Restaurant with classical music concerts: Developing a business plan

Romain Wagner

Master's thesis

Abstract:

The goal of this master's thesis is to develop the concept of a restaurant located in Paris, playing weekly live classical music concert, to test this concept through existing literature, potential customers and develop a full business plan. The first part of the thesis investigates theoretical background and a test of the concepts to potential customers. The first is composed of four main topics: factors influencing customer's loyalty in a restaurant, the influence of the physical environment, the effect of music on the atmosphere's perception and associated purchasing behaviour in a restaurant and finally key success factors in the restaurant industry. The second part will be composed of three sub-parts, the first stating the goal of the survey, the second how the survey was realised and the third will present the results and conclusions. The second major part of the thesis is the development of the concept after it was confirmed in the previous part. It is composed of a business plan, the latter describing the concept, the market, the business model, marketing strategy & plan, management, development plan and risks. Financial data will be provided in annexes.

Abstract:

The goal of this master's thesis is to develop the concept of a restaurant located in Paris, playing weekly live classical music concert, to test this concept through existing literature, potential customers and develop a full business plan. The first part of the thesis investigates theoretical background and a test of the concepts to potential customers. The first is composed of four main topics: factors influencing customer's loyalty in a restaurant, the influence of the physical environment, the effect of music on the atmosphere's perception and associated purchasing behaviour in a restaurant and finally key success factors in the restaurant industry. The second part will be composed of three sub-parts, the first stating the goal of the survey, the second how the survey was realised and the third will present the results and conclusions. The second major part of the thesis is the development of the concept after it was confirmed in the previous part. It is composed of a business plan, the latter describing the concept, the market, the business model, marketing strategy & plan, management, development plan and risks. Financial data will be provided in annexes.

Keywords

Food and beverage, food's cost, Business plan, key success factors, Restaurant, classical music, live concert

Keywords

Key success factors, Food and beverage, business plan, Restaurant, classical music, live concert

Language used: English

Date on which the thesis was submitted / produced: 24. 6. 2015

Thesis defence

• Date of defence: 9. 6. 2016
• Supervisor: Martin Lukeš
• Reader: Michal Andera

Vysoká škola ekonomická v Praze

Master programme / field:
Ekonomika a management / International Management