1

Introduction
The purpose of this research is to know whether the chosen location of the second
restaurant is good and if people in the area are interested in such a restaurant. The
objectives for my research are to gather primary information for the research through
survey with the help of a questionnaire, secondary information via publications, internet
research, friends or family, etc.
Newly opened in 2012 Mosfilo is situated in the busy restaurant row of Hatch End,
Middlesex. "Our beautiful surroundings and authentic cuisine have already been
enjoyed by many customers. Our popular Meze dishes, Greek themed ambiance and
stunning decor cannot be missed." ( www.mosfilo.co.uk/aboutus.html). Mosfilo intend
to extend by opening a second restaurant in a suitable area in London.
1.1 Primary and secondary data collection
There are two main methods of collecting information:
Primary data - the information is obtained directly from the field and are collected
from: customers - consumers or users, suppliers, business partners, intermediaries,
distributors, financial institutions, competitors, opinion leaders, etc.
The advantages and disadvantages of primary sources of data:
Advantages
- Adequacy: in accordance with the
purposes of research
- Topicality: reflect reality
- Confidentiality
- Rigor: are produced by a professional
staff using a scientific methodology
- Uniqueness.

Disadvantages
- Time-consuming
- Relatively high cost
- Subjectivism: induced by staff involved
and the behaviour of individuals from
which collects information

Ways (methods) to obtain information from primary sources:

- Direct discussions with customers, retailers, opinion leaders - informal data
- Meetings (type brainstorming, focus group): from which we obtain qualitative
information
- Observation
- Experiment
- Simulation
Places of collecting primary data may be: at home, in stores, on the street, exhibitions,
special places, etc.

Secondary data is information obtained from other researches than the research in
question (which are collected in a previous research).
Advantages and disadvantages of secondary sources of data:

Advantages
- Cost and time to obtain - is low, are
getting less expensive to primary sources
of data
- Availability

Disadvantages
- Accuracy of information
- Relevant information
- Information age.

Secondary sources of information are divided into two categories: internal and external
sources:
Internal sources of information are:
- The accounting records of the company
- Customer database
- Marketing information system
- Reports sales
- Studies and previous research conducted by the company,
- Reports of internal experts
External sources of information:
- Publications of national statistical authority
- Government statistical publications
- Publications of organizations
- Academic publications and universities
- Reports of research institutes
- Database
- Media
Depending on the collection and its nature, research can be:
- Quantitative - allows to obtain quantitative results (statistical) using a number of
techniques: survey based questionnaire, etc.
- Quality - enables the identification of attitudes, perceptions and motivations of
consumers, providing precise explanations of behaviour and decisions taken by them
(the results are not directly measurable in terms of statistical).
Choosing a location in London for the opening of the second restaurant is a very
important decision to make. A marketing research should be done before choosing a
suitable location. The right location should be in a crowded area with many people and
with a standard of live above average. So it is vital to have information about the people
who live there. I could research the internet about the best locations that match my
interests then contact the agency that deals with finding of the commercial spaces. Also
another source of information may be friends or family. I can ask about the locations
that they know and they could recommend me something . I chose as location Pinner,
because I think it is a perfect place for the opening of the second restaurant. Pinner is
considered to be the wealthy side of the London Borough of Harrow, with wide treelined streets, large houses and flat conversions in attractive Edwardian buildings. Pinner
also boasts the lowest crime rate of the whole of London, and the single-sex schools
have a prestigious reputation, making it a popular area for affluent families. ("Pinner
Guide". AllInLondon.co.uk. Retrieved 14 March 2012.)

1.2 Survey methodology and sampling frame used

Once the location is chosen I will propose a questionnaire to know if people in the
area are looking for the existence of such a restaurant.
Questionnaire - it is the basic tool used in marketing research to collect primary data
(statistical data, subject to further analysis). This is a written document (on computer),
consisting of a set of questions open and / or closed (with single or multiple choice,
tables, scales etc.) to which interviewees will respond according to their own opinion.
Questionnaire design requires much experience and caution, drafting the most difficult
task during the survey.
Before drafting the questionnaire, identifying surveyed sample is essential. As shown
in formulating the research topic, the population studied is composed of local Pinner
residents. In this market research I'll use people over 30 years as sample. For financial
reasons we reduced the sample to a total of 30 people.
I intend to present a questionnaire that gives the respondents a greater comfort, which
can lead to getting information much easier:
- from general to particular: so that the respondent can familiarize themselves with the
subject debated the questionnaire,
- from easy to difficult: to not scare respondent, some considering themselves unable to
give complex answers,
- from the real to the abstract: not recommended to start discussing hypothetical
situations which could lead to cessation of completing the questionnaire,
- starting with closed questions: open questions have the disadvantage that it may
discourage respondent because it is obligated to make one response,
- commencement of the relevant research questions, such as by placing important
questions at the beginning of the questionnaire, we ensure that we have all necessary
information.

2.1, 2.2 Measures of central tendency and results analyse

The analysis of NUMERICAL (QUANTITATIVE) DATA is represented in
mathematical terms.
The most common statistical terms include:
Measures of central tendency: Mean ,Median, Mode
Standard deviation
Frequency distribution
Q5

Q7.A Q7.B Q7.C

Mean
24.6666667 2.7
Median 25
3
Mode
25
3

2.1
2
3

Q7.D

Q8

Q9

Q
12
1.83333 1.96667 4.16666667 4.033333333 42
2
2
4
4
38.5
1
2
5
4
31

Question 5. The average and most of the interviewed people will usually be prepared to
spend around 25 when dine out. This means that people from this area are not price
oriented but rather quality oriented the amount of money spent being above other areas
when dine out. The restaurant should focus on delivering quality food to it's customers.
Q 7. Most of the people in this area will chose a restaurant for it's authenticity in food
range. Our Greek restaurant have specific food that are not commonly meet in other
restaurants. Also the food taste and quality is widely admitted as being one of the best in
the world.
Live music of an restaurant also plays an important role in choosing a restaurant.
Consider local's taste for uniqueness and the uniqueness of beautiful Greek music I
consider that the authenticity of music will be a great advantage, customers will feel for
a while that they are in Greece.
Playground for children and promotion are not playing a very important role in choosing
a restaurant but still it will be an advantages against other if they have this facilities and
promotions
Q 8. Most of the locals are very happy with a Greek restaurant in Pinner. This shows
that the locals are open to new experiences and it is encouraging for our business.
Q 9. Most of the locals consider Greek food as almost one of the best in the world. So
the Greek food has an important place in attracting the customers, but our restaurant
must reach the local's high standards in order of not disappointing their customers.
Q 12. In this case there is not a big difference between the mean (42.033) and mode
(31) that usually means that there aren't lots of big and lots of small values. So in our
case we will consider the median (38.5) as the average age value. The restaurant should
mainly focus on two categories of customers: customers around the age of 30 and older
customers 50+.
2.3 Measures of Dispersion
Measures of dispersion tell us about variability in the data. We use:
Range Standard Deviation Variance

Q 5. The standard deviation of the price paid when dine out is 8.9. Taking into account
the mean value we can conclude that most of the people are willing to pay around 15.5
to 33.5. The range value(35) isn't very conclusive for the price analysed data because
the dispensation of data is unequal (there is just one big value 45 which alter the
results). Variance is high ( 79.19 ), which show as that the people interviewed are
willing to pay different amount of many.
STDEV
Range
Sample
variation

Q5
8.89917987
35

Q7.A
0.535
2

Q7.B
0.80301
2

Q7.C
0.83391
2

Q7.D
0.76489
2

Q8
0.87428131
3

Q9
0.964305479
4

Q 12
12.13430588
49

79.1954023

0.2862

0.64483

0.67222

0.58506

0.76436782

0.929885057

147.2413793

2.4 Quartiles, Percentiles and Correlation coefficient

Quartiles/ Percentiles are used together with median for asymmetrical value and
together with media for compeering an individual value with a set of norms.
Correlation coefficient between question 5 and question 12 is -0.3544541. If the
correlation coefficient is closer to 0 than -1 or 1 it means that there is no correlation
between the two compared data. So the amount of money spent is not correlated with
the age. There is still a slightly incline to -1, that it may say that the older the person the
less money he will spent, however the result is not too relevant so it is better not to draw
any conclusion yet.
Minimum
Value
First
Quartile
Median
Value
Third
Quartile
Maximum
Value
Percentiles

Q5

Q7.A

Q7.B

Q7.C

Q7.D

Q8

Q9

Q 12

10

29

16.25

2.25

1.25

32.25

25

38.5

30

2.75

2.75

45.75

45
20

3
3

3
2

3
1

3
2

5
4

5
4

78
34

Correlation coefficient between Q5 & Q12

Graphs using spreadsheets

Q 1. The first question is a general question asked to check how often the locals eat at
restaurant. The data collected showed that 37% of the people prefer to go out several
times a week, 10% prefer to go out several times a month, 6% prefer every day and only
3% several times a year. I think that in this case the locals have already formed the habit
of eating out. Taking into account the competition, the Greek restaurant must give
authentic Greek food and high quality service to attract clients.
3.1

Q 2. Many people in this area prefer to go to the restaurant in weekends (70%). Greek
restaurant should be focused on weekends with special menus, live music, offers, etc.

Q 3 The data collected showed that locals still prefer English food, this means that we
must incite them in order to be able to change their habits. When customers go out for a
meal, they want to get exactly what they ordered, completed with great service. But they
also want their meal as soon as possible. This means that our Greek restaurant must be
focused on fast and great service in order to compete with traditional English
restaurants.

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Q 4 The people who took part in the survey prefer to go to the restaurant for dinner, it is
the most important meal for them. A variety of dishes at a fair price will attract them
and maintain the customers.

Q 6. From the obtained data I can conclude that the respondents prefer to go to the
restaurant with family, friends or colleagues. In this case, the Greek restaurant must
create something more than just a dining room away from home. They must consider
factors such as music, lighting, artwork and spacing combine to create comfort,
intimacy and even romance.

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Q 11. The question was asked to determine the ratio of gender of 30 people who had
been part of this survey. The result showed out that of a population of 30 the ratio of
men: women were 1:1.

Q 13.
The 13 questions was asked to gather information about respondents status.
Most of them are Employed - Contractor 19% that shows that they are looking for a
quiet place, comfort and impeccable services.

The analysis of QUANTITATIVE DATA:

Q 10. This question is one of the most important because it generates qualitative data
and it showed as well if the locals know about Greek food. They would like to have in
main menu HTIPITI, TZATZIKI, GREEK FLATBREAD, TONIAS PRAWNS WITH
FETA, GREEK SALAD, PORK BELLY, SOUVLAKI. This are very important
information and our Greek restaurant will ensure that all those mentioned will be found
in the menu.
3.2 Trend lines in spreadsheet
The graphic of correlation coefficient between money spent and how much live
music is preferred shows that people who spent more money in a restaurant prefers live
music. This means that the cost of having live music in our restaurant will be cover
because it will attract the customers which spends more money and it will also create a
good name for our restaurant.

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13

3.3 Presentation

14

15

16

17

10

18

12

19

3.4 Report
Introduction
This report was elaborated to make important decisions about Mosfilo restaurant,
namely the opening of the second restaurant in another location in London. This
decision will not be taken, before making a full marketing research.
Methods and Findings
We collected both secondary and primary data. Secondary data were obtained from
sources like: census, published materials, computerized databases, trade, business and
professional association. After analyzing secondary data we obtained very important
information about Pinner and people who live here. Pinner is a crowded area, whit a
high standard of living, with an average age of 42 which explains the large number of
families. All these things listed above, shows that, Pinner can be a perfect location for
our restaurant, but one of the drawbacks is that a large number of persons living there
are born in England. We all know that they are the biggest fans of their food but this
habit can be change. The source of our primary data is the population sample from
which we collected the data. We collect the data from our sample population through
questionnaire and observing. After analyzed the primary data we obtained vital
information like: the interviewees will chose a restaurant for its authentic food, live
music of a restaurant plays an important role, most of this people prefer to go to the
restaurant in weekends, they prefer to go to the restaurant for dinner with family ,
friends or colleagues. They would like to have in main menu traditional Greek good
like: HTIPITI, TZATZIKI, GREEK FLATBREAD, TONIAS PRAWNS WITH FETA,
GREEK SALAD, PORK BELLY, SOUVLAKI. With all this information obtained from
marketing research, Mosfilo restaurant, knows what to focus on.
Conclusion
If the problem is known then it is easier to look appropriate solutions.
We come up with some ideas that could help to minimize the problem or remove it
permanently through implementing a promotion strategy: happy hour, buy one get one
free, shows, fundraising, etc. With all of it we conclude that, the Mosfilo restaurant have
a great chance to succeed and the risk is minimize by acting in accordance with what
they promised and with our help.
4.1 Management Informational Systems
Strategic management- establish long term businesses goals, through:
defining strategy, defining and determining organizational objectives.
Tactical management- achieving medium term objectives: turning strategies into
operational systems, defining the criteria and services promoted by the company;
processing indicators systems on how to implement the strategy; creating an operational
structures in relation with the services identified and undertaken.
Operational management- ensuring optimal functional based on daily operations:
comparing the quality of services provided with the services promised; checking and
controlling the processes; monitoring the service providers; using information received
from users and preparing a performance analysis; implementation of corrective action
processes.
Some of the most important management tools implemented at operational, tactical
and strategy level are:

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1. MIS ( Management Informational System ) - takes the data from TPS ( Transaction
Processing Systems ) and resume it into a series of reports, used by managers and many
business professionals.
2. DSS ( Decision Support Systems ) - DSS collect important information with the help
of tools/techniques/ analyze the options and alternatives
3. KMS ( Knowledge Management Systems ) - used to create and share information, for
example: knowledge might be in Power Point, Spreadsheets, Word documents or
internet, and for share (KMS) Knowledge Management Systems would use internet.
4. ( TPS )Transactions Processing Systems - for example: invoices using Billing
Systems, Systems that calculate payroll/ tax payments.
4.2 Activity and Critical path
B
5

0
1
0

A
3

C
7

3
2

8
3

15
4

15

BB
3
Activity
A. Design a
questionnaire
B. You get
people
to
complete the
questionnaire
BB. Collect
Secondary
data
C. Analyze
primary data
CC. Analyze
Secondary
data
D. Prepare
Report
E.
Conclusion

D
10

E
2

25
5

27
6

25

27

CC
5

Duration
( days)
3

EST

LFT

Free Float

Total Float

15

15

10

15

25

25

27

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Activity A is critical any delay will hold up the project

Activity B is critical, Activity BB can be delayed 2 weeks without delaying Activity B
and the whole project
Activity C is critical, Activity CC can be delayed 2 weeks without delaying Activity C
and the whole project
Activity D and Activity E are critical, any delay will hold up the project

4.3 Investment appraisal

Evaluation of capital investment project and their impact on financial results of the
company is a necessity. The techniques used in determining the viability of projects take
into account 3 variables: liquidity, the time factor and risk.
Types of investment appraisal: Payback Period, (ARR) Accounting Rate of Return,
(IRR) Internal Rate of Return, Profitability Index, Net Present Value (discounted cash
flow).
Payback Period- this period represents the number of years to recover the money. The
main characteristics of this method are:
advantage- easy to apply, indicates the level of risk that it involves each project,
disadvantages- it doesn't differentiate projects by profit rate, it doesn't show profit
arising after the recovery period, very abstract character.
Total cost estimates (1st years ) 198.000
Total benefit estimates 134.000/ year
Payback time: 198.000/ 134.000~ 1,47 that means 17 months Payback Period.
Conclusion
Our final conclusion is that the chance of success for Mosfilo restaurant are
considerably. But success is more than just to stand as a restaurant and more than serve
quality food and perfect services. For succeeding Mosfito restaurant should be made
known through effective promotion strategies implementation. Social media websites
like Google, Facebook, Twitter is a way to promote your restaurant in a more relaxed
environment. Encourage your clients to give you great reviews on top review sites, such
as WhereTheLocalsEat.com, Yellp.com, etc. With all of this Mosfilo restaurant will
influence, reputation and relationship with the local community which is the way in
succeeding.

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Reference
www.mosfilo.co.uk/aboutus.html
Pinner Guide.AllinLondon.co.uk.Retrieved 14 March 2012
The Business Environment by Ian Worthington and Chris Britt on. Ion Worthington and
Chris Britt on, 2009
Corporate Finance by Denzil Watson and Antony Head. Person Education Limited, 2010
Management Accounting for Decision Makers by Peter Atrill and Eddie McLaney, 2005
Management: An Introduction by David Body. Pearson Education Limited, 2002
Essential Business Statistics by Joanne Emailed and Angela McGrane. Person Education
Limited, 2000
Research Methods for Business Students by Mark Saunders, Philip Lewis and Adrian
Thornhill. Person Education Limited, 2007
Business Study Guide by Person Education Limited, 2011.

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