Simply Healthy
Writing 30 Business Plan Project
Samah Rahman, Karen Palm, Sheena Rice, Paola Tovar, Tania Moran
Consider this scenario…

Are you sick and tired of the same old fast
food restaurants? Do you really want
another greasy hamburger? Are you craving
something healthy and tasty?

Well, maybe it’s time for you try out “Simply
Healthy,” it’s a healthy fast food restaurant
for people who want to eat healthier and
change their eating habits!
Would you eat THIS or THAT?
Greasy Cheeseburger
vs.
Delicious Pesto Chicken Sandwich
Mission Statement

Simply Healthy’s Goal is to redefine the
term fast food, we want people to love
what they are eating, while not being
concerned with the amount of calories or
money. We want to create and
environment that all ages can feel
comfortable in.
Company Description
“Simply Healthy” is healthy fast food
restaurant located in the
metropolitan area of Miami, Florida.
 “Simply Healthy” aims to be a fast
food restaurant unique compared to
the mainstream ones.
 Our fast food restaurant will serve
food items that are healthy, tasty,
and nutritious.
 “Simply Healthy” will offer
customers a quick and healthy meal
in a casual dining environment.

Target Customers
Working individuals with busy
schedules
Those who work long hours
and are tired of the same old
fatty food.
 Working parents
Parents want their kids to have
good nutritious meals.
 Those who are calorie
cautious
Nutritional facts are found on
the menus, as well as posted
on the wall.

Demographics



Our target customers
would include men and
women.
Our restaurant would be
targeted towards
individuals from ages 1824 and 25-34.
Other target customers
would also include
tourists who are
sightseeing in the Miami
Beach/South Beach area.
Why would the consumer be
interested ?

Simply Healthy is not just a fast food
restaurant, its everything a consumer
looks for in a restaurant but hasn’t
found yet.
◦
It’s healthy, with all the recent information
on “life style diseases” many people are
trying to eat more responsibly.
Why would the consumer be
interested ?
◦
It’s cheap, almost everyone is going through
some sort of financial hardships, and we get
that, we want our consumers to be able to
come eat a delicious meal, and not have to
worry about not having enough money to
cover things.
◦
It’s convenient, with having such busy lives
with work and children, we get the need for
things to be fast and easily accessible.
The Industry
Fast food (QSRs)
 Low prices and
cheap service
 High in calories and
fat

Ex: Burger King’s new
Pizza Burger (2530
calorie meal priced
at $13)
 Ex: Outback’s Aussie
Cheese Fries (2900
calorie “starter”)

Economic Trends
In 1970, U.S. spent about $6 billion on fast
food
 Since then, fast food consumption
dramatically increased
 In 2000, we spent $110 billion
 Industry is a multi-billion dollar one, the U.S
is seeing an average of 4% income growth
for the past few years
 Companies are eyeing India, where fast food
spending grew by 40% this past year

Economic Trends of the Industry
The fast food industry has
been steadily growing
since the 1960s
• U.S. provides majority
income of fast food
restaurants
• 50% of McDonalds
revenue come from
overseas
• Restaurants recently
suffering due to rising
prices of corn and wheat
•
Product Development and
Manufacturing
Our products are fairly simple
 Low calorie salads, soups, sandwiches,
wraps – fast and easy to prepare
 Estimated time needed to produce and
edit menu options, establish prices,
training time for staff
 We predict to have our products available
for sale in about 3 months

Healthy is Trendy

“Rising concerns for ‘’health
and wellness’’ are bad news for
fast food which is generally
perceived as fattening and
unhealthy.”
(www.wikinvest.com)

“A whole new KFC experience
is arriving with the new grilled
chicken menu.”
(Nations Restaurant
News,12/10)

“Burger King tries mini-burgers
on for size”
(NRN, 12/23)
Healthy Food Industry Analysis
Healthy food industry is growing
 Global organic sales in 2003: $25 billion
& in 2008: $50.9 billion
 Fifty million people in the US are
dependent on fast food
 25.2 of Florida’s residents are obese.

Childhood Obesity
9 million children ages 6-19 are
overweight.
 From 1980 to 2008, the
prevalence of obesity in children
aged 6 to 11 rose from 6.5% to
19.6%.
 In the United States, more than
15% of school-age children are
overweight or obese. The number
of cases is increasing, especially in
minority populations.
 Children who are obese are more
likely to become obese adults.

Industry Analysis in terms of the
environment and beauty

Beauty
◦ “You are what you eat”
◦ Bariatric Surgery increased
by 40% in 2003

Sustainability
◦ “Go Green”
◦ Caring about the
environment = a change in
habits
Competition and Our Advantage
Big named fast food places such as
McDonalds, Burger King, Jack in the Box,
KFC
 Health conscious places like Jamba Juice and
Subway
 Adv: we’ll serve more than sandwiches and
smoothies, healthy food that will not cost
more than their unhealthy counterparts

Analysis of Current Competition
◦
◦
◦
◦
1st “Panera Bread”
2nd “Jason’s Deli”
3rd “Au Bon Pain”
8th “McDonald’s”
Besides Jamba Juice,
Subway, and Togo’s
 Our competitors include
other restaurants that
serve healthy food items.

Advantages &
Disadvantages

Competitive Advantage
◦
◦
◦
◦
◦

Variety in Menu
Cheap healthy food all below $10
24 hour Drive-thru
Comfortable, relaxing environment
Innovative Team
Competitive Disadvantage
◦
◦
◦
◦
Quantity of food versus prices
Maintenance of fresh fruits and vegetables
The general public is used to greasy fast food
Food Industry is competitive at this point
Advertising Strategies
Radio: High reach, high target ability, low
cost
 Billboards: targets affluent and mobile
people, location is crucial
 Magazines: audience targeting is very precise
 Local Newspapers: raise community
awareness, gain regular customers

Start-Up Costs
Start-Up Costs
Employee Salary
Advertisements
Television, 0
Radio, 36,000
Nespaper,
$420
Magazine,
$840
Billboard, 75,000
Breakeven Analysis