Burgume |©2018 All rights reserved
A. Business Name
Burgume
Burgume is the combination of the word legume and burger. Lègume means vegetable in French.
We come up to that name with the subject French, although vegetable burger is first created in
London in 1982 by Gregory Sams, we stick on our subject French for the uniqueness of our
business name. Thinking of the generation today they always follow the vogue, and french theme
will never get out of trend because it’s worthy for their instagram feed.
B. Business Logo
C. Description of the Logo
We choose to create that logo to represent our business and product, To identify the
goods and services of our business and differentiate them from the competitors. The Flag of the
France symbolizes the theme of our business and on how we come up on our business and
products name. The vegetables and the girl pretaining on our product ‘vegetable burger’. While
the yellow circle represent as sun which means sunshine to give happiness and satisfaction to our
customers and optimism were hoping for the continuance and growth of our business further to
give our consumer a healthy positive feeling.
A. Product Description
Burgume will be the small stall located at Food Court of SM City Cabanatuan, offering all things
vegetable burger. The business will be entrepreneurial with enough employees to help the
business run smoothly. A couple of employees will be assigned at designated stall preparing the
patties, while the remaining employees takes order and fulfill the needs of customers.
The product focus of our business will be burgers. A variety of flavors, sizes, styles, toppings
and garnish are all available at Burgume. To rise above the competitors, Burgume will offer
numerous options to satisfy common health, diet and needs of consumer. Whether it is required
Burgume |©2018 All rights reserved
by allergies or simply a choice, a desire for gluten-free, organic, vegetables, reduced-fat, vegan
foods has recently grown. By offering burgers which meet the request of consumers, more
consumers will feel welcome to this stall because their needs will be recognize and satisfied by
choosing on our menu.
The stall will contain a comfortable lounged area open to customer, allowing them to stop in and
sit down. Burgume will also provide delivering service for designated area. This service will
provide significant convenience for customers. The location of Burgume will be another
advantage of the company because the stall will be the first, and therefore the only, vegetable
burger shop in the town of Cabanatuan city. Without similar businesses nearby, the competition
for this stall will be minimal. The business will work out of a store on SM City Cabanatuan,
making it extremely visible for all consumers. Being centrally located at SM City Cabanatuan
Burgume will be easily accessible by all members of the area. Given the variety of burgers,
convenience, and accessibility. Burgume will be capable of standing above its competitors.
Burgume will provide you a vegetable burger that is not taste vaguely like cardboard. It is a
plant-based burgers that taste close to the real thing virtually indistinguishable vegetarian
versions of beef burgers. The main ingredients of our burgers is pea protein as the burger base
and beet juice for the reddish hue of the patties the other ingredients will depend on variety of
flavors and what the customer choose to produce their patties. Using the Adjust-A-Burger the
Burgume regular-size model is 4.5 inches in diameter, and a slider version, 2.75 inches in
diameter. It will be 2.5 ounces and have 70-170 calories.
The store would provide high quality product and service at affordable price, placing the
nutritional in the hands of consumers, nutrionist and chef to have a tastier and healthier meal
depending on their preferences.
The Burgume vegetable burgers has a benefits of vitamins and nutrients as follows:
Vitamin B-12
Lutein
Vitamin E
Diallyl
Vitamin C
Magnesium
Vitamin A
Potassium
Vitamin k
Vitamin b6
Beta carotene
Iron
Calcium
Fiber and protein
Less Preservatives
With this vitamins and nutrients you can achieve your goals of healthier lifestyles.
B. Target Market
Burgume will have a broad target market. People of all ages children through adults,
Burgume will offer an exciting vegetable burgers. This product is not a high priced item and as a
result, will be available to nearly all people regardless of varying incomes. The students will be
attracted to our Burgume the burger that is healthier and tastier this can be s better alternative to
their on-campus meal plan and other store. The products of Burgume will be appreciated by all
Burgume |©2018 All rights reserved
customers who extremely love vegetables, or wants to taste a new kind of burger that is
indistinguishable to a real meat, whether the consumers are looking for plain but a healthy
burger, or a burger of their choice Burgume will be able to meet their needs. For customers who
are looking for some unique menu’s , instagrammable food and place, Burgume will be preferred
by the customers who enjoy a calm, modern, comfortable atmosphere.
C. Demand and Market Acceptability Analysis
As of 2013, 7.3 million Americans are vegetarian. Even Burger King, a company that was built
on burgers (obviously), offers a no-meat patty in the United States and other countries. And this
year, the commercially sold veggie burger turns 32, and its inventor, Gregory Sams, remembers
when he first came up with the idea. The London-based natural food restaurant owner called it
the “VegeBurger” when it first hit the market. Though recipes for a “vegetable burger” without
meat have been cited in print as early 10/12/2018 The History of the Veggie Burger as 1969,
when Sams released his product in 1982, the word “Vege” or what Americans now know as
“veggie,” was a relatively new thing—in fact, it didn’t enter the lexicon until the late ’70s. The
term “veggie burgers” was cited in the Camden (AR) News in 1976, but it meant a hamburger
with vegetables on top. But before Sams sold the product commercially, he and his brother Craig
were paving the road in the United Kingdom for a vegetarian diet. Though vegetarianism has a
history that dates back to ancient Egypt, in the late ’60s a no-meat diet was less common in the
UK than today—it was reserved for the hippies. Growing up, Sams was the only vegetarian in
his class. In the United States, vegetarianism wasn’t trendy until 1971 when Frances Moore
Lappé’s bestseller Diet for a Small Planet hit shelves. By the late ’60s, at age 19, Sams opened
SEED, a macrobiotic restaurant in a basement in the Paddington neighborhood of London. Its
menu included rice, veggies, seaweed, unleavened bread, miso and some seed ingredients like
sunflower or sesame. Sams would switch up the specials to surprise regulars like John Lennon
and Yoko Ono. Though this holistic approach to food originated in Japan, macrobiotic
restaurants like SEED didn’t become popular in Europe until the latter half of the ’70s. (Lennon
and Ono, of course, contributed to the fad’s rise.) SEED is where Sams first made a meatless
patty for his customers. He’d make seitan by kneading flour under a running tap for a half hour,
flavoring it with tamari, mixing it with aduki beans and oat flakes, and forming a patty out of it.
Fun Fact: At the height of SEED’s success, Lennon and Ono enjoyed the food so much that
when Ono was hospitalized, Sams hand delivered the special of the day to her bedside. (Sams
recalls Lennon once saying that the “carrot nituke” was the tastiest carrot dish he had ever eaten).
Gregory Sams poses in SEED restaurant for an an article in Fiesta magazine in 1971. (Courtesy
of Gregory Sams) The brothers had also been exploring other ventures—Craig started a whole
meal bread bakery and Gregory went into wholesale natural food distribution. Both businesses
were eventually united under the Harmony Foods brand. After some time, the brothers ran into
financial troubles and they needed a plan. “I ended up creating the ‘VegeBurger’ to save the
company,” Sams says. “Every time you saw meat alternative products coming out, they were
more expensive [than the meat options]. I thought ‘That’s not how it should be.’”
He spent six months mixing different quantities of four main ingredients—wheat gluten, sesame,
soy and oats—into the right texture. Then he’d add dried herbs, tomato and onion. His idea
wasn’t like the frozen patties you find at the grocery store today, like Morningstar or Boca. The
first product would be sold in dried food packets. You’d rehydrate the mix, form it into a patty,
Burgume |©2018 All rights reserved
and cook it up. The goal was to reach a larger market by creating the perfect dried version of the
oat patties he’d make at SEED. The hardest part for Sams? He had never eaten a real burger
before. He had been a vegetarian since the age of 10 when his father gave up meat as a New
Year’s resolution. There weren’t too many people eating that way in his class. He even lost a
girlfriend because of it (her dad ran a restaurant whose most popular dish was called “Joe’s Chile
Con Carne”). “I was creating the VegeBurger with this image of what a burger should be like.
There was a lot of trial and error,” he says. “It was a big moment for me when my longsuffering
wife asked for a second bite.” Once he nailed down the recipe, Sams sold all of his shares of
Harmony Foods, to his brother and launched the Realeat Company from his spare bedroom. He
wanted out of the restaurant biz and the VegeBurger was his ticket into the commercial food
world.
In a pre-launch test cited by the local newspaper The Observer, a Carrefour hypermarket near
Southampton sold 2,000 packets (of four burgers) in the first three weeks. With the initial
success from the pre-launch, Sams expanded to other grocers including Sainsbury and Safeway.
Each packet of dry mix with four patties sold for about 56 pence comparable to other popular
meat burgers that went for 75 to 85 pence each on average. Between the original dry mix and the
frozen VegeBurger that made its debut in 1984 through a licensing agreement, approximately
seven million are eaten every year. That’s one every four seconds, 24 hours a day. By the time
Sams sold Realeat in 1988, the total went up to 13 million. The VegeBurger was the first of
many meatless patties entering the market at the time. It’s probable that versions of Sams’s
VegeBurger were already appearing in restaurants predating his business, but the VegeBurger
was the first to reach the commercial, natural foods market. Most restaurants offered a
“vegetarian option,” but it was often something along the lines of an omelette or a cheese salad.
A popular alternative to a classic British roast dinner was something called a “nut loaf.” But by
1985 (the VegeBurger was flying off the shelves at this point), Portland, Oregon, restaurant
owner Paul Wenner founded Gardenburger, Inc. and released its first vegetable-based burger
commercially by 1992. The following year, Boca Burger Inc. was founded. By 2002 Boca,
which was acquired by Kraft Foods, was bringing in more than 70 million dollars annually. But
if you’re into the idea of making a fresh meatless patty, Mother Jones has a great list of
homemade alternatives to the frozen, soy-based burgers you’re used to seeing at the store. Even
though Sams advocates for his original dried recipe, nothing beats the handmade patties he made
at SEED for John and Yoko, he says.
An article from Smith, K. A. (2014) The History of the Veggie Burger,Arts & Culture,
Smithsonian. Retrieved from https://www.smithsonianmag.com/arts-culture/history-veggieburger-180950163/
McDonalds doesn't sell veggie burgers because people don't buy them.
Beyond Meat has offered meat alternatives like veggie chicken strips and burgers for years now,
but it only recently came out with a grocery store veggie burger — called the Beyond Burger —
that tastes similar to real meat.
When I spoke with Beyond Meat CEO Ethan Brown this past July, he said that the company is
interested in working with fast food chains. Another hint about the company's ambitions: former
McDonald's CEO Don Thompson is on the Beyond Meat board of directors.
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If my recent experience trying Beyond Meat's new veggie burger is any indication, meat lovers
will be interested. The Beyond Burger, now available in select Whole Foods, could fool me
(admittedly someone who doesn't meat very often) in a blind taste test. It even sizzles like meat:
While McDonald's still only offers beef burgers, other fast food giants like White Castle and
Wendy's have recently rolled ou t veggie burger offerings. The patties have garnered good
reviews, but they aren't pretending to replace meat.
As Columbus Underground points out, for example, Wendy's black bean burger isn't "going to
fool or convert beef fans. Although brownish, the patty isn't trying to do a meat impersonation:
it's starchy and beany."
The trick to selling a "meaty" veggie burger (like the Beyond Burger) in fast food restaurants
will lie in the execution. Porter speculates that diners will be turned off if the burgers fall into
something akin to the the uncanny valley — if they taste almost, but not exactly, like meat, they
could inspire revulsion.
It's hard to say where that cutoff point is. Impossible Foodsuses an ingredient that makes its
veggie burgers pink and gives them the same aroma we expect from meat burgers. For some fast
food customers — especially vegetarians — "bloody" veggie burgers might be a step too far.
Meat eaters will also need a reason to buy the veggie burgers in the first place. Unless the burger
tastes better than a traditional beef burger, it will be a hard sell, asModern Farmer points out. It's
possible that today's veggie burger startups could make the leap from "comparable to" to "better
than," but there are also other factors at work.
"You have enough people who are starting to stick with Whole Foods, and as long as you can
have meat alternatives perceived as part of that category, I think they're going to grow in
importance and relevance," says Porter. "I think we're going to hear more and more stories about
the downsides of mass agriculture, and people are going to be pulling away from that."
And if the fast food veggie burgers of the future are significantly cheaper than their meat
counterparts, they could become a part of American dining culture.
An article from Schwartz, A.(2016) Fast food chains could soon offer veggie burgers that
are indistinguishable from beef. Retrieved from. https://www.businessinsider.com/fast-foodburgers-beyond-meat-2016-8.
D. Marketing Objectives
This project proposes the launch of a new concept of Burgume, this concept is based on the
vegetable burger and the customization of it, the customer, and the client can choose the type of
protein to be used as a basis of their burger. But there are already a burger flavours they can
choose from. This habit has been observed when families buy burgers and the customers ask to
mix some ingredients (cheese, tomatoes, lettuce) etc. Our store would provide high quality
product and services at the affordable price, placing the nutritional choices in the hands of
consumers, nutrionist and chef who could have a tastier and healthier meal, and also eating a
healthy burgers rich in vegetables, whole grain, fibers and low fat dairy can help to reduce your
risk of heart disease by maintaining blood pressure and cholesterol levels. A healthy burger does
provide some nutritional value. It is essential for people with diabetes to limit their intake of
foods with added sugar and salt it is also best to avoid fried foods high in saturated and Trans fat.
Burgume |©2018 All rights reserved
More precisely, to specific objectives of the project are:
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
To perceive and evaluate the acceptance of the new business concept by the previously
define target.
To make the brand gain visibility and recognition, being identified and remembered by
the consumer for its intrinsic value, differentiating itself from the competition by its main
competitive advantage: healthier and tastier vegetable burger and the possibility of the
customization of the burger.
Provide the costumer a vegetable burger that meets their personal taste, through a service
and products of high quality at an affordable price, placing the nutritional choices in the
hands of consumers and encouraging creativity and innovation in the process of creating
the burger.
To develop and innovate new variety of flavours and products
Meeting the needs of customers achieve at least 95% excellent customer serving rating
each month;
To develop an implementation strategy based on the full analysis of environment, market
and competitive position.
To be a successful and profitable business.
To open more stores in areas nearby the original, and to expand the Burgume.
Increase the sales proportion for every season, and Gaining an advantage over
competitors in a way improve brand recognition among the 13-17 age group.
E. Marketing Mix
a. Product
Burgers are the key product of the ‘Burgume’ and the product quality is essential for the
success of the business. In order to ensure product quality the burger stall will emphasize
cleanliness and sanitation, use quality ingredients, and will assure you the burgers are good in
your health. Innovation are also an important factor in the growth and success of the business.
This Burger Stall will start by offering a variety of options in product. (menu will be provided) .
To grow as a business, It is important for us, the ‘Burgume’ to innovate our product. To do so the
‘Burgume’ will continually work to develop and test new recipe for new variety of flavors.
Doing so will allow the business to have more variety to offer more product and possibly attract
new customers. Along with this ‘Burgume” will offer a sales promotion on opening, The first 20
customers will get free burgume and for the every business days the first and last customer will
get a free burgume. The core product is healthier and tastier burger for all ages, providing many
Burgume |©2018 All rights reserved
health benefits it is high in fiber, less preservatives and a lot of vitamins unlike the other burgers
‘Burgume’ will provide you a vegetable burger that is not taste vaguely like cardboard. It is a
plant-based burgers that taste close to the real thing virtually indistinguishable vegetarian
versions of beef burgers. Furthermore, we provide customized burger where the consumer can
choose what vegetables to mix for us to create their patties, the name in menu that will be
composed of:
Burgume = mix vegetable
Burgume-King
Burgume-Queen
Burgime = for diet
Burmour = burgume signature
Burgamin = for kids
Bourger = for morning (burgume signature)
Burgoir = for night (burgume signature)
Burgue = choose and mix your own recipe
b. Place
The business will be located at the crowded and accessible places to attract more customers,
Burgume will be serving at food court of SM Cabanatuan City. Burgume will open as a stall with
comfortable mini lounge area open to customers, allowing them to stop in and sit down,
Although the business is beginning as a stall the objective is to continually grow and expand. In
order to do this, We will slowly open a larger place of Burgume, the main branch and the same
stall in other places and expand to larger areas. Likewise, the delivery service will grow as the
main branch and more stall are opened and perhaps the ability to deliver multiple orders at right
time will be reached.
The internet is an extremely efficient way to expand the business to a wider range of
areas;
therefore, Burgume create a website on which customers can place orders. Customers will then
pick up their order at a nearby store, if they are not located near one, Burgume will do a cash-on
delivery of the Burgume. Doing so will not only increase the number of consumer that will be
able to access the business, but will also allow Burgume to determine appropriate
locations
for
opening
more
successful
Burgume’s
Stall,
based
on
the
areas from which the most orders are placed, and have a intensive distribution in some school
canteen.
The picture is the place where the first stall of Burgume will be located:
Burgume |©2018 All rights reserved
Burgume |©2018 All rights reserved
c. Price
Prices at Burgume will strive to be competitive with the industry. Costs and expenses will
be calculated to provide the business with a minimum price option, preventing any losses. The
business also research the prices of comparable product of other similar businesses in the area to
know the price requirements to remain competitive.
After the ‘Burgume’ opens, Its key objectives will include strong market share, survival,
and return on investments. Achieving these aspirations will eventually allow the business to
become profitable. Keeping this goal in mind the business will choose prices which are
competitive with the industry. It will help ‘ Burgume’ stay in business with prices that are not
high over competitor, which would likely turn customers away, yet by not being immensely
below the market price, the business will still be able to receive as much possible income while
remaining competitive. As these prices result in the strong market share and survival of ‘
Burgume’, the business will then be able to use income to pay returns on investments and in
time, receive profits.
The pricing strategy we use is adapted to product positioning and the brand image, but
allows having a competitive price that should stimulate consumers and potentiate product
experimentation and adoption and thus promoting brand awareness and loyalty.
The table shows the pricing strategy of our product:
Name
Burgume
Burgume-King
Burgume-Queen
BurgimeBurmourBurgaminBourgerBurgoirBurgue
Cost
50
75
75
65
60
60
55
55
80
Mark-up
20%
20%
20%
20%
20%
20%
20%
20%
25%
Selling Price
60
90
90
78
72
72
66
66
100
d. Promotion
Consumer’s awareness, generating interest and desire, and moving the customer to make the
purchase is the promotion objective of Burgume’s. Customer Awareness is the first step in
promoting a new business Burgume will achieve this through a soft opening the event will be
promoted through flyers around the local area. Providing a 500 pieces of flyers. At the soft
opening Burgume will offer free samples to give customers risk-free trial of the healthy and tasty
treats , these free samples will also contribute to the final aspect of successful promotion, moving
the customers to make a purchase this will not only show the business participation in
community events, but will also be an excellent form of advertisement to increase customer
awareness, As a customer try the to take a bite in a tastier burgume they won’t regret it , they
will be less hesitant about making a purchase. By simply building customer’s awareness, interest,
Burgume |©2018 All rights reserved
and desire, consumer purchases will increase, raising business sales. Being located in a
Cabanatuan City, public relations will also be important for the business. Community
involvement will be an extremely valuable method of addressing this. Doing so will not only
help Burgume more business from locals, but will also increase the company’s chance of
referrals in the community. A few ways Burgume will utilize public relations is through
community involvement such as taking part in community activities, donating gift certificates or
give goods for fundraisers. This will show the business desire to be involved and help the
business, which is extremely appealing to community members. It will also provide positive
exposure for the company. Public relations will be essential for Burgume to be successful.
Before the grand opening of the first burgume stall setting a 15 pieces banner with the size of
3x10 on SM Cabanatuan City will attract customers and give them knowledge about the
business, also were having a sales promotion on the opening for the first 20 customers on the
opening they will get a free Burgume. Moreover, creating a facebook page is a good
advertisement for the business, the page will captive the attention of customers and keep them
updated and informed about burgume.
F. Marketing Budget
Starting a business involve a large amount of money, being wise on how to budget and calculate
your capital prevent any losses.
In Table 1 shows the marketing budget of Burgume.
Activities
Production
Person/Materials/Ingredients
Black beans
Parmesan Cheese
Sweet Onion
Mushroom
Cheese Sauce
Chilli garlic Sauce
Barbeque Sauce
Lettuce
Cucumber
Onion
Tomatoes
Green pepper
Black pepper
Olive oil
Garnish
White wine
Red wine
Broccoli
Streaky bacon
Mustard
Burgume |©2018 All rights reserved
Quantity
8 kl
5 box
5 kl
9 kl
1 gallon
1 gallon
1 gallon
5 kl
8 kl
2 kl
2 kl
2 kl
2 packs
1 bottle
1 bottle
1 bottle
8k
3 kilos
1 gallon
Cost
750
980
650
1,000
800
900
800
1,000
950
300
300
1,000
1,000
500
2,000
2,000
2,000
1,100
1000
800
Potatoes
Mayonnaise
Low Fat Cheese
Soy Beans
Mint leaves
Pumpkin
Fresh egg
Flour
Moringga
Kitchen Tools
Furniture and Fixtures
Rent and Utilities
Carrot
Cabbage
Wheat Bread
Butter
Shortening-vegetable
Baking powder
Vegetable oil
Corn syrup
Burger Stove/ Charcoal grill
Refrigerator
Exhaust system
Toaster
Utensils
Dish Washing Sink
Tables
Sofa
Chair
Decoration
Stall with payment of ;
Water bill
Electric bill
5 kl
1 gallon
6 Box
5 kl
1 kl
5 kl
4 Tray
1000 g
30
bundle
6 kl
5 kl
15Box
5 pc
3 kg
1000 g
2 bottles
2 bottles
2
1
1
2
2 sets
1
3
2
15
800
900
500
300
500
1,000
1,000
500
360
600
1500
1000
800
1
1
1
12,000
10,000
15,000
2,500
1,500
1,200
6,000
4,000
4,500
6,000
2,000
500
800
Promotion
Tarpaulin
Flyers
15 pcs
500 pcs
3,000
1,000
Hiring of Personnel Staff
Cook/Vendor
Nutritionist (consult)
Chef
2
1
1
250 per day
1500
400 per day
119,090
TOTAL
Burgume |©2018 All rights reserved
Burgume |©2018 All rights reserved