This document contains a SWOT analysis for Wil's Grill, a street food business in Flagstaff, Arizona. Some of Wil's Grill's strengths include its founder's passion for clean food and experience in the food industry, as well as its focus on locally-sourced organic ingredients. However, weaknesses include limited profitability and reliance on temporary employees. Opportunities exist in growing demand for clean eating and expansion to catering. Threats include competition from other food vendors and seasonal limitations due to winter weather. The analysis evaluates both internal factors like resources as well as external factors like market trends that could impact Wil's Grill's business.

1.  Submitted By:
 Ayush Ojha - 2201040
 Deep Kardani - 2201051
 Hrishikesh Dhende - 2201058
 Shruti Dandekar - 2201049
 Arjun PK - 2202043
 Asawari Kakde – 2202045
 Atchaya G - 2202049
 Barsali Das - 2202051
 Bhagyashree Patil - 2202053
 Sarath Chandra - 2202058
 Devendra Mishra - 2202072
 Ankita Deo - 2202071
 Dhruti Varssani - 2202076

2. • VRIO analysis for a fast-food business:
• Resources with Competitive Advantage:
• Clean Food Concept (Value)
• "Clean Food" Menu and Sourcing (Rarity)
• Brand Reputation (Rarity)
• Resources with Potential Competitive Advantage:
• Relationship with Local Suppliers (Rarity)
• Street Food Vending Expertise (Rarity)
• Resources with No Competitive Advantage:
• Environmental Studies Background (Imitability)
• Hospitality-Driven Service Culture (Imitability)
• Critical Capability Driving Competitive Advantage:
• Portable and Flexible Operations with efficient food
preparation, logistics, and service.

3. WHAT ARE
THE CORE
COMPETE
NCIES OF
WIL'S
GRILL
 The core competencies of Wil's Grill are:
 1. Clean Food Expertise: Wil's Grill has a strong focus on
providing "clean food" characterized by locally produced,
organic foods, and sustainable practices. They are known for
their emphasis on food that is healthy for both the planet and
people, produced efficiently, with minimal waste through
biodegradable products and recycling practices.
 2. Culinary Skills: John, the founder of Wil's Grill, developed his
culinary skills from a young age. He learned cooking and
entertaining from his parents, who had food service and
restaurant experience. He honed his skills through experiences
at his family's food booth and his time at the NAU School of
Hotel and Restaurant Management.
 3. Operational Excellence: John and his partner Karl were
hands-on with every aspect of the business when they started
Wil's Grill. They handled obtaining permits and licenses,
ordering food and supplies, transportation, inventory
management, cooking, cleaning, and customer service. They
ensured that operations ran smoothly and efficiently, even with
temporary employees at various street events.
 4. Customer-Focused Service: Hospitality-driven service is a
core value for Wil's Grill. John's father taught him to treat
customers as friends, which led to positive customer
experiences and strong customer loyalty. Customers enjoyed
watching food preparation, and the employees were customer-
focused.

4. WHAT ARE
THE CORE
COMPETE
NCIES OF
WIL'S
GRILL
 5. Portable and Versatile Business Model: Wil's Grill's
business model was highly portable, allowing them to serve
street food at various events in different locations. They
also leased excess kitchen space in non-competing
restaurants for food preparation, making their operations
more flexible and cost-effective.
 6. Brand Reputation: Wil's Grill had received excellent
reviews from local writers, food critics, and customers.
They had a reputation for providing tasty and clean street
food, particularly focusing on smoked meats and barbeque.
Their brand reputation was built on sincerity, transparency,
consistency, and quality.
 7. Adaptability and Learning: John was willing to learn on
the fly and adapt to challenges in running the business. He
invested time in reading food trade journals to stay current
on trends and opportunities. He also learned from his
experiences, including feedback from customers and
catering opportunities.
 Overall, the core competencies of Wil's Grill lie in their
expertise in providing clean and healthy food, culinary
skills, operational efficiency, customer-focused service, and
adaptability to market trends and opportunities.

5. Menu variety:
Catering
customers
typically expect a
wide variety of
menu options to
choose from.
John would need
to develop a
menu that offers a
range of dishes to
meet the needs
and preferences
of his target
customers.
High-quality
food: Catering
customers expect
high-quality food
that is fresh,
flavorful, and
presented in an
attractive manner.
John would need
to invest in
training and
equipment to
ensure that his
food meets these
standards.
Professional
presentation:
Catering
customers expect
a professional and
polished
presentation,
including
attractive table
settings,
decorations, and
service. John
would need to
invest in training
and equipment to
ensure that his
presentation
meets these
standards.
Logistics:
Catering involves
a different set of
logistics than the
fast food
segment,
including
transportation,
storage, and
staffing. John
would need to
invest in a cargo
trailer, new
kitchen
equipment, and
staff training to
ensure that he
can deliver high-
Marketing: John
would need to
develop a
marketing strategy
to promote his
catering business
to potential
customers. This
could include
advertising, social
media, and
networking with
event planners
and other industry
professionals.
Financial
management:
Catering involves
higher margins
than the fast food
segment, but also
higher costs and
risks. John would
need to develop a
financial plan that
takes into account
the costs of
equipment,
staffing, and
marketing, as well
as the potential
revenue from
catering events.

6. THE
CAPABILITI
ES, WHICH
CAN BE
TRANSFERR
ED FROM
THE FAST
FOOD
SEGMENT
TO
CATERING
SEGMENT
1.Marketing: Utilize experience in effective catering service
promotion
2.Expertise in handling variable volumes: Efficiently handle
high volumes for larger groups.
3. Service-Oriented Culture: Extend customer-centric
approach for client satisfaction.
4. Operations Management: Streamline logistics and setup for
different event venues.
5.Menu Development: Craft unique and appealing catering
menus.
6.Brand Image: Extend positive brand image to catering
services.
7.Flexibility and Adaptability: Adapt to diverse requirements
and challenges.
8.Vendor Management: Coordinate with stakeholders in
catering events.
9.Customer Feedback Loop: Apply insights from feedback to
improve services
10.Local Supplier Relationships: Leverage existing
connections for quality ingredients.

7. John estimated he would need to expand his menu and improve
the food presentation based on what clients wanted if he were to
enter the catering business.
Additionally, John would need to invest in
 New kitchen equipment
 Logistics
 A cargo trailer to store, maintain, and transport food.
 Employees
 Marketing and promotion
He would also need to develop new job descriptions and training
for his staff members.
It is possible that John would need to acquire additional
resources and capabilities to enter the catering business
successfully.

8. John is considering expanding his business beyond the street
food segment and into the catering business. Catering
opportunities were available year-round in the Northern Arizona
market, and catered events could have up to 40% margins.
Additionally, John estimated that his annual catering marketing
expenses would be $7,500, and he believed he would realize
synergies with his existing street food segment marketing
investment.
Entering the catering business would require significant
investments in new kitchen equipment, logistics, staff training,
and assuming debt to finance the expansion.
Ultimately, the suitable strategic decision for John will depend
on his goals, resources, and risk tolerance. He will need to
carefully evaluate each option's potential benefits and
challenges and make a decision that aligns with his vision for
Wil's Grill and his livelihood.

9. SWOT
ANALYSIS
OF WIL’S
GRILL
Strengths
Passionate and experienced founder:
John Christ's passion for serving great healthy local food
and his upbringing in a family with food service and
restaurant experience provide a strong foundation for the
business.
Focus on clean food:
Wil's Grill has a strong emphasis on locally produced,
organic foods, and sustainable practices, aligning with the
growing interest in the clean food movement.
Portable and adaptable business model:
Wil's Grill operates as a highly portable street food
business, allowing flexibility to serve various locations and
events.
Strong customer relationships:
The emphasis on treating customers as friends and
delivering quality food has resulted in positive reviews,
referrals, and customer satisfaction.

10. SWOT
ANALYSIS
OF WIL’S
GRILL
Weaknesses
Limited profitability:
Despite several years in operation, Wil's Grill has
not yet achieved profitability, and the owners
have not been able to pay themselves a salary.
Reliance on temporary employees:
Hiring and managing temporary employees for
street events can be challenging and may result
in inconsistent quality and customer experiences.
Weather-dependent operations:
Winter weather in Flagstaff limits the number of
street food events, affecting revenue during
certain months.
Limited brand awareness:
A survey indicated that a significant portion of
the target market had never heard of Wil's Grill,
suggesting a need to increase brand visibility.

11. SWOT
ANALYSIS
OF WIL’S
GRILL
Opportunities
Growing interest in clean food:
The increasing consumer preference for healthy,
locally sourced food presents an opportunity for
Wil's Grill to attract more customers.
Catering market:
The catering segment offers a more predictable
business model, higher profit margins, and year-
round opportunities. Wil's Grill's focus on clean
food and specialties like smoked meats and
barbeque can differentiate it from competitors.
Market expansion:
Wil's Grill can explore expanding its reach to
neighboring communities and cities like Phoenix,
where there is a vibrant street food scene and a
large population.

12. SWOT
ANALYSIS
OF WIL’S
GRILL
Threats
Competition:
The presence of established competitors in the catering
market, as well as the emergence of new food trucks and
vendors serving healthier fare, poses a threat to Wil's Grill's
market share.
Seasonal limitations:
Winter weather and its impact on street food events in
Flagstaff can affect the business's revenue generation and
growth potential.
Financing challenges:
Expanding into the catering segment would require
significant investments in equipment, logistics, and
marketing. Securing financing may pose a challenge for
Wil's Grill.
Changing customer preferences:
Consumer preferences and trends can evolve over time,
requiring Wil's Grill to continuously adapt its menu and
offerings to meet customer expectations.

13. THANK YOU