pfr fast food - food court

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    INDEX

    S.No Topic Page

    1 Introduction 2

    2 Executive Summary 2-3

    3 Organizational Hierarchy 4

    4 Marketing Objective 5-6

    5 Market Analysis 7

    6 Market Strategy And marketing Mix 8-9

    7 Sales strategy 10-12

    8 Innovative Marketing Strategy 13

    9 Break Even 14

    10 Financial Analysis 15-1911. Economic Feasibility 20

    12 Summary 21

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    Introduction

    Fast food is the term given to food that can be prepared and served very quickly. While any

    meal with low preparation time can be considered to be fast food, typically the term refers to

    food sold in a restaurant or store with low quality preparation and served to the customer in a

    packaged form fortake-out/take-away.

    Outlets may be stands orkiosks, which may provide no shelter or seating, orfast food restaurants

    (also known as quick service restaurants). Franchise operations which are part of restaurant

    chains have standardized foodstuffs shipped to each restaurant from central locations.

    The capital requirements involved in opening up a fast food restaurant are relatively low.

    Restaurants with much higher sit-in ratios, where customers tend to sit and have their orders

    brought to them in a seemingly more upscale atmosphere may be known in some areas as fast

    casual restaurants.

    History

    The concept of ready-cooked food for sale is closely connected with urban development. In

    Ancient Romecities had street stands that sold bread and wine. A fixture ofEast Asian cities is

    the noodle shop. Flatbread and falafel are today ubiquitous in the Middle East. PopularIndian

    fast food dishes include vada pav, panipuri and dahi vada. In the French-speaking nations of

    West Africa,roadside stands in and around the larger cities continue to sellas they have done

    for generationsa range of ready-to-eat, char-grilled meat sticks known locally as brochettes.

    http://en.wikipedia.org/wiki/Restauranthttp://en.wikipedia.org/wiki/Take-outhttp://en.wikipedia.org/wiki/Kioskhttp://en.wikipedia.org/wiki/Fast_food_restauranthttp://en.wikipedia.org/wiki/Franchisinghttp://en.wikipedia.org/wiki/Chain_storehttp://en.wikipedia.org/wiki/Chain_storehttp://en.wikipedia.org/wiki/Capital_(economics)http://en.wikipedia.org/wiki/Fast_casual_restauranthttp://en.wikipedia.org/wiki/Fast_casual_restauranthttp://en.wikipedia.org/wiki/Ancient_Romehttp://en.wikipedia.org/wiki/Ancient_Romehttp://en.wikipedia.org/wiki/East_Asiahttp://en.wikipedia.org/wiki/Noodlehttp://en.wikipedia.org/wiki/Flatbreadhttp://en.wikipedia.org/wiki/Falafelhttp://en.wikipedia.org/wiki/Middle_Easthttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Vada_pavhttp://en.wikipedia.org/wiki/Panipurihttp://en.wikipedia.org/wiki/Panipurihttp://en.wikipedia.org/wiki/Dahi_vadahttp://en.wikipedia.org/wiki/Dahi_vadahttp://en.wikipedia.org/wiki/West_Africahttp://en.wikipedia.org/wiki/Street_foodhttp://en.wikipedia.org/wiki/Street_foodhttp://en.wikipedia.org/wiki/Brochettehttp://en.wikipedia.org/wiki/Brochettehttp://en.wikipedia.org/wiki/Restauranthttp://en.wikipedia.org/wiki/Take-outhttp://en.wikipedia.org/wiki/Kioskhttp://en.wikipedia.org/wiki/Fast_food_restauranthttp://en.wikipedia.org/wiki/Franchisinghttp://en.wikipedia.org/wiki/Chain_storehttp://en.wikipedia.org/wiki/Chain_storehttp://en.wikipedia.org/wiki/Capital_(economics)http://en.wikipedia.org/wiki/Fast_casual_restauranthttp://en.wikipedia.org/wiki/Fast_casual_restauranthttp://en.wikipedia.org/wiki/Ancient_Romehttp://en.wikipedia.org/wiki/East_Asiahttp://en.wikipedia.org/wiki/Noodlehttp://en.wikipedia.org/wiki/Flatbreadhttp://en.wikipedia.org/wiki/Falafelhttp://en.wikipedia.org/wiki/Middle_Easthttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Vada_pavhttp://en.wikipedia.org/wiki/Panipurihttp://en.wikipedia.org/wiki/Dahi_vadahttp://en.wikipedia.org/wiki/West_Africahttp://en.wikipedia.org/wiki/Street_foodhttp://en.wikipedia.org/wiki/Brochette
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    INTRODUCTION

    BUSINESS PLAN: (FAST FOOD RESTAURANT )

    WE ARE PLANNING TO SET UP A FAST FOOD RESTAURANT IN NEW DELHIWHICH OFFERS DEEP ASSORTMENT OF TRADITIONAL VARIETY OF CUISINES

    AVAILABLE IN VARIOUS PARTS OF COUNTRY UNDER ONE ROOF.

    EXECUTIVE SUMMARY:

    We will be starting novel concept of Fast food Restaurant in New Delhi.

    We have chosen to enter particularly to restaurant segment because as per BIRD OF

    GOLD report by McKinsey Global Institute Indian middle class household will swell

    from 50million to 583 million by 2025.Implies household have more disposable income

    and shift towards discretion spending.

    Restaurant

    As per CII estimate 2009 because of increase of rising per capital income Food industry

    will grow to US$310 billion by 2015.

    Food Industry is growing at the rate of 13% estimate CSO (Central Statistical

    Organization)

    Thus there is a huge market potential and no player has tried to offer this concept of serving

    variety of regional tastes under one roof. This place will provide a traditional taste and traditional

    environment means ambience of particular Fast food Restaurant will resemble to that of the

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    place from which it belongs, e.g. (Punjab with vibrant surrounding representing euphoria feeling,

    Kerala with majestic and natural beauty of beaches and high tech global standard facilities). Its

    a unique combination in its own concept. After enough market research, we have found that

    people miss food from their native places. They want a place where they can enjoy their native

    place food. The Fast food Restaurant is all about catering to need of these types of customers.

    We will acquire half acre of land strategically located to be easily accessible for the customers

    residing in New Delhi.

    Total estimated cost of land is around Rs. 2.5 Crores (at Rs. 1150/- per Sq. Ft.).Construction Cost

    Rs. 2 Crores which utilizes 10000Sq. Ft. of area (at Rs 2000per sq Ft.) .Remaining space would

    be used properly to present landscape beauty and to engage children for entertainment. Initial

    project cost would be Rs 5 Crore. Contribution by Promoters will be Rs. 1 crore and Bank loan

    of Rs. 4 crore. We will be repaying loan with an EMI of approximately Rs nine lakhs per

    month .The loan would be repaid over five years period. We will be able to breakeven in 3 years

    of time.

    ORGANIZATIONAL HIERARCHY

    There will be 3 Functional heads for this firm who will be handling various managerial

    positions.

    They will be responsible for managerial decision making.

    For day to day working several staff will be hired on monthly salary for various positions

    which include from sweeper, to clean boy, to cook, to accountant, to assistant manager, to

    a head for the Fast food Restaurant supervision.

    We plan to hire roughly 10 Assistant manager, 20 cooks, 40 assistant workers to cook, 50

    other helper boys for cleaning and taking order and for service.

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    Vision:

    To constantly innovate & provide the best that we can for our customers

    To be recognized as pioneers in the multi-brand Fast food Restaurant management,

    utilizing the highest levels of corporate & with dedicated employees and partners

    Mission:

    To provide integrated food management support and solutions for our partners

    So that every customer gets highest level of food quality & outstanding service in a hygienic

    & fun dining environment

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    MARKETING OBJECTIVE

    To achieve annual growth sale of 25%on yearly basis.

    To form strategic Alliance with, Haldiram because we are sensitive to diverse

    need of customer.

    To become Market leader in New Delhi.

    SWOT ANALYSIS:

    STRENGTH

    Location: - Our Fast food Restaurant will be placed in such an area which can

    be easily accessible from all part of .

    Experienced staff: - Our hired expertise staff helps us in providing quality food

    service to our customer. Ambience of place: - The feeling of being in their native place while dinning is

    itself a pleasure experience which gives us an advantage over others.

    WEAKNESS

    Lack of experience: Fast food Restaurant is a start up and the odds are laced

    against it. Will face stiff competition from local players.

    Financing: - Preliminary estimates of sales and expenditures suggest that it will

    remain financially stable. However unforeseen expenditure or poor sales will

    threaten cash position, which will be particularly vulnerable in one year.

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    Limited personnel: - Since we need expertise staff and to find and retain it is

    very difficult because of the competition in the market.

    Opportunities:-

    Growing market: - restaurants market is growing at a fast speed and demand for

    quality food is never ending.

    Potential to become a premier food provider: - because of the experienced and

    expertise staff we can deliver quality food products. Also the use of technology

    like Surface technology on table makes it quite innovative and a new experience.

    THREATS

    Local Competition (existing and potential): There are firms which specialize in

    this concept of Fast food Restaurant . Also local players are a threat