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Today, there is a growing demand for healthy food since the U.S. society has faced multiple health endpoints and associated problems due to unhealthy eating habits (Dyett, Sabaté, Haddad, Rajaram, & Shavlik, 2013). According to Healthy People 2020, American passion for traditional fast-food is the main cause of diabetes morbidity and associated health issues such as cancer and cardiovascular diseases (Dyett et al., 2013). Nonetheless, consumer addiction to fast-food is of such a high level that people are ready to continue to consume harmful meals sold by fast-food restaurants even at the cost of their health, life quality, and even life itself. This situation is also explained by the fact that fast-food has long become an essence of American culture.
With the health professionals’ inability to fully impact society’s opinion on fast-food consumption, the business has faced additional opportunities (Wright, 2015). It appears that since it is difficult to affect consumer idea of health implications of fast-food and help people make healthier food choices by fast-food prohibitions, new businesses can be opened to change the traditional concept of fast-food. What is needed is just removing unhealthy ingredients and introducing human-body-friendly technologies for fast-food manufacturing. As a result, the wide public will be able to receive the brand-new service with the excellent health promotion characteristics and traditional cultural implications of fast-food (Nestle, 2013).
Reflecting on the rationale provided above, this paper offers the new business project model aimed at the manufacturing of healthy eating products based on the traditional fast-food model. The crucial factor of success will be replacing the unhealthy ingredients of fast-food with the vegan components. As a result, the newly-produced products will have excellent nutritious and healthy-eating characteristics and will meet the needs of people from the traditional customer segment and even those of vegetarians and vegans.
Below, a detailed description of the main service characteristics will be provided to observe the distinguishing characteristics of the business model offered. The focus population category is families. Also, this project aims to attract busy people who would like to take care of their health and simultaneously spend less time purchasing food. Besides, the intended audience is also people who have vegetarian and vegan food beliefs.
The business title is Herb’aVors Vegan Drive-Thru.
What it Does
Herb’aVors Vegan Drive-Thru offers adults’ menu of Giant Burritos, rice bowls, salads, subs, sandwiches, pizzas, oatmeal, nut/fruit medley, bagel plain, English muffin, grits, fresh fruit, French fries, baked potatoes, veggie burgers, and soups/chili; offers kids’ menu of apple sauce, fruit cups, and corn dogs. The beverages served are dairy-free and they include the following types: smoothies, lattes, and frappuccinos. All dishes and beverages in the offered menu are packed with grains, greens, veggies, guacamole, tofu options, beans, and salsa. The full menu is served all day long.
How it Works
The meals and beverages are served with the use of the single drive-thru concept.
What it Looks Like
The service offers the bright colorful menu with weekly feature items listed. The client will need to walk up to the order menu. No outdoor service will be available.
Key Design Elements
The catering point is an outdoor booth under the covered area. Every outlet should have large receptacles to collect garbage and a well-lit area to ensure customer convenience and good location availability during the dark hours.
What Makes it Special or Unique
The breakthrough of the offered concept is the vegan-based approach to traditional fast-food. The outcome is good health, the ability to have a fun time for the family, the ability to save time, and still have healthy and nutritious food for those people who have the problem of time shortage. Moreover, the service will also meet the needs of unique and quite narrow consumer categories that are vegans and vegetarians. Interestingly, market research has demonstrated that this consumer category is fast growing since more and more people decide to make healthier nutrition choices by rejecting meat-based products and high-fat and high-sugar meals (Dyett et al., 2013).
Features and Benefits
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Dyett, P. A., Sabaté, J., Haddad, E., Rajaram, S., & Shavlik, D. (2013). Vegan lifestyle behaviors. An exploration of congruence with health-related beliefs and assessed health indices. Appetite, 67, 119-124.
Nestle, M. (2013). Food politics: How the food industry influences nutrition and health. Jackson, TN: University of California Press.
Wright, L. (2015). The vegan studies project: Food, animals, and gender in the age of terror. Athens, GA: University of Georgia Press.