3 different food stalls in London

| Competitor Section One 3 Section Two 4 Section Three 5 Section Four 6 Section Five 7 Section Six 8 Section Seven 9 Section Eight 11 Section Nine 12 References 16 Section One Business Overview 1.1 Business summary: The business idea is to set up 3 different locations in London. Section Two Products and services 3.1 Describe the core product/service you are going to sell: The core products and services which will be sold by the food stalls includes Pizza, Burger, Pasta, and Wraps (Kershen,

Table of Contents
Section One....................................................................................................................................................3
Section Two...................................................................................................................................................4
Section Three.................................................................................................................................................5
Section Four...................................................................................................................................................6
Section Five...................................................................................................................................................7
Section Six.....................................................................................................................................................8
Section Seven.................................................................................................................................................9
Section Eight................................................................................................................................................11
Section Nine.................................................................................................................................................12
References....................................................................................................................................................16

Section One
Business Overview
1.1 Business summary:
The business idea is to set up 3 different locations in London. These locations are leather lane,
borough market and Portobello road. 3 different food stalls with the same name and brand will be set up
on these places. Different types of food items will be served by the stalls to different consumer bases. The
name of the business and food stalls are “Fresh foods”. The business is going to provide food to the
pedestrian, office workers and students mostly but it is available to each and every customer group. The
main objective of fresh food is to earn profits by selling good quality food and beverages to the
customers of London and ensure that the business is growing rapidly.
1.2 Business aims:
The aim of the business is to earn profits and provide the customers with good quality food. Along
with it, the business aims to understand the market needs and requirements of food service industry. It is
because it will help the business to grow itself on large scale and ensure that it is increasing its
profitability and growth along.

Section Two
Products and services
3.1 Describe the core product/service you are going to sell:
The core products and services which will be sold by the food stalls includes Pizza, Burger, Pasta,
and Wraps (Kershen, 2017). The customer have to do the self-service to buy the sold products and
services. The chosen products and services are sold by the organisation because of their heavy demands in
the local market and continental food is most preferred by the people across the world.
3.2 Explain your business’s product/service USP
The unique selling point of the business products/service is that they will be sold fresh to the
customers (Lang and Heasman, 2015). The items which are used while cooking these foods will be
freshly brought on a daily basis and the customers will be provided with the options to eat at the place and
takeaway the food. The business will also provide the customers with coupons and gifts in order to ensure
that they are loyal to them and come back again after once making use of its service.
3.3 Describe any other product/service you are going to be selling:
The other products which will be sold to by the business includes coffees and beverages such as
juices. It is important to sell beverages in the food facilities because it adds up to the flavour of the food
provided to the customers of the organisation and achieve set growth and development.

Section Three
The market
4.1 Describe your typical customer:
The typical customer of the food stall are office workers and students. These customers mostly
requires food and food facilities at the time of lunch and dinner (Grayson and Hodges, 2017). The stalls
will be majorly operated in these times. The office goers mostly look for food two or three times a day.
They tend to get a break time from the office from their working hours. The business tend to target these
customers in order to provide them with the food and products sold. The other customers the students.
They are targeted by the business because students often look for food facilities nearby their schools and
colleges in order spend time with their friends and eat good food. The stalls are set up in areas where
there are a number of universities and schools are present. It allows the food business to gain required
customers and serve them according to their set needs and requirements.
4.2 Where are your customers based?
The customers of the business are based in the areas of Leather Lane, Borough market and
Portobello road in London. The customers are mostly from the nearby offices, schools, colleges, and
universities. These customers will arrive from the facilities of their work and education and will make use
of the businesses sold products and service. These customers will help the business to keep selling its
products and services on a regular basis because schools, offices and businesses often operates on a
everyday basis.
If being bought
4.3 Explain the Branding that you have chosen, and how it prompts your customers to
buy your product/service
The branding which is chosen is geographical branding. In geographical branding is chosen for
specific products and service which are peculiar to a particular region. This will help the business to sell
the products and services which are demanded by the customers in the particular area (Halliday and
Barling, 2018). The customers will be attracted to the food items which are sold as per their preferences
and needs.

Section Four
Market research
(Explain your market research with full Harvard references)
The market research done by the business has explored that the customer which will be targeted
by the business includes students and office workers. These people often requires the food most and they
look for food in the times of lunch and dinner. The areas in which the businesses stalls are set up and will
be serving its food items includes Leather Lane, Borough market and Portobello road.
These areas include customers which are targeted by the company such as students and office
goers (Atkins, 2016). A lot of offices and universities are their in the targeted area which will help the
company to reach a large set of consumers.

Section Five
Competitor analysis
(based on your market research, analyse the competitors and explain how your business
will compete with them)
The business is less competition in the area because the products and services provided by it are
unique and different. Although, there are stalls present in the area which serves different types of food
and beverages to the same customer market targeted by the company (Bronson and Knezevic, 2016). The
business will make use of effective promotion and advertising to compete with these competitors.

Section Six
Marketing strategy
(describe your marketing strategy, with reference to researched materials. Identify what
the most appropriate strategies are, and why)
The marketing strategy for the business is to promote the food stalls in the newspaper, radio and
television. It will help the organisation to attract the appropriate customers and ensure set growth.
The most appropriate strategy is to attract the customers by the use of television, radio and
newspapers (Berti and Mulligan, 2016). It is because most of the people today are makes use of
technology to fulfil their needs.

Section Seven
Operations and logistics
8.1 Premises:
The premises will require transportation facilities in order to bring the raw materials from the
market. Along with it, it is going to need the tools required for cooking such as Pans, spoons, burners,
ladles etc.
8.2 Equipment
If being bought
Item required Already owned? New or second
hand?
Purchased from Price
Spoons
Knives
Ladles
Burners
Chef uniforms
Cooking Pans
Not New Borough Kitchen
Cook Shop
£750
8.3 Transport:
A delivery van will be required by all the 3 stalls to provide them with fresh raw materials on a
daily basis.
8.4 Legal requirements:
The legal requirements of the business are:
 Registered Business Name
 Federal Taxes
 State and Local Taxes
 Business Permits and Licenses
 Business Laws and Regulations
8.5 Insurance requirements:
The stall needs to be insured with the Business safety insurance. Along with it, the employees
working in these stall needs to be insured with health insurance.
8.6 Management and staff:
The staff required for the stalls is 3 chefs to cook the food, 3 assistant chefs, 1 manager and 1
driver for the van.

8.7 Additional information:
It is important that all the needs and requirements of the staffs are identified properly to ensure
they work successfully as per their full potential (SIMA, and Vogt, 2017). It includes their salaries,
holidays and week off.

Section Eight
Costs and pricing strategy
Product/service name Burger, Pizza, Pasta, and Wraps
A Number of units in calculation 15
B
Product/service components
Food processing, cooking, packaging
C Total product/service cost £1500
D Cost per unit £100.00
E Price per unit £95.00
F Profit margin (£) £5.00
G Profit margin (%) 5.00%
H Mark up (%) 10.00%

Section Nine
Financial forecasts
10.1 Sales and costs forecast
Month 1 2 3 4 5 6 7 8 9 10 11 12 TotaL
Sales forecast
A Product/service
Burger, Pizza, Pasta,
Wraps
1300 1260 1450 1348 1200 1500 1700 1640 1100 950 1450 1500 16398
B Product/service
Coffee, Beverages
270 564 345 234 213 567 342 785 311 124 156 451 4362
Costs forecast
C Product/service
Burger, Pizza, Pasta,
Wraps, Coffee and
Beverages
£1,200.
00
£1,240.
00
£1,200.
00
£1,340.
00
£1,500.
00
£1,400.0
0
£1,350.
00
£1,300.
00
£1,400.
00
£1,600.
00
£1,670.
00
£1,750.
00
£16,950.00

D Assumptions
(e.g. Seasonal trends) The seasonal trends which are required for the organisation included changes in vegetables used by the stalls while
preparing their food products (Halliday and Barling, 2018). Lack of availability of the vegetables made the business to
choose from different vegetables to add into their Pizza, Burgers and Pasta. It helped the business to keep selling its
products and services in the times when their was not availability of the vegetables.

10.4 Costs table

Cost item What is included and how you worked it out Total cost
Pizza Vegetables, Spices and Dough. The business
managed to buy them from nearby markets. £150.00
Burger Dough, Meat and Vegetables. The business
managed to buy them from fresh farms of London. £160.00
Pasta Dough. The business managed to by them from the
nearby market £350.00
Wraps Dough and vegetables. The business managed to
buy it from nearby markets. £240.00
Coffee Fresh Milk. The business managed to buy it from
nearby market. £160.00
Juices Fresh Fruits. The business managed to buy it from
nearby market. £200.00

References
Books and Journals
Atkins, P. J., 2016. ‘A Tale of Two Cities’: A Comparison of Food Supply in London and Paris in the
1850s. In Food and the City in Europe since 1800 (pp. 41-54). Routledge.
Berti, G. and Mulligan, C., 2016. Competitiveness of small farms and innovative food supply chains: The
role of food hubs in creating sustainable regional and local food systems. Sustainability. 8(7).
p.616.
Bronson, K. and Knezevic, I., 2016. Big Data in food and agriculture. Big Data & Society. 3(1).
p.2053951716648174.
Grayson, D. and Hodges, A., 2017. Corporate social opportunity!: Seven steps to make corporate social
responsibility work for your business. Routledge
Halliday, J. and Barling, D., 2018. The Role and Engagement of Mayors in Local Food Policy Groups:
Comparing the Cases of London and Bristol. Advances in Food Security and Sustainability. 3.
p.177.
Kershen, A. J., 2017. Food in the migrant experience. Routledge.
Lang, T. and Heasman, M., 2015. Food wars: the global battle for mouths, minds and markets.
Routledge.
SIMA, L. C. and Vogt, F., 2017. The symbiotic relationship between unusual venues and street food
commercial events: the case of Street Feast in London. In Exhibitions, Trade Fairs and Industrial
Events (pp. 107-120). Routledge.