INTRODUCTION OF BUSINESS PLAN
A. Background & Rationale
In this day and age, most of what we need is just one click away. Living in a fast-
paced environment, the idea of having to prepare and cook meals seems to be a burden.
Especially for people requiring a specific type of diet, including individuals planning to
lose or gain weight, or simply for those with not enough energy to think and make meals
for the day. Here comes the revolutionary idea of food delivery, which has changed lives
in many ways.
Shifting from a physical dimension to the digital world where most transactions are
concluded online, Internet-based platforms thrive in the heart of today’s digital economy.
The dawn of the Internet shook up the world—and by extension, the world of food
delivery—in the 1990s. Today, ordering food from almost any restaurant can be done by
just a few taps on an app through the phone or even through Twitter, Facebook
Messenger, or Instagram DMs. Philippines in 2010, launched a local delivery service, City
Delivery, which allowed people to order via a hotline or online from hundreds of
restaurants in the Metro. The service was later acquired by app-based food delivery
service Foodpanda, which arrived in 2014. Transport service Grab branched out into food
deliveries with GrabFood in 2018, while the youngest app-based delivery service of the
bunch, LalaFood, was launched in 2019. The success of food delivery points to the need
for convenience and nourishment—two very human desires that they can thankfully fulfill.
Restricting people into their homes, along with the addition of social-distancing
measures forcing restaurants to limit dine-in customers, are some of the devastating
effects that the pandemic has caused us. With meal delivery services, people can enjoy
a fresh, hearty meal from the comfort of their own home, all the while ensuring safety.
With this, there is reason to believe that meal deliveries are the future.
HERBALIFE Nutrition recently released the findings from the 2020 Diet Decisions
Survey, which revealed that 53% started eating more fruits and vegetables among the
Filipinos surveyed, and 43% ate more plant-based food. The Philippines, too, ranked
highest (62%) among the markets polled in its openness to plant-based foods and
meatless options. 58% of the Filipino respondents made a significant change to their diet,
and 89% agreed that they had a specific moment during the pandemic when they realized
they needed to change their diet. 82% changed for health reasons while 51% said it was
to lose weight. 27% said changing their diet would be more cost-effective for them. The
survey results show that Filipinos are becoming mindful about their health and opt for
healthier choices, including combating lifestyle-related diseases.
Thus, the Filipinos' partner towards healthy living is Healthy Gourmet Kitchen, an
online meal delivery service that offers a variety of nutritionist-approved meal options
suitable for any diet. A service fit for any lifestyle that promises to deliver fresh, healthy
meals straight to your doorstep!
B. Description of Business
Healthy Gourmet Kitchen will be an Instagram-based meal delivery and
subscription service in Iloilo City that specializes in offering affordable, healthy, and
delicious meals based on the customers’ needs and preferences. This business will
prepare and deliver ready-to-eat and nutritious food to people who want to save time on
cooking and grocery shopping. The meals can be modified according to the diet planning
and needs of the customer and lessen and control their unhealthy choices.
Healthy Gourmet Kitchen will be an alternative for people who want to enjoy fresh,
home-cooked, and healthy meals with just a click on their phones. The meals will be
chosen from the menu in Healthy Gourmet Kitchen’s Instagram account, and it can be
personalized based on their desired diet. The customers will have the option of when and
where they want to have it delivered. People who have health problems and require a
specific diet can message their needs and preferences. Healthy Gourmet Kitchen will
provide dietitian-approved meal options suitable for the diet required. The ingredients will
be sourced from local farmers and small businesses in Iloilo. The ingredients to be used
will be fresh and of high quality in order to provide delicious and nutritious food offerings.
In light of the pandemic woes, Healthy Gourmet Kitchen will have the option of
online ready-to-eat clean and a healthy variety of food or meal prep kits with ingredients
supplied for home cooking. The meals have a variety of food choices, too, whichever suits
the customers’ health and taste. Practically, the prepared meals and meal prep kits will
be available not only for the convenience of customers but total health benefits will also
be taken into primary consideration. With health consciousness being prioritized, children
and other family members will be made aware, too, of the importance of nutrients in the
meals. Guaranteeing the safety of food preparation, the delivery men will be thoroughly
taught how to handle and serve the orders to respective houses observing the necessary
health protocols. Right food with proper preparation will be the utmost aim of this
business. Consequently, the health of the family will be achieved, which later on will cater
to the maximum health benefit of the entire community.
C. Mission & Vision Statement
Mission
The Healthy Gourmet Kitchen is an online meal subscription and delivery service
dedicated to:
a. Provide meals made only from fresh ingredients from our trusted local sources
b. Individualize meal plans tailored for customer’s preferences and needs with the
guide of certified dieticians
c. Allow customers to cook their own meals through meal-prep-kits with a variety of
choices
Vision
We at Healthy Gourmet Kitchen are committed to provide our customers
affordable, nutritious, delectable, and individualized meal plans right at their doorstep with
just a click. Our meal delivery services guarantee to cater customer’s expectations,
serving fresh and healthy meals from our raw ingredients, delivered on time without the
hassle.
D. Description of the people involved in the business
Target Consumers:
● Individuals who want to lose weight. This business will help individuals who want
to lose weight by providing them with a structured, client-specific daily meal plan
that will aid in their desired diet, along with scheduled consultations with their
assigned dietitian to keep track of their progress. The meal plan will also include
the total caloric intake of the day and the calories of each ingredient in the meal.
● Individuals with specialized diets (i.e. low sodium diet, high protein diet, renal diet,
etc.). This business will help individuals with specialized diets by providing them
with their daily nutritional needs taking into account modifications in their diet
brought about by their condition. They will also receive weekly or as needed
consultations with their assigned dieticians for any modifications in their current
diet and to keep track of their conditions and progress, all in accordance with the
subscriptions they have availed.
● Individuals who want to try a new diet. This business will help individuals who want
to try a new diet by setting up meetings with their assigned dieticians to discuss
possible allergies to some food, food likes and dislikes, and goals in their diet.
Taking into account all the aforementioned factors, the dietician will then develop
a daily meal plan to meet the demands of the client. The business will then provide
the client with ready to eat meals or freshly prepared ingredients coupled with
instructions to prepare the dish in case the client wants to cook his/her meal
himself/herself.
People behind the Business:
● Dieticians
Healthy Gourmet Kitchen business will employ 5 experienced and competent
dieticians to develop diet and nutrition programs tailored to their assigned client’s
objectives and personal needs.
In order to ensure the quality of our services, we made sure that our dieticians
were able to meet the following criteria:
Specifically, Dieticians will
➔ Assess patients’ and clients’ nutritional and health needs;
➔ Provide consultations regarding the client’s nutrition issues and healthy
eating habits;
➔ Develop meal and nutrition plans, taking into account client’s preferences
and budgets;
➔ Evaluate progress patients with their tailor-made meal plans and change
the plans if needed;
➔ Document client’s progress.
In order to ensure the quality of our services, we made sure that our dieticians
were able to meet the following criteria:
❖ Basic educational requirement
➔ Bachelor’s degree in nutrition or a related field such as food and
nutritional science or biochemistry;
➔ 1-2 years of supervised practical training;
➔ Passed the licensure examination given by the Professional
Regulation Commission (PRC).
❖ Skills and competencies
➔ Should be able to plan nutrition programs and supervise preparation
and serving meals
➔ Must have an interest in nutrition and welfare of people.
➔ Must be non-judgmental and understanding about alternative
lifestyles
❖ Physical Attributes and Characteristics
➔ Should be patient, respectful, and responsive to client’s needs;
➔ Flexible and able to work on his/her own and as part of a team;
➔ Good organizational skills;
➔ Good verbal and written communication skills.
● Cooks
Healthy Gourmet Kitchen plans to employ 5 veteran cooks to prepare fresh
ingredients and cook meals for our clients.
Specifically, Cooks will:
➔ Prepare ingredients or cook complete meals for the clients;
➔ Cooks special specialized diet meals for clients as instructed by a dietician;
➔ Helps dietician in planning menus;
➔ Determines size of food portions in accordance with the client’s objectives
and dieticians’ instructions;
➔ Monitor and order kitchen supplies.
In order to ensure the quality of our services, we made sure that our cooks were
able to meet the following criteria:
❖ Basic Educational Requirement
➔ Although no specific educational attainment was required for our
cooks, we hired mostly high school graduates with at least 4 years
of work experience, on the job-training, and/or vocational training in
areas concerning food preparation and service.
❖ Skills and Competencies
➔ Management of material resources;
➔ Management of personnel resources;
➔ Coordination;
➔ Implementation and planning
❖ Physical Attributes and Characteristics
➔ Have a keen sense of taste and smell;
➔ Can withstand the pressure and strain of standing for hours at a time;
➔ Manual dexterity;
➔ Can withstand constant pressure to prepare meals efficiently;
➔ Work well as part of a team;
➔ Neat and organized; and
➔ Physically fit.
● Helpers (for packing meals, assisting the cook, and cleaning)
Healthy Gourmet Kitchen will employ 8 hardworking contractual workers under its
employment to help in neatly packing the meals to be delivered, assist the cook in
certain tasks such as cleaning ingredients and cleaning the workplace.
Specifically, helpers will:
➔ Neatly package meals to be delivered, ensuring its intactness;
➔ Carry out menial tasks such as cleaning cooking utensils, instruments in
food preparation, and cleaning the workplace;
➔ Assist cooks in their tasks;
➔ Carry shipment of ingredients in the workplace; and
➔ Waste disposal
In order to ensure the quality of our services, we made sure that our helpers were
able to meet the following criteria:
❖ Basic Educational Attainment
➔ Although no specific educational attainment was required for our
Helpers, we hired mostly elementary and high school graduates able
to read and comprehend basic instructions and have at least 2 years
of work experience, on the job training, and/or vocational training in
areas concerning food preparation and service.
❖ Skills and competencies
➔ Management of material resources;
➔ Management of personnel resources;
➔ Coordination;
➔ Able to read and write
❖ Physical attributes and characteristics
➔ Have a sense of organization;
➔ Can withstand the pressure and strain of standing for hours at a time;
➔ Manual dexterity;
➔ Can withstand constant pressure to prepare meals efficiently;
➔ Work well as part of a team;
➔ Neat and organized; and
➔ Physically fit.
● Manager
The manager is responsible for planning, directing, operations, and fiscal health of
the business.
Specifically, the manager will:
➔ Concern herself with the health and safety of the workforce;
➔ Carry out and attaining the mission and goals of the business unit;
➔ Develop a superior workforce;
➔ Develop the business;
➔ Develop an employee-oriented business culture that emphasizes quality,
continuous improvement, key employee retention development, and high
performance.
In order to ensure the quality of our services, we made sure that our manager is
able to meet the following criteria:
❖ Basic Educational Attainment
➔ Minimum of a bachelor’s degree or equivalent in business or a
departmentally related field;
➔ A minimum of three (3) years of leadership experience in managerial
positions.
❖ Skills and competencies
➔ Interpersonal communication
➔ Written communication
➔ Honest and integrity
➔ Adept in problem-solving
➔ Adequate skills in planning and problem solving
➔ Able to resolve conflict in the workplace
➔ Delegate tasks efficiently to workers based on their skills,
competencies, that match with their work
❖ Physical attributes and characteristics
➔ Autonomous
➔ Knows how to be in command in the workplace
➔ Physically, mentally, and emotionally fit to keep up with the demands
of the job
➔ Possesses a sense of organization
➔ Possesses empathy
➔ Possesses a political sense
● Delivery Men
The business has currently employed 50 delivery men responsible for transporting
fresh ingredients and/or ready to eat meals from the workplace to our clients.
Specifically, Delivery men will:
➔ Follow the best practices for safety, both on the roas and while loading or
unloading products;
➔ Communicate with management to make deliveries:
➔ Meet delivery deadlines;
➔ Perform basic vehicular maintenance;
➔ Load and unload products;
➔ Track shipments and deliveries;
➔ Obtain client’s signatures after completion of delivery.
In order to ensure the quality of our services, we made sure that our delivery men
were able to meet the following criteria:
❖ Delivery Driver skills and Qualifications
➔ A valid driver’s license, and in some cases a commercial driver’s
license issued by the Land Transportation Office (LTO);
➔ Knowledge of how to handle materials safely, such as food;
➔ Familiarity with using navigation systems;
➔ Time management to ensure deliveries are made on schedule;
➔ Excellent vision and hand-eye coordination to stay safe while
driving;]
➔ Physically fit.
E. Description of products or services
Healthy Gourmet Kitchen is an online meal subscription business that offers a wide
variety of affordable, nutritious, and mouth-watering dishes that people of all ages
can enjoy with a click of a finger. Prepared meals, one of the products offered by
this business, are fully cooked meals made of organic ingredients, which people
can readily eat upon delivery at their doorstep. These ready-to-eat meals are made
for people with busy lives who have no time to cook for their meals but still want to
stay at the top of their health and shape.
For people who enjoy the luxury of cooking their own meals, Healthy Gourmet
Kitchen also offers meal prep kits, which essentially contain the step-by-step recipe
and pre-portioned ingredients (sometimes partially prepared) of their desired dish.
With meal kits, people are able to save more time with food preparation, have
better nutrition, and create fewer food wastes compared to the usual way of
preparing and cooking food.
Other services offered include curating an individualized meal plan with the
medical expertise of a dietician to meet the metabolic and bodily needs of the
individual resulting in the optimization of their health and well-being. This service
is especially helpful to people with health conditions that are restricted to only a
certain type of diet, as this does not only make their meals nutritious but also
appetizing making it an enjoyable experience.
Meals in the menu were made in accordance with these diets:
● Vegetarian Diet
● Vegan Diet
● Paleo Diet
● Mediterranean Diet
● Renal Diet
● Diabetic Diet
● Sodium-Restricted Diet
● Fat-Restricted Diet
● Cholesterol-Restricted Diet
● Low-Fiber Diet
F. Objectives and the venture project (for the next 5 years)
Healthy Gourmet Kitchen aims to be the number one provider of healthy and hearty
meals in the area. Specifically, it seeks to:
1. Partner with hospitals, clinics, and local gyms, increasing the market and
reaching out the grassroots level of the market;
2. Establish booths in malls and bazaars where clients can consult, pre-order,
or claim their meals and pre-packed ingredients;
3. Develop a website that enables clients to take a quiz and get insights
regarding the diet that suits best their lifestyle;
4. Partner with a courier company to deliver the goods to clients nationwide;
5. Establish a headquarters for the administrative and managerial staff;
6. Increase the capital to 100% of the initial investment.
G. Long term Aim of the business
In the long run, we Healthy Gourmet Kitchen aims to achieve the following goals:
1. To expand the business in multi areas of the society, specifically to:
a. Reach a wider and more general population who would like to lean
towards a more specific diet according to their bodily needs
b. Become well known, increase popularity and demand among the
common lay folk
c. Witness greater engagement among various age groups of the
locale and customer network
d. Educate the public to be more in tune with their nutritional needs and
promote a healthier lifestyle in the community
e. Possibly reach the global stage of provision of our services with
specifications to culture and available food items in each country
2. To increase and improve sales with a steady influx of revenue in the long
run for Healthy Gourmet Kitchen
3. To return capital investment and reach a stable, profitable sum to finance
present costing and possible future ventures
4. To improve our services according to demand and changing needs of our
patrons such as trying out new menus to provide a wider range of offerings
5. To increase employee and stakeholder’s professional growth and
experience with their affiliation to Healthy Gourmet Kitchen as evidenced by
increased productivity and workplace engagement
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