By BAJAS CONSULT
Busy work schedules means increasingly less time spent at home cooking.
Given the plethora of fast food joints available, what does the average customer expect from his food ?
Survey
25 %
23%
Health Price
12%
Convenience 40%
Speed of Delivery
Market Share
Wayside Food Vendor Papaye 82% 32% Chicken Inn Others
600000
400000 200000 0 Price Nutrition Convenience
14%
12%
Strategy
Diversify Meals with a focus on local dishes Turn the Adehye into an enjoyable visit thats rewarding and inviting Cater to different Market Segments: Executives and professionals Bargainers eg. Students, office workers, white collar
Additional Services
Toll free line Delivery Service Facebook pre-orders7 Drive Through Service
Executive Breakfast
Menu
Corporate Breakfast GH3.00 Hausa Koko with Bread or Koose Tom Brown with Bread or Koose
Beverages : Tea, Coffee, Chocolate Drink, Fruit juice
Improve your performance, energize your brain and keep your day on track.
LUNCH MENU
Chicken n Chips
A Royal Treat
Promotion
Sampling: Tasting is believing. Thats the best way to build recognition and it is more effective and less expensive than advertising. Promotional Packaging: Social Media Marketing: Launch an aggressive campaign on social media sites such as Facebook, Twitter where well interact with clients
Radio Advertisements: Agreement reached with major radio stations to broadcast adverts in exchange for free breakfast & lunch meals
THE TEAM
A Highly Skilled experienced chef poached from a luxurious 4 star Hotel Great backroom staff - 6 Friendly customer focused waiters - 4 Drive through and Delivery Service Persons 2
Financial Analysis
Total Cost of Expansion
GHC 27,000 Costs Marketing & rebranding Equipment Salaries Delivery Truck Amount (GHC) 3000 5000 4000 15000 GHC 27,000 40%
Breakeven
6 Months
Sales Revenue of GHC 5000 a month Monthly target of 600 walk in customers 30 Corporate clients 50 registered delivery clients
Sources of Capital
Internally Generated funds
60%
Bank Loans
Implementation Plan
Phrase 1
24/1/12 - 27/4/12
Rebranding & Marketing Campaign
Phase 2
1/2/12 30/3/12
Phase 3
1/4/12 12/4/12
Sampling & Buffet Friday
Official Launch