2. BUSINESS PROFILE
2.1 Business Name
The chosen name is “Gourmet Dan”. “Gourmet” emphasises that food is an important part of the customer offering (not ‘pub grub’ or ‘family steak house’) and that certain dishes, at least, will be a cut above the norm in terms of culinary quality and innovation.
People like to deal with – and empathise with – other people. Thus, the “Dan” part of the name will enable the persona and cooking expertise of Dan White to be built into the profile of the business and hopefully turned into another competitive advantage.
2.2 Description of the business
Basis of business:
Restaurant serving a targeted clientele of holidaymakers and local residents
Business structure:
Sole proprietor
Location:
Knysna Waterfront, Knysna, Garden Route
Reason for opening:
The town and the region continue to grow, particularly with regard to slightly more mature and affluent residents/visitors who are seeking a higher quality, yet relaxed, dining experience
Target market:
South African and international visitors aged 35-70. Local residents with a similar demographic profile
Keys to success:
Waterside location in keeping with a holiday destination; food that’s better/more innovative than the local norm; personal touch engendered by the owner
Growth trends:
Constant growth curve of visitors/new residents to Knysna, particularly older and more affluent visitors due to the expansion of upmarket resorts, golf estates, etc. The development of suitable dining outlets has failed to keep pace with this.
Training & skills:
Owner has extensive experience as a chef catering to this level of clientele. He has also previously run a successful restaurant in Cape Town for five years. Because the Garden Route economy is heavily dependant on tourism-related skills, the likes of chefs, waiters, front-of-house managers etc are readily available
