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Author
Victoria i Sánchez, Joan
Duran Mestre, Núria
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Abstract
We are facing a society where the food habits have been acquiring a great importance. More and more, people is searching for a healthier life and the way to do that is by controlling their food habits. As a consequence, there has been an increase on multiple food movements like vegetarianism, veganism, flexitarianism etc.
Barcelona is known to be one of the most cosmopolitan cities in the Europe having a big variety and offer of specialized restaurants in healthy food. That is why the present business plan expects to describe and develop a restaurant called RealRest based in the city of Barcelona. As previously mentioned, multiple food movements have began to increase, one of them is the RealFooding movement where the brand has been increasing in the last few years by selling products containing all the requirements that the movement follows: as simple as natural food, without refinements or ultraprocessed components. The movement is promoted by their CEO Carlos Rios, and RealRest is willing to get itself known between its followers.
In order to carry out this business plan, some analysis have been made to know which market environment is the business facing. In this way, the market tendencies will be defined as well as the potential growth and the identification of the possible competitors that exist.
It is also analyzed the economic environment of the country the restaurant is going to be located as well as the socioeconomic environment. With the last one, it is wanted to achieve a deep strategy analysis in order to study the business plan internally and externally to achieve the best idea and performance as possible.
Last but not least, to develop this project it is done an identification of the target and how to get to them by promotion and communication as well as a study on the technical, economic and financial feasibility to evaluate the restaurant in an economic point of view and know which are the financial aspects that the business has.
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