Start up Plan for Foodhub

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3. Product Description

- Sri Sairam’s Chats and Juice – Malleshwaram

- Puchka’s – Marathahalli

- Dadar Vada Pav – Indiranagar

- Khan Saheb Grills and Rolls – Indiranagar, Bangalore

- Sri Guru Kottureshwara Davangere Benne Dosa, Davanagere

- Just Fish – Fish Experts, Mangalore

- Shri Sai Prasad Khanawali, Bijapur

- Mudde Madappa Mess, Majestic

- Karnataka Delicacies – A Foodhub Venture

- Chandrappa Hotel Restaurant, Mathikere

4. Competitive Comparison

Although Foodhub shares many similar features with other popular street food vendors operating in Bangalore like Dyu Art Cafe (Koramangala 5th block), V V Puram Food Street Bangalore (V V Puram), etc , It is not based on a single kitchen model. Foodhub provides the unique feature of having all possible local street taste under one roof at most affordable price range.

Foodhub is not designed to compete directly with the restaurant chains but to promote a fast food culture with quality and convenience. Unlike other fast food networks, Foodhub will not focus on a single kitchen model but will utilize the best cooking art which prevails on streets of a given place/city/state providing diversity and innovation in taste. Every food stall will be taken care by their own dedicated kitchen staff which are the original street vendor from different place handpicked by our management executives.

Foodhub is meant to complement the already well-established food chain network and infrastructure by integrating the vast street food vendors into the system. Well established food chains like Taco Bell, KFC, Burger King, Dominos, etc have a huge customer base but most of them belong to upper & well to do segment of society who have enough disposable income, compared to them a common man will always prefer a place where he/she will get the basic services and maximum return of their expenditure. This is the space where we as a service provider are looking to provide maximum value to our customer using our model of collating different street food vendors which are quite famous in their domain of work.

High end Restaurants and Food chains cannot give a price range which can be affordable by all or atleast by a major segment of society, This segment will always cater to low price and fast delivery food items. Foodhub will allow its customers to leverage different taste with certified quality provided by our Brand under a single roof within affordable price range very much similar to what they used to have on streets. Lower price range with no compromise in taste & quality will always be our point of difference as compared to our competitors. We will make money with increasing number of footfalls and positive word of mouth by our satisfied customers.

Food Hub has several advantages over its leading competitors:

- Unique "fusion" concept of food items.

- We expect a high degree of enthusiasm and offer a fun store with friendly staff, that reflects the company's youthful and energetic culture.

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5. Market Analysis Summary

Consumer expenditures for food in Bangalore is more compare to another city. The increasing number of new establishments such as fast food franchises, fancy restaurants and gourmet bakeries around Bangalore has shown a significant growth in this sector.

A much broader appeal exists for weekend slots because those are the days when most of our core target market enjoys the mall going activities.

- Age - Youngsters, single, currently enrolled in college and high school.

- Family unit - We will also appeal to families (young families) with children.

- Gender - We will target both sexes.

- Income - We will appeal to the medium income individuals and to all in the lower medium income bracket.

Our concept will have very broad appeal. It is our goal to be the hip destination for food cravings.

6.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.

6.1 Marketing Programs

We will deploy three different marketing tactics to increase customer awareness of Food Hub. Our most important tactic will be "word-of-mouth" and in-store marketing. This will be by far the cheapest and most effective of our marketing programs because of the high traffic in targeted shopping locations.

The second tactic will be local store marketing. These will be low-budget plans that will provide community support and awareness of our facility. The last marketing effort will be utilizing local media. Although, this will be the costliest, this tactic will be used sparingly as a supplement where necessary.

- In-Store Marketing

- In-store brochures containing our concept and philosophy.

- Wall posters.

- Design concept.

- In-store viewing of making fries process from cutting to frying.

- Standing signages inside malls’ lobby/aisle.