Table of content

Title

introduction
Introduction
Easily prepared processed food served in snack bars and restaurants as a quick meal or to be
taken away is called fast food. Fast food culture was started in the early 90's.in the early 2000
KFC entered Bangladesh as the first International brand of fast food franchise. The objectives of
this study are to probe the reasons why fast food industry is booming day by day in Bangladesh,
also assuming the future prospect of this industry and evaluate the hygienic condition of this
industry. A fast food restaurant is known as quick service restaurant offering minimal table
service. A fast-food restaurant generally offered a limited menu is cooked in bulk on advance
and kept hot when need to deliver. Depending on the establishment, servings may be ordered
from attendants of the customer. Hangout is a local fast food restaurant in Bangladesh started
in 2015.It started for offering healthier, fresh, Custom made burger, sandwich and other food
which offered other local fast-food chain restaurant like CP, sweet and sweet, etc. The concept
of our product is delivering best food at a lower cost in Dhaka city. Our main priority is to
establish one outlet inMymensingh Road. It’s a crowded area and there are two University and
more school and college because our main target consumers are young generation. Letter our
effort will be further development of more retail outlets in the surrounding area At the end of
the line a cashier rings up the purchases. At some self-service cafeterias, purchases are priced
by weight, rather than by individual item. In Bangladesh fast food has become popular with the
effect of globalization. Many people, specifically the younger generation are consuming various
types of fast foods everyday as these are convenient, time saving and tasty. Bangladeshi
Consumer choice fast food restaurant depends on particular factors i.e. quality, variation,
location, price, environment, and many more aspects.

Executive Summary
Service fast restaurant (SFR) is a privately owned fast food outlet that will be positioned at
Mymensingh Model Town in Dhaka city through our creative approach to the company's image
anddetail presentation. SFR will provide a combination of excellent food at value pricing, with
fun packaging and atmosphere. Service Fast Restaurant is the answer to an increasing demand
for fast food, to be consumed while window shopping and walking around inside a shopping
mall. In today's highly globalized and competitive environment, it is becoming increasingly
difficult to differentiate one fast food outlet from another. In Bangladesh, Dhaka is now
becoming the model metropolis for South Asia's new economic boom. Our main priority is to
establish one outlet in acrowded mall, preferably in one of prominent shopping malls in
Mymensingh. Later, our effort will be further development of more retail outlets in the
surrounding area as well as outside Dhaka. This plan is prepared to obtain a location for the
initial launch of this concept. Additional financing will need to be secured for the later
subsequent outlet, anticipated in year 2 or early in year three. The financing, in addition to the
capital contributions from shareholders, will allow Service Fast Restaurant to successfully open
and expand through year two. The initial capital investment will allow SFR to provide its
customers with a value-driven, entertaining experience through the creativity of its founders.

Company Locations and Facilities:

As we mentioned earlier 

 The retail outlet will be rented atone of the target location shopping malls in mymensingh

.SFR locations will range in size from 70

80 meter square and will seat from 20 and 30 guests. We will equip the outlet with modern
furniture and aim for cleanliness and an open feeling.

Objectives:
 To form a presence as a successful local fast food restaurant and achieve a market share

in Bangladesh’s fast food industry.

 To expand into a number of outlets by year three.

 Mission:

Our main aim is to be one of the most fruitful fast food outlets in Dhaka as well as in
Bangladesh, starting with one retail outlet located inside a major shopping mall in mymensingh
model Town.
Service Fast Restaurant (SFR) will strive to be a leading local fast food brand in the local
marketplace. We want our customers to have the total experience when visiting our outlet(s).
Our main focus will be serving high-quality food at a fair value.

Keys to Success:
To succeed in this business we must:

 Build a unique, innovative, entertaining menu that will differentiate us from the rest of
the competitor.
 Must take certain policies that control costs at all times, in all areas and implement
conservative approach to growth policy.
 Always serve the products that are of the highest quality.
 Generate and provide service which makes customer to be 100% satisfied and
maintaining the moderate level of excellent services among other competitors.
 Endorse good values of company culture and business philosophy.

Future Plans & long term aim:

If the business is meeting its projections by one year, we will start seeking for a second location
and develop plans for the next unit. Our five-year goal is to have at least 2-3 outlets in the
Dhaka area.

Capture fair market share in the fast-food restaurant market within5 years of operation

Product differentiation. Introduce a Variety of local and global product and charge premium
price.

Product Description:
SFR will be offering a menu of food and beverages with a distinctiveimage. There will be three
ways to purchase these products; table service at the restaurant, take-out from the restaurant,
and delivery to home or office.

Products
The primary products of SFR includes following:

Burger (Beef, Chicken)

Sandwich (Chicken, Club)

Roll (Vegetable, Beef, Chicken)

Pizza (Chicken, Beef)

Chicken Fry

French fry

Noodles (Chicken, Beef, vegetables)

Fried Rice ( vegetable)

Chicken Biryani

Mutton

Chicken Khichuri

Coffee (Hot, Cold, Chocolate)

Chop (Chicken, Beef)

Pastry Chocolate

Juices (Apple, Orange, Mango, Grape and several types of fruit)

Lacchi

Faluda

Sausages

Salads

Production:

Food production and assembly will take place in the kitchen of the restaurant. Fresh vegetables,
meat and dairy products will be used to crate most of the dishes from scratch. The chef and his
helpers will exercise strict standards of sanitation, quality production, and presentation or
packaging over the kitchen and service staff.

The Menu:

The Service Fast Restaurant’s menu is moderate sized, and moderate

Low priced offering a collection of ethnic, global and local items with a common theme

healthy (low-fat, low cholesterol, natural ingredients), flavorful, and familiar. Our goal is to
create the image of light satisfying and still nutritious food.
Market Analysis

A much broader appeal exists for weekend slots because those are the days when most of our
core target market enjoys the mall going activities.

Age - Youngsters, University student, single, currently enrolled in college and high school.

Family unit - We will also appeal to families with children.

Gender - We will target both male and female

Income - We will appeal to the medium income individuals and to all in the lower medium
income bracket people. Recently we have conducted a public survey of people 15 - 45 years old,
80% of those interviewed like fast food. 90% of them like fast food on a continuous basis, and
10% of them claimed that they like fast food "very much”.
Market Segmentation

We are Segment our market by:

 Geographically: (Mymensingh)
 Demographically: Age (6-11, 12-19-20-34, 35-49, 50-64, 65+) Gender (male,
female)family size, Income, occupation, Religion.
 Psychographic (social class, lifestyle, personality)
 Behavioral (occasions, benefits, loyalty status)

Target Market Segment Strategy:

Our fast food items intends to young and university students. We have chosen this group for
several important reasons. It is our goal to be "the extraordinary fast food place" and we
believe that the age group from 15 to 34 is the primary age where brand building efforts could
take place. Our secondary target is between the ages of 35 and 39, which are a heavy
lounge/restaurant user group. The general people who have fast food going habit as we it
earlier mention it.

Market Needs
A recent Consumer Trend and Analysis by identified the following needs among our target
markets. Our core group:

1. Wants variety and flavor in its food, preferably something fried

2. Looks for speed of service
3. Enjoys eating out
4. Has an active lifestyle
5. Comes from various ethnic backgrounds
6. Wants an entertaining and fun experience
7. Insists upon a clean, friendly, and attractive environment
8. Adopts a global lifestyle
9. Understand customer need and want
10. Build strong customer relationship in order capture value from customer in return.

Strength
SFR will be offering a menu of food and beverages with a distinctive image.

Delivery to home or office

Fastest service than other fast-food firm

Good food quality with fastest service (with in 10 minute)

Excellent service staff.

In a tangible location ( Mymensingh )

Weakness
There have many well-known fast-food restaurant like KFC,PIZZA HUT,NANDOS,BFC,CFC

Above these are very much cost efficient

We have no any brand reputationIt‟s difficult to

Opportunity

Our main customer is the university student of Mymensingh

It’s a huge market

We have a good location

Fast-food market is popular day by day

We serve delicious food with fair price so customer must come to our fast-food eat the
customer because some customer is brand loyal.

Main Competitors

Our main competitors in this segment are any food outlets within the 300 meter radius along
the Orchard Road, Mymensingh. In our location, there are KFC, BFC, CFC, NANDOS and PIZZA
HUT also located near our outlet.

Industry Analysis:

Bargaining Power of buyer

Although. SFR have good quality food with fastest service and the fair price. As customers
are brand loyal and highly sensitive to differentiated service, so they can mitigate companies
power. Thus, bargaining power of buyer is high.
Bargaining Power of suppliers

Bargaining power of suppliers is low because we purchase the raw material from supplier in
bulk and we are the regular customer.

Threats of entrants:

Threats of new entrants are high. Government has no strict rolls andregulation. Firms have
opportunity of strategic alliance. So threats of new entrants are high.

Threats of substitutes:

Threats of substitutes Are low because fast-food customer are not satisfy by the other food.

Rivalry among existing competitor

There exists a moderate rivalry among competitor in this industry.

Marketing Strategy

Our strategy is based on serving our markets well. We will start our first outlet as a "market
tester" that could become a model of the expanding number of outlets in the future.
Concentration will be on maintaining quality and establishing a strong identity in the local
market.

Combination of local media and local store marketing programs will be utilized ateach location.

Local store marketing is most effective.

Then broader media will be explored.

Providing a fun and energetic environment, with unbeatable quality at an acceptable price in a
clean and friendly outlet

We will be the talk of the town.

Therefore, the execution of our concept is the most critical element of our plan. We will actively
build our brand, through the selling of supporting materials, such as merchandise, promotional
items.

Pricing Strategy

SFR pricing strategy is positioned as "standard", meaning that is the average consumer
spending for a snack or light lunch. We provide the high customer value with the fair price. We
are serving the majority of Mymensingh customers. The customer should paid right value for tk.
Marketing Programs

We will position three different marketing tactics to increase customer awareness. Our mainly
important tactic will be "word-of-mouth" and in-store marketing. This will be by extreme the
cheapest and most effective of our marketing programs because of the high traffic in targeted
shopping locations.

In-Store Marketing

 In-store advertising material containing our concept and philosophy.

 Wall posters.
 Design concept.
 In-store viewing of making fries process from cutting to frying.
 Outdoor signage (if possible).
 Grand opening promotion.
 Party food preparation.
 Merchandising objects

Local Store Marketing



Advertising material.

Free occasional t-shirts at local stores events.

Local Media

Direct mail part

Containing brochures sent to surrounding addresses.

Web page

containing company philosophy, history and news.

Local magazines that target our interior customers, such as Free! Magazine.

Newspaper promotion

placing several large ads all through the month to explain ourconcept to the local area.
Positioning Statement

(SFR)‟S main focus in marketing will be to increase customer awareness in the surrounding

Community. We will straight all of our plans and programs toward the goal of explaining who
were and what we are all about. We will price our products fairly, keep our standards high, and

Execute the concept so that “word of.

mouth” will be our main marketing force.

Sales Strategy
Sales strategy is to build and open new location in order to increase revenue. On the other
hand this plan will be implemented when the one "market tester" outlet showed possible
growth. As each individual location will keep on to build its local customer base over the first
three years of operation, the goal of each store is annual sales Tk. 10000000.

Management Summary

The preliminary management team depends on us (founders themselves). Part of our

straightforward attitude will be able to run our executive management as a "knowledge sharing
“fellowship. We will not add additional overhead until absolutely necessary. This wills also
allows and future business partners to recoup investments as quickly as possible and enjoy a
higherreturn.At current time, Service Fast Restaurant is being owned by its 4 founders. Others
that have helped on the advancement of this company will be presented with an opportunity to
grow together with the company at the proper time.

Management Team:

Service Fast Restaurant is currently the resourceful idea of its four founders. As our company is
small in nature, so it only requires a modest organizational structure. Execution of this
organization procedure appeals for all four founders to make all key management decisions in
addition to monitoring all other business activities.

Personnel Plan

Current plan is to have our accounting and payroll functions done by an in-house
bookkeeping.Mr. X (to be appointed) -will be responsible for- accounting and business
development of Service fast restaurant, and. Y (to be appointed) - acting Head of Human
Resources Division. Other possible positions will be fixed at a later date include marketing
manager, purchasing manager, human resources, R&D and administrative support team. Our
initial employees will include:
Manager2/ location

 Cashier- 1/location

Cook -2/location

Service boy 10/location

this is considered an ideal personnel number for a food outlet the size of our owning the long
run, as we expand our product category and business outlets, we will employ more people in
the middle management to ensure the focus of our work, including site managers.

Compensation & Incentives

Service fast Restaurant will offer competitive wages and salaries to all employees with benefit
packages available to key personnel only.

Key employee

Md. Shamed, CFO of the company also one of the owner, had worked for a local restaurant for
several years, so his knowledge and experience is valuable and we would likely to find him as a
co-owner and manage.

Web Plan Summary

The website will, of course, show visitors everything about local and global food culture,
including the history of bangle food over time. To make the website interactive, SF will offer gift
cards and promotions via the Internet, so our visitors can print the promotional coupon in
PDFformat and bring it when they visit SFR.Besides the traditional formats of customer service
hotline and in-store form, customers can now write their comments and suggestions on our
website, which will be directed to one of our staff. So, the website itself will act as the medium
between our company and our audience.

Development Requirements

To adequately serve our audience, the front end strategy of our website should be parallel with
our business color. The front end design of our website will be entirely trusted to Mr. Aziz. The
diversity of founders' background in our company has enabled a cost efficient development in
our venture. As Mr. Shazzad and Mr. Taraq are experts in Information Technology, the backend
of our website will be developed by these gentlemen.

Financial Overview:
The company will start operations as a partnership company, where there will be 4 partners.
The financing of the company will come from equity financing and also debt-financing. Each of
the partners will contribute Tk. 1000000. An additional loan of tk. 300, 0000 would be taken.
This loan will be paid off in 5 years. Since we are a new company, we cannot rely on our
goodwill to easily get a loan. Also, we cannot offer any collateral, since we are a new
company.AS a result, the loan we will get will have a higher interest rate, than normal.

Assumptions:

There have been several assumptions that have been made, for the convenience of budgeting
and constructing the financial statements.

Tax rate is 30%

Depreciation would be calculated using the straight line method

We have used percent of sales method while calculating some of the expenses.

 No credit sales will be allowed below is the financial management plan, where the pro forma
income statement, balance sheet and cash flow statements have been constructed. This would
help us see whether the venture would be a profitable one or not.

Projected Income Statement

In order to create the pro forma income statement, the first task is to forecast the sales. This
was done using market research and industry analysis, and it was found that there is fair
demand ashes industry is in growth stage. The expenses include salary & wages expenses, rent,
and depreciation. There are other expenses also. Utilities include all the costs related to water,
gas, electricity, and so on. One irregular item we have in the first year is that of a large
advertising expense. Since we are new, we will start with a huge campaign, using lots of
billboards, as well as TVC ads. Although, in this industry, the weight associated for advertising is
very low, they are hardly a key success factor, still it is imperative we do it. Finally at the end we
have shown the amount of net profit that will be ploughed back into the company for further
growth, in the following years.
Projected Balance Sheet

The projected balance sheet for first year gives a very positive feedback. First year
estimated balance sheet indicates that, our net asset, the total worth, will grows over the next f
ollowingyears at a very satisfactory rate. Although we are left with a large amount of cash. But
this puts us in a very good liquidity position. We will be able to deal with situations where there
will be cash needed. This is good, since we do not have several other liquid assets. Inventory is
the least liquid asset of all, and if we look at the amount of inventory in hand each year, it is a
fairly low amount. We will try to have efficient inventory management, since we do not have
enough space, we cannot stock up on large inventory, as this also increase warehousing costs
and so on. We have some investment in money market also. Each year, we assume that, our
assets will grow, in the form of increased cash at hand. This increase in assets is financed by the
retained earnings. Depreciation of all the assets of the company is calculated using straight-line
method over the life of the asset.
Ratio analysis
Product branding

Brand name selection

 Good brand names can greatly successive point for a product or a business. We select our
Brand name Hangout and tagline (Fast & Delicious) with very carefully. Because, our target
customers are mainly university and school going students. On the other hand Hangout name is
easy to pronounce among to the student and they are well-known about this word, so this
name can be recognized among them. Hangout is a distinctive brand name in Mymensingh area
as well as Dhaka city Our brand name easily translate in every area in the world, people all over
the word though our market target is not worldwide but many foreigner comes to study in NSU,
IUB for graduation and Under graduation, among them Hangout can be easily famous .Our
Brand name Hangout (Fast & Delicious) are registered from Dhaka North City Corporationand
legally certified from BSTI.

Brand Sponsorship We are fast food manufacturer in Mymensingh area .So our brand
sponsorship is manufacturer brand. We have own brand name which is Hangout (fast and
delicious ) .We are manufacturing all types of fast food in our restaurant through our special
and qualify cook those are previously worked in renowned fast food restaurant in Bangladesh.
As a manufacturing brand we selling food directly to the

customer and we don’t have any branch, private brand ,retail store without

mymensingh branch. Managing brands As a new fast food brand in Bangladesh we just start our
business and trying to create brand

loyalty among our targeted customer. We don’t know

what will happen in the future .But we will manage our brand name Hangout through
Advertising (when will be one of the leading fast food brand in the local market) .We will ask
our customer for their experience when they eat our food and ask them if we have any mistake
when we serve the food items. If we will satisfy our targeted customer they will be our loyal
customer and finally they will share their experience to others about our better service.

Product pricing

Cost based

The customer’s perception of value is an important determinant of the price charged.

 
The danger of using low price as a marketing tool is that the customer may feel that quality is
being compromised. Hang out is a manufacturing fast food restaurant. As a manufacturing
company our food pricing will be If we set our price based on value then we can’t earn

Profit as our target profit level. So we decided setting price based on the costs of producing,
distributing and selling the product a fair rate that a customer can satisfy. To run this business
in future perfectly we should set price based on cost.

Government actions:

 Government actions affect our price setting. Such as 15% VAT on food. Sometimes government
set the Raw materials, as results we need to buy that raw food from the farmers sets by
government .Political unrest also affect our price. Therefore we have to buy that product at
high rate.

The market and demand:

In Mymensingh road there are some fast food outlets and there is also a Pizza Hut. Besides,
inMymensingh road one of the largest shopping mall JAMUNA FUTURE PARK is situated. There
are many local fast food restaurants. So, the market is

 Monopolistic.

We set our price very sensitively based on market competitor.

Internal factor

Our internal factors that affects our pricing-

Organization

As a new and small food outlet, Owner of the Hangout decides what will be the food price
because this restaurant is local based and area is not so large.

Marketing strategy

As new competitor in a local market we are trying to attract new customers we decided to low
price and keep other promotional offer rather than other local fast food restaurant but not at
all product. Image of the firm: Most of the time price setting depends on the organizational
image. We are new in the market so we

Don’t have any previous image so that we can’t set high price for the customer.

Product life cycle:

 During the introductory level we charge low price for attracting customer a week and our
services will be full. When customer will order their food our waiter will serve those items
effectively. AS our outlet name is Hangout so Customer can sit here and can enjoy food with
their friend.

Transportation

We are serving our food only Mymensingh area. We kept an option for home delivery for our
residential

area’s customer within 30 minutes through our motorbike by cash on delivery. we did not
decided home

delivery in other parts of the Dhaka city right now.

Inventory management

Inventory management affects customer satisfaction. We are always maintaining food items
based on customer needs. We did not make too many or too little food in a day. We make food
based on customer demand and serve immediately when needed.

Promotion

 Target Audience We have targeted our audiences on the basis of our location. Mymensingh is
both a residential and educational area, our target audience is the young generation, the
students of schools and universities. Students always look for a place to hang-out with their
friends and our restaurant can be that place with the offering of delicious food & good services.
Communication Objective….

Well try to get the attention of our target audiences. We’ll keep our promotional activities to
our business area. First, well inform them about our restaurant. For example through
distributingLeaflets.Then, we‟llpersuade our audiences to like our product through our
promotional activities. Forexample, setup stallsin NSU “Hat Bazaar” andgrab “Opinion
Leaders” to spread the taste of our products. So that others may refer us. After
thatwe‟ll convince our target audiences to buy our products, make them believe that our
products are good and have better or the same quality as our competitor.
Promotion Message
 

has designed our promotion message keeping our target audiences in mind. The promotion
message of our restaurant is “Fast & Delicious”.

 We chose this message because

“Fast” always represent youth and youngsters don’t like to wait. We’re committed to give our
product &services within a short time. But, we won’t compromise the quality of our product.
We

reassuring tasty & quality food within a very short time. So, this is why we say “Fast &
Delicious”.

 Media Our communication media is a bit of both personal and non-personal. Among the
personal communications we

‟ll

 use the Word of Mouth and Buzz Marketing. So, we can grab Opinion Leaders to spread the
knowledge about our restaurant and attract people to be interested in it.Among the non-
personal communications we

ll use Leaflets and create a Facebook page to communicate with the target audiences, and to
inform them about our products and services. Promotional Budget

As we a new company we don’t want to do any experiment with our promotional budget. So,

 Follow the Competitive Parity method, the strategies of our competitors like Downtown Cafe,
CP, FM etc. So that, we can avoid promotion wars and represent industry standard.

Human resources
The owner will also perform the duties of Executive Manager. The executive manager is
responsible for managing chefs and the waiters. He is also responsible for inventory system,
marketing and advertisement, cash counter and financials. There will be two chefs working by
shifts in our restaurant. For the chef position, we are looking for someone who is experienced
in Bangladeshi cooking. Three waiters will be appointed. They will also work by shifts. All
employees will be appointed before the actual opening of the restaurant because they should
be trained before the restaurant starts. We will also appoint some part-time employees who
can work with us when necessary. We will place job advertisements in Employment and
Economic Development Offices (www.mol.fi). We can also find the waiters from the
recruitment agencies in Finland. Some employment and recruiting agencies operating in
Finland: Adecco, Barona group, Ejob, Oikotie, Uranus, VMP Group, VPS Group, Monster, Seure,
Staff point. In Finland there is no fix minimum wages. However, collective agreement of
different employment sectors determines the minimum pay. Example of wages in hotel and
restaurant branch in Finland.

Restaurant website
One website will be created for the restaurant. The website will be simple, easy-tofollow and
user-friendly. The restaurant website will contain information about concept and background
information of the restaurant, special offers, menu, business hours, and contact information.
The design of the website will be outsourced from a Bangladeshi web designing company which
is more cost-efficient. The researcher has already contacted with some Finnish and Bangladeshi
web designing companies to know about the cost of web designing of the restaurant. The
author has contacted with the following companies: Netura, Client, Kristian Polso, Tuunix, Less.
Most of the Finnish companies ask 1200- 5000 Euro for designing a basic restaurant website.
Whereas Bangladesh based web designers asks much less than the Finnish web designers.

Social media

The restaurant can use social network websites like Facebook, twitter, you tube,

Instagram, Google +, LinkedIn. The restaurant can reach large numbers of people within

a very short time and at free of cost. One Facebook page can be created to reach more

people and keep the customers up-to-date about the happenings of the restaurant. The

facebook page will be created before the actual business kicks off. The Facebook page

will be used to update about the events, post food recopies, food menus, cooking lessons

and cooking videos.

Local store marketing

Local store marketing takes place in the area where the business is operated. Sometimes

it is also known as neighborhood marketing or grassroots marketing. Restaurant

brochures containing restaurant pictures, menu, prices, special offers, location with a

small map, contact information will be distributed to the local hotels, travel agencies and

offices.

Attending in the festivals

Our restaurant will attend in the festivals like Ravintolapäivä (Restaurant day), World

Village Festival. The city of Helsinki organizes Ravintolapäivä (Restaurant day) four

times in a year. According to Johanna Mäkelä, professor of Food Culture, University of

Helsinki; Restaurant Day is such an event that creates solidarity among people. World

Village Festival is a meeting place of thousands of people which shows different cuisines

and happenings from all around the world. It will be a great opportunity for us to introduce

Bangladeshi food culture as well as our restaurant among the people.

Conclusion
 Hangout (fast and delicious) is not so big fast food restaurant as in the local market. There are
many renowned fast food restaurants like KFC, Pizza hut, FFC, BFC but right now we cannot

Compete with them. We have shortage of capital that’s why we can’t afford

Too big mass media,

 Promotion offer and also cant target other people of our country. We are new in Bangladesh so

We have only one branch because of shortage of capital. We believe we can give better service
to the customer that they can satisfy. Our wish is our restaurant we be a leading healthy fast
food restaurant by serving more delicious food and better service. If we success in this area we
will open other branch in the side of Dhaka city.