Proposed business Model Assignment

Assessment 2: Idea Generation

TABLE OF CONTENTS
Customer and market problem...................................................................................................3
Idea to resolve problem..............................................................................................................3
Benefits to be generated by the developed idea.........................................................................4
Proposed business model...........................................................................................................4
Success factors to be managed during execution.......................................................................5
Feasibility of idea.......................................................................................................................6
References..................................................................................................................................7

CUSTOMER AND MARKET PROBLEM
In the present era, it has been noted that the industry of fast food chain has gained a criticism
due to its lack of environmental interest and nutritional aspects. Over the last decade, it is
observed that the trend of a healthy lifestyle is increasing and people prefer to have health
and nutritional diet in their meal (Busse and Siebert, 2018). For promoting the healthy
lifestyle, the focus of the organizations is on encouraging the people to have healthy diet and
doctors are also warning people to have good and healthy food to stay safe from diseases. It is
also confirmed by the representative of modern science to have a balanced diet will promote
the health with long-term safety. However, the growing rate of consumption of fast food and
junk food has been revealing the need of having healthy food. The over-consumption of fast
food with excessive cheese and mayo is not healthy to have on daily basis. Thus, it has been
noted that consumer is demanding to have low calories and low-fat menu items. According to
the study of Wilson (2018), it is noted that such restaurant is not posing any major health risk
if the particular items being used under moderation; the point of conflict is raised when
people started to consume food in an excessive way. Thus customers are demanding
nutritional as well as delicious food options in restaurants.
IDEA TO RESOLVE PROBLEM
To cope up with the cited issue; it is the essential duty of marketers to manage fast food
restaurant in an appropriate manner and focuses on thinking from the customer perspective
regarding the menu of food to develop proper solution. Therefore, the first step is marketing
and research to analyze the consumer perception regarding fast food items. This is an
effective way to respond to the new demand of customers based on the perception of
consuming healthy and nutritious meal (Kim and Zapata Ramos, 2018).
By considering market trends and customer preferences, a solution of the current problem is a
decision to the elimination of TFA content in cooking oil, and the focus of restaurant will be
on introducing the healthier or lighter food for consumers by keeping in mind about the
quality and taste which will hit back consumers again to the restaurant. Hence, it is not an
easy strategy to meet the level of consistency with the fast food concept. Food item will be
prepared by adding on genetically engineer cheese and meats and Brown Turkey. Further;

chicken to be replaced by beef in burgers and whole grain bread and Omega 3-fortified eggs
will be main ingredients (Steffen, 2018).
The Focus of restaurants to produce and sell the following meal deal;
 Cold salad-based meals that provide balanced nutrition
 Cold sandwich-based meals that provide balanced nutrition.
It is essential that in both groups the meal must be tasty. The Business expansion towards the
product diversification by offering new sandwiches and salad and also to serve a vitamin
drink made from fresh vegetables and fruits will help the fast-food sector to retain its
customer (Ross, 2018).
BENEFITS TO BE GENERATED BY THE DEVELOPED IDEA
This is the best way to move forward by having an idea of generating the healthy fast food
restaurants. It is because the focus on the consumer is on the consumption of healthy fast
food as an alternative to traditional fast food (Liou and Lan, 2018). The new venture is going
to offer a readymade cold meal by keeping in taste and quality of food emphasizing
nutritionally balanced diet. The online advice about the balanced and health food plus the
weekly change in the menu are also offered by the business by online promotion through
social media. Hence, the four competitive advantages to business are:
 The product quality
 The comprehensive services
 Easily accessibility
 And, meeting consumers need
Business quality and wellbeing will motivate conscious clients to spend some additional for
more beneficial fixings and a solid menu choice. By adjusting its menu with the two choices
(solid and normal), a business can pull in customers who are searching for plates of mixed
greens or need to supplant fries with the natural product while holding its esteem purchasers
who are searching for a modest dinner. This can prompt expansion in the normal spend per
client visit at its eateries, affecting the organization's valuation emphatically.

PROPOSED BUSINESS MODEL
The process of development will be the core of the business. In order to place product model
and marketing services, business will develop Web Portal, and it will support the latest online
service delivery store (Liuo, 2018). The website has been supported by the advanced and
modern technological system which will be helpful in communicating with potential buyers.
The employee continuing education will also be support by business.
It is identified that there are no authentic means of marketing to the business of healthy fast
food restaurants. Therefore, it needs to be done in proper aspects. The focus marketer is to
reach a number of customers as possible as can. The advertising strategies incorporated are
social media advertising, on the local radio call, pay per click advertising and local
newspapers. Most of the people are willing to give a try to healthy food, but consumer feels
hesitation to try out new things first. So investing sufficiently in an advertising prospect will
help to achieve the business goals (Nothhaft, 2018).
Youngsters are especially attracted to sound fast food. Thus business will market foundation
through flyers, bulletins and different promotions close nearby schools and colleges to pull in
the youthful statistic. They will find an eatery in a piece of town frequented by youthful
grown-ups, so they don't need to make a special effort to make the most of your delightful
nourishment. As far as client maintenance, business will take a stab at the ideal mix of
nourishment quality and cost. Delectable sustenance that is sensibly estimated and served
rapidly will rouse return visits by consumers (Leung and Lin, 2018).
SUCCESS FACTORS TO BE MANAGED DURING EXECUTION
Team to manage; The healthy fast food restaurant requires a team to manage such as cooks,
food prep worker, manager, cleaner, and cashier. Therefore qualified and experienced staff
will be recruited to ensure operational tasks are completed in a proper manner. They will be
compensated well so they will be motivated to provide their maximum contribution to growth
and success of the business.
State & Local Business Licensing Requirements: In order to operate the business of
healthy fast food restaurant various state permits and license required (Markman, 2018). The
license will be obtained by the Regular Food Authority to deliver a quality and tasty food to

consumers. It is also dealing with all legal requirements properly for the business protection
such as packaging, images, labels, and trademarks (Yu, McMeekin, Arnold and West 2018).
Certificate of Occupancy: CO is required to confirm that all the zoning laws, building
codes, and government regulations have been met successfully (Sarmento, Loureiro and
Martins, 2018). This will be ensured by developing sound business policies by considering all
regulatory and ethical aspects.
FEASIBILITY OF IDEA
It is analyzed that business idea is feasible because it is supporting the market, taste, and
preference demand of customers (Shah, 2018). However, the idea is feasible from the
following perspectives;
 Market Statistics: In accordance with the market demand in Australia, customer
prefers to take the healthy option in comparison to junk food if it does not
compromise taste. Further, in the fast food industry in Australia, there are only a few
restaurants specifically focused on healthy fast food, but they are providing this as an
alternative to the junk food (Polsky, Moineddin, Dunn, Glazier and Booth, 2016).
Therefore; the business idea is feasible to implement to generate revenue. Business location: As per above discussion, the location of the restaurant in the busy
area where youth can be easily attracted. Thus, this approach will easily attract
customers and business will be able to get desired revenue and profits and they can
expand further. Cost structure: For this business, higher investment will not be required as a place for
operation will be taken on a rental basis. Further, cost of material will not be higher,
and it can be easily recovered from the revenues of business (Saranya, Shanifa, Shilpa
Susan, Umarani and Shetty, 2016). The owner can start this set up with loan and own
capital investment. Thus, funding for this business can also be easily managed. Management capability: This entire business operation will be owned and managed
by the owner and the managerial person so that proper controlling and monitoring can
be ensured. Leaders will consider ethical as well as profitable aspects of sustainable
growth and development of the business.

REFERENCES
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processes. European Journal of Innovation Management, 21(1), 20-43.
Kim, Y., & Zapata Ramos, M. L. (2018). Stakeholder responses toward fast food chains’
CSR: public health-related versus generic social issue-related CSR
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Leung, V. T., & Lin, P. M. (2018). Exogenous factors of the creative process and
performance in the culinary profession. International Journal of Hospitality
Management, 69, 56-64.
Liou, S., & Lan, X. (2018). The situational salience of norms moderates cultural differences
in the originality and usefulness of creative ideas generated or selected by
teams. Journal of Cross-Cultural Psychology, 49(2), 290-302.
Markman, A. B. (2018). Creating a Culture of Innovation. In Advances in Culturally-Aware
Intelligent Systems and in Cross-Cultural Psychological Studies (pp. 433-447).
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Nothhaft, C. (2018). Urban Fast Food Formats: Gil Wonton. In Made for China (pp. 185-
193). Springer, Cham.
Polsky, J. Y., Moineddin, R., Dunn, J. R., Glazier, R. H., & Booth, G. L. (2016). Absolute
and relative densities of fast-food versus other restaurants in relation to weight status:
Does restaurant mix matter?. Preventive medicine, 82, 28-34.
Ross, C. M. (2018). Health nuts: nutrition, economics, and publi c health
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Saranya, P. V., Shanifa, N., Shilpa Susan, S. T., Umarani, J., & Shetty, A. P. (2016).
Adolescents’ Knowledge Regarding the Effects of fast food on Health. Hindu, 65(35),
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Sarmento, E., Loureiro, S., & Martins, R. (2018). Foodservice tendencies and tourists’
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Steffen, A. (2018). Exploring the Benefits of Employing Market Insights and Consumer
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Wilson, E. R. (2018). Stuck behind kitchen doors? Assessing the work prospects of latter-
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Yu, F., McMeekin, D. A., Arnold, L., & West, G. (2018, January). Semantic Web
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