Fasta Pasta: A Healthy Fast Food Revolution

1. Executive Summary

This is a business plan that outlines Fasta Pasta Restaurant that is entering the fast food market. In the 21st century, people have become very conscious of their lifestyle and health resulting in taking steps structured towards healthier lifestyle. The fast food industry is growing fast, but the risk of poor diet is growing equally. Fasta Pasta is one of the many fast food restaurants that seek to change the industry and ensure that people have access to clean and healthy foods. With low cost foods, Fasta Pasta intend to bring improve food quality and promote healthy lifestyle in Scotland.

2.1 Business Name

As the founders recognised a gap in the market for healthy foods, pasta was one of the better options of fast foods that people can embrace. The directors choose the name “Fasta Pasta”, as a play on words making pasta fast. A unique logo has been designed to help incorporate the business’s brand identity.

As the founders recognised a gap in the market for healthy foods, pasta was one of the better options of fast foods that people can embrace. The directors choose the name “Fasta Pasta”, as a play on words making pasta fast. A unique logo has been designed to help incorporate the business’s brand identity.

Mission Statement

Fasta Pasta is determined to solve the issue of the lack of healthy fast food restaurants in Scotland. Additionally, Fasta Pasta is determined to be the number one choice when it comes to healthy fast food. Fasta Pasta’s seeks to create and retain a valuable relationship with its customers. Within the food industry, Fasta Pasta will try to break barriers and position itself as leaders in the fast food industry. According to the Scottish Government website, “Scotland's unhealthy diet is widely cited as a factor in its poor health record.” Previous research has shown that young people and children in Scotland use a diet that falls short of national recommendations. Sadly, the diet is less healthy than that of children in other European countries. This is a huge problem in Scotland, which Fasta Pasta intends to solve.

Business Idea

Generally, many fast food restaurants in Scotland have been doing badly. In fact, according to an article by the Scotsman’s, it was published that Scottish Government health chiefs announced a crackdown on the promotion of foods with high sugar content, salt, and fat. The goal is to tackle the nation’s obesity epidemic. Lately, Scotland has been facing a major obesity crisis that needs to be addressed urgently. Fasta Pasta therefore seeks to provide healthy food products and educate the Scottish population about a healthy lifestyle. Fasta Pasta’s value proposition is to provide a healthy fast food alternative to the Scottish population. In order to keep the start-up costs low, the directors decided not to pay premium rents for a central location. They opted to be on the outskirts of the city centre where rental prices are lower. In addition, the directors considered that the city outskirts would provide good customer traffic, which is good for business. Majorly, many fast food restaurants in Edinburgh are all located in those sites that have heavy traffic flow. For instance, Telford Road and London Road have huge traffic flow, but the problem is that it is extremely hard to get a position in this area. In addition, even if there was an opening, the cost of rental, fixture retail, and furnishes is quite expensive. To minimise the costs, the Fasta Pasta founders opted for a convertible container, which is easy to maintain and hire. For example, a 20ft container can be hired from as little as £10 per week.

A physical location with a heavy traffic flow and footfall was chosen. For instance, the parks in Edinburgh looked at the following: Ocean Terminal Shopping Centre, Fort Kinnaird Park, Cameron Toll, Straiton Retail Park, Inverleith Retail Park, and Gyle Shopping Centre. The Gyle Shopping Centre was picked because it is near the motorway links and it is close to Edinburgh Airport and the city centre. According to the Department of Transport, approximately 36,891 motor vehicles pass Gyle Shopping centre a year, which is a good flow of customers (Depart of Transport, 2019). The Gyle Shopping Centre has a footfall of 11.5 million and that is why the Gyle Shopping Center was selected as ideal location of Fasta Pasta. The open and stylish looking container would be placed in the car park space at the Gyle and FastaPasta would be required to a pay a ground rent of £10,000 per annum. All that would be required is a generator to power the container.

Fasta Pasta Menu

How Fasta Pasta works

Benefits for targeted customers

Weight loss

There are many benefits of eating health foods. Healthy eating can help people to lose weight, which will reduce the risk of chronic conditions. Today, people who are having obesity issues face a high risk of suffering heart disease, non-insulin dependent diabetes mellitus, poor bone density, and other types of cancers (Jaacks et al. 2019). Whole vegetables and fruits are lower in calories than most processed foods. A person looking to lose weight should reduce their calorie intake to no more than what they require each day. Determining an individual's calorie requirements is easy using dietary guidelines published by the United States government.

Fiber is one element of a healthful diet that is particularly important for managing weight. Plant-based foods contain plenty of dietary fiber, which helps to regulate hunger by making people feel fuller for longer. A poor diet can lead to obesity, which may increase a person's risk of developing cancer. That is why people are advised to eat healthy foods all the time to reduce risk related health risks. Research has shown that obesity contributes to a worse outlook for people with cancer.

According to research, diets rich in fruits and vegetables may help to protect against cancer. In a separate study in 2014, researchers found that a diet rich in fruits reduced the risk of cancers of the upper gastrointestinal tract. The researchers also found that a diet rich in vegetables, fruits, and fiber lowered the risk of colorectal cancer. It was also determined that a diet rich in fiber reduced the risk of liver cancer. Many phytochemicals found in fruits, vegetables, nuts, and legumes act as antioxidants, which protect cells from damage that can cause cancer. Some of these antioxidants include beta-carotene, lycopene, and vitamins A, C, and E.

Trials in humans have been inconclusive, but results of laboratory and animal studies have linked certain antioxidants to a reduced incidence of free radical damage associated with cancer.

Diabetes management

Eating a healthy diet can help a person with diabetes to lose weight, manage blood glucose levels, and keep blood pressure and cholesterol within target ranges (Schwinghsckl, et al. 2019). Healthy eating can also help prevent or delay complications of diabetes. It is essential for people with diabetes to limit their intake of foods with added sugar and salt. It is equally important to avoid fried foods because they have high saturated and trans fats.

Heart health and stroke prevention

According to figures published in 2017, as many as 92.1 million people in the U.S. have at least one type of cardiovascular disease. These conditions primarily involve the heart or blood vessels. According to the British Heart Foundation, up to 80 percent of cases of premature heart disease and stroke can be prevented by making lifestyle changes, such as increasing levels of physical activity and eating healthfully.

There is some evidence that vitamin E may prevent blood clots, which can lead to heart attacks. The following foods contain high levels of vitamin E:

almonds

peanuts

hazelnuts

sunflower seeds

green vegetables

The medical community has long recognized the link between trans fats and heart-related illnesses, such as coronary heart disease. If people eliminate trans fats from the diet, this will reduce their levels of low-density lipoprotein cholesterol. This type of cholesterol causes plaque to collect within the arteries, increasing the risk of heart attack and stroke. Reducing blood pressure can also be essential for heart health, and limiting salt intake to 1,500 milligrams a day can help (McDonalds, 2019). Salt is added to many processed and fast foods, and a person hoping to lower their blood pressure should avoid these.

The health of the next generation

Children learn most health-related behaviours from the parents and adults around them. Eating homemade foods is advisable. In 2018, researchers found that children who regularly had meals with their families ate more vegetables and fewer sugary foods than their peers who ate at home less frequently. In addition, children who participate in gardening and cooking at home may be more likely to make healthful dietary and lifestyle choices.

Strong bones and teeth

Children learn healthful behaviours from their parents. A diet with adequate calcium and magnesium is necessary for strong bones and teeth. Keeping the bones healthy is vital in preventing osteoporosis and osteoarthritis later in life.

The following foods are rich in calcium:

low-fat dairy products

Broccoli

Cauliflower

Cabbage

Canned fish with bones

Tofu

Legumes

Additionally, many cereals and plant-based milks are fortified with calcium. Magnesium is abundant in many foods, and the best sources are leafy green vegetables, nuts, seeds, and whole grains.

Better mood

Emerging evidence suggests a close relationship between diet and mood. In 2016, researchers found that a diet with a high glycemic load may cause increased symptoms of depression and fatigue. A diet with a high glycemic load includes many refined carbohydrates, such as those found in soft drinks, cakes, white bread, and biscuits. Vegetables, whole fruit, and whole grains have a lower glycemic load. While a healthful diet may improve overall mood, it is essential for people with depression to seek medical care.

Improved memory

A healthful diet may help prevent dementia and cognitive decline (Panza et al. 2004). A study done in 2015 identified nutrients and foods that protect against these adverse effects. Researchers found the following to be beneficial:

Vitamin D, C, and E

Omega-3 fatty acids

Flavonoids and polyphenols

Fish

Among other diets, the Mediterranean diet incorporates many of these nutrients.

Improved gut health

The colon is full of naturally occurring bacteria, which play important roles in metabolism and digestion. Certain strains of bacteria also produce vitamins K and B, which benefit the colon. Additionally, these strains help in fighting harmful bacteria and viruses. A diet low in fiber and high in sugar and fat alters the gut microbiome, increasing inflammation in the area. However, a diet rich in vegetables, fruits, legumes, and whole grains provides a combination of prebiotics and probiotics that help good bacteria to thrive in the colon. Fermented foods, such as yogurt, kimchi, sauerkraut, miso, and kefir, are rich in probiotics. Fiber is an easily accessible prebiotic, and it is abundant in legumes, grains, fruits, and vegetables. Food rich in fiber is known to promote regular bowel movements, which can help to prevent bowel cancer and diverticulitis.

The Health Benefits of Pasta

Pasta is the perfect foundation for a healthy, nutritious and satisfying meal. Why? For starters, pasta is the ideal partner for so many other foods, including fibre rich vegetables and beans, heart healthy fish, antioxidant rich tomato sauce and protein packed cheeses, poultry and lean meats. Pasta also offers:

Sustained Energy:

Carbohydrates like pasta provide glucose, the crucial fuel for your brain and muscles. In addition, because pasta is an awesome source of complex carbohydrates (unlike those of the refined and processed variety – yuk), releasing energy at a slow and sustained level, you don’t get the energy spikes associated with simple sugars.

Low Sodium and Cholesterol Free:

If you are watching your cholesterol levels, pasta is perfect for you, being very low in sodium and cholesterol free. Per cup, enriched varieties of pasta provide a good source of several essential nutrients, including iron and B-vitamins.

Folic Acid:

Enriched pasta is fortified with folic-acid – essential for women of child-bearing age. A serving of dry pasta supplies the equivalent of roughly 100 micrograms of folic acid, or 25% of the recommended daily intake.

Balanced Diet:

Pasta is part of a well-balanced diet, with current Australian Government guidelines suggesting 35% of our daily calories intake should come from complex carbohydrates such as pasta. Combine pasta with lean protein and vegetables for a complete meal that puts you well on the path to hitting those dietary goals! Combine pasta with lean protein and vegetables for a complete meal that puts you well on the path to hitting those dietary goals! One of the advantages of choosing Fasta Pasta over regular restaurants or home cooked food is its fast serving time. In this digital age, people are too busy with work and have to cope with deadlines, on top of keeping two jobs. Moreover, it is hard enough to balance personal life and career with mothers having to drive their kids to school before going to work and pick them up after a whole day at the office. Some parents and career people rely on ordering their food online to have them delivered or drive through their children’s favourite burger joint for dinner. This is because people in a hurry only have to wait for a few minutes or get their food as they choose them from the counter, pay for the check and leave. The term “fast food” was named so because of what it means, literally, food served fast. Aside from not having to exert too much effort to eat or cook for the whole family or yourself, British love fast food because, there are establishments in almost all the corners and streets in the city. Eating and getting a full meal is not a problem because anyone can just walk a few meters or cross the street and food is available.

Legal Structure

Fasta Pasta will be a limited company with two directors who have 50% shareholding in the business. Limited by shares companies are usually businesses that make a profit. This means the company:

Is legally separate from the people who run it

Has separate finances from your personal ones

Has shares and shareholders

Can keep any profits it makes after paying tax (Gov.Uk, 2019)

Marketing Mix

Product

The core product of Fasta Pasta will be Pasta. The product will provide the consumers the ability to customise their pasta similar to “Subway’s” concept that gives people the ability to customise their Subs. Fasta Pasta’s goal is to provide a completely healthy meal. For instance, all pastas served will be gluten free and will contain less than 500 calories. Consumers will have a wide range of choices of different types of pastas and shapes. In addition, customers can select different types of sauces and toppings. Other products on the menu will be a selection of healthy fruits and desserts. The menu will also include a selection of healthy shakes and diet drinks. Secondary products will be Fasta Pasta branded gluten free and readymade sauces. Customers can take away non-cooked pasta and cook it at home with the help of a Fasta Pasta recipe book that is readily available in the restaurant. Fasta Pasta hopes to educate consumers about healthy lifestyle. Fasta Pasta shall sell reusable branded containers to be more environmental friendly. Additional, there will be constant reinvention on the menu from our team of nutritionist with new healthier sauces and toppings.

Price

The pricing tactic used by Fasta Pasta will be a competitive pricing strategy. Fasta Pasta is facing tough competition from other fast food restaurants like Subway and Mcdonalds. The average Mcdonalds medium meal price is £5.29 and a large meal is £5.69. The average subway meal for a 6-inch sub is £6.30 and for a footlong is £8.70. In comparison, a Fasta Pasta medium sized meal will be for £5.80. The large meal will be £7.2 and all meals will include a drink and a fruit. Individual medium pasta will be £4.80 and large pasta on its own is roughly £6.20. The prices for bottled drinks will be £1.50.

Promotion

The core aim of promotion is to attract consumers. The good thing is that the Gyle shopping centre is surrounded by Edinburgh Business Park, which hosts more than 10 major companies. With the Gyle receives approximately 11.5 million customers a year. Roughly 71% of the customers spend an average £8.22 on food. The goal of the promotion is to attract new customers and help retain old ones. Fasta Pasta brand will be constantly promoted on the social media such as Facebook and Instagram. The budget for the social media promotional post will be approximately £50 per day for a period of 2 months. The physical site will be in the car park of the Gyle, which has parking space of more than 2600 cars in a day. On average, most cars park for 2 hours. Fasta Pasta will also take advantage of the traffic and large flow of customers to distribute flyers, which will help market the brand positively. In order to promote its products, Fasta Pasta will also attend different events like rugby matches at Murrayfield and Edinburgh fringe festival. The goal is to promote healthy lifestyle and therefore, Fasta Pasta will have promotion flyers put in the gyms around Edinburgh.

Place

Fasta Pasta will launch in Edinburgh Gyle Shopping Centre. It will also target other locations with high traffic flow like Fort Kinnaird Retail Park sites which is easily accessible and has large car park spaces. Fasta Pasta aim is to have four locations in Edinburgh before expanding to other major cities in Scotland. The restaurant will operate between 11am to 7pm every day.

People

The concept of Fasta Pasta is quite simple. All the ingredients and sauces will be ready to use. Employees will have on job training for better service provision. Employees will provide a warm friendly service, which will boost the brand identity and help to attract new customers. Both directors will work in shifts because the Fasta Pasta will require few employees to operate, which gives everyone time to rest. Employees will have a few days off in a month.

Physical Evidence

The converted container will be yellow and black box that has a colourfully marked Fasta Pasta logo. All employees will have branded uniform with a logo on the front side. Branded containers and bags will be available for customers at all times.

Process

Fasta Pasta will have a transparent process. The idea is to have an easy process so that it can be replicated in other branches or future franchises. The process must be perfectly planned and orchestrated for efficient customer service. Fasta Pasta menu will have half-cooked foods, and onces an order is made, the food shall be prepared within the shortest time. Then the customer can select the toppings and sauces, pick drinks or desserts before paying for it. A simple online app for online customers will also be available.

Supply Chain Management

Bookers wholesalers are the main suppliers of Fasta Pasta. The company will acquire all its ingredients from this wholesaler because they have a very competitive pricing. With a good and consistent supplier, Fasta Pasta guarantees healthy meal and quality services.

Selling Food and Beverages

This is the most important activity in this restaurant. The success of Fasta Pasta will come from consistency in product and service provision. Fasta Pasta will be working close with nationalist and diet experts to provide high quality and tasty beverages.

Key Resources

People

All staff members will be highly trained to provide high end services. The directors will have adequate days off to minimise fatigue and increase customer services. The chefs will have on-job training on a regular basis to ensure the customers have nothing than quality and properly cooked meals.

Property

The company called portable space will customise the 20ft container that is converted for a takeaway use. The hire cost is £20 per week. There is a ground rent to be paid to the landlords of Gyle shopping Centre Ellandi Management ltd, which is roughly £10,000 per annum. Fridge and serving counter is inclusive in the hire price of the container.

Website

A presentable and easy to read website will be created for Fasta Pasta. A domain name www.fastapasta.com will cost roughly £48.99. The cost to develop the website is approximately £2000. An associate to one of the company directors is the one for will develop the website and he has agreed to work with a payment plan of £100 a month and a maintenance cost of £200 per annum. The IT expert will be responsible for handling all social media platforms, which include Facebook and Instagram.

Legal

The Fasta Pasta brand must be protected legally. The directors will ensure company is properly registered. The long-term success of the trade name will venture into franchise opportunities.

Key Partners

The key partners include Bookers Wholesaler and Makro. Other partners are Justeat, Ubereats and Deliveroo, which are help promote the brand widely. Fasta Pasta will use Deliveroos and Ubereats services to deliver foods to online clients. The delivery services will minimise costs of employing drivers and improve service delivery.

References

Jaacks, L. M., Vandevijvere, S., Pan, A., McGowan, C. J., Wallace, C., Imamura, F., ... & Ezzati, M. (2019). The obesity transition: stages of the global epidemic. The Lancet Diabetes & Endocrinology.

Panza, F., Solfrizzi, V., Colacicco, A. M., D'introno, A., Capurso, C., Torres, F., ... & Capurso, A. (2004). Mediterranean diet and cognitive decline. Public health nutrition, 7(7), 959-963.

Schwingshackl, L., Schwedhelm, C., Hoffmann, G., Knüppel, S., Laure Preterre, A., Iqbal, K., ... & Boeing, H. (2018). Food groups and risk of colorectal cancer. International journal of cancer, 142(9), 1748-1758.