ABCD Oven Fried

Chicken

ABCD OVEN FRIED CHICKEN

Group Members:
Affordable Price
1. Aung Pyaye Phone
Best for Health
2. Htut Aung Wai
Convenience and
3. Pyae Phyo Win
Differentiated Frying Style
4. Zin Minn Lwin
Executive Summary

 Fast food market in Myanmar is growing now as the living standard

and life styles of local people are changing. Almost all of the family
members have to go outside and work more for higher living
standards. Such people are busy and have less time for cooking at
their home/ willing to have fast food as their meals.
 Our aim is to provide those people with convenient, fresh, healthy and
fair priced fast food for them.
 Target customers are middle class and upper middle class people.
 First we plan to open at a crowded place in Yangon but in future, plan
to open in downtown five townships of Yangon and also in Mandalay.
 Our objective is to get 110,000,000.00 MMK of profit within 3 years
of sales and after that we will expand the market to another townships
and cities.
ABCD Oven Fried
Chicken
VISION & MISSION

 VISSION
To be leading fast food provider in Myanmar offering
unique quality product and service.
 MISSION
To offer convenient, fresh, healthy and fair priced fast food,
uniquely low calorie fried chicken with good service in
friendly environment.

ABCD Oven Fried

Chicken
START-UP SUMMARY & REQUIREMENTS

 For startup funding, we will invest about 160,000,000.00 MMK.

 Air-con (floor stand) - 2 Set x 578,000 = 1,156,000 MMK
 Air Curtain - 1 Set x 108,900 = 108,900 MMK
 Exhaust fan - 2 Pcs x 31,000 = 62,000 MMK
 Basin - 3 Pcs x 75,000 = 225,000 MMK
 Western Toilet - 2 Pcs x 120,000 = 240,000 MMK
 Oven - 2 Pcs x 699,000 = 1,398,000 MMK
 Stove - 1 Pcs x 150,000 = 150,000 MMK
 Freezer - 2 Pcs x 299,000 = 598,000 MMK
 Cash Counter + - 2 Set x 558,000 = 1,116,000 MMK
Computer + Slip Printer
 Accommodation - 24,000,000 per year x 5 year = 120,000,000 MMK
 Tables and Chairs - 20 sets x 180,000 = 3,600,000 MMK
(80 customers)
 Dining Sets - 80 Pcs x 4000 = 320,000 MMK
 Decoration = 5,000,000 MMK
 Other accessories = 1,000,000 MMK
-----------------------------
Total Start Up Cost = 134,973,900 MMK
ABCD Oven Fried
 AND AVERAGE Start Up Cost PER YEAR = 26,994,780 MMK
Chicken
COMPANY LOCATION &
FACILITIES
 Our proposed location will be in Hledan area. Three possible sites are
being considered; the building beside Chaw Su Wedding Photo Studio, the
building where the Sky Ace Mobile is opening and the building at the
corner of Insein Road and SanYeikNyein street (5).
 Our restaurant will need approximate area of 1500 square feet, where
seating plan for at least 80 customers has set, two toilets, two basins, well
spaced kitchen, two ordering counters dine in customers, one ordering
counter for take away customers and one order pickup counter.
 The restaurant will be located on commuter routes of high traffic and
nearer to the shopping centers so that we can attract customers who are
going to or from work, who are out for lunch and who go for shopping
facilities. We will open 9am – 9pm everyday.
 Staffs will be well trained for fast and better services wearing cute smiles
in any situations under the same uniforms. The place must be clean, air-
conditioned, hygienic and sweet melody background.
ABCD Oven Fried
Chicken
LAYOUT PLAN
 ABCD Oven Fried
Chicken

OUR PRODUCTS
 Fried chicken pieces in three different taste, regular, spicy and traditional style
(without crispy coating).
 French fries in two different taste, regular and spicy.
 Coca cola cold drinks ; 250ml coke cans, 250ml orange cans, 330ml coke zero cans
and 550ml purified drinking water bottles.
 We will also offer Olive oil rice for our customers.

Product Price
A piece of Fried Chicken 1500 MMK
A pack of French fries 1000 MMK
A can of normal coke, coke zero and 600 MMK
orange (250 ml)
A bottle of purified drinking water 350 MMK
A bowl of rice with olive oil 500 MMK
PRODUCT SOURCING AND
DETAIL
 For Chicken Pieces, we got three suppliers;

1. Phoe Wa Wholesale (Hlaing Thar Yar) – 3450 per viss

2. Aung Gyi Wholesale (Hlaing Thar Yar) – 3500 per viss
3. Anhtawni Poultry farm (North Okkalar) – 3450 per viss
All the supplier offer CIF based selling method (Including delivery charges)
Supposing, whole chicken weighs one viss, we will have to pay 3500 MMK for four pieces of chicken
(two pieces of breast and two pieces of thigh) approximately. (875 MMK per piece)
For frying the chicken pieces, we had calculated the total cost of a piece of chicken and it is
approximately 1075MMK per piece.
 For French Fries, We will have to purchase about 600MMK per viss of potato. For one pack of
French fries, we had calculated that it will cost about 350 MMK per pack.
 For Drinks, we will contact with Coca Cola Company,
Purified Drinking Water (550 ml) – 237.5 MMK per bottle
Regular coke, Coke zero and Fanta orange cans – 458.3 MMK per can
 For Rice with olive oil ; we will have to purchase with the price 2400 MMK per 1 PYI. We will get
14bowls of cooked rice. By calculations, it will cost about 255MMK for one bowl of cooked rice with
olive.
ABCD Oven Fried
Chicken
MARKET ANALYSIS

 Customer popularity on fast food and expenditure for fast food is

gradually raising in Myanmar since 2012 after political changes and
economical development. Number of fast food restaurants, bakery shops
and coffee bars are increasing and it is showing that fast food business is
significantly growing.
 Among the fast food restaurants, fried chicken industry is more obviously
found and most the fired chicken restaurants are full with customers in
anytime, any season and any situation. The reason for growing popularity
of fried chicken is due to ease and fast to purchase and consume.
 Segmentation
There are over 100 restaurants of 46 fried chicken companies in Yangon.
Some of them offer fired chicken as main menu, others offer as side menu
and rest of them offer as dessert. Among them, KFC, Lotteria, Marry
Brown and CP are those who offer fired chicken as main menu. Below
are customer behavior who prefer fired chicken as fast food main menu.
ABCD Oven Fried
Chicken
MARKET ANALYSIS
Age – 6 to 65 years (mainly are 16 – 45)
Sex – all gender
Family unit – Families with children (mainly young families)
Income – Middle and upper middle income individuals.
Religion – all religion
Life Style – all type of life styles (Mainly students, employees, visitors,
shopaholics).
Psychographic – According to quantitative survey of 16-45 years old 60
persons, 78% of those like fast food. Among them, 38% of those prefer fried
chicken, 27% prefer cold drinks and coffee bars, 21% like traditional food
restaurants and 14% like regular teashops.
Geographic – near offices, training classes, shopping malls, traffic areas
and bus-transit points
Benefit – easy, fast, fair-priced and good taste to fulfill customers’ satisfaction

ABCD Oven Fried

Chicken
 MARKET ANALYSIS
 Targeting
We are targeting 16-45 years old people as our primary market. Hledan is the place to meet and
hang out after schools or work or training classes and also the place for bus transitions. Due to
life style changes, high aimed daily activities and busy timetables, it is common for Myanmar
youths and adults to have lunch at fast food restaurants, not at home. And also we aim for some
business persons to choose our restaurant as the priority place to meet because of fast and ease
service, good place to discuss, healthy and fair-priced food. Again, our products are for groups
of friends and families to have healthy and delicious meal in wide and pleasant place.
 Positioning
 As oven-fried chicken, our product is best for people who aware of healthy life style because
of low calorie, less fats and contain minimum amount of sodium than any other fried chicken
while serving good taste and regular price as those others. (Product Differentiation)
 Our restaurant will be decorated with sketch design, mainly based on white background and
black lines to feel our customers clean and clear environment. (Design and Decoration
Differentiation)

ABCD Oven Fried

Chicken
MARKET ANALYSIS
 SWOT ANALYSIS
 Strength
Affordable price
Skinless fried chicken with buttermilk to serve less fats and delicious taste
Healthy purposed frying technique (oven-fried) to have low calories than deep fried
Appetizing physical appearance with fully fried meat inside but not too red
 Weakness
New Product
No other outlet currently
Less product diversity
Less loyal customers

ABCD Oven Fried

Chicken
 MARKET ANALYSIS
 Opportunities
Increasing attention to health matters and introducing healthy menu options
Due to life style changes, increasing trend to have meal at out of homes
Differentiated venture in existing and growing market
Can attract more investments
 Threats
First local restaurants among fried chicken as main menu international
companies
High competition from existing large international competitors
Currency fluctuations
Bird flu

ABCD Oven Fried

Chicken
MARKET ANALYSIS
Marketing Mix (7Ps)
Product- Oven fried chicken ; Appetizing physical appearance with fully fried
meat inside but not too red while serving fast, hygienic, fresh and healthy
product with innovative frying technique (oven fried) to have lowest calorie,
fats and sodium than other fried chicken.
Price - Price of our product is 1500 MMK which is as near as other product
although it is unique in frying technique for healthy purpose.
Place- Our restaurant will be in public area near schools, university, offices,
shopping malls and bus-stops where everyone can find easily. Our restaurant
is a well air-conditioned clean and hygienic place, seating plan for about 80
customers at the same time. Separate counter for take away customers to
reduce Q up waiting time.
Process - We will train our staffs with lean management system to have
systemized process which would lead our customers easier and convenient
experience and to fulfill their satisfaction.

ABCD Oven Fried

Chicken
Promotion - We will display full cooking processes with LCD displays and
horizontal vendors inside our restaurant. We will also offer mobile top-up lucky draw
program on every Sunday, which we called “Special Sunday Promotion Program”, for
those who check-in and share the activities on Facebook.
People - Our well-trained staffs will welcome with sweet smiles and also will
provide pleasant services to our customers in any situation.
Physical evidence - As our product is dipped in butter-milk and oven-fried, it is
fully taste; crispy, less shrinkage and appetizing appearance (between redness and
yellowness color). Shrinkage can be calculated as ; Shrinkage(%) = (A1 – A2)/ A1 x
100
Interior design of our restaurant will be decorated with sketch design, mainly based
on white background and black lines to feel our customers clean and clear
environment where they can have pleasant meals. For take away customers, we will
pack with heat retention, moisture removal and grease absorption boxes to maximize
performance.

ABCD Oven Fried

Chicken
Our Oven Fried Chicken Technology

 Our healthier version of oven fried chicken technique:

1. Removing the skin of chicken to less fats
2. Marinating the chicken pieces in buttermilk with flavor for about 30mins to 8hr which
help to breakdown the protein in the meat, make tender and infuse flavor thoroughly.
3. The buttermilk-dipped chicken pieces are coated with cooking spray, then put and fried in
the 425´F preheated oven.
After that, you will see and can taste our crunchy, flavorful fried chicken.
This new frying technology of chicken frying is much healthier than other fried chicken,
low calorie, less fats and small amount of sodium.

2 Pieces of KFC Fried Chicken 2 Pieces of oven Fried Chicken

Calorie - 490 calories Calorie - 224 calories
Fats - 34 grams Fats - 7 grams
Sodium - 1,140 mg Sodium - 237 mg

ABCD Oven Fried

Chicken
MANAGEMENT SUMMARY
 We are Private Company Limited with four managing owners and each holding equal share of
25%.
 We will support an operation manager and a small team of talented employees. Under the
supervision of operation manager, there will be three departments ; Customer Service,
Accounting and Kitchen.
 Operation Manager, Chief Accountant and Chief Chef have to operate full time daily operation
and there will be two separate shifts for other employees (9am to 3:30pm & 2:30pm to 9pm)
 For customer service department, there will be one staff for pick up counter, two customer
service staffs and one welcome staff. As there are two shifts, we will need 8 staffs for CS
department.
 For Accounting, there will be three cashiers under the management of chief accountant and for
two shift, we will need 6 cash girls.
 For kitchen, there will be one assistant chef and three kitchen helpers for one shift and so
totally, we will need two assistant chefs and 6 kitchen helpers.

ABCD Oven Fried

Chicken
Organization Chart

Operation
Manager

Chief Customer
Chief Chef
Accountant Service Staffs

Assistant Kitchen
Cashiers
Chefs Helpers

ABCD Oven Fried

Chicken
 ABCD Oven Fried
PERSONNEL PLAN Chicken

YEAR 1’s PAYROLL Income per No. of Total amount

year employee
Operation Manager 6,000,000 1 6,000,000
Chief Chef 5,400,000 1 5,400,000
Assistant Chef 3,360,000 2 6,720,000
Kitchen Helpers 2,640,000 6 15,840,000
Chief Accountant 5,400,000 1 5,400,000
Cashier Girls 2,640,000 6 15,840,000

Customer Service Staffs 2,640,000 8 21,120,000

Total Payroll 76,320,000

The above payroll plan is for 1st year and we will increase employees’ salary
about 10% per year. And so total payroll for year 2 will be (76,320,000.00
MMK x 10% = 7,632,000.MMK + 76,320,000.00 MMK = 83,952,000. MMK )
and for year 3 will be 92,347,200.00 MMK.
 ABCD Oven Fried

SALES FORECAST Chicken

In the initial opening months,

We forecast at least 283 customers dinning in the restaurant and 50 customers purchase and
take away daily. Suppose two persons purchase three pieces of fried chicken, we will have to
sale at least 502 pieces of fried chicken daily.
We forecast to sale 140 packs of French fries, 260 can of cold drinks and 50 bottles of
purified drinking water.
We hope at least 120 customers will order for rice with olive oil.
According to our sale forecast, daily sales plan will be as below.

YEAR (1) Price Total sales Amount

Product Price Total sales Amount
Fried Chicken 1500 502 pieces 753,000 MMK
French Fries 1000 140 packs 140,000 MMK
Cold Drinks 600 260 cans 156,000 MMK
Purified Water 300 50 bottles 15,000 MMK
Rice 500 120 bowls 60,000 MMK
Total 1,124,000 MMK
YEAR (2) Price Total sales Amount
Product Price Total sales Amount
Fried Chicken 1500 577 pieces 865,500 MMK
French Fries 1000 161 packs 161,000 MMK
Cold Drinks 600 299 cans 179,400 MMK
Purified Water 300 58 bottles 17,400 MMK
Rice 500 138 bowls 69,000 MMK
Total 1,292,300 MMK

YEAR (3) Price Total sales Amount

Product Price Total sales Amount
Fried Chicken 1500 753 pieces 1,129,500 MMK
French Fries 1000 210 packs 210,000 MMK
Cold Drinks 600 390 cans 234,000 MMK
Purified Water 300 75 bottles 22,500 MMK
Rice 500 180 bowls 90,000 MMK
Total 1,686,000 MMK
ABCD Oven Fried
Chicken
 FINANCIAL SUMMARY
YEAR 1 YEAR 2 YEAR 3
Cost Of Sales
PER one unit QTY TOTAL COST OF
QTY
TOTAL COST OF
QTY
TOTAL COST OF
In MMK PER PER PER
DAY PRODUCTS IN MMK DAY PRODUCTS IN MMK DAY PRODUCTS IN MMK

CHICKEN PIECE 1,075.00 502 194,274,000.00 577 223,299,000.00 753 291,411,000.00

FRENCH FRIES 350.00 140 17,640,000.00 161 20,286,000.00 210 26,460,000.00

PURIFIED DRINKING WATER 237.50 50 4,275,000.00 58 4,959,000.00 75 6,412,500.00

COLD DRINK CANS 458.30 260 42,896,880.00 299 49,331,412.00 390 64,345,320.00
RICE BOWLS 255.00 120 11,016,000.00 138 12,668,400.00 180 16,524,000.00

TOTAL COST OF SALES     270,101,880.00   310,543,812.00   405,152,820.00

EMPLOYEES' SALARY     76,320,000.00   83,952,000.00   92,347,200.00

GENERAL EXPENSE     3,600,000.00   3,600,000.00   3,600,000.00

START UP COST     26,994,780.00   26,994,780.00   26,994,780.00

LICENSING AND REGISTERATION FEES     200,000.00   200,000.00   200,000.00

TAXATION     8,092,800.00   9,304,560.00   12,139,200.00

TOTAL EXPENSES PER YEAR     385,309,460.00   434,595,152.00   540,434,000.00

SALES FORECAST PER YEAR     404,640,000.00   465,228,000.00   606,960,000.00

NET PROFIT PER YEAR     19,330,540.00   30,632,848.00   66,526,000.00

THANK
YOU!

Affordable Price
Best for Health
Convenience and
Differentiated Frying Style