ABC 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. ABC will provide a combination of excellent food at value pricing, with fun packaging and atmosphere. ABC is the answer to an increasing demand for snack-type fast food, to be consumed while shopping and walking around. In today's highly competitive environment, it is becoming increasingly difficult to differentiate one fast food outlet from another. Bahrain, a city state, is now becoming the model metropolis for Asia's new economic boom. With more than 8 million visitors yearly, mainly from neighboring countries (Saudi Arabia, UAE, Iran and the Kuwait), Bahrain retail sector is the strongest in the region. Our main priority is to establish one outlet in a crowded area, preferably in one of prominent High Street or Mall in Bahrain. Later, our effort will be a further development of more retail outlets in the surrounding area. This plan is prepared to obtain a location for the initial launch of this concept. Additional financing will need to be secured for the two subsequent outlets, anticipated in some months or in years. The financing, in addition to the capital contributions from shareholders, will allow ABC to successfully open and expand through the span of two years. The initial capital investment will allow ABC to provide its customers with a value-driven, entertaining experience through the creativity of its founders. ABC will attract youngsters to bring their friends and family by establishing innovative environment, introducing new recipes, and selection of unique signature food.
• To establish a successful local fast food outlets and gain a market share in Bahrains fast food industry. • To make ABC a destination spot for shopping lovers. • To expand into a number of outlets within three years, by franchising or opening self set up neighboring metropolitan cities, such as Jeddah, Riyadh, Muscat, Qatar and Dubai.
Our main goal is to be one of the most successful fast food outlets in Bahrain, starting with one retail outlet located at a major populated area as a "market tester." ABC 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.
1.3 Keys to Success
To succeed in this business we must:
• Create a unique, innovative, entertaining menu that will differentiate us from the rest of the competition. • Control 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. • Sell 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 merchandising. • Provide 100% satisfaction to our customers and maintaining the level of excellent services among other competitors. • Encourage the two most important values in fast food business: brand and image, coupled with main drivers in marketing communications. • Get access to high-traffic shopping malls near the target market. • Promote good values of company culture and business philosophy
2.1 Start-up Summary
The retail outlet will be rented at one of the target location, high end shopping street or shopping mall. Our preference is high end shopping street, for the main reason of reaching larger traffic.
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