Hurst Fries is selling epicurean fries with a sauce of your choice. We use the aspect of the French Fries, in which the fries are all prepared from the garden-fresh potatoes and fried over again. Hurst Fries’ channel also provides magnificent and customer friendly services to aid in the amusement, dynamic and vigorous lifestyle.

We want to specialize in fries selling. Hurst Fries will be promoting a healthy lifestyle therefore there will be no alcoholic drinks at our store. Rather, we will be offering Belgian Soda to accompany the fries.

1.1.2 Fresh and young environment

We will emulate the prosperous foundation, for instance, Nandos, Burger King, and Gloria Jean’s Coffees, which are the representation of the major goal market that we are targeting, between the age of seventeen years to thirty-five years. Our reserve will be displaying the cooking process of French Fries from the first stage which is cutting to the final stage which is frying. Hurst Fries store will be garnished with the settings of first foods which may include a vivid counter and the available menu displayed on the wall.

1.1.3 Food Quality

Each and every reserve of Hurst Fries will be offering an impudently fried French Fries, sandwiches, kabab, various blends of sauces, all presented with old-time homecooked care.

1.1.4 Open daily

Our stores will be operating day-to-day from 9 am to 8 pm

1.1.5 Variety

There will be a distinct choice of sauces that will be featuring after two months and also will have changing on the Belgian soda flavors to go along with our fries.

1.2 Start-up Summary

The barter channel will be charted at one of the main location malls. Our taste is Shop A simply because we want to target the larger market.

1.3 Start-up requirements

1.3.1 Start-up Expenses

Kitchen and Fixtures	$31,000
Furniture and Interior	$17,000
Legal	$4,000
Rent	$17,500
Packaging and Stationery	$9,000
Emergency	$5,300
Total	$83,800

1.3.2 Start-up Assets

Cash	$65,000
Other current assets	$0
Long-term assets	$0
Total	$65,000
Total Requirements	$148,800

1.4 Company Locations and Facilities

The locations of Hurst Fries will be ranging in size from 55 to 75-meter square and 20 to 30 guests for the seat. The choice of space will be selected on the basis of the following factors:

Size of the community: The least number of people should be 850,000 within the border-radius of nine kilometers.
A recreation destination
Easily accessible
A huge percentage of young persons in the community

All these features will be constant to provide the highest experience of fast food quality. The marketing strategy that we want to utilize is the “word of the mouth”, where the satisfaction of our dear customers matters and as they value our label as a thrilling thing and cannot take any minute later to notify the family, neighbors, and friends. Fries will be competing directly with the other best fast food stores that are located in the same shopping mall we will choose.

2.0 Industry Analysis

Worldwide, fast food produces revenue that surpasses $570 billion. This is greater than the economic value of many countries around the world. The industry in Canada is expected to be having an annual increase of 2.5 percent for the future years. There are more than two hundred thousand fast food restaurants in Canada and there is an estimate that close to forty million Canadians take a bite at one of the restaurants day-to-day. The industry secures employment to more than three million workers (Woodhall-Melnik, 2018).

Customers of fast food put more focus on the quality of the food, price, and taste (Namin, 2017). The food is usually processed highly and the preparation is done in an assembly line. This ensures the restaurant’s consistency in experiencing, cost-effectiveness, and speed.

2.1 Fast food, specifically

Fast food restaurants accompanied by fast casual restaurants build up a part of the restaurant industry by the name QSR (Quick Service Restaurants) (Cohen, 2020). When quick service was controlled by fast food, fast casual carries on with gaining the market share. The Canadian food market carries on to be controlled by hamburger-focused restaurants, approximating more than thirty-five percent of the market share. Although the market share is dropping as the Mexican food specifically begins to gain.

Top five divisions by the market share

Division	Market share
Hamburger -focused restaurants	35% +
Pizza points	20%
Sandwich shops	16%
Chicken restaurants	10%
Mexican restaurants	9%

3.0 Competitive Analysis

The economy globally has been in a disorder for several industries but the fast food industry is not largely influenced (Jomo, 2019). Even though the community is very much aware of the well-being risks that are involved in taking in unhealthy food, their market is rising continually in the last five years. This may be brought by the actions that the industry has been taking to respond to the preferences and taste of the customers by the introduction of the healthy options on the respective menus. It has been approximated that the growth of these restaurants worldwide is the main key to expansion in the market as the new economies demand additional fast food options.

3.1 SWOT analysis of the Fast Food Industry

Strength

· According to the BMG (Bacic Media Group), the goods provided by fast food restaurants are commonly priced at a low price compared to the pricing that is offered by other restaurants. This reason, fast food restaurants are popular with fewer financially supplied society members (Vu et al., 2017). Fast food provides convenience to the upper class of society hence making it more popular. The offers provided by fast food restaurants are sweet appealing to many individuals. Fast foods are even eaten by many popular celebrities. Fast food is not restricted to some division of society as it is portrayed by the media.

· According to the BMG (Bacic Media Group), the second cause that makes fast food more popular is simply because it is time-saving (Akhter, 2019). The period to wait does not exist. The preparation of the food takes minutes and served as fast as possible. The drive through that is being offered by some fast food restaurants creates the possibility of ordering food even without jumping out of your car (Janssen, 2018). If compared to conventional outlets, fast foods save a lot of time.

· According to the BMG (Bacic Media Group), for some time, fast food has been involved with unhealthy foods, the industry has been adjusting to the market demands and offers nowadays healthy choices in the menus (Ban, 2016). A large population is putting more focus on the health issue and the industry is quickly adjusting to provide better. Foods that are healthier tend to be of higher prices compared to others.

Weaknesses

· There has been an increase in the number of cancer cases and obesity forcing people to be conscious and make good options in the choice of food they are eating (Moghimi, & Wiktorowicz, 2019).

· The industry has been facing many challenges in the past few years and the profits have been reducing. in the outward appearance, the industry seems to be lively and looks capable of defeating any challenge that comes through it, although there are some industry firms that are more competent or able than the others.

· Most of the foods that are being offered by these restaurants have manifested an increase in BMI due to the high concentration of fat (Lu et al., 2019). There are many documentation and books published that are campaigning on the awareness of the concern of the people on the health risks in the consumption of fast food. This ruins the reputation of the industry but it responds back by providing healthy options to the consumers.

· In this industry, there are many restaurants that are proving the same products to customers. This results in a high competition (Esmaeilpour, Mohamadi, & Rajabi, 2016), and the restaurants have to share among them the few consumers.

Opportunities

· The foreign market provides a great opportunity of growing fast when the company is opened to get working plans that can avail a wide range of preferences and tastes (Savastano, Amendola, & D’Ascenzo, 2018). If the company has a huge brand name, it has an advantage when it wants to find new markets in other countries.

· Fast food franchises are offering a better opportunity for looking for profitable openings in the food franchise expanse (Blankson, 2018). The report states that there are many offerings that come from these businesses such as the usual options and ethnic preference that can be significant when venturing into the new market.

Threats

· There is competition from the location of the restaurant providing a similar product (Esmaeilpour, Mohamadi, & Rajabi, 2016).

· The workers believe that skills are more worth compared to the minimum wage (Krueger, 2018) therefore there should be an increase in their earnings.

· There is uncertainty in the prices of food in the restaurant. Food prices affect the supplier, producers, and also the consumers (Lusk, & McCluskey, 2018).

4.0 Customer Analysis

According to the survey that was done recently of people who ranges between fifteen and forty-five years old, eighty percent of those who participated in the interview enjoy fast food ((Xue et al., 2017). Ninety percent of these groups of people enjoy fast food in a regular time interval and ten percent of these people state that they love, like, and enjoy fast food so much. The survey produced significant reasons why there is an increase in the demand for fast food (Alturki, Brookes, & Davies, 2018). The reasons include:

In a year, there are fifty-two weekends and three holidays. A big percentage of Canadians love the aspect of window shopping, as they wander and meander around the streets, they will be having some quick bite to keep them going in their activities.
White-collar employees in their respective offices have stopped the habit of carrying lunch with them, they love enjoying kabab, hamburger, chicken, pizza, or any other fast food in their area of work.
Parents and guardians are giving out a lot of money to their children and students for buying lunch. Typically, fast food is their first and foremost option simply because of the efforts of brand building that stiffly targets this age bracket.
Eating out is always the habit of enjoying life in Canada. Canadians do not consider fast food as opulence and they have fun and enjoyment with their families on board more specifically the young children.

The company will be targeting a huge number of consumers composed of characteristics such as age, gender, income levels, and locations. Under the category of age, the company is targeting the young ones, those who are single, and also those who are presently enrolling in the high, college, and university school. We will also provide our services to the young families that have got children. Under gender, we will be targeting both sexes that are male and female with less attention to the male since they have less concerned about dietary. We will be catering to the medium level income earners, high-level income earners, and to all who fall in the bracket of low-level income earners. The location of the company will be situated in an area that can be easily accessed, near to recreation activities such as leisure and also tourism.

5.0 Marketing Plan

In 2019, consumer spending on fast food in Canada rose in addition to the rise in Canada’s economy. The increased number of facilities which include restaurants, bakeries, food franchises across the borders of Canada has resulted in the critical growth in this particular sector of the economy. The spending on food is almost fifty-six percent of the total consumer spending in Canada and spending on recreation activities is around fifteen percent of the total consumer spending (St-Germain & Tarasuk, 2018).

There are various ways that we will use to let our customers know about the company. Firstly, the use of social media (Johnson, 2017). in this modern world, there is a high percentage of teenagers that have access to the internet and social media platforms such as Facebook. This will help us reach many individuals hence large sales. We can design a webpage for the legibility of the company. Advertisements through various websites will also help us promote our company (Johnson, 2017).

6.0 Operation Plan

Our current workers will be cashiers, three cooks, and three busboys in each location, with everyone on the building at the opening hours. This is regarded as the best number of personnel for the food channel the capacity that we have. Each worker will be working for thirty-six to forty-one hours in a week. In the later days, as we expect as expansion in our product criteria and retail channels, there will be the employment of more employees in the mid-level management to make sure that the concentration of our efforts, for instance, the site managers.

	Year 1	Year 2	Year 3
Site Managers	$0	$65,000	$100,000
Cashiers	$38,000	$85,000	$150,000
Cook	$33,300	$70,000	$130,200
Bus Boy	$28,700	$60,200	$123,700
Total Individual	13	28	45
Total Payroll	100,000	$280,200	$503,900

7.0 Management Team

The commencing management team clings on the creators with some a little support hired (Francis, 2019). As the business grows, we will be taking an extra working force to assist in critical sectors. We will be sharing our minds, skills, and the basic knowledge we have about management to run the top management. We will not be able to add some extra costs unless it is necessary. This simply means that the commencing management team will be required to work harder to maintain the overhead as low as possible. This also will give us and the later partners the opportunity to reinvest the profits and experience high returns.

Currently, Hurst Fries is owned by the five creators. The others that have supported the buildout of this business idea plan will be given a chance to nurture together with the organization at a suitable time, and when the time reaches, the shares of the five creators will be combined or merged as one unit.

The company is small naturally therefore it only needs an organizational structure that is simple (Lu et al., 2019). The execution of this organization develops a call for all the five persons in making the all key management decisions as well as watching the other activities that are taking place in the business.

In the initial plan, the functions of accounting and payroll activities are to be executed by inside accountancy. Mr. Mzungu Thomas will be in charge of accounting and the development of the business of Hurst Fries, assisted by Mr. Arnold Heart, the acting Head of HR. hopefully, positions will be added at the future dates such as the purchasing manager, finance manager, human resources, marketing manager, and many others. The administrative support team will not be left behind.

8.0 Reference

Akhter, M. M. (2019). Consumer Attitude toward Fast Food Consumption: A Study on University Students in Dhaka City. Asian Journal of Humanity, Art and Literature, 6(1), 21-32.

Alturki, H. A., Brookes, D. S., & Davies, P. S. (2018). Comparative evidence of the consumption from fast-food restaurants between normal-weight and obese Saudi schoolchildren. Public health nutrition, 21(12), 2280-2290.

Ban, Z. (2016). Delineating responsibility, decisions and compromises: A frame analysis of the fast food industry’s online CSR communication. Journal of Applied Communication Research, 44(3), 296-315.

Blankson, C., Nkrumah, M. F., Opare, G., & Ketron, S. (2018). Positioning strategies and congruence in the positioning of high‐end indigenous and foreign retailers in sub‐Saharan Africa: An illustration from Ghana. Thunderbird International Business Review, 60(4), 535-548.

Cohen, J. F., Rimm, E. B., Davison, K. K., Cash, S. B., McInnis, K., & Economos, C. D. (2020). The Role of Parents and Children in Meal Selection and Consumption in Quick Service Restaurants. Nutrients, 12(3), 735.

Esmaeilpour, M., Mohamadi, Z., & Rajabi, A. (2016). Effect of dimensions of service quality on the brand equity in the fast food industry. Studies in Business and Economics, 11(3), 30-46.

Francis, O. O. (2019). Business Proposal to Setup the Fruit Juice Bar in Abuja. Global Journal of Management And Business Research.

Janssen, H. G., Davies, I. G., Richardson, L. D., & Stevenson, L. (2018). Determinants of takeaway and fast food consumption: a narrative review. Nutrition research reviews, 31(1), 16-34.

Johnson, K. D. (2017). Social media marketing: A solution for marketing and advertising agency promotion.

Jomo, K. S. (2019). Southeast Asia’s misunderstood miracle: industrial policy and economic development in Thailand, Malaysia and Indonesia. Routledge.

Krueger, A. B. (2018, August). Reflections on dwindling worker bargaining power and monetary policy. In Luncheon address at the Jackson hole economic symposium (Vol. 24).

Lu, S., Yao, B., Zhan, C., Liu, H., & Jin, Z. (2019, July). A Study of Team Structure to Enable Effective Product Development Process Implementation. In International Conference on Applied Human Factors and Ergonomics (pp. 573-580). Springer, Cham.

Lusk, J. L., & McCluskey, J. (2018). Understanding the impacts of food consumer choice and food policy outcomes. Applied Economic Perspectives and Policy, 40(1), 5-21.

Moghimi, E., & Wiktorowicz, M. E. (2019). Regulating the fast-food landscape: Canadian news media representation of the Healthy Menu Choices Act. International Journal of Environmental Research and Public Health, 16(24), 4939.

Namin, A. (2017). Revisiting customers’ perception of service quality in fast food restaurants. Journal of Retailing and Consumer Services, 34, 70-81.

Paeratakul, S., Ferdinand, D. P., Champagne, C. M., Ryan, D. H., & Bray, G. A. (2003). Fast-food consumption among US adults and children: dietary and nutrient intake profile. Journal of the American dietetic Association, 103(10), 1332-1338.

Savastano, M., Amendola, C., & D’Ascenzo, F. (2018). How digital transformation is reshaping the manufacturing industry value chain: The new digital manufacturing ecosystem applied to a case study from the food industry. In Network, Smart and Open (pp. 127-142). Springer, Cham.

St-Germain, A. A. F., & Tarasuk, V. (2018). Prioritization of the essentials in the spending patterns of Canadian households experiencing food insecurity. Public health nutrition, 21(11), 2065-2078.

Vu, H. M., Chan, H. K., Lim, M. K., & Chiu, A. S. (2017). Measuring business sustainability in food service operations: a case study in the fast food industry. Benchmarking: An International Journal.

Woodhall-Melnik, J. (2018). “It was a Meaningless Job”: Exploring Youth Post-Secondary Students’ Employment in the Fast Food Industry. Canadian Journal of Family and Youth/Le Journal Canadien de Famille et de la Jeunesse, 10(1), 275-298.

Xue, H., Wu, Y., Wang, X., & Wang, Y. (2016). Time trends in fast food consumption and its association with obesity among children in China. PLoS One, 11(3), e0151141.

Fast Food Restaurant Business Idea

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1.0 Company Overview

1.1 Company Summary

1.1.1 What is Hurst Fries?