Café on Wheel

Entrepreneurship ManagementSubmitted by

Anagha Tambe

Master of Fashion Management

NIFT, Mumbai

The history of American food trucks dates back many years as

mobile dining and street food have been part of American’s dining

habits since the late 17th century where it could be found in many

of the larger cities on the east coast.

History of Mobile Food Truck

1850’s – Dining cars

begin feeding cross

country train

passengers.

1866 – The Chuck

wagon is invented by

Charles Goodnight to

feed cattlemen and

wagon trains traversing

the old West.

1872 – The first diner is setup in a horse-

drawn freight wagon.

Zippy- Deli

Vision

“Our vision is to be the world’s best mobile cafe by offering an exciting experience of snacks & coffee and making your travelling time special.”

Objective

Provide an efficient

and superior customer

service

serving hygienic and quality food on a van

Save & utilize your precious

time

organize your get-together

service of cafe and travelling

A SPRING THEMED VANA VINTAGE THEMED VAN

Themes

RUSTIC THEMED VAN

FOR DOUBLE DECKER

-"Indian Cafe Market"

said the cafe market is

expected to grow at a

CAGR of 14% to be a Rs

24600 million industry by

2017.

Organised market -15% to the

total food service market in

India.

unorganised sector – Rs. 72

billion

the organised café market is

projected to grow to Rs

15,100 crore by 2020 at a

compounded annual growth

rate (CAGR) of 15%.The café market in India started

developments in the 1990s.

Major growth in the coffee shops and

café market in India was witnessed

during past 5-6 years.

The industry has grown well since 2005.

India is the sixth largest producer of

coffee and with the rising

developments in the café market, the

consumption of coffee is also rising.

Management consultancy firm Technopak

"Quick Service Restaurants

would continue to absorb

maximum share in organised

market in the next 2-3 years

with sustained 50% share in

the next 2-3 years”

Market Scenario and Growth

Primary Market Research

• Online Survey - link of survey form was published on social media-102 People

• Offline Survey – 48 people

• Selecting sample - probability random sampling method

• Sample Size – 150 people

• Location- Mumbai

Market Research Report

MARKET SEGMENTATION

Demographic Geographic Psychographic Behavioral

Semi- Urban Lifestyle Users status

First time

Potential

Regular

Occasional

Resigned

Succeeder

Explorer

Age profile

Teenagers

Young Professionals

Old

College students

Family Income

Higher middle class

High income

Middle age

urban

Consumer Profile

Male/Female

Working Professional/ Students

21-35 years old

Spends a lot time in travelling

Travels by his car to office

Technologically advancedSmartphone user

Online shopper

Coffee lover, starts his day with

a cup of coffee

FoodieHygiene conscious

Enjoys good social lifeFun loving and like to

meet friends on

weekends

Head a healthy lifestyle and are likely to invest

in healthy lifestyle

Positioning

Brand Domain

21-35

Male/ Female Brand Heritage

Innovative

concepts

Competitive

advantage

Brand assets

International

Experience

Brand Personality

Social

Enthusiastic

Brand

Reflection

Full of life

Exploratory

Brand Value

Fascinating

SWOT Analysis

•Unique Concept

•Easy access to customer

feedback and wish-lists

•Low Risks and Wastage

•Licensing Issues

•High maintenance of the

luxury Automobile

•Easy Expansion

•Can create a permanent tie-

up with MNCs and other

conglomerates for employee

pick-up and drop.

•Low entry/exit barrier

•Untapped Market in India

•Easy entry for competitors

•Poor Infrastructure of the city

•Change in highway and

environmental conditions

THREATSOPPORTUNITIES

WeaknessStrength

Legal & Financial Plan

BUSINESS REGISTRATION FEES

• FSSA license

• BMC permission

• RTO licence

• FDA Licence

Approximately 120 lacs as Capital

• Bus

• Decor

• Staff

• Inventory

• Taxes

• Website and App development Cost

• Promotion

Marketing Mix

ProductSandwiches

Burger

Gourmet Pizza

Pasta

Different types of coffees

Soft Drinks

Smoothies

Milkshakes

Price

Skimming Pricing Strategy

High priced product and services

Fixed Pricing-

For Food products and drinks

Variable Pricing-

air conditioning cost and

travelling charges per KM

Place

Pre-defined destination

Online Booking Website or App

Elite area of Mumbai

Mobility

Promotion

Today’s Specials

Daily specials on

your

Facebook page

or via Twitter.

discount coupons offered for app download

Social Media

Facebook, Tweeter, InstagramChef’s Tips:

Tips on time-saving,

food freshness, food

prep Email Marketing and Newsletters

Newspaper campaign:

Placing several large ads

throughout the month to

deliver our concept to local

area

People

Recruiting and training the right staff.

men and women both

One chef and one assistant chef per

bus along with four staff for hospitality

uniform will be

harmonized with the

theme of the bus

Trained to meet high quality service and to

encounter healthy, safety requirements

PHYSICAL ENVIRONMENT/EVIDENCE

a double decker bus and

other 2 themed vans

Cleanliness

packaging of the products and

cutlery as per the theme of a bus

business cards,

employee uniform,

brochures, etc.

Booking onlineTime, Place, No of People

Pick up from pre-defined LocationWorkplace/Home/Bus station

Enjoy snacks, musicHave good time with your friends and loved ones

Payment

Dropping at your destination

Process

Competitive Edge

Theme/

Ambience

Chef

Service

Existing Competitors in India

Ahmedabad – Restaurant in double decker bus

Bibliography

• http://articles.economictimes.indiatimes.com/2012-10-19/news/34584301_1_technopak-share-cafe-market

• http://www.euromonitor.com/cafes-bars-in-india/report

• http://www.techsciresearch.com/1890

• http://auto.ndtv.com/news/three-indian-cities-in-the-top-10-list-of-worst-traffic-conditions-in-the-world-735439