Healthier - Luisa Da Silva

Healthier A restaurant company

Created by: Luisa Da Silva Presented June 2021 Marketing I Ms. Sullivan, Everett High School

Copyright, 2021

Table of contents

● Cover page ● Table of contents - Page 1 ● Industry Overview - Page 2 ● Business Description - Page 3 ● Branding - Page 5 ● SWOT Analysis - Page 6 ● The Target Market - Page 7 ● Marketing Goals - Page 8 ● Marketing Mix - Page 9 ● References - Page 10

Industry Overview The Fast Food Restaurant Industry According to Business Wire, the fast food market size was valued at $647.7 billion in 2019 and is estimated to reach $931.7 billion by 2027, growing at a CAGR of 4.6% during the forecast period.

By type, the Asian/Latin American food segment is estimated to witness the fastest growth, registering a CAGR of 3.4% during the forecast period. Meaning our business will experience a fast growth in the near future since our menu includes Latin American food.

Our Position in the Industry According to Trust for America's Health, the U.S. adult obesity rate stands at 42.4 percent, the first time the national rate has passed the 40 percent mark, and further evidence of the country’s obesity crisis. The national adult obesity rate has increased by 26 percent since 2008.

Our business is to help people get back on track and have better health. We also aim to offer more options to people that are vegetarian or vegan since they don’t have much choice of where to eat and even fewer for fast food.

The Competition Some all-vegetarian fast food restaurants exist but some vegetarian restaurants are Clover Food Lab, Thai Vegan Cafe and True Bistro. Some fast foods that are located closely are Taco Bell, McDonalds and Wendy’s but they have a limited menu for our target market (Vegetarians and Vegans).

What Makes us Unique We are vegetarian and have vegan recipes too. We also recycle everything we can, and most of our ingredients are organic. We guarantee there’s no animal cruelty happening in our restaurant and we aim to serve our customers the freshest, healthiest and the most delicious plate of food.

Business Description Mission Statement Our company aims to help people with obesity and lead them to a better lifestyle, which can save their lives. Our mission is to provide a healthier alternative to common fast food, by incorporating healthier ingredients. We also want to provide fast food to vegetarians and vegans since they don't have many choices of where to eat.

Goals and objectives We hope to expand all over the world. At first we’re going to try to gain more experience and determine what customers want and need according to our type of business and after that we’re going to focus on gaining profit to hopefully expand across the country and soon the world.

Business Philosophy We value health and people, we aim to satisfy people’s palate, but with a healthy twist. Due to companies feeding the wrong thing to customers, America has become known for their obesity rate but we aim to change that and give America a new image.

Industry According to Business Wire, the restaurant business only plans to grow more and the Asian/Latin American food segment is estimated to witness the fastest growth, which gives our business a greater chance at success if we open it as soon as possible.

Strengths and Skills Our strengths are that we are good for the environment, by using organic ingredients, cruelty-free recipes and recyclable packaging. We have multiple advantages since we’re one of the few all-vegetarian fast food restaurants that focuses on giving clean and fresh food to our customers. Our advantages include not having to spend money on meat and little on dairy and even less on packaging which lets us save more to buy the most organic ingredients.

Target Market Our target market includes vegetarians, vegans, people trying to get healthier and adults located anywhere in the world in the middle income class. We plan to approach our target market through social media ads and through collaborations with other companies who share similar goals.

Closing Summary Many people have been dying due to diabetes and obesity and some others wish for a healthier lifestyle and that’s what we’re here for. We aim to offer people a healthier lifestyle and give vegetarians and vegans more choices of where and what to eat. We’re also eco-friendly and offer the freshest dishes with the most organic ingredients.

Branding Logo

Slogan If you never try, you’ll never know!

Color Scheme

Merchandise Examples

SWOT Analysis

Strengths ● ● ● ●

Large Target Market There’s not a single business like us Eco-friendly Affordable prices for healthy food

Opportunities ● ● ● ●

Partner with Ekho for cutlery Lots of advertising Carter parties Seasonal and Holiday discounts

Weaknesses ● ● ●

Costly ingredients Not everyone wanting to be healthy Few seasonal products

Threats ● ● ●

A lot of normal fast foods nearby (McDonalds, Wendy’s, etc) Lots of vegetarian restaurants that are fancier Competitors offer cheaper prices

Target Market

Age Age is not a defining factor, we’re focused on people who already fast food and can purchase on their own, so 15+, because 15 is the standard age to start working.

Gender Gender does not matter.

Marital Status Marital Status does not matter.

Family Our customer might/can be single, or have a big family.

Location Our target market can be located anywhere from Everett to Malden, Massachusetts.

Education We welcome anybody no matter their educational background.

Income Our restaurant targets middle-class income families but anyone else above that is welcomed too.

Occupation Our target market includes people who don't have a job and do.

Religion All religions are welcome in our store.

Language All languages are welcomed in our establishment.

Lifestyle

We target people who aim or want a healthier lifestyle. Our customers could have a busy schedule and go to the gym constantly or just have a normal job and just enjoy simple things like watching TV.

Motivation We target people who are motivated to change their lives for the better. By eating healthier food and having the motivation to help their bodies achieve their dream body goals or just maintain their figure.

Hobbies We plan to target people who like to workout and/or be activitove but we hope to reach people who have simpler hobbies, like watching TV, and motivate them.

Size Out target market size is pretty big, we plan to target children to adults, women and men, muslim and christians, and students and doctors. Our target market is all of the population willing to try our food, and change their lives.

Marketing Goals Goal #1: Increase Social Media Following ●

Since we have a wide target market we need to reach as many people as possible. By posting on social media we can gain more recnogiziation and customers.

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We plan to be very active on Instagram and Tik Tok. We plan to post weekly showing our food and explaining the health benefits. We would also compare food from our competitors and show how ours is better and healthier.

Goal #2: Focus on Customer Satisfaction ●

We appreciate every review a customer has to give because it helps us grow and continue to please people with our food.

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We plan to do giveaways which people can enter by filling a survey about our service and we’ll add more toppings/options as our business grows to make our food more appealing to a bigger audience.

Goal #3: Build Brand Awareness ●

Since we’re a new business and there’s not many like us our business will be pretty unique and bring attention but people might not want to try something new.

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We plan to bring awareness by participating in our community, donating to local charities, sponsoring local events and giving free food samples.

Marketing Mix

Product Our signature dish is the veggie burger since we offer a lot of different toppings and different burger patties, so customers can find their all-time favorite veggie burger. We plan to expand our menu with more choices so all cultures can enjoy a healthy vegetarian dish.

Price Since we use organic ingredients our prices will be more costly then normal fast food but still very affordable. Our prices for main dishes (burritos, burgers, takeout, etc) vary from $5 - $15, drinks vary from $3 - $7 and desserts from $4 - $8 each.

Promotion We plan to use platforms like Tik Tok, Instagram and Twitter. We’ll post weekly posts that explain the health benefits from our dishes and some challenges to excite people to come try our food. We plan to partner with eco-friendly companies and influencers to get our brand known.

Place Our first restaurant will be located in Revere, Massachusetts. We will offer pickup and delivery through our app and drive thrus and walkins will be available. And soon after we hope to expand to nearby places like Withtrop and Saugus.

References BusinessWire: https://www.businesswire.com/news/home/20200716005498/en/Fast-Food-Industry-An alysis-and-Forecast-2020-2027---ResearchAndMarkets.com#:~:text=The%20fast%20fo od%20market%20size,4.6%25%20during%20the%20forecast%20period.&text=In%202 019%2C%20by%20end%2Duser,global%20fast%20food%20market%20share.