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BUSINESS PLAN
0333–3331877
Sh.mustafa1122@gmail.com
Jinnah Super Market, Gol – Market, Block 12 – B,
F-7 Markaz
Islamabad, 44210
Burger Chikk
Burger Chikk Business Plan
EXECUTIVE SUMMARY
Mission Statement
To offer customers incredible taste
through modest pricing in a modern,
stylish environment.
Vision Statement
To achieve accelerated growth to
drive profitability and become a well-
known business that will continue to
serve its customers through
satisfaction.
Brief Sketch of Plans &
Goals
The long-term goal is to expand the
restaurant to Karachi and Lahore as
a brand competing with the top
brands of Pakistan. In the short term
the goal is to capture as much
market share in Islamabad as
possible. The plan is to attract
customers, through good quality and
competent prices, which would
cause the market share to increase.
Therefore, the focus right now is to
increase the attraction of the
business and its products.
Success of the short-term goals will
lead to successful expansion to
Lahore and Karachi.
Business Strategy
Currently, the business strategy is
that of penetrative pricing. Burger
Chikk has a strategy to attract
customers with high quality food but
at substantially low prices compared
to key competitors. Once a
substantial market share is captured,
Burger Chikk might consider
increasing prices. The business also
has the edge of a comfortable
seating area, which gives a
competitive edge against the direct
competitor Burger Fest. It is
important to note that the marketing
technique is through social media
which will enable Burger Chikk to
attract young university students that
will be attracted to low price
restaurants.
Financial Status
Burger Chikk almost broke even in
December 2019 and showed profits
in January & February 2020. It is
financed fully by the owners.
Burger Chikk Business Plan
BUSINESS DESCRIPTION
Burger Chikk is a fast food restaurant that is in F7 Markaz, Islamabad. The
business uses the highest quality products to satisfy the needs of the customers
and specializes in making burgers and steaks. The restaurant also provides with
a sitting area on the upper floor where customers can dine comfortably.
The business tries to learn from the core competencies of successful
restaurants. This also represents Burger Chikk’s core target market which is for
all ages. The restaurant is open every day from 4pm to 1am.
Mission Statement
To offer customers incredible taste through modest pricing in a modern, stylish
environment.
Vision Statement
To achieve accelerated growth to drive profitability and become a well-known
business that will continue to serve its customers through satisfaction.
Menu
A wide variety of food items are available to meet customer needs. The starting
items give a choice among variety of items.
Burgers
Steaks
Wings & Fries
Drinks
Chicken Jalapeno
Desperado Steak
BBQ Wings
Soft Drinks
Chicken Volcano
Black Pepper Steak
Speed Chilli Wings
Tea
Wile Big Bane
Texas White Steak
Buffalo Wings
Chicken Epic
Plain Fries
Beef Jalapeno
Curly Fries
Johnvins
Beef Mushroom
Sun-of-Sun
Zinger Burger
Zinger Wrap
For our future products we are considering adding mutton and fish products to
our menu.
Burger Chikk Business Plan
Ownership
Burger Chikk is a sole
proprietorship owned by Mustafa
Zahid. He is a young
entrepreneur. He’s 23 years of
age and he started working when
he was just 18 years old. This is
his first time working in the
management of a restaurant. He
started this restaurant in
September with the help of his
family. The restaurant was not
launched properly due to
Moharram, however, Burger
Chikk was able to almost break
even in December.
Burger Chikk Business Plan
INDUSTRY ANALYSIS
Pakistan is a growing third world country and its food industry is the second
largest industry in the country. It contributes to the GDP of the country and
contributes 27 percent to value added production. The fast food industry also
gives employment to 16 percent of the workforce and has approximately 220
million consumers and growing. When compared to the rest of the world,
Pakistan has the 8th largest market when it comes to fast food and related
businesses.
The lifestyle of people in Pakistan is changing rapidly and so are the eating
habits of locals. The fast food business is increasing at a rate of 21 percent
annually. Startups are increasingly catering to the needs of the people, which
can be seen from the fact that the growth of fast food businesses is more than
20 percent on an annual basis.
Fast food means food which is cooked and served within a small amount of
time. As highlighted before, this industry is going through an escalated boom in
Pakistan. Although there is fierce competition, restaurants are able to generate
a substantial profit. Due to the increasing competition, new restaurants feature
vibrant themes and innovative concepts in order to create a unique experience.
Thus, there is high probability of rapid growth in the future.
Competition
Burger Fest & Howdy: When considering major local competitors, the main
competitors are Burger Fest and Howdy. Burger Chikk differs from their
competition due to some very important factors. Firstly, the burgers’ taste is up
to the standard like the other two as the chef was poached from Howdys.
Secondly, when considering Burger Fest, it does not have a sitting area
whereas Burger Chikk has a sitting area where customers can relax and eat
their food comfortably. Howdy’s customers enjoy the flavors the restaurant
provides, however, Burger Chikk provides similar taste at less expensive prices.
Gol Market: Considering the competitors providing substitute products close to
Burger Fest, there are quite a number of food vendors within a 50m radius of
Burger Chikk such as Crunchies, Tasty Bites, etcetera. These vendors provide a
variety of foods such as Chaats, Roll Parathas and other local foods. They can
be perceived as a threat as their menu items serve as substitute products
against Burger Chikk’s. The quality is not as good as Burger Chikk as their main
motive is to keep costs low. Burger Chikk focuses on quality and has an open
Burger Chikk Business Plan
kitchen so the valued customers can view where their food is coming from and
be satisfied with it.
Paan Corner: This is a roll paratha stall located right across Burger Chikk. It is a
direct competitor in terms of geography, but it makes only paratha rolls. It has
been around for over two decades, but the scope is low, there’s no innovation
and it has no sitting area. Burger Chikk has an advantage due to its comfortable
seating space located on the first floor, constant innovation, wide variety of
available items and tastes for the modern food lovers
According to recent trends, more and more people have started opting for clean
and hygienic food. Burger Chikk provides an open kitchen through which people
can view the food preparation process and appreciate the hygienic environment.
Another recent trend is people customers preferring grilled burgers over burgers
that are fried – this is also something which Burger Chikk specializes in.
PESTEL Analysis
Political Factors:
When considering political factors,
we focus on health & safety
guidelines as well as taxation.
Restaurants are moving towards
healthier foods because of the
pressure from public health policies
to produce foods with less sodium
and sugar intake.
Moreover, the GST for restaurants
has been reduced leading to more
restaurants entrants in the sector.
There has been greater government
stability which encourages
entrepreneurial activity in the food
sector.
The projected inflation rate for 2020
in Pakistan is 13.2%. With a high
inflation rate, there is bound to be
lesser revenue coming in as
customers would decrease. This
would also lead to increase in
inventory costs. An increase in
inflation might lead to Burger Chikk
having to increase prices which will
negatively affect their penetrative
pricing strategy and increase menu
printing costs. If employees do not
get pay raises during this inflationary
period, it will be highly demotivating
for them.
Consumer spending and disposable
income of the population has
increased. This means that potential