Comprehensive Business Plan: Sustainable Food Truck in the UK

This business plan outlines the development of a food truck business in the United Kingdom. It includes a SWOT analysis to identify strengths, weaknesses, opportunities, and threats, as well as a PESTLE analysis to assess the political, economic, social, technological, environmental, and legal factors. The marketing plan details pricing strategies and buyer power, while the management team structure and financial plan provide a framework for successful operation. The plan covers aspects like company overview, products and services offered (including barbeque, tacos, pizza and sugar free cookeries), market audit (including competitor analysis), target market and financial projections, including cash flow forecasts and profit & loss statements. Data was collected through primary research questionnaires and secondary sources like books, articles and journals.

Business plans
(Food Truck business in UK)

Executive Summary
Main purpose of this business plan is to develop Food truck in United Kingdom. SWOT
analysis was used that helped in identifying the strengths, weakness, threats and opportunities at
UK. PESTLE analysis helped in determination of political, environmental, economic, social,
technological and legal situation of the UK for Food Truck business. Marketing plan was done
by identifying the best pricing strategy, buying power of the buyers and suppliers etc. Along with
this, management team and financial plan also applied that helped in successfully development
of Food Truck in UK.

Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
1. Business/company overview.......................................................................................................5
2. Products and services...................................................................................................................6
3. Market Audit................................................................................................................................7
3.1 Competitors............................................................................................................................9
3.2 SWOT Analysis.....................................................................................................................9
3.3 PESTLE Analysis................................................................................................................12
4. Target Market............................................................................................................................15
5. Marketing Plan...........................................................................................................................16
6. Management Team....................................................................................................................28
7. Financial Plan:...........................................................................................................................29
7.1 Cash flow Forecast..............................................................................................................29
7.2 Profit & Loss........................................................................................................................31
Conclusion and Recommendation.................................................................................................33
REFERENCES..............................................................................................................................34
Appendix........................................................................................................................................36

Introduction
Business plan is the written document that explaining the nature of business, marketing and
sales strategy, financial background, containing a projected profit and loss statement etc.
Business plan is an accurate rod map that gives direction or way so as business can plan its future
as well as assist it avoid bumps in the road (Kim, 2020). Planning of new business is important
and essential for the venture because it will help them in attaining of their business goals and
objectives successfully. “Food Truck” is a chosen business idea that is associated with providing
healthy meals to the people within United Kingdom. This is an effective business plan that
develops a sustainable and viable business. In order to complete this business plan, there are
different activities that will be used in this. These are: overview of the company, products and
services offered, market audit, competitors, SWOT analysis, PESTLE analysis, target market,
marketing plan, financial plan etc. All these are important information that will be essential and
significant for completing the business plan in successful manner.
There are two methods of collecting data such as primary and secondary. Both sources of
data collection are essential for completing this business plan in successful and effective manner.
in order to gather primary information, there are different techniques including interview,
questionnaire, focus group and many more. All these are essential but according to the current
business plan, questionnaire is more valuable and useful technique for the investigator. Main
reason behind using questionnaire as it will help in collecting of primary information from the
peoples live in United Kingdom. This information will be related with the customer’s taste,
preference and needs about the food products available in Food truck (Hwang and Shin, 2019).
Along with this, secondary is another method of data collection. There are various sources
that are useful in gathering of secondary information about the current business idea or plan.
These sources are: books, articles journals, publication research and many more. These are
effective sources of collecting secondary information about the new business development. With
the help of these sources, information about the SWOT analysis, competitors, PESTLE analysis
will be collected effectively.
Therefore, all these are main sources of data collection that will be useful for developing
Food truck BUSINESS IN United Kingdom. With the help of these sources, new venture become
able in developing of new Food truck business easily in specific destination. Main purpose of
this business is to provide healthy food to the target customers.

1. Business/company overview
Business plan is based on the Food Truck business that is essential for the people. “Rites
healthy food” is a chosen name of new business that associated with providing food products or
services in Food truck. This type of business is a great opportunity or chance for new venture
whose passion or desirer is serving quality and healthy food. It is essential and significant in
different manner like there is no requirement of purchasing costly spaces for starting up a
restaurant or new business. In this, new venture must have need is a full-fleeced truck, passion
and licences for making a food within the city. This is an effective business idea that requires
innovation and creativity with lip-smacking dishes with purpose of attracting larger number of
customers or foodies. This is a most significant and beneficial business because it supported in
earning of maximum amount of capital. There are different advantages or benefits of starting a
food truck business in United Kingdom (Ijaz and Goheer, 2020). These advantages are low start-
up costs, the capability to be own boss, less risk or challenges than starting up a restaurant
storefront, little restaurant experienced needed, current popularity of the business area, flexibility
of work etc. These are major advantages of Food truck business. There are some main and
essential points that will be needed while starting a food truck business. These points are costs
involved, licences needed points to keep in mind, food truck marketing and many more. These
are main points that will be required for starting a food truck business in successful and in
effective manner.
Figure 1: Food Truck Business

Business is booming for the United Kingdom food van sector. It is growing within
popularity because of the quantity of street or truck food, which is available to a customer when
they are needed and on the go. While this is somewhat that is comparatively new to the United
Kingdom, nations like Thailand take had a long popularity within street vans, and then they have
well-known to be successful. Research done by the Food and Agriculture Organization of the
United Nations has said that 2.5 billion people eat street food around the world every day. Search
terms have increased in year 2016. By means of an 83% rise for individuals searching ‘food
truck’, 320%searching ‘street food’, 66%, searching ‘street food van’ as well as 49% searching
‘food van’ as of year 2014. This provides a clear sign of an intense curiosity in not just the food
sector, but food which is readily obtainable on the street or truck. A main selling location for
those expressing into the food truck venture are markets as well as festivals, with over seven
thousand units being sold there. Along with this, there are different opportunities of starting food
business in UK. These are opportunity to cook and enjoy the work, higher number of customer
base, innovative technology and many others. Therefore, opening a food business within United
Kingdom is important and beneficial for the new venture. With the help of this business, new
venture can easily increase customer base that turn to impact in improvement of brand image.
This business helps them in increasing sales and also supports them in improvement of its
business performance and productivity (Morote, Hernández and Rico, 2016).
Vision: Main vision of the Rites healthy food is to provide quality and hygienic fast food to
customers at that place where customers actually want from us.
Mission: Main mission of the Rites healthy food is to attaining best in class efficiency and
productivity.
Objectives: There are some objectives of Rites healthy food which will be define as below:
 To develop a presence as a successful local fast food truck and increase a market share
within 1 month.
 To attract larger base of customers by providing quality at reasonable price in 1 month.
 To increase sales by developing innovation in the products and services.
2. Products and services
This is an important and essential aspect of the business success and growth. Without
product and services business is not a business. Food truck is a chosen business plan that is
essential because today’s people are Foody and want to eat foods any time and any place. Food

truck business help all peoples by providing quality products and services to the customers.
There are different products that will be available in food truck business.
Figure 2: Products and services provided by Food Truck
These are Barbeque, Tacos, Pizza, Burger, sugar free cookeries, Grilled cheese etc. These
are main products that will be available for the customers in food truck. These products are
available at affordable prize that will be essential for all class people such as lower class, middle
class and high class. Along with this, there are also different services that will be provided by
food truck. These are online order, tack away service, information about the combos on internet
etc. These are main services provided to the customers. Main purpose of opening the food truck
business is to attract larger base of customers and improved brand image in marketplace and in
customer mind. Vision of Rites healthy food is to offer quality products and services to the
customers with aim of increasing their trust and loyalty towards the brand (Chen and et. al.,
2020).
3. Market Audit
Market audit introduces to the systematic, comprehensive, evaluation, analysis and the
explanation of business marketing environment, both external and internal. Main goals,
principles, strategies and objectives is to determine the areas of threats and opportunities as well
as to recommend an effective plan of action to overcome threats in systematic manner. Market
audit is important for each and every business success because without this, no one is able to

identify the customer needs and market trends that turn to impact on their sales and profitability.
This will be important and essential for the Rites healthy food in attracting of larger base of
customers. There are different components of market audit such as marketing function audit,
marketing productivity audit, marketing strategy audit etc. These are important and essential in
identifying the market that turn to impact in improving sailing practices that result in attraction
of larger number of customers and also improvement of brand image. Along with this, without
marketing audit, Rites healthy food not able to develop their business in successful manner
(Mangla and et. al., 2018). There are some important components of the marketing audit that are
essential for developing food truck. These are explained as below:
Figure 3: Market audit of Food Truck Business
Macro environment audit: This audit includes external factors of the company that have
direct influence over marketing performance of business organisation. These factors are political,
environmental, cultural, economic and demographic.
Marketing strategy audit: This is another audit that is important and essential for the Rites
healthy food in checking their feasibility of business mission, marketing strategy, marketing
objectives and goals. This has a positive and direct impact over marketing performance of an
organisation.
Marketing productivity audit: Analysing the performance of marketing functions in terms
of cost-effectiveness and profitability. This will be effective for Rites healthy food in improving
of its marketing productivity that helps them in increment of brand awareness among customers
and in marketplace.
Task environment audit: This is one of the main and useful audits for Rites healthy food in
identifying the market needs about the food. There are some factors that closely linked with task

environment factors i.e. competitors, customers, distributors, retailers, marketing firm,
facilitators etc. All these factors are played important role in successfully development of food
truck business in United Kingdom (Tenrisanna and Kasim, 2020).
Therefore, above mentioned all these main major parts of market audit that are essential and
beneficial for Rites healthy food in attainment of competitive advantages and also improvement
of their brand image.
3.1 Competitors
Competitor’s analysis refers to the process of classifying and analysing the competitors to
know their weakness and strengths. In United Kingdom, there are different numbers of Food
Truck business that are successful. This is not easy for Rites healthy food to successfully develop
their food truck business in UK. There are different competitors including Scotties Coffee Van,
Pizza Pilgrims Van, Dark Fluid, The Veggie Table, Sud Italia, and Habaneros Mexican
Street Food. These are main competitors for Rites healthy food that have negative impact on
their business performance, sales, profitability, market reputation and many other. it is the role of
Rites healthy food to compete their all competitors which most is only possible by providing
quality products and services, using effective marketing techniques, price of the products is not
high etc. These are effective and useful ways in overcoming the issues associated with the
competitors.
3.2 SWOT Analysis
SWOT analysis refers to the process of analysing strengths, weakness, opportunities and
threats of the company. These are internal factor of the company that have direct impact on their
business performance and growth. A food truck is an included a food truck with a legal cook
food on the vehicle, permit to park and serve customers while stirring at different locations. In
context of Rites healthy food, this is a food truck that develops their business in United
Kingdom. SWOT analysis of the Rites healthy food will be mentioned as below:

Figure 4: SWOT Analysis of Food Truck Business
Strengths
 Experienced staff: This is one of the main strength of Rites healthy food that will be
essential and significant for them in developing of their food truck business in United
Kingdom successfully and effectively. Experienced staff will help Rites healthy food in
attracting of larger base of customers that result in increasing sales, improving brand
image and in attainment of competitive advantages within less period of time and in
successful manner (Ghimire and Aryal, 2019). Experienced staff become able in fulfilling
customers’ needs by providing quality and tasty foods in accordance to their wants. This
will be beneficial for Rites healthy food in improvement of its growth and success in UK.
 Fresh and innovative food: This is another strong point that have by Rites healthy food
while opening their food truck business in United Kingdom. For example: food truck
business not have much space for starting the food. Thus, they serve and cook food at the
similar period without leaving area for storing. This will be essential and beneficial for
Rites healthy food in attracting of larger base of customers easily. In this customer have
an effective chance to taste freshly and healthy cooked food. This will be effective for the
Rites healthy food in development of its strong brand image in marketplace as well as in
customer’s mind that output in increased sales as well as profitability.
 Fast service: This is a biggest strength of Rites healthy food that will help them in
maximisation of customer base within less time. By providing fast services to the
customers will assist them in improvement of customer loyalty as well as enhancement of

brand image successfully in UK marketplace. Fast services of food will be beneficial for
Rites healthy food in attainment of competitive advantages in successful manner.
Weakness
 Less Experience: This is a main weakness of Rites healthy food that impact on its
business and marketing performance in negative manner. company has less experience
regarding handling of daily basis issues in easier and without minimum time. This turn to
impact on brand image and goodwill of the Rites healthy food.
 Costly Food ingredients: This is another weakness because Rites healthy food is a new
business that wants to develop their venture in UK. For this venture, sufficient amount of
capital will be requiring. Thus, this is a main weakness that will have negative effect on
business performance of Rites healthy food. For example: the basic food ingredients or
components are becoming costly as well as food truck have to serve the meal at minimum
price. As they could distinguish themselves as of their competitors and also attract price
conscious market. Thus, this is a major weakness that have negative and direct impact
over brand image of the Rites healthy food (Azam, 2020).
 Lack of information: This is considering another weakness of Rites healthy food while
staring their food truck business in UK. There are different things regarding the market
that must have by Food truck business. This information is cocking methods and styles,
customers tastes and preferences, route and time at diverse places etc. These are major
information that will be needed by Rites healthy food while starting their business in UK
in successful manner. In this area, Rites healthy food is weak that have negative effect
over their marketing and operational performance.
Opportunities
 New product and taste: This is an effective opportunity for Rites healthy food in
successfully development of its Food truck business in UK. If Rites healthy food wants to
successfully develop their business in UK, it is the main role of them to provide new
products along with better taste (Das, 2019). This is an effective opportunity for them in
increasing of customer base and also in improving their brand image in marketplace. This
will further help them in developing their business in different other nations that output in
improved brand value and reputation.

 Use of modern technologies: This is another opportunity for the Rites healthy food in
increasing of their brand awareness about the Food truck along with products and
services. There are different technologies such as social media, development of website,
internet of things etc. These are useful technologies for Rites healthy food in attracting of
larger customer base as well as achieving competitive advantages within less period of
time and in successful manner.
 Emerging business: This is another biggest opportunity for Rites healthy food in
successfully development of its Food Truck business in UK. For example: the food truck
ventures fall within the category of actually emerging business. Today’s market is
competitive or reasonable, but it has not become congested with the competitions.
Therefore, this is essential for Rites healthy food in achieving best outcomes. Emerging
business give quality services as well as perform in more well manner, they can easily
attract an effective mass of market share.
 Covid 19: Lockdown due to Covid 19 presents an innovative and effective chance for the
Rites healthy food. From the time when people are held at home, and also all the
restaurants and hotels are closed. Rites healthy food is a food truck business that are like
a delivery services and can offer food to customer in their doorsteps.
Threats
 Legal requirements: This is a biggest threat for the Rites healthy food while opening
their Food truck business in United Kingdom. For example: some states and nations don’t
allow to open food truck easily. In this, legal requirements for Food Truck is not easy to
comply as well as vary from state to state. It is necessary for Rites healthy food to have a
licensee for opening a Food truck in United Kingdom.
 Threats of Competitors: This is also considered a major threat that have negative
impact over Rites healthy food and its sales and profitability. This threat negatively
impacts on business sales and also on their brand image (Pasukphun and et. al., 2018). In
UK, there are different competitors of Rites healthy food such as Barbeque, Tacos, Pizza,
Burger, sugar free cookeries, Grilled cheese etc. All these competitors have impact on the
sales of Rites healthy food.
 Easy to duplicate: This is a biggest threat for Rites healthy food because there is no
copyright involved. In this, any competitor is come into the marketplace and steal recipe