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Online Restaurant Business Plan
Online Restaurant Business Plan
HENNY PENNY is the first online fast food restaurant in the history of Pakistan. Our
aim is to provide the quality food of your own choice at your door steps with the
most convenient online ordering and payment system.
OUR BUSINESS
We take great pride and care to provide you with the best food and dining
experience in the quick service online restaurant business. We believe eating
sensibly, combined with appropriate exercise, is the best solution for a healthy
lifestyle.
Whether you're taking back lunch or bringing back dinner, HENNY PENNY has all
your favorite chicken, salads, sandwiches, snacks, sweets and Beverages. HENNY
PENNY also offers a variety of menu items for those who want lower fat, lower
calorie choices etc.To help you further, we've provided nutritional information so you
can make informed choices about what to eat.
PURPOSE
The purpose to start this business is to serve people of new era with a different and
the most competitive style. The prime purpose is to generate profit by providing
superb customer services. We aim to be leader in providing quality food items that fit
into a balanced diet. Our aim is to provide the hygienic and delicious tastes that the
customers have never tasted before. We want to add convenience in the lives of fast
food lovers by providing them the most wonderful dining experiences at their
doorsteps.
THE MOST FREQUENT CUSTOMER COMPLAINTS:
MISSION STATEMENT
“Any business that does not change will be dead in five years”.
2008 will go down in history as the year of change, but still retailers who prefer the
old days and are, alas, losing market share.
Businesses don’t change for the sake of change, businesses generally change
because the consumer either asks or forces them to change. It is not the industry
that is forcing change; it is you as consumers.
CORE VALUES AND PHILOSOPHY
GOALS
INDUSTRY ANALYSIS
Although the restaurant industry is very competitive, the lifestyle changes created by
modern living continue to fuel its steady growth. More and more people have less
time, resources, and ability to cook for themselves. Trends are very important and
HENNY PENNY is tasking interest to provide lighter, healthier foods at moderate to
low prices.
1) lifestyle changes,
2) economic climate, and
There are 600 new restaurants opening every month and over 200 more needed to
keep pace with increasing demand.
"Consumers will spend a greater proportion of their food dollar away from
home.
Independent operators and entrepreneurs will be the main source of new
restaurant concepts.
Nutritional concerns will be critical at all types of foodservice operations, and
food flavors will be important.
Environmental concerns will receive increased attention."
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 HENNY PENNY will 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.
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
Yum! Brands are the world's largest, with 33,000 restaurants in over 100 countries.
Four 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.
MAJOR COMPETITORS
McDonald’s
KFC
SWOT ANALYSIS
HENNY PENNY restaurant 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
It’s the first online fast food restaurant in the history of Pakistan
Menu reflects demand for fresh, healthy and fast food.
Use of non-traditional channels.
Partnering with the Pakistan 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 i
Weaknesses
Opportunities
branding opportunities.
Threats
Food contamination
Competition.
Economic downturn.
Government policies
Bird Flu
People with the access of internet only can place online orders.
COMPETITIVE STRATEGY
There are three major ways in which we will create an advantage over our
competitors:
NUTRITION CALCULATOR
HENNY PENNY serves 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.
HENNY PENNY 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
HENNY PENNY 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.
Companies that supply food products to the HENNY PENNY must have a number of
food safety programs in place. They include, among others, programs for sanitation,
pest control, and microbiological control, and a hazard analysis critical control point
(HACCP) plan and program. HACCP is widely recognized, worldwide, as an effective
method of preventing food-borne illnesses.
Food safety training begins the first day an employee arrives for work, with an
orientation to our standards. It is reinforced and expanded in the curricula and
materials that prepare restaurant employees for more advanced positions. Shift
managers must successfully complete an entire course in food safety before being
certified as capable of managing a shift alone.
Our Operations and Training manual for restaurant managers includes a whole
chapter on food safety, with requirements and guidance that cover all the critical
control points at the restaurant level—from supply and delivery through storage,
preparation, and holding.
Food safety procedures are monitored by staff operations consultants, who regularly
visit our restaurants to advise managers on operations. The consultants also conduct
periodic restaurant operations reviews, which include assessments of food safety
procedures. Managers are expected to correct any irregularities identified.
PACKAGING
Onsite assessments are also used to identify needs for expert assistance and for
Packaging design is a fundamental part of our
further development of our training programs. They are an important factor in
top quality customer service. Many of our
evaluating company-operated restaurant managers and in deciding whether
menu offerings have unique packaging designs
owner/operators are qualified for additional restaurants and for continuation within
to provide insulation, help ensure food safety,
the System.
and make them convenient for carryout. This
gives us many ongoing opportunities to
minimize the environmental impacts of our
packaging and to provide industry leadership
in natural resource conservation.
INVENTORY MANAGEMENT SYSTEM OF HENNY PENNY
Just-in-Time (JIT) inventory is the big thing right now in operations. HENNY
PENNY is another example of a JIT system wherein henny penny’s doesn’t begin to
cook its orders until a customer has placed a specific order. Now, due to more
sophisticated burger-making technology (including a record-breaking bun toaster),
henny penny is able to make food fast enough to wait until it's been ordered.
The major benefits for HENNY PENNY are better food at a lower cost.
HENNY PENNY has found something that allows them to improve quality and lower
costs. Let's take a look at how it does both.
1. Improved Quality
the benefits of a better tasting burger should be fairly apparent. Unless of course
you prefer aged burgers, the fresher burger is going to be higher quality if made
fresh just for you.
The less obvious benefit is the higher quality customer service that arises from the
JIT burger assembly. When HENNY PENNY waits for you to order the burger, they
do a few things to improve customer service. First of all, when you place a special
order, it doesn't send henny penny into a panic that causes huge delays.
Now that HENNY PENNY is in the practice of waiting until you order a burger until
they make it, they don't freak out when they have to make a special order fresh just
for you. This higher quality customer service is subject to henny penny's ability to
actually produce faster. Without this ability, henny penny's ordering costs would be
sky-high because the costs associated with ordering would be the loss of customers
tired of ordering fast food that really isn't fast.
2. Lower Costs
The holding costs for burger parts are fairly high because of its spoilage costs.
Frozen ground beef that's good today might not be so good in a few months. Once
cooked, the same ground beef's spoilage rate shoots through the roof. Instead of
having a shelf life of months or weeks, the burger needs to be sold within 15 minutes
or so. The holding costs go from roughly 20% per week to 100% per hour.
PRODUCTS
Products
Fried Sandwiche
Burgers Salads Beverages
Chicken s
Raw material Raw material raw material Raw material Raw material
Serving Serving
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
HENNY PENNY 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!
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 re-
order 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.
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
LOCATION
To run the business we have selected the most favorite site of fast food lovers i.e.
M.M ALAM Road
Finance department
marketing department
Operations department
purchasing department
customer services department
Finance department:
This department is responsible to arrange the cash inflows of the business. it also
identifies the sources from where the finances can obtain to run the business
operations smoothly.
With the loan provision proper accounts of cost and revenues are maintained round the year.
Such as:
This can be done by the year, month, week or day. The important thing is sales
members need a target to aim for and this is one of the most effective ways of doing
this
Sales per Full time Team Member = Total Sales / Number of full time equivalent
team members.
To allow you to benchmark with other businesses you need to look at full time
equivalent team members to get a comparable figure
This tells you the cost of doing business with your present team
Return on Investment:
there are two ways of doing this:
Return on Total Assets (ROA %) = Earnings before Interest & Tax (EBIT) x 100 \
Total Assets
Return on Equity (ROE %) = Earnings after Tax (EAT) x 100 \ Owners Funds
NOTE: An old saying "If you can't measure it then you can't manage it."
Marketing department:
The marketing department focuses on designing colorful advertising and promotion
materials.
WE BELIEVE:
Your team has the ideas that can help you be topical. Typical businesses tend not
involve the team in marketing strategies. Topical businesses constantly involve the
team in the ideas loop.
Once a month take a couple of hours to work “on” your business with your team,
provide some refreshments, and brainstorm ideas. Set a budget (which could be nil)
prior to the session so the team have a parameter to work within. The subject could
include how to develop unique displays, marketing campaigns or advertising to get
more people through your front door
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.
E-mails
Bill boards
Print media
Operations department:
Purchasing department:
Is responsible to manage the adequate number of supplies and chicken purchases at
the right time and in the right quantity.
If you're having any problems with this website then please don't hesitate to contact
us. You can find all our details on our contact page.
If you have any problems or disputes with any of the fast food order that we serve,
please contact us and we will investigate.
We are also interested in your comment and suggestions. This website is for you so
if you can think of anything we can help with, just let us know.
Designation/type no
owner 1
kitchen supervisor 2
shift supervisor 3
cook 4
take away order taker 1
dish washer 2
cleaner 1
guard(12hour) 1
Total 21
CALIBER OF HR
LONG-TERM DEVELOPMENT
GOALS
HENNY PENNY is an innovative concept that targets a new, growing market. We
assume that the market will respond, and grow quickly in the next 5 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 countries.
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.