Planning (HOS 2220): Project Template - PHASE I

1) Introduction:
Name of restaurant: Petit Paris

Type of restaurant: French casual fine dining

Address: 21 George Street Ottawa, Ontario, Canada, K1N 6Z6

Meals periods:
We are open for lunch and dinner, 7 days a week. For lunch, we will have a prix-fixe menu and dinner will
have an la carte menu.

Hours of operation:
Monday 11:30am-2:30pm, 5:00pm-10:00pm
Tuesday 11:30am-2:30pm, 5:00pm-10:00pm
Wednesday 11:30am-2:30pm, 5:00pm-10:00pm
Thursday 11:30am-2:30pm, 5:00pm-10:00pm
Friday 11:30am-2:30pm, 5:00pm-11:00pm
Saturday 11:30am-2:30pm, 5:00pm-11:00pm
Sunday 11:00am-2:30pm, 5:00pm-10:00pm

What made you think of it: Originally, we wanted to bring a fine dining experience to lower income patrons,
at an affordable price. We believe that everyone should have the option to experience fine dining at any
occasion, multiple times a year. Weve succeeded at having a low enough price point to facilitate most
income ranges. At the same time, we also believe that our restaurant concept appeals to higher income
individuals, who would appreciate a great deal as well.

Additional comments: Not participating during lunch time in down town Ottawa would be a potentially huge
loss in revenue. For that reason, we decided to be open for both a lunch and dinner periods to make a profit
from additional markets.

2

2) Location:
Description of the area:
Petit Paris is located downtown Ottawa in the beautiful Clarendon Court in between George Street and York
Street in the ByWard Market. Clarendon Court has cobblestone pavement throughout and as you enter it, it
is like stepping back in time. The buildings surrounding it, which are mostly restaurants, are mostly made of
stone exterior and there is black wrought iron separating different restaurant patios from each other. There
are large trees and many benches to sit at in the Court. Many people sit there for extended periods of time
enjoying a coffee while reading or people watching. It is a very calming place. In the summer, outside of
Clarendon Court on York Street you will find local restaurants and bars such as Kinki, Chteau Lafayette,
The Brig, and Restaurant 18, and market vendors selling everything from fresh produce to flowers to
handmade clothing and jewelry. On the opposing side of Clarendon Court there is George Street which has
an entrance to The Bay, which leads to the Rideau Centre, Chapters, more market vendors and independently
owned shops. The ByWard Market is the heart of downtown Ottawa and is a major tourist attraction. It is
within walking distance to other major tourist attractions such as the Rideau Canal, Rideau Centre and
Canadas Parliament buildings. While Ottawa is a bilingual city, because of the large amount of tourists that
visit Ottawa each year, there is a wide variety of people in downtown Ottawa at any given point in the year.

Being in close proximity to the parliament buildings and other places of employment, such as the Rideau
Center, means that we are able to capitalize on the market of those people who will, inevitably, need to eat.
We are also near the University of Ottawa, which has a massive amount of students who will be looking for
somewhere to eat. We are within walking distance to many hotels such as Chteau Laurier, Westin, Les
Suites, The Marriot and Marriot Courtyard. Their guests will also be able to choose our restaurant. Our
location is slightly off the main part of the ByWard Market, but our location is completely visible with the
signage that we would be placing on both ends of Clarendon Court to attract more patrons, as well as the
large advertising campaign we would be doing to launch, and sustain, Petit Paris.

Directions:

1. Get onto the 417
2. Get off at the Nicholas
St. Exit.
3. Continue down Nicholas
St. /Waller St
4. Turn left on George
Street.
5. Continue down George
Street until you reach your
destination
3

Accessibility/parking:
There is a Municipality Parking lot available on George Street, and another lot on York Street. Petit Paris is
fully accessible by Clarendon Court. Petit Paris accepts no responsibility for price or any responsibilities of
parking. There is extra street parking available throughout the ByWard Market. The OC Transpo bus lines
also run to the Rideau Center which is within walking distance to our restaurant. Since starting locations
vary, patrons should refer to the website for accurate directions at www.octranspo.com
Petit Paris is fully wheelchair accessible. Extra care is taken throughout the winter months to insure that the
Court is clear of ice and snow ruts leading to Petit Paris.

Creating visibility: To create visibility for our restaurant we will have the outside nicely decorated in our
darker brown accent color to catch the eye of passers-by. We will have music playing to attract people, some
signage and little monuments such as an Eifel tower to create interest. We will also have two sandwich
boards, one on George Street and one on York Street. These boards will include our name, logo, hours of
operation, address, an arrow pointing to the direction of the restaurant, some photos and any (if) current
promotions to entice potential customers.

Map with rings: The largest circle represents a 15 km radius, the middle circle represents a 10 km radius and
the smallest ring represents a 5 km radius to Petit Paris location at 21 George Street (the X).

4

3) Target Market:
Demographics table & description:

Name: Inner Area Name: Central Area Name: Tourism
Population:
87,100
Population: 10,750 Tourists:
Hotel Rooms Sold: 2,161,360

Average income: As per
Ottawa 98,110$
Average Income: As per Ottawa
98,110$

# of Annual Visitors to Ottawa:
7,300,000
# of Employment:
55,016
# of Employment:
106,741
Amount spent by visitors: $1.18
Billion = An average of 161.64$
spend per visitor

Needs, life stage/lifestyle characteristics:
Inner Area:
These people are mostly students and business people. They need to eat lunch quickly to return to work
and/or school. The students tend to have lower incomes and the business people tend to have higher
incomes. The type of dwellings in this area are condos and apartment buildings.

Central Area: In the central area there are many smaller independently owned businesses, more families
and single family homes, rather than apartment buildings and condos.

Tourism: The tourism sector is the hardest of all to predict. Lifestyle characteristics change from tourist to
tourist, some may be in Ottawa for business as some may be visiting us for pleasure. Some tourists may also
be from other parts of Canada, others may be from the opposite side of the world. They could be young and
looking for adventure or more mature and looking to visit our museums. Some may be visiting for a couple
of days, and others may be spending a few weeks.

Petit Paris will attempt to meet these needs by having a lower priced menu in general, as to provide a fine
dining experience for far less than other restaurants in the area. We will also have a fast paced lunch service
to target the busy businesspersons and students on their lunch hours. We will offer a classic French style
menu that our tourists from around the world, as well as our locals will enjoy. It will also cater to our
tourists from France specifically, who may find the comforts of home in our offerings and atmosphere.

5

Primary Market & Justification: The inner area is primarily dominated by businesses, both small and
large. It is an area that has a consistent flow of revenue at any given point during the year. Due to the
consistent flow of revenue in the area, it is also filled with employees and business owners looking for a new
spot to have lunch, instead of the same spots over and over again, or the same PB&J sandwich from home.
They are also looking for places to bring clients for a business lunch. Due to our large seating capacity and
fast paced lunch menu, we are able to accommodate those people who are looking to eat quickly and get
back to work as well as those people who are looking to have a lunch meeting with clients to discuss
business at length.

Secondary Market & Justification: Our secondary market lives both in the Central and Inner area of
Ottawa. This target market is students, whether attending Algonquin College, Ottawa University or Carleton
University who live in this area as shown by our demographics above. Although students do not have as
much disposable income as those who work full time like our primary target market, they usually have some
disposable income to spend every now and then. Hence why we worked so hard to create a low cost menu in
order to attract those students who want to experience a nice meal in a fine dining area, but without spending
all of their savings. Students are always looking for a great deal and when they find one, they are eager to
share it with other students and share it on social media sites. The word of mouth advertising that the student
market will bring us will be massively beneficial.

Tertiary Market & Justification: As people who have been tourists ourselves, we understand the need and
desire to explore great cuisine while traveling, whether for business or pleasure. Through our marketing plan,
we hope to capture some of the Ottawa tourism market in order to give our tourists the experience of being in
two places at once; fine dining the French way, but in the country of Canada, a place known for its
multiculturalism. Not only will this appeal to tourists from all countries but also to those, perhaps even more so,
from France or Qubec, who are looking for that home-away-from-home feeling that we are striving daily to
achieve.
6

4) Competition:
Competition can be loosely defined as anyone who sells food. Patrons have made the decision that they need
to eat, but they could easily have gone to a grocery store and purchased food to prepare at home rather than
eat at our restaurant.

Definition of direct competition
Direct competition for a restaurant is simply a food service operation that sells similar food and beverage
items at a similar price point. For example, Kelseys and Montanas are direct competitors as are
McDonalds and Burger King.

Definition of indirect competition:
Indirect competition could be any other restaurant, grocery store, or place that sells food. For example, if
you are simply hungry and want to eat, McDonalds and East Side Marios would be indirect competition.
They both sell food but are in different price points, offer different service styles and different styles of
cuisines. Their only commonality is that they sell food.

Name of Direct Competitor # 1:Social

Comparison Factor # 1 Food Selection
Result Similar offering of lunch and dinner menus
Competitor Please refer to appendix A for a copy of the lunch and dinner menu from Social.
The similar items have been highlighted.
My Restaurant Our lunch and dinner menus can be found on page XX. Our dishes are similar in
ingredients and in the French cooking style, but our dishes are not as pretentious as
those portrayed at Social.

Comparison Factor # 2 Food and Beverage Pricing
Result Our pricing strategy is much lower than Social
Competitor Lunch: Lowest: $9 Highest: $29
Dinner: Lowest: $12 Highest: $38
See appendix A for Socials menu prices
My Restaurant Lunch: Prix Fixe at XX,
Dinner: Lowest: $5, Highest: $23
See page XX for Petit Paris menu prices

Comparison Factor # 3 Atmosphere
Result Different atmosphere
Competitor Social is a bar-lounge style restaurant with a louder environment. They focus more
on bar sales at night than food sales.
My Restaurant We are first and foremost a restaurant. Our bar is there for the enjoyment of our
patrons but it is not our main attraction. We try to create a relaxed dining experience
rather than a socialistic business.

7

Comparison Factor # 4 Service
Result Same service style
Competitor Social offers American style service, as well as private events with catering and
buffets.
My Restaurant We also offer American style service. We do not offer private events or caterings at
this time. Perhaps in the future if profits permit, we would look into offering those
services.

Comparison Factor # 5 Restaurant Layout:
Result Similar layout
Competitor Social has a large wine cellar in the dining room. They are a multilevel, and
accessible establishment. There is also a lounge section of the restaurant which has
couches, rather than tables. They utilize booths as well as free standing tables. They
have a closed kitchen, and an outdoor patio.
My Restaurant Our restaurant is only one level and we do not have a wine cellar, but we do have a
large main bar as the focal point. Our kitchen is also closed, we also utilise booths
and free standing tables and we have a patio as well, although ours is larger and has
heaters.
Our layout can be found on page XX

Comparison Factor # 6 Restaurant Size
Result Similar size
Competitor We could not find concrete numbers on seats available in Social. In our personal
experiences we found that between all the levels in Social we have a similar seating
capacity inside.
My Restaurant We have more than 100 available seats between our restaurant and patio; our patio is
much larger than the patio at Social. It is also open during the colder months due to
the heaters we plan on installing.
Our layout can be found on page XX.

Comparison Factor # 7 Meal Periods
Result Same meal periods
Competitor Social offers Lunch and Dinner.
My Restaurant Petit Paris offers Lunch and Dinner.

Comparison Factor # 8 Hours of Operation:
Result Slightly different hours of operation
Competitor Monday-Friday: 11:30 am to close, Saturday-Sunday: 3:00pm to close
Socials website does not state what time close is.
My Restaurant We are open for lunch on the weekend and our close time is clearly stated.
See page XX for Petit Paris hours of operation.

Additional Factor Location:
Result Same location
Competitor 537 Sussex Drive, Ottawa, Ontario.
My Restaurant 21 George Street, Ottawa, Ontario
Although the street address is different, the restaurants are side-by-side in Clarendon
Court.
8

Name of Direct Competitor # 2: Play

Comparison Factor # 1 F&B selection:
Result Different food and beverage selection
Competitor The menu items change daily. It is therefore impossible to compare our menu items
with theirs. They serve smaller plates over multiple courses.
My Restaurant Our menu only changes seasonally. Our menu offerings are clearly stated and our
plates are of an average portion size.

Comparison Factor # 2 F&B prices:
Result Different pricing strategies
Competitor Lunch: 2 plates for 22$ according to the website. The dinner prices change daily
according to the items on the menu.
My Restaurant Our prices are lower and more flexible. Our patrons have a wide selection to choose
from and are not at the mercy of the chefs creations for that specific day.
See page XX for our food and beverage selection

Comparison Factor # 3 Atmosphere:
Result Similar atmosphere
Competitor The atmosphere in play is quite playful with bright colors, blue walls and red fabric
ceiling. The restaurant is still however, very elegant. The atmosphere is very
minimalistic.
My Restaurant Our restaurant strives for minimalistic elegance as well. We use demure colors with
deep accent colors to portray a calming, unobtrusive atmosphere.

Comparison Factor # 4 Service:
Result Same service style
Competitor Play offers American Service
My Restaurant Petit Paris offers American Service

Result Different layouts
Competitor There are two floors, with the room found on the second floor larger than the main
floor. The kitchen is open concept. They do not have a patio, but utilise booths and
free standing tables.
My Restaurant Our restaurant is only one level with a patio. Our kitchen is also closed, and we also
utilise booths and free standing tables.

Comparison Factor # 6 Restaurant Size:
Result Different size
Competitor According to Plays website, the smaller dining room accommodates up to 26 seated
guests and 120 guests for a cocktail reception. The larger dining room
accommodates up to 42 guests.
My Restaurant We have more than 100 available seats between our restaurant and patio. Our
restaurant is much bigger.
Our layout can be found on page XX.

9

Comparison Factor # 7 Meal service:
Result Same meal service
Competitor Play serves lunch and dinner
My Restaurant Petit Paris also serves lunch and dinner

Comparison Factor # 8 Hours of Operation
Result Very Similar hours of operation
Competitor Sunday: 12pm-10pm
Monday: 12pm-2pm; 5:30pm-10pm
Tuesday-Thursday: 12pm-2pm; 5:30pm-11pm
Friday: 12pm-2pm; 5:30-11:45
Saturday: 12pm-11:45pm
My Restaurant They are very similar, although we open slightly earlier for lunch than Play, we
close slightly earlier as well.
See page XX for our hours of operation.

Name of Direct Competitor # 3: SIDEDOOR Contemporary Kitchen & Bar

Comparison Factor # 1 F&B selection:
Result Different food and beverage selection
Competitor For dinner they offer similar items to ours, but they are not prepared using the same
methods or style of cuisine. They are an Asian/Mexican fusion restaurant.
At lunch they offer mainly tacos, along with other items that are in no way similar to
ours.
See Appendix for SIDEDOORs menu, where we have highlighted similar offerings.
My Restaurant We offer classical French cuisine.
See page XX for our menu.

Comparison Factor # 2 F&B prices:
Result Different pricing strategy
Competitor Main Courses range from $20-$29
See Appendix for SIDEDOORs menu
My Restaurant Our main courses range from $9-$23
See page XX for our menu

Comparison Factor # 3 Atmosphere:
Result Different atmosphere
Competitor SIDEDOOR has beautiful cobble stone dcor in the interior. They have a large bar,
bright red flowers, and a large wine rack. The restaurant is very cozy. They also have
a private bar area, which is open to the restaurant. They also have an open kitchen.
The dcor is very modern.
My Restaurant Our restaurant strives for classic themed dcor and elegance. We use demure colors
with deep accent colors to portray this calm and unobtrusive atmosphere.

10

Comparison Factor # 4 Service:
Result Different service style
Competitor They offer French Service. They bring dishes out as they are completed by the
kitchen and not necessarily in the correct order. All food items are meant to be
shared by the table, family style.
My Restaurant We offer American Service.

Result Different layout
Competitor There are two floors, in a split level style. The lower floor is the private bar area as
well as the open kitchen. It also has seating and a room for private parties. The
second floor is extra seating.
My Restaurant Our restaurant is only one level with a patio. Our kitchen is closed off.
See page XX for our layout

Comparison Factor # 6 Restaurant Size:
Result Same size
Competitor For lunch and dinner, Side Door accommodates up to 130 guests.
My Restaurant We can seat 130 between our patio and interior dining space

Comparison Factor # 7 Meal Periods:
Result Same meal periods
Competitor They offer both lunch and dinner.
My Restaurant We also offer both lunch and dinner.

Comparison Factor # 8 Operating hours:
Result Similar hours of operation
Competitor Lunch: Monday- Friday: 11:45am-2:00pm
Full dinner service and bar available 7 nights a week from 4:30pm.
Happy hour available Monday-Friday and Sunday from 4:30pm- 6:30pm
My Restaurant See page XX for our hours of operation.
We do not have a happy hour.

Additional Factor Location
Result Same
Competitor 18b York Street
My Restaurant 21 George Street
We are both located in Clarendon Court, which is a courtyard between George St
and York St. in the ByWard Market.

List of 5 closest indirect competitors:
1. La Bottega
2. McDonalds
3. Caf 55, bistro
4. The Byward Market
5. Rideau Centre Food Court
11

5) Menu Items

Appetizers

Cost
Selling
Price
Contribution
Margin
Cost
%
1.Smoked Salmon with Maple Cranberry Compote and Mixed
Greens, Mustard Vinaigrette
$3.32 $8.00 $4.68 42%
2.Croques Monsieur Canaps $2.52 $7.00 $4.48 36%
3.Lyonnaise Salad $0.64 $6.00 $5.36 11%
4.Bourbon Chicken Liver Pt $0.53 $6.00 $5.47 9%
5. Beet Carpaccio $1.59 $6.50 $4.91 24%

Soups

Cost
Selling
Price
Contribution
Margin
Cost
%
1. Celeriac Velout $0.73 $5.50 $4.77 13%
2. Cream of Carrot $0.19 $5.50 $5.31 4%
3. Beef Consomm $1.58 $5.50 $3.92 29%
4. Shellfish Chowder $1.37 $6.00 $4.63 23%

Side Salads

Cost
Selling
Price
Contribution
Margin
Cost
%
1. Mixed Greens with Mustard Vinaigrette $1.34 $5.00 3.66 27%
2. N/A

Entre Salads

Cost
Selling
Price
Contribution
Margin
Cost
%
1. Nioise Salad $3.72 $12.00 $8.28 31%
2. Fingerling Potato Salad, Mustard Frise and Pork Belly $4.75 $13.00 $8.25 37%

Entres

Cost
Selling
Price
Contribution
Margin
Cost
%
1. Seared Scallops with Buerre Blanc, Sauted Kale $2.52 $12.50 $9.98 20%
2. Roasted Quail, Mushroom Risotto and Haricots Verts $3.70 $12.00 $8.30 31%
3. Apple and Calvados Stuffed Pork Chop, Braised Red Cabbage $3.10 $13.00 $9.90 24%
4. Roast Duck Breast, White Bean Puree & Blood Orange
Gastrique, Braised Red Cabbage
$2.46 $12.00 $9.54 21%
5. Filet Mignon with Merlot Sauce, Ratatouille, Lorette Potatoes $9.30 $23.00 $13.70 40%
6. Beef Bourguignon Ravioli $2.25 $13.50 $11.25 17%
7. Cornish Hen Stuffed with Rice, Brussel Sprout $2.76 $13.00 $10.24 21%
8. Braised Rabbit with Pork Cassoulet $5.33 $14.00 $8.67 38%
9. Salmon Almandine with Braised Lentils $3.67 $12.50 $8.83 29%
10. Halibut with Tomato Compote, Purple Potato and Brussel
Sprout
$5.31 $13.50 $8.19 39%
12

11. Mussels with Linguine $1.45 $12.00 $10.55 12%
12. Shaved Beef on Baguette with Pommes Frites $4.35 $12.00 $7.65 36%

Desserts

Cost
Selling
Price
Contribution
Margin
Cost
%
1. Frangelico Crme Brule $0.79 $6.00 $5.21 13%
2. Raspberry Napolon $2.50 $6.50 $4.00 38%
3. Grand Marnier Souffl $1.00 $6.00 $5.00 17%
4. Opera Cake
5. Chocolate Profiteroles with Raspberry Sauce
6. Ice Cream Trio, Vanilla Bean, Coffee and Caramel
$1.36
$0.60
$1.38
$6.50
$6.00
$6.00
$5.14
$5.40
$4.62
21%
10%
23%

House Wine (Pinot Gris)

Cost
Selling
Price
Contribution
Margin
Cost
%
Glass $3.05 $9.15 $6.10 33%
500 ml $7.93 $19.99 $12.06 40%
1000 ml $15.95 $47.99 $32.04 33%

House Wine (Cabernet Franc)

Cost
Selling
Price
Contribution
Margin
Cost
%
Glass $2.25 $6.50 $4.25 35%
500 ml $5.85 $16.00 $10.15 37%
1000 ml $11.60 $31.00 $18.40 38%

Cocktail

Cost
Selling
Price
Contribution
Margin
Cost
%
1. French Connection $2.80 $8.00 $5.20 35%

Beer

Cost
Selling
Price
Contribution
Margin
Cost
%
1. kronenbourg1664 Blanc Bottle $2.31 $6.75 $4.44 34%
2. Kichisippi 1885 $2.21 $6.75 $4.54 33%
3. Molsons Export $0.99 $4.75 $2.75 21%
4. Big Rig $2.16 $6.50 $4.34 33$

13

6) Recipe Detail & Cost Cards:

Recipe Detail & Cost Card # 1
Menu Category: Soup
Date: October 14, 2014 Item: Celeriac Velout Portion Cost $: $0.73
Yield: 2.5 L # of portions: 14 Portion Cost %: 13%
Portion Size: 6 oz. Menu Price: $5.50 Contribution: $4.77

RECIPE INGREDIENTS INVOICE RECIPE EXTENSION
AMT UNIT COST UNIT COST UNIT

0.25
Cup
Unsalted Butter
$3.97
lb.
$1.98 Cup 50
0.5
Ea.
Celery Stalk, Chopped
$1.25
ea.
$1.25 Ea. 63
0.5
Cup
Chopped Shallots
$3.41
kg
$0.85 Cup 43
5.50
Cups
Cleaned Celery Root
$1.69
ea.
$1.27 Cups 6 96
10
Oz
Yukon Potato
$0.66
kg
$0.02 Oz 19
5
Cups
Chicken Stock
$0.77
L
$0.19 Cups 97
1.5
Tsp
Fresh Thyme
$1.10
bu
$0.14 Tsp 21
0.25
Cup
35% Cream
$3.74
L
$0.94 Cup 23

Q Cost

15

TOTAL

$10 25
Kitchen Equipment:

Large Stock Pot, Small bowl, Wisk, Immersion Blender, China Cap, Cambro
Small Wares:

Chefs Knife, Long Handled Slotted Spoon, 2 oz. Ladle
Method of Preparation:
1- Melt butter over medium-high heat.
2- Saute shallots 2-3 minutes until slightly translucent
3- Add in celery and celery root and Saute another 3-4 minutes
4- Add in potato and chicken stock and bring to a boil. Reduce heat to low and let simmer for 15 minutes
5- Add in fresh thyme and continue simmering until potatoes and celery are soft, roughly another 15-20 minutes
6- Temper cream into hot soup very slowly as to not have the cream curdle.
7- Puree soup until no lumps remain
8-Strain through the china cap, using the 2oz ladle to get all the liquid out; discard the remains in the china cap
9- Cool immediately for future use or place in hot well for immediate service

14

3.33 cup $0.79 kg $0.20 cup 66
210 gr $0.55 kg $0.00 gr 12
1.75 tsp $0.98 kg $0.01 tsp 1
7 large $1.86 dz $0.16 ea 1 9
5 tbsp $7.04 L $0.13 tbsp 63
0.66 cup $- Cup $- cup
0.75 cup $0.55 kg $0.14 cup 10
1 tsp $0.98 kg $0.00 tsp 0
0.5 tsp $14.17 kg $0.01 gr 1
2 lbs $8.70 kg $3.95 gr 7 91
0.25 cup $3.97 lb $1.98 lb 50
100 gr $0.81 kg $0.00 gr 8
75 gr $0.81 kg $0.00 gr 6
2 tsp $6.34 kg $0.01 gr 1
2 cups $14.13 750 mL $4.71 cup 9 42
1 ea $11.44 kg $0.01 gr 1
3 tbsp $0.40 bu $0.04 tbsp 12
2 tsp $0.40 kg $0.04 tsp 8
0.75 lb $4.71 kg $2.14 lb 1 66
0.75 lb $3.47 kg $1.58 lb 1 18
20 cup $3.95 L $0.99 Cup 19 74
2.5 tsp $1.10 bu $0.14 tsp 34
10 Tbsp $0.40 bu $0.08 Tbsp 80
45
44 97
6-FOR PASTA: Blend all ingredients in a food processor until it just begins to form a ball. Knead dough on a very
lightly floured surface, 6 to 8 minutes. Using pasta machine, roll out large sheets and form ravioli, add filling and seal.
Blanch raviolis and set aside.
FOR BROTH- heat veal stock and add raviolis, simmer for 2-3 minutes and garnish with fresh thyme and scallion

1-FOR FILLING:In a small bowl, combine the flour, salt and ground black pepper. Coat the beef cubes with this mixture.
2-Melt the butter in the rondeau over medium high heat. Add the beef in batches, and sear on all sides. Set Aside.
3-Add the mushrooms and sautee 4-5 minutes, then add onion, carrots and garlic. Saute for 5 to 10 minutes more and
Add the wine, bay leaf, parsley, thyme, and pearl onions. Add the meat back into the rondeau.
4-Bake, covered, at 325F for 2 -3 hours
5-Strain beef from liquid and mince beef in robot coupe, add reserved liquid as needed for consistency
Fresh Thyme
Scallion, Finely Diced
Q Cost
TOTAL
Kitchen Equipment: Pasta Machine, Large Stock Pot, Rondeau, Ravioli Press, Cutting Board, Large and Small
Mixing Bowls, Robot Coupe
Small Wares: Chefs Knife, Slotted Spoon, China Cap, 2 oz Ladle
Chopped fresh parsley
Dried Thyme
Sliced Button
Mushrooms
Pearl Onions
For Broth
Veal Stock
Unsalted Butter
Onion, diced
Carrot, diced
Peeled, Chopped Garlic
Red Wine
Bay Leaf
Water
For Filling
AP Flour
Salt
Ground Black Pepper
Top Sirloin Butt,
Cubed
For Pasta
Cake Flour
AP Flour
Salt
Egg Yolks
Extra-Virgin Olive Oil
Portion Size: 6 pcs Menu Price: $13.50 Contribution: $11.25
Menu Category: Batch-cooked Entre
Date: October 14, 2014
Item: Beef Bourgnion
Ravioli
Portion Cost $:2.25
Yield: 120 pcs # of portions: 20 Portion Cost %: 17%
15

0.125 cup 3.97 $ lb 1.98 $ cup 25
2 tbsp 3.41 $ kg 0.02 $ tbsp 12
1 cup 1.23 $ L 1.97 $ cup 31
45 mL 7.90 $ .750 L 0.00 $ mL 47
1 tbsp 1.66 $ bu 0.21 $ tbsp 0 4
15
TOTAL
Kitchen Equipment:
Small Wares:
Small Saucepan
Chef's knife, Slotted Spoon
Melt butter over medium high heat and sautee shallots until translucent, about 3-4 minutes. Add in chopped tomatoes
and tarragon and sautee another few minutes, until the bottom of the pan starts to become slightly dry. Deglaze with
white wine and let simmer on low heat until wine has evaporated. Pour over pan-seared halibut and serve
immeadiately
1 34
Q Cost
Unsalted Butter
Chopped Shallots
Chopped Plum Tomatoes
Dry White Wine
Chopped Fresh Tarragon
Menu Price: N/A Contribution: N/A
Menu Category: Sauce for Complete Meal
Date: October 14, 2014 Item: Tomato Compote Portion Cost $: $0.67
Yield: 3/4 cup # of portions: 2 Portion Cost %: N/A
Portion Size: 1/3 cup
16

1 kg 4.78 $ kg 4.78 $ cup 4 78
1 tsp 1.10 $ bu 0.14 $ oz 14
1 tsp 6.34 $ kg 0.04 $ cup 0 4
2 tsp 1.27 $ L 0.01 $ mL 0 2
15
2- Cut potatoes into 1-inch dice
3- Toss potatoes in oil, thyme and garlic, turn out onto lined baking sheet
4- Roast at 325F for 20-30 minutes, until potatoes are tender

Small Wares: Chef's Knife, Potato Brush

1- Clean potatoes of all dirt using potato brush
TOTAL 5 12
Kitchen Equipment: Large Mixing Bowl, Baking Sheet
Purple Potato, Diced
Fresh Thyme
Chopped Garlic
Vegetable Oil
Q Cost
Portion Size: 200 gr Menu Price: N/A Contribution: N/A
Menu Category: Starch for Complete Meal
Date: October 14, 2014
Item: Roasted Purple
Potato
Portion Cost $: $1.02
Yield: 1kg # of portions: 5 Portion Cost %: N/A
17

2.5 lbs 3.79 $ kg 1.72 $ lb 4 30
0.25 cup 3.97 $ lb 1.98 $ cup 50
200 gr 3.41 $ kg 0.00 $ gr 68
1 ea 0.21 $ ea 0.21 $ ea 21
2 tsp 3.38 $ L 0.02 $ tsp 0 4
15

2- Blanch brussel sprouts until tender, rouhly 6-8 minutes
3- Melt butter and sautee shallots until translucent, 2-3 minutes
4- Add remaining ingredients and sautee until brussel sprouts are heated throughout, serve immediately

Small Wares:
Slotted Spoon, Pairing Knife

1- Clean and trim brussel sprouts, cross hatching the root
TOTAL 5 88
Kitchen Equipment:
Large Stock Pot, Collander, Sautee Pan,
Q Cost
Brussel Sprouts
Unsalted Butter
Shallots, Brunoise
Lemon, Juiced
Dijon Mustard
Menu Price: N/A Contribution: N/A
Menu Category: Veggie for Complete Meal
Date: October 14, 2014 Item: Brussel Sprouts Portion Cost $: $0.65
Yield: 2.5 lbs # of portions: 9 Portion Cost %: N/A
Portion Size: 125 gr
18

6 oz 17.39 $ kg 0.49 $ oz 2 96
1 portion 0.67 $ portion 0.67 $ portion 67
1 portion 1.02 $ portion 1.02 $ portion 1 0 2
1 portion 0.65 $ portion 0.65 $ portion 65
15
TOTAL
Refer to cost cards for method of preparation for brussel sprouts, purple potatoes and tomato compote. Pan sear
halibut for 2-3 minutes per side, serve immediately
45
Kitchen Equipment:
Non-Stick Sautee pan
Small Wares:
Lifter
5
Halibut Filet, 6oz
Tomato Compote
Purple Potato
Brussel Sprouts
Q Cost
Portion Size: 6 oz Filet Menu Price: $12.00 Contribution: $7.55
Menu Category: Complete Meal
Date: October 14, 2014 Halibut Portion Cost $: $5.45
Yield: 1 portion # of portions: 2 Portion Cost %: 45%

19

Menu Category: French Connection
Date: 12/10/2012 Item: French Connection Portion Cost $: 0.35$
# of portions: 1 Portion Cost %: 4%
Portion Size: 1 Menu Price: 8$ Contribution: 7.65$


1.25 oz. Gaston De Lagrange Cognac 42.95 750 ml 0.06 ml 2 10
1.25 oz. Amaretto 24.05 11 ml 0.02 ml 70
Ice
-
- - -

TOTAL

2
Equipment:
Shot Glass, Ice Scoop

Glassware:
Rock Glass

Fill glass with fresh ice
Pour ingredients in with shots glass

20

LCBO #: VINTAGES#: 315143 Sweetness Code: M

Menu Category: Wine Bottle
Date: 12/10/2014
Item: Bestheim Reserve Pinot
Gris 2012
Portion Cost $: 3.97
Yield: 26 oz. # of portions: 2 Portion Cost %: 20%
Portion Size: 13oz Menu Price: 19.99 Contribution: 16.02


13 oz. Bestheim Reserve Pinot
Gris 2012
.61 oz. 7 93
Menu Category: Wine Glass
Date: 12/10/2014
Gris 2012
Portion Cost $: .33$
Yield: 26 oz. # of portions: 5 Portion Cost %: 4%
Portion Size: 5oz Menu Price: 9.15 Contribution: 8.82

5 Oz Bestheim Reserve Pinot
Gris 2012
.61 oz. 3 05 $
Menu Category: Wine - 1 Bottle
Date: 12/10/2014
Gris 2012
Portion Cost $: 3.01
# of portions: 1 Portion Cost %: 6%
Portion Size: 750ml Menu Price: $47.99 Contribution: 44.98

750 ml Bestheim Reserve Pinot
Gris 2012
15.95 750ml 15 95
21

7) Equipment:
Type Quantity Estimated cost Total

Kitchen (minimum 15)
1 Fryer

Subtotal:$ 5,016.00
Estimated Tax:$ 250.80
Shipping:$ 0.00
Total:$ 5,266.80
$5,266.80
2 Oven, Convection

Subtotal:$ 7,216.00
Shipping:$ 0.00
Total:$ 7,576.80
$15,153.60

3 Steamer Subtotal:$ 7,444.00
Shipping:$ 0.00
Total:$ 7,816.20
$7,816.20
22

4 Hot Well

Subtotal:$ 1,733.00
Shipping:$ 0.00
Total:$ 1,819.65
$1,819.65
5 Plate Warmer

Subtotal:$ 7,755.00
Estimated Tax : $ 387.75
Shipping$ 0.00
Total:$ 8,142.75
$8,142.75
6 10 Burner Range

Subtotal:$ 4,617.00
Shipping:$ 0.00
Total:$ 4,847.85
$ 4,847.85
23

7 Salamander

Subtotal:$ 2,981.00
Shipping:$ 0.00
Total:$ 3,130.05
$3,130.05
8 Grill

Subtotal:$ 6,177.00
Shipping:$ 0.00
Total:$ 6,485.85
$6,485.85
9 Kettle

Subtotal:$ 827.00
Shipping:$ 0.00

Total:$ 868.35
$ 868.35
10 Mixer Subtotal:$ 4,849.00
Shipping:$ 0.00
Total:$ 5,091.45
$5,091.45
24

11 Flat top

Subtotal:$ 2,074.00
Shipping:$ 0.00
Total:$ 2,177.70
$2,177.70
12 Robot Coupe

Subtotal:$ 4,904.00
Shipping:$ 0.00
Total:$ 5,149.20
$5,149.20
13 Blender

Subtotal:$ 606.00
Shipping:$ 78.78
Total:$ 715.08
$715.08
14 Microwave Subtotal:$ 348.00 $410.64
25

Estimated Tax
:
$ 17.40
Shipping:$ 45.24

Total:$ 410.64
15 Low-Bow (GM side)

Subtotal:$ 2,800.0
Shipping:$ 0.00
Total:$ 2,940.00
$2,940.00
16 Walking Fridge w/ Shelving

Subtotal:$ 7,338.00
Shipping:$ 0.00
Total:$ 7,704.90
$574.20 (shelves)

$8,279.10
17 Walkin Freezer w/ Shelving Subtotal:$ 10,462.00
Shipping:$ 0.00
Total:$ 10,985.10
574.20 (shelves)
$11,559.30
26

18 Servers Fridge $3088.40 $3088.40
19 Dishwasher

Subtotal:$ 10,907.00
Shipping:$ 0.00
Total:$ 11,452.35
$11,452.35
Total: $104,394.32
Bar (minimum 10)
1 Wine Glass (Red, White)
White:

Red:
Subtotal:$ 898.11
Shipping:$ 116.75
Total:$ 1,059.77
(9 Cases)
Subtotal:$ 1,413.00
Shipping:$ 183.69
Total:$ 1,667.34
(9 Cases)
$2,727.11
27

2 Shot Glass

Subtotal:$ 83.80
Shipping:$ 15.00
Total:$ 102.99
(12)
$102.99
3 Rock Glass

Subtotal:$ 632.61
Shipping:$ 82.23
Total
:
$ 746.47
(9 Cases)
$746.47
4 Martini Glass

Subtotal:$ 822.42
Shipping:$ 106.92
Total:$ 970.46
(18 Cases)
$970.46
5 Shakers/Strainers

Strainer:
Subtotal:$ 141.48
Shipping:$ 18.39
Total:$ 166.94
(12)
Subtotal:$ 24.54
Shipping:$ 15.00
Total:$ 40.77
(6)
$207.71
28

6 Spoons (layering)

Subtotal:$ 9.16
Shipping:$ 15.00
Total:C$ 24.62
(4)
$24.62
7 Champagne glass (flute)

Subtotal:$ 822.42
Shipping:$ 106.92
Total:$ 970.46
(18 Cases)
$970.46
8 Zombie Glass

Subtotal:$ 731.61
Shipping:$ 95.10
Total:$ 863.29
(9 Cases)
$863.29
9 Capuchino machine

$3,780.00 $3780.00
10 Blender Subtotal:$ 660.00 $778.80
29

Shipping:$ 85.80
Total:$ 778.80
11 Coffee cup

Subtotal:$ 426.54
Shipping:$ 55.45
Total:$ 503.32
(6 Cases)
$503.32
12 Espresso cup
DescriptionWtCs PkStock
NoPriceCirca 3-1/2 Oz. 3-1/4"
Espresso
Cup8.536PON.R4840000535 2
$1497.68
(6 Cases)
$ 14,97.68
13 Cappuccino cup

Subtotal:$ 1,476.00
Shipping:$ 191.88
Total:$ 1,741.68
(6 Cases)
$17,41.68
14 Water glasses Subtotal:$ 821.61
Shipping:$ 106.80
Total:$ 969.49
(9 Cases)
$969.49
30

15 Ice machine w/ scoop

Ice Machine:

Subtotal:$ 4.89
Shipping:$ 15.00

Total:$ 20.13

Subtotal:$ 2,774.00
Shipping:$ 0.00
Total:$ 2,912.70
$2,932.83
16 Refrigeration Subtotal:$ 787.00
Shipping:$ 0.00
Total:$ 826.35
$826.35
31

17 Dishwasher

Subtotal:$ 5,680.00
Shipping:$ 0.00
Total:$ 5,964.00
$5,964.00
18 Cutting Board

Subtotal:$ 38.67
Shipping:$ 15.00
Total:$ 55.60
(3)
$55.60
19 Garnish Tray Subtotal:$ 43.79
Shipping:$ 15.00
Total:$ 60.98
$60.98
32

20 Display Case
(wine case)

(lighted stand)
3 STEP BOTTLE DISPLAY
W/LIGHT
24WX14.5DX
15.5H
1
7
PCM.1269

C$763.
18

Subtotal:$ 783.00
Shipping:$ 0.00

Total:$ 822.15

$2,289.54 (3)
$3,111.69
21 Tap Machine:
Cleaning Brush

Subtotal:$ 17.89
Shipping:$ 15.00
Total:$ 33.78
$33.78
22 Bar Stools
Royal Industries (ROY 8002 N*) -
Natural Upholstered Seat Ladder
Back Bar Stool
$3,899.70 (30 Stools) $3,899.70
33

23 Bartender Sink

Subtotal:$ 1,872.00
0Shipping:$ 0.00
Total:$ 1,965.60
$1,965.60
24 POS System
Computer : HP RP7 Retail System
7800, All-in-one, 1 x Core i3 2120,
3.3 GHz, 2GB RAM, 320 GB HDD,
HD Graphics 2000, GigE, Windows
POS Software: Wasp QuickStore
Point of Sale Solution Professional
Edition Software

$2,499.96 $2,499.96
25 Security Camera

Subtotal:$ 26.39
Shipping
:
$ 15.00

Total:$ 42.71
$42.71
26 Pour Spouts

Subtotal:$ 55.17
Shipping:$ 15.00
Total:$ 72.93
$72.93
27 Decanter Subtotal:$ 47.97
$65.37
34

Shipping:$ 15.00
Total:$ 65.37
(3)
28 Water Pitcher

Subtotal:$ 224.94
Shipping:$ 29.24
Total:$ 265.43
(6)
$265.43
Total: 37,681.01
Small wares (minimum 5)
1 Mixing Bowls

Subtotal:$ 88.98
Shipping:$ 15.00
Total:$ 108.43
(2 packs of 4)
$108.43
2 Sautee Pans

Subtotal:$ 2,604.00
Shipping:$ 338.52
Total:$ 3,072.72
(6)
$3,072.72
3 Pots Subtotal:$ 1,326.00
Shipping:$ 172.38
Total:$ 1,564.68
(6)

Subtotal:$ 2,712.00
$4,412.28
35

Shipping:$ 0.00
Total:$ 2,847.60
(6)
4 Baking Sheet

Subtotal:$ 343.80
Shipping:$ 44.69
Total:$ 405.68
(20)

Subtotal:$ 125.90
Shipping:$ 16.37
Total:$ 148.57
(10)
$554.25
6 Tongs

Subtotal:$ 154.68
Shipping:$ 20.11
Total:$ 182.52
(12)
$182.52
7 Ladle Subtotal:$ 123.54 $787.87
36

Shipping:$ 16.06
Total:$ 145.78
(6)

Subtotal:$ 544.14
Shipping:$ 70.74
Total:

$ 642.09
(6)
8 Ice Cream Scoops

Subtotal:$ 70.18
Shipping:$ 15.00
Total:$ 88.69
(2)
$70.18
Total:$9,188.25
Dining Room (minimum 5)
1 Tables

Subtotal:$ 2,364.50
Shipping:$ 0.00
Total:$ 2,482.73
(50)

Subtotal:$ 1,959.50
Shipping:$ 0.00
Total:$ 2,057.48
(50)
$4540.21
2 Chairs
Old Dominion (222US-N) - Natural
Finish Upholstered Cabaret Side
Chair
$159 per chair
(80 chairs)
$12,720.00
37

3 Booths
KC Booth (5801-36X-PB-NA) - 36"
Tall 5800 Series Single Booth
w/Plain Back

$ 458 per booth
(8 booths)
$3,664.00
4 Hostess Stand
Bon Chef (50220) - Mahogany
Executive Style Podium

$2,209.99 $2,209.99
5 Coat Rack/Check/Locker Thing

Subtotal:$ 64.39
Shipping:$ 15.00
Total:$ 82.61
$82.61
6 Partition for Private Bookings

Subtotal:$ 164.00
Shipping:$ 0.00
Total:$ 172.20
$172.20
7 POS System
Computer : HP RP7 Retail System
$2,499.96 $2,499.96
38

POS Software: Wasp QuickStore
Point of Sale Solution Professional
Edition Software

8 Service Station Table

Subtotal:$ 2,448.00
Shipping:$ 0.00
Total:$ 2,570.40
$2,570.40
9 Linen Napkins

Subtotal:$ 466.02
Shipping:$ 60.58
Total:$ 549.90
(18)
$549.90
10 Liteau

Subtotal:$ 124.45
Shipping:$ 16.18
Total:$ 146.85
(5)
$146.85
Total: $26,663.12
Office (minimum 5)
1 Computer HP RP7 Retail System

$3,283.64 $3,283.64
2 Filing Cabinets Subtotal:$ 953.00
Shipping:$ 0.00
Total:$ 1,000.65
$1,000.65
39

3 Printer
HP LaserJet Pro 200
(MFPM276NW) Wireless All-in-One
Colour Laser Printer
Item: 949797 Model:
CF145A#BGJ

$469.92 with 2 year service plan
(79.99)
$469.92
4 Book Shelves
Bestar Commercial Bookcase, 5-
Shelf, Maple
Item: 364398 Model: 65715-2175

$188.80 $188.80
5 Safe
SentrySafe UC-025K Drop Slot
Depository Security Safe, Grey

$148.61 $148.61
6 Desk
Bestar Manhattan U-Shaped
Workstation, Secret Maple &
Chocolate

$786.73

$786.73
7 Security Camera

Subtotal:$ 26.39
Shipping:$ 15.00

Total:$ 42.71
$42.71
8 POS System Access

Wasp QuickStore Point of Sale
Solution Professional Edition
Software
Item: 1014002 Model: J79469
$ 783.68 $783.68
40

Total:$6,704.73
Patio (minimum 5)
1 Table
Grosfillex (US7000) - Siena 38"
Round Folding Table

$150
(40)
$6,000
2 Chair
Midas Event Supply (112002) -
Comfort Black Wood Folding Chair

$93.75 per 4
($1,875.00)
$1,875
3 Cushions
Midas Event Supply (121409) - Ivory
Chiavari Cushion

$170 per 20 cushions
($680)
$680
4 Umbrella
Grosfillex (9894) - 7' Market
Umbrella

$240
(40)
$9,600
5 Menu board
Update International (ASIGN-2034) -
20 x 34 A-Frame Write-On Board

$ 48.19 $48.19
41

Bench
PVI (BSB1960) - 64" Double Plank
Bench Seat w/ Back Rest

$299.99 $299.99
Awning
Gold Medal (2144HFB) - Hawaii's
Finest Shave Ice Wagon Barrel
Awning (however will be red)

$688.89

$688.89

Total:$19,192.07
GRAND TOTAL $203,823.50

42

8) Drawings:

43

9) Theme/Dcor, Service, Uniforms:

Exterior
Factors: Patio
1 We will have two deep red awnings with Petit Paris written on them in cursive white
lettering at the entrance and exit to our patio.
2 Each of our tables will have a deep red umbrella, matching the color to our awnings that
are fully adjustable for the customer
3 Our chairs will be rounded and of a darker wood color. They will have beige removable
cushions
4 The doors leading into the restaurant from the patio will be large double doors with large
handles. The doors will have intricate moulding and be of the same dark wooden color of
the chairs
5 On each side of the large doors leading into the restaurant we will have 2 large glass
windows so that people can see in and out of the patio.
6 Our tables on the patio will be square and a dark wood color, matching the chairs. They
will be able to seat 2 or 4 people, and we can attach tables together as needed.
7 The patio will be gated off in black wrought iron to separate us from other restaurants in
the Courtyard.
8 The patio will contain large heat lamps that will heat the patio in the colder months. They
are slender and will not be in the way of guests or servers as they are freestanding and
slender. They will be black.
9 We will have a light post similar to those found on the streets of Paris at the front of the
patio entrance to create light as well as capture the French ambiance.
10 The face of the building will be a light beige cobblestone
11 We will have a black chalkboard featuring specials at the front entrance
12 We will have a ramp on the side of the patio for wheelchair accessibility
Factors: Interior
1 Light beige walls throughout
2 Dark wooden square tables, without linen overlays
3 Red linen napkins
4 Light French classical music will be playing throughout the entire restaurant and patio,
such as Carol Bruni
5 One candle per table
6 Round dark wooden chairs, to match tables, with light and dark beige striped cushions
7 Large chandelier in the middle of the dining room as a focal point
8 High 15 foot ceilings
9 Light beige hard wood flooring
10 Deep red curtains for the large glass windows
11 Lunch service will have full lighting, night time will be a dimmed lighting to create a
relaxing ambience
12 Our walls will feature tasteful and elegant paintings of different courtyards in Paris
13 Entrance will have a welcome sign with a hostess stand, asking our customers to please let
hostess seat you.
14 Bar: black granite countertop, dark wood to match, high-backed black removable bar
stools, with red cushions. The bar will have a back light to feature our liquors and
premium brands to our customers.

44

15 Bathrooms: same beige walls and hard wood floors as the restaurant, one full length mirror
near the door. They will each have 4 separate stalls, dark wooden floor length doors. Each
bathroom will have a baby change table.
Black granite countertop, white round sink (in countertop-not above), 4 sinks and a round
mirror above each sink
16 Table settings will be the same for lunch and dinner with a pyramid napkin fold. Butter
plate on the left, with butter knife on the table on the right hand side of the plate, small fork
to the left, big fork to the right, napkin, two knives side by side, and a water glass to the left
of knife. All settings must be mirrored, facing one another.
17 Seasonal flowers will remain at the entrance

Staff uniforms: Long sleeved black dress shirt, black dress pants or skirt, black waist apron, black socks and
shoes, black tights (if wearing skirt), bright red bowtie, no name tag
Personal Hygiene: clean shaven, uniform clean, hair pulled back, off the shoulder, clean and polish free nails,
shoes polished, discreet piercings with stud only, two rings total max, tattoos are permisable, no eccentric
hair color, must kept up.
Justification: Black does not get dirty as quickly as any other color, we want everyone to look the same, we
went with bowties because a regular tie can be a health code violation if not properly worn, and red is
attractive and will stand out to patrons immediately. We are not using name tags as our servers will be
trained to introduce themselves. Long sleeves and long pants are a more formal attire.

Name of Style of service: American
Definition: Order is prepared in the kitchen and brought to the patron at the table.
Justification: Justification: Too much cost associated with training staff, equipment and insurance for other
service styles.

10) Marketing:
I will not use discounting because our prices for our meals will already be at lower prices, as we are trying to
target a lower income market. For this reason if we lower our prices any more than they already are, we will
be losing out on revenue for our business.

I will not use BOGO because our prices are already at a low, giving meals away would result in huge loses in
revenue for the restaurant.

I will not use bundling because this type of marketing unfortunately does not fit well with our style of
restaurant nor is our costs too high to use this type of marketing tool.

I will not use coupons because like said before our prices are low already for most of our menu, however
when we have an abundance of items that need to be moved fast from our inventory, coupons or specials will
be made to promote special dishes with these items.

Referencing and Getting suggested by Hotels.
I will offer a deal such as an industry personnel discount (10%) for those employees in the area that refer
their customers to us.

45

I will not use TV because the cost for advertising one business on TV would cost way more than what we
would make from the TV ads. TV is becoming less and less used with the progression of the internet and
technology that lets us stream the content we want, rather than what the broadcasters want us to see.

I will use radio because there are many Ottawa stations, and it is one of the less expensive forms of
advertising. I can broadcast at certain times when I know our target markets are listening.

I will not use newspapers because it is a dying marketing tool for my type of business. The benefit in
revenue from the ad would not return enough profit to cover the cost of the ad, rendering it a loss for our
business.

I will not use magazines because the cost for this type of advertisement is too high and the return on the
investment would not be profitable.

I will use outdoor advertising because it is a great way to get people into out establishment, furthermore
sampling outside the restaurant would also be great way for people to try some of our products before
coming into out establishment.

I will use direct mail because we can use it to target markets that are more mature than and not as used to
using technology as some other people. Furthermore, we can use direct mail to mail special offers to markets
farther away than our target market in order to create some buzz. However, this form of marketing can be
costly so it would have to be determined at certain time when it would be strategic to send direct mail out.

I will use internet because it is sometimes the least expensive, or even free way of advertising to a large
group of people. We will also create a comprehensive website for our restaurant, including menus, photos,
online reservation system and directions etc. Internet advertisements can even target people in certain
geographical areas, which we will also use to our advantage.

Public relations and publicity: A few way we would boost our public relations and publicity would be to
compete in local food competitions to boast our quality of food to the community, and also perhaps offer
placements for student attending culinary schools in the Ottawa area. Not only would that also lower our
costs but also provide great experience for future chefs. Finally we would also donate to various charities in
our community whether it be in the way of food or money in order to stay a positive figure in the Ottawa
restaurant industry.

46

APA Citation

Statistics
2. Inner area. (2006, January 1). Retrieved October 12, 2014, from http://ottawa.ca/en/city-hall/get-know-your-
city/statistics-and-economic-profile/2-inner-area

1. Central Area. (2006, January 1). Retrieved October 12, 2014, from http://ottawa.ca/en/city-hall/get-know-your-
city/statistics-and-economic-profile/1-central-area

About Ottawa. (2011, January 1). Retrieved October 12, 2014, from http://ottawa.com/about/main_e.shtml

Ottawa Tourism Annual Report. (2013, January 1). Retrieved October 12, 2014, from
http://www.ottawatourism.ca/images/stories/pdfs/aboutot/2013_OTC_Annual_Report_en.pdf

Menu Items

Beers, Wine, Cocktails Ingredients for Cost cards and Smirnoff Cranberry-
(2014, January 1). Retrieved October 13, 2014, from http://www.lcbo.com/content/lcbo/en.html#.VDyAwfldV2Q

RECIPES

Mixed Greens with Mustard Dressing. (2011, March 1). Retrieved October 10, 2014, from
http://www.epicurious.com/recipes/food/views/Mixed-Greens-with-Mustard-Dressing-364091

Longbotham, L. (2010, October 1). Maple-Cranberry Compote. Retrieved October 10, 2014, from
http://www.epicurious.com/recipes/food/views/Maple-Cranberry-Compote-361295

McGrady, D. (2011, April 1). Croques Monsieur. Retrieved October 10, 2014, from
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49

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