1. Stella Maris - Belgium R ESTAURANT B USINESS P LAN Restaurant Stella Maris

2. M ISSION STATEMENT Name of the restaurant: STELLA MARIS

3. Restaurant Stella Maris T HE M ARKETING M IX 1.PLACE 2.PRESENTATION 3.PRODUCT 4.PRICE 5.PERSONNEL – STAFF 6.PROMOTION

4. PLACE  The district “Eilandje”  Map  Accessibility  The Port of Antwerp  The Historical Center  Shopping

5. T HE DISTRICT “ EILANDJE ”

6. M AP – LOCATION

7. H OW TO REACH US  by train From Antwerp Central Station: take bus 17 (destination UZA Rijnkaai) from the bus stop outside the Pelikaanstraat exit from the station. Get off the bus at Van Schoonbekeplein.  By tram Tram 7 (get off at Sint-Pietersvliet and walk north for 5 minutes)  By bus Bus 17 (Rijnkaai stop) and 30 (Sint-Pietersvliet stop)  By car Godefriduskaai car park (Zeevaartstraat 11)  By bicycle You will find a capacious bicycle rack on the flag promenade just in front of the museum square.

8. T HE P ORT OF A NTWERP

9. H ISTORICAL A NTWERP  SOME OF THE MOST POPULAR ATTRACTIONS  Central station  Cathedral of our lady  Grote Markt  ‘t Steen  Rubens House  Groenplaats  Vlaeykensgang  Zoo

10. H ISTORICAL A NTWERP Central StationCathedral of our Lady

11. H ISTORICAL A NTWERP Grote Markt‘t Steen

12. H ISTORICAL A NTWERP RubenshuisGroenplaats

13. H ISTORICAL A NTWERP VlaeykensgangZoo

14. S HOPPING De MeirStadsfeestzaal

15. P RESENTATION EXTERIOR MasRestaurant Stella Maris

16. P RESENTATION INTERIOR The restaurantThe bar

17. P RESENTATION INTERIOR Meeting roomGarden terrace

18. R ESTAURANT PLAN

20. K ITCHEN – S TORES P LAN office Dirty Kitchen Fridge Cold section Warm section Dish washing Stores Cloak- room Waste Office

21. K ITCHEN – STORES P LAN

22. K ITCHEN Warm kitchen

23. K ITCHEN Cold sectionDish washing

24. P RODUCT FOOD Menu’s A la carte BEVERAGE Wines Bar list

25. F OOD - M ENU Lunch menu’s (Monday till Friday)  Three course lunch menu 30 € inclusive wines and coffee45 €  Four course lunch Menu40 € inclusive wines and coffee60 € Weekend Menu (Friday and Saturday evening)  Five course menu50 € inclusive aperitif, wines and coffee75 €

26. F OOD – A LA CARTE  3 cold appetisers  2 soups  2 warm appetisers  3 fish dishes  4 meat dishes  1 vegetarian and 1 pasta  4 desserts

27. B EVERAGE - W INES  6 white wines by the glass  6 red wines by the glass  Wine list  3 Sparkling wines  20 White wines  20 Red wines  Wine forfait (3 – 4 and 5 course)

28. B EVERAGE - OTHERS  Aperitifs and digestives  Coctails  Waters and soft drinks  Coffee and tea  Beers

29. P RICE In setting our price we considered:  The production cost (purchase, personnel, general expenses…)  The price that our guests are willing to pay  Prices of competition

30. P ERSONNEL - S TAFF Kitchenchef (Owner) Sous-chefcook 2 Dishwasher & cleaning Headwaitress (Owner) Headwaiter2 waitersBarman

31. UNIFORM KitchenRestaurant

32. P ROMOTION - M ARKETING  Website  Menu design  Implementation frequency marketing  Up-selling

33. W EBSITE Website content  Name, address, hours and phone number  Menu  “About us” section  “Contact us” section  Visuals  Facebook page

34. M ENU DESIGN We will look for: - An up-to date look that matches - The restaurant concept of - The entire design of the restaurant - Daily and personalized menus - Menu board with specials

35. I MPLEMENTATION FREQUENCY MARKETING Increase number of repeat customers by  A loyalty program  Promotion through email  Invitations to special promotions and events

36. U P - SELLING Up selling by  Teaching servers and waiters  Suggestions to customers to purchase  Drinks  Appetisers  Appropriate side dishes  Desserts  Most profitable items

37. Stella Maris Merksem – Restaurant Marketing tools E ND