Mobile Fast Food

A new generation of street food lovers are lining up at food vans. Though the idea is a longstanding part of American and world culture, the street food industry has never enjoyed so much popularity or publicity. Chefs can open up shop for much less than a restaurant, and develop simple menus that focus on particular cuisines or ingredients. Fans can follow their favorite trucks on Twitter and sample an assortment of dishes at large gatherings of trucks. The industry is booming with approximately 3 million food trucks in the U.S.,more than 5 million food carts which have appeared in malls, train and bus stations, airports, stadiums, conference centers and other locations in recent years. Food industry observers claim that the increase in food truck business is largely in response to the slow-growing economy. People are seeking inexpensive breakfasts and lunches. Also, more employees are often pressed for time, with more work and shorter lunch hours. With new gourmet trucks, foodies can also sample unique dishes for less than a restaurant meal. From an entrepreneurial standpoint, mobile food businesses have a lower overhead and require fewer employees than restaurants and can be easily moved if one location does not generate enough business and was even a good source to earn profit with small expenditure.

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INTRODUCTION
The new concept of mobile fast food was transformed into a business which was started by six friends of S.I.E.S college in January 2010 and they named it FOODIE FOOD PVT LTD .The chairperson of the company is Miss.NehaAhuja. The companys office and godown is located in Mumbai. Foodie food being something new had attracted many people. The food is tasty and is not that costly and this is the reason it continued to be a huge competition for small vendors in Mumbai. Due to its growing popularity the areas covered were increased in the month of March. Earlier it covered only few central areas but later on due to its growing popularity it was started in western areas also where it proved to be very successful. The business was started with very small capital of Rs 10,00,000 but the six talented minds were able to convert it into a profit oriented business within few months. The promotion style adopted by them was unique and so the people were not able to stop themselves to visit atleast once. Not only the taste but the hygiene maintained and the quick service was also the biggest reason of its success. Foodie food followed simple concept of bringing quality food to people in areas where there were not many choices and to bring cost friendly options to places where there were food choices. It was mainly seen near malls, train and bus stations, airports, near colleges and many such locations where it can grab more and more crowd. The another new idea of foodie food was its menu which included items different from the competitor and even made some unique versions of popular favourites. Hence a simple strategy of foodie food i.e. To serve good and that to in some unique areas and to maintain highest level of cleanliness had cleared all the hurdles and had made it a successful business.

PROCEDURE FOR REGISTRATION OF FOODIE FOOD Pvt Ltd

Obtained director identification number (DIN) online from the Ministry of Corporate Affairs portal (National) Days taken:-1day Cost:-Rs.100

Obtained digital signature certificate online from private agency authorized by the Ministry of Corporate Affairs (National)

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Days taken:-3days Cost:-Rs.1500

Reserved the company name online with the Registrar of Companies (ROC) (National) Days taken:-2days Cost:-Rs.500

Stamped the companys documents at the authorized bank (Private) Days taken:-1day Cost:- INR 1,300 (INR 200 for MOA + INR 1,000 for AOA for every INR 500,000 of share capital or part thereof + INR 100 for stamp paper for declaration Form 1)

Got the Certificate of Incorporation from the Registrar of Companies, Ministry of Corporate Affairs (National) Days taken:-5days Cost:- INR 14,133

Made a seal (Private) Days taken:-1day

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Cost:- INR 350 (cost depends on the number of seals required and the time period for delivery)

Obtained a Permanent Account Number (PAN) from an agent appointed by the Unit Trust of India (UTI) Investors Services Ltd., as outsourced by the Income Tax Department (National) Days taken:-7day Cost:- INR 67 (INR 60 application fee + 12.36% service tax + INR 5 for application form, if not downloaded)

Obtained a Tax Account Number (TAN) for income taxes deducted at source from the Assessing Office in the Mumbai Income Tax Department Days taken:-7days Cost:- INR 57 (INR 50 application fee + 12.36% service tax)

Registered with the Office of Inspector, Shops, and Establishment Act (Municipal) Days taken:-2days Cost:- INR 6,500 (INR 2000 + 3 times registration fee for trade refuse charges)

Registered for Value-Added Tax (VAT) at the Commercial Tax Office (State) Days taken:-12days Cost:- INR 5,100 (registration fee INR 5000 + stamp duty INR 100)

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Registered for Profession Tax at the Profession Tax Office (State) Days taken:-2days Cost:- no cost

Registered with Employees Provident Fund Organization (National) Days taken:-12days Cost:- no cost

Registered for medical insurance at the regional office of the Employees State Insurance Corporation (National) Days taken:-9days Cost:- no cost

Hence the total days taken to complete the registration procedure was 64 days and total cost incurred was Rs.29607/-

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MARKETING AND PROMOTION

The basic elements for starting any new business are marketing & promotion, staffing, raw material, finance. Marketing is the process of planning and executing the concept, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual objectives. It is a communication link between a seller and a buyer.Now-a-days marketing and promotion has become so much essential that even if the product is small it is promoted through advertisement and such other tools to create a want among the buyer. Promotion is one of the four elements of marketing mix (product, price, promotion, place).we provided our customers with hygienic and quality food compared to street vendors. Prices decided for different food products were reasonable compared to our competitors. Foodie food promoted its business by disturbing pamphlets and conducting a survey. For distribution of pamphlets we appointed a boy who was given 500 rupees, pamphlets were distributed in different areas like five gardens, dadar, worli,linking road,irla,juhu. Surveys were conducted in many areas so that we could decide what type of food product a consumer would most prefer or we could either try to develop a new food product or try to modify or extend an existing food product.

Pamphlet pic

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GODOWN
We have set up our godown of ______ sq.fts in Shahu Nagar at Kurla on a rental basis of 18000 per month which sums up annually to 2,16,000. One of the core reason of us choosing kurla for our godown is that it connects to both central and harbor line and also makes easy way for western. Another reason is that keeping our budget in mind the rent of the godown i.e. 18,000 per month was far more affordable as compared to other places. Even the links and contacts we have are majority from kurla. Now coming back to our godown we have allotted it into different sections. Half of it has been allotted for storage of our goods. In the remaining half for the kitchen for the food preparations and another part for office where our head sits. He looks after the godown.

This is our plot at shahunagar and the structure of the godown is as shown above.

STAFFING
Our staff consists of six members. Out of them two are allotted into kitchen as a cook, one is appointed the head who looks after the accounts as well as the godown. Out of the rest one is a driver of the van and rest two are the sellers of our food. And their salary as our accountant is paid under 5000 a month, both the cooks 4000 each per month. Driver is given 3500 per month and both the sellers are given 4500 respectively. But since march as the new van was purchased the staff was increased from 6 to 9one was the driver of the new van and other two the seller. The van leaves around 10 am in the morning and its working hours ends up at 9 in the evening that comes up to 12 hours of their working. We all work unitedly in a team as team spirit leads to success.

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The above fig indicates united efforts and team spirit which is our prime objective.

RAW MATERIALS

Raw materials constitute a major element for Foodie Foods business i.e. vegetables, fruits, spices, ghee, oiletc for making the desired dishes. It is therefore, important that investment in such is properly controlled. Foodie Food has its godown in Kurla where it prepares all the food items and makes it ready for sale so it buys all the raw material (vegetables and fruits) from vashi market as cost effective. The material is brought in godown through rail transport. Two ofour staff only goes to the vashi market and buys the vegetables, spices, ghee and other things. vegetables are purchased on daily as well as cash basis only. The daily cost of vegetables i.e. on weekdays is Rs2500/- and weekends is 5000/-. Ghee, oil, turmeric etc are purchased on weekly basis for Rs.10000/-. Ice-creams are purchased on weekly basis that costs uptoRs 2500-3000/-. And cold drinks are also purchased on weekly basis the cost comes to Rs 1000/-. Since we buy bulk quantity at wholesale price and from regular supplier we get the benefit of cash/ trade

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discount. Buying from same supplier brings with it some other benefits like good relations and they cooperate with the company and supply requisite quantity of goods before the start of production. Such purchases also help in cost savings, cost of stock/material out, material carrying cost, material handling charges etc. There are so many questions that are required to be solved/ answered before buying material like quantity to be bought, deciding the supplier, storage, keeping check over wastage/ spoilage etc. Our customers are our priority and that is why we get the best quality of materials. Material consumption takes place on weekly basis or daily basis in some case like vegetables. The working capital cycle:

EQUIPMENTS

All the equipments which were required for the foodie food van were purchased from varied places. Places like Vijay Sales,Ezone,Croma, BigBazaar ,many retail shops andwholesale shops.Many items were purchased online from sites like www.naaptol.com,www.flipkart.com,www.homeshop18.com,www.mouthshut.com and many more. List of items with their prices are given below :-

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Items
Bajaj 2200 microwave Small fridge Chests and freezers Morphy Richards toast and grill machine Steamer Cylinder Gas 6 pieces non stick cookware set Silver foilware Washing sink Disposable gloves(3000 gloves) Eureka forbes easy clean Floor care chemicals Mops(624*8) Samsung Big refrigerator Caf rico filter coffee maker Wall fans(1600*8) Ceiling fan(1655*8) Chopping board Kitchen tool set Kitchen knife set Mini chopper nova Peeler Pigeon cooker Container sets Prestige Induction cook top(2785*4) Paper plates TOTAL

Rates
8988 9790 18000 6410 6500 80000 10000 4000 1650 14940 1260 4170 2400 4992 8850 5790 12800 13240 1500 432 798 2798 900 3388 444 11140 2400 237580

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