Foodiez Fast food Outlet

By:

Abhishek Agarwal
Vikash Kumar Sulbha Kumari Neha Dupate

Anand Hemani
Darshan Shah

 Product:
All sorts Of fast foods; Italian being the specialty (USP). Pizzas (30 types), Pastas and Salads change with the season. All Chinese dishes.

POD Guests can see through to the open kitchen area. Buffet, affordability, premium quality, speed. Lively Pizza Buffet (select amongst our special 12 pizzas)

 Place
Tier one city. (Pune or Mumbai suburb) In an Open Market Area

Pricing:
A happy menu starting at Rs.39 per slice of pizza. Competitive prices for both Chinese and Italian.

Segmentation:
Demographic Segmentation Density - Urban Age- 15-45 Gender- Male/Female Lifecycle stage Teenagers, adults. Minimum income - Rs.20,000 Education- College students, Pass outs. Occupation - Students , Working class people.

Psychographic Segmentation
Social Class - Middle, Upper Middle Life Style - Achievers and Believers. Personality - Extrovert, Confident, creative.

Behavioural Segmentation
Occasion- Lunch breaks, Evening hang-outs Average Arrivals Once a a week.

Loyalty - Medium.
Attitude - High involvement.

Targeting:
Customers who lead busy life such as working

population and students. Customers those who wants tasty food. Customers who do not have cooking skills. Customers who are fond of fast foods.

Positioning:

Quick delivering restaurant.

Easy accessible outlet. Good in taste with varieties to chose from.

Big Idea
Guests on very tight schedules particularly

appreciate being able to enjoy the meal of their choice in less than three minutes.
So the Big Idea is:

Dont wait just have your

food
offering 12 different pizzas and a selection of pastas

and salads in a self-serve buffet. Specialist cook for Chinese items with special spice.

Stickiness
Attractive ambience
A Mascot (master Chief) Employee dressing (Green cap Red jacket) Special designed cookeries (Dragon shape fork) Advertisement (statue ,Poster ) Character will be used for Ambience and as a Gift or

promotion strategy like a soft toy, key ring, tattoo, poster calendar or card.

Ambience
Master chief is positioned on in front.

Outlet will be well designed by yellow and red

color for attractiveness. Chinese corner will be designed by Chinese posters ,cookeries, Dragon Art and other things.

Loves Changes Lively Enjoys different taste

Red is an appetite stimulator & eye catching color

Your Dine!!! Your Way!!!

Why to wait 20 minutes

When Dinning is a pleasure.

Lively Pizza Buffet

Customers can customize their pizzas themselves. Fresh readily available pizzas saving customers time Increasing Affordability All-You-Can-Eat----Buffet Concept

Lively word reflect our Motto.. fresh, lively, versatile, cheerful set the tone of our restaurants

Budget allocation
Place: tier 1 (pune)

Outlet promotion: direct mail, newspapers,

radio ,video, magazine, web design ,sponsorship etc. Kitchen equipments: refrigerator, stoves, ovens, gas cylinder, other appliances Food and labor: cook(3), servant(2), manager(1) Outlet decoration: lighting, coloring, furniture setup Other exp

Startup cost: 25,00,000

Budget allocation
1 Month 2Month 3 Month Total

Place(pune) On Rent Outlet promotion Kitchen equipment

40,000 50,000 2,40,000

40,000

40,000 45,000

1,20,000 95,000 2,50,000

10,000 1,00,00 & 77,000 1,20,000 & 77,000

Food & labour 1,00,000 cost &62,000 Outlet decoration Furniture setup Other exp 3,00,000 2,00,000

3,20,000 &2,16,000 3,00,000 2,00,000 5,00,000

Marketing activities
3 Major level for marketing communication

Base level(low cost : Newspaper, direct mail.

Mid level(average cost : Billboards, Radio Large level(High cost): web design, sponsorships

Marcom

Direct mail Web design Sponsorship Newspaper Radio