Work done by:

REBBAJ Ali

2022-2023
 Table of Content

I. PRÉSENTATION OF THE PROJECT : 1

1. Concept ................................................................................................................................. 1
a) Customer needs .....................................................................................1

b) An innovative concept ............................................................................1

c) Assets and motivations of the founders..................................................2

II. Commercial study :........ 3

1. SWOT analysis: .................................................................................................................... 3
2. PESTEL analysis : ................................................................................................................ 4
a) POLITICAL .............................................................................................4

b) ECONOMIC ...........................................................................................4

c) SOCIAL ..................................................................................................4

d) TECHNOLOGY ......................................................................................4

e) ENVIRONMENT .....................................................................................4

f) LEGAL....................................................................................................5
3. Analysis of the competition : ................................................................................................. 5
4. Strategic marketing: .............................................................................................................. 5
a) Targeting: ...............................................................................................5

b) Positioning: .............................................................................................6
5. Politique commerciale ........................................................................................................... 6
a) Product Policy ........................................................................................6

b) Price Policy ............................................................................................7

c) Distribution Policy ...................................................................................7

d) Communication Policy ............................................................................7

III. Technical study : ........... 8

1. The setting up of the company: ............................................................................................ 8
a) The Store : .............................................................................................8

b) The Local ...............................................................................................8

c) The investments .....................................................................................9

d) Transport equipment: .............................................................................9

e) Other external expenses: .......................................................................9

f) Physical transport insurance: .................................................................9

 I. PRÉSENTATION OF THE PROJECT :

Inspired by an American concept, the main purpose of VEGETARIAN-SWEETS is to market

dishes based on vegetables, eggs, milk, and honey, without any meat from land or sea
animals, to be taken away or consumed on the spot in a fast-food principle.
The preparation of the dishes will be done by a qualified chef using mainly fresh products,
supplied by local producers, and sharing the concern of "nutritional quality" of our company.
The project foresees both the sale on the spot and the take-away, the presence of many
companies in the vicinity, establishments, and the station of Luxembourg in the vicinity is a
major asset. The location of the premises on a traffic axis should allow a "passing" clientele
to exist.

1. Concept

a) Customer needs

Day after day, the city of Luxembourg knows an important economic and demographic
evolution which directly influences the level of consumption of its citizens, many restaurants
were created. But there is a need for fast but balanced food.
Our concept wishes to unify speed and quality to meet the needs of an urban, hurried, young,
dynamic and food conscious public.

b) An innovative concept

The concept of 100% vegetarian is innovative in Luxembourg where the consumption of

meat is socially anchored. But this market could be very promising in Luxembourg in
general, and in Luxembourg City in particular.

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 c) Assets and motivations of the founders

It is important to note that it is our motivation and taste for refined, balanced, sought-
after and "Healthy" cuisine that is at the origin of the project. The restaurant sector has
always attracted us. There is a real need among the active population.

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 II. Commercial study :
1. SWOT analysis:
Strengths Weaknesses
✓ Healthy, ecological and hygienic
therapeutic health products

✓ Convenient services and a wide

range of products
 Animal foods are rich in trace elements
✓ Flexible hours of operation and such as zinc, iron and selenium, which
diversified shopping methods are lacking in plant foods

✓ Quiet, safe and clean restaurant
environment
✓ Flexible combination of food choices,
cultural products and environmental
decorations
✓ Fast food and attractive value for
money
Opportunities
 Due to poor winter weather conditions,
the supplier of fresh plant foods may be
overwhelmed by poor road conditions,
which may result in the decline of our
customers
 Most people cannot live without meat for
every meal, it is difficult to change a
person's lifestyle
Threats

✓ The restaurant is well located in the

city, where there are many offices,
pupils, and students

✓ The absence of competitors in the field  Strong advertising competition from fast
in Luxembourg food restaurants
✓ The media is talking more and more
about the diseases caused by a bad  Not finding good suppliers
diet.
✓ People are more careful about what
they eat.  Rapid deterioration of the stock

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 2. PESTEL analysis :

a) POLITICAL
Government policies regulate the import of food products, there may be import quotas and
even embargoes. All of these are situations that can greatly affect the vegetarian restaurant
market (remember, for example, the mad cow crisis and the avian flu).

b) ECONOMIC
From the outset, the economic factor appears to be rather positive since there is a strong
demand, both nationally and globally, to the delight of the players who share the vegetarian
market. The global restaurant market has come out of the red zone after 3 years of
recession.

c) SOCIAL
Diet is currently a major concern in people's diets. They are paying more attention to what
they eat in terms of food quality as well as food balance.
It is estimated that there is a very large fraction of the population that is flexi arian, that is
to say that they have really reduced their consumption of animals or that they aspire to
adopt the vegetarian lifestyle. And 10% of the French population would consider becoming
vegetarians.

d) TECHNOLOGY
Again, it is through the Internet that most of the population can now have access to a lot of
information about food, different habits, etc. But the Internet is also a possible sales
channel for vegetarian restaurant brands to reach a larger and more important clientele.
The development of online review forums forces restaurateurs to maintain their e-
reputation to avoid losing customers.

e) ENVIRONMENT
The environmental issue has become, over the last few years, a very important subject
that should not be neglected. Indeed, the growing concern of the society towards
environmental problems makes that most of the companies must integrate this aspect in
their strategy and in their business model.

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 f) LEGAL
Always consider the problems of monopoly, the legislation on food products and health
standards as well as labor law.

Respect the hygiene package (hygiene measures to be implemented in establishments

that prepare, process or store products of animal origin).

3. Analysis of the competition :

The idea of creating our company comes from the fact that the active population is
becoming more and more sedentary and takes the choice of its diet very much to heart, as
well as the media talking more and more about diseases caused by a bad diet. Therefore,
the working population is paying more attention to what they eat.
On the catering market in Luxembourg, we found several restaurants that offer some plant-
based dishes, but it is not their specialty!
So, the vision of these restaurants is far from being like ours, because they aim not to lose
the vegetarian visitor, which will be our project because we aim to create a paradise for
this growing target of consumers.
Nevertheless, we consulted and analyzed some restaurants offering the same service
outside Luxembourg city, and in other countries for example in France. And finally, we
realized that this mode of consumption is known there and that it is very encouraged and
accepted. This will give us more chances to benefit from the experience of the French
market to gain a good positioning on the local and national market.

4. Strategic marketing:

a) Targeting:
- Our target is essentially people who follow a vegetarian diet, that is to say who consume
vegetal and animal food.
- However, our restaurant can welcome other categories such as diabetics and overweight
people because our balanced and healthy menu will allow them to respect their diet.
Normal customers are also concerned by our project because even if they don't follow any

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particular diet, they can be interested in our products just to change from fast food or as a
precaution.

b) Positioning:
The vegetarian catering market is growing in Luxembourg, so we have to try to enter the
market with an original and different perspective in order to stand out from our competitors.
This will allow us to have a distinct position in the minds of our customers
- We will work on the promotion of our project and the maintenance of a better relationship
with our customers, so we will gain their trust quite easily.
- With the help of the answers to the questionnaire we launched, we were able to identify
the obstacles as well as the consumers' opinions regarding this idea:

5. Politique commerciale

a) Product Policy

- The main dishes of our menus are essentially composed of 3 parts: salads, sandwiches
and dishes
- For the salads, they are presented in a self-service vegetarian salad bar to be composed
from any of the proposed preparations.
- For the dishes, we have modern dishes with 100% vegetarian and healthy components;
the menu also includes traditional luxembourgish dishes.
- Desserts and drinks are also served, made from fresh fruits and other natural ingredients.
- We have simple and delicious vegetarian menus for our clients with balanced recipes that
combine ease and pleasure! We try to monitor, in our menus, the intake of nutrients that
may be lacking (by eliminating meat) such as iron, vitamin B12, but also vitamin D and
compensate them through legumes (or pulses), cereals and pseudo-cereals and
oleaginous fruits.

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 b) Price Policy

products prices
Salad bar Free combinations 6 EUR
Sandwiches Veggie panini 6 EUR
Falafel wrap 5 EUR
Plates Super veggie bowl 7 EUR
Vegetarian Lasagna 8.5 EUR
Vegetarian Pizza 8 EUR
Desserts French toasts 4 EUR
Fruity pancakes 5 EUR
Juices Orange juice 3 EUR
Green juice 4 EUR
Smoothies 5 EUR

c) Distribution Policy

- In addition, we will apply the exclusive distribution strategy and the direct channel system
in our restaurant, because we sell through a single intermediary in a particular geographical
area and we distribute our product directly to the final consumer.
- So everything will be done locally. The place is 90m² with about 55m² of living space. This
will allow us to envisage about twenty seats.
- And in the long term, our demand will increase which will make us switch to a selective
distribution strategy. We could do this by distributing our products to certain retailers to sell
them in minimarkets or supermarkets in order to enlarge our clientele
- We also intend to train our salespeople, as their behavior could change the attitudes of
customers.

d) Communication Policy
- We will promote our product on posters and distribute coupons in magazines. In addition,
we will use frequent buyer programs, keeping a record of our customers' phone numbers.
This will allow us to stay in touch with our customers and inform them about special offers
and happy hours for example.
- Digital is also essential for our communication strategy, we will ensure interactivity with
our customers through our pages on social networks Facebook and Instagram while
posting good content.
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 Expenses :

Brochures 300 EUR

Magazines 5000 EUR

Sales promotion activities 1000 EUR

III. Technical study :

1. The setting up of the company:

a) The Store :

Since our company needs a secure place for supplies intended for later use, and unused
furniture, we have secured a house to play the role of the warehouse. The latter will be
acquired in the city of Luxembourg <Place D'arme>, with an area of 80 square meters.
Monthly rental price: 2000 EUR/MONTH.

b) The Local

The premises must be refurbished to welcome all the customers in a modern and friendly
spirit remaining in the spirit of the concept. Work will therefore be carried out.
• The goodwill of the store: 90.000 EUR
• Monthly rental price : 1.500 EUR

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 c) The investments

The company will purchase professional kitchen equipment such as:

Materials Price

A sink and a work plan 500+800

A refrigerated presentation cabinet 700

20 tables, 60 chairs 550+400

Kitchen equipment (utensils, cash 5060

register, stove, pizza oven, refrigerator)

Decorations 3000

Total 11.010 EUR

d) Transport equipment:

Our restaurant provides a car for the driver, this one is intended for the transportation of
fresh raw materials (plants, fruits, herbs...) from our suppliers in the surroundings of
Luxembourg to the restaurant.

Brand Quantity Amount

CITROEN Jumpy Fourgon 1 24.490 EUR

e) Other external expenses:

Fuel: I estimate fuel costs at 1,800 EUR/year.

f) Physical transport insurance:

The fees are 700 EUR per year.