INNOVATION PROJECT

Apex Friendship DECA Chapter

Apex Friendship High School

7801 Humie Olive Road
Apex, NC 27502

Devon Jackson
Valentine Vaillant

February 2016
 Table of Contents

I. Executive Summary ...................................................................................................................................................... 1

II. Problem.............................................................................................................................................................................. 2
III. Customer Segments ...................................................................................................................................................... 3
IV. Unique Value Proposition........................................................................................................................................... 3
V. Solution.............................................................................................................................................................................. 4
VI. Conclusion ........................................................................................................................................................................ 5
VII. Bibliography .................................................................................................................................................................... 5
 I. Executive Summary

Problems:
Population of Eastern Indians in Raleigh is growing exponentially, but the number of
Indian restaurants does not reflect this statistic. A sample was taken of 705 people all of whom
believe that authenticity is the most important aspect of choosing which restaurant to go to but
is the one thing lacking in the Indian market. But even if the costumer is served authentic
Indian food, the importance of healthy ingredients is frequently absent and repels costumers
in the era of healthy living. But as the sales of Indian food have increased by 6% over the past
three years the demand for healthy, authentic and affordable quick serve is still prominent
more than ever in the market today and has failed to be met.

Customer Segments:
The largest population to purchase quick serve food is the working class families, 83%
of this group-visited fast food takeout at least once a week in 2013. But with limited
restaurants that serve healthy ingredients, families are forced to settle for greasy meals
because of their abundance and their low costs. With families looking for a healthy alternative
along with the appeal of the low costs of quick serve, Curryosity will thrive in this
environment.

Unique Value Proposition:

With nearly all customers saying that authenticity, take out, and customizations of
order being an essential factor in their dining experience, Curryosity has decided to
incorporate all of these into a natural blend of ingredients. By introducing a new drive through
system where customers will merely drive up to one of our five lanes and will be given the
option to customize their food just as they would inside the actual restaurant, combining both
the take out and the make your own aspect. The food that they will enjoy either at their
homes, in their cars or in our restaurant will be all natural ingredients imported straight from
their indigenous land of India and prepared by chefs who are accustomed to cooking both
traditional and authentic Indian cuisine.

Solution:
New is cool in todays society, with a new form of drive through that has never before seen
in the restaurant market, it will draw customers into our business. By being able to customize
your own meal but still being in the comfort of your car it will allow for customers to get the
takeout they love so much while still being able to see their food the whole time it is prepared.
Customers also seek the healthy aspects of the food that they eat, with this being so popular in
the market, only having all organic and non-gmo ingredients will costumers be confident in
what they are putting in their body and still be consistent with the authentic taste of Indian
cuisine.

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 II. Problem
In 2010, the metropolitan area of Raleigh, North Carolina had the eighth largest population

percentage of Indians (1.8%) in all of the United States. As of 2015 estimates show that the Indian

American population has nearly increased 35% in the area and is numbered around 30,000. Yet, in

all of the Raleigh area, one of the United States most culturally blossoming cities there are only nine

Indian restaurants in. All nine restaurants have one thing in common: their customers all taste the

lack of authenticity in the food they

are served. Customer complaints

about lack of flavor are plentiful

and here is just one of many

examples.

This is not the only opportunity in the market for Indian restaurants. As seen below, the market share

for Indian restaurants is increasing compared to the other cultural dining in the past three years.

Ethnic Food Sales 2011 Ethnic Sales 2014

Other Other
16% 10%
Indian Indian
11% Mexican 17% Mexican
50% 52%
Asian Asian
23% 21%

As the population of Indian people skyrockets by nearly 30% each year and the market for

Indian restaurants grows, our cultural cuisine will flourish. Not only that but the market size for

quick serve and casual dining are the largest in the United States and out number all other restaurants

by nearly double. Curryosity: The Cultural Cuisine will be a unique Indian restaurant and the only in

the RDU Market, providing a quick serve, drive through and casual dining. With our opening we

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will eliminate the common stereotype of non-authentic Indian food, bring in the taste of India to the

people without the greasy artery clogging products. At Curryosity: The Cultural Cuisine customers

will be introduced to an entire menu of all organic, gluten free and GMO free ingredients that will be

healthy for the entire family.

III. Customer Segments

At Curryosity: The Cultural Cuisine we cater to the working class/middle income population.

We are targeting parents that need a quick fix for a bring home meal that is healthier than our quick

serve competitors, working customers that needs a fast healthy meal before lunch break ends and

those families that are just looking for a quality sit down meal with their family.

IV. Unique Value Proposition

In todays day and age healthy foods are on the rise and are a critical part of the decision

making in what restaurants people choose to eat at. At CCC our all organic and gmo free ingredients

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along with the special gluten free menu will make the choice much easier on all types of hungry

customers. As well as healthy food being a key factor so is the taste of the food, 71% of people say

that the authenticity of the food is one of the most important essentials of their dining experience. To

cater to the clienteles needs we at CCC have decided to import all ingredients from their native

countries and for the meals to be prepared by chefs who are accustomed to the traditional dishes. Not

only this but studies show that nearly 58% of people say that having takeout and being able to

customize their own order are factors in where they eat (see page 2). With this in mind CCC has

created a new and unique way to cater to these customers. Introducing an all new form of take out

where customers will be able to drive up to any of our five lanes and be able to customize their meal

just as they would inside the restaurant.

V. Solution
Americans are always looking for that one new food trend that they can jump on, 98.2% of which

are not Indians, imagine if the native population hopped on, what the rest of the country would do. A

perfect representation of what could happen is the blossoming success of the U.Ks Indian restaurant

industry. We will try to best replicate this by adding new features in the 190 billion dollar cuisine, at

Curryosity: The Cultural Cuisine we will introduce a brand new form of drive through never seen in

the quick serve world. When our customers roll up to one of our five Make it yourself stations,

they come face to face with one our dedicated employees along with an assembly line of all the

healthy ingredients founds inside, here they will be able to make their own cuisine just as they would

inside and be able to get where they are needing to go in a matter of minutes. With all this being said

we will still serve non- GMO, and all organic ingredients while still giving them the opportunity to

order off our gluten free menu. The taste of true and authentic Indian Cuisine in the Raleigh area will

be both healthy and nutritious

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VI. Conclusion
The eastern Indian population of Wake County is increasing exponentially. Residents of

Raleigh, Indian and otherwise, crave flavorful, authentic, Eastern Indian cuisine. Quick serve, casual

dining and take home meals for the busy working families are on the rise. Curryosity: The Cultural

Cuisine will satisfy all of these needs and bring the taste of authentic Indian cuisine to the people.

VII. Bibliography
Indian Americans. Wikipedia. N.p.: Wikimedia Foundation, 17 Jan. 2016. Web. 22 Jan. 2016.

Population and housing trends report. 2014. Web. 22 Jan. 2016.

Population characteristics. 2013. Web. 22 Jan. 2016.

Raleigh demographics. 1990. Web. 22 Jan. 2016.

Posts about ethnic on darrentristano. 16 Dec. 2015. Web. 23 Jan. 2016.

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