Heather Brown Megan Donovan Liam Frey Patrick Horn Peyton … · 2020. 3. 15. · Megan Donovan Strong time ... in order to have total control over operations and exercise creative

Retail Marketing Plan

MKTG 388

Heather Brown

Megan Donovan

Liam Frey

Patrick Horn

Peyton Mohrhussen

Jessie Walker

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Section A: Self-Assessment and Business Choice

I. Team Strengths and Weaknesses

A. Strengths

● Heather Brown

○ Detail-oriented

○ Strong logistics skills

○ Digital marketing background

○ Retail experience

● Megan Donovan

○ Strong time management skills

○ Strong organization skills

○ Food service experience

● Liam Frey

○ Problem-solving skills

○ Customer service experience


○ Detail-oriented

● Patrick Horn

○ Organization


○ Diverse background

○ Business development experience

● Peyton Mohrhusen

○ Creative

○ Attention to detail

○ Time management


● Jessie Walker



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○ Strong communication skills

○ Problem-solving skills

B. Weaknesses

● Accounting/Finance

● Understanding demand and meeting that demand effectively

● Forecasting

● Marketing Analytics

● Knowing how much inventory to maintain and when to restock

● Licensing, insurance, and liability involved with owning a bar

II. Commitment Paragraph

We are all friends with similar strengths and interests within the world of service

retailing, as well as our shared passion to bring this idea to light. As a whole, we can see this as a

potential business opportunity for us to embark on in the future. Our friendly dynamic,

cooperation and teamwork are what make us successful. Our collective experiences and

knowledge within the field will allow us to effectively meet the needs of our company and our

customers.

We chose to open a new business to the area, rather than acquiring an existing one

because this is something completely new and different. We also want to open our own business

in order to have total control over operations and exercise creative liberties as we see fit.

III. Type of Retail Business That Fits Strengths and Desires

A. Uniqueness

What makes our restaurant so unique is the outdoor, family-friendly, and interactive

nature of the establishment. No other bar in Harrisonburg is currently dedicated to bringing the

community together in this manner. Unique from other bars and restaurants, our bar will offer

various outdoor games, ranging from giant Jenga, cornhole, and other seasonal activities. These

interactive activities will provide an atmosphere for all members of the community, regardless of

age-targeting both young adults and families. Along with our activities, we plan to serve and

support other local businesses in order to promote a sense of community and Harrisonburg pride.

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B. Customer Offerings

The business will provide customers a fun, relaxing environment to grab a drink, a bite to

eat, and build community relationships. Utilizing our outdoor roof space, we will offer customers

weekend activities imitating “tailgates” for either James Madison University (JMU) football

games or other professional games. This will make our bar a fun, unique place to hang out and

watch sports with friends or family. In the summer, when JMU students are not in Harrisonburg,

the outdoor space can be transformed into space for a family outdoor movie and game nights.

Overall, we intend for our business to bring the Harrisonburg community together connecting

both JMU students and locals.

C. How We Will Capitalize on Competitors’ Weaknesses

Our competitor's such as Ruby’s, Billy Jacks, and Jack Browns, struggle to provide

ample building space and capacity. A majority of restaurants downtown are crowded with tables

and have little room for guests to comfortably hang out for extended periods of time. Most of our

competitors don’t even have an outdoor space to offer customers. We want to ensure that we

provide a spacious bar with both indoor and outdoor seating to promote visit longevity.

Secondly, our competitors do not provide a family-friendly environment. We want to capitalize

on this market gap by incorporating a family aspect into our business model in order to reach

more than one demographic - reaching both college students as well as local families.

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Section B: Overall Retail Plan

I. Philosophy of Business

The philosophy of our business is to provide a fun location for both students and families.

We want to unite the community with a positive atmosphere, exciting activities, and fun for all

ages. Our restaurant will not only offer great food, but a good time for the entire community,

with giant outdoor games, a projector for movies, and a new tradition that will appeal to

everyone. Many locations that offer a bar/night-life setting do not appeal to families, which is

why we created The Yard; to maximize our offerings and meet the needs of all our customers.

II. Ownership Form

As a team, we have decided to be a Limited Liability Corporation (LLC) because this

offers us protection. Since this will be the first year for us in business, being a limited liability

corporation will offer us a flexible tax structure which will be helpful. As our business grows we

can consider transforming into a C-corporation in order to match our demand. We will assess

those steps if/when we reach that capacity.

III. Long-Term Goals

Our long-term goals include providing a fun, family-friendly, and safe environment for

members of the community to gather and have a good time enjoying locally brewed beers and

playing fun outdoor games. We also want to create traditions within the community to increase

our brand awareness. Our final and most important goal is to become involved in Harrisonburg’s

outreach programs and give back to the community, considering the area has made a lasting

impact on our team.

IV. Short-Term Goals

Our short-term goals include creating an environment that can satisfy the needs of both

families and college students. We plan to incorporate weekly and monthly events that appeal to

families with children along with students in the area. We also want to ensure a safe, fenced-in

outdoor area that will be safe for children and all of our customers.

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V. Target Market

We will primarily focus on targeting the market segments called the Striving Selfies and

Generation Web. The Striving Selfies segment is composed of younger singles and couples that

show signs of greater potential (typically being technology savvy and having some college

credits completed). The Striving Selfies are not homeowners. Instead, they typically rent off-

campus housing. They account for roughly 1,782,352 US households as of 2019.

Demographically, they are low income (median household income of $36,415) w/o kids, of

mixed employment levels, education levels with varying levels of college credits, and of a metro

mix. As far as lifestyle and entertainment traits, this segment follows college sports, listens to

urban contemporary, eats at fast-food restaurants (do not have the means or do not want to spend

a large amount on dining), and shop at fast fashion stores such as Forever 21. The next segment

we will also be targeting is Generation Webs. This segment is composed of younger families

living in suburban neighborhoods and second cities, and use their smartphones for nearly

everything. In 2019, this segment had 2,103,049 US households, according to Claritas. The

median household income is $43,334. This segment is also tech-savvy and enjoys following

sports such as the NFL.

VI. Situation Analysis

A. Customer’s Point of View

Through the customers’ eyes, there are both positive and negative attributes that will be

associated with the opening of The Yard. Our customers will see that there not many offerings in

the area that provide a fun experience that will appeal to all of the people living in Harrisonburg.

Many bars and restaurants that we have found in the area don’t have an offering that has food

and entertainment for everyone. The Yard also offers many opportunities to benefit the

community through community events, movie nights, large yard games, and sponsoring

charitable events. Unlike our competitors in the Downtown Harrisonburg area, our customers

will enjoy that our restaurant offers a large outdoor rooftop space to provide a “hangout,” which

will offer a beautiful view of the town.

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B. Market Size and Store Location

Through DataUSA Census information, the most recent Harrisonburg statistics are as

follows:

● Population: 131,717

● Med. Household Income: $52,264

● Poverty Rate: 17.2%

We want to have The Yard located at a central downtown location in order to capitalize

on foot traffic and best fit the space required for our business. For this, we chose to take over

Jimmy Madison’s current location at 121 South Main Street #3602 Harrisonburg, Virginia

22801. We also want to rent this location in order to renovate and build upon this existing

building.

C. Competitive Analysis

For The Yard, we have considered numerous potential competitors for our business

operations, due to the fact that we are competing against companies offering services to either

the family spectrum or students. We felt it was important to recognize any and all potential

competition that our customers could select over us.

Our first competitor is Jack Browns, located across the street from us. Jack Browns has

mid-range prices and a smaller indoor dining space. Similar to us, they offer a small outdoor

dining space, but there is not much room for interacting and entertaining. Families with younger

children are limited with what they can do to keep their children entertained while waiting for

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meals. There is also a bar located within that takes up a majority of the space, since it is a major

attraction for their customers.

Our second competitor is Billy Jacks, which is also located across the street from our

location. Billy Jack’s is a lower-priced location, also with a small space and tight interior. There

is a bar within, which is a huge portion of their offering. Unlike their counterpart, Jack Browns,

there is no outdoor seating area for customers to eat and hang out. Due to the tight spacing, bar-

setting, and bar stool chairs, this location is not necessarily family-friendly. They aim to target

the 21+ crowd with their bar menu and trivia nights.

Our third competitor is Ruby’s Arcade that aims to serve customers of families and

college students. This business would be our largest competitor because it is focused on arcade-

style games and is located around the block. Ruby’s has one floor that has a large amount of

space for hanging out, playing games, and visiting the bar. They offer wood-fired pizza and a

variety of sides that attracts families and college students.

Our fourth competitor is Backcountry, which is very college student-friendly, targeting

the 21+ crowd. This venue is only open on Thursdays and acts as a club setting. This space is not

family-friendly and has a reputation for such.

Our fifth competitor is Finnigan’s Cove, which is also located in close proximity to our

location. Finnigan’s Cove is a bar and restaurant but is very focused on the bar portion of their

business. This establishment attracts many local adults and college students. Because it allows

indoor smoking, this restaurant is not family-friendly and does most of its business in the

evening.

On the other side of the spectrum of our competition, we have selected some restaurants

that are mostly known for their food rather than their service offerings. Chick-fil-A is not a

purely local establishment but emphasizes family gathering to eat and enjoy time with each other

in a family environment. They offer a playground for children to run and play incorporated in an

informal dining setting. Through observation, we also found that Chick-fil-A is very involved in

the community, sponsoring games, offering free food, and engaging their customers. Unlike us,

customers are unlikely to utilize Chick-fil-A as a spot to hang out, since they typically eat and

leave.

We also selected Macadoos as another one of our competitors, since it also serves as a

popular bar and restaurant. Although it is a chain, it is decorated to represent JMU, which

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appeals to the people who live in the area. There is a lot of seating and has it split to have more

dining seating on one side and a bar on the other, which makes it more of a family-friendly

atmosphere.

El Charro is another competitor that we analyzed. They have a traditional Mexican

cuisine and have several locations throughout Harrisonburg and the surrounding areas. They

focus primarily on dining with drinks during the meal and do not have an actual bar for patrons

to sit at. We would be competing with these locations for family dining during the weeks and on

off-seasons.

D. Potential Market Share

We are estimating an approximate market share of 4% based on our high traffic location

of Downtown Harrisonburg while starting out and establishing ourselves. In the long term, we

will be aiming to reach closer to 5%, primarily competing with the competitors around us. We

believe that our location, the potential the comes along with it, and the experiences that we are

providing to our consumers allow this to be a sufficient and realistic market share.

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Section C: Marketing Mix

I. Trading Area Analysis

A. Retail Location

The Yard will be located at 121 South Main Street #3602 Harrisonburg, Virginia 22801.

This location currently holds Jimmy Madison’s Southern Kitchen and Bourbon Bar. It is two

stories with a large rooftop patio. The ground floor will consist of a full bar and dance floor. The

second floor will be the dining floor with tables fit for family-oriented dining. The rooftop will

include a full bar, outdoor seating, and yard games to create a laid back bar scene during the

evenings. This location is a part of a downtown, unplanned main street. We choose this location

because downtown is already a very popular place for nightlife and family dining. There are

several bars in the vicinity that attract college students for the weekends, as well as, restaurants

that are popular with the local and JMU families.

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B. Store Layout

C. Store Image

● Aesthetics: The aesthetics of our bar & restaurant will incorporate an

outdoor, backyard appeal that makes each customer feel at home. We want

the theme of our restaurant to replicate a summer backyard barbeque, so

we will include items such as hammocks, picnic tables, outdoor games,

and a rustic interior theme. See appendix.

● Atmosphere: We want the atmosphere of our bar & restaurant to be

family-friendly while also making sure the environment is open and

inviting to college students looking for a fun place to grab a beer. We want

to ensure that the environment of our restaurant is welcoming to each and

every customer.

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D. Description of Outside Premises

The outdoor/rooftop premises of the property includes a large, inflatable movie screen,

outdoor couches, a fire pit, and giant outdoor games. We want to encourage a fun and exciting

outdoor environment that customers of all ages would enjoy. The general outdoor facade of the

building where customers enter our establishment will remain fairly simple and rustic, only

displaying our sign with our logo.

II. Merchandising/Product Offerings

A. Description of Merchandise (Products, Menus, Services)

The main “product” The Yard is offering is our food, drinks, and games. The mission of

our bar and restaurant is to create a feeling of relaxation and entertainment. The games we offer

on the outdoor rooftop allows for our customers to find an escape to grab a snack and a drink

with a friend. We will be offering local beers that will be rotated in and out based on the seasons

and what the local breweries are offering. We have savory appetizers that our customers can

snack on while they play their games with their friends and family. The onion rings and wings

are a perfect snack for sharing and munching on between playing cornhole, Jenga, and ladder

golf. Our customers can come and enjoy fresh food while sipping on local beers.

B. Brands Carried

We will be offering a rotating beer menu from local breweries, including Three Notched,

Pale Fire Brewing Co., The Friendly Fermenter, and Brothers Craft Brewing. We will also carry

other national brands including Anheuser Busch Products, Miller Coors, Heineken, and Coca-

Cola.

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C. Types of Displays Used

Within our restaurant, we will utilize chalkboards in order to display our rotating beer

menu and our daily specials. We will have some promotional materials from our beer distributors

located around the bar to promote some of our bigger name brands that we offer.

III. Pricing

We compared prices to our competitors and other establishments similar to ours in order

to set our menu prices. These competitors include; Billy Jacks, Jack Browns, Rubys, Finnigans

Cove, and a few others. We have priced our items competitively in order to attract families and

students.

IV. Promotion

A. Menu

Samples of The Yard’s expanded Menus begin on the following page (Page 14).

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B. Brochure/Social Media Post

We plan on honing in on the use of social media in order to reach our customers since it

is a simple and effective way to spread our message. We will do this through both organic and

sponsored posts that will drive traffic to our page. Examples of each can be found below.

1. Organic

2. Sponsored

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V. Website Design/Link

We created a website homepage that will highlight our product offerings and

services, which can be found using the following link:

https://theyardhburg.weebly.com

Below is a screenshot found on The Yard’s homepage:

A. Promotion

We will primarily be using Instagram, Facebook, and utilizing email marketing

campaigns to promote The Yard. In order to gain traffic to our website, we will be promoting it

on our merchandise and promotional materials. You can also find links to our social media on

the website and the app in order to connect people to our pages. In order to direct people from

our social media to our website, we will place our website link in the respective bios of

Instagram and Twitter and remind in posts that the bio contains this.

B. Ordering and Delivery Method/Policy

If a customer chooses to order our food through take out, they can do so through call-in

ordering directly to the restaurant. We do not offer delivery, as we want to encourage customers

to come in and stay to encourage the interactive nature of our restaurant. We are hoping to

potentially expand to the use of GrubHub or DoorDash food delivery services in the future to

appeal to the customers who aren’t as interested in coming in.

https://theyardhburg.weebly.com/

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VI. App Development

We also have an app design created to offer a mobile-friendly way for our customers to

receive information about The Yard. We are offering our Event Calendar, Menu Specials, a

Photo Gallery, and (not pictured) a reservation service to assist in our forecasting.

Mobile ordering is not currently offered on the app since we are really trying to promote

the family aspect that encourages gathering together and making memories. The app will also

provide pictures of our food, customers, etc, and links to our social media accounts.

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Section D: Organization Details Plan

● Personnel Plan

○ Uniforms/Dress Code: The dress code that all employees need to follow is as

follows servers and bartenders must be wearing jeans without holes or black

pants. We will also provide each employee with an official The Yard shirt.

○ Organizational Plan

■ Staffing Levels and Daily Schedule:

Every day our opening staff will be required to come in an hour before opening to carry

out cleaning/opening activities as outlined by our opening checklist. Our closing staff will be

responsible for carrying out all closing requirements before they leave even if it is later than the

bar’s official hours.

Weekday (MTW):

Bartenders:

● 2 shifts (2 bartender each shift):

o 1st shift: 10:30am – 5:00 pm

o 2nd shift: 4:30pm – 11:30pm

The overlap in shift allows for secondary bar duties such as restocking to be completed before

the evening shift picks up.

Weekday (MTW) Waiter/Waitress:

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● 4 waiter/waitress at each shift

o 1st shift 10:30am - 5:00pm

o 2nd shift 4:30pm -11:30 pm

On weekdays (MTW), there will be 1 host/hostess and 4 (2 prep cooks, 2 head cooks) cooks at

all times.

Weekends (TFSS):

Thursday Bartenders:

● 2 bartending shifts (2 morning shift, 3 afternoon shift, 3 evening shift)

o 1st shift: 10:30am -5:00pm

o 2nd shift: 4:30pm - 9:00pm

o 3rd shift: 9:00pm - 2:00am (plus closing activities)

Thursday in Harrisonburg is known to draw a large college crowd. The four bartenders in the

evening will be necessary to help manage demand (2 bartenders will operate the downstairs bar

and 2 will operate the upstairs bar)

Thursday Waiter/Waitress (4 waiters/waitress at 1st shift, 6 waiter/waitress at 2nd shift)

● 1st shift: 10:30am - 5:00pm

● 2nd shift: 4:30pm - 2:00am

The overlap in shift allows for secondary duties to be performed depending on how busy we are

that particular day. Depending on the rush, the manager on duty will decide whether to release

someone early or tell others to come in later.

Thursday host/hostess:

● 2 shifts

o 1st shift: 10:30am – 5:00pm (1 host/hostess)

o 2nd shift: 4:30pm – 2:00am (2 host/hostess)

Thursday cooks:

● 4 cooks at all times (2 prep cooks, 2 head cooks)

○ 1st shift: 10:30am - 5:00pm

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○ 2nd shift: 4:30pm - 2:00am

Friday/Saturday Bartenders:

● 3 bartending shifts (1 bartender on 1st shift, 2 bartenders 2nd, 4 bartenders 3rd)

o 1st: 10:30am- 4:00pm

o 2nd: 3:30pm - 9:30pm

o 3rd: 9:00pm - 2:00am (plus closing activities)

Friday/Saturday Waiter/Waitress:

● 3 shifts (3 waiter/waitress 1st shift, 4 waiter/waitress 2nd shift, 4 waiter/waitress

3rd shift)

○ 1st: 10:30 am - 4:00pm

○ 2nd: 3:30pm - 9:30pm

○ 3rd: 9:00pm - 2:00am

Friday/Saturday host/hostess:

● 3 shifts (2 host/hostess 1st shift, 2 host/hostess 2nd shift, 2 host/hostess 3rd shift)

○ 1st: 10:30am - 4:00pm

○ 2nd: 3:30pm - 9:30pm

○ 3rd: 9:00pm - 2:00am

Friday/Saturday cooks:

● 2 shifts (4 cooks at all time)

○ 1st: 10:30am - 6:30pm

○ 2nd: 6:00pm - 2:00am

Sunday bartenders:

● 2 shifts (1 bartender for each shift)

○ 1st: 11:30am - 4:30pm

○ 2nd: 4:00pm - 10:00pm

Sunday Waiter/Waitress:

● 2 shifts (4 waiters/waitress each shift)

○ 1st shift 11:30am - 4:30pm

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○ 2nd shift 4:00pm - 10:00pm

Sunday host/hostess:

● 2 shifts (1 host/hostess each shift)

○ 1st shift: 11:30am - 4:30pm

○ 2nd shift: 4:00pm - 10:00pm

Sunday cooks:

● 2 shifts ( 4 cooks each shift)

○ 1st shift: 11:30am - 4:30pm

○ 2nd shift: 4:00pm - 10:00pm

■ Hiring Policies and Procedures:

● All servers must be at least 18 years or over.

● The host/hostesses are required to be 16 years or older.

● Bartenders must be 21 years or older.

The Yard is an equal opportunity employer which means we shall not discriminate on the

basis of race, gender, gender expression, age, marital status, disability, sexual orientation,

military status, or national origin, in any of its activities. These activities include but are not

limited to, selection of employees, hiring employees, finding vendors and volunteers. The Yard

is committed to providing an inclusive workplace for all members including; employees,

customers, vendors, and even subcontractors. Should these discriminatory actions take place,

immediate affirmative action will occur. This includes disciplinary measures and ultimately job

termination of those involved.

■ Employee Salaries and Benefits:

● Managers will receive a $50,000 annual salary along with receiving full benefits of health

insurance, retirement plan, and paid-time off.

● The wait staff will work on an hourly compensation basis earning $2.13 plus tips.

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● The hostess will also be working on an hourly compensation basis earning $8 an hour.

● The cooks will be paid hourly at $11.95 an hour. We will need at least two line cooks on

and two prep cooks for each shift.

● We will have two bus people on the floor getting paid $7.25 an hour plus 20% tip out

from servers.

● On weekend nights, Thursday, Friday and Saturday nights we will have two bouncers

that will be paid $13 an hour.

● We will have two bartenders on weeknights and three bartenders on weekend nights.

Their compensation will be based on $5 an hour plus tips and tip out.

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■ Job Descriptions:

General Bar Manager

The General Bar Manager will report to the owners of The Yard.

Job Overview

The General Bar Managers will oversee the general operations of the establishment including

serving adult beverages. The environment can be fast-paced when The Yard is crowded, and the

general bar manager spends a lot of time on their feet attending to various demands. The general

bar manager is the person primarily responsible for keeping the bar operations running smoothly.

Responsibilities and Duties

● Manages the staff schedule, assigns cleaning responsibilities, coordinates for event

planning imposes discipline among his people, and serves as a liaison between higher

management and the staff in administrative and disciplinary matters.

● Responsible for monitoring inventory and ensuring staff is not over-pouring/serving

patrons.

● Ensures that the bar operates efficiently and customers are satisfied with the quality of

service they are receiving.

● Use social media marketing to promote in-house events and specials.

● Responsible for securing and maintaining the terms of the establishment’s liquor license.

● Verify that staff and patrons are of legal drinking age.

● Watch for customers who are drinking too much and train staff to notice the signs. The

bar manager may refuse to serve someone who is overly intoxicated.

● Ensure that all opening/closing procedures are completed daily.

Qualifications and Skills

● Must possess at least a high school diploma.

● Must have taken bartending classes at a vocational or technical school. Completed

coursework in business, hospitality, or restaurant management a plus.

● Outstanding organizational skills to attend to the various demands of a busy

establishment. Balancing priorities and executing strong time management.

● Work well under pressure to diffuse situations that may arise within the bar atmosphere.

● Effective communication skills to clearly and efficiently communicate expectations to

staff. Outgoing personality a plus.

● Exhibits an aptitude for numbers to monitor inventory and measure the effectiveness of

promotions.

● Understanding of industry practices and standards to run an efficient, up-to-code bar.

● Exhibit keen technical skills to troubleshoot POS systems and ERP software. Experience

with desktop applications such as Microsoft and Adobe to design promotional content.

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Front of House Manager

The front-of-house manager will report to the General Bar Manager.

Job Overview

Front-of-house managers will help oversee the interview and hiring processes for positions such

as servers, bartenders, hosts, and bussers. They oversee, direct, and actively participate in the

training of personnel in these positions. Additionally, they supervise the overall cleanliness and

upkeep of the dining room, bar, and guest contact points. The front-of-house manager supervises

individual shifts, budget forecasting, and help with maintaining inventory to minimize waste and

maximize sales.


● Manage daily operations of the public, guest-facing areas.

● Oversee preparation of public areas before guests arrive and maintain cleanliness during

business/closing hours.

● Ensure compliance with safety and health regulations.

● Hire, train, schedule, and supervise front-of-house staff, making sure they meet both

customer service and sales objectives.



● High School Diploma or GED required.

● 2+ experience in the industry and position

● Dedication to providing excellent customer service.

● Strong managerial skills associated with hiring, managing, and training.

● Ability to keep subordinates motivated and on task.

● Experience teaching or training is a plus.

● Excellent written and oral communication skills.

● Experience with task delegation.

● Able to juggle many responsibilities in a fast-paced environment.

● Exemplary organizational and prioritization skills.

● Proficient with POS systems.

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Back of House Manager

The back-of-house manager will report directly to the General Manager.

Job Overview

The back-of-house manager oversees all aspects of the kitchen from food preparation to plating

items properly. The position requires both leadership and customer service skills, as well as the

ability to work in a fast-paced environment. The back-of-house manager is responsible for

hiring, firing, and training of kitchen staff such as head chefs and prep/line cooks.


● Hire and train kitchen staff in specific stations, and cross-training as necessary.

● Create schedules for kitchen staff to ensure there are always enough workers to meet the

demand, particularly during peak rush hours.

● Maintain inventory levels and conduct weekly inventory checks.

● Order supplies, food, and ingredients based on shifting demand.

● Schedule and oversee necessary maintenance and repairs to kitchen

equipment/appliances.

● Respond personally to guest questions and complaints.



● 5+ years’ of culinary experience

● 2+ years’ restaurant management experience

● Ability to work well under pressure and in a fast-paced environment.

● Excellent written and oral communication skills.

● Capable of conducting and assessing restaurant inventory.

● Willing to work a flexible schedule

● Experience with task delegation and maintaining a fast speed of service.

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Waiter/Waitstaff

The Wait Staff will report to the front-of-house manager.

Job Overview

The wait staff is the servers of The Yard’s food to customers. You deal with directly interacting

with the customers and aim to provide the best overall experience. Your main goal in this

position should be to ensure the highest level of satisfaction for our customers and provide

outstanding customer service.


● Introduces menu items, explains daily specials and makes recommendations to

customers.

● Takes customers’ orders.

● Serves and delivers orders to the table in a timely manner.

● Adheres to food, sanitation, and safety standards.

● Prior to food delivery, inspects food and ensures that dishes uphold standards.

● Identifies and resolves any special requirements, wants, and needs of customers.

● Handles customer complaints in an appropriate manner.

● Delivers check to customers and accept payments.

● Collaborates closely with other staff members.

● Perform all opening/closing procedures.

●


● 1 year of experience as the wait staff or similar role

● 21 years of age or older

● Knowledge of cash register and handling money

● Customer-oriented approach

● Critical thinker and problem-solving

● Team player

● Good time-management skills

● Excellent interpersonal and communication skills

● Problem Solver

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Host/Hostess

The Hostess will report to the front-of-house manager.

Job Overview

As the hostess, you are responsible for being the first friendly face that greets customers as they

walk in our doors. You either direct them to their table if open or direct the party to our

designated waiting area/outside. You will also engage with guests to determine any prior special

needs that may assist in servers providing the highest quality of customer service.


● Greeting guests as they enter and putting them on a waiting list if necessary

● Seating guests to their seats when necessary

● Providing guests with menus and answering any initial questions

● Assisting guests to preferred tables, while maintaining the table seating rotation

● Frequently engaging with customers to ensure the highest service quality

● Answering phone calls, taking reservations, and answering any questions

● Providing excellent customer service



● Ability to provide high-quality customer service

● Can perform in a fast-paced environment

● Maintain a positive attitude

● Willing to follow instructions

● Willing to learn operations of business and menu items

● Restaurant experience is encouraged, but not necessary

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Bartender

The bartender will report directly to the bar manager.

Job Overview

Prepare and mix both alcoholic and non-alcoholic beverages correctly for patrons and serving

them at the bar or through the waitstaff. Maintaining a clean and organized work environment.


● Check identification of customers to verify they are of legal drinking age.

● Greet customers and present beverage menus. Take orders from serving staff or directly

from customers.

● Interact with customers, assessing customers’ needs and preferences and make

recommendations.

● Prepare alcoholic and non-alcoholic drinks in accordance with standard recipes.

● Peel, slice, and pit fruit for garnish

● Respond promptly to requests from customers in a polite and professional fashion.

● Attempt to limit problems related to customers’ excessive drinking by following

established procedures.

● Prepare checks for customers and process transactions using the POS system.

● Ensure clean glasses, bar equipment, and working areas

● Comply with all health, safety, and hygiene standards and policies.

● Restock and replenish bar inventory and supplies.



● High School Diploma preferred.

● Minimum age requirement of 21 years.

● Working knowledge of standard drink recipes and bar equipment.

● Understanding the classes of alcohol, different glasses, brand names, and garnishments.

● Knowledge and education in mixology a plus.

● Numeracy and cash-handling skills.

● Able to work flexible schedules.

● Must be able to stand for long periods as well as reach, bend, and frequently lift up to 30

pounds.

● Positive attitude and excellent communication skills.

● Relevant training certificate.

31

Head Cook

The cook will report directly to the back-of-house manager.

Job Overview

Prepares food for patrons. Helps devise new methods of cooking and new menu items.

Streamlines work from back-of-house to front-of-house.


● Clean food preparation areas as determined by law, company policy, and OSHA

standards.

● Prepare food for the specifications of the client. Makes adjustments to food items to

accommodate guests with allergies or specific diet concerns.

● Manage other employees within the kitchen.

● Acts as liaison to front-of-house employees to ensure proper food service temperature.

● Estimate expected food consumption and organize preparation.

● Butchers and cooks animal meat based on the restaurant’s atmosphere.



● High school diploma or equivalent preferred.

● Culinary school 2-4 year degree.

● Knowledgeable in food handling and safety standards

● Prior experience in related food or beverage service industry and/or related food

preparation positions.

● Good working knowledge of accepted sanitation codes.

● Able to handle a fast-paced environment.

32

Prep/Line Cook

The prep cook will report directly to the head chef and back-of-house manager.

Job Overview

Prep cook will assist in the preparation of dishes within the kitchen. They will perform routine

kitchen tasks such as setting up sanitary workstations and prepare ingredients, so that food can be

prepared accordingly.


● Clean food preparation areas as determined by law, company policy, and OSHA

standards.

● Label and stock all ingredients on shelves so it can be organized and easily accessible.

● Measure ingredients and seasonings to be used in cooking.

● Undertake basic cooking duties such as reducing sauces, parboiling food, ect.

● Prepare simple dishes such as salads, entrees, ect.

● Ensure all food and other items are stored properly.

● Perform other kitchen duties as assigned.



● Proven experience as a prep cook.

● High School Diploma or equivalent is desired.

● Knowledge of health and safety rules and standards within the kitchen.

● Ability to operate cutting tools and kitchen utensils.

● Exhibits good communication skills.

● Patient with the ability to stay patient in a fast-paced, high-pressure environment.

● Good physical condition and endurance to stand for long hours.

33

Busser

The bus person will report to the front-of-house manager

Job Overview

The busser is responsible for maintaining a clean dining area. He/She will set/clear tables, clean

tables, and dining floor, and assist in food service when necessary to ensure overall guest

satisfaction.


● Clean dining area and maintain overall cleanliness, including all tables, chairs, and floor.

● Cleans all dishes and cutlery.

● Performs opening and closing duties of preparing for the next operating day.

● Clean side stations and picks up trash outside.

● Other duties that are deemed necessary by leading managers.

● Perform all opening/closing procedures


● Ability to work in a fast-paced environment

● High school education or higher

● Can lift heavy objects, weighing approximately 50 lbs at most

● Self-motivator and self-manager in ensuring tasks are done completely

● Experience in similar roles preferred, but not necessary

34

Security/Bouncer

The Bouncer will report directly to the front-of-house manager.

Job Overview

The Bouncer will oversee the safety of the establishment. They will preserve order among guests

and protect the property from damages.


● Patrols establishment to maintain order among patrons and protect property.

● Ensure proper identification for entry, adhering to various laws and regulations.

● Warn patrons guilty of infractions and evict them tactfully from premises if they become

unruly.

● Call police enforcement if unable to quell disturbance.

● Monitor crowd behavior and the facility capacity limit.

● Provide reports to management regarding important accidents or problems that need

attention or necessary actions.


● High School Diploma or higher.

● Ability to work in a fast-paced environment.

● Good interpersonal skills and a sense of security.

● Basic knowledge of first-aid and emergency handling.

● Background in law enforcement a plus.

35

Hours of Operation:

Monday: 11:30 AM - 11:30 PM

Tuesday: 11:30 AM - 11:30 PM

Wednesday: 11:30 AM - 11:30 PM

Thursday: 11:30 AM - 2 AM

Friday: 11:30 AM - 2 AM

Saturday: 11:30 AM - 2 AM

Sunday: 12:00 PM - 10:00 PM

● Accounting and Inventory Systems

For our restaurant, we plan on using a POS called “TouchBistro”. This TouchBistro POS

system streamlines all the restaurant activities into one standard system.

● Hardware:

○ TouchBistro has a quality easy to use system with quick implementation.

○ They offer multiple integrated payment processors.

○ TouchBistro offers tableside order options as well for very busy times.

● Front of House:

○ This system is easily customizable so items from the menu can get

switched in and out of the system.

○ The servers can check customers out at the table.

○ The servers are also able to look at the contents of a dish, which allows for

ease of confusion for the customer.

○ The TouchBistro also allows for customization at the table when taking

orders, which makes it easier for the servers and the kitchen.

● Back of House:

○ With the ease of the at table ordering system, there are fewer mistakes

made when putting in orders, therefore, fewer costs of mistake food.

● Back Office:

○ The TouchBistro offers analytic tools to look at what dishes are ordered

the most, where the most issues arise and other important statistics.

36

● License Requirements, Insurance Requirements, and Estimates of Cost

Required Licenses:

Business license:

● This is required to open and operate any business in the United States.

● Registration cost of $50 + (can range from $25 to $7,000)

Employee Identification Number:

● All businesses must obtain an Employee Identification Number to operate in the

United States. An EIN is assigned by the IRS.

● Cost: Free

Certification of Occupancy:

● This certifies that the building has been properly constructed and maintained.

● Cost: Typically $100

Food Service Licence:

● Generally issued by the city or county health department.

● Cost: Can range from $100 to $1,000

Sign Permit

● Needed so we can put up signs to draw attention to your restaurant.

● Cost: Between $20-$50

Music License:

● Protects from copyright infringement and royalty costs associated

● Cost: Can range from $250-500

37

Liquor License:

● Required for sales and consumption of alcohol through VA ABC

● Cost: $560

Mechanical Permit

● Cost to run specific machinery and required fees

● Exhaust Hood and Commercial Cost: $120

Electrical Permit

● Electrical installations or alterations for commercial business

● Cost: $60

Plumbing Permit

● Required city plumbing fees

● Cost: $90 (septic/drainage tank and application fee)

Required Insurance:

Commercial General Liability Insurance

● Protects the business from claims of bodily injury, medical costs, and damage to

property.

● Cost: $2,650

Commercial Property Insurance

● Protects the company's physical assets from fire, burst pipes, storms, theft, and

vandalism.

● Cost: $750

Worker’s Compensation Insurance

● Provides medical and wage benefit for people who are injured or become ill

38

● Cost: $0.77 per $100 in wages

General and Liquor Liability Insurance

● Covers business responsibility for damages caused by an intoxicated patron

● Cost: $1,375

● Day-To-Day Operations

○ Opening

Employees who open are expected to arrive an hour before the start of their shift

to complete all opening/cleaning duties.

○ Closing

Employees closing are not permitted to leave until all closing/cleaning duties have

been completed.

Specific lists of our day-to-day operations are found in the table below.

39

● Risks of Business and Plans for Loss Prevention and Liability Issues

○ Security

The Yard will have two bouncers on Thursday, Friday, and Saturday in order to protect

patrons and employees from unnecessary harm, considering we are expecting higher traffic on

the weekends. The Yard will have cameras throughout the restaurant to prevent theft and to

identify any criminal activity. We will have a policy in place that requires employees not to

engage with any potentially harmful situations to protect our employees from danger. These

situations will be handled by bouncers and the police when necessary.

○ Possible Lawsuit Situation Handling

40

In the event of lawsuits, we have prepared ourselves for any and all possible lawsuits that

we may encounter, which are listed below with how we plan on overcoming each:

● Fight Injuries

○ We acknowledge this as a potential lawsuit since the evenings have more of a bar

scene and lots of space. Although issues like this are not as prevalent, we think it

is important to address and be prepared to avoid this from happening. We have

security guards and bouncers that will circle the open space, as well as our

employees and managers who will ensure that guests can have a good time but

also know that they are in a safe environment.

● Food Poisoning

○ Food poisoning is a common lawsuit that people claim against restaurants related

to food and drink contaminants. We will hire chefs and kitchen staff who are

knowledgeable in food preparation in order to ensure that food will be cooked and

prepared fully and up to company/state standards.

● Dram Shop

○ The link provided recognized that “Dram Shop Incidents” (drinking and driving)

as another common lawsuit that restaurants and bars are faced with. Since we

serve alcohol and further shift into a nightlife location, we strive to avoid as many

instances of this occurring as possible. The servers and bartenders will use their

best judgment to monitor the alcohol consumption of customers.

● Premises Liability Claims (Slip and Falls)

○ In order to prevent liability claims against injuries on the premises, specifically

slip and fall, we will have several practices in place. First, we will have slip-

resistant mats by all drink stations for servers, at the bar, and by/ at the stairs. We

will also have all employees immediately clean up spills as they occur to prevent

any slips by both employees and our customers.

● Health Code Violations

○ Similar to ensuring that food preparation is up to standard to avoid foodborne

illnesses, we want to ensure a clean environment to avoid bacteria from forming

and contaminating our establishment. To avoid this, we have in place that all

employees have in their end of shift responsibilities to clean up.

41

Section E: Financial Plan

35 tables of 4, Max capacity of 250 people

I. Cost and Revenue Estimates/Projections

Based on our sales projections each of the six members in our group will contribute about

$50,000. Along with this, we plan on taking out a loan of $295,000. These funds will allow us to

have an abundance of money to ensure we will not experience bankruptcy.

I. Bar

● Average drink cost $8 *1

● Average beer $5*2

● Thurs.-Sat. Sales

● Expecting approx. $18/person

○ 300 people * $18 *3 days =$16,200

○ * 36 Weeks of Peak Period (School Open) = $583,200

○ 150 people*$18 *3 days = $8,100

○ *16 Week slow period = $129,600

● Revenue(Thur-Sat) = $712,800

II. Dining

● Average meal $21 (drinks included)

● Open 36 Weeks (Peak Period)

● Max Expected Lunch-150

● Max Expected at Dinner-200

● $21*7 days/week*350 = $51,450/week

○ $1,852,200/36 week peak

● 16 Weeks Slow Period

● Max Expected Lunch-75

● Max Expected at Dinner-125

● $21*7 days/week*200=$29,400/week

○ $470,400/16 week slow period

42

● Total Revenue: $2,322,600

III. Cover

● Charge a $5 Cover per person Thurs-Sat. After 10 p.m.

● 3 days * 150 people * $5 =$2,250

● * 36 Weeks Peak Period(school open)

○ We will not charge a cover over the summer months

● Revenue from Covers=$81,000

IV. Total Annual Revenue=$3,116,400

II. Funding

As mentioned, we will each contribute $50,000 each from each of our six group members. We

will also take out a loan of $295,000.

III. Budget

Kitchen Equipment (included in the purchase of pre-existing

restaurant)

Furniture, Decorations, Eating Utensils $20,475 for 35 tables.

$7,500 for decorations

$4,000 for eating utensils

Insurance, Permits, Licenses Licenses and permits

$10,378

Insurance and workers compensation

$11,643

POS System $6,500

Outdoor Games $2,000

Safety Fund $100,000

43

Annual Food and Labor Cost Estimates

Food and Beverage Cost (35% of

revenue)

$ 1,090,740

Labor Cost (25% of revenue) $779,100

Rent $154,800 annually

(based off of a square footage estimate)

App and Website Cost $2,000

Marketing Expense $35,000

Utilities $40,312.5

Loan Repayment $40,000

IV. First Year Profit, ROI, and Salary

● First Year Profit: $486,951.50

● ROI:

○ ($486,951.50/595,000)*100 =81.84%

○ (Profit/Investment) *100

V. Breakeven

Sales need to break even in the first year by $2,204,448.50 in order to continue

operations.

VI. Backup Plan if Sales Goals Are Not Met

If sales goals are not met, we will dip into our safety fund to sustain our restaurant until

sufficient sales are met. This will be extremely important to the success of our restaurant. Since

we are just starting out, our initial safety fund is $100,000.

44

VII. Seasonality

We do expect growth in sales, but seasonality will be an apparent factor in our annual

sales. Considering that we are targeting both students and locals in the area, sales will be much

higher during the academic school year, where the population of Harrisonburg will be at its

highest. In order to overcome this, we will increase our offering of more family-friendly

activities during the summer months, which will also correlate with children being out of school

and have more leisure time.

Since we offer the outdoor activity area, we expect seasonality to play a role here in the

number of customers willing to be outside in the colder months. We have recognized this in our

sales forecasts to be considered since the winter months are colder in the area and will deter

customers from wanting to utilize our major selling point.

45

Appendix

46

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