1. Simply Healthy Simply Healthy Writing 30 Business Plan Project
Samah Rahman, Karen Palm, Sheena Rice, Paola Tovar, Tania Moran
Simply Healthy

2. Consider this scenario…
Are you sick and tired of the same old fast food restaurants? Do you really want another greasy hamburger? Are you craving something healthy and tasty?
Well, maybe it’s time for you try out “Simply Healthy,” it’s a healthy fast food restaurant for people who want to eat healthier and change their eating habits!

3. Would you eat THIS or THAT?
Greasy Cheeseburger vs. Delicious Pesto Chicken Sandwich

4. Mission Statement
Simply Healthy’s Goal is to redefine the term fast food, we want people to love what they are eating, while not being concerned with the amount of calories or money. We want to create and environment that all ages can feel comfortable in.

5. Company Description
“Simply Healthy” is healthy fast food restaurant located in the metropolitan area of Miami, Florida.
“Simply Healthy” aims to be a fast food restaurant unique compared to the mainstream ones.
Our fast food restaurant will serve food items that are healthy, tasty, and nutritious.
“Simply Healthy” will offer customers a quick and healthy meal in a casual dining environment.

6. Target Customers Working individuals with busy schedules
Those who work long hours and are tired of the same old fatty food.
Working parents
Parents want their kids to have good nutritious meals.
Those who are calorie cautious
Nutritional facts are found on the menus, as well as posted on the wall.

7. Demographics Our target customers would include men and women.
Our restaurant would be targeted towards individuals from ages and
Other target customers would also include tourists who are sightseeing in the Miami Beach/South Beach area.

8. Why would the consumer be interested ?
Simply Healthy is not just a fast food restaurant, its everything a consumer looks for in a restaurant but hasn’t found yet.
It’s healthy, with all the recent information on “life style diseases” many people are trying to eat more responsibly.

9. Why would the consumer be interested ?
It’s cheap, almost everyone is going through some sort of financial hardships, and we get that, we want our consumers to be able to come eat a delicious meal, and not have to worry about not having enough money to cover things.
It’s convenient, with having such busy lives with work and children, we get the need for things to be fast and easily accessible.

10. The Industry Fast food (QSRs) Low prices and cheap service
High in calories and fat
Ex: Burger King’s new Pizza Burger (2530 calorie meal priced at $13)
Ex: Outback’s Aussie Cheese Fries (2900 calorie “starter”)

11. Economic Trends In 1970, U.S. spent about $6 billion on fast food
Since then, fast food consumption dramatically increased
In 2000, we spent $110 billion
Industry is a multi-billion dollar one, the U.S is seeing an average of 4% income growth for the past few years
Companies are eyeing India, where fast food spending grew by 40% this past year

12. Economic Trends of the Industry
The fast food industry has been steadily growing since the 1960s
U.S. provides majority income of fast food restaurants
50% of McDonalds revenue come from overseas
Restaurants recently suffering due to rising prices of corn and wheat

13. Product Development and Manufacturing
Our products are fairly simple
Low calorie salads, soups, sandwiches, wraps – fast and easy to prepare
Estimated time needed to produce and edit menu options, establish prices, training time for staff
We predict to have our products available for sale in about 3 months

14. Healthy is Trendy
“Rising concerns for ‘’health and wellness’’ are bad news for fast food which is generally perceived as fattening and unhealthy.” (
“A whole new KFC experience is arriving with the new grilled chicken menu.”
(Nations Restaurant News,12/10)
“Burger King tries mini-burgers on for size”
(NRN, 12/23)

15. Healthy Food Industry Analysis
Healthy food industry is growing
Global organic sales in 2003: $25 billion & in 2008: $50.9 billion
Fifty million people in the US are dependent on fast food
25.2 of Florida’s residents are obese.

16. Childhood Obesity 9 million children ages 6-19 are overweight.
From 1980 to 2008, the prevalence of obesity in children aged 6 to 11 rose from 6.5% to 19.6%.
In the United States, more than 15% of school-age children are overweight or obese. The number of cases is increasing, especially in minority populations.
Children who are obese are more likely to become obese adults.

17. Industry Analysis in terms of the environment and beauty
“You are what you eat”
Bariatric Surgery increased by 40% in 2003
Sustainability
“Go Green”
Caring about the environment = a change in habits

18. Competition and Our Advantage
Big named fast food places such as McDonalds, Burger King, Jack in the Box, KFC
Health conscious places like Jamba Juice and Subway
Adv: we’ll serve more than sandwiches and smoothies, healthy food that will not cost more than their unhealthy counterparts

19. Analysis of Current Competition
1st “Panera Bread”
2nd “Jason’s Deli”
3rd “Au Bon Pain”
8th “McDonald’s”
Besides Jamba Juice, Subway, and Togo’s
Our competitors include other restaurants that serve healthy food items.

20. Advantages & Disadvantages
Competitive Advantage
Variety in Menu
Cheap healthy food all below $10
24 hour Drive-thru
Comfortable, relaxing environment
Innovative Team
Competitive Disadvantage
Quantity of food versus prices
Maintenance of fresh fruits and vegetables
The general public is used to greasy fast food
Food Industry is competitive at this point

21. Advertising Strategies
Radio: High reach, high target ability, low cost
Billboards: targets affluent and mobile people, location is crucial
Magazines: audience targeting is very precise
Local Newspapers: raise community awareness, gain regular customers

22. Start-Up Costs

23. Start-Up Costs

24. Employee Salary

25. Advertisements

26. Breakeven Analysis