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A new catering business in downtown Savannah providing a healthy alternative fast food.
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A New Catering Business in Downtown Savannah
Wicked Problem of Fast Food
According to this Google map, there are close to 50,000
fast food chains across the United States, with McDonalds being the
largest restaurant chain. In the world, there are more than 500,000 fast
food places. Kids between the ages of 6 and 14 eat fast food 157,000,000 times every
month. Ninety-six percent of kids in school could recognize an image of Ronald McDonald,
the face of McDonalds. The only recognizable figure that ranked higher was Santa Claus. To top it off,
Americans spend nearly $100 billion on fast food every year.
Fast Food
Provider
Convenience Stores
Gas StationPitstop
Highway
Quick
Fast Food Restaurant
Simple
Bright
Fried Chicken
Fries
Burgers
Soft drinks
Profitable
Combination
AdultsResponsiblitiy
Family
Obligation
Work
Speed
Order FastCook Fast
Serve Fast
Consume Fast
Mind Map
Research AnalysisPrimary Research
Secondary Research
Affinity Diagram
Mind Map
Affinity DiagramHealthy Food Perception Opinion on Fast Food People’s Eating Habit
-Salad is healthy fast food-Healthy diet is fresh food that is not pre-made and packaged-Healthy fast food is about moderation-Subway is healthy fast food-Healthy food is not yummy-Eat 1 portion of meat with 3 portion of fruits and vegetables
-McDonalds’ Happy Meals is popular childhood memory-Pizza, French Fries and Hamburger are popular fast food-No fast food is healthy-Half of the interviewee know that nutrition values of fast food-Fast food replenish every week in convenience stores
-People do not eat vegetables and fruits as much as fast food-Healthy diet is balance diet-86.4% of interviewee eat fast food- 1/3 of interviewee eat fast food several times a week- No one buy fruits and vegetables in convenience stores
0123456789
10
Interviewee's Favourite Fast Food Item
Number of Interviewee
28.60%
28.60%
33.30%
9.50%
once a week
several times a month
several times a week
I don't eat fast food at all
Frequency of Interviewee Eating Fast Food
50%50%Yes, I know
No, I don't know
% of Interviewee Knowing the Nuitrition Value of their Fast Food Meals
Fast Food
Served Fast
Consumed Fast
Made to last
Order Fast
Cook Fast
Disruptive Business Concept
Charge by Calories
Fast Food
Cost
Consumer
Profitable
Affordable
Combination
Value
Deals
Kids
Excitement
SchoolChildhood
TeensPeer pressure
Hip/CoolTrendyAdults
Family
PrototypeSynthesisReframing
Generating Business Model
Test Business Model
Adjust Model
Business Model Elements
Key Partners
Key Activities
Value Proposition
Customer Relationship
Customer Segments
Key Resources
Channels
Cost Structure
Revenue Streams
Convenience Stores Local Bakeries Local Farms
Production Supply Chain Transportation
Healthy Appetizing Convenient Innovative Delivery System Fresh Revitalizing Local Economy Informative Efficient
Locally Produced Locally Grown Healthy Life Style Locally Prepared Transparent Mobility Competitive Price
Trackable Personalization Customization New Food Culture
Personal Assistance Dedicated Personal Assistance Co-creation
College Students Busy Professionals SIngle Parents Working Parents Health Cautious Individuals
Central Building Logistics Distribution Network Kitchen Staff Financial Managment Kitchen
Logistics will be used as a marketing tool and brand identity Word of mouth
Nutrition guildes will be listed
Transparent food process
Cost driven Quality Product
Pre-paid plan Competitive price Health and nutrition assistance for customers Membership Meal deals
Cook Fast
Reframing
1st
2nd
Disruptive Business Concept
Charge by Calories
Fast to FitBusiness Concept
Fast to Fit is an innovative business model
where the customers pay by calories. The
more the calories the more you pay. The less
the calories the less you pay. It is a disruptive
business strategy where consumer behavior is
modified by affordability and availability of a
healthy alternative.
670 CAL
CALORIES
MORE
THE
$$$
$$
220
CAL
LESS
THECALORIES
$$$
Fast to Fit is a locally sourced and operated
business offering catering service to downtown
Savannah. It also offers a healthy alternative
life style for people on the go. Food trucks will
be running Fast food minus the preservatives
is prepared fresh and delivered on wheels. Our
MOTO is : “Eat Healthy Pay by Calorie. “
eat healthy pay by calorie
Charge by Calories
Food Truck Business
Vegetable-Kingdom Beaufort, SC
Clark & Sons -OrganicsPortal, GA
Boskey Wood-MushroomsSwainsboro, GA
B & G Honey Register, GA
Savannah River-FarmsNewington, GA
Dubberly's SeafoodSavannah, GA
Harris Bakery Savannah GA
Main facility
eat healthy pay by calorie
Food Truck Route A
eat healthy pay by calorie
Food Truck Route B
eat healthy pay by calorie
Food Truck Route C
Food Delivery System&
Local Sourcing System
consumer
SMALL HEALTHY CHOICEBIG HEALTHY VOICE
COLORED-DRINK
Yum!Greasy....unhealthy?!Good quantity for the price!$6.00 (Not Bad)hmmm............Should I......?Maybe not!
Not sure how it will taste....But sure is healthy!$4.00 (Not Bad)hmmm.......Value for money!Maybe I can give it a try!
