Food Truck Launch

Food Truck Launch

Pooja Alva - 01
Gaurav Shetty - 37

AY2014-17

Page No.1

Food Truck Launch

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History of Food Truck:
Food Truck: A food truck is a large vehicle equipped to cook and sell food. Some,
including ice cream trucks, sell frozen or pre-packaged food; others have on-board
kitchens and prepare food from scratch. Sandwiches, hamburgers, French fries, and
other regional fast food fare are common. In recent years, associated with the popup restaurant phenomenon, food trucks offering gourmet cuisine and a variety of
specialties and ethnic menus have become particularly popular.
While the golden age of food trucks is still going strong in the Western world, back in
India, weve just about started to explore the trend. With its roots in America, the
inspiration probably came from the chuck wagon of 1860s historically used to carry
food and cooking equipment for traveling workers. Now, these restaurants on wheels
have taken over the food scene and are serving every kind of gourmet comfort food.
But know that its a familiar concept. We are a nation that loves street food and the
oldest mobile meals were synonymous to our very own Indian-Chinese vans or Dosa
carts. Over time, these have grown into a new breed of food trucks we know today
with quirky menus and fully-equipped kitchens on board, featuring some of the best
bites.
If your idea of a great meal is a sit-down dinner at a restaurant, then these food
trucks are breaking all rules. They draw hungry college-goers and office workers,
serve up a quick meal when youre late for your movie and satisfy foodies who know
that sometimes the best food doesnt come from a fancy kitchen but from the window
of a van. I cant call them the latest food trend but when it comes to good food
served quickly and priced reasonably, theyre one of the best things happening to our
culinary scene.
Concept: rustling up wholesome dishes in vehicles, taking street food to a whole
new level and helping people turn their backs on junk food.
"The first thing that comes to your mind when you think of street food is junk. Why
not we give a different trend of serving hygienic and quality food on a truck
Given trends in food and beverage industry in India, it is the right time for an initiative
like this there is immense scope for creating an impact in this space," "The
concept of food trucks has the potential to revolutionise dining preferences here."
"Trucks would only work when food is quick and on the go

Pooja Alva - 01
Gaurav Shetty - 37

AY2014-17

Page No.2

Food Truck Launch

Executive Summary
The Company name is Bombay Food Truck which stands for The Food Bus.
This name was chosen because the target market; working people will find it
intriguing and the curiosity of customers. Essentially, the goal of the company is to
serve and offer healthy organic food.
The Companys comparative advantage in the food truck market is that this food
truck particularly targets consumers from 9am to 3pm and 5pm to 11pm which is
mandated acceptable in Western and Central line, perhaps for harbour line timing
would be 9am to 5pm. another comparative advantage of the food trucks will be that
customers will have the convenience of instant foodcompared to take out, delivery.
The required investment to initiate this company is an investment in food trucks,
employees, licenses, advertising, development of the app (additional information
below), and products. In the start-up phase of the company there would be an
investment solely in three trucks. The cost of an eco-friendly truck can be high,
however, the long-term pay-off of not having to travel to and pay for gas or electricity
will compensate for this. As indicated, most food trucks cost between 5-7 lakhs. The
anticipated sales will be at a peak on weekdays nights, and potentially lower sales
during week day nights.

Estimated Food Truck Start Up Costs at One Truck/One Place:

Pooja Alva - 01
Gaurav Shetty - 37

AY2014-17

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Food Truck Launch

Food Truck On-Going Costs at One Truck/One Place:

Profits will be seen in the sales of the foods and beverages minus the expenses of
wages, yearly permit renewals, and products.
Objectives:
To create a service-based company whose primary goal is to exceed
customer's expectations.
To increase the number of client's served by 20% per year through superior
service.
To develop a sustainable start-up business.
To develop enough cash flow to pay all salaries as well as grow the business.

Company Information:
Company Name: Bombay Food Truck
Location:
1) Near NSC ground, Goregaon
2) Shivaji Park, Dadar
3) Palm Beach road, Navi Mumbai

Pooja Alva - 01
Gaurav Shetty - 37

AY2014-17

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Food Truck Launch

Menu:
Food
Veg Burger
Chicken Burger
Veg Sandwich
Chicken Sandwich
Veg Rolls / Chicken Rolls

Cost
(Rs.)
70
85
55
75
55/75

Beverages
Lemon Ice Tea
Strawberry Thick Shake
Lemon Basil Juice
Cold Coffee
Expresso

Cost
(Rs.)
65
80
60
75
55

Expected Sales:

Collection

Average
Billing (Rs.)

NSE Ground

Shivaji Park

Palm Beach

Weekdays

150

200*150 = 30,000

150*150 = 22,500

80*150 = 12,000

Weekends

150

250 *150 = 37,500

200*150 = 30,000

120*50 = 6,000

Exhibition

150

350*150 = 52,500

NA

NA

Permission: To start Food truck, we need below licenses and it is required 3 months
of time to do all these paper works.
Shops & Establishment licence from the BMC
Health licence
Approval from the Food & Drugs Administration (FDA)
NOC from the fire department
RTO permission for branding on your vehicle
Centralized Kitchen:
Budget for a Kitchen: we will be keeping centralized kitchen at one place from where
all distribution will happen.

Pooja Alva - 01
Gaurav Shetty - 37

AY2014-17

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Food Truck Launch

Be Flexible: We will be keep on adding on menu. Will try new products as per
demand.
Price it right: Right from 55 Rupees we will start our product.
Details below for Customizing the truck:
Force Motors truck which they fitted with a Dishwasher, griller, double-basket fryer,
an oven, refrigerator, hot plate, Assorted serving trays and utensils, knives and
cutting boards (two each). sinks, a 350-lt water tank, Computer with printer, CD-RW,
Microsoft Office, and QuickBooks Pro, Copier and fax machine. This works for the
Bombay Food Truck, which will serve up a range of burgers, sandwiches, rolls. The
truck can cost anywhere between Rs5-7 lakhs and remodelling it will set you back by
another couple of lakhs.

Food Truck Start-up Costs

Fire Extinguisher 5,000
Smallwares: Pots, Pans, etc 5,000
Misc. Expenses (Like a Chalk Menu) 5,000
Paper Products (Plates / Napkins, etc.)

10,000

Uniforms/T-shirts

10,000

Permits and Licenses

50,000

Initial product inventory

50,000

Food Truck - Wrap and Equipment

700,000
0

Pooja Alva - 01
Gaurav Shetty - 37

200,000

AY2014-17

400,000

600,000

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Food Truck Launch

Design: When youre on the road, your vehicle is your only instrument of
advertising, so the patterns must look clean, attractive and appealing. We will be
providing digital display which will show items available and cost for the same. For
future, we wil be come up with expansion on business.

Comparison with 3 Locations:

Location

Competitors

Size of Food
truck

Near NSC
Ground
Goregaon East

Street Foods,
local
Restaurants,
Office Canteens

Shivaji Park

Street Foods,
local Restaurants

Residential

Palm Beach
Road

Street Foods

Office goers

During
Exhibition: Will
enlarge the
counter

Customers

Footfalls

Residential
and Office
goers

Normal
days 150
pax
During
exhibition
300
Weekends
50pax
During
Exhibition 300
300 pax
Weekend 400
Normal
days 50
Rainy
Season
150
Weekend 200

Food Truck Layout:

Pooja Alva - 01
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Food Truck Launch

Organization and Management of the Company:

MD

M anag er/C as
hier

C h ef

H elper 1

H elper 2

Employees count and Training:

Total Number of employees in all outlet would be 10.
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Gaurav Shetty - 37

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Food Truck Launch

Qualification criteria for Manager/ Cashier is Minimum 12th Pass and for
Chefs and Helpers Minimum 10th Pass
Training will be given to all, and we need experienced Chef

Location
Near NSC Ground
Goregaon East

Staff
3 People

Staff
1 Chef 1 Helper
and 1 Cashier

Shivaji Park

5 People

Palm Beach Road

2 People

2 Chef 2 Helps
and 1 Cashier
1 Chef/Helper and
1 Cashier

Compensation:
Monetary and Non-monetary rewards are given to the employees.
Bonus will be given on yearly basis.

SWOT analysis:
SWOT Analysis is a strategic planning method used to evaluate the Strengths,
Weaknesses, Opportunities, and Threats involved in a project or in a business
venture. This analysis helps in pointing out the objective and flow of business under
internal and external factors. Favour ability of the strategy based on the factors can
be analysed. The technique first used by Stanford University in 1960 by Albert
Humphrey. Figure 1 is formulated based on the factors for Bombay Food truck retail
chain.

Pooja Alva - 01
Gaurav Shetty - 37

AY2014-17

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Food Truck Launch

Strength

Weakness

Mobility

Limited menu selection

Eco-friendliness

Permits; due to the fact the truck

will need numerous permits to be
able to sell food at various
locations.

Availability
Food is brought to customers

Limited customer audience

Time of operation
Threats

Opportunity

Working populated areas

Other food trucks

Take advantage of being a

service with few competitors

Food delivery services

The health department

Appeal to a large consumer

group that has limited options
late night

SWOT Explanation:
Due to the fact that the truck is a mobile food establishment, thus not being tied to a
single location, will help us maximize profits at different locations. Having an ecofriendly food truck on these locations during working hours will allow people to get
their hands on food without going so far and having to worry about getting office or to
their next destination. The eco-friendliness of the truck will allow us to get the
medias

attention and be an incentive for young, eco-friendly minded customers to choose

our company. Since we live in a world where the green mission seems to be a
major goal for many establishments, we will be unique by being accommodating to
both the Office lifestyle, and the green lifestyle many people look to lead. Although
there are many opportunities at these places, there are also many threats and
weaknesses. One example would be the well-established food delivery businesses
Pooja Alva - 01
Gaurav Shetty - 37

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Food Truck Launch

around these locations, i.e. local hotels, street food vendors. Other worries for the
business include permits to keep a food truck running, and to keep up with the health
departments requirements/demands.

Competitive Analysis:
The marketing strategies will include getting as much media attention due to its
differentiating qualities and its eco-friendly aspectsoffering a competitive
advantage, and by doing some advertisingwhich most food buses do not do.
Moreover, by offering our phone app that will allow customers to pay using the and
use the electronic punch card, we have accommodated promotional tactics such as
product coupons to maintain a loyal customer base.
The direct competitors to the Bombay Food Truck will include other Food truck, food
street vendors and local hotel/restaurants.

Strategies & Tactics:

Marketing Strategy and Tactics: Every day will start with the sales, guest
count, and PPA (Per Person Average) goal. We have designed a sales tracker
in which each employee can list the sales, guest count, and PPA for every
hour, this will keep employees motivated as well as keep us on track for each
day, month, and year.

4Ps:
Product: The Bombay Food Truck is using simplicity as a key strategy, making
sure that our menu stays small and understandable.
Price: Keeping our prices low is a strategy we believe to be incredibly
important, having working people be our target market means we need to
keep in mind, the customers who visit us, will be of average income.
Place: Using a phone application, which syncs with Facebook, is a strategy
we are using to make The Bombay Food truck more consumer interactive so
they have the ability to locate the bus. Commercial area is our main area, but
the future could also include us opening the application up to work
environments like Google, which might have late night shifts.

Pooja Alva - 01
Gaurav Shetty - 37

AY2014-17

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Food Truck Launch

Promotion: As of now we have not allocated any budget on advertising.

Depending on the volume of sales or profit, we will be deciding of investing in
advertising. As we are not targeting mass audience, we will be start with BTL
activities through which we will be reaching out to limited audience.
Target Market: The target market will be primarily Office employees who
wants to eat out in limited time and reasonable price. In each location, we
have different target audience like in Goregaon, we have office going people
and Pali beach, we have travellers and Dadar again we have office going
people plus local residing people.

Short term and long term goals:

Sales Figure Goals: Every business owner plans to make a profit from his or
her new company, but simply committing to a profit is too vague. So we are
expecting average bill of Rs.1000/day for first few months.
Business Expansion Goals: I will have my truck open for business and ready
to start serving in eight months. I will book four catering gigs and appear at
two events in my first year. I will have a third food truck within three years
and a brick and mortar location in five years.
Health Inspection Goals: My truck will get a perfect score by its third health
inspection. I will create a list of core health standards for my truck and
perform weekly checks to make sure everything stays up to code.

Menu and Recipe Goals: I will introduce one new item to the menu every
month. Our truck will sell 20 add-on side dishes or desserts every day.

Our Mission: We exist to attract and maintain customers. When we adhere to this
maxim, everything else will fall into place. Our services will exceed the expectations
of our customers.

Pooja Alva - 01
Gaurav Shetty - 37

AY2014-17

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Food Truck Launch

Key to Success: The key to success is to meet and exceed the customer's needs in
terms of quality of food and excellence of service.

THANK YOU
Pooja Alva - 01
Gaurav Shetty - 37

AY2014-17

Page No.13