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Food Away From Home : The Market For Our New Venture Concept Essay

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According to the USDA Economic Research Service, over 50% of today’s food dollars are being spent on “food away from home,” with total expenditures totaling around $1.5 trillion. Based on the size of the industry and the trend, we believe that there is room in the market for our new venture concept. The venture for this exercise is a high-end food shop specializing in house-prepared foods that are either completely ready to eat (take-out) or simply need to be heated in the customer’s home. This concept will have minimal seating for the breakfast/lunch crowd and will be geared towards taking the product elsewhere for consumption. The basis of this idea is that as people move away from cooking in their homes, more options are needed that are tasty, healthful, and varied.
While this concept has competition in the market, the shop is unique in that it will focus on being a continuous solution for busy people; this will be achieved through menu design and consistent quality. The menu will be composed in such a way that the daily offerings will be healthy enough to be enjoyed as frequently as desired with enough variety that a patron won’t get bored with the options. Additionally, major diet trends (vegetarian, vegan, paleo, gluten free) will be taken into consideration during menu planning to make sure that clients in each category can select enough items to assemble a few different meals out of each day’s offerings.
Further, this concept is scalable, either with a parent company

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