Sri Ganesh Dosa House: Authentic South Indian Eats in Jersey City Near India Square 🥞☕

Sri Ganesh’s Dosa House

Marketing & Operations Execution Manual
Location: 809 Newark Ave, Jersey City, NJ 07306
Category: South Indian Vegetarian Restaurant
Price Range: $10–20 per person
Rating: 3.9 ★ (1,875 Google Reviews)

1. Brand Positioning & Identity

Brand Essence:

  • Authentic, affordable South Indian vegetarian cuisine specializing in 100+ varieties of dosa, idli, and vada.

  • “A true taste of South India in the heart of Jersey City.”

Target Audience:

  • Local Indian & South Asian community in Jersey City (India Square area).

  • Vegetarian and vegan diners.

  • Foodies exploring ethnic cuisine.

  • Students and professionals seeking affordable meals.

Unique Selling Points (USP):

  1. 100+ varieties of dosas, including Jain & Swaminarayan options.

  2. Affordable pricing and generous portions.

  3. Authentic homemade flavors reminiscent of South Indian street food.

  4. No-frills, quick-service dining experience.

2. Operations Manual

2.1 Daily Operations Checklist

Opening (9:00 AM – 10:30 AM):

  • Kitchen prep: batter fermentation check, chutney & sambar preparation.

  • Dining area: cleaning, sanitization, and setup.

  • Staff briefing: review daily specials, expected orders, and delivery volume.

Service Hours (10:30 AM – 10:30 PM):

  • Dine-in: Quick table turnover within 30–45 minutes.

  • Takeout & Delivery: Ensure <25 min prep for DoorDash/Grubhub/Uber Eats orders.

  • Peak Hours: 12:00–2:00 PM, 6:30–9:00 PM. Assign 2 kitchen staff for dosa station and 1 for snacks.

Closing (10:30 PM – 11:00 PM):

  • Kitchen cleaning & food storage.

  • Waste disposal & next-day prep checklist.

  • Cash register & online order reconciliation.

2.2 Staff Roles

  • Kitchen Team: 3–5 staff (Head Chef, Dosa Maker, Assistant Cook, Prep Helper)

  • Front of House: 2–3 staff (Cashier, Server, Takeout/Delivery Coordinator)

  • Manager: Oversees supplies, customer feedback, and quality control.

Service SOP:

  1. Greet customer within 10 seconds of entry.

  2. Serve dosa within 12–15 minutes during peak hours.

  3. Verify online orders before dispatch.

  4. Collect and respond to feedback proactively.

2.3 Food Quality & Hygiene

  • Maintain sambar & chutney freshness (discard after 6 hours).

  • Rotate batter to avoid over-fermentation.

  • Conduct daily kitchen sanitization and monthly pest control.

  • Label all ingredients with prep and expiry dates.

3. Marketing Execution Plan

3.1 Online Presence Optimization

  • Google My Business:

    • Respond to all reviews within 24 hours (thank positive, resolve negative).

    • Upload high-quality dosa and thali photos weekly.

  • Instagram & Facebook:

    • Post daily stories of dosa-making and thali platters.

    • Run weekly “Customer Selfie Contest” with free dosa giveaway.

  • Food Delivery Apps:

    • Optimize menu with clear photos & top-seller tags.

    • Offer $1 add-on combos (coffee, lassi) to boost order value.

3.2 Promotions & Campaigns

  1. Happy Hour Dosa (Mon–Fri, 3–6 PM):

    • Selected dosas at $6.99 to attract off-peak customers.

  2. Weekend Family Combo:

    • 2 dosas + 2 idlis + 2 coffees at $29.99.

  3. Monthly Festival Menu:

    • Limited-time items for Pongal, Diwali, etc.

  4. Student Special:

    • 10% discount with student ID.

3.3 Partnerships

  • Collaborate with local Indian grocery stores for coupon cross-promotions.

  • Partner with college cultural associations for group catering.

  • Sponsor community events in Jersey City India Square.

4. Performance & Review System

4.1 Key Metrics

  • Sales KPIs:

    • Daily revenue target: $2,000+

    • Online orders: 40% of total sales

    • Avg. ticket size: $18–22

  • Customer KPIs:

    • Google rating goal: 4.2+

    • <5% negative review rate monthly

    • Increase Instagram followers by 20% quarterly

4.2 Feedback & Improvement Cycle

  1. Weekly staff meeting to review complaints & compliments.

  2. Monthly “Secret Diner” program to audit quality.

  3. Quarterly menu refresh based on bestsellers & customer trends.

5. Expansion & Growth Roadmap

  • Phase 1: Improve service speed & quality to raise rating to 4.2+ in 6 months.

  • Phase 2: Launch catering service for corporate lunches & events.

  • Phase 3: Introduce loyalty app with rewards & discounts.

  • Phase 4: Explore second location in Brooklyn or Parsippany to capture Indian community hubs.