Simply HealthyWriting 30 Business Plan ProjectSamah Rahman, Karen Palm, Sheena Rice, Paola Tovar, Tania Moran

Consider this scenario…Are you sick and tired of the same

old fast food restaurants? Do you really want another greasy hamburger? Are you craving something healthy and tasty?

Well, maybe it’s time for you try out “Simply Healthy,” it’s a healthy fast food restaurant for people who want to eat healthier and change their eating habits!

Would you eat THIS or THAT?

Greasy Cheeseburger vs. Delicious Pesto Chicken Sandwich

Mission StatementSimply Healthy’s Goal is to

redefine the term fast food, we want people to love what they are eating, while not being concerned with the amount of calories or money. We want to create and environment that all ages can feel comfortable in.

Company Description“Simply Healthy” is healthy

fast food restaurant located in the metropolitan area of Miami, Florida.

“Simply Healthy” aims to be a fast food restaurant unique compared to the mainstream ones.

Our fast food restaurant will serve food items that are healthy, tasty, and nutritious.

“Simply Healthy” will offer customers a quick and healthy meal in a casual dining environment.

Target CustomersWorking individuals with

busy schedules Those who work long hours and are tired of the same old fatty food.

Working parents Parents want their kids to have good nutritious meals.

Those who are calorie cautious Nutritional facts are found on the menus, as well as posted on the wall.

DemographicsOur target customers

would include men and women.

Our restaurant would be targeted towards individuals from ages 18-24 and 25-34.

Other target customers would also include tourists who are sightseeing in the Miami Beach/South Beach area.

Why would the consumer be interested ?

Simply Healthy is not just a fast food restaurant, its everything a consumer looks for in a restaurant but hasn’t found yet.

◦ It’s healthy, with all the recent information on “life style diseases” many people are trying to eat more responsibly.

Why would the consumer be interested ? ◦ It’s cheap, almost everyone is going

through some sort of financial hardships, and we get that, we want our consumers to be able to come eat a delicious meal, and not have to worry about not having enough money to cover things.

◦ It’s convenient, with having such busy lives with work and children, we get the need for things to be fast and easily accessible.

The IndustryFast food (QSRs)Low prices and

cheap serviceHigh in calories

and fat

Ex: Burger King’s new Pizza Burger (2530 calorie meal priced at $13)

Ex: Outback’s Aussie Cheese Fries (2900 calorie “starter”)

Economic TrendsIn 1970, U.S. spent about $6 billion on

fast foodSince then, fast food consumption

dramatically increasedIn 2000, we spent $110 billionIndustry is a multi-billion dollar one, the

U.S is seeing an average of 4% income growth for the past few years

Companies are eyeing India, where fast food spending grew by 40% this past year

Economic Trends of the Industry

• The fast food industry has been steadily growing since the 1960s

• U.S. provides majority income of fast food restaurants

• 50% of McDonalds revenue come from overseas

• Restaurants recently suffering due to rising prices of corn and wheat

Product Development and ManufacturingOur products are fairly simpleLow calorie salads, soups,

sandwiches, wraps – fast and easy to prepare

Estimated time needed to produce and edit menu options, establish prices, training time for staff

We predict to have our products available for sale in about 3 months

Healthy is Trendy“Rising concerns for ‘’health

and wellness’’ are bad news for fast food which is generally perceived as fattening and unhealthy.”(www.wikinvest.com)

“A whole new KFC experience is arriving with the new grilled chicken menu.” (Nations Restaurant News,12/10)

“Burger King tries mini-burgers on for size” (NRN, 12/23)

Healthy Food Industry Analysis Healthy food industry is

growing Global organic sales in 2003:

$25 billion & in 2008: $50.9 billion

Fifty million people in the US are dependent on fast food

25.2 of Florida’s residents are obese.

Childhood Obesity9 million children ages 6-19 are

overweight.From 1980 to 2008, the

prevalence of obesity in children aged 6 to 11 rose from 6.5% to 19.6%.

In the United States, more than 15% of school-age children are overweight or obese. The number of cases is increasing, especially in minority populations.

Children who are obese are more likely to become obese adults.

Industry Analysis in terms of the environment and beauty

Beauty◦ “You are what you

eat” ◦Bariatric Surgery

increased by 40% in 2003

Sustainability ◦“Go Green” ◦Caring about the

environment = a change in habits

Competition and Our Advantage

Big named fast food places such as McDonalds, Burger King, Jack in the Box, KFC

Health conscious places like Jamba Juice and Subway

Adv: we’ll serve more than sandwiches and smoothies, healthy food that will not cost more than their unhealthy counterparts

Analysis of Current Competition

◦1st “Panera Bread” ◦2nd “Jason’s Deli” ◦3rd “Au Bon Pain”◦8th “McDonald’s”

Besides Jamba Juice, Subway, and Togo’s

Our competitors include other restaurants that serve healthy food items.

Advantages & Disadvantages

Competitive Advantage◦Variety in Menu◦Cheap healthy food all below $10◦24 hour Drive-thru◦Comfortable, relaxing environment◦ Innovative Team

Competitive Disadvantage◦Quantity of food versus prices ◦Maintenance of fresh fruits and vegetables ◦The general public is used to greasy fast

food◦Food Industry is competitive at this point

Advertising StrategiesRadio: High reach, high target

ability, low costBillboards: targets affluent and

mobile people, location is crucialMagazines: audience targeting is

very precise Local Newspapers: raise

community awareness, gain regular customers

Start-Up Costs

Start-Up Costs

Employee Salary

Advertisements

Billboard; $75,000

Mag-azine; $840

Nes-paper; $420

Radio; $36,000

Breakeven Analysis