Food on Wheels: A Vegan Food Truck Business Plan for University Students in London

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Added on 2024/07/12

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This business plan outlines the launch of a new food truck, 'Food on Wheels,' specializing in vegan meals for university students in London. It analyzes the market, competitors, and potential challenges, while outlining a comprehensive marketing strategy and launch event plan. The plan emphasizes the importance of providing healthy, affordable, and convenient food options for students, while also considering environmental sustainability and legal compliance.

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Table of Contents
Introduction................................................................................................................. 3
Task 1......................................................................................................................... 4
Task 2......................................................................................................................... 7
Task 3......................................................................................................................... 9
Task 4....................................................................................................................... 11
Conclusion................................................................................................................ 13

Introduction
Business ideas are the crux of the smooth functioning of a business organisation.
These ideas are creative and realistic in nature and provide a strategic way of
managing the business organisation. The assignment will implement a business plan
for the launch of a new start-up food truck known as Food on Wheels for the
campus students of the university known as University of Roehamptom. It will
outline the various plans that could be beneficial for the growth off this new start-up.

Task 1
PART A
Business Idea
The business idea is to launch a food truck known as Food on Wheels that
specialises in vegan meals and offers a variety of mouth watering sumptuous meal
packages to the university students.
Justification
The implementation of the new food truck ‘Food on wheels is justifiable as it would
offer healthy meals to the hungry students of the university. The idea of food trucks
have also been trending for a number of college and university students inside and
outside the campus.
Location
The food truck known as, ‘Food on Wheels’ will travel to a number of universities,
campuses supplying their food products to the students in London. It would also
endorse its products, services online, and high street. This business plan is a viable
idea as it would cater to the needs of a number of students who do not have an
access to lunch packets. It is an innovative approach by the entrepreneurs as it
would also provide mid night meals to the students, which does not operate in
existing market.
Key Competitors
The key competitors that would be considered as a potential threat to the market
would be Twisted Fry, Yum Yum Bowls and Souper Freak. These existing food
trucks could be a potential competition for the market as they are innovative and
have a set and planned way of delivering their food services to the college students.
Key competitors Justification
Twisted Fry Provides late night meals to the college
students
Yum Yum Bowls Specialises in the provision of Thai
menus to its college students. Have a

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number of contracts with different food
trucks
Souper Freak Specialises in salads, soups for the
college students
Table 1: Key Competitors for ‘Food on Wheels
(Source: Created by Learner)
Part B
The launch of the new food truck known as; ‘Food on Wheels’ will operate on a set
of guidelines for the success of its business. The four objectives will be stated below:
Food on Wheels will operate on the following four objectives:
 To provide edible and sumptuous vegan meals for all the university
students
 To provide an easier access to mid night meals for university college
boarders
 To provide a variety of dishes to seduce the taste buds of the students
 Provision of meals in eco-friendly paper plates and cups
The above stated objectives would be beneficial for the business operation of the
food truck and also the work in accordance with the maintenance of the environment
through its provision of eco friendly cups and plates. The provision of mid night
meals is an added bonus to the hungry university students of the campus. As stated
in the objective, the food trucks would deal in healthy food and present a plethora of
dishes for the students. Their supplies will revolve around the provision of healthy
and appetizing food materials.
Ownership
Food on Wheels will operate its business operation as a sole investor. The idea of
launching the ‘food truck’ as a sole investor will; benefit the operation of the business
as the entrepreneur will be able to raise their capital and meet the demands of the
students. Operation on a sole investor basis will be beneficial for the growth of the
business market. The entrepreneur will be able to take charge and implement the
rational business decisions. Sole ownership is viable, as it would provide an

independent operation of the business. There are a number of business
organizations, which emphasize on the utilization of the sole entrepreneurship
services.

Task 2
The business plan will revolve around the implementation of the food truck known as
Food on Wheels. A PESTLE analysis will be conducted for the proper and
authentic growth of the food truck business in the city of London. The business of
the food truck will revolve around the following.
Political Factors
The political conditions of the UK are
stable. It would contribute to the growth
of the food truck business for the college
students. With the introduction of the
Food on Wheels for the college
students, the business plan will work in
accordance with the taxes operating in
the country. The country will work in
accordance with the food tax regulations
that are in operation in London.
Economic factors The economic factors that can affect the
growth of the food business in London
would be; taxation, consumer spending,
and so on. The new food business would
be subject to taxation in London (Grant,
2016).
Social factors The social life in London is characterized
by the advancements in the variety of
tastes that are available. The food truck
in the UK college campus will work in
accordance with the trending generation.
The factors that influence the society and
the lifestyles of London comprise of high
trending applications in Smartphone for
the delivery of food products..
Technological factors Technology also plays an important role
for the smooth execution of a business
idea. The food truck in UK for the college

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students will have an impact on the
operations of the business by its high
utilization of technology. It will introduce
mobile applications and online portals for
the safe delivery of food services.
Legal Factors The legal implications also play a huge
role in the smooth execution of a
business plan. The new food truck will
work in accordance with the laws that
would prevent conflict in interests. The
legal laws in London comprises of health
care services and important acts. The
good business will be set in London by
the initiation of important costs.
Environmental factors The new food truck would be
implementing new environmental
changes and policies for the growth of
the business organizations. The
environmental factors in London such as
the incidence of high amount of air
pollution can be averted. These can be
avoided by the introduction of automatic
and battery run food truck in London.
Table 2: PESTLE Analysis for the new Business plan
(Source: Created by Learner)

Discussion
With the utilization of the PESTLE analysis, the launch of new food truck will be able
to be complete and would cater to the needs of the college students. They would be
able to work in operation with the legal set of rules and regulations such as parking
and zoning policies that would benefit the growth of the business (Basinski, et al.,
2017). It could utilize the use of legal measures that are concerned with the growth
of the business operations. The local and state regulations in the UK should also be
taken into consideration for the growth of the food truck.

Task 3
With the initiation of the new food truck in the UK known as Food on Wheels, the
entrepreneur will initiate a launch event to introduce the new food products in the
university campus of the Roehampton College London.
Part A
Launch Event
The launch of the new food truck known as Food on Wheels will emphasize on the
introduction of edible food products for the college and university students. The
launch event will be held in the campus of the Roehampton food truck business and
will be in the form of a social gathering for all the university students of the campus.
This event will be launched to introduce a variety of edible food products and items
for the students. The food products that will be served in the campus will constitute
of well-known meals such as vegan burgers, salads and ethnic dishes. These would
include specific dishes such as the Thai and Ethic dishes for the college students.
Time and Location
The launch of the food truck event will be held in the campus of the college and
invite a number of students from different universities to cater to introduce a variety
of edible and healthy meals to the students. The event will be taking place in the
University of Roehampton on August 23. The events will be taking place in the
onsite campus for the college students.
The proposed business will invite an approximate of 3000 students to be a part of
the event. This will increase the customer base of the new food truck. The
entrepreneur will be taking into consideration the number of expenditures that would
be beneficial for the growth of the business (Nagle, 2017).

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Part B
Budget Plans
Every business plan takes into consideration the calculation of all the expenses that
are linked with the growth of the business (Christopher, 2016). The entrepreneur
takes into consideration the various finances that would be utilized in the launch of
the new business event. The new business that would be launched would comprise
of a newly financed budget for the growth of the business. The budget would take
into consideration the various expenses that would be associated with the event of
launching the new business idea. The calculation that would be incurred in the
course of the event will be illustrated below:
Food Truck Launch Costs
Equipments Costs incurred
Product Inventory $1000
Website Costs $500
Food products $1000
Permits and Licenses $899
On-going cost items $456
Table 3: Costs incurred in the event
(Source: Created by Learner)
The costs that are incurred in the process of the launch of the new event revolves
around the cost such as parking permits, items that are sold for the growth of the
business food truck. These would be the viable costs that would be incurred in the
process of the launch of the food truck. Therefore, the business will be witnessing
number of costs in the opening of the events. This would be beneficial for the growth
of the food truck business

Task 4
The new business will aim at the introduction of marketing targets and objectives for
the implementation of its new business. Food on Wheels will be subjected to the
increase in its customers who visit the new market.
Marketing Objectives
The new food product that would be launched in the market would constitute of the
healthy vegan and edible food products for the growth of the business. It is a luxury
offering for the students. The market objectives that would be considered for the
growth of the business will constitute the following
 High quality vegan food products
 Good services to the students and university boarders
 Products would be available at affordable rates for the students
Target Market
The launch of the new foods product will target the university and college students
who indulge into healthy food products and services. The food truck will also target a
number of important customers in unison with the market.
Marketing Strategies
The entrepreneur will communicate with the mass of consumers through the
integration of young and green consumers of the business environment. The food
truck will endorse its food products through the integration of adverts and placards
on their vehicles. They will utilise the social media for the endorsement of its
products and services. The entrepreneur will employ the lean marketing strategy to
target all the young consumers in the market. This strategy would be aimed at green
consumers from the college universities.
Marketing Mix
The food truck Food on Wheels will initiate the 4p’s of marketing mix
Element Description Justification

Price Lean pricing methods will
be used in the process of
the sale of products
This will attract a number
of students to make a
purchase of the item
Product Sale of edible food
products and vegan
meals
Would increase the
likelihood of an increase
in the number of
consumers would
consume them.
Place Available on websites and
accessible on
Smartphone
Would increase the brand
recognition of the
business and increase its
sale
Promotion Through the integration of
adverts and endorsement
in the social media
According to extensive
research, it has been
stated there has been an
increase in use of social
media in young
consumers.
Table 4: Marketing Mix
(Source: Created by Learner)

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Conclusion
The study aims at providing a comprehensive and end-to-end understanding on the
growth of the business operations. Its new business idea inculcates the
implementation of the Food on Wheels. Therefore, the food truck will be beneficial
for the college students. It will cater to the needs of the student and also help in the
growth of food business in London.

Reference List
Basinski, S., Shapiro, M. and Morales, A., 2017. 5 Stuck in Park: New York City’s
War on Food Trucks. Food Trucks, Cultural Identity, and Social Justice: From
Loncheras to Lobsta Love, p.87.
Christopher, M., 2016. Logistics & supply chain management. Pearson UK.
Grant, R.M., 2016. Contemporary strategy analysis: Text and cases edition. John
Wiley & Sons.
Nagle, T.T. and Müller, G., 2017. The strategy and tactics of pricing: A guide to
growing more profitably. Routledge.

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