Executive Summary
This report summarizes a business plan for a sports bar. The sports bar will be located in the NSW area, Sydney. The report suggests applicable strategies that will ensure that the establishment is competitive with high sales and revenues. The discussion starts by outlining the naming of the business as well as the customer niche. Then, it is followed by operational strategies that will be applied, such as type of service provided, the uniform of the workers as well as the foods and beverages that will be served in the sports bar. Phoenix Sports Bar will focus on different categories of customers, especially nightclub lovers, couples, sports enthusiasts, business professionals, and families. These customers will be retained by serving a wide range of boldly-flavored delicacies and a variety of local and exotic drinks. The main competitive advantage of this bar will be based on differentiation aspect, by developing food and drink lists that are superior and different from the competitors.
Phoenix Sports Bar
Introduction
Many people prefer drinking at the bar instead of doing it from home due to the experience, presence, and company of other drinkers, the ambiance, and good music. Notably, the service offered and the kind of music that plays in a bar has a great influence on how customers view the establishment. More so, the bar atmosphere enhances the moods of customers, since they view it as their universe for that current moment. Therefore, it implies that whenever customers visit a bar, they wish to get lost in something, such as tastes, music, or the people (Ladha, 2017). Research by the University of Oxford (2017) has shown that moderate drinking can be associated with better wellbeing due to social interaction that arises in the process of enjoying a drink with acquaintances. Drinking creates a social cohesion that is associated with social activities. Besides, social networks created during the process of drinking enhance physical health and reduce cases of mental illnesses.
Phoenix Sports Bar will be a pioneer sports-themed bar in NSW, Sidney. The bar will be the first joint in terms of providing sports bar services combined with a flexible dining experience. The bar intends to be a one-stop shop where customers can order food, drinks, and music any time of the day and night. It will offer high-tech television sets to cover more sports events as compared to any other Sports bar in the area. Phoenix Sports Bar will also provide tabletop audio management so that customers can listen to programs of their choice without any interference from background noises. In essence, Phoenix Sports Bar combines atmosphere, lighting, menu selection, and quality services to generate excitement and positivity to achieve value in the entertainment experience of its customers.
Findings
Name and Style of the Bar
The name of the bar will be “Phoenix Sports Bar.” The term “Phoenix” was chosen based on its positive meaning since Phoenix is a bird that regenerates cyclically. On the other hand, the term is associated with the sun, which has an affirmative connotation of positivity and light. A Phoenix can gain new life by rising from its predecessor’s ashes (Geller, 2018).
Therefore, this term was chosen to capture the psychological part of customers, by illuminating positivity and communicating the idea of rising from their day’s frustrations by having a good time at Phoenix Sports Bar. In addition, the name is simple and memorable to most customers. Murray (2018) pointed out that an appropriate business name is vital since all business decisions are based on a given name.
The target group of Phoenix Sports Bar will be night club lovers, couples, sports enthusiasts, business professionals, and families, who will enjoy the services at the bar during the day and night.
Service
The expectation is that Phoenix Sports Bar will become popular from its unique and simplified services. It will feature diverse valiant flavored menu items. The Bar will create an inviting atmosphere, which will incorporate a powerful multimedia system, a well-stocked bar and a layout that is open, to appeal to families and sports fans.
Phoenix Sports Bar concept will provide casual and quick dining options combined with a wide range of drinks to suit all customer tastes. The bar will offer a model of flexible service that allows guests to select among convenient options, such as casual-quick counter service, take-outs, or casual-table service. The Bar will build customer loyalty and numbers by offering both general and customized services for both food and drinks.
Phoenix Sports Bar will also offer exceptional music, which will alternate over different hours of the day to suit the majority of the customers in terms of demographics. For instance, the bar will play low tempo and relaxing music, such as jazz or classical during the day to promote conversation among day customers who are mostly families or business people holding informal meetings. In the evening, the bar will switch to soft rock to enhance unwinding of professionals from the office work, while in the night the music will change to more paced and upbeat music for entertainment purposes.
Uniform
As part of a brand promotion, Phoenix Sports Bar will use bright, attractive and unique designs in the uniforms for all the workers. Staff uniform according to Bowen and Nelson (2000) not only enhances customers’ satisfaction but also improves the attitudes of the workers, since some attributes, such as appearance, character, comfort, and function play a critical role on how employees feel about their work. The men workers will wear trousers and matching coats, while the ladies will wear short skirts with matching tops.
Phoenix Sports Bar will adopt the colors of a Phoenix bird, which include Black, White, Green, and Yellow, as well as Red. The Phoenix colors represent the virtue of honesty, decorum, loyalty, and justice. The diverse uniforms will help to distinguish the different employees depending on their work allocation. For instance, food handlers will wear black and white uniforms, Bartenders will wear green and white, and the bar managers will wear red and black. The hostesses will ware valet and bouncers will have yellow and black uniforms. Therefore, to bring unity in the outfits, all the coats and tops will bear a Phoenix bird logo on the chest, which signifies high moral values, loyalty, and honesty among the employees, according to the Chinese culture as explained by Sutherland (2015). The logo on the uniforms is as shown below:
(Phoenix Bird Logo, 2019)
Food
Phoenix Sports Bar intends to offer both comfort and healthy foods during block hours of breakfast, lunch, and supper, as well as light portion food that will be made available throughout the day and night. The choice to offer healthy foods will ensure that the bar caters and attracts health-conscious customers as well as other customers that are not strict on their diets.
Furthermore, the bar will sell both ready and customized food, where the customer has the option of ordering a meal to be prepared off the menu or ordering a meal on the menu that is usually ready to take. The bar will also have a signature “secret” meal that will offer repeat customers an option of ordering under the theme names, including “Fly-over morning, Fly-over day, and Fly-over night” depending on the time of the day.
Phoenix Sports Bar intends to provide a mini-buffet for breakfast, lunch, and supper as well as ala-carte for customized meals. The main food list offered by Phoenix Sports Bar will be as follows, including their theme names;
- Buns and Bread served with house potato chips, onion rings or sweet potato fries (Burger-fest).
- Greens and Pies, to include salads, Caesar, pies, and vegetables (Vegi-Me).
- Mac and Cheese (Mac-me please).
- Steak, served with a side (Meat-me please).
- Shrimp, chicken, broccoli, and rice (Phoenix Bowl).
- Bites such as Cheesy balls, Queso, Jalapeno Queso, pickle planks, Mozz bricks, Phoenix Nachos, Spinach-artichoke, chips, and salsa.
- Ice-cream in beer and whiskey (Drunken float).
According to “Creative, Fun and Descriptive” (2017), giving descriptive and creative names for items in the menu is an efficient manner of augmenting sales volumes. In addition, it is an easy and inexpensive approach to attract customers.
Drink list
Phoenix Sports Bar will serve a variety of drinks, which will be available throughout the day and night. The drinks list will be modified regularly, depending on the season and customer preferences. The drinks list will be offered as indicated in the chart below:
Beers |
Nonalcoholic Drinks
|
Cocktails: Theme Name |
Selections
|
House Cocktail |
Calton
|
Sprite | Shots Fired! | Selected wines | Phoenix House Cocktail
|
Hahn premium
|
Lift | Cloud Nine | brandy | |
Toohey’s
|
Coca-Cola | Tequiling-me-softly | spirits | |
Pure Blonde
|
Fruit Juices | Gin-Credible | ||
Lord Nelson
|
Iced tea or coffee | Getting fizz-ical | ||
Water |
Phoenix House Cocktail
Since the food menu caters for all customer niches, Phoenix Sports Bar has the same pattern in its drink list to ensure that customers’ needs are catered for at the bar. The consumers include non-alcohol drinkers, wine enthusiasts, cocktail lovers, as well as beer lovers.
Explanation of Drink List
Phoenix Sports Bar considered the selected cocktails, beers, soft drinks, wines and non-alcoholic beverages due to various reasons. Firstly, the beers and soft drinks are readily available at Sidney hence reducing the cost of transportation and procurement. Secondly, the variety tends to be common among drinkers in Sydney. Thus, they will meet the customers’ preference and tastes. The cocktail theme names were selected to raise curiosity and excitement among the drinkers. Moreover, some of the ingredients are exotic hence offering the customers variety and freedom of choice. The wines, brandy, and spirits, will be stocked based on availability and sales patterns within the sports bar.
Costing Calculation
Phoenix Sports bar will be offering a signature cocktail by the name “Phoenix House Cocktail,” which will be composed of vodka, sparkling wine, and orange juice. The calculation of the costing of the cocktail is presented in the table below:
Ingredient | Bottle Size (ml) | Bottle Price ($) | $/ml | The Amount used in Cocktail Recipe (ml) | Cost ($) |
Smirnoff Vodka | 750 | 25 | 0.03 | 15 | 0.45 |
Sparkling wine | 500 | 10 | 0.02 | 30 | 0.6 |
Orange Juice | 500 | 3 | 0.006 | 15 | 0.09 |
Total Cost | 1.14 | ||||
Drink Price Cost | 4.5 | ||||
Profit | 74.7% |
Hence, to allow flexibility and comfort to customer, the Phoenix House Cocktail will be served in a 12-ounce highball glass, which is a tall and skinny glass (Builder, 2018). A picture of the suggested highball glasses for Phoenix Sports Bar is as shown below;
(Builder, 2018)
Recipe Card
Cocktails on the menu will require the following ingredients;
- Shots Fired!
Soda and chili-filled sea salt, Patron silver tequila, and organic grapefruit, (quantities depend on amount prepared.)
- Tequiling-me-softly
Triple Sec, Don Julio Silver, and Orange and Vanilla in Luna Reposado and Tequila floater
- Let’s get fizz-ical
Red Bull, Deep Eddy Red Ruby, and cranberry juice
- Cloud Wine
Moscato, Cîroc Green Apple, and Red Ruby Grapefruit vodka, which is sugared with rim
- Gin-credible
Sprite, Spring 44 Gin, Triple Sec, Orange, and lemon juices.
Conclusion
As it is evident from the analysis of the business plan, starting and running a successful sports bar require enough resources and a well-formulated strategy that explains the operations as well as the daily management of a business. The business plan for Phoenix Sports Bar is a detailed plan that will be applicable in starting and operating a sports bar in Sydney. The plan has highlighted an example of the stock that will be needed as well as operations applied in running the business. Notably, this plan is flexible, and hence, it will be important to assess the performance of this strategy and adjust accordingly in case the establishment fails to perform as expected.
References
Builder, M. (2018). The types of cocktail glasses you actually need, according to bartenders. Retrieved from http://nymag.com/strategist/article/best-cocktail-glass-types.html
Creative, Fun & Descriptive names. (2017). Retrieved from https://www.smarterlunchrooms.org/scorecard-tools/creative-fun-and-descriptive-names
Geller, Prof (2018). Phoenix. Retrieved from https://mythology.net/mythical-creatures/phoenix/
Ladha, N. (2017). Importance of music in a bar. Retrieved from https://www.rancelab.com/blog/music-important-bar/
Murray J. (2018). Why a business name is important. Retrieved from http://www.thebalancesmb.com
Nelson, K. & Bowen, J. (2000). The effect of employee uniforms on employee satisfaction. Cornell Hospitality Quarterly, 41 (2), 86-95. doi: 10.1177/001088040004100221
Phoenix Bird Logo. (2019). Hand-selected, original logos for sale. Retrieved from https://www.logoground.com/logo.php?id=144579
Sutherland, A. (2015). Unraveling the mystery of the Phoenix: The bird of immortality. Retrieved from http://www.ancientpages.com/2015/08/26/unraveling-mystery-phoenix-bird-immortality/
University of Oxford (2017). Your health! The benefits of social drinking. Retrieved from http://www.ox.ac.uk/news/2017-01-06-your-health-benefits-social-drinking