What’s the best cost for take-aways?
What type of take-away is most popular for example delivery?
I will ask a range of people from different ages and gender to get a range of results.
Task 2-Questionaire
Closed Questions
1. How old are you- 10-15, 15-25, 25-35, 35-45 or 55+ years old?
2. Are you male or female?
3. How many times a month do you have fast food- 0-2, 2-4, 4-6, 6-8 or 8+ times?
4. What fast food is your favourite- Pizza, Indian, Thai, Chinese, Fish and Chips, MacDonald’s, Burger King, KFC or other?
5. Where about in Sandhurst would you like a new fast food restaurant to be situated (if you had to pick)- Little Sandhurst, Owlsmoor, Sandhurst, College Town or other?
6. How much money are you prepared to pay for fast food (for yourself maximum)- £0-5, £5-10, £10-15, £15-20, or £20+?
7. Would you eat more fast foods if they were healthier for you?
8. Do you use fast food outlets in Sandhurst?
9. Which type of fast food restaurant do you use more often- Take-Away, Eat-In, Delivery or Drive through?
10. Do you think Sandhurst is the best place to put a new fast food restaurant (if you could put one anywhere)
Open Questions
11. Do you think Sandhurst is the best place to put a new fast food restaurant (if you could put one anywhere) and why?
12. Can you think of any rare or innovative fast food restaurants (ideas)?
I am now going to ask 20 people of different ages and gender my 9 closed questions and write the answers out to my questions in a table and the open question results I will include in my discussion of my results…
Discussion of Results
Now that I have got the answers from my questionaire I can see what I have got from the answers.
According to the results 10% (least) of people have fast food 0-2 times every month, 15% of people have fast food 2-4 times a month, 50% (most)of people have fast food 4-6 times a month and 25% have fast food 6-8 times a month. So the majority have fast food a lot of times a month- so the restaurant would get a fair amount of customers.
According to the results the most popular fast food is Pizza with 20% and the least popular fast food is Fish and Chips with 5%. Pizza and Chinese both have 20%, Thai, MacDonald’s, Burger King and KFC all have 20% and Indian has 15%.
According to the results 50% (most) people wanted a new fast food restaurant to be placed in Sandhurst itself. This could be because most people I asked lived in Sandhurst so it was closest or because sandhurst is in the middle. 10% said other, 15% said college town, 20% said Owlsmoor and 5% (least) said Little Sandhurst. So from my results a new fast food restaurant should be placed in Sandhurst.
According to the results 65% (most) people are prepared to pay £5-10 for fast food. 10% £0-5, 20% £10-15 and 5% (least) are prepared to pay £15-20 for fast food. This shows that an ideal price range for fast food is £5-10 (per person).
According to the results 75% (most) would eat fast food if it was healthier for you and 25% wouldn’t. This shows that it might be a nice idea to make a healthier fast food place in Sandhurst so you can get more customers increasing the profit.
According to the results 85% (most) people use fast food restaurants already in Sandhurst and only 15% don’t. So opening a new fast food restaurant in Sandhurst would gain customers.
Although according to the results only 30% (least) think Sandhurst is the best place to put a new fast food restaurant and 70% (most) don’t. So Sandhurst may not be the best place to put a fast food restaurant.
According to the results 45% (most) use delivery fast food restaurants, 25% people use take-away and 15% use drive through and eat in. This shows that most people use delivery so a new fast food restaurant would be most popular if it delivered.
The reasons given to why people didn’t want a new fast food restaurant to be opened in Sandhurst are…
“There are already too many in Sandhurst and they are all on the same street”
“Sandhurst is only a small town and it doesn’t need to be filled with the same thing”
“They take up too much space”
“It’s not healthy”
“It’s promoting unhealthy eating”
“For a business proposition Sandhurst has plenty”
“It won’t make as much profit as it could do in bigger towns that don’t commute”
“It will only be rarely used by locals”
The reasons to why people did want a new fast food restaurant in Sandhurst are…
“We need more junk food”
“So that you don’t have to travel to the bigger towns for fast food”
“We only have take-aways and deliveries like Chinese’s and Indians in Sandhurst, I think we need a MacDonald’s or a burger king”
As you can see there are more reasons why not to open a new fast food restaurant in Sandhurst.
The new and innovative ideas that people came up with for a new fast food restaurant are…
“A Mexican”
“Sweet, fast pudding restaurant”
“Kitchen- self service- you are provided with the materials/food and you make and cook it all yourself”
“A Vegetarian”
“A Greek one”
“Spud you like-choice of fillings in jacket potatoes”
“Fast drink restaurant”
“Baguette-chose you’re filling”
“A salad bowl”
“Japanese”
“Sushi”
“Eat-in internet fast food restaurant”
These ideas could be used as ideas for a new fast food restaurant.
Using my results I have decided that it would be a good idea to put a fast food restaurant in Sandhurst as long as it is a sound
Business proposition with unique selling points and it is placed in an area where no other fast food restaurant is.
Task 3- Marketing Mix
Introduction
Marketing mix is a combination of factors which help the business sell a product usually summarised as the 4 P’s which are Price, Place, Product and Promotion.
I am going to do a Marketing mix first of all on the product. I am going to decide my product mix based on the information I gained from my questionnaire.
Product
I have decided to sell puddings and drink in my fast food restaurant. It will be an Eat-In, Take-away and Delivery. It will sell all different types of pudding from wedding cakes to ice cream cakes to fruit salad. It will also sell all sorts of different drinks from smoothies to hot drinks to alcohol. The restaurant will be a café at day and a bar/night club at night with a hall upstairs that you can rent out for different special occasions. If the business isn’t doing too good or there becomes more of a demand the restaurant could sell general lunch snacks and beverages like sandwiches.
Promotion
I will start with a opening discount because it will have just been opened so by having a discount and advertising the fact that there is a discount on some of the products it will attract customers making people aware that a restaurant has been opened there. I might also do a meal deal where you can buy lets say a sandwich a drink and something sweet and you will get a discount. I could also do ‘by a pudding get a drink free’ which might help get rid of stock.
The three forms of advertisements that I could use are local newspapers because it will be cheaper than some because its local although then only local people will see it. I could usethe directories like the yellow pages and its used as a place to find certain places because lots of people see the yellow pages and its used as a place to find certain places but people will only see this advertisement if they are looking for it.
I could use the local radio station because this would be less expensive than a more popular radio station and lots of people read the radio and if I come up with a catchy slogan or jingle to go with my restaurant then people will catch on and be more attracted to it. Only not everyone can listen to a local radio station.
If I did an advert in a magazine or in a local newspaper or in the yellow pages it will have to be attractive and have relevance to the product. I could look something like this…
Place
I have decided to place my new fast food restaurant where Rackstraws/ The Beefeater is now because it has a big car park and land plot to expand in. The land out in the open so people will notice it and recognise that its there. It’s right next to a round-a-bout going off into four main roads to Bracknell, Camberley and many other places so you can get to many places from there and people from many places can get to the restaurant easily. There is no competition nearby so you won’t have to compete. Although it might be quite costly because it’s a big space of land, there is already something there now so we would have to buy them out.
Here is a map of where I would like to place a new fast food restaurant.
Price
At the start I will price my food based on penetration pricing-pricing it low at the start attracting customers and then bringing them up after a month or two.
After a month I will base my prices on the market and its characteristics. If I need to get rid of stock then I will give discounts, special offers and sales. I may have to offer loss leaders- which the products are priced so cheaply that the retailer makes no profit but they attract customers to the restaurant which could make them buy other products in the restaurant.
I might increase my prices in the customers are prepared to pay more.
To get my average cost for a meal. I will price it so that it will cover all the costs for it and add a percentage profit margin to make a profit.
If any competition is under cutting us we will have to base the prices on the competition and under cut them to get the customers back.
