Incantio Kitchen Proposal

  • · The food concept
    The concept is to create the best Breakfast/Brunch/Lunch (BBL).
    My research in London revealed that there is a gap in the BBL niche, which I will cover in more details below.
    Fine dining will be offered as a tasting menu once a week in the form of gourmet nights. British, French, Italian, Indian, Thai, Peruvian, Vegetarian, Vegan – my experience of over 20 years cooking a world of cuisines will be channelled into this unique menu. Please visit the Menu Section for more information.

Britalian Kitchen two

Britalian kitchen one

Parkville Hotel/Truffles

Bruffles Tea-Room

  • How the idea was born
    I have always loved food ever since I was in fourth grade, growing up around foodies of my time. I have successfully owned and ran fine dining restaurants, Cafe Hotels, a Golf club and a bakery. These include Truffles/ Parkville hotel, (Preston), Bombay Brasserie (Chorley), Studley wood golf club, (Oxford) and Britalian Kitchens/Chefs Corner (India).

    ·I have also worked as a head chef at Brasserie Blanc (French), San Carlo/ La Brasseria (Italian), Lantana Café (best of Australian/Japanese) and Lima (Best of Peruvian/Japanese) which has enhanced my skills as an international chef.

Executive summary
Hello I’m James Ford, and this is my vision of Incantio Kitchen. Incantio Kitchen is a premium dining establishment including restaurant, café and bar set to open in London.
I am seeking investment and here's a breakdown in brief.

1. Concept: Incantio Kitchen is a multifaceted establishment combining a restaurant, café, and bar, offering a diverse culinary experience with a focus on Breakfast, Brunch, and Lunch.

2. Location: Being located in London is advantageous as it's a vibrant and diverse culinary market with a high number of food enthusiasts and tourists.

3. Unique Selling Proposition: My emphasis will be a unique fusion of world cuisines, exceptional service, an inviting ambiance, and affordability, making it appealing to a wide range of foodies.

4. Investment: I am seeking £100,000 in investment to launch the restaurant. My investment will be all of the equipment required for a kitchen and restaurant that I currently have in store.

5. Experience: My 25 years of experience as a chef and business owner should instil confidence in potential investors, as it demonstrates my expertise in the culinary industry.

6. Market Analysis: I have done thorough market research, such as demographic data of the area, competition analysis, and trends in the restaurant industry to support my concept.

7. Revenue Model: I have detailed how I plan to generate revenue, including menu pricing, expected customer volume, special events and promotions.

8. Marketing Strategy: My past experience in marketing and promotional strategies to attract customers, such as social media campaigns, partnerships, and events are detailed below.

9. Financial Projections: See projected financial statements, including income statements, cash flow forecasts, and balance sheets. These are based on realistic assumptions.

10.Risk Assessment: I have included a SWOT page. This includes factors like changing consumer preferences, economic downturns.

11.Exit Strategy: I intend to commit to this project long term. I will be looking to expand and take other strategic actions in the future.

12.Legal and Regulatory Compliance: I will be acquiring all the necessary permits and licenses and will comply with food safety regulations.

13.Team: Once investors are onboard, I will start to set up my team with clear roles and relevant experience.

Please take your time to go through this detailed summary of what will be a real benefit for all parties involved with over 25 years of experience as chef and business owner. Let us create an outstanding, memorable and upscale dining establishments around London.

The full breakdown of key points and in-depth detail below.

  • · Anticipated ROI:
    The projected 5-year ROI stands at 585% based on a total of £1.04m net profit. I would like to achieve this in three years if your capital investment can be furthered. The financial report offers an insight of how it can be achieved and still keep a stake in Incantio Kitchen.

  • · Potential costs:
    I am looking for an investment of £100, 000 to achieve overall setup and running of the business and to expand my existing equipment from previous restaurants (currently stored away)     Gallery

    · I would like a genuine partner who can invest and work alongside me regardless of experience, or an angel investor who wants to return their investment and hold a stake in Incantio Kitchen. Please visit the Financial Section for a breakdown of costs.

  • · Location and management
    The initial plan is to rent an outlet in the city with a prep kitchen on the outskirts once we have built the catering business for small functions / Outdoor wedding receptions    [MS(S1] , while still running the day-to-day business and supply to external customers.

    Incantio Kitchen will be a family-run style restaurant, with myself as a head chef and my partner as a general manager. Ideally you will have some experience in the public sector facing customers in food service and related hospitality fields.
    Preferred areas: Visibility, Traffic, Footfall, Easy Access
    South Kensington, Southbank, Chelsea, Primrose hill, Oxford circus, Covent Garden, Fitzrovia and Kings cross. These areas will give us the higher side of sales in the region of 30k plus but the rent will be double along with deposit.

  • · The layout
    The proposed interior is warm colours for a comfortable and cosy feel, with several metal light fixtures and antique wall decors for a rustic character. As they say Old is gold.     Gallery

  • Operations
    It’s expected that at least 30% of the business will be takeaway but the space will be able to accommodate a maximum number of 30 to 50 diners at once. The restaurant will be open every day, expected hours of operation between 8am and 6pm, Saturdays until 11pm for Gourmet nights.

  • What about Dinner?
    If the location proves suitable for evening meals, we will be able to maximise this opportunity with my evening menu and by adjusting the staff rota. This is an additional income source which is presented in a separate financial report.

  • Target Market Analysis
    My experience in London shows that we should target mainly millennials and ex-patriots. I have established that breakfast / brunch / lunch is the best serving option for this type of crowd.
    • Age group: 20 to 60 - • Gender: all - • Location: London area with a high footfall
    • Dining style: Breakfast, Brunch, Lunch, Tasting Nights with selection of wine.
    Our primary area consists of some 100,000 households for takeaway, with an average spend of minimum £20 per person.

  • · Sample Menu BBL
    The proposed menus are based on what I found sells best in London and is lacking simplicity, taste, and speed. All the     menus are here.

  • People & organisation
    My contacts in London present an opportunity for us to recruit skilful and reliable staff in Back of House, as well as Front of House.
    My partner will be also a co-manager as I strongly believe one should be present to motivate and inspire your staff and look after them as they will look after your business.

  • Marketing channels
    Walk-in customers, word of mouth, social media, online platforms, local magazines, leaflets, local markets and pop-ups at festivals.

  • Takeout and Delivery
    Our aim will be to reach every part of London within at least 10 miles radius. We will partner with Just eat, Uber Eats, Deliveroo, Food Hub, Hungry house etc.     Menu

  • External Providers
    Besides the local suppliers of produce, meat and fish there will be coffee suppliers, alcohol (bottled beer and wine) and dry goods. I am baker too and love creating amazing desserts so this will be a key part of my in house prep

  • Financial Projections
    The financial report is kept very realistic with a projection of ca. £3,000 daily revenue (ca. £20,000 weekly). Based on my experience in London this is easily achievable for restaurants where BBL is a major part of the sales.
    The tasting menu, takeaways, and catering services (birthdays, anniversaries, christenings, weddings, corporate events) are extra sales without any extra setting-up costs.

  • The financial projections are based on market research for the first year Report
    I project revenues of 20k in sales per week for the first year £ 1,079,640
    The estimated food and running costs will be approximately first year £ 594,023
    After taxes, salary for all parties involved I estimate for first year £ 129,380
    Within three to five years (as the brand continues to grow) I expect to progress to an anticipated yield and net income of at least £ 1,038,176.

  • A few more words
    There will always be a demand in the food market, and these are the three basic rules to maximise its potential: Keep it Fresh, keep it Consistent, Keep it Reasonable. All the menus and recipes will be created and cooked by yours truly.. James Ford (Chef of 25 years of experience).

  • My dedication to excellence will make this restaurant a lucrative venture. I welcome the opportunity to discuss our business plan in more detail and answer any questions you may have. So let’s meet and build our future!

Sincerely,
James Ford
Chef/Proprietor
London

  • The Name
    "Incantio" means Spell, Charm, Enchantment, Fascination and Magic. I believe a skilled chef can create all of this in the kitchen, and more.
    A unique take on Breakfast/Brunch/Lunch
    The idea is to incorporate world food, street food, best end of fine dining and the best freshly cooked food into a warm and welcoming environment in a rustic old-fashioned restaurant with a choice to dine in or take out (more on takeaway further down).

  • know the owner and chefs
    The main selling point of Incantio Kitchen is not just to offer home-style cooking but to make customers feel at home, with open kitchen, 5 stars on food hygiene - something I took pride in at my previous places as confirmed by the customer reviews TripAdvisorBK GoogleBK Sugarvine Truffles
    We will aim to provide the best possible service and experience to every resident, visitor of London. We will offer a place where people feel welcome to enjoy high quality, healthy food, full of rich flavour and soul.
    Our target customers are residents, families, young professionals, tourists, students, and anyone interested in exploring world food.

  • Why London!
    I moved to London in January 2023 to work as a freelancer to gain more experience in other world cuisines such as Pan Asian, Australian and Peruvian with the idea of infusing these influences into my own take on a Breakfast and Bunch restaurant.

  • During the research phase I also visited a variety of restaurants around London to learn more about world cuisine, and shaped the idea of “Incantio Kitchen” in the heart of London.

  • · SWOT Analysis
    I have always used SWOT to help me to identify Strengths, Weaknesses, Opportunities, and Threats related to business competition or project planning. A situational assessment or situational analysis have always helped me solve the SWOT be it a kitchen operations, front of the house operations, marketing systems, training systems or financial systems.
    I go into depth analysing my restaurant, my business on a micro level of it’s strengths, weaknesses, opportunities and threats, to come up with projects to systematically find new solutions to current problems. More in Detail     Here

  • Understanding of operating expenses

  • 1. Rent: Rent is a significant expense for restaurants, especially in prime locations in London. It can range from 5% to 10% or even more of annual revenue plus business rates.

  • 2. Utilities: Utilities costs can vary, but they generally account for about 2% to 4% of annual revenue as I would like this restaurant to have as low a carbon footprint as possible.

  • 3. Wages and Salaries: Labour costs are a substantial portion of expenses in the restaurant industry. This includes wages for kitchen staff, servers, and management. Labour costs typically range from 25% to 35% of annual revenue. Since my experience in every area of the hotel industry and I love developing people this can be kept at under 30%.

  • 4. Ingredients: The cost of food and beverages (ingredients) can vary depending on the menu and sourcing. It generally accounts for around 25% to 35% of annual revenue. I have always achieved under 30% and still provide best ingredients.

  • 5. Marketing and Advertising: Marketing expenses can range from 2% to 5% of annual revenue, depending on the marketing efforts.
    As I am versatile in Adobe Photoshop and illustrator. I can keep the cost of this minimal.

  • 6. Maintenance and Repairs: Costs for maintaining and repairing equipment and the restaurant space can vary but may account for about 2% to 4% of annual revenue. I am very competent with DIY and have saved a lot of money over the years as a result.

  • 7. Insurance: Insurance costs can vary widely depending on coverage but are typically around 1% to 3% of annual revenue.

  • 8. Taxes and Licenses: These costs can vary depending on local regulations but generally account for around 1% to 3% of annual revenue.

  • Other Expenses: expenses such card processing fees, legal fees, accounting fees, and more. It can range from 2% to 4% of revenue.
    These percentages are general estimates, and actual expenses can vary significantly based on many factors. It's essential for us to track their expenses carefully and adjust budgets accordingly. Effective cost management is crucial to long-term success. I am competent in these matters but would love to find a partner who brings these valuable skills.

Chefs Corner

Parkville Rooms

info@chefjames.net
james@incantiokitchen.com
chefjamesford@gmail.com
+44 07542447182