1. An Overview & Analysis of F&B Service Industry in India

2. F&B Service Industry Market Future Projection’s in India

3. Proposed Project – Crumby’s Food Truck

4. About Crumby’s

5. Vision and Mission

6. Fact File

7. What is a Food Truck? Why Food Truck and Not a QSR?

8. USP

9. Proposed Operational Model (Food Truck)

10. Marketing and Promotions

11. Business Direction

12. Financials-

i. Setup Costing

ii. Funds Flow

iii. Sales Projection for Next 5 years

Content -

About 92% of the nuclear family feel that they have less free time than before they had kids, it is now a common fact that they are spending less time in the kitchen, and are turning to takeout, delivered food, and semi-prepared meals to help feed the family at mealtime .– “ASSOCHAM ” The lifestyle of people has changed drastically and also the factor that consumer’s opinion regarding their eating habits has changed in a significant manner.-”ASSOCHAM”. “The factors propelling this buoyancy include the changing economic and demographic profiles of consumers in India and also exposed to international brands and are far more aware of global trends”.- D S Rawat, Secretary General, ASSOCHAM "More than 65 percent of the population is aged less than 30 years and exposed to international brands. QSRs is one of the sector that has managed to grow even during the economic slowdown.“-D S Rawat, Secretary General, ASSOCHAM The annual average spending of each middle class household in India’s tier-I cities has increased by over 35 percent to Rs 6,800 on fast food restaurants in the last two years.

Introduction to F&B Service Industry in India – Contd..

Indian food market was fundamentally different where eating out was not so common. Eating at home remained ingrained in Indian culture for a very long time, but soon evolution of fast food joints or QSRs became one of the cheap sources of taking a break from home cooked food. Exposure to global media and western cuisine and an increasing number of women joining the workforce are responsible for changing this trend. The demographics, income group and psychographic conditions largely affected the overall food and beverage consumption pattern. Indian market consist of more than 1.5 million eating outlet of both unorganized and organized sectors. According to the Techno park estimates, the size of the restaurants industry is about INR 43,000 crores. chicken consumption is less than 3kg per head but is expected to grow in the coming 5 years. Indian-chicken market is about INR 40K crore and produces 240 crore birds commercially every year.

Introduction to F&B Service Industry in India -

Organised fast-food chains, also called quick service restaurants or QSRs, have bucked the economic slowdown and are growing by leaps and bounds.- “CRISIL”. The QSR market will more than double to Rs 70 billion over the next three years from Rs 34 billion in 2012-13.-”CRISIL”. Growth in the Indian QSR industry is expected to be largely driven by new outlets. We expect outlet additions to continue to grow at an average annual rate of 16-18 per cent. The remaining 8-10 per cent growth is expected to come through an increase in same store sales.-”CRISIL” On the flip side, the downturn and increasing competition (especially in Tier I cities) will lead to much slower same-store sales growth.- “CRISIL. Same store sales, which have been growing at a robust 20-25 per cent over the past few years, are expected to slow down significantly in the near term. Two factors will cause the decline in growth: 1) Aneconomic slowdown, which will curb discretionary spending; and 2) cannibalisation due to opening of multiple outlets in the same catchment area and a resultant increase in competition.- “CRISIL”

F&B Service Industry Market Future Projection’s in India -

Foreign cuisines dominate the menus in quick-service restaurants. Easy adaptability to the cold storage format and the quick-to-serve nature has made them more amenable to the QSR market. Currently, pizzas, burgers and sandwiches together account for about 83 per cent of the total QSR market. Based on all the analysis, we can conclude that there is an increasing need for innovation in the F&B service sector. Local brands need to improvise, and adapt to new techniques mainly marketing and presentation. Major foreign brands are targeting the Tier 2 &3 cities, hence this gives local brands some space to explore the Tier 1 metro’s and adapt innovative and game changing strategies.

F&B Service Industry Market Future Projection’s in India -

Market Share Analysis

Indian Brands

Foreign Brands

n Wheels

Proposed Project Food Truck (Take Away)

• Crumby's started its operations on 11th October 2009. Crumby's is the result of my dream to own a successful chain of Family restaurants. After my years of working behind the counter, cooking and serving my customers, I am now proud to carry on the Crumby's Legacy. Also I am proud to have developed a quality concept that has grown to serve and please my customers over the years.

• Throughout the years, however, we have never allowed ourselves to become

complacent or to stray from our basic recipe for success. Our drive to succeed has been matched only by our relentless hard work and our willingness to face all the challenges of building a successful organization that has a deep sense of commitment towards its society, customers, and team members.

• We are pleased to say that our customers and team members are exceedingly loyal,

and that we continue to create new satisfied customers every day.

About Crumby’s

Ahmed Siddiqui CEO

To be the leading integrated food services group in the Country

based on consistent quality products and exceptional customer-

focused service.

To maximize profitability, improve the brand value and deliver

sustainable growth year after year. And simply being to bring the

best eating experience to all and create a unique business model

that reaped profits for those who ran it.

VISION & MISSION:

Fact File -

Name of the Restaurant: Crumby’s Country Of Origin: India Chief Executive Officer: Mr. Ahmed Mushfiq Siddiqui Crumby’s Food Truck (Concept)Partners: 1. Sharjeel Siddiqui 2. Javed Hasrath Break even expected: The break-even point depends on variety of factors such as overheads, operating cost and business performance. Most of Our existing units have achieved operation break evens in less than one year and total investments have returned within three years. Unit Type- Food Truck (Take Away). Our Partners/Vendors/ Affiliates: i. Broasters Inc USA

ii. Venkateswara Hatcheries India Target customer: Families, Office goers, Corporate, friends, Kitty parties, get-together, outdoors catering and surprisingly we have a great veg menu too. Franchise Option: Worldwide, Please check with us for our nearest franchise opening for you.

What is a Food Truck?

A Food Truck can be considered as a take away model Restaurant. It is equipped with a complete fully functioning kitchen with all enmities installed to cater the desired consumer base. Food Truck business started in late1800’s in United States, basic necessity gave rise to the concept. The industry's remarkable rise began in 2008, just as the recession hit, as hundreds of new vendors recognized changing consumer preferences favouring unique, gourmet cuisine. It can be called as a Mobile Restaurant, Mobile Kitchen, Mobile Canteen etc. With a fully functioning kitchen Food can be cooked and sold as take away with ease and on time

Why Food Truck and Not a QSR (Quick Service Restaurants)

Crumby’s has been in the QSR Business since 2009, with the kind of expertise in the Indian market; and deep analysis of consumer behavior, we have found there is a need for a different and innovative concept specially to penetrate the market in the Tier 1 cities. With Major foreign brands entering the Indian markets, the competition has become worse for local restaurateurs. International brands have vast experience in adapting to different cultures which helped them capture greater market share in the Tier 1 cities. Since last decade Foreign brands have established themselves perfectly in the Tier 1 cities and claimed the desired market share, their focus now is to expand in the Tier 2 &3 cities. This gives local brands some space to try drastic marketing strategies and reclaim the market share. It is extremely difficult to achieve this without proper innovation in reaching the right demographics. Due to the enormous market competition its difficult to sustain a QSR and compete with the foreign brands.

Benefits of a Food Truck Model over a QSR -

Considering the Western markets, The Food Trucks industry has only grown in strength over the past five years, and is one of the best performing segments in the broader food-services sector. The industry's remarkable rise began in 2008, just as the recession hit, as hundreds of new vendors recognized changing consumer preferences favouring unique, gourmet cuisine. Emergent Research, Intuit’s partner on this research project, forecasts the food truck industry to continue its rapid growth. By 2017 food trucks will generate about $2.7 billion in revenue. Food trucks represent a mobile, versatile, low cost restaurant. Compared to traditional brick and mortar locations, food truck can travel to their customers or set up in crowded locations to ensure a successful business day. Food trucks in comparison can use their mobility to visit a number of different locations and when combined with a good product, food trucks can draw a crowd at any location. Not only are food trucks simpler and easier to start, they also have fewer permits and operational expenses than traditional brick and mortar locations.

Proposed Operational Model – (Crumby’s Food Truck)

Based on detailed analysis of the QSR market, fast food consumption habits and culture and the vigorously changing food trends in the Indian Consumers of Tier 1 cities, we at crumby’s food truck have come up with a unique and effective operational model for our food trucks. Crumby’s on wheels will work on a unique concept designed to boost sales, achieve monthly sales targets, eliminate excessive wastage and effectively manage time. The Operational concept is designed by our marketing experts based on their extensive research and hopefully it will prove to be beneficial for long run. Its still an experimental model as “there is a difference between knowing the path and walking the path”. The “4 Quarters Of The Day”- This concept will be implemented on the Food truck model to maximise sales, and penetrate the market to the max. Based on the behavioural pattern of different demographics specifically in the Tier 1 cities, every single day of operation will be divided in 4 quarters to effectively target, reach and provide service to the right segments at the right time.

QTR 1

Target Demographic College Students

Age Group 15 - 20 Years

Serving Type Budget Breakfast

Meals

Time Frame 8 am – 12 pm

Location

Near Famous colleges

and Institutes

hangouts

QTR 2

Target Demographic

Corporate Employees/

Commercial Lunch

Time

Age Group 21 - 50 Years

Serving Type

Specialised Budget

Lunch Boxes/ Partial

Menu Display

Time Frame 1 pm – 3.30 pm

Location Near Corporate Parks/

Commercial Hangouts

“ 4 Quarters Of The Day” – Basic Illustration

QTR 3

Location Centralised Kitchen/Office

Time Frame 4 pm- 6.30 pm

Functions

• Replenishment of required material

• Performance evaluation for QTR 1 & 2

• MIS report Generation for QTR 1& 2

• Cleaning and Sanitization

• Planning and Strategizing for QTR 4

• Vehicle Maintenance

QTR 4

Target Demographic

Youth/Families/

Parties/ Night

Munchers

Age Group All Age Group

Serving Type

Full Menu Display with Special side dishes and Special Offers

Time Frame 7.30 pm – 12.30 am

Location

All famous Evening &

Night Hangouts across

the City

“ 4 Quarters Of The Day” – Basic Illustration

Marketing and Promotions –

USP

We at Crumby’s believe that in the Food industry, the most effective method to reach and satisfy our customers is through a good menu. Your food speaks for you-this is the most important factor in this industry, if the food is not up to the consumer’s expectation then not even the best marketing campaigns can help the business sustain and grow in the long run.

So our USP is pretty simple, every product in our menu should be unique and should hit the taste buds of our customers.

Marketing Mix –

Product –

Based on our research and analysis on Indian taste buds, and the western and Middle Eastern cuisine that has inspired the eating culture in India, Crumby’s has successfully penetrated the market in few sectors with our specialised menu and QSR’s. However, for a food truck to run successfully it is very important to have a Menu which could be prepared quickly and served within a time frame of 10-15 mins. Since the concept is take away and it’s a food truck, the customer are expected to be impatient. Delays will lead to unsatisfied customers and that would affect the Business. Also, the menu should not consist of too many items which would lead to confusion in the customers and can hamper time management. Based on all these research we have developed a specialised menu to cater all the needs of the customers and can be prepared with ease and on time-

Range & Assorts of Menu-

1. Crumby’s Broast Chicken - (1pc,3pc,6pc,8pc) buckets- Special 2.5 kgs chicken sourced from highly standardised farms, marinated in mix of exclusively selected spices and pressure fried to make it crispy, juicy and tender, specially prepared to satisfy the Indian taste buds.

2. Crumby’s Shawaya(Roast) Chicken – A traditional Arabic delicacy special prepared to suite the Indian taste buds, Shawaya is prepared by carefully selected 1.3-1.5 kg chicken which in marinated in an exclusively prepared mix of traditional spices and roasted as whole on slow flame to make it juicy and tender, till it’s ready to serve.

3. Crumby’s Faham (Grilled) Chicken- Another Arab delicacy not to miss, Chicken Faham is prepared with carefully selected 1.3-1.5 kg chicken and marinated in a perfect Arabic mix of spices, it is then pressed in a flat grill cage and grilled till it’s ready to be served.

4. Crumby’s Broasted Fish Fingers – Carefully prepared Basa fish fingers are marinated in crumby’s crisp and spicy mix and fried at just the right temperature to make it crisp and juicy.

5. Crumby’s Pot Chicken Biryani/Veg Biryani – Bringing the ethnic flavours of the famous hyderabadi biryani to another level, crumby’s Pot Biryani will be prepared and steamed in customised clay pots which will be sealed, it will be served in the pots fresh and ready to eat.

Range & Assorts of Menu-

6. Crumby’s Chicken Sheesh Taouk Wraps/Veg Sheesh Taouk Wraps – A Traditional Arabic Cuisine Sheeh Taouk is prepared with boneless Chicken cubes Marinated in yogurt and carefully selected traditional Arabic spices, the texture is similer to commonly known chicken pahadi tikka kababs. The kababs are prepared and served in specially prepared Khubus(Arabic Bread)wraps to enjoy in on the go. Similarly for our veg lovers Paneer is used instead of Chicken.

7. Crumberma – (Crumby’s Chicken/Veg Shawarma) Shawarma has gained immense popularity in the past few years within the Indian consumers, this has proved the shift in the India eating culture, Crumby’s brings you ethnic shawarma’s which are prepared with traditional Lebanese recipes.

8. Crumburger Chicken/Veg Burgers – Crumby’s special Chicken burgers are prepared by chicken breast portions which are not minced rather perfectly pressured fried marinated with crumby’s exclusive crispy spice mix. In a Veg Burger the veggies are sliced into perfect pieces hand toasted and with a base of potato made into perfect round burgers and then its dipped in crumby’s exclusive spice mix and fried till it’s ready to rock your appetite.

9. Crumby’s Salads – Different assort of Chicken salads can be selectively self-prepared by the customer selecting the salad base, the type of chicken and the assortment of sauces.

10. Fries, Drinks & Desserts – Freshly prepared slated crisp french fries, Soft drinks, and an assortment of desserts (Sundae, Chocolate Brownie, Ice-cream etc..) will be available as side orders.

Price –

Pricing is one of the most important factors, it defines whether the business will prosper on a long term or will wrap up in a short period. Based on the market research, food truck in the Western and European markets is considered to budget friendly model, thereby encouraging all the business to adapt market penetrating pricing strategies. This is also due to the fact that food trucks is now a pretty well know business model in those markets and the competition is ever rising. To claim the market share penetrative strategy is the only way. However, In India Food truck concept is still very new. There is no competition in the exact segment, the competition is mostly with the QSR’s. hence, there is a fair chance that we could first skim the cream with the market skimming pricing strategy. This would help us hit the break even at considerably fast pace. After a considerable period we will change the pricing model to market penetration, to penetrate and expand, this will help us claim our market share, and will give us a competitive edge over QSR’s and other newly opened food trucks.

Place –

When starting a restaurant, site selection is extremely important. If not properly selected the business will not be able to survive on a long term basis. However, this gives Crumby’s food truck beneficial edge over traditional QSR’s and FSR’s. Due to the nature of the business Crumby’s food truck has an advantage to relocate frequently, select multiple locations, and market the product on the go. There are wide range of options available to select from government approved Hawking zones, this give Food truck to explore new segments and hit the right demographics. Our concept is simple- Reach the customers before they plan to reach us Optional Home Delivery Service will also be available for the residents within 3 km area wherever the food truck is parked.

Promotion – We have planned to mix variety BTL/ATL promotional activities on different type of media, starting from before we are operational and after we are fully operational. The marketing and promotional campaigns we are planning to initiate are –

Digital Media

SEO/SEM – We will make optimum use of the search Engines to establish brand awareness and reach the right demographics. Our campaigns on Google Adwords and Adsense will be designed by digital media experts to get the best response out of it.

Social Media

Social media has proven to be one of the most effective platform to run campaigns involving consumer engagement and awareness, our team of social media experts will make sure there is proper update’s across all Social networking websites-facebook, twitter, pinterest, instagram, googl+ etc.. we will start a business page on these websites were the fans will be able to track the route of the food truck and get regular updates on daily special offers, coupons etc.. there will be a forum to encourage consumers to share their foodgasmic experience’s, and write reviews.

Promotion –

Broadcast Media

Proper advertising campaigns will be designed to target the FM listeners, jingles, offers, and food truck locations, will be aired on local Radio channels. This will help us with product awareness and will attract drive ins as FM is very effective medium to reach consumers who are on the go i.e. travelling.

Print Media

Advertising in Local newspapers, food and lifestyle magazines will ensure effective reach to all the demographics. Discount coupons can be printed in the newspapers for more publicity.

Brand Activation

We will initiate well planned pre-launch brand activation campaigns through different medium, most effective would be social media and in Mobile advertising campaigns. Proper opening day offers, free sampling, discount coupons, tie-ups like groupons, etc.. will be amongst the range of promotional campaigns to create brand identity, awareness and lead to successful activation.

Business Direction –

Crumby’s Food Truck has set up our goals maximise profits and expand for the next 5 years, based on the extensive market research. Crumby’s will setup a single Unit(Food Truck) to test the market response, create awareness for the first year. The first year will be the market testing phase, proper performance reports MIS will be produced and based on that measures will be taken to maximise operations and profits. After one year based on the response generated, and financial analysis crumby’s will expand its operations through “Food Truck Franchise Model”. Crumby’s currently has a PAN India franchise license and we can operate take away units(Food Trucks in this case) under this franchising agreements. Franchise model will help Crumby’s multiply and expand on a fast pace eliminating market competition by multiplying the no. of units. After one year operations with single Unit, we are planning to establish 5 franchised Units. All the units will be monitored strictly by crumby’s and menu will be replenished by the Crumby’s Centralised Kitchen. This will ensure that the quality of our product is not compromised.