Table of Contents
1.0 Executive Summary
1.3 Keys to Success
2.0 Company Summary
2.1 Company Ownership
2.2 Start-up Summary
2.3 Company Locations and Facilities
3.1 Competitive Comparison
4.0 Market Analysis Summary
4.1 Market Segmentation
4.2 Target Market Segment Strategy
4.3 Market Trends
4.4 Main Competitors
5.0 Marketing Strategy
5.1 Pricing Strategy
5.2 Sales Strategy
Express is a locally owned fast food outlet that will be positioned as
an international franchise through our creative approach to the
company's image and detail presentation. Chicken Express will provide a
combination of excellent food at value pricing, with fun packaging and
atmosphere. Chicken Express is the answer to an increasing demand for
snack-type fast food, to be consumed while window shopping and walking
around inside a shopping mall.
today's highly competitive environment, it is becoming increasingly
difficult to differentiate one fast food outlet from another. Karachi, a
city state, is now becoming the model metropolis for Asia's new
main priority is to establish one outlet in a crowded mall, preferably
in one of prominent shopping malls in Karachi. Later, our effort will be
a further development of more retail outlets in the surrounding area.
expand into a number of outlets by year three, and sell the franchise
to neighboring metropolitan cities, such as Lahore, Islamabad, Hyderabad
main goal is to be one of the most successful fast food outlets in
Karachi, starting with one retail outlet located inside a major shopping
mall as a "market tester."
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 website as they will learn about this
fascinating new "pop culture." We will sell merchandise from
pre-packaged sauces and t-shirts, to potato cutters, all with our
official brand attached to them.
Our main focus will be serving high-quality food at a great value.
To succeed in this business we must:
- Create a unique, innovative, entertaining menu that will differentiate us from the rest of the competition.
costs at all times, in all areas and implement a conservative approach
to growth policy. Although, we provide more than enough fund to open
more than one outlet, we want to be on the safe side of the business.
the products that are of the highest quality, as well as keeping the
customers happy with all of our product categories from food to store
- Provide 100% satisfaction to our customers and maintaining the level of excellent services among other competitors.
the two most important values in fast food business: brand and image,
as these two ingredients are couple of main drivers in marketing
- Get access to high-traffic shopping malls near the target market.
- Promote good values of company culture and business philosophy.
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