Fast Food Restaurant Business Plan
There is an increasing demand for snack-type fast food, consumed while window shopping in a shopping mall.
Solution
Fresin Fries will entice youngsters with our innovative environment, fresh-cut Belgian fries, and unique signature dipping sauces.
Market
Fresin Fries aims to cater to teenagers and youngsters in Singapore. Our primary target age group is 15 to 25, where brand building efforts could take place. Our secondary target is the age group of 25 to 37, a heavy lounge/restaurant user group.
Competition
Our main competitors are food outlets within a 300-meter radius along Orchard Road, including Tori-Q, Pizza Walker, Starbucks, Bread Talk, and Rotiboy.
Why Us?
Our customers will have the total experience when visiting our outlet(s) and website as they learn about this fascinating new "pop culture." We will sell merchandise from pre-packaged sauces and t-shirts to potato cutters, all with our brand attached.
Expectations
Forecast
This plan is prepared to obtain a location for the initial launch of this concept. We plan to finance the costs with two investments of $100,000, one at startup and the other at the beginning of the second year. We expect strong growth for all three years, and profitability starting in the third year.
Financial Highlights by Year
Financing Needed
The company is owned by the original 4 founders, who each will contribute $25,000 for a total share of 25%, and $100,000 in paid-in capital at the start. This will cover startup requirements. We expect to contribute a second $100,000 at the beginning of the second year.
Opportunity
Problem & Solution
Problem Worth Solving
There is an increasing demand for snack-type fast food inside a shopping mall.
Our Solution
Our main focus will be serving high-quality food at a great value. Fresin Fries strives to be a premier local fast food brand. We want our customers to experience this fascinating new “pop culture.” We will sell merchandise from pre-packaged sauces and t-shirts to potato cutters, all with our brand attached.
We are targeting young Singaporeans as our primary market. Orchard Road is the place to meet and hang out after school. Due to heavy extra-curricular activities among Singapore’s youth, high schoolers have lunch inside shopping malls. Our secondary market segment is the "Working Singaporeans" in the vicinity of Orchard Road. Orchard Road is also the destination for tourists staying in the area. Fresin Fries is the alternative for a quick bite while shopping.
Competition
Current Alternatives
Our competitors include Tori-Q, Pizza Walker, Starbucks, Bread Talk, and Rotiboy.
Our Advantages
We provide excellent food at value pricing with fun packaging and atmosphere. Fresin Fries is the answer to the increasing demand for snack-type fast food inside a shopping mall.
Keys to Success
Create a unique, innovative, entertaining menu.
Control costs and implement a conservative approach to growth.
Sell high-quality products and provide excellent services.
Promote brand and image as main drivers in marketing communications.
Get access to high-traffic shopping malls.
Promote good values of company culture and business philosophy.
Execution
Marketing & Sales
Social media and local media will be utilized, along with local store marketing programs. In the beginning, we will use traditional launch media and point-of-sale promotion. As we establish more stores in a market, we may explore print media. The best form of advertising is "buzz" via social media. We will actively build our brand through selling supporting materials.
Sales Plan
The sales strategy is to build and open new locations to increase revenue. This plan will be implemented when the initial outlet shows potential growth.
Operations
Locations & Facilities
Fresin Fries locations will range from 50 – 70 square meters and will seat 15 – 25 guests. Our first location will be on the larger end of this range. The location will feature its own originality in merchandise display and brand building attributes. We are currently looking at several possible sites in shopping malls along Orchard Road.
The space will be chosen based on the community size, being a tourist destination, easy access, and a large percentage of teenagers in the community.
All of these qualities are consistent with Fresin Fries’ goal of providing a top quality fast food experience. "Word-of-mouth" will be our best form of marketing, where customers value our brand and can’t wait to tell their friends and neighbors. And of course, word of mouth is amplified through social media.
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