IN&OUTWICH Your health is what we ValuePURPOSE The purpose to start this business is to serve people of new era with a different and themost competitive style. We want to help those people who could not spend time in their busyschedule to take healthy food by diet sandwich which is 100% nutrient, organic & healthy.The prime purpose is to generate profit by providing superb customer services. We aim to beleader in providing quality food items that fit into a balanced diet. Our aim is to provide thehygienic and delicious tastes of sandwich that the customers have never tasted before. We want
to add convenience in the lives of fast food lovers by providing them the most wonderfuldining experiences.THE RESTAURANT INDUSTRY - REVIEW Food service business is one of the largest industries in the country. This number hasbeen increasing for the past seven years. In the past five years the restaurant industry has out-performed the national GNP by 40%. Lifestyle changes, 1) economic climate, and 2) Increase of product variety.There are 600 new restaurants opening every month and over 200 more needed to keep pacewith increasing demand.TRENDS & STRATEGIC OPPORTUNITIES The predicated growth trend is very positive both in short and long-term projections.As modern living creates more demands, people will be compelled to eat more meals awayfrom home”.The forecasted how the industry might look in the year 2011. Some highlights from the panelsfindings: Consumers will spend a greater proportion of their food away from home. Independent operators and entrepreneurs will be the main source of new restaurant concepts. Nutritional concerns will be critical at all types of foodservice operations, and food flavors will be important. Environmental concerns will receive increased attention.WHO EATS FAST FOODThe food concept and product image will attract majority of the The student -- more and more young people have developed healthy eating habits. Some also go through a "health food phase" while in college.
The health conscious person of any age or sex -- this includes anyone on a restricted or prescribed diet or those who have committed to a healthy diet. Curious and open-minded -- "if you try it, you will like it." Through marketing, publicity, and word-of-mouth, people will seek out a new experience and learn that nutritious food can be tasty, fun, convenient, and inexpensive.WHEN DO PEOPLE EAT FAST FOOD Lunch (44%) Dinner (19%) Morning snack (40%) Evening snack (14%) Afternoon snack (31%) Breakfast (12%)The average person (over the age of 12) eats at a fast-food restaurant for an average of 9.2times monthly.PROPOSED BUSINESS LEGAL STATUS Although the legal status of business tends to play an important role in any setup, theproposed fast food business is assumed to operate on a partnership of 5 members which mayextend in case of addition of new products that might add significant Business to the existingsetup.INDUSTRY ANALYSIS Although the restaurant industry is very competitive, the lifestyle changes created bymodern 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 we are taskinginterest to provide lighter, healthier foods at moderate to low prices.The keys to success in achieving our goals are: Product quality. Not only great food but great service and a fun-entertaining atmosphere. 100 % organic food
Growing own vegetables in the near future 24 hours service & take home delivery Alliances with banks, telecommunications companies & other companies Full customization of sandwich for each individual Special packages for students, working people etc Online ordering system and cell phone application for menu and GPS locations Order tracking Managing finances to enable us to open new locations. Controlling costs. Focusing on themes that have customer appeal. Creation of spectacular design and layout at each facility.Critical Success Factors for the local sandwich shop could include: Establish and maintain an exclusive relationship with a baker to supply on a daily basis, 6 days per week, a range of specialty and exclusive breads baked according to proprietary recipes Purchase an extensive range of high quality meats, cheeses, fruits & vegetables Recruit and train: Friendly people with the right attitude to the customer (‘the customer is always right’) Highly efficient, creative people who enjoy making the best sandwiches for customers Encourage innovative product suggestions from customers and staff Charge a premium price but one which, together with the product and the service, ensures customer value-for-money Promote, make and serve fresh, exclusive, attractive, tasty, well-presented sandwiches always.OPERATIONS PLAN Fast food is the term given to food that can be prepared and served very quickly. Whileany meal with low preparation time can be considered to be fast food, typically the term refers
to food sold in a restaurant or store with fast preparation and served to the customer in apackaged form for takeout take-away or can be consumed at the store or the restaurant. The operational plan is an essential component to our business plan and it tells thereviewer how we are going to get your product/service out to market. That is, how we aregoing to get your product out of the production stage to the doorstep of you target customer.Speaking about our outlet, we have three sections in total in our store, which will be catering todifferent kinds of customers according to their taste and preferences. We have positioned our products/store as value for money and quality fast food but atthe same time we are not serving our customers, we want our customers to help themselvesthis strategy will also work as word of mouth promotion where the experienced customers willtell new customers creating a unique interest in the minds of potential customers.PRODUCTION PROCESSPreparing a Sandwich Since it’s a fast food which can be prepared very quickly as half of the things used toproduce something is already ready or prepared now preparing a Sandwich will start withhaving all the necessary vegetables on its place which means having our inventories on place,then the process of making the food that’s the sandwich will start followed by the Finishedproduct that’s sandwich having Inventories On place Work in Progress Finished Product Inorder to meet the demand of inventories which we will be having we will be using sum of theproduction operation techniques which will see that we are making optimum utilization ofresources and minimum wastage.Manufacturing Plan Once an order is received, the associate behind the service counter will begin toassemble the customers order based on the sales data which will be displayed on a monitor.Each associate behind the service counter will be responsible for a certain aspect of theassembly line such as; placing the necessary ingredient in the bread, adding the requiredcondiments, and making sure the meal is properly wrapped before delivery and set on a servingcontainer. The assembly line will have placards or assembly instructions showing how eachmeal should look and what condiments need to be on the sandwich. This will ensure that each
sandwich is done the same and will maintain quality. There will also be an associate in the rear of the kitchen who will supply the production line with more products. Products Fried Burgers Sandwiches Salads Beverages ChickenProduction process flow Raw Materials Cutting Mixing Filling Serving IN&OUTWICH has found something that allows us to improve quality and lower costs. 1.ImprovedQuality The benefits of a better tasting Sandwich should be fairly apparent. Unless of course you prefer aged sandwich, the fresher sandwich is going to be higher quality if made fresh just for you.
The less obvious benefit is the higher quality customer service that arises from the JITsandwich assembly. When “IN&OUTWICH” waits for you to order the sandwich, we do afew things to improve customer service. This higher quality customer service is subject to ourability to actually produce faster. Without this ability, “IN&OUTWICH” ordering costswould be sky-high because the costs associated with ordering would be the loss of customerstired of ordering fast food that really is not fast.Nutrition calculator “IN&OUTWICH” serves a wide range of quality sandwich that can easily fit intoindividual diet needs based on the principles of balance, variety and moderation. Our variedmenu and range of serving sizes make it easy to fit our food into a balanced diet and to create arange of meal combinations that fall within recommended guidelines for calories, fat and othernutrient WE are also helping you learn more about our food by adding nutrition information onsome of our packaging. Some of our packaging now includes the “IN&OUTWICH”Nutrition Chart. Our goal is to provide you with the information you need to assist you inmaking sensible decisions about balance, variety and moderation in your diet.2.LowerCost The holding costs for sandwich parts are fairly high because of its spoilagecosts. Instead of having a shelf life of months or weeks, the sandwich needs to be sold within15 minutes or so. The holding costs go from roughly 20% per week to 100% per hour. In terms of operating the business, its as easy as establishing a working relationshipwith a catering service to supply the sandwiches on a wholesale basis, while building acustomer base to purchase the lunch meals. Design a menu featuring all the sandwiches, saladsand other items available and distribute the menu to office buildings and factories. Customerswould simply place their lunch orders in the morning or the day before. Additionally, lunchorders could be placed by way of fax, phone or e-mail. But we will be delivering our productsto our customers within a Geographical Area of first 5km (Home Delivery) from our Store if
customers bill exceeds TL30/- and he need to pay 15% of the bill amount extra as deliverycharges which will be lowered as the bill amount increases in percent.INVENTORY MANAGEMENT SYSTEMa) Just-In-Time (JIT) is an inventory strategy implemented to improve the return oninvestment of a business by reducing in-process inventory and its associated carrying costs.Now as a store of fast foods we are in instant need of vegetables and other groceryrequirements as and when needed or required. This we will come to know through our Chefssuch as the presence or absence of a part. Quick communication of the consumption of oldstock which triggers new stock to be ordered is key to JIT and inventory reduction. This saveswarehouse space and costs. In order to meet our requirements we will be having tie ups withVegetable Vendor and 1 Grocery store.b) Economic Order Quantity (EOQ) is the level of inventory that minimizes the totalinventory holding costs and ordering costs. The framework used to determine this orderquantity is also known as Wilson EOQ Model. We will order on Daily basis with one order perday and as per our requirements say for example in the morning we order we will see to it thatwith that order our requirement is fulfilled of the day, this will reduce the transportation costfor 1 more order or unnecessary order .c) Supply Chain Management (SCM) is the management of a network of interconnectedbusinesses involved in the ultimate provision of product and service packages required by endcustomers. we will be having tie ups with sum of the vendors of vegetables and grocery stores,so that our needed requirements doesn’t get hampered as we will be following JIT and EOQmethods to avoid unnecessary wastage of resources and money.
IDENTIFYING THE LOCATIONFor establishing fast food (sandwich) restaurants we have selected mainly three areas aroundIstanbul. They are 1. Besiktas (Near Bahcesehir College) 2. Atasehir Istanbul 3. Eminonu ( Near Golden Horn)BESIKTAS (Near Bahcesehir College): In Istanbul Besiktas is one of the areas where large number of eduacational Institutes ispresent. Hence majority of the residents in Istanbul are student community. As alreadymentioned earlier students are one of the main customers for sandwich restaurant. Sincestudents are very busy in going to the colleges during morning they prefer to take healthy foodin less time. For them Sandwich is the most suitable food to fulfill their desires. More overthem can get sandwiches any time. Bahcesehir College is present at centre of the educational institutes in Istanbul. Thestudent population density is more around the Bahcesehir College when compared to otherareas in Istanbul. Apart from the educational institutes there are many offices present aroundthe Bahcesehir College. Hence in addition to the student customers we can concentrate inoffice employees too. Since Istanbul is highly residential area home delivery will be very easy.The transportation cost will also very less. For these reasons Istanbul was selected to establisha sandwich industry.ATASEHIR: Atasehir is one of the areas in Istanbul where more educated people and more healthconscious people are present. For our sandwich restaurant the main target customers are healthconscious people and open minded people. Since the cost for establishing sandwich restaurant is slightly expensive in Atasehir thecompetitors are very less. Our operating strategy is to compensate the cost with the morevolume of customers. Apart from this life style is one of the factors which have a huge impacton business. Atasehir people have a rich and modern life style when compared to others. Hence
the people in Atasehir prefer to take sandwiches as one of their major food in daily life. Withrespect to supply chain Atasehir is nearby to Eminonu which is the Main bazaar for the citywhere we can purchase raw materials like vegetables, Bread etc. So the transportation is cheapand easy. Hence based on the economical environment and life style of the residents Atasehirwas selected to establish our sandwich restaurant.EMINONU: Eminonu is the heart of Istanbul city. The main shopping bazaar in Istanbul is presentin Eminonu. Since it is a main bazaar the residents of Eminonu are very less but the passers byare more. Our Target customers in Eminonu is mainly shoppers and shop owners. Generallypeople prefer snacks during their shopping. If the snacks were healthy and easily available (likesandwiches) they choose to take. So by promoting the advantages of sandwiches we can getmore customers in our restaurant. Regular income can be generated by making agreement withshop owners for daily delivery. The transportation of raw materials will also be very easy.
APPLYING DESIGN PRINCIPLES TO LAYOUTSpace analysis for the following functional areas: Receiving Final (Hot-food) preparation Storage Employee locker room and toilet Office / counter Service areas Pre-preparation Ware washingOPERATING FACILITIES AND EQUIPMENT TO RUN THEBUSINESS 1. Kitchen Equipment 2. Kitchen apparels Commercial Fryers aprons Hot Food Storage bandannas Steam Equipment caps& hats Commercial Ovens chef coats Wood Cabinet Carts chef hats Work Tables face masks Tissue rolls finger guard Cutlery sets kitchen gloves Freezers Generators Microwaves Waste bins 3. Cooking equipment Restaurant Toasters Sandwich Grills Sandwich Press 4. Stationary Register rolls Sales book
Tape productsHow we will manage to serve best and fast to keep up to our customers expectations:- Use of paper products and plastic wraps keeps labor costs down: Pre-sliced cheese, packs of jellies and ketchup, getting the customer to help them. A limited menu restricted to items with a short preparation time would make fast service possible and would also be useful in streamlining operations. Utilization of time-saving equipment: Microwave, post mix beverage dispensers etc. Utilization of labor-saving equipment: Ware washers, automatic potato peelers and automatic coffee brewers.Access to Raw Materials The “Assembly line” model is common in foodservice design: A salad/cold food preparation area with access to raw materials: Flow in the dish washing processAccess to Utensils and Equipment:• Utensil drawer in each worktable, for each employee, or one drawer for each 4 linear feet ofworktable• Overhead utensil racks (ceiling-hung) in hot-food and cold-food preparation areas & nearsteam-jacketed kettles for paddles or wire whips• Shelving under each worktable for larger utensils• Wall-hung over shelf above each table• Racks for mixer parts and bowls• Large racks in bakery, hot-food preparation, and salad preparation areas for sheet pans,baking pans, and other large utensils• Special storage racks for food processor blades and parts• Large rack or special storage room for catering supplies• Knife rack in each preparation area
Layout of our Sandwich Shop
COMPETITIVE EDGELocation: Location is critical to success. Our store is on Main Street or just off Main Street,there by taking advantage of walk-by and drive by traffic. But we also need adequate parkingto make shopping at our store convenient for drivers.Convenience: Customers are willing to pay a little bit more for good food and the convenienceof being able to get what they want without having to travel out of town. Our customers willpurchase our food because it is reliable and delicious.High quality: Focusing on high quality food, we will draw customers from the competition, aswell as create a local market that has not existed before. If the prices are reasonable and thefood is good, we will have growth through repeat business.COMPETITIVE STRATEGY There are three major ways in which we will create an advantage over our competitor 1. Product identity, quality, and novelty 2. High employee motivation and good sales attitude (electronic applications feedback) 3. Innovative and aggressive service optionsFOOD QUALITY ASSURANCE The bedrock of all our socially responsible supply efforts is our commitment toensuring that all the foods and beverages we serve our customers are safe. We do business onlywith 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 areasthroughout the food supply chain from "fork to farm." Our Operations and Training manual for restaurant managers includes a whole chapteron food safety, with requirements and guidance that cover all the critical control points at the
restaurant level—from supply and delivery through storage, preparation, and holding. Food safety procedures are monitored by staff operations consultants, who regularlyvisit our restaurants to advise managers on operations. The consultants also conduct periodicrestaurant operations reviews, which include assessments of food safety procedures. Managersare expected to correct any irregularities identified.Systems & Controls A big emphasis is being placed on extensive research into the quality and integrity ofour products. They will constantly be tested for our own high standards of freshness and purity.Food costs and inventory control will be handled by our computer system and checked daily bymanagement.How orders are taken Similar to most fast food establishments’, orders will be taken on the right side of theservice counter where money will be exchanged and the customer will be issued a receiptcontaining the order selection and a claim number. Cups will be dispensed so the customer canselect their desired drink while waiting for their individual orders to come up. When the orderis ready, the associate on the left side of the counter will call out the claim number for thecustomer to pickup.Packaging Packaging design is a fundamental part of our top quality customer service. Many ofour menu offerings have unique packaging designs to provide insulation, help ensure foodsafety, and make them convenient for carryout. This gives us many ongoing opportunities tominimize the environmental impacts of our packaging and to provide industry leadership innatural resource conservation.
Daily operations and production The day-to-day operations of the restaurant from opening to close will be inaccordance to industry standards and norms stipulated. Our plan conveys to any reader thatmanagement has a sound plan for operating the restaurant. Operational issues such asscheduling, departmental job functions, ordering and receiving, menu production, service,general safety procedures and maintenance are some of the matters which would be cautiouslycatered to. We standardize our product and service by restricted menu items. To adopt “Ours-is-better-than-theirs” strategy by using a combination of focus-differentiation strategy keyed toproduct quality. Sales and marketing efforts are focused on the individual customer basis, tosuit their requirements and taste, to develop the superiority perception in customer’s view.Customer service We plan to adhere to establishing service attitudes and policies for effective qualityfunctioning and service provision. All the customer complaints which would have to behandled and how we will go about getting customer feedback such as surveys, electronics cellphone applications or through mystery shoppers will all be a part of the process of adhering toquality standards.Management controls Operating a restaurant on a day-to-day basis requires established systems and controls.Many seasoned restaurateurs have established systems to help them control cost and maintainexcellence. Unfortunately, though, some startup restaurateurs open their doors unprepared toindustry expert’s analysis, we plan to incorporate management controls, tasks and supportsystems into our plan.FINANCE PLAN Finance department is responsible to arrange the cash inflows of the business. It alsoidentifies the sources from where the finances can obtain to run the business operationssmoothly.
Capitalization needs: The estimated capitalization needed to open the business isapproximately TL500.000 - TL1Million and the planned sources for funding it are personalinvestments of partners, bank loan and credit union.Average Sale per Customer = Total Sales / Number of Customer transactionsthis can be done by the year, month, week or day. The important thing is sales members need atarget to aim for and this is one of the most effective ways of doing thisSales per Full time Team Member = Total Sales / Number of full time equivalent teammembers.Break even analysis
Table 2: Total Cash flow Year 1 Year 2 Year 3 Year 4 Year 5 Year 6EBDIT 971500 2572000 3235000 4114500 4312800 4904250(-)Depreciation 62500 250000 250000 300000 300000 325000EBT 909000 2322000 2985000 3814500 4012800 4579250(-)TAX @ 35% 318150 812700 1044750 1335075 1404480 1602738EAT 590850 1509300 1940250 2479425 2608320 2976513(+)Depreciation 62500 250000 250000 300000 300000 325000Cash flow 653350 1759300 2190250 2779425 2908320 3301513 NPV 4800968.186 Profitability index 2.600322729 Pay back period 37 months Initial investment 3000000 Require rate of return 15%
MANAGEMENT REQUIRED TO RUN THE BUSINESS 1. Fast food manager 2. Quality assurance manager Designation/type No Owner 5 kitchen supervisor 2 shift supervisor 3 Cook 4 take away order taker 1 dish washer 2 Cleaner 1 guard(12hour) 1 Total 19Cooks: Prepare food in a prompt, safe and clean manner to ensure complete customersatisfaction.V.P. Quality: Sets standards of quality to meet all state and federal health and safetyguidelines.Quality Manager: To assist V.P. of quality in obtaining all state and federal health and safetyguidelines, as well as delegation of tasks to ensure these guidelines are being maintained.Quality Supervisor: Oversees, and assists individual restaurant and its maintenance associatesto ensure the company, as well as state and federal health and safety guidelines are beingmaintained or exceeded.Maintenance: Carries out all functions as assigned by quality manager or quality supervisorwith a constant regard for fellow associates, and customers’ well being.
MARKETING PLAN A comprehensive business plan includes a sound marketing plan. Owner, investors andbankers want to know you have a proactive plan to grow your business. You can’t rely oninstant popularity and simple word-of-mouth marketing just because some restaurants, but notmany, open their doors to instant success.Objectives: Shall deliver what is promised, promptly Shall adapt to the changing trends and deliver the best accordingly Shall strive to maintain harmonious relationship with customers & suppliersGoals: Create Awareness through intensive marketing Attract people and impart the experience Break even by the third year of establishmentBrand name: IN&OUTWICH your health is what we ValueUSP “Organic sandwiches” is our USP. We care for the calorie & purity that our sandwichesadd to your health. We give sandwiches that will not make you sluggish in the morning andthat can kill your hunger during the noon, will give you a light feel for your dinner. We arehere to break up the common perception that fast food destroys your health. We value yourhealth than anything else.Service differentiation We are providing the customers with diet sandwich so it maintains their health. We willbe providing fast food in area of 5km. from our fast food hub. This is a unique positioningwere in the customer will perceive us different from other fast food outlets.Segmentation For any business it needs to identify the segment they are going to segment thepopulation. We segment people between age group who are so conscious about their health.We here by segment our customers into elite (who are youngsters between age 20-30) andpremium (people between age group 30-45).
Segmentation helps to cater each individual segment that has commonality.Targeting We cater mainly to these two segments that will take care of our sales. Once we aredone with our segmentation we are in to how we will target our segment. Unlike a commonsegment where you have wide range of population with different needs, segmentation helpsbetter in targeting our segment. You have a population with a commonality which you can tap.We focus our two segments so that they feel their needs are satisfied to the fullest possible.Positioning Now the biggest challenge in front of us is how we are going to position our products infront of our segments. To our elite segment we would like to position our sandwiches as tasty,trendy, with more varieties. We make them feel that we make them trendy, youthful with thefast foods but with concern for their health. Once we could position ourselves to our elite customers here comes our premiumcustomers. Here lies our greatest challenge and also opportunity. They are the customers whowe are looking for. They are the ones who are really health conscious but need our sandwichesto cope with their fast moving schedules. To them we are going to position our sandwich as a“Sandwich of their money, health and time”. So for them we will offer Home Delivery freeof charge for the first two months in order to position ourselves stronger and then later we willcharge little delivery taxes with new promotions.Marketing mixProduct Our main product is sandwich. We are specializing in producing sandwiches that arenot going to affect your health. We will have customization that is our customers will get theirchoice of taste. We use product differentiation strategy were we differentiate our product wemake the customer to feel that we are not offering them the ordinary sandwiches that everyoneoffers.
Price We are going to use cost plus pricing strategy. Since we are going to differentiate ourproduct from the others we are going have this strategy. Customers will not feel the differencein our price even if it is high as it appears to be a different one.Promotion The foremost activity and most important among the marketing mix is promotion. Weneed to create the awareness among the people about our sandwiches. Or else it will beconsidering as yet another sandwich in the market that has evolved to add fuel to existinghealth problems. It is our campaign that is going to bring out the innovation that we havebrought in sandwich. One our advertisement campaign succeeds sure our sandwich will standon its own. We would like to go for food festivals, set up rooms or Hall for birthdaycelebrations, sponsoring events in colleges, through Fm and hoardings. Even offer discount forspecial events.Place This is where we are one step ahead of our competitors. We see to that we are nearer toour customers. In Istanbul our outlets are in three places. 1) Besiktas 2) Atasehir 3) EminonuLONG-TERM DEVELOPMENT GOALSVERTICAL INTEGRATION meaning producing also what we sell. In the long run ourbusiness goal will be vertical integration but only to specify items so we don’t end up creatingtoo much diversification. So your business should be stuck to the sandwich line and otherbeverages (Cold coffee, chocolate shakes & milk shakes). Therefore diversifying some products tomaximize cost of raw materials otherwise it will lead to loss of control and harden the verticalintegration plan.DIET SANDWICH is an innovative concept that targets a new, growing market. We assumethat the market will respond, and grow quickly in the next 5 years. Our goals are to create areputation of quality, consistency and security (safety of food) that will make us the leader of anew style of dining.Strategies: Our marketing efforts will be concentrated on take-out and delivery, the areas ofmost promising growth. As the market changes, new products may be added to maintain sales.
Milestones: After the restaurant opens, we will keep a close eye on sales and profit. If we areon target at the end of year 1, we will look to expand it.Risk evaluation: With any new venture, there is risk involved. The success of our projecthinges on the strength and acceptance of a fairly new market. After year 1, we expect somecompetition in the form of other independent units. Chain competition will be much later.