優質健康飲食的快速餐飲商業企劃書

Abstract

Smart Food Inc. Restaurant is intended to be a take-out counter service style restaurant that serves healthy, balanced, and intriguing food with the use of fresh core ingredients such as kale, brown rice and salmon promoting healthy eating. We devote ourselves to scratch cooking, and we rethink the way food is procured, sold and experienced. Our process begins by creating a menu that shifts with the seasons. Seasonality and sustainability drive our decision-making and are the foundation of the company. The market is proved to be attractive to enter with various factors- the size of the market, the market trend, and market competitive intensity. The market size is determined by Taiwan population, specifically targeting in the age range from 25 to 54, by showing a potential growth rate in disposable income. According to the Statistics of Taiwan, in the geographical target market, Taipei City, shows 12.88% of working age population is expected to increase, which is interpreted a potential growth in disposable income, and therefore, contributing to the growth potential of consumers for Smart Food Inc.. Taiwan market in food and beverages industry is observed to follow a global path in pursuing healthier lifestyle, and this also contributes to the attractiveness for the business to enter the market. In the target market of healthy style restaurants in Taipei city, there are numerous existing competitors that determine the ease of entry to the market. It is proven that the market is easy and attractive to enter as food industry has been growing for the past five years with diversified options. The target audience will be segmented based on demographics and psychographics. Consumers with the age range from 25 to 54, both females and males, will be the main target segment as Smart Food Inc. will be strategically located in Taipei City or New Taipei City in the District that fulfills the criteria of being surrounded by office buildings and retailers. The working age group will be targeted to generate week day lunch and dinner sales, and the non-working age group will be targeted to generate weekend sales. Within this age group, research has shown that people who enjoy exercising will tend to seek for healthier choice of meals, and this will be a considerable factor when we look at the target audience. There are key determinants that are set as the core capabilities of the business, in which is differentiated from its competitors. As the business owner, I have prior start-up restaurant business experiences in Toronto Canada that will bring more success in Smart Food Inc. The unique yet evolving menu will be the main competitive advantage, which consists of combinations of the meal options with the use of ingredients selected carefully with cooking method of baking only. The key ingredients used are the main drive to healthier diet that services as the business’s important value proposition. Another core value is the offer of service in convenience and speed, which meet the demand of the target audience. Company culture brings value to consumers as another key benefit and a strategy to retain them. Store atmosphere and service in promoting healthy eating and knowledge in nutrients of ingredients will bring consumers the awareness in balanced life style. Marketing strategy will be planned out carefully with the use of several tools to enter the market successfully while branding strongly. Advertising and communication will focus mainly on social media effects with consistent marketing materials. Digitally, Smart Food Inc. will create its own website to brand the business and attract consumers in visiting and ordering from the website. Promotional strategy will be used in the beginning stage of launched business with the use of coupons and loyalty program. In operational management of the business, the scale will be kept small with a simple structure. Smart Food Inc. will start with 10 employees, including management team, and expected to grow as sales are expected to pick up. Quality control will be crucial in operation as the food determines the brand of the business. Training program will be set up to manage internally with the proper use of hours according to sales budget. The operation will be divided mainly between Front of House (FOH) and Back of House (BOH) operations. The business is intended to open seven days a week, and 11 hours a day from 10am to 9pm. Smart Food Inc. will be self-financed with initial fund of $1,000,000. The start-up cost will mainly consist of rental space, renovations and equipments that will leave a surplus fund of $327,500 to launch the business. In the profit and loss forecasts, it is realistically expected that the net profit margin for the first two years to be 12%, and increase to 17% when the sales become steady. Average price per order will be $250, and it is forecasted on average 80 – 100 orders to be sold per day. With the forecasts in financial statements, it is proven that the business will be successful that will generate more than $1,500,000 of net profit by year 3.