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    A Research Proposal On Restaurant Business Plan

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    tufan
    Vamburger is proposing a vegetarian fast food restaurant located in MTR stations in Hong Kong that will provide healthy vegetarian burgers and meals. Key points: - The restaurant aims to change perceptions of fast food to be healthy and vegetarian food to be tasty by offering vegetarian burgers and meals made with organic ingredients. - Target customers are teenagers for their interest in fast food and trying new tastes, as well as students and office workers seeking convenient breakfast and lunch options. - Marketing strategies in the first year will emphasize word-of-mouth and local promotions like flyers and social media to attract customers. - Management will focus on review and appraisal systems for employees as a new small

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    A Research Proposal On Restaurant Business Plan

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    tufan
    104 views6 pages
    Vamburger is proposing a vegetarian fast food restaurant located in MTR stations in Hong Kong that will provide healthy vegetarian burgers and meals. Key points: - The restaurant aims to change perceptions of fast food to be healthy and vegetarian food to be tasty by offering vegetarian burgers and meals made with organic ingredients. - Target customers are teenagers for their interest in fast food and trying new tastes, as well as students and office workers seeking convenient breakfast and lunch options. - Marketing strategies in the first year will emphasize word-of-mouth and local promotions like flyers and social media to attract customers. - Management will focus on review and appraisal systems for employees as a new small

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    2017731011

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    Vamburger is proposing a vegetarian fast food restaurant located in MTR stations in Hong Kong that will provide healthy vegetarian burgers and meals. Key points: - The restaurant aims to change perceptions of fast food to be healthy and vegetarian food to be tasty by offering vegetarian burgers and meals made with organic ingredients. - Target customers are teenagers for their interest in fast food and trying new tastes, as well as students and office workers seeking convenient breakfast and lunch options. - Marketing strategies in the first year will emphasize word-of-mouth and local promotions like flyers and social media to attract customers. - Management will focus on review and appraisal systems for employees as a new small

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    104 views6 pages

    A Research Proposal On Restaurant Business Plan

    Uploaded by

    tufan
    Vamburger is proposing a vegetarian fast food restaurant located in MTR stations in Hong Kong that will provide healthy vegetarian burgers and meals. Key points: - The restaurant aims to change perceptions of fast food to be healthy and vegetarian food to be tasty by offering vegetarian burgers and meals made with organic ingredients. - Target customers are teenagers for their interest in fast food and trying new tastes, as well as students and office workers seeking convenient breakfast and lunch options. - Marketing strategies in the first year will emphasize word-of-mouth and local promotions like flyers and social media to attract customers. - Management will focus on review and appraisal systems for employees as a new small

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 6

    A Research Proposal on Restaurant Business Plan

    Course Title: Empirical Businesses Research

    Course Code: BUS-444

    Submitted to:

    Dr. Monirul Islam

    Professor,

    Department of Business Administration

    Shahjalal University of Science & Technology, Sylhet

    Submitted by:

    Name Reg. No
    Md Tufanur Rahman 2017731011

    4th Year, 1st Semester

    Department of Business Administration,

    Shahjalal University of science and Technology, Sylhet

    Date of Submission: 7th January 2022


    Vegetarian Fast Food Restaurant
    Business Plan

    VAMBURGER
    Executive Summary
    Vamburger is a MTR-located fast food outlet that provides customers from all walks of life with
    healthy vegetarian-styled fast food. We draw the picture based on three concepts: changing
    unhealthy fast food culture to a healthy one, changing monotonous vegetarian culture to a tasty
    one, and delivering health and taste combined food at a reasonable price conveniently.
    In today’s highly competitive environment, it is vital to differentiate ourselves from other fast
    food chains. We will be the only vegetarian fast food shop in the market that provides customers
    with a wide range of food choices through self-mixed ingredients burgers and meals. Apart from
    the variety in food, we offer convenient service to encourage regular meal by locating in MTR
    stations and launching application for smartphones. We emphasize on raising awareness of
    healthy eating habit and spreading the message through a profitable and sustainable business.
    Our selling price will be set at a relatively low margin. We will confine our operating expenses at
    a reasonable range by employing adequate but not excessive staff, maximizing word-of-mouth
    marketing and utilizing free advertising. Through membership system and prepaid reloadable
    cards for direct order on application for smartphones, we will be able to retain existing
    customers. This is important for our development in the long run.

    Vision
    Our vision is to change the general view on fast food to a healthy one while at the same time
    change public impression towards monotonous vegetarian food to a tasty one.

    Mission
    Vamburger’s missions are to:
    Bring healthy vegetarian-styled fast food to customers conveniently.
    Operate and grow at a promising rate.
    Serve high quality food at a great value.
    Meet stakeholders’ expectations.
    Objectives
    Our objectives are to:
    Provide an income for owners with growth possibilities.
    Gross margin of 50% or more.
    Net profit above 15% of sales.

    Keys to Success
    We strive for the following keys to success:
    Unique and quality products – create an innovative menu with quality products that
    differentiates us from the competitors.
    Convenient locations – easily accessible location to get close to the market.
    Excellent services – provide heartfelt services to customers.
    Fine reputation – promote goodwill of the company to achieve word-of-mouth advertising.
    Company Summary

    What is Vamburger?

    Vamburger holds the concept of changing the general view on fast food to a healthy one as well
    as changing public impression towards vegetarian food to a tasty one by introducing healthy
    vegetarian-styled fast food conveniently to customers. We sell vegetarian burgers and other
    vegetarian fast food by replacing the meat ingredients with organic vegetables, and replacing the
    unhealthy fast food with healthier ones to make fast food refreshing. Customers are able to
    choose their own mix of ingredients to create their own burgers so as to enjoy fresh feeling
    towards our food. We also provide friendly customer service to support the ambiance of youthful
    lifestyle.
    Youthful and healthy sheek lifestyle As our core target market is teenagers aged between 12-20,
    we would like to create a vibrant youthful image towards vegetarian food, making them feel that
    fast food could be healthy too. The outlets will be arranged for fast food setting with a gothic
    theme featuring vampire-related decorations for gimmicks, such as gargoyle fixtures. Our
    ingredients will be placed in a transparent hip pantry to let customers see our choice of various
    healthy organic ingredients. Since we choose to locate inside MTR stations with comparatively
    smaller shop area, we focus on takeaway meals. In addition, we spread the idea of healthy eating
    to teenagers through provision of lunchpacks for primary and junior secondary schools.

    Market Analysis Summary


    Vamburger’s target customers are:
    Teenagers, the main circle for fast food customers, especially for those pursuing
    groundbreaking new products.
    Students and office workers with busy schedules seeking convenience for breakfast and
    lunch.
    Families looking for take-out food, particularly for families with young children to strike a
    balance between children’s desire for fast food and their health.
    Market Segmentation
    We consider teenagers our core market as most of them are more appeal to fast food. Our outlet
    is a popular hang out location among teenagers. It is common for them to look for special
    products as teenagers are more open to try out new tastes and new products.
    Target Market Segment Strategy
    Vamburger caters for the needs of teenagers that they mostly look for value-priced food due to
    their limited source of income. Teenagers are also important in our brand building that we need a
    youthful style and image. We utilize much information technology in marketing, such as
    Facebook application, which are easily accessible for teenagers.
    For students and office workers, they will buy from us much during breakfast and lunch hours
    and one crucial point to note is that our opening hours is as early as 6 a.m.
    Family units also pursue convenience. Flyers need to be sent to the parents specifying our
    healthy ideas.
    Strategy and Implementation Summary
    Competitive Edge
    Vamburger has the following advantages over its leading competitors.
    Unique concept of vegetarian fast food.
    Choice of healthy organic ingredients, compared to most fast food with low nutrition
    values10.
    Our innovative concept of self-chosen mix of ingredients by customers according to their
    own preferences.
    Convenience in making orders and payments.
    Launching of applications as a way to attract customers.
    Marketing Strategy
    In the first year, Vamburger’s promotion strategies tend to be less costly and are divided into
    in-store promotion and local promotion. We believe that word-of-mouth advertising and local
    promotions are better ways to bring customers to our locations.
    The first year’s in-store promotions are mostly Wall posters, Brochures with company
    introduction, comprehensive menu and nutrition values, and QR codes for downloading our
    application for smartphones; while local promotions includes
    Delivering flyers with coupons outside the MTR stations
    There will be other special promotions as follows. “FREE Lunch Day”: In the first month of the
    new outlet, we will provide 50 free burgers at 11a.m. on each Monday to let our products reach
    more potential clients of our business.
    Media promotion: Contact different media like newspapers, magazines and television
    broadcasting to welcome them to interview us.
    Online and free advertising: We will utilize Facebook, Twitter, Miroblog and other social
    networking sites by creating accounts and updating information or interacting with
    customers through promotion activities.
    Food websites: We will update our information on food websites like the OpenRice and
    online forums, and encourage customers to give us comment and vote for us. We can
    receive customers’ opinions to improve our service and products too.
    Talks in schools: Vamburger will invite dieticians to give talks on vegetarian diets and healthy
    eating in schools, which helps spread our business idea and makes Vamburger accessible for
    more teen customers.
    Management Summary
    Initially Vamburger is a small company with management team depending on the founders with
    little back-up. Our employee categories include cashiers and waiters, while waiters may need to
    perform various job duties like handling orders and serving dine-in customers. Thus there will be
    changes in the number of front-line workers during different periods to achieve efficiency.
    As the start-up of a new business, we focus on the review and appraisal systems of our
    employees.
    We plan to conduct monthly performance appraisal in the year one. This may seem tight but we
    believe it is needed for the healthy and sustainable development of a new business. The system
    will been entrusted to our co-founders Alice Lam, who is responsible for human resources
    management.
    Personnel Plan
    We plan to have 3 cashiers and 7 waiters per location while they will be working on shift such
    that there will be 1 cashier plus 3 waiters working during peak periods (breakfast, lunch and
    dinner hour) and 2 waiters for non-peak hours. Each worker will work for 36 hours per week,
    which is considered an acceptable working hours system by most workers, as labour unions have
    suggested. As such, workers are believed to perform better in their positions to bring better
    services to our customers.

    Appendix
    Market Research Summary
    To conclude, most of the teenagers (about between 12 and 20) are interested in vegetarian
    hamburger products of our firm and they are our target customers. In addition, the characteristic
    of our products are healthy and tasty, the choose-your-own-ingredients option of Vamburger can
    attract more customers.
    Apart from the products, outlets should be set up in MTR stations, taking into account whether
    the shop is large enough for dine-in and the cost of providing delivery service. Besides, creating
    an app can attract customers and bring convenience. This is the promotional highlight that
    Vamburger should consider emphasizing on. However, our firm should explore whether it is
    necessary to promote in other apps and in Facebook. Factors such as the most should be
    considered.

    My Supervisor:
    Dr. Monirul Islam
    Professor,
    Department of Business Administration
    Shahjalal University of Science & Technology, Sylhet

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