TUNKU ABDUL RAHMAN UNIVERSITY OF MANAGEMENT AND

TECHNOLOGY

FACULTY OF ACCOUNTANCY, FINANCE AND BUSINESS

BACHELOR OF FINANCE AND INVESTMENT
YEAR 2 SEMESTER 2
BJEL2013 ENGLISH FOR CAREER PREPARATION
PROPOSAL WRITING
Topic: Proposal To Provide Drive-Thru Services At SDS Bakery & Cafe

Prepared by ：

LIEW PEI WEN 23WBR08646

SONG ZHI YEE 23WBR08672

LEE WEI SEAN 23WBR08643

LIM KAI QUAN 23WBR08651

LIM PEI ZI 23WBR08653

MARKS

Format (5)
Content (35)
Introduction
Background
Plan
Schedule
Staffing
Budget
Authorisation
Language & Vocabulary (60)
TOTAL (100)

Prepared for: Ms. Asma Tayeh

Proposal Date: 9/12/2023
 PROPOSAL TO PROVIDE DRIVE-THRU SERVICES AT
SDS BAKERY & CAFE

Introduction
The purpose of this proposal is to formally seek your permission for the implementation of
drive-thru services at SDS Bakery & Cafe which is now located in Johor Jaya. The primary
objective of this effort is to increase profitability by introducing a convenient and efficient
drive-thru service while also catering to the changing needs and preferences of our customers.

Background
The urbanization rate will reach 75% in 2020 and is expected to increase to 80% by 2030 as
per Ministry of Economic Development, signifies a substantial transformation toward rapid
social economic development in Malaysia societal landscape, drive different spending
behaviours in society. This transformation has triggered a burgeoning demand for drive-thru
facilities within the F&B sector. In this bustling and busy era, busy lifestyle has led to a
growing demand for convenient dining options which even without leaving or finding
parking to walk into the restaurant for a takeaway or quick meal. Consequently, our team
unequivocally recommends that SDS Bakery & Cafe embark on offering drive-thru services.
This strategic move is poised to bridge any existing business gaps and significantly enhance
customer satisfaction.
Plan
In order to implement the plan of setting up drive-thru service at our outlet, we suggest to:

(a) Extension and renovation of Johor Jaya outlet (Flagship outlet)

This will be the first step in providing the Drive-Thru service since our flagship outlet located
at Johor Jaya is not equipped with the requirement for providing drive-thru service, therefore
a simple renovation and extension of Johor Jaya’s outlet is required.

(b) Recruitment of new employees and workers

To ensure the effectiveness of the in-house operation of Johor Jaya’s outlet not being affected
by the drive-thru service to be added. A recruitment of a few numbers of employees will be
encouraged to make sure everything in current is not affected by the service added including
the effectiveness of the current operation in Johor Jaya’s outlet.

(c) Training program for Johor Jaya’s outlet employees

As mentioned in subparagraph b, the newly employed workers are required to have simple
training before the drive-thru service provided to our beloved customers. This step is to
ensure that the quality of service and products served to customers is in the best condition. If
subparagraph 2 of the plan is not adopted, the existing employees who may be responsible for
the position related to drive-thru service will be trained in the program.

(d) Soft launch of the drive-thru service in Johor Jaya’s outlet

The soft launch of the drive-thru service in our flagship outlet will be held for 2 weeks to
adapt to new service to avoid crowds and affect the quality of service and products to be
provided. The survey will be conducted at the same time during the soft launch of the new
service to get the feedback of customers regarding the quality of service and products.

(e) Official launching in flagship outlet and adopting in other outlet in Malaysia
This is important for the new service proposed, which is a drive-thru service that was added
into our outlet since the successful flagship outlet and it has the potential to increase the
company's profit by 40% after all the outlet provided the drive-thru service.
(f) Survey of outlet providing drive-thru service for further improvement
Every 3 months will conduct a survey for monitoring the quality of service and products of
every outlet and improving according to the comment and data collected in the survey.

(g) Target our customer which has busy lifestyle

The busy lifestyle can be students, college students, or the workers. As we know, students or
college students are normally busy doing their homework and assignments, or their daily
schedule is full of school, which makes them unable to go out to eat or consume for long
periods of time. Besides, the workers are also busy with their schedule. Even though they
have their breaks, the time is almost less. In conclusion, with our drive-thru services, they can
place their orders without having to find parking or walk in to have a quick meal or takeaway.
Summarizing these two consumers, we conclude that busy lifestyle individuals prefer time
savings and convenience benefits. Therefore, our drive-thru services can attract them and are
best suited for them.

(h) Use the tagline "take a bread"

We find that “Take a Bread" is the most appropriate tagline for our targeted group and also
our aim. This tagline means that if busy lifestyle individuals don't have enough time to
consume during their break, they can come to our physical store to buy our products through
our drive-thru service. We strongly believe that this tagline will be effective in drawing busy
lifestyle individuals' attention. Therefore, make them responsive to our drive-thru services.

(i) Revenue Projection

According to NPD group market research, U.S. drive thru order grew by 20 percent from the
February 2020 to February 2022 can be attributed to evolve consumer spending pattern. By
shift toward a pick and go lifestyle with more favouring convenience ordering food through
drive thru window over traditional restaurant dine in experience (Oliver, 2023). Our business
revenue streams are derived from sales of baker good and various cuisines meal through
delivery, dine in and new introduced drive thru services. To forecast our initial years revenue
of newly introduce drive thru services, we conducted a comparative analysis with our primary
competitor named as Kejap Food. Which specialized provide local food through drive thru
services. In the preceding year, Kejap Food achieved an impressive annual revenue of RM
1,802,000 and outstanding 200% business growth rate (mystartr,2023).
As a new entrant into drive thru industry, our ambitious goal is to capture 80% of Kejap Food
annual sales, which is approximately RM 1,441,600 in first operation years and sustain a 10%
sales growth in subsequent year. We anticipate that the implementation of drive thru services
will contribute an additional 10% annual revenue to our restaurant in first operation year.
This breakdown envisages that 50% of restaurant annual revenue generated from dine in
services, 20% from delivery services and 30% from drive thru services. This projection
reflected our confident in the strong contribution to drive thru operation will increase
restaurant revenue stream in first operation year.
Schedule

Activities Date

1. Designation of the stores with drive-thru services

4 October 2024

2. Build the counter in order to receive payment from

11 October 2024 - 15 October 2024
customers

3. Build the menu display board to let the customers

17 October 2024 - 22 October 2024
have a look on our menu

4. Install user-friendly speaker system to ensures

24 October 2024 - 30 October 2024
seamless communication with customers during
ordering process

5. Engage social media advertisement to promote our

1 November 2024
drive-thru services and cafe
Staffing
To ensure the smooth and efficient operation of the proposed Drive-thru service at SDS
Bakery & Cafe, a well-structured staffing plan has been devised.
The successful implementation of the Drive-thru service at SDS Bakery & Cafe will be
overseen by Ms Liew Pei Wen, who will serve as the project leader for this initiative. With a
wealth of experience in food service management, Ms. Liew offers invaluable leadership and
knowledge to this project. As someone who has proven to be highly competent at enhancing
operational efficiency and improving customer service in their previous positions, Ms. Liew
is qualified to guide the team through the opportunities and challenges that come with
launching the drive-thru service.
A committed and knowledgeable team that has been selected to guarantee the smooth
operation of the drive-thru service engages closely with Ms. Liew. The team comprises
individuals with diverse expertise, including Drive-thru operations, customer service, and
kitchen management. Each team member has received comprehensive training to specifically
address the requirements of a drive-thru operation. With our team’s combined experience, we
can not only meet but exceed customer expectations, providing SDS Bakery & Cafe
customers a seamless and effective drive-thru experience.

Budgeting
Authorization
We strongly believe that our proposal of additional drive-thru service is a great way for SDS
Bakery & Cafe to better serve our customers’ changing demands, build our brand and spur
company expansion. We do not doubt that this calculated move will enhance our overall
performance. We will ensure that this project will be beneficial to the company and will be
handled smoothly. If you decide to accept our proposal, kindly sign the enclosed duplicate
copy that is attached and send it back to us by December 10, 2023.