1.0 INTRODUCTION/BACKGROUND
Our company, The Moving Kitchen is a gourmet fusion food truck run by five ambitious postgraduate students in a partnership business with a passion for cooking and experimenting with food.
We focus on limited but creative dishes offered at reasonable prices, and customers are offered a chance to experience cuisine typically not found in traditional café/restaurant fare. Similarly, foreigners and expatriates may find the tastes of their native countries with us, but reflective of the local Malaysian culture and flavour.
Ultimately, our aim is to cater to discerning individuals who seek to experience an alternative and sublime way of dining.
We lean towards providing healthy food high in nutrients, protein and fibre. Therefore, highly processed food with preservatives, MSG, artificial colouring, and additives have no place in our kitchen. Food is prepared on the spot on a professional, fully equipped and environmental friendly Toyota Hino hybrid truck, which is also known as a MFPV, a mobile food preparation vehicle.
Our customers will be able to make their selection out of a menu –which is available for browsing on our website as well as Facebook and Twitter- that varies either on a daily basis, or a seasonal trend depending on our chef’s fancies, customer preference and the fresh produce we are able to obtain.
The Moving Kitchen is nomadic and has no fixed location; that way, we will never have to worry about the old real-estate adage of ‘location, location’. Our operating hours are not fixed either, but customers can always track us and browse through our revolving menu using our website and other primary social media, such as Facebook, Twitter, LINE, Tumblr etc etc.
2.0 CHARTING THE C...
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...re the price-setters, and companies cannot risk increasing their prices significantly as it may result in a loss in the customer base. In fact, in order to remain competitive, prices of products and services should always be kept either equal or lower than that of the rivals. Either that, or the company provides a strong value-added component that the customers wouldn’t mind paying a premium price for.
Nowadays, with the information trending the Internet, consumers are extremely educated and buyers have full access to the food industry’s cost structure and a company’s competitive position, and this information may be used to exert pressure to lower our prices.
Factors such as presence of substitute products, high buyer concentration, low switching costs, educated consumers and increased price sensitivity all indicate that buyer’s bargaining power is high.
A bright open café that offers food made with absolute love, the menu offers something for everyone. Favourite menu items such as crunchy sourdough toast laden with creamy avocado and sprouts is offered alongside daily changing specials such as abundant Nachos, Veggie Burgers and seasonal curries. Their baked offerings are fresh, tasty and free from anything artificial. This is a veggie-lovers paradise.
After a long day in school and studying, every student needs a night off to just relax and enjoy a meal at a restaurant. In this modern time, some aspects of a restaurant can be the deciding choice. Many choose their restaurant of choice based on either those they are with, their personal, cultural appetite, their routine eating habits or their mood. Some of these preferences are similar yet others are the deciding differences. Two common franchise restaurants that pose differences are Applebee’s and Olive Garden. These two restaurants present their differences in environmental and food options causing a choice between them.
Our food culture has entered a social environment, making it a part of our identities. This easy spread of information also causes people to see new foods, and it makes them want to try new foods. The expansion of a population’s taste pallet, also leaves us wanting to try more and more new things. This demand for an ever increasing variety has also caused our society to create more types of new foods, or more combinations of existing foods.
When different kinds of menu for lunch and dinner are included, there is an opportunity for attraction of more clients in the new outlet
All cooking and baking for the fast food will be done in the kitchen facility. This facility will be equipped with computerized deep fryers, commercial freezer and refrigerators, preparation tables, stoves, ovens, and other related equipment. One employee and one chef will be in charge in the kitchen.
is extremely competitive, labor intense and risky. It is saturated with multiple different types of restaurants many competing in the exact segments. Companies operating in this type of environment seek differentiation strategies in order to set themselves apart from rivals, using various tactics such as pricing, food quality, menu theme, signature menu selections, dinning ambience and atmosphere, service, convenience, loyalty programs, specials, heart-healthy, and location (Thompson, Peteraf, Gamble & Strickland, 2014, p.C-138). Many restaurants can’t keep abreast and don’t survive, making them go out of
wonderful quick meal right in front of you. They show you hands on how to prepare and cook
We present best quality of food to the regulars customers with best presentation and excellent way of service.
But with the change of taste and preference, fast food chains like Windy, Taco Bell, and McDonald's have introduced SALAD into their menus. This preference is not stopping with salads. In 2002, McDonald’s introduced great tasting new products including premium salads, n salads plus menu; Chicken McNuggets made with white meat; Fish McDippers; Chicken Selects; and new breakfast offerings like the McGriddle sandwiches. Here as a fast food chain, McDonald did not have to introduce new dishes in their menus but with the impression and image in the market analysis, of increasing demand and changing preference in tastes and dishes has made them bring the changes.... ...
price as the major decision-making tool for customers (“Global Consumer Electronics”, 2013). This lack of
Threat of substitutes in market as best quality is not always a priority for some customers as they are price sensitive.
The movie “The Hundred Foot Journey” is a great representation of different cultures interacting as well as the different food habits. The movie is based on an Indian family who moves to Italy and wants to open an Indian restaurant across street from a famous Italian restaurant in the small town. The Kadam family wants to bring the Indian cuisine to a new culture and share some of their values. They have trouble expanding their culinary delights to the public because Marquerite the sous-chef doesn’t want any competition. Throughout the movie, secrets on certain dishes are shared and tricks to improve the certain style of food is greatly appreciated by both restaurant chefs.
It expands all the way to the ricotta and truffle egg toast in Little Italy. The shrimp dumplings, rice noodle egg rolls and Xiaolongbao crafted over in Chinatown. Going all the way over to La Villita, or Little Village to sample the chilaquiles and the Taco de Soya pollo. Then we have Polish pierogies and Cuban coffee right downtown. But, it’s not only the food that is to be tasted it’s also adventure.You need that taste to venture out to Chinatown and to explore the different parts of the unkown. That 's the taste that probably brought most of us out-of-towners here a taste for something new and different you can rarely get anywhere else.
Dan Bartlett (2014). Kitchen Brigade: Who Does What?. [ONLINE] Available at: http://www.artinstitutes.edu/adv/files/kitchen_brigade.pdf. [Last Accessed 10 February 2014].
The end goal of this proposal is to come up with a food truck that will be located in Harrisonburg. A demographic will be targeted and marketed to. The food truck will not be tied down to one spot but will, move around the Harrisonburg area, based on the ever evolving market. The food truck will come up with a specialized menu with a limited variety, but focus on quality. Many people do not like the monotony of everyday food choices, and often look for new places. The food truck will try innovative choices that break away from the monotony of everyday choices. It will be the goal to offer a niche food choices that are unique and can be made quickly and affordable. Not only will the niche food be offered but along with drinks and sides that complement the main food offered.