The Introdution To Food Industry Marketing Essay

The Introdution To nutrition Industry Marketing EssayFood is a basic need and nutrition service industry go forth always continue in demand. This industry accommodates eating houses, unwavering f bes, and cafeterias, catering opportunities, f ar carts, sustenance for thought t precedeks and the like. Philippines love to eat. This love for fodder and feeding is the major reason wherefore the aliment industry has flourished well in the Philippines and why you pass on see a lot of restaurants and tumultuous foods scattered on the whole over the country. These card-playing foods and restaurants can be topical anaesthetic or international.Filipino food is considered as a unique mixture of Eastern and westbound cuisines that mirrors the history of the country. It includes plates and cooking procedures from countries like China, Spain, Mexico and the United States. Even although Filipino food has been influenced by Eastern and Western countries, what makes it unique i s the history, the society that introduced and adapted it and the tidy sum who accepted it into their homes and restaurants.Filipinos are non just into good food only when the total dining experience, good food is just a fetch time rancid of it. It is the way we feel when we are within a fast food or restaurant. How it feels to dinner egress with family or friends or even when youre by yourself. When choosing a restaurant or a fast food, customers usu whollyy hold back for the cleanliness of the place, freshness of the food, watched over premises, enough parking area, the mood, design and land of the place, and for any(prenominal) restaurants, even the music. The physical and emotional response is a result of all(prenominal)(prenominal) these factors. These can make the whole dining experience level better.A recent study shows that due to economic crisis, customers or consumers think that when it comes to food obtain, preparing and dining. They are not for weight loss or just eating out at fancy restaurants only if they choose what they eat for wellness. They involve more nutrition for their money and are more conscious of it. psychiatric hospital OF FAST FOODFast food is food, which is ready and operated cursorily at yields called fast-food restaurants. A restaurant is an organization that serves ready food and bever ripens on t fits stripe for individuals, pair or bigger groups, to be consumed primarily on the location. Restaurants serve a wide variety of food at a finicky cost given on its menu card for on or off the place consumption. These include eating establishments where consumers are served at walkup or make away ordering counters for either on or off building consumption.However, more or less good restaurant serve food at tables to their consumers for on-premises consumption. Many of the restaurant chains, pass improved their annual sales many another(prenominal) times over, well away from the limits of the tables they can serv ed each day, by percentage hot well packed meals through free home speech service on orders placed through a telephone call. It is multi-billion peso businesses that continue to grow up quickly in many countries.A fast-food restaurant is a restaurant characterized both by food which is supplied quickly after ordering, and by s inwardnessest service. The food in these restaurants is often cooked in freshet in advance and reserved hot, or reheated to order. Many fast-food restaurants are off cut back of restaurant chains or license operations, and standardized food are shipped to each restaurant from central locations. In todays world, going to a restaurant has more to do with socialize then to just having a bite. solitary(prenominal) a few decades reverse restaurants were specially lead families, which situation does not hold true today. Nowadays, even children regularly eat out with their friends, on their own. Therefore, restaurants are not just about food of ambience. On a wo rldwide level, they are an important supplier to the economy while on personal levels it provides us with a place to easily connect with others.OBJECTIVESTo set up an existence asa successful local fast food outlets and get a market share in Philippiness fast food industry.To make FRHANP frya destination spot for malls.To lose ones temper into a heel of outlets by near years, and sell the franchise to bordering metropolitan cities.Mission Our main goal is to be one of the most successful fast food outlets in Philippines, starting with one sell outlet located inside a major shopping mall as a market tester.Our main focus forget be serving gritty-quality food at a great prize.COMPANY compactWhat is FRHANP heat up?FRHANP fry sells foodie fries in a cone shapewith achoice of paste. We use the opinion of Belgian Fries, where the fries are all make from fresh potatoes and fried twice. Our outlet withal provides superior and friendly customer service to support the ambience of fun, sprightly and juvenile lifestyle.Youthful and fresh surroundingsWe pull up stakes imitatesuccessful establishments, such(prenominal) as Jamba Juice and Starbucks, which represent the majority of our core fair game market, among 18 to 35 years of age. Our come in will feature let out cooking of our featured Fries from cutting to frying. Our customers will withal be able to read our in-house brochures in regards to all knowledge about Fries and our featured sauces as well as other products like burgers and shakes. Our hive away will be decorated with fast food setting, such as a bright counter and display menu on the wall. flavour FoodEachstore will poke out nothing but freshly fried Belgian fries, sandwiches, Burgers, Shakes and variety of unique blend sauces, all served with old-fashioned home-style care.Open EverydayOur store is open free-and-easy from 10 am to 9 pm.Variety, variety, varietyA different picking of burgers and sandwiches will be featured every thre e months and we will also change our Indian soda flavors and shakes to accompany our fries.Start-up SummaryThe retail outlet will be rented at one of the target location shopping malls. Our preference is Space A, for the main reason of reaching larger traffic. inaugural requirements will be financed through owner investments. http//www.bplans.com/fast_food_restaurant_business_plan/images/3ea7e45235fa4bd5ad6f924765b00e74.pngStart-up RequirementsStart-up ExpensesRs.Kitchen and Fixtures1144800Furniture and Interior874500 effective159000Rent795000Packaging and Stationary450500Contingencies222600 measure Start-up Expenses3646400Start-up Assets0 bullion needful2650000former(a) Current Assets0semipermanent Assets0 integrality Assets2650000Total Requirements6296400ProductsWe want to focus only on selling fries. Alcoholic drinks will not be sold in our outlet, as FRHANP Fries promotes a healthy and positive Philippino lifestyle. Instead, we will offer Idian Soda and Sandwichesto complement the fries.The dips for Belgian style fries can also be served with sandwiches, theyare useable in more than 20 flavorsPesto mayo Traditional SambalSatay glop Korean BBQTeriyaki pulp Hot Chili pulpThai Chili catsup Garlic DipCreamy Wasabi MayoRoasted Pepper MayoLava CheeseBlack Pepper pulpCurry Ketchup cook outJalapeno KetchupCaribbean IslandsCompetitive ComparisonFARHANP Fries has several advantages over its leading competitorsWe expect a high degree of enthusiasm and offer a fun store with friendly staff that reflects the companys youthful and tireless culture.Supporting merchandise items that support the companys check off building.Our fried potato is made 100% fresh, compared to most fast food outlets that use frozen fries.Our dipping pulp is also made fresh without preservatives.Our innovative packaging will be more entertaining than our competitors.CompanyCleanValueMerchandising stick OutSimple invigoratedCoolPop CultureFAHANPyesyesyesyesyesYesyesyesMcDonaldsYesYesYesYesYes NoYesYesKFCYesYesNoYesNoNoYesNoSubWayYesYesYesNoYesYesNoNo gross sales LiteratureFARHANP Fries will use denote and sales programs to get the word out to customers.1500 color brochures to be distributed passim destination shopping mall and facilities in-store, cinemas, area eateries, information during the grand opening.one-half page magazine reviews in Philippiness lifestyle magazines that advertise the presence of the outlet.SourcingFresh potatoes will be delivered weekly by our distributor directly from the India . We also have an agreement withCompany to exclusively manufacture our Shakes and signature sauces. incoming ProductsFor now, we will focus on selling fries and signature shakes, burgers and sauces. However, as we grow further, we will add new categories to our menu, such as Belgian Sandwiches and Buffalo wings.In the future, our growth system will be religious offering the franchise of our brand to food entrepreneurs in the Philippine region.Value mealgross revenue of FRHANP Fries will not only generated from the selling of its renowned Belgian Fries, but also will be generated by the creation of an innovative package menu called the value meal. It primarily consists of a junto of our featured Belgian Fries, sandwiches and Indian soda at greater value than selling at individual items. Further customization could be done by selling a bigger size of fries called Uber FRHANP to attract toll sensitive customers.Market Analysis SummaryConsumer expenditures for fast food in Philippines rise during the end of the year 2012, fol kickoffed by the re ascertainy of Philippiness economy. The increasing number of new establishments such as fast food franchises, fancy restaurants and foodie bakeries around Philippines has shown a significant growth in this sector. Food spending is around 56% of total consumer expenditures in Philippines, and consumerspending on vacant and recreation made up of 13% of total consumer spending.A oft broader appeal exists for weekend slots because those are the days when most of our core target market sleep togethers the mall going activities.Age Youngsters, single, currently enrolled in college and high school.Family unit We will also appeal to families (young families) with children.Gender We will target both sexes, with a slight skew for males due to their glower directionto dietary concerns.Income We will appeal to the medium income individuals and to all in the lower medium income bracket.According to a recent public survey of pot 15 45 years old, 80% of those interviewed like fast food. 90% of them like fast food on a regular basis, and 10% of them claimed that they like fast food very much, or love fast food. The survey also provided the following particular reasons for the increasing popularity of fast foodPeople have 52 weekends and three long holidays a year. or so of Philipino love to window shop, and when they do strolling around the shopping district, they need a quick bite to acc ommodate their activities.White-collar workers in offices have stop bring lunch, and enjoy chicken, hamburger, pizza or other fast food joints in the vicinity.Parents give more money to kids and students to buy lunch. Fast food is naturally their commencement choice, because of the brand building effort that heavily targets their age group.Eating out still remains as Philippinos common usage of life. They do not perceive fast food is a luxury,and they enjoy it by bringing their family, especially if they have picayuneer kids, in the surroundings of the western-style fast food outlets.Marketing StrategyOur strategy is based on serving our markets well. We will start our first outlet as a market tester that could become a model of the expanding number of outlets in the future. Concentration will be on maintaining quality and establishing a well identity in the local market.A combination of local media and local store marketing programs will be utilized at each location. Local sto re marketing is most effective, followed by print advertising. As soon as a concentration of stores is established in a market, then broader media will be explored. By providing a fun and energetic environment, with unbeatable quality at an acceptable price in a clean and friendly outlet, we will be the talk of the town. Therefore, the execution of our concept is the most critical element of our plan.Pricing StrategyOur pricing strategy is positioned as generic, meaning that 200 INR is the average consumer spending for a snack or light lunch in Philippines. Leveraging the volume of fries, Indian Soda, Sandwiches, Burgers and signature style sauces to be sold, we are serving the majority of Philippino. instruction SummaryThe initial focal point team depends on the founders, with little back-up. As we grow, we will take on additional help in real key areas. Part of our basic philosophy will be able to run our executive director management as a knowledge share-out fellowship. We wil l not add additional overhead until absolutely necessary. This will mean that the initial staff support team will have to work extra. By doing this, we will keep our overhead as low as possible, bearing us to adequately staff our outlets. This will also allow us and future business partners to recoup investments as quickly as possible and enjoy a higher return.At present time, FRHANP Fries is being owned by its 6 founders.Management TeamFRHANP Fries is currently the creative idea of its six founders. As the company is small in nature, it only requires a simple organizational social organisation. Implementation of this organization form calls for all four individuals to make all major management decisions in addition to monitoring all other business activities.As we expand into multiple locations, each location will have a primary site manager.Organizational StructureFuture organizational structure will include a director of store operations when the store locations exceed four uni ts. We hope that this individual will come out of the ranks of our stores management. This will provide a supervisory level between the executive level and the store management level. Possible positions might be added at a later date include marketing manager, purchasing manager, controller, forgiving resources, RD and administrative support team.Personnel castOur initial employees willinclude twocashiers, two cooks and two bike boys per location, with one of each on the premises during open hours. This is considered an ideal personnel number for a food outlet the size of our own. Each employee will work for 38-40 hours per week.Personnel design (Approx.)Personnel planYear-1Site manager0cashiers1,90,800Cook1,52,640 lot boy1,24,020Total people12Total payroll4,67,460Start-up keepCurrently, the company is owned by the original 6 founders, who each will contribute Rs.30,60,000 for the same amount of share, 25%. This will more than cover start-up requirements, and provide the busines s with a cash pillow to use for refinement over the first year.Start-up livingStart-up Expenses to Fund36,46,400 Rs.Start-up Assets to Fund26,50,000Total Funding Required62,96,400AssetsNon-cash Assets from Start-up15,90,000 capital Requirements from Start-up26,50,000 hard currency Balance on Starting date37,53,600Total Assets79,93,600Liabilities and outstandingLiabilitiesCurrent adoption0Long-term Liabilities0Accounts Payable (Outstanding aeronauts)0Other Current Liabilities (interest-free)0Total Liabilities0 roofTotal Planned investiture42,40,000Loss at Start-up (Start-up Expenses)(36,56,400)Total Capital1,83,60,000Total Capital and Liabilities37,53,600Total Funding44,00,000 communicate gather and LossAs the Profit and Loss shows,FRHANP Fries will run at a profit or loss for the first year, apply up some of the cash reserves initially invested by the founders. As sales increase, we will expand into new locations to aggressively spread brand recognition. This increase in vi sibility will allow us to take up less expensive locations off of Orchard Road, while maintaining our flagship operation, the first store, in aprime spot.http//www.bplans.com/fast_food_restaurant_business_plan/images/ae0e382ef4e34aa6b836c9db8ae7becb.pngWe recommend using Business Plan Pro as the easiest way to create graphs for your own business plan.Year-1 (Rs.) sales1,47,95,639Direct Cost of Sales32,83,721Other Costs of Sales0Total Cost of Sales32,83,721Gross allowance1,15,11,971Gross Margin %77.81%ExpensesPayroll46,74,600Marketing/Promotion5,30,000Depreciation0Rent92,22,000Utilities1,35,150 youthful location setup13,25,000Total Operating Expenses1,58,86,750ExpensesProfit Before matter to and Taxes(4374779)EBITDA(4374779)Taxes Incurred0Net Profit(4374779)Net Profit/Sales-29.57% communicate Cash FlowThe following chart and table show the Projected Cash Flow for FRHANP Fries.http//www.bplans.com/fast_food_restaurant_business_plan/images/bb9ce2d1db1244898fee2612c6fa41d6.pngYear-1 ( Rs.)Cash ReceivedCash from OperationsCash Sales14,795,639Subtotal Cash from Operations14,795,639Additional Cash ReceivedSales Tax, VAT, HST/GST Received0 spick-and-span Current Borrowing0New Other Liabilities (interest-free)0New Long-term Liabilities0Sales of Other Current Assets0Sales of Long-term Assets0New Investment ReceivedSubtotal Cash Received14,795,639ExpendituresYear-1Expenditures from OperationsCash Spending4,674,600Bill Payments12,946,045Subtotal Spent on Operations17,620,645Additional Cash SpentSales Tax, VAT, HST/GST Paid Out0 wizard Repayment of Current Borrowing0Other Liabilities Principal Repayment0Long-term Liabilities Principal Repayment0 bribe Other Current Assets0Purchase Long-term Assets0Dividends0Subtotal Cash Spent17,620,645Net Cash Flow(2,824,953)Cash Balance35,928,647Projected Balance SheetFRHANPs intercommunicate company balance sheet follows.AssetsYear 1 (Rs.)Current AssetsCash35,928,647Other Current Assets0Total Current Assets35,928,647Long-term AssetsLo ng-term Assets0Accumulated Depreciation0Total Long-term Assets0Total Assets35,928,647Liabilities and CapitalCurrent LiabilitiesAccounts Payable1,549,826Current Borrowing0Other Current LiabilitiesSubtotal Current Liabilities1,549,826Long-term Liabilities0Total Liabilities1,549,826Paid-in Capital42,400,00Retained Earnings(36,46,400)Earnings(4,374,779)Total Capital34,378,821Total Liabilities and Capital35,928,647Net Worth34,378,821