Kwasniewski´s Veggie Burger

AGENDA

• Description• Target audience• Location and Sales• Cost analysis• Co-Workers• Legal form• Local competition

Description

• Veggie Burgers consist of a Tofu pattie, different vegetables and delicious sauces

• they are served with organic fries and every day there is a different veggie soup which can be ordered as a menu

Description restaurant

• Kwasniewski´s Veggie Burger should look like an American diner but the materials are wood and real stone to make it more warm and comfortable (mix between diner and alpine resort)

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AGENDA

• Description• Target audience• Location and Sales• Cost analysis• Co-Workers• Legal form• Local competition

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Target audience• it is for young and old people who like to take

care of their health and live a healthy vegetarian lifestyle

• they have a higher median income and live in the more trendy quarters of a city

AGENDA

• Description• Target audience• Location and Sales• Cost analysis• Co-Workers• Legal form• Local competition

Location

• we should start in one of the trendy quarters of a big city (e.g. in Munich) then we could go on to sell the idea as a franchise

• first location should be next to a big yoga studio (e.g. Jivamukhti-Yoga in the Buttermelcherstr. in Munich), because the target audience lives there an there is a high percentage of walk-in customers

• we could also offer a lunch menu around 7 EUR for students and workers from local schools and offices

Location choice

Sales

• first the founders will build up the first location • if it is successful more franchise stores can be

opened in the following locations: – Harras (Sendling)– University (Schwabing)– Small bavarian university cities

(Passau, Regensburg, Bayreuth, Augsburg etc.)

AGENDA

• Description• Target audience• Location and Sales• Cost analysis• Co-Workers• Legal form• Local competition

Cost analysis• Start-up costs: around 120.000 EUR for facilities

(re-building around 50.000 EUR, machines and inventory around 70.000 EUR)• fixed costs/month: around 3000 EUR rent+ 9000 EUR

personal costs = 12.000 EUR (high local wage level)• variable costs: 0,5 EUR/Drink, 2 EUR/burger( average

price für drink+burger menu = 8,5 EUR)• Break-Even-Point: 2,5x+12.000 = 8,5x x = 2000

(In order to reach the profit zone, 2000 burger/drink-menus have to be sold each month)

• Problem: Interior design has to be financed ahead of time (savings or take out a loan)

Goal for Sales

2000 burger/drink - menus25 days (1 month minus shut down days) = around 80 menus each day

AGENDA

• Description• Target audience• Location and Sales• Cost analysis• Co-Workers• Legal form• Local competition

Co-Workers

• concept is healthy nutrition therefore the co-workers should also be vegetarians or vegans

• Where do you find them? – Internet chat rooms– sport students of universities– other vegetarian restaurants

• above average wage is offered and also fixed contracts, but with a trial period of 6 months

AGENDA

• Description• Target audience• Location and Sales• Cost analysis• Co-Workers• Legal form• Local competition

Legal form (KG)

• Kommanditgesellschaft (KG) would be best, since liability is unlimited for me as the owner (Komplementär), but it easier to get the initial loan from the bank

• in addition I have the possibility to collect money from investors (Kommanditisten) whose liability is limited to the amount of capital they are willing to give

AGENDA

• Description• Target audience• Location and Sales• Cost analysis• Co-Workers• Legal form• Local competition

Competitor I: Hans im Glück

• Hans im Glück (burger restaurant in alpine resort style)• big selection of vegetarian and non-vegetarian burgers• very full and lounge-atmosphere• location 4x in Munich

(franchise in Germany)

Competitor II: Tushita

• offers only vegetarian products• is teahouse with small range of vegetarian

food• small facilities (< 20 seats) and small selection• Location: Munich Glockenbach