Marketing Strategy For Healthy Restaurants In The UK

What are Healthy Restaurants?

A business plan is an elaborated overview used to recognize the goals of a company for explaining the success in financial sector. Scripting a business plan is a crucial part of constructing and running a business. Every trade gets advantage from the generation of cautiously scripted business planning.

Healthy restaurants serve fast, fresh, healthy vegetable, grilled meats and fishes as food. People get pleasure and an unmet dining experience here. All patrons of the restaurants receive outstanding customer service. The menu offerings of foods and drinks are fast, simple, healthy and easy to cook. According to the healthy restaurants of London as well as United Kingdom, the customer experience is tremendously crucial as a helpful way of management and service providing.

Healthy restaurants are great place to have lunch or dinner. The restaurants combine a fascinating atmosphere with outstanding, attractive food that is also beneficial for the customers who have plates there. They require fair yield for their development and rewarding place to work for the employees. In the competitive market of UK, the authorities of restaurant follow up the pattern of food habit and essential needs for the satisfaction of consumers. They attempt to satisfy their customer with the help of fast service, soothing environment and affordable cost to have quality foods.

Due to the growing popularity of healthy food, manifested in market strategy launched by “Organic Trade Association” (Elmståhlet al. 1996), an independent healthy restaurant is likely to be successful. The rapid development of healthy food industry may be traced to enhance confidence of customers’ inorganic foods to worry about potential health risks and ecological influences of traditional food generation processes (Hong and Joung 2009). Healthy and organic foods maintain the quality of health of people (Hwang and Lorenzen 2008).

The goal of the research is to test the steps of marketing strategy of Healthy restaurants of UK. Starting from advertisement to the customer loyalty, all the segments of data collection methods are undertaken to highlight business plan. Sales strategy, sales management and sales forecast of healthy restaurants are to be achieved by outcomes of data analysis. The customers’ preferences are going to be very crucial factors for the better establishment of restaurants. The main of the study is to discuss whether an independent organic restaurant in London can create constant profit by a suitable business plan and performing a profitability study.

The main objectives of the research report is to –

1. To choose the premier fast-casual restaurant in the English market.
2. To find the sustainability of customers.
3. To show customers’ preferences and budget of expenditure.
4. To analyze the menu of delicious items and high-quality food at reasonable prices.
5. Design and employ strict financial controls (Tourangeau and Smith 1996).
6. Create the feasibility to open a healthy restaurant in London.

Research Goal

To fulfill the future requirements of the healthy restaurants, a survey process has been made ready to discuss further achievements. The target population is chosen as 62 random people of London. A proper questionnaire is prepared for conducting one-to-one interview. The responses of people were tabulated and cleaned for removing missing data (Cummings and Clark 2006). We granted 30 samples and analyzed appropriately. The questions of questionnaire regarding healthy restaurant business plan include five multiple choice answers. Most of the responses are measured as per “Likert” scale (Miles, Huberman and Saldana 2013). The data set is qualitative and in case of qualitative analysis frequency tables and graphical plots are more vibrant than descriptive statistics, correlation or regression (Sgier 2012). It is to note that the questionnaire involves only closed ended questions (Roberts, 1976). 

The research report is based upon the competitive methods. The chosen data collection process for the research method is survey method. We prepared a survey questionnaire and collected the data on the basis of personal interview method. The method is unbiased. The collected data is primary data. The sample size of the data analysis is small.

The complementary method of data analysis is analyzing secondary data. The dataset could be found online on the topic of Healthy Restaurant Business Plan. Respective restaurants may also store their financial and customer service data. We can collect the data from them too. The method is comparatively less time taking. The cost of the method of survey may also be less. However, the data might be manipulated and biased. The dataset may also be tampered to hide the true ground scenario of the restaurant. The small size of this secondary research is generally large.

The data analysis could be apprehended through a assortment of ways to be elaborated in the section of strategy of marketing.

1	What is your age group?	?(18 – 27) years	?(28 – 37) years	?(38 – 47) years	?(48 – 57) years	?58 + years
2	What is your Gender?	?Male	?Female	?Others
3	What is your highest level of education?	?Less than Intermediate	?Intermediate	?High School Graduates	?Bachelor’s Degree	?Master’s Degree
4	Which region of the United Kingdom (UK) do you reside in?	?West Midland England	?Northeast Britain	?Southeast Britain	?Southwest UK	?Northeast UK
5	What is your Employment Status?	?Student	?Retired	?Self Employed	?Employed in Private companies	?Employed in Government sector
6	What is your total annual income?	?Under £8,000	?£8,000 – £20,000	?£20,000 – £30,000	?£30,000-£50,000	?Over £50,000
7	Which is the most preferable healthy restaurant to you in UK?	? “Farmacy”	? “M Raw Victoria Street”	? “The Gate Seymour Place”	? “Rawligion”	? “Squirrel”
8	What is the cause for going to a healthy restaurant?	? Availability of enjoyment for family and couples	? Calm & Clean environment	? Excellent Food Service	? Super Hospitality Service	? Eco-friendly
9	Which type of vegetarian food you mostly prefer in restaurant?	? Pizza with Cashew Cheese and roasted vegetables	? Lemon Tahini Dip	? Wild Mushroom Risotoo Cake with Creamy Cep Sause	? Truffle-Lemon Dressed Rocket	? Others
10	Which type of non-vegetarian food you mostly prefer in restaurant?	?Chicken Katsu Curry	?Miami Rice with Chipotle Beef	? Baked Sashimi	? Pork Belly Bao	? Others
11	What is the vibe factor of the restaurants?	?Nutritious and nourishing food	?Luxurious	?Refined	?Sleek interior	?Relaxed
12	What is the expected range of cost for a vegetarian dish according to you?	?Less than £6.00	?£6.00 – £7.00	?£7.00 – £8.00	?£8.00 – £9.00	?More than £9.00
13	What is the expected range of cost for a non-vegetarian dish according to you?	?Less than £9.00	?£9.00 – £10.00	?£10.00 – £11.00	?£11.00 – £12.00	?More than £12.00
14	How much would you like to spend on a visit to a healthy restaurant?	?Less than £7.00	?£7.00 – £8.50	?£8.50 – £10.00	?£10.00 – £11.50	?More than £11.50
15	How often do you visit a healthy restaurant?	?Daily	? 2–3 times in a week	?Weekly	?Monthly	?Once in more than one month
16	Do you always visit the same restaurant? (Loyalty)	?Strongly disagree	?Disagree	?Neither disagree nor agree	?Agree	?Strongly agree
17	What is the average amount of time you would like to wait after paying an order of food?	?Less than 10 minutes	?10 minutes – 15 minutes	?15 minutes – 20 minutes	?20 minutes – 25 minutes	?More than 25 minutes
18	What is the most crucial factor that a restaurant must possess?	?Price of food and drinks	?Quality of foods and drinks	?Location of the Restaurant	?Calm Atmosphere and Cleanliness of the Restaurant	?Variety of menu of the Restaurant
19	Are you interested in a healthy restaurant that contains reading and working facilities?	?Strongly disagree	?Disagree	?Neither disagree nor agree	?Agree	?Strongly agree
20	Are you interested in a healthy restaurant that contains technological facilities?	?Strongly disagree	?Disagree	?Neither disagree nor agree	?Agree	?Strongly agree
21	Should a healthy restaurant offer discounts (to students, in lean season and festive offers)?	?Strongly disagree	?Disagree	?Neither disagree nor agree	?Agree	?Strongly agree
22	Which media influences you most for being attracted towards a healthy restaurant?	?Recommendation from friends or relatives	?Ads in Social media	?Ads in TV, Radio and newspapers	?Leaflets and handbills	?Banners and Hoardings
23	Which type of food you would like to eat at restaurant?	Vegetarian foods	Non-vegetarian foods	Both Vegetarian and Non-Vegetarian foods	Drinks like wine, coffee or soup	Both foods (Vegetarian & Non-vegetarian) and drinks

age_group
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	18-27 years	8	26.7	26.7	26.7
28-37 years	10	33.3	33.3	60.0
38-47 years	4	13.3	13.3	73.3
48-57 years	3	10.0	10.0	83.3
58+ years	5	16.7	16.7	100.0
Total	30	100.0	100.0

Among 30 responses, 10 people (33.3%) belong to the age group 28-37 years (Lacey and Luff 2001).

gender
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Female	13	43.3	43.3	43.3
Male	17	56.7	56.7	100.0
Total	30	100.0	100.0

Among 30 responses, 17 people (56.7%) are males and 13 people (43.3%) are females.

highest_level_education
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	less than intermediate	4	13.3	13.3	13.3
intermediate	7	23.3	23.3	36.7
high school graduate	4	13.3	13.3	50.0
bachelor’s degree	8	26.7	26.7	76.7
master’s degree	7	23.3	23.3	100.0
Total	30	100.0	100.0

Most of the students (8, 26.7%) have highest level of education as bachelor’s degree.

region_UK
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	West Midland England	9	30.0	30.0	30.0
Northeast Britain	4	13.3	13.3	43.3
Southeast Britain	6	20.0	20.0	63.3
Southwest UK	5	16.7	16.7	80.0
Northeast UK	6	20.0	20.0	100.0
Total	30	100.0	100.0

A maximum number of people (9, 30%) are living in West Midland England.

employement_status
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Student	8	26.7	26.7	26.7
Retired	4	13.3	13.3	40.0
Self Employed	8	26.7	26.7	66.7
Employed in Private companies	4	13.3	13.3	80.0
Employed in Government sector	6	20.0	20.0	100.0
Total	30	100.0	100.0

8 peoples each of “Student” and “Self-employed” have given their responses.

annual_income
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Under £8,000	5	16.7	16.7	16.7
£8,000 – £20,000	6	20.0	20.0	36.7
£20,000 – £30,000	5	16.7	16.7	53.3
£30,000-£50,000	7	23.3	23.3	76.7
Over £50,000	7	23.3	23.3	100.0
Total	30	100.0	100.0

The numbers of the respondents are almost equal for all the ranges of annual income.

preferable_restaurant
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	“Farmacy”	3	10.0	10.0	10.0
“M Raw Victoria Street”	6	20.0	20.0	30.0
“The Gate Seymour Place”	8	26.7	26.7	56.7
“Rawligion”	6	20.0	20.0	76.7
“Squirrel”	7	23.3	23.3	100.0
Total	30	100.0	100.0

Most of the respondents (8, 26.7%) prefer “The Gate Seymour Place” while minimum number of respondents (3, 10%) prefers “Farmacy” restaurant.

cause_of_going_restaurant
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Availability of enjoyment for family and couples	2	6.7	6.7	6.7
Calm & Clean environment	8	26.7	26.7	33.3
Excellent Food Service	4	13.3	13.3	46.7
Super Hospitality Service	6	20.0	20.0	66.7
Eco-friendly	10	33.3	33.3	100.0
Total	30	100.0	100.0

Data Collection Method

(10, 33.3%) people visit healthy restaurants due to eco-friendly environment followed by Calm & Clean environment (8, 26.7%).

preferable_veg_food
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Pizza with Cashew Cheese and roasted vegetables	4	13.3	13.3	13.3
Lemon Tahini Dip	7	23.3	23.3	36.7
Wild Mushroom Risotoo Cake with Creamy Cep Sause	3	10.0	10.0	46.7
Truffle-Lemon Dressed Rocket	9	30.0	30.0	76.7
Others	7	23.3	23.3	100.0
Total	30	100.0	100.0

Most of the people (9, 30%) people like to have “Truffle-Lemon Dressed Rocket” in healthy restaurant.

preferable_non_veg_food
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Chicken Katsu Curry	6	20.0	20.0	20.0
Miami Rice with Chipotle Beef	6	20.0	20.0	40.0
Baked Sashimi	5	16.7	16.7	56.7
Pork Belly Bao	6	20.0	20.0	76.7
Others	7	23.3	23.3	100.0
Total	30	100.0	100.0

Ignoring “Others”, people have mixed reaction about preferences of non-vegetarian foods.

vibe_factor_restaurant
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Nutritious and nourishing food	10	33.3	33.3	33.3
Luxurious	4	13.3	13.3	46.7
Refined	9	30.0	30.0	76.7
Sleek interior	3	10.0	10.0	86.7
Relaxed	4	13.3	13.3	100.0
Total	30	100.0	100.0

The vibe factor of healthy restaurants is mostly “Nutritious and nourishing food” (10, 33.3%) followed by “Refined” (30%).

expected_range_veg_food
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Less than £6.00	4	13.3	13.3	13.3
£6.00 – £7.00	9	30.0	30.0	43.3
£7.00 – £8.00	8	26.7	26.7	70.0
£8.00 – £9.00	5	16.7	16.7	86.7
More than £9.00	4	13.3	13.3	100.0
Total	30	100.0	100.0

The expected range of vegetarian food is mostly £6.00 – £7.00 (30%) followed by £7.00 – £8.00 (26.7%).

expected_range_non_veg_food
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Less than £9.00	2	6.7	6.7	6.7
£9.00 – £10.00	5	16.7	16.7	23.3
£10.00 – £11.00	7	23.3	23.3	46.7
£11.00 – £12.00	8	26.7	26.7	73.3
More than £12.00	8	26.7	26.7	100.0
Total	30	100.0	100.0

The expected range of non-vegetarian food is generally more than £10.00 (frequency=23).

spending_in_restaurant
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Less than £7.00	4	13.3	13.3	13.3
£7.00 – £8.50	5	16.7	16.7	30.0
£8.50 – £10.00	11	36.7	36.7	66.7
£10.00 – £11.50	6	20.0	20.0	86.7
More than £11.50	4	13.3	13.3	100.0
Total	30	100.0	100.0

The expected range of spending in restaurants is £8.50 – £10.00 with frequency 11.

visit_often_restaurant
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Daily	6	20.0	20.0	20.0
2–3 times in a week	5	16.7	16.7	36.7
Weekly	7	23.3	23.3	60.0
Monthly	7	23.3	23.3	83.3
Once in more than one month	5	16.7	16.7	100.0
Total	30	100.0	100.0

Most of the people (14, 46.6%) visit restaurants “Weekly” or “Monthly”.

always_visit_restaurant
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Strongly disagree	4	13.3	13.3	13.3
Disagree	8	26.7	26.7	40.0
Neither disagree nor agree	5	16.7	16.7	56.7
Agree	8	26.7	26.7	83.3
Strongly agree	5	16.7	16.7	100.0
Total	30	100.0	100.0

13 people (43.4%) agree or disagree while 12 people (40%) disagree or disagree to the fact that they always visit the same restaurants.

average_waiting_time_order
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Less than 10 minutes	8	26.7	26.7	26.7
10 minutes – 15 minutes	9	30.0	30.0	56.7
15 minutes – 20 minutes	8	26.7	26.7	83.3
20 minutes – 25 minutes	3	10.0	10.0	93.3
More than 25 minutes	2	6.7	6.7	100.0
Total	30	100.0	100.0

A significant number of 25 people consider that restaurant takes less than 20 minutes to place the order.

crucial_factor_restaurant
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Price of food and drinks	3	10.0	10.0	10.0
Quality of foods and drinks	7	23.3	23.3	33.3
Location of the Restaurant	4	13.3	13.3	46.7
Calm Atmosphere and Cleanliness of the Restaurant	11	36.7	36.7	83.3
Variety of menu of the Restaurant	5	16.7	16.7	100.0
Total	30	100.0	100.0

Most of the people (11, 36.7%) consider that the crucial factor of the healthy restaurant is its calm atmosphere and cleanliness.

reading_working_facility_restaurant
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Strongly disagree	3	10.0	10.0	10.0
Disagree	5	16.7	16.7	26.7
Neither disagree nor agree	8	26.7	26.7	53.3
Agree	8	26.7	26.7	80.0
Strongly agree	6	20.0	20.0	100.0
Total	30	100.0	100.0

A significant number of 22 people do not incur the availability of reading and working facility of the restaurant.

technical_facility_restaurant
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Strongly disagree	2	6.7	6.7	6.7
Disagree	2	6.7	6.7	13.3
Neither disagree nor agree	5	16.7	16.7	30.0
Agree	7	23.3	23.3	53.3
Strongly agree	14	46.7	46.7	100.0
Total	30	100.0	100.0

A significant number of 21 people directly agree about the fact that technical facility is present in the restaurant.

discount_facility_restaurant
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Strongly disagree	2	6.7	6.7	6.7
Disagree	4	13.3	13.3	20.0
Neither disagree nor agree	5	16.7	16.7	36.7
Agree	9	30.0	30.0	66.7
Strongly agree	10	33.3	33.3	100.0
Total	30	100.0	100.0

Only 6 people think that their restaurants do not provide discount facility.

influence_healthy_restaurant
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Recommendation from friends or relatives	12	40.0	40.0	40.0
Ads in Social media	9	30.0	30.0	70.0
Ads in TV, Radio and newspapers	2	6.7	6.7	76.7
Leaflets and handbills	3	10.0	10.0	86.7
Banners and Hoardings	4	13.3	13.3	100.0
Total	30	100.0	100.0

40% people visit the specific healthy restaurant according to the recommendation of friends or relatives followed by 30% people who visit advertisements in social media.

food_type_restaurant
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Vegetarian foods	13	43.3	43.3	43.3
Non-vegetarian foods	4	13.3	13.3	56.7
Both Vegetarian and Non-Vegetarian foods	6	20.0	20.0	76.7
Drinks like wine, coffee or soup	3	10.0	10.0	86.7
Both foods (Vegetarian & Non-vegetarian) and drinks	4	13.3	13.3	100.0
Total	30	100.0	100.0

Conclusion:

The business plan of healthy restaurants depends on three basic points that are services, customers and management. The healthy restaurants are popular in London due to their cleanliness, affordable costs and calm environment (Macaskill et al.  2000). The hospitability, quality of foods and other facilities of restaurants attract customers. In addition, success of the healthy restaurants is ensured by proposing a high quality service, very clean and non-greasy dishes with lucrative twists (Macaskill et al. 2003). The restaurants may plan to increase menu rates as the restaurants get more and more packed and to ensure that they are imposing a premium for the realizing of being in the “in crowded” (Ayala et al. 2005) 

References:

Ayala, G.X., Mueller, K., Lopez-Madurga, E., Campbell, N.R. and Elder, J.P., 2005. Restaurant and food shopping selections among Latino women in Southern California. Journal of the American Dietetic Association, 105(1), pp.38-45.

Cummings, L.M.B.M.C. and Clark, B.M., 2006. Natural speech act data versus written questionnaire data: How data collection method affects speech act performance. Speech acts across cultures: Challenges to communication in a second language, 11, p.65.

Elmståhl, S., Riboli, E., Lindgärde, F., Gullberg, B. and Saracci, R., 1996. The Malmö Food Study: the relative validity of a modified diet history method and an extensive food frequency questionnaire for measuring food intake. European journal of clinical nutrition, 50(3), pp.143-151.

Hong, K. and Joung, H., 2009. Restaurateur’s willingness to participate in the healthy restaurant program in Seoul. Korean Journal of Nutrition, 42(3), pp.268-277.

Hwang, J. and Lorenzen, C.L., 2008. Effective nutrition labeling of restaurant menu and pricing of healthy menu. Journal of Foodservice, 19(5), pp.270-276.

Lacey, A. and Luff, D., 2001. Qualitative data analysis (pp. 320-357). Sheffield: Trent Focus.

Macaskill, L., Dwyer, J.J., Uetrecht, C., Dombrow, C., Crompton, R., Wilck, B. and Stone, J., 2000. An evaluability assessment to develop a restaurant health promotion program in Canada. Health Promotion International, 15(1), pp.57-69.

Macaskill, L.A., Dwyer, J.J., Uetrecht, C.L. and Dombrow, C., 2003. Eat Smart! Ontario’s Healthy Restaurant Program: a survey of participating restaurant operators. Canadian Journal of Dietetic Practice and Research, 64(4), pp.202-207.

Miles, M.B., Huberman, A.M. and Saldana, J., 2013. Qualitative data analysis. Sage.

Roberts, F.S., 1976. The questionnaire method. Structure of decision: The cognitive maps of political elites, pp.333-342.

Sgier, L., 2012. Qualitative data analysis.

Tourangeau, R. and Smith, T.W., 1996. Asking sensitive questions: The impact of data collection mode, question format, and question context. Public opinion quarterly, 60(2), pp.275-304