Operational Plan For Botanical CafÃ©: Marketing, Staffing, And Product Strategies

Mission- the mission statement of the Botanical café is to nurture each individual with their nourishing food and to serve every individual with their best products.
Vision- to be the best café in Australia, without compromising their quality of food (Botanical Café 2018).

The first strategy will be increasing the customer base within one month of period and for that complete focus will be on marketing or the café and new dishes that have been included in the menu of the café.
The café will focus on being customer friendly hence it will focus on providing them with their order within 15 minutes of ordering.
The café will focus on using fresh and hygienic food products and will provide the consumers with a nutritional chart of the food they are consuming so that the customers can be influenced to eat healthy.
Appointing new and energetic staff in the service so that they can bear the pressure of increased customers without hampering their connection with them (Botanical Café 2018).

KRA (key Response Areas) Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper	Outcomes	KPI (Key Performance Indicator)	Strategy	Priority Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper	Timeline	Staff	Cost
Marketing	· If the café focuses on its marketing skills, then the chances of attracting more customer will be increased. · Marketing plan using loyal customer’s reviews and discounts can increase the frequency of people vising the café.	Sales report will indicate the effect of this campaign	The local area will be selected for the marketing campaign, and then the marketing will expand to metro areas.	The priority will be given to increased sales with high quality product.	The marketing plan will continue for 6 months.	The old as well as few new staffs will be hired for such marketing purpose	The estimated cost will be AUD12,000
People (staff)	· Employing new people as per the operational plan will divide the pressure of expansion equally to entire staff. · Further, newer staff will have new energy and they will be able to work extra hours to implement the organizations goals.	The increased sales and positive customers reviews will be indicator of this new strategy	Recruiting young and local fresher for the job of marketing and café workers will help the organization, as those young workers will be able to work efficiently.	Priority will be given to younger fresher individual, who are efficient in multi-tasking	The recruitment will be done within 1 months	The experienced and honest staff will be given the opportunity to interview such people	AUD 15,000
Product	· The café will include newer dishes and snacks of trending cuisines such as continental and Thai or sea foods and sushi so that people who are willing to try newer food meals can come to the café.	The change in the sales of newer and old cuisines will be compared and the outcome will provide a clear idea about the success of this new strategy.	The strategy of launching this new food cuisine will be providing the newer consumers with extra discounts or introductory offers so that maximum number of customer can be targeted.	Priority will be given to old as well as new customer and introductory offer will be provided to each of them.	Incorporation of new items will be done within 1 month.	New chefs of the introductory cuisines will be hired on contractual basis	Estimated budget is AUD 50,000.

Marketing Strategy

Marketing expert is the position for which recruitment process will be conducted.

The marketing expert for Botanical Café should be able to research the market position of the café and find out the need of the customers that need to be fulfilled in order to understand the customer habit, trends and requirement. The candidate should be able to implement those aspects in the café, make the vision, and mission statement achievable within the estimated timeframe. Further, he or she should be able to understand the importance of other activities that should be introduced in the café, so that more customers can be brought to the café. Finally, the expert should be able to recruit further employees so that the mission can be achieved within pre-decided period.

Product name: paper pamphlets (500 pages)
Description	Purpose	Cost	Approval by
Paper pamphlets having description of the job will be printed	This pamphlet will be distributed in the local area so that the young fresher candidates can apply for the post	AUD, 5000	The manager of the café
Product name: Digital pamphlet for the billboards of the area
Description	Purpose	Cost	Approved by
Digital copy of the job recruitment pamphlet will be generated	This will help the organization to spread their job posting advertisement digitally.	AUD 8000	The manager of the café
Product name: newspaper tabloids
Description	Purpose	Cost	Approved by
Every newspaper will be sent a copy of the pamphlet	The purpose of this is to make the entire qualified individual take part in the recruitment process.	AUD 3000	The manager of the café
Product name: Hire a place to conduct interview
Description	Purpose	Cost	Approved by
It is necessary as the café is an open roof café and does not have appropriate place to conduct interviews.	It will help the expert staffs to understand	AUD 1000	Manager of the café
Product name: webpage development for recruitment
Description	Purpose	Cost	Approved by
Webpage development is needed	It is necessary so that the candidates staying far from Perth can apply using that	AUD 5000	By the manager of the café
Product name: providing training to the new employee
Description	Purpose	Cost	Approved by
All the coaching and training instruments will be utilized to train the new employee for the marketing expert post	It will help the individual to understand his job profile and understand the way the café’s business can be improved	AUD 5000	The human resource department

The supervisor of the floor of the café identifies various problems that hamper the sales and profit margin of the café. The botanical café is the café with a touch of the nature (Botanicalcafe.com.au 2018). There is a seating arrangement outside which attracts customers. The supervisor pens down the issues relating to the cleanliness of the tables and the chairs, checks the hygiene level of the drinking water and food quality. One of the major issues found by the supervisor is the issues with time management while cleaning the tables and the dishes.

During the peak hours of the café, the waiters in –house are often unable to make proper cleaning of the tables, dishes, table cloth and spoon throwing a challenging question in the context of hygiene.

Many visits the natural café with their juniors and thus it is important to take rapid action towards these issues (Partridge 2015). New sweepers and people just for cleaning purposes should be recruited and the need for the recruitment of a marketing manager is urgent.

CATEGORY	RISK H-M-L	TRIGGER	MONITOR	CONTROL
Marketing	L	Low publicity in social websites, Poor location and not recognized in compared to leading café chains (Mihailovic 2017).	Recruitment of marketing managers and plan new marketing strategies.	Proper web page of the café
People/Employee	M	Personal grudges and ego issues among team members	Promote a friendly environment and organize fun-events and onsite visits.	Collaborative working behavior should be encouraged
Quality of the product	M	During the peak season, Quality of the product drops.	New special dishes should be introduced.	The cook and the stuffs should work hard to find innovative dishes to catch up with the

From the above control methods, it can be concluded that development of some other strategies for minimizing the impact to the future operational plan is important.

Contingency Recommendations

Recommendation KRA:1

Marketing:

· The café needs to hire young marketing experts in an urgent basis to promote and plan out the marketing strategies of the café.

· Experts need to analyze the customer reviews and complaints regarding the fields. They also need to find innovative ways to promote the café since it lacks recognition as compared to top café competitors in the market.

Recommendation KRA:2

People: The employee of the café needs to be more professional with their job.

· Waiters, cashiers, supervisors, managers, cooks, sweepers, delivery boys and all other employees should follow the working schedule and meet their targets.

· The mission and motive for all of them should be the high-end customer service and improvement in their hospitality services.

Recommendation KRA:3

Quality of the product: People visit café with friends and family to have food.

· Quality of food and drinks should be excellent.

· The managers should take rapid action if any complaints regarding the quality of any food and drinks is received from any customer end.

A training plan for the improvement of the quality of staff members of the botanical café of Australia is an important operational plan that needs to be revised foe the profitability of the business in the upcoming months for higher customer satisfactions.

Coaching Plans

Training plan

GOAL

ACTION

ACTION COMPLETD (by DATE)

COMMENTS AND WHO IS RESPONSIBLE FOR IT

RECORD KEEPING

Complete a customer survey about the quality of the food

Request all customers to complete a survey after their meal for next 4 months.

Next 4 weeks.

· Restaurant shift

· Managers

Follow up on daily basis to ensure it is done

Keep copy of survey completed (dates, number of surveys completed)

Waiters being able to explain different dishes in detail

3 hours one on one training at job.

End of the month.

31/3/2018

Written testing of all waiters after 31/03/2018

Keep copy of training times/dates and copies of the written test.

Part A: Schedule of timeframe of the goals to be achieved (12-18 months)

	In-house employee	Outsourcing
Weekly working Hours	10 hours	10 hours
Cleaning	· Neat and clean table equipments and sitting place	N/A
Presentation	· Visual representation equally important as the quality. · New and innovative ways of presentation of food.	· Clear packaging of food containers.
Quality Assurance	· High food quality · Positive reduction of customer complaints regarding food in the next month.	· Fresh and warm food to be served within the promised time to the customers. · Positive feedbacks and higher ratings of the food of the café to be achieved within the upcoming months.
Communication with the client	· Customer satisfaction is the main moto of the café. · Needs of each and every customer should be noted. · Suggesting new dishes to the customer. · Encouraging them to try the indoor games.	· To get positive reviews and ratings from the customer. · Encourage customer to avail membership offers. · Attract more customers from other competitors.
Work Ethics and Code of Conduct	· Polite and professional on duty. · Understand customer needs and respond to the managers. · Abide by the rules of the café.	· Clear communication · Understanding customers requirements regarding any special dishes.
Sales strategy	· Promoting the café and its innovative food. · Using social media platform to attract customers. · Publish café pictures and indoor game facilities to attract couples and children.	· Attract customers with lucrative offers in occasions like Christmas and new year (Mihailovic 2017).

Part B: Method of Assessing Outcomes

The methods of assessing outcomes are numerous. It can include activities like evaluation, tests, on job activities and more. Goals to be achieved includes:

Satisfactory communication with the clients
Promoting and selling any new food items in the café
Special attention for the hospitality and welcoming new customers (Allen et al. 2014).
To be presentable at the work place, to wear neat and tidy clothes.
Reduction of customer complaints (about 10%) about the quality of food within the next month.
Team work should be encouraged and no one should fight or have ego issues within team members while at work.

Part C: Procedure to review training issues

Training issues and internal review of progress can be achieved by evaluating and testing the trainees in the basis of their performance during work. A questionnaire can be circulated among the trainees to gather the responses. Feedbacks can be collected from the trainees and the responses can be recorded.

Part D: Record Keeping

The questionnaires and the data collected from internal evaluation of the trainees during their training period and on job training period should or can be recorded for future usage.

References

Allen, L., O’Connor, J., Amezdroz, E., Bucello, P., Mitchell, H., Thomas, A., Kleve, S., Bernardi, A., Wallis, L. and Palermo, C., 2014. Impact of the Social Café Meals program: a qualitative investigation. Australian journal of primary health, 20(1), pp.79-84.

Botanicalcafe.com.au. 2018. Botanical Café in Kings Park Perth. [online] Available at: https://www.botanicalcafe.com.au/ [Accessed 2 Feb. 2018].

Mihailovic, B., 2017. MARKETING SERVICES THE HOTEL AND RESTURANT 2. Ekonomika, 63(1), p.19.

Partridge, M., 2015. Evaluation Café-A review of literature concerning World Cafe methodology used as an evaluative tool in education. Innovative Practice in Higher Education, 2(2).

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