Detailed Project Report on Underwater Restaurant

GROUP MEMBERS Shamin Jain 22 Payal Mehta 30 Ankita Moon 33 Pankaj 45 Rahangdale Shilpa Servegar 48

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TABLE OF CONTENTS

Sr. No
1 2 3 4 5 6 7 8 9 10 11 Introduction

Topic
Company Description Industry Analysis Technical Aspects Products & Related Services The Target Market The Competition Marketing Plan & Sales Strategy Operations Financial Data & Projections Appendices

Page No
2 2 3 5 6 7 10 11 12 13 14

Introduction
There are many of different aquariums from all over the world, but, there are very few people who have heard about or visited undersea restaurant. There is one undersea restaurant which is claimed to be the worlds first ever built underwater restaurant. It is built in Eliat, Israel, under the Red Sea. It was built about ten years ago and is proudly owner of the title of the worlds first 2

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underwater restaurant. Ithaa, is the second underwater restaurant in Maldives which was constructed five metres below sea level.

Company Description
Margalit Group., an Indian based company, we are in this business for about 12 years. We are already operating 3 restaurants in India. Now we will operate Kiandra Undersea Restaurant, a single unit, serving healthy, contemporary style food with the experience of underwater dining for premium segment class. The restaurant will be located about 5 metres under the Arabian sea, which is besides Netrani Island a tiny island off the coast of Karnataka in India. Mission Statement To provide an exceptional dining experience that satisfies our guests' grown-up tastes by being "Cut-Above" in everything we do. Vision Statement Kiandras vision is to be one of its kind underwater restaurant experience by consistently providing the combination of perfectly prepared food and outstanding service along with the amazing view on sea vegetation and animals while having their lunch that creates an extraordinary dining experience.

Industry Analysis
Restaurant Industry in India The diverse culinary habits, wide range of cuisines and the diverse cooking techniques are some of the main factors behind the growth of restaurants in India. With the market liberalization policies undertaken by the government, India has also become a consumer market with a huge customer base. This has provided a fillip to the restaurant industry in the country. With the high standard of living and the change in the lifestyle of the people, more and more consumers are 3

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also flocking various restaurants. Recent surveys have shown that there has been a growing trend among the Indians to taste various types of gastronomical delights. This has also led to the growth of restaurants which serve regional and international delicacies. The restaurant industry is an important component of our nation's economy, and employment opportunities in this sector should continue to grow in the future as a direct result of the demographic changes taking place. Indian consumers spend only 2.4 percent of their food expenditure in hotels and restaurants. American and British consumers, by comparison, spend 46 percent and 29 percent respectively, of their food expenditure on away- from-home meals. This indicates that there is significant scope for the growth of food service sector in India in the years to come. The growth of the tourism industry has also been a positive factor behind the growth of restaurants in India. With more and more domestic and foreign tourists going to the popular tourist destination, it has been a boon for the restaurants. According to recent surveys, India has become one the top five destinations among the 167 popular tourist destinations. With more and more foreign tourists coming in, the restaurant industry is expected to grow at a rapid pace and more categories of eating outlets will come up. According to recent surveys, the rate of growth of the restaurant industry in India is expected to be around 4.5 % on an average. A significant number of the workforce in the country is also engaged in the restaurant industry. According to recent surveys, by the end of the year 2012, the overall restaurant industry in the world will employ around 13.3 million people, of which India will have a significant share. However, the main challenge is to enhance the market growth of the industry. Today, the Indian restaurant industry is mainly based in the urban areas the tourist destinations. With the open market and liberalization policies, more and more international restaurant chains are also opening their branches in various cities of the country. This has increased the rate of foreign investments in the country having a favorable effect on the overall economy of the country. The foreign restaurants are setting up bases to cater to the vast consumer market in the country. 4

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The growth of the restaurants in India has directly led to the growth of fast food eating outlets in the country. The Indian youth of today is very much inclined towards fast food and this has become a major factor towards the growth of these types of restaurants. The future of the restaurant industry looks bright. With the increase in demand, the consumer patterns, the profit of this industry will also significantly rise. In fact, the restaurant industry has become a popular career option for the youngsters of India. More and more people are opting to work in different segments of this industry to start a highly successful career. New courses and study programs based on various sectors of the restaurant and food processing industries are also coming up to cater to students.

Technical Aspects
Kiandra, which means water baby is a mostly acrylic undersea restaurant secured five metres below sea level at the Arabian sea Netrani Island 19 nautical miles away from Murudeshwar, Karnataka. The seven-by-nine meter restaurant has a capacity of 24 people and is encased in RCast acrylic which is a transparent acrylic roof offering 270 panoramic view. The restaurant was designed and constructed by M.J. Murphy Ltd. - a design consultancy based in New Zealand. Ithaa's entrance is a spiral staircase in a thatched pavilion at the end of a jetty. Once constructed, Kiandra would be winched into the water. Technical challenges, limited resources, and quality control problems in building a structure of 275 tonnes in the Arabian Sea were foreseen. The construction work would be done in Singapore. The construction work includes installation of seven-meter-wide acrylic arches, air conditioning and electrical ducts. Kiandra would be lifted 5

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onto an ocean-going barge to be transported to the Netrani Island. It will take about 20 days to arrive. Then Kiandra will be sunk with the help of 185 tonnes of sand ballast loaded into its belly. It was precisely maneuvered onto four steel piles which had been vibrohammered four to five meters into the seabed. It was then secured to the steel piles with concrete. The estimated life span of the restaurant is 20 years.

Products & Related Services

Kiandra Undersea Restaurant will be offering a menu of food and beverages with a distinctive experience of dining underwater. There will be only one way to purchase these products that is through table service at the restaurant.

Menu 6

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The Kiandra menu (see appendices) is of moderate size offering a collection of ethnic and Indian cuisines with a common theme -- healthy (low-fat, low cholesterol, natural ingredients), flavorful, and familiar. Our goal is to create the image of light satisfying and still nutritious food. Menu card would consist of lunch, dinner and beverages. Lunch would be divided into starter, main course and dessert. Dinner would consist of six courses. Beverages will include Single Malt Scotch, Sparkling Wines Cocktails, Wine Coolers.

Production Food production and assembly will take place in the kitchen of the board above the sea. Fresh vegetables, sea food and dairy products will be used to crate most of the dishes from scratch. The chef will exercise strict standards of sanitation, quality production, and presentation or packaging over the kitchen and service staff.

Service As our main USP is of getting an amazing dining experience under water, there will be only one way a customer can purchase food. They may sit down at one of the 12 seats in the dining room and get full service from a waitperson.

The Target Market

The market for Kiandra Undersea Restaurant covers only premium segment class. Although it will be located in Karnataka the target market is the upper class segment of India and foreign tourist visiting India. It will mainly for people who are found of sea foods. Market Location We have selected Netrani Island for our project. Netrani (also known as Pigeon Island) is a tiny island in India located in the Arabian Sea. It is off the coast of Karnataka. It is situated approximately 10 nautical miles (19 km) from the temple town of Murudeshwara. Besides 7

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pigeons, the other inhabitants of the island are wild goats. This Island has some of the best sites for Scuba diving easily accessible from Goa, Mumbai or Bangalore. There are many Dive shops from Goa that regularly organize dive expeditions to Netrani.

Netrani Island
Kiandra Undersea Restaurant

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Features of restaurant in Netrani Island: Netrani is a coral island and, therefore, is very suitable for snorkeling and diving activities. Many varieties of coral, butterfly fish, trigger fish, parrot fish, eels and shrimps can be seen here. Divers have also reported seeing Orcas and Whale Sharks around the Island. Normally diving/snorkeling is done from a boat which is anchored close to the island and usually visitors do not climb on to the island because of the sharp rocks and steep cliffs on the island. Visitor can get same pleasure through our restaurant without doing diving & snorkeling.

Target Audience The concept of underwater restaurant will attract 4 different customer profiles: High Income Group Business Class Foreigners Domestic and International Tourists

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The Competition
There are over two dozen restaurants in the nearby areas that sell food at lowest prices. Although this presents an obvious challenge in terms of market share, it also indicates the presence of a large, strong potential. The newest competitors have made their successful entry based on an innovative concept or novelty. Kiandra will offer an innovative concept in a familiar style at a premium price. Competitor's Profile Competing with Kiandra for the target market are these categories of food providers: Highly organized restaurants like 5 star and 7 star Hotels at tourist place

Competitive Strategy There are three major ways in which we will create an advantage over our competitors;

Unique product identity, Quality, and novelty Innovative and aggressive service options.

Kiandra will be the only underwater restaurant among all the competition which focuses not only on the entire menu on healthy, low-fat cooking but also amazing sea view.

Marketing Plan & Sales Strategy

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The core strategy of restaurant marketing is to project both its opulence and unwavering dedication to its mission or surprising visitors with its luxury. Internally, staff will be drilled with this mission so that they understand that excellent service is the highest art and not a lowly pursuit. Staff will be directed to seek out new ways to surprise and excite visitors. Staff training, covered within the marketing training section, will help staff understand this concept, although new hires will be chosen with an eye towards creativity as well as work ethic.

Market Penetration As Margalit Group is already into the service industry for about 12 years so entry into the market should not be a problem. That is the company has already established itself as a brand in the market. The unique concept of establishing Indias first underwater restaurant will itself attract more visitors. Marketing Strategy Focusing on the unique concept of dining undersea, a mix of marketing vehicles will be created to convey our presence, our image, and our message. We will be using promotion tools like

Hoardings LCD screen with effective scenario in Airport, 7 & 5 star hotels, international & domestic flight

Print media -- local newspapers, Corporate magazines Hotel guides, Chamber of Commerce brochures Direct mail -- subscriber lists, offices for delivery Online advertising Linked in Tours and Travels -- SOTC

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Operations
Facilities & Offices The licenses and codes' issues are all in order. New equipment and dining room furnishings will be purchased and installed by the general contractor. There is a plenty of large windows there so visitors can enjoy in amazing view on sea vegetation and animals while having their lunch. Designers also had a much of style while choosing proper colors of interior of the building and the furniture. Offices of the corporation will be on the board above the sea itself were in bookings of the visitors would be done.

Hours of Operation The restaurant will be open for lunch and dinner 7 days a week. Service will begin at 11:00 AM to 2:00 PM for lunch and from 8:00 P.M to 11:00 PM for dinner.

Employee Training & Education Employees will be trained not only in their specific operational duties but in the philosophy and applications of our concept. They will receive extensive information from the chef and be kept informed of the latest information on healthy eating.

Systems & Controls A big emphasis is being placed on natural beauty of sea so extensive care would be taken so that vegetation of the sea animals wont get hampered. Quality of the food offered will be tested constantly for our own high standards of freshness and purity. Food costs and inventory control will be handled by our computer system and checked daily by management. Food Production Most food will be prepared on the board above the sea. The kitchen will be designed for high standards of sanitary efficiency and cleaned daily. Food will be made mostly to order and stored in large coolers. 12

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Financial Data & Projections

See appendix no. II & III

Appendices
I. Menu Card II. Means of Finance III. Cost of Project IV. P& L 13

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V. Balance Sheet

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