Mobile Restaurant

Objectives on wheels
 Keeping food costs at less than 40% of revenue
 Promoting and expanding the restaurant concept
as a unique restaurant
 Expanding our marketing and advertising in all
over Mumbai to increase our customer base
 Being the most recommended food joint
 Providing a variety of different food every day to
our customers “so you never get bore”
 Every three months on people demand changing
the menu and bringing the eaters choice on
counters.
 Mission on wheels
 Our restaurant will be an inspiring one ,
combining an eclectic atmosphere with
excellent and interesting food .
 Our main mission
 Have a great food selection
 Efficient and superior customer service
 Customer satisfaction is our prime objective
Vission on wheels
“To be the most recommended healthy and unique
food joint ”
Key to success on wheels
 Unique , Innovative & contemporary
 Product quality
 Customer Satisfaction
 The menu will target to varied people.
 Purely customer feedback centric
 Quantity desired
 Price thoughtful
 Taste exceptional
 Open kitchen
 Meals On Wheels
 A unique and modern idea to cater to the needs
of the present population and also delivering
more than what is expected by the customer.

 Serving fresh food that is not only good to the

taste buds but also balanced & nutritional .

 We also provide healthy catering options to

offices.

 Our meals are not about bland, dull, diets, self

deprivation, or complicated fad diets. They are a
lifestyle choice - designed for your body’s needs.
Cost on wheels
 Our start up costs are mostly expensed
equipments , furniture , painting , rent , start-
up labour, costs associated with opening our
mobile restaurant
 Services will be during
Morning 6- 8.30am – beach
9 -4.15pm – schools , colleges
5-7.30pm- BKC
 MENU ON WHEELS
Basic Layout of the menu
Please note this menu may sometime change due to shortage of key ingredients in the market.
We use fresh ingredients and keep minimal stock of vegetables and fruits

Sunday includes a demand on menu meal by the customers

Market Analysis on wheels
 Today in India , the trend of fast moving
environment created need of Restaurants .
 Reasonable price
 Waste of Time
Market Segmentation

School children
Youths and teenagers
Office goers
 Families
 People on Wheels
On board In the kitchen

2 Chefs-(6000 pp) 3 chefs(6000pp)

1 Manager (12000)
1 Driver/cleaner (8000)

Salary P.M-50,000
Financial statement on wheels
Advertising on wheels
 Our financial model is based upon concept “ plan
for the worst , but manage for the best “
 Advertising budget
 First 4months (50000pm)
 Next 3months (20000pm)
 Remaining months (5000pm)
Legal Formalities on wheels
 Electric certificate – If you are using an electric equipment
 Up to date food and hygiene certificate
 Liability Insurancebut liability insurance is one of the most popular
because it costs much less than many other options. For example, in
regard to auto insurance policies, liability insurance costs far less than
full coverage. The reason for this is because full coverage insurance
must pay for both your vehicle and any other vehicle involved in a
collision, as well as property damage and medical expenses due to
injuries to you or another party.
 Street Trading license
 Van Parking permission from college authority
 Health Licence (to serve food)
You need to apply to: BMC Health Department, ward level
 Police Registration Certificate (PPEE)
Licence to keep lace of public entertainment by Bombay Police Act,
1951 (PPL)
You need to apply to: Assistant Commissioner of Police, sonal apply at
local police station
 Pollution clearance
You need to apply to: State environment department
 Legal Formalities on wheels
 Service tax registration under Bombay Sales Tax Act
You need to apply to: Service tax department PNR (PAN)
for the eating-house from income tax department Income
tax office, Marine Lines
 License from the Indian Performing Right Society Ltd. and
Phonographic Performance Ltd. by restaurants playing
their music in restaurants
 Professional tax certificate for employees and employer
You need to apply to: Sales tax department, Mantralaya,
regional office in Mazgaon
Strategy and Implementation
on wheels
 To be at the right place at the right time
 We intend to succeed by giving people a
combination of excellent and interesting food
in an environment.
 We will create an appealing and entertaining
environment with unbeatable quality at an
exceptional price
 All menu items are moderately priced for the
area.
 The meals on wheels will make a brand name
as a healthy food joint
 The vehicle will be most attractive form
outside as it will have a combination of
different food items as a shape
Marketing on wheels
 To promote Western countries breakfast methods
, superior service and exciting concepts to draw
in local repeat customers
Customer service
Advertising and promotion
Bringing out menu meals on demand
Healthy, Hygienic, Reasonable , Fresh
meeting quality and standard
Marketing on wheels
 Billboard Advertisement
 Distribution of pamphlets
 Banners and small posters in the sectors
 Sponsorship in college and office festivals
 Internet Marketing (Face book, twitter etc)
 SMS strategy (register either on the website,
Social networking site or at the outlet )
 www.mealsonwheels.com
 Stalls also at Marathon Race, Stadiums & Race
course)
 BBM group, 5am-7pm operational hotline.
Sales Strategy on wheels
 Our sales strategy requires consistently high quality
food , service , speed and atmosphere

 Hiring employees who genuinely enjoy their jobs

 Continually assessing quality of all aspects mentioned
above
 Interacting with our customers personally , so they
know that their feedbacks goes directly to owners
 Evaluating food choices for popularity
 Creating pleasant environment on the roof with
pleasant music all the time .
Your idea on wheels
 “Your idea on wheels” would be a unique
marketing strategy wherein our eaters will get a
chance to send thier special dish on our menus .
In this our customers can send us their best
recipe and we will shortlist any 1 per week .And
for that 1week that customers dish would be kept
in special counter depending on the thumbs up
given to that particular dish 1would be selected
out of the month and will be include in our menu
till the next time the menu doesn’t changes. this
will in short happen 4tyms in a year ,the
customers whose dish gets selected wins a
hamper from us .
 Future on wheels
 Our future prospects includes
• Targeting all suburbs of Mumbai in the start (western,
central, etc )for the start
• Then slowly increase the staff and the work time from 7pm
till 24 hours
• The only difference the when will close at 10 and after that
there will be only home delivery of our dinner specialty
10pm-5am home delivery. Parcel only above 300rs and
also 5rs per km
• Then slowly build the same name in the other cities of
Maharashtra with the same pride , same honour.
• Launch a interactive website where we show how all are
dishes can be cooked (only for registered member ,
registration fees 500rs)
• Like a franchise open it in different cities of our country.
• Slowly start a sister franchise of meals on wheels in the
form of restraunts.
Future Advertising on Wheels
 “to become the most recommended we have to
be more published ” future advertising strategy
will include
• Celebrity endorsement
• TV adds
• News paper adds
• Stalls at IIM and IIT fests
• Magazines
• Product placement
• Having LCD in the wheels which shows our
customer comment and our working.
• Also starting smart healthy joints at railway stations
Conclusion on wheel s
Thank you on wheels