EXECUTIVE SUMMARY.

Royal fries is a new fast food venture set to launch in Kibwezi Town, specializing in high quality,
affordable potato fries and complementary snacks. Our mission is to deliver a fresh , flavorful
and satisfying fries experience that appeals to both premium and budget conscious
consumers.The business will offer a unique mix of classic fries ,masala fries and loaded fries.
The fries will be popular accompaniments like sausage, eggs and soft drinks.

Positioned in a fast growing town with limited formal fast food outlets, Royal fries is
strategically designed to fill a market gap between local street vendors and high end
restaurants. By focusing on cleanliness,fast brand will quickly gain trust and popularity among
students,travelers , worker's and families.

Marketing efforts will rely heavily on local partnerships,word of mouth referrals and digital
marketing especially through social media platforms like facebooks and Instagram.This cost
effective strategy is expected to build strong brand awareness and community engagement.

The business will operate under the leadership of the business manager( Priscah) who brings
deep local knowledge and a clear vision for growth start up capital will be managed wisely to
acquire reliable equipment, quality raw materials and trained staff to maintain high hygiene
and services standards.

In the first 6 months ,Royal fries aims to reach break even by maintaining low operating costs
while ensuring strong daily sales volumes.As demand grows , future plans include expanding to
a second outlet or introducing delivery and online ordering services. Royal fries is not just
another fast food kiosk it's a brand committed to becoming a household name in Kibwezi Town
and beyond offering taste, value and a memorable fries experience for every customers. To
become the leading fries in Kibwezi know for exceptional products, customer service and
community engagement,while promoting sustainable fries practices.

CHAPTER ONE

ROYAL FRIES.
1.0 BUSINESS DESCRIPTION.

1.1 BUSINESS NAME.

The name of my business will be Royal fries.The name ' Royal fries ' was chosen to reflect the
premium quality of our product and services.Royal symbolizes excellence, elegance and a top -
tier experience while fries highlights our specialization in crafting delicious ,high quality potato
fries.The business will based in kibwezi which will inspired the idea to serve a growing demand
for high quality in area .The entrepreneur has a background in kibwezi which will include skills
in business management, customer service .This foundation will support the development and
growth of Royal fries.However,it will have limited direct experiences in the food industry,plans
will be made to attend business workshops,collaborate with skilled professional staff to ensure
the business operates efficiently.The owner of business will seek mentorship from industry
professional hire skilled employees to handle specific operational tasks.Royal fries will officially
commence operations on 2/2/2026 following the completion of market research, location set
up and acquisition of the necessary licenses and permits.

1.2 BUSINESS LOCATION AND ADDRESS.

Royal fries will be located at kibwezi junction along Mombasa highway in kibwezi teacher's
college.Aim to establish itself in a high- traffic area that easily accessible to customer.The
chosen location will strategically target areas with high customer foot traffic,like shopping malls
and marketplace.This will ensure that Royal fries will be well positioned to attract a consistent
flow of customers like families , students and office worker's looking for quality fast food
options.The location will be chosen due to it's proximity to the target market,minimal
competition and strong infrastructure like availability of parking ,ease of access and supplier's
for raw materials ( potatoes).The location will offer potential for growth as the demand for fast
food continues to rise in the area.

Diagram .

1.3 FORM AND TYPE OF OWNERSHIP.

Royal fries will be established as a sole proprietorship.This form of ownership will allow for
complete control over the business operations,faster decision making .The owner will
contribute ksh 200,000 as the start up capital for royal fries,which will be financed through
personal savings and loans. Since the Royal fries will be a sole proprietorship,there will be no
direct contributions from other individuals.However, external findings may be sought in the
form of loans or grants if needed . Royal fries will operate as a service oriented business,
specializing in the preparation and sale of high quality , freshly made fries to customers.The
main activity of royal fries will be producing and selling various types of fries with unique
seasonings ,toppings and dips.Additional activities will include marketing and promotional
campaigns to attract customers and sourcing fresh ingredients from trusted supplier's.Royal
fries will initially serve customer in kibwezi area especially kibwezi teacher's college students
with plan to expand into nearly neighborhood on demand and business growth.

1.4 PRODUCTS AND SERVICE.

Royal fries will offer a variety of high quality food products as follows

* Signature fries- premium potato fries with unique seasonings blends

* Loaded fries - Fries topped with cheese ,bacon , sauce and vegetables.

*Sweet potato fries - A healthier and delicious alternative to traditional fries.

*Dips and sauces - A selection of homemade dips includi hing spicy mayo,garlic aioli and
barbecue sauce.

* Beverages - soft drinks,fresh juice'sand mikeshakes to complement the fries.Freshly prepared

fries made from quality ingredients.Afforadable pricing to attract a brand of customers base
and quick and efficient service to cater to fast paced lifestyle are some of features of products
will be comfort and convenience with quick service food options and flexibility in choosing
toppings and sauces to suits individuals taste . Royal fries will differentiate itself by offering

1. A focus on gourmet fries with premium ingredients.

2. Unique and creative topping combination not commonly found in local competitives.

3. A loyalty program to reward repeat customer's.

4. A clean, modern and welcoming environment for dining in.

1.5 JUSTIFICATION OF OPPORTUNITY.

Royal fries will address a growing demand for quick, affordable and high quality fast food.The
increasing popularity of specialty fries and customizable food options among diverse customers
demographics as follows young adults, families and office worker's will create a strong
customer base with it's unique product offerings and aprome location.Royal fries will have a
competitive edge in market.Royal fries will stastify the local demand for a variety of gourmet
fries and fast food options that are currently limited in the area .It will also provide an
alternative to imported fast food broads by offering locally sourced freshly prepared
products.Through the following as creation of employment . Royal fries will create job
opportunities for local residents including chefs, server's and delivery staffsand support for local
supplier's: ingredients such as potatoes and seasoning will be sourced from local farmers and
supplier's contributing to the local economy.

1.6 INDUSTRY.

Royal fries will operate in the fast food industry a rapidly growing segement of the food and
beverages sector.The fast food industry is one of the largest and most dynamic sectors
globally,valued at billion's of dollars annually .The industry has experienced steady growth
driven by an increasing demand for convenient and affordable meals.Despite high competition
there is room for niche businesses like Royal fries to thrive by targeting specific customer
preferences.The industry relies on modern technology such as automated fryers,Point- of-
sale( POS) systems for efficient transactions.Royal fries will adopt such technologies to ensure
efficiency and enhance the customer experience.The fast food industry is heading towards
increased digitization , sustainability and health - conscious offerings as increased use of online
plat forms for ordering and delivery and growing interest in locally sourced and healthier fast
food options.

1.7 GOALS OF THE BUSINESS.

The major goals of Royal Fries will include achieving consistent profitability within the first year
of operation and Introducing new menu items based on customer feedback and market
trends.The major objectives of the proposed business is to establish parternerships with local
supplier's for a consistent supply of fresh ingredients and maintain high customer satisfaction
levels, targeting a 90% positive review rate.Through daily and monthly sales will be monitored
to measure revenue growth and customer acquisition and employee performances will be
evaluated regularly to ensure operational efficiency.

1.8 ENTRY AND GROWTH STRATEGIES.

To ensure a successful market entry ,Royal fries wil adopt the following strategies Unique
Selling Proposition ( USP) focus on offering gourmet fries with unique toppings and sauces that
differentiate the business from competitors and affordable pricing implement competitive
pricing to attract budget - conscious without compromising on quality. To achieve sustainable
growth Royal fries will implement the following plans parternerships to collaborate with local
businesses,event organizers and delivery platforms to increase sales and brand visibility and
online presence to develop a user- friendly website and mobile app for online ordering delivery
and promotions to reach a broader audience.

CHAPTER TWO: MARKETING PLAN.

2.0 MARKETING PLAN.

Royal fries will implement a strategic marketing approach to attract and retain customer while
establishing itself as a leading brand in the fast food industry.Promotion of service will show
how the business will attract more customers and reach the right people at the right time.It will
show how the business will advertise itself locally and globally.

2.1 CUSTOMERS.
Royal fries will target a diverse customer base, including teenagers ,young adults and families
who will seek high quality and flavorful fries.The business will focus on middle to upper class
individual, particularly students, office worker's and fast food lovers who will appreciate a
combination of affordability and a premium snacking experience.Customers will have varied
purchasing patterns from impulse buyers looking for a quick snack to loyal customers returning
for gourmet or loaded fries.With a focus on convenience, taste and uniqueness.Royal fries will
attract those who will prefer delicious , innovative and well - presented fast food options.

2.2 MARKET SHARE.

Royal fries will have customers in need of the products and services being 10,000 in total.The
customers will be shared among competitors as shown below

Street fries vendor 1

2.3 COMPETITION.

Royal Fries will face other competitors where goals for the company and importance enable it
to carry out it's operation keenly.The firm will find it's competitors weaknesses and come up
with strategies to cover up to the weakness and make them a strength's to the
organization.Moreover, the firm will be able to determine what makes it's top competitors
stand out in the business industries we will be able to know what to add.

Diagram

2.4 METHOD OF PROMOTION AND ADVERTISING.

The following modes will be used to advertise the presence of Royal fries

* Posters and flyers.

*Through social media.

*Radio Advertising ( local FM stations).

Radio's conveys message to a wide range of geographical area especially within the
setting .Many people use the media platforms such as Facebook and Twitter therefore,the
business will be able to capture a wide number of people.Posters and flyers placing them in
high traffic areas like market's, school's and bus stops will reach quite good number of people
and therefore the business will reach them. Royal fries will be positioned as a premium yet
affordable fast food brand focusing on unique flavors and special offers to stand out from
competitors and high quality ingredients.

Diagram

Through effectiveness of promotion will help the Royal fries customer feedback survey's to
check awareness and satisfaction and customer repeat buyers this heading the business
successful.

2.5 PRICING STRATEGY.

The pricing of the products will enable the business to operate competitively.Royal fries will
compare it's price with street fries vendor 1 and come up with a fair price of the products which
will ensure that all customers are satisfied. The cost of the products will be determined by
various factors.The factors will include the cost of products on materials,the cost of
transporting the production materials will also affect by the pricing of products.The business
will also consider the number of customers it will be high,the price will be high and when the
price will be how the level of demand will also be low.Government will impose higher taxes on
the business profit,the prices of products will be high.Additionally ,we will consider customer
purchasing power to balance affordability with profitability and account for demand
fluctuations, adjusting prices slightly during peak hours and weekends if necessary.

2.6 SALES AND TACTICS.

Royal fries will primarily sell directly to final consumers through a physical outlet and a simple
take away service.By focusing on a quick service model,we will ensure fast and convenient
transactions for customer's.Additionally,we will consider bulk sales to school's,offices,thereby
tapping into group orders .If the business expands and large gatherings.These agents will be
trained on product knowledge and motivated through commission - based incentives and
periodic bonuses.Geograohically ,each agent will cover a designated zone in Kibwezi,allowing us
to increase market penetration without significant overhead costs.

2.7 DISTRIBUTION STRATEGY.

Royal fries will use a direct distribution channel,operating from a central location in kibwezi to
maintain freshness and quality.For local deliveries ,we plan to ensure motorbikes or tuk- tuks
which are cost - effective and well suited to kibwezi roads.This approach will likely cost a fixed
monthly amount for fuel and maintenance,estimated at ksh.10,000 - 15000 depending on
delivery volume.Potential distribution problems include poor road conditions and fuel prices
fluctuations,which will be mitigated by scheduling reliable vehicles.In the future we may
explore mini - franchises or pop - up stands in busy areas to bring Royal fries closer to
customers,this reducing transportation costs and reaching a broader audience.

CHAPTER THREE: ORGANIZATIONAL PLAN.

Diagram

3.2 MANAGERS AND QUALIFICATIONS.

Manager will be Priscah Munyao who will be the owner of the business .He is currently
persusing Diploma in catering and Accommodation Management.

DUTIES AND RESPONSIBILITIES.

1. Budgeting.
2.Setting the business policies.

3.Manpower control.

4.Implementation of business policies.

QUALIFICATIONS OF THE MANAGER.

1.Diploma or degree in Business Administration.

2. Hospitality Management.

3. Two years in business operations.

4. Strong leadership, decision making and problem solving skills.

SUPERVISOR AND QUALIFICATIONS.

DUTIES AND RESPONSIBILITIES.

1. Oversee daily activities of employees.

2. Monitor stock levels and report shortages.

3. Ensure good communication between employees and management.

4. Train and guide employees to improve performance.

QUALIFICATIONS OF THE SUPERVISOR.

1. Certificate or Diploma in hospitality management.

2. Two years experience in food service,staff supervision or customers.

3. Strong communication and organizational skills.

3.3 PERSONNEL NUMBER AND DUTIES.

The other personnel of the proposed business will be as follows

Diagram

3.4 RECRUITMENT ,TRAINING AND PROMOTION.

3.4.1 RECRUITMENT.

Royal fries the recruitment process will begin with job advertisements through posters,local
social media platforms. Interested candidateswill then submit their applications,which will be
reviewed based on there qualifications and relevant experience. Recruitment will focus on key
qualities like strong customer service skills .These attributes are ensuring that employees
contribute positively to the business and maintain high service standards.

3.4.2 TRAINING.

Employees will undergo training program that includes all an orientation on company policies ,
hygiene standards and work ethics.On - the - job training will follow ,where new employees will
gain practical experience under the guidance of supervisors.To ensure continuous
improvement,periodic training sessions will be held to introduce new processes, improve
efficiency and safety measures.

3.4.3 PROMOTION.

Promotion at Royal fries will be based on performance, experience and commitment to the
business.Employees will be evaluated through regular performance reviews, customer feedback
and their ability to work effectively as a team.Those who demonstrate leadership skills,
problem - solving abilities and strong work ethic will considered for higher positions.Royal fries
aims to build a loyal and motivated workface.

3.5 REMUNERATION AND INCENTIVES.

3.5.1 REMUNERATION.

Royal fries employee remuneration will be structured based on job roles and responsibilities to
ensure fairness and motivation among staff.

Diagram

3.5.2 INCENTIVES.

Employees will receive various incentives to encourage productivity and job satisfaction. These
incentives may include performance bonuses for outstanding service, overtime allowances for
extra working hours and meal provisions during shifts.

3.6 LICENSES , PERMITS AND BY LAWS.

To operate Royal fries legally in Kibwezi several licences and permits will be required.

* Trading and operating license - The business will obtain this license showing that it is
legal and registered at a cost of ksh.5000.00 from Makueni county council.

* A health permit - issued by the county Public Health Office will be required to ensure
compliance with food safety regulations ksh.2000.00.
 * Food handlers - All employees handling food must obtain a food handling certificate
so as to ensure their health status are good at a cost of Ksh.1500.00.

* Environmental permit - from the National Environment Management Authority

( NEMA) will be required to ensure proper waste disposal at a cost of ksh.300.00.

The above documents will ensure legal compliance food safety, environmental responsibility
and smooth business operations.The consequences of not having the business permits, license
and by laws will closed immediately and county government will take fast action to the business
leading closure of business.

3.7 SUPPORT SERVICES.

To ensure the successful operation of Royal fries various support services will be required,

* Banking services - The business will have an account in the Equity Bank will be
essential for handling transactions,securing loans and managing business finances. However,the
banking will be done after payment of raw materials, payment of staff and other expenses the
business may incur.

* Postal and courier services - will be necessary for receiving business correspondence
and supplies which will be provided by posta Kenya utilities like water, electricity and sewage
will be supplied by county government and Kenya power ensuring the business run smoothly
and efficient operations.

* Insurance services - The purpose of insurance for the proposed business is to safeguard
it's staff Incase of accidents or injuries like burns or cuts.

* Legal services - Royal fries will enhance service of Makueni county and associates law
firm .The business will require legal services on employment contract's and rent
agreements.The cost of legal services will offer their services especially when the business is
sued by a competitor or customer.
 CHAPTER FOUR: OPERATIONS PLAN.

4.1 PRODUCT OR SERVICE DESIGN AND DEVELOPMENT.

4.1. PRODUCTS DESIGN.

Royal fries will offer premium and affordable varieties of potatoes fries tailored to suit different
customer preferences in Kibwezi Town.The products will include:

A. Standard fries - classic, straight cut fries offered in regular portions at competitive prices.

B. Premium fries - crinkle cut and seasoned fries served with unique signature sauce's.

C.Branded packaging- Eco - friendly and attractive takeaway boxes and cups to enhance
presentation and promote brand identify.

4.1.2 PRODUCT DEVELOPMENT.

We will intend to develop our products through;

4.1.2.1 MARKET RESEARCH.

Through conducting taste and survey's to align products with customer preferences.
 4.1.2.2 SOURCING QUALITY IMPORTS.

Partnering with trusted local farmers for fresh potatoes and vendors for other ingredients .

4.1.2.3 STAFF TRAINING.

Ensuring all team members are well trained in food hygiene, preparation and customer service.

4.1.3 COST OF DESIGN AND DEVELOPMENT.

The proposed business will incur differents products and services which will enable good
efficiency and production during the proposed business they include;

1.Equpiment purchase ( deep fryers,peelers, cutting machines which costed ksh.100,00

2. Staff training and uniforms at ksh.15,000.

3. Packaging design and printing at ksh 30,000. This will enable the proposed business to be
known across the Makueni county and interior of Kibwezi Town.

4.2 PRODUCTION OR OPERATIONAL FACILITIES AND CAPACITY.

Royal fries will focus on producing high quality products using fresh, locally sourced ingredients.

4.2.1 MACHINERY AND EQUIPMENT.

Diagram

4.2.2 FIRM LAYOUT.

Diagram

4.2..3 OTHER FIXED ASSET'S REQUIRED.

Diagram

4.3 PRODUCTION OR SERVICE STRATEGY.

The production strategy for Royal fries will focus on efficiency, quality and local sourcing.The
business will require a consistent monthly supply of raw materials such as potatoes,cooking oil,
seasonings, packaging materials and cleaning supplies.These will primarily be sourced from
local farmers in Kibwezi Town as well as from wholesale suppliers in Makueni,procuring
materials locally will reduce transportation costs,which will be handled using motorbikes.The
business will employ two direct kitchen staff,one cashier/ server and one part - time cleaner
with basic cooking and qualified customer service skills.Training will provide to ensure
standards and quality, Monthly labor costs are estimated at a reasonable rate to maintain
profitability.Royal fries plan to produce 500 to 1000 servings of fries weekly,with a close eye on
production.The overall monthly cost of production, including labor and materials will be
monitored through a basic bookkeeping system to ensure sustainable operations and healthy
profit margins.

Diagram

4.4 PRODUCTION PROCESS.

The production process at Royal fries will follow a well - defined series of steps to ensure
consistency, quality and efficiency.The process begins with the sourcing of fresh Irish potatoes
from trusted local farmers,followed by cleaning, peeling, slicing and soaking to remove excess
starch .The fries are then blanched,dried and deep- fried to a crispy golden finish using high
quality cooking oil.Once cooked ,the fries are seasoned ,packaged and either served to walk in
customer or prepared for delivery.

Several internal and external factors could affect this process of making fries . Internally issues
such as equipment failure, worker's absenteeism or delays in raw materials preparations could
disrupt operations.Externally, fluctuations in potatoes prices, poor weather affecting supply and
fuel cost changes impacting transport can influence production efficiency.

To manage internal challenges, Royal fries will maintain backup equipment, schedule regular
maintenance and cross train staff for flexibility.For external factors,the business will establish
contracts with multiple supplies to invitigate risk and adjust pricing or sourcing strategies as
needed.Those measures will help ensure continuity in production and sustain service quality
regardless of changing conditions.

4.5 REGULATIONS AFFECTING OPERATIONS.

Royal Fries will be subject to several government regulations,compliance sand approval

necessary for smooth and legal operations.

Diagram.

However,the business must comply with local taxes and levies such as service charges ,waste
collection and security contributions, typically paid to the municipal authorities. Royal
inspections from the public health department will be expected to ensure adherence to hygiene
and safety standards.Moreover,the business must comply with lawsunder the Jua Kali sector
regulations especially those related to informalfood vending and small - scale food preparation.
The management will ensure timely renewal of all licenses and compliance with any additional
regulations that may arise ,thus minimizing legal or operational disruptions.