- Università: Luigi Bocconi
- Docenti:
Karin Zaghi
- Tutor:
Anna Righi
- Studenti:
Antonio D'Antoni, Chiara Garbarino, Matilde Nave, Alina Novozhilova, Pietro Prati
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Group IX
QuickPick è un'iniziativa di business che si iscrive nel settore della ristorazione proponendo un modello di ristorante attivo 24 ore su 24, 7 giorni su 7, focalizzato sulla preparazione centralizzata di piatti freschi a prezzi accessibili. I pasti, realizzati con ingredienti locali, vengono confezionati e distribuiti in cassetti refrigerati, facilmente accessibili per il consumo immediato.
Il progetto si basa su un sistema automatizzato definito "distributore automatico 2.0": all'interno dei punti di vendita, i clienti acquistano i pasti tramite uno schermo digitale e li ritirano da appositi armadietti refrigerati. Ogni armadietto permette di visualizzare il contenuto prima dell'acquisto. Sono disponibili anche microonde per il consumo in loco. Gli ordini possono essere effettuati in anticipo tramite app, per evitare il rischio di esaurimento dei piatti preferiti.
Il sistema prevede una cucina centralizzata al servizio di più store, con l’obiettivo di ridurre i costi operativi e ottimizzare la gestione. L’approccio coniuga rapidità, accessibilità e un’esperienza d’acquisto semplificata.
Il target include studenti e lavoratori in cerca di pasti bilanciati e pronti al consumo. I piatti sono suddivisi in tre fasce di prezzo: 7€ per proposte leggere (insalate, primi piatti), 10€ per piatti principali (come ramen o burger), e 12€ per opzioni più elaborate a base di carne o pesce. Bevande e snack sono disponibili tramite distributori separati.
Il layout dei negozi prevede una zona grab-and-go, microonde, distributori automatici di snack e bevande, una piccola area ristoro con tavoli e fontanella per l’acqua, servizi igienici accessibili e uno spazio riservato al personale per la gestione dell’inventario.
Dal punto di vista competitivo, QuickPick si posiziona come alternativa a bar, gastronomie e ristoranti che non offrono la stessa combinazione di disponibilità continua, rapidità di servizio e prezzo contenuto. A differenza dei supermercati o di altri competitor, l’accesso all’area ristoro è gratuito.
Nel 2023, il mercato italiano dei piatti pronti ha raggiunto i 43 milioni di chilogrammi venduti, generando un valore di 291 milioni di euro. La fascia d’età 20-34 anni rappresenta il segmento più dinamico, con una domanda crescente di soluzioni alimentari pratiche e salutari. QuickPick si inserisce in questo contesto, offrendo opzioni adatte a uno stile di vita frenetico.
Il modello prevede anche collaborazioni con ristoranti, palestre, università e aziende, oltre a sconti per i nuovi utenti, programmi fedeltà (un pasto gratuito ogni 10 acquistati) e agevolazioni tramite referral.
Secondo le proiezioni, l’attività prevede una perdita iniziale per poi arrivare alla redditività entro il terzo anno, man mano che aumentano le aperture. I ricavi derivano principalmente dalla vendita dei pasti, con una transazione media di 8,50€, e i costi principali riguardano materie prime, affitti e personale. Il margine lordo, pari a circa 4€, include anche il packaging, che è riciclabile.
L'espansione prevede l’apertura in altre città italiane come Roma e Torino, e, con opportune modifiche di assortimento e prezzo, l’adattamento del format a mercati internazionali come Francia, Germania e Spagna.
ENG
QuickPick is an innovative company that aims to revolutionize the food service industry
with a unique approach. It operates as a 24/7 restaurant chain offering fresh
and healthy meals at affordable prices. Each dish is made with locally sourced
ingredients in a centralized kitchen and is then stored in refrigerated drawers
for quick grab-and-go access.
Our innovation revolves around the concept of a '2.0 vending machine.' In our
stores, customers can purchase their meals through a user-friendly digital
screen and retrieve their selected items directly from designated lockers that
corresponds to their order and that clearly displays the meals even before
their purchases, and if needed they can warm their meals up in the microwaves.
We also offer the opportunity to book your meal through our app, so our
customers can eat their favorite dishes without the risk of them being over.
Our goal is to settle a centralized kitchen that can serve as many stores as
possible, to reduce costs and create our strategic advantage. This innovative
approach combines convenience, speed and a seamless purchasing experience.
QuickPick’s mission is to provide balanced, high-quality and convenient meals
that support the well-being of our customers. Whether it's a quick, nutritious
lunch for a busy professional/student or a comforting dinner after a long day,
our ready-to-eat options are carefully curated to offer both variety and value.
This combination of convenience, quality, and sustainability meets the
fast-paced lifestyle of our target audience.
Our main competitors are bars, supermarkets with a gastronomy section and restaurants
like Erbert. They lack either the ability to serve multiple customers at the
same time, the low price point, the quality of the product, the availability of
healthy choices or being open 24/7. QuickPick offers all of that and much more,
since our customers can also choose to eat in our store for free, something
that it is not possible to do in supermarkets or needs a cover charge in the
other competitors.
In 2023, Italy’s ready-to-eat meals market reached 43 million kilograms, generating 291
million euros, driven by growing demand for healthy, convenient food. The 20-34
age group, in particular, is seeking nutritious options that fit their busy
lifestyles. QuickPick is positioned to meet this demand, offering quick,
balanced meals for workers and students.
The QuickPick store is designed for both convenience and comfort. Upon
entering, customers are greeted by a grab-and-go area featuring a variety of
ready-to-eat meals in refrigerators, along with microwaves for on-site heating.
A coffee and snack machine are also available. To the right, a cozy dining
space offers tables for those who prefer to eat in, with a free water refill
station for added convenience. Restrooms, including disabled-access facilities,
are located nearby. Behind the public areas, a staff space is dedicated (used
also for short term inventory management).
QuickPick will offer different types of meals to satisfy every customer. The
offer is divided in three categories: light bites for 7€, such as pasta dishes
and salad, core meals for 10€, such as ramen or burgers, and lastly premium
dishes for 12, such as specialty meats or fish. We are also offering cold
drinks and snacks from separate vending machines for around 1€.
We offer a great variety of discounts and partnerships. Our perspective
customers will enjoy a first-time buyer discount to attract them Existing ones
will enjoy our loyalty program, offering one free meal every 10 bought, or our
referral program, offering discounts if you invite your friends to use our
services. Our partnerships include the possibility for restaurants to rent our
locker space for their products or special discounts offered to fitness center
customers, university students or certain partner companies.
Our financial analysis forecasts an initial loss that turns into a profit in
year 3 as we grow in locations. Our key revenues come from sales, with an
average transaction value of 8,50€. Our key expenses are food cost, rent and
salaries. Our gross margin is 4€, which could be considered low but it includes
both the cost of food, which is locally sourced for the best quality, and the
packaging, which is recyclable and eco-friendly.
Looking forward, we plan to replicate our model in other big Italian cities,
such as Rome and Turin, that have both a high amount of students and office
workers and an active nightlife. Our concept, with just a few modifications,
could also be applied in other countries such as France, Germany and Spain. The
modifications include a change in our product assortment and our pricing
strategy to match the country’s cost of living.
