PROJECT MR.

GRUB

Executive Summary:
Mr. Grub is a locally owned fast food outlet that will be positioned as an national and
international franchise through our creative approach to the company's image and
detail presentation. Mr. Grub will provide a combination of excellent food at value
pricing, with fun packaging and atmosphere. Mr. Grub is the answer to an increasing
demand for snack-type fast food, to be consumed while window shopping and
walking around inside a shopping mall.

In today's highly competitive environment, it is becoming increasingly difficult to

differentiate one fast food outlet from another. Mr. Grub will provide a diversified
food catalogue to choose from which will help its customers to choose the type of
meal they want anytime of the day.

Our main priority is to establish one outlet in a crowded mall, preferably in one of
prominent shopping malls in India. Later, our effort will be a further development of
more retail outlets in the surrounding area.

The initial capital investment will allow Mr. Grub to provide its customers with a
value-driven, entertaining experience through the creativity of its founders. Mr. Grub
will entice youngsters to bring their friends and family with our innovative
environment, fresh-cut foods with refreshing taste.
COMPANY SUMMARY:

What is Mr. Grub?

Mr. Grub plans to sell fast foods, food items related to Indian culture and likes of
Indian people like momos, tea, burgers and pizzas at an effective price. Our outlet also
provides excellent and friendly customer service to support the ambience of fun,
energetic and youthful lifestyle.

Youthful and fresh surroundings

We will imitate successful establishments, such as mac donalds and Starbucks, which
represent the majority of our core target market, between 18 to 35 years of age. Our
store will feature display cooking of our featured items such as meals containing
burgers and cold drinks at just 80rs. Our store will be decorated with fast food setting,
such as a bright counter and display menu on the wall.

Quality food
Each store will offer nothing but hamburgers, soft-drinks, French fries , breakfast
items, desserts and some special Indian style food items all served with old-fashioned
home-style care.

Open everyday
Our store is open everyday from 10 am to 9 pm.

Variety, variety, variety

A different selection of Food category will be featured every three months and we will
also change our Indian menu according to different season to shift more public
attention toward ourselves.
 ORGANISATION &
MANAGEMENT:

At first we have decided to open small food stalls at local areas and towns to
understand the market needs and its capacity. it can be better phrased as “market
testing plan”

Once the above process is achieved we would move on to open some more small food
stalls across nearby towns and areas to understand the thinking and need of bigger
audience.

The we will move to third phase where we will open the established shops in crowded
areas and shopping malls to attract more customers and deliver to their needs as
predicted from initial two phases. This will also lead us to better understanding of
managing and operation of this business which help in scalability in future.

The final stage would consist of expanding our brand through franchise model of
business. This model has potential of covering national and international areas in less
time with more productivity then investing as a private company at each location.

COMPETITIVE EDGE :
 Friendly environment and Enthusiastic staff

 Innovative packaging will position us at the same level with foreign fast food
franchises.

 Supporting merchandise items that support company's brand building.

MARKETING STRATEGY :

Our strategy is based on serving our markets well. We will start our first outlet as a
"market tester" that could become a model of the expanding number of outlets in the
future. Concentration will be on maintaining quality and establishing a strong identity
in the local market.

A combination of local media and local store marketing programs will be utilized at
each location. Local store marketing is most effective, followed by print ad. As soon
as a concentration of stores is established in a market, then broader media will be
explored. We believe, however, that the best form of advertising is still "buzz." By
providing a fun and energetic environment, with unbeatable quality at an acceptable
price in a clean and friendly outlet, we will be the talk of the town. Therefore, the
execution of our concept is the most critical element of our plan. We will actively
build our brand, through the selling of supporting materials, such as merchandise,
promotional items and other marketing gimmicks similar to those of other fast food
franchises

PRICING STRATEGY :
.Our pricing strategy will very much be focused through keeping an eye on
consumers. An average consumer spends around 100rs in INDIA at fast food meals.
This can help us to provide a small pack meal which may include French fries,
burgers, or cold drinks.
SALES STRATEGY :
The sales strategy is to build and open new locations in order to increase revenue.
However, this plan will be implemented when the one "market tester" outlet showed
potential growth. As each individual location will continue to build its local customer
base over the first three years of operation, the goal of each store is Rs 3000000
(thirty lakhs) in annual sales, with the original flagship store expected to earn almost
Rs 1 Crore per year. Since this store will be the “FLAGSHIP” store at a prime location
and it will have a diversified menu for the customers to choose from.

PRODUCTS AND SERVICES :

There will be a diversified range of products to choose from for the customers. Each
outlet will surely have the chief products like :-

 Hamburgers
 Cold drinks
 French fries
 Pizzas
 Momos and etc.

These type of chief products must contain the same taste across all our outlets to build
trust and love to our brand.

Then there will be other things in accordance with the specific “State in India” in
which our outlet is present. For example :-

Vada pav in Mumbai , idli dosa in south india and other regional foods according to
the need of customer base at that area.
SALES INCREMENT :
We are planning to increase our sales in future through online partners like swiggy
and Zomato. Also smart marketing ideas , “grand opening” and “Word of mouth” will
help considerably in increasing our revenue.