Detailed Project

Report on Underwater Restaurant

GROUP MEMBERSShamin Jain 22Payal Mehta 30Ankita Moon 33Pankaj Rahangdale 45Shilpa Servegar 48

Detailed Project Report 2011

TABLE OF CONTENTS

Sr. No Topic Page No

1 Introduction 2

2 Company Description 2

3 Industry Analysis 3

4 Technical Aspects 5

5 Products & Related Services 6

6 The Target Market 7

7 The Competition 10

8 Marketing Plan & Sales Strategy 11

9 Operations 12

10 Financial Data & Projections 13

11 Appendices 14

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Detailed Project Report 2011

Introduction

There are many of different aquariums from all over the world, but, there are very few people

who have heard about or visited undersea restaurant. There is one undersea restaurant which is

claimed to be the world’s first ever built underwater restaurant. It is built in Eliat, Israel, under

the Red Sea. It was built about ten years ago and is proudly owner of the title of the world’s first

underwater restaurant. Ithaa, is the second underwater restaurant in Maldives which was

constructed five metres below sea level.

Company Description

Margalit Group., an Indian based company, we are in this business for about 12 years. We are

already operating 3 restaurants in India. Now we will operate Kiandra Undersea Restaurant, a

single unit, serving healthy, contemporary style food with the experience of underwater dining

for premium segment class. The restaurant will be located about 5 metres under the Arabian sea,

which is besides Netrani Island a tiny island off the coast of Karnataka in India.

Mission Statement

To provide an exceptional dining experience that satisfies our guests' grown-up tastes by being

"Cut-Above" in everything we do.

 

Vision Statement

Kiandra’s vision is to be one of its kind underwater restaurant experience by consistently

providing the combination of perfectly prepared food and outstanding service along with the

amazing view on sea vegetation and animals while having their lunch that creates an

extraordinary dining experience.

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Detailed Project Report 2011

Industry Analysis

Restaurant Industry in India

The diverse culinary habits, wide range of cuisines and the diverse cooking techniques are some

of the main factors behind the growth of restaurants in India. With the market liberalization

policies undertaken by the government, India has also become a consumer market with a huge

customer base. This has provided a fillip to the restaurant industry in the country. With the high

standard of living and the change in the lifestyle of the people, more and more consumers are

also flocking various restaurants. Recent surveys have shown that there has been a growing trend

among the Indians to taste various types of gastronomical delights. This has also led to the

growth of restaurants which serve regional and international delicacies.

The restaurant industry is an important component of our nation's economy, and employment

opportunities in this sector should continue to grow in the future as a direct result of the

demographic changes taking place. Indian consumers spend only 2.4 percent of their food

expenditure in hotels and restaurants. American and British consumers, by comparison, spend 46

percent and 29 percent respectively, of their food expenditure on away- from-home meals. This

indicates that there is significant scope for the growth of food service sector in India in the years

to come.

The growth of the tourism industry has also been a positive factor behind the growth of

restaurants in India. With more and more domestic and foreign tourists going to the popular

tourist destination, it has been a boon for the restaurants. According to recent surveys, India has

become one the top five destinations among the 167 popular tourist destinations. With more and

more foreign tourists coming in, the restaurant industry is expected to grow at a rapid pace and

more categories of eating outlets will come up.

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Detailed Project Report 2011

According to recent surveys, the rate of growth of the restaurant industry in India is expected to

be around 4.5 % on an average. A significant number of the workforce in the country is also

engaged in the restaurant industry. According to recent surveys, by the end of the year 2012, the

overall restaurant industry in the world will employ around 13.3 million people, of which India

will have a significant share. However, the main challenge is to enhance the market growth of

the industry. Today, the Indian restaurant industry is mainly based in the urban areas the tourist

destinations.

With the open market and liberalization policies, more and more international restaurant chains

are also opening their branches in various cities of the country. This has increased the rate of

foreign investments in the country having a favorable effect on the overall economy of the

country. The foreign restaurants are setting up bases to cater to the vast consumer market in the

country.

The growth of the restaurants in India has directly led to the growth of fast food eating outlets in

the country. The Indian youth of today is very much inclined towards fast food and this has

become a major factor towards the growth of these types of restaurants.

The future of the restaurant industry looks bright. With the increase in demand, the consumer

patterns, the profit of this industry will also significantly rise. In fact, the restaurant industry has

become a popular career option for the youngsters of India. More and more people are opting to

work in different segments of this industry to start a highly successful career. New courses and

study programs based on various sectors of the restaurant and food processing industries are also

coming up to cater to students.

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Detailed Project Report 2011

Technical Aspects

Kiandra, which means water baby is a mostly acrylic undersea restaurant secured five metres

below sea level at the Arabian sea Netrani Island 19 nautical miles away from Murudeshwar,

Karnataka. The seven-by-nine meter restaurant has a capacity of 24 people and is encased in R-

Cast acrylic which is a transparent acrylic roof offering 270° panoramic view. The restaurant was

designed and constructed by M.J. Murphy Ltd. - a design consultancy based in New Zealand.

Ithaa's entrance is a spiral staircase in a thatched pavilion at the end of a jetty. Once constructed,

Kiandra would be winched into the water. Technical challenges, limited resources, and quality

control problems in building a structure of 275 tonnes in the Arabian Sea were foreseen. The

construction work would be done in Singapore. The construction work includes installation of

seven-meter-wide acrylic arches, air conditioning and electrical ducts. Kiandra would be lifted

onto an ocean-going barge to be transported to the Netrani Island. It will take about 20 days to

arrive.

Then Kiandra will be sunk with the help of 185 tonnes of sand ballast loaded into its belly. It was

precisely maneuvered onto four steel piles which had been vibro-hammered four to five meters

into the seabed. It was then secured to the steel piles with concrete. The estimated life span of the

restaurant is 20 years.

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Detailed Project Report 2011

Products & Related Services

Kiandra Undersea Restaurant will

be offering a menu of food and

beverages with a distinctive

experience of dining underwater.

There will be only one way to purchase these products that is through table service at the

restaurant.

Menu

The Kiandra menu (see appendices) is of moderate size offering a collection of ethnic and Indian

cuisines with a common theme -- healthy (low-fat, low cholesterol, natural ingredients),

flavorful, and familiar. Our goal is to create the image of light satisfying and still nutritious food.

Menu card would consist of lunch, dinner and beverages. Lunch would be divided into starter,

main course and dessert. Dinner would consist of six courses. Beverages will include Single

Malt Scotch, Sparkling Wines Cocktails, Wine Coolers.

Production

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Detailed Project Report 2011

Food production and assembly will take place in the kitchen of the board above the sea. Fresh

vegetables, sea food and dairy products will be used to crate most of the dishes from scratch. The

chef will exercise strict standards of sanitation, quality production, and presentation or packaging

over the kitchen and service staff.

Service

As our main USP is of getting an amazing dining experience under water, there will be only one

way a customer can purchase food. They may sit down at one of the 12 seats in the dining room

and get full service from a waitperson.

The Target Market

The market for Kiandra Undersea Restaurant covers only premium segment class. Although it

will be located in Karnataka the target market is the upper class segment of India and foreign

tourist visiting India. It will mainly for people who are found of sea foods.

Market Location

We have selected Netrani Island for our project. Netrani (also known as Pigeon Island) is a tiny

island in India located in the Arabian Sea. It is off the coast of Karnataka. It is situated

approximately 10 nautical miles (19 km) from the temple town of Murudeshwara. Besides

pigeons, the other inhabitants of the island are wild goats. This Island has some of the best sites

for Scuba diving easily accessible from Goa, Mumbai or Bangalore. There are many Dive shops

from Goa that regularly organize dive expeditions to Netrani.

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Detailed Project Report 2011

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Netrani Island

Kiandra Undersea Restaurant

Detailed Project Report 2011

Features of restaurant in Netrani Island:

Netrani is a coral island and, therefore, is very

suitable for snorkeling and diving activities.

Many varieties of coral, butterfly fish, trigger

fish, parrot fish, eels and shrimps can be seen

here. Divers have also reported seeing Orcas

and Whale Sharks around the Island. Normally

diving/snorkeling is done from a boat which is

anchored close to the island and usually visitors

do not climb on to the island because of the

sharp rocks and steep cliffs on the island.

Visitor can get same pleasure through our restaurant without doing diving & snorkeling.

Target Audience

The concept of underwater restaurant will attract 4 different customer profiles:

High Income Group

Business Class

Foreigners

Domestic and International Tourists

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Detailed Project Report 2011

The Competition

There are over two dozen restaurants in the nearby areas that sell food at lowest prices. Although

this presents an obvious challenge in terms of market share, it also indicates the presence of a

large, strong potential. The newest competitors have made their successful entry based on an

innovative concept or novelty. Kiandra will offer an innovative concept in a familiar style at a

premium price.

Competitor's Profile

Competing with Kiandra for the target market are these categories of food providers:

Highly organized restaurants like 5 star and 7 star

Hotels at tourist place

Competitive Strategy

There are three major ways in which we will create an advantage over our competitors;

Unique product identity,

Quality, and novelty

Innovative and aggressive service options.

Kiandra will be the only underwater restaurant among all the competition which focuses not only

on the entire menu on healthy, low-fat cooking but also amazing sea view.

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Detailed Project Report 2011

Marketing Plan & Sales Strategy

The core strategy of restaurant marketing is to project both its opulence and unwavering

dedication to its mission or surprising visitors with its luxury. Internally, staff will be drilled with

this mission so that they understand that excellent service is the highest art and not a lowly

pursuit. Staff will be directed to seek out new ways to surprise and excite visitors. Staff training,

covered within the marketing training section, will help staff understand this concept, although

new hires will be chosen with an eye towards creativity as well as work ethic.

Market Penetration

As Margalit Group is already into the service industry for about 12 years so entry into the market

should not be a problem. That is the company has already established itself as a brand in the

market. The unique concept of establishing India’s first underwater restaurant will itself attract

more visitors.

Marketing Strategy

Focusing on the unique concept of dining undersea, a mix of marketing vehicles will be created

to convey our presence, our image, and our message. We will be using promotion tools like

Hoardings

LCD screen with effective scenario in Airport, 7 & 5 star hotels, international & domestic

flight

Print media -- local newspapers, Corporate magazines

Hotel guides, Chamber of Commerce brochures

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Detailed Project Report 2011

Direct mail -- subscriber lists, offices for delivery

Online advertising – Linked in

Tours and Travels -- SOTC

Operations

Facilities & Offices

The licenses and codes' issues are all in order. New equipment and dining room furnishings will

be purchased and installed by the general contractor. There is a plenty of large windows there so

visitors can enjoy in amazing view on sea vegetation and animals while having their lunch.

Designers also had a much of style while choosing proper colors of interior of the building and

the furniture.

Offices of the corporation will be on the board above the sea itself were in bookings of the

visitors would be done.

Hours of Operation

The restaurant will be open for lunch and dinner 7 days a week. Service will begin at 11:00 AM

to 2:00 PM for lunch and from 8:00 P.M to 11:00 PM for dinner.

Employee Training & Education

Employees will be trained not only in their specific operational duties but in the philosophy and

applications of our concept. They will receive extensive information from the chef and be kept

informed of the latest information on healthy eating.

Systems & Controls

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Detailed Project Report 2011

A big emphasis is being placed on natural beauty of sea so extensive care would be taken so that

vegetation of the sea animals won’t get hampered. Quality of the food offered will be tested

constantly for our own high standards of freshness and purity. Food costs and inventory control

will be handled by our computer system and checked daily by management.

Food Production

Most food will be prepared on the board above the sea. The kitchen will be designed for high

standards of sanitary efficiency and cleaned daily. Food will be made mostly to order and stored

in large coolers.

Financial Data & Projections

See appendix no. II & III

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Detailed Project Report 2011

Appendices

I. Menu Card

II. Means of Finance

III. Cost of Project

IV. P& L

V. Balance Sheet

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