My project is to implement a healthy fast food I called Dr Tasty. It will take the juridical form of a franchise. This fast food will propose two kinds of products ones will be similar to a hamburger, the others will be natural ones (what I mean by natural is: local and seasonal products). The innovation in this fast food is the process of cooking. Indeed, no oil will be used to cook the food. In other terms, it means that food will be low fat and calories will be calculated by an organism such Weight Watchers to get not a diet meal but a healthy one. A healthy meal does not mean a lack of taste the steam cooker will allow food to keep and get full taste. The process of cooking is a Dutch innovation patented in January of 2008, consequently it means we will be the first on this market. This fast food will propose a panel of services for its customers a person to help busy mothers, a quiet room for workers who need silence or short rest Dr Tasty wants to become the place to eat and feel well.
[...] To make the profitability of the company in a quick way, the company is going to use 2 big strategies : the juridical form of the company franchising and the direct relationship with its local suppliers. Franchising The advantages to choose this king of juridical form are : Quick start As practiced in retailing, franchising offers franchisees the advantage of starting up a new business quickly based on a proven trademark and formula of doing business, as opposed to having to build a new business and brand from scratch (often in the face of aggressive competition from franchise operators). A well run franchise [...]
[...] Market and competitors 3.1 Nature of the market To penetrate the market of the fast food, the company is going to concentrate in a first step on the french market. Indeed, the french population seems to be ready to receive a project as Tasty”: Eating healthyly is conforming in the culture and in the habits of people. We could see it in the success of organism such “Weight watchers”, which currently get 650 centers in France and conduct 1.600 meetings per week. [...]
[...] rest Dr Tasty wants to become the place to eat and feel well The market The long-term objective of this project is to become the substitute of fat fast foods as Mc Donald's or Quick by being competitors or creating a partnership. It means Tasty” targets the same people than these fast food– family, teenagers, workers, etc. Prior, I will implement a Tasty” in Paris. Indeed, I want to target the French market firstly. In France there are 1 million of persons per day who eat in a Mc Donald's ! [...]
[...] They will work for us to better our performance in the area of healthy food Marketing Plan To differentiate our fast food from the others we need to get a personal identity. Turquoise is our colour it is different from the red used by the other fast food and make thought to health (without being a colour of hospital The restaurant As we said, Dr Tasty must be the place to feel and eat well. We could imagine to use an atmosphere with a structure in wood (or artificial wood). [...]
[...] the Bobo “bourgeois bohemian”) but families, teenagers, workers Opportunities Threats Healthy meals are viewed as a weapon War with the Giant of the fast in the fight against the over-weight food Mc Donald's. and the obesity success of organism such Weight Watchers. of the French population wants to lose weight 18 millions of persons. Fight against the over-weight : a lasting movement, not a trend. Fast food as Mc Donald's are viewed as place of junk food. There is a big lack of services in fast food 2.2 The means The steam cooker The 22 of January 2008, a patent has been presented by the Dutch Organization for the Applied Search ( TNO This patent is about a process that allows to fry fries and to broil meat with high degree steam and no oil. [...]
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