Food truck

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FOOD TRUCK

Mark Hannon, Winter 2018

                                                                                (image to be revised)[pic 12]

OVERVIEW

HISTORY

This is a new adventure of discovery from Le Royal Meridien Shanghai as we attempt to tap into the street side market of shoppers, tourists, passerby’s and hotel guests alike with the opening of our new food truck. The food truck/ food stall or kiosk in Shanghai has been successful for many years.  The amount of foot traffic in our area from new comers as well as those  who are very familiar with the area know that these little stalls produce some of the best food in Shanghai!

CURRENT SITUATION

• We have currently many different little food stalls/kiosk’s in our area and would like try and be a part of it.
• Firstly we will focus on 1 main idea focusing on the bubble waffle, bubble tea, and soft drinks
• We will focus on current branding with “Mark on Wheel’s” theme to leave ourselves open for changes seasonally as well as customer feedback and demographic influence without have to change our collateral, image, etc.

LOCAL AREA MARKET OVERVIEW*

With as many visitors to Nanjing Rd and our surrounding areas there has been a very high demand for the quick, funky and stylish idea of food on the go.

We have taken inspiration from the ever famous Smoking Mango Cup with the dry ice as they are selling many per day by making it attractive, marketable, and instagram worthy with their invention.

We are hoping to achieve the same with the waffle truck from the beginning by featuring a new style of waffle with yummy flavors and attractive condiments and a unique style of eating it as we will suggest the packaging be similar to that of a taco.  

BUSINESS STRATEGY

VISION STATEMENT

To make “Mark on Wheels” the most exciting, imaginative and FUN food stall/truck in the East Nanjing Rd area.

MARKET POSITIONING

To set the trend for food truck and food stalls in the area by making it fun, exciting, and imaginative.

Our visitors will be able to enjoy an amazing waffle as well as be able to buy some healthier fruit options, or bubble tea, and soft drinks right in the heart of the Nanjing Shopping district.

USPs will be:

• Perfect location
• Link between the hotel and the food truck offers some internal/external
•  Seasonal menu changes
• Seasonal Hot Tea, Coffee
• Ice cream
• Bubble tea
• Appearances in the truck by Mark- tied to promotional times
• Give Always from the Hotel to visit the truck (voucher for free coffee or waffle from the truck)

TARGET MARKET

• Our target Market will be primarily leisure and shoppers from the surrounding areas
• In house guests through use of creative marketing to get them outside to enjoy some treats from the truck
• Use as alternative grab-n- go as “street cafe” will essentially be closed when we open “Copper”

COMPETITION

Competitive Set:

• Waffle Man across the street (may be closed by the time we open, business is very bad)
• Jamaica Blue
• Costa Coffee
• Starbucks
• Peepo
• Royal Tea

Jamaica Blue                                 Peepo Tea Cafe          Royal Tea                     Fried Dough Stick with Ice cream

PRICING COMPARISON-

REVENUE SEGMENTATION

MARKETING PLAN

Upselling points

OVERAL MARKETING STRATEGY

SALES & MARKETING CHANNELS

PROMOTION PLANS

SWOT ANALYSIS

PRODUCT OVERVIEW

CURRENT OFFERINGS

• Egg waffle
• Bubble tea
• Coffee
• Hot chocolate
• Milk tea
• Soft drinks

OPERATION HOURS

10AM-8PM DAILY OR SEASONAL AND WEATHER PERMITTING

MANNING GUIDE- WILL BE RUN MUCH LIKE STREET CAFE WITH LIMITED MANNING

FINANCIAL PROJECTION

...