Sample Feasibility Essay Example

youngsters to bring their friends and family to our fast food outlets. Our main goals are to establish a successful presence in the local fast food industry, become a popular destination spot for mall-goers, expand into multiple outlets by year three, and sell franchises in neighboring metropolitan cities like Jakarta, Koala Lump, and Bangkok.

Our main goal is to become a highly successful fast food establishment in the Philippines. We intend to start by launching one store in a prominent shopping mall as a way of testing the market. Blue Mountain Rests Bites aims to be a leading local fast food brand in the region. Our objective is to give our customers a comprehensive experience when they visit our store(s) or website, where they can discover this fascinating new "pop culture." We will provide a variety of merchandise, including pre-packaged sauces and t-shirts, as well as potato utters, all featuring our official brand.

Our primary objective is to offer high-quality food at an excellent price. To achieve success in this industry, we must:

1. Develop a distinctive, creative, and enjoyable menu that distinguishes us from our competitors.
2. Manage costs meticulously and adopt a cautious expansion strategy, even though we have sufficient funds to open multiple locations.
3. Prioritize the highest quality across all aspects of our business, including food and store merchandising, to ensure customer satisfaction.

In the fast food business, it is crucial to prioritize customer satisfaction and maintain excellent service levels. It is also important to emphasize the significance of brand and image. To maximize visibility, it is recommended to access high-traffic shopping malls near the target market. Additionally, promoting the good values of company culture and

business philosophy is essential. Blue Mountain Rests Bites specializes in gourmet fries served in a cone with a variety of sauce options.

In our establishment, we embrace the concept of Belgian Fries, utilizing fresh potatoes and employing a two-step frying process. Moreover, we prioritize providing outstanding and friendly customer service to enhance the lively, vibrant atmosphere we aim to create. We will draw inspiration from successful establishments as we showcase the preparation of our signature Belgian Fries, from cutting the potatoes to frying them. Additionally, our customers will have access to in-house brochures containing extensive information about Belgian Fries and our various sauces. To further capture the fast food experience, our store will be adorned with elements such as a well-lit counter and a wall-mounted menu for easy viewing.

Blue Mountain Rests Bites is a privately held company that specializes in providing quality food. Our store offers nothing but freshly fried Belgian fries, sandwiches, and a variety of unique blend sauces, all served with old-fashioned home-style care. We are open every day from 10 am to 9 pm, ensuring convenience for our customers. Additionally, we prioritize variety, as we feature a different selection of sauces every three months and change our Italian soda flavors to complement our fries.

In order to promote the Blue Mountaineers Bites lifestyle, we will provide a range of merchandise featuring our logo and colors. This merchandise includes hats, t-shirts, potato cutters, and our signature sauces. This allows our customers to enjoy the Blue Mountain Rests Bites experience at home. Our exclusive signature sauce is produced solely by Company Q and can also be purchased at select retailers. At Blue Mountain

Rests Bites, our main products are fries and our one-of-a-kind dipping sauces. These include Belgian fries, Italian sodas, and corporate merchandise.

The dips for Belgian style fries at Blue Mountain Rests Bites can also be served with sandwiches. They offer more than 20 flavors including Pesto Mayo, Stay Sauce, Tertiary Sauce, Thai Chili Ketchup, Creamy Wassail Mayo, Roasted Pepper Mayo, Lava Cheese, Black Pepper Sauce, Curry Ketchup, Barbecue, Jalapeno Ketchup Caribbean Islands, Traditional Sambas, Korean BBC, Hot Chili Sauce, and Garlic Dip. Blue Mountain Rests Bites has unique advantages over its competitors. They have a "fusion" concept of dipping sauce and strive to create a fun store with friendly staff that reflects their youthful and energetic culture. They also sell merchandise items that support their brand building. Their fried potatoes are made fresh, unlike most fast food outlets that use frozen fries. Additionally, their dipping sauce is made fresh without preservatives. Their innovative packaging includes a cone with a cup reserved for dipping sauce, which adds entertainment value. Advertising and sales programs, such as distributing 2,000 color brochures throughout destination shopping malls and facilities and placing half page magazine reviews in lifestyle magazines in the Philippines, will be used to inform customers about Blue Mountain Rests Bites.

Our distributor will deliver fresh potatoes from the U.S. on a weekly basis. Additionally, we have an exclusive agreement with Company Q to produce our signature sauces, and our merchandise will be printed and produced by our partner's office in China. Each opening of Blue Mountain Rests Bites will follow the same marketing mix. Below are the programs that we will implement for each location:
- Grand Opening: We will

have outdoor signage and banners to support it before the opening.
- Point of Purchase: We will use "tray toppers" to explain the concept and philosophy of Blue Mountain Rests Bites. We will also sell gift certificates, announce future job openings, and mention franchise opportunities.

Direct Mail Piece A, a folded stand-alone piece, will be created using heavy weight paper with full color printing. It will contain all the necessary information about Blue Mountain Rests Bites, including menu explanations, prices, operating hours and a locator map. Additionally, our menu will initially focus on selling fries and signature sauces, but as we continue to expand, we plan to introduce new categories like Belgian Sandwiches and Buffalo Wings. In the future, our growth strategy will involve offering franchise opportunities to food entrepreneurs in the region. The successful expansion of Bread Talk's franchising in Indonesia serves as an excellent example of global growth.

The sales of Blue Mountain Rests Bites' Value Meal will be generated not only from the popular Belgian Fries, but also from the introduction of an innovative package menu known as the "value meal." This menu includes a combination of our featured Belgian Fries, sandwiches, and Italian soda, offered at a higher value compared to purchasing individual items. Additionally, customers have the option to customize their meal by ordering a larger size of fries. Private Parties Brochures and handouts will be available to explain our ability to cater banquets and private parties, in addition to our daily entrees listed in our brochure.

At the end of 2000, consumer spending on fast food in the Philippines increased as the country's economy recovered. This growth is evident with the

emergence of new fast food franchises, fancy restaurants, and gourmet bakeries throughout the country. Fast food makes up approximately 56% of total consumer expenditures, while leisure and recreation account for 13%. The weekends are particularly popular among our target market, which includes college and high school students, young families, and single individuals. We will focus on both genders but with a slight emphasis on males who are less concerned about dietary issues. Our concept aims to attract medium-income individuals and those in the lower medium income bracket. In order to become the go-to destination for fast food cravings, we conducted a public survey targeting individuals aged 15-45. The survey revealed that 80% of respondents enjoy fast food, with 70% consuming it regularly and 10% expressing a strong preference or love for it. The survey also identified specific factors contributing to the increasing popularity of fast food: convenience while window shopping in shopping districts during Filipinos' numerous weekends and long holidays throughout the year (52 weekends and three long holidays).Office workers have changed their lunch habits by opting for fast food from nearby establishments, like chicken, hamburgers, pizza, and more, instead of bringing their own meals.

Parents give more money to kids and students for purchasing lunch. Fast food is naturally their preferred choice due to the brand building efforts specifically targeting their age group. Despite this, dining out remains a common habit among Filipinos. They do not consider fast food as a luxury and enjoy eating it with their families, especially those with young children, in western-style fast food outlets. Our primary target market is young Filipinos. SMS North Ads provides a place for them

to meet and hang out after school, considering their heavy involvement in extra-curricular activities outside of home.

They are often attracted to fast food Joints within shopping malls across SMS North Ads. Our secondary target audience consists of "Working Filipinos." Orchard Road is the ideal location for both shoppers and job seekers due to the abundance of shopping malls in the area. In the new Paragon Shopping Centre, there are currently over 8,000 workers employed as salespersons and boutique staff. With more than 10 major shopping malls in SMS North Ads, which is the largest shopping mall in the country, over 50,000 workers are employed. Additionally, SMS North Ads is a popular destination for tourists staying in the vicinity.

Blue Mountain Rests Bites is the perfect option for a quick meal while shopping at the upscale boutiques in the area. With a focus on serving Filipino youth, Blue Mountain Rests Bites aims to attract teenagers and young individuals in the Philippines. We have specifically targeted this demographic for several key reasons. Our objective is to become the go-to fast food destination and we believe that individuals between the ages of 15 to 25 are the prime age group for brand building. These individuals typically have limited or fixed incomes and are seeking a value-oriented dining experience that fits within their budget constraints.

Our target audience consists of individuals aged 25 to 37 who frequently visit lounges and restaurants. They are willing to spend more on their dining experiences and value quality over price. With our lunch strategy, we have two objectives. Firstly, we aim to satisfy the Filipino's craving for fast food by offering fresh

fries, recognizing that lunch is often perceived as a quick bite rather than a heavy meal. Secondly, we strive to maintain competitive pricing during lunch hours in order to stay on par with other fast food establishments. At POP. O, our medium size fries are priced only slightly higher than our competitors, but we provide a much more exciting dining experience.

Our core group: * Desires diversity and taste in its food, preferably fried dishes * Seeks prompt service * Craves an enjoyable and amusing experience * Demands a spotless, pleasant, and appealing setting * Embraces a global way of life * Possesses computer skills * Takes pleasure in dining out * Maintains an active lifestyle * Comprises individuals from different ethnic backgrounds. According to a 2000 GAIN Report, potatoes are the United States' second largest exported commodity to Singapore, ranked right after fresh fruit, with an approximate annual value of nearly $13 million.