RESEARCH INTO THE FEASIBILITY AND VIABILITY OF STARTING A

COAST TO COAST FOOD TRUCK BUSINESS

By
ANDREW KURNIA TEGUH
2019009490

Dissertation submitted in part fulfilment of the requirement for the Post Graduate
Diploma in Business Enterprise

In the Faculty of Business Management

At
SOUTHERN INSTITUTE OF TECHNOLOGY
INVERCARGILL, NEW ZEALAND

Supervisor: Julian Galt

Dissertation Word Count : (111)

Table of Content, Refernences and Appendix: (111)
Total Word Count : (111)

(November, 2020)
 1. INTRODUCTION

1.1 Research Background

Business in the culinary industry is a business that exists in society regardless of generation. The
current concept of culinary businesses including restaurants, cafes, coffee shops and in recent
years there is a new business concept in the culinary industry known as food trucks. Food truck
is a business engaged in the field of culinary industry whose operational activities are completed
in a kitchen inside a truck.

The concept of selling food with a food truck is one of the options of starting a business in the
culinary industry. Food trucks are mainly chosen because the start-up and operational costs are
relatively low, do not require many employees and able to be mobile depending on the events
and celebrations within the city. Therefore, the selection of business in the form of food truck is
considered to be the right opportunity for the author to start the business.

Coast to Coast is a multi-countries food truck business that will operate in Invercargill, New
Zealand. Coast to Coast will have a take-away system and provides authentic cuisine from
Indonesia, Italy and Korea namely Indonesian-style fried rice, Chicken satay, Beef rendang,
Kimbap, Pizza and Spaghetti. Coast to Coast food truck will be mostly located on Tay Street but
will be mobile depending on events and celebrations within the city. Coast to Coast business
operation time are 10.00 am to 07.00 pm every day. The target markets for Coast to Coast are
students, employees and food enthusiasts who want to taste new cuisine from other countries in
Invercargill. Coast to Coast will be promoted as having foreign cuisine with excellent taste,
affordable prices, fast and warm service as well as attractive public cooking.

Coast to Coast will be focusing on Indonesian cuisine. At the moment, in Invercargill, there is no
Indonesian restaurant. Indonesian cuisine is famous for using several herbs and spices that have
their own special features and uniqueness. On the other hand, unlike restaurants that process
cooking in an enclosed kitchen, Coast to Coast will prepare food using the public-cooking
method in front of customers and will have a service time commitment of under fifteen minutes,
which means orders by the customers will be completed in under fifteen minutes (the meal will
be offered free to customers if exceeded fifteen minutes (with a maximum 5 menu per order)).

The Pricing of our products will also be lower than our competitors to reach all groups of people
from various social groups. Affordable food prices of Coast to Coast can be achieved by using
fresh locally sourced ingredients obtained through cooperating with food wholesalers. Moreover,
Coast to Coast has a take-away system which will also help to cut down the operation costs. The
menu of Coast to Coast business will all be under $10 with a good portion. 

Excellent Customer service is also one of the core values of Coast to Coast. All Coast to Coast
customers will get friendly service from Coast to Coast staff. All staff will greet customers with
a warm welcome and provide assistance to any of the customers’ inquiries. Coast to Coast staff
consists of 4 staff namely Head of Chef, Chef and two staff members, besides that the owner will
also be working full time in the business. 

Coast to Coast truck design will be designed with lively and vibrant colours, which is bright red
and bright yellow. This striking colour selection aims to attract the attention of customers to take
photos and post them on social media which will be indirect marketing to promote the business.
Coast to Coast will also contribute to the community by taking part in multi-cultural festivals,
youth activities, sports activities and charity activities. Coast to Coast will be a pioneer in the
multi-countries food truck business in Invercargill that puts quality and customer satisfaction on
top priority.

1.1 Purpose of the Dissertation

The purpose of this dissertation writing is to develop a credible, convincing and promising
business plan that based on valid and relevant research data to establish a business concept that is
feasible and profitable in Invercargill, New Zealand.
1.2 Research Question
Is it feasible to open a multi-countries food truck business that offers Indonesian, Italian and
Korean cuisine in Invercargill, New Zealand?

1.3 Objectives of the Dissertation

The objectives that are going to be achieved by the business are divided into 4 categories which
is:

 Menu
1. By June 30, 2022, Coast to Coast will present cuisine with consistent taste every
day by improving chef’s cooking techniques and skills through continuous
training, weighing and measuring ingredients, and monitor cooking time in
accordance with the predetermined cooking time.
2. By July 31,2022, Coast to Coast will reduce food waste to a maximum of 10% per
day, by monitoring carefully and buying ingredients as needed.
3. By June 30, 2022, Coast to Coast will introduce a new menu from Thailand, by
directly learning the recipe through local Thailand people.
4. By November 30, 2022, Coast to Coast will introduce a non-meat based menu
from Indonesia namely Bakwan Jagung (Indonesian-style corn fritter).
 Marketing
1. By December 31, 2022, Coast to Coast will have 6000 Facebook followers and
4000 followers on Instagram by holding promotions and discounts to customers
on the condition that customers must first follow Coast to Coast social media
accounts.
2. By September 30, 2024, will purchase one more food truck along with recruiting
3 new staff (2 chefs and 1 staff member) to serve more customers and handling
large events in Invercargill.
 3. By August 31, 2023, will establish a mobile application that will facilitate
customers to order, providing feedback, and connecting with Coast to Coast.
 Human Resources
1. By June 30, 2022, Coast to Coast will recruit additional chef and one staff
member along with the launch of a new menu from Thailand.
2. By December 31, 2023, will reduce employee turnover rates by a maximum of
20% per year by giving rewards for achievements, giving appropriate wages and
increasing communication to staff.
3. By December 31, 2023, will achieve customer satisfaction above 85% through
feedback received from the mobile application.
4. By July 31, 2022, Coast to Coast will respond to customer complaints and provide
solutions maximum 24 hours since complaints are received.
5. By Nov 30, 2022, will 100% serve food under 15 minutes’ commitment time.

 Finances
1. By June 30, 2024, Coast to Coast will reach an average of $55,000 sales per
month through the purchase of a second food truck, new menu introductions and
intense promotions through all platforms.
2. By December 31, 2023, Coast to Coast will reduce its costs by 10% per month by
monitoring operation hours and allocating resources as needed.

1.4 Overview of Chapter One

Chapter one is the introductory chapter that presents the business concept of the business. It
explains to the reader the background of the research and also covering several points such as the
purpose of the dissertation, research questions and objectives that are going to be achieved by the
business. The next chapter is the literature review collected from various credible and trusted
sources.