Fresin Fries

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Fast Food Restaurant Business Plan

Products

We want to focus only on selling fries. Alcoholic drinks will not be sold in our outlet, as Fresin Fries promotes a healthy and positive Singaporean lifestyle. Instead, we will offer Italian Soda to complement the fries.

In promoting the Fresin Fries lifestyle, we will offer various merchandise with our logo and colors, from hats to t-shirts to potato cutters to our signature sauces, so that our customers can enjoy Fresin Fries at home. Our signature sauce is exclusively manufactured by Company Q. They can be also purchased at selected retailers.

3.1 Product Description

Fresin Fries primarily sells fries and our unique dipping sauces. Main products sold are: Belgian fries, Italian sodas and corporate merchandise.

Belgian-style fries are available in large (choose 2 dips), small (choose 1 dip), with addition of garlic Fresin (add S$0.25).

The dips for Belgian style fries can also be served with sandwiches; they are available in more than 20 flavors:

  • Pesto Mayo
  • Satay Sauce
  • Teriyaki Sauce
  • Thai Chili Ketchup
  • Creamy Wasabi Mayo
  • Roasted Pepper Mayo
  • Lava Cheese
  • Black Pepper Sauce
  • Curry Ketchup
  • Barbecue
  • Jalapeno Ketchup
  • Caribbean Islands
  • Traditional Sambal
  • Korean BBQ
  • Hot Chili Sauce
  • Garlic Dip

3.2 Competitive Comparison

Fresin Fries has several advantages over its leading competitors:

  • Unique "fusion" concept of dipping sauce.
  • We expect a high degree of enthusiasm and offer a fun store with friendly staff, that reflects the company's youthful and energetic culture.
  • Supporting merchandise items that support the company's brand building.
  • Our fried potato is made 100% fresh, compared to most fast food outlets that use frozen fries.
  • Our dipping sauce is also made fresh without preservatives.
  • Our innovative packaging will be more entertaining than our competitors; a single cone with a cup reserved for dipping sauce.

Company

Clean

Value

Merchandising

Hang Out

Simple

Fresh

Cool

Pop Culture

Fresin

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

McDonald's

Yes

Yes

Yes

Yes

Yes

No

Yes

Yes

KFC

Yes

Yes

No

Yes

No

No

Yes

No

Tori-Q

Yes

Yes

No

No

Yes

Yes

No

No

Roti Boy

Yes

Yes

No

No

Yes

Yes

No

No

Bread Talk

Yes

Yes

Yes

No

Yes

Yes

Yes

No

Bee Che Hiang

Yes

Yes

Yes

No

Yes

Yes

No

No

Pizza Walker

Yes

Yes

Yes

Yes

No

Yes

Yes

Yes

3.3 Sales Literature

Fresin Fries will use advertising and sales programs to get the word out to customers.

  • 2,000 color brochures to be distributed throughout destination shopping mall and facilities: in-store, cinemas, area eateries, information during the grand opening in January 2005.

  • Half page magazine reviews in Singapore's lifestyle magazines that advertise the presence of the outlet.

3.4 Sourcing

Fresh potatoes will be delivered weekly by our distributor directly from the U.S. We also have an agreement with Company Q to exclusively manufacture our signature sauces, and all of our merchandise will be printed and produced by our partner's office in China.

3.5 Sales Programs

Each opening of Fresin Fries will have, more or less, the same marketing mix as the others. Below are the programs that we will develop to open each location.

Grand Opening

Each new outlet will have outdoor signage as soon as possible. We want the signage to be supported by banners before the opening.

Point of Purchase

We will use "tray toppers" to explain the concept and philosophy of Fresin Fries. We will also sell gift certificates, announce future job openings, and possibly mention franchise opportunities.

Direct Mail Piece

A stand-alone piece, folded, will be produced in full color on heavy weight paper. Inside will be all the important details of Fresin Fries, explanation of our menu, prices, house of operation and a locator map.

3.6 Future Products

For now, we will focus on selling fries and signature sauces. However, as we grow further, we will add new categories to our menu, such as Belgian Sandwiches and Buffalo Wings.

In the future, our growth strategy will be offering the franchise of our brand to food entrepreneurs in the region. The success of Bread Talk franchising in Indonesia is the best example on growing globally.

Value Meal

Sales of Fresin Fries will not only generated from the selling of its famous Belgian Fries, but also will be generated by the conception of an innovative package menu called the "value meal." It primarily consists of a combination of our featured Belgian Fries, sandwiches and Italian soda at greater value than selling at individual items. Further customization could be done by selling a bigger size of fries called "Uber Fresin" to attract price sensitive customers.

Private Parties

Brochures and handouts will explain that we can handle banquets and private parties, in addition to our brochure that will list our daily entrees.