Business Issue:-

The client is a family-run business enterprise, based out of Guwahati, Assam. They run a very popular restaurant in Guwahati, specializing in Assamese cuisine for the past many decades. Now they want to expand into the neighboring state of Meghalaya.
Meanwhile, they have a couple of major challenges. Firstly, they want to understand whether there is actual demand for an ethnic Assamese restaurant in Shillong, Meghalaya. If yes, what should be the optimum Pax size, ideal location, and business & marketing strategy to successfully run an Assamese restaurant in Shillong?
Secondly, since they are looking for external funding, they require an exhaustive project feasibility report that can be produced for investors.

The Solution:-

The India Watch has been entrusted with the task of creating a detailed feasibility study for the client. The following tasks were undertaken to complete the study

  • Conduct a detailed market analysis of the F&B business in Shillong.
  • Conducted interviews with major stakeholders such as F&B business owners, investors, suppliers, hotel managers, etc.
  • Assess and evaluate the target customer profile. Conducted interviews with potential target consumers to learn more about their needs, wants, and expectations.
  • Gain actionable insights on competition, marketing, and consumer acquisition strategy.
  • Identify the potential locations
  • Conduct in-depth market analysis to evaluate the Key Performance Indices (KPI) in the Shillong and North East’s F&B sectors.
  • Prepare in-depth financial analysis including required investment, cost, and income projection

Results :-

A detailed feasibility report has been produced for the client, which has been used for successful fundraising.
Shillong is one of the fast-growing F&B markets in North East India. As of FY 23, the city has ~ 1400 total food outlets. The total revenue from the organized F&B sector in Shillong amounted to INR 504 crores in FY 23, growing by more than 49% over the past 12 months.
The growth in the F&B sector is fuelled by multiple factors such as growing disposable income amongst locals, a culture of eating & partying, an evolving retail landscape, and a thriving tourism sector. In this regard opening a branch of a popular Assamese restaurant, which is already an established name in Assam can be a prudent decision. Moreover, as there is no established Assamese restaurant in Shillong, the chances of success will further rise.
The location chosen for the restaurant is also apt, as it will be established in the city's outer skirts across the Meghalaya highway, which connects Shillong with Assam

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