BUSINESS PLAN

MBA ( FINANCE & MARKETING ) AMITY

GLOBAL BUSINESS SCHOOL
CLASS :- 2013-15
FACULTY: - DR. KOH
SUBMITED BY: - SUNNY MEHRIYA
ROLL NO:- A30101913086

EXECUTIVE SUMMARY
FINE DINE is the first online fast food restaurant in the history of India. Our aim is
to provide the quality food of your own choice at your door steps with the most
convenient online ordering and payment system.

OUR BUSINESS
We take great pride and care to provide you with the best food and dining experience
in the quick service online restaurant business. We believe eating sensibly, combined
with appropriate exercise, is the best solution for a healthy lifestyle.
Whether you're taking back lunch or bringing back dinner, FINE DINE has all your
favorite chicken, salads, sandwiches, snacks, sweets and Beverages. FINE DINE
also offers a variety of menu items for those who want lower fat, lower calorie
choices etc.To help you further, we've provided nutritional information so you can
make informed choices about what to eat.

PURPOSE
The purpose to start this business is to serve people of new era with a different and
the most competitive style. The prime purpose is to generate profit by providing
superb customer services. We aim to be leader in providing quality food items that fit
into a balanced diet. Our aim is to provide the hygienic and delicious tastes that the
customers have never tasted before. We want to add convenience in the lives of fast
food lovers by providing them the most wonderful dining experiences at their
doorsteps.

THE MOST FREQUENT CUSTOMER COMPLAINTS:

You can't get a table during busy periods of the day

Food is cooked too far in advance of when I order it

Food is not served hot enough

Their food doesn't stay hot if you take it home

Packaging for take-out food doesn't' keep it warm

Restaurant is too crowded during meal times

FEATURES OF ONLINE RESTAURANT

Aiming to serve you in a way that is more convenient than ever.
Our restaurant caters you 24/7 a week.
This e-restaurant allows greater customer service relationship by providing
enhanced service to their customers.
Our e-service ensures hygienic, nutritious, healthy food with quick delivery.

Customers can cancel or change the order by simply clicking without

disturbing their busy schedules.
Calorie guide and nutritional facts are displayed with each food item to help
the customer to make the most appropriate choice.

VISION STATEMENT
The company's goal is that of a multi-faceted success. Our first responsibility is to
the financial well-being of the restaurant. We will meet this goal while trying to
consider;

the effect of our products on the health and well being of our customers (and
our staff),

the impact that our business practices and choices will have on the
environment, and

MISSION STATEMENT
"Change the way, food is served

Tom Peters, the Management Guru states:

Any business that does not change will be dead in five years.
2008 will go down in history as the year of change, but still retailers who prefer the
old days and are, alas, losing market share.
Businesses dont change for the sake of change, businesses generally change
because the consumer either asks or forces them to change. It is not the industry
that is forcing change; it is you as consumers.

CORE VALUES AND PHILOSOPHY

Customer satisfaction through offering high quality food with exceptional

service and good value.

Be topical, not typical.

Constantly involve the team in the ideas loop.

More emphasis placed on the caliber and training of frontline people

We take great pride in serving each other, our customers and our
communities.

GOALS

We are committed to exceeding our customers' expectations every time.

We aim to be market leader by providing the superb customer experiences to

all our customers and thus by gaining their loyalty.

We will seize every opportunity to innovate and lead the industry on behalf of
our customers.

Our goal is to increase the profitability and reputation of business.

PROPOSED BUSINESS LEGAL STATUS

Although the legal status of business tends to play an important role in any setup,
the proposed fast food business is assumed to operate on a sole proprietorship basis
which may extend to partnership in case of addition of new products that might add
significant Business to the existing setup.

INDUSTRY ANALYSIS
Although the restaurant industry is very competitive, the lifestyle changes created by
modern 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
FINE DINE is tasking interest to provide lighter, healthier foods at moderate to low
prices.

OUR CUSTOMERS/TARGET MARKET

All the youngsters, children and fast food lovers who want to get the most exclusive
and the more innovative dinning experience

WHO EATS FAST FOOD

The food concept and product image of FINE DINE will attract 3 different customer
profiles;

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%)

Morning snack (40%)

Afternoon snack (31%)

Dinner (19%)

Evening snack (14%)

Breakfast (12%)

The average person (over the age of 12) eats at a fast-food restaurant an average of
9.2 times monthly.

COMPETITIVE ANALYSIS

FINE DINE is not without competitive pressures. Chief competitors include Yum!
Brands, McDonalds, etc
Yum! Brands are the world's largest, with 33,000 restaurants in over 100 countries.
Four of the company's highly recognizable brands, KFC, Pizza Hut, are global leaders
of the Mexican, chicken, pizza, quick-service food categories. Yum! has a workforce
of 272,000 employees and is headquartered in Louisville, Kentucky.

MAJOR COMPETITORS

McDonalds

KFC

SWOT ANALYSIS

FINE DINE restaurant is well positioned to leverage its strengths and address
reasonable threats, weaknesses, and opportunities. The table below highlights these
Strengths, Weaknesses, Opportunities, and Threats.

Strengths

Its the first online fast food restaurant in the history of India

Menu reflects demand for fresh, healthy and fast food.

Use of non-traditional channels.

Partnering with the India food association

Weaknesses

Employee turnover is high.

Lack of trust of general public about online order placing and then finally get
their desired food item

Opportunities

Continue to Grow Business in the whole country

Update website decor to encourage more dine-in business.

Improve Customer Service Model.

Continue to expand channel opportunities to include event wagons.

Threats

Food contamination

Competition.

Economic downturn.

Government policies

COMPETITIVE STRATEGY
There are three major ways in which we will create an advantage over our
competitors:
1. Product identity, quality, and novelty
2. High employee motivation and good sales attitude
3. Innovative and aggressive service options

PURCHASING HIGH-QUALITY SAFE FOOD PRODUCTS

Companies that supply food products to the FINE DINE must have a number of food
safety programs in place. They include, among others, programs for sanitation, pest
control, and microbiological control, and a hazard analysis critical control point
(HACCP) plan and program. HACCP is widely recognized, worldwide, as an effective
method of preventing food-borne illnesses.

PACKAGING
Packaging design is a fundamental part of our
top quality customer service. Many of our
menu offerings have unique packaging designs
to provide insulation, help ensure food safety,
and make them convenient for carryout. This
gives us many ongoing opportunities to
minimize the environmental impacts of our
packaging and to provide industry leadership
in natural resource conservation.

WHAT ARE THE BENEFITS FOR FINE DINE?

The major benefits for FINE DINE are better food at a lower cost.
FINE DINE has found something that allows them to improve quality and lower
costs. Let's take a look at how it does both.
1. Improved Quality
the benefits of a better tasting burger should be fairly apparent. Unless of course
you prefer aged burgers, the fresher burger is going to be higher quality if made
fresh just for you.
2. Lower Costs
The holding costs for burger parts are fairly high because of its spoilage costs.
Frozen ground beef that's good today might not be so good in a few months. Once
cooked, the same ground beef's spoilage rate shoots through the roof. Instead of
having a shelf life of months or weeks, the burger needs to be sold within 15 minutes
or so. The holding costs go from roughly 20% per week to 100% per hour.

RAW MATERIAL SURVEY

The adequate material will be available to support our project from local market
suppliers like K&N, Dawn bread. Raw material used in our products belongs to the
following categories

Natural form ( chicken , vegetables, rice)

Finished form ( oil, bread bun, butter cheese ,spices, beverages)

PRODUCTS

Products

Fried
Chicken

Burgers

Sandwiche
s

Salads

Operating Facilities and Equipment to run the business:

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

kitchen gloves

Beverages

Cutlery sets

Freezers

Generators

Microwaves

Waste bins

3. Cooking equipment

4. Stationary

Restaurant Toasters

Register rolls

Sandwich Grills

Sales book

Sandwich Press

Tape products

ORDERING SYSTEM
It is now easier than ever before to order a fast food delivery from your local
takeaway because you can do it over the internet. Using this website, you can FINE
DINE fast food restaurants in your local area and see the entire menu
online. Ordering is just a matter of clicking on what you want and entering your
address. The order be sent to the fast food restaurant for delivery to you - it's as
easy as that. Best of all its completely free!

You don't have to be a member to use this website but if you sign up for a free
account, it will make ordering food even easier in the future. You can store all your
details so that you only have to enter them once. Signing up also lets you to see a
past history of all your orders. You can even see your favorite meals and quickly reorder them.

Ordering
you start by entering your postcode. Check out the list and select whichever type of
food that you feel like.
Instead of ordering by phone and going for your usual burger and chips, you get to
see the full menu of this fast food place. Decide what you want and simply click on it
to add it to your shopping list. You'll see this at the left of the screen and it shows
you everything you've ordered along with the total price.
When you're sure you've chosen everything you want, just click on 'Place Order'.
After letting us know the delivery address of your order and choosing whether you
want to pay by cash or card, just sit back, relax and wait for your food.

What happens next?

At any time, you can check on the status of your order by using the order tracking
system on this website

PAYMENT PROCEDURE

On line payment through credit cards

in cash at the time of delivery of order

LOCATION
To run the business we have selected the most favorite site of fast food lovers i.e.
M.M ALAM Road

DEPARTMENTS OF FAST FOOD RESTAURANT

Finance department

marketing department

Operations department

purchasing department

customer services department

Marketing department:
The marketing department focuses on designing colorful advertising and promotion
materials.
WE BELIEVE:
Your team has the ideas that can help you be topical. Typical businesses tend not
involve the team in marketing strategies. Topical businesses constantly involve the
team in the ideas loop.
Once a month take a couple of hours to work on your business with your team,
provide some refreshments, and brainstorm ideas. Set a budget (which could be nil)
prior to the session so the team have a parameter to work within. The subject could
include how to develop unique displays, marketing campaigns or advertising to get
more people through your front door

MARKETING PLAN & SALES STRATEGY

MARKET PENETRATION
Entry into the market should not be a problem. The store has high visibility with
heavy foot traffic all day long. The local residents and students always support new
restaurants and the tourists do not have fixed preferences. In addition, $10,000 has
been budgeted for a pre-opening advertising and public relations campaign.

Marketing Strategy
Focusing on the unique aspect of the product theme (healthy, tasty foods) a mix of
marketing vehicles will be created to convey our presence, our image, and our
message.
Currently advertisement is being done through:

E-mails
Bill boards

Advertisement on different entertainment sites

Print media

Operations department:
This department focuses on preparing food efficiently

Purchasing department:
Is responsible to manage the adequate number of supplies and chicken purchases at
the right time and in the right quantity.

Customer services department

Are concerned to tackle and answer the complaints of customers in the most
congenial way. Any inconvenience faced by customers is tried to resolve through

FAQs

E-mails

If you're having any problems with this website then please don't hesitate to contact
us. You can find all our details on our contact page.
If you have any problems or disputes with any of the fast food order that we serve,
please contact us and we will investigate.
We are also interested in your comment and suggestions. This website is for you so
if you can think of anything we can help with, just let us know.

MANAGEMENT REQUIRED TO RUN THE BUSINESS

1. Fast food manager
2. HR manager
3. Quality assurance manager
4. Training & development officer

Designation/type
owner
kitchen supervisor
shift supervisor
cook
take away order taker
dish washer
cleaner
guard(12hour)
Total

no
1
2
3
4
1
2
1
1
21

CALIBER OF HR

Excellent customer service skills

Ability to lead and motivate teams and influence people

Good organizational skills

Energy and stamina

Decision making ability and problem solving skills

Strong communication skills, tact and diplomacy

LONG-TERM DEVELOPMENT

GOALS
FINE DINE is an innovative concept that targets a new, growing market. We assume
that the market will respond, and grow quickly in the next 5 years. Our goals are to
create a reputation of quality, consistency and security (safety of food) that will
make us the leader of a new style of dining.

STRATEGIES
Our marketing efforts will be concentrated on take-out and delivery, the areas of
most 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 are on
target at the end of year 1, we will look to expand it to other countries.

RISK EVALUATION
With any new venture, there is risk involved. The success of our project hinges on
the strength and acceptance of a fairly new market. After year 1, we expect some
copycat competition in the form of other independent units. Chain competition will be
much later.