Professional Documents
Culture Documents
TO:
SIR SABIR
MALIK
EXECUTIVE SUMMARY
HENNY PENNY is the first online fast food restaurant in the history of Pakistan. Our aim is to
provide the quality food of your own choice at your door steps with the most convenient online
ordering and payment system.
OUR BUSINESS
We take great pride and care to provide you with the best food and dining experience in the
quick service online restaurant business. We believe eating sensibly, combined with appropriate
exercise, is the best solution for a healthy lifestyle.
Whether you're taking back lunch or bringing back dinner, HENNY PENNY has all your
favorite chicken, salads, sandwiches, snacks, sweets and Beverages. HENNY PENNY also
offers a variety of menu items for those who want lower fat, lower calorie choices etc. To help
you further, we've provided nutritional information so you can make informed choices about
what to eat.
PURPOSE
The purpose to start this business is to serve people of new era with a different and the most
competitive style. The prime purpose is to generate profit by providing superb customer services.
We aim to be leader in providing quality food items that fit into a balanced diet. Our aim is to
provide the hygienic and delicious tastes that the customers have never tasted before. We want to
add convenience in the lives of fast food lovers by providing them the most wonderful dining
experiences at their doorsteps.
• You have to wait too long when you go back to buy something else
The company's goal is that of a multi-faceted success. Our first responsibility is to the financial
well-being of the restaurant. We will meet this goal while trying to consider;
• the effect of our products on the health and well being of our customers (and our staff),
• the impact that our business practices and choices will have on the environment, and
MISSION STATEMENT
"Change the way, food is served”
2011 will go down in history as the year of change, but still retailers who prefer the old days and
are, alas, losing market share.
Businesses don’t change for the sake of change, businesses generally change because the
consumer either asks or forces them to change. It is not the industry
that is forcing change; it is you as consumers.
• We take great pride in serving each other, our customers and our communities.
• Build trust relation ship with customers by promoting love and expertise.
• We value a sense of urgency and emphasize an innovative, entrepreneurial
approach to business.
• We know our success depends upon the initiative we take individually and
our ability to work as a team.
GOALS
• We are committed to exceeding our customers' expectations every time.
• We will seize every opportunity to innovate and lead the industry on behalf of
our customers.
There are 600 new restaurants opening every month and over 200 more needed to keep pace with
increasing demand.
The predicated growth trend is very positive both in short and long-term projections. Folkney
states that “as modern living creates more demands, people will be compelled to eat more meals
away from home”. The DMR Industrial Report estimates this as high as 30% over the next five
years.
In 2003 The National Restaurant Association released the Foodservice Industry 2003 report that
forecasted how the industry might look in the year 2010. Some highlights from the panel's
findings:
• "Consumers will spend a greater proportion of their food dollar away from home.
• Independent operators and entrepreneurs will be the main source of new restaurant
concepts.
• Nutritional concerns will be critical at all types of foodservice operations, and food
flavors will be important.
• CURIOUS AND OPEN-MINDED- - "if you try it, you will like it." Through marketing,
publicity, and word-of-mouth, people will seek out a new experience and learn that
nutritious food can be tasty, fun, convenient, and inexpensive.
• Dinner (19%)
• Breakfast (12%)
The average person (over the age of 12) eats at a fast-food restaurant an average of 9.2 times
monthly.
COMPETITIVE ANALYSIS
HENNY PENNY is not without competitive pressures. Chief competitors include Yum!
Brands, McDonalds, etc
Yum! Brands are the world's largest, with 33,000 restaurants in over 100 countries. Four of the
company's highly recognizable brands, KFC, Pizza Hut, are global leaders of the Mexican,
chicken, pizza, quick-service food categories. Yum! has a workforce of 272,000 employees and
is headquartered in Louisville, Kentucky.
McDonald's Corporation (McDonald's) is the world's largest foodservice retailing chain with
31,000 fast-food restaurants in 119 countries. The company also operates restaurants under the
brand names 'The Boston Market' and 'Chipotle Mexican Grill'. McDonalds operates largely in
the US and the UK and is headquartered in Oak Brook, Illinois employing 447,000 people.
MAJOR COMPETITORS
• McDonald’s
• KFC
SWOT ANALYSIS
HENNY PENNY restaurant is well positioned to leverage its strengths and address reasonable
threats, weaknesses, and opportunities. The table below highlights these Strengths, Weaknesses,
Opportunities, and Threats.
Strengths
• It’s the first online fast food restaurant in the history of Pakistan
• Staff training is structured and designed to assure rapid start-up and success.
• Lack of trust of general public about online order placing and then finally get
their desired food item
Opportunities
• Food contamination
• Competition.
• Economic downturn.
• Government policies
• Bird Flu
• People with the access of internet only can place online orders.
COMPETITIVE STRATEGY
There are three major ways in which we will create an advantage over our
competitors:
NUTRITION CALCULATOR
HENNY PENNY serves a wide range of quality foods that can easily fit into individual diet
needs based on the principles of balance, variety and moderation. Our varied
menu and range of serving sizes make it easy to fit our food into a balanced diet and
to create a range of meal combinations that fall within recommended guidelines for
calories, fat and other nutrients.
Concerned about fat content? Need a special order? With our cooking system, customers can
special order various menu items to help meet their nutrition needs.
Today, building on our Food Facts program, nutrition information is also included onour double-
sided tray liners and on posters that are conveniently located near our front counters. Also,
customers can get nutrition information online. Simply visit our Nutrition Calculator for nutrition
and ingredient information and to customize menu items to your needs. HENNY PENNY is also
helping you learn more about our food by adding nutrition information on some of our
packaging. Some of our packaging now includes the
HENNY PENNY Nutrition Chart
Our goal is to provide you with the information you need to assist you in making sensible
decisions about balance, variety and moderation in your diet.
Our Operations and Training manual for restaurant managers includes a whole
chapter on food safety, with requirements and guidance that cover all the critical
control points at the restaurant level—from supply and delivery through storage,
preparation, and holding.
Food safety procedures are monitored by staff operations consultants, who regularly
visit our restaurants to advise managers on operations. The consultants also conduct
periodic restaurant operations reviews, which include assessments of food safety
procedures. Managers are expected to correct any irregularities identified.
Onsite assessments are also used to identify needs for expert assistance and for
further development of our training programs. They are an important factor in
evaluating company-operated restaurant managers and in deciding whether owner/operators are
qualified for additional restaurants and for continuation within the System.
PACKAGING
Packaging design is a fundamental part of our
top quality customer service. Many of our
menu offerings have unique packaging designs
to provide insulation, help ensure food safety,
and make them convenient for carryout. This
gives us many ongoing opportunities to
minimize the environmental impacts of our
packaging and to provide industry leadership
in natural resource conservation.
1. Improved Quality
the benefits of a better tasting burger should be fairly apparent. Unless of course you prefer aged
burgers, the fresher burger is going to be higher quality if made fresh just for you.
The less obvious benefit is the higher quality customer service that arises from the JIT burger
assembly. When HENNY PENNY waits for you to order the burger, they do a few things to
improve customer service. First of all, when you place a special order, it doesn't send henny
penny into a panic that causes huge delays.
Now that HENNY PENNY is in the practice of waiting until you order a burger until they make
it, they don't freak out when they have to make a special order fresh just for you. This higher
quality customer service is subject to henny penny's ability to actually produce faster. Without
this ability, henny penny's ordering costs would be sky-high because the costs associated with
ordering would be the loss of customers tired of ordering fast food that really isn't fast.
2. Lower Costs
The holding costs for burger parts are fairly high because of its spoilage costs.
Frozen ground beef that's good today might not be so good in a few months. Once
cooked, the same ground beef's spoilage rate shoots through the roof. Instead of
having a shelf life of months or weeks, the burger needs to be sold within 15 minutes
or so. The holding costs go from roughly 20% per week to 100% per hour.
For HENNY PENNY, the benefits of JIT are fairly clear
Supplies
Henny Penny’s suppliers play a pivotal role in our success,
providing quality products at competitive prices.
Together, suppliers and the Company create new products,
help reduce costs and ensure our customers receive the
same great taste of henny penny in every community across
the country.
In essence, we shop where our customers shop - our
shopping basket is just a bit bigger! Henny penny buys and
serves the same wholesome foods our customers use at
home, supplied by brand name companies which Pakistanis
know and trust.
The adequate material will be available to support our project from local market suppliers like
K&N, Dawn bread. Raw material used in our products belongs to the following categories
• Natural form ( chicken , vegetables, rice)
• Finished form ( oil, bread bun, butter cheese ,spices, beverages)
PRODUCTS
Operating Facilities and Equipment to run the business:
1. Kitchen Equipment 1. Kitchen apparels
• Commmercial Fryers • Aprons
• Bandannas
• Hot Food Storage • Caps & hats
• Chef coats
• Face masks
• Steam Equipment
• Finger guard
• Commercial Ovens • Kitchen gloves
• Wood Cabinet Carts
• Work Tables
• Tissue rolls
• Cutlery sets
• Freezers
• Generators
• Microwaves
• Waste bins
70,000
UPS
Total 3370000
ORDERING SYSTEM
It is now easier than ever before to order a fast food delivery from your local takeaway because
you can do it over the internet. Using this website, you can HENNY PENNY fast food
restaurants in your local area and see the entire menu online. Ordering is just a matter of clicking
on what you want and entering your address. The order be sent to the fast food restaurant for
delivery to you - it's as easy as that. Best of all its completely free!
Become a free member
You don't have to be a member to use this website but if you sign up for a free
account, it will make ordering food even easier in the future. You can store all your
details so that you only have to enter them once. Signing up also lets you to see a
past history of all your orders. You can even see your favorite meals and quickly re-
order them.
Ordering
you start by entering your postcode. Check out the list and select whichever type of
food that you feel like. Instead of ordering by phone and going for your usual burger and chips, you get to
see the full menu of this fast food place. Decide what you want and simply click on it
to add it to your shopping list. You'll see this at the left of the screen and it shows
you everything you've ordered along with the total price. we give you the chance to customize your order
by selecting the type of sauce you want on your burger or whether you want salad on your kebab. In your
shopping list, you might see a cross like this next to an item. This means that you can
customize this item. Just click on it to see all the choices you have.
When you're sure you've chosen everything you want, just click on 'Place Order'.
After letting us know the delivery address of your order and choosing whether you want to pay
by cash or card, just sit back, relax and wait for your food.
At any time, you can check on the status of your order by using the order tracking
system on this website.
PAYMENT PROCEDURE
• On line payment through credit cards
• in cash at the time of delivery of order
LOCATION
To run the business we have selected the most favorite site of fast food lovers i.e.
Clifton Karachi.
Finance department:
This department is responsible to arrange the cash inflows of the business. it also identifies the
sources from where the finances can obtain to run the business operations smoothly.
Basic source of financing are:
• Banks
• Credit Unions
• Family
• Network of connections
With the loan provision proper accounts of cost and revenues are maintained round the year.
Such as:
This can be done by the year, month, week or day. The important thing is sales members need a
target to aim for and this is one of the most effective ways of doing this
Sales per Full time Team Member = Total Sales / Number of full time equivalent team members.
To allow you to benchmark with other businesses you need to look at full time equivalent team
members to get a comparable figure
Labor Costs as a Percentage of Sales = All payroll expenses related to Sales x 100 \ Total Sales
This tells you the cost of doing business with your present team
Return on Investment:
There are two ways of doing this:
Return on Total Assets (ROA %) = Earnings before Interest & Tax (EBIT) x 100 \ Total Assets
Return on Equity (ROE %) = Earnings after Tax (EAT) x 100 \ Owners Funds
NOTE: An old saying "If you can't measure it then you can't manage it."
Marketing department:
The marketing department focuses on designing colorful advertising and promotion
materials.
WE BELIEVE:
Your team has the ideas that can help you be topical. Typical businesses tend not involve the team in
marketing strategies. Topical businesses constantly involve the team in the ideas loop.
Once a month take a couple of hours to work “on” your business with your team, provide some
refreshments, and brainstorm ideas. Set a budget (which could be nil) prior to the session so the team
have a parameter to work within. The subject could include how to develop unique displays, marketing
Marketing Strategy
Focusing on the unique aspect of the product theme (healthy, tasty foods) a mix of
marketing vehicles will be created to convey our presence, our image, and our
message.
Currently advertisement is being done through:
• E-mails
• Bill boards
• Advertisement on different entertainment sites
• Print media
Operations department:
This department focuses on preparing food efficiently
Purchasing department:
Is responsible to manage the adequate number of supplies and chicken purchases at the right time
and in the right quantity.
• FAQs
• E-mails
If you're having any problems with this website then please don't hesitate to contact us. You can
find all our details on our contact page.
If you have any problems or disputes with any of the fast food order that we serve,
please contact us and we will investigate.
We are also interested in your comment and suggestions. This website is for you so
if you can think of anything we can help with, just let us know.
2.HR manager
3.Quality assurance manager
4.Training & development officer
Designation/type No
Owner 1
Kitchen supervisor 2
Shift supervisor 3
Cook 4
Dish washer 2
Cleaner 1
Total 21
CALIBER OF HR
• Excellent customer service skills
LONG-TERM DEVELOPMENT
GOALS
HENNY PENNY is an innovative concept that targets a new, growing market. We assume
that the market will respond, and grow quickly in the next 5 years. Our goals are to create a
reputation of quality, consistency and security (safety of food) that will make us the leader of
a new style of dining.
STRATEGIES
Our marketing efforts will be concentrated on take-out and delivery, the areas of most
promising growth. As the market changes, new products may be added to maintain sales
MILESTONES
After the restaurant opens, we will keep a close eye on sales and profit. If we are on target at the end
RISK EVALUATION
With any new venture, there is risk involved. The success of our project hinges on
the strength and acceptance of a fairly new market. After year 1, we expect some
copycat competition in the form of other independent units. Chain competition will be
much later.