Loch & Key: The feasibility of setting up a gourmet seafood restaurant, in the location of Portishead, Somerset.
Cardiff Metropolitan University
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The rationale for conducting the research for the Enterprise Project was to evaluate the feasibility of the potential for setting up a gourmet seafood restaurant in Portishead, Somerset. Portishead is a coastal town providing the area with a long history as a fishing port, but is now primarily a dormitory town for Bristol and its surrounding areas. There is recent redevelopment on-going to modernize the former docks into a vibrant community, however with no current or expected seafood eateries planned, the author aims to establish a contemporary style restaurant offering consumers a high-quality range of fresh, sustainable seafood with a unique dining experience. This is through combining retail within the restaurant and incorporating a fishmonger. This service will also be available to purchase seafood for home consumption, bringing additional revenue to the restaurant. After extensive online research and academic theory providing current, relevant and available literature, primary market research was undertaken in the form of face to face questionnaires completed by 100 respondents in the prospective business location, Portishead. Interviews were also conducted with Assistant Fishmonger of Waitrose Portishead branch and Head Waitress of Fisher’s Restaurant, Bristol. These responses were collated, analysed and then assessed, reflecting high demand from local consumers within the chosen prime location and strong public support to increase feasibility for the proposed business concept. This information aided the author to undergo the construction of a detailed business plan, thus creating a framework and providing a sense of direction for the business development. This shall include an evaluation of both primary and secondary research, the management, legal and financial sectors of a business, in addition to a SWOT and PESTLE analysis to provide information about the internal and external environment. The business plan will conclude with an overall evaluation to the proposed plan, with possible recommendations for future improvement or development for the seafood restaurant.
BA (Hons) International Hospitality Management
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