"Dr Tasty": Business plan of a healthy fast-food

Résumé du document

My project is to implement a healthy fast food I called “Dr Tasty”. It will take the juridical form of a franchise. This fast food will propose two kinds of products – ones will be similar to a hamburger, the others will be “natural” ones (what I mean by natural is: local and seasonal products). The innovation in this fast food is the process of cooking. Indeed, no oil will be used to cook the food. In other terms, it means that food will be low fat and calories will be calculated by an organism such “Weight Watchers” to get not a diet meal but a healthy one. A healthy meal does not mean a lack of taste – the steam cooker will allow food to keep and get full taste. The process of cooking is a Dutch innovation patented in January of 2008, consequently it means we will be the first on this market. This fast food will propose a panel of services for its customers – a person to help busy mothers, a quiet room for workers who need silence or short rest… Dr Tasty wants to become the place to eat and feel well.

Extraits

[...] Tasty” Business plan of a healthful fast-food Table of contents I. EXECUTIVE SUMMARY 1.1 The offer 1.2 The market 1.3 The staff 1.4 Financing II. PRESENTATION 2.1 The project ( Description, SWOT ) 2.2 The means (new technology and patent) III. MARKET AND COMPETITORS 3.1 Nature of the market 3.2 Customers 3.3 Competitors IV. STRATEGIES OF Tasty” 4.1 Strategies 4.2 Marketing Plan 4.3 Equipment and facilities 4.4 Strategic partnerships 4.5 Suppliers 4.6 Current results ( series of products, commercial plan) V. [...]

[...] If this partnership is not conceivable, the company will penetrate the stock exchange to support its growth and proceed actions for its international strategy. To make the profitability of the company in a quick way, the company is going to use 2 big strategies : the juridical form of the company franchising and the direct relationship with its local suppliers. Franchising The advantages to choose this king of juridical form are : Quick start As practiced in retailing, franchising offers franchisees the advantage of starting up a new business quickly based on a proven trademark and formula of doing business, as opposed to having to build a new business and brand from scratch (often in the face of aggressive competition from franchise operators). [...]

[...] Indeed all the menus we will propose will match the needed calories. For instance, cheese is very caloric but it gets a lot of taste and allows to the burger to not be dry. Consequently, we have to reduce the quantity of cheese but we have to find a mean to replace it spices, water, crème fraiche could be added to the cheese. A range of 6 burgers will be proposed with potatoes and chips. Menus will be defined in company of Weight watchers. [...]

[...] This character will be a doctor who always has good advice in nutrition. He won't be moralistic but sympathetic. He has to seduce the mothers.The partnership with Weight Watchers will allow us to get a credibility in nutrition. Communication To promote our fast food, we are going to use the Weight Watchers network (word of mouth). Then we are going to use teasing with boards and magazines we will create a kind of suspense around our product. For the opening of the first Dr Tasty, we will create an event. [...]

[...] Fast food are not a place of customers' service; of french fast food customers deplore it. Considering these data, we could say that Tasty” is going to penetrate a mature market. Indeed, even if Mc Donald's for instance knows a big success (it is the first fast food in France), we could imagine the cycle of its main product is going to decline. I think Mc Donald's has yet a long life but they need to adapt their products to the environment. [...]