A MINI PROJECT- 1 REPORT

On

Healthy & Diet Food Restaurant

Submitted to

Dr. A.P.J. Abdul Kalam Technical University,

LUCKNOW

For the partial fulfillment of

MASTERS OF BUSINESS ADMINISTRATION

BATCH 2023-2025

Submitted to Submitted by

Dr. Sarjue Pandita Ritika Garg

Professor 2370069
MBA I SEM

AJAY KUMAR GARG INSTITUTE OF MANAGEMENT

27th K.M Milestone, Delhi- Meerut Expressway, Ghaziabad, Uttar
Pradesh, 201015
 CERTIFICATE

This is to certify that the report entitled “Healthy & Diet Food Restaurant” has

been carried out by Ritika Garg under my guidance as a part of Mini Project 1 work

for MBA at Ajay Kumar Garg Institute of Management, Ghaziabad, Uttar Pradesh.

Date: Signature & Seal

Place: Ghaziabad ………………………

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 ACKNOWLEDGEMENT

I owe my thanks to all the people who helped and supported us during
writing this report.

I thank Dr. Sarjue Pandita for guiding me and correcting my drafts with
care. I am highly obliged for her painstaking efforts and attention to detail.

I would also like to thank the effort and time spent by my batch mates in
AKGIM, who have gone out of their way to help me collect data and fairly
express their opinion on Health & Diet Food Restaurant.

I would also thank my Institution AKGIM, Ghaziabad for supporting me

with the infrastructure without which this report would have been a distant
reality.

……………………

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Table of Contents
EXECUTIVE SUMMARY ............................................................................................................ 6
Food U Fit ....................................................................................................................................... 7
INTRODUCTION ........................................................................................................................ 7
OBJECTIVE ................................................................................................................................ 7
VISION ........................................................................................................................................ 7
OUR MISSION STATEMENT ................................................................................................... 8
OUR VALUES............................................................................................................................. 8
Integrity .................................................................................................................................... 8
Stewardship .............................................................................................................................. 8
Teamwork ................................................................................................................................. 8
Respect ..................................................................................................................................... 8
Innovation ................................................................................................................................ 8
Empathy, Passion, Empowerment ............................................................................................ 9
GAP IDENTIFICTION ................................................................................................................ 9
CONCEPT GENERATION ......................................................................................................... 9
SERVICES .................................................................................................................................... 10
SERVICE IDEA......................................................................................................................... 10
WHY’S THIS IDEA NEW AND IMPORTANT ....................................................................... 10
BENEFITS ................................................................................................................................. 11
TARGET MARKET .................................................................................................................. 12
FEASIBILTY ANALYSIS........................................................................................................... 13
PRODUCT FEASIBILITY ........................................................................................................ 13
Demand .................................................................................................................................. 13
Features.................................................................................................................................. 13
Menu....................................................................................................................................... 14
Unique Selling Proposition (USP).......................................................................................... 15
Application ............................................................................................................................. 15
TECHNICAL FEASIBILITY .................................................................................................... 16
Resources ............................................................................................................................... 16
.................................................................................................................... 17
INDUSTRY FEASIBILITY ....................................................................................................... 22
Industrial Attractiveness ......................................................................................................... 22

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 Growth Potential .................................................................................................................... 22
ORGANISATIONAL FEASIBILITY........................................................................................ 23
5 M’s....................................................................................................................................... 23
HR Planning ........................................................................................................................... 23
FINANCIAL FEASIBILITY ..................................................................................................... 24
Fund Arrangements ................................................................................................................ 24
Cost Analysis .......................................................................................................................... 25
MARKETING PLAN................................................................................................................. 26
Product ................................................................................................................................... 26
Price ....................................................................................................................................... 27
Place....................................................................................................................................... 28
Promotion ............................................................................................................................... 29
STP (Segmentation, Targeting & Positioning) ....................................................................... 30
DESCRIPTION .......................................................................................................................... 31
CONCLUSION .......................................................................................................................... 32

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EXECUTIVE SUMMARY

A healthy lifestyle and physical fitness have been a strong focus of our society for several

years. Among the most popular leisure activities besides sports, cinema visits and shopping,

there are also restaurant visits. Its purpose is not only food consumption, but rather the

provision of a pleasant ambience for your own well- being, combined with good service.

Nowadays, many health-conscious people are unable to visit certain restaurants due to their

food preparation not being focused on the nutritional content of the food. “Food U Fit” is

the concept of building a restaurant that is established as a service quality leader of high-

quality and nutrient-rich food especially for sportsmen, gym goers, nutritionally conscious

people in gastronomy, diabetic persons and people having problem of stones. The opening

of such a restaurant in today's competitive situation is a business idea whose success can

be justified by differentiating the offer in the catering industry.

This fitness restaurant can be expected to be an emerging competition. The marketing

strategies for the “Food U Fit” are derived from results of competitive analyses. Due to

the high competition in the gastronomy sector and the initial unfamiliarity, the market

penetration in the introductory phase is to be carried out on the basis of the strategy of fast

market exhaustion. The competence is strengthened by serious occurrence, public relations

work and ideally by a cooperation with a well- known fitness studio.

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Food U Fit

INTRODUCTION

This restaurant “Food U Fit” is basically a Diet food Restaurant which offers its customers,

pure indulgence through a refined interplay of fresh, healthy and nutrient-rich foods in a

stylish ambience. A healthy lifestyle and physical fitness have been a strong focus of our

society for several years. Among the most popular leisure activities besides sports, cinema

visits and shopping, there are also restaurant visits. Its purpose is not only food

consumption, but rather the provision of a pleasant ambience for your own well- being,

combined with good service.

OBJECTIVE

The company's goal is to promote a balanced diet and a healthy lifestyle. The aim here is

to build a restaurant that focuses on consumer convenience and works as a service quality

leader of high quality food for everyone but particularly for sports minded people in the

gastronomy and diabetic people and people having stone problem. All available dishes of

the Food U Fit restaurant are homemade and free of preservatives, flavor enhancers or

similar. The food is prepared with care so that you do not have additional and avoidable

calories.

VISION

This Restaurant envision a community where everyone has access to good quality,

nutritious food, understands the consequences of hunger and poor nutrition and is

committed to creating a stronger, healthier society.

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OUR MISSION STATEMENT

Food for people is well-being of our community through access to healthy and nutritious

foods, community education and advocacy.

OUR VALUES

Integrity

Demonstrate the highest ethical standards in all interactions.

Stewardship

Accountable to all through the efficient and environmentally responsible use of resources.

Teamwork

Foster co-operation and a sense of empowerment amongst our diverse staff, volunteers and

community partners.

Respect

Treat all of our relationships with respect.

Innovation

Continually seek to provide excellent service through the development of new methods.

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 Empathy, Passion, Empowerment

Encourage and support the best in ourselves and those we serve and provide

opportunities for everyone to participate in fulfilling our mission.

GAP IDENTIFICATION

There are lot many restaurants in and around catering to the different needs of the customers but

there are only a few restaurants that offers healthy and diet food . Therefore, there is huge potential

in this segment of restaurant business.

Typically, the aim of our restaurant is to provide balanced diet and a healthy lifestyle.

The goal of this restaurant is to close that gap in the market by offering our customers the greatest

quality service.

CONCEPT GENERATION

This concept was generated by keeping in mind about the health conscious people specially

youth who are more concerned about their fitness and the persons who suffers from the

problem of stones and Diabetes to transfer surplus nutrients in their body by presenting the

organic and nutrient rich food which provides good taste as well good health to them, the

venture is also focusing on the kids as well as old aged peoples who can visits the

Restaurants with their family and can have healthy and nutrient rich food with unique taste

and better environment.

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SERVICES

SERVICE IDEA

There will be three ways a customer can purchase food. They may sit down at one of the

54 seats in the dining room and get full service from a waitperson. A separate take-out

counter will service those who wish to pick up their food. Most take-out food will be

prepared to order with orders coming from either the telephone or internet or through E-

commerce aggregator. Delivery (an indirect form of takeout) will be available at certain

times and to a limited area.

WHY’S THIS IDEA NEW AND IMPORTANT

The opening of such a restaurant in today's competitive situation is a business idea whose

success can be justified by differentiating the offer in the catering industry.

The opening of a further eatery is not a revolutionary business idea with a chance of success

in the current competitive situation itself. This concept is about differentiating oneself in

gastronomy and placing oneself in a market niche. The restaurant “Food U Fit” offers its

customers pure indulgence through a refined interplay of fresh, healthy and nutrient-rich

foods in a stylish ambience.

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BENEFITS

1) Healthy food that tastes good and is affordable.

2) Helps in weight loss by having proper diet meal.

3) For Diabetes Management and reduces the risk of other diseases such as Cancer

risk and stone problems.

4) By visiting in this Restaurant, it helps in making your mood better when u get your

favorite with good taste.

5) Helps the digestive system function.

6) Boosts Immunity, support Muscles and strengthened bones.

7) May help u live longer.

8) Lower Risk of Heart Diseases.

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TARGET MARKET

The market for Food U Fit's products covers a large area of diverse and densely populated

groups. The food concept and product of Food U Fit will attract 3 different customer

profiles:-

• The student - more and more young people have developed healthy eating habits.

Some also go through a "health food phase" while in college.

• The health conscious person of any age or sex - this includes anyone on a

restricted or prescribed diet or those who have committed to a healthy diet.

• Curious and open-minded - "if you try it, you will like it." Through marketing,

publicity, and word-of-mouth, people will seek out a new experience and learn that

nutritious food can be tasty, fun, convenient, and inexpensive.

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FEASIBILTY ANALYSIS

PRODUCT FEASIBILITY

Demand

93% of consumers want to eat healthy at least some of the time, with 63% trying to eat

healthy most or all of the time. So, as per these survey, we can say that the demand of our

business model will surely be increased.

As today’s youth are more health conscious and the people are much concerned about their

health, focusing on to eat healthy to stay healthy.

Features

• Offer simple, delicious menu items.

• Treat every customer as if they are the only customer.

• Offer high-quality food and a wonderful experience at reasonable prices.

• Employs well trained chefs and waiters.

• Focus on Health Conscious people.

• High-quality & Nutrient Rich food.

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Menu

• Salads

• Sandwiches (brown and multi grain

breads)

• Soft Drinks with flex seeds

• Special Oat meals (Oats Uttapam, Oats Idli, etc.)

• Special Italian pasta (whole wheat and chickpeas pasta)

• Special meals for persons having the problem of stone (seed free vegetable and

multigrain breads)

• Exclusively North Indian Specialty (including organic and multigrain breads with

brown rice)

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Unique Selling Proposition (USP)

In the concept of Food U Fit, The USP (unique selling proposition) clearly refers to

the offer for the primary target group, sportsmen and nutritionally conscious people. Their

loyalty to our restaurant as repeat customers is the top priority. Through this approach, the

restaurant has a clear competitive advantage that is reflected in this unique service and offer

for those affected.

Application

Currently, the ongoing restaurants dealing in such type of Healthy and Nutrient rich food

are very few. For the vegetarian and vegan visitors, who do not refer to their protein source

from meat products, we offer a variety of alternatives. Through an innovative ordering

system, each guest can assemble his plate from the specified foodstuffs. For this purpose,

a tablet is located at each table, which allows an individual composition of the customer's

wishes. Alternatively, an order is also possible with a member of staff. This helps the

customers who have opted for a healthy diet but are still inexperienced in the selection of

their food. At least one employee of the day or evening shift is trained in the nutritional

field and can provide assistance to customers and colleagues.

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TECHNICAL FEASIBILITY

Resources

1) Organic and farm produced raw materials

2) Dairy products

3) Required Land & Building.

4) Furniture & Fittings, A.C.

5) Audio Products

6) Kitchen Appliances and Equipments

7) Staffing Requirement.

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STRENGTH

• High service level

• High Quality & Nutrient Rich Food

• Qualified management member

• Affordable price

• Proper hygiene

• Homemade and free of preservatives

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WEAKNESS

• Limited Funds

• Tight Profit Margins

• Low brand awareness

• Difficult to generate publicity

• Limited Sales area coverage

• Dynamic Competitive Landscape

• No Expertise in creating & engaging online content

• Broad Competitive set

• Limited Market Share

• No company app

• Weak Bargaining Power with suppliers

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OPPORTUNITIES

• Attract new customers (especially youth) through special offers

• Build our Brand Awareness

• Develop relationships with online Influencers

• Broaden our Geographic reach

• Focus on growing share-of-customer

• Grow customer loyalty/retention

• Broaden our Product Range to target new segments

• Utilize key sponsorships to broaden our brand

• Streamline Product Features to reduce cost

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THREATS

• Rising Fixed Cost

• Declining Economic Conditions

• Pandemic Effected economy is also a threat

• Weakening supplier relationships

• Disruptive new competitors

• Key competitors gaining market share

• Slower growth due to the inability to raising funds

• Competitors introducing better/improved products

• Competitors providing more “value add”

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INDUSTRY FEASIBILITY

Industrial Attractiveness

No other Restaurant in this area offers a combination of mouth-watering, organic and

nutrient rich diet food options like healthy burgers and salad- sandwiches does. The obesity

rate in our society is also getting higher because of eating fast foods and unhealthy diet

plan.

Special meals of this Restaurant which is for diabetic and stone problem persons will

however directly competing with other restaurants in this area that serves various kinds of

foods.

Growth Potential

• Although fast-food industry is a mature industry in India, there is a room for it to

grow locally and globally.

• Therefore, as long as the participants of the fast-food restaurants put the efforts into

strategic plans, marketing, product innovation, etc. There are great opportunities

for growth in the Healthy & Diet-food Restaurant Industry.

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ORGANISATIONAL FEASIBILITY

5 M’s

Men:-

The project requires 10-12 persons for functioning of our organization at starting stage.

Material:-

The major raw material required are organic and farm produced items. Other items are

Dairy products.

Machine:-

Kitchen appliances, Electrical appliances (Heater, Fan and AC)

Money:-

Fresh Capital required of 8 - 1 0 lakhs to start the business which includes the

Working Capital of approx. 2-3 lakhs.

HR Planning

The Human Resource Requirement for the General & Management staff are as follows:-
DESIGNATION/TYPE NO. OF STAFF DESIGNATION/TYPE NO. OF STAFF
Manager 1 Cook 2
Helper 2 Dishwasher 1
Waiter 3 Sweeper 1

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FINANCIAL FEASIBILITY

Fund Arrangements

1. Bank Loan

2. Loans from Family Members, Relatives & Friends

3. Own Savings

4. Investors

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 Cost Analysis

HEAD VARIABLE COST

.Rent Rs 20,000 per month
Salary Rs 10,000 per month* 10
Raw material Rs 15,000 per month
Advertising Rs 2,000 per month

TOTAL Rs 47,000 per month

(Approx)

HEAD FIXED COST

Furniture Rs 50,000
license Rs 3,000
Kitchen appliances and utensils Rs 2,50,000
Music system and decoration Rs 30,000
Electrical appliances Rs 60,000
Other expenses Rs 55,000

TOTAL Rs 4,48,000

* Depreciation is to be charged on fixed assets @15%

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MARKETING PLAN

Product

Our product features consist of three levels of product. Our product features are below-

Core product:

1. Unique taste

2. Unique environment

3. Full filling customer’s eatable content

4. Excellent value

Actual product:

Actual product of our business will be its brand name “Food U Fit”, features which will

capable of gratifying a particular customer need, unique design, packaging as per healthy

& diet food outlets standard, i.e. Paper and plastic on the go consumption and hygiene and

healthy & diet food for all sort of customers.

Augmented product:

Offer more than fast food to our customers. Like,

1) Deliver food within a short span of 2) Customers opinion about our

time services and products
3) Upgrades product 4) 100% hygiene and healthy
(warranty)

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Price

Fixed costs:

1. Rent

2. Employee’s salaries

3. Restaurant operator license

4. Utilities

Variable cost:

1. Raw material

2. Salaries for extra staff during special event

3. Packaging cost

Besides cost based pricing we set our food price based on competitive price. As a local

food restaurant, we can’t only set food price based on cost because consumer will think it’s

not fair price then they will be dissatisfied. “Food U Fit” keep low price on all foods to

compete with other local food restaurant.

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Place

Marketing channel:

Place describes the channels, Food U Fit uses to position its products in the marketplace.

As a business-to-consumer company, Food U Fit sells directly to its consumers.

Our Supply Chain

As we know that “Food U Fit” is a local Diet food restaurant so we want sell our product

directly to our customer through our own “Food U Fit” outlet.

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Promotion

We are new in business. So, our promotion mix strategy is not very costly. Our marketing

mix strategies are:-

Advertising:

For advertising we’ll use Leaflets to inform people about our restaurant, its products and

services. We’ll distribute the Leaflets in the schools and universities of our business area.

We will give advertisement in –

• Social Platforms

• Newspapers

• Magazines, etc.

Sales Promotion:

To promote our sales we’ll give some discount offers. For example, we’ll give 10%

discount on the actual price of our product. Also, we’ll give Combo offers. That means if

the customers buy a whole package of products they’ll get a discount price. We also intend

to give small samples of products. If the customers buy a product they’ll get a small sample

of another product. All these sales promotions will remain only for a certain period.

Public Relations:

To build relations and communicate with our target audiences we won’t hire any PR. We’ll

do it by ourselves. Like, the inauguration news of our restaurant, we’ll post it into our

Facebook page and print Leaflets about it. To inform people about our discount offers or

any coupons we’ll do the same thing. We’ll also inform Opinion Leaders to spread the

news about our offers.

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STP (Segmentation, Targeting & Positioning)

Market Segmentation:

Our segmenting market is Demographic based. We divides the market into groups based

on based on variables such as:-

1) Age

2) Education

3) Race and generation.

We operate our business in one geographical area and we pay attention to geographical

differences in need and wants. We are targeting young generation & health conscious

people as our primary market because this type of customer is very much interested to eat

Healthy & Diet food items.

Market Targeting:

Our selected target market is Micromarketing, as a new healthy & diet food restaurant we

want to make product based on individuals and location. Our target is local market but our

secondary market is concentrated marketing. Our mission is attaining in class productivity

and efficiency so we will concentrate tailoring food preferences on individual customer.

Market positioning:

As a new in the competitive market. We differentiated our product based on service,

product and people. Our food will be healthy and fresh that is our prod product strategy

positioning, our service will be very fast, customer no need to late for food. We also

position our product based on people.

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DESCRIPTION

The opening of a further eatery is not a revolutionary business idea with a chance of success

in the current competitive situation itself. This concept is about differentiating oneself in

gastronomy and placing oneself in a market niche. The main motive of this Restaurant is

to promote a healthy lifestyle.

In recent years, the topic of fitness and healthy eating has become the focus of everyday

life. But most people are often unable to reconcile sports and their everyday work. Sport

also includes a healthy and conscious diet in order to stay fit and healthy in the long term.

Many people have little time to cook a healthy and vitamin-rich meal during their lunch

break or in their leisure hours and therefore resort to simple fast food.

A healthy lifestyle and physical fitness have been a strong focus of our society for several

years. Among the most popular leisure activities besides sports, cinema visits and

shopping, there are also restaurant visits. Its purpose is not only food consumption, but

rather the provision of a pleasant ambience for your own well- being, combined with good

service.

This Restaurant provides the healthy and nutrient rich food with unique taste and unique

environment to their customers at affordable prices.

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CONCLUSION

The Conclusion is that the Restaurant will serve the healthy and nutrient rich food to the

people with good taste and good environment. It will give excellent value to the customers

and fulfilling their eatable content (belly full) and will give the best services to the

customers.

Some positive social impacts of the project are- creating new job opportunities, introducing

the market to the new chiefs, creating a local based restaurant which mainly focuses on

health conscious persons.

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