ORGO
FAST AND ORGANIC
ORGO will be the first all Organic fast-food restaurant chain starting in the SF Bay Area to tackle the healthy fast-food issue. This concept is the best way to positively effect the health of average Americans today. With our schedules of work, school, kids, friends, and family we just don't always have the time to prepare our own healthy meals. We don't live the same kind of life style to permit staying on a healthy diet every time we stop to eat. There needs to be a healthy alternative to the popular industrial driven restaurants feeding us cancer, diabetes, and a hole host of other diseases. ORGO will take the positive elements of the fast food process, and build on the concept. Fast
and Organic, Burgers, & Fries, Hot Dogs, and Pizza, Fried Chicken, and Milk Shakes all healthy and delicious. In the same time frame you would expect at your average fast food spot. ORGO will have a huge impact both in feeding America Organic, and spreading the knowledge of what the definition of Organic really means. Why it's so important, and should be the standard in the US. ORGO could over the long-term drastically reduce health care cost because people are just in better shape. That's a stronger America, morally, financially,
and psychically. Once again we could lead the world but by example.
Taking a note from the MonaVie corporation and there unique business & marketing structure. ORGO will use a similar method to generate customers, and loyal members to help us market and grow the company. For each new customer referred a member receives a one time discount for one month in the membership cost. Each member can go to any ORGO location and receive up to 3 meal per day, all tracked by there membership card. We would run each ORGO location with a five man crew to handle the cooking operation, and feed the automated preparation machines. The idea is to use modern technology to help our cooks prepare tasty Organic meals. Use proven fast-food preparation techniques to provide a new, nutritional, fast option in a fun, guilt free fast-food experience. Walk up to a well lit open space, step up to a inviting colorful display, place a order by touch screen, swipe your member card, and that's it. As you turn toward the rotating food carousel a glass window would open moments later and dispense a truly delicious, healthy, Organic meal. Behind the scenes ORGO cooks would receive a request that would pop up on a monitor screen, and the preparation process would begin. The member would be charged an automatic monthly fee of $200 per mo. To have access to any of our ORGO franchise locations 247, and enjoy up to 3 meals per day, just swipe your member card. The action of swiping their ORGO membership card would keep track of all meals, and new member referrals. For each new referral, the member would receive a one-time discounted rate of $100 for one month of there membership costs. This would motivate members to spread the word, to refer more, and more new family, and friends to become a part of this healthy American movement.
Our primary objectives : Over the next year our drive will be to obtain investments to cover new restaurant locations, and the first 6 months of operation cost. Capitol to secure, and maintain healthy contracts with local Organic Producers Farmers and Vendors so we can generate enough momentum, and popularity, we could then with confidence then franchise the Organic Fast Food concept, and
open new locations in cities all over the world.
Ownership: ORGO FAST AND ORGANIC Restaurants was incorporated under We Are Limitless LLC under the laws of the
US in 2009, and is wholly owned and operated by Marlon McCain.
Location and Facilities : We will purchase on average a one acre parcel of real-estate in popular city areas. In locations with heavy commuter traffic. We will hire a contractor to construct a open green facility complete with plenty of seating room , and a very efficient
drive-thru area. The interior of the ORGO Restaurants will
be open and spacious. There will be a large sales counter to accommodate up to five customers at a time. We will purchase over $100K in specialized equipment including deep fryers, industrial cooking equipment, and industrial refrigeration equipment,
computers along with solar power, and basic security systems.
Description of Products and Services : Organic Fast Food in a city near you. We will buy locations in cities with enough demand for the healthy alternative in fast-food restaurants. Every thing from the condiments to the delicious milk shakes healthy from the earth to your bodies from start to finish. Made hot to your request with a focus on nutrition for our bodies first, flavor second, profit third, with a menu list researched to be very American by choice. An additional healthy product we will offer on our menu is the fantastic MonaVie product. We will use MonaVie in our fruit drinks, and fruit shakes to give our menu a well rounded, healthy, power-packed combination. Empowering our members with the best, healthy ammunition to help fight all that we are up against. Smog, Pollution, Sun Radiation, Pesticides, Unknown Contaminates, Stress the list go's on and on.
MonaVie's premier formula delivers powerful antioxidants, and phytonutrients to help fight free radicals and maintain your body's overall health. MonaVie features an exclusive blend of the Brazilian açai berry—one of nature's top superfoods—and 18 other body-beneficial fruits, including cupuaçu, camu camu, aronia, acerola, blueberry, bilberry, and pomegranate. All packed into a delicious drink the size of a small shot glass.
ORGOMENU:
Organic Beef or Natural Turkey Hamburgers with lettuce, tomato
and onion choice of swiss, cheddar, jack, cheese, mushrooms.
6.95
Organic Side Salad with cheddar, grape tomatoes, cucumber,
sliced olives & cucumbers
4.95
Caesar Salad romaine lettuce, cheese, roasted peppers,
and croutons. served with dressing
4.95
The original ORGO Hamburgerburgers & Sandwiches
5.95
Chicken Sandwich all natural chicken grilled or fried to perfection
6.95
Double Cheese two patties with our signature cheddar cheese blend
10.75
Special Burger "Cheeseburger" - crispy onions topped
with lettuce, tomato & blue cheese sauce
7.50
Turkey Burger homemade, all-natural and low fat turkey burger.
ingredients: tri-color bell peppers, red onion, parsley and olive oil
6.95
Fish Sandwiches homemade, all-natural topped with lettuce, tomato
& cheese
5.75
Cheese Quesadilla jack, mozzarella & cheddar
3.95
Chicken Quesadilla with grilled chicken, green chilies & 3 cheeses
6.75
French Fries crispy cooked in a zero trans fat olive oil.
3.95
2.45Cole Slaw crispy cole slaw made with Organic mayo
1.50
Chili Fries crispy fries topped with robust chili
4.75
Chz & Chili Fries crispy fries topped with melted white and
yellow cheddar & our robust chili
6.50
Daily Soup an easy way of getting a few portions of vegetables
into your daily diet, a good soup can be extremely filling and nutritious.
Our selections change on a daily basis.
3.75
Onion Rings battered jumbo onion rings
3.25
Desserts
Enjoy Our Signature Brownie or a Giant Chocolate Cookie
2.00
Milk Shakes
Our Milk Shakes Are Made With Real Hand Scooped Hemp
Ice Cream, and Real Milk.
The ORGO Fruit Shake, in a variety of fruit flavors, Roobeer,Blueberry,Strawberry,Orange,Peach,Mango,
Grape,Pineapple,Watermelon,Mint,Chocolate all made with
MonaVie added for its antioxidant, and phytonutrient properties. 6.50
Root-beer Float are made in house with a scoop of Hemp vanilla ice cream
5.50
Lemonade home made fresh squeezed lemonade
2.75
Bottled Drinks 20 oz. bottled beverages
2.25
In house old fashioned Root beer
2.25
Bottled Water 20 oz. water
1.50
Key Features
Why Organic is Better...
It is often repeated that "Organic Is Better." Surely the effects of organic cultivation are better for the earth; this has been proven time and again. But that crops grown in this way are nutritionally superior has been widely accepted on faith alone. Intuitively, it seems that they would be better, but there has been no hard evidence to support this supposition. Researchers at Rutgers University, intrigued by the emphatic claim that "Organic Is Better" decided to shop around for some answers. They went to a supermarket and purchased a selection of produce, which they analyzed for mineral content. They then went to a health food store featuring organically grown produce and repeated their purchase. The organic produce was put through the same testing. The Rutgers team expected the organic produce
to be slightly superior in this comparison, but the results were astounding! The commercial spinach had only 3% as much iron
and the commercial tomatoes only. 0005%! Incredibly, many
essential elements are completely absent from the commercial produce. Rutgers University
Description of Industry Participants.
There are only a few Organic restaurants in the market right now, but slowly a new kind of fast-food restaurant business is gaining popularity in the United States. The Organic movement is in motion.
List of top 10 proclaimed Organic fast food restaurants:
Organic To Go
Pret a Manger
Pizza Fusion
Sellers Markets
Burgerville
Amanda's
O'Naturals
GustOrganic
Evos
Chipotle
Organic to Go, a Seattle organic fast food company founded in 2004, has purchased cafes and catering operations. The company plans to create lunch places serving organic meals. People who eat meals out increasingly want more nutritious food. More than 76 percent of the people in a recent poll said they are trying to eat out more healthfully than they were two years ago. Another showed that, after bite-sized desserts, the hottest trends in food were locally grown and organic produce. Organic To Go opened its first cafe three years ago.
Now it boasts 33 outposts in Seattle, San Diego, Los Angeles
and Washington D.C. Sources: Washington Post June 3, 2008
Each of these restaurants are great in there own way. As for The ORGO Franchise we will be different. 100% of our menu will be totally Organic. Our approach to running the business will be totally green, and at the same time our style of serving customers will be truly defined as fast-food. Some preparation and pre-cooking to insure the process is quick. A menu that Americans love, but have come to fear at the same time. Based on research this is the way we will need to provide nutrition for our population in the future, and the future is now. The ORGO restaurant franchise will be one of the first conscious products among many that Limitless will soon bring to the
global market.
Products and Services, Production.
Like a well oiled machine the staff will use the proven fast-food preparation techniques to keep up with the fast pace of the
customers request. We will also use help with assisted automation
in some of the preparation of some of the items on the menu. A
little preparation , and pre-cooking will be the norm within the daily activities to insure the experience will be both fast and delicious.
We don't even need to mention wholesome and nutritious. That's
built in to the foundation of what we stand for.
Future Products and Services.
After two years of constant growth of the product bran, and company mission. After we have a few new locations in operation. The plan is to
move up the amount of new franchise locations going up per year to double, and contract, or buy out other independent fast-food locations across the US, then convert them to ORGO FAST and ORGANIC Restaurants.
Comparative advantages in production.
The plan is to use technology along with proven fast-food
preparations technics to insure efficiency. We will develop relationships with Organic farmers, and Vendors to keep the
produce fresher than what you would expect from a fast food restaurant. But with us now you can finally eat delicious foods
guilt free.
Growth of the fast food industry:
Schlosser describes the growth of the fast food industry as being driven by fundamental changes in United States society. Since the 1970s there has been a steady decline in the hourly wage (adjusted for inflation) of the average United States worker. Additionally more and more United States mothers were working outside the home. In 1975, about 1/3 of United States mothers with young children held jobs. That ratio has risen to 2/3 at the beginning of the 21st century.
A generation ago, three-quarters of the money used to buy food in the US was spent to prepare meals at home. Today, about half of that same money is spent in restaurants - mainly fast food restaurants. In 1968, McDonald's had 1,000 restaurants - today it has about 30,000, and 2,000 new ones are opening each year. In the chapter entitled 'Your Trusted Friends', Schlosser takes a critical look at what he claims is a deliberate targeting of children by fast food and soft drinks companies. He describes an explosion in advertising to children that occurred in the 1980s. Schlosser describes how many working parents felt guilty about spending less time with their kids, and started to spend more money on them. One marketing expert has called the 1980s "the decade of the child consumer." The majority of advertising directed at children today aims to achieve the immediate goal of a purchase. As one marketer explained in Selling to Kids, "It's not just getting kids to whine, it's giving them a specific reason to ask for a product." The sociologist Vance Packard described children as "surrogate salesmen" who had to persuade other people, usually
their parents, to buy what they wanted. The aim of the children based advertising, as Schlosser points out, is straight forward: Get kids to nag their parents for consumer goods. This competition for young customers has led fast food chains to form marketing partnerships with toy companies, sports leagues and Hollywood studios. McDonald's has staged promotions with the NBA and the Olympics. Pizza Hut, Taco Bell and KFC signed a three year deal with the NCAA. Burger King, Nickelodeon, McDonald's and the Fox Kids Network have formed partnerships that mix advertisements for fast food with children based entertainment. Burger King has sold chicken nuggets shaped like Teletubbies. The global fast food market grew by 4.1% in 2007 to reach a value of $106.9 billion. In 2012, the global fast food market is forecast to have a value of $130 billion, an increase of 21.6% since 2007. The global fast food market grew by 1.4% in 2007 to reach a volume of 81.4 billion transactions. In 2012, the global fast food market is forecast to have a volume of 87.6 billion transactions, an increase of 7.6% since 2007. Sales to quick service restaurants account for 67.4% of the global fast food market' s value. The Americas is the most lucrative regional market, generating
63% of the global fast food market revenues.
From Wikipedia, the free encyclopedia.
The ORGO Restaurants will be the healthy alternative for Americans to empower them, and provide better choices without sacrificing quality, or taste. This opportunity to take advantage of the expected growth in the industry is un-president-ed. The number of lives that could be effected in just five years time is staggering in a very good way.
Key Product Segments
This industry comprises businesses primarily engaged in providing food services where patrons generally order or select items and pay before eating. Food and drink may be consumed on premises, taken out, or drive-through. Our program will be baced on a monthly membership payment for 247 access to any ORGO location for
up to three Organic meals per day.
Key Market Segments.
The market is broken down in to four segments: Quick Service Restaurants (QSR), Takeaways, Mobile & Street Vendors and Leisure Locations. QSR's ares defined as: locations where the primary function is to provide full meals but where table service is
not offered. Takeaways are defined as: establishments that provide freshly prepared food for immediate consumption and where typically 80% or more of revenues come from consumers who take the food off the premises to consume. We will market to the busy person. The class of persons that has the need for quick, affordable, healthy,
and delicious meals while on the go.
Buying Criteria.
Organic farmers don’t receive federal subsidies like conventional farmers do. Therefore, the price of organic food reflects the true cost of growing. Natural foods do not contain additives or preservatives, but they may contain ingredients that have been grown with pesticides or are genetically modified. In other words, the ingredients in the ingredient panel will look familiar, but they have not been produced organically. Natural foods are not regulated and do not meet the
same criteria that Organic foods do. Organic farming is the form of agriculture that relies on crop rotation, green manure, compost, biological pest control, and mechanical cultivation etc... to maintain soil productivity and control pests, excluding or strictly limiting the use of synthetic fertilizers and synthetic pesticides, plant growth regulators, livestock feed additives, and genetically modified organisms. Since 1990, the market for organic products has grown at a rapid pace, to reach $46 billion in 2007. This demand has driven a similar increase in organically managed farmland. Approximately 32.2 million acres worldwide are now farmed organically, representing approximately 0.8 percent of total world farmland. In addition, as of 2007 organic wild products are harvested on approximately 30 million hectares. The number of Organic farms in the US is 8,035. We will utilize all of the local Organic farmers, and vendors to insure we always provide
fresh quality food to our customers.
EATING TO YOUR HEART'S CONTENT.
Maintaining a diet healthy for your heart, including vitamin A, E and
C, calcium, fiber and oat bran. The franchise, which opened its first restaurant in 2001, is the brainchild of Gary Hirschberg, the president and CEO of Stony-field Farm organic yogurt company. Naturally, granola and yogurt is a staple of the restaurant’s menu. O’Naturals also offers free-range chicken flat-bread sandwiches, bison
meatloaf, organic smoked tofu, all-natural chicken nuggets and organic cheesecakes. The restaurant, McCabe says, is marketed toward families who are already paying a premium for better quality food. The price range of the restaurant reflects that most items cost between $4.75 and $7. But the key to making O’Naturals competitive with other fast-food franchises, McCabe says, is having a delicious product. O’Naturals is not alone in the effort to “slow down” the U.S. fast-food industry. In Colorado, Good Times burger chain offers all-natural beef; Florida’s EVOS chain offers tacos with free-range and hormone-free meats. Chipotle a subsidiary of McDonald’s serves meals with local ingredients and natural pork products. Other than a hand full of truly Organic restaurants, and a few that sell some Organic items on there menu. ORGO would be almost alone in the totally Organic Fast-Food market.
Key Industry Trends.
The American culture is beginning to accept that going Organic has certain medicinal health properties. As a result, there has been a increase in research of the potential in the Organic and Range free movement. Organic food and drinks outperformed the wider grocery sector in 2008, although the rate of growth slowed in the second half of the year. Organic food and drinks sales in the US and the nine largest European markets amounted to $40 billion in 2007. Europe has overtaken North America (41%) as the main region for new organic products, accounting for over 45% of launches in 2008. Asia-Pacific accounted for less then 7% of global organic NPD in 2008. Industry Outlook. An increased domestic interest coupled with higher levels of export from Organic farmers due to the strong potential for economic viability and profit, more farmers and other heath food vendors are converting other land previously used for other crops. However, an increase in the number of suppliers will serve to keep wholesale prices at or below current levels for the next three to five years. The trend of unhealthy cheap fast food is coming to an end. There is more and more evidence that Americans truly want a healthier choice in foods.
Target Markets.
Organic foods are made according to certain production standards. For the vast majority of human history, agriculture can be described
as organic; only during the 20th century were a large supply of new
and often untested synthetic chemicals, touted as improvements, introduced to the food supply came on the seen. ORGO will get back to the basic principles of the Organic way. We will market to the masses in all of the populated areas in the US. Using common sense information, clean well run locations, green technology, and a delicious diverse menu to attract, and keep new customers. A healthy business image and good old word of mouth will grow the brand name.
Description of Key Competitors.
The other businesses or competitors also competing for the same target market are few and far-between. The only competition we have are the regular fast food companies selling the same old crap to the public. Compared to our competitors our product is superior In every way. In addition we will use green technology, and a respect for the earth as a way to connect with the growing health conscious movement. The competitive disadvantage will be in the heavy regulation involved in the Organic industry, and the marketing grip
the popular fast food chains have over the market.
Criticism.
Fast food chains have come under fire from consumer groups, such as the Center for Science in the Public Interest, a longtime fast food critic over issues such as caloric content, trans fats and portion sizes. In 2001, Eric Schlosser's investigative work Fast Food Nation provided Americans with a detailed look at the culture of fast food from rangeland to the range top. In 2002, Caesar Barber attempted to sue a number of fast food restaurant chains for making him obese. The suit never went to court. Social scientists have highlighted how
the prominence of fast food narratives in popular urban legends
suggests that modern consumers have an ambivalent relationship (characterized by guilt) with fast food, particularly in relation to children. This guilt is projected onto processed food, where bizarre tales of contamination and lax standards are widely believed. Some
of the concerns have led to the rise of the Slow Food, or local food movements. These movements seek to preserve local cuisines and ingredients, and directly oppose laws and habits that favor fast food choices. Proponents of the slow food movement try to educate consumers about what its members considers the richer, more varied and more nourishing tastes of fresh, local ingredients that have been recently harvested. Trans fats which are commonly found in fast food have been shown in many tests to have a negative health effect on the body. A 2006 study fed monkeys a diet consisting of a similar level of trans fats as what a person who ate fast food regularly would consume. Both diets contained the same overall number of calories.
It was found that the monkeys who consumed higher level of trans fat developed more abdominal fat than those fed a diet rich in unsaturated fats. They also developed signs of insulin resistance, which is an early indicator of diabetes. After six years on the diet, the trans fat fed monkeys had gained 7.2% of their body weight, compared to just 1.8% in the unsaturated fat group. The director of
the obesity program for the Childrens Hospital Boston, David Ludwig, claims that "fast food consumption has been shown to increase calorie intake, promote weight gain, and elevate risk for diabetes". The Centers for Disease Control and Prevention ranked obesity as the number one health threat for Americans in 2004. It is the second leading cause of preventable death in the United States and results in 400,000 deaths each year. About 60 million American adults are classified as being obese with another 127 million being overweight. Health issues associated with obesity causes economic despair regarding health care. According to a 2003 study conducted by RTI International in North Carolina, the cost of health care in America is said to increase by $93 billion a year, mainly from Type 2 diabetes and heart disease, both associated with obesity. Excessive calories are another issue with fast food. A regular meal at McDonald's consists of a Big Mac, large fries, and a large Coca-Cola drink amounting to 1430 calories. A diet of approximately 2000 calories is considered a healthy amount of calories for an entire day (which is different depending on several factors such as age, weight, height, physical activity and gender). From Wikipedia, the free encyclopedia.
After statistically controlling for demographic and socioeconomic factors, researchers found: Residents of neighborhoods with the highest number of fast-food restaurants had a 13 percent higher relative risk of suffering ischemic strokes than those living in areas with the lowest numbers of restaurants. The relative risk of stroke increased 1 percent for each fast-food restaurant in a neighborhood. However, the researchers said the discovery of increased risk only demonstrates an association, it does not prove that fast-food restaurants raise stroke risk. Science Daily (Feb. 20, 2009)
McDonald's is the leading global food service retailer with more than 30,000 local restaurants serving nearly 50 million people in more than 119 countries each day.
The BURGER KING system operates more than 11,100 restaurants in all 50 US States and in more than 65 countries worldwide. Approximately 90 percent of BURGER KING restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades.
We wont attempt to take the lead away from the global fast food giants. We plan to compete with them and in turn force them to change there Menu for the better of all mankind. Help push the movement of better healthier choices for our society.
Pricing Strategy.
As a basic principal of the company our prices will be very competitive keeping with the market trends. To insure profitability we will focus on our Organic products, our above average customer service, and a green approach to the day to day operation of the business.
Promotion Strategy.
To guarantee our success we will create awareness of the importance of Organic food in our diets. We will use traditional media advertising, TV, Radio, Trade Shows, Direct-Mail, and Word of mouth promotion to reach our target markets. Together with a fantastic menu, and great customer service the concept can't lose.
Organizational Structure.
ORGO will staff people passionate about the Organic cause.
Each ORGO location will staff according to each geographic area. To insure we stay competitive our pay will stay in conjunction with high end restaurants in each ORGO location. To acquire employees we will use staffing services to screen the qualified applicants and insure the level of experience match the title requirements. We will push for
a high pay wage, and quality health care benefits for all of our employees. Also complete training will be provided for each
level of employment.
Regulatory Issues.
In accordance with term Organic, and Free Range we will comply with all regulations, licenses, and permits, from the nutrition given to the soil to grow the plants, fruits, & vegetables, to the plant-feed that is given to the livestock. No herbicides, pesticides or hormones will be used in the growth process of our products.
Market Risks.
The main risk facing the company is the heavy regulation on Organic Produce, and livestock.
Other Risks.
Factors that may affect the quality of the final product include toxic soil, and industrial chemicals. The company will take out crop insurance in order to guard against any type of unusually adverse weather conditions.
Forecast.
Within the next two years the company will undertake the following activities: Secure several ORGO locations, acquire equipment, staff employees, contract with Organic Food Vendors, and market to the working class about the benefits of our Organic Food.
Key Initiatives and Objectives.
The ORGO Company is wholly owned and operated by Marlon McCain. My mission is to change the fast-food industry and make it healthier for the general public.
Marketing strategy.
The final product will be marketed to the public on the basis of superior quality, and a healthy appeal along with quality customer service. We will use a non-traditional marketing method to aquire members, using word of mouth promotion to reach our target markets.
Summary of Financial Projections.
Since we will be starting small at first, no real revenues will be
realized until the year 2011.
Recognition of Risk.
This business plan represents management's best estimate of the future potential of our business venture. It should be recognized that not all major risks can be accurately predicted or otherwise avoided and that few business plans are free of errors of omission or commission. Therefore investors should be aware that this
business has inherent risks that should be evaluated prior to
any investment.
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