Business Plan

Easy Meal Service

SESSION (2012-2016)
MBA 3.5 3rd semester (reg)
SUBMITTED TO:
SALMAN HUSSAIN PARACHA
SUBMITTED BY:
DECENT GROUP
Name
M.Naoman Razzaq
Niaz Ahmad
Asma Sumaiya

Khadija tul Kubra

Fatima Nawaz
Saba Rafiq

Roll No
36
44
37
35
52
101

DEPARTMENT OF BUSINESS ADMINISTRATION

Case study of fast food Frichicks

Fast food is the term given to food that can be prepared and served very
quickly, while any meal with low preparation time can be considered to be
fast food. The capital requirements involved in opening up a fast food
restaurant are relatively low.
Smaller, individually-owned fast food restaurants are becoming much more
common throughout the world. Fast food has become one of the fastestgrowing segments of the hotel and catering industry. This growth has not
only been fuelled by consumer demand, but also through the expansion of
the supply base.
According to Mr. Shahzad (manager of Sargodha branch) Frichicks came in
the market with a vision of providing quality and services, to its
customers. In 2003 frichicks remained in the fast food restaurant chain, and
famous largest chain. Frichicks opened 21 branches in Pakistan and also
operating in Italy and Dubai. Sargodha Fri chicks branch was established by
Mr. Irfan with the partnership of his American friend. They opened a
franchise in Sargodha at 23rd October 2008 with a huge investment of Rs 5
billion. This branch is situated at best place of Sargodha. In Sargodha branch
three departments is working first one is production area, cash counter and
third one is customer sitting area. Their main products are Pizza, Burger, Fri
chicken, salad and ice cream. Their targeted market is students and upper
class.
Frichicks fast food restaurant has also been successful in establishing a
number of franchises in Pakistan, as concerned with Sargodha frichicks
franchise had raised to average of 2.50 lacks sale on daily basis.
In frichicks consumer began to demand healthier food and frichicks was
faced with a limited menu consisting mainly of fried food, in order to reduce
frichicks image as a fried chicken chain it change its menu and add salad in

addition. The increased demand of healthier food and increasing consumer

demand for better variety lead to a number of changes in frichicks menu
offering. Sargodha frichicks is on its maturity stage, frichicks products have
survived the earlier stages. Sargodha Frichicks early entry in to the fast food
industry in October 2008 and had allowed it to strong brand name
recognition and a strong foothold in the industry.
Frichicks dont provide frequent deals at the special occasions as compare to
its competitive restaurants so in order to enhance their service they should
provide deals, offers buy one get one free offers to customers
specially at the religious or the national events. Frichicks has the common
hall for families as well as for the couples and it leads to bad impact on the
minds of people so there should be strategies for the separate hall for
families and couples.
However frichicks significant parking problem will probably push their
customer away from them, thus frichicks must have to imply ways on how to
meet their customer expectation. Frichicks ought to think that customer
goes to their establishment not just because of their product but also their
service because nothing bits a quality service. We analyze the main
problem in this branch space area for customer and parking because on the
weekend and special days or events people move rashly to these areas. The
480 people enjoy their meal at time. This space is not enough for their
customer. Other problem is parking area all the customer vehicles are park
on the road due to this road is jam and chance of accidents has been
occurred. We give a suggestion for both problems first one to build two more
halls on their current building through this they can solve the sitting problem
for their customer, and also they make a separate family hall. Through this
many customer enjoy their meal without any problem. And for parking they
can purchase the vacant space left side of their building. Through this
parking problem of their employees and for customer will solved.
One of the unique and the competitive advantage of the frichicks is its
location, as it is located on the University Road (the posh area of
Sargodha City), so the many local as well as outsider customers rashly visit
frichicks. Along with the fast foods frichicks offer a healthier food by the
name of salad, another competitive advantage is the quality fried
chicken and the other strategies related to menu improvement to increase
their market share. Frichicks is branded fast food providing firm so its name
Frichicks attracts the customers as the source of quality meal.

Question
How they can make strong brand name recognition at international
level?
How they can target diet conscious people?
How they increase their sale?
How they retain their employees?
How they entertain their customers?

Swot Analysis of Frichicks

Strenght :
Frichicks have a high quality product
Best location because its near to university of Sargodha and at link
road
Team work
Frichicks obtained maximum capacity of production.
They provide hygienic food.
They build strong customer relationship.
They have enough finance to settle down any type of problem occur
during business.
They have Brand image in their customer mind.
Clean environment and playing areas for children where they can
enjoy their time.

Weaknessess:
Limited promotion adds
Branch manager bounded for head quarter policies
Buy one and get one offer is not provided in any event
They cant provide any type of discount to their customer
They have no enough parking space
They have no enough space for their customer on special days or
event.
They giving low salary and no incentive to those employees who work
in lobbies. Therefore their employee turnover ratio is high

They
They
They
They
They

have self service

take late decision
charge high price for their products
targeted upper class
dont provide membership card to their regular customer

Oppurtunities:
Market is vast they have opportunity to open branch in other city or
country
They have opportunity to provide drive thru facility to their customer
because in Sargodha no one provide such facility to their customer
They have opportunity to open joy land in their building
They have opportunity to increase their menu list or introduce new
product for their customer like tea etc
Frichicks offers healthy products with nutrition information printed on
all packaging are a great opportunity.
It can open up online services for their customers so that they can
easily order their desired meals sitting at home
Discount given on every food item may help them to gain more
customer
It wont be a bad idea if they introduce food item for breakfast
If frichicks work for social benefit to the people around then they will
obtain more reputation or goodwill

Threat:
Frichicks have major threat from KFC because KFC have a
international brand if they will give packages or discount to their
customer then frichicks sale will be reduced.
Entrance of new competitor into the market like MacDonalds
They have threat from Health-conscious person to move their
competitors
Changing customer preferences
Economic instability

Conversion of Weaknesses into Strength:

Weaknesses can be converted into strengths by adopting various tools
and strategies
By promoting ads or advertising their deals, offers and products
the intention of the customers can be diverted efficiently towards
this restaurant.

 By offering special discounts, offers, deals and membership cards

the whole sale rate and customer number can be increased.
By lowering the prices or introducing the special deals for middle or
the lower class can increase the number of customers as well as
can provide their services to lower class.

Conversion of Threats in Opportunities:

Opportunities help in expansion of any business. Frichicks can also
create opportunities.
Threats can be converted in following way
Frichicks should introduce new offers and deals in menu
There should be pre-planned strategies for future discounts or offers to
compete with already existing branded restaurants like KFC
Marketing search can lowers the threats from competitors