Institute of Business, Management and Administrative Sciences

The Islamia University of Bahawalpur, Pakistan

Submitted to:

Submitted by: Muhammad Touqir Jameel

Roll

Class: BBA 8th (Bridging)

Session: SPRING 2021-23

Submission date: _________________

Institute of Business, Management and Administrative Sciences

Baghdad ul Jadeed Campus
The Islamia University of Bahawalpur

Project Evaluation Report

Name of Student:
Roll No:
Session:2021-2023

Name of Supervisor:
____________________________________________________________

Name of External Examiner:

______________________________________________________

Name of Evaluator:
_____________________________________________________________
Date & Mode of Viva Voce Presentation:
____________________________________________

Title of the Project:

_____________________________________________________________

BBA (BRIDGING)

2021-2023

Supervisor’s Declaration

Supervisor
Institute of Business, Management and Administrative Sciences
The Islamia University of Bahawalpur

Table of Contents
Chapter 1..........................................................................................................................7
Introduction......................................................................................................................7
Project objective............................................................................................................................10
Situational Analysis.......................................................................................................................10
Chapter 2........................................................................................................................12
About Daily Dose restaurant
Business objective..........................................................................................................................13
Mission............................................................................................................................................13
Vision..............................................................................................................................................14
Key to Success................................................................................................................................14
Operational Plan............................................................................................................................14
Service Process Flow...................................................................................................................15
Machinery Equipment.................................................................................................................15
Machinery Maintenance..............................................................................................................16
Furniture & Fixtures....................................................................................................................16
Human Resource Requirement....................................................................................................17
Financial analysis & key assumption...........................................................................................18

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 Revenue & Cost Projections........................................................................................................18
Rent cost......................................................................................................................................19
Utilities Requirement...................................................................................................................19
Marketing Mix...............................................................................................................................20
Price.............................................................................................................................................20
Place............................................................................................................................................20
Products.......................................................................................................................................21
Promotion....................................................................................................................................21
SWOT Analysis..............................................................................................................................21
Strength.......................................................................................................................................22
Weakness.....................................................................................................................................22
Opportunity.................................................................................................................................22
Threats.........................................................................................................................................22
PESTLE Analysis..........................................................................................................................22
Political........................................................................................................................................23
Economical..................................................................................................................................23
Social...........................................................................................................................................23
Technological..............................................................................................................................23
Legal............................................................................................................................................24
Environmental.............................................................................................................................24
Risk Analysis..................................................................................................................................24
Certification and Licensing..........................................................................................................25
Contamination and Spoilage........................................................................................................25
Supplier Issues.............................................................................................................................25
Transportation and Storage..........................................................................................................25
Equipment Failure.......................................................................................................................26
Chapter 3........................................................................................................................27
Marketing Strategy.........................................................................................................27
Rise of Food Delivery Applications..............................................................................................27
Sales Strategy.................................................................................................................................27
Website........................................................................................................................................27
E mail marketing.........................................................................................................................28
Food delivery app........................................................................................................................28
Offer a good and hygienic dining space.......................................................................................28
Offer deals to local office work place..........................................................................................28

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 Offer deals and discount to our loyal customer............................................................................29
Risk Mitigation..............................................................................................................................29
Train our restaurant's employees.................................................................................................29
Customer service.........................................................................................................................30
Tap into technology.....................................................................................................................30
Security cameras..........................................................................................................................30
Maintain our restaurant's facilities...............................................................................................31
Maintain our restaurant's equipment............................................................................................31
Adhere to health and safety codes................................................................................................31
Obtain appropriate licensing........................................................................................................32
Chapter 4........................................................................................................................32
Conclusion.......................................................................................................................32
Limitations.....................................................................................................................................33

List of Figures
Figure : Market Share of International Fast Food Chains.....................................................................9
Figure 2: Market Share of National Fast Food Chain............................................................................9
Figure 3: Business Financial Plan........................................................................................................15
Figure 4: Service Process Flow...........................................................................................................15
Figure 5: Machinery Equipment..........................................................................................................16
Figure 6: Furniture Fixtures.................................................................................................................17
Figure 7: Office Equipment.................................................................................................................17
Figure 8:Human Resource Requirement..............................................................................................18
Figure 9: Revenue & Cost Projections.................................................................................................19
Figure 10:Utilities Requirement..........................................................................................................19

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 Executive Summary

Fast food industry is the second largest industry in Pakistan. Latest tends shows that the fast
food industry is on the constant growth and spreading towards rural centers from the urban
centers which gives an opportunity for the fresh startups.

This project focuses on the creation and execution of a new brand for a new company
endeavour. assuming the initiative and steering it in a distinctive and unconventional
direction.

This project offers advice on restaurant characteristics and supports the establishment's early
stages for market penetration in the target market. It also includes potential market
identification and segmentation for effective business positions, pricing and promotion. We
will face some major challenges which have analyzed before commencement of business.

In the last sections, we have adopted technology for marketing and better customer services
to ensure the best quality products and services deliver to end consumers. Considering
consumer preference which has shifted to the online channel, such as food delivery apps,
especially with the advent of the Covid-19 pandemic. We adopted the strategy to serve online
through various digital channels. We want our customer to be satisfied in all the way
possible and we want all type of customer come to of Daily Dose restaurant

Chapter 1

Introduction

With the advent of the advanced means of travel and communications, the pattern of the
human lives has significantly changed altogether. Now, one wish to have things ready in just
fraction of the minimum time. Fast food industry serves this purpose while serving customer
food demand in few minutes. Fast food is characterised as being cooked and served in a short
amount of time. The word "quick food" typically refers to food prepared with a poor level of
quality, sold at a restaurant or store, and given to the client in a packaged form for takeout or
takeaway. Fast food's most obvious benefit is that it saves time.

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The consumption of fast food has become quite common most parts of the world including
Pakistan. The concept of fast food was generally associated with urban centers initially.
There is shift in food items consumption patterns. The consumers of the rural centers also
shifted their food consumption preferences as observed in the recent past.

In Pakistan, almost every age group individual now likes to have fast food. This industry
works in Pakistan both in urban and rural areas. The food industry is mainly captured by the
international food chain suppliers which are high in demand due to standardized quality of
food and service worldwide. Major contributor in this sectors are KFC, MacDonald’s, Pizza
Hut, Subway, Hardees, Pizzaneo, Village, Salt n Pepper, Kamran food, Usmania, Lasania,
Kaybees, BBQ Tonight.1

International Fast Food Chain

16%
22%

14%

15%

8%

25%

kfc mcdonalds pizzahut subway hardees others

Figure 1: Market Share of International Fast Food Chains

1
Source: https://www.icmap.com.pk/News_Pdf/outcomes_food_survey.pdf

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 National Fast Food Chain

22% 21%

4%
8%

8%

7% 20%

9%

salt&paper lal qila bundu khan usmania

lasania kaybees BBQ tonight others

Figure 2: Market Share of National Fast Food Chain

Figure 1&2 shows the different market share of different national and international fast food
brands in Pakistan.

Pakistan is the eighth-largest market in the world for fast food and associated goods. The fast
food sector, which makes up around 27% of Pakistan's value-added production, is the
country's second-largest industry. Around 16% of all manufacturing sector jobs is also
contributed by this sector. According to calculations, the fast food industry in Pakistan and
the country's residents' dining preferences are both growing by approximately 21% annually.
This makes it one of the industries with the quickest growth, both urban and rural. Trend of
fast food consumption are increasing rapidly in rural areas of Pakistan which makes this
target market as an attractive business opportunity.

Project objective

Considering the potential business opportunity, this project aims to create a new business
segments tapping the demand of the rural center, Lodhran own in Bahawalpur, applying all
the marketing and business management knowledge on the new startup.

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Situational Analysis

Lodhran is an emerging market for fast food industry. We have observed the need for fast
food in Lodhran as there is no good fast food brand. The total population of Lodhran
5.5million which is reasonable size to for availing the opportunity to open fast food business.
of Lodhran use to travel for eating quality fast food to different cities like Lodhran,
Bahawalnagar and Bahawalpur.

Being resident we have good public relation in Lodhran and well understand the market.
That’s why we decide to open quality fast food brand there.

We will provide good quality and service to the people of Lodhran so that have not to travel
to other cities for quality food. In order to assess the market need, under this project a survey
was conducted in which market needs and preference were various age groups were studied.
In my sampling plan, I draw a sample, which is essentially a part of the population chosen for
analysis. We focused on people aged 15 to 35. I approached people who frequent visit DFC
fast food restaurant and other small local food points during different intervals of time. We
asked different questions, in order to determine people's preferences. Mostly people response
that they are looking for quality food.

It's a basic principle of business where we have competitors. If we are interested in learning
more about our business, we must know as much about our competitor's business as possible
if we want to beat them. Similarly, we also face against some competition. The only
competition face in Lodhran is DFC fast food restaurant others are not too headache for fast
food business. None of the famous food brand like McDonald, KFC and Almaida are there in
Lodhran. The consider this is an opportunity for launching a new food brand with different
experience for people of Lodhran.

Chapter 2

About Daily Dose restaurant

The Daily Dose restaurant business is centred on partnerships, and the second partner is an
Islamia University of Bahawalpur business administration student. Our task is to create a

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business plan in the role of an entrepreneur. We are currently in the eighth semester of our
(BBA) programme, but we have already finished projects in marketing, business ethics, and
human resource management. We created a marketing strategy in marketing where our
product is "dairy form" in entrepreneurship.

The total amount to establish the business is 8 million. 2 million from PM loan scheme and
remaining 6 million will be arranged from business owner and the business partner equally
(contribute 3million each).

Fast food is usually pre-prepared food or a meal that can be swiftly made when you order it.
Fast food is available practically everywhere. Although the fast food trend is relatively new
in Pakistan, it is rapidly growing, indicating that this type of fast food restaurant has a bright
future in Pakistan. For this reason, we chose the fast food business. Daily Dose restaurant
business is a new addition to the fast food sector. Our promise to customers is to provide
their body with healthy items. As a result of rising needs, wants, and demand, we made the
decision to start our fast food restaurant on a small scale. we shall provide all the fast food
items like burgers of all kind, pizzas, drinks, nuggets, fries, soups, see foods, rice, pasta,
wings, chicken piece, ice cream etc.

In Lodhran, we provided self-purchase services as well as free home delivery. We all know
that in this era of internet everything is digitalized. Digital marketing has opened a gate of
vast variety of opportunities for businesses. Advertising in business is a form of marketing
communication. Advertising is normally done by a third party such as an advertising agency
So, under this project we are going to perform as an advertising agency and will promote
Daily Doze restaurant which is specialized in providing wide varieties of fast food items.
Under this project we will perform a social media campaign by using Facebook, Instagram,
WhatsApp, Twitter and other online channels. We also made contracts with schools and
colleges to deliver our products during recess (break) in schools and colleges. We are also
launching a playground area for kids. The fundamental objective of the playground area is to
entertain and take advantage of the fact that in Lodhran local fast food brands lacks
playground areas for children.

This project describes the characteristics of the restaurant and how to improve its early stages
of penetration through target market identification and segmentation into various locations,
market positioning planning, effective pricing strategy, how to advertise it to customers

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through various mediums and sources, and most importantly, environmental factors related to
early business development.

In today's environment of ferociously competing fast food restaurants, it is becoming

increasingly difficult to distinguish one from another. The opening of one location, preferably
in Lodhran, is our top priority. In our forthcoming attempt, we'll boost the number of outlets
in the area.

The initial capital investment will enable Daily Dose restaurant to give a value-driven,
engaging experience to its customers. With all of my product categories, we must sell high-
quality products while keeping customers pleased. For customer’s pleasures there will be
some special discounts offers, buy one get one strategy on special events, surprise gifts for
newly married couple, grand family offer like with every 5 persons one can eat free etc.

Business objective

The primary objective of the restaurant Daily Dose is customer happiness. offering a range of
racially and economically diverse, healthy food options. assembling a delicious and diverse
cuisine. providing excellent client service. establishing high-quality jobs in the food service
sector for target employees that provide favourable salary and benefits, flexibility for
advancement, access to training and capacity-building opportunities, participation in
decision-making, and ownership alternatives.

creating a food service that supports the professional growth of the catering personnel and
satisfies community demands.

Mission

To provide highest quality product and services at the affordable price.

Vision

To enhance the lives of our personnel, the community, and the environment while offering
our guests exceptional, high-quality meals and a memorable dining experience.

Key to Success

To succeed in this business, Daily Dose restaurant will adhere:

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  Develop a distinct, creative, and tasty menu to set us apart from the rest of the
competition. Costs should always be kept under control throughout the board, and
growth policies should be prudent. Even though we have more than enough money to
open multiple locations, we want to play it carefully for the sake of the company.
 With all of our product categories, from food to retail merchandising, sell the highest-
quality products while maintaining client satisfaction.
 Ensure complete customer happiness while keeping the highest calibre of services
compared to rivals. Encourage the two values that are most crucial to the fast food
industry: brand and image, as these are two of the key elements that influence
marketing communications.
 • Gain access to busy shopping centres close to your target market. Encourage the
positive corporate culture and business philosophies. Observing regulations and
receiving a licence from the food authorities. For timely delivery of high-quality
materials at reasonable prices, establish solid relationships with raw material
suppliers. Exceed customers' expectations by providing premium goods at fair
pricing. effective use of social and electronic media for marketing and promotion.

Operational Plan

We have developed our business projections here. We first displayed our costs before
attempting to illustrate how our anticipated revenue will be generated.

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Figure 3: Business Financial Plan

Service Process Flow

Raw Material Cleaning and Order Taking and Service

Initial Processing Storage
Procurement Storing Cooking Delivery

Figure 4: Service Process Flow

The business will procure then clean and store the raw material after that initial processing
will start after processing the raw material to prepare the final product. Then the procedure of
storage of product start. After that processing of taking order and service of delivering the
product.

Machinery Equipment

The success of the restaurant depends heavily on its capacity to fully comprehend and cater to

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each customer's unique wants. This in turn depends on the tools and machinery used to make
high-quality fast food. As mentioned above, the average fast food business would need the
following machinery and equipment to run:

Details QTY Unit Price (PKR) Total Expense

Freezers 03 40,000 120,000

New Broast Machine (15 01 210,000 210,000

Pound Capacity)*

Deep Well Frier (Single Valve 02 70,000 140,000

With 2 Baskets)

Hot Plate for Burgers, Kebab, 01 40,000 40,000

Sandwiches

Bin Marry Soup Container (2 01 110,000 110,000

Valve With Steel Cabinet)

Potato Cutter 01 5,000 5,000

Grand Total
Figure 5: Machinery Equipment

Machinery Maintenance

Every three months, all machines need to be cleaned and maintained, and they also need an
annual service, which can run anywhere from 1% to 5% of the total cost, depending on how
the machine is used and how skilled the operator is. The annual maintenance cost was
estimated to be 1% of the product's sales volume.

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Furniture & Fixtures

With an expected minimum of 2 88 patrons per table every day, the restaurant needs a good
seating arrangement to prevent confusion and issues during peak hours. The information on
the dining tables and chairs that can accommodate a maximum of 72 people is provided in
the following table:

Details QTY Unit Price (PKR) Total Expense

Dining Table with four chairs 18 36,000 648,000

Lights 50 800 40,000

Counter Chairs 02 6,000 12,000

Office Table and Chair 01 25,000 25,000

Waiting Area for Take Away 05 4,000 20,000

Customers

Air Conditioner Split Units (02 Ton) 0 75,000 225,000

Figure 6: Furniture Fixtures

Details QTY Unit Price (PKR) Total Expense

Laptop 01 45,000 45,000

Printer 01 25,000 25,000

Telephones 02 2,500 5,000

Cash Register 01 60,000 60,000

Total 135,000

Figure 7: Office Equipment

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Human Resource Requirement

The following are the necessary human resources for the general and managerial staff:

Details QTY Unit Price (PKR) Total Expense

Manager* 01 25,000 25,000

Chef / Kitchen Supervisor 01 25,000 25,000

Supervisor (including reliever) 01 15,000 15,000

Cook 03 15,000 45,000

Helper 01 13,000 13,000

Dishwasher 01 13,000 13,000

Waiters / Servers 06 13,000 78,000

Cleaner 01 13,000 13,000

Guard 01 13,000 13,000

Total 16 240,000

Figure 8:Human Resource Requirement

Financial Analysis & Key Assumption

The planned fast food outlet's project cost estimates were developed after consultations with
pertinent stakeholders and specialists. The projected costs include the costs of the land, the
building, the inventory, the equipment, office furniture, etc. The following are the specific
assumptions made in relation to each cost component:

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Revenue & Cost Projections: Every year, sales are predicted to grow by 7%, while the cost of
raw materials is predicted to rise by 5%. The 2% annual rise in income is anticipated to be caused
by a combination of rising population and rising product prices.

Based on the billing rate that the business will charge the consumer, the prices needed to
determine gross revenue are set. The General Sales Tax is also included in the prices.

Additionally, it is anticipated that the revenue streams for the fast-food restaurant will be formed
by the following sales breakdown.

REVENUE STREAM % OF TOTAL SALES

Dine In 70%

Take Away 30%

Figure 9:Revenue & Cost Projections

It is believed that each order will have a minimum order value of Rs. 300. For Take Away, it is
expected that additional packing costs will add another 1% to sales.

Rent cost: The premises assumed would have a monthly rent of Rs. 105,000. Prior to getting the
premises, it is anticipated that Rs. 1,260,000 will be paid in full. This will include a six-month
deposit and six-months' worth of rent in front. The rent would be due on a monthly basis and is
anticipated to rise by 10% annually during the anticipated term.

Utilities Requirement: The assumed monthly breakdown of utilities is shown in the following
table:

Utilities Monthly Expenses (PKR)

Electricity (Direct & Indirect) 77,443

Water 4,355

Gas 21,773

Telephone 1,520

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 Total 105,091

Figure 10:Utilities Requirement

As shown above, the majority of fast food machines use a lot of gas when preparing the food.
Prior to beginning the preparation process, the equipment must be preheated, which uses up a
lot of gas. It is anticipated that annual utility costs will rise by 10%.

Marketing Mix

4 Ps is another name for the marketing mix. products, prices, locations, and promotions.
These four things are crucial in the world of marketing.

These four factors are the centre of the entire monopoly. But these 4p's must be the main
topic of discussion when discussing the fast food industry.

Price

We have analyzed that the population of Lodhran is around 5.5million. Mostly consists of
young people and they belong to middle class.

We have analyzed that the people of Lodhran prefer fast food the more and they are paying
for that although they do not have the desire quality that they want. If they get their desired
quality for fast food, obviously they will happily pay more for that. So the price does not
matter for the people of Lodhran. Keeping this thing in mind we will set our price strategy.

Prices at the Daily Dose restaurant are decided by comparing them to those of their rivals.
Any product's price is equal to its cost plus a desired profit. The major goal is to increase
volume and sustain it over time. We believe the price we are asking is reasonable for the
clients. The Daily Dose restaurant wants to provide its clients with what they want at fair
costs. According to economic theory, when prices remain constant, product demand rises,
sales volumes rise, and revenues rise as well. As a result of this circle, the organization's
profit rises while prices stay the same. Selling items at a discount is thus justifiable.

Place

We've noticed a need for fast food in Lodhran, despite the good fast food brand. Lodhran
has a population of around 5.5million people, making it a strong market for opening a fast
food restaurant. Canal Road is the location for Daily Dose restaurant in Lodhran. It is

13
supposed to be the best areas for Daily Dose restaurant. The needs of our target market will
be met at this location. These are some useful facts about lodging areas. In addition to the
residential area behind Daily Dose Restaurant, there are also commercial areas in front of our
restaurant that perfectly suit our needs. The areas mentioned are all viable markets for the
restaurant Daily Dose.

Products

Product line has chosen by analyzing the need of Lodhran people. It includes all that things
which the competitor is providing, but with better taste and better satisfaction level for the
people. Our menu is as below (Annex IV):

Burger Chicken piece Hot wings Nuggets

French fries Pasta Soup Drinks

Coffee Tea Ice cream Kebab rolls

Pizza fresh juice Rice Shawarma

Promotion

Our restaurant marketing can take the form of coupons, QR codes, discounts sent by email or
receipt, promoting signature dishes, or offering happy hour promotions.

Our brand will have a customer care centre that will record each and every request from
customers as well as any complaints they may have in order to adopt and sustain total quality
control.

 Product will be announced in all print and electronic media like

 Ads through Cable
 Social network
 Facebook
 Newspaper

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SWOT Analysis

SWOT analysis allows us to access and identify the strengths, weaknesses, opportunities and
threats. By taking a closer view at this SWOT analysis you can easily get the idea of Daily
Doze restaurant and all of techniques, culture each and everything. So, the SWOT analysis of
Daily Dose restaurant is given below:

Strength

Daily Dose restaurant biggest strength are high quality food processing under trained staff
and quality food at a reasonable price. Among other strength friendly environment good
option in the menu offer unique fast food items and new service style.

Weakness

Where there are strengths there lies some weaknesses too. As we conduct our strength
analysis, we become aware that not all of our consumers' comments is complimentary. Being
conscious of these shortcomings is the only way to overcome them. Our shortcomings
include: No business experience, new business outlet, high prices, Less space for future
project, our biggest weakness is rental place, Lack of Experience as an entrepreneur, We
don’t have variety of products for all social class; we just target the middle class.

Opportunity

Because we live in Dahranwala, we have excellent public relations and a thorough underding 
of the market. There is only one competitor for our brand which is not so good. Demand of
the fast food in this area gradually high. Attractive Future Projects. The market potential is
growing. Technology innovations can be of great assistance if adapted at correct timings. We
have opportunity to focus on innovations in technology. So it is an opportunity for us to grab
the market share by providing the quality fast food there.

Threats

Threats are the outside forces that have an impact on the development and implementation of
the company plan. Some threats to our company include: There will competitor in future,
customer choice, low wage arguments, laws and regulations, increasing employees benefit
costs, Legal and security issues.

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PESTLE Analysis

A tool for conducting strategic analysis is PESTLE (Political, Economic, Social,

Technological, Legal, and Environmental). It is frequently regarded as one of the best
analytical techniques for analysing the effects of outside factors. In this report I am trying to
find out the reasons behind those forces over which Daily Dose restaurant has least control as
this analysis will help this restaurant to rise up for future opportunities and to be aware of the
threats that can be faced due to external environment factor.

Political

Government rules and regulations have impact on working of Daily Dose restaurant. As
recently Prime Minister Imran khan has declared certain rules, make reforms in taxes for the
organization. Government is trying its best to provide healthy food to its citizens in this
regard Punjab food authority is working day and night. So, Daily Dose restaurant food quality
is according as per government standards.

Economical

The economy factors such as Inflation Rates, monetary policy and economic growth are some
of those factors which directly affect the position of organization in any competitive market.
As recently inflation rate is high in Pakistan which is directly becoming the cause of charging
high prices of dishes because the ingredient’s rate are high to make the final products. the
menu prices are going up in this situation mostly people avoid to go or order food at home
So, Daily Dose restaurant is needed to make strategies that can be in favor of quality as well
as low at cost with no compromise on the taste.

Social

Life style, age and class level in Lodhran plays important role in the running and profitability
of Daily Dose restaurant. Now a day everyone is aware and more conscious about health.
People have risk averse nature because most of them relates middle class level. Another
portion of target market has busy life style working in offices and colleges such people are
always buys in their routine and have no time for proper food, they want a cherishing
environment where the families can gather and can let their minds out from the hectic routine
they will prefer fast food and coffee in their daily routine. It is difficult for Daily Dose
restaurant to keep all type of customers happy so we should consider this fact deeply that we
can satisfy all type of customers according to their needs and wants.

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Technological

This is the most dynamic variable which can affect progress of the Daily Dose restaurant, for
example by use of internet we can develop a website to be in contact with customers. Daily
Dose restaurant will use social media like Facebook, WhatsApp, Instagram etc. to order and
reservation. We shall install CCTV cameras to keep an eye on the operations of the Daily
Dose restaurant

Legal

Local and judicial authorities may affect our operations. The regulating body may routinely
visit the various areas of the restaurant, such as the kitchen and stores, to inspect the
employees, other hygienic conditions, and other food items, including their quality and
expiration dates.

Daily Dose restaurant need to use safe and healthy chicken, spices and other ingredients to
get appreciation from Punjab food authority as this appreciation will automatically increase
the customer’s demand for Daily Dose restaurant

Environmental

This factor includes both the internal and external factors of environment though
organizations usually have more control on internal factors and have less control on external
factors. This factor should consider the preference and habits of customers that in which
environment they want to have their food like their indirect competitor do have open sitting
area for those customers who want to enjoy food by getting amazed by the outer scene on
roads or a rainy environment.

Risk Analysis

The demand for risk assessment in the food and beverage business has changed over the past
few years as a result of expanding economies, shifting consumer tastes, an increase in the
popularity of health and wellness, and new dietary patterns. The fast food business has
experienced exponential growth and is constantly faced with new dangers, difficulties, and
trends. Industry participants have been investing in risk assessment and risk management
strategies to lessen the impact of numerous factors and industry developments as they have
grown more aware of the necessity for cautious and data-driven strategy formulation. If
owners and experts establish knowledgeable strategies and properly carry them out, the fast-

17
food industry can generate large revenue despite being extremely competitive and easily
impacted by outside forces. Being aware of and preparing for present and potential risks can
distinguish industry leaders from businesses on the other end of the spectrum in this difficult
industry. Companies can detect, analyse, and plan for potential risks and their effects on the
market or the supply chain with the use of risk assessment.

Certification and Licensing

A highly competitive environment has been developed within the fast food industry as a
result of increased competition, expenses, and demands. This climate makes it more difficult
to invest in and obtain the necessary regulatory requirements to open a business.
Additionally, it might be challenging for smaller chains to keep up with their rivals due to
rules, ongoing inspection, and a variety of laws to follow. Maintaining the necessary
permissions, such as those for food handling, business registration, and, in some
circumstances, liquor licences, necessitates in-depth knowledge and precise execution.
Failure to do so may result in exorbitant fees, fines, penalties, and loss of business, and
persistent problems may force closure.

Contamination and Spoilage

Maintaining food safety standards, protecting the product, lowering customer risk, and
preventing financial loss are ongoing challenges for the food industry. Food that has gone bad
or been contaminated needs to be thrown out and can cause big losses if it's not properly
sourced, handled, and delivered. Food is frequently purchased and stored in large quantities
in the fast-food industry, and contamination or a lack of cleanliness in any cooking facility
can cause food to deteriorate or become more contaminated. Additionally, violating health
and safety regulations can cost restaurant owners a lot of money in fines and other financial
damages.

Supplier Issues

Due to the strong demand for food and the challenges of keeping it past a certain point,
potential issues with raw material supply and an inability to buy bulk stock could cause a fast
food restaurant to suffer serious losses. Numerous factors, including issues with the contract,
natural disasters, unforeseen circumstances, price conflicts, or a shortage of goods, might
cause issues with suppliers. Businesses need standby resources to lessen the risk of

18
significant losses and adjust for these potential issues. Waste, penalties, low customer
satisfaction, and dissatisfied investors are further consequences of supplier issues.

Transportation and Storage

Food storage and transportation, especially for meat, vegetables, and bakery goods like bread,
can be challenging and time-consuming. Because of this, the majority of fast-food companies
opt to employ frozen goods to reduce the risk of perishable fresh food. Due to this,
appropriate temperature-controlled storage facilities and cold storage unit-capable
transportation are required. These facilities are expensive to maintain, and any issues could
lead to significant food waste and financial losses for the company. Other transportation-
related difficulties include clearance through customs, risks associated with travel, possible
contamination, and harm to health and wellness. These potential risks could cause delays,
financial hardship, fines for safety and health infractions, and harm to consumer health.

Equipment Failure

The fast food sector needs a variety of equipment for production, packing, transportation,
storage, preparation, and serving; each step needs specialised equipment, manpower, and
technology. Delays, breakdowns, and equipment failure can therefore seriously disrupt the
supply chain, have an effect on subsequent steps, and make it impossible to meet customer
demands. Furthermore, significant time, money, and personnel investments are needed for
administration, maintenance, and equipment acquisition. In order to ensure that production or
service can continue in the event of a problem or while maintenance, repair, or replacement is
being done, fast food firms must be aware of any equipment vulnerabilities, dangers, or
failures.

Chapter 3

Marketing Strategy
The core of our strategy is providing excellent service to our markets. As a "market tester"
that might eventually serve as a model for further sites, we will launch our first location.
Priorities will include upholding quality and creating a distinctive identity for the local
market. A combination of local media and in-store marketing strategies will be deployed at
each location. Local store advertising is more effective than print advertising. Once a market
develops a concentration of stores, wider media will be looked into. However, buzz continues

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to be, in our opinion, the best form of advertising. By providing a lively atmosphere,
outstanding quality at an affordable price, and a hospitable establishment, we will become the
buzz of the town. Therefore, putting our idea into practise is the most crucial component of
our approach. We will actively attempt to create our brand through the sale of promotional
items, giveaways, and other marketing strategies similar to those employed by other fast food
franchisees.

Rise of Food Delivery Applications

Particularly when the Covid-19 outbreak broke out, consumer choice has turned to internet
channels like food delivery apps. Due to the widespread lockdowns and social distance
norms, dining out at restaurants was no longer an option for consumers, who increasingly
used food delivery apps like Ubereats and food panda. Additionally, these delivery services
are assisting eateries in lowering their upkeep expenses. Additionally, a significant
contributor to the rise in fast food consumption is the rising investments made by top
manufacturers in the creation of novel goods to draw in customers.

Sales Strategy

The sales strategy utilised to increase revenue involves creating and operating more websites.
However, the one "market tester" outlet did suggest potential expansion, thus this strategy
will be implemented after that.

Website

A successful website draws a lot of visitors. Before placing an order or coming into our store,
customers will investigate our restaurant, so when they reach our website, they shouldn't be
let down. In order to get customers to our restaurant, we need add images and videos of the
food we provide. The business's suggested domain name is: https://ddr.com.pk/.

Utilize SEO technologies to ensure that our website appears at the top of searches for
"restaurants near me" or "fast food restaurants near me."

To increase the likelihood that consumers will find our restaurant, add our business to the
"Google my Business" listing.

Include information about our restaurant's hours of operation, phone number, website, and
other pertinent details.

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E mail marketing

This is still one of the most crucial commercial tactics. For the preparation and distribution of
high-quality promotional emails to our clients, there are numerous web resources at our
disposal. Email marketing can also be more economical and more individualised than social
media marketing. Almost everyone routinely checks their email, and they find these tailored
emails appealing. We can email our devoted customers to let them know about deals and
discounts. They can receive special deals that are "Just for You!" Our customers will be
drawn to these kinds of tailored offers.

Food delivery app

Since customers can no longer come to our restaurant to eat their favourite meals, this is the
only thing that will help keep it open. As some individuals will only learn about our
restaurant through these applications, this will also enable us to reach more people and attract
new clients.

Offer a good and hygienic dining space

Even though some fast-food restaurants offer a small amount of dining area, it must be clean
and well-kept for customers to feel at ease eating there. Customers of several fast food
establishments, including McDonald's, can access free Wi-Fi. A consumer won't return to our
restaurant if they had a bad experience there. "The first impression is the final impression," as
the saying goes. In truth, the same holds true in this instance. Ensure that the workplace is
secure and hygienic for those who work there.

Offer deals to local office work place

We can collaborate with nearby businesses and companies. This will support the expansion of
our restaurant, especially if it is a new enterprise. We can get in touch with them and make
arrangements for them to provide food at a reduced cost to our staff. Additionally, this will
start the process of word-of-mouth advertising, which will grow the number of our clients.

Offer deals and discount to our loyal customer

By providing our devoted customer base with exclusive discounts and deals, we want to
express our gratitude. Offer discounts with a time constraint. This tactic will entice both new
clients and our regulars to make purchases from us. Our establishment might not be able to

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survive in the industry of fast-food restaurants given the fierce competition there is if our
marketing techniques are ineffective.

Risk Mitigation
Planning for the worst case situation is essential to operating a successful food business.
Before we start our new business, conduct a restaurant risk analysis to reduce the likelihood
of a significant accident or a liability claim.

A rearrangement is required to develop a profitable food enterprise. We need to stock up on

fresh goods, create mouthwatering menu items, and learn how to successfully market the
business. Even though we have everything we need to succeed, a single mishap could still
force our business to close its doors for good.

Running a successful food business requires planning for the worst, including kitchen fires,
food spoilage, allergic reactions, and liquor liability claims. As a result, it's essential that our
food business conduct a restaurant risk study before even opening for business. A thorough
risk management plan can reduce the likelihood that our food business will suffer a serious
accident or be sued.

Seven strategies are offered in this checklist for risk control in restaurants, including effective
food risk management and employee safety training. We'll also go through a few popular
small company insurance policies that can assist us in lowering the risk in our industry.

Train our restaurant's employees

Since our employees are the lifeblood of our company, keeping them safe at work should be
our first priority. Our staff members manage our daily operations, so if they have the right
training, they may frequently assist in preventing potentially devastating circumstances. If
you want to create a risk avoidance plan that works, think about include the following
employee education:

 Work safety: We can safeguard our personnel by frequently organising training

sessions on the proper methods for lifting and carrying heavy objects. Along with
heat-protection tools like potholders, our chef and line cooks will need appropriate
storage for sharp blades and utensils. We also consider mandating attire and footwear
that lowers the risk of mishaps. If an employee gets hurt, workers' compensation
insurance may help pay for some of the medical expenses and lost wages.

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  Safety procedures: Tell our workers how to handle, store, and prepare food as well
as what to do in the event of a fire, robbery, or other emergency. Also, go over what
to do in case of an emergency.

Customer service

Employees who contact with clients should be knowledgeable about problem-solving

techniques. For instance, if a customer is unhappy with their meal, our staff should be aware
of what to offer as compensation and when to contact the manager.

Tap into technology

The risks of conducting business in the digital age are distinct. For instance, if we save
customer information, such as credit card numbers, on a computer or point-of-sale
equipment, we incur the risk of cyber theft. However, we can also use technology to support
business security. You could use:

 Anti-virus software: A suitable firewall and software will be installed at the Daily
Dose restaurant to protect the system from viruses, malware, and phishing attacks.
 Password protection for our Wi-Fi network: Offering internet access is a great way
to entice customers, but we also need to defend our network. Use secure networks,
and only divulge your Wi-Fi password to customers who have paid for it.

Security cameras

Security cameras, while not exactly state-of-the-art equipment, can nonetheless aid in
reducing theft and criminal activities. With cyber liability insurance, you may control digital
hazards in another way. Cyber liability insurance can assist with the costs of customer notice,
credit monitoring, and legal fees if our system is breached and sensitive data, such as
consumer credit card details, is stolen.

Maintain our restaurant's facilities

Make sure to: to reduce the likelihood that someone will get hurt or our property will get
damaged.

 Keep a clean kitchen: Clean kitchens are required not simply to follow health
requirements. Additionally, it can lessen the likelihood of grease fires and personnel

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 injuries. When not in use, knives should be stored securely, spills should be cleaned
up quickly, and ovens and stoves should always be immaculate.
 Clear the clutter: To limit the risk of trips and falls, the walkways inside our
institution should be free of obstructions. Keep exits and entrances open at all times in
case of emergency.

Maintain our restaurant's equipment

To prepare and store food, we rely on our tools. Without routine maintenance, our equipment
can malfunction, thus endangering both our company and our clients. Make sure we check
periodically:

 Refrigeration units: Food spoiling caused by a broken refrigerator can be extremely

expensive for our company in terms of destroyed supplies and raw materials.
Additionally, it may result in foodborne illnesses: By routinely examining our
refrigerators and freezers, we can keep both our customers' food and ourselves safe.
 Heating equipment: A broken heating system may provide a fire risk. Have a
professional inspect our range, stove, or heat lamps at the first hint of difficulty.

Adhere to health and safety codes

Learn about the local health and safety regulations so that a normal inspection of our
establishment won't catch us off guard. For local laws, contact our health department as they
differ by county and state. The following areas of the commercial kitchen are typically
regulated:

 Employee hygiene: Before handling food, most health standards mandate that
personnel wash their hands and don disposable gloves. Some jurisdictions
additionally mandate the wearing of caps or hairnets by those who serve food.
 Health inspections: Our local health department will conduct a health examination of
our food operation before we can welcome customers.
 Food storage: Our company is in charge of ensuring the safety and freshness of food
supplies once they are in our hands. Most likely, the municipal health codes will
specify how we must keep various types of food. Obtain the necessary licences.

Before launching our restaurant, catering company, or bar, we might need to get the
following licences: Business licence: Our company needs a commercial licence to lawfully

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function in most jurisdictions. It's all about risk reduction tactics. By using this method, risks
can be reduced.

Chapter 4

Conclusion
Healthy eating habits are becoming a part of modern lifestyle due to how quickly it is
evolving, which has encouraged customers to try new things. There are numerous market
opportunities for the fast food establishment.

Due to these modifications, the restaurant Daily Dose is now following modern consumer
trends and demands. The Daily Dose restaurant should create a healthier menu in accordance
with the preferences of the majority of customers and the most popular flavour trends in order
to accommodate the healthy lifestyle. Nowadays, customers are more concerned with getting
their daily dose of nutrients. To meet the demand for balanced meals, restaurants may offer
the "Chicken Salad Plate," which combines chicken with veggies.

Steamed chicken and grilled chicken are two menu options that Daily Dose restaurant can
offer customers because they are lower in calories than fried or crispy chicken. To make their
burgers healthier, Daily Dose eatery should switch to whole meal buns. The Daily Dose
eatery might start serving vegan burgers to entice more business from that group. Even
though Daily Dose restaurant mostly sells chicken-related products to consumers, the
addition of vegan options to their menu demonstrates their care for customers' health.

The group with medium incomes is the main emphasis. The Daily Dose restaurant's mission
statement is to provide fair service to its patrons. The value for money strategy, which calls
for high-quality food that is not overly expensive, has been adopted.

The only thing is that when the potential market for restaurants grows, we must keep this in
mind. By maintaining the calibre of the services and the relationships with our clients, we
must also uphold our reputation.

Choosing competitive strategies and the ideal location for the fast food outlet are the most
important variables or considerations for the success of the business. The appropriate menu
design, menu pricing, and the hiring of skilled chefs and staff who are aware of the
competition give us confidence that our fast food company will succeed.

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Limitations

The project is conducted along with my studies and I am simultaneously engaged in the
studies with other academic work, so this consequently cut down the time devoted to this
project. The time to complete this project was limited. I have completed the whole project
very specifically. The project is fully completed and can be implemented at any time in the
near future but because of the fact that I am still a student and don't have any past experience
in fast food business.

The view of an inexperience student is a hurdle for the project right from the start and this
limits the reality of the project If there was a budget for this project then this project could
have been much better and will have the ability to be accepted by any business.

Another limitation to this project was that during the research work most of the people were
non-serious and half of them don’t even properly listen to my questions. In the last,
respondents don't cooperate properly.

ANNEXURES
ANNEXURE I: Income Statement

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ANNEXURE II: Balance Sheet

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ANNEXURE III: Cash Flow Statement

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ANNEXURE IV: Campaign Banner

ANNEXURE V: Daily Doze restaurant Menu

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