Business Planning For Organic City Cafe Essay


Develop a Business Plan for a new hospitality business to be established in South Australia.


About the company

Organic city caf? will be located in South Australia and will be zealous about making food products that are wholesome in nature. The main objective of this caf? will be to invent cuisine that is innovative, memorable and nourishing in nature and food will be made using the fresh local produce of organic nature. This will be done to support the farmers of that area and also respect the fresh ingredients of the earth along with the fulfilment of the needs of the body as well. The caf? will produce breakfast, afternoon or morning tea and lunch for office functions or any other special functions (Booth and Whelan 2014).

Products and services offered by Organic City Caf?

The products that will be offered by the caf? include some innovative delicacies made from the fresh produce of the Australian farms. The products of this caf? will include, Raw Salad, Superfood Smoothie, Muesli, Trout Salad Smoked, Fish Curry, Fish Salad in Vietnamese Style, Corn and Zucchini Fritters, Organic Coffee, Pancakes made of Buckwheat, Lamb Shanks in Moroccan style, Superfood Soup, Fetta & Mushrooms Poached Egg, Sushi made from brown rice, Bacon and Egg Roll, Noodle and Chicken soup in the Asian style and many more. The caf? will provide catering and delivery services as well (Viscarra Rossel et al. 2014). They will provide office lunch or breakfast and they have many options for lunch in the office. The wraps that will be produced by the caf? will be gluten-free and organic in nature. The food products will be all made from the fresh organic produce of the beautiful Australian farms. The caf? will provide vegetarian options as well. There will be many different types of cuisines available in the caf? including, the Asian cuisine, the Moroccan Cuisine, Japanese style cuisine, Vietnamese cuisine and many more. This increases the options for the potential customers of the caf? (Akhondan, Johnson-Carroll and Rabolt 2015).

The ambience of the caf? will also be different and adds to the vibrancy of the fresh food cuisines that are offered to the customers. The caf? will be designed in such a way so that it gives the customers a feel of the nature along with fresh and natural food products. The organic fruits and vegetables are seasonal and this will lead to the change in the menu of the restaurant along with the change in the season. The opening time of the caf? is from 8 a.m. to 6 p.m. from Monday to Sunday and it will consist of around 60 seats (NS Robinson and Getz 2014).

Background of the organization

Statement of vision

The vision of the Organic City Caf? is, to deliver food to the customers which is wholesome in nature and is made using local organic produce which is brought fresh from the farms. The main vision of the caf? is to help the local farmers and make their produce reach to every person who is passionate about food.

Statement of mission

The mission statement of the caf? relates to the main objective of making delicious and healthy cuisine with the help of fresh organic produce obtained from the local farms and thereby helping the farmers to reach more and more people.

Objectives of the company

The objectives of the Organic City Caf? are as mentioned further. The caf? aims at creating an ambience that will provide a memorable experience to the customers. The concept of this caf? is unique and innovative as it aims at using only the native organic produce to create delicious cuisines and provide the best of services to the customers. The quality and the freshness of the products is also taken into account. The restaurant has a dynamic menu and will keep changing as per the seasons (Schroeder et al. 2013). This will increase the variety of the cuisines and the menu of the caf?. The service standard of the restaurant will be high and the relationship with the customers will also be maintained so that the caf? can create loyal customers. The caf? is also aiming towards protecting the environment and also the health of the people by using only organic products for their food. The caf? also aims to provide coffee and other coffee related products which are of high quality and affordable for the customers as well (Sekhon 2014).

Analysis of the industry

Characteristics and trends of the industry

The trends related to food habits of the people of Australia are changing and the appetite of the Australians for organic food is also increasing constantly. Australia is said to have around 53% of the total production of organic food in the world. The households in Australia have also shown an increase in the usage of organic food products. The Australians prefer organic ingredients in case of cooking at home, raw vegetables and fruits as well. The categories of organic food are increasing and this has led to the increase in demand for these products (Specht et al. 2014). The availability of organic products for the citizens of Australia is another way by which the organic food market is growing constantly. The fastest growing organic sector of Australia is the dairy farming and the other sectors include the meat, vegetables and organic fruit sectors as well. The retail organic market of Australia is also growing in the recent years and the reason behind this growth is the increasing awareness of the Australian population about the impact the organic products on their health and daily life as well. This growth will act as the main factor for the Organic City Caf? and its ability to attract customers towards the caf? (Viscarra Rossel et al. 2014).

Market gaps

The concept of the Organic City Caf? is unique and there are not many number of cafes present in South Australia as compared to Sydney. The gaps in the market of organic food in South Australia relates to the unavailability of this type of caf? in the mentioned area. The aim of the caf? to produce the fresh food products to the people of this area will also be able to fulfil this gap in the market (Booth and Whelan 2014). The cuisines offered by the caf? also has a lot of variety and is dynamic as well. This will act as a factor for attracting the customers towards the caf?.


Akhondan, H., Johnson-Carroll, K. and Rabolt, N., 2015. Health consciousness and organic food consumption. Journal of Family & Consumer Sciences, 107(3), pp.27-32.

Booth, S. and Whelan, J., 2014. Hungry for change: the food banking industry in Australia. British Food Journal, 116(9), pp.1392-1404.

NS Robinson, R. and Getz, D., 2014. Profiling potential food tourists: An Australian study. British Food Journal, 116(4), pp.690-706.

Schroeder, J.I., Delhaize, E., Frommer, W.B., Guerinot, M.L., Harrison, M.J., Herrera-Estrella, L., Horie, T., Kochian, L.V., Munns, R., Nishizawa, N.K. and Tsay, Y.F., 2013. Using membrane transporters to improve crops for sustainable food production. Nature, 497(7447), pp.60-66.

Sekhon, B.S., 2014. Nanotechnology in agri-food production: an overview. Nanotechnology, Science and Applications, 7, p.31.

Specht, K., Siebert, R., Hartmann, I., Freisinger, U.B., Sawicka, M., Werner, A., Thomaier, S., Henckel, D., Walk, H. and Dierich, A., 2014. Urban agriculture of the future: an overview of sustainability aspects of food production in and on buildings. Agriculture and human values, 31(1), pp.33-51.

Viscarra Rossel, R.A., Webster, R., Bui, E.N. and Baldock, J.A., 2014. Baseline map of organic carbon in Australian soil to support national carbon accounting and monitoring under climate change. Global Change Biology, 20(9), pp.2953-2970.

Willer, H. and Lernoud, J., 2016. The world of organic agriculture. Statistics and emerging trends 2016 (pp. 1-336). Research Institute of Organic Agriculture FiBL and IFOAM Organics International

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