Three Palms Case

Executive Summary

Three Palms offers a blend of traditional Caribbean and African-based food choices in an upscale restaurant and bar on Manchester Street. Our venue will attract people that are interested in reggae, jazz-reggae, classic R& B, and urban jazz music over a variety of food choices such as jerk chicken, curry goat, stewed beef with string beans, oxtails braised in Guinness, kebobs, flat breads, and desserts. Three Palms uses fresh produce and meats and organic ingredients to sere fresh homemade meals daily.

Across the United States, the people are searching for fine dining of unique Caribbean and African ethnic foods. In Mississippi, there are three Caribbean restaurants and two African restaurants; however, the most popular Caribbean restaurant is The Taste of the Island, a take-out restaurant that is opened only during lunch, in Downtown Jackson. Our research found that food lovers are searching for new food concepts that are in great locations with an affordable menu, customer service, and fun environment. Secondly, our research found that the local Chinese, Japanese, and Mexican food venues are reported high profits in 2013. Our research found that an innovative setting, diverse menu, and sophisticated environment will create a loyal and dedicated clientele.

While there are five Caribbean and/or African-style restaurants in Mississippi; Three Palms will operate convenient hours, exciting entertainment, dynamic customer service, and full dining area for patrons. Secondly, most of the other restaurants are only open during lunch time with take-out options, only. Thirdly, our company will blend Caribbean and African foods in one setting with mural visuals, artifacts, and arts around the building. Lastly, we are located in the proximity of shopping centers, business districts, and few other restaurants in the area that draws customers to Three Palms for drinks, foods, and entertainment experience.

Three Palms marketing strategy is to emphasize the quality of a dining experience in a sophiscated atmosphere that showcases a comprehensive art and culture collection from Africa and Caribbean. Our restaurant will be branded as a place for meeting new people, as well as a family and event-friendly environment. Additionally, we want people to view Three Palms as a place for a great meal, variety of drinks options, and a tropical Afro-Asiatic Honey bar located inside a restaurant.

Three Palms desires to be recognized by its customer service, extensive experience, and well-trained staff. Our staff will consist of two bartenders, six servers, and one manager (owner) for the first operating year. Our manager will train our employees for three weeks in the areas of African culture, Caribbean culture, meals, customer service, and the Three Palms concept. Our receptionist will handle reservations, catering events, and special occasions booking.