Philippine Bistro Concept
The restaurant concept is for a restaurant that specializes in Philippine turo turo style dining. This type of dining is similar to a buffet, in that a number of different items are on display. The difference is that the customer points to the items that they want, and the server then gives the customer a portion of those items. The food will be focused on traditional Philippine dishes.

Target Market
In our city, there is a fairly large Filipino population. Yet, the population is not yet served by any restaurant. As such, Filipinos in this area either eat at home, or they must eat other foods that are not of their culture. Eating is an important aspect of Filipino culture, and as such having some restaurants to meet this need is important. Further, there is a belief that many of the non-Filipino people in the area will be curious about the food. Filipino food is quite accessible mainly pork and chicken with a variety of sauces.
It is believed that around 80% of the customers will be Filipinos who live in the area. If each Philippine family in the area eats at the restaurant twice per month, then the restaurant will do sufficient business to be profitable, even without any other people patronizing, so it is important to bring in this business.

Marketing Plan
Clearly, the key to marketing will be word-of-mouth. No restaurant starting up can afford substantial sums for paid advertising, so only free forms of advertising and promotion will work. First, within the community in this area there is strong word of mouth. People attend the same couple of churches, and there are many families bound by relations, work or school. If there is a Filipino or Filipina that is more than one degree of separation from the owners of the restaurant, that would be unusual . So the key will really be to start everybody we know talking about the restaurant.
Product-based marketing is critical here. What that means is that the food needs to be good. Most people know someone who cooks really well, and we need to do that. In addition, we need...

Doing that will get us the attention, and also give us competitive advantage over eating at the home of one\\\'s mother/aunt/grandma who is a great cook. The product is going to be the main selling point for our bistro. The other element of the marketing plan is the social media plan. Social media is perfectly suited for a restaurant that caters to a relatively definable community, because any post we make should be circulated very quickly within the community. The launch strategy will focus on various teasers that outline how we are putting the restaurant together. Pictures of food in particular will be important.
Also, to ensure positive word of mouth, we will cater events in the area. There are many weddings and other events. Most Filipino families currently use Western food because there are no alternatives. Not only do we believe that catering will eventually be around 25% of our business, but clearly this is a pathway to get brand exposure, and to ensure that the target market has a chance to taste our food. One season\\\'s worth of weddings will get our food into the mouths of 75% of the local target market, according to our calculations.
Financial Plan
Low overhead and high volume are key to this business. The good news is that we really only need to locate in an out-of-the-way place that has low rent, because this will be a destination restaurant. That means it will still need to be well-situated to be convenient for people, but there is no need to pay a premium to get a lot of walk-by traffic. Beyond that, expenses are about the same as for any buffet-style restaurant, except actually a little bit better because with turo turo the staff have the ability to mete out portion control, which should result in much lower food waste than occurs in an American-style buffet. By reducing food waste, this restaurant should have higher margins that will reduce dependence on high throughput.
Still, throughput is an element of the financial plan. There needs to be a…