2019

Service Marketing

Haroon Bin Iqbal-MBAG183007

Faizan Chattha- MBAG183003
Usman Afzal-MBAG183005
Mian Bilal- MBAG183
 Business Plan

FOOD TRUCK RESTAURANT

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 A. Service Distribution Strategy

Nature of Business (What)

A food truck, mobile kitchen, mobile canteen, roach coach, or catering truck is a
mobile venue that sells food. Some, including ice cream trucks, sell mostly frozen or
prepackaged food; others are more like restaurants-on-wheels. Some may cater to
specific meals, such as the breakfast truck, lunch truck or lunch wagon, and snack-
truck, break truck or taco truck.
Food truck dining as a popular phenomenon has caught on in several U.S. cities
including District of Columbia, New York, Houston, Los Angeles, San
Francisco, Seattle, Saint Louis, and Tampa.

We believe that the best approach to advertising is to think of it in terms of media

and which media will be most effective in reaching our target market. Then we’re to
make decisions about how much of our annual advertising budget we’re going to
spend on each medium.

The advertising strategies will be:

 Direct Mail
 E Brochures & Newsletter
 Online Advertising
 Media Advertising
 Place Advertising

How:
People will come to our Food-Truck- then the service delivery process will start.
Following is model of service delivery.

 There will be 3 Ordering & Billing windows for Male+Femlae+Senior Citizens

 After placing order there will be separate window from which customers will
take away their ordered Food.
 Billing will be charged by Cash+Debit Card.

Where:
Our Mobile Food- Truck will be traveling to different areas in Islamabad such as;
(carnivals, construction sites, sporting events etc.) where potential customers gather,
and places of regular work or study – college campuses, office complexes, industrial

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parks, auto repair shops, movie sets, military bases, etc. Our member contact details
will be mentioned on front of our website+ billing receipt.
Foodaholic

www.foodaholic.com/pk
Phone No. : +92512282364
Fax No.: +925122828365

When:
The service will be relaxed, very friendly and correct. We will hire the best people
available, training, and motivating and encourage them, and thereby retaining the
friendliest most efficient staff possible. Our management team is comprised of
individuals whose backgrounds consist of well experience in food, restaurant and
hotel, catering, management, finance, marketing. Our Mobile- Food Truck timing will
be 9 Am- 12 Am.

Intermediates:
 Packaging Supplier
 Vegetables/Meat Supplier

B. Touch Point:
A touch point can be defined as any way a consumer can interact with a business,
whether it be person-to-person, through a website, an app or any form of
communication. Following are touch points of our Mobile-Food-Truck business
Website:

 Highly Interactive and user-friendly website

 All Menu’s/Promotional Deals and available on Website.
 Contact Details/Pre Booking details are included in Website
Customer Counter:

Our front-line employees are highly trained in their specific domain such as; Order
receivers and billing receiver.

C. ANALYSIS OF COMPETITORS

Many fast food choice proposals would enable consumers to choose among different
fast foods meals according to their taste and preferences. No one compromises on
health, and when health is concerned then the best thing is preferable whether it's

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expensive or cheap. Providing the right combination of meals and food items keeping in
mind the pricing factor as well. We will provide the best combination and package to our
customers so that more and more customers are attractive to our business and should
be satisfied in the best possible way in order to create a loyal customer. If this would not
be done then our customers would shift to our indirect competitors. The most important

Competitive edge that our business has is that currently there is now mobile service fast
food in Pakistan and it’s a totally new innovation in Pakistan, so more customers will be
attracted to our business as we are going to provide the best quality and environment.
There are no such direct competitor but,
There are various fast foods in Islamabad which
would be our indirect competitors; for example:
Hardees
Subway
Dainty Fast Food
Rayyans Fast Food
Pavilion 140
Kfc
McDonalds etc

D. MARKET SEGMENTATION

Market segmentation is the first of three important steps in developing marketing

strategy. Segmentation groups customers with similar needs and responses; targeting
determines which segments to serve; positioning is about how the product should
compete with others in the market.

The objectives of market segmentation are to more accurately meet the needs of
selected customers in a more profitable way.

1. Geographic Segmentation
We have mainly focused on providing the mobile restaurant facility in Islamabad and
pindi at first. Foodaholic is providing food according to the cultural and health shift in
order to provide the best, what customers need.

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2. Psychographic Segmentation
Changing life style brought innovation to the market and Foodaholic is well aware of
these changes. All people having good taste for quality items can come to our place and
can feel the taste.

3. Demographic Segmentation
Foodaholic has conducted constructive demographic surveys in order to get the clear
picture about various market segments and forecast the future sales of the company. In
demographic segmentation we have focused to provide our product in every best
possible way so that people related to different social classes can access our product
conveniently.

E. SWOT ANALYSIS

1. Strength: Foodaholic has no direct competitor in potential market while there

are many indirect competitors for e.g. Hardees, KFC, dounkin donuts, savor
foods, meals on wheels etc. none of these restaurants are moving , which
eventually gives us a keen advantage to others. The most important competitive
edge that our business has is that currently there is now mobile service fast food
in Pakistan and it’s a totally new innovation in Pakistan, so more customers will
be attracted to our business as we are going to provide the best quality and
environment. It is also our strength. Food attracts people who attract more
people. We being first an innovative can enjoy spotlight.

2. Weaknesses: As described earlier that so far we have not many and major
weaknesses. As we are new entrant so somehow it is our weakness but we have
also plans to cover it up. Contingency planning for any future occurrence of
problem is also done in new business.

3. Opportunities: Mobile restaurant in Pakistan but as we forecasted it as a

growing business so a lot of opportunities of starting a new business are also
arising. As it is one of our aim to serve you the best in the possible shortest time
so growth opportunities also are there. We can expand our operations further on
with the success and popularity of mobile restaurants we can target more areas
through market segmentation.

4. Threat: As a new entrant and new business Foodaholic also has threats. Every
new venture has risks and threats associated with it. The indirect competitors

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 Have already captured a vast market and to enter and grab the market share is a
work of complete hard work.

F. PEST ANALYSIS

1. Political: in order to run our business smoothly our need to be politically aware.
We have followed all the rules and also have the license of everything so that
there will be no query in the future.tm is also registered. Political stability is the
key to success for a new business, strong lobbing is good for business
.
2. Economical: all the meals available at Foodaholic are economical, healthy and
according to the taste of local. To serve the best in the minimum possible time is
what we seek for. So economically we have covered the major aspects as well.
Food truck business is less expensive as the brick and roof restaurants costs are
higher.

3. Social: we know the taste of Pakistani’s. Pakistan is an Islamic country and we

know what is haram and halal. Culture reflects the taste of people. As totally the
culture is Islamic so we make only halal food. Different items are available for

4. People of different age. For e.g. junk food for young people, ice creams for
children and for professionals.

5. Technological: as described earlier we have installed solar panel batteries,

generators which will later on be replaced with charged batteries for power. High
quality electric appliances, stoves etc. are also installed.

G. 7 p's of Service Marketing

-PRODUCT

A food truck, mobile kitchen, mobile canteen, roach coach, or catering truck is a
mobile venue that sells food. Some, including ice cream trucks, sell mostly frozen or
prepackaged food; others are more like restaurants-on-wheels. Some may cater to
specific meals, such as the breakfast truck, lunch truck or lunch wagon, and snack-
truck, break truck or taco truck.
Food trucks cater events (carnivals, construction sites, sporting events etc.) where
potential customers gather, and places of regular work or study – college
campuses, office complexes, industrial parks, auto repair shops, movie sets, military
bases, etc. – where potential customers require regular meals or snacks. Food truck
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dining as a popular phenomenon has caught on in several U.S. cities including District
of Columbia, New York, Houston, Los Angeles, San Francisco, Seattle, Saint Louis, and
Tampa.

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PRODUCT LINE

Our restaurant provides variety of food which includes

Pizza
Burgers
Rolls
Sandwich
Salads
Shawarma
Chinese
Desserts
Beverages

We also provide starters to our customers.

SERVICES

Services include
Delivery
Take-away
Served hot
Freshly cooked
Moving on events like concerts, sports events
etc.
Special offers on Eids and holidays
Special orders like picnics, trips on weekends.
Dine-in on the roof and upper portion on double-
decker for families and couples.

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 -PRICING:

A company’s pricing policies communicate important information about is overall

image to customers. A common mistake small business owners make is failing to
recognize the extra value, convenience, service and quality they give their customers
– all things many customers are willing to pay for. The demand for Foodaholic is
completely inelastic because there are no direct competitors operating in Pakistan.
Also the prices should be affordable so customers as keeping in mind the students and
working class.

Pricing Strategy:
The idea is to set a normal price as compare to our competitors and easy affordable
to our customers. Our pricing strategy would be skimming. Such a pricing tactic often
reinforces the unique, prestigious image of a Foodaholic and projects a quality picture
of the product.
Cost Structure:
Our cost structure will be variable depending upon the number of customers as our
grocery items daily purchases will be depend on the number of customers coming.

-PROMOTION:

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An extreme hype is going to be created especially when the truck is nearly finished
decorating and our mobile restaurant truck is set up with all our staff. A minimum of
Rs. 100,000 is to be spent or marketing. Promotion will take place in the form of:
During designing of truck and establishment of restaurant: Rs. 500000 will be spent on
newspapers publicity, bill boards, website, face book and radio updates. Every 4
months the advertisement material will change bringing something new.

Starting of Operations: All the above promotion techniques will be on going at once;
brochures will be delivered door to door across Islamabad and Rawalpindi,
advertisements across the internet will take place, YouTube and television will be
used to video ads and contests such as a business plan competition will be held and
sponsored to award free promotional coupons and deals at Foodaholic.

Two years after commencement of operations: Advertisements will still continue at

same pace but brochure distribution will be halted unless a new feature is added to
the Foodaholic.

-LOCATION

As we are new in business so first we are launching our business only in Islamabad
afterwards we will launch our restaurant in Islamabad

The areas we are covering in Islamabad are blue area at kulsoom plaza link
road from 11:30 to 3:00
Afterwards F8/2 near OPF college from 4:00 to 7:00
At F7 Jinnah super from 8:00 to 12:00.
SIZE OF BUSINESS

We will start from a small business then expand our business with more trucks and
trailers in near future. As it is a new market, it has a large potential to grow and with
3-4 years competition is expected in the market.

In the initial level, we will be purchasing one truck, of which we will decorate
according to the business logo and business. Within the first year, we will expand the
business and buy another truck and add more locations and customers as target
market.

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OFFICE EQUIPMENT AND PERSONNEL

Used truck will be purchased for the initial stage, further it will be wrapped for
attraction and promotion.

A small headquarter would be rented for the management of operations, orders etc
and delivery of fresh ingredients and preparation before heading the roads.

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Office equipments such as;
Furniture
ACs
Stationary items
Refrigerators
Oven
Kitchen utensils etc
Personnel: The staff will include:
The managers of department
Financers
owners
Assistants
Chefs
helpers
Drivers will be hired.

H. Flow Chart & Blue-Print

 Flow Of Orders For Goods And/or Services

Following is the flow chat of our Mobile Food- Truck Business;

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The orders will be taken on the spot where the food truck is standing. We will also
take online bookings and special orders. The process is simple, we have a website
and also a facebook page where in a matter of simple three steps orders could be
booked.
First, the order is taken, then the address and data of customer with date and
time. Payment on delivery will be charged for convenience.

The head office has a complete and up to date data base from where the
Assistants manage the flow of orders.

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 Blue Print:

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MENU CARD

STARTERS:

Garlic Bread Rs. 90

Four pieces of freshly baked French bread
With garlic butter & herb toppings.
Garlic Bread Supreme Rs. 100
Four baked pieces of garlic bread smothered
With melted, real mozzarella cheese.
Garlic Mushrooms Rs. 125
Sliced mushrooms, oven baked in garlic butter,
Served piping hot with garlic bread.
Potato Skins Rs. 110
Baked potato sides with pure mozzarella
Cheese topped with tomatoes and special
Seasoning served with our sumptuous sour cream;
Our own entire recipe
Behari Chicken Spin Rolls Rs. 180
4 pieces of spin rolls, rolled in tortilla bread,
Stuffed with our special Behari chicken chunks,
Sweet corn and jalapenos. Served with a sauce For dipping.

Flaming Wings Rs.195 for 6 Pcs. Rs.350 for 12 Pcs

Juicy chicken wings, marinated in our peri-peri
Sauce with just the right mix of spices.
Served with chili garlic mayo dip.

PASTAS

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Fettuccine Alfredo Rs. 300
We mix fettuccine noodles with chicken strips and
A rich and creamy Alfredo sauce and top it off with
Mozzarella cheese and freshly chopped parsley
Lasagna Florentine Rs. 300
Classic layers of lasagna noodles filled with rich meaty
Sauce and topped with Alfredo spinach sauce and
Mozzarella cheese. A hearty dish for a hearty appetite!
Spaghetti Bolognaise Rs. 300
A dish of hearty and meaty sauce with mushrooms,
Served over spaghetti noodles, topped with mozzarella
Cheese.
Creamy Tomato Penne Rs. 300
Penne pasta covered in a rich and flavorful tomato
Cream sauce, tender chicken strips and mushrooms.
Topped with mozzarella cheese and freshly chopped parsley.
Foodaholic Special Pasta Rs. 325

SANDWICHES

Mexican Chicken Sandwich Rs. 300

A hearty sandwich of our own marinated spicy
Chicken breast fillets, garlic mayo, lettuce, cucumber,
Tomato and mozzarella cheese.
Philly Steak Sandwich Rs. 325

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Succulent Philly steak shavings, lettuce, cucumber,
Tomato, mustard, mayo, mozzarella and parmesan cheese
On our signature sandwich bread.
Tuna Melt Sandwich Rs. 340
Here’s a treat for seafood lovers! Tuna, black
olives, onions, lettuce, jalapenos, parmesan and
mozzarella cheese served on our famous bread.
Foodaholic Special Sandwich Rs. 350

PIZZAS

Chicken Tikka REGULAR MEDIUM LARGE

A specially developed recipe for Pakistan Rs.495 Rs.695 Rs. 895
Topped with chicken Tikka and onions.
Chicken Fajita Rs.495 Rs.695 Rs. 895
An authentic taste of Mexico, marinated
Chicken, onions and green peppers with
Special herbs and spices.

Foodaholic Special Pizza Rs.510 Rs.710 Rs.910

B.B.Q Pizza Rs.495 Rs.695 Rs. 895

A specially developed recipe for Pakistan
Topped with B.B.Q chicken and onions.

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BURGERS

Chicken Burger Rs. 240

Chicken Cheese Burger Rs. 260
Chicken Stake Burger Rs. 300
Chicken Zinger Burger Rs. 255
Beef Burger Rs. 250
Beef Cheese Burger Rs. 270
Beef Stake Burger Rs. 310
Cheese Burger Rs. 190
Vegi Burger Rs. 150
Foodaholic Special Burger Rs. 335

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FOOD-O-HOLLIC DEALS

Deal 1 Rs. 270

Chicken Burger
Regular Fries
Regular Drink
Deal 2 Rs. 300
Chicken Cheese Burger
Regular Fries
Regular Drink
Deal 3 Rs. 280
Chicken Zinger Burger
Regular Fries
Regular Drink
Deal 4 Rs. 365
Chicken Stake Burger
Regular Fries
Regular Drink
Deal 5 Rs. 290
Beef Burger
Regular Fries

Regular Drink
Deal 6 Rs. 300
Beef Cheese Burger
Regular Fries
Regular Drink
Deal 7 Rs. 400
Beef Stake Burger
Regular Fries
Regular Drink

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Deal 8 Rs. 210
Cheese Burger
Regular Fries
Regular Drink
Deal 9 Rs. 190
Vegi Burger
Regular Fries
Regular Drink
Deal 10 Rs. 425
Foodaholic Special Burger
Regular Fries
Regular Drink
Deal 11 Rs. 2100
4 Chicken Cheese Burger
1 Large Chicken Tikka
Large Fries
1.5 Liter Coke

I. Script
Food Truck Attendant:
-Hello sir/mam how are you sir
-Can I take your order please?
-This is the menu sir/mam.
-What you want to order sir/mam?
Billing Attendant:
-Hello sir/mam
-How you can pay your bill through cash or credit card?
-Thank you sir/mam, enjoy our meal sir/mam.

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