Innovative Business Idea: Health-Conscious Restaurant in the UK

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INNOVATIVE IDEA
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INNOVATIVE IDEA
Table of Contents
Introduction......................................................................................................................................4
LO1: Evaluate possible sources for a new & innovation business idea..........................................4
P1: Determine and evaluate different sources of entrepreneurial ideas and innovation..............4
LO2: Explain the choice of a specific entrepreneurial idea for investigation and market gap that it
addresses..........................................................................................................................................8
P2: Explain the rationale and the market gap for a specific entrepreneurial idea using relevant
tools and techniques to support your choice................................................................................8
LO3: Use primary and secondary data to identify market potential..............................................12
P3: Present data needed to support gap analysis in the evaluation of a specific entrepreneurial
idea.............................................................................................................................................12
P4: Interpret data appropriately to provide evidence of market potential.................................14
LO4: Evaluate the entrepreneurial idea in the context of the market and competitors and make an
assessment of potential viability....................................................................................................15
P5: Apply a SWOT framework to collate evidence to support an objective assessment of a
specific entrepreneurial idea......................................................................................................15
P6: Evaluate the competitive and market environments in which the idea will be launched to
assess potential viability............................................................................................................16
Conclusion.....................................................................................................................................16
References......................................................................................................................................18
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Introduction
In the modern business environment of high competition, innovation has become an important
factor for success. This report focuses on the different sources of entrepreneurial innovation,
explaining the idea of a health-conscious restaurant with diet suggestion which was inspired by
the success of large multinational restaurants like KFC, relevant data to support it, and analysing
its strengths and weaknesses.
LO1: Evaluate possible sources for a new & innovation business idea
P1: Determine and evaluate different sources of entrepreneurial ideas and innovation
Innovation in business is close related with entrepreneurship, and these ideas can arise from
different sources related to both personal and professional fields (Saebi and Foss, 2015). In case
of an entrepreneurial idea of a health-conscious restaurant, it can arise from personal hobbies and
interests, if the entrepreneur has a hobby for cooking and food research. Souto (2015) argued that
having talents in the field of cooking and restaurant management, or having prior experiences in
working at a restaurant may also allow a person to come up with innovative plans for running a
restaurant that serves low-calorie yet delicious meals, and provide suggestions to the customers
regarding their daily diet.
However, according to Freel (2016), the professional sources provide much more opportunity for
arise of innovative ideas like this. For instance, conducting survey among the customers of
various restaurants may show results that indicate their general eating habit, and their level of
satisfaction with it. Any gap between these two, such as their daily menu of hamburgers and
French fry, and their willingness to go for a low-calorie meal may inspire the innovation of a
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health-conscious restaurant. This closely relates to the brainstorming source (Jajja et al., 2017),
as in the modern world, the consciousness about own health has been steadily increasing due to
increase in digital technologies and easier availability of information from the internet. However,
people in UK often has no other choice but to regularly eat hamburgers, sandwiches with
processed meats, fried chicken and various other high calorie foods due to their busy schedule
and lack of restaurants offering other foods. Hence, an idea of a restaurant offering delicious but
low-calorie food can certainly arise after brainstorming this gap in the current market. Serrat
(2017) argued that keeping oneself up to date with the current trends is also a part of it, as it
allows an entrepreneur to take the opportunity of a current business trend and turn his or her
innovation into reality, making it popular within a short time.
On the other hand, visiting an international food exhibition may allow someone to identify the
possible low-calorie alternatives of the high calorie fast foods that are currently popular in UK,
and this may eventually give birth to an innovative and entrepreneurial idea of a restaurant that
specialises in cooking and serving those low-calorie but delicious food. Rosca, Arnold and
Bendul (2017) argued that the mass media also plays as an important source of innovative ideas.
In the modern world, the range and scope of media has significantly grown to a point that they
are able to bring information from all around the world. Naturally, this allows the media to let
people know about various delicacies that are popular in different countries, and the potential
benefits and drawbacks of eating them as well. Needless to say, these kinds of media programs
provide the recipes of those food items in detail as well. Naturally, watching these programs may
inspire a person to start an innovative restaurant in UK serving the various low-calorie and
delicious foods that are beneficial to health.
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The above factors has been summarised by Peter F. Drucker within 7 specific points, which are
collectively known as 'Drucker's 7 sources of systematic innovation' (Muñoz-Bullón, 2016).
Applying this model in this context allows one to evaluate the various opportunities for an
entrepreneurial idea of a health-conscious restaurant.
 The Unexpected: For a business organisation, unexpected success has the chance to arise
just as much as unexpected failure (Batraga et al., 2018). In case of this innovative idea
of a health-conscious restaurant, it may very well be born while finding a solution for a
restaurant facing a decline in sales, due to them selling only fast food and the increasing
health-consciousness of the customers.
 Incongruities: Drucker (2018) argued that the gap between the current food menus
served by a restaurant and the demands of its customers may result in a decline of sales,
but it may also result in that restaurant coming up with innovative ideas of making their
menus less caloric and attract more heal conscious customers.
 Process Need: For a restaurant, closely analysing its current faults in service and trying
to improve those factors may result in that restaurant coming up with more health-
conscious menus.
 Industry and Market Structure Change: The changes in the food industry in UK due
to the development of technology may inspire a restaurant to go for more balanced and
healthy menu for their customers, increasing its brand reputation and sales (Naveed,
2018).
 Demographics: The changes in the demographics of people in UK, especially their
tendency of opting for more health-conscious foods, may result in a restaurant going for
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an innovative idea of introducing more low-calorie food in their menu (Lee and Olson,
2016).
 Changes in Perception: The perception of customers about restaurants in UK may result
in a restaurant coming up with the idea of low-calorie menu.
 New Knowledge: Advancements in food research and developments of new cooking
recipes may allow a restaurant in UK to innovate low-calorie yet delicious menus for
their customers.
Figure 1: Drucker's 7 Sources of Innovation
(Source: Lee and Olson, 2016)
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LO2: Explain the choice of a specific entrepreneurial idea for investigation and market gap
that it addresses
An entrepreneurial idea is regarded as an innovative idea, which is being developed for gaining
some financial benefit. The idea tends to revolve around the product or service, which is mainly
offered for money. The characteristics of an entrepreneurial idea are mainly, innovative unique,
problem solving and profitable in nature. Thus, the idea is generated to eradicate some
competition in the market with a better growth rate.
P2: Explain the rationale and the market gap for a specific entrepreneurial idea using
relevant tools and techniques to support your choice.
Background information
It can be observed in the research work of Brown et al., (2017) that obesity in U.K is a
significant health concern and several authorities are stating that it is one of the leading causes
for death. The main concern is childhood obesity, which is now being termed by the UK
government as a "national emergency." Recent surveys conducted by WHO states that 28.1% of
adults of age group 30-50 years are clinically obese where body mass index is greater than 30 or
above (Ulijaszek and McLennan, 2016). Further, it can be found that 62% of adults in England
were classified as overweight with a body mass index of 25 or above or obese, compared to 53%
BMI which were there 20 years earlier. Moreover, two-thirds of men and almost six out of 10
women are overweight or obese in the UK (Hudda et al., 2018). Thus, experts are predicting that
by 2020 one-third of the population will become a victim of obesity. Due to this increasing
obesity, 130,000 cases of cancer, 461,000 of heart diseases have been recorded. This has
simultaneously increased health expenditure by 1.9 billion pounds (Pacheco et al., 2018). On the
other hand, 14% of children belonging o the age group of 2-15 years was obese, and 14% of
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children was overweight with a body mass index more than 35 or above. Some of the areas like
the South Yorkshire and Doncaster revealed that the rates are high in those areas. It was found in
the research work of Brown et al., (2017) that more than 40%, and 78.4 adults above the age of
16 are more obese than others.
Business idea
According to the famous authors Ulijaszek and McLennan, (2016) obesity is the rising concern
across the UK, which is mainly due to overconsumption of fast food and a bad food habit.
Hence, this has made to develop a unique business idea, i.e. building a health-conscious
restaurant where customers would find food items, which are very much healthy in nature. The
customers who are paying a visit to this restaurant shall be provided with options in meals, which
will consist of less calorie content in those meals. The food items will be grouped in such a way
that will make the items healthier in nature. The meals will be divided in accordance with calorie
content. In addition to this, the restaurant will offer a service for the customers in the form of
offering dietitian advice in exchange for some nominal fees. This will help the customers to
prepare a diet chart for themselves and help in becoming more health conscious. Therefore, for
this particular business type, the target audience would be children and adults. More stress shall
be given for the respondents of age group 15 to 30 years where the rate of obesity is high. The
potential customers will be from this age group only. This shall help the restaurant to increase
their profit, streamline the revenue with this innovative business idea, and offer great help to the
customers who are now becoming more and more health conscious.
Gap analysis
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It can be observed that fast food items are the major contributor to obesity across the UK market,
which is causing a massive health problem. Restaurants are also serving high-calorie food, which
is a massive contributor to obesity among the people of the UK. The current scenario has not
changed at all which could help in reducing the current health problem related to obesity.
Moreover, it is being predicted by several well-known doctors that within 2030, one-third of the
population will be stroked by obesity and the country might be in a health "emergency situation."
This is creating a gap in the market where residents are not given enough warning about the
complication that obesity might bring. Restaurants are not preparing healthy dishes that could
help the customers in reducing obesity after consuming food items, which contains high calorie.
Closing the gap
From the above discussion, it is quite evident that obesity is growing among the UK people and
they lack restaurants that would serve healthy food items. Therefore, the innovative business idea
is to build a restaurant, which shall deal in making food items that are much healthier in nature
and additionally provide the customers with an opportunity to consult a dietician who would
provide much-needed advice about the diet that the obese patients need to follow. This will help
in closing some of the gaps that might be there in terms of consuming unhealthy food items,
which is becoming a major health concern for the UK people. The man objective of the idea is
to:
- To reduce the unhealthy content in the food items
- To offer food items and meals which are healthy in nature
Budget
Below is the table prepared for the budget of the innovative business idea:
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Items (Amount (£)
(1st year)
(Amount
(£) (2nd
year)
New cooks 8000 7000
Menu consultant 6000 4000
Food items 15000 18000
Furniture 8000 2000
Promotion 4000 5000
Hiring new staff 3000 2000
Market research 2000 1000
License expenditure 1000 1000
Training programs 4000 3000
Table 1: Budget for the innovative business plan
Source: Created by the Learner
The above table is giving an idea on the 2-year budget that has been prepared to make the
innovative business idea more effective.
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LO3: Use primary and secondary data to identify market potential
P3: Present data needed to support gap analysis in the evaluation of a specific
entrepreneurial idea
For the evaluation of the benefits of this entrepreneurial idea of health-conscious restaurant, the
current gap in the restaurant service in UK has to be assessed. To do this, both primary and
secondary forms of relevant data is collected and analysed in order to support the viability of the
entrepreneurial idea, and to justify the effectiveness of this idea in filling that existing gap.
For the secondary research, the information provided in the official website of Department of
Health and Social Care in the government of UK was accessed and analysed, as it is the most
authentic source of health related data UK. It shows that among all the countries, UK is in the
sixth place in terms of average calorie consumption by its residents, having a daily intake of
approximately 3440 calories per capita. However, eating too much high calorie foods like
avocado, baked beans or fast foods like hamburger results in obesity. In fact, the collected
secondary data showed that people who have about 50% or more of their total daily food intake
as high calorie food, bears a 94% chance of becoming obese within 5 years. In UK, obesity has
become one of the most significant health related issues, as it has been seen that in 2014, 62% of
their adult citizens were overweight with a BMI of 25 and above, while 28.1% of their adult
citizens had clinical obesity with a BMI of 30 and above (www.gov.uk, 2019). Even in the year
1994, the percentage of overweight people in UK was 53%, which has been increasing ever since
then.
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