ChloĂŠ Wicks N0329445 Negotiated Project Stage 2 FASH30002
CONTENTS -Aims & Objectives
-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
page 42 - 46
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.
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
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 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
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;
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.
“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
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
“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)
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
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.
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’.
The psychology of food and eating
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
the millennial generation; the rise in obesity and the impact that this has had on the UK consumer; and the
psychology of food. As a result I feel that this is the ideal time to launch an affordable, healthy fast food
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
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.
Figure 10: ‘ Perceptual Map’.
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’.
Figure 11: ‘ The Millennial Generation & The Food Industry’.
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
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.
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
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
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’.
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
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).
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.
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.
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.
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
a prominent feature for many upcoming food trends in 2014.
“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’.
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
purchase something healthy if they were aware of the health benefits.
to see more heavy protein based dishes available in restaurants.
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).
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.
Strong flavours Another trend is strong and bold flavours being used
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).
Figure 16 ‘Strong Flavours Moodboard’.
Chris Miller, senior Vice President at Sandelman &
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
and received good feedback from my peers.
such as fitness fanatics and health food
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: â€˜Aaker Modelâ€™.
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.
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
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.
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
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’.
P P P P P P P
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.
Price Millennials, especially university students, place a high emphasis on wanting good value products
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
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;
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
“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
market are very overpriced, this therefore detracts
“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
for value in products they consume.
37 Figure 19: ‘Personalisation’.
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
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
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
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.
Figure 21: ‘Good Food Trade Show’.
via social media pages such as Facebook, Twitter and Instagram.
Figure 20: ‘Nottingham’.
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
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.
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’.
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: â€˜Logo final choiceâ€™.
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’.
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.
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’.
Facebook - FAD restaurant Twitter - @FAD
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’.
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
I have created this menu for the FAD restaurant. I have seen a trend of using clipboards
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’.
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).
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.
Figure 42: ‘Restaurant Exteriors 3’.
Figure 43: ‘Restaurant Exterior - Final’.
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
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’.
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
Figure 48: ‘Floor Plan’.
Figure 50: ‘2D graphic: Restaurant mock-up’.
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.
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’.
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’.
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 â€˜FADâ€™ 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.
Chloe Wicks N0329445