Pasta Pasta: Business plan

Résumé du document

Pasta Pasta is a fast food restaurant that will offer different combos that main products are pastas. I will offer a large choice of pastas and sauces that will enable the customer to create its own meal; the consumer will also have the opportunity to add cheese. Pasta Pasta aims at offering a more nutritional food than its competitors; consumer will have the opportunity to take away or to eat in. This new venture will provide high profit margins based on pastas which are really cheap ingredients and easy to prepare.

This type of restaurant encounters a high demand especially in a student city like Waterloo; in fact the consumers don't focus their attention on cooking at home and usually prefer to eat something that is fast eating and healthy. The consumer will find in this offer many advantages: the service will be quick and will provide to most of the students healthy food; I want to differentiate myself from other fast food restaurants main based on burgers, fries or pizzas. My goal is to make the students discover the variety of plates you can make with pastas.

Extraits

[...] I will also need to be ready and anticipate many things such as recruitment, an aspect which will be tackled more in details in the Operations Part SWOT Analysis Strengths Competition: First pasta fast food in Waterloo Product more healthy than fried food Attractive prices Finance: High margins Poor staff Customers: Target easily most of the population Excellent quality/price ratio Weaknesses Company: Not well-­‐known Poor diversity of meals Opportunities Economy: Growing market: the snacking market is in full growth, with an increase of 55% since the last five years The revenues from meals increase every year, since 2000 Sociocultural: Loss of meals, nomadism, outside of home Ways of life are changing (eat whenever and wherever you want) Generalisation of consuming snack Increase of single people, having dinner separately Shortening time used to prepare meals People under 35 years old are the biggest snacking consumers Threats Legislation: Measure against obesity: five fruits and vegetables to eat every day Competition: High competition, especially inside universities 11 IV. MARKETING STRATEGY Positioning Statement Pasta Pasta is a fast food restaurant that offers different combos which main products are pastas. The consumer can choose a sort of sauces he wanted on his pastas and add extra cheese on it. Pasta Pasta offers nutritional food more generally to take away or to eat in. My main competitors are others fast food restaurants, in the example of Waterloo: Burger King, Pizza Maniac, McDonald's, Pizza Nova , Harvey's, HW, Wendy's, etc. [...]

[...] MARKET RESEARCH The market research is one of the most important parts of this business plan. It will enable me to have a better knowledge and understanding of the industry and the environment in which I want to launch Pasta Pasta. A/Industry Profile and Outlook I studied a lot the trends, which appeared in the industry of pasta these last years, especially in Canada. Indeed, before launching pasta fast food, I need to know how much Canadian people appreciate pasta. [...]

[...] This card will be available in every Pasta Pasta restaurants; My goal is to retain my first customers by providing good and healthy food; with the loyalty cards, I want them to feel that it is pretty cheap. Made the come back in my restaurants is my first goal. I also hope that the words of mouth will work well V. OPERATIONS Human Resources In order to be efficient, my plan is to employ at least two people plus a part time person during the lunch hours. [...]

[...] Throughout the forecast period, it will continue to be the case that chained establishments will be frequented more than independents, as consumers are still observing their budget restrictions and will continue to gravitate towards establishments that provide a known quantity and consistency, as well as better value. During the forecast period, sales at fast food restaurants are projected to see a CAGR of in constant value, to reach a total of approximately C$26 billion at constant 2010 prices, while the number of outlets is projected to grow by an annual average of just under 3%. Chained establishments are expected to continue to see stronger increases in all parameters, value, transactions and outlets, than independents. [...]

[...] My values will be: Quality: I want to offer the highest quality through fresh pasta immediately available to my consumers Choice: I offer a large panel of pastas and sauces that the customer can mix up Fastness: I will cook my pasta box in a very short time to satisfy hurried customers Vision: In the next 10 years, I will be present all over Canada in its biggest cities and I expect to be a top of mind brand for customers especially in the student audience in the fast food industry. Management The company is created and organized with friends I will have to look for. In order to be more efficient, I will split the stores between my best friends, that will allows me, at least in the beginning, to control every of my stores. Each restaurant will be organized of one founder, one employee, and a part time person during lunch hours (11h30-15h30). The employees will be trained in less than one day by me. [...]