This document proposes the establishment of a vegan fast food restaurant called Barnett's Vegan Fast Food. It is founded with the mission of reducing industrialized animal consumption and providing vegan fast food options. The founders' vision is for vegan fast food to eventually dominate the market as a more ethical option. The restaurant aims to start small by selling food at the University of Florida and expanding through franchising to spread compassionate values.

1. Traditional Fast Food is EvilThe Industrialized production of meat and dairy products is inhumane and occurs with no honor. At the root of this evil is fast food. Example-McDonalds is the largest buyer of beef and pork in the world. We have no other fast food options, until now.Now we can further do our part to reduce the amount suffering animals endue unnecessarily.9/3/2010Barnett's Vegan Food Fast

2. Barnett’s Vegan Fast Food Founded by Cole and Karla BarnettProviding Vegan Food, FastMission- To reduce industrialized animal consumption by delivery vegan fast foodVision- One day fast food will dominated by firms to respect the value of animal liveValues- Animals should be treated fairly in life and death, fast food should reflect this valueStrategyStart small selling at UFObtain 1 fast food unitSpread like wildfire until the world is a better place9/3/2010Barnett's Vegan Food Fast

3. The Restaurant Industry$120 Billion annual revenueMajor players include McDonald’s, Burger King, and Taco BellHighly Fragmented- 50 of the largest firms only own 25% of marketFast Food sub-industry is known as quick-service restaurants (QSR)Per revenue worker only 40kQSRs mostly franchises that advertize corporatelyQSR’s rely on high sales volume and fast service important sales creatorQSR sales volume determined by demographics, consumer taste and incomeOperations key performance indicator to keep overhead low and increase profit margin on large sales volumeAverage sales $6 -$9Retrieved from Hoover’s Premium 9/1/10 http://premium.hoovers.com.db24.linccweb.org/subscribe/ind/fr/profile/basic.xhtml?ID=27

4. Target MarketRestaurant industry targets young adults without childrenYoung men between the ages of 15-24 are important segment to QSRs, this market segment contains 13.4% of the total US Population in 2009 (DemographicsNow.com)People with children likely to eat drive-throughVegan Fast Food would focus on a small market niche of young vegetarian and vegan dinners People between 15-24 make up 25.4% of total U.S. population (Demographics Now)Only 4% of US population is vegetarian and only 5% of these people are vegan (http://www.time.com/time/covers/1101020715/poll/)Retrieved from Hoover’s Premium 9/1/10 http://premium.hoovers.com.db24.linccweb.org/subscribe/ind/fr/profile/basic.xhtml?ID=27

5. Competition and SWOT AnalysisTop Three CompetitorsMcDonald’s- #1 fast food sales, multi-domestic corp., their solution is to provide food fast that taste the same everywhere while using mostly teenagers as employees, has come under scrutiny about ethical practicesBurger King- #2 fast food sales, multi-domestic corp., solution is to market to 18-34 old males, ignores customer desire for healthier meals Taco Bell- #1 Mexican fast food sales, multi-domestic corp., solution is to serve fresh Mexican food fast with excellent service, major weakness is the ease at which the firm’s products and services could be duplicated by another firmSWOT Analysis for Vegan Fast Food Strengths - offers healthy food that taste great, first movers statusWeaknesses- Small niche market segment, will non-vegans eat food here? Perhaps only college towns and highly liberal towns as possible locationsOpportunities- There are no healthy option offered by competitors except salads, Americans are becoming more health conscious, other market segments may begin to eat more fast food if healthier options are avaible Threat- Other small vegan start up firms in North East, top competitors could easily offer vegan options if firm is successfulRetrieved from Hoover’s Premium 9/1/10 http://premium.hoovers.com