Business English
Report 1
DA NANG UNIVERSITY
DA NANG UNIVERSITY OF ECONOMICS
...............
COURSE: BUSINESS ENGLISH
REPORT
SELA – HEALTHY FAST-FOOD RESTAURANT
Instructor
Credit class
Group
Students
:
:
:
:
MS. Nguyen Thi Dieu Phuong
ENG3001_8
6
Vo Le Ngoc Thong
Nguyen Thi Phuong Linh
Tran Thi Thuy Tien
Vo Hoang Ngan
Da Nang, 2024
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SELA Healthy Fast Food
1. Owner
2.
Business SELA Healthy Fast Food
name/
type/
Sole Proprietorship.
location
Company located at 154 Phan Chau Trinh, Hai Chau District, Da Nang
City.
3.
Mission “Real Food, Real Fast” At SELA Healthy Fast Food, our mission
statement
is to make balanced and nutritious meals that are associated with
saying “No” with artificial additives and completely organic and
locally sourced. SELA not only sells healthy food, we also spread
a culture of wellness and mindful eating which every dish is a step
toward a healthier lifestyle. And we are committed that taste,
convenience, and quality are still ensured by our services. ”
4. Objectives
Our initial sales objective for SELA is to establish a strong local
presence by reaching 1,000 customers and achieving 500 meal sales
within the first month of launch. We aim to achieve this by
leveraging social media marketing, collaborating with local
influencers, and hosting pop-up events to engage with our target
audience.
5.
market
Target Our target customers are busy, health-conscious young adults and
professionals who prioritize nutritious, convenient meals made with
fresh, wholesome ingredients. They seek fast food options that align
with their active lifestyles, emphasizing quality, transparency, and
nutritional value to support their long-term health goals.
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Product Our food prioritizes freshness by using locally sourced and organic
description
ingredients produce to create nourishing meals, avoiding processed
additives. Our USP is that the combination of the speed of
traditional fast food with a commitment to nutrition and
transparency. We make customized meals to cater any customer’s
tastes
with
eco-friendly
packaging
and
clear
nutritional
information.
7. Production
After actively researching suppliers for our ingredients, we prepare
dishes in a large kitchen which is equipped with modern appliances
and cooking utensils, allowing us to cook efficiently while ensuring
the quality.
8. Staff
General manager: 1
Cheft: 3 full time members
Commis: 5 part-time members
Server: 8 full-time members
4 part-time members
Receiptionist: 2 full-time members
Security guard: 3 part-time members
9. Finance
Start-up Capital: 200.000.000đ
Bank loan necessary: 400.000.000đ
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I. Executive Summary
1. Business Name
SELA Healthy Fast Food
2. Business Location
154 Phan Chau Trinh, Hai Chau District, Da Nang City
3. Business Structure
Sole Proprietorship
4. Mission Statement
Real Food, Real Fast
“At SELA Healthy Fast Food, our mission is to make balanced and nutritious meals
that are associated with saying “No” with artificial additives and completely organic
and locally sourced. SELA not only sells healthy food, we also spread a culture of
wellness and mindful eating which every dish is a step toward a healthier lifestyle. And
we are committed that taste, convenience, and quality are still ensured by our services.”
5. Key Offerings
Nutritious meals: Featuring a menu with lean proteins, whole grains, healthy fats,
and a variety of fruits and vegetables.
Customizable dishes: Meals can be tailored to customer’s needs and preferences to
suit their diet.
Fresh ingredients and locally sourced: Ensuring to always bring fresh and seasonal
food through the cooperation with local farmers.
II. Market Research & Analysis
The healthy fast food sector has emerged as a promising sector over the past three
years and is forecast to experience strong growth, powered by heightened health
consciousness and growing demand. about simple types of convenient foods while
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maintaining nutritional properties. The F&B market aims to reach a value of more
than 655 trillion VND by 2024. According to the iPOS's report, Vietnam's F&B
industry market in 2024 is expected to increase by 10.92% compared to 2023. After
recovery and growth strongly, the F&B industry will continue to grow with a
compound annual growth rate (CAGR) for the period 2023 - 2027 reaching 10.25%
and is expected to reach a value of 872,916 trillion VND in 2027. (Flavor, 2024)
Healthy eating is becoming a higher priority since the outbreak of the COVID-19
pandemic and the emergence of more illnesses. In today's modern world, people are
highly conscious of the need to pursue a healthy diet since they are confronted with
innumerable possible health risks, as well as issues pertaining to food safety and
hygiene. This results from customers' growing health consciousness and their active
search for meals that are low in calories, high in nutrients, and free of artificial
preservatives and additives. Additionally, Vietnamese people are becoming more
awareness of the value of health due to their growing interest in beauty. As a result,
people think about eating a healthier diet, working out frequently, and strengthening
their resistance. Accordingly, they consider switching to a healthy diet, exercising
regularly, and increasing their resistance. We learned about recent trends that are
affecting the healthy fast food sector:
Plant-based diet: Vegetarian and vegan trends are on the rise, leading to growing
demand for healthy plant-based food alternatives.
Preferences: Consumers express a desire to customize dishes to their personal
preferences, calorie goals and specific food requirements.
Environmental protection: There is an increasing push for restaurants to minimize
their environmental impact, use sustainable packaging and limit food waste.
1. Challenges and competition plan
a. Competitors analysis
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In the healthy fast food market in Vietnam, SELA Healthy Fast Food faces many
competitors from large chains to small stores, especially in big cities like Hanoi,
Da Nang and Ho Chi Minh City:
International fast food chains: Big names like McDonald's, KFC, and Jollibee have
all noticed the increasing attentiveness of customers in healthier dishes. They have
gradually added healthier options to their menus, such as salads, low-calorie
sandwiches, or vegetarian dishes. (Rosenman, 2024) These dishes make more
diverse for menu and not only can attract a large number of new customers but also
retaining existing customers if they need to change their menu.
Local healthy fast food chains: Famous businesses such as Wrap & Roll, Poke
Saigon, or The Organik House also focus on healthy dishes, using fresh and
organic ingredients. These brands often have higher prices and target customers
who are more health-conscious and willing to spend more for clean and safe
products.
Independent stores: Small-scale restaurants and local eateries are emerging
continuously with creative menus, prioritizing local and organic ingredients.
b. Barriers to Entry
• Brand recognition: Established brands possess significant customer
loyalty, thus complicating efforts to attract new customers.
• Capital investment: Establishing a brand in a competitive market
requires significant spending on marketing, real estate and technology
infrastructure.
• Supply: Sourcing fresh organic foods from local sources can pose
challenges in both availability and cost.
• Market sarutation: The growing expansion of the healthy fast food
sector complicates differentiation, requiring a distinct brand strategy and
unique value proposition.
c. Competition plan
SELA Healthy Fast Food has prepared a competitive plan to help clearly
position itself in the increasingly competitive healthy fast food market in
Vietnam by identifying competitive advantages and developing a flexible
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approach, this plan may help SELA not only attract new customers but also
build long-term loyalty in this potential market.
• Product differentiation: Offering truly fresh, organic, locally
sourced, plant-centric and hypoallergenic dishes that are both
accessible and visually appealing.
• Pricing strategy: Establish a reasonable pricing framework with meal
options that offer significant value, targeting both low- and middleincome consumers while ensuring exceptional quality.
• Environmental protection: Implement environmentally sustainable
packaging and implement a waste reduction strategy to attract ecosensitive customers.
• Technology integration: Develop an intuitive mobile app that
facilitates order customization, nutrition tracking, and loyalty
programs to increase customer retention
III.
Business Model
1. Business Type
Food & Beverage Services
2. Value Proposition:
a. Logo
• The symbols of carrot, beans and salad represents type of food which
SELA provides is healthy food.
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• The bowl is similar to a smile that create a feeling of closeness and
positivity. It can also shows customer satisfaction when experience
our products and services.
b. Slogan
Real Food, Real Fast: "We prioritize locally sourced, organic ingredients, offering
wholesome meals that are free of artificial additives and preservatives."
c. Core Message
Commitment to Freshness: At our restaurant, we believe that great food starts with
great ingredients. We are committed to using only the freshest, locally sourced
produce, lean proteins, and whole grains to create meals that nourish your body and
fuel your day.
No Processed or Artificial Additives: We promise that you’ll never find artificial
additives, preservatives, or overly processed ingredients in our food. Every dish is
made from scratch using whole, real foods that taste great and are good for you.
Organic and Locally Sourced: Wherever possible, we source organic ingredients
and work closely with local farmers and suppliers to ensure that our produce is fresh,
seasonal, and sustainable. Supporting local agriculture not only guarantees
freshness but also strengthens our community.
3. Customer Segments:
Our target customer segment includes health-conscious individuals who lead busy
lives but prioritize their well-being. These people are often young adults or office
workers with limited time for meal preparation, yet they seek convenient, nutritious
options to fuel their day. They’re looking for fast food that doesn’t compromise
health, opting for meals that are low in calories, high in protein, and made with
fresh, whole ingredients. This group values transparency in sourcing and nutritional
content, and they’re willing to invest in meals that support their active lifestyles and
long-term health goals.
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IV.
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Product/Service Offering
1. Restaurant Concept
Our restaurant will embody a modern, fresh, and inviting theme that reflects our
commitment to health and wellness. The design will feature a harmonious blend of natural
materials, such as wood and stone, complemented by vibrant greenery to create a calming
atmosphere. Large windows will allow natural light to flood the space, enhancing the
feeling of openness and freshness. The color palette will incorporate soft greens, earthy
tones, and bright accents to evoke a sense of vitality and nourishment. Comfortable seating
arrangements will encourage both quick visits and longer stays, catering to those who wish
to enjoy their meals in a relaxed environment. The overall ambiance will be complemented
by uplifting music and friendly, knowledgeable staff who are passionate about healthy
eating, creating an enjoyable dining experience that resonates with our values.
2. Operating Hours
To accommodate the busy lifestyles of our health-conscious customers, our restaurant will
operate with flexible hours designed to meet their needs throughout the day. We will be
open:
•
Monday to Friday: 7:00 AM to 9:00 PM
•
Breakfast options will be available from 7:00 AM to 11:00 AM, catering to
those looking for nutritious morning meals and smoothies on their way to
work.
•
Saturday and Sunday: 8:00 AM to 10:00 PM
•
Weekend hours will allow families and individuals to enjoy leisurely
breakfasts and brunches, with a full menu available throughout the day.
This schedule aims to capture breakfast, lunch, and dinner traffic, while also providing a
convenient option for those seeking healthy meals during later hours. We will also assess
customer feedback and sales data to make adjustments to our operating hours as needed to
best serve our community.
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3. Order Processing
Our order processing system is designed to ensure accuracy, efficiency, and a seamless
experience for customers, whether they choose to order in-person or online. The process
includes the following key components:
a.
Order Placement
Customers can order in person at the counter, via self-service kiosks, or online
through our website.
Online orders offer customization and easy browsing with pickup and delivery
options.
b.
Order Confirmation
Immediate confirmation is provided through a receipt or app notification, with
estimated prep time.
c.
Preparation
Orders are prepared fresh and efficiently, with an average prep time of 5-15 minutes.
d.
Quality Control
A final quality check ensures accuracy, taste, and presentation before handing off
the order.
e.
Order Fulfillment
In-store orders are available at the pickup area, while delivery orders are securely
packaged and dispatched.
f.
Payment
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Flexible payment options include cash, cards, mobile wallets, and integrated loyalty
rewards.
g.
Feedback
Customers are encouraged to provide feedback via in-store tablets or the mobile
app.
By implementing this structured order processing system, we aim to ensure a smooth and
efficient experience for our customers, reinforcing our commitment to quality and
convenience.
4. Delivery service
Customers can order online via our app or websites such as GrabFood, ShopeeFood,
Now.vn, etc.
There would be staffs who specialize in delivering orders to customers in the most efficient
way.
All orders are packaged and foil-wrapped to maintain freshness, temperature, and
presentation during transit.
V. Marketing & Sales Strategy
1. Customer Acquisition
To effectively market the concept of our healthy fast-food restaurant, we shall implement a
multi-dimensional marketing approach that underscores our point of difference and is
culturally relevant to our defined target market. Our positioning will emphasize the
following critical areas:
•
Health and Wellness
We will promise to deliver healthy meals which consist of wholesome ingredients.
The people who will be our key targets are those who are health-conscious,
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therefore, our promotional campaign will focus on health-related messages since
they will be utilizing our products.
•
Convenience and Speed
We shall make customers be able to order food from anywhere at any time by
serving them through a range of options in a bid to win the market that is getting
busier and busier. Hence, the ability to make healthy meals easily and quickly in
less time will be promoted without subjecting the customers to traditional long
hours of serving.
•
Sustainability
Sustainability will be an important aspect for brand positioning. Information about
eco-packaging, local food sourcing, and green practices will be portrayed as part of
the business because its consumers are who look for sustainability in food.
•
Community Engagement
Support for the local community, through partnerships, events, or sponsorships will
foster a connection with the audience, as well as businesses, helping to grow our
local customer base.
2. Pricing Strategy:
We will plan our prices mainly using the value-based pricing approach. This way, we will
be able to price highly valued quality products and health benefits in the fast food industry.
Fast food menus can also contain very nutritious meals prepared with fresh food, thus
enhancing pricing in terms of the value offered to users and health-dedicated customers.
However, we will also factor in our operational expenses to achieve sustainability and
undertake routine price checking of our competitors in the healthy fast food businesses. In
addition, we will apply further pricing actions that stimulate market demand, including
introductory prices and customer loyalty promos. Such measures will allow us to position
the customers’ perception of our offerings and the wild stake of their loyalty towards us.
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3. Marketing Channels
To reach our target audience, we will combine both online and offline marketing strategies.
Regarding online channels, we will use social media platforms such as Instagram,
Facebook, and TikTok to share our appealing pictures of food, customer reviews, and
health-related materials as well as interact with the audience. Our website will provide
information on the materials that will be available to the client such as menu and nutritional
values and the ordering options, and we will use email marketing to promote our products
by informing customers and releasing offers. For offline channels, we will take part in
community and health events to promote the brand and in turn, promote most centers and
organizations with health enthusiasts, and we will seek to partner with these entities.
Besides, we are going to use other advertising means like the distribution of flyers and
advertisements in local magazines. This multi-channel approach will maximize our
outreach and help us build a strong, recognizable brand presence in the market.
VI. Operations Plan
1. Location and Facilities
a.
Location
154 Phan Chau Trinh, Hai Chau District, Da Nang City
Our target customers are students, office workers, gym goers, sports lovers, and
households. Therefore, we place stores near schools, companies, gyms, residential
areas, and commercial centers. This is the place with a lot of foot traffic and high
demand for quick and healthy meal options. Besides, we also choose Phan Chau
Trinh street which has convenient traffic to have parking spaces for customers.
Besides, the secure surroundings ensure customer safety and a clean environment
for everyone to have a delicious and comfortable meal.
b.
Facilities
Space: Use modern, simple furniture with the color of wood or cream...
together with green plants and soft lighting to create a warm, inviting
atmosphere.
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Kitchen area: The kitchen is divided into separate areas: preparation area,
cooking area, dishwashing area, and utensils... to facilitate work, with spacious
space for preparing dishes. Eat quickly and maintain food hygiene and safety.
Modern appliances are equipped: refrigerator, oven, stove...
Payment area: located near the entrance so customers can easily move after
payment. The counter is spaciously designed and uses modern equipment: POS
machine, barcode scanner... to facilitate payment.
c.
Suppliers
In order not to directly affect the quality of raw materials, the stability of the source
of goods, and the operational efficiency of the store, we set the following criteria:
Product quality: Requires high-quality raw materials: organic, fresh food, low in
preservatives..., and choose suppliers committed to providing quality products with
safety certification Organic foods and products if available.
Stability of supply: Suppliers must ensure an adequate supply of raw materials
according to the needs of the business, especially during peak times such as holiday
seasons or promotional campaigns. A stable supply helps avoid material shortages
and ensures continuous store operations.
d.
Inventory Management
Food classification: Divide food into categories such as vegetables, meat,
seafood, beverages, and processed foods. Because each food will have a
different shelf life and such division makes it easier to manage goods.
• FIFO method (First In, First Out): Make sure to use and sell
imported food items first to avoid expired or damaged food.
This avoids wasting raw materials.
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• Periodic tracking: Perform daily and weekly food inventory
counts. This helps determine the remaining quantity of raw
materials, avoid waste, and adjust import plans promptly.
Non-food Supplies: include packaging, kitchen utensils, hygiene
products, and equipment for daily business operations. Although these
products do not have a short shelf life like food, effective management
is still important to avoid shortages or overstocking.
Food Storage: is vital to ensuring food safety and food quality.
Improperly stored food can spoil, lose nutritional value, and pose a
food hygiene hazard. To store food SELA has implemented the
following method:
• Temperature control: Food needs to be stored at appropriate
temperatures:
• Cold storage: Vegetables, meat, and fresh produce should be
stored in the refrigerator between 1°C and 4°C to ensure
freshness.
• Frozen: Products requiring long-term preservation, such as
frozen meat and seafood, must be kept at temperatures below 18°C.
• Dry storage: Ingredients such as rice, pasta, beans, and spices
should be stored in a cool, dry place, away from sunlight.
• Label and monitor expiration dates regularly: Every
product must be labeled with the receipt and expiration date.
This helps employees know when to use food before it spoils.
e. Staffing Plan
• General Manager (1 people):
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-
During office hours: Usually present for meetings and
handling important work.
-
Outside office hours: Can work at any time, especially in
emergencies or important projects.
-
Weekends: Often present to resolve unfinished work or
attend important events.
• Chef (3 people) and Commis (5 people):
-
Full-time Chef:
•
Morning shift: 7:00 a.m. - 2:00 p.m.
•
Evening shift: 2:00 p.m. - 9:00 p.m.
-
Part-time Commis:
•
Morning shift: 7:00 a.m. - 12:00 a.m.
•
Afternoon shift: 12:00 a.m. - 5:00 p.m.
•
Evening shift: 5:00 p.m. - 9:00 p.m.
• Servers: (12 people)
-
Full-time: (8 people)
•
Morning shift: 6:00 a.m. - 2:00 p.m.
•
Evening shift: 2:00 p.m. - 10:00 p.m.
-
Part-time: (4 people)
•
Morning shift: 6:00 a.m. - 12:00 a.m.
•
Afternoon shift: 12:00 a.m. - 5:00 p.m.
•
Evening shift: 5:00 p.m. - 10:00 p.m.
• Receptionist: (2 people)
•
Morning shift: 7:00 a.m. - 2:00 p.m.
•
Evening shift: 2:00 p.m. - 10:00 p.m.
• Security guard: (3 people)
•
Morning shift: 7:00 a.m. - 2:00 p.m.
•
Evening shift: 2:00 p.m. - 10:00 p.m.
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f. Compliance and Safety
• Food Safety and Hygiene:
-
Food origin: Only use fresh, good quality food with clear origin
and expiration date. Store food properly to avoid infection.
-
Processing staff must ensure personal hygiene, wear clean
uniforms and gloves when preparing food, and do not smoke,
chew candy, or spit in the area.
-
Processing: Food needs to be cooked thoroughly to kill bacteria.
Avoid letting raw food come into direct contact with cooked
food.
-
Cooking utensils must be cleaned and disinfected regularly.
-
Environmental hygiene: The kitchen must always be clean and
tidy. Regularly clean equipment, utensils, floors, walls, and
ceilings.
-
Dispose of waste properly to avoid causing environmental
pollution.
-
Certification documents: Restaurants must have a certificate of
eligibility for food safety.
•
Fire safety:
-
Fully equipped with fire prevention equipment such as fire
extinguishers, sprinklers, and fire alarm systems. Periodically
check and maintain these devices.
-
Limit the use of flammable materials and store flammable
substances safely.
-
Use good quality electrical equipment and check the electrical
system regularly to ensure there is no overload.
-
Make sure emergency exits are always clear and unobstructed.
There are signs indicating specific and clear emergency exits.
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g. Technology and Tools
• Customers order
Customers can scan QR code on the table to view the menu on their phone,
specifically an application called KiotViet, select dishes and place an
order. In addition, customers order food through the restaurant's website
for customizing to their preferences.
After confirming, order information is sent directly to the system. The
system receives orders and automatically transfers them to the kitchen
display screen. The kitchen staff watches the display screen and begins to
prepare the food as requested. The system can send notifications when the
dish is completed.
• Inventory Management software
We use restaurant management software PosApp for all aspects of restaurant
operations, including:
-
Employee management: Track shifts and performance.
-
Raw material and warehouse management: Control import, export and
inventory.
-
Report and invoice management: Create and manage invoices, and
prepare revenue reports.
-
Manage table status and payment: Manage table status, and process
payments quickly.
-
Food management: Create and update menus easily.
VII. Financial Plan
1. Startup Costs:
Category
Details
Estimated cost (VND)
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Built-outs
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Renovations, interior improvements,
400,000,000
electrical and plumbing system
Kitchen Equipment
Ovens,
microwave,
refrigerators,
70,000,000
and Utensils
eating utensils, ...
Furniture
Tables, chairs, lighting, decor, ...
50,000,000
Licensing and Permits
Business license, Certificate of Food
5,000,000
Hygiene and Safety
Marketing
Designing logo, signage, website and
30,000,000
other opening promotions
Initial Inventory
Initial stock of food and beverages to
50,000,000
open
Total
605,000,000 VND
Figure 1:
2. The Cost of Goods Sold
Category
Estimated monthly cost
(VND)
Food ingredients
75,000,000
Beverages
20,000,000
Packaging Supplies
5,000,000
Total
100,000,000 VND
Figure 2:
3. Labor Costs
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Position
Report 1
Shift type
Number of
Estimated monthly
Total monthly cost
employees
salary per person
(VND)
(VND)
General
1
20,000,000
20,000,000
Manager
Chef
Full-time
3
9,000,000
27,000,000
Commis
Part-time
5
6,000,000
30,000,000
Servers
Full-time
8
8,000,000
64,000,000
Part-time
4
4,000,000
16,000,000
Receptionist
Full-time
2
6,000,000
12,000,000
Security guard
Full-time
3
7,000,000
21,000,000
Total
170,000,000 VND
Figure 3:
4. Operating Expenses
Category
Estimated monthly cost (VND)
Rent
30,000,000
Utilities (electricity, water, gas, internet)
15,000,000
Salaries and wage
170,000,000
Marketing and advertising
8,000,000
Repairs and maintenance
5,000,000
Technology equipment
7,000,000
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Miscellaneous
10,000,000
Total
245,000,000 VND
Figure 4:
5. Funding Requirements
Funding Source
Estimated amount (VND)
Owner's investment
200,000,000
Bank loan
400,000,000
Total
600,000,000 VND
Figure 5:
VIII. Contingency Plans
1. Diversify supply sources
- Suppliers: Look for many different suppliers to minimize the risk of depending on a single
source.
- Raw materials and products: Use alternative raw materials or source raw materials from
many different areas. Diversify products to minimize the impact of increases in the price of
a specific ingredient.
2. Building relationships with suppliers
- Cooperation: Build long-term cooperative relationships with suppliers to ensure stable
and prioritized supply. Cooperate with other partners to expand markets and share risks.
- Information: Regularly exchange information with suppliers about the market situation
and business needs.
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3. Contingency financial plan
- Reserve fund: Build a reserve fund to deal with emergencies in operation the restaurants
like equipment failures, utility outages, natural disasters, …
- Capital sources: Build relationships with banks and financial institutions to quickly
access capital when needed.
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REFERENCES
Flavor, W. (2024, 06 14). Win Flavor. Retrieved from Thị trường thức ăn nhanh Việt Nam:
https://mqflavor.com/thi-truong-thuc-an-nhanh-viet-nam-dau-hieu-khoi-sac-trong-boi-canhbinh-thuong-moi/
Rosenman, M. (2024, February 22). KFC Healthy Options in 2024: KFC Menu Calories & Nutrition.
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