Marketing Plan for Meals on Wheels

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Meals on Wheels Marketing Plan

1. Executive Summary

• Meals on Wheels is a startup idea for a Fast food chain of mobile breakfast stations that aims to fill a gap in the demand for a clean, delicious & freshly prepared breakfast meals to employees of high end corporate office areas.

• The current breakfast service market is plagued with lack of proper customer service, poor variety, few number of players, lagging delivery services and most of all poor ability to customize customer orders according to their individual preferences.

• Meals On Wheels aims to bring to the Fast Food breakfast service industry a breakfast service that will combine the aspects of exemplary customer service, strategic locations, fast service & customizable meals according to individual preferences all combined with the cherished Egyptian experience of gathering around a food cart, but with Meals On Wheels, the food cart will be a state of the art modern breakfast station equipped with top notch cooking capabilities, foldable seating arrangements, electronic ordering and payment interfaces, WiFi hotspot to allow employees stay in contact with their offices & an audio system that will stream trendy music inline with the preferences of the targeted demographics.

• Meals On Wheels aims to transform the breakfast meal from a chore to do to satisfy a basic human need into a positive emotional and social experience that the targeted segment would be looking forward to go through every day with their colleagues and friends.

• Meals On Wheels product mix will initially constitute of only three offerings:

1. Omelets will represent the nutritious offering and it was selected for the following reasons:

1. It is wildly popular and highly customizable.
2. It is linked sub-consciously with breakfasts served in 5 star hotels.
3. Easily & promptly prepared.
4. Its ingredients is readily available from various suppliers and rarely in short supply.

1. Pancakes will represent the dessert option for the same reasons behind choosing omelets.
2. Beverages offered variety will be basic and simple, Tea “flavors”, Nescafe ”flavors” & few options of fresh juice.

• The simple and concise breakfast options is designed so as to avoid stretching the limited food preparation capabilities of the mobile station and in the same time offer a product mix that would appeal to a wide range of customers.

• The future plans of expansion aim to introduce new breakfast lines with new dedicated stations and expanding into the Lunch and mid-day snacks segments.

1. Situation Analysis:

The Meals On Wheels is an old concept “food cart” in an established market “breakfast fast food market”, but it will be introduced in a new format “modern hi-tech mobile station” to a specific market segment with the aim to improve on the current status quo “poor customer service & poor meals customization”.

In order to capitalize on the gaps in the market and gain a considerable market share promptly, Meals on Wheels should utilize innovative and attractive marketing channels to convey a positive and attractive message to targeted customers and generate considerable no. of walk-in customers early on.