Project Report

(Submitted for the Degree of B.Com Honors in Accounting & Finance under the
University of Calcutta)

Title of the Project

NEW BUSINESS PROPOSAL FOR A GOURMET FOOD TRUCK IN

CALCUTTA

Submitted by
Name of the Candidate: ANUBHAB DAS
Registration No: 224-1122-3295-15
Name of the College: SETH ANANDARAM JAIPURIA COLLEGE
College Roll No: 162

Supervised by
Name of the Supervisor: SHUVENDU ROY CHOWDHURY
Name of the College: SETH ANANDARAM JAIPURIA COLLEGE
 ACKNOWLEDGEMENT
It is matter of great pleasure to present this project on

“NEW BUSINESS PROPOSAL FOR A GOURMET FOOD TRUCK IN CALCUTTA”

I take this opportunity to thank our respected Principal Dr. ASHOK MUKHOPADHAY
for giving me an opportunity to work on this field.

I am grateful to our Head of the Department professor ANIL KUMAR SAHA without
whom this project would not have been a successful one.

I am very thankful to my supervisor SHUVENDU ROY CHOWDHURY for his full

support in completing this project work.

Finally, I gratefully acknowledge the support of my family & friends. Would also like to
thank the owners of the food truck who gave their valuable time for sessions of interviews,
responding to e-mails and calls and meting my endless queries also would like to add my
heartiest regards for those who agreed for the survey.

ANUBHAB DAS
 Supervisor's Certificate

This is to certify that Mr. ANUBHAB DAS a student of B.Com. Honors in Accounting
& Finance in SETH ANANDARAM JAIPURIA COLLEGE under the University of
Calcutta has worked under my supervision and guidance for his/her Project Work and
prepared a Project Report with the title
NEW BUSINESS PROPOSAL FOR A GOURMET FOOD TRUCK IN CALCUTTA
Which he is submitting, is his genuine and original work to the best of my knowledge.

Signature
Place: Name: SHUVENDU ROY CHOWDHURY
Date: Designation:
Name of the College
 Student's Declaration

I hereby declare that the Project Work with the title

NEW BUSINESS PROPOSAL FOR A GOURMET FOOD TRUCK IN CALCUTTA
submitted by me for the partial fulfillment of the degree of B.Com. Honors in Accounting
& Finance under the University of Calcutta is my original work and has not been
submitted earlier to any other University /Institution for the fulfillment of the
requirement for any course of study.
I also declare that no chapter of this manuscript in whole or in part has been incorporated
in this report from any earlier work done by others or by me. However, extracts of any
literature which has been used for this report has been duly acknowledged providing
details of such literature in the references.

Signature
Name: ANUBHAB DAS

Place:
Date:

College Roll No: (3rd year): 162 Shift: Evening

C.U. Registration Number: 224-1122-3295-15 C.U. Roll No: 1224-61-0064
 CONTENTS

Table of Contents
Chapter 1................................................................................................................................................. 7
INTRODUCTION ....................................................................................................................................... 7
1.1 Background ..................................................................................................................................... 8
1.2 Justification for the topic choice .................................................................................................. 8
1.3 Literature Review ........................................................................................................................... 9
1.4 Objective ....................................................................................................................................... 10
1.5 Research Methodology ............................................................................................................... 11
1.6 Limitation of the study ................................................................................................................. 11
1.7 Chapter Planning ......................................................................................................................... 12
Chapter 2............................................................................................................................................... 13
Conceptual Framework, National and International Scenario ............................................................. 13
2.1 Description of Terminologies ................................................................................................. 14
2.2 International Scenario ............................................................................................................. 17
2.3 National scenario ..................................................................................................................... 18
Presentation of Data, Analysis and Findings ......................................................................................... 19
3.1 Executive Summary ................................................................................................................ 20
3.2 Description of expertise .......................................................................................................... 21
3.3 Description of the product ...................................................................................................... 21
3.4 Customers................................................................................................................................. 22
3.5 Industry...................................................................................................................................... 22
3.6 Interviews and Public Survey................................................................................................. 24
3.6.1 Analysis from interview ............................................................................................. 29
3.6.2 Analysis of Public Survey ..................................................................................................... 30
3.7 Marketing Assessment (marketing and advertising) .......................................................... 33
3.8 Operation plan.......................................................................................................................... 35
3.8.1 Employee management ............................................................................................ 35
3.8.2 Suppliers ...................................................................................................................... 36
3.8.3 Use of major kitchen equipment’s............................................................................ 36
 3.8.4 Logistic and Operations............................................................................................. 36
3.8.5 Key success factors ................................................................................................... 36
3.9 Financial plan ........................................................................................................................... 37
3.9.1 Initial investment ............................................................................................................... 37
3.9.2 Sales forecast ................................................................................................................... 37
3.9.3 Salary calculation ............................................................................................................. 38
3.9.4 Depreciation ...................................................................................................................... 38
3.9.5 Bank loan and interest ..................................................................................................... 39
3.9.6 Income statement ............................................................................................................. 40
3.9.7 Cash Flow Statement ...................................................................................................... 41
3.9.8 Balance sheet ................................................................................................................... 42
4. CONCLUSION ..................................................................................................................................... 42
APPENDICES .......................................................................................................................................... 43
REFERENCES .......................................................................................................................................... 46

Page | 6
 Chapter 1
INTRODUCTION

7|P a g e
 1.1 Background

The importance of a business plan for the company cannot be overestimated. It is

used not only by entrepreneurs but also by investors and partners to evaluate how
reliable a business proposal is. Writing a business plan is more than following a
template. A business plan is a result of business planning process. In turn, business
planning process implies a need to conduct market researches, analyze the state of
competition in the market, find out the prospects of further development as well as
identify potential problems in advance and find out ways to solve them. All collected
information is incorporated into the business plan.
The empirical part of the project focuses on developing an actual business plan of a
food truck. It is based on collected theoretical information and conducted field
researches. A business plan will allow estimating demand of resources needed to
implement the project in real life as well as will serve as a guide in this process.

1.2 Justification for the topic choice

The primary reason for choosing this project topic is my personal interest in
entrepreneurship and particularly in establishment of my own company related to the
hospitality industry. The idea to build an enterprise, to try something new and to explore
the unexplored inspires and drives me. Therefore, this project will be a first step to start
moving in chosen direction.
There were a few reasons why a food truck was chosen as a project. The concept of street
food itself has always appealed to me, and food truck as its essential part stands apart
from the already bored restaurant formats. Taking into consideration such important fact
as my lack of experience in entrepreneurship, a food truck business has some significant
advantages for a beginner among which are the relatively low cost of establishment and
fast entrance to the market.
Finally, working on such complex project will give vital experience in writing a business
plan and reveal points that should be taken into consideration to succeed. The project

8|P a g e
 will benefit those who are interested in establishing one’s own venture in general, and
those who consider the city of Calcutta as a business location for it.

1.3 Literature Review

Entrepreneurship

“Entrepreneur is one who creates a new business in the face of risk and uncertainty for
the purpose of achieving profit and growth by identifying opportunities and
assembling the necessary resources to capitalize on those opportunities” (Scarborough
& Zimmerer, 2005, p. 4). Scarborough and Zimmerer (2005) states that,
entrepreneur’s begins with an idea and convert it into a business. In the process
entrepreneur also organizes the required resources to operate.

“The entrepreneur is a person who, alone or together with others, carries out activities
in a business whose objective is to make a profit. These activities include a degree of
risk taking” (The Restaurant Times, 2018)

Food truck

“The industry comprises establishments primarily engaged in preparing and serving

meals from a mobile truck. Food is normally prepared, stored and cooked on the truck.
The truck may or may not use the same location each day and does not sell alcoholic
beverages.” (IBIS World, 2018)

Business plan

“A business plan is a document that articulates the critical aspects, basic assumptions,
and financial projections regarding a business venture. It is also a document used to
interest and attract support-financial and otherwise- for a new business concept. The
process of writing a business plan is an invaluable experience, for it will force the
entrepreneur to think through his or her business concept in a systematic way”
(Stevenson; Roberts; & Grousbeck, 1994, s. 64)

9|P a g e
 Elements of business plan

It requires lots of research and planning to create a solid business plan. Several aspects
of the business has to be scrutinized.
Scarborough & Zimmerer ( 2005, 172 ) states that in an initial stage, entrepreneurs
must consider following elements:
• Executive summary

• Mission statement

• Company history

• Business and industry profile

• Business strategy

• Description of firms product/service

• Marketing strategy

• Location and layout

• Competitor analysis

• Owners and managers resumes

• Plan of operation

• Financial forecasts

• The request for funds ( investment proposal)

1.4 Objective

The main purpose of the project was

• To create a business plan for `Gourmet Food Truck’ in Calcutta.

• To investigate and define how to write a proper business plan of a startup
company and then implement obtained knowledge to create an actual business
plan for food truck in the city of Calcutta
• To financially access the venture to check whether it is a certain or risky approach
to yield profit.
• To quantify the financial and marketing requirement to check if this venture can
easily attract new entrepreneurs to the market.

10 | P a g e
1.5 Research Methodology

1. Research Design

Research design of the project involves both primary and secondary data collection
Theoretical framework is based on secondary sources and it includes sever and
electronic sources. While market preferences are analyzed through a set of questions.

2. Data Type
I have used qualitative method to collect primary data. Personal interviews were
conducted with three entrepreneurs of food truck industry and one banking advisor
to gain the information regarding the industry and finance.
3. Sample size
Randomly 100 working peoples were taken up for study along with 3 food truck
owner and a banking advisor.
List of questionnaire was designed for the respondent which covered several scope
of food truck industry. I have analyzed the interview taken with three
entrepreneurs and written it in a structured manner. Additionally, project and sales
manager of food Truck Company was contacted through email in order to know
the total cost of fully equipped food truck. A Public survey was also conducted
with a sample size of 100 on random working peoples. Through a set
questionnaire that was designed to gather information on the preference, spending
capability, and the popularity of food truck in different regions of the city.

1.6 Limitation of the study

• Lack of time was the main hurdle to cross for such a vast topic
• Only a small area was covered and other places in the city may have a different view
and may have affected the findings
• Lack of information on the topic was another hurdle
• The public survey suffered lags as people were not so co-operative with their time

11 | P a g e
1.7 Chapter Planning
Conceptual Framework, National and International Scenario
2.1 Description of Terminologies
2.2 International Scenario
2.3 National scenario
Presentation of Data, Analysis and Findings
3.1 Executive Summary
3.2 Description of expertise
3.3 Description of the product
3.4 Customers
3.5 Industry
3.6 Interviews and Public Survey
3.6.1 Analysis from interview
3.6.2 Analysis of Public Survey
3.7 Marketing Assessment (marketing and advertising)
3.8 Operation plan
3.8.1 Employee management
3.8.2 Suppliers
3.8.3 Use of major kitchen equipment’s
3.8.4 Logistic and Operations
3.8.5 Key success factors
3.9 Financial plan
3.9.1 Initial investment
3.9.2 Sales forecast
3.9.3 Salary calculation
3.9.4 Depreciation
3.9.5 Bank loan and interest
3.9.6 Income statement
3.9.7 Cash Flow Statement
3.9.8 Balance sheet
4.CONCLUSION

12 | P a g e
 Chapter 2

Conceptual Framework, National and International Scenario

13 | P a g e
2.1 Description of Terminologies

2.1.1 Executive summary

Executive summary summarizes the whole business plan. It must be concise, clear and
must highlight the key points and concept of the plan such as: business idea,
introduction of company, key people, marketing, financial and operational plans.
Executive summary is also used for as an “Elevator pitch”. Therefore, it must be well
written so that it can captivate investors. Executive summary that enables investor to
understand the whole notion, way of making money and profits for company and
investors, is considered adequate executive summary. However, the appropriate way
to write executive summary is at the end, after finalizing other elements. (Scarborough
& Zimmeerer 2005, 172 & 190).

2.1.2. Product and services

This is the part of a business plan where company’s products or services are listed and
described. The information should be clear enough for the reader: some products do
not require detailed explanation, some do. Product explanation should be provided in
layman’s terms thus someone who is not familiar with the business will understand it.
If the product industry is specific it may be necessary to give some basic information
about it. Description of the product or service should also include justified explanation
why it is unique or better than what is already in the market. It is useful to list main
competitive products or services define their features and compare them with
company’s product or service.

2.1.3. Industry and market analysis

The analysis of the industry and market will become a bridge for the practical entering
of products or services to the market. As Mullins (2010) states industry where a
company is going to operate should be briefly described including:
Factors determined with use of PEST analysis which will affect the industry;

14 | P a g e
Data about level of competition, main competitors and suppliers in industry obtained
using such tools as Porter’s five force model and Competitor profiling;
Market analysis includes information about market segments, target market and target
marketing strategy..

2.1.4 SWOT analysis

SWOT analysis is a vital and powerful tool for planning and running a business. It allows
revealing company’s strengths and weaknesses, choosing the best opportunities and
preparing for possible threats and risks. Correctly done SWOT analysis gives the
entrepreneur vast amount of useful information necessary for making the right business
decisions (Lynch 2009, p. 302.).

2.1.5 Marketing strategy

Marketing is more than just selling and advertising. Kotler and Armstrong (2012) define
marketing as a process aimed to create a value for customers and build a long-term
relationship with them. This section in a business plan is one of the most important ones
and should carefully describe company’s marketing strategy.

2.1.6 Operational planning

This section of a business plan describes the physical location of the company, facilities,
and equipment. Depending on a business type it may contain information about
inventory requirements and a description of the manufacturing process. Also, this section
should include information about organizational structure in human resource
management of the company. The structure represents positions and responsibilities of
company employees. (Ward 2016a.)

2.1.7Financial planning

The financial section of a business plan is always at the end since it summarizes
information from all the previous parts of a business project and presents them in
monetary terms. The purpose of this part is not only to provide information about

15 | P a g e
company financial state to lenders and investors but also to serve as a guide for the whole
lifetime of the business. Thus, this section should be updated constantly by measuring
the actual performance and comparing it with projected one.

Business Plan

Business Plan

Executive summary
Business idea
Description of expertise
Description of the product
Customers
Industry and competition
Business strategy
Marketing plan (marketing and advertising)
Operational plan
Financial plan

16 | P a g e
2.2 International Scenario

In Asia, the cuisine offered by food trucks requires simple skills, basic facilities and a
relatively small amount of capital. They are plentiful, with large potential for income and
often a very large sector for employment. Individuals facing difficulty finding work in
formal sectors will often venture into this industry, as it allows entire families to involve
themselves in the preparing and cooking of foods sold to the public. The appeal involved
in sustaining a food truck lie not only in the low capital requirement, but also in the
flexibility of hours, with minimal constraints to locale. Street foods predominantly reflect
local culture and flavor. Food trucks appeal to consumers in that they are often an
inexpensive means of attaining quick meals. Location and word of mouth promotion has
been credited for their widening success.
Food trucks are available across Australia, and are covered as a popular trend in the
media. An Australian national online directory, Where The Truck, lists some 170 food
trucks.
Chip trucks have long been a staple of the Belgian countryside.
The Belgian Food Truck Association is lobbying to legalize food trucks on the
street. Brussels was the first European city to propose locations for food trucks at football
matches. Belgium also holds the Brussels Food Truck Festival, the largest of its kind in
Europe, every year in May.
In Canada, food trucks, also commonly known as cantinas (French for cafeteria) in
Quebec, are present across the country, serving a wide variety of cuisines, including
anything from grilled cheese sandwiches to Mexican. In 2013, Vancouver-based food truck,
Vij’s Railway Express, serving fresh Indian cuisine, won the People’s Choice award for
Canada’s best new restaurant of the year, in national airline Air Canada’s en-Route
Magazine poll, facing off in the finals against 34 conventional restaurants.

Figure: A food truck in Mexico

17 | P a g e
2.3 National scenario

The food truck scenario in India has grown a lot during the last decade. Food Truck
culture in India is no more a news in the air but a reality. Metropolitans like Bangalore,
Mumbai, Delhi, and Kolkata had welcomed the concept with open arms. Bangalore
among this is the best example of the lot with around 100 food trucks sheltering in the
city. Mumbai also houses a handsome amount of trucks while Delhi’s Gurgaon is also
not far behind. An association of owners of food truck is formed in Bangalore named the
BFTA(Bangalore Food Truck Association) which runs for the purpose of solving issues
of existing food truck owners and guiding newbie’s to the market. Frequent Food Truck
festivals are held in Bangalore which has the most enthralling Night Life in India,
Mumbai also organizes food truck festivals near about 40 food truck participate in the
event. Gugaon on the other hand caters the office class with busy hours during lunch and
high tea. Kolkata on the other hand had taken the concept for its government scheme of
the fishery department ‘BenFish’ selling fish delicacies from the truck a recent expansion
of the Scheme ‘21 e Annapurna’ had let to major flow of food truck though the concept
is in its very early stage its houses around 50 food trucks with other Non-Government
trucks running in the market Kolkata feasts on Food trucks eateries.

Figure: Food truck festival in Mumbai

Figure: Food truck festival in Delhi

18 | P a g e
 Chapter 3
Presentation of Data, Analysis and Findings

19 | P a g e
3.1 Executive Summary

The Business plan is about establishing Food Truck business in Calcutta by offering
mainly fusion Bengali cuisines in an affordable price. It will require 2 expertise with
knowledge and experience in cooking and customer service in order to run food truck.

The idea came up when we spotted that Calcutta lacks in the concept of comfort food
during the lunch hours. A homemade food brings to you healthy as well as tasty delicacies.
As Calcutta is growing and the urgent need to move fast is the priority. Thus we spotted a
problem faced by many and an opportunity to strike a business.
Thus we took the basic idea from the concept of Original Bengali cuisine infused it with
the western concept of fast moving food and food truck system and blended it with the
love poured into our cooking to serve plates of tasty food to the city of joy.

We will be concentrating on the areas that are crowded during the lunch hours mainly
office areas, daily commuter’s areas and college areas. Although we are a mobile food
truck business company we will have our physical office facility that would accommodate
administrative unit, store room and the assembling unit. It is a place where people can
come in to make enquires about the business and also a place where we are able to
interface with our vendors and government officials.

In order to be competitive, aspects of taste and quality, customer service, ethnic

cuisines, social media and marketing and team work will be highly focused in our food
truck. Our food truck will have some weakness. So, the game plan is to observe and
analyse competitors, participate in workshop and events, collaborate with other firms,
social media and marketing, gain and retain customers

For promotion we will be active and involved in social Medias, website, events, and
advertising. Guerrilla marketing, word of mouth, outlet design, paper and prints are
other measures that will be used. The truck will operate in lunch hour, evening hours
and on weekends.

20 | P a g e
 The point that we intent selling our franchise to interested entrepreneurs, who may want to
replicate our business in other States and cities in India and also the fact that we are
building a brand with the intention of offer training and consultancy services to clients
based on demand, makes it mandatory for us to secure and maintain a visible office
facility and official website.

3.2 Description of expertise

Food truck doesn’t require many employees like a restaurant. However, a single
individual is not enough. For now, I have planned to have 2 employees. One will be
responsible for cooking and next will be responsible for customer service
The basic requirement for server will be experience in hospitality industry, knowledge
of digital marketing and social media, enthusiastic and entrepreneurial mind-set, hard-
working and knowledge of hygiene. And basic requirement of cook will be cooking
experience, preferably Bengali and western and hardworking, enthusiastic and
entrepreneurial mind-set.

I am currently working as a cook and have experience on Indian culinary scenes so I

will be working in a kitchen whereas another employee will be recruited later on.

3.3 Description of the product

Our food truck will offer traditional Bengali dish with a twist . As mentioned earlier,
we will also consider the nutritional aspect of food. Therefore, all our meal will
include Protein, carbohydrate, vitamins and Fat. This will end up becoming
appropriate appetite. Besides, our offering will be characterized by quality, flavor,
and presentations.

We have decided to bring up the favorite Bengali dishes and blend them into popular
western dishes that are sold mainly from a food truck cuisine. I myself is a great
enthusiast and a trainee chef the dishes came out from experimenting with the
motivation of making Bengali food an easy to eat cuisine. It will include Traditional

21 | P a g e
 Bengali dish with a fusion offering Bhetki Fish, Chicken, Steak, Prawn, Mutton,
Lemonade shall serve as a sole refreshing drink while Ice Crème will serve as the
only dessert in the menu. However, menu might differ on yearly basis. The dish from
the menu might be reinvented, excluded or replaced depending on situation.
Similarly, our service will include takeaway, online booking, booking of food truck
for personnel and organizational events.

3.4 Customers

Our targeted customers are food enthusiasts. To be precise, we are targeting the
people who love to eat in a street and at the same time also consider the healthy
aspect of the food. Besides, our offerings are popular, ethnic, traditional dish and
our price will be bit higher than the fast food therefore, probably age group from
20-40 or 45 would likely to visit us more. Besides, we aren’t totally gourmet and
fancy food truck. The atmosphere in food truck will be casual so we are aiming for
middle class demographic. Location wise, we will be operating in main attractions
such as Office areas, parks, malls, events and festivals so the customers are likely
to be visitors, shoppers, professionals and adult crowds.

3.5 Industry

The Economic Times Calcutta (2016) concluded that, culinary scenes is increasing and
improving in Calcutta. Especially, many restaurants and their services are appealing.
There are many food events and fairs happening in Calcutta. Besides, modern street
food are also gaining the momentum. The food culture and scenario of Calcutta is also
admired by locals and internationals. Similarly, The Government of the state is aiming
to develop food sector of Calcutta. Events and festivals like Ahare Bangla, Taste of
Kolkata, Khybaar Pass are encouraging the growth

In 2017, Ahare Bangla organized a festival which lasted for a 3 days. 69 vendors and
entrepreneur’s participated in the festival and sold 1,80,000 portions with more than
1,20,000 visitors. And, the outcome was decisive. In Calcutta, Food truck trend is not

22 | P a g e
 popular in comparison to other countries and cities but there are many strategies and
efforts being implemented to promote the street food culture in Calcutta. Therefore,
Ahare Bangla is among one, who is insisting to implement new ideas. At the end, that
particular event brought positive outcomes.

Similarly, “Revamping menus, as well as outlet concepts, continued to take place at full
speed in Calcutta as players attempted to stay ahead of the competition when value
growth was hard to come by. More unique menus, fresh, healthier, organic, and
domestic ingredients were used to attract consumer interest. Consumer’s became
increasingly interested in knowing the origin and ingredients of their meals, and many
outlets tried to cater to this trend.” (The Telegraph, 2017)

Article published in Statistics Calcutta (2018) argues that, Price and income aren’t con-
sidered much by the people when they are looking for fast foods, casual restaurants or
pizzerias. However, income of an individual is highly considered when it comes to din-
ing in a Gourmet and expensive restaurants. (Statistics Calcutta, 2018)

Figure : Images from Ahare Bangle 2017

23 | P a g e
3.6 Interviews and Public Survey

It was difficult for me to find the information about the food industry and the food
truck. So, I decided to interview the food truck entrepreneurs and owners. I contacted
several entrepreneurs but only three of them responded and were ready for the
interview. Those three entrepreneur were Aditya Jaiswal owner of The ‘That Food
Truck’, Babumani Sardar, owner of ‘Agdum Bagdum’ and Suparno Roy, owner of
‘TGIF’

During the interview, I skipped and improvised question since, there was a time
constraint and some questions weren’t that relevant. Similarly, interview questions
covered the scopes like introduction, Industry, product, customers, logistics, operation,
competition, marketing and advertising, financial, risks.

The Public survey was conducted on random pupils in the area of Salt Lake, Park Street
and Esplanade. Calcuttans were very supportive towards the survey. The survey helped
to understand the customer behavior and analyze the need of the hour.

**The interview is structured under different headings and so as to

mould the oral conversation into the Written Form.

24 | P a g e
 Figure : The interviewed food trucks TFT, TGIF, Agdum Bagdum (Clockwise from Left)

• Introduction

That Food Truck: `That Food Truck´ is a family business which started in 2014 and run
by 3 brothers who are chef. Before, they have worked for many companies and were
considered as valuable worker. They decided to run food truck because it was a feasible
option for them and it doesn’t require much capital and staffing to open a food truck
than a restaurant. (Aditya,2018)

Agdum Bagdum: Agdum Bagdum started in 2010 with the idea of food truck. The
company was established in 2009 and their first event was in ‘Rabindra Sarobar’.
Babumani Sardar is a chef who went to culinary school named ‘Institute Of Hotel
Management, Taratala’ and his colleague who lived in Bangalore and many other cities
brought an idea of running food truck. Meanwhile, Agdum Bagdum has graduated and
has turned itself into a small outlet with a fixed loaction. (Babumani, 2018)

TGIF: TGIF is the mobile version of TGIF restaurant. Suparno Roy is the owner of the
Food Truck and TGIF. He has been in the industry for about 3 years and operationally
2.5 years now. He has a degree in international business and has been working in digital
marketing field for about 15-20 years. Mainly on content side, merchandising, content

25 | P a g e
services, launching new services, game publishing. He has worked for Nokia and TCIS.
(Suparno, 2018)

• Product and Customers

That Food Truck: Food has to be at least partially or semi-prepared since you are not
allowed to prepare it in a food truck besides fish and sea food. And about the major
customer groups, it really depends on situation. It can be families in events, drunken
people during night-time of the weekend, office workers during lunch time. However,
there are students of high school and people in between the age range of 30-45 years
that can be considered major customers. There has to be balance of price and quality in
terms of value for the customers. Most of the lunch sold in `That Food Truck´ cost
between Rs.100 to Rs.200and they have many repeated customers. (Aditiya, 2018)
Agdum Bagdum: The best way to sell food is to have semi-prepared so that freshness,
texture and quality can be maintained. Most of the preparation work is done in the
kitchen. For
` Agdum Bagdum ´, the theme of street food is that everything has to be eaten in hand
therefore; food has to be simple and easy to eat.
Customers of `Agdum Bagdum´ are mostly from events and caterings since they only
operate during big events and caterings. 80% of customer comes from event and 20%
from catering. Besides, quality and price people also values easiness. (Babumani , 2018)

TGIF: There are some regulations for food preparation set by the government. But, it
depends on the offering and cuisine you are offering. It can be prepared instantly or
semi-prepared. The quality and taste of the food has to high.
Customers for food truck really depend on the business model and target segment of
food truck. The age category for major customers can be 25-40 years. But, people of all
ages come to food truck. And they value both quality and price in a food truck.
(Suparno, 2018)

• Operation and Competition

26 | P a g e
That Food Truck: Lunch hour seem to be appropriate time for the operation during the
weekdays. Sales of night time depend on location. However, 23-05 seem to be
appropriate timetable during weekends but still it depends on location.
`That Food Truck´ don’t see other lower grade food truck as competitors may be they
might take away the hype built by quality food truck. However, food truck selling food
of similar quality can be considered as competitor but `That Food Truck´ would like to
work together because both can achieve more in that way. (Aditiya, 2018)

Agdum Bagdum: `Agdum Bagdum´ is in operation only for catering and big events. So,
for them operational time table really varies. If a truck is for event it is open for long
hours and if the truck is for catering it is open only during the booked time frame.
Besides, Friday and Saturday nights could be good time to run food truck.
When it comes to competitors, it can be everyone selling the foods which are cheap and
easy to take. It can also be the supermarkets selling the salads buffets and takeaways.
However, lower grade food vendors aren’t considered the competitors since they sell
different food of different quality in a different place. Instead, indirectly lower grade
food truck contributes to build image and brand for quality food truck. (Babumani ,
2018)

TGIF: When it comes to suitable opening hours, it really depends on the business
model. Lunch hours are suitable, if you are doing lunch. Night times are good if you are
doing weekends or night hours.
TGIF sees other food truck as colleague’s rather than competitors. According to their
experience, it is an attractive proposition when many food trucks are gathered together.
Similarly, the trucks who are selling the food in lower quality are doing the fa-vour by
differentiating them from a high quality food trucks. (Suparno, 2018)

• Marketing and advertisement

TheThat Food Truck: Facebook, Instagram and twitter are the useful tool for marketing
and to notify about the locations. Besides, they have done advertisement on radio but
they don’t see major effect and change in sales from the advertisement. (Aditiya, 2018)

27 | P a g e
Agdum Bagdum: For `Agdum Bagdum´, Facebook and Instagram is the only tool for
marketing since, other paid marketing are costly. However, marketing of food truck is
done by organizers and their teams when they participate in an event like, weekend
festival, big music festival. Paid advertisement is not necessary when the truck
participates in the big events where there are many customers. (Babumani , 2018)

TGIF: Facebook is the main social media for promotion whereas; twitter and Instagram
are also the best to promote food truck. Besides, there are events and organi-zation
promoting the food truck. Streat Kolkata, Street Food Carnival is the obvious one at the
moment. (Suparno, 2018)

• Financial and Risks

That Food Truck: The investment on food truck and trailer varies depending cooking
technique and required equipment. In Germany, vans might range from Rs.100,000 –
Rs.400,000 without additional equipment. And production cost is 35% of output
excluding wage and salaries. There are some financial institution and company that
provides investment.
The biggest risk for small business and food truck industry in Calcutta is the small and
spread out market. (Aditiya, 2018)

Agdum Bagdum: The main investment in food truck is in kitchen and truck. The trailer
cost much lesser than a food truck. In the case of `Agdum Bagdum´, they took
Rs.500,000 loan. For small business like food truck, bank can be good source of
investment.
The risk for food truck arises when people stops or losses interest on buying food from
your food truck. (Babumani , 2018)

TGIF: The investment requirement for food truck depends on your choice. It might cost
anywhere between Rs.200,000 - Rs.10,00,000. More likely, in Rs.200,000 - Rs.400000
range. If you buy brand new truck and get it fitted you can consider 400,000 but if you
buy second hand truck and get it fitted than it can cost around Rs.200,000. Besides, you
need kitchen or sub lease the kitchen, raw materials other equipment’s. Similarly, Bank

28 | P a g e
 can be one source for investment. However, when you take loan from bank it will be
personal loan.
There is risk in industry. Risk can be technical, natural, location, hygiene and more.
(Suparno, 2018)

3.6.1 Analysis from interview

▪ Product

Best way to sell food is to have semi-prepared so that freshness, texture and quality can
be maintained. Besides, regulation set by the Government has to be concerned as well.

▪ Customers

Students of high school and people in between the age range of 25-45 years that can be
considered major customers. Besides, it also depends on situation because during the
festival and events there are people of all ages buying the food.

▪ Operation and competition

Lunch hour, nights during the weekend can be appropriate time table to operate for food
truck. If the truck has participated in big events there isn’t any appropriate time frame.
Competitors can be everyone selling the foods which are cheap and easy to take. Lower
grade food truck can be competitors since; they are selling lower grade food in lower
price. On other hand they are also building good image for higher grade food truck by
differentiating. Similarly, food trucks selling food of higher quality creates attractive
proposition. Therefore, together they can achieve even more instead competing each
other.

▪ Marketing and advertisement

Facebook, Instagram and twitter are the useful tool for marketing and to notify about the
locations. Besides, food trucks are also promoted by big events like Kybar Pass, Ahare
Bangla, weekend festival, Street Food Kolkata, Street Food Carnival, big music festival.

29 | P a g e
 However, paid advertisement for food truck isn’t much effective considering return on
investment.

▪ Financial

The cost of setting up the whole food truck system might range from Rs.500,000-
Rs.10,00,000 depending on cooking Technique and required equipment. Banks and
other financial institution like Bajaj can be good source of investment.
There are also the risks in the industry. Risk can be technical, natural, location, hygiene
and more.

3.6.2 Analysis of Public Survey

• Choice of location and Availability of food during lunch
Among the sample size of 100, 30 were from Saltlake, while 25 were from
esplanade and 40 from Park Street area the remaining 5 were from other parts of the
city.
As per the response SaltLake lacks an easy availability of food during Lunch, while
the other two parts had a positive response with Esplanade giving as high as 85% for
an easy availability of food and Park street with 60%

Esplanade(25) ParkStreet(40)
12%

Yes 40% Yes

88% No 60% No

30 | P a g e
 SaltLake(30)

33% Yes

67% No

• Type Of food available in the market

The Survey yielded the result that Fast Food is what is commonly available in the
market during the lunch hour with as high as 69 ticking it among choices between
healthy and homemade food which got a mere 4 and 27 respectively.

• Habit of eating Outside During Lunch

According to result 70% of people eat outside during the lunch. This mainly is a result
of faster Lifestyle and the hazard of cooking at home. Now days the jobs and work
demand more of our time and that leads to act a quickly, cutting out time from other
jobs thus people are relying for food from outside among many other things such as a
increased rate of online shopping.

80 60
69
70 50
50
60

50 40

40 30
30
30 27
20
20
20

10 4 10
0
Helathy food Street Food Homemade 0
Food Daily Occasionally Never

31 | P a g e
• Money and Time spent During Lunch
Report says mostly people spend around Rs.100 to Rs.200 during the Lunch while a few
spend over Rs.200 and a handsome amount try to keep it cheap with a spending around
Rs.50 to Rs.100. Time spent is nearly 30 minutes answered by most of the people.

MONEY SPENT

>200

>100&200

>50&<100

0 10 20 30 40 50 60

• Popularity of food Truck

Food Truck can be said as an emerging culinary experience not so popular but also not an
unknown thing of future it has its presence in Kolkata but not extremely popular. Office
areas have a good idea of the concept but other parts of the city it’s not a popular word
with a ratio of 45% to 50% against the motion.

Popularity of Food Truck

Esplanade
Areas

Saltlake Not heard

Popular
Park Street

0 5 10 15 20 25 30

32 | P a g e
 • Preferred Cuisine

The preferred cuisine here should have been Bengali but surprisingly Indian cuisine wins
the race in competition with Chinese and Bengali with equally preference given to Bengali
and Chinese we see how diverse the taste buds of Calcutta is with the same intent of
welcoming fusion cuisine in its culinary world.

Chart Title

40
35
30
Bengali
25
20 Chinese
15 Indian
10
5
0
Bengali Chinese Indian

3.7 Marketing Assessment (marketing and advertising)

Our marketing Assessment can be defined by 4Ps of marketing mix:

Product: we are aiming to serve nutritional diet by maintaining the authenticity and
ethnic aspect of the dish. We will buy fresh and quality ingredients to prepare the
dishes. Our menu will be limited. Our menu style will be ` a la carte ´ meaning
customers can order any of the items separately. Our way of delivery will be stand-up
service i.e. Counter service with few tables available for customers to eat.

Price: Our price will vary according to dish selection of the customers. As it was
derived from the analysis we would like to keep the price of all our products within

33 | P a g e
 Rs.100. So, our price will be moderate from our competitors. Neither too expensive
neither too cheap. However, our pricing strategy will be cost oriented. Therefore we
will use cost plus technique for the pricing. Our final net profit margin will range from
10-15 percent, from the selling price of the product.
Note: Cost plus Technique, is a simple pricing strategy in which you add all the cost
overheads and add your profit margin or profit percentage to derive the final selling
price of the product. (Accounting Tools)

Place: Our product will be directly served from a truck. Location might vary depending
on the situation and events. We will consider several aspects and variable for the
location such as: convenience and visibility, physical attribute legal process and cost.
Therefore, we will prefer busy streets major attraction spots where there is good flow of
people. Examples of such destination can be; Salt Lake Sec-V area, Railway stations,
parks, places where big events are happening.

Promotion- “Eighty-six per cent of the population aged 16 to 89 use the Internet. The
population aged 25 to 45 are most commonly on the Internet several times per day (over
90% of them)” (Statistics Calcutta, 2014). Most of our promotion will be done through
Internet. And we will use following measures

• Social media (Facebook, Instagram, YouTube, twitter, Zomato, Swiggy, blogs)

and website

• Guerrilla marketing- cheap and imaginative way for the promotions

• Word of mouth

• Participation on several food events and festivals

• Outlet design (food truck),Paper and prints ( including menus, Discount coupons)

• Advertising: Facebook ad

• Paper and prints ( including menus, Discount coupons)

Facebook is “The leading global social platform, Facebook is perhaps the most
important asset for social marketers” (socialbakers). On average, there are 968 million
daily active users. 1.49 billion Monthly users of which 83.1% are outside from United
States and Canada as reported by Facebook. (Facebook)

34 | P a g e
 Swiggy: A tie-up with this delivery company will serve both as a stimulus to both our
sales and marketing. Peoples nearby our truck mainly around a radius of 4km can order
food from us. This would lead to increase in sales and as well as help us market our
brand. Nearly
Zomato: It is a simple tool and widely used in Calcutta to search restaurants. It also
features maps to show restaurants and free for owners and customers to use the service
as reported by zomato.com at (zoamto.com)

3.8 Operation plan

3.8.1 Employee management

Food truck will require 2 full time workers for kitchen and customer service section.
Kitchen section will be responsible for all kitchen works. Their task includes, buying
food and equipment’s, food preparation, and plating food. Similarly, customer service
section will be responsible for serving, billing and payment, communication and
marketing, and assisting the kitchen worker. However, some task will be shared, and
also requires the both employees to conduct such as: planning, cleaning, driving,
updates in social media. Furthermore, one part-time employee will be hired to assist
both sections if required.
In Calcutta, there isn’t any minimum wage payment system. Skills, experience are
considered while determining the salary. But there will be incentive and bonus
programs depending on employer’s performance and revenues of the food truck. And
additional payment for extra hours and Sundays will be made in accordance with the
Working Hours Act.

35 | P a g e
3.8.2 Suppliers

Our business suppliers will be those who will have direct or indirect connection in our
operations. It can be Truck Maintenance Company, food wholesaler, kitchen equipment
supplier. For instance all our equipment and ingredients will be purchased from Morphy
Richards and Shah & Bros. respectively they are wholesaler and importer of consumer
goods, alcoholic beverages and office supplies for restaurants and retail firms.

3.8.3 Use of major kitchen equipment’s

Based on current menu, food truck will require following main equipment’s.
• Bain-Marie 

• LPG chamber

• full size steamer

• Deep fryer, Oven, Stove, Refrigerators

3.8.4 Logistic and Operations

Most of our time consuming menus and condiments will be prepared beforehand. So
what we will do before serving is just warming and plating the food for customers.
However, salads will be semi-prepared. That means preparation will be done
beforehand. Only the final part i.e. mixing and adding condiments will be done later in
order to maintain the taste and freshness.
Furthermore, we are planning to operate between 11:00-21:00 on weekdays and 16:00-
23:00 during weekends. But we will also consider the events, festivals and other special
days. The table below shows the operation of Food truck. But, it might vary depending
on festivals, events and special days.

3.8.5 Key success factors

Our Food trucks key success factors will come from its quality, service, marketing and
management. Taste, quality and authenticity of the food will be highly prioritized.
Besides, strategies to eliminate if not minimize the food waste will be applied. Focusing
on customer service and marketing aspects will allow us to reach more customers and

36 | P a g e
 audience and retain them. However, Proper time management will make our operation
smooth, reduce the stress and waste of time, and get more jobs done.

3.9 Financial plan

3.9.1 Initial investment

According to my calculations the initial investment to run food truck business is

Rs.7,00,000. There are many expenditure overheads but the biggest expenditure is in
food truck equipped with required kitchen machineries and equipment. Sales and
project manager of Food Truck company B.V., Mr. Senthil Kumar(kumar, 2018) state
“We create trucks in a wide variety of models, brands and specification. Depending on
your requirements we can build trucks starting from approximately Rs.90,000. For a
completely outfitted truck with equipment, generator, propane-set, your own branding,
please count a budget starting from 1,50,000 up to even Rs.5,25,000”.
Expenditure requirements Rs.(INR)
Food truck 200000
Kitchen tools and equipment`s 175000
POS system ( iWL250 3G ) 20000
Furniture ( chairs, benches and tables) 50000

License & Permit 180000

State of the art items 75000
Required initial investment 700000

3.9.2 Sales forecast

Food truck will operate 26 days in a month and 11 months in a year. During monsoon,
food truck won’t be in operation since people loves dining indoor and it will be
troublesome to work in waterlogged and slippery roads. However, private booking of
food truck for special events, ceremonies and occasions will be accepted.
According to calculation, the projected revenue for first year is Rs.12,00,000.

37 | P a g e
 Sales forecast
Menu Price average daily sales Amount monthly Sales 11 months
(INR) ( unit ) (INR) (26 days) Sales
Drink 13 20 260 6760 74360
Fish 60 10 600 15600 171600
Chicken 40 20 800 20800 228800
Prawn 65 12 780 20280 223080
Veg. 55 10 550 14300 157300
Mutton 70 12 840 21840 240240
Dessert 35 10 350 9100 100100

Total 4180 104000 1144000

3.9.3 Salary calculation

Working hours for a cook and server will be 9 hours and 7 hours per day
respectively. Both Employees will be working 26 days in a month. With the wage
rate of Rs.65/hour for cook and Rs.40/hour for server, cooks salary will be around
Rs.15000 in a month and server’s salary will around Rs.8000.
Basic salary

Employee Working hrs/day Working hrs/month Wage/hour Monthly salary

Cook 9 hours 234 65 15210

Server 7 hours 182 40 7280

Total 22490

3.9.4 Depreciation

Food truck, kitchen tools and equipment’s, furniture’s, electronic equipment’s are the
depreciable tangible assets. They will lose their value over time. Therefore, I have set
10% depreciation value for these items. And with 10% depreciation rate per year,
depreciation amount is Rs.43500 per year.

38 | P a g e
 Rs.
Depreciation (INR)

Food truck 200000

Kitchen tools and equipment´s 175000

Furniture´s 50000

State of the art Items 75000

Total 500000

Depreciation rate 10 %

Depreciation amount 50,000

3.9.5 Bank loan and interest

The required amount to run the business is Rs.700000. Similarly, the owners’ equity
will be Rs.200000. Therefore, the remaining amount will be 58555 which have to be
borrowed from the bank. For calculation I have used 8% as the assumed interest rate for
the loan amount of Rs.500000, and the loan period of 5 years with 1 month repayment
interval.

In a practical scenario, bank considers several circumstances like what kind of industry
you are in, possibilities of loan payment, customer base, agreements with other
companies, entrepreneurs or owner’s contribution or income, property guarantees, loan
period before providing the loan. Even the interest rates are affected by such
circumstances.

Loan Amount(INR)
Required initial investment 700000

Owner`s equity 200000

Bank loan 500000

Loan period in years 5

Assumed interest rate 8%

39 | P a g e
 First years loan payment with Interest 121656
Monthly Loan Payment with Interest (12 Months) 10138

3.9.6 Income statement

According to the calculation, the larger expenses are on personnel, ingredients, general
and Loan and Depreciation expenses with the amount Rs.2,69,880 Rs.33000 and
Rs.1,65,156 respectively. In the calculation Ingredient cost is assumed as 30% of the
sales. Additionally, 10% and 8% are used as the depreciation rate and the interest rate
respectively. Another,5% rate is used for the calculation of GST as applied by the
Government, no other tax is to be paid because of the schemes brought for small scale
industries.
Income statement

Amount Amount
(INR) (INR)
Turnover/sales 16,44,000

(-)Operating expenses

Cost of ingredients ( 30%) 493200 4,93,200

1150800
General and administrative
expenses
utilities (electricity, water, fuels, telephone) 10000
repairs and maintenance 9000
office expenses 5400
cleaning & equipment 8600 33,000
1117800
Personnel
expenses
Salaries 2,69,880 2,69,880
847920
Promotional
expenses
advertising and marketing 20,000
Internet 6000 26,000
819200
Other expenses
Insurance 13,000
Miscellaneous 8,000 21,000

800920

40 | P a g e
 Depreciation 50,000
Bank Loan 21,656 71,656

Gross profit 7,29,264

GST@5% 82200 82,200
Net profit 6,47,064

3.9.7 Cash Flow Statement

In this cash flow statement, the beginning cash balance is Rs.2,00,000 which is actually
the owners’ equity. Total cash flow of Rs.5,97,064 is generated by subtracting the cash
in-flow by cash outflow. Similarly, cash inflow includes all incoming cash whereas cash
out flow includes all outgoing cash most likely to be expenses.

Cash flow statement

Amount (INR) Amount (INR)
Cash inflows
Beginning cash balance 2,00,000
Loan 5,00,000
Sales 16,44,000
Total cash inflows 23,44,000 23,44,000

Cash outflows
Ingredients 4,93,200
General and administrative expenses 33,000
Personnel expenses 2,69,880
Other expenses 21,000
Loan payment with interest 1,21,656
Promotion 26,000
Purchase of assets 5,00,000
Purchase of Pos system 20,000
Purchase of License & Permit 1,80,000
GST@5% 82,200
Total cash outflows 14,16,736 17,46,936

Total cash flow ( inflow - outflow )/closing balance 5,97,064

41 | P a g e
3.9.8 Balance sheet

Assets and liabilities are balanced with the balancing amount of Rs.1247064 In assets
section, Cash refers the closing balance of cash flow. 10% value is depreciated from
depreciable assets. Similarly, in capital and liabilities section bank loan stands for
remain-ing loan amount. Owners’ equity refers owners own investment and current
years earning stand for net profit.

Balance Sheet

Amount Amount
Assets (INR) Liabilities (INR)
Cash 5,97,064 Bank loan 4,00,000

Food truck 1,80,000

Kitchen tools and equipment´s 1,57,500
Furniture´s 45,000 Owner`s equity 2,00,000
State Of the Art 67,500 Current years earning 6,47,064
POS system 20,000
License & permit 1,80,000
1247064 1247064

4. CONCLUSION

The main purpose of this project report was to investigate and define how to write a proper
business plan of a startup company and then implement obtained knowledge to create an
actual business plan for food truck in the city of Calcutta. The aims of the project such as
justification of the importance of business planning process, analysis of necessary market
researches and study of essential parts of a business plan have been met.

Everyone who is planning to write a business plan should be prepared for long and
challenging work but at the same time very exciting one. Implementation of the business

42 | P a g e
idea primarily depends on the proper writing of the business plan. The seriousness of the
approach, development of all points, stages, and sections, as well as the level of personal
interest guarantee quality and success of a new project.
I analyzed three business plans in order to create an appropriate elements for my own
business plan. Elements of my business plan included Executive summary, business
idea, and description of expertise, description of the product, customers, industry and
competition, operational plan, financial plan.

There wasn’t much information regarding the Food truck in Calcutta since the ` Food
truck ´ was a new concept in Calcutta and industry is very young. Therefore, I decided
to conduct interviews with an entrepreneur who owns the food truck. Many
entrepreneurs were contacted through phone calls, text message and email but, only 3 of
them responded with the interview confirmation. I realized that, text message and after
that phone call, was the effective way to contact entrepreneurs for the interview. A
Public Survey conducted also reveals customer preference and their needs along with
this it could also be assessed up to what extent is the project realistic on the floor and
whether this is a profitable venture at all. And according to the findings it has got a
good ROI with covering the investment in less than 1.5 years.

APPENDICES

Appendix 1. Questionnaires for food truck entrepreneurs

(Questions can be skipped if the person doesn’t want or feel comfortable
answering the question)

Starting conversation
1. How long you have been in food truck business?
2. How you got involved and interested in the industry?
3. What is your educational and experiential background?

Product

43 | P a g e
 1. What would be suitable way to serve food from food truck? Cooking
instantly after receiving an order or preparing beforehand or semi-
prepared?
2. How do you sell your product?

Customers
1. Who are the Major customer groups that buy food in food truck?
2. In your opinion, what do you think they consider or value most while
buying the food from food truck? Is it price or quality?

Operation
1. What are the suitable opening hours? And why?
2. What are the busy hours and days in a week?

Marketing and advertisement

4) Are you active in social media? If yes, why do you think is important?
5) What are effective and best social media to promote and advertise prod-
uct? And which one do your prefer most?
6) Do you go for paid advertisement? Explain why?
7) Beside social media, what are other ways and tools for marketing?

Financial
1. In your opinion, what is the investment requirement to run food truck?
2. What do you think are the sources for investment in Calcutta? Which
one is the common and appropriate source to seek investment?
3. What is your opinion and suggestion on financial issues for other
entrepreneurs? In terms of expenses, financial planning, cost control etc.

Risks
1. In your opinion, what is the risk in food truck industry?
2. What steps entrepreneurs must take to cope those risk?

Appendix 3 Public Survey questionnaire

44 | P a g e
Name: ........................................................................................... Occupation:
...........................................................
Place of work: ....................................................................
1. Is food during lunch hour easily available around your workplace?
Yes No

1. How often do you eat outside during the lunch hour?

Daily Occasionally

Never

2. How much money do you spend on your lunch eating outside?

50-100 100-200 >200

3. How much time do you spend during the lunch hour?

15 minutes 15-30 minutes >30 minutes

4. Is there a canteen in your office/college?

Yes No
*If No, skip the next
Question (9)
5. How often do you eat your lunch from the canteen?
Daily Occasionally Never

10. Have you heard of a food truck?

Yes No

11. Is there a food truck service available around your work place?
Yes No
*IF no, skip to the last
question
12. Have you tried food from there?
Yes No

13. What type of cuisine do you prefer?

Bengali Chinese Indian
45 | P a g e
 14. Are you satisfied with the quality of food and service provided by them?
Yes No

15. Would you be exited to try food from a food truck during your lunch
hour?
Yes No

REFERENCES

Accounting Tools. (n.d.). pricing decisions. Retrieved October 23, 2015, from
Accounting tools: http://www.accountingtools.com/cost-plus-pricing

Aditiya, N. C. (2015, November 03). Food truck. (Anubhab, Interviewer)

Baker Tilly. (2014, October 06). Restaurant benchmarking. Retrieved October 27,
2015, from http://www.bakertilly.com/:
http://www.bakertilly.com/uploads/restaurant-benchmarking.pdf

City of Kolkata. (2015, March 09). Enjoy food in Kolkata. Retrieved September 11,
2015, from City of Kolkata: http://www.hel.fi/www/Kolkata/en/culture/city-
culture/food/

eat.fi. (n.d.). Press information. Retrieved September 22, 2015, from eat.fi:
http://eat.fi/en/eat/page/press.html

emarketer. (2015, january 19). Facebook is the most-used social platform in the country.

46 | P a g e