BUSINESS PLAN

FAST FOOD RESTAURANT

PREPARED BY: JESSA MAE SAGLIBA

1.0 EXECUTIVE SUMMARY

1.2 Mission

1.3 Keys to Success

2.0 COMPANY SUMMARY

2.2 START–UP SUMMARY

2.3 Company Location and Facilities

3.0 PRODUCTS
3.1 Competitive Comparison

4.0 MARKETING STRATEGY

4.2 Sales Strategy

Chicken Express is a locally owned fast food outlet that will be positioned as aninternational franchise
through our creative approach to the company's image and detailpresentation. Chicken Express will provide a
combination of excellent food at value pricing,with fun packaging and atmosphere. Chicken Express is the
answer to an increasingdemand for snack-type fast food, to be consumed while window shopping and
walkingaround inside a shopping mall.In today's highly competitive environment, it is becoming increasingly
difficult to differentiateone fast food outlet from another. Karachi, a city state, is now becoming the
modelmetropolis for Asia's new economic boom.Our main priority is to establish one outlet in a crowded
mall, preferably in one of prominentshopping malls in Karachi. Later, our effort will be a further development
of more retailoutlets in the surrounding area.

1.2 Objectives

•To establish a presence as a successful local fast food outlets and gain a market sharein Karachi's fast food
industry.

•To make Chicken Express a destination spot for mall-goers.

•To expand into a number of outlets by year three, and sell the franchise to neighboringmetropolitan cities,
such as Lahore, Islamabad, Hyderabad and Faisalabad.

1.2 Mission

Our main goal is to be one of the most successful fast food outlets in Karachi, starting withone retail outlet
located inside a major shopping mall as a "market tester."Chicken Express will strive to be a premier local fast
food brand in the local marketplace.We want our customers to have the total experience when visiting our
outlet(s) and websiteas they will learn about this fascinating new "pop culture." We will sell merchandise
frompre-packaged sauces and t-shirts, to potato cutters, all with our official brand attached tothem.Our main
focus will be serving high-quality food at a great value.

1.3 Keys to Success

To succeed in this business we must:

•Create a unique, innovative, entertaining menu that will differentiate us from the rest ofthe competition.

•Control costs at all times, in all areas and implement a conservative approach to growthpolicy. Although, we
provide more than enough fund to open more than one outlet, wewant to be on the safe side of the
business.

•Sell the products that are of the highest quality, as well as keeping the customers happywith all of our
product categories from food to store merchandising.

•Provide 100% satisfaction to our customers and maintaining the level of excellentservices among other
competitors.
•Encourage the two most important values in fast food business: brand and image, asthese two ingredients
are couple of main drivers in marketing communications.

•Get access to high-traffic shopping malls near the target market.

•Promote good values of company culture and business philosophy

2.0 COMPANY SUMMARY

What is Chicken Express?

Chicken Express focuses primarily on Fried chicken, Catfish, and chicken tenders but alsoserves sides. Such as
fried pickle slices, apple pie, mashed potatoes, gravy, cheese sticks,Cole slaw, French fries, & corn nuggets.
We use the concept of Belgian Fries, where thefries are all made from fresh potatoes and fried twice. Our
outlet also provides excellentand friendly customer service to support the ambience of fun, energetic and
youthfullifestyle.

Youthful and fresh surroundings

We will imitate successful establishments, such as Pizza Hut and Hardees, which representthe majority of our
core target market, between 18 to 35 years of age. Our store will featuredisplay cooking of our featured Fried
Chicken from cutting to frying. Our store will bedecorated with fast food setting, such as a bright counter and
display menu on the wall.

Quality food & Open every day

Each store will offer nothing but freshly fried chicken, sandwiches and variety of uniqueblend sauces, all
served with old-fashioned home-style care. Our store is open every dayfrom 10 am to 1 am.

2.1 Company Ownership

Chicken Express is a privately held company. It will be registered as a Limited company.

2.2 START–UP STRATEGY

The retail outlet will be rented at one of the target location shopping malls. Our preferenceis Zamzama, for
the main reason of reaching larger traffic. Startup requirements will befinanced through owner investments.

2.3 Company Locations and Facilities

Chicken Express locations will range in size from 5070 meter square and will seatfrom 1525 guests. Our first
location will be on the larger end of this range. The locationwill feature its own originality in merchandise
display and other brand building attributes.We will equip the outlet with modern furniture and aim for
cleanliness and an open feeling.We are currently looking at several possible sites in shopping malls along
Zamzama.The space selection will be chosen based upon the following criteria:

•Community size: minimum of 800,000 people within a radius of 8 kilometers.

•Tourist destination.
•Easy access.

•Large percentage of teenagers in the community.All of these qualities are consistent with Chicken Express'
goal of providing a top qualityfast food experience. We want "word-of-mouth" to be our best form of
marketing, where ourcustomers value our brand as something exciting and cannot wait to tell their friends
andneighbors.Chicken Express will directly compete with several fast food joints inside the chosenshopping
mall, including Pizza Hut, KFC, and McDonald’s.

3.0 PRODUCTS

We want to focus only on selling chicken and chicken related dishes. Alcoholic drinks willnot be sold in our
outlet, as Chicken Express promotes a healthy and positive Pakistanilifestyle. Instead, we will offer Soda to
complement the food.

3.1 Competitive Comparison

Chicken Express has several advantages over its leading competitors:

•Unique "fusion" concept of dipping sauce.

•We expect a high degree of enthusiasm and offer a fun store with friendly staff thatreflects the company's
youthful and energetic culture.

•Supporting merchandise items that support the company's brand building.

•Our fried potato is made 100% fresh, compared to most fast food outlets that use frozenfries.

•Our dipping sauce is also made fresh without preservatives.

•Our innovative packaging will be more entertaining than our competitors; a single conewith a cup reserved
for dipping sauce.

4.0 MARKETING STRATEGY

Our strategy is based on serving our markets well. We will start our first outlet as a "markettester" 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 localmarket.A combination of local media and local store
marketing programs will be utilized at eachlocation. Local store marketing is most effective, followed by print
ads. As soon as aconcentration of stores is established in a market, then broader media will be explored.
Webelieve, however, that the best form of advertising is still "buzz." By providing a fun andenergetic
environment, with unbeatable quality at an acceptable price in a clean andfriendly outlet, we will be the talk
of the town. We will deploy three different marketingtactics to increase customer awareness of Chicken
Express. Our most important tactic willbe "word-of-mouth" and in-store marketing. This will be by far the
cheapest and mosteffective of our marketing programs because of the high traffic in targeted
shoppinglocations.The second tactic will be local store marketing. These will be low-budget plans that
willprovide community support and awareness of our facility. The last marketing effort will beutilizing local
media. Although, this will be the most costly, this tactic will be used sparinglyas 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 signage inside malls’ lobby/aisle.

•Outdoor signage (if possible).

•Grand opening promotion.

•Party catering.

•Merchandising items.

•Local Store Marketing

•Brochures.

•Free occasional t-shirts at local stores events.

•Local Media

•Direct mail piece

containing brochures sent to surrounding addresses.

•Local magazines that target our core customers, such as Free! Magazine.

•Newspaper campaign

placing several large ads throughout the month toexplain our concept to the local area.

4.1 Pricing Strategy

4.2 Sales Strategy

The sales strategy is to build and open new locations in order to increase revenue.However, this plan will be
implemented when the one "market tester" outlet showedpotential growth. As each individual location will
continue to build its local customer baseover the first three years of operation, the goal of each store is Rs
1,000,000 in annualsales, with the original flagship store expected to earn almost Rs 2,000,000 per year.We
anticipate the highest peak on the months of June and July in our sales forecast, due tothe holiday seasons.