Chef Kitchen is named after the person who had an initial idea for the business. The vegan community is very close and welcoming, the author wanted our name to represent that. All interactions with customers, who are buying products, will be face to face, which means it develops emotional connections with their customers. This will also allow us to build a personal style relationship verse the typical business style relationship with their customers (Burns and Dewhurst, 2016). It also gives the illusion that they are not just purchasing their products, but in fact, they are eating and enjoying it with the mobile food truck.
Company Information
The initial idea for the business is to have a mobile food truck, serving hot and cold vegetarian suppers and beverages. The menu will turn among breakfast and lunch. At breakfast, it will serve three main courses and at lunch, it will serve three mains and also two deserts things (Mintzer, 2015).
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The mission is to create a divine and satisfying veggie-lover a food on the go, for the comfort and joy of our consumers. While giving commendable assistance, appealing customers to be a piece of the progressive brand that plans an image of maintainability and conveys the energy for veganism.
Logo and Strapline
The business needs an attractive logo and strapline to signify the business and what the brand is about. The business person needs to plan a well-disposed, welcoming brand image, where consumers feel good by approaching their business and feel safe in believing their items and services that will deliver the best quality food. All while maintaining the standard of veganism, by being sans savagery and ecologically well disposed of. This is why the main feature of the logo is the brand name which attracts customers easily.
Key Target Market
The key targeted consumers are part of a growing niche of people currently representing over 1.16% (not factoring allergen possessors) of Conventional City Center citizens who are vegan or have a dietary requirement. The number of people making the choice to become vegan is rising due to a multitude of reasons such as health, concerns for animal welfare and environmental impact. The secondary research found that this growing demand has not been met with enough options. People with allergens especially are left with little to no options. The author eventually wishes to have targeted all main locations that supply food stalls/trucks throughout Conventional City Center and beyond as the brand grows. The mobile food truck is also looking into targeting locations around Conventional City Center such as at music and food and drink festivals.
- Customers Demographic. Customer demographics refers to the qualities of the individuals who will make buys from the mobile food truck. Such demographic qualities incorporate age that ranging from 18-35 years, people who have high-mid income, people who live in Conventional City Center mostly prefer to purchase food from a mobile food truck (Sarvari and Takci, 2016).
- Customers Psychographics. This data is imperative to building the mobile food truck which goes more than serving hot and cold vegetarian suppers and beverages (Shin and Severt, 2019). It assumes that people who have a vegetarian lifestyle or leading a vegan mostly prefer this food. They are environmentally conscious and aware of food intake or allergens to food.
Market Positioning
The fundamental concentration in promoting will be to build consumer mindfulness in the encompassing network. It will coordinate the majority of business strategies or as well as projects toward an aim or objective of clarifying its identity and what the new venture is about. The main focus of business is to value their products and services positively, keep their gauges high, or implement an idea so that informal conservation will be the fundamental advertising power (Demil and Zott, 2015).
Marketing Mix
This part includes the 7Pcs like Pricing, Promotion, Place, Product, Process, People and Physical Evidence which have to be occurred according to the mobile food truck business (Mallik and Farhan, 2018).
Price
The pricing factor of the mobile food truck will fluctuate as indicated by the selection of the menu. The mobile food truck is utilizing differentiation and cost-leadership approach. Along these lines, the pricing factor will be reasonable as compared to rivals. The price will not so costly or not as expensive as it adopts a cost-oriented strategy.
Promotion
The advancement and publicizing of Chef's kitchen plan should be possible by advancing their mobile food truck through social media or digital marketing. To make Facebook, Instagram and other social media business accounts in which you can post about hot and cold vegan dinners and beverages highlights, food discounts offers, make alluring and creative content, post truck locations and give reviews on the quality of food and services. The advertising should also be done through food pornography and through different blogger which will post the reviews of food trucks on social media.
Product
The Chef's Kitchen's will offer a different menu depending on the time of the day which will alternate between breakfast and lunch/dinner. At each of those times, the food truck will be serving three different meals with two dessert items. The Vegan food truck will be also serving beverages which are organic juices, fresh lemonade, canned water, and drinks.
People
Customers are the most important factors in any business. According to a mobile food truck, the understudies' students and individuals in the middle of the age scope of 18-35 years can be deliberate more. Additionally, it likewise relies upon circumstance since during the celebration and occasions there are individuals of any age purchasing the vegan meals from the food truck.
Process
The customers will need to line up in two lines; one for ordering and one for collection. Each service should not take longer than 15 minutes as this will defeat the purpose of a fast vegan truck.
Places
The monthly rotation of the food truck's location allows for an increased scope and audience around Conventional City Center. Consumers will be updated to the current location of the food through the social media outlets and the flyers and leaflets handed out near the current location. Customers will be able to make transactions using cash and card system. The food truck doesn't have any particular place as it is moving all around an area of Conventional City Center.
Physical Evidence
Every week the domestic cleaning will be done a night before the track opens for business. At the end of each shift, the employees must clean the truck once the shift is finished to keep it clean and ready for use. Trash must be removed at the end of each shift according to the council disposal process.
References
- Burns, P. and Dewhurst, J. eds., (2016). Small business and entrepreneurship. Macmillan International Higher Education.
- Demil, B., Lecocq, X., Ricart, J.E. and Zott, C., (2015). Introduction to the SEJ special issue on business models: business models within the domain of strategic entrepreneurship. Strategic Entrepreneurship Journal, 9(1), pp.1-11.
- Mintzer, R., (2015). Start Your Own Food Truck Business: Cart Trailer Kiosk Standard and Gourmet Trucks Mobile Catering Bustaurant. Entrepreneur Press.
- Mallik, A. and Farhan, S.N., (2018). Customer-Centric Approach Using 7ps of Marketing Mix. International Journal of Innovative Knowledge Concepts, 6(11), pp.136-149.
- Sarvari, P.A., Ustundag, A. and Takci, H., (2016). Performance evaluation of different customer segmentation approaches based on RFM and demographics analysis. Kybernetes, 45(7), pp.1129-1157.
- Shin, Y.H., Im, J. and Severt, K., (2019). Qualitative Assessment of Key Beliefs in Regards to Consumers' Food Truck Visits. Journal of Quality Assurance in Hospitality & Tourism, pp.1-17.
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