Simply Healthy Writing 30 Business Plan Project Samah Rahman, Karen Palm, Sheena Rice, Paola Tovar, Tania Moran Simply Healthy
Consider this scenario… • Are you sick and tired of the same old fast food restaurants? Do you really want another greasy hamburger? Are you craving something healthy and tasty? • Well, maybe it’s time for you try out “Simply Healthy,” it’s a healthy fast food restaurant for people who want to eat healthier and change their eating habits!
Would you eat THIS or THAT? Greasy Cheeseburger vs. Delicious Pesto Chicken Sandwich
Mission Statement • Simply Healthy’s Goal is to redefine the term fast food, we want people to love what they are eating, while not being concerned with the amount of calories or money. We want to create and environment that all ages can feel comfortable in.
Company Description • “Simply Healthy” is healthy fast food restaurant located in the metropolitan area of Miami, Florida. • “Simply Healthy” aims to be a fast food restaurant unique compared to the mainstream ones. • Our fast food restaurant will serve food items that are healthy, tasty, and nutritious. • “Simply Healthy” will offer customers a quick and healthy meal in a casual dining environment.
Target Customers • Working individuals with busy schedules Those who work long hours and are tired of the same old fatty food. • Working parents Parents want their kids to have good nutritious meals. • Those who are calorie cautious Nutritional facts are found on the menus, as well as posted on the wall.
Demographics • Our target customers would include men and women. • Our restaurant would be targeted towards individuals from ages 18-24 and 25-34. • Other target customers would also include tourists who are sightseeing in the Miami Beach/South Beach area.
Why would the consumer be interested ? • Simply Healthy is not just a fast food restaurant, its everything a consumer looks for in a restaurant but hasn’t found yet. • It’s healthy, with all the recent information on “life style diseases” many people are trying to eat more responsibly.
Why would the consumer be interested ? • It’s cheap, almost everyone is going through some sort of financial hardships, and we get that, we want our consumers to be able to come eat a delicious meal, and not have to worry about not having enough money to cover things. • It’s convenient, with having such busy lives with work and children, we get the need for things to be fast and easily accessible.
The Industry • Fast food (QSRs) • Low prices and cheap service • High in calories and fat • Ex: Burger King’s new Pizza Burger (2530 calorie meal priced at $13) • Ex: Outback’s Aussie Cheese Fries (2900 calorie “starter”)
Economic Trends • In 1970, U.S. spent about $6 billion on fast food • Since then, fast food consumption dramatically increased • In 2000, we spent $110 billion • Industry is a multi-billion dollar one, the U.S is seeing an average of 4% income growth for the past few years • Companies are eyeing India, where fast food spending grew by 40% this past year
Economic Trends of the Industry • The fast food industry has been steadily growing since the 1960s • U.S. provides majority income of fast food restaurants • 50% of McDonalds revenue come from overseas • Restaurants recently suffering due to rising prices of corn and wheat
Product Development and Manufacturing • Our products are fairly simple • Low calorie salads, soups, sandwiches, wraps – fast and easy to prepare • Estimated time needed to produce and edit menu options, establish prices, training time for staff • We predict to have our products available for sale in about 3 months
Healthy is Trendy • “Rising concerns for ‘’health and wellness’’ are bad news for fast food which is generally perceived as fattening and unhealthy.” (www.wikinvest.com) • “A whole new KFC experience is arriving with the new grilled chicken menu.” (Nations Restaurant News,12/10) • “Burger King tries mini-burgers on for size” (NRN, 12/23)
Healthy Food Industry Analysis • Healthy food industry is growing • Global organic sales in 2003: $25 billion & in 2008: $50.9 billion • Fifty million people in the US are dependent on fast food • 25.2 of Florida’s residents are obese.
Childhood Obesity • 9 million children ages 6-19 are overweight. • From 1980 to 2008, the prevalence of obesity in children aged 6 to 11 rose from 6.5% to 19.6%. • In the United States, more than 15% of school-age children are overweight or obese. The number of cases is increasing, especially in minority populations. • Children who are obese are more likely to become obese adults.
Industry Analysis in terms of the environment and beauty • Beauty • “You are what you eat” • Bariatric Surgery increased by 40% in 2003 • Sustainability • “Go Green” • Caring about the environment = a change in habits
Competition and Our Advantage • Big named fast food places such as McDonalds, Burger King, Jack in the Box, KFC • Health conscious places like Jamba Juice and Subway • Adv: we’ll serve more than sandwiches and smoothies, healthy food that will not cost more than their unhealthy counterparts
Analysis of Current Competition • 1st “Panera Bread” • 2nd “Jason’s Deli” • 3rd “Au Bon Pain” • 8th “McDonald’s” • Besides Jamba Juice, Subway, and Togo’s • Our competitors include other restaurants that serve healthy food items.
Advantages & Disadvantages • Competitive Advantage • Variety in Menu • Cheap healthy food all below $10 • 24 hour Drive-thru • Comfortable, relaxing environment • Innovative Team • Competitive Disadvantage • Quantity of food versus prices • Maintenance of fresh fruits and vegetables • The general public is used to greasy fast food • Food Industry is competitive at this point
Advertising Strategies • Radio: High reach, high target ability, low cost • Billboards: targets affluent and mobile people, location is crucial • Magazines: audience targeting is very precise • Local Newspapers: raise community awareness, gain regular customers