BUSINESS COMMUNICATION

FOOD WAGON
MADE BY

SHAHZAIB MUBASHAR

FAHAD USMAN

TURAB GILANI

MOAAZ KHAN

SECTION D

INSTRUCTOR: RUMESSA NAQVI

LAHORE SCHOOL OF ECONOMICS

FOOD WAGON
 Executive Summary

The Food Wagon’s aim is to take our menu to our target market. A good quality, cheaply priced, tasty food is available on the go at seven

different locations seven different days of week, respectively. You would also be able to get Food Wagon at national or domestic sports events,

food fests, and other major events. Our major chunk of revenue with be from sales. Our other stream of revenue will be from profit shares when

we start franchising.

The balance sheet and income statements state that we will be expecting a 20.8% annual growth rate in profits over a 3 year period. Our

exclusive menu, which offers premium burgers and wings with our secret sauces and our ability to provide food at any location within hours

immensely increases our accessibility to customers and is therefore the main differentiating factor. The food truck business is an untapped

business model in Lahore as there aren’t any competitors in this category.

 Business Plan

Mission Statement

Food Wagon is a mobile food truck business with an aim to build a brand in this industry to meet the need of our valued customers. We

aim to provide premium quality hygienic food all around the city and make our food accessible to all of our customers. We believe in keeping

the customer first and great customer service is our priority.

Company and Industry

The Food Wagon Company is Lahore based mobile restaurant that sells a menu of our premium burgers, wingers and drinks to clients on

the go, the Food Wagon is a company owned and operated by four LSE graduates, Turab Gilani, Fahad Usman, Moaaz Khan and Shahzaib

Mubashar.

We believe that Food Wagon would help event organizers worry less about facilitating customers at events. We would be seeking to

communicate with major event organizers throughout Lahore. Being a mobile food truck we are not restricted to Lahore only. We can operate

outside of Lahore in case we are sponsoring or doing business at major events. We are open to franchising the business on our terms. We would

only franchise to entrepreneurs who share the same vision and knowledge about the business as we do and also the fact that we are building a

brand.
 At Food Wagon, all of our menu would be prepared, served and sold in a hygienic environment. Our customer’s hygiene and health is a

priority and we will go out of our way in order to achieve that customer satisfaction. We intend on starting with just one food truck in Lahore,

but our goal is to grow it into a business where we have fleets of Food Wagons all over Pakistan in 10 years of our launch. We would also be

training hundreds of workers on an annual basis so that the image of our brand which portrays excellent premium quality food and excellent

customer satisfaction stays intact.

We might not be offering high end and expensive delicacies. However, we offer a small yet a delicious menu with regards to taste and hygiene.

 We sell premium burgers and wings which are exclusive to only our brand.

 We sell assorted drinks and milk shakes.

 We sell franchise.

 We offer training services.

Products and services

Organic and healthy is at the heart of food these days as people are moving towards a healthier lifestyle. Similar produce is available at

Food Wagon. It delivers nutritious food, custom meat cuts, best sea food items and numerous imported food items to capture the global essence.

Food Wagon is associated with specialists as suppliers in the food department that complements its culinary skill and technique. It has a variety

of different ingredients and produce which keeps it in sync with the latest food trends in the food industry ultimately keeping the freshest

produce and ideas in stock.

Burgers

1. Basic Grilled Burgers With Topping Suggestions

This item is a grilled meat patty seasoned with salt and pepper with a mix of soy sauce, mustard and bar be que sauce. On top of it is the melting

cheddar and mozzarella cheese dip with a variety of extra toppings that include black olives, jalapenos etc.

2. Burrito Burgers

This item has the finest burrito flavors. What makes this burger extra delicious is the hot melting cheese on top of the juicy meat patty marinated

with burrito seasoning. It includes salsa, beans, tahini and hummus as extras as well.
 3. Juicy Baked Burgers

This item consists of a juicy meaty patty that is tossed in the pan at first and then baked till its cooked to perfection. It is seasoned with soy sauce,

pepper, HP sauce and a little di john mustard.

4. Beef Burgers

This item consists of a juicy burger patty seasoned with black pepper, salt, lemon juice and added to it are veggies which include diced onions and

green chili. The patty is coated in egg wash and bread crumbs before it is grilled.

5. Juicy Baked chicken Burgers With Garlic

This item consists of a juicy combination of chicken legs and thighs keeping it light yet full of flavor. The chicken is marinated in garlic mayo and

butter milk topped with crispy baked potato chips and cheese.

6. Mushroom Stuffed Burgers

This item consists of a grilled beef patty seasoned with mustard and tomato paste topped with mushroom sauce and chopped up mushrooms as well.

Cheese dip is an add on.

 7. Wings

7.1.Spicy Thai Chili Chicken Wings

This item consists of a plate of six baked wings tossed with the juiciest sauce made up of sweet and spicy dip. This sauce consists of lime, chili,

vinegar, orange juice and a little bit of sugar.

7.2.Garlic Chicken Wings

This item consists of a platter of six baked wings tossed in garlic mayo sauce and topped with Italian seasoning. Thai Style Red Curry Lime

Wings

Drinks

 Fresh Lime

 Lemonade

 Fruit punch

 Very Vanilla Chiller

 Cocoa Loco

 Cookies & Cream

 Soft drinks
Market Analysis

Direct competition consists of players that offer similar products and variety as your own. They target the same market segment fulfilling

the needs of people with similar tastes.

An example for this scenario is as follows. A good and direct competition for a food truck is another truck since the idea behind the truck is the

same; delivering food in an innovative manner. Since Pakistan is new to this idea of food trucks so Food Wagon will be a source of attraction for

many. Prior to this there was one food truck that operated in Pakistan for some time but it discontinued due to quality and consistency issues.

The point of difference and point of parity that occur when a comparison is drawn with competitor’s is very important to take into

consideration. Consumers compare prices and quality and service offered to them. The competitive edge can be created by delivering food in the

most innovative manner with nominal prices as well as quality and speed of delivery also matter. Competition that is indirect in nature is tough

to identify and cater to. Since no other food truck exits so indirect threat to Food wagon is from the dine in restaurants that offer burgers in

variety. Examples in Pakistan includes Hardees, Burger King etc.

Hardees

Strengths

 Variety of healthy options (Gluten free items)

  Customer engagement market stunts

 Attractive advertisements/Social media presence

 New and refined ideas for innovative menu items

 Well established parent company

Weaknesses

 Low key global presence

 Low product differentiation

Burger King

Strengths

 Brand Identity/Image

 Market penetration is high

Weaknesses

 Competition

 Duplication of Products

 Awareness regarding healthy eating habits

Management

Food Wagon requires very limited staff which consists of at least one head chef accompanied by an assistant chef and an order

taker/delivery person. A manager post will also need to be fulfilled to manage the entire truck.

Food Truck Manager Profile

The right person for this post should be excellent in building strong and committed relationships with both employees and customers. The person

should have the drive to grow and initiate positivity in the work environment.

Skills

 Proficient in resolving complaints

 Excellent customer care

  Quick learner

 Welcomes a challenge

Work history

 Kept the work place well organized and under control during peak hours

 Provided excellent customer service

 Quality and speed of delivery monitored

Hardees

 Reliable team worker

 Proficient in handling cash transactions

 Customer care
Education

 Matriculation/FSc

 Bachelors

Food Truck Worker Profile

 Charismatic and enthusiastic

 Dedicated

 Committed

Skills

 Customer care expertise

 Organized

 Proficient in following guidelines

 Hardworking
Experience

Burger king

 Speed and quality of delivery maintained

 Good communication skills

 Hard working and helpful by taking extra shifts

 Proficiently made cash

Education

 Matriculation

 FSc

 BA

Food Truck Chef Profile

 Dedicated cook

 Proficient in cooking knowledge

Skills

 Excellent at food presentations

 Technical expertise

 Flavorful food

Work history

 Food truck company cook

 Worked at Howdy as a chef

 Followed recipes in a well-organized manner

 Designed menu, set up pricing

Education

 Matriculation
Design & Development Plans

Get the right food wagon:

So to buy a food wagon we will design it before getting it, so it would be easy for us to fit in the staff, inventory and the equipment. While

selecting the food wagon we will also check the size is it enough for the equipment or the staff, then look for the wagon which is new and

make sure it matches with your wagon and last check its fuel consumption is it sustainable and cost-effective or not.

Power running for the wagon:

We would be installing generators and solar panels in order to keep the power on and provide our equipment with the required number of

voltages they required.

Wagon inside/outside layout:

Our kitchen blueprint would non-slip and inflammable floor; there would be a proper ventilation system, a easy way to get the inventory and

emergency exits. We will also get the wagon design outsource by a respectable brand they would be branding there products for example

drinks via our wagon, which will save our money.

Staying put/on road sitting:

We will provide both of them to our customers either they use the outdoor sitting or get the take away.
Development:

A right menu would be established for the customers so they can get the same kind of food which could be bought up from a restaurant.

In the start we would test our food via different friends and family members, discounts would be offer to the university students in order to check

up the customer feedback. A easy to read menu would be developed with prices which are less than our competitors.

Operations Plan

Weekly Operations Plan:

Operational productivity would be our highest priority for the success of the Food Wagon. Kitchen equipment would be purchased from

BlackSmith Engineering Company after that weekly plan would include, the butter which would be provided by nurpur company, Milk and

Cream would be supplied to us my milk pack company. The sauces and spreads would be made weekly at the wagon by the chief. Other than

this the buns would be provided by the Dawn. The other inventory will be shopped from Metro Cash and carry.

The food wagon staff would be operational and would be preparing the food from 10am to 6pm. The first shift would be from 10am to

1pm and the second shift would be from 2pm to 5pm, after the end of each shift there would be a cleaning time of hour provided to the staff as it

would be necessary to keep the place clean. The Food Wagon would be parked every night at AZ Shuttle services; they would be also providing

us wagon maintenance after every week. The wagon would be set up and providing there service in the following business hours:
Monday – Tuesday-Model Wednesday-LUMS Thursday-Fortress Friday-joher town Saturday-moon

Liberty Market town G1 market

Timing Timing Timing Timing Timing Timing

Set up of wagon: Set up of wagon: Set up of wagon: Set up of wagon: Set up of wagon: Set up of wagon:

10:00 am 10:00 am 10:00 am 10:00 am 10:00 am 10:00 am

Regular business Regular business Regular business Regular business Regular business Regular business

Hours: 10am to 5pm Hours: 10am to 5pm Hours: 10am to 5pm Hours: 10am to 5pm Hours: 10am to 5pm Hours: 10am to 5pm

Closing: 6pm Closing: 6pm Closing: 6pm Closing: 6pm Closing: 6pm Closing: 6pm

Wagon Wagon Wagon Wagon Wagon Wagon

Staffing Staffing Staffing Staffing Staffing Staffing

Ali Ali Hassan Ali Ali Ali

Hassan Hassan Farhan Farhan Hassan Hassan

Farhan Traffic/Parking Traffic/Parking Traffic/Parking Traffic/Parking Farhan

Traffic/Parking So one person would So one person would So one person would So one person would Traffic/Parking

So one person would get out of the wagon get out of the wagon get out of the wagon get out of the wagon So one person would

get out of the wagon and instruct the driver and instruct the driver and instruct the driver and instruct the driver get out of the wagon

and instruct the driver to park the wagon in to park the wagon in to park the wagon in to park the wagon in and instruct the driver

to park the wagon in an appropriate way so an appropriate way so an appropriate way so an appropriate way so to park the wagon in

an appropriate way so the traffic is not the traffic is not the traffic is not the traffic is not an appropriate way so

the traffic is not disturbed. disturbed. disturbed. disturbed. the traffic is not

disturbed. Customer Line Customer Line Customer Line Customer Line disturbed.

Customer Line Two lines would be Two lines would be Two lines would be Two lines would be Customer Line

Two lines would be made one for the made one for the made one for the made one for the Two lines would be

made one for the order and the other order and the other order and the other order and the other made one for the

order and the other section for the take section for the take section for the take section for the take order and the other

section for the take away of the meal. away of the meal. away of the meal. away of the meal. section for the take

away of the meal. Staff Rest area Staff Rest area Staff Rest area Staff Rest area away of the meal.

Staff Rest area Liberty market Liberty market Liberty market Liberty market Staff Rest area
Liberty market Liberty market

Garbage/waste Plan Garbage/waste Plan Garbage/waste Plan Garbage/waste Plan Garbage/waste Plan Garbage/waste Plan

There would be two There would be two There would be two There would be two There would be two There would be two

trash dustbins placed trash dustbins placed trash dustbins placed trash dustbins placed trash dustbins placed trash dustbins placed

at the left hand side of at the left hand side of at the left hand side of at the left hand side of at the left hand side of at the left hand side of

the truck and would the truck and would the truck and would the truck and would the truck and would the truck and would

be disposed of at the be disposed of at the be disposed of at the be disposed of at the be disposed of at the be disposed of at the

end of each shifts. end of each shifts. end of each shifts. end of each shifts. end of each shifts. end of each shifts.

There would be different selling locations set up for the food wagon: Liberty market, Model Town C Block, Lahore University of

Management & Sciences, Fortress Stadium, G1 Market Johar town & Moon Market Iqbal town. The Wagon would also visit the special events

which would be happening throughout the year in Lahore and it’s nearby areas which includes: coke festival, 7up festival, Solis music and art

festival, Lahore Eat, Punjab food festival ( expo) and Masala food festival by HUM.Tv(expo).
Overall schedule

Existing month May: A training plan would be made for the culinary, check for the business name availability, get the logo name,

machinery for the kitchen, equipment’s for the kitchen purpose, financing would be done through money bank accounts, access for the online

payment methods via MR code, the registration of food wagon from Punjab food authority, get the driver license, a food permit from the food

institutions, get the inventory, set up accounts and start up the business.

First one / two years of business: more employees for be hired for the part time work services, employees would be transfer to the full

time work position as the hours get increased , this would let the owner to decrease its hours spent at the wagon. Salary would be also increased

according to the work performance of each employee.

Third / fourth year of business: full time employees would be hired so the owner could stay out of the wagon and let the employees

handle the work efficiently. Fifth year of business: buy more food wagons and keep the business working. In Future: multiple wagons would

be operating in different cities of Pakistan, open up a restaurant with the brand name.
Financial Projections

Startup Cash flow Statement

The main idea of a food truck attracted us because it saved us rental costs and the fact that it could be moved around different places at

rushy hours to increase revenues. We prepared a startup cash flow statement to calculate the investment to be made by each partner.

A rough estimate of the investment required to build a food truck is roughly Rs.1380000.

The cost of a used food truck ranges from around Rs. 300,000 to Rs.800,000 with different models and conditions. The trucks that are

available in the market are not as per the standards of the Food Authority as well as our target market which is mostly the Upper Middle Class of

the Society and majorly students. A rough amount of Rs. 250,000 would be needed to upgrade the Truck to make it more attractable to the

customers. The estimated costs of upgrade include the costs of designing and the interior as well as any damages in the truck itself which can

lead to problems in our daily operations. We have also planned to get the truck insured which would initially cost us Rs.50,000.

The second major cash outflow is the equipment we would need to install in our Food Wagon. This equipment would be majorly the cooking

equipment as well as any other equipment required such as fridges, stove, gas cylinders, etc.

We have estimated that we would need to market our brand on all platforms which would include social media platforms like Facebook,

Instagram, Twitter, etc to promote our brand to the upper middle class. Text messages would also be send with the help of specialized marketing

to promote Food Wagon.

As told before, we will have a total of three employees who would all be paid a total of Rs. 60,000 estimated salaries in total each month which

would be required in advance before we launch our project.

The inventories we require for our Food Wagon are all perishable and so we can not buy for more than a week and in some cases we

have to buy the inventory daily to deliver fresh products to customers. We would also require Rs. 70,000 cash for our inventories in daily routine

which include Fresh buns, milk, etc on daily basis and non perishable goods like packaging and serving material on monthly basis.

Startup Cashflow

Cash inflows Rs.

Investors Rs.1,380,000

Cash Outflows

Van Cost Rs.700,000.00

Upgrade and Insurance Rs.300,000.00

Equipment (Cooking Equipment, Fridges,etc.) Rs.200,000.00

Marketing Costs Rs.50,000.00

Salaries Rs.60,000.00

Inventories Rs.70,000.00

Rs.1,380,000.

Total 00

Income Statement Forecasts (Year 1)

Food Wagon

Income Statement Forecast

Year 1

Rs Rs. Rs.

Revenue 3000000

Cost of goods sold (35% of

Revenue) 1,050,000
Gross profit 1,950,000

Expenses (58.33% of Revenue)

Travelling Expense 250,000

Salaries 720,000

Marketing costs 80,000

Maintenance & insurance 100,000

Total expenses 1,150,000

Profit 800,000

Future Cash flow Forecasts

Our business plan is not just feasible but can be also franchised to investors who are willing to invest for one wagon or as many wagons

as they are comfortable with. This will enable us to multiply our profits and enable us to expand our operation all around lahore.
This is a rough estimate on how the sales for one truck are expected to increase by 25% in the first year due to marketing techniques and various

new offers and deals that would be introduced all around our first year. After our first successful year the sales are expected to increase at an

average 10% each year which is based on estimates.

Food Wagon

Cash Flow Forecast

 (With One Truck)

Year 2019 2020 2021

Cash Inflows Rs. Rs. Rs.

Revenue (25% increase- Year 1

10% increase - Year 2) Rs.3,000,000 Rs.3,750,000 Rs.4,125,000

Cash Outflows

Operating costs (COGS) Rs.750,000 Rs.937,500 Rs.1,031,250

(25% of Revenue)

Expenses Rs.1,149,900 Rs.1,437,375 Rs.1,581,113

(38.33% of Revenue)

Total Outflows Rs.1,899,900 Rs.2,374,875 Rs.2,612,363

Net Cash Inflow Rs.1,100,100 Rs.1,375,125 Rs.1,512,638

 Marketing Message

Food Wagon is a rolling burger joint that caters to customers who love premium, hygienic and proper burgers, wings and shakes. We are

the only mobile food truck that is at you service. We are accessible to all of our customers because we are on the road all the time, literally! We

provide you with the most authentic and exclusive beef burgers in town. Our shakes are to die for! Not to mention our delicious wings, they

come with the most exclusive sauce toppings only available at Food Wagon. Our customers are always our priority, we put our staff through a

whole month of training so that we don’t fall short on satisfying YOU! So what are you waiting for? Visit Food Wagon now or we might just

visit you!

Mobile Message

Hunger pangs? Craving Burgers?

Take Away our

mouthwatering and delicious Burgers & Wings

Call now

03234277775

03004437665

FOOD WAGON