By Joseph Pablo
TABLE OF CONTENTS
EXECUTIVE SUMMARY……………………………………………………...PAGE 3
BUSINESS IDEA………………………………………………………………. PAGE 4
INDUSTRY & MARKET ANAYLSIS………………………………………....PAGE 5
FINANCIAL PLAN……………………………………………………………..PAGE 8
SCHEDULE & MILESTONES………………………………………………...PAGE 12
The fast food industry is being detrimental to society’s health. This is evident by
the physique of youth and of old. By continuing to have fast food being the only quick,
cheap and accessible food, it will be impossible to counter such a problematic condition.
The only way to help society deviate from 1 choice, unhealthy fast food, is give society
another choice, and that choice is Fresh Greens.
Fresh Greens is a new fast food chain with its emphasis on healthy and organic
creative food. It is a new development to counter the popularity of unhealthy fast food
restaurants by giving society another choice with the same type of service. Customers
can order inside, or take the drive through. It is up to the customer’s preference. But this
time, instead of ordering fatty cheeseburgers, hamburgers, or oily french fries, the
customer can now order, a chicken salad, a fresh sandwich, vegetarian foods, fresh fruit,
and even freshly squeezed juice. Fresh Greens will offer foods that are normally not
offered at your typical fast food restaurant, and at a low competitive price.
Fresh Greens gives consumers the option of obtaining cheap accessible foods that
are fresh, healthy, low in fat, and low in calories; everything that a typical fast food joint
is not. This includes freshly made deli type sandwiches, freshly tossed salads with
ingredients of preference, freshly squeezed fruit juice of any combination of fruit, various
types of soup, and even exotic foods like tofu. To show Fresh Greens dedication to
healthy foods, the break down of calories, vitamins, fats are shown on the menu for each
entry, and printed onto the receipt. This will help customers keep track of their daily
calorie intake, and show customers how much calories and fat they are going to consume.
Fresh Greens is all about providing healthy foods that can be obtained the same way one
would obtain a Big Mac at McDonalds. Now tell me a fast food restaurant that does that?
Fast food has established itself as becoming the standard diet of most individuals.
Why? Because fast food is everywhere! Fast food is cheap, fulfilling, and easily
accessible. Since fast food relies heavenly on speed, and low cost, fast food is often
engineered with ingredients that preserve freshness, neglecting the preservation of
nutritional value. This means more than half of the fast food menu items are categorized
as unhealthy, and can go as low as being even hazardous. Now partner this with the
human’s propensity for high fats and sugars, and you got the main reason why society has
become so susceptible to obesity.
The existence of fast food chains has changed the term obese to a serious health
condition society knows today as obesity. By continuing to have fast food chains as the
only source for cheap, fulfilling, and easily accessible food, obesity will continue. In
order to eliminate such a detrimental effect on society, we need to debilitate the
popularity of fast food, by introducing a new type of chain that will capitalize on
society’s awareness of eating healthy foods.
Fresh Greens will incorporate the same ideas and service of fast food restaurants,
but focus its attention on providing fresh and healthy foods. This gives clientele who are
vegetarians, health conscious or not the opportunity to choose a vast range of low fat,
fresh, and healthy choices, instead of resorting to the salad offered at McDonalds.
Consumers can walk down the street or take the drive through and pick up a fresh
sandwich, a salad and a freshly squeezed fruit drink. Giving consumers the option of
buying healthy food that is cheap and fulfilling is a new area in fast food that has not
been touched upon. Incorporating this type of chain in society can be beneficial by
debilitating the popularity of harmful fast food restaurants by introducing a new fast food
chain that is original, and healthy. This will help society who has that health awareness
already to transition fully into healthy diets.
Fresh Greens will capitalize on society’s transitional phase towards healthy diets.
The increase of obesity has tarnished the image of fast food restaurants, and caused
society to seek meals elsewhere. More than 90% of the fast food chains follow the same
unhealthy path by serving high fat, high calorie meals. By utilizing that fact, we create
the Fresh Greens restaurant chain, a total opposite in the fast food industry to focus its
attention on the idea of eating healthy foods.
INDUSTRY & MARKET ANAYLSIS
The fast food industry is mostly composed of the common type fast food joints;
the bulk of the competition. The competitors include fast food giants: McDonalds,
Burger King, Jack in The Box and others that are similar in nature. This will obviously
be an upward battle since most competitors already have a 30+ year head start in the fast
food business, and gone worldwide, incorporating European, Asian, and middle eastern
countries. But, being a health conscious fast food restaurant, the fact of being original
from the common fast food joints (i.e. McDonalds, Burger king) will solidify its role as a
strong start up chain.
In terms of health conscious fast food chains, the competition is minimal. The
competitors include Subway, which at its core is a basic sandwich store. This means that
the concept of a health conscious fast food restaurant that offers more than just healthy
sandwiches has been hardly touched upon. Fresh Greens will be the first in fast food
history to emphasize on various health foods. Fresh Greens will introduce a new
approach to the Fast Food industry, and appeal to various customers who already are
serious or interested about eating healthy fresh meals.
The rich population who are mostly business entrepreneurs and tech workers
will need a healthy fast food restaurant that is easily accessible. Fresh Greens
will be composed of healthy quick bites and energizing fruit drinks to keep
them up and running.
The prices of food will be a little more, but will still be considered a bargain.
The reason is because the ingredients are fresh and of big portion. This will
attract middle class customers who are in need of a quick bite that is fresh and
fulfilling for the price.
Fresh Greens will have an atmosphere that encourages people to bring dates
and to have couples arrive. Fresh Greens does want to be a social place where
people meet each other and develop a network, while having a tasty fresh and
delicious meal. A meal that will not scare off the youth!
Main competitors include McDonalds, Burger King, Jack in The Box, and
Wendy’s. Competitors that are considered healthy only include Subway.
1. McDonalds: Considered the world’s largest chain of fast food
restaurants, primarily selling hamburgers, cheeseburgers,
fries and soft drinks. It was founded in 1940 in San
Bernardino, CA by Dick and Mac McDonald. The
company has now grown worldwide. Spreading what is
considered to be the “American Way of Life”.
Keys to Success: a. First fast food chain
b. Successful advertising campaign.
2. Burger King: The second largest fast food chain mainly selling
hamburgers, cheeseburgers, fries, and soft drinks. It was
founded in 1954 in Miami, FL by James McLamore and
David Edgerton. The company has now grown worldwide,
in countries such as Korea, Australia, and even Iraq.
Keys to Success: a. Successful advertising campaign.
3. Jack in The Box: A fast food restaurant not as worldwide as Burger
King or McDonalds, but same in nature. The chain
is mostly located in the western region of the United
States; having a total of 3000+ restaurants. It was
founded in 1954 in San Diego by Robert Oscar
Keys to Success: a. Successful advertising
campaign by using a
fictional character by the
name of Jack.
4. Wendy’s: A fast food restaurant founded in 1969 by Dave Thomas
that is similar to its competition. The chain is worldwide;
having a total of 6000+ restaurants.
Keys to Success: a. Successful advertising with Dave
5. Subway: The only health conscious chain that sells primarily sub
sandwiches, and salads. Founded in 1965 by Fred Deluca,
it is considered to be the fastest growing food chain today.
The growth was mainly caused by an increase of health
awareness. The chain has grown worldwide.
Keys to Success: a. Successful advertising
c. Focus on health
The key factors of success for each competitor are advertising and worldwide
growth. But analyzing Subway’s key factors, one should acknowledge that its focus on
health has contributed greatly to its success in recent years. Its advertising emphasized
on its low fat, low calorie sandwiches, by incorporating a spokesperson that lost weight
by having a subway diet. With the growth of obesity, this approach has proven to be
highly successful, and shows that a health conscious food chain will prove to be a great
adversary in the industry.
The chain will start small with 1 restaurant located in southern California. The
restaurant will include the basic commonalities of most fast food restaurants. This will
include a drive through, seating area that will accommodate 30 to 40 customers, a kitchen
that includes a juicer, stove and fridge, a restroom, and an order area. The cost of the
restaurant will range between 60,000 to 100,000 depending on size and location of the
vicinity. The location selected is in LA with a lease payment of about 5,000 a month.
The building already includes a kitchen, and drive through. Estimated renovation is
about 50,000. Fresh Greens anticipates a growth rate of about 4 restaurants every year.
Food and condiments will cost more since the food will be low fat, fresh, and
exotic. The food will consist of salad, soup, bread, vegetables, and fruits. Various types
of meat which include: turkey, chicken, ham, salmon, and roast beef. Fresh Greens will
use vegetable oil, and fresh herbs and spices. The cost of food and condiments will add
up to 50,000 a month. Fresh Greens foresee a growth in customer arrivals, and plans to
double the stock of food supply per month. As expected stock of food supply should
reach a plateau as more Fresh Greens restaurants develop.
Fresh Greens plans on an intensive advertisement approach to help increase brand
recognition among the community. This will include a common spokesperson that would
prove analogous with Fresh Greens (i.e. Ronald McDonald) as time progresses.
Advertisement will include TV commercials and public posters. The total expenses are
estimated to be 50,000.
START UP COST
The Fresh Greens Company will include a CEO, COO and a spokesperson. All
three positions will be beneficial to the development and success of Fresh Greens
Name: Joseph Pablo
Position: Chief Executive Officer (CEO)
Joseph will peruse the position of Chief Executive Officer. Joseph has great experience
in managing personnel from his previous history, and we are quite confident of his ability
to control total management of the organization.
Name: Sean Pablo
Position: Chief Operating Officer (COO)
Sean will persue the position of corporate officer. He will be responsible for managing
the daily activities of the coporation. Sean will be in charge of design, operations, and
imporvements of the appraoch that will deliver Fresh Greens objective.
Name: Ray Pablo
Position: Company Spokesperson
Ray will be in charge of representing Fresh Greens to the public. He will be responsible
for advertising Fresh Greens on TV and in person. This position is important for the
development and success of Fresh Greens.
Fresh Greens Hierarchy
The structure of Fresh Greens will mimic the typical hierarchy of a fast food restaurant.
Each Fresh Greens restaurant will be composed of a store manager, a supervisor, and
atleast 15 associates who will work customer service or cook. The manager is in charge
of organizing the Fresh Green’s team, and managing the restaurant. The supervisor will
be present in Fresh Green’s daily, being in charge of the associates. The associates are
the lowest entry level position and will be in charge of cooking the food, and taking care
of the customers.
Profit is the remaining value gained after business expenses. Profit will be
measured by the amount of money being produced per year. Fresh Greens anticipates
about $200,000 in the first year, $450,000 in the second year, and $600,000 in the third
year. This will be calculated after expenses and employee wages. As the chain increases
to Northern California, inland to central and east coast, the profit should increase to an
Reputation is the general opinion made by the public towards the Fresh Greens
organization. Reputation will be measured by the amount of positive comments made in
customer surveys. Customers will be given a survey on customer service, quality of food,
and eating environment. This will be reviewed each month to determine whether service,
food quality, and environment is up to par.
Brand recognition is the customer’s awareness that Fresh Greens exists. Brand
recognition will be measured by the amount of customers per month. After the first 3
months, Fresh Greens anticipates about 500 customers per month. With an intensive
advertisement approach, Fresh Greens anticipates this number to double within 2 to 3
SCHEDULE & MILESTONES
Fresh Greens anticipates an increase of about 2 to 3 restaurants per year, as well
as a double of customers every 2 to 3 months. This leads to an increase of food supply
after an expected 3 months. Fresh Greens will begin to see true
Fresh Greens anticipates a double of customer arrivals from a starting figure of
about 500 customers per month. This will double the order of food supply as expected,
with an estimated expense of about $80,000 per month. Profit will be low but increase as
time progresses. This is expected after the first fiscal year, due to the expansion of the
franchise across northern California.
Fresh Greens anticipates the customer arrivals to double as expected from a
starting figure of about 1000 per month. This will again double the order of food supply
as expected, until the customer arrival rate plateaus. This is expected to happen after a
year as available Fresh Greens restaurants increases.
Fresh Greens anticipates 3 to 5 new restaurants opening in the LA area. This will
distribute the customers equally among three. The customer arrival rate will decrease and
plateau. Fresh Greens will now begin to see ample profit from this time on, increasing as
more and more Fresh Green restaurants begin to open.
Fresh Greens anticipates a profit of about $200,000 for the first year after the
development of multiple Fresh Greens restaurants, and expects profit to increase after
every passing year. Restaurants, as expected, will spread to northern California, and
precede inland towards central, and east coast. By increasing the chain, profit will
increase. Fresh Greens expects a growth of about 3000 Fresh Greens restaurants across
northern America by 2015, and beyond should anticipate a worldwide approach.
Joseph Pablo CEO
Joseph Pablo was born in Salinas, CA on August 13, 1983. As a child he was
always interested in the advancement of technology. Throughout middle school and high
school, Joseph excelled in math and computers. He also excelled in sports taking
basketball, and tennis as activities outside of his studies. His family, who were
predominantly working the computer industry, introduced him to many technologies in
the world. This led him to continue his studies in computer science. At the age of 21 he
went to University of California Irvine and majored in Information and Computer
Science. Throughout college his standard diet was cheeseburger, fries and soda. As time
progressed his weight increased in an unhealthy fashion. This was all due to the increase
consumption of fast food. He then realized how the fast food industry emphasized on
high fattening and calorie foods rather than fresh and healthy foods. It was all because
society has been conditioned by advertisements and mass development of fast food
chains. This sparked the idea of Fresh Greens, a fast food chain with its emphasis on low
calorie, low fat, fresh and healthy food.
Sean Pablo COO
Sean Pablo was born in Salinas, CA on September 13, 1985. Like his brother
Joseph, Sean was also interested in technology, investing his money on new gadgets and
video game systems. Throughout middle school and high school, Sean excelled in math
sciences. As a hobby Sean would create websites, utilizing his skills in html and java
script. At the time Digital Design seemed to be the career in mind. Although, being
interested in technology, he took the business route believing that business was the hot
market to get into. He went to school in University of California San Diego, and majored
in business and economics. Being the brother of Joseph, Sean decided to contribute to
the idea of Fresh Greens, by supporting the business aspects of the situation. After their
partnership, they have become an unstoppable force.
Ray Pablo Company Spokesperson
Ray Pablo was born in Salinas, CA on May 22, 1977. Being the older brother of
Joseph, Ray acted as a second father. Watching over and helping Joseph when he needed
the help. Like Joseph and Sean, Ray was also interested in computer technology. Being
introduced to computers by his Uncle who at the time worked for Sun Microsystems, he
was automatically obsessed. Through middle school and high school he earned high
marks in computers and in math. This led him to a scholarship to the University of
California Berkley where he majored in Computer Science. Upon graduation he got a job
doing Web Design with a close friend during the dot com boom and was able to profit
greatly. Being the older brother he was offered a position as spokesperson by Joseph and
gladly accepted the offer.