The objective of the business is to provide a unique "milk bar" experience to its customers with high quality food, customer-oriented service in a warm and friendly atmosphere.
The target market range covers ages 5 to 75, among the local residents, office workers, students, shoppers and pedestrians in the area of Victoria Street. Projected investment costs of less than $18,000 are deemed recoverable in less than two years with profitability from operations set at 18%.
Traditionally, milk bars were local shops where people pick up milk and newspapers. Eventually, they became general stores or delicatessens, offering a wide variety of products, much like convenience stores. They also began serving milk drinks and other non-alcoholic beverages, such as milkshakes and sodas, as well as snack foods like sandwiches, cookies and pastries (Wikipedia 2008). Milk bars became popular starting in the 1930's when they became hubs providing wholesome corner shop goodies and a communal space for local interaction. Customers personally knew the people behind the counter, kids were allowed by their moms to drop by to get candy or have a milkshake, and communal tables allowed neighbors to bump into each other. The milk bars of the period had brightly lettered conspicuous signs advertising hand-made foods such as meat and vegetable rolls, hot pies and pasties, freshly made scones, double cream milk shakes, malt chocolate drink and fruity syrup slush. Dcor in the eating areas were a combination of colorful posters and cartoony images of the era (Neville 2008, Bells 2008).
The "restaurant" portion of the 1930s milk bar is the inspiration for the new business being proposed. The business concept revolves around the idea of a bar and snack establishment serving non-alcoholic beverages and hot food, where customers can either have a quick drink or snack, as well as linger with friends.
"Al's" Milk Bar is to be located at 314-316 Victoria Street. It is a bar and snack restaurant providing hot and cold food and non-alcoholic drinks reminiscent of the 1930s milk bar experience. Its menu will include all the traditional offerings of milk bars such as milkshakes, spiders, sodas, ice cream, cakes, pastries, sandwiches, hot rolls, as well as mocktails. "Al's" dcor and color schemes will mimic those of the 1930s and 40s milk bars, complete with a bar counter with seating and indoor and outdoor tables and chairs.
"Al's" will be a small business established as a sole trader and will operate from seven in the morning to nine in the evening every day of the week. It will serve a high number of residents in the surrounding local residential areas as well as office workers in surrounding office buildings and shoppers at nearby retail venues. It will have product offerings to serve quick breakfast, especially to office workers, light mid-day lunches, and afternoon-evening non-alcoholic dri