Business plan for Oscars Pizza AS

Abstract

Oscars Pizza is a small restaurant owned and operated by Nabeel Kadhim Diwan, located at Teaterplassen in Grønland, Oslo. The restaurant serves food to its own in-house customers, as well as to customers at neighbouring Oslo Mekaniske and through the delivery company Foodora. This paper sets out to make a business plan for the restaurant, which currently has no concrete business plan or marketing strategy. The research question was as follows: What is a simple, effective, and realistic business plan that can contribute to Oscars Pizza AS increasing its profits in the coming year? The paper used mixed methods to get as complete a picture as possible of all relevant factors, to create a realistic business plan for Oscars Pizza AS. Primary data were collected through a survey, a focus group, and interviews with Nabeel and an expert in the field. The data collected allowed for assessment of awareness for the restaurant, relevant demographics’ spending patterns, budgets, key differences between Oscars and another highly successful restaurant, and relevant feedback on Oscars from customers. Secondary data was also gathered to gain knowledge of external competitive forces and complete a macro analysis, as well as to assess financial aspects of Oscars and other nearby restaurants. Through analysis of the primary data and SWOT and PESTLE analyses, it became clear that three overarching measures should be implemented to increase profits: (1) increase awareness, (2) increase value for customers, and (3) increase efficiency. The 2020 COVID-19 pandemic, which has caused uncertainty in the restaurant industry and the world at large, has been taken into consideration in the development of the business plan. The original idea of creating a long-term plan and strategy for the business was changed to decrease risk in light of the uncertain socioeconomic context. It is recommended that the business revisits a plan when the short-term recommended measures have been implemented and the uncertainty has cleared. Nevertheless, a final short-term business plan is presented, including a strategy map that outlines recommended changes considered necessary and urgent for the restaurant based on findings of the study.