Executive Summary
PIZZA CLUB- unlike a typical traditional food business will provide a unique recipe of excellent pizza at value pricing with a guaranteed hygiene and wholesomeness. PIZZA CLUB is the answer to an increasing demand of teenagers for high-quality and economical food. The teenagers want value for everything that they purchase with their limited budget and at the same time, they are not willing to accept anything that does not meet their taste expectations.
The idea originated from the basic understanding of our food wherein people have a taste for food and dining out is more of a status symbol. In a typical Lahore setting, food is something everybody is interested in and a wide variety of cuisines are served on menus of hundreds of food points across Lahore Metropolitan. This prompted us to set up a food business with a unique recipe of food item "pizza".
PIZZA CLUB features unique recipes for one low price. We will be serving top quality chicken pizzas served with a variety of sauces. With white meat increasing in demand today alongside an ever-existent inclination of our society towards trendy taste, we believe that our product will ensure our success.
PIZZA CLUB aims at delighting customers by providing high quality, hygienically ensured recipe and rendering excellent service at value pricing.
History Of The Pizza Hut
The Pizza Hut Story
1958-present
The legacy of Pizza Hut began in 1958, when a family friend with the idea of opening a pizza parlor approached the two college-age brothers in Kansas. The concept was relatively new at the time and the brothers quickly saw the potential of this new enterprise. Borrowing $600 from their mother, they purchased second-hand equipment and rented a small building on a busy intersection in Wichita, Kansas. The result of their efforts was the first Pizza Hut and the foundation for what would become the largest and most successful pizza restaurant in the world.
Another important step in our growth came in 1977 when Pizza Hut was acquired by one of the true giants of international business: PepsiCo, Inc. As part of the PepsiCo corporate family, Pizza Hut shared its leadership position with such fine products as Pepsi-Cola brand soft drinks and Frito-Lay brand snack foods.
In October 1997, PepsiCo spun off the restaurant businesses (Pizza Hut, KFC and Taco Bell) and Tricon was founded. May 16, 2002 Tricon officially became YUM! Brands with the addition of two new brands, Long John Silver's and A&W. YUM! A brand is now the parent company Pizza Hut, Taco Bell, KFC, A&W and Long John Silver's. When combined these organizations now make up the world's largest restaurant group.
July 29, 2004--Tenet Healthcare Corporation (NYSE: THC) announced today that Joseph A. Bosch, an executive with more than 20 years of experience in team-building and supporting large, diverse groups of employees, will become senior vice president of human resources, effective Aug. 23.
Bosch, 46, will join Tenet from his position as chief people officer at Dallas-based Pizza Hut Inc., a unit of YUM Brands! Inc. (NYSE: YUM). Pizza Hut has more than 6,500 owned and franchised restaurants in North America, with more than 195,000 employees. At Tenet, Bosch will succeed Anthony Austin, who left the company earlier this year.
In 2003, Pizza Hut was named by the Dallas Business Journal as the best large company to work for in the Dallas-Fort Worth area. Tenet has announced it will move its corporate headquarters from Santa Barbara, Calif. to Dallas early next year.
Pizza Hut called a lot of names.
For ten of the last twelve years, Pizza Hut® was named Best Pizza Chain in America in the "Choice in Chains" national consumer survey published annually by Restaurants & Institutions Magazine. In 1997 Consumer Reports named Pizza Hut the best pizza chain in America and in 2000 and 2003, The Dallas Business Journal named Pizza Hut "The Best Company to Work For" in Dallas/Fort Worth.
Restaurants & Institutions' "2001 Choice in Chains" survey called Pizza Hut the number one national pizza chain in America. Our products have been voted number one in countless consumer surveys nationwide. Restaurant Business, Fortune, USA Today and The Wall Street Journal have cited our accomplishments as innovative business leaders.
Pizza Hut is the family pizza place.
Today, franchisees and joint venture partnerships account for more than half of the Pizza Hut system's total units. Following the opening of the first international restaurant in Canada in 1968, Pizza Hut restaurants
quickly appeared in Mexico, South America, Australia, Europe, the Far East and Africa.
Today, Pizza Hut operates in 84 countries and territories throughout the world. Pizza Hut, a division of Tricon Global Restaurants, Inc. has more than 7200 units in the U.S. and 3000 units in more than 86 other countries.
Make pizza easy.
The food service industry today is one of the fastest growing industries in the United States, with the pizza segment a $25 billion business leading the way. Beginning with the original thin crust pizza first served in 1958, Pizza Hut continues to refine our product and develop new products to suit our customer's tastes.
Today, millions around the world love our six core pizzas: Pan Pizza, Thin 'N Crispy, Hand-Tossed Style, Stuffed Crust, The Chicago Dish and the Big New Yorker. Pizza hut strive to present the products when and where the customer wants. To achieve this goal, we've developed a number of services through the years. With our Personal Pan Pizza, we made quick, affordable pizza a lunch alternative for millions of Americans. Spurred by the increasingly rapid pace of living and the subsequent demand by consumers for convenience, Pizza Hut has taken aggressive steps to provide quality products at off-site locations.
In recent years, pizza hut streamlined and refined our carryout procedures to provide faster, more efficient service and rapidly expanded our delivery operations throughout the country. By implementing combination operations with our sister companies Taco Bell and KFC, we're reaching thousands of new customers while providing unprecedented speed and fast food pricing. Thanks to these innovative new concepts, Pizza Hut pizza is now being enjoyed in school cafeterias, sports arenas, major airports, shopping malls and office settings.
As a result, Pizza Hut is greatly expanding its share of the off-premise, fast-food market, one of the fastest-growing segments in our industry.
Integrity is our core value.
At Pizza Hut, our culture reflects our values. This includes a shared vision of who we are and where we're headed. And it encompasses everything from the way we treat our customers to how we deal with our competitors.One of the most important values within the Pizza Hut culture is integrity. Our people are committed to providing uncompromising quality and to providing service that is personal. In fact, our people strive each day to provide what we call "customer mania." we want to give the kind of service that will make our customers tell stories to their family and Friends about Pizza Hut.
Our commitment to integrity extends to the role we play in the communities we serve. Wanting to instill a life-long love of reading in children, we created the BOOK IT! National Reading Incentive Program in 1984. This unique program, awards a complimentary Personal Pan Pizza and special recognition to elementary school children who achieve set reading goals. Former U.S. Secretary of Education Richard W. Riley cited BOOK IT! as the model for corporate/education partnership. Today, more than 50,000 public, private and parochial schools use BOOK IT! in over 800,000 classrooms. As of fall 2000-2001, more than 20 million children in the U.S. were enrolled in the BOOK IT!
Our integrity is also exemplified by how we treat our employees. We invest heavily in our people through skills training and management development. We encourage them to think unconventionally, to take prudent risks to achieve results. And we provide an informal environment with open communications to give them the freedom to make contributions on their own initiative. This is a part of our culture we value highly. We call it "ownership." It's the feeling that comes from knowing you can affect the company's direction through your expertise, innovative ideas and hard work. And because we give our employees a stake in the company's success, they take on the kinds of challenges people in other businesses only dream of.
Our Reputation.
During the past four decades we've built a reputation for excellence that has earned us the respect of consumers and industry experts alike. Building a leading pizza company has required relentless innovation, commitment to quality and dedication to customer service and value. The qualities of entrepreneurship, growth and leadership have characterized our business through more than four decades of success. Through the strength of our heritage, our culture and our people and franchisees, we look forward to even more success in the decades ahead.
Mission Statement
"Our mission is to Run Great Restaurants and to that end, we need great people. We strive to create a nurturing environment that gives our employees a place to contribute and succeed. We hire talented individuals who take pride in the business by striving to be the best. We hire Team Members who believe the company's success is in their hands".
Pizza Hut in Pakistan
Its coming; its coming; its come. One fine day Pakistani finally rose to a new dawn, zooming into town, Pizza Hut is still regimenting to crowds…weekends it's still a mad rush; apparently here are enough people in town who haven't had a mouthful of the most elitist, albeit, expensive pizza around. Offering the one serving PP (personal Pizza) with its side show of a Pepsi, they have two other serving sizes, the 'regular' and the 'large'. Each comes with a variety of standard fillings but, of course, if you are creative enough …and who isn't in Lahore…you can create your own personal recipe. This means an extra forty bucks in the bill. The more ambitious can also build up multiflavours but it is all basically a question of how much you can consume! The advantage of the large size is that they can serve a pitcher of Pepsi to cool away the Zinger feel.
Chicken Fajita, by the way is the recipe to option for, if you want to play the guessing game with your taste buds. Mean while Pizza Hut neighbors have come to one conclusion on …Lahore's love food! Why? Because Pizza Hut and other eateries are doing a roaring business.
Pizza Hut – Pakistan is working under a franchise agreement between MCR (private) limited and TRICON restaurants international (former PEPSICO restaurant international). Pizza Hut Pakistan reports to YRI (Dubai) & YRI Singapore Simultaneously.
MRC is a private limited company. Which was incorporated on August 1, 1992? Having shareholders setup by messes Manzar Riaz, Khurshid Hadi and Shahid Feroz. All three partners hold an equal equity stake in the venture. MCR is the sole franchisee for Pizza Hut in Pakistan.
Pizza Hut being the first international Franchisee in Pakistan got an over whelming response when we opened up. Pizza Hut did not face the problem of taste development, although we introduced some of the local taste in pizzas like Chicken Tikka, Hot & Spicy etc. Right now Pizza Hut has "9" outlets all over Pakistan.
In Karachi
Pizza Hut have 5 outlets and they are at
- Clifton 1993
- Tariq road 1995
- Gulshan-e-Iqbal 1996
- North Nazimabad 1999
- 1.1 chundrigar road 1997
Lahore
In Lahore we have 4 Pizza Hut and they are at
- Mall 1997
- Gulburg 1997
- Defence 2000
- Railway station 2003
Hyderabad
Pizza Hut opened an outlet in Hyderabad three years ago
- Thandi Sarak 2000
- Islamabad 2002
- Peshawar 2003
- Multan 2004
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PIZZA CLUB |
Company Profile | |
Company Name | Pizza Club |
Product Mix |
|
Marketing Message | "Buy our pizza. We knead the dough." |
Vision |
To provide trendy food at value pricing with excellent service to satisfy customer needs and for that we need great employees. |
Presence | Barket Market, Lahore. |
Marketing Plan
SITUATIONAL ANALYSIS
Pizza club will be starting business soon and marketing is essential to its success and future profitability. The business offers unique and trendy recipes of pizza. The basic market need is to offer teenagers and the regular customers with fresh, high quality, hygienic and value priced deals.
Market Summary
Pizza club possess sound information about the market and knows a good deal about the common attributes of target market which largely constitutes teenagers population. We will leverage this information to better understand who is served, their specific needs, and how Pizza club can better communicate with them.
Market Demographics
The profile for pizza club customer consists of the following geographic, demographic, and behavior factors
Geographic | Our geographic target is Barkat Market, Lahore |
Demographics | Both male and female with average age of 23-25 years, we are actually targeting the teenagers as well as their parents. |
Behavior Factors | Enjoy a high quality meal with considerable concerns regarding food hygiene and subsequent health concerns. There is value attributed to the appearance or presentation of food. |
Market Needs Analysis
Trendy and popular food is the need of our target market. Pizza club is providing its customers with high-quality unique trendy recipe with pleasing presentation. Pizza club seeks to fulfill the following benefits that are important to the customers
Selection | Variously priced deals as well as individual items are available for the customers to select from. |
Accessibility |
Variously priced deals as well as individual items are available for the customers to select from. |
Customer Service |
Our service is likely to impress the customers will with the level of attention that they will receive. |
Competitive Pricing |
Our mission is to provide product at low and affordable prices. |
Market Trends
There is a trend of sophisticated customer prevailing in the market. The customer today has become more sophisticated in a number of different ways
Food Quality | High-quality is preferred and customers will start to appreciate the differences in quality. |
Presentation |
Customers seek a sense of presentation about the food they are served. Better presentation delights the customer. |
Selection |
Customers are rejecting limited menus and are demanding a larger selection of food items. |
Market Growth
There is a tremendous market for food businesses in Lahore because the indigenous as well as other inhabitants have a strong sense for food. The market is ever-growing; however, there has been a severe competition in the market which has arisen in recent years due to opening of good food outlets and growing sophistication among customers.
Competition
The place where Pizza club will be operating is in Barkat Market which is the one of the main hubs of food business in Lahore. Pizza club have many competitors in Pakistan because of "Pizza lovers". One of the major competitors is Pizza hut because it is very known Pizza restaurant in Pakistan and we will have to work very hard to stand in front of them. Other competitors are Pizza hem and other restaurant were also focusing to launch their new product line like pizza we will also consider them as our competitor. To increase the sale of the Pizza Club, the management has to take step towards the price factor, to which the lower budget peoples can affords the pizza and can enjoy the Italian food.
PEST Analysis
Economic Factors
Currently, the global economy is in recession and the scenario isn't different for our economy which has rendered customers as pessimistic and price conscious. Besides, our target market largely constitutes teenagers which are inherently price conscious. All these factors make our target customer's price conscious seeking economical, value-priced products. This scenario provides us ample opportunity to target customers with affordable deals.
Social Factors
Factors like demographics; income distribution, life style etc. can also affect the company in different ways. After the coming of Pizza club market message of "Affordable Pizza" the new era of fast food began in Pakistan and its changes the life style of the Pakistani peoples.
Cultural Forces
Our socio-cultural accept food businesses well since they satisfy our traditional roots. Therefore, cultural forces are favorable for our business.
Technological Forces
The ever-changing technology is surely a force to be reckoned as important for our business. We will need high technology in order to compete Pizza hut. Moreover, in the face of current energy crisis, UPS systems will be helpful in ensuring uninterrupted power supply.
Environmental Protection
There is not any such item that may be harmful for the environment. The company fully compliance with Environmental act/regulation.
SWOT Analysis
Strengths
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We are offering variously priced deals along. This provides variety to the customer to choose from and it delights the customer. Moreover, we are also offering variety in sauces with Chili Garlic Sauce, Tomato Sauce, Green Chili Sauce and Savory Sauce as well as variety in drinks with Coca-Cola, Fanta and Sprite on the menu for the customers to select from.
Weakness |
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Now a day's electricity is one of the major problems in Pakistan and it is also the major weakness of our company. |
Opportunities
- Increase in sale due to price
Our target market is largely composed of teenagers which are inherently price conscious. This fact provides us with an opportunity to set a low price for our deals in harmony to the economical behavior of the customers. Seizing this opportunity is likely to earn us more customers and profit.
Threats
- Entrance of new competitors
- Economics instability
- Pizza lover
MARKETING STRATEGY
Pizza club's advertising budget is very limited, so the advertising program is simple. Pizza club will do teasers, banner ads and brochures.
Mission
Pizza club's mission is to provide the customer the unique recipe of trendy food at value pricing.
Marketing Objectives
- Provide hygienic product with excellent quick service.
- Design deals which are affordable for teenagers.
Positioning
Pizza club will position itself as a reasonably priced, high quality, taste oriented restaurant. Pizza club customers who appreciate high-quality food will recognize the value and unique offerings of Pizza club. By offering a superior product, coupled with superior service, Pizza club will excel relative to other food businesses.
Marketing Mix
Pizza club's marketing mix is comprised of these following approaches to product, pricing, distribution, advertising and promotion.
Product |
The main product of Pizza club is Chicken Pizza which is exactly what customers want. Moreover, it is value-priced and affordable. |
Pricing |
Pizza club will use market penetration and psychological pricing strategy which implies that prices will be low as well as matching customer's perceived price and his needs. |
Place |
Pizza club is located in Barkat Market and its food will be distributed within Lahore. Customers can either dine-in or take out. Food will also be delivered to the desired location with the help of home delivery. |
Promotion and Advertising |
The most successful advertising will be teasers, banner ads, brochures and posters. |
Product line of Pizza Club
Appetizers
- Garlic bread
- Garlic bread Supreme
- Chicken wings
- Garlic mushrooms
- Salad
Beverages
- Coca-Cola
- Sprite
- Fanta
- Mineral water
Pan Pizza
- Cheese lovers (Melted layer of hundred percent cheeses)
- VEGGIE LOVERS (Tomatoes, onion mushrooms, black olives & green pepper)
- CHICKEN TIKKA (Chicken tikka, cubes &onions)
- CHICKEN FAJITA (Marinated chicken)
- FAJITA SICILIAN (Fajita chicken, onions, green peppers, green chilly & lots of cheese)
- THE EURO (Mushrooms, smoked chicken, tomatoes and olives)
- HOT AND SPICY (Green chilies, onions and tomatoes)
Supremes
- SUPREME (Beef pepperoni, bologna, beef, onions, green peppers and mushrooms)
- CHICKEN SUPREME (Chicken sausage, spicy chicken, chicken fajita, smoked chicken, onions, green peppers, olives and mushrooms)
- SUPER SUPREME (Beef pepperoni, smoked chicken, bologna, beef, onions, green peppers, olives and mushrooms with double the toppings)
Sand witches
- Philly steak sandwich
- Spicy chicken sandwich
Personnel Plan
Management Team
Pizza club is currently the creative idea of Rabia Bilal, Maryam Zaheer, Neelam Israr, Anam Manzoor, Fozia Zaka and shumaila Manzoor. Implementation of this organization form calls for all the founders to share their ideas and vote out the best idea and take it as a mutual decision.
Duties and Responsibilities
Responsibilities are to be divided among members based on their competencies. However, every member has his share of idea in every aspect of setting up this business. Key personnel and their responsibilities are:
Neelam Israr – Operations and Inventory Manager.
Key responsibilities are to look after the operations of the business and to effectively control the inventory, inventory turn over, maintaining stock and ordering appropriate quantities of stock when required.
Rabia Bilal and Maryam Zaheer– Finance Manager
Their responsibilities are to control financial aspects of the business including handling finances, preparing feasibility, setting budgets, and funds allocation, keeping track of expenses, recording sales and preparing financial statements.
Fozia Zaka and Shumaila Manzoor– Marketing Manager
Key duties and responsibilities include handling marketing part of the business. Both of them are responsible for designing marketing campaign and strategically using different promotional tools to communicate the product to the customers. They will put up advertisements at different strategic places in the market.
Anum Manzoor– Sales and Services Manager
Her responsibility is to ensure the hygiene and quality of food. Besides, she will communicate the business and educate the customers about out products through one-on-one selling.
PROFIT AND LOSS ACCOUNT
PIZZA CLUB
Opening stock NIL |
Closing Stock 1,000,000 |
Purchases 7,000,000 LESS: Returns NIL 7,000,000 |
Sales 14,000,000 LESS: Returns NIL 14,000,000 |
Wages 720,000 | |
Manufacturing Exp. 850,000 | |
GROSS PROFIT c/d | |
TOTAL 15,000,000 |
TOTAL 15,000,000 |
Salaries 15,00,000 |
GROSS PROFIT b/d 6,430,000 |
General exp. 500,000 | |
Advertisement 50,000 | |
Interest on Loan 275,000 | |
Installment of Loan 385,000 | |
Director Fee 1,000,000 | |
Depreciation: LAND 3,00,000 PLANT 6,00,000
| |
NET PROFIT 1,820,000 | |
TOTAL 6,430,000 | TOTAL 6,430,000 |
Income Statement
PIZZA CLUB
Income Statement
For the Year Ended May 22, 2009
Sales | 14,000,000 | ||
Less: Cost of goods sold | |||
Opening Inventory | __ | ||
Add: Purchases | 8,570,000 | ||
Cost of goods available for sale | 8,570,000 | ||
Less: Ending Inventory | 1,000,000 | ||
Cost of goods sold |
(7,570,000) | ||
Gross Profit |
6,430,000 | ||
Operating Expenses | |||
General expense | 500,000 | ||
Selling expense | 27,85,000 | ||
Miscellaneous expense Office & Admin expenses | 50,000 1,000,000 | ||
Total Operating Expenses
Net Operating Expenses Less: Interest | (43,35,000) _________
2,095,000 2,75,000 | ||
Net Income/Loss | 18,20,000 |
BALANCE SHEET
PIZZA CLUB
Balance Sheet
ASSETS |
|
|
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Cash In Hand Cash At Bank Closing Stock |
19,63,332 9,81,668 1,000,000 |
Fixed & Long Term Liabilities Long term Loan 5,500,000 Less: Interest 2,75,000 Net Profit Share Capital |
52,25,000 18,20,000 5,000,000
|
Land & Building Less: Dep Plant & Machinery Less: Dep
|
4,700,000
3,400,000 | ||
12,045,000 | 12,045,000 |
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