We will also engage in home delivery. Turkish Doner, is a standard shawarma business that will be located in one of the busiest roads in Karachi – Sindh. We have been able to lease a facility along a major road that is big enough to fit into the design of the kind of shawarma that we intend launching and the facility is located in a corner piece property directly opposite to the largest residenti
al estate in SMCHS. Turkish Doner, will be involved in the preparation and sale and distribution of a wide varieties of shawarma and also sandwich to our customers. We will also be engage in home delivery when customers order for it that will be delivered to them in any location within the city where we have our shawarma station. We are aware that there are several large and small scale shawarma stands all around Karachi – SMCHS, which is why we spent time and resources to conduct a thorough feasibility studies and market survey so as to offer much more than our competitors will be offering. We have, home delivery option, self – service options for our customers, and our outlet is well secured with the various payments of options. Much more than retailing Shawarma, our customer care will be second to none in the whole of SMCHS – Karachi. We know that our customers are the reason why we are in business which is why we will go the extra mile to get them satisfied when they visit our shawarma and also to become our loyal customers and ambassadors. Turkish Doner, will ensure that all our customers are given first class treatment whenever they visit our shawarma shop. We have a We are aware of the trend in the restaurant / fast food industry and we are not only going to operate a system where our customers would have to come to our shawarma to make purchase or whatever they want, but we will also operate an online bar and our customers can place orders for our products online and they will get it delivered to their houses or any location they want us to deliver the goods to within Karachi. Turkish Doner, is a partnership business that is owned by Zeeshan Ahmed with his Friend Bill Saeed. Although the business is launching out with just one outlet in SMCHS - Karachi, but there is a plan to open chains of shawarma bars all around Karachi and perhaps in other key cities in the Pakistan. Our Products and Services
Turkish Doner, is in the restaurant / fast food industry cm shawarma stands line of business to make profits and we will ensure we go all the way to make available a wide variety of shawarma, sandwiches to our clients. Our product and service offerings are listed below;
Shawarma
4. Our Mission and Vision Statement
Our vision is to become the leading shawarma bar – brand in Karachi – Pakistan and to establish a one stop shawarma stand cm fast food restaurant in Karachi and in other cities in the Pakistan. Our mission is to establish a shawarma bar business that will make available a wide variety of shawarma and also sandwiches, pizzas, coffee and soft drinks at affordable prices to the residence of Karachi – Sindh and other cities in Pakistan where we intend opening of chains of shawarma bars. Our Business Structure
Turkish Doner, do not intend to start a shawarma bar business like the usual mom and pop business around the street corner; our intention of starting a shawarma stand business is to build a standard and one stop shawarma cm fast food restaurant in Karachi – Sindh. Although our shawarma cm fast food restaurant business might not be as big as Hummus Bar Express, Dr. Sandwich, SAJ Bakery, Shawarma Dadon, Jimmy Johns and Subway, but will ensure that we put the right structure in place that will support the kind of growth that we have in mind while setting up the business. We will ensure that we hire people that are qualified, honest, customer centric and are ready to work to help us build a prosperous business that will benefit all the stake holders (the owners, workforce, and customers). As a matter of fact, profit-sharing arrangement will be made available to all our senior management staff and it will be based on their performance for a period of ten years or more.
6. SWOT Analysis
Our intention of starting just one outlet of our shawarma bar in SMCHS – Karachi is to test run the business for a period of 2 to 5 years to know if we will invest more money, expand the business and then open other chains of shawarma bars all over Karachi and Key Cities in Pakistan. We are fully aware that there are several shawarma bars all over Karachi – Pakistan and even in the same location where we intend locating ours, which is why we are following the due process of establishing a business. We know that if a proper SWOT analysis is conducted for our business, we will be able to position our business to maximize our strength, leverage on the opportunities that will be available to us, mitigate our risks and be welled equipped to confront our threats. Turkish Doner, employed the services of an expert HR and Business Analyst with bias in fast food line of business to help us conduct a thorough SWOT analysis and to help us create a Business model that will help us achieve our business goals and objectives. This is the summary of the SWOT analysis that was conducted for Turkish Doner;
Strength:
Our location, the business model we will be operating on (brick and mortar shawarma bar and online shawarma bar), varieties of payment options, wide varieties of shawarma and our excellent customer service culture will definitely count as a strong strength for Turkish Doner. Weakness:
A major weakness that may count against us is the fact that we are a new shawarma bar – business and we don’t have the financial capacity to compete with multi – million dollars chains of shawarma cm sandwich shops. Opportunities:
The fact that we are going to be operating our shawarma bar in one of the busiest streets in SMCHS – Karachi, provides us with unlimited opportunities to sell our shawarma, sandwiches and soft drinks to a large number of people. We have been able to conduct thorough feasibility studies and market survey and we know what our potential clients will be looking for when they visit our shawarma bar; we are well positioned to take on the opportunities that will come our way. Threat:
Just like any other business, one of the major threats that we are likely going to face is economic downturn. It is a fact that economic downturn affects purchasing / spending power. Another threat that may likely confront us is the arrival of a new shawarma stands, sandwich shop, pizza shop or fast food restaurant in same location where ours is located.
7. MARKET ANALYSIS
Market Trends
In this dispensation when the online community is growing rapidly, you would do your business a whole lot of favor if you create your own online presence. One of the easiest ways to get people to see you as an expert in your line of business is to blog constantly about shawarma. You may also want to leverage on social media platforms like Instagram, Facebook, and Twitter, and others to publicize your shawarma business. You can as well go ahead to open an online shawarma bar where people can place order from your shop. You must ensure that your delivery system is efficient if you intend to do well with your online shawarma bar. So also, keeping consumers’ appetites satisfied, shawarma stands cm restaurants have created new menu options that capitalize on the trend of increasing awareness of the health risks associated with a high-fat diet. The industry has also thrived by developing products at price points attractive enough to weather the slow recovery, resulting in strong revenue growth. As a result of this, these trends are expected to continue and contribute to revenue growth going forward.
8. Our Target Market
When it comes to fast food such as shawarma and even sandwich and pizzas et al, there is indeed a large market for them. As a matter of fact, shawarma stands are always improvising to ensure that they continue to expand their target market. In view of that, we have positioned our shawarma bar to service the residence of SMCHS – Karachi and every other location where our chains of shawarma stands will be located in key cities all over Pakistan. We have conducted our market research and we have ideas of what our target market will be expecting from us. We are in business to prepare and serve a wide variety of shawarma, sandwiches, and pizzas to the following groups of people;
Event Planners
Corporate Organizations
Households
Schools
Corporate Executives
Business People
Sports Men and Women
Our Pricing Strategy
Pricing is one of the key factors that gives leverage to shawarma bars cm fast food restaurants, it is normal for consumers to go to places (shawarma bars) where they can purchase / order shawarma, sandwiches, pizzas, coffees and soft drinks at cheaper price which is why big player in the restaurant / fast food industry will continue to attract loads of consumers. We know we don’t have the capacity to compete with bigger and well – established shawarma bars, but we will ensure that the prices of all the products that are available in our shawarma bars are competitive with what is obtainable amongst shawarma bars within our level. We are aware that there are contracts for supply of shawarma, sandwiches and pizzas by government, corporate organizations or big religious organization; we will ensure that we abide by the bidding pricing template when we bid for such contracts. Payment Options
The payment policy adopted by Turkish doner is all inclusive because we are quite aware that different customers prefer different payment options as it suits them but at the same time, we will ensure that we abide by the financial rules and regulation of Pakistan. Here are the payment options that Turkish doner will make available to clients;
Payment with cash
Sustainability and Expansion Strategy
The future of a business lies in the numbers of loyal customers that they have the capacity and competence of the employees, their investment strategy and the business structure. If all of these factors are missing from a business (company), then it won’t be too long before the business close shop. One of our major goals of starting Turkish Doner is to build a business that will survive off its own cash flow without the need for injecting finance from external sources once the business is officially running. We know that one of the ways of gaining approval and winning customers over is to retail our shawarma, a little bit cheaper than what is obtainable in the market and we are well prepared to survive on lower profit margin for a while. Turkish Doner will make sure that the right foundation, structures and processes are put in place to ensure that our staff welfare are well taken of. Our company’s corporate culture is designed to drive our business to greater heights and training and re – training of our workforce is at the top burner. As a matter of fact, profit-sharing arrangement will be made available to all our management staff and it will be based on their performance for a period of three years or more. We know that if that is put in place, we will be able to successfully hire and retain the best hands we can get in the industry; they will be more committed to help us build the business of our dreams.
