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rMaintain a 38% food and beverage cost with average sales per day RM 5.5K
.To expand into a number of outlets by year three, and sell the franchise to neighboring
 

 
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rovide customers the finest quality of F&B in the most efficient time.


  

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rovide community support through customer involvement.



 

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perate and grow at a profitable rate through sound economic decisions.
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T
SUCCEED IN THIS BUSINESS WE MUST.

1. Store design that will be both visually attractive to customers,

and designed for fast and efficient operations.
2.
n going aggressive marketing. Such as poster flyers and awareness to all the student and KDU staff
Highly trained and friendly staff
3. Create a unique, innovative, entertaining menu that will differentiate us from the rest of competition from outside Rest and Café.
4. Control costs at all the time in all the areas and implement a conservative approach to growth policy.
5. Sell the product that are of the highest quality, as well as keeping the customer happy with all of our product categories from food
to store merchandising.
6. rovide 100% satisfaction to our customers and maintaining the level of excellent services.
7. Encourage the two most important values in fast food business ( Brand And Image ) as these two ingredients are a couple of main
drivers in marketing communications.
8. Controlling cost at all areas which is 38% of F&B cost.
9. Hiring the best people available, training, motivating and encouraging them, and thereby retaining the friendliest, most efficient
staff possible.
10. Marketing strategies aimed to build a solid base of loyal customers, in house student and staff as well as
Maximizing the sales of high margin product, such as ala carte food and drinks.
 Marketing

‡Wall posters.
‡Design concept.
‡Disposable item with cafe logo
‡All the disposable item with cafe logo
.
‡Standing signage inside & outside College .
‡
utdoor signage (if possible).
‡Weekly food promotion.
‡
utside catering.
‡Merchandising items.
‡Duratrans food display
‡Mail
uts
‡Seminars- open house-welfare activity
àNewsletters
àIn-Store Marketing
à Store Marketing
àFree occasional t-shirts at stores events






1. The KDU SQ offers a breakfast, lunch and tea menu, drinks and take-away dishes.
2. Breakfast will include such items as
3. Budget Counter -fried rice ,Fried noodles , Soup noodle and porridge.
4. Bev Counter- Bev ,Roti bakar,Half boiled egg
5. Café Counter- Pastries ,bakeries and special coffee
6. Centre stage ²( Run by PM Module Student ).omelet's, scrambler egg ,Sunny side up
, cereal, toast.
7. The lunch menu will consist of various of mix rice from Budget counter, ala-carte
order from Ethnic Counter Western food from the Deli Counter and Bakery
 
O 





Î Consumer expenditures for KDU Square during the end of the year 2010, followed by the recovery of student number
which is drop by 10 % due to the 2 School which is shift to the KDU Campus Sec 13 PJ.
Î The increasing number of new establishments such as fast food stall ,Student having restaurant service inside the Kdu
UC fancy restaurants and gourmet bakeries around KDU UC has shown a decrease figure and no of pax . Food
spending is around 60% of total student and staff expenditures in KDU UC.
Î A much broader appeal exists for weekend slots because we are close on this two days.


 
Î With 5 counter in kdu SQ offer more variety of food from the local food to the Western food .

Î 

 

Customer satisfaction with food ,Beverages and service has been and continues to of utmost
importance ,at the same time the décor ,lighting, facilities and separated counter also improve the dining experience
Î

  ²This also play main factor to the customer which is they only spent below RM 7.00 for their
meal plus drink.
 
O



àWe are targeting in house students as our primary market. The Kdu Square is the place where most of the student meet not only for their meal, some of them
having a discussion, group study and also watching movie after school. Due to heavy extra-class activities among the student, it is common for high schoolers to
have lunch and packed food for their dinner in KDU Square.

à
ur secondary market segment is the Kdu UC staff

Ê §


àÕastly catering and event èWhile the KDU SQ will initially focus the dining, Café future expansion efforts will focus upon providing full è scale catering for
special event as well as other off-site venues. For catering or special event service.

Market Needs

 
KDU Square sees our targeted market group as having many "makan" (eating) following needs among our target markets.
ur core group:
Wants variety and flavor in its food, preferably something cooked ala minuet.

àÕooks for speed of service

àWants an entertaining and fun experience while having their meal.
àInsists upon a clean, friendly, and attractive environment
àIs computer literate wi-fi and so on .
àEnjoys eating .
àComes from various ethnic backgrounds
   

Î ur main competitors in this segment are any food outlets within the
300 meter radius along the Damansara Jaya. In our location, there are
1. Choy Kee Restaurant
2. Yu Yie Restaurant
3. Clay pot Chicken Rice Restaurant
4. Hong Mei.





  



àAt first. we will open one outlet inside the KDU UC .This will become our ³Market testing area´ and as we go further,
KDU Square is planning to open another outlet which is located at the new Glenmarie Campus set to be ready in 2014.

àThe first category of our sales strategy is to establish and maintain a position with our primary constituents:. We will depend upon keeping these
student and staff happy with our food and beverage products.

à
ur second strategy is to utilize the auditorium to cater the event held in this place.

à
ur third strategy targets the more student and staff to dine in KDU SQ

àFourth, KDU SQ emphasize its 100% customer satisfaction to win over customers.
àwill provide a see-through kitchen, ( Demo Kitchen ) so that people will see how we are committed to freshness in our products.
àThe kitchen will also let out an aroma of our freshly baked cookies, Danish into the surroundings area, so that people will come and try our
products.



à

ur unique Curry laksa and others item from Ethnic counter taste become our signature dish .
àEnthusiastic and friendly staff
àSupporting merchandise items that support company's brand building.
àInnovative packaging ,( aper bag )
 



Î The initial management team depends on the founders themselves, with little back-up. As we
grow, we will take on additional help in certain key areas. Part of our basic philosophy will be able
to run our executive management as a "knowledge sharing" fellowship. We will not add additional
overhead until absolutely necessary. This will mean that the initial staff support team will have to
work extra. By doing this, we will keep our overhead as low as possible, allowing us to adequately
staff our outlets. This will also allow us and future business partners to recoup investments as
quickly as possible and enjoy a higher return.

Î
 



Î ur initial employees will include 4 cashiers, six cooks ,one Supervisor,one Captain and one
manager This is considered an ideal personnel number for a food outlet the size of our own. Each
employee will work for -40 hours per week.