Green N Go The First Vegan Fast Food Chain

Group 2 Christian Becker, Phillip Dowell, Alyssa Gaither, Nikki Lewis, Natalia
Rambally
Introduction
Green N Go is the first ever vegan/ vegetarian fast food chain that
offers meatless meals from local farms and markets at the
convenience of the customer. Our mission is to provide healthy,
cruelty-free alternatives to those on late-night or restricting
schedules who want a quick bite without the guilt of other fast
food restaurants. This chain will offer a signature veggie burger, a
signature wrap, as well as a few other main menu options along
with a childs menu
The Problem
For many people the only option is fast food because it is affordable and
it is convenient to have when you are super busy or just plain hungry.

On average, college students eat at fast-food restaurants 1 to 3 times per

week
Many people seek an alternative option other than fast food but it is the
only place that is open past midnight.
Options
Lack of
Most Fast Food Chains offer very little healthy options

Very few vegan/vegetarian alternatives

Most vegan/vegetarian restaurants have limited hours and are not

open late.

A survey conducted ( out of ~100 ) shows that:

73% were unhappy with the fast food in regards to healthy

options.

62.% of people were unhappy with the late night

fast food options.

65% of people were more than okay with eating

meatless food.
Growing Need
Nearly 10% of U.S. adults, or 22.8 million people, say they largely
follow a vegetarian-inclined diet yet there are few to no late-
night restaurants catering to this percentage

-Over 24,000 people signed a petition to urge In-N-Out to add a

veggie burger to its menu in September of this year.

-1 out of every 12 millenials calls themselves vegan or vegetarian.

-Places like Chipotle, White Castle, and even Burger King offer some
veg-friendly options but still do not have variety or many choices

- 55% of people want to eat out vegetarian - VRG.org

 Unique Value Proposition:

The Solution
Green N Go is different from its competitors in that it is one of the
only fast food chains that offers vegan and vegetarian options
made with ingredients from local farms and markets. Green N
Go is the best choice for those on late-night schedules

Benefits: Advantages:

-trustworthy company -health-conscious

menu

-supports local farms & markets -convenience

-reliable -late-night hours

Overview
Industry
The restaurant/fast food industry is highly competitive,
especially in the DFW area.

Start-up costs can set someone back about $750,000

Even if its an existing franchise, it can be costly.

Unhealthy menu perception

Low wages and poor conditions

Fast-casual on the rise

Location changes

Stand-alone to inside large stores/malls

Fast food = low costs for the consumer

 Analysis
Competitive Green
N Go
Spiral
Diner
Cosmic
Cafe
Caf
Fino
Healthy x x x x
Options

Late Night x

Vegetarian/Ve x x x x
gan

Organic x x x

Quick x
Service
Market
Target People that live in the Dallas Fort Worth Area.

Existing vegetarians and vegans who seek fast

service/good quality food.

Anyone of all ages who seek to eat healthy

vegetarian/vegan food.
Promotional
Strategy
We believe the following strategies will prove highly
successful for Green N Go:

Print
Local radio stations
Mailings
Surveys
Flyers

Business Cards

Free Wifi
Kids Meal
 Menu

Menu Items
Combos: Sides Childrens Menu

1. Veggie Burger Sweet Potato fries Choice of:

2. Fried Green Fruit Cup Kids Veggie Burger or
Tomato Sandwich Side Salad* Mac & Cheese
3. Signature Salad
4. Signature Wrap

All childrens meals come

All combos come with * Denotes an extra charge with an entre and a side
for substitution (fruit cup or sweet potato
a drink and a side. fries) and a childs drink.
Internet
Strategy
At Green N Go we know internet marketing is vital to the
success of any business. We have developed the following
strategies for marketing by using:

social media
website

email campaigns

Website link: http://nataliarambally.wixsite.com/mysite

Contact:
Contact: @GreenNGo
Green NGo
 Short for
time

Healthy Market
Quick and easy
Segmentation

Social Place
Distribution
Local farm

Retailers

Consumer
 Key partners and suppliers Key Resources
-Local Farms and Markets -Staff/employees

Model
Business -Burkett
-K-12 schools
-Local farms
-Contracts
Community-supported agricultures (CSA) -Location
-Food and Sustainable agriculture groups -Advertising/Marketing resources
-Health Clubs
Value Proposition
-Offer quality vegan-vegetarian food at
drive-thru speed
Key Activities -Providing vegans/vegetarians and
-Provide vegan/vegetarian meals at drive-thru health nuts options at late-night hours
convenience with convenience
-Marketing -Offering healthy meals competitors
-Advertising are not
-Open late at night -Satisfying the customers need for
-Quality assurance through local markets and farms cruelty-free and health-conscious
meals during daytime and late-night
hours.
Channels
-Online Ads, Social Media, Ads in paper, sponsorships for sports teams, flyers
-Food trucks for recognition/visibility, gain new customers
 Customer Relationships Customer Segments

Model cont..
Business
- Creating value for those who
-Stop-in visits from customers who are care about health-conscious
passing by or hear of us through and/or cruelty-free food.
-Vegans and Vegetarians
advertising
-Healthy customers
-Customers who want quick
-Obtain customers through marketing,
food
advertising, sponsorships, and word
of mouth.

Cost Structure Revenue Stream

-Most important costs: Food/ingredients, -Product sales
Restaurant equipment & packaging, Staff, -From direct customers
Advertising, Rent -2$-12$ per customer
-Most expensive resource: Food/
ingredients
-Most expensive activity: Restaurant
operation
Organizational
Structure
 Financial
Projection
Assumptions:

50-75 seats in the restaurant

Average order is $15
Start-up costs $275,000 (to $425,000)

First 2 months of sales will be below our ultimate capacity by

25%. Each month we will project the number of meals sold.
At capacity: 200 meals per day x 30 days = 6,000 meals, but
during first couple months we will estimate 3,500 a month
before meals sales ramp up.
Increase of max. capacity after first year : 8,300 meals/ month
and after second year: 13,300 meals/ month
 Financial Sales forecast: Pro forma income statement first 3 yrs: (operational forecast)

contin.
Projection - YEAR 1st year 2nd year 3rd year

Sales [meals] 53,500 92,000 142,000

Income [$] 802,500 1,380,000 2,130,000

Costs [$] 840,500 975,000 1,362,000

Balance [$] -38,000 405,000 + 768,000

Interest and 40,125 69,000 106,500
Return on
Equity
(included in
Costs) [$]
Break-Even
chart
Analysis [x in $1,000, y in Quarter after opening]
Funding
Start Up:

John and Joan have retired from secular work to start their own
business. Since both of them are Vegan they decided to open a
Vegan Restaurant. They have calculated their start up cost will be
275,000.00.

Johns father gave $20,000.00.

John withdrew $80,000.00 from savings.

Joan used $100,000.00 from her Trust Fund.

SBA-guaranteed loan of $150,000 with a 7.3% interest rate.

* Grand Total of $350,000.00 for start up of their business.

 Chart
Milestone
Establish Concept
Menu Planning
Mid - Late 2016 Register Company Name

Secure Site
Secure/Begin Funding for Pre-Opening Event
Late 2016 or Hire/Train Staff
Early 2017

Pre-Opening Event (Kiosk at Fair)

Secure/Begin funding for Pre-Restaurant Venue
Mid 2017
Risks
Catering to a small market-- vegetarians and vegans.

Food is more expensive than regular fast food.

Competitive market.

How to mitigate these risks:

Providing excellent customer service.

Plan accordingly before opening the pre restaurant venue, opening

events, etc.

Promote the importance of healthy and organic food.

Materials will be recycled-- no styrofoam or anything harmful.

Any Questions?