The Dessert Bar: An evaluation into the feasibility of setting up a quality dessert restaurant within Cardiff.
Cardiff Metropolitan University
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A study commenced to evaluate the feasibility of setting up Just Desserts, a restaurant that specialises in quality freshly-made desserts within a Cardiff hotspot. The following summarised objectives demonstrate the organisation plan and method of approach that was undertaken to achieve this aim: • To conduct a literature review of relevant sources of information and current market trends regarding dessert consumption within the restaurant industry. • Collect primary and secondary market research to establish target markets, consumer demand, strengths and weaknesses of the competition and further develop the product. • Develop a detailed business plan to determine the feasibility for the proposed idea and investigate legal requirements for the business to operate. • Evaluate the business plan to assess the feasibility of its start up in Cardiff. • Conclude and propose additional recommendations using the project results. A gap in the market could establish Just Desserts as Cardiff’s first premium dessert restaurant. As a new concept there is considerable risk however similar enterprises within London and New York suggest that this niche is profitable, and market research has established strong demand for the enterprise and target market to appeal to; which has determined the marketing strategy for the business. Just Desserts should be increasingly profitable from year 1. Loans should be repaid nearing the end of year 3 at which stage the business should have capital for expansion into a takeaway service, increasing its success.
BA (Hons) International Hospitality Management
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