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SR.NO TOPIC PG NO

1 SUMMARY 3-4

2 INTRODUCTION 10-11

3 ORGANISATIONAL HIERARCHY 12-13

4 S.W.O.T ANALYSIS 14-15

5 MARKET ANALYSIS 16

6 MARKETING STRATEGY 17

7 MARKETING MIX 18

8 SALES STRATEGIES 19-21

9 FINANCIAL FORCASTING 22-24

10 BREAK-EVEN ANALYSIS 25

SUMMARY

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The food industry is a complex, global collective of diverse businesses that
together supply much of the food energy consumed by the world population.
The Indian fast food market is growing at an annual rate of 25-30 per cent,
according to a report published by market research firm RNCOS in September
2010, titled ‘Indian Fast Food Market Analysis’. Foreign fast food chains are
aggressively increasing their presence in the country. For instance, Domino’s
has planned to open 60-65 outlets every year for the next three years (2010-
2012) while Yum Brands Inc is also preparing for massive expansion across the
country with plans to open 1000 fast food outlets by 2015. Thus there is a good
market potential and not much player has tried this concept of serving variety of
fast foods. This food joint will provide you varieties of foods plus some new
varieties of American restaurants. After doing a market research we founded
that taste and preferences of people changes day by day. They want something
new every day. This particular food joint will give some new variety to our
target customer.
We got permission from local police and obtained a certificate of
utilization certificate, trade license and health and food license from
government agency. We also have written documentation from a physician
attesting to the fact that you are in adequate physical and mental health, and that
you carry no infectious diseases.

We will be running our food joint as partnership deed sharing all profit
and losses equally.

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 NAME LOVE @ FIRST BITE
MIND SPACE, LINK
LOCATION ROAD,
MALAD (W)

BUSINESS TYPE FOOD JOINT

NATURE OF BUSINESS PARTNERSHIP

TANVI BHANSALI
DETAILS OF MEGHA PAWAR
PROMOTERS SWAPNIL PALANDE
PRATIK DAVE
XYZ (executive Chef)

PARNERSHIP DEED OWNERS – 96%

CHEF – 4%

LOVE @ FIRST BITE

- TASTE OF LOVE

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 MIND SPACE, NEW LINK ROAD, MALAD (W), MUMBAI

VEG
Veg Sandwich 20
Veg. Grill Sandwich 45
Veg. Club sandwich 50
Veg. Roll 15
Veg. Cheese Roll 25
Veg. Shezwan Roll 20
Veg. Burger 20
Veg. cheese Burger 25
Sada Dosa 15
Maysore Masala Dosa 20
Shezwan Dosa 25

NONVEG
Chicken Sandwich 25
Chicken Grilled Sandwich 55
Chicken Club sandwich 60
Chicken Roll 20
Chicken Cheese Roll 30
Chicken Shezwan Roll 35
Chicken cheese Burger 25

FRENCH FRIES/ SALAD

Small Fries 20
Medium Fries 30
Large Fries 40
Potato Wedges 35
Dynabites 40
Garlic Bread 20

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Garlic Bread with Cheese 25

PIZZA - VEG
Veg. Pizza 60
Cheese Pizza 70
Banana Pizza 80
Choclate Pizza 90
Paneer Tikka Pizza 90
Spicy Mexican Pizza 100

PIZZA – NON VEG

Chicken Pizza 70
Cajun Chicken Pizza 90
Chicken Tikka Pizza 90
Spicy Mexican Chicken Pizza 100

DIPS
Garlic Mayo 10
Mustard Mayo “
Curry Mayo “
Ginger Mayo “
Tomato Mayo “
Mustard Mayo “
Honey Mustard Mayo “
Lemon & Cilantro Mayo “
DRINKS
Sweet Lime Soda 25
Sweet Lime Juice 25
Soft Drinks 20
Packed Drinking Water 15

PREMIUM ICE -CREAMS

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Vanilla 20
Swiss Vanila 30
Cookies & Cream 40
Afghan Dry Fruits 50
Badshahi Pan 50
Belgium Chocolate 40
Choco Almonds 35
Strawberry Fresh 35
Sitaphal Fresh 35
Lychee Fresh 40
Fruit Cocktail Fresh 45
Mango Fresh 35
Butter Scotch 40
Chocolate Chocó Chips 40

TEA/COFFEE
Tea 10
Coffee 15
Cappuccino 45
Espresso 40
coffee mocha 70
cold coffee 50
swiss hot chocolate 70
COMBO MEAL: ANY COMBINATION OF SANWICH/PIZZA ALONG WITH FRIES &
DRINKS ORDERED COLLECTIVELY WILL BE GIVEN 20% DISCOUNT ON
PRUCHASE PRICE.

ITALIAN & AMERICAN TASTE

Soups
Wild Mushroom Soup 40

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Button mushrooms, chanterelles and morels pureed together with thyme, parsley and oregano. Touch
of truffle essence
Tomato & basil soup with baked Crostinis 30
Grilled tomatoes and baked crostini with a essence of olive oil for a soothing taste
Chicken lemon Coriander egg drop soup 50
Clear soup of chicken with lemon, coriander and garnish of egg whites.

Starters
Avocado and bell pepper quesadillas 90
Sautéed bell peppers with mashed avocado mixture stuffed in whole wheat tortillas
Mango rolls 70
Juliennes of bell peppers, cottage cheese (optional), carrots and variety of cabbages rolled together
with rice sheet and served with spicy red jelly
Shrimp cocktail 90
Boiled shrimps with spicy tomato sauce with touch of radish and arugula salad
Chicken Waldorf salad 85
Traditional salad with addition of smoked chicken.
Bruschetta 70
Sautéed tomato and garlic with coriander on the base of black olive focassia
Baby spinach salad with honey mustard dressing 60
Baby spinach with addition of walnuts and pear.
Jumbo Shrimp salt and pepper 120
Shrimp sautéed in olive oil with touch of garlic and thyme

Grilled cottage cheese and baby tomatoes tikka style 110

Traditional barbequed item with basil pesto sauce
Kheema tacos & salsa dip 120
Traditional Indian kheema served Mexican style

Grilled chicken ala wada pav style 100

Focassia with grilled chicken Indian style

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Pappardelle ai Funghi Misti Trifolati    130
Wide fettuccine with porcini & mixed sautéed
mushrooms with pecorino cheese.

Dessert
Blueberry cheese cake 90
Most intriguing dessert served as it is
Moong dal halwa with chocolate sauce 75
Moong dal halwa with twist of choc chips and ganache with it. Served hot.
Cheese tartlets 110
Variety of cheese such as gorgonzola, cheddar and mozzarella with savoury tarts and nuts.

Chef Mitesh Damania.

INTRODUCTION:

About LOVE AT FIRST BITE:

We are planning to set up a food joint in Minds Space, Malad-Mumbai.
Which offers you variety of fast foods like Indian, Chinese, American including
juices and coffee shop?

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  CUISINE

Modern commercial fast food is highly processed and prepared on a large scale
from bulk ingredients using standardized cooking and production methods and
equipment. We will be using cartons or bags or in a plastic wrapping, in a
fashion which reduces operating costs by allowing rapid product identification
and counting, promoting longer holding time, avoiding transfer of bacteria, and
facilitating order fulfillment. We will be using standard operating procedures.
This process ensures a consistent level of product quality, and is key to
delivering the order quickly to the customer and avoiding labor and equipment
costs in the individual stores.

 VALUE MEALS
We will be offering group of menu items offered together at a lower price than
they would cost individually. It helps in facilitating, up-selling and bundling.

 TECHNOLOGY

In order to make speedy service possible and to ensure accuracy and security we
will incorporate hospitality point of sale systems. This makes it possible for
kitchen crew people to view orders placed at the front counter or drive through
in real time. Wireless systems allow orders placed at drive through speakers to
be taken by cashiers and cooks. Drive through and walk through configurations
will allow orders to be taken at one register and paid at another. Modern point
of sale systems can operate on computer networks using a variety of software
programs. Sales records can be generated and remote access to computer reports
can be given to corporate offices, managers, troubleshooters, and other
authorized personnel.

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  HEALTH CONCERNS

Our food joint will also look out the people who are health conscious. We will
to incorporate healthier alternatives in our menu, e.g., white meat, snack wraps,
salads, and fresh fruit juices.

 CONSUMER APPEAL

Our vision is to become popular in variety, fast service and providing food at
low cost as we know the competition is rising in fast food business we will try
to overcome the completion progress, technology, and innovation.

The total cost of opening food joint is Rs.20,00,000. Rent will be

rs.45, 000 per month and deposit will be rs.2, 00,000. We will repay interest for
two years i.e. rs. 1, 44,000 per year and principle amount will be paid after 2
year. We will get Break-even by the end of 2nd year.

ORGANISATIONAL HIERARCHY

TANVI BHANSALI MEGHA PAWAR SWAPNIL PRATIK DAVE

PALANDE

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 EXECUTIVE
CHEF

CLEANER/ DELIVERY
COOK 1 COOK 2 WAITER DELIVERY BOY
BOY

ORGANISATIONAL HIERARCHY

 There will be 4 Functional heads for this firm who will be handling
various managerial positions.
 They will be responsible for managerial decision making.
 For day to day working several staff will be hired on monthly salary for
various positions which include Cook, Sweeper, and waiter.
 1 executive chef will be hired on for handling all internal management.
 2 bikes for home and office delivery.
 We plan to hire roughly 3 cooks including executive chef specialist in
Italian and American taste, 1waiter, and 2 other helper boys for cleaning and
taking order and for delivering orders.
 VISION:
To constant provide the best that we can for our customers
to be recognized as pioneers in the multi-brand food court management,
utilizing the highest levels of corporate & with dedicated employees and
partners.

 MISSION:

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To greet every customer gets highest level of food quality & outstanding service
in a hygienic & fun dining environment.

SWOT ANALYSIS:

I) STRENGTH
 Location: - Our food joint will be placed in such an area which can be
easily accessible for nearby residential areas and offices.

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 Experienced staff: - Our hired expertise staff helps us in providing quality
food service to our customer.
 Ambience of place: - The feeling of being in the cool environment while
dinning itself a pleasure experience which gives us an advantage over others.

II) WEAKNESS
 Lack of experience: Food joint is a start up. Will face stiff competition
from local players.
 Financing: - Preliminary estimates of sales and expenditures suggest that
it will remain financially stable. However unforeseen expenditure or poor sales
will threaten cash position, which will be particularly vulnerable in one year.
 Limited personnel: - Since we need expertise staff and to find and retain
it is very difficult because of the competition in the market.

III) OPPORTUNITIES
 Growing market: - Food joints are growing at a fast speed and demand
for quality food is never ending.
 Potential to become a premier food provider: - because of the experienced
and expertise staff we can deliver quality food products. Also the use of
technology like Surface technology on table makes it quite innovative and a
new experience.

IV) THREATS
 Local Competition (existing and potential): There are firms which
specialize in this concept of food joint. There are many local players who have

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targeted call center employees. So it can be a bit high competition for this food
joint.

MARKET ANALYSIS:

Target Customers:

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Our target customers are mainly call centre employees within age group of 20-
35 years.

Competitive Analysis :( On a scale of 1-5)

(Questionnaire asked from sample among people within age group 25-40 years).
This analysis is done on various food joints on the parameters like food quality,
ambiance, taste, location, and price.

GREENS LANDMARK ANAND SUNDAY

BHOG TREAT
Food Quality 4 3 2 3.5
Price 2.5 3 3 3.5
Ambience 3.5 3 1 3
Service 3 2.5 2.5 3
Location 3 3 2.5 2.5
Customer 0 0 0 0
Relation
Program

MARKETING STRATEGY & MARKETING MIX

PRODUCT MIX

PRICING STRATEGIES
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Price: We will be using FAIR PRICING STRATEGY offering just right
combination of quality and good services at fair prices.

o Create a unique, innovative, entertaining menu that will differentiate us

from the rest of the competition.
o Control costs at all times, in all areas and implement a conservative
approach to growth policy.
o Sell the products that are of the highest quality, as well as keeping the
customers happy with all of our product categories from food to store
merchandising.
o Provide 100% satisfaction to our customers and maintaining the level of
excellent services among other competitors.
o Encourage the two most important values in fast food business: brand and
image, as these two factors are the main drivers in marketing
communications.

MARKETING MIX: (4P’s)

PRODUCT:
We offer deep assortment of Indian, American as well as Chinese taste .We will
offer standard services and ambience. The main USP of our product will be its

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taste along with proper hygiene & product quality. At initial stage the product
range is kept stagnant, it will be changed according to the business generation
and consumer response.

 PRICE: One or two products prices in each section are kept low to attract
the customer. Especially the new variety whose price is reduced should be
price elastic to pull the customer toward the food joint. The price of combo
pack is kept affordable as the main focus is on giving total meal to the
consumers. Our pricing strategy for combo meal is providing 20% discount
on any sandwich, fries, and drink ordered collectively.

 PLACE: We have located our fast food court at Minds Space, Malad. It
being main call center hub in Mumbai, is the main reason for selecting
minds space as our location. The place already has many restaurants and
food court in place, but as we are entering into red ocean market our main
focus is penetrating the market at slow and steady pace. The advantage
would be the huge demand for food in minds space. Other strategy is to
focus on home delivery and corporate customers with the effective use
of information system to reduce the timing for logistics.

 PROMOTION: Our main focus is to pull crowd to food joints by

running promotional campaigns.

OBJECTIVE OF PROMOTION:
 To ensure awareness, knowledge about the food joint concept to target
customer.

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 Next stage is to use promotional strategies to develop liking, preference
and conviction for the concept.
 Last stage is to develop conviction and purchase for the selected target
customer.

PROMOTIONAL STRATEGIES:
1st Stage:
 To ensure awareness and knowledge among target customer. We will be
doing surveys among people and word of mouth publicity.
 Advertisement through local media T.V channel.

2nd stage:
 Using direct marketing concept to reach selected customers.
 Banners at Malad station, premises of Minds Space will create the
awareness of the food joint.
 We will be distributing pamphlets and small menu cards outside the call
centers about the opening offer of our food joint. Also some free sampling of
our product is being planned to give consumer the actual taste of the food.

Evaluation: Implement consumer feedback survey to selected target consumer

to check success on parameter like Branding, Image, and Positioning by various
promotional activities.
SALES STRATEGIES
 To generate majority of revenue for food joint by pulling customer to
food joint location.
 To target carefully selected customer through DIRECT MARKETING.

INNOVATIVE MAEKETING STRATEGIES:

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  We will be taking bulk orders like keeping food stalls at marriages,
functions, parties etc.
 Offering various discounts during festive season.
 Accepting various discount coupons like Sodexho coupons.
 We also provide free home delivery to home as well as offices. Keeping
discounts during festive seasons. Taking bulk orders for house party.

COST OF PROMOTION

ADVERTISING 7,000
SAMPLING 10,000
BANNERS 15,000
PAMPHLETS 3,000

TOTAL COST OF PROMOTION – 35,000/-

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 FINANCIAL
FORECASTING

BREAK EVEN ANALYSIS

In the very first year our food joint made a loss of 55,700. In the
second our sales revenue increased by 17-18% and we made a profit
of 4, 69,176 and achieved a break-even in second year.

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BIFURCATION –
1ST YEAR
REVENUE PER DAY – RS. 4,000 PER DAY (1st 6 mths)
REVENUE PER DAY – RS.4,200 PER DAY (rest of 6 mths)
TOTAL REVENUE GENERATED IN 1ST YEAR – 14, 76,000/-

2ND YEAR
REVENUE PER DAY – RS. 5,000 PER DAY (4mths)
REVENUE PER DAY – RS.6, 000 PER DAY (4mths)
REVENUE PER DAY – RS.7, 000 PER DAY (4mths)
TOTAL REVENUE GENERATED IN 1ST YEAR – 21, 60,000/-

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