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ChloĂŠ Wicks N0329445 Negotiated Project Stage 2 FASH30002

Words: 5340

Quotes:1278


CONTENTS -Aims & Objectives

1.Introduction

-Misconceptions about healthy food -Rise in healthy eating -Healthy food and Obesity -The psychology of food and eating

2.The Healthy Fast Food Market: British high street & global competitors

CONTENTS page 1 page 3 - 8

page 10 - 15 page 18 - 23

4.Food Trends for 2014

page 26 - 30

-Superfoods -Protein -’Free-From’ -Strong Flavours

page 32 - 40

6.Logo Development

page 42 - 46

7.Visual Outcomes

page 48 - 73

-The Big Idea -The Big Creative Idea -The 7 P’s

-Restaurant name and Logo development -Logo development - Final choice

3.Target consumer: The Millennial consumer, their wants and needs

-Millennials and the focus on health and value -Millennials and a focus on convenience and service -Millennials and the focus on provenance

5.The Big Idea & The Big Creative Idea

-Restaurant Branding -The launch -Restaurant Exterior -Restaurant Interior -Restaurant Food -Future recommendations -Conclusion


The aim of this report is to undertake research into healthy eating within the UK restaurant market.

I believe that there is a gap in the UK fast food market for a restaurant focusing on providing healthy food. I will use this research to identify how such a restaurant can take advantage of this gap.

Aim: To fill the gap in the UK market for a healthy, low cost, fast food outlet.

Objectives: - To assess the British high street and see what healthy fast food outlets are already available. - To look at the global healthy fast food market. - To look into the millennial consumer and their wants/needs. - To look at food trends in 2014. - To look at trends within design and interiors. - To look at the current trend of healthy eating, the misconception that all healthy food is bland, and the impact that obesity has had on the trend of healthy eating.

For my Methodology, please refer to appendix no.1.

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Intro

This guide (see figure no.1) is a very basic outline of what healthy is when it comes to food consumption,

Consumers, especially millenials, have become

showing what is recommended for a well-balanced

increasingly health conscious. Further, ‘healthy

and healthy diet. A common misconception among

food’ no longer means plain, boring and expensive.

consumers is that a healthy diet is aboring and plain

Today’s Millennial consumers want exciting food at a

diet. I held a focus group with 6 millennial consumers

reasonable price. To explore this trend further, I will

and when I asked them, “do you associate eating

focus on:

healthily with boring, bland food?” (see appendix no.14) 83% (5 out of 6) of the participants agreed with

(i). The misconception that all healthy food is bland

this statement.

food;

This idea of healthy eating is outdated and I am

(ii). The rise in healthy eating, especially amongst the

looking to combat this misconception and revitalise

Millennial generation;

this market with a new and exciting value food outlet.

(iii). The rise in obesit; and

Rise in healthy eating

(iv). The impact of the psychology of food.

Healthy eating is becoming a major trend within society. A recent Horizon Quickbite consumer eating

Misconceptions about healthy food

out survey (Perkins, 2014), showed a rise in people wanting to eat healthily and highlighted health and

Having a ‘healthy’ diet implies a diet that is promoting good health. In the UK, The Department for Health has developed the National Food Guide;

The

Balance

of

Good

Health

(HEA,

Figure 1: Eatwell Plate

lifestyle choices as increasingly important to diners when choosing where to eat out (as demonstrated by this infographic, see figure no.2).

Figure 2: ‘Factors influencing diners’

1994), updated to ‘the eatwell plate’ in 2013.

3

4


“This is good news for the UK foodservice sector” said Knight. “We should start to see an increasing the frequency with which consumers are eating out as the economy picks up, along with a gradual increase in average spend. Real growth will be slow, but is likely to be steady over the next 18 months.” (Knight, 2013 in Perkins, 2014).

The rise in ‘under 500 cal menu’ options, in chains such as Pizza Express, highlights this trend of healthy

The Ouickbite survey also indicated that the dining

The Millennial consumer has definitely changed in

eating (see figure no.3). However, the issue remains

out market was now stabilising, with eating out

attitude towards healthy eating. The health and diet

that these menu options are still very limited and

frequency now at the same level as it was in 2010

food market has risen dramatically, ‘over the last year

contain plain offerings. Eating outing expert Nicola

(Perkins, 2014). Further, the number of people eating

sales of health and diet foods was worth £1.6 billion’

Knight, director of Services at Horizon, said “Eating

out has increased by 69% year on year (Horizons,

(Mintel, 2013). This demonstrates the increase in

out venues are not doing enough to meet these

2014).

demand for this type of service and that this area of

demands” (Knight, 2013) cited in (Perkins, 2014).(see

the food industry is continuing to expand at a rapid

appendix no.18 for ‘rise in under 500 cal menu case

rate.

study).

“I do think that the number of people interested in eating healthily is rising. Whilst this is a great thing I see a lot of

The combination of a rise in eating out and a focus on healthy eating shows that now would be the right time to launch a health focused food outlet.

people in my clinic however who believe they have a healthy diet but what they Figure 3: ‘rise of the under 500 cal menu’.

assume to be healthy is far from it !! So there is still a lot of work to be done.” (Miss Nutritionist, 2014)

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Healthy food and Obesity There are many contributing factors as to why

cheaper and less healthy food; working longer hours;

Consumers continue to look for value for money post-

the health food industry is expanding, one of

and not being able to afford gym membership. Out

recession. Researchers have highlighted “consumers

which is the growing obesity epidemic. The rise

of the 3000 people that were surveyed, one-in-five

that have lived through the rescission will continue

of obesity has forced people and governments

said that he or she had put on weight in the past

to be penny pinchers” (Aversa and Condon, 2012).

to make changes.

A recent health survey for

year after eating cheaper, less healthy food, which

England (2010) revealed some shocking facts,

seemed to be the over lying issue. All these factors

Linked to this is the misconception that healthy food

demonstrated by this infographic (see figure no.4)

need to be taken into consideration post-recession,

has to be expensive food, (as shown by the quote

there are now many low budget gyms available, “the

below).

The government have already started taking action

budget gym craze was born out of the economic crisis,

by setting up an anti-obesity strategy in 2011, called

and is becoming an increasingly integral part of the

‘Healthy Lives, Healthy People: A call to action on

fitness industry.” (Key Note, 2013), (see figure no.5).

obesity in England’ (HM Government, 2011), setting

However, the food industry hasn’t seemed to have

an ambitious overall goal of reducing the national

provided a response to the vast amount of cheap and

energy intake by five billion calories a day in order

unhealthy food options that are available. People need

“I’d love to eat healthy salads every day, but they are expensive, so that puts me off.”

to restore the UK to a “collective energy balance”.

cheaper options for buying and eating healthier food.

(Peter, 2014)

The State of the Nations Waistline: Obesity in the UK report, 2014 also stated that previous predictions by the Foresight Report in 2007 (Haslam, 2014), suggesting that ‘50% of the population would be obese by 2050’, will now almost certainly be exceeded (Haslam, 2014).

A factor in the rise of obesity in the UK was the economic recession. It was reported that the British

With more consumers eating out and looking for Figure 4: ‘ The rise of obesity’.

value, more healthy, attractive eating out options are

population gained approximately 20 million stone

required. These options need to provide value for

within the first year of the recession (Express, 2009).

money, but are ideally placed to take advantage of the

In a survey consumers were asked about this, and

determination to tackle obesity. My restaurant will

what they thought the main reasons for this were,

aim to provide this alternative to consumers.

the top answers given were: stress eating; buying

Figure 5: ‘Budget Gym Craze’.

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The psychology of food and eating

Conclusion

The psychology of eating demonstrates that

I have looked at the misconception of all healthy food as bland; the rise of healthy eating, especially among

there

what

the millennial generation; the rise in obesity and the impact that this has had on the UK consumer; and the

being:

psychology of food. As a result I feel that this is the ideal time to launch an affordable, healthy fast food

we

are eat,

several the

three

factors most

that

affect

important

restaurant, which will appeal to Millennials. - The Food - The Environment - The individual

This diagram created by Conner and Armitage (2002), (see figure no.6) highlights the key aspects that affect consumer’s consumption of food and demonstrates what I need to do to make sure that the food looks appealing, the environment is nice and the individual feels comfortable.

Shepherd and Farleigh (Frewer, Risvik and Schifferstein, 2001) highlight ‘Sensory perception’ as an important factor affecting food choice. “Most senses are important at some stage of food consumption.” (Shepherd and Farleigh 1989). The visual importance of food is particularly important in stopping food consumption and may be used as a cue to ripeness or freshness as highlighted by MacDougall (Armitage and Conner, 2002). I feel that these are the key factors that overlap with healthy, fresh food. I will take advantage of these and build into the concept of my restaurant. Figure 6: ‘ The Psychology of food & eating’.


My first two objectives are to look at the British high street, to assess what healthy food outlets are currently available and focus on global alternatives. During my research, it has become clear that there are limited options for consumers on the British high street, especially outside of London.

These quotes demonstrate the lack of healthy options

“For a healthy lunch I would either get a Boots or Tesco’s meal deal, or go to somewhere like Pizza Express for a hot meal, they have some quite healthy pizza options.” (Pandey, 2014).

outside of London.

“We (Pure) are obviously London focussed and having visited several UK-wide areas have noticed a distinct lack of healthy, fast-food café/ restaurants. For lunch the options tend to be either formal restaurant style dining, traditional

“If I wanted to grab a quick healthy lunch I would probably just go to Subway, they have quite nice salads, there aren’t really many places to choose from to be honest.” (Hobson, 2014).

British pub food and or cheap, unhealthy

I visited London and photographed many healthy restaurant locations in the city centre, (see figure no.7). I then focused on the healthy eating restaurants

takeaways which contribute to “the obesity epidemic”. (Musgrave, 2014).

outside of London and the other fast food outlets that my consumers had stated as healthy (via my questionnaire – see appendix no. 10), such as ‘Subway’ and ‘Nandos’.

To form an international comparison, I compiled a moodboard of the most popular healthy restaurants in the USA (see figure no.8 and the UK (based in

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London and nationwide) (see figure no.9).

Healthy Restaurants - London Figure 7: ‘ Healthy Restaurants in London’.


Figure 8: ‘ Healthy Restaurants - USA’.

Figure 9: ‘ Healthy Restaurants in London & Nationwide’.


I created my perceptual map, to visualise and to assess whether there was a gap in the market for another healthy eating outlet in the UK. My perceptual map

The USA has a lot of successful restaurants focused on healthy food, and the UK can learn from the USA’s lead in this industry, as well as in food service. This sentiment was echoed by an America millennial whom I interviewed, who has experienced fast food outlets in both the US and UK;

(see figure no.10) demonstrates a gap in the UK market

“I think America are a lot quicker to catch on to trends whether that be in fashion or food.” (Robinson, 2014).

for a healthy, low cost, fast food outlet, as there are no restaurants focusing purely on healthy food with nationwide locations outside of London.

As I aim to open the first location for my healthy fast food outlet in Nottingham, I carried out a case study to see what options were already available in this city for diners (see appendix no.17). This helped me to see whether this restaurant would have a strong USP in Nottingham.

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Figure 10: ‘ Perceptual Map’.


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To further understand my target market consumer, I carried out three consumer interviews with Millennials: two from

My third objective is to look at my target consumer for

the UK; and one from the US. This helped

my healthy restaurant, the millennial. I have identified

me gauge the differences between the

several trends relating to my target consumer that will

two countries healthy food options and

help to guide the concept behind my restaurant, the

understand their thoughts on healthy

focus of Millennials on:

eating and eating out. This gave me a

(i) health and value;

more in-depth look into my consumer

(ii) convenience and service; and

base and their opinions and wants from

(iii) provenance of products.

healthy food outlets. I then used this information to create my consumer

This infographic (see figure no.11), demonstrates the

profiles on my two UK consumers.

most important factors affecting millenials in choosing

These consumers lead different lifestyles

where to eat: quality, price, creating a relationship and

and lived in different locations. Their

health benefits (Immersive crew, 2013).

interviews helped me see how to adapt the restaurant to suit the alternate needs of different members of the Millennial generation.

Figure 12: ‘ Consumer Profiles’.

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Figure 11: ‘ The Millennial Generation & The Food Industry’.

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1. Millennials and the focus on health and value

73% admitted that they couldn’t cook a healthy simple meal.

The proposed target market for this new healthy fast

Millennials are also the appropriate target consumer

A recent survey by Scala (Taylor Herring

food outlet will be Millennials, especially university

as the generation that are most health conscious. A

Communications, 2013), reinforces the millenials

students. Millennials spending habits differ from their

healthy food outlet would appeal to their wish to

desire to eat out a lot and be healthy, but highlighted

pursue a healthy diet at good value.

worrying trends that my restaurant would aim to

restaurant to remain competitive and popular, it has

address. Scala surveyed 1000 UK students, and the

to be focused on providing value for money.

that year, impressive for a group that has not yet

“Millennials expectations are different from those of previous generations, and companies will need to rethink their brands, business models, and marketing accordingly”

reached their “peak earnings” (Marlin Network, 2013).

(Boston Consulting Group, 2012).

predecessors, the baby boomers, they seek value most of all and, importantly, are more likely to take their

Health and wellness are two major trends that

report highlighted that the majority of millennial

Millennials are embracing when making their

students have very poor diets, due to: lack of

purchase decisions. According to Wellness Today,

knowledge; money; and availability on the high

Millennials are willing to pay more money for food that

street. These results highlight a gap in the British high

is fresh and healthy. When talking about Millennials,

street which my restaurant could fill. Three influential

Further, a survey by BBDO highlighted that 50% of

advertising agency Barkley identified: “Twenty-six

figures were:

Millennials refer to themselves as ‘foodies’ and 60% of

per cent consider themselves health fanatics” (Decker,

those self-identified foodies visit fast-food restaurants

Fromm, Lindell, 2013), a significant minority of a

at least once a week (BBDO, 2013).

generation who consider themselves as ‘fanatics’. The

meals in fast food outlets (Sladek, 2013). Millennials made more than 13 billion visits to foodservice venues in 2013, equating to 12.5% of all foodservice revenues

Millennial generation defines health and wellness as a

Millennials are cautious about their spending, even

way of life. Anthem stated “They linked it to concepts

if it’s high quality they’re after, “It’s about the quality

such as being your best self, doing things that inspire

and price” (Peter, 2014). They have emerged from the

and engage you, happiness and peace in mind and

recession as ‘Recessionistas’ – informed shoppers who

body” (Oneto, 2012).

stick to tight budgets.

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My research demonstrates key traits of my target consumer: that millenials regularly eat out, but are looking for healthy food on a budget. For my

2. 50% eat 2 or more takeaways a week

3. 57% said they do not know how to cook vegetables

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Millennials and a focus on convenience and service We live within a ‘Culture of Want’ and the Millennials

“For this generation, the definition of ‘expert’ – a person with the credibility to recommend brands, products and services – has shifted from someone with professional or academic credentials to potentially anyone with first-hand experience, ideally a peer or close friend”

Millennials and the focus on provenance Lastly, Millennials believe that working for a cause

“Millennials have less money, but they want to use that money to make a difference.”

Millennials: conclusion Millennials also have a keen interest in technology

Again this demonstrates key traits of my target

is “an integral part of life, and they are drawn to

audience and highlights issues that I need to be aware

the big issues”. BCG identifies that “they are more

of during marketing and promotions and the use of

likely to integrate their causes into daily life by

are a number of key generational attitudes and

social media. Millennials want convenience and speed

buying products that support sustainable farming

behaviours that retailers must pay attention to when

in accessing food, but also place an emphasis on the

or “fair trade” principles” (BCG, 2013). BCG also

The three key aspect that have showed up throughout

creating a millennial strategy, “Millennials are all

recommendations of friends. They are also increasingly

state, when it comes to food brands, Millennials want

my

looking to personalise their food experience and

several things: fresh and organic food, variety and

service, this is an aspect that will need to be included

customizable products, social change & sustainability

within the service my restaurant provides.

and social-savvy brands.

Chipotle, are already addressing these demands.

The Quickbite survey also revealed that provenance

‘America's Top 10 Healthiest Fast Food Restaurants’,

have become the so called ‘Now generation’.

(BCG, 2013).

According to Boston Consulting Group (BCG), there

about immediate satisfaction. They put a premium

Finally, AdAge highlight how personalisation is one

on speed, ease, efficiency, and convenience in their

aspect of service that Millennials are demanding.

transactions” (BCG, 2013). I will aim to incorporate

AdAge state, when discussing Millennials use of fast

the four key aspects identified by BCG into the service

food restaurants,

and experience of the restaurant.

was a big concern for diners, influencing 56% of

In addition, word of mouth also has a great impact on purchase decisions of the millennial customer, as displayed by this quote (in the bink speech bubble);

“Our customers are consistently telling us, particularly Millennials, that they expect variety, more choices, customization and their ability to be able to personalize their food experience.” (Morrison, 2013).

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respondents in their choice of restaurant venue (Horizons, 2014). In addition, Technomic research also finds that Millennials place a high value on attributes like grass-fed and hormone-free offerings, as well as social responsibility, sustainability, local and organic, when it comes to dining out.

(Carmen, 2013).

Large healthy fast food chains in America such as, Health Magazine rated Chipotle number 6 on its list of

and social media. I will therefore ensure that these are incorporated into the presentation and marketing themes for my restaurant.

research

is

that

Millennials

want

value,

convenience and provenance. These combine with Millennials focus on health and fitness, As a result, my research indicates that Millennials will be the perfect target consumer for my food outlet.

commending Chipotle for “its commitment to organics, hormone- and antibiotic-free meats, and produce sourced from local suppliers, which is revolutionary in a chain this big.” (Health, 2013).

These demands are important to millennials and I will therefore look to use and source organic, sustainable and local products, as well as offering a wide variety of options.

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I have identified four key food trends for 2014:

My fifth objective is to focus on changing food trends in 2014.

2014 is all about being healthy and health is definitely

1.

a prominent feature for many upcoming food trends in 2014.

3.

Superfoods

Strong flavours

Superfoods

“Health is an overriding issue for many trends, Foods that play to an audience looking for natural, healthy options are going to do well.”

2014 is more than the rise of regular everyday healthy foods, “it’s the rise of the ‘superfoods’, such as Buckwheat, flaxseed and chia seeds” (Waterlow, 2014). All these ingredients are stated as having many health benefits and these are ingredients that I would like to incorporate into the menu, in salads and smoothies, to add that extra health kick to health

(Jankowski, 2013) as cited in Wolf 2013).

conscious consumers. I will also have the nutritional information on the website as a member of my focus group also stated they would be more likely to

This image (see figure no.13) displays the responses I gained from Millennial consumers in my questionnaire.

Figure 13: ‘ Consumer Responses’.

2.

4.

The image shows what foods the recipients would like to see more of in restaurants. The top answers were exotic ingredients, gluten free products and protein, with 67% of respondents saying that they wanted

Proteins

purchase something healthy if they were aware of the health benefits.

Free-from foods

to see more heavy protein based dishes available in restaurants.

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Protein

“Free-from”

There has also been a rise in demand for protein based

There has also been a rise in demand for more

meals. Consumers want to see more high protein

vegetarian and ‘free-from’ foods to be available in

foods on menus, “if the box says ‘Protein’ Shoppers

restaurants (such as gluten free dishes). Gluten free

say I’ll take it.” (Wall Street Journal, 2013. Nassauer).

food is predicted to take off this year, the figure below

Protein seems to be a buzzword that is helping sell

was predicted by market researchers ‘Packaged Facts’;

Gluten-free products on the rise

“I have a gluten allergy. It’s hard to find gluten free food and when I do it’s always so much more expensive, which is annoying” (Hobson, 2014).

many kinds of foods,"It's one of those rare things that has a lot of different meanings to a lot of different people and they are all positive," says Barry Calpino (Vice President of Breakthrough Innovation, Kraft Foods Group Inc.). This moodbaord (see figure no.13) shows how food producers are trying to push the high

According to Cranes New York Business, ‘gluten free

protein values of these food to appeal to consumers.

foods were the trendiest at this year’s International

I asked 50 millennial consumers, “What kind of food would you like to see more of in restaurants?”, protein based dishes available in restaurants. Mintel identified that 54% of adults agree that high-protein foods can help you manage your weight and a further Figure 14: ‘ Protein Moodboard’.

38% stated that they would choose a higher protein food over a low protein one (Mintel, 2014).

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(Frei, 2013).

Restaurant and Food Service Show.’ (Frei, 2013). Despite this, the Horizon summer 2013 Menurama Figure 15: ‘ Free-from Moodboard’.

67% responded that they wanted to see more heavy

“Gluten free market is expected to expand to 6.6 billion annually by 2017.”

survey (that analyses menus across the food industry) showed only 2% of dishes in restaurants were gluten free (Horizons, 2014). By incorporating this ’free from’ dishes into my restaurant’s menu, it will provide my restaurant with a great USP, and provide a services that is much needed and set to be significant in 2014.

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Conclusion

Strong flavours Another trend is strong and bold flavours being used

Strong flavours

I have identified four key food trends in 2014: superfoods, protein based foods, “free-from” foods

in dishes (Labello, 2013).

and “strong flavours”. In order to make my restaurant

As the UK becomes increasingly diverse, consumers

competitive and attractive to consumers I shall aim to

are being introduced to new cuisines and flavours,

incorporate these into my concept.

with tastes becoming more diverse and adventurous, and Asian cuisine being especially popular among Millennials. Mintel also identified “the continued expansion of ethnic street food and regional American cuisine” (Spicer 2014).

Exotic Herbs & Spices

Making sure the food on offer is healthy but full of flavour is key to the popularity of this restaurant. Associates, a market research firm for foodservice companies, said that “consumers’ dining decisions still come down to flavour, particularly for a brand that is explicitly positioning themselves as healthy, they’re really going to have to knock it out on taste, because customers are sceptical that healthier products can actually taste good,” (Miller, 2013).

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Figure 16 ‘Strong Flavours Moodboard’.

Chris Miller, senior Vice President at Sandelman &


Big Idea

Big Creative Idea

My big idea is to create a new healthy fast food outlet,

My creative idea is to therefore design, mock up and

making healthy food, fun, interesting and affordable.

create aspects of this unique restaurant such as the exterior, interior and branding.

My new chain of healthy fast food restaurants will be the go-to healthy fast-food outlet aimed at Millennials

I have looked into trends within design and interiors

wanting, value, convenience and provenance, and

to help me come up with a modern and exciting

incorporating the food trends identified above.

design for this new restaurant have identified that there is a growing trend towards eating healthily,

These restaurants will be located in large cities with

especially among Millennials, and my restaurant

a dense Millennial population. The first location

can take advantage of this. . The restaurant will aim

will be in Nottingham, which has a large millennial

to counter misconceptions that healthy food is bland

population comprising of university student and

by taking advantage of strong flavours, and other key

young professionals. This location will gauge

food trends for 2014. Key to its success will be in being

popularity for the restaurant and see if it has the

able to respond to aspects that Millennials place in

potential to go nationwide.

high regard, such as value and provenance.

I also believe that marketing this as a healthy eating

The name of the new restaurant will be: FAD. After

restaurant will give the business a point of difference

testing my restaurant name ideas with my target

in a saturated market and can be used as part of a

audience, FAD was chosen as the best option. FAD,

lifestyle branding strategy targeting specific consumer

standing for five a day, represents the restaurant well

groups,

and received good feedback from my peers.

such as fitness fanatics and health food

enthusiasts.

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I developed this brand Aker model, originally developed by marketing professor David A. Aaker, to help me define my brand identity. I have outlined the unique set of brand qualities that represent what the brand stands for and offers to the consumers. The FAD brand image.

Figure 17: ‘Aaker Model’.

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The 7 p’s I have used the seven Ps formula to ensure that my restaurant concept is consistent and coherent. to the seven Ps approach will ensure that I respond to the traits that my target consumers, the Millennials, look for in the food and services they purchase.

Product

As demonstrated by my Aker Model (see figure

The service that will be offered by ‘FAD’, will be

Finally, the restaurant will provide food of a high

no.17), I want the tone of voice for the restaurant to

exciting, fresh and healthy food, with outstanding

provenance. We will aim provide food which have

be clear, health and healthy food are the main focuses

customer service.

been organically and locally sourced, and without

and themes of this restaurant. However, I do not want

the use of hormones or pesticides where appropriate.

this to be the exclusive message that the restaurant

The products available in the restaurant will all

By having local food, our restaurant will be more

portrays, I also want the restaurant to embody other

be very clearly branded to give a very distinctive

environmentally friendly as our food will have alow

values that Millennials place significance on, namely

branding and imag¬e to the company.

“food mileage”.

convenience, value for money and provenance of products. I will also aim to create a friendly and

One of the main themes of this restaurant, in addition

approachable atmosphere in the restaurant. The

to health, will be personalisation and variety. There

flexibility that the “pick and mix” style will provide

will be a selection of ready-made salads and healthy

will also enable the restaurant to position itself to take

pittas wraps to go, but the main attraction will be a

advantages of food trends that may become popular

large pick’n’mix style salad bar with a lot of different

amongst our target consumers.

choice and the ability to order hot meat and fish or vegetables to go with your salad. The pick’n’mix style

“Over recent years with more awareness of environmental issue, food provenance has become more important to me, but I wouldn’t want to pay more for this reason.”

This restaurant will offer a very unique USP,

will allow FAD to constantly alter its produce to keep

(Hobson, 2014)

providing purely healthy offerings, a guilt free dining

consumers interested and respond to food trends

experience and aiming to suit dietary needs that are

that arise. We will incorporate a lot of foods that I’ve

not met elsewhere.

found through research aren’t readily available on the high street, such as trendy ‘superfoods’, Protein based meals, including things such as chicken and lentils and a wide range of ‘free-from foods such as gluten free bread and soups.

In addition, the focus will be on providing strong and varied flavours, to take advantage of this key trend and combat the misconception that healthy food must be bland.

Pick ‘n’ Mix salad bar

Figure 18: ‘Pick’n’Mix Salad Bar’.

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P P P P P P P

Positioning

The restaurant will emphasise the locality and provenance of such in marketing materials and within the store itself, therefore appealing to Millennials who like provenance in their food product. The theme of provenance will also run through in the packaging.

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Price Millennials, especially university students, place a high emphasis on wanting good value products

Packaging

at a low price. This is part of a wider trend within consumers who are searching for value post-recession.

“Yeah I think that having a healthy diet is definitely more expensive, fruit and vegetables cost loads compared to some other products that aren’t fresh”

“I’d love to eat healthy salads every day, but they are expensive, so that puts me off” (Peter, 2014).

As consumers will make their first impression about

I therefore want the packaging that is used to be

FAD will aim to be relatively low cost and good value

the restaurant within approximately the first 30

recyclable. Another reoccurring theme that I have

for money.

seconds of seeing it, I need to make sure the packaging

noticed about the millennial generation is that they

stands out and is eye catching.

are very interested in personalisation, writing the

We will have a cheaper and more basic readymade

consumers names on their order. This will make

range of healthy salads, wraps and sandwiches for

the experience more exciting and fun and make the

those people wanting something easy and convenient.

sustainability and sustainable products, and this

consumer feel more like they are making a personal

These products will range from £2 - £5. Then we will

To gain a large loyal consumer base, discounts and

involves the packaging as well as the food;

connection.

have the pick’n’mix salad range that will be charge on

offers will be offered to consumers in ex-change for

the size of container chosen, a small - £4, medium £5

joining our mailing lists and following our social

and large £6. There will also be a further option at

media platforms. As the only other direct competitors

the counter to order personalised sandwiches/wraps/

are London centric, we will be under cutting our

pittas and a range of hot food which will all vary in

competitors in price quite significantly. Restaurants

Millennials concern with provenance extends to

Personalisation

“sustainability is our generation’s defining issue and as a result is important to the success of brands in the future”

price, but be below £10. All the food, including the cheaper options, will retain the healthy aspect at the centre of FAD.

Many healthy food establishments currently in the

(Parker, 2013).

market are very overpriced, this therefore detracts

36

(Hobson, 2014).

“I don’t always buy healthy food because of the price! Healthy food always seems so much more expensive” (Abdul-Razaq, 2014).

in London usually charge a lot more than restaurants in areas such as Nottingham, and one of our USP’s is that we are a low cost, good value restaurant.

Low cost good value. This will be key to the success of my restaurant because, as established above,

many potential consumers, as these quotes show

Millennials, or “recessionistas”, are always looking

clearly.

for value in products they consume.

37 Figure 19: ‘Personalisation’.


Place

Promotion & Route to consumer

My restaurant will provide these products through

One of the biggest challenges will be informing

Marketing and promotion are key elements to ensure

- Advertisements in the local University newspaper’s

and attracting consumers. I plan on doing a lot of

the success of this new food outlet. I aim to use

and in regional newspapers such as; The Nottingham

marketing and promotions for the restaurant prior

different promotional tools to raise awareness for this

Post.

to the opening so that people will be aware of FAD

new restaurant, encourage sales and create a clear and

before the opening day. We therefore would not just

recognisable brand image.

uniquely designed restaurants located in vibrant city centres. The first location will be in Nottingham, with a dense millennial population, comprising of university students and young professionals. The success of

rely on passing consumers as our initial consumer

this location will then determine the possibility of branching out in to further locations, such as Manchester, Liverpool and Birmingham. There are a large range of healthy restaurants in London, however such outlets are rare in other cities so it will be a new and exciting concept for consumers.

As well as just the brick and mortar building, the consumers will also be able to access the restaurant and its products through its own website. On here they will be able to view the menus and order food online so that once they arrive at the store their order will be ready.

This will raise awareness among local students and

Popular restaurant location in Nottingham where FAD will be located

allow them to receive voucher cut outs from the

base. The promotion would focus on several aspects

I plan to incorporate special offers and special

paper. Advertising in the local paper will also make

which Millennials place emphasis on, healthy food, at

promotions into the initial marketing campaign for

Nottingham locals aware of a new restaurant within

a reasonable price, with a focus on the provenance of

the restaurant, such as, a complimentary bottle of

the city. i will also have the infomation to our social

the service. Another key emphasis of my promotional

water with every meal purchased. This will make the

media pages on the advertisment, so that I can

campaign would be to address the misconception

prices appear far more attractive to the customers. I

measure how many new followers i gain from this

that healthy food is bland, therefore emphasising the

will also use flyers and vouchers to entice consumers

promotional tool.

strong flavours that our restaurant would aim to offer,

with special offers. These things will help to gain

and the food trends we would be including in our

excitement during the first few weeks of launching

product lines.

this new fast food outlet.

‘Good food’ trade show

According to WeMedia/Zogby Interactive, when

I also want to incorporate subtle hints of technology

I plan on integrating various different promotional

advertising to Millennnials, “55 percent of adult Gen

into the restaurant, as technology is a massive part of

aspects into my launch strategy, to deliver a unique

Yers (millennials) get most of their news/ information

Millennials’ lives. I will therefore incorporate I Beacons

campaign. I will promote the restaurant via many

online. The State of the News Media 2008 states

into the store environment. which will send passing

different outlets such as those listed here.

that news is shifting from being a product, such as

consumers a message or offer from the restaurant via Bluetooth, enticing customers into the store that might

a newspaper or a broadcast to becoming a service.” (O’Donnell and Yarrow, 2009, page 18). I shall

- Promote the brand at the ‘Good food’ trade show.

not have otherwise tried something new.

therefore concentrate the majority of my promotions

The purpose of this will be to start raising awareness

through ‘online’ sources. In addition to a personal

for the brand; as well as offering me the opportunity

website for the restaurant, I will also promote online

to meet with both the trade and the consumer.

38

- Online

Figure 21: ‘Good Food Trade Show’.

via social media pages such as Facebook, Twitter and Instagram.

Figure 20: ‘Nottingham’.

39


People “A 2007 Keller Fay Group study estimated that

- Flyer promotional leaflets at local University student

The final P of my marketing mix is people, and to

Millennials have 145 conversations about brands a

unions, Office blocks and areas with large footfall.

think specifically about the people inside and outside

week” (O’Donnell and Yarrow, 2009). For this reason

of the restaurant and those responsible for sales and

I need to make sure I am using my social media pages

Pre-launch, and during the first few weeks of the

interacting with consumers. Service is key in the food

to not just promote my business but to communicate

restaurant being open, I plan to flyer a lot around

industry, I want the customers not only to get great

and to start conversations and interactions with

the city so as to get people aware of the opening

food but to have a great experience at the same time

consumers.

and the location. This is also a fairly low cost way of

and that’s where exceptional service comes in to play.

advertising and can allow me to target promotions at

This is also driven by Millennials focus on personal

my exact target consumer. The flyers will also contain

recommendations, every customer is a critic, so it

money off vouchers, so as to hopefully encourage the

is important that service is of a very high standard.

consumer to come into the store.

I also want to make sure that the employees also fit

“Social media and consumers’ interaction are often at the forefront when discussing brands these days.” (Bergh and Behrer, 2011).

in with the style of the restaurant so they will wear - Outdoor Advertising

uniform and to fit in with the aesthetic of the brand.

I will also have an advertisement placed in a bus stop in a busy high street in Nottingham, this will cost approximately £300 for 2 weeks.

As this will be placed on a busy main road it will be seen by a lot of my potential consumers.

40

casual attire, so as not to portray a Mac Donald’s style


Restaurant name and logo development To start out the branding for the restaurant, I started out by deciding on a name for the restaurant. The

Tutorial: Peer feedback

name I chose for this new restaurant is: FAD.

“I really like the name FAD, I think it works well with a healthy themed restaurant.” (Robinson, 2014)

I initially started off by mind mapping a lot of ideas

FAD, which was originally ‘Five a Day’, was the most popular, and also worked the best with the restaurant concept. The name was shortened to FAD so as to be quicker and easier to say for consumers, while also retaining an association with a healthy diet.

for names for this restaurant (see figure no.22).

“I think FAD is catchier than the other titles and portrays the theme well.”

Tutor feedback Figure 23: ‘Feedback’.

(Peter, 2014)

I narrowed my ideas down to these final three names: 1. FAD 2. In the kitchen 3. Edible

The main idea behind this restaurant is to focus on healthy food, therefore deciding to call the restaurant

I then tested these names with my target market,

FAD works perfectly.

tutorial group (see figure no.23) and focus group to

After testing my name ideas and making a final choice

identify the most popular choice.

I then went on to start designing my logo (see figure

During my focus group (see appendix no.14) FAD

no.25, 26 & 27).

was picked as the most popular name by five of the Figure 22: ‘Restaurant names - mindmap’.

six attendees (see figure. 24). Figure 24: ‘Focus Group - Feedback’.

Figure 25: ‘Initial Logo Development’.


Logo Development Figure 26: ‘Logo Font Development’.

Figure 27: ‘Logo Image Development’.


Logo Development Final Choice

Figure 28: ‘Logo final choice’.

Through the development of my logo designs and testing my images I came up with this final logo.


BRANDING Restaurant Branding After the creation of my logo I then went on to create my restaurant branding and all of the promotional material for the restaurant; - Business cards - Menus - Packaging - Promotional material

I think that the logo stands out and helps make products instantly recognisable.

By having the logo on the store front, packaging and promotional material it will ensure that people remember the brand and all the products are cohesive.

Figure 29: ‘Initial Branding Ideas’.

48

Figure 30: ‘Final Restaurant Branding’.


FAD: Promotional Flyers

FAD: Loyalty Card I created these flyers as another promotion tool. As the

I created this FAD loyalty card, so that after

first restaurant will just be in one city (Nottingham)

customers leave the store they will have

using flyers to promote the new restaurant is a fairly

something to not only remind them to return,

low cost way to promote.

but to entice them with the offer of a free meal after 8 purchases. (Please refer to appendix

This will raise awareness for the restaurant by

no.22 to see where this fits into my consumer

ensuring that a vast amount of people will have

decision journey). These loyalty cards will

the flyer and know about the new healthy focused

continue to be used in the restaurant after the

restaurant in Nottingham.

launch week.

With the flyers I will also be able to target specific people (my target consumer – Millennials)

I will be able to see how successful this promotional tool was by seeing how many coupons (on the flyer’s) I receive back into the store.

These flyers will be handed out pre opening and during the launch week.

Figure 32: ‘FAD loyalty card’.

Figure 31: ‘FAD Flyer’.

50

Facebook - FAD restaurant Twitter - @FAD

51


FAD: Website

FAD: Social Media

I created a website mock up for FAD, as another way to promote the brand and connect with consumers.

I will also have a section on the website where people can sign up for special offers and the FAD newsletter, so I will be able to see how many people are visiting the site.

This page also has links to the social media sites for FAD.

The Website will go live when the promotion for the restaurant starts, 2 weeks before the launch week.

Figure 33: ‘FAD Webpage’.

52

Figure 34: ‘FAD social media’.


FAD: Outdoor Advertisment

FAD: Menu I also created an outdoor advertisement as part of my promotion.

This is a very good way of getting my consumers

to

know

about

the

new

restaurant.

I have created this menu for the FAD restaurant. I have seen a trend of using clipboards

within

restaurants

(see

appendix no.20), and I think this style fits in very well with my restaurant

An outdoor advertisement like this one,

theme. I think having the store logo

on the side of a bus stop on a busy high

at the top of the page will ensure that

street could cost about £300 for two weeks’

every part of the store looks cohesive.

exposure (Marketing Donut, 2014). Which would be affordable, even for a new

As well as these menus we will also

business like FAD.

have large chalk board menus with the specials on.

On the advertisement itself, it says “Quote:‘BUS STOP’ for 25% off @ FAD!”, I would use this as a way to draw consumers in to the store, as well as to measure the success of the advertisement, with the number of people that come into the restaurant and use that discount.

Figure 35: ‘FAD Outdoor Advertisement’.

Figure 36: ‘FAD Menu’.


FAD: Packaging Packaging I created a moodboard of the images of how I would

“I really like this packaging! I thinks its simple but effective, it stands out really well” (Hobson, 2014).

The Launch Before the restaurant opening launch week (1/6/14), I will use the promotional flyers to make consumers

like the FAD food packaging to look (see figure no.37).

aware on the new restaurant. I will start this 2 weeks

As there will be a lot of food from the restaurant that

before the opening so as to have enough time to get

can be taken away, the food packaging also serves a

consumers excited about the opening but not too long

double purpose, as not only to hold the food, but as

that they get bored of waiting.

another promotional tool. For this reason, I want the

The flyers have the social media pages on them so

distinctive logo to be very clear on all the packaging.

that this will be a way for the consumers to find out

As another theme I picked up on throughout my

more information and also for me to track the growing

research, was that of Millennial AND their emphasis

popularity of the restaurant.

on sustainability I will aim to use 100% recyclable

During the launch week there will be special offers

materials for my food packaging.

and discounts available for the customers and they

Another trend that I noticed Millennials like is

will all receive a loyalty card to help entice them back

personalisation, so not only do the consumers get

to the store after they leave.

the personalise their food choices, but there will also be personalised names/messages written on the packaging on small tags as you can see from the moodbaord.

“I think the packaging is great, it looks really on trend and the logo is very clear” (Thomas, 2014).

Figure 37: ‘FAD Packaging’.

57


EXTERIOR

Restaurant Inspiration: Quick serve hatch

Restaurant exterior The aim is that everything from the exterior of the restaurant to the branding is cohesive. I want the brand logo and signage to be displayed clearly on the exterior of the store. One of my objectives was to focus on design, interiors and architecture in relation to restaurants. One theme that I noticed to be reoccuring was, minimalism. as this is a theme that i want to run throughout the restaurant I also focused on this idea for the exterior. I also noticed the trend of ‘service hatches’ throughout restaurants in the UK and continental Europe and I would like to incorporate this into FAD, not only to be aesthetically pleasing, but also to provide ease and convenience for those consumers who have very limited time to grab food. The hatch will provide a quick and easy purchasing method for those customers in a hurry. Consumers will be able to order ready-made food through the hatch. I think that this will provide the restaurant with a unique look. I have created a moodboard of some of my inspirations for minimalism and exteriors (see figure no.38), as well as the service hatches trend (see figure no.39).

58

Figure 38: ‘Minimalism in Architecture’.

Figure 39: ‘Service Hatches’.


These are some mockups of my possible restaurant extiors, with the chosen name displayed on the outside of the building. I wanted to try a few different fonts and buildings to see what looked the best (see figure: 40, 41 & 42). Figure 40: ‘Restaurant Exteriors 1’.

Figure 41: ‘Restaurant Exteriors 2’.


After mocking up a few different restaurant fronts I decided on this as my favourite (see figure no.37).

The logo is very clear and the service hatch is on trend and allows for quick and simple purchses.

62

Figure 42: ‘Restaurant Exteriors 3’.

Figure 43: ‘Restaurant Exterior - Final’.

63


INTERIOR Restaurant Interior As one of the main design themes of the restaurant is minimalism, I have created a moodboard of some of my inspirations for this (see figure no.43).

I want the atmosphere in the store to be fun, but calm. I feel that with all the influx of technology into our everyday lives and the busy fast pace environment in which we live it would be a great juxtaposition to our everyday lives to have a very simple and calm

for the interior of the restaurant, I took inspiration from many places, such as nature and the ageless minimalism of Stone Henge and monolithic forms. I think the use of the bare stone walls and wooden

MINIMALISM

surfaces will add a very simplistic and peaceful feel to the restaurant atheistic.

I will then add a modern industrial twist, to the natural simple style by using neon listing within the store (see figure no.44). I also want to incorporate subtle hints of technology within the service, suiting millennial consumers and their familiarity with technology, such as contactless payments. Figure 44: ‘Neon Lighting’.

feel to the restaurant. I have looked at minimalist art, such as that by Ludwig Mies van der Rohe, to inspire me, although this artwork inspired me more in the sense of layout then actual artwork. I also looked at various architects that focus a lot on minimalism in their work, such as; Claudio Silvestrin. I like that his designs always emphasize the vertical with columns of material that accentuate the height of the space. I also looked at Japanese culture, the idea of simplicity appears a lot in the Japanese traditional culture of Zen Philosophy and in many Japanese architectural designs.

I want the interior to be free of clutter but filled with natural light, as I will have large windows and an open plan restaurant. When deciding the material

Figure 45: ‘Minimalism’.


I also created a colour palate and textures moodboard for the in-store environment.

As you can see from this colour palette (see figure no.46) I wanted the in-store colours to be very natural, as I thought this would lead itself well to the healthy and natural theme of the food and the textures used in store (see figure no.47) to be very natural and raw. Adding a pop of colour (the bright pink) to give the restaurant a distinctive colour and for branding to be noticeable.

Figure 47: ‘Textures Palette’.

Figure 46: ‘Colour Palette’.

67


FAD:Floorplan

FAD: Restaurant mock-ups

I created a floor plan (see figure no.48) for how I wanted the restaurant to look and to see how customers would interact with the environment.

As the pick ‘n’ mix salad bar is one of the main attractions of the restaurant this is a focal point of my mock-up, it will be very central and large and easy for Figure 49: ‘2D graphic: birds eye veiw’.

the customers to access.

I then went on to create a 2D graphic of the restaurant,

counter to order readymade and hot food.

so as to better visualise my ideas (see image no.50). (For further images of my restaurant mock-up, please see appendix no.23).

seating area pick ‘n’mix salad bar

pay point

Figure 48: ‘Floor Plan’.

Enterance

68

Service Hatch

Figure 50: ‘2D graphic: Restaurant mock-up’.

69


I created these insotre mock ups to visualise what the restaurant would look like with the FAD signage and examples of how I would want FAD to look inside.

I have used these mock-ups (see figure no. 45 & 46) to show how I will used the FAD logo throughout the restaurant, even on things such as candles.

70

Figure 51: ‘FAD - instore mock-ups 1’. Figure 52: ‘FAD - instore mock-ups 2’.


FOOD IN FAD

Figure 54: ‘Exciting Healthy Food’.

I have created some mock-ups and moodboards (see figure no.47, 48 & 49) of what types of food will be in FAD.

As FAD is a health focus restaurant and our pick’n’mix salad bar is a big part of the restaurant exciting and healthy salad will be the main thing on offer. As well as making sure to incorporate the four main food trends as identified earlier, such as proteins, superfoods, strong flavours and Figure 53: ‘FAD salad cups’.

71

‘free-from’ foods.

Other foods will also be on offer to order from the counter, as well as a range of healthy smoothies and drinks (see appendix no.21 for FAD smoothie inspiration board.)

Figure 55: ‘FAD smoothies’.


Future recommendations

Conclusion

I have several future recommendations for this

To conclude, after extensive research, I believe that

restaurant, once this location has been established

now is the right time to launch FAD. After looking

and has a growing loyal customer. I will aim to

at the social, cultural and economic issues related

open further ‘FAD’ locations in other vibrant cities

to the rise in healthy eating, as well as researching

to create a trusted chain of healthy fast food stores.

traits of millennial consumers and rising food trends.

These restaurants will hopefully become a successful

I feel that FAD is something that British mil-lennial

nationwide chain and eventually move to other

consumers, especially those based outside of London,

countries and become a global success.

both want and need right now.

As I have focused on healthy food as a theme, this

To that end I formulated an extensive promotional

can also been seen as more of a lifestyle not just a type

strategy and store mock-ups that I feel will greatly

of food so therefore there is opportunity in the future

appeal to this consumer base, as well as being able to

to branch out into other lifestyle products such as a

effectively respond to the rise in healthy eating and

healthy food range that could be sold in supermarkets

certain food trends.

and healthy desert range, such as protein frozen yoghurt. As I found from my research that many Millennials struggle to cook for themselves I would also recommend holding sporadic cooking classes within the restaurant.

73

Chloe Wicks N0329445

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