Vite Fries: A New Business Idea of Fast Food Restaurant in UK

This presentation discusses a new business idea of a fast food restaurant that will be based in the UK under the name Vite Fries. It highlights the marketing plan, human resource capital, and financial projections of the business idea. The presentation also includes a PESTLE analysis, SWOT analysis, and Ansoff Matrix strategy. The target market is young generation and working class of UK. The sales projection for the first year is £300,000. The start-up requirement is £118,800.

Managing Human Capital Entrepreneurship
Vite Fries
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Slide 1
Entrepreneurs are often considered as the national assets to be refined, driven, and rewarded
to the utmost level.
This presentation is aimed at discussing a new business idea of a fast food restaurant that will
be based in the UK under the name Vite Fries.
The presentation will highlight the marketing plan, human resource capital, and financial
projections of the business idea.
Speaker Notes
The entrepreneur is a business leader search for the new ideas and executes them for
nurturing economic development and growth. Entrepreneurship is the most significant inputs
in the country’s economic development (Westhead and Wright, 2013).
Vite Fries is a locally possessed outlet of fast food that will be established as a global
franchise. Vite fries will offer quality food at affordable price, with good environment, and
attractive packaging. This business is the perfect answer to the increasing demand of fast
food that can be consumed while doing shopping in the shopping mall.
Slide 2
In today’s competitive scenario, it is becoming very tough to distinguish an outlet of fast food
business from another. The United Kingdom the one of the world’s stable economies and has
experienced its share of unfriendly economic instabilities (Profitable Ventures, 2018).
Vite Fries will majorly focus on selling fries. Hard drinks such as alcohol will not be
preferred for selling in the outlet, because the business encourages a positive and healthy

lifestyle of UK. In its place, business will provide an Italian Soda in order to complement the
fries.
Speaker Notes
Vite Fries will sell gourmet fries in a pinecone shape container with a different choice of
sauce. The business idea will make use of the notion of Belgium Fries, where the products
will be prepared with fresh potatoes, and fried two times. The business outlet will offer
friendly and excellent service to the customer in order to support the youthful, energetic, and
fun ambiance.
The business will purchase fresh potatoes along with other vegetables directly from the small
farmers by considering the quality and freshness of the vegetables. These vegetables will be
purchased at reasonable prices from the farmers to support them in earning their livelihood.
Vite Fries is a privately established business. It will be listed as a Limited company, with the
possession 25%- Carl, 25%- Sam, 25%- Guy, and 25%- Harry.
Slide 3
Vision
The vision of Vite Froes is to create an existence in the market as a popular native outlet
serving fast food and attain a good share in the market of the fast food industry of UK.
Mission
The mission of Vite fries is to become the most successful outlet of fast food in the UK,
initiated with the single retail site within a big mall as a market tester.
Speaker Notes

A vision statement is a pronouncement of the objective of the business, planned to direct the
internal decision-making. This statement is not restricted to the organizations and can be
utilized by government entities or non-profit organizations (Jacobson, Brail, G and Woods,
2011).
The Vite Fries is aimed at expanding the number of outlets by the third year and offer the
franchise to the neighboring cities.
A mission statement is framed to highlight the purpose of the organization, recognizing the
objectives of its activities or operations (Ward, 2018).
Vite Fries will struggle to become the best brand of local fast food in the domestic market.
Business desires to offer a complete experience to the customers while visiting the outlet, as
they will observe about this captivating new pop culture.
Slide 4
PESTLE Analysis
In the world, UK possesses the highest rate of fast-food consumption. It is famous for having
diverse cultures and taste that has a huge influence on the worldwide success of the industry
of fast food (IBIS World, 2018). However, the growth of the industry is affected by diverse
factors such as Political, Economic, Social, Technological, Legal, and Environmental that in
combination create a framework i.e. PESTLE Analysis.
Speaker Notes
Political – The labeling of Genetically Modified food has become very essential from 2004
as new rules. The purpose behind this is to make customers aware of the genetically modifies
ingredients used in the food. Besides this, the government of UK is establishing strict rules in

the food sector to make customers aware of different unhealthy practices takes place in the
fast food industry (Food Standard Agency, 2018).
Economic – The start-up cost of setting-up cost of the fast food business in the UK is very
low, hence it is very easy to enter in the industry. Besides this, franchising is said to be an
additional useful factor and assist in establishing an effective image of the brand (Statista,
2018).
Social – In UK, people have a busy lifestyle and therefore the fast food is growing due to
their convenient and quick services.
Technological – The industry of fast food is developing at a fast pace and in this technology
has performed an essential part for the continuing success. Vite Fries have to be updated with
the altering technologies in order to remain in the competition.
Legal – The agency of food standard is accountable for the public’s health in terms of food
that is served in the UK. It is very essential for the industry of fast food to comply with the
regulations framed by the FSA in the interest of public health.
Environmental – The outlets of Fast food such as McDonald's and KFC are commonly
known for the making and ingesting of food derived from animals. Appropriate actions need
to be taken to take care of the rights of the animals and there are already various campaigns
organized against the exploitation of animals in slaughterhouses.
Slide 5
While the worldwide economy has been unrestrained for numerous industries, the industry of
fast food has not been enormously affected. Even when the society is increasing its
awareness, regarding the health risks that come with consuming the unhealthy food item,
their share in the market has increased in the last 5 years (EuroMonitor International, 2018).

Besides this, the businesses of the industry possess some strength, weakness, opportunities,
and threat that are identified with the health of SWOT Analysis.
Speaker Notes
Strength – One of the strengths of Vite Fries is the fast food industry is growing in the
market. Various aspects present in the industry that could be covered in the market.
Moreover, the Vite Fries price is cheaper as compared to other famous fast food businesses
such as McDonald's, KFC, and budget kind.
Weaknesses – One of the biggest weaknesses is the Vite Fries restaurant is a new established
that has to experience huge competition with big players.
Opportunities – The fast food industry is growing and business has many chances to grow
its services at other locations with a variety of offerings.
Threats – Vite Fries has to deal with huge competition from the big players i.e. KFC, Burger
King, and McDonald's.
Slide 6
Segmentation
Vite Fries major segment that will be targeted is the young generation of UK. Presence of
extra-curricular activities among the youth of UK, it is very general for high schoolers to take
their lunch in shopping malls, not at their residence.
Target Market
Vite Fries aims to serve the bulk of youngsters and teenagers in the UK.
Speaker Notes

Segmentation
The secondary marketing of Vite Fries is the working class of UK. With a different type of
malls in the UK, Liver Pool One is the port for job seekers and shoppers alike. Moreover, this
mall is one of the famous destinations among tourists. They will visit Liver Pool One, in
search of the modern trend and will have no time to go for a full-time meal while doing
shopping.
Target Segment
The youngsters and teenagers group has been selected to target because the 15 to 25 age
group is considered as the age where the efforts of the brand building could offer some value
to the business. These are the one with fixed or limited incomes and look for the price and
value relationship that will not affect their budget.
Slide 7
Company Clean Merchandising Hang
out
Simple Fresh Pop
Culture
Vite Fries Yes Yes Yes Yes Yes Yes
KFC Yes No Yes No No No
McDonald's Yes Yes Yes Yes No Yes
Speaker Notes
Vite Fries possess various advantages over its competitors such as:
Exclusive blend idea of dipping sauce
Backup merchandise products that support in brand building

The fried potato of Vite Fries is prepared 100% fresh, as compared to other outlets of fast
food that serve frozen fries.
Slide 8
The marketing mix is comprised of different strategies or actions that can be utilized by a
business to market its products among the target audience. It includes 4Ps that is a product,
price, place, and promotion (Richter, 2012).
Speaker Notes
Product – Vite Fries majorly offer fries with their exclusive dipping sauces. Key products
are Italian Soda, Corporate merchandise, and Belgium fries.
Price – The pricing strategy of Vite Froes is sited as general, means that £4.00 is the average
spending of the customer for light lunch or snack in the UK.
Place – The place that has been selected to place the outlet of Vite Fries is Liver Pool One
shopping mall of UK, to target youngsters and teenagers to enjoy fast food while doing
shopping.
Promotion – Vite Fries will make use of brochures and wall posters in order to advertise the
offering. Moreover, a grand opening ceremony will be organized to attract customers.
Attractive infrastructure will be designed to make customers feel good and enjoy the
ambiance.
Slide 9
The strategy of Vite Fries is based on offering the products in the market properly. The
business will establish its first outlet as a sample in the market that will be a model of

increasing the number of outlets in the upcoming period. The focus of the business will be on
quality and launching a positive image in the domestic market.
Speaker Notes
A blend of a local store and local media programs of marketing will be used at every place.
Marketing of local store is operative, compiled by the print ad. As soon as an awareness of
the store will be increased, the use of wider media shall be used. By offering an energetic and
fun atmosphere, with invincible quality at a suitable price in a friendly and clean outlet, Vite
Fries will be the new topic of the town.
Slide 10
The Vite Fries will make use of three diverse tactics of marketing in order to increase the
awareness among customers. The most essential tactic of the business will be in store
marketing and word of mouth.
Speaker Notes
The marketing programs of the business will be the cheapest as well as effective programs
because the target location possesses high traffic.
The second tactic is the local store marketing. It will be a plan with a low budget that will
offer support of community and awareness of the offering. The third marketing tactic will be
the use of local media. However, the third tactic will be costly and will be utilized carefully
as a compliment whenever necessary.
Slide 11
Vite Fries is presently the innovative idea of four founders, who will responsible for taking
important decisions of the business.

Speaker Notes
The company will hire two cashiers, two bus boys, and to cooks per location. This is said to
be the perfect personnel number for an outlet of the fast food business. Every employee will
work for around 38-42 hours every week. The recruitment of these employees will be done
by inviting the candidates in the store with their resume for the interview and the most
suitable candidate will be hired. At the initial stage, the four owners of the business will
provide training. Moreover, motivation will be done by offering attractive perquisites.
Slide 12
The Ansoff Matric is a tool of strategic planning that offers a framework to support senior
managers, marketers, and executives for future development. It is comprised of four
strategies i.e. product development, diversification, market penetration, and market
development (Mckeown, 2013).
Speaker Notes
In order to grow in the market, Vite Fries will make use of Market development strategy of
Ansoff Matrix under which it will plan to expand its market by increasing number of outlets.
Slide 13
Introduction Stage – To get the perfect place to establish the first store of Vite Fries
Growth Stage – Challenge in attracting the customers due to the presence of big players in the
market.
Maturity – The business can face huge competition for McDonald’s, KFC, and Burger King
that can affect the profit margin of the business.

Decline – The business can more towards declining stage due to the market entry of new
players with innovative strategies and technologies.
Speaker Notes
In order to deal with all these challenges, the owners of the business need to hire a marketing
expert that can suggest attractive strategies to attract more and more customers and give
strong competition to the big players in the market. Besides this, it need to check the quality
of the food regularly and should make use of advanced technologies to offer innovative as
well as tasty fast food items.
Slide 14
Sales projection for the first year i.e. 2019 is £ 300,000 in the second year i.e. 2020 it will
reach £500,000 and in the third year, it is expected to reach £ 1,000,000.
Start-Up Requirement
Start-up expenses
Furniture and Interior £16,500
Packaging and Stationery £8,500
Legal £3000
Kitchen and Fixtures £21,600
Rent £15,000
Contingencies £4,200
Total start-up expenses £68,800
Start-up Assets
Cash Required £50,000
Long-term Assets £0

Other Current Assets £0
Total assets £50,000
Total Requirements £118,800
Speaker Notes
Slide 15
From the above analysis, it can be said that Vite Fries will be proved as one of the successful
fast food restaurants in the UK, which will give strong competition to McDonald's, KFC, and
Burger King. The tasty Belgium fries with exclusive sauces will give customers an
unforgettable fast food experience at an affordable price that has yet not been provided by
any of the existing fast food restaurants.

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