Executive Summary
FastFuel is a local F&B business. We focus on retailing meals that are efficient and nutritious
for customers who are living a modern lifestyle nowadays. Often the fast paced life had led
them toward unhealthy fast food or instant meals. Our aim is to provide food that is both
rapid and healthy, even nutritious.
Products and Services
One thing about us is that we have calories and allergies description labels on every item we
sell, this act brings awareness to health. Either customers can select from the meals that we
have designed according to nutrition and calorie guidelines, or they get to make their own
combinations.
It also serves our product purpose to suit every dietary needs. In a survey that we've carried
out, there were at least 13 types of dietary needs mentioned in such a small research
(including lose or gain weight, vegan, intermittent fasting etc). For the ones that have such
need in diet, the labels assist with portion control and decision making, most importantly
avoid the unwanted food items. What's more than health level concern, it is important to
please customers with different ethnicities, gender, religion backgrounds and traditions. As
Macau is a city with diversity of culture and people, this is an essential element to include in
our business for us to grow bigger.
To put together an ideal healthy meal definitely requires much more than one or two
ingredients. Again, most people don't have such time to prepare all the food they need to
meet their nutritional goals. So we provide a diverse list of food items, though with the same
need of intake we provide plenty of options to create new combinations that are less boring
and an easy routine.
In addition, we provide dine-in areas, special events and member discounts to bond with our
customers.
Market Analysis
As we have mentioned, our aim is to provide meals that are fast. Fast-food which is also fast
is known to be unhealthy. However, according to Sarah A Rydell et al. from J Am Diet
Association, their research shows that the top voted reason to consume fast food was its fast
serving (takes up to 92%) and ease to get to (82%). Moreover, results of an online survey
commissioned by Richard Clarke’s company and market researchers Asia Opinions in Oct
2016 shows up to almost seven in ten of Asian people were “very interested” in nutrition and
healthy eating, as opposed to 38 percent of citizens in the West. The two surveys show that
there potential market in what we want to promote, change people's eating habits to shift
from fast food to fast healthy meals we provide.
Marketing Strategy
We offer a wide range of food choices that can create a perception of value for customers.
When they see an extensive menu with diverse options, they may perceive us as one that
has more comprehensive and capable of satisfying their cravings. This can increase
customer satisfaction. Collaboration with local gyms are essential in our planning too, the
majority of gym participants do pay attention to their diet. Offering gym member discount and
delivery to gym service to attract new customers.
We give discounts for preorder or members, most customers would want to build up a
healthy eating routine. A mini program on WeChat will be run with an ordering and
membership system that can assist growing their habits, they can keep track of what they
consume and future planning, feedback on our product and also get notified about our event
held. After all, we would love to develop relationships with our customers more than just
single purchases, but long term partners on healthy eating. With the good relationship we
have we are open for feedback and opinions from them, we might as well increase food
options based on their need and comment. According to the American Customer Satisfaction
Index (reported by JD Malone, The Columbus Dispatch), ‘ restaurants listen to customers
and see satisfaction rise’.
Overall with all the above advantages we create, we will be able to optimise sales and public
relations of our business, rising profits and market value of our company.
Financial Plans and Projections
In the first stage of business development, there will be two stores opened, one based in
Macau Peninsula, another one in Taipa. Collaboration with gym and delivery services will
also be available at this time. At this stage we centre on increasing brand awareness in the
local market. Spreading the advantages and special value of our brand.
During the second stage of our business growth will be focusing on increasing store capacity
and number, trying our best to cover as much area as possible. Meanwhile we will attempt to
develop our own app and delivery service system, independent from other platforms.
Furthermore, we desire to upgrade dine in service and environment. Allow healthy diets to
be an enjoyable lifestyle. Next goal of ours is to dive deeper into your food products' quality.
Expecting investment in suburban areas for organic farming that will upgrade the quality and
transparency of our food ingredients.
Eventually, we wish to open a premium store of the business that serves the best quality of
food and fine-dining level of cuisine. Featuring our central principle of eating healthy and
nutritious gourmet meals. Changing the perspective of boring healthy food to a memorable
event , an amusing and delicate experience and for people.
References
Sarah A Rydell et al. J Am Diet Assoc. 2008 Dec.
DOI: 10.1016/[Link].2008.09.008
Survey by Richard Clarke’s Company
[Link]
55736
The Columbus Dispatch Reported by JD Malone
[Link]
customers-see/11621603007/
