- Università: Em Lyon Business School
- Docenti:
Monica Grosso
- Studenti:
Abid Hussain Anzar, Aman Singh Jasrotia, Aprajita Thakur, Kanishka Bajaj, Sanjana Vishnoi, Shashank Singhal
At MakeEat, we create memories and provide comfort along with ambience where you can bring your family and friends. Cook whatever you please, in our state-of-the-art cooking space which is guaranteed to make you feel at home.
MakeEat is your go to store for realizing a hassle-free cooking experience. Our store provides the customers with state-of-the-art kitchen facilities along with top shelf ingredients and premium customer service. For customers to rid themselves of the troubles that follow in making a meal for their loved ones, we are a haven that welcomes their preferences with open arms. Our staff will be given training of the highest order to satisfy customer requirements on the fly. Providing not just cooking facilities, but also the right ambience for a stellar time at our store, we aim to restructure the concept of dining outside.
Market analysis
The restaurant sector has been growing in the last decade and presently it accounts for 31 percent of the consumption basket in India. Huge consumption pattern across India’s restaurant industry has given a plethora of heterogeneity that it has led to the launch of different dining concepts. Capitalising on the growing spending power of the young working professionals, MakeEat aims to create an homely atmosphere- away from home.
Targeting
- Our target customers are the people who want to have a hassle-free dining and cooking experience with their family and friends, with a private space and premium service.
- The gender mix is about 50% female and 50% male.
- The age of our target customers ranges from 20-55 covering a wide stratum of the population. Geographic location is Bangalore. Apart from this, an open seating arrangement would aid in a comfortable setup for the .
Product and Services
Our store will be having 6 themes to accommodate different groups of target customer along with a mini bar at the customers disposal.
- Gaming: This theme will have PS4, LED 4k TV, some board games, and drywalls to form a sound barrier to prevent loud music going out of the room- all for a game night with friends.
- Classic: Classic theme will be in two capacities, the first one being a 10–15-seater and another for 25-30 guests.
- Outdoor: Barbeque and bon-fire only adds up to the fun. This theme will have an open air sitting, to enjoy that nip of Bangalore air.
- Kids: If you want to let your kids enjoy with their friends, while you sit back and prepare easy meals, this is the perfect theme for you.
- Romantic: Our romantic theme provides you and your partner the space to have your own time, where you can enjoy cooking for them without any hindrance.
Store location
Among the fastest growing cities in the country, Bengaluru has also come to be known as the city of India’s middle classes. These measures would be taken.
- Store will be operational between 12 noon-12 am, with 6 themes available for booking. These rooms will differ on size, ambience and amenities present.
- Customer can book space on an hourly basis while the booking extension in real-time is subjected to availability.
- To maximize the number of bookings, special training will be given to staff to make it hospitable for our next appointment.
- Ingredients that the customers specify while booking their appointment will be ready on their arrival. On-demand changes will be subjected to availability of resource.
CRM
The CRM engages our customers in a full-blown experience of MakeEat giving them incentives to return to the store or suggest our services to potential customers. We have a referral program which provides the customer that does the reference with a 10% discount on their next visit to the store. We are offering Unlimited refill on select soft drinks. Customers have the option to upload their personal recipes to our database which can be accessed in the future by our customers offering discounts to the author based on usage rate. There are plans to integrate a loyalty program for our loyal MakeEat patrons to provide them with better personalized offers. Finally, our social media pages working on creative content to keep our followers and customers interested with polls, suggestions, questionnaires, photo tags etc.
Communication
Prior to the main launch, an invite will be sent out to major food bloggers /online influencers of the city to come to the store and experience the concept of MakeEat. The recommendations and reviews these bloggers and influencers post on their page will act as a catalyst to our online presence thus increasing our fame and reach. Along with this, targeted ads through social media to inform our potential customers about the store and its services. Renting out a billboard in a high traffic zone of Bangalore to advertise the opening of MakeEat and Targeted emails and text messages to our customers to inform them of offers, discounts and new services would be some of the measures taken.
Feasibility analysis
Our store is operational from 12 pm to 12 am, each customer can book a minimum of 12 hours with an incremental of one hour , customer can book in real-time also but it is subject to availability. We will be able to make Rs.19710000 sales in 1st year followed by Rs. 23849100 and Rs. 28618920.We are expecting to earn Rs. 4005000 in 1st year increasing to Rs. 5659005 and Rs. 7558236.Our major costs will be incurring for interiors of building, cutlery, furniture, gaming station and other items required for the respective theme. Our asset are expected to have 5 years life.
