Professional Documents
Culture Documents
Members :-
Anirban Mazumdar 11074
Vikram Keshwani
Lokesh Jashnani
MISSION STATEMENT
All the youngsters, children and fast food lovers who want to get the most
exclusive and the more innovative dinning experience
The food concept and product image of PINKS DELIGHTwill attract 3 different
customer profiles;
THE STUDENT -- more and more young people have developed healthy
eating habits. Some also go through a "health food phase" while in college.
THE HEALTH CONSCIOUS PERSON OF ANY AGE OR SEX -- this includes
anyone on a restricted or prescribed diet or those who have committed to a
healthy diet.
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.
WHEN DO PEOPLE EAT FAST FOOD
Lunch (44%)
Morning snack (40%)
Afternoon snack (31%)
Dinner (19%)
Evening snack (14%)
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
PINKS DELIGHT 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 .TWO 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.
SWOT ANALYSIS
PINKS DELIGHTrestaurant 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
Its the first online fast food restaurant in the history of PUNE
Menu reflects demand for fresh, healthy and fast food.
Use of non-traditional channels.
Partnering with the PUNE food association
Customizable menu offerings.
Staff training is structured and designed to assure rapid start-up and success.
Convenience is an important factor of fast food restaurant
Weaknesses
Employee turnover is high.
Lack of trust of general public about online order placing and then finally get their
desired food item
Opportunities
Continue to Grow Business in the whole country
Update website decor to encourage more dine-in business.
Improve Customer Service Model.
Continue to expand channel opportunities to include event wagons.
Expand packaged dessert offerings.
Continue to revise and refresh menu offerings.
Develop more partnerships with movie producers and toy manufacturers to
. promote new movie releases through children's menu packaging and co branding
opportunities.
Threats
Food contamination
Competition.
Economic downturn.
Government policies
People with the access of internet only can place online orders.
MAJOR COMPETITORS
McDonalds
pizza hut
BUISNESS MODEL
WHY IT WILL BE PROFITABLE
There are three major ways in which we will
create an advantage over our
competitors:
1. Product identity, quality, and novelty
2. High employee motivation and good sales
attitude
3. Innovative and aggressive service options
NUTRITION CALCULATOR
PINKS DELIGHTserves 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 on our 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.
PINKS DELIGHT 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 PINKS DELIGHT 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.
FOOD QUALITY ASSURANCE
The bedrock of all our socially responsible supply efforts is our
commitment to ensuring that all the foods and beverages we serve
our customers are safe. We do business only with suppliers that
share this commitment and work with them to continuously
monitor, test, and track our ingredients. We have stringent
standards and checks in place in critical areas throughout the food
supply chainfrom "itc and Epic.
MARKET PENETRATION
Entry into the market should not be a problem. The store has high visibility
with heavy foot traffic all day long. The local residents and students always
support new restaurants and the tourists do not have fixed preferences. In
addition, $10,000 has been budgeted for a pre-opening advertising and
public relations campaign.
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
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
PINKS DELIGHT 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
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
reorder 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.
IMPACT OF BUISNES IDEA
Ordering
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.
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. M.G
Road
GROWTH PLANS IN FUTURE
GOALS
PINKS DELIGHT is an innovative concept that targets a new, growing
market. We assume that the market will respond, and grow quickly in the
next 3 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 of year 1, we will look to expand it to other
city.
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.