1

Table of Contents
S.
No.
1.
2.
2.1
2.2
2.3
3.
3.1
3.2
3.3
3.4
4.
4.1
4.2
4.3
4.4
5.
6.
7.
7.1
7.2
7.3
7.4
7.5
7.6
8.
9.
10.
11.
12.
12.1
12.2
12.3
12.4
13.
14.
15.
16.
16.1
16.2
16.3
16.4
16.5
16.6
16.7

Particulars

Page No.

Executive Summary
Company Overview and Business Details
Introduction
Mission and Vision Statement
Objectives
Industry and Market Analysis
Industry Analysis
Target Market
Competitive Analysis
PEST Analysis
Product and Services
Products
Problems and Solutions
Services
Patents
Customer and Value Proposition
Marketing Plan
Operations Plan
Key Suppliers
Responsibilities and Chain of Command
Human Resources
Operation
APP Mechanism
Pricing Mechanism
Key Milestones and Development Strategy
Management Team and Company Structure
Resources and Legal
Funding Sources
Financial Plan
Key Financial Assumptions
Income Statement
Break-Even Analysis
Cash-Flow & Balance Sheet
Potential Threats and Risks
Exit Strategy
References
Appendix
Social Media
Floor Plan , Website & Menu
Legal Documentation
Location
Financial Statement
Pricing Mechanism
CV, Quotations and Logs

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4
4
5
5
6
6
7
8
10
11
11
12
13
14
14
16-32
33
33-35
36-39
40
40-41
42-43
44-45
46-48
49-54
54-55
56-57
57
57-58
58-59
59-60
60-65
66-67
68
69-74
75-91
75
76-78
79-85
85
86-89
90
91

1. Executive Summary: The Brokers Hub (TBH) is a stock market themed casual dining restaurant aiming to
cater up to 100 customers when at full capacity. The restaurant will also offer Glutenfree and Vegan fast food since there seems to be a rising demand for it. We will be
offering Gluten-free and Vegan Pizza, Pasta, Wraps, Sandwiches, Burritos and Burgers.
The restaurant will be owned by a group of young individuals.. Collectively they
have experience in different industries, which is useful and sufficient enough in opening
this restaurant.
The Stock Market theme of the restaurant is new in the market. Here, each food and
beverage is considered as stocks where its prices will fluctuate as per change in demand.
This concept will only be active for a period of 4 hours during the evenings, which is
known as Market Hours. A restaurant with a stock market concept does not exist in
Dubai but there are restaurants offering vegan or gluten free food, hence making them
indirect competitors. Well-reputed and experienced chefs will prepare the food. The
Brokers Hub will offer dine in, take-outs and delivery options at fixed prices unless an
order takes place during market hours where the prices will fluctuate as per the demand.
We believe that the people of UAE love enjoying unique dining experience thus the
restaurant is designed in the form of a stock market. The ambience, atmosphere and
interior design would make the customers feel that they are actually in a stock market.
The food served would be treated as stocks where customers would speculate and
purchase them.
An area of 3000 sq. retail will be leased for the restaurant. The restaurant will be
strategically located in Burj Al Nujoom, Downtown Dubai where the restaurant can
expect walk in customers. Downtown is known for its tourist attraction and is described
as the Centre of Now.
The total startup cost for the business is approximately AED 2,560,161 million, which
will partly be funded by the owners and partly either by an Investor or will be secured
by a proposed bank loan.

We will be using traditional marketing methods during the launch of the restaurant to
attract the crowds, and further will be integrating it with the digital marketing campaign
to maintain those customers and creating brand loyalty.

2. Company Overview and Business Details: 2.1 Introduction: Our business plan is an innovative restaurant project, which has been created after deep
studying the population and hospitality sector of the United Arab Emirates. The
restaurant intends to sell variety of gluten-free food with vegan options, which would
be healthy for our customers. The restaurant will be named as The Brokers Hub
Restaurant (TBH) as it is a stock-market theme based restaurant. This is the first of
its kind of its kind in the Middle East and we intend to startup this business in a time
span of 8-12 months. The Brokers Hub is a partnership firm (with six partners) and will
be registered under the Department of Economic Development of Dubai. The Brokers
Hub will be located in the Heart of Dubai, Downtown Dubai as it is a hub for major
high-end restaurants and thus, we expect walk-in customers. Downtown consists of
highly populated residential and commercial buildings. Along with several world-class
hotels attracting high-end tourists from different parts of the world (Emaar, 2015). We
intend to expand our business in other Emirates and in the Middle East by 2022.

2.2 Mission and Vision Statements: 2.2.1) Mission statement: At The Brokers Hub, Our mission is to provide a high-end casual dining experience to
our customers by offering them with delicious, healthy gluten free and vegan food. Our
priority is to create a friendly environment as customer satisfaction is an important
virtue to us. We, as a restaurant, aim to target different types of people, families, young
adults, and teenagers. At The Brokers Hub, we ensure to use only high quality
ingredients to prepare our food while keeping it healthy and nutritious.

2.2.2) Vision statement: -

We are committed to serve delicious food, while taking good care of our customers and
staff. Over the next 12 months we would like to be known as the place to not only
have a fun experience but also serve affordable and healthy food. We aim to surpass
the standards and accomplishments that we have set for ourselves.

2.3 Objectives: TBHs objective for the first three years of operation includes:

To offer a unique ambience along with friendly customer service.

To provide exquisite & healthy meals to our customers at a reasonable price.

Averaging sales between AED 1,500,000-2,000,000 per year.

Expand our market all over UAE and the GCC.

3) Industry & Market Analysis: 3.1 Industry Analysis: According to the reports of Wam (2014), Dubai is considered one of the most regularly
visited cities in the world because of its hospitality sector. This sector contributes the
most to the countrys GDP. Many of the popular and franchised brands have developed
Dubai in a sophisticated style (Gulf Business, 2013). In an economy, upgrading one
sector leads to improvement in the other sectors; this is the case in Dubai where the
Hospitality sector leads to the boost of the tourism industry and vice-versa. In recent
studies Dubais hospitality sector has developed massive growth. By winning the bid
for Expo 2020, Dubai has increasingly become the attractive for the foreign hospitality
companies (Khaleej Times, 2013).
The latest news and reports articulate that UAEs food and beverage market has reached
heights. The F&B section has been used to fullest of their capabilities. In relation to
the size of the UAE population and the amount of tourists it currently attracts, there are
just too many venues with more on the way. Jim Modaddab, COO at Caramel Group,
told Gulf Business. (Anderson, 2014).

According to The National (2014), United Arab Emirates (UAE) and Dubais food and
beverage sector will be more than four times its current size in the next five years. This
will happen due to the increased demand from the hospitality sector in the United Arab
Emirates and specifically because of Dubai due to the announcement of the Expo 2020.
There is an increase in the UAE food and beverages industry from currently being 6,021
outlets to 25,021 outlets in the UAE. This is an increase of 19,000 food and beverages
outlets.

Growth in Food & Beverage

Sector in the UAE
30000
25000
20000
15000
10000
5000
0
2014

2019

Fig 1.1
Source: - as per the statistics from the National Newspaper
Coming to the idea of a casual dining restaurant, the market research reports states that
its a same scenario in the restaurants of UAE everyday that people wait to place an
order despite of the long waiting queues in the restaurant. The extent of restaurants is
not unique in Dubai but it is one of the obvious signs that the UAE is one of the most
up-to-date places for fast food dining brands. As we put forward the idea of the
restaurant serving a Healthy fast Food, we keep in mind the booming sector of the
restaurants.

The fast food dining sector of UAE is predicted to grow from $6.4bn (2011) to $8.7bn
by 2015 (Arabian Business, 2012). The need for serving gluten free food has also been
recognized in the market. Previously gluten free food was not given much of attention
in UAE market but in recent years, research has been done and it suggests that many
people are suffering from a state of Gluten sensitivity or Gluten intolerance

(Shepard, 2011).

3.2 Target Market: Our primary focus is on individuals between the ages of 18-40. The Brokers Hub will
focus on students, teenagers, young adults as well as working professionals. We cater
to people with special dietary requirements. We also offer gluten free menu along with
various options for our vegan customers. We focus particularly on this specific segment
as it consists of the type of people who would regularly frequent such a restaurant and
are willing to spend their time and money on good dining at a value price.

3.3 Competitive Analysis:

The Brokers Hub as stated above is located in the heart of Dubai; Downtown where
there are many restaurants. However there is a lot of competition we have researched
about our competitors in the market who satisfy the need of gluten free and vegan food.
Here are our direct competitors: 1. Ronda Locatelli:
This restaurant strategically located in Atlantis the Palm, Palm Jumeirah. The
customers can order for pasta dishes to be made gluten free. However the restaurant
only offers only 2 dishes that can be made gluten free hence not many options are
available for the customers (Ronda Locatelli, 2015).
2. ZPIZZA:
This restaurant is located in Dubai Marina and it offers Pastas, Salads, Pizzas and
Sandwiches, which can be made gluten free as well as vegan. However the price range
is not stated in their online menu but it is quiet expensive when compared to The
Brokers Hub (ZPizza, 2015).
3. 77 Veggie Boutique:
This multi-cuisine restaurant located in Tiffany Tower, Cluster W in Jumeriah Lakes
Towers, offers healthy fast food with a lot of vegan options and also calories as
mentioned with every dish on the menu (77 Veggie Boutique, 2015).
4. Sweet Connections:
Sweet connections opened its space at Mercato Mall. This bakery recognizes itself as

being 100 percent gluten free and safe for people who suffer with gluten intolerance.
Its not just gluten free but also notorious as the ingredients used are best researched
(Sweet Connections, 2015).

Strategic Grouping Map: The Brokers Hub

Ronda
High

Locatelli

77 Veggie
Boutique
THE
BROKERS
HUB

Pricing

Medium

Zpizza

Low
Service Quality
Low

Medium

High

Fig 1.2

Referring to the above grouping map, the restaurant Ronda Locatelli has a high pricing
strategy but a medium service quality. The Brokers Hub plans to provide the customers
with a high service quality and medium-pricing strategy as placed in the map above.
Looking at the menu of restaurants and the reviews we have placed our competitors

accordingly. We have adopted Blue ocean strategy as our service and product is very
unique when compared to our competitors in the market.

3.4 PEST Analysis:

3.4.1) Political EnvironmentGovernment regulations and policies such as taxation, trade and labor laws affect the
setting up of and operations of any business. TBH is located at the heart of Dubai, a
popular spot for food lovers and tourists. Dubai being a politically stable environment
is a major attraction for entrepreneurs to invest their capital. In addition to this, there is
a very well defined legal framework for business with clearly set ownership rules. This
allows us in better understanding of all the rules, regulations and procedures involved
for setting up our restaurant. Furthermore, the Dubai government is committed towards
the protection of intellectual property rights. This is a major advantage, as ours is a
restaurant with a unique concept, which has not been introduced in the UAE so far
(Government of Dubai, 2015).

3.4.2) Economical EnvironmentEconomic factors can have a major impact on any business, as these factors cannot be
controlled by the business itself. An easy example of this could be the fact that
customers should have the disposable income to spend at a restaurant. Apart from oil,
a major part of Dubai's revenue comes from tourism. There are no direct taxes on
corporate profits and personal income thereby making Dubai a viable place to invest in
(Ferris-Lay, 2011).

3.4.3) Social EnvironmentThe population of Dubai largely consists of an expatriate population. Residents and
tourists are known to try out different cuisines and new restaurants.

The expat

population has led to the opening up of various restaurants suited to match the taste
preferences of the different nationalities residing in Dubai. Keeping the local culture
and the religious views in mind, our restaurant will not serve pork and alcohol (Faq
Dubai, 2015).

3.4.4) Technological EnvironmentTBH believes in keeping up with the latest technological trends that surrounds us today.
Keeping this in mind we have decided to launch an application on the Android Playstore
and the Apple Appstore. This app allows our customers to check the menu and the
current prices of the various dishes and mock tails. In addition to this they can also
place orders through this app. Our price fluctuation will be controlled and monitored
by special software. We will also be making wide use of the already existing and new
and upcoming social media platforms to promote and advertise our restaurant so as to
gain the attention of a large audience (Dubai Chambers, 2014).

4) Product and Service: 4.1 Product:

The Brokers Hub Restaurant is a new idea in this market, which has been created as a
result of an extensive research on the hospitality industry and the eating habit of the
public. This restaurant offers the public to continue consuming mainstream fast food in
a healthier manner. Besides the healthy food we serve, the public can experience the
stock market concept that we offer. Our food will be prepared with care and be of the
finest quality.
Our Gluten free and Vegan Food include: 1) Pizza & Pasta
2) Burgers & Sandwiches
3) Wraps and Burritos
4) Salads
5) Desserts

4.2 Problems and Solutions:

4.2.1) Problem 1: As per leading newspapers of Dubai, gluten related issues have risen in recent years.

10

There are only a handful of restaurants offering gluten-free food in Dubai. As per
Harvard Health Publications (2014), gluten food causes gastrointestinal problems,
which include; gas, bloating, diarrhea, constipation, inflammation and headache. The
inflammatory effect also causes intestinal cells to prematurely die causing oxidations
of those cells. More importantly, Gluten is cancer promoting (Paleoleap, 2015).
4.2.2) Solution 1: Firstly, the food on our menu has more variety than the handful gluten-free restaurants
combined. Secondly, according to Dr. Daniel Jeffer in his article talks about that
Gluten-free diet are becoming very popular as it helps in solving gastrointestinal
problems. The Gluten Intolerance Group 1 is prepared to give TBH Gluten-free
designation once the restaurant is a running business. On and all in gluten-free diets
allows easy digestion and helps in restoring energy.
4.2.3) Problem 2: Obesity is the biggest problem in the MENA region and as per June 2014, there are 79
million obese people and 180 million overweight people living in this region (Butalia,
2014). This is due to unhealthy eating habits and junk food being readily available to
them. Most food in the markets has high fat content, which cause cholesterol leading to
heart problems and gastrointestinal problems (Naidoo, 2009).

4.2.4) Solution 2: To tackle this problem our restaurant will be offering vegan options, which has been
growing in demand lately. In 2012, Food Technology posted an article stating that
vegan diets helps in eliminating chronic diseases, cardiovascular diseases and cancer.
More importantly, vegan diets have no cholesterol and low fat content. Hence, TBH
aims to offers the healthiest fast food to the public keeping in mind their love for fast

Gluten Intolerance Group is an American body which gives the Gluten rating to the restaurants
(Gluten Intolerance Group, 2015).

11

food and the obesity rates in Dubai.

4.3 Services
TBH has an application of its own to ease operations. This application has been created
to replace paper menus making us eco-friendly and adapting to the latest technology.
This application will be available for download on the Google Play Store and Apple
Store for free. Customers can place orders through this app and get information about
the prices during market hours. Customers find it exhausting waiting in lines whether
it is for a table or to place an order for a take away. Hence, this application will cater to
this issue making our service efficient and effective.
The operation of this application will further be explained in detail in the Operation
plan no.7.

Fig 1.3
TBH will be operating 7 days a week during lunch and dinner. Weekdays and weekend
timings are mentioned in the above fig 1.3. We have the opening time in the morning
from Saturday to Thursday at 10 am however on Fridays at 1 pm due to the prayer
Salat-Al-Jumah (the Friday prayer).

During Ramadan, the operating timings of TBH will change. In the morning, TBH will
not take in-house orders and the staff will open up the restaurant at 5pm and start
preparing for evening food that will be served after iftar. A special iftar menu will be

12

prepared. Ramadan is also the month of giving; hence TBH decides to conduct CSR
food distribution activities for labor camps.

4.4 Patents: Patent in the United Arab Emirates, is generally given for an industrial process.
However in the case of our restaurant we would need a trademark of a logo for the
restaurant.
To register a trademark, we need the approval of the Ministry of Economy and which
is granted within 30 days (Ministry of Economy, 2015).
Additionally there is another requirement of the Ministry of Economy for a trademark
that one must include the geographical area. This trademark is valid up to 10 years
(ibid)

5) Customer and Value Proposition

TBH is proud to present that we are the only restaurant in the United Arab Emirates to
offer healthy fast food at affordable prices. Our value proposition is simple, as we
believe in simplicity. Further we offer great food with a unique stock market dining
experience where the prices of the food fluctuate depending on the demand of the
customers. We later will explain the pricing mechanism.
More than the food and the dining experience we have personalised our service by
offering loyalty points and using an application to offer the customer what he wants.
We also have a special request column in the app where the customer can choose if
he/she has an allergy or doesnt particularly like something. Unlike other fast food
joints we are not a franchise and the Brokers Hub Restaurant is owned entirely by us.
We understand the need of the market that is eating fast food, we just want to
personalise the experience by making it healthy.
Further to the above mentioned services we offer:1) We serve freshly prepared food with mostly imported and premium
ingredients.
2) We do not compromise with hot and healthy food.

13

3) Stock Market Theme at the restaurant

4) Making the usage easy and explanation on how to use the APP provided in the
APP, at the restaurant as well as on our YouTube Channel which is linked to
our website and APP.
5) Restaurant located with a parking premises in the building
6) The owners are running the restaurant so there is a personal welcome and
service
7) Effective Customer service
8) Convenience for take-away and delivery
9) A brilliant view of downtown Dubai
10) Link with the Gluten Intolerance Group

6) Marketing Plan: 6.1) Communication Strategy

Communication strategy is by far the most important strategy taken by companies to
maintain their customers (Rubin, Rubin and Haridakis, 2005). TBH relies on regular
customers visits with the aim to increase market capitalization and to ensure new
customers walk in regularly. The main motive is to make every customer loyal so that
we can ensure our revenue stream increases in due course. Below are methods in which
The Brokers Hub proposes to reach to its customers

6.1 i) Media Advertising: Media advertising is the most common way of promoting companies (Hudgins,2015).
Instead of spending huge amounts of money advertising through newspapers or TV
ads, we plan to promote it through food magazines. For instance, FRIDAY, 999 and
FYI DUBAI, shall help us to reach targeted consumers who are interested in food and
can spread the word for us.
Further, we aim to invite food critics like FOODIVA.NET who regularly review
restaurants to promote the best one and alert the worst ones. Food critics have many

14

followers and hence a good review from their side about TBH can increase our sales
overtime.
6.1 ii) Website: Today, every company ensures to maintain an online presence in order to engage with
their customers effectively (Marketing-school.org, 2015). TBH plans to have a personal
website that will help us gain more awareness and increase customer visits. Through
the website we aim to provide the virtual menu of our restaurant along with spreading
awareness of Gluten-free food and how its consumptions lead to a healthy life. Not
forgetting the core concept of Stock market, which will be virtually active during
trading hours of our restaurant.
Apart from that, our website also contains an announcements column which is linked
to our application for our customers to be aware of the regular price fluctuations in our
product. Moreover, we have also kept a reservation column for customers who wish to
dine in with a reserved table. Lastly, the website will also have a testimonials column
in order for customers to review our services allowing us to gain from their feedback.

6.1 iii) Social Media: Social media is a very good concept to gain feedback from customers and keep their
loyalty towards our service by encouraging them to follow our social profile. It is an
effective tool for customer acquisition and customer retention (Benioff, 2012). Social
media has proved itself, time and again as a cost effective way of reaching a mass
audience in a relatively short period of time. According to recent statistics, Dubai is
the leading Emirate in terms of social network users (stats.ae, 2013).
TBH plans to keep a Facebook and an Instagram profile integrated with our APP where
we aim to gain more followers for our restaurant and overall increase the branding of
TBH.
TBH proposes two social media strategies in order to acquire customers and gain
customer loyalty, which are the TBH Stock Scan and Share a Quote or Click a
Picture.

15

6.1 iii) i) 'TBH Stock Scan'

Fig 1.4
Source: - Top Mobile Trends, 2015
'TBH Stock Scan' is a strategy that mixes the use of existing technology such as QR
codes along with social media platforms. QR codes (short for Quick Response Codes)
is a type of 2D bar code which can be used to provide easy access to information
through any device such as a tablet or Smartphone (QR Code, 2015).
This further integrates into an exciting and interactive treasure hunt.
This treasure hunt using QR codes will be spread around in designated areas, which
have access to Wi-Fi. According to Sheikh Mohammed bin Rashid Al Maktoum, Vice
President and Ruler of Dubai on Twitter (2014), he made an announcement to increase
Wi-Fi penetration 2 across Dubai. This marketing strategy goes hand in hand with
Dubai's plan to turn into a 'Smart City' by increasing penetration across the city. We
can support this strategy with the recent statistics that the smart phone penetration is as
high as 73% in the UAE (Arabian Gazette, 2015).

Wi-Fi Penetration refers to increasing the number of Wi-Fi hotspots across Dubai in attempt of
turning Dubai into a Smart City by 2020.

16

Fig 1.5
Source: - Arabian Gazette, 2015
Over all, this strategy enables our restaurant to attract customers and gaining customer
loyalty by rewarding them with loyalty points.
6.1 iii) ii) QR Code Scanning Mechanism: -

Fig 1.6
The QR code can be scanned using any free QR code app. Upon scanning the QR codes,
new users who do not have the app installed on their device will be redirected to the
APP store or Play Store of their device and will be asked to download the app in order
to scan the bar code and make use of the other features of the app. Once the app is
downloaded, the customers will be prompted to sign up and create a portfolio that shall
be linked to their e-mails and Facebook IDs (Fig 1.6).

According to a survey conducted by TBH, people tend to link their social media
platforms to any new APPs on their phone (fig 1.7).

17

Social Media Link with the APP

Link with Social Media
Do not Link with Social Media
Do not Know that they could Link an APP with Social Media
4%

22%

74%

Fig 1.7
Social networks are used to log in. When a code is scanned the application sends out a
status update and has a leader scoreboard on our APP as depicted in the picture below:
-

Fig 1.8
Source: - Rockstar Games, 2012

18

Once completed, the customer shall be directed to their new loyalty points page and
can continue their QR scanning process to collect their points respectively.
The users who already have the APP installed on their devices will be directly taken to
their respective profiles where the loyalty points will be accumulated and updated
automatically in the profile as shown below in fig 1.9.

Fig 1.9
Source: Zomato, 2015
6.1 iii) iii) QR Response Rate: TBH decided to include the QR response rate to indicate the success levels of QR
scanning across the globe. QR code scanning is a concept that is new and innovative in
the Dubai market. This benefits TBH as it allows us to predict a certain level of success.
1) Verizon wireless placed QR codes across different malls, print adverts and even
websites to promote their application on android devices. They received over
150,000 scans in just one month. Verizon put promotions of QR codes in the
store and that allowed customers to enter the promotional code and win a
smartphone. Sales increased by 200% and Verizon received $35,000 to the
investment of just $1,000 (Verizon wireless, 2010)
2) Turkish airlines ran a similar campaign to promote brand awareness of the
airlines. They received 20,000 referrals with users spending an average of a
minute on the APP (UTALK marketing, 2013).
3) Taco Bell put the QR codes on their bottles and boxes and received 223,000
scans (qreateandtrack, 2013).
4) THQ, a game developer hid QR codes within its game Homefront which
allowed users to access new wallpapers or items. They received 30,000 scans
just within the first day (econsultancy, 2013).

19

6.1 iii) iv) Share the Quote or Click a picture

Once the customers have finished placing their order and have finalised their payment,
we request them to participate in our Share the Quote or Click a picture campaign.
The APP takes the user to the option to choose either, share a quote or click a picture
or exit the application (fig 1.10).

Fig 1.10
Click a picture is a strategy where the customer is requested to click a selfie picture
with a group (fig 1.11) and upload it on the social media platform Instagram and tag
TBH to receive the TBH Loyalty Points.

Fig 1.11
We do realize that in Dubai, some of our customers wouldnt be happy clicking and
uploading their pictures therefore we have 'Share the Quote' option. Once the
customer chooses 'Share the Quote' you are redirected to a page with a food quote
written on it. According to Stanford University (2013), 61% of the people see their

20

friends Facebook wall. This will increase our customer base. The customers will share
the quote, and a fixed number of points get added to the customers profile (Depicted
in fig 1.12).

Fig 1.12

6.2) Loyalty Points: The Customer Spends on Food and Beverages: For every AED 100 spent, 10 points shall be provided to a customer. In addition to
this, 1 point is equal to AED 10 (Fig 1.13).

10 Points
AED 10

AED 100

10 Points

AED 10
Fig 1.13
Moreover, the Customer also

receives loyalty points by

sharing a quote or by clicking a picture. For every quote shared or picture uploaded,
10 points shall be awarded which is equal to AED 10.
Over all, to redeem points, customers need a minimum of 30 loyalty points.

21

6.3) Pink Wednesdays

At TBH, we dedicate Wednesdays to the ladies and call it 'TBH goes pink
(#tbhgoespink). We will have our staff dressed in pink and have a pink theme to the
restaurant. The interface of the APP as well as the TV screens in the restaurant turns
pink. We also offer welcome drinks for free to ladies coming in groups.
6.4) Connect with restaurant discovery and reviewing sites
Every customer has the right to review the food of restaurants, so that restaurants can
learn from customers experiences and improvise. Zomato is the new favorite for
reviewing and grading restaurants on points. Our team aims to keep every customer
satisfied, hence we plan to add our restaurant to Zomato so they can review about us
and hopefully if we get a good rating then our brand quality can be improved.
Furthermore, our team proposes to tie-up with Round menu, which is a restaurant
reviewing site that also allows a customer to place an order from the website if he
wishes to (Round Menu, 2015). The benefits of partnering with these sites, is that
foodies regularly use them and hence through word of mouth, a buzz about TBH shall
be created therefore increasing its customer base.
With market capitalization and profits rising, in the future our team will further tie-up
with online ordering sites like Foodonclick and 24h.ae that will help us further enhance
our customer base and increase sales.
6.5) Application engagement
The application developed for TBH helps us to engage with our customers effectively.
Once a customer downloads the TBH application, he/she is asked to fill in his/her
details such as name, age, date of birth, email and mobile number. Our team for
branding purposes shall use personal details such as email and mobile number.
All the details shall be collected and organized on Mailchimp.com. Our team shall then
send emails to our customers leading to increased awareness of our gluten-free and
vegan concept, plus not forgetting the exciting stock market ambience.

22

Further, we have complete control over our application, and hence we can send
announcements to our members, which will be directly displayed on their home screen.
In this way, we will be in constant touch with our customers, and hence they will be
alerted on changes in price. As mentioned above, the one of a kind loyalty points system
shall also be integrated into the application, and using a loyalty points sharing strategy
shall further enhance more over this concept.

Fig 1.15
6.5) i) Share the Loyalty:Share the Loyalty' primarily focuses on group dine in customers. Once the customers
have placed their order and confirmed their payment through the APP, they are then
taken to the Loyalty Points sharing page. Here the customers can decide amongst
themselves the manner in which they would like to share their loyalty points. For every
AED 100 spent customers are rewarded 10 points, which is equivalent to AED 10. This
can be better explained with the help of an example.
For instance, we have a table of six who have already placed their order and the total
bill comes to AED 600. Only one customer would be asked to enter their basic details

23

on the tablet at the table (Explained in the operation plan for the APP and a short
note in the footnote).
We give our customers the freedom to decide how they would like to split the
points amongst themselves. The points could be split up according to their share of the
bill, or it could be split equally among all 6 people. Customers can gain their individual
loyalty points by scanning the QR code that appears on the loyalty points page from
their (personal) smartphones.
As each customer scans the QR code, they will collect their share of the points, and
the tablet will show the remaining number of points left to be collected. Our
customers are given 15 minutes to decide how they would like to divide the points,
and if they exceed the 15-minute timeframe, all the loyalty points will be awarded to
the customer who has entered his details on the tablet we provided.
6.5) ii) Market Crash:-

Market Crash is a scenario initiated by TBH to increase sales. This is triggered once a
day usually during peak hours. This is done so that customers order more since there is
a huge fall in the stocks for few minutes. Whereas during a crash, TBH plans to sell off
all its products that are not sold throughout the day. During this period, the prices of all
products fall by 20% and customers are allowed to order at low prices for five minutes.
6.5) iii) Predict the Price:-

TBH will initiate a new strategy called Predict the price in which, a customer can
predict the price of a particular product and if he /she guesses the correct price then
he/she can claim a 5% discount on the total bill. The game can be operated from the
APP and every customer has the opportunity to play 3 times during the trading hours
of 7pm-10pm.

24

6.6) Special Occasions: For special occasions, we have different strategies to encourage our customers to visit.
Below are the strategies planed to implement
1) Valentines Day Special offers for couples including free welcome drink.
2) Eid al Adha and Eid al Fitr - Free Arabic welcome drink (Kahwah) and Dates.
3) Easter Dinner - Complimentary TBH chocolate for every customer.
4) New Years Eve Exotic dinner with more intense fluctuations in pricing on
premium products.

To encourage more trading during special occasions, TBH stock market will operate
for long hours than usual. Further, for occasions like customers birthday, we plan to
send our customers a wishing message with a 10% off coupon on total bill if they dine
at TBH on their birthday.
6.7) Coupon promotion
To communicate effectively with our customers, we plan to market our restaurant at
coupon site like Cobone and Groupon. With this strategy, we remind customers of our
concept and further customers can get discounts on our products through the coupon
they purchase from these sites.
6.8) Channel Strategy
Channel strategy is the method that companies use to reach their customers. Companies
selling products use wholesalers and retailers to engage efficiently with their customers.
However, since we are a service industry, our channel strategy is to reach our
consumers directly and hence there wouldnt be any middlemen involved.
6.9) Positioning
Positioning is an important aspect on deciding the type of customers that will dine at
The Brokers Hub. We have positioned the product customers who are keen on
consuming gluten-free and vegan options. The motive is to position the product as

25

healthy and that of higher quality so that our brand achieves remarkable reputation in
the minds of the consumers.
6.10) Sales Strategy
Sales strategy is the strategy that companies use to sell its products to the consumers.
Many companies use personal selling and a strong sales force to generate leads. Due to
the nature of the business, our revenue can only be achieved when customers are
satisfied with the environment and the food. At present, every service counts and hence
with courteous staff and high attention to customers preferences, we aim to create an
amazing dining atmosphere ensuring our customers to be satisfied every visit. Further,
our waiters will be trained on their service attitude, customer perceptions and how to
handle customer complaints. Our team will conduct regular meeting to review our
policies, increase customer satisfaction and create an efficient chain of command
between the management and the staff. Moreover, customer surveys will be taken on
a regular basis to improvise on our service.
With operations and sales increasing over the years, our team plans to hire a sales
director who can enhance our policies and increase sales for the restaurant.
6.11) Unique Selling Point: 1) Gluten-Free and Vegan options
2) Being the first stock market theme restaurant in Middle East, we assume this to
be a unique selling point for our restaurant.
3) Application developed that eases our operations.

6.12) Pricing Strategy:Considering the prices of gluten free and vegan ingredients being high, our product
prices will be competitive compared to other established restaurants in the locality and
its other direct/indirect competitors. At the same time, it is The Brokers Hubs strategy
to create a perception of higher value than its competitors through our healthy food,
quick catering services, user-friendly application and entertainment.
Note: - The menu prices are attached in the appendix 16.

26

These prices are decided after an extensive market research on competitors prices
taking into consideration our fixed and variable costs. The strategy is to position our
products in line with the competition but our price mechanism will bring the prices
down by a certain level. Our prices will be lower than the competition and thus
attracting more crowds to our restaurant. Our pricing is more or less similar to our
competitors but our pricing mechanism will give us the competitive edge. Due to the
fluctuating prices, it was difficult to determine the exact sales however we have created
a sales forecast based on the minimum prices of the product.
The Pricing mechanism is explained in detail under Operations Plan pricing
mechanism.

Years

Sales Forecast

Year 1

AED 1975760

Year 2

AED 2308510

Year 3

AED 2880575

Fig 1.16
The sales forecast for the first 3 years has been tabulated using the given menu prices.
Therefore we intend to continue with the same price strategy and price mechanism for
at least 3 years. The purpose of this is to bring customer, create brand loyalty and retain
them. Customers will always be willing to pay the given price of our food because they
will always get prices lower than the menu price during market hours.

6.13) SWOT ANALYSIS:

TBH restaurant may provide the best services and may serve the best quality food, but
it is necessary to always analyze the strengths and weaknesses of our business so as to

27

know where we are lacking and where we can improve. Also it is important to know
about the opportunities and threats of the market. The managers, chefs and partners
play a very important role in making the SWOT analysis as we get more information
from others point of view as well.

Strength:
The strengths of our restaurant is mainly in the gluten free fast food that we serve, it is
as delicious and tasty as normal food but caters to all needs of customers. We also offer
high quality service to the people by providing them with a unique dining experience
that is a stock market ambience in the restaurant with perfect interiors. We also have
special offers and promotions for ladies on Wednesdays. Our strengths also include
fully technological experience through a user-friendly application on the Play store and
App Store where people can order with the swipe of their finger. We also provide an
exclusive concept of Share The Loyalty Points where the customers can share the
points of Brokers Hub among themselves and avail further discounts and promotions.

Weakness:
The weakness can be that customers do not understand the concept of Stock market
pricing and therefore they may not be satisfied by the high or low pricing strategy. Our
staff is highly trained but since the customer handling is all up to them, there is a chance
of weakness through our staff. No regular supplies from our suppliers or delay during
the shipping can also be a weakness for the restaurant. Our pricing structure relies
completely on the system so any problem with our systems can lead to weakness.

Opportunities:
The opportunities for The Brokers Hub are to open up its branches in other areas of
UAE. Also by adding new cuisines and beverages to the existing menu may help to
target more customers for the restaurant. Taking the advantage of the gluten free food,
in future we can also start selling some famous restaurant products such as gluten free
baked products. This may increase more opportunity for the restaurant to grow.

28

Threats:
There are a couple of restaurants that provide gluten free dishes so there is a chance of
intense competition in the market and it can be a threat to our restaurant. Since our
restaurant is located in the main Downtown area there is a chance of many new
restaurants coming up which can be better than ours. There may also be a threat that
the suppliers may increase the price of the commodities, which may affect our budget
and can also be a threat for the restaurant.

7) Operations Plan: 7.1) Key suppliers: Tulsidas Lalchand General Trading L.L.C: Tulsidas Lalchand General Trading L.L.C is a leading wholesaler for food supplies in
the United Arab Emirates. Their primary focus is on delivering high quality food
supplies weekly to restaurants and supermarkets. We chose them as our food supplier,
as they are able to cater to our Gluten Free needs and their imports are from India and
the United States (Tulsidas Lalchand General Trading L.L.C, 2015). We have also
attached a quotation by them in the appendix.
Intercity Lighting LLC: Intercity Lighting LLC is an electrical works company to provide us with electrical
works and fixtures. In addition they would also provide us with all the testing, DEWA
documentation and approvals that our electric and IT systems are as per the regulations.
We chose them as they were providing us the electrical works and fixtures at a
discounted price. We have also attached a quotation by them in the appendix.
Provident Real Estate:Provident Estate is one of the 5 leading real estate companies in Dubai UAE. They offer
variety of services from owning the property to selling and leasing. The company is an
award winning real estate agency since they are ISO certified by the Ejari and regulated
by Real Estate Regulatory Authority (RERA) (Provident Real Estate, 2015). We chose

29

them, as Provident Real Estate was the real estate partner of the building we plan to
open our restaurant.
Al Saad General Services Est.: Al Saad General Services Est. offers various legal advise and assist with set-up
documentation. In addition they help in drafting the agreements, visa and medical
assistance, help with the Wages and Protection System (WPS), assist with the health
and safety regulations and the negotiation of terms. Further, our customer relations &
legal representative Mr.. will be in constant touch with ... if we require any legal
assistance. We chose them as they were offering us the most affordable and reliable
legal advise due to Kunals personal contact. We have also attached a quotation by them
in the appendix.
Paramount Middle East: Paramount Middle East is a leading company who primarily focuses on trading,
Importing,

Exporting,

Consulting,

Designing,

Manufacturing,

Installing,

Commissioning and Maintenance of Kitchen Equipments (Paramount, 2015). We

suggest that we should choose them as our Kitchen Equipment supplier as they are
ready to give one year of free maintenance.
Al Ansari Trading Enterprise LLC: Al Ansari Trading the provider of corporate equipment and infrastructure. This
company has gained a high status in the market for delivering good service in a timely
manner. We chose them as our corporate equipment providers as Al Ansari is registered
with the Tender Board of Oman as an excellent grade company and is also certified
by the Quality Management Standard ISO 9001:2008 (Al Ansari Trading Enterprise
LLC, 2015).

Al Halabi Kitchen Equipments: Al-Halabi Refrigeration & Kitchen Equipment LLC is a company that is involved in
designing manufacturing, installing and maintaining kitchen equipment for hotels,
coffee shops and restaurants. Since they have offered to provide us with free additional

30

equipment for the chillers, they are our preferred choice of suppliers for kitchen
equipments (Al Halabi Kitchen equipment, 2015).
Kj Rocker F.Z.E: Kj Rocker F.Z.E is a direct marketing company and a social media-marketing expert
that support us in our various marketing activities (Kj Rocker F.Z.E, 2015). We chose
them due to our personal contacts and the relatively low price than the market.
Alpha Data: Alpha Data is one of the leading ICT infrastructure solutions companies in the United
Arab Emirates. Alpha Data would be providing TBH with the IT infrastructure and we
suggest choosing them as they also provide their client with a IT specialist for one year
free with the installation of the systems. We can pay a small fee to extend the warranty
provided (Alpha Data, 2015).
Emirates Academy of Hospitality Management: The Emirates Academy of Hospitality Management (EAHM) specialises in offering
hospitality management degrees. The EAHM is associated with various reputed
international organisations such as the Ecole htelire de Lausanne (EHL) in
Switzerland. Additionally, EAHM is accredited by the Ministry of Higher Education
and Scientific Research in the United Arab Emirates, the Institute of Hospitality in the
United Kingdom and the International Centre of Excellence in Tourism and Hospitality
Education in Australia (ICE) (EAHM,2015). We plan to plan a memorandum of
understanding as part of the Brokers Hub commitment to support local education
initiatives. Additionally, at The Brokers Hub we encourage and promote professional
hospitality management skills to the highest standard by sharing our practical
experience by regularly running a training program. The training program is from 3
months to 6 months as in the United Arab Emirates the maximum period for an
internship is 6 months. However it can be renewed.

31

7.2) Responsibilities and Chain of Command: -

Managing Partners:
- Sales and IT Manager
- Finance Manager
- Legal and Customer Relationship Manager
Marketing Manager
Logistics Manager
HR Manager
Head Chef
Sous Chef 1
Pizza and Pastas

Sous Chef 2
Buritoes and Wraps
Burgers and Sandwiches

Station Station
Chef 1 Chef 2
Trainee
Chef 1

Station
Chef 3

Station
Chef 4

Sous Chef 3
Desserts and
Salads
Station
Chef 5

Station
Chef 6

Head
Bartender 1
Mocktails and
Smoothies

Trainee
Chef 2

Fig 1.17
The Brokers Hub Restaurant consists of six partners who will work together handling
different areas with their main focus on achieving the best outcome for our customers
and enjoying what we do. We have taken on responsibilities based on our passion and
our education qualifications. The Head Chef (Executive Chef who works closely with
the managing partners) of the restaurant is in charge of the entire kitchen staff and will
delegate and supervise their work. He/She will be responsible for all the dishes that
leave the kitchen. Head chef is the one who will alter the menu, form recipes for all
dishes and will also control the kitchen inventory alongside the logistics manager . .
It is important for head chef to delegate work simultaneously to other kitchen staff and
ensure that problems (if any) are resolved quickly and efficiently. The head chef will
be remunerated with salary on a monthly basis and will also receive 4% of total profit
of TBH every year. He is obliged to stay with the TBH for at least three years as per a

32

Non-Disclosure clause we plan to in-corporate in the legal contract attached in the

appendix.
Under the head chefs chain of command, come the Sous-chefs who will be responsible
for delegating and coordinating work with the entire kitchen staff (mainly station and
training chefs).
Sous-chefs ensure that the dishes are made in line with the work schedule and match
the set quality standards. TBH will require three Sous-chefs, each experts in their
respective food categories. They will be remunerated with salary on a monthly basis.
Station chefs directly come under the Sous-chefs and will be executing multiple
activities within the kitchen. They are assigned tasks directly from the sous-chefs and
head chef. They are entirely responsible for the cooking process of their respective
dishes. TBH will require six station chefs who will also be remunerated with salary on
a monthly basis.
Training chefs would be the chefs (mainly emirates hospitality management students)
who will be working directly under the station chefs. They are the ones who may have
completed or are in process of completing their formal learning and will work with
TBH to achieve either culinary or operation training at the restaurant. TBH will require
two of these chefs on a 3-6 months contract basis and will be remunerating them with
a basic stipend every month. TBH may consider hiring them permanently upon
completion of the temporary period.
Bartender will directly work under the head chef and prepare smoothies and mocktails
(non-alcoholic) for TBH. He or she will control the drinks inventory along with the
logistics manager. The bartenders job is to ensure that all drinks are made in line with
the restaurants menu and is as per TBH quality standards. They too will be
remunerated with salary on a monthly basis.
Other than the kitchen staff TBH will require four waiters/waitresses who will receive
instructions from the customer relationship manager and will coordinate with the sous-

33

chefs. They will be allocated particular tables of the restaurant. Their position is to
establish good rapport with customers, assist and ensure that the customers understand
the entire food ordering process (from the APP, on the tablet we plan to stick on the
table to the whole process and in addition using YouTube as explained earlier to raise
awareness). Our HR manager would also be part of the process by using her
customer relationship management skills at the restaurant.
IT executive will be under direct supervision of the IT manager. He will be required to
handle all the systems of TBH including application, e-point of sale. He/she has to also
monitor our stock market and ensure that all the tablets and television screens are
working in the restaurant. The personnel will ensure that the restaurant operates
properly and will assist the IT manager in rectifying issues (if any).
A Cashier is to be hired who will closely work with the finance, sales and customer
relationship managers and handle monetary funds and other matters. As we are a new
venture, our finance manager . would be working alongside the cashier to ensure a
smooth functioning of the payment. We plan to hire more cashiers in the years to come.
Receptionist is required to ensure that all walk-in customers are seated as per their
preferences and also to attend the customer phone calls of TBH (for reservations and
information). Our marketing manager . would be assisting her for the same.
Cleaners (2 cleaners), they will be handling the kitchen and the dining area and will
make sure that the restaurant is clean as per safety policies and procedures. They should
be able to understand oral and written instructions and speak at least basic English.
Delivery is in an important aspect for every restaurant to increase its customer base.
Many restaurants survive in Dubai due to their fast and free delivery service
Our concept also relies on the delivery to cover our daily sales and hence for the first
year our team plans to hire one bike driver who will help us deliver on time and increase
our revenue. If needed, then we plan to outsource bike drivers as well in the first year.
The deliveryman of TBH would deliver to proximity of 5 km of our restaurant, which
covers, the entire downtown, business bay and a part of Sheikh Zayed road. The driver

34

needs to have good knowledge of the locations and buildings surrounding the delivery
areas, making it efficient by delivering on time.

7.3) Human Resources: The Brokers Hub Restaurant will need the following workforce to ensure wellorganized operations:
Designation

Experience/Degree

No. Of
Staff
Required
1

Salary
(Monthly)

Head Chef

Minimum work experience of 3-5

years holding a Bachelors Degree
in Culinary Arts.

Sous Chef

Minimum work experience of 2-5

years holding a Diploma in
Culinary Arts
Minimum work experience of 2-5
years.
Hospitality
students
with
minimum commitment of work for
3-6 months.
Minimum work experience of 2-5
years in virgin drinks with a
bartending certification.

AED 4,000

AED 2,000

AED 1,000

AED 2,500

Waiters/Waitresses

Minimum work experience of 1-3

years with good English speaking
skills (Arabic speakers would have
an advantage).

AED 6,000

Cashiers

Minimum work experience of 1-3

years holding a Bachelors degree
with
knowledge
about
mathematics and computers.

AED 1,800
AED 2,000

Receptionist

Lady with minimum work

experience of 1-3 years. Good
communication skills required.

AED 2,000

IT Support

Minimum work experience of 1-3

years holding a Bachelors degree
in Computer Systems. Should be
proficient in IT system support and
maintenance.

AED 1,800

Station Chefs
Training Chefs
Bartenders

AED 7,000

35

Cleaners
Delivery Man

Energetic and friendly staff

required.
Familiar with Dubai roads holding
a valid bike license.

AED 1,000

AED 1,200

7.4) Operation: During lunch hours we have fixed prices as per the menu. For instance, prices of the
items dont fluctuate in case of lunch however in the evening we operate the fluctuating
range pricing mechanism so that we can give our customers a unique stock market
dining experience where the prices increase or decrease as per the customer demand for
the product.
Upon arriving at the restaurant, guests are greeted by a receptionist and one of the
partners, who shall escort them to their preferred seat. The customer is then ready to
order through our APP. The APP recognizes the customer through his/her mobile
number and allows them to order, keeping in view the allergies of the customers if any
are mentioned. If the customer is new to the restaurant one of the waiters shall take their
order and their phone number so as to register it into the system for their next visit.
Once the orders are placed, it is then transferred to the kitchen by simply confirming it
on the APP. The order is transferred using a POS system placed in the kitchen. The
head chef will be able to keep track of all the orders. Once the order is complete the
waiter or server will be able to bring it to the table.
For a dine-in the order is delivered to the table in 20 minutes however in case of a
delivery the order is in just 35 minutes. Initially, as we are a new business we wont be
able to deliver across Dubai. We would only be able to deliver around Downtown. The
deliveryman would be responsible to deliver the order on time. However, it is the
responsibility of the Head Chef in collaboration with the coordinator to ensure pre
delivery cooking is done on time.
The kitchen preparation has been planned with a minimum of one cook and a maximum
of 3 cooks working on the order. This has been designed as per the requirements of the
business. Additionally, due to quick movement and rush hours during trading hours we
wont have excess time to clean up and hence one hour has been allocated for cleaning
purposes ensuring that the restaurant is clean and completely ready for the next days
operations.

36

7.5) APP Mechanism (How does the APP work): This is available on the Apple App store, Blackberry Store and the Android Play store.
The user-friendly application helps customers to place an order through the APP itself.
The APP is designed in such a way that the customers are first asked to fill in their basic
details such as the name, phone number, age and email address. It is then followed by
the option where the customer needs to select whether they would like to dine-in, have
it delivered or would like to pick it up from the restaurant themselves (take-out). Next
the app takes you to the food and mocktails menu. During the trading hours, customers
will be asked to lock in their order as the prices of each dish are subject to change
depending on the demand. However this is not applicable during our non-trading hours
and customers pay the prices set on the menu. Once the customers place their orders,
they would get asked to confirm their order and mode of payment i.e. through cash,
card or cash on delivery. Customers are then provided with the option of sharing their
loyalty points, which is applicable only for the dine-in customers. Once they receive a
confirmation message, they can exit the app. Figure 1.18 and 1.19 below show the
sequence of placing an order and the working of the app during the non-trading and
trading hours respectively. Note:- The prices can change by 1% during the trading
hours.

37

Figure 1.18

Figure 1.19

7.6) Pricing Mechanism: Thinking of the stock market, our team decided to create a unique way of pricing our
products and we want our customers to be surprised with variations every visit. To be
frank, this was not an easy task. First, we jotted down our cost of each product. Further,
we added up the cost of marketing and the operations of the restaurant. Being that done,
our team calculated the final price of all the products.
Coming to our price mechanism, our team has developed two strategies to support the
stock market concept. The pricing mechanism being the zest of this project, the strategy
is segmented into two tables, one is the increase table and other is the decrease table.
Above is the increase and the decrease table, were we have shown the different
percentages of different products. As per the increase percentage, we see that with every
round, the percentage change is higher and hence the fluctuation will be more. This is
done to earn a premium in our stock market and earn abnormal profits. Hence, as the

38

demand for a product increases, the percentage change for it increases, resulting in
more revenue for The Brokers Hub. On the contrary, decrease table states the
percentage fall that will implement when the product has to fall and as more as the
product is not ordered the percentage fall will be higher.
As per our system, the concept works on the basis of Rounds where the increase or decrease
takes place as per the product is sold. With every transaction, the system checks the sale of all
products. The products bought will increase, while the products not bought will decrease.
Each Transaction irrespective of the product sold is considered as a simple round of the
product For instance, three customers dining at TBH and the following order is madeCustomer Order

Time

A
B
C

7.05pm
7.06pm
7.07pm

2 Pizza
3 Pizza
1 Salad

Round

Assum
ption
price
AED
Pizza = 1 Round Increase 75
Pizza = 2 Round Increase 75
Salad = 1 Round Increase, 50
Pizza = 1 Round Decrease

%
change

Price
change
AED

0.40%
0.45%
0.33%,
0.97%

75.30
75.64
50.17,
74.90

When the Customer A orders pizza, the system recognizes this as the first round of
pizza sold, hence it increases the price as per the percentage mentioned in the increased
table. Again, the second customer also orders a pizza. The system again assumes that
the second round of pizza is sold, hence the increase is based on the second round and
the percentage change is higher (The increase and decrease table has been attached
in the appendix).
Now, when the third customer orders a salad rather than a pizza, the system recognizes
that one round of salad is sold; hence the increase is based on the first round of the
salad. However, pizza is not sold in this transaction; hence the system will decrease the
price as the decrease table round 1.

Market Crash

39

Fig 1.20
Market Crash is a situation that has implemented in our system to increase sales. The
motive of this strategy is to create a hike in the restaurant for buying our products. This
scenario will be implemented once a day during the trading hours and it is usually
triggered during high crowd in the restaurant. As the market crash is being triggered,
there is news announced about the crash and with a countdown of 10 seconds, all
products prices fall by 20% (As depicted in Fig 1.20).
Note: The pricing mechanism is just mentioned for the investors reference. However, the
mechanism would not be revealed to any customer of TBH.

40

8) Key Milestones and Development Strategy:Feb-15

Mar-15

Apr-15

May-15

Jun-15

Jul-15

Jul-15

Aug-15

Sep-15

Task 1
Task 3
Task 5
Task 7
Task 9
Task 11
Task 13
Task 15
Task 17
Task 19
Task 21
Task 23
Task 25
Task 27
Task 29
Task 31
Task 33

Fig 1.21

41

Task 1
Task 2
Task 3
Task 4
Task 5
Task 6
Task 7
Task 8
Task 9
Task 10
Task 11
Task 12
Task 13
Task 14
Task 15
Task 16
Task 17
Task 18
Task 19
Task 20

Task Name
Deciding on a Business idea
Requesting a quotation from Food suppliers
Market research from Hypermarkets
Requesting a quotation from the Property agent
Requesting a quotation for our marketing plan
Requesting a quotation for our machinery supplier
Inquiry of the IT system and Stock market POS registers
Speak to an APP development person
Requesting quotation for lighting expenses
Inquiring the cost of delivery bikes
Quotation of the legal expenses
Business idea pitch to investors
Confirmation of investment from investors
Finalizing Application development for the customers
Finalizing the location with the Property agent
Pay the advance of the first rent
Paying all the legal fess for the establishment of the business
Approval from different ministries for start-up
Confirming the Furniture and Fixtures
Finalize the quotation from our machinery supplier

Start
01/02/15
22/02/15
27/02/15
01/03/15
03/03/15
04/03/15
05/03/15
10/03/15
13/03/15
14/03/15
19/03/15
20/03/15
27/03/15
28/03/15
29/03/15
01/04/15
02/04/15
03/04/15
06/04/15
07/04/15

Duration
20
6
2
2
1
1
5
3
1
1
2
7
1
1
3
1
3
3
1
2

47

Task 21
Task 22
Task 23
Task 24
Task 25
Task 26
Task 27
Task 28
Task 29
Task 30
Task 31
Task 32
Task 33
Task 34

Installing the machinery supplier

Confirm IT systems quote
Installation and Testing of the Stock Market POS
Testing of the mobile application for the customers
Commence a recruitment process for the restaurant
Mandatory staff training as per ministry requirements
Confirm purchase of delivery bikes
Pre-commencement advertising
Signing a MOU with the Emirates Hospitality Management for
Trainees
Finalizing the organisation chart and operation duties
First delivery of Food supplies
Website and Application inaugural
Implementation of the Social Media Strategy
Commencement of the Restaurant

09/04/15
10/04/15
11/04/15
11/05/15
30/05/15
29/06/15
01/07/15
02/07/15

1
1
30
20
30
3
1
30

01/08/15
07/08/15
21/08/15
25/08/15
26/08/15
01/09/15

7
15
3
1
3
1

48

9) Management Team and Company Structure

The core team of The Brokers Hub comprises of six partners. Specific roles have been
assigned to each of them so that the restaurant can function properly and efficiently.
Various responsibilities assigned include customer relationship, finance, human
resource, IT, logistics, legal and marketing. Different roles have been assigned to each
partner on the basis of the skills and knowledge that they possess and also depending
on their established personal connections in the industry.
Management Team:
Head chef:
TBH expects to hire a skilled professional head chef with at least 5-10 years of
experience. The head chef is expected to at least hold a Bachelor in Culinary Arts and
would require understanding and adapting to the customers taste preferences. The chef
at this position would be the backbone of the restaurant and will develop and implement
the menu, supervise and train the entire kitchen staff and monitor the entire operations
process of the kitchen. The head chef would directly work in line with the vision of the
managing partners and ensure that the entire staff working under him or her also works
towards the same vision. He or she would constantly work with the logistics manager
and forecast the supply needs and ensure that adequate inventories are available at all
times for suave operations of the restaurant.
Culinary Specialist: The Culinary specialist for TBH is Ms. .. She is currently
studying International Economic Relations at the Moscow State
University of International Relations. However, due to her
impressive knowledge in culinary arts and passion for good
food, she has helped our team design the menu and would play
an important role in selecting the head chef. She has a good
knowledge on Gluten Free and vegan options. She would not be working on a daily
basis with the team however would be providing the team with assistance as and when
required.

49

Marketing Manager:
The Marketing Manager for TBH is Ms. .. She is currently studying BBA with
Marketing at Heriot-Watt University. She has abundant knowledge about different
aspects of marketing including marketing activities, strategies and resources.
Previously she has worked in Muscat with a known multinational company as a
marketing executive and is well aware about marketing industry across GCC countries
making her the ideal person for the position. At TBH she will be responsible for all
marketing activities (including PR campaigns), from developing the strategy until the
execution will be her responsibility. She would also be working closely with our finance
department and our marketing and social media communication company Kj Rocker
FZ.LLC. She would also be scheduling the social media posts and would be forwarding
any complaints received from the social media channels to our customer relationship
manager. In the restaurant operations, she would serve with . to overlook that the
customers are being seated in time and as well as overlook any customer problems.
HR & R&D Manager:
Ms. is the HR manager of TBH. She is currently studying BBA with Management
at Heriot-Watt University. Previously, she has interned in the HR department and has
gained insights to different aspects of business environment. She is a good researcher
and is very passionate about the work that she performs. At TBH, she will be
responsible in recruiting and training the staff as per the requirement. She will handle
the entire process of disciplinary, employee relations and will also set codes of conducts
for employees and deal with the remuneration contracts of the company. In the
restaurant operations, she will assist . overlooking the customers being seated in the
restaurant. She would also be overlooking issues with loyalty points and even assisting
customers on how to operate the systems.

50

Finance Manager: is our Finance Manager. He is eligible for this position since his previous internship
experience with Emirates Islamic Bank, PKF and Global Management Consultants
would help him in understanding and maintaining the entire accounting process, which
will include taking care of all sorts of financial issues. He is soon going to graduate
holding a Bachelors Degree in Accounting and Finance. In addition, he has a passion
for traveling and has a certificate of corporate law and start ups in China. His expertise
in law will be essential to understand various health and safety codes as well in Dubai.
His expertise in finance will ensure that the entire finance of the company would be
monitored, planned, organized and controlled by him. will work closely with all the
departments to ensure smooth functioning. will also assist and help the IT manager
of TBH with softwares and systems as he has great knowledge and experience about
VB programming.
Legal and Customer Relationship Manager:
is the Legal Representative and Customer Relationship Manager of the TBH. He is
eligible for this position since he is very familiar with the laws and regulations of the
Dubai Government.
He is soon going to graduate from Heriot-Watt University holding a BBA with
management and marketing degree. . has a wide network of connections in the
Government and also serves as a legal advisor for his family business that handles all
forms of legal documentation works. He will closely work with Al Saad Documents
Est. who will serve as our legal service providers. At the restaurant, he will serve as
Customer relationship manager and will ensure that the best of food and services are
offered to them. . has previously worked with various electronic brands in customer
service and relations. Hence, so we believe that he will be the right person for this
position and will meet and exceed customer expectations.

51

Sales and IT Manager:

will be handling multiple position of Sales and IT Manager at TBH. He will soon be
holding a bachelors degree in accounting and finance from Heriot-Watt University.
has been assigned the position of a Sales and IT manager keeping in view that he has a
three years sales experience with a reputed bank of Dubai and has learned PHP
programming. The skills and knowledge that he carries would help us to increase our
sales by implementing various ways and tactics that will be suggested by him along
with an IT-charge will also be overseeing the IT system infrastructure at TBH. He will
also make sure that all the systems and softwares are in place and are functioning
smoothly. Karan will also be assisting the finance department under to make sure
that the price mechanism is working efficiently.
Logistics & R&D Manager:
is the Logistics Manager at TBH. He is appointed for this position because he has
well-established networks with major key players of the market (land agents, food
suppliers, disposables, etc). has previously worked with various real estate and food
companies that makes him very familiar with the entire supply-chain process. He is a
very dedicated person and a good communicator and soon will be holding a Bachelors
degree in Accountancy and Finance from Heriot-Watt University. He will constantly
be in touch with the finance, kitchen staff and the suppliers in order to avoid any
hindrance that may arise in the restaurant or its operations. Being a strategic planner he
establishes closer and cooperative relations with our key suppliers and make sure that
the company recognizes increased value and reduced risks from the suppliers.

52

Service Agrent Guaranteer

(Local)- Shk. Saif

Managing Partners:
- Sales and IT Manager
- - Finance Manager
- - Legal and Customer- Relationship Manager
- - Marketing Manager
- Logistics Manager
- HR Manager
- - Culinary Specialist
Kitchen and Operations Staff:
- Headchef
- Sous Chefs
- Bartenders
- Station Chefs
- Training Chefs
- Waiters
- Receptionist
- Cashier
- Cleaners & Helpers
-Delivery Man

Company Structure:
Fig 1.22

The above three-tire diagram shows the organization structure of TBH. The diagram
shows clearly shows that the local guaranteer is the most important person of the
restaurant, without whom it is impossible to establish the restaurant. Under the
guaranteer come the managing partners of TBH who will be handling the entire
workforce of the restaurant.

53

Our legal representative in association with our legal consultancy firm (Al Saad
Documents) worked out the entire process of establishing the restaurant. As per Dubai
laws, restaurants come under the category of 'Service Agent' and not 'Commercial
License', thus do not require UAE national partner, however we require a UAE national
guaranteer. The role of the guranteer would be to legally represent the restaurant.
At TBH, the local guaranteer will be Shk. . who has been referred to TBH by our
legal consultants. He will be legally supporting and representing our restaurant and
will be paid a sum of AED 15,000 every year. He will not be liable to any further
profits or losses of the business.
TBH will be registered under the name of seven managing partners holding 100%
control over the business. The culinary specialist, Ms.Anna-Maria Chkoniya will be
holding 6% stake of the restaurant, whilst the other six managing partners will hold
9% stake.

10) Resources and Legal All new and existing businesses in Dubai require a license in order to operate. The
license issuing government body of Dubai is known as Department of Economic
Development (DED). DED operates closely with the Dubai Municipality, Ministry of
Interior Affairs and Dubai Emigrations (Department of Economic Development DED
,2015).
TBH being a restaurant would require a service agent license. Every year a set amount
of money will be paid to a Local sponsor who will act as a service agent guaranteer.
The entire process of issuing a license is a month long process that would include
legalization, issuing visas, court agreements, approvals, etc. Our legal representative
will closely work and provide all the necessary documents and information to our legal

54

consultancy firm (Al Saad Documents) who will carry out all legal procedures for us.
The total estimated legal cost given by Al Saad Documents for setting up our restaurant
is AED 240,000, which would include visa, medical of 23 employees and 6 managing
partners. The articles of association have been attached in the appendix. The
employees will require attending special one-day hygiene training from Dubai
Municipality since it is a restaurant. In case of a dispute of any kind, Al Saad will assist
us with their legal advice however in case of a court dispute (patent rights) their job
will be to refer us to a known lawyer.

11) Funding Sources: At the Brokers Hub Restaurant we plan to classify our financing sources into internal
which are within our business and external sources which could serve as providers to
our restaurant financing. Further, keeping in view of the current situation we decided
to divide the sources of finance according to more preferable and less preferable types.
Internal Sources: 1) Personal sources (Preferable Option): We can borrow from our friends, family members and use some of our own savings to
use as finance. After consulting and keeping in view the current market, we are able to
raise a sum of AED 600,000. This is a preferable method of borrowing as it has the
least risk associated with it. Moreover in most cases of borrowing through personal
contacts the interest rate associated with borrowing is relatively low or zero.
2) Profits acquired through previous year (Preferable Option): -

55

Being in the restaurant business, we dont have huge credit periods like other businesses
in the United Arab Emirates. We believe that our credit card customers banks would
pay us at the maximum in a week. On the other hand, we can pay our suppliers within
a 90-day credit period (because of our known suppliers) this gives us more liquidity in
our business. The money generated from the sales will be the primary method of
acquiring profits from the previous year. The money in the first two years and five
months will be used to breakeven however eventually it would be used for the
expansion of the business. We plan to initially expand our business operations by
increasing our delivery manpower; this can be an effective way to increase our profit.
Further, we plan to expand to Abu Dhabi and Muscat, Oman.
External Sources: 1. Angle Investors (Preferable): Angle Investors are a preferred source as they are the main sponsors of the business
and they mostly do not interfere with the functioning of the business. Further, they are
ready for high-risk investments and can raise capital even in small amounts through
their personal contacts at low interest rates. Another major advantage is that angel
investors generally invest in local projects rather international as they have a good
knowledge about the local market.
2. Bank Loan (Preferable Option): A bank loan is generally a long-term type of finance. During the first six months of
start-up, TBH is not eligible for a bank loan. However if we need additional funds the
Brokers Hub Restaurant will hesitantly apply for a SME finance loan. The minimum
period for a loan is 5 years and the interest rates are usually high. While bank loans are
a good source of finance they usually do not provide much flexibility.

56

3. Bank Overdraft (Not Preferable Option): Another option of finance for a shorter period is Bank Overdraft. Since this can be used
when only needed, its a flexible source of finance, and is preferable for The Brokers
Hub to manage seasonal fluctuations in cash flow. In spite of all this, the rate of interest
charged by the banks on the overdraft is extremely high, thus making is unsuitable for
The Brokers Hub Restaurant.

12) Financial Plan: 12.1) Key Financial Assumptions: Financial assumptions are a very important part of a restaurants business plan as every
minute detail can affect our revenue and further delay our breakeven. Our team has
considered every detail that can or could affect our business plan. Below are the
assumptions made:
We assume to have low sales in the first year of operations due to new startup. Sales
have been calculated by assuming the number of items sold per day, coming up to a
total that is the final revenue of the firm (WN2)
We assume to have weekly sales variance wherein weekends; Thursday and Friday
are assumed to be the highest sales day for our restaurant. Apart from that, working
days are assumed to have high sales during lunch hours.
Moreover, an assumption has also been made on the basis of seasonal sales. Sales are
expected to be high during wintertime during the months of November to February.
While on the other hand, The Brokers Hub assumes to sell more mock tails and
smoothies during summer time from May to September.

57

 Further, it is assumed that there is no legal complaints in the first 3 years of operations
that can or could affect our companys reputation further reducing our revenue.
Moreover, an assumptions is made that accounts receivable is 0 days as payment is
reflected immediately with service.
An assumption for inventory turnover is also been made, wherein our food supplies
are assumed to last a week and the turnover for supplies from our supplier Tulsidas
Lalchand L.L.C is assumed 7 days.

58

12.2) Income Statement: -

Fig 1.23
Following are the factors that helped us to come up with a statement

Sales: Revenue has been estimated to be on sales per day of per product and we
have reasonably considered every item sales from year 1 to year 3. (Appendix)

59

Food Ingredients: The food estimate has been taken from our supplier, which is
.. L.L.C. As per our conversation with their team, they had commented that food
prices increase every year and we have considered an increase in the cost of the
food materials from approx. 200,000 in year 1 to 300,000 in year 2. Further, we
have also considered that with increased market capitalization; our sales will be
high and hence materials required would be more.

Employee Salaries Employee salaries are considered to be on the number of

employees we hire.

Marketing: Marketing estimates have been confirmed from our marketing

support

Legal Fees Our legal in charge Mr. had a word with Al Saad Services and
we further had got a quote from them for AED 262,000 for year 1 (WN3). In
addition, we understood that legal fees are paid every 2 years; hence in the
second year we only cover the commission paid to Al Saad of AED 60,000.

Insurance: Insurance costs include AED 3,000 per month for the restaurant and
AED 4,500 for three bikes.

Rent: Our property advisor, . had a word with the property agent of Burj al
Nujoom to finalize a price for the location. As per a rough estimate by their
team, the price for the 3000 sq. ft. commercial space has been realized to be of
AED 375,000. In addition, we have also considered price hikes in the market;
hence the rent payment has increased to AED 400,000 in year 3. Apart from the
estimate, our team was able to negotiate the payment terms, which were stated
to be quarter payment. Henceforth, our cash flow shows the rent payment made
every 3 months.

Cutlery: Our estimates include tableware, glassware and dishes where our food
will be served. An assumption is taken for year 2 and year 3 of AED 5000 for
miscellaneous losses or damages in cutlery.

60

Software and Systems: Our concept that works on the basis of the stock market
is monitored by the systems we purchase. At present, we propose to purchase
the stock market E-Point of Sale (POS) from Alpha Data that develops POS for
restaurant and bars that have fluctuating prices from demand. This full system
will cost us AED 15000. Apart from that, our team wants every customer to be
aware of the price change; hence we have planned to install 7 of 42-inch LED
TVs in the walls of the restaurant, which again costs us an additional AED
11000. Rest, we plan to develop the application for the customer which is
estimated to cost approx. AED 44,000. Overall, the total cost adds up to AED
70,000 and further in year 2 and year 3 we assume a miscellaneous cost of AED
5000 for repairs and maintenance.

Lighting: Our supplier, Intercity Electricals L.L.C, determines our Lighting

costs. Their quotation has been made to our team of AED 60,000, which
includes each and every detail of the bulbs and fancy lights used. Further, they
have also added the installing cost of the materials (Appendix).

Kitchen Equipment: All the Kitchen Equipments include the below costs:SNO.

Name

of

the No

of Per Piece

Price

Equipment

Pieces

Oven

4,800

19,200

Chiller

10,000

10,000

Hot & Cold Unit

2,000

2,000

Dishwasher

15,000

45,000

Fryer

2,000

4,000

Glass Washer

8,000

24,000

Cooking Range

5,000

25,000

Griller

2,500

12,500

(In

AED)

61

9.

Juicer

2,000

6,000

10.

Grinder

1,500

4,500

11.

Ice Machine

5,000

10,000

12.

Plate Warmer

5,000

5,000

13.

Pots and Pans

25

14.

Cookery/Cutlery
Total

20,000
187,200

These are the estimates that have been provided by the suppliers Paramount
Middle East, Al Ansari Trading Enterprise LLC and Al Halabi Kitchen
Equipments.

Bike: During lunch hours, our team heavily depends on delivery to achieve our
required sales target for the day. To make it efficient, our team has hired drives
and bikes to deliver our food. For this, we have estimated to purchase 3 bikes
in year 1 (AED 7000 each, Total = 7000* 3 = 21000). The fuel cost also been
estimated to be under the bike cost.

Bike Insurance: Bike insurance has been estimated to be AED 2000 for each
bike. Hence, we at present have an insurance cost of AED 6000 (2000*3).

Directors Fees: Being partners, our 6 teams have decided to draw upon a fixed
salary instead of a percentage for the first 3 years of business. Every member is
entitled for AED 3000 from the business, which gives us the total cost of AED
216,000 (3000*6*12months) for a year.

12.3) Breakeven Point: -

62

Note: All the calculations for the Break Even are shown in the appendix.

TOTAL COST / TOTAL REVENUE

BREAK EVEN ANALYSIS

AED 8,000,000.00
AED 7,000,000.00
AED 6,000,000.00
AED 5,000,000.00
AED 4,000,000.00
AED 3,000,000.00
AED 2,000,000.00
AED 1,000,000.00
AED -

Year 1

Year 2

Year 3

Total Cost

AED2,560,161.00

AED4,397,301.00

AED6,539,911.00

Total Revenue

AED1,975,760.00

AED4,284,270.00

AED7,164,845.00

Fig 1.24
The Break Even analysis for The Brokers Hub was calculated by taking the Total Cost
and Total Revenue into consideration. Break even is the point where the Total cost
meets the Total revenue and the business is in the situation of no profit/no loss. As per
the chart, the total cost for Year 1 is calculated to be AED 2,560,161. For our restaurant
to break even, we need to at least recover the total cost over the 3 years period of
63

operations. As per our analysis, our team will break even in 2 years 5 Months from the
day of the initiation of the business.

12.4) Cash-Flow & Balance Sheet: -

Fig 1.25
Note: The cash flow statement has been shown in the appendix.
The cash flow analysis is the total cash in hand that the business holds at the end of the
accounting year. Due to the nature of the business, our cash flow has to be calculated
monthly to estimate the yearly cash flow.
Further, since we are a new start up, we have also included the capital introduced in the
business in start of September 2015. We aim to cover the cost of Year 1 operations
(AED 2,560,161), which we have decided to cover from three sources

Angel Investors

Bank Loan

Partners Savings

As partners, we have decided to invest AED 100,000 into the business to start up our
restaurant. Further, we plan to receive funding from Angel investors who would invest
AED 653,687 to the business. And the remaining funding would be taken from a Bank,
which we plan to propose. The main reason to use two external sources is to maintain

64

a 2:1 Debt-Equity ratio wherein we can recover our angel investor loan if any crisis
arises.

Balance Sheet: -

Fig 1.26

65

Following calculations have been carry forwarded to compile the final balance sheet.

Cash: The cash flow has been taken from the closing balances of all the years of business.

Bank Interest: We plan to fund our restaurant with a bank loan and we assume to pay
15% of Interest every year. Applying this, we have further found the final value of the
interest paid to the bank.

Year

Loan Amount

Balance loan after Interest @ 15%

payment

AED1,306,774

AED1,306,774

AED 196,016

AED1,306,774

AED1,045,419

AED 156,813

AED1,306,774

AED 784,064

AED 117,610

13) Potential Threats and Risks When creating this business, certain risks have to be taken into consideration that can have
negative impacts to TBH as a whole.
1) IT- TBH runs completely on the latest technology and IT. It is the core aspect of the business
as it eases the operations. But if this technology and IT fails at any point of the day, the business
could suffer losses in revenue.
Risk Mitigation: For this TBH has invested heavily invested in IT infrastructure. The contract with Alpha Data
who are our IT infrsturcure support them states that only in case of a fire, electricity breakdown
or a server crash due to the provider or act of God can cause an IT failure.
2) Competition Location is an important ingredient to success but it could work against TBH.
Restaurants in Downtown are our indirect competitors and other gluten-free restaurants are our
direct competitors. These restaurants are established and popular having good brand loyalty
from customers. The rent in this locality is higher than other areas and competition is stiffer.
65

Risk Mitigation: Our location is comparatively affordable than the rest of the properties in the area
3) Head chef- It is with the skills and experience of the head chef that our customers are
receiving delicious healthy food with the best presentation. But there is a risk of the head chef
running away or leaking out our concept. It is not easy to find Head chef with exceptional
culinary skills to serve TBHs requirements.
There is a risk of other gluten free restaurants stealing our menu items and adding it to their
restaurants. This is only possible if the head chefs recipes are leaked out to them. Suos and
station chefs are a risk to TBH as they could leak out the recipes to our competitors as they are
responsible to execute the task delegated to them.

Risk Mitigation: We have put a non-disclosure clause in the employment contract.

4) Government Risk With this new concept in the market, the government will be concerned
with the restaurant operation. As a new restaurant that we need to make sure that the Health and
Safety Department is satisfied with level of our food safety, and worker protection at the federal
level and health, sanitation and security at the local level.
Risk Mitigation: To mitigate this risk, we ensure the smooth functioning of the mandatory training of the staff.
5) Marketing Risk- TBH might have a strong business plan but there is a possibility of it
lacking adequate funding. There is a chance that the tabulated cost for starting the business and
maintaining on its ground in the first crucial months is underestimated.
TBH can face marketing risk if after the launch of the restaurant if we do not receive many
customers. It shows that our marketing aspect is not strong enough to out-market our

66

competition in the current market. The aggressive marketing campaign is not attracting
customers. And if we cannot get new customers through traditional marketing, the follow up
digital marketing campaign will also be affected.
Risk Mitigation: We have to make sure that we are advertising at the right sources for our target market.

14) Exit Strategy: No one is expected to face a business failure, however at times the functioning of the business
does not achieve the goals set for it.
We at TBH are very faithful towards our business and its feasibility. However, in case of hard
situations where our business cannot accomplish success and profitability we have an exit
strategy in place. For instance, the major loss borne by the company on closure would be
disposal of fixed assets, rental expense for the remaining year when the closure might happen,
staff salaries excluding partners and legal expenses for dissolution of the business.
Fixed assets like kitchen equipment, vehicle and furniture and fixtures can be sold in the second
hand market. The amount received from this selling can be used to pay off pending staff salaries,
which will enable them to exit the company and move on to other jobs. Rent for the year is paid
in advance and hence a rebate can be received from the landlord if the contract permits,
otherwise it stands as an unavoidable expense. Remaining dissolution expenses will be borne
by all partners of the company and the proposed angel investors in the agreed ratio as per the
agreement. In case of a bank loan, it will have to be settled by all partners in the agreed ratio as
per agreement.

67

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Business, Available at : http://gulfbusiness.com/2013/05/top-10-retail-brands-thatlaunched-in-dubai-in-2012/#.VRrILFxeScM [Accessed 31 March 2015].

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16) Appendix: 16.1) Social Media: Facebook: -

Instagram: -

73

16.2 Floor Plan: -

Subject to Approval from the Ministry of Economy (Planning Department)

74

Website: -

Menu: -

75

76

16.3) Legal: -

Draft Employment Agreement for Chefs of the

The Brokers Hub Restaurant

77

This contract is made between The Brokers Hub and (Chef) from _____________ to
___________. The Brokers Hub and (Chef) who is for consideration set out to undertake
and act as the cook for The Brokers Hub.
It is understood and agreed upon that the services of the cook under this agreement for
employment shall begin the first day of ________________, and shall terminate no later
than the last day of the _____________. It is also agreed upon that the Management
Team, The Brokers Hub Restaurant shall notify the cook no later than two (2) weeks
previous to the agreed upon starting date.
I.

Responsibilities and Duties

A. The head chef / su-chef shall be responsible for preparing the menu as well as
ordering the food with the aid of the other chefs and Logistics manager.
B. The chef shall be responsible for and assist in the general upkeep and
maintenance of the kitchen, theses responsibilities include but are not limited
to:
i.
ii.
iii.

iv.

Coordinating with each member of the kitchen in designating

duties of each member.
Ensuring that the dishwasher has adequate amounts of detergent
and rinse shine.
Smoking in the kitchen is not permitted as per the health and
safety requirements of the Ministry of Health in the United Arab
Emirates.
Washing utensils, pots and pans as needed for immediate use.

C. Under agreement between the chef and the logistics manager, The Brokers Hub
shall be responsible for serving meals and doing an acceptable cleanup
afterwards.They will be assisted with cleaners provided by the management
team of the Brokers Hub Restaurant.
D. In addition, the chef will perform other duties as designated by the logistics
manager.
II.

Hours of Work
A. It is understood and agreed upon that the cooks hours shall be 11:00 am to
4:00 pm and from 6:00pm to 12:00pm from Sunday through Thursday and on
Friday the cook shall prepare lunch from 1:00pm.
B. In addition, the head chef may be required to work before 1pm on Friday in
case of any event.
i.

It is also understood that the head chef will receive three (3)
evenings off a month at his/her own discretion, provided that meal
plans are given in full to the coordinator.

78

C. The head chef is expected to work any additional hours as needed to prepare
the required meals.

III.

Absences and Attendance

A. It is further understood and agreed upon between the two parties head chef
and The Brokers Hub management that he is entitled for a maximum of three
(3) personal/sick days per month with no salary cut.
i.
ii.

for personal leave days, the coordinator must be notified a week in

advance of absence.
If the head-chef is sick, he/she may take 2 days in addition to
his/her three (3) paid leave days, but the head chef will not be paid
for these days.

B. If the chef doesnt meet the stated attendance requirements part (IIIa), the head
chef is liable for a salary deduction.
C. In the case of absence, the chef should contact logistics manager before 11:00
am the day of the absence.
i.

If the Brokers Hub Restaurant managament is not contacted by the

prescribed time, the chef will not receive pay for that day without
permission of the above listed officers.

D. In the event that the management would need to contact the chef, a means to
reach the chef should be provided by the chef.
IV.

Salary
A. Wages will be decided between The Brokers Hub management and the head
chef involved.
B. In consideration of remuration for the services provided, a salary of AED
7,000 (head chef) and AED 5,000 (su-chef) outlined below per month shall be
payable.
C. The first payment shall be due and payable at the end of the first month of
services.

V.

Health Insurance
A. Also, in consideration for services provided and as per the regulations of the
Government of Dubai, a health insurance plan shall be offered to the chef (head
and su-chef), the type of plan and the company will be decided on by the
management of the Brokers Hub Restaurant.

79

B. Under this plan both the parties have agreed that The Brokers Hub management
is not liable to pay more than AED 105 per month, which is in accordance with
the rules and regulations of the Government of Dubai.

C. It is also understood that the chef (head chef and su-chef) must comply with all
of the insurance policy requirements.
VI.

Termination and Renewal

A. It is understood and agreed upon that this agreement may be terminated by The
Brokers Hub Restaurant with thirty (30) days notice period to the chef.
B. In the case of the head chef the notice period is sixty (60) days notice period
which must be provided by the Brokers Hub Restaurant management to
terminate the contract.
C. It is also understood and agreed upon that this agreement may be terminated by
the chef with thirty (30) days notice to the management of the Brokers Hub
Restaurant.
D. This agreement can be renewed every 12 months by the presentation of the
newly written agreement on or before the month of September and Day of 15.
E. The cook may accept the new agreement by signing it and returning it to the
management of the Brokers Hub Restaurant within a period of one (1) week.
F. If the renewed agreement is not signed and returned, the agreement is
considered terminated as of the end of the agreed terms of the present
agreement.
G. In case of disclosure of the any operations within three years of joining the
restaurant, the chef is liable to pay The Brokers Hub Restaurant management
three year projected cash-flow.

_____________________________
The Brokers Hub Restaurant HR Manager

__________________________
Date

_____________________________

___________________________
80

The Brokers Hub Restaurant Finance Manager

_____________________________
The Brokers Hub Restaurant (Chef)

Date
___________________________
Date

Source:www.brela-tz.org/.../Sample%20memorandum%20and%20articles%20of...

81

MEMORANDUM OF ASSOCIATION
OF
THE BROKERS HUB RESTAURANT
1. The name of the Company is THE BROKERS HUB RESTAURANT.
2. The registered office of the company will be situated in Dubai, United Arab Emirates.
3. The Object for which the company is established is to carry on business as a service
license company.
4. The Liability of the members is Limited.
5. The percentage of the company is divided equally among seven (7) partners.
6. We the several persons whose names and addresses are subscribed are desirous of being
formed into a company in pursuance of this Memorandum of Association and we agree
to take the % of shares and equity of the firm is mentioned below: -

Name and Address

1.

% of shares

Signature

.
Dubai, United Arab Emirates.

2.

..
Dubai, United Arab Emirates.

3.

Dubai, United Arab Emirates.

3.

.,
Muscat,Oman

3.

..
Dubai, United Arab Emirates.

3.

Dubai, United Arab Emirates.

Dated at Dubai, United Arab Emirates this .. day of 20.

82

Witness to the above signature:

Signature: .
Postal Address: .

THE COMPANIES ACT

ARTICLES OF ASSOCIATION
OF
THE BROKERS HUB RESTAURANT
The regulation of Table 1 in the First Schedule to the Companies Act (hereinafter) called Table
1 shall apply to this Company as its Articles of Association.

DIRECTORS
1.

(a)
(b)

Until otherwise determined by the Company in general meeting

the Directors shall be not less than three and not more than seven.
The following persons shall be the first Directors to the
Company:1.
2.

.
.

Table 2_

1.

Name, Address and Description of

Subscriber
.

Number of
Shares taken

Signature

Dubai, United Arab Emirates.

2.

.,
Muscat,Oman

Dated at Dubai, United Arab Emirates this .. day of 20.

83

Witness to the above signature:

Signature: .
Postal Address: .

16.4) Location

Burj Al Nujoom
Source: - (Dubizzle.com ,2015)

84

16.5) Financial Statements

Breakeven Analysis: -

87

Cash-Flow Statement Year 1

88

Year 2:-

89

Year 3: -

90

16.9) Price Mechanism: The quality of the pictures is not of best quality due to the email uploading restrictions.

91

16.10) CV, Log Sheets and Quotations from various suppliers: -

NOTE
ATTACHED
IN
THE HARD-COPY

91