Daniel Heinsohn

What is Hummus Bar? Hungary restaurants shows

Healthy and vegetarian restaurant (most of its
locals)

Not happy customers

Bad service Unefficiency
Target market
 Middle and upper income customers
 Customers who look for alternatives to
italian and mediterranean food

Business model No
 Direct Ownership by partnerships Not
commitment
 Franchise friendliness
to service

Competition
Opportunity
Direct competition
 Hummus Point (Small chain) Opportunity to improve this expectatives of
Indirect competition services that has been taken by Hummus
 Subway Bar but there is no totally consolidated.
 Right now HB has (ina difference of others
restaurants) good service but this could lost

There is no a clear model of Franchise

To be considered as a solution this needs to
be fixed inmediately There is
no
employee
Franchise training
model not
well We need to
established
growth Shows low potential in the future
(is very crowded with franchises)
However, the market has not
wholly covered and there are still
Hungarian unattended customers
market
stucked
 National Growth
Unattended market
Business people
 They look and need a
healthy option for lunch.
Centre
 Big afluence of tourists
(cheap and health
optionready to explore
again)
Mode: Joint Venture
(mitigate risks and
investments)
Place: Business área
(high traffic)
International Growth
Hummus bar should enter to
one of the 11 cities with the
highest growth potential
Entry mode: Franchise
(mitigate investment risks
requires high control)
Place: To be determined
Training
Hummus bar has a
comparative advantage
(service)
 However this quality
service it is not taught to
employees but learned in
the field
Implementation Plan
 Bratislava/Sl Ljubljana/ Warsaw/Po Prague/C Zagreb/Cr Belgrade/S Debrecen/H Athens/Gr Sofia/Bulgari Istanbul/T Berlin/German
Factor Level Weight
ovakia Slovenia land R oatia erbia ungary eece a urkey y

GDP per capita Country 0.15 7 10 6 9 4 1 5 8 2 3 11

Median monthly disposable income City 0.15 8 10 6 9 4 2 3 5 1 7 11

Unemployment rate Country 0.05 4 6 5 10 3 1 7 2 8 9 11

Population City 0.05 10 2 7 4 3 6 1 8 5 11 9

Prevalence of dining out City 0.15 7 6 10 7 6 6 6 6 9 8 11

Easy of doing business Country 0.1 9 10 7 6 2 1 8 3 5 4 11

Expenditure of vegetarian foods per person City 0.25 2 9 10 8 6 1 7 5 4 3 11

Expenditure of vegetarian foods per year Country 0.1 6 3 9 7 5 1 2 8 4 10 11

Weighted Score 1 6 7.85 8 7.75 4.6 2.15 5.25 5.7 4.35 5.85 10.9

Things to be considered:
 Some of the factors identified by G&M were not considered no consistency.
 Berlin has the highest weighted score so should be the first city to entre.
 Some factors considered in this selection are on a higher level (Country) than the accurate level for a good
analysis.
 There are some factors that could be considered but there is no data to determine them.
 • Income
Segmentation • Lifestyle
Price  Similar to Hungary (it is needed
• Psicological
a research)
•Hummus bar should be
attend to people between
20-30 years olds
Targeting •Middle and upper
income
•Looking for healthy
options Product  Similar quality products but
special ingredients according Berlin
• “The most cool and
Positioning sexy healthy option
for us”

Looking for customer experience every moment

Marketing

•Incresing Brand awareness  Social media estrategy (most efficient tool)

•“Hummus is sexy” reloaded  express confidence, modify Brand personality and has good potential
•Promotions at business-people level  “Bring your office”, “Executive lunch” (Special discounts)
•Product differentiation by countries McDonald’s example (special burgers in every country special hummus bar
ingredients by country (Berlinhigh meat consume)

Operations

•Franchise model
•Establishment of operations manual (regarding to employees training)
•Marketing control and quality standards
•Food coordination between countries (suppply)

Human resources and Organization

•Constant training of employees in order to not lose competitive advantage

•Creation of Franchise control department

Finance

•Investments
•Business consultant Implementation of Franchise manual ($5000)
•Operations display for new country  ($15000)
•Merchandising  ($5000)