[ PINK’S DELIGHT ]

The first online fast food restaurant in the history of PUNE.

Members :-Anirban Mazumdar 11074Vikram Keshwani Lokesh Jashnani

COMPANY’S DESCRIPTION

We take great pride and care to provide you with the best food and dining experience in the quick service online restaurant business. We believe eating sensibly, combined with appropriate exercise, is the best solution for a healthy lifestyle. Whether you're taking back lunch or bringing back dinner, PINK’S DELIGHT has all your favorite chicken, salads, sandwiches, snacks, sweets and Beverages. PINK’S DELIGHT also offers a variety of menu items for those who want lower fat, lower calorie choices etc. To help you further, we've provided nutritional information so you can make informed choices about what to eat. PURPOSE The purpose to start this business is to serve people of new era with a different and the most competitive style. The prime purpose is to generate profit by providing superb customer services. We aim to be leader in providing quality food items that fit into a balanced diet. Our aim is to provide the hygienic and delicious tastes that the customers have never tasted before. We want to add convenience in the lives of fast food lovers by providing them the most wonderful dining experiences at their doorsteps.

VISION STATEMENT • The company's goal is that of a multi-faceted success. Our first responsibility is to the

financial well-being of the restaurant. We will meet this goal while trying to consider;• The effect of our products on the health and well being of our customers (and our staff),• The impact that our business practices and choices will have on the• environment, and• The high quality of attitude, fairness, understanding, and generosity between

management, staff, customers, and vendors. Awareness of all these factors and the responsible actions that result will give our efforts a sense of purpose and meaning beyond our basic financial goals.

MISSION STATEMENT • "Change the way, food is served”• Tom Peter’s, the Management Guru states:• “Any business that does not change will be dead in five years”.• 2010 will go down in history as the year of change, but still retailers who prefer the old

days and are, alas, losing market share.• Businesses don’t change for the sake of change, businesses generally change because

the consumer either asks or forces them to change. It is not the industry that is forcing change; it is you as consumers.

OPPURTUNITYTHE MOST FREQUENT CUSTOMER COMPLAINTS:

• You can't get a table during busy periods of the day• Food is cooked too far in advance of when I order it• Food is not served hot enough• Their food doesn't stay hot if you take it home• Packaging for take-out food doesn't' keep it warm• Restaurant is too crowded during meal times• They don't use high quality meat• Takes too long to get your order• People who come in after me get served before I do• You have to wait too long when you go back to buy something else

OUR OFFERINGS FEATURES OF ONLINE RESTAURANT • Aiming to serve you in a way that is more convenient than ever.• Our restaurant caters you 24/7 a week.• This e-restaurant allows greater customer service relationship by providing enhanced

service to their customers.• Our e-service ensures hygienic, nutritious, healthy food with quick delivery.• Customers can cancel or change the order by simply clicking without disturbing their

busy schedules.• Calorie guide and nutritional facts are displayed with each food item to help the

customer to make the most appropriate choice.• With the unique ordering system, clients can choose from a wide variety of food

offerings available in menu.• Clients make their food selections and designate the day and time the food• should be delivered.• Once the order is placed, PINK’S DELIGHT remains in contact with the customer to

ensure that food is prepared according to the client's instructions and then confirms the on-time delivery.

PRODUCTS • Salads Beverages• Zinger Burger French Fries• Product Raw material used • Fried chicken- Chicken, flour, oil, spices • Burger Bun, chicken ,flour, oil, mayonnaise, salad,• Cheese

• Salads Fruits, Vegetables, chicken, pasta,• Macaronis

• Sandwiches Bread, chicken, egg, vegetables ,butter,• Mayonnaise

• French fries Potatoes, oil

CORE VALUES AND PHILOSOPHY• Customer satisfaction through offering high quality food with

exceptional service and good value.• Be topical, not typical.• Constantly involve the team in the ideas loop.• More emphasis placed on the caliber and training of frontline people• We take great pride in serving each other, our customers and our

communities.• We seek continuous improvement in all that we do.• Build trust relation ship with customers by promoting love and expertise.• We value a sense of urgency and emphasize an innovative ,

entrepreneurial approach to business.• We expect fairness and mutual respect in all our activities.• We know our success depends upon the initiative we take individually

and• our ability to work as a team.

MARKET RESEARCHINDUSTRY ANALYSISAlthough the restaurant industry is very competitive, the lifestyle changes created by

modern living continue to fuel its steady growth. More and more people have less time, resources, and ability to cook for themselves. Trends are very important and PINK’S DELIGHT is tasking interest to provide lighter, healthier foods at moderate to low prices.

THE RESTAURANT INDUSTRY TODAYThe food service business is one of the largest industries in the country. This number

has been increasing for the past seven years. In the past five years the restaurant industry has out-performed the national GNP by 50%. The reasons given by the Folkney Report (November 2011) are

1) lifestyle changes,2) economic climate, and3) Increase of product variety.There are 600 new restaurants opening every month and over 200 more needed to

keep pace with increasing demand.

GOALS• We are committed to exceeding our customers' expectations every

time.• We aim to be market leader by providing the superb customer

experiences to all our customers and thus by gaining their loyalty.• We will seize every opportunity to innovate and lead the industry on

behalf of our customers.• Our goal is to increase the profitability and reputation of business.

PROPOSED BUSINESS LEGAL STATUS

Although the legal status of business tends to play an important role in any setup, the proposed fast food business is assumed to operate on a sole proprietorship basis which may extend to partnership in case of addition of new products that might add significant Business to the existing setup.

PAIN POINTS AND BENIFITSOUR CUSTOMERS/TARGET MARKET All the youngsters, children and fast food lovers who want to get the most exclusive

and the more innovative dinning experience

WHO EATS FAST FOOD The food concept and product image of PINK’S DELIGHTwill attract 3 differentcustomer profiles;· THE STUDENT -- more and more young people have developed healthyeating habits. Some also go through a "health food phase" while in college.· THE HEALTH CONSCIOUS PERSON OF ANY AGE OR SEX -- this includesanyone on a restricted or prescribed diet or those who have committed to ahealthy diet.· CURIOUS AND OPEN-MINDED -- "if you try it, you will like it." Throughmarketing, publicity, and word-of-mouth, people will seek out a newexperience and learn that nutritious food can be tasty, fun, convenient, andinexpensive.

WHEN DO PEOPLE EAT FAST FOOD• Lunch (44%)• Morning snack (40%)• Afternoon snack (31%)• Dinner (19%)• Evening snack (14%)• Breakfast (12%)The average person (over the age of 12) eats at a fast-food restaurant an average of 9.2 times

monthly. COMPETITIVE ANALYSISPINK’S DELIGHT is not without competitive pressures. Chief competitors include Yum! Brands,

McDonalds, etcYum! Brands are the world's largest, with 33,000 restaurants in over 100 countries .TWO of the

company's highly recognizable brands, KFC, Pizza Hut, are global leaders of the Mexican, chicken, pizza, quick-service food categories. Yum! has a workforce of 272,000 employees and is headquartered in Louisville, Kentucky.

McDonald's Corporation (McDonald's) is the world's largest foodservice retailing chain with 31,000 fast-food restaurants in 119 countries. The company also operates restaurants under the brand names 'The Boston Market' and 'Chipotle Mexican Grill'. McDonalds operates largely in the US and the UK and is headquartered in Oak Brook, Illinois employing 447,000 people.

SWOT ANALYSIS PINK’S DELIGHTrestaurant is well positioned to leverage its strengths and address reasonable

threats, weaknesses, and opportunities. The table below highlights these Strengths, Weaknesses, Opportunities, and Threats.

Strengths· It’s the first online fast food restaurant in the history of PUNE· Menu reflects demand for fresh, healthy and fast food.· Use of non-traditional channels.· Partnering with the PUNE food association· Customizable menu offerings.· Staff training is structured and designed to assure rapid start-up and success.· Convenience is an important factor of fast food restaurant

Weaknesses· Employee turnover is high.· Lack of trust of general public about online order placing and then finally get their desired food

item

Opportunities· Continue to Grow Business in the whole country· Update website decor to encourage more dine-in business.· Improve Customer Service Model.· Continue to expand channel opportunities to include event wagons.· Expand packaged dessert offerings.· Continue to revise and refresh menu offerings.· Develop more partnerships with movie producers and toy manufacturers to. promote new movie releases through children's menu packaging and co branding

opportunities.

Threats· Food contamination· Competition.· Economic downturn.· Government policies· People with the access of internet only can place online orders.

MAJOR COMPETITORSMcDonald’spizza hut

BUISNESS MODEL

WHY IT WILL BE PROFITABLE

There are three major ways in which we will create an advantage over our

competitors:1. Product identity, quality, and novelty2. High employee motivation and good sales

attitude3. Innovative and aggressive service options

NUTRITION CALCULATOR• PINK’S DELIGHTserves a wide range of quality foods that can easily fit into individual diet

needs based on the principles of balance, variety and moderation. Our varied menu and range of serving sizes make it easy to fit our food into a balanced diet and to create a range of meal combinations that fall within recommended guidelines for calories, fat and other nutrients.

• Concerned about fat content? Need a special order? With our cooking system, customers

can special order various menu items to help meet their nutrition needs.Today, building on our Food Facts program, nutrition information is also included on our double-sided tray liners and on posters that are conveniently located near our front counters. Also, customers can get nutrition information online. Simply visit our Nutrition Calculator for nutrition and ingredient information and to customize menu items to your needs.

• PINK’S DELIGHT is also helping you learn more about our food by adding nutrition information on some of our packaging. Some of our packaging now includes the PINK’S DELIGHT Nutrition Chart Our goal is to provide you with the information you need to assist you in making sensible decisions about balance, variety and moderation in your diet.

FOOD QUALITY ASSURANCE The bedrock of all our socially responsible supply efforts is our

commitment to ensuring that all the foods and beverages we serve our customers are safe. We do business only with suppliers that share this commitment and work with them to continuously monitor, test, and track our ingredients. We have stringent standards and checks in place in critical areas throughout the food supply chain—from "itc and Epic.

PURCHASING HIGH-QUALITY SAFE FOOD PRODUCTS Companies that supply food products to the PINK’S DELIGHT must have a number of food safety programs in place. They include, among others, programs for sanitation, pest control, and microbiological control, and a hazard analysis critical control point (HACCP) plan and program. HACCP is widely recognized, worldwide, as an effective method of preventing food-borne illnesses.

MARKETING PLAN & SALES STRATEGY

MARKET PENETRATIONEntry into the market should not be a problem. The store has high visibility with

heavy foot traffic all day long. The local residents and students always support new restaurants and the tourists do not have fixed preferences. In addition, $10,000 has been budgeted for a pre-opening advertising and public relations campaign.

Marketing StrategyFocusing on the unique aspect of the product theme (healthy, tasty foods) a mix of

marketing vehicles will be created to convey our presence, our image, and our message.

Currently advertisement is being done through• E-mails• Bill boards• Advertisement on different entertainment sites• Print media

ORDERING SYSTEM It is now easier than ever before to order a fast food delivery from your local takeaway

because you can do it over the internet. Using this website, you can PINK’S DELIGHT fast food restaurants in your local area and see the entire menu online. Ordering is just a matter of clicking on what you want and entering your address. The order be sent to the fast food restaurant for delivery to you - it's as easy as that. Best of all its completely free!

Become a freeYou don't have to be a member to use this website but if you sign up for a free account, it will make ordering food even easier in the future. You can store all your details so that you only have to enter them once. Signing up also lets you to see a past history of all your orders. You can even see your favorite meals and quickly reorder them.

Orderingyou start by entering your postcode. Check out the list and select whichever type of food that you feel like.Instead of ordering by phone and going for your usual burger and chips, you get to see the full menu of this fast food place. Decide what you want and simply click on it to add it to your shopping list. You'll see this at the left of the screen and it shows you everything you've ordered along with the total price.

IMPACT OF BUISNES IDEAOrdering

we give you the chance to customize your order by selecting the type of sauce you want on your burger or whether you want salad on your kebab. In your shopping list, you might see a cross like this next to an item. This means that you can customize this item. Just click on it to see all the choices you have.When you're sure you've chosen everything you want, just click on 'Place Order'. After letting us know the delivery address of your order and choosing whether you want to pay by cash or card, just sit back, relax and wait for your food.

What happens next?At any time, you can check on the status of your order by using the order tracking system

on this website PAYMENT PROCEDUREOn line payment through credit cardsin cash at the time of delivery of orderLOCATIONTo run the business we have selected the most favorite site of fast food lovers i.e. M.G

Road

GROWTH PLANS IN FUTUREGOALS

PINK’S DELIGHT is an innovative concept that targets a new, growing market. We assume that the market will respond, and grow quickly in the next 3 years. Our goals are to create a reputation of quality, consistency and security (safety of food) that will make us the leader of a new style of dining.

STRATEGIESOur marketing efforts will be concentrated on take-out and delivery, the areas of most promising growth. As the market changes, new products may be added to maintain sales.

MILESTONESAfter the restaurant opens, we will keep a close eye on sales and profit. If we are on target at the end of year 1, we will look to expand it to other city.

RISK EVALUATIONWith any new venture, there is risk involved. The success of our project hinges on the strength and acceptance of a fairly new market. After year 1, we expect some copycat competition in the form of other independent units. Chain competition will be much later.