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Fast & Fresh. Italy. By Gina Behrend & Tammy Koopmans. Industry Analysis. Restaurant Industry. Sales increase of 4.9% Daily Sales of $1.3 Billion Annual Sales (projected 2005): $476 Billion. Fast & Fresh Italy. Imagine the Pasta-bilities!!. US Food & Drink Sales (in billions).

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Fast & Fresh

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Slide 1

Fast & Fresh

Italy

By

Gina Behrend & Tammy Koopmans


Industry analysis

Industry Analysis

Restaurant Industry

  • Sales increase of 4.9%

  • Daily Sales of $1.3 Billion

  • Annual Sales (projected 2005): $476 Billion

Fast & Fresh Italy

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Us food drink sales in billions

US Food & Drink Sales (in billions)

Source: NRA Forecast

Fast & Fresh Italy

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Distribution of restaurant types in sioux city ia

Distribution of Restaurant Types in Sioux City, IA

Source: US Department of Labor & Statistics

Fast & Fresh Italy

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Food dollars spent in us

Source: National Restaurant Association

Food Dollars Spent in US

Fast & Fresh Italy

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Industry analysis1

Industry Analysis

  • Opportunities

    • Growing demand for fast-casual restaurants

    • Newly developing retail area

    • Busy lifestyles & health conscious individuals

    • Introduction of ethnic foods

    • Brand Recognition

  • Threats

    • Consumer spending

    • Local competitors

    • Supplier relations & securing supplies at reasonable costs

    • Budgeting

Fast & Fresh Italy

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Customer analysis

Customer Analysis

  • Target Market

    • Empty-nesters, childless couples, singles, business people

  • Dine out an average of 2.5 times per week

  • Trends

    • Consumer Demand for Choices

    • Consumer Demand for Convenience

Fast & Fresh Italy

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Market analysis

Market Analysis

Source: Sioux City Chamber of Commerce Statistics

Fast & Fresh Italy

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Competitor analysis

Competitor Analysis

  • Local Competitors

    • Limited Service

    • Full-Service

Fast & Fresh Italy

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Dining out characteristics results

Dining Out CharacteristicsResults

Qualitative Survey of Marketing Administration Students – October 2005

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Competitive analysis

Source: Qualitative Survey - October 2005

Competitive Analysis

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Internal analysis

Internal Analysis

  • Strengths

    • High quality food

    • Quick and friendly service

    • Variety of ethnic menu items

    • Healthy choices

    • Affordable prices

    • Great Location

  • Weaknesses

    • Limited Budget

Fast & Fresh Italy

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Fundamental marketing strategies

Fundamental Marketing Strategies

  • Local Suppliers

    • Metz Baking Company/Old Home Bread

    • Tyson Foods

Fast & Fresh Italy

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Demand forecast

Demand Forecast

  • Potential

    • 13,000 customers x 130 meals out x $ 7.50

      • $12,675,000

  • Fast & Fresh Italy Projections (First Year)

    • 9,750 customers x 8 meals x $7.50

      • $585,000

Fast & Fresh Italy

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Demand forecast fast fresh italy

Demand ForecastFast & Fresh Italy

Fast & Fresh Italy

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Slide 1

  • Positioning Strategy

  • Competition Strategy

    • Differentiation

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Marketing mix strategies

Marketing Mix Strategies

  • Product

  • Promotion

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Marketing mix strategies1

Marketing Mix Strategies

  • Price

    • $2.40 (cost of food) / .32 (food cost percentage) = $7.50

  • Personnel

    • 6 full-time employees

    • $7.75 per hour x 160 hours per month x 6 employees

      = $7,440 per month ($89,280 for first year)

Fast & Fresh Italy

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Marketing mix strategies2

Marketing Mix Strategies

  • Place

    • 5801 Sunnybrook Drive

      Sioux City, IA

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Implementation control

Implementation & Control

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Conclusion

Conclusion

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Appendix

Appendix

  • 12 Month Sales Forecast

  • 12 Month Personnel Forecast

  • 12 Month Profit & Loss Forecast

  • Promotional Materials

    • Advertisements

    • Menu

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Questions

Questions?

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