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Question: You are require to do Business Feasibility Study. Answer: Introduction to Product or service Wanderboot's Cuisine will be an environmental-friendly, midscale global cuisine restaurant, which one is going to open at Khalifa Street Abu Dhabi. Wanderboot's Cuisine is going to offer mainly Chinese, Indian and Continental dishes for the food lovers. The essence of the restaurant will be on environment-friendly approach as this restaurant will have a complete waste management system, renewable energy uses, smoke control and water harvesting process. The restaurant will be on the top floor of a building and it will have two sections, one section will have a glass ceiling and another section will be a rooftop. At the rooftop, there will be a garden with a few trees. The seating arrangement and interior decoration will focus on green'. The management of the restaurant will hire best chefs and it will offer non-vegetarian, chicken, mutton and beef dishes with right calorie intake. The restaurant will have 30 seats approximately at the rooftop and in another section, it will have 25 se ating arrangement for guests. It will have free parking space and it will provide service between 12 pm noon and 11 pm at night. It will also be offering home-delivery and office delivery services. PESTLE Analysis The political factor of UAE is distinguished as each of the seven Emirates has its individual governmental agencies. In Abu Dhabi, the political condition is stable and the government always encourages new business. It has negative side also as political conflicts across the states are predominant about ownership of land and oil reserves. Abu Dhabi based restaurant industry has developed drastically and it has good trade relations with various countries. Economic factors of Abu Dhabi are helpful for new business in the restaurant industry as annual GDP rate of growth in UAE is 7.7 and inflation rate touched 2.44% (Elmansori, 2016). In recent time, GDP of UAE is $911.7 billion that shows that the economic condition of Abu Dhabi is good for opening a new business. In addition, restaurants in Abu Dhabi is saturated and it is expected that 1600 more Food and Beverage outlets are opening in 2019 (Hoteliermiddleeast.com, 2018). Present worth of restaurant industry in UAE was US$ 15 billion in 2017. The average growth of restaurant industry in Abu Dhabi is 4%. Social factor in Abu Dhabi is that the people near this place are rich and business minded. This place is one of the highly developed welfare places that spend higher level of spending of GDP in developing of people and nation (Williams et al., 2016). The people spend a large amount of money on relaxation and enriched lifestyle. Disposable income of the people is high. 23% people in Abu Dhabi belong to upper-class people. People of Abu Dhabi are tech-savvy and organisations use technologies in order to reach to the people. The young population are technology friendly and in restaurants, the management uses high technologies and equipment. New organisations must register with trademarks at Sovereign Companies Registration. It is easier to register new office and business through government. Having a license for the business is easy and having a loan from banks are easier too. Freedom of Business Act helps the new venture (Yousef, 2016). UAE has high GDP per capita and this country follows environment protection rules to save the atmosphere. UAE is known for oil reservation and the country is trying to look for low carbon footmark. Porters five force model of restaurant industry Threat of competition (High) The restaurant industry is very competitive in Abu Dhabi as the industry is saturated. Competitors have advertising capabilities and upscale restaurants are more. Location of the restaurants are good and major competition can come from Threat of new entrants (High) There is a low limit of regulation to open a new restaurant and it provides easy access to the market. In UAE, the start-up cost is low and the restaurant takes the strategies of market penetration. Threat of substitute (Moderate) Availability of similar types of food offered is high and the people always choose eating and entertainment at the same time. Switching cost is low for the people due to local taste of products. Power of suppliers (Low) Bargaining power is low over suppliers as there are many suppliers of food and raw materials in the industry. Cost of the raw materials is low and it has a high competitive price. Power of buyers (Moderate) Buyers have enough options to choose from and they have a low quantity of purchase. Customers have limited bargaining power as the restaurants set the price (Bernstein Sheen, 2016). Table 1: Porter's Five Forces of Restaurant industry in Abu Dhabi (Source: Self-developed) Business model Wanderboots Cuisine is going to determine the restaurant's unique value proposition. The unique value proposition is very important for a business to make them separate from others and it helps to attract the customers (Al-Aomar Hussain, 2017). The unique value proposition of Wanderboot's Cuisine will be an environment-friendly restaurant and the customers can relish global cuisine at doorsteps. Another basic part of restaurant model is menu and management of the business proposes the Indian, Continental and Chinese food dishes. In addition, the management of business model includes the projection of future revenue and start-up costs (Jung et al., 2018). There are various costs associated with restaurant opening and the management needs to recruit employees for waiters, managers, executives and chefs. They have to set the cost of advertising and payroll. Marketing and sales strategy Wanderboot's Cuisine is going to target the upper-middle-class customers who have a decent income. This restaurant will offer premium pricing food as this one is going to be a midscale restaurant with rooftop facility. The target customers of the restaurant will be a middle-income group who visit the restaurants with family and the young generation who like to spend time with friends. Product: Wanderboots Cuisine will offer Indian, Chinese and Continental food dishes with beef, chicken and mutton items. Alcohol will be available shortly. The restaurant will offer starters and main courses menu for lunch and dinner. Price: Wanderboot's Cuisine will offer premium pricing to the customers' at first. The restaurant will try to offer the best quality food with fantastic atmosphere. The environment-friendly approach will attract the customers. Place: Khalifa Street is famous in Abu Dhabi and their people find many restaurants. This one will be opening at 7th floors roof with natures touch. The restaurant is trying to keep the supply chain small and one way. The small supply and distribution chain will help to reduce the cost. Promotions: The sales strategy of the restaurant will start with social media advertisings. The management is going to advertise on Facebook, Twitter and online platforms. Online promotion is cost-effective compared to others (Salehzadeh et al., 2017). Sales strategy is the revenue-generating activities of the business and the restaurant will start to advertise on a local radio station. It is planning to host a few events at Colleges and Shopping malls to reach the customers. The marketing budget of the restaurant is not much and they cannot advertise through out-of-home advertising. However, the management will be advertising through leaflets and pamphlets. Operation requirements Day-to-day operations in a restaurant are a complex process and it surrounds the production of food items, customer satisfaction, supply chain, inventory management, washing and mopping and waste management. Operation requirements of Wanderboot's Cuisine are associated with hand and dishwashing machines, chemical and dish-washing liquid, ice machines, refrigerators, steel preparation tables, freezers and grills, safety equipment and ovens with micro-ovens. In addition, the management has to check the building maintenance, floor management, storage space, walls and ceiling and garbage management. The lighting, ventilation, water and waste management of the restaurant are very important in operation (AlFaris, Abu-Hijleh Abdul-Ameer, 2016). Moreover, the staffs have to clear the storerooms and washrooms. The temperature of the room inside the restaurant must be cosy. Management and personnel requirements Wanderboots Cuisine is going to recruit the new staffs of the restaurant. The restaurant is going to recruit 30 staffs for running the restaurant successfully. Management of the restaurant will make staffs understand their roles. Description of posts Job descriptions Number of staffs needed Waiters Service of foods and meals 18 Restaurant managers Run the restaurant 1 Assistant managers Provide training to staffs and help restaurant manager 2 Head chef Helps the chefs to prepare food dishes 1 Sous chefs In the second chef 3 Housekeeper Runs the restaurant cleaning 2 Kitchen Porter Washes dishes and pans 2 Delivery staff For home and office delivery 3 Table 2: Staffs requirement in Wanderboots Cuisine (Source: Self-developed) Figure 1: Organogram of Wanderboots Cuisine (Source: Self-developed) Intellectual property rights Intellectual Property Rights in the UAE is considered as compliance with international obligation. At first, the new business venture needs to check whether the trademark is already registered and after the searching process, the organisation can go through the registration process. UAE Ministry of Economy and UAE Patent Office are responsible for copyrights. The copyright must be the result of intellectual work. The trademark will have legal protection for 10 years and copyright validity is for 10 years. One trademark costs 6000-10000 USD and one copyright costs almost 1900 USD (Export.gov, 2018). In order to do copyright registration, the business owner needs an application, sample copyright work, ID, confirmation of official feel payment and contact details. Financial projections (For Cash Flow and Projection of Revenue Refer to Appendices) Recommendations Findings There are enough options for the customers to visit another restaurant in Abu Dhabi as the restaurant industry is already saturated. Last 12 months in Abu Dhabi restaurant industry has seen 60% stagnant in the business. Therefore, Wanderboots Cuisine needs to do heavy marketing and promotion to reach the new customers through online platform SEO and social media networks. In addition, Wanderboot's Cuisine is going to take the premium pricing strategy to deliver the best quality food to the customers. It is observed that premium pricing will not attract the customers if the brand does not have a name on the market. Therefore, low pricing strategy can help the restaurant to attract the customers from middle-class people and from the young generation. The rooftop is added USP of the restaurant and they need to decorate the rooftop with best decors. At present, Wanderboot's Cuisine does not have liquor selling license, they need to apply for selling alcohol. It will increase the number o f footfalls in the restaurant. The management of the restaurant needs to understand the laws regarding permits, license and small business guidelines in Abu Dhabi. Finally, the restaurant needs to be smooth in operation process that will reduce the waiting time for the customers. The restaurant should be cosy and ambience must be comfortable. Conclusion Wanderboot's Cuisine is going to be a part of Abu Dhabi restaurant industry where they will start offering global cuisine with the best quality. Political and economic conditions of UAE will help the organisation to bloom. On the contrary, the business is going to face strong competition from the competitors in the market. The restaurant is going to take an online promotion and it will host events to attract the customers. The restaurant will have rooftop and management will recruit thirty staffs. 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