CO4820 Assignment of Critical Analysis - Healthy Restaurants
Added on 2020-05-28
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Running Head: ASSIGNMENT OF CRITICAL ANALYSIS Healthy Restaurant Business PlanName of the Student:Name of the University:Author’s Note:
1ASSIGNMENT OF CRITICAL ANALYSISExecutive SummaryThis research study was carried out for determining if it is possible to inaugurate a healthy restaurant in London. The healthy restaurant industryhas experienced incredible development in the previous two decades. Healthy restaurants embrace improved quality, healthy ingredients andremuneration of achieving the support of customers concerned with eating well and preserving the surrounding environment. The requirementfor natural and healthy foods is a well-documented customer-driven trend that is nestling into an increasing number of independent restaurants.Survey indicates that lots of consumers buy healthy foods because of professed health and nutrition benefits of healthy products. For makinghelpful comparisons between healthy and traditional restaurants’ food quality and cleanliness should also be granted.
2ASSIGNMENT OF CRITICAL ANALYSISTable of ContentsIntroduction and Background literature:......................................................................................................................................................................2Aim of the Research:....................................................................................................................................................................................................2Purpose:........................................................................................................................................................................................................................2Data Collection Process:..............................................................................................................................................................................................2Comparison of Methods:..............................................................................................................................................................................................2Questionnaire regarding Healthy Restaurant Business Plan:.......................................................................................................................................3Data Analysis:..............................................................................................................................................................................................................5Frequency Tables.....................................................................................................................................................................................................5Bar Charts:..............................................................................................................................................................................................................11Box-plots:...............................................................................................................................................................................................................17Conclusion:.................................................................................................................................................................................................................18References:.................................................................................................................................................................................................................19
3ASSIGNMENT OF CRITICAL ANALYSISIntroduction and Background literature:A business plan is an elaborated overview used to recognize the goals of a company for explaining the success in financial sector.Scripting a business plan is a crucial part of constructing and running a business. Every trade gets advantage from the generation of cautiouslyscripted business planning. Healthy restaurants serve fast, fresh, healthy vegetable, grilled meats and fishes as food. People get pleasure and an unmet diningexperience here. All patrons of the restaurants receive outstanding customer service. The menu offerings of foods and drinks are fast, simple,healthy and easy to cook. According to the healthy restaurants of London as well as United Kingdom, the customer experience is tremendouslycrucial as a helpful way of management and service providing. Healthy restaurants are great place to have lunch or dinner. The restaurants combine a fascinating atmosphere with outstanding, attractivefood that is also beneficial for the customers who have plates there. They require fair yield for their development and rewarding place to workfor the employees. In the competitive market of UK, the authorities of restaurant follow up the pattern of food habit and essential needs for thesatisfaction of consumers. They attempt to satisfy their customer with the help of fast service, soothing environment and affordable cost to havequality foods. Due to the growing popularity of healthy food, manifested in market strategy launched by “Organic Trade Association” (Elmståhlet al.1996), an independent healthy restaurant is likely to be successful. The rapid development of healthy food industry may be traced to enhanceconfidence of customers’ inorganic foods to worry about potential health risks and ecological influences of traditional food generation processes(Hong and Joung 2009). Healthy and organic foods maintain the quality of health of people (Hwang and Lorenzen 2008). Objective of the Research:The goal of the research is to test the steps of marketing strategy of Healthy restaurants of UK. Starting from advertisement to thecustomer loyalty, all the segments of data collection methods are undertaken to highlight business plan. Sales strategy, sales management andsales forecast of healthy restaurants are to be achieved by outcomes of data analysis. The customers’ preferences are going to be very crucialfactors for the better establishment of restaurants. The main of the study is to discuss whether an independent organic restaurant in London cancreate constant profit by a suitable business plan and performing a profitability study. Purpose: The main objectives of the research report is to –1. To choose the premier fast-casual restaurant in the English market.2. To find the sustainability of customers.3. To show customers’ preferences and budget of expenditure.4. To analyze the menu of delicious items and high-quality food at reasonable prices.5. Design and employ strict financial controls (Tourangeau and Smith 1996). 6. Create the feasibility to open a healthy restaurant in London. Data Collection Process:To fulfill the future requirements of the healthy restaurants, a survey process has been made ready to discuss further achievements. Thetarget population is chosen as 62 random people of London. A proper questionnaire is prepared for conducting one-to-one interview. The
4ASSIGNMENT OF CRITICAL ANALYSISresponses of people were tabulated and cleaned for removing missing data (Cummings and Clark 2006). We granted 30 samples and analyzedappropriately. The questions of questionnaire regarding healthy restaurant business plan include five multiple choice answers. Most of theresponses are measured as per “Likert” scale (Miles, Huberman and Saldana 2013). The data set is qualitative and in case of qualitative analysisfrequency tables and graphical plots are more vibrant than descriptive statistics, correlation or regression (Sgier 2012). It is to note that thequestionnaire involves only closed ended questions (Roberts, 1976). Comparison of Methods:The research report is based upon the competitive methods. The chosen data collection process for the research method is survey method.We prepared a survey questionnaire and collected the data on the basis of personal interview method. The method is unbiased. The collected datais primary data. The sample size of the data analysis is small.The complementary method of data analysis is analyzing secondary data. The dataset could be found online on the topic of HealthyRestaurant Business Plan. Respective restaurants may also store their financial and customer service data. We can collect the data from them too.The method is comparatively less time taking. The cost of the method of survey may also be less. However, the data might be manipulated andbiased. The dataset may also be tampered to hide the true ground scenario of the restaurant. The small size of this secondary research is generallylarge. The data analysis could be apprehended through a assortment of ways to be elaborated in the section of strategy of marketing. Questionnaire regarding Healthy Restaurant Business Plan:1What is your age group?□(18 – 27) years □(28 – 37) years □(38 – 47) years □(48 – 57) years □58 + years2What is your Gender? □Male□Female□Others3What is your highest level of education?□Less than Intermediate□Intermediate□High School Graduates□Bachelor’s Degree□Master’s Degree4Which region of the United Kingdom (UK) do you reside in?□West Midland England□Northeast Britain□Southeast Britain□Southwest UK□Northeast UK5What is your Employment Status?□Student□Retired□Self Employed□Employed in Private companies□Employed in Government sector6What is your total annual income? □Under £8,000□£8,000 - £20,000 □£20,000 - £30,000□£30,000-£50,000□Over £50,0007Which is the most preferable healthy restaurant to you in UK? □ “Farmacy”□ “M Raw Victoria Street”□ “The Gate Seymour Place”□ “Rawligion”□ “Squirrel”8What is the cause for going toa healthy restaurant?□ Availability of enjoyment for family and couples□ Calm & Clean environment□ Excellent Food Service□ Super Hospitality Service□ Eco-friendly9Which type of vegetarian food you mostly prefer in restaurant? □ Pizza with Cashew Cheese and roasted vegetables□ Lemon Tahini Dip □ Wild Mushroom Risotoo Cake with Creamy CepSause□ Truffle-Lemon Dressed Rocket□ Others10Which type of non-vegetarianfood you mostly prefer in restaurant?□Chicken Katsu Curry□Miami Rice with Chipotle Beef□ Baked Sashimi □ Pork Belly Bao□ Others11What is the vibe factor of the restaurants?□Nutritious and nourishing food□Luxurious□Refined □Sleek interior□Relaxed12What is the expected range ofcost for a vegetarian dish according to you?□Less than £6.00□£6.00 - £7.00□£7.00 - £8.00□£8.00 - £9.00□More than £9.0013What is the expected range ofcost for a non-vegetarian dishaccording to you?□Less than £9.00□£9.00 - £10.00□£10.00 - £11.00□£11.00 - £12.00 □More than £12.0014How much would you like to spend on a visit to a healthy restaurant?□Less than £7.00□£7.00 - £8.50□£8.50 - £10.00□£10.00 - £11.50□More than £11.5015How often do you visit a healthy restaurant?□Daily□ 2–3 times in a week□Weekly□Monthly□Once in more than one month16Do you always visit the same □Strongly disagree□Disagree□Neither disagree□Agree□Strongly agree
5ASSIGNMENT OF CRITICAL ANALYSISrestaurant? (Loyalty)nor agree17What is the average amount of time you would like to wait after paying an order of food?□Less than 10 minutes□10 minutes – 15 minutes□15 minutes – 20minutes□20 minutes – 25 minutes□More than 25 minutes18What is the most crucial factor that a restaurant must possess?□Price of food and drinks□Quality of foods and drinks□Location of the Restaurant□Calm Atmosphere and Cleanliness of the Restaurant□Variety of menuof the Restaurant19Are you interested in a healthy restaurant that contains reading and working facilities?□Strongly disagree□Disagree□Neither disagreenor agree□Agree□Strongly agree20Are you interested in a healthy restaurant that contains technological facilities?□Strongly disagree□Disagree□Neither disagreenor agree□Agree□Strongly agree21Should a healthy restaurant offer discounts (to students, in lean season and festive offers)?□Strongly disagree□Disagree□Neither disagreenor agree□Agree□Strongly agree22Which media influences you most for being attracted towards a healthy restaurant?□Recommendationfrom friends or relatives□Ads in Social media□Ads in TV, Radio and newspapers□Leaflets and handbills □Banners and Hoardings23Which type of food you would like to eat at restaurant?Vegetarian foodsNon-vegetarian foodsBoth Vegetarian and Non-Vegetarian foodsDrinks like wine, coffee or soupBoth foods (Vegetarian & Non-vegetarian) and drinksData Analysis:Frequency Tablesage_groupFrequencyPercentValid PercentCumulative PercentValid18-27 years826.726.726.728-37 years1033.333.360.038-47 years413.313.373.348-57 years310.010.083.358+ years516.716.7100.0Total30100.0100.0Among 30 responses, 10 people (33.3%) belong to the age group 28-37 years (Lacey and Luff 2001). genderFrequencyPercentValid PercentCumulative PercentValidFemale1343.343.343.3Male1756.756.7100.0Total30100.0100.0Among 30 responses, 17 people (56.7%) are males and 13 people (43.3%) are females.highest_level_educationFrequencyPercentValid PercentCumulative PercentValidless than intermediate413.313.313.3intermediate723.323.336.7high school graduate413.313.350.0bachelor's degree826.726.776.7master's degree723.323.3100.0Total30100.0100.0Most of the students (8, 26.7%) have highest level of education as bachelor’s degree.
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