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{\Large \color{secondaryGreen} CARIBBEAN MIXUP} \\
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\small \textit{Premium Takeaway Experience}
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}}
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{\huge \color{primaryOrange} \uppercase{Business Case \& Operational Strategy}} \\
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{Proposed Location: 8 Station Road, Bishop’s Stortford, CM23 3BL}
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\subsection*{Dear Jade Ellis,}
The primary objective of this business case is to establish a comprehensive framework for Caribbean Mixup as we transition our operations to Bishop’s Stortford, as this plan is designed to provide a strategic roadmap that prioritises the maximisation of profit through a leaner, more efficient operational model, while concurrently identifying every opportunity to reduce unnecessary costs. By refining our delivery logistics and introducing high margin retail products manufactured on site, we aim to ensure that the business remains financially robust and sustainable within the premium takeaway market.
\section*{1. Executive Summary}
Caribbean Mixup represents a premium takeaway and dining experience situated in the heart of Bishop’s Stortford, as by transitioning the successful model originally developed at Bowes Road, we are bringing a vibrant mix of authentic Caribbean flavours to a new, affluent demographic. Caribbean Mixup embodies a broad, eclectic Caribbean fusion identity, utilising sustainable packaging and professional operational systems to redefine the takeaway experience.
\section*{2. Business Model \& Operations}
The model leverages high quality takeaway services supplemented by strategic delivery partnerships and retail product expansion, as our current revenue streams are focused on traditional in store collection and major digital delivery aggregators.
\subsection*{Takeaway \& Collection Sales (70\%)}
Primary revenue is generated through in person transactions and telephone orders for collection, allowing for direct personal engagement with our local customer base while retaining full margins by avoiding third party commission structures.
\subsection*{Delivery Partnerships (30\%)}
Strategic partnerships with Deliveroo, which serves as our largest revenue source, followed by Uber Eats, Just Eat, and GoGetter, allow us to extend our reach across the wider Bishop’s Stortford and Stansted area.
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\subsection*{Staffing Structure}
The operational team consists of the Owner and two staff members recruited from the local area, ensuring community integration and high service standards.
\section*{3. Marketing \& Brand Identity}
The brand identity moves away from traditional aesthetics to a more dynamic fusion style, as the visual identity, dictated by a bright, multi tonal colour scheme, will be reflected across all digital platforms and eco friendly packaging. Our digital presence will focus on TikTok and Instagram to showcase the cooking process and the bold colours of our signature dishes, while community engagement will be fostered through partnerships with local organisations and pop up kitchens at regional festivals.
\section*{4. Historic Financial Performance}
The business has successfully validated the market through consistent volume, as between 1 May 2025 and 1 May 2026, the operation achieved 4,922 in store orders, which generated an in store revenue of £71,532.00. Based on delivery revenue representing an additional third of in store sales, we estimate a further 1,641 orders were completed via delivery partners, bringing the combined annual volume to 6,563 orders with a total revenue of £95,376.00. Performance between 1 February and 30 April 2026 showed a robust trend with 1,743 orders generating £22,699.64 in revenue.
\section*{5. Expansion Plan: External Home Kitchen \& Retail}
The owner is currently constructing an external kitchen facility on site at his residence, as this facility is dedicated to the production of high margin retail products, which will diversify revenue streams and enhance the Caribbean Mixup brand presence beyond the physical takeaway location.
\subsection*{Retail Product Profit \& Loss Analysis}
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\textbf{Product Item} & \textbf{Unit Sale Price} & \textbf{Manufacture Cost} & \textbf{Unit Profit} & \textbf{Margin (\%)} \\
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Rum Punch (Per Unit) & £3.00 & £1.50 & £1.50 & 100\% \\
Jerk Sauce (Per Unit) & £2.25 & £1.20 & £1.05 & 87.5\% \\
Dry Jerk Seasoning (Per KG) & £15.00 & £6.00 & £9.00 & 150\% \\
Jerk Paste (Per KG) & £10.00 & £4.00 & £6.00 & 150\% \\
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\subsection*{Annual Income Projection with Expansion}
Based on modest weekly sales targets from the home kitchen, for example, 50 Rum Punches, 20 Sauces, and 10KG of seasoning or paste, the expansion is projected to contribute an additional £8,892 in net profit annually.
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\textbf{Model Component} & \textbf{Annual Revenue} & \textbf{Annual Costs} & \textbf{Net Profit} \\
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Core Takeaway (Owner Chef Model) & £95,376.00 & £76,290.40 & £19,085.60 \\
Home Kitchen Retail Expansion & £16,640.00 & £7,748.00 & £8,892.00 \\
\rowcolor{gray!10} \textbf{Final Combined Annual Position} & \textbf{£112,016.00} & \textbf{£84,038.40} & \textbf{£27,977.60} \\
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\section*{6. Maximising Business Profit}
Beyond the current retail expansion, the following strategies will be implemented to further enhance the bottom line and grow our digital footprint:
\subsection*{Delivery Partner Sales Strategy}
To improve digital sales, we will implement platform specific marketing campaigns, utilising Deliveroo and Uber Eats as primary vehicles for visibility, which includes optimising menu photography, participating in targeted buy one, get one free offers on high margin items, and leveraging partner data to refine our digital advertising spend.
\subsection*{Direct Order Conversion}
Developing a telephone based loyalty programme to encourage regular delivery customers to transition to direct collection, thereby reclaiming the commission fees paid to aggregate platforms.
\subsection*{Event Catering \& Gifting}
Utilising the home kitchen capacity to provide bulk Rum Punch and seasoning hampers for corporate gifts and local events in Bishop’s Stortford.
\subsection*{Upselling Architecture}
Training front of house staff to bundle retail sauces and seasonings with every hot meal order, increasing the average transaction value.
\subsection*{Bulk Procurement}
Negotiating better rates for raw materials by purchasing for both the takeaway and the retail kitchen simultaneously.
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\section*{7. SWOT Analysis}
\subsection*{Strengths}
Diversified revenue through retail and takeaway, high profit margins on core items, and owner led quality control.
\subsection*{Weaknesses}
Current absence of a direct digital sales platform, initial time commitment required from the owner to manage both locations, and a reliance on seasonal demand for Rum Punch.
\subsection*{Opportunities}
Developing a proprietary digital ordering infrastructure to reduce third party reliance, wholesale distribution of seasonings to local delis, and expanding the brand into nationwide shipping for dry goods.
\subsection*{Threats}
High commission fees from delivery partners impacting net margins, rising ingredient costs for high quality spices, and regulatory compliance for home based manufacturing facilities.
\section*{Final Strategic Summary}
The addition of the home based production facility transforms Caribbean Mixup into a multi channel brand, as by combining a verified takeaway model with high margin retail goods, the business is projected to achieve a final annual net income of £27,977.60, representing a 46\% increase over the base restaurant model.
\section*{Summary}
By transitioning to the owner chef model, known as Model B, the business secures a significant turnaround in profitability, maintaining the high standards required for our premium brand while ensuring long term financial sustainability.
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Contact: Hello@dmst.co.uk | 07956 907 620 | Caribbean Mixup 2026 \\
8 Station Road, Bishops Stortford, CM23 3BL
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