Topics: Marketing, Marketing plan, Fast food Pages: 15 (4885 words) Published: August 23, 2013
Carlos Mukanu


June 13, 2013

Dr. Stephen R. Hiatt

Strayer University


In today world, Fast food restaurant are either kiosks or elaborate quick service restaurants. The franchise operations have generated restaurant chains that offer standardized meals across the globe. On account of a low capital requirement and popularity of fast food, fast food restaurants and drive-through outlets are common throughout the world. Also known as sit-ins and upscale kiosks, these restaurants cater to the dry food demands of the younger generation, extremely tight adult work schedule and distinct ambiance preferences across the globe. Gaynor Borade (2012).

Tired of today Fast food restaurant reality in America, Mr. Carlos Mukanu had a brilliant idea of creating a casual Fast food restaurant “Le Palmier”. This is a service Restaurant that will responds to the universal desire for inexpensive and reliable food. With is freshly prepared, portable and ready on demand. This company will introduce a very diverses international menu with high volume process in a high speed to meet our customer demand.

Featuring a grill and fryer, the restaurant will be building a tone of confidence in the notion of the price and the coincidence with higher product quality. Le palmier will be a greater innovation in the fast food market in is originality of processing the food.

Our specialty will be a hot passe partout burger and Pita de Guru, a homemade sandwich and wrap originality of African cuisine with a little help of European ingredient.

Mission Statement

We will target parents who shuttle between work and home for major part of the day, a big number students and young teenager who would like to have some fresh and all natural food , with a vary variety of different culture cuisine.

Le palmier will be a restaurant with a food products and service company aimed at offering high-quality, moderately priced, occasionally unusual foods using only natural ingredients. We view ourselves as partners with our customers, community, environment and our employees. We would like to become a regionally and international recognized brand name for our unique menu, capitalizing on the sustained interest in central Africa and Europeans food. Our goal is maintaining our sense of humor, annual profitability and moderate growth.

In a recent study, we learn that to sell delicious and remarkable food in our restaurant. The food that we sell will have and meets the highest standards of quality, seasonality and freshness also will try to combine both creativity and modern traditional central Africa and Europe cooking styles. Le palmier will consistently help to provide to our customers an impeccable service by demonstrating warmth, graciousness, efficiency, knowledge, professionalism and integrity in our work. We will have a customer who comes through doors, to leave impressed by Le Palmier and excited to come back again. Le Palmier will create and maintain a restaurant that is comprehensive and exceptional in its attention to every detail of operation. To provide all who work with us a friendly, cooperative and rewarding environment this encourages long- term, satisfying, growth employment. To keep our concept fresh, exciting and on the cutting edge of the hospitality and entertainment industry. Bonoma&Shapiro(1991)

Foreign Market

With our diverse international menu, we would be able to compete with some foreign menu by developing in some strong capitals and be able to expand and establish our restaurant quickly. Our menus will attract international market easier because of our multi culture ingredient and meal. Customer will enjoy the standard service for the target market, while our services will showcase an authentic central Africa and Europe Cuisine. We will establish a great connection with the local community for them to understand African and European culture. And for the...

References: 1. Webster, Fredrick (1991) „Industrial Marketing Strategy“, Third Edition, John Wiley Sons
3. Kalafatis, Stavros & Cheston, Vicki (1997), „Normative Models and Practical Applications of Segmentation in Business Markets“, Industrial Marketing Management 26, Elsevier
5. Marketing Management: Strategies and Programs", Guiltinan et al., McGraw Hill/Irwin, 1996 |accessdate= requires |url= (help)
9. Bernstein, Jerold: "Use Suppliers Pricing Mistakes", Control, 2009.
10. Dolan, Robert J. and Simon, Hermann (1996). Power Pricing
12. Developing Business Strategies, David A. Acker, John Wiley and Sons, 1988
14. David Jobber, “principles and practices of marketing “, 4th edition (2004)
16. Rance Crain,”No mystery if the ad flops: Reality check was missing”, 2003
Continue Reading

Please join StudyMode to read the full document

Become a StudyMode Member

Sign Up - It's Free