COMPANY PROFILE

An introduction
Life is full of choices, difficult ones too......what would you want for your
birthday.......a jazzy scooter to move around or a blingy car o boast of? A
pancake or a muffin? Coffee or tea? A clean wardrobe or a wardrobe which
cleans itself? We get it, its confusing. Utterly distraught. So we say, why make a
choice, why choose one when you can have it all? You wanted it ever since your
tastebuds have been tingling and now you have it- FOODIES. It has
scrumptious combination of perfectly baked paneer with corn, onion and
capsicum. It also offers you a very healthy combination of oats, curd and
different fruits. Take your pick and entice your senses. Whats more, our
delicacy is served with loads of onion making sure no matter how high the
prices are, onions always come down your neck. Finally, a delicacy not so
delicate. Come on, you are ready to shell out a few bucks for a bite of heave,
arent you? So come, engulf in divinity at FOODIES before your aloof mate
does.
DISCLAIMER- PAPADZ & TOPINGS shall not be liable for any kind of
addiction to the product. Keep away from hyperactive kids and
fat people, unless, of course, you want to see them explode.

 VISION
Be the Trend Setter in the field of Healthy and Tasty Eating to Achieve
A Sustainable Growth this will bring about an overall upliftment of the
Organization, its People and the Society.
MISSION
Review, Recreate and Rediscover the trend of Healthy Eating and
Innovate and Invent fresh new methods to Nourish and Delight every
one we serve.
GOAL
To provide our customers Perfect Taste and Quality in the Best of
Packaging.

ABOUT THE FOUNDERS

This is a start up co-founded by six members and they have divided the
responsibilities among them as follows:
Administrator- Kriti Bhatnagar
Chefs- Garima Rathi and Aditya Jain
PR and Marketing- Paridhi Poddar and Shubham Bhagava
Accounting and Finance- Riya Daga

DETAILS OF THE PRODUCT

Our product is chaat. Chaat is a term describing savory snacks, typically
served at road-side tracks from stalls or fast-food stalls or food carts in India,
Pakistan, Nepal and Bangladesh. With its origins in Uttar Pradesh, chaat has
become immensely popular in the rest of South Asia. The word derives from
Hindi

(tasting,

delicacy),

from

cn

(to

lick),

from Prakrit caei

(to devour with relish, eat noisily).
The chaat variants are all based on fried dough, with various other ingredients.
The original chaat is a mixture of potato pieces, crisp fried bread Dahi vada or
Dahi Bhalla ("Bhalla" in Hindi), gram or chickpeas and tangy-salty spices, with
sour home-made Nikhil chill and Saunth (dried ginger and tamarind sauce),
fresh green coriander leaves and yogurt for garnish, but other popular variants
included Aloo tikkis or samosa (garnished with onion, coriander, hot spices and
a dash of curd), bhel puri, dahi puri, panipuri, dahi vada, papri chaat, and sev
puri.
There are common elements among these variants including dahi, or yogurt;
chopped onions and
and chaat

coriander; Sev (small

masala,

dried

typically

amchoor (dried mango powder), cumin, Kala

yellow

salty

noodles);

consisting

of

Namak (rock

salt), coriander,

dried ginger, salt, black pepper, and red pepper. The ingredients are combined
and served on a small metal plate or a banana leaf, dried and formed into a
bowl.
The different types of chaat which we are offering include:
Paneer-corn Tikka

 Fresh Fruit Muesli chaat

Peanut Chaat
TARGET MARKET
FOODIES intends to cater to a bulk of teenagers and youngsters in Mumbai.
We have chosen this group for several different reasons. It is our goal to provide
perfect taste and quality to customers and we believe that the age group from
15 to 25 is the primary age where brand building efforts could take place. They
are on limited or fixed incomes and seek a value/price relationship that will not
stretch their budgets.
Our secondary target is between the ages of 25 and 37, which are heavy
lounge/restaurant user group. They are more flexible in budgets and seek more
than a value/price relationship.
Our eatery strategy is dual purposed. First, we are featuring fresh food to fill
Mumbais craving for fast food as most idea of eatery is a quick bite.
Second, we want to keep the price amount as fair as possible to keep us in
competition with other fast food outlets or chaat stalls.

WHY CHAAT..?
We will be able to set new benchmarks for ourselves in this industry owing to
following factors:

Crispy and crunchy

Light for consumption
Good for digestion
Hygienically packed

Healthy
Quality product
Competitive pricing
Quick lead time
Have youthful and fresh surroundings
Ethical business practices
Stringent quality control management
Last but not the least our prime motto is to create a long lasting
relationship of trust with the clients

Our chaats are a perfect snack, which has delicious taste and extra crunchiness
to tickle that is hard to resist.

BRANDING ELEMENTS
BRAND NAME- A crucial element of any business is the creation of a brand name by which people
could identify the service or product it provides. Its also one of the very first things we have had
thought about, as its something that will be stuck with our business for long.
Brand name-Foodies
TAGLINE-TAKE YOUR PICK AND ENTICE YOUR SENSES

INTERNAL MARKET ANALYSIS

(SWOT)

EXTERNAL MARKET ANALYSIS

(PESTEL)
POLITICAL / Legal
The operations of FOODIEs will be affected by the government policies on the
regulation of fast food operation. Currently, government is controlling the
marketing of chaat shops because of health concerns such as cardiovascular and
cholesterol issue and obesity among the young and the children in the country.
Governments also control the license given for any eatery shop and other
business regulation need to follow such as for a franchise business. Good
relation with government in giving mutual benefits such as employment and tax
is a must for the company to success in any market. FOODIES should also
protect its workers by ensuring all the hiring, compensation, training or
repatriation is according to the laws in the country.

ECONOMICS
As a business entity, FOODIES will have to face a lot of economic variables
outside its company or macro environment. Dealing with the local whole-sellers
for its material FOODIES should be aware of the supply rates.
Working on the local country, FOODIES must face government regulations on
tax of profit which it will gain from the operations and other tax such as
entertainment, etc.
The economic condition and growth of the country also is an important
indicator to the demand of the products that FOODIES offers. As the food
priced slightly above normal foods, not many people will be interested in
consuming the product.

SOCIAL/ CULTURAL
The changing lifestyle of people in our country should also be taken into
consideration. While more people are able financially to eat at more expensive
outlet, they have higher expectations. They want to have quality in services and
more conveniences that can differentiate one outlet from another. Young urban
consumers want technology in their life and facilities such as wireless internet,
and other attraction for their hangout and eating. All these needs should be taken
into consideration.

TECHNOLOGY
For a food outlet, technology does not give a very high impact on the company
and it is not a significant macro environment variable. However, FOODIES
should be looking to competitors innovation and improve itself in terms of
integrating technology in managing its operation. Implementation of technology
can make the management more effective and cost saving in the long term. This
will also make costumer happy if costs saving results in price reduction or
promotional campaign discount which will benefit them from time to time.

Environment
In todays culture it is very important for food chains or chaat shops
to be seen as environmentally friendly and ethical. So Foodies must
ensure that they operate in an appropriate manner. As this is a chaat
centre so, recycling of food products become important and
cleanliness is very essential, this demonstrates how important people
are regarding it.

STRATEGIC DECISIONS
PORTERS FIVE FORCE MODEL
Competitive Rivalry or Competition with Foodies (Strong Force)
Foodies will face tough competition because the chaat market is already
saturated. This element of the Five Forces analysis tackles the effect of
competing firms in the industry environment. In Foodies case, the strong force
of competitive rivalry will be based on the following external factors:

High number of shops (strong force)

High aggressiveness of shops (strong force)

Low switching costs (strong force)

The Chaat industry has many shops of various sizes, such as local mom-andpop fast food restaurants and different chaat shops in the locality. Also, most
medium and large shops aggressively market their products. In addition,
Foodies customers will experience low switching costs, which means that they
can easily transfer to other shops, such as Dheeraj or Aditi Fast food. Thus, this
element of the Five Forces analysis of Foodies shows that competition is
among the most significant external forces on the business.

Bargaining Power of Foodies Customers/Buyers (Strong Force)

Foodies must address the significant power of customers. This element of the
Five Forces analysis deals with the influence and demands of consumers. In
Foodies case, the following will be the external factors that contribute to the
strong bargaining power of buyers:

Low switching costs (strong force)

Large number of providers (strong force)

High availability of substitutes (strong force)

Because of the ease of changing from one chaat shop to another (low switching
costs), customers can easily impose their demands on Foodies. In relation,
because of market saturation, consumers can choose from many chaat shops
other than Foodies. Also, there are many substitutes to firms like Foodies.
These substitutes include food outlets, farsan shops, as well as foods that one
could cook at home. Based on this element of the Five Forces analysis, Foodies
must develop strategies to increase customer loyalty.

Bargaining Power of Foodies Suppliers (Weak Force)

Suppliers will also influence Foodies. This element of the Five Forces analysis
shows the impact of suppliers on firms. In Foodies case, the weak bargaining
power of suppliers will be based on the following external factors:

Large number of suppliers (weak force)

Low forward vertical integration (weak force)

High overall supply (weak force)

The large population of suppliers will weaken the effect of individual suppliers
on Foodies. This is especially so because of the lack of regional or global
alliances among suppliers. In relation, most of Foodies suppliers will not be
vertically integrated. This means that they will not control the distribution
network linked to Foodies facilities. Also, the relative abundance of materials
like vegetables, fruits, curd, spices, paneer, etc. will reduce suppliers influence
on Foodies. Thus, this element of the Five Forces analysis shows that supplier
power is a minimal issue for Foodies.

Threat of Substitutes or Substitution (Strong Force)

Substitutes will be a significant concern for Foodies. This element of the Five
Forces analysis deals with the potential effects of substitutes on firm growth. In
Foodies case, the following external factors will make the threat of substitution
a strong force:

High substitute availability (strong force)

Low switching costs (strong force)

High performance-to-cost ratio (strong force)

There are many substitutes to Foodies products, such as products from artisanal
food producers and other local shops in the market. Consumers can also cook
their food at home. It will also be easy to shift from Foodies to these substitutes
(low switching costs). In addition, these substitutes are competitive in terms of
quality and consumer satisfaction. In this element of the Five Forces analysis of
Foodies, substitutes are a major issue that the company must address through
approaches like product quality improvement.

Threat of New Entrants or New Entry (Moderate Force)

New entrants can also impact Foodies market share. This element of the Five
Forces analysis refers to the effects of new players on existing firms. In
Foodies case, the moderate threat of new entry is based on the following
external factors:

Low switching costs (strong force)

Moderate capital cost (moderate force)

High cost of brand development (weak force)

Because of the low switching costs, consumers can easily move from Foodies
toward new chaat shops or fast food chains. Also, the moderate capital costs of

establishing a new chaat shop makes it moderately easy for small or mediumsized firms to affect Foodies. However, it is expensive to build a strong brand
that could match the Foodies brand. Thus, this element of the Five Forces
analysis shows that the threat of new entrants is a considerable issue for
Foodies.

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. We will actively build our brand, through the selling
of supporting materials, such as merchandise, promotional items and other marketing
gimmicks similar to those of other fast food franchises.