Content 1.

An Overview & Analysis of F&B Service Industry in India

2. F&B Service Industry Market Future Projections in India

3. Proposed Project Crumbys Food Truck

4. About Crumbys
5. Vision and Mission
6. Fact File
7. What is a Food Truck? Why Food Truck and Not a QSR?
8. USP
9. Proposed Operational Model (Food Truck)
10. Marketing and Promotions
11. Business Direction
12. Financialsi. Setup Costing

ii. Funds Flow

iii. Sales Projection for Next 5 years

Introduction to F&B Service Industry in India Contd..

About 92% of the nuclear family feel that they have less free time than before
they had kids, it is now a common fact that they are spending less time in the
kitchen, and are turning to takeout, delivered food, and semi-prepared meals to
help feed the family at mealtime . ASSOCHAM
The lifestyle of people has changed drastically and also the factor that consumers
opinion regarding their eating habits has changed in a significant manner.ASSOCHAM.
The factors propelling this buoyancy include the changing economic and
demographic profiles of consumers in India and also exposed to international
brands and are far more aware of global trends.- D S Rawat, Secretary General,
ASSOCHAM
"More than 65 percent of the population is aged less than 30 years and exposed
to international brands. QSRs is one of the sector that has managed to grow even
during the economic slowdown.-D S Rawat, Secretary General, ASSOCHAM
The annual average spending of each middle class household in Indias tier-I cities
has increased by over 35 percent to Rs 6,800 on fast food restaurants in the last
two years.

Introduction to F&B Service Industry in India Indian food market was fundamentally different where eating out was not so
common.
Eating at home remained ingrained in Indian culture for a very long time, but
soon evolution of fast food joints or QSRs became one of the cheap sources of
taking a break from home cooked food.
Exposure to global media and western cuisine and an increasing number of
women joining the workforce are responsible for changing this trend.
The demographics, income group and psychographic conditions largely affected
the overall food and beverage consumption pattern.
Indian market consist of more than 1.5 million eating outlet of both unorganized
and organized sectors.
According to the Techno park estimates, the size of the restaurants industry is
about INR 43,000 crores.
chicken consumption is less than 3kg per head but is expected to grow in the
coming 5 years. Indian-chicken market is about INR 40K crore and produces 240
crore birds commercially every year.

F&B Service Industry Market Future Projections in India Organised fast-food chains, also called quick service restaurants or QSRs, have
bucked the economic slowdown and are growing by leaps and bounds.- CRISIL.
The QSR market will more than double to Rs 70 billion over the next three years
from Rs 34 billion in 2012-13.-CRISIL.
Growth in the Indian QSR industry is expected to be largely driven by new outlets.
We expect outlet additions to continue to grow at an average annual rate of 16-18
per cent. The remaining 8-10 per cent growth is expected to come through an
increase in same store sales.-CRISIL
On the flip side, the downturn and increasing competition (especially in Tier I
cities) will lead to much slower same-store sales growth.- CRISIL.
Same store sales, which have been growing at a robust 20-25 per cent over the
past few years, are expected to slow down significantly in the near term. Two
factors will cause the decline in growth: 1) Aneconomic slowdown, which will curb
discretionary spending; and 2) cannibalisation due to opening of multiple outlets
in the same catchment area and a resultant increase in competition.- CRISIL

F&B Service Industry Market Future Projections in India Foreign cuisines dominate the menus in quickservice restaurants. Easy adaptability to the
cold storage format and the quick-to-serve
nature has made them more amenable to the
QSR market. Currently, pizzas, burgers and
sandwiches together account for about 83 per
cent of the total QSR market.
Based on all the analysis, we can conclude that
there is an increasing need for innovation in
the F&B service sector.
Local brands need to improvise, and adapt to
new techniques mainly marketing and
presentation.
Major foreign brands are targeting the Tier 2
&3 cities, hence this gives local brands some
space to explore the Tier 1 metros and adapt
innovative and game changing strategies.

Market Share Analysis

Indian Brands
Foreign Brands

Proposed Project Food Truck

(Take Away)

n Wheels

About Crumbys
Crumby's started its operations on 11th October 2009. Crumby's is the result of my
dream to own a successful chain of Family restaurants. After my years of working
behind the counter, cooking and serving my customers, I am now proud to carry on
the Crumby's Legacy. Also I am proud to have developed a quality concept that has
grown to serve and please my customers over the years.
Throughout the years, however, we have never allowed ourselves to become
complacent or to stray from our basic recipe for success. Our drive to succeed has
been matched only by our relentless hard work and our willingness to face all the
challenges of building a successful organization that has a deep sense of commitment
towards its society, customers, and team members.
We are pleased to say that our customers and team members are exceedingly loyal,
and that we continue to create new satisfied customers every day.
Ahmed Siddiqui
CEO

VISION & MISSION:

To be the leading integrated food services group in the Country
based on consistent quality products and exceptional customerfocused service.

To maximize profitability, improve the brand value and deliver

sustainable growth year after year. And simply being to bring the
best eating experience to all and create a unique business model
that reaped profits for those who ran it.

Fact File Name of the Restaurant: Crumbys

Country Of Origin: India
Chief Executive Officer: Mr. Ahmed Mushfiq Siddiqui
Crumbys Food Truck (Concept)Partners: 1. Sharjeel Siddiqui 2. Javed Hasrath
Break even expected: The break-even point depends on variety of factors such
as overheads, operating cost and business performance. Most of Our existing
units have achieved operation break evens in less than one year and total
investments have returned within three years.
Unit Type- Food Truck (Take Away).
Our Partners/Vendors/ Affiliates:
i. Broasters Inc USA
ii. Venkateswara Hatcheries India
Target customer: Families, Office goers, Corporate, friends, Kitty parties, gettogether, outdoors catering and surprisingly we have a great veg menu too.
Franchise Option: Worldwide, Please check with us for our nearest franchise
opening for you.

What is a Food Truck?

A Food Truck can be considered as a take
away model Restaurant.
It is equipped with a complete fully
functioning kitchen with all enmities
installed to cater the desired consumer base.
Food Truck business started in late1800s in
United States, basic necessity gave rise to
the concept.
The industry's remarkable rise began in
2008, just as the recession hit, as hundreds
of new vendors recognized changing
consumer preferences favouring unique,
gourmet cuisine.
It can be called as a Mobile Restaurant,
Mobile Kitchen, Mobile Canteen etc.
With a fully functioning kitchen Food can be
cooked and sold as take away with ease and
on time

Why Food Truck and Not a QSR (Quick Service Restaurants)

Crumbys has been in the QSR Business since 2009, with the kind of expertise
in the Indian market; and deep analysis of consumer behavior, we have found
there is a need for a different and innovative concept specially to penetrate
the market in the Tier 1 cities.
With Major foreign brands entering the Indian markets, the competition has
become worse for local restaurateurs. International brands have vast
experience in adapting to different cultures which helped them capture
greater market share in the Tier 1 cities.
Since last decade Foreign brands have established themselves perfectly in the
Tier 1 cities and claimed the desired market share, their focus now is to
expand in the Tier 2 &3 cities.
This gives local brands some space to try drastic marketing strategies and
reclaim the market share.
It is extremely difficult to achieve this without proper innovation in reaching
the right demographics.
Due to the enormous market competition its difficult to sustain a QSR and
compete with the foreign brands.

Benefits of a Food Truck Model over a QSR Considering the Western markets, The Food Trucks industry has only grown in
strength over the past five years, and is one of the best performing segments in
the broader food-services sector.
The industry's remarkable rise began in 2008, just as the recession hit, as
hundreds of new vendors recognized changing consumer preferences favouring
unique, gourmet cuisine.
Emergent Research, Intuits partner on this research project, forecasts the food
truck industry to continue its rapid growth. By 2017 food trucks will generate
about $2.7 billion in revenue.
Food trucks represent a mobile, versatile, low cost restaurant.
Compared to traditional brick and mortar locations, food truck can travel to their
customers or set up in crowded locations to ensure a successful business day.
Food trucks in comparison can use their mobility to visit a number of different
locations and when combined with a good product, food trucks can draw a crowd
at any location.
Not only are food trucks simpler and easier to start, they also have fewer permits
and operational expenses than traditional brick and mortar locations.

Proposed Operational Model (Crumbys Food Truck)

Based on detailed analysis of the QSR market, fast food consumption habits
and culture and the vigorously changing food trends in the Indian Consumers
of Tier 1 cities, we at crumbys food truck have come up with a unique and
effective operational model for our food trucks.
Crumbys on wheels will work on a unique concept designed to boost sales,
achieve monthly sales targets, eliminate excessive wastage and effectively
manage time.
The Operational concept is designed by our marketing experts based on their
extensive research and hopefully it will prove to be beneficial for long run. Its
still an experimental model as there is a difference between knowing the
path and walking the path.
The 4 Quarters Of The Day- This concept will be implemented on the Food
truck model to maximise sales, and penetrate the market to the max.
Based on the behavioural pattern of different demographics specifically in
the Tier 1 cities, every single day of operation will be divided in 4 quarters to
effectively target, reach and provide service to the right segments at the right
time.

 4 Quarters Of The Day Basic Illustration

QTR 2

QTR 1

Target Demographic

College Students

Age Group

15 - 20 Years

Serving Type

Budget Breakfast
Meals

Time Frame

8 am 12 pm

Location

Near Famous colleges

and Institutes
hangouts

Target Demographic

Corporate Employees/
Commercial Lunch
Time

Age Group

21 - 50 Years

Serving Type

Specialised Budget
Lunch Boxes/ Partial
Menu Display

Time Frame

1 pm 3.30 pm

Location

Near Corporate Parks/

Commercial Hangouts

 4 Quarters Of The Day Basic Illustration

QTR 4

QTR 3
Location

Centralised Kitchen/Office

Target Demographic

Youth/Families/
Parties/ Night
Munchers

Time Frame

4 pm- 6.30 pm

Age Group

All Age Group

Serving Type

Full Menu Display with

Special side dishes and
Special Offers

Time Frame

7.30 pm 12.30 am

Location

All famous Evening &

Night Hangouts across
the City

Functions

Replenishment of
required material
Performance evaluation
for QTR 1 & 2
MIS report Generation
for QTR 1& 2
Cleaning and
Sanitization
Planning and
Strategizing for QTR 4
Vehicle Maintenance

Marketing and Promotions

We at Crumbys believe that in the Food industry, the

most effective method to reach and satisfy our
customers
is
through
a
good
menu.

USP

Your food speaks for you-this is the most important

factor in this industry, if the food is not up to the
consumers expectation then not even the best
marketing campaigns can help the business sustain and
grow in the long run.
So our USP is pretty simple, every product in our menu
should be unique and should hit the taste buds of our
customers.

Marketing Mix
Product
Based on our research and analysis on Indian taste buds, and the western
and Middle Eastern cuisine that has inspired the eating culture in India,
Crumbys has successfully penetrated the market in few sectors with our
specialised menu and QSRs.
However, for a food truck to run successfully it is very important to have a
Menu which could be prepared quickly and served within a time frame of 1015 mins. Since the concept is take away and its a food truck, the customer
are expected to be impatient.
Delays will lead to unsatisfied customers and that would affect the Business.
Also, the menu should not consist of too many items which would lead to
confusion in the customers and can hamper time management.
Based on all these research we have developed a specialised menu to cater
all the needs of the customers and can be prepared with ease and on time-

Range & Assorts of Menu1. Crumbys Broast Chicken - (1pc,3pc,6pc,8pc) bucketsSpecial 2.5 kgs chicken sourced from highly standardised farms, marinated in mix of exclusively selected
spices and pressure fried to make it crispy, juicy and tender, specially prepared to satisfy the Indian taste
buds.
2. Crumbys Shawaya(Roast) Chicken
A traditional Arabic delicacy special prepared to suite the Indian taste buds, Shawaya is prepared by carefully
selected 1.3-1.5 kg chicken which in marinated in an exclusively prepared mix of traditional spices and
roasted as whole on slow flame to make it juicy and tender, till its ready to serve.
3. Crumbys Faham (Grilled) ChickenAnother Arab delicacy not to miss, Chicken Faham is prepared with carefully selected 1.3-1.5 kg chicken and
marinated in a perfect Arabic mix of spices, it is then pressed in a flat grill cage and grilled till its ready to be
served.
4. Crumbys Broasted Fish Fingers
Carefully prepared Basa fish fingers are marinated in crumbys crisp and spicy mix and fried at just the right
temperature to make it crisp and juicy.

5. Crumbys Pot Chicken Biryani/Veg Biryani

Bringing the ethnic flavours of the famous hyderabadi biryani to another level, crumbys Pot Biryani will be
prepared and steamed in customised clay pots which will be sealed, it will be served in the pots fresh and
ready to eat.

Range & Assorts of Menu6. Crumbys Chicken Sheesh Taouk Wraps/Veg Sheesh Taouk Wraps
A Traditional Arabic Cuisine Sheeh Taouk is prepared with boneless Chicken cubes Marinated in yogurt and
carefully selected traditional Arabic spices, the texture is similer to commonly known chicken pahadi tikka
kababs. The kababs are prepared and served in specially prepared Khubus(Arabic Bread)wraps to enjoy in on
the go. Similarly for our veg lovers Paneer is used instead of Chicken.
7. Crumberma (Crumbys Chicken/Veg Shawarma)
Shawarma has gained immense popularity in the past few years within the Indian consumers, this has proved
the shift in the India eating culture, Crumbys brings you ethnic shawarmas which are prepared with
traditional Lebanese recipes.
8. Crumburger Chicken/Veg Burgers
Crumbys special Chicken burgers are prepared by chicken breast portions which are not minced rather
perfectly pressured fried marinated with crumbys exclusive crispy spice mix. In a Veg Burger the veggies are
sliced into perfect pieces hand toasted and with a base of potato made into perfect round burgers and then
its dipped in crumbys exclusive spice mix and fried till its ready to rock your appetite.
9. Crumbys Salads
Different assort of Chicken salads can be selectively self-prepared by the customer selecting the salad base,
the type of chicken and the assortment of sauces.
10. Fries, Drinks & Desserts
Freshly prepared slated crisp french fries, Soft drinks, and an assortment of desserts (Sundae, Chocolate
Brownie, Ice-cream etc..) will be available as side orders.

Price
Pricing is one of the most important factors, it defines whether the business
will prosper on a long term or will wrap up in a short period.
Based on the market research, food truck in the Western and European
markets is considered to budget friendly model, thereby encouraging all the
business to adapt market penetrating pricing strategies.
This is also due to the fact that food trucks is now a pretty well know business
model in those markets and the competition is ever rising. To claim the market
share penetrative strategy is the only way.
However, In India Food truck concept is still very new. There is no competition
in the exact segment, the competition is mostly with the QSRs. hence, there is
a fair chance that we could first skim the cream with the market skimming
pricing strategy. This would help us hit the break even at considerably fast
pace.
After a considerable period we will change the pricing model to market
penetration, to penetrate and expand, this will help us claim our market share,
and will give us a competitive edge over QSRs and other newly opened food
trucks.

Place
When starting a restaurant, site selection is extremely important. If not
properly selected the business will not be able to survive on a long term basis.
However, this gives Crumbys food truck beneficial edge over traditional QSRs
and FSRs.
Due to the nature of the business Crumbys food truck has an advantage to
relocate frequently, select multiple locations, and market the product on the
go.
There are wide range of options available to select from government approved
Hawking zones, this give Food truck to explore new segments and hit the right
demographics.
Our concept is simple- Reach the customers before they plan to reach us
Optional Home Delivery Service will also be available for the residents within 3
km area wherever the food truck is parked.

Promotion
We have planned to mix variety BTL/ATL promotional activities on different type of
media, starting from before we are operational and after we are fully operational.
The marketing and promotional campaigns we are planning to initiate are

Digital
Media

Social
Media

SEO/SEM We will make optimum use of the search Engines to

establish brand awareness and reach the right demographics. Our
campaigns on Google Adwords and Adsense will be designed by
digital media experts to get the best response out of it.
Social media has proven to be one of the most effective platform
to run campaigns involving consumer engagement and
awareness, our team of social media experts will make sure there
is proper updates across all Social networking websites-facebook,
twitter, pinterest, instagram, googl+ etc.. we will start a business
page on these websites were the fans will be able to track the
route of the food truck and get regular updates on daily special
offers, coupons etc.. there will be a forum to encourage
consumers to share their foodgasmic experiences, and write
reviews.

Promotion
Proper advertising campaigns will be designed to target the FM
Broadcast listeners, jingles, offers, and food truck locations, will be aired on
local Radio channels. This will help us with product awareness
Media
and will attract drive ins as FM is very effective medium to reach
consumers who are on the go i.e. travelling.

Print
Media

Advertising in Local newspapers, food and lifestyle magazines

will ensure effective reach to all the demographics. Discount
coupons can be printed in the newspapers for more publicity.

We will initiate well planned pre-launch brand activation

campaigns through different medium, most effective would be
social media and in Mobile advertising campaigns. Proper
Brand
Activation opening day offers, free sampling, discount coupons, tie-ups like
groupons, etc.. will be amongst the range of promotional
campaigns to create brand identity, awareness and lead to
successful activation.

Business Direction
Crumbys Food Truck has set up our goals maximise profits and expand for the
next 5 years, based on the extensive market research.
Crumbys will setup a single Unit(Food Truck) to test the market response,
create awareness for the first year.
The first year will be the market testing phase, proper performance reports
MIS will be produced and based on that measures will be taken to maximise
operations and profits.
After one year based on the response generated, and financial analysis
crumbys will expand its operations through Food Truck Franchise Model.
Crumbys currently has a PAN India franchise license and we can operate take
away units(Food Trucks in this case) under this franchising agreements.
Franchise model will help Crumbys multiply and expand on a fast pace
eliminating market competition by multiplying the no. of units.
After one year operations with single Unit, we are planning to establish 5
franchised Units.
All the units will be monitored strictly by crumbys and menu will be
replenished by the Crumbys Centralised Kitchen. This will ensure that the
quality of our product is not compromised.