Fruit Dream House

EOP Business Proposal

BY: Adam Omar Bak See Ying Edoney Talah Eva Kristin Larry Sait Leong Chee Mei Rosbadariah Yaakub

1.0 Introduction When going out with their friends or families for a bite, Malaysians are spoilt for choice in terms of fast food availability. These quick and easy but not very healthy fast food restaurants become the hip hang out of choice for the younger generation these days, as well as families with working parents, who use fast food as an alternative to home cooking. This leads many Malaysians down the path to ill health and obesity. Fruit Dream House differs from these other cafes by providing high nutritional and low calorie drinks and desserts, utilizing only the freshest fruits of high quality. The store not only serves a vast choice of fresh and unique fruit juice blends, it also provides a choice of desserts such as ice blended, puddings, taufufa, cendol, sago, pancake, and so much more. The fruit juices to be served are to be freshly made on order without additives. The store will be located at a strategic location in the middle of the city to attract customers. The cleanliness of the store will be kept in top condition to ensure the comfort of the patrons. It is expected that Fruit Dream House will be the new hang out choice for young and old alike and the menu offered will provide customers with healthier choices. Ingredients will be sourced locally, and this will help the local farmers. The following proposal outlines the opening of Fruit Dream House dessert caf. 2.0 Statement of Need Recent studies show that more and more Malaysians are overweight or obese. The National Health Morbidity Survey data revealed that in adults, 20.7% were overweight and 5.8% obese (0.3% of whom had BMI values of >40.0 kg m-2); the prevalence of obesity was clearly greater in women than in men. Current nutrition and health surveys reveal that Malaysians are already affected by western health problems. The escalation of obesity, once thought to be an urban phenomenon, has now spread to the rural population at an alarming rate. As Malaysia proceeds rapidly towards a developed economy status, the health of its population will probably continue to deteriorate. Therefore, a national strategy needs to be developed to tackle both dietary and activity contributors to the excess weight gain of the Malaysian population. One such dietary contributor is the vast availability of fast food and chain restaurants in Malaysia. A hectic and busy lifestyle leads many to the convenient yet unhealthy fast food in lieu of a proper home cooked meal. To overcome this issue, more restaurants focusing on a healthier menu should be set up around the city to give customers healthier choices for eating out. Fruit Dream House is one such caf that offers fresh fruit and vegetable based ingredients in the preparation of our drinks and desserts. Fresh fruit juice is beneficial to our health as fruits contain a lot of nutritional values and vitamins to aid in building a healthier body. According to an article in the Daily Metro dated 25 May 2010, fruit juices can help aid in balancing cholesterol levels in the body as well as curb gastritis.

There is great potential for this fruit juice business in the future where many people begin to realize the importance of fruits towards good health as well as the importance of keeping healthy alongside a fast growing and technologically developing country. Thus it is proposed that a healthy fruit juice and fruit based dessert caf, Fruity Dream House be opened in the city.

3.0 Goals and Objectives Goals 3.1 To diversify products with higher nutritional value. Objectives i. To use fresh products in 90% of food preparation ii. To offer at least 2 dozen variety of fruits and vegetables a day on the menu 3.2 To promote a healthier lifestyle Objectives i. To populate the menu with 2 dozen fresh fruits and vegetables based recipes ii. To hold a healthy living campaign in store once a month 3.3 To promote job opportunity for locals and students i. To buy all ingredients from local residents and distributors ii. To hire 2 local residents to work in the kitchen iii. To offer part-time job for 5 local residents and students as wait staff and dish washers. 4.0 Description of Caf 4.1 Location Fruit Dream House will be located at No. 1K, Jalan Air Jernih, 20300, Kuala Terengganu. This location is a prime commercial district complete with infrastructural facilities such as telecommunications, electrical supply and water supply. This location is considered strategic because it is located in the middle of the city nearby Kuala Terengganu Polytechnic College, Grand Continental Hotel, Hock Kee Seng Emporium, Affin Bank, Maybank and several government and private offices.

4.2 Operating Hours Hours: 12 noon to 11 pm Days: Monday to Saturday, open on public holidays.

4.3 Menu Fruit Dream House is a caf that sells juice, desserts and snacks based on local and imported fruits and vegetables such as grapes, starfruit, papaya, apple, carrot, tomato, celery, durian, banana, strawberry, watermelon, honey dew, dragon fruit, coconut, kiwi, mango, pineapple, lychee, orange, and guava. The fruit juice products are divided into two i.e. fruit juice and ice blended. A set mix of fruits are offered, however customers can pick and choose their own mix of fruits if they wish. Therefore customers are given the choice of their own customized drinks. On the desserts menu, the caf offers Shaved Ice, pudding, taufufa, chendol, and sago. Shaved Ice is only sold according to the set ingredients such as dragon fruit, kiwi, mango, pineapple, orange and banana. Puddings are offered in four flavours i.e. lychee, strawberry, pineapple and mango. Durian chendol is only offered seasonally but regular chendol is served daily. The sago category offers two choices of honedew and pumpkin. Snacks offered are pancake and salad. Pancakes come with three different toppings, i.e. apple, pineapple and banana. As for salads, customers are given the choice to pick and mix their own salads at the salad bar. An assortment of dressing is provided.

4.4 Marketing Strategy The premise is located at a visible location in front of a major road in a commercial area, nearby Hock Kee Seng Emporium, banks, a polytechnic college, hotels, and several offices. Other businesses in the area make this a strategic location to attract customers. The uniqueness of Fruit Dream House lies in the quality of its product, wherein Fruit Dream House will uphold the purity of its fruit juices without the use of additives and sugar. In every promotion, the potency of Fruit Dream House fruit juices will be the main subject. Asides from this, comparison with potential competitors will be done with an emphasis on our products superiority. 4.4 Competitors Potential competitors include Old Town Kopitiam, Kentucky Fried Chicken and Pizza Hut. Old Town Kopitiam has the advantage of over a decade in the coffee house business. However their main product is coffee based such as white coffee, and less emphasis on fruit juice based drinks. Their desserts are also mostly ice cream based. Kentucky Fried Chicken (KFC) is popular for their fried chicken; it is also located by the main road. It is a popular choice among children and even adults. However they serve mainly

carbonated drinks, and ice cream desserts. Pizza Hut is located next to KFC and is popular for their pizzas. It has similar weaknesses to KFC wherein they only serve carbonated drinks and ice cream based desserts.

4.5 Staff

Owner/Manager

Shop assistant 1

Shop assistant 2

wait staff (2)

Kitchen staff (3)

6.0 Anticipated Results/ Benefits

Based on the planning written in this proposal, it is expected that Fruit Dream House will garner high profit returns. The concept of healthy living and healthy eating has already caught up with a lot of health conscious Malaysians, and with their busy lifestyle, a nice and healthy fruit juice will be the perfect energy boost they need to get on with their day. Therefore it is expected that the business can become a great attraction towards the working society. Youths of today are also rather image conscious and health conscious therefore it is expected that a hang out that offers healthy drinks and desserts will be appealing to these youths. With the opening of this business, we can provide job opportunities for the locals as well as supplement the income of local farmers and orchard owners as we source most of our fruits and vegetables locally. This business also opens up a healthier alternative to fast food and junk food snacking choices for consumers and it is hoped that with this the health and constitution of consumers will improve and help curb the onslaught of diabetes and obesity in Malaysia, starting locally in Kuala Terengganu.
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