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Fast & Fresh

Fast & Fresh. Italy. By Gina Behrend & Tammy Koopmans. Industry Analysis. Restaurant Industry. Sales increase of 4.9% Daily Sales of $1.3 Billion Annual Sales (projected 2005): $476 Billion. Fast & Fresh Italy. Imagine the Pasta-bilities!!. US Food & Drink Sales (in billions).

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Fast & Fresh

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  1. Fast & Fresh Italy By Gina Behrend & Tammy Koopmans

  2. Industry Analysis Restaurant Industry • Sales increase of 4.9% • Daily Sales of $1.3 Billion • Annual Sales (projected 2005): $476 Billion Fast & Fresh Italy Imagine the Pasta-bilities!!

  3. US Food & Drink Sales (in billions) Source: NRA Forecast Fast & Fresh Italy Imagine the Pasta-bilities!!

  4. Distribution of Restaurant Types in Sioux City, IA Source: US Department of Labor & Statistics Fast & Fresh Italy Imagine the Pasta-bilities!!

  5. Source: National Restaurant Association Food Dollars Spent in US Fast & Fresh Italy Imagine the Pasta-bilities!!

  6. Industry Analysis • Opportunities • Growing demand for fast-casual restaurants • Newly developing retail area • Busy lifestyles & health conscious individuals • Introduction of ethnic foods • Brand Recognition • Threats • Consumer spending • Local competitors • Supplier relations & securing supplies at reasonable costs • Budgeting Fast & Fresh Italy Imagine the Pasta-bilities!!

  7. Customer Analysis • Target Market • Empty-nesters, childless couples, singles, business people • Dine out an average of 2.5 times per week • Trends • Consumer Demand for Choices • Consumer Demand for Convenience Fast & Fresh Italy Imagine the Pasta-bilities!!

  8. Market Analysis Source: Sioux City Chamber of Commerce Statistics Fast & Fresh Italy Imagine the Pasta-bilities!!

  9. Competitor Analysis • Local Competitors • Limited Service • Full-Service Fast & Fresh Italy Imagine the Pasta-bilities!!

  10. Dining Out CharacteristicsResults Qualitative Survey of Marketing Administration Students – October 2005 Fast & Fresh Italy Imagine the Pasta-bilities!!

  11. Source: Qualitative Survey - October 2005 Competitive Analysis Fast & Fresh Italy Imagine the Pasta-bilities!!

  12. Internal Analysis • Strengths • High quality food • Quick and friendly service • Variety of ethnic menu items • Healthy choices • Affordable prices • Great Location • Weaknesses • Limited Budget Fast & Fresh Italy Imagine the Pasta-bilities!!

  13. Fundamental Marketing Strategies • Local Suppliers • Metz Baking Company/Old Home Bread • Tyson Foods Fast & Fresh Italy Imagine the Pasta-bilities!!

  14. Demand Forecast • Potential • 13,000 customers x 130 meals out x $ 7.50 • $12,675,000 • Fast & Fresh Italy Projections (First Year) • 9,750 customers x 8 meals x $7.50 • $585,000 Fast & Fresh Italy Imagine the Pasta-bilities!!

  15. Demand ForecastFast & Fresh Italy Fast & Fresh Italy Imagine the Pasta-bilities!!

  16. Positioning Strategy • Competition Strategy • Differentiation Fast & Fresh Italy Imagine the Pasta-bilities!!

  17. Marketing Mix Strategies • Product • Promotion Fast & Fresh Italy Imagine the Pasta-bilities!!

  18. Marketing Mix Strategies • Price • $2.40 (cost of food) / .32 (food cost percentage) = $7.50 • Personnel • 6 full-time employees • $7.75 per hour x 160 hours per month x 6 employees = $7,440 per month ($89,280 for first year) Fast & Fresh Italy Imagine the Pasta-bilities!!

  19. Marketing Mix Strategies • Place • 5801 Sunnybrook Drive Sioux City, IA Fast & Fresh Italy Imagine the Pasta-bilities!!

  20. Implementation & Control Fast & Fresh Italy Imagine the Pasta-bilities!!

  21. Conclusion Fast & Fresh Italy Imagine the Pasta-bilities!!

  22. Appendix • 12 Month Sales Forecast • 12 Month Personnel Forecast • 12 Month Profit & Loss Forecast • Promotional Materials • Advertisements • Menu Fast & Fresh Italy Imagine the Pasta-bilities!!

  23. Questions? Fast & Fresh Italy Imagine the Pasta-bilities!!

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