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We are going to open fast food restaurant because this type of business can start with small capital and also in medium
and small income population areas. Other reason is that fast-food restaurants have become common throughout Pakistan
and they are earning good profit.
The Fast Food Restaurant Market is a growing industry in Pakistan relying heavily on the changing lifestyle patterns,
population growth of the target age group and the related increase in employment of women. With today's hectic
lifestyles, time-saving products are increasingly in demand the most obvious being the fast food. The rate of growth in
consumer expenditures on fast food has led most other segments of the food-away-from home market for much of the last
one decade.
Demand for convenience has driven expenditures where people want quick and convenient meals; they do not want to
spend a lot of time preparing meals or waiting for meals in restaurants. As a result, consumers rely on fast food. Knowing
this, fast food providers are coming up with new ways to market their products that save time for consumers.
In fast food restaurant we will provide high standard quality of food and quick service to our consumers and customers,
we will standardize the quality & taste of our product .
We will also provide comfortable environment and our product will be unique in terms of taste, so that we can earn the loyalty of our
customers and consumers.





 
KTo be the twin cities (isb & rwp) best restaurant chain, we will provide each customer great taste, comfortable environment, and
reasonable price, healthy food in quick and friendly manner on every visit´ 


 
LAZEEZ FAST FOOD is committed to provide good food, hygienic environment and provide every time to each customer a food
experience to set a standards in value, service, taste and quality.


 
 



We want to cover the highest share and want to become a leader in fast food industry of Pakistan. To archive this goal of
our company we will provide
à? Products of high quality
à? omfortable environment
à? -uick service
Thus we are concern with our customers and consumers satisfaction.

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Our customers are more important for us in our business that¶s why we are focusing on hygienic factor and high qualit y
food to make them loyal.

We will provide comfortable environment and our product will be unique in terms of taste, so that we can earn the loyalty of our
customers and consumers.


 

The Fast Food Restaurant Market is a growing industry in Pakistan relying heavily on the changing lifestyle patterns,
population growth of the target age group and the related increase in employment of women. With today's hectic
lifestyles, time-saving products are increasingly in demand the most obvious being the fast food. The rate of growth in
consumer expenditures on fast food has led most other segments of the food-away-from home market for much of the last
one decade.
Demand for convenience has driven expenditures where people want quick and convenient meals; they do not want to
spend a lot of time preparing meals, traveling to pick up meals, or waiting for meals in restaurants. As a result, consumers
rely on fast food. Knowing this, fast food providers are coming up with new ways to market their products that save time
for consumers.
onsumers want to combine meal-time with time engaged in other activities, such as shopping, work, or travel, therefore
allocating less time for food, hence the growing need for fast food.


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We use secondary data for this project. We don¶t conduct any survey for this project because there is a lot data and so many

researched had already done to identify the trend of fast food and people ideas about it. It shows that fast food industry is rapidly

growing in Pakistan because people are getting advance and their life styles are changing.


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The market study of our restaurant shows that our potential share is present in the market as many restaurants are existing
in that locality but still existing customers are looking forward for a good quality food and entertaining restaurant which
will suit their life style and standards. Existing restaurants are offering a good quality but not up to the mark which leads
to a place for a new one who fulfills the expected quality standard. Our restaurant is specially designed to provide stylish
environment and quality of food and serving

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Geographically inhabitants of Rawalpindi and Islamabad are our target market.


As we know that residential of Islamabad likes to dine out.

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People having income of 25,000 or above would be our demographic target because they have disposable personal income
in which they can dine out.

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Youngsters living in Islamabad and Rawalpindi are vital part of our target market because they possess a life style that
always looking forward adventure and new places of enjoyment. According to a survey they are considered to be the
leading community dining out in the restaurants.

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The location of our restaurant is surrounded by many offices so it makes a better vision to target them. Working people
are considered to be most concerned about quality of food weather it¶s of home or of a restaurant. In our place we provide
them what they are looking for that¶s why they tend to move towards such places to relax and enjoy a good meal at the
same time.

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Families are also our main target market as our restaurant is providing all the facilities and atmosphere that they require
with quality food. According to another survey, Ktrend of people dining out is increasing by exceptionally large rate´. The
reason is that now women are increasing to working class which leads to dine out.
All these facts ensure our share in the food market.

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Overall business environment of the restaurant is good particularly the location of our project is the key potential factor.
We have strong business environment to ensure the profitability of our project. 

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The Pakistan Hotels and Restaurant Acts Act 1976 is the law which requires the owners of all types of restaurants to
register and obtain a license with the government. The restaurant owner is required to apply to the controller for
registration of the restaurant.
Application for registration and determination of fair rates shall be made to the controller in Form KG´ together with a
certificate of medical fitness in Form KI´ from a registered medical officer of the civil hospital in respect of the staff o f
the restaurant.
For registration of a restaurant, the owner of the restaurant is required to conform to the standard of health, hygiene and
comfort which standards have been set out in Schedule II of the act.
On receipt of application, the controller will carryout inspection of the aforementioned
premises and once satisfied will initiate the registration process. Once registered the owner of the restaurant will apply to
the controller for license as per the Act which needs to be renewed on a yearly basis for the prescribed fee.

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According to the economic survey of the area considering restaurant business, there is a bright scope of growth in this
area in future as t he population growth rate of Lahore provides a health opportunity of establishing a restaurant. The
industrial resources have clearly laid down that the food sales will reach 1 billion US dollars. An unfavorable factor is
that no physical incentives are given by the Govt. in taxes applicable on restaurants.




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The industrial analysis of our country shows that there is a very considerable scope of establishing restaurants and earn
profit. Environment study tells that 60 % of people are dining out for entertainment, 33% are dining out on special
occasions and rest take it a typical home stuff. The sophisticated kinds of restaurant which are established to represent a
specific part of our society like café Zook, face certain social barriers, keeping in view we are confirming our share in the
market.
Our restaurant assures that there would be no clash in term of religious values and believes. Our main emphasize on
nutritious pattern and health.

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The nature of our business dies not require any advance technology or highly qualified persons but the most important
prerequisites of this business is a highly skilled and experienced chef who will monitor the quality control and
standardization of different food items. He will also supervise the cooks to maintain the standards of the quality product.
ooks should also be hired on the basis of their expertise and specialization in particulars. More over, they should be
capable of introducing new recipes to the menu.
We are providing a different dining experience to our potential customers as we have all type of food under one roof with
the competitor¶s bases pricing strategy which would attract our potential customers. Trend of dinning out is
comparatively high in DHA due to their specific life style which gives us more plus points of establishing a restaurant
with all verities of food.

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It includes the SWOT analysis for business, which is as follow:

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à? Good location
à? Easy availability of potential customers
à? Good quality food
à? Economic trend of restaurant business is possible
à? Skilled chef and staff
à? Good and sophisticated environment
à? Introducing new dishes
à? omparatively low competition in the market
à? In comparison with our competitions, we have more customers capacity to serve.
à? Outstanding services
à? Providing hygienically good environment (talking good care of cleanliness and disposable of wastage).
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à? We are new in the market we have to create our image.
à? We have to spend a large amount of money to hire good chef, to provide good quality food and recipes.
à? A large amount of budget is allocated on market expense to get maximum market share.


 

à? We have to use new and different promotional strategies to attract more and more customers.
à? We can increase our sale by providing home delivery service to the customer¶s long run.

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à? ustomers in the locality our restaurant are very quality conscious so strict measures should be taken for the
quality control satisfy these people.
As many other restaurants are already running in that area. So attracting the people can be difficult.

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Our competitors are well µin¶ in the market. Most close competitors are:
à? McDonald¶s
à? Pizza Hut
à? Hungry bunny¶s

These restaurants are providing continental, fast food and BB-. One factor which ensure our share in competitive market
as we are providing best taste and comfortable environment by excellent service and quality.

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As we are a newly established restaurant so we require some marketing strategy that gives us a different looks as
compared to our competitors. Our marketing strategies will be trying to attain the following goals and objectives.
à? To create awareness in customers about our restaurant
à? To have any impact in the market of best quality and services backed by variety.
à? To increase sales
à? To gain our market share
Our market strategy consists of the following:

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Our restaurant gives fast food variety which is popular.



   
à? hicken Roast (-tr.)

à? hicken Roast (Half)

à? hicken Roast (Full)

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à? hicken Burger

à? hicken heese Burger

à? Beef Burger
à? Beef heese Burger

à? Zinger Burger


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à? hicken Sandwich

à? Egg Sandwich

à? Beef Sandwich

à? lub Sandwich

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à? Soft Drinks (Large)

à? Soft Drinks (Regular)

Based on the above the fast food restaurant can offer low cost combo meals to its
customers for increased value. Following are the proposed combo deals that can be further modified to meet increasing
demand:

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à? ombo Deal 1 Zinger Burger / French Fries / Regular Drink

à? ombo Deal 2 hicken Broast (-tr.) / French Fries / Regular Drink

à? ombo Deal 3 hicken Burger, Broast (-tr.), French Fries, Regular Drink

à? ombo Deal 4 lub Sandwich / French Fries / Regular Drink

à? Family Deal 1 Full Broast / Zinger Burger / lub Sandwich / French Fries (4)
/ Large Drink

à? Family Deal 2 Zinger Burger (2) / lub Sandwich (2) / Broast (Half) / Large
Drink / Fries (2)

à? 'umbo Deal 5% discount on purchase above Rs. 1,000/-

˜
 
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All of these products are best in terms of their standard and quality. Well, one of the main features of our fast food¶s
burger is that we are providing comparatively large burger in size.

 

We are doing competitors bases pricing our prices are slightly low as compared to our competitors in order to attract the
customers and to snatch the maximum share from our competitors.



Our restaurant is a retailing business in which the product is made and served at the same place.

  

We are going to promote our restaurant through following promotional strategies.


à? Banners
à? Billboards
à? Radio ad
?
?
˜


 
This section will offer a financial overview of Lazeez Fast Food Industry as it related to the marketing activities. Lazeez will
address break-even analysis, sales forecasts, expense forecasts, and how they link to the marketing strategy.
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The break-even analysis indicates that 93,16 will be needed in monthly revenue.

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Monthly Revenue Break-even 40,657

 

Average Percent Variable ost 40%


Estimated Monthly Fixed ost 40,652

Sales Forecast
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. &
/ &
0




End users 1,098,780 1,543,221 1,934,887

Distributors 439,512 617,288 $773,955

Total Sales 1,538,292 2,160,509 2,708,842

% ,
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. &
/ &
0

End users 439,512 617,288 773,955

Distributors 175,805 246,915 309,582

Subtotal Direct ost of Sales 615,317 864,204 1,083,537


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Marketing expenses will be budgeted so that they initially ramp up and then re-ramp up over the course of the year. The expense
forecast will be used as a tool to keep the organization on target and provide indicators when a modification or correction is needed.

  
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We are going to spend about 0.312 million on our promotional scheme in 3 years.

Marketing Expense Budget


   
  
 &c . &c / &c 0

Newspaper Advertisements .12111 .23111 .32111
Food Magazine Advertisement .12111 ./2111 -
Brochures 32111 .12111 .32111
Radio Ads .32111 /12111 /32111
TV Advertisements - 412111 .112111
j1j(c5c)%*j c 6121117# 8 .2.91117# 8 .3321117# 8


,˜


 

&
. &
/ &
0
urrent Assets
 %
: urrent Liabilities 0.524368 0.70817 0.727829

 Net Working apital
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: Total Assets -0.06003 -0.02949 -0.02873

Net Income
 c : Average Stockholders' Equity 0.162282 0.084634 0.123051

 Net Income
 ,
$: Sales 0.124793 0.057964 0.109852

 Net Income
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$ 
: Shares Outstanding 1.135355 0.701437 1.087298
Sales
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: Average Total Assets 0.609376 0.636869 0.507014

 Total Liabilities
%c 
: Total Stockholder's Equity 1.090336 1.331557 1.166277

 Net Income
 : Average Total Assets 0.076046 0.036916 0.055697

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