Competitive benchmarking is used to verify the advantages and disadvantages of the potential competitors in providing a school meal. The thesis resulted in a new and unique business model for school food catering, which is named fineLunch. Called "a new canteen model", the authors' aim is not simply to plan to open a single canteen in a specific location, but to present a completely new business concept.
School nutrition
Importance of school nutrition in health and comprehensive development 10
Adolescents need to control their appetite due to the fact that 1 in 5 children, since the age of 6-19 years in the United States have obesity (CDC 2018). In addition, some experts recommend that adolescents should consume 800mg of calcium per day while others advise that 1500mg is enough.
A good school meal around the world
They should also consume carbohydrates and fat found in grains, legumes and other plant foods. Last but not least, apart from carbohydrates, fat and calcium, they must also consume iron, zinc, iodine and vitamins.
The limitation of school nutrition in developing country compares to
In addition to objective reasons, a lack of awareness of students and their parents about school nutrition is considered. Instead of eating lunch, many students prefer to spend their money on games, snacks while their parents don't really care what they are going to eat during lunch and they are even too busy to worry about it.
Vietnamese culinary habit
Vietnamese traditional cooking and eating style
As such a typical wet rice country, it is easy to recognize the ubiquity of rice and rice-related dishes on every daily meal of Vietnamese people. It is the only one that usually requires more than one dish on the table with careful preparation.
Vietnamese school lunch and the limitation in the system
In addition, the lack of a professional supplier as well as a lack of qualified staff and the miscommunication between parents and school contribute to the lack of quality in school nutrition. It is defined by the individual school's quality and budget as well as the financial support from the parents.
Food hygiene and safety
- Food hygiene and food safety recognition
- Importance of food hygiene and safety
- Food hygiene and safety in production
- Food hygiene and safety in consumption
- Finnish food hygiene and safety standards
- Organic food
For example, working in the same environment of the same business, different positions with different roles require different knowledge and food hygiene and safety certification. Therefore, food hygiene and safety have an essential practical meaning in the environment and economy of any country, both developed and developing countries.
Business plan
Last but not least, the preparation of the business plan improves well the knowledge of the planning process. Next to it is the executive summary, which succinctly summarizes the rationale for the business plan.
Business model canvas
The cost structure takes into account scalability, fixed cost and variable cost as well as profit advantages. The main activities are not only related to the production process, but also the quality of the product and service, as well as the approach to the market, solving problems, networking. A successful partnership network will help optimize the business model, reduce risk and obtain resources.
Specialized canteen business plan
This will give investors a better overview of the company's price target and financials. With data and knowledge, it convincingly shows the investor the local economy, the target group of the restaurant's customers and the business potential. Here, qualitative research plays the role of the main research method, both due to its usefulness and high relevance to the nature of the business objective.
Qualitative research method
Observation method
From this, key features are selected and analyzed to make an objective judgment about a given circumstance. When used appropriately in an appropriate case, observation will provide a preview of what is happening, provide insight into the bigger picture, and help design the rest of the study. Sometimes the researcher has to play a role as a participant observer, taking part in the situation in order to be accepted and better understand the workings of the social phenomenon.
Interview method
The advantages of observation are directly collecting data where and when an event or activity takes place, as well as allowing the researcher to actively see what people are doing rather than passively relying on what they say and do.
Finnish canteen model research implementation
Customer reaction to canteen model observation
The information is not only selected from records of the target behavior, but also based on the authors' own experiences as participants. In addition, the authors spent one week during this thesis process to better observe these objectives. During these observations, the authors were observers who gather information about the behavior of other customers.
BarLaurea operation observation
However, some features, standards and advantages of BarLaurea will be referenced in the process of building and developing ideas for fineLunch. As a result of being part of the operation of BarLaurea, the authors have gained some knowledge and have adequately observed the operational function of BarLaurea. However, according to the survey results, BarLaurea's marketing and income are not clearly concentrated.
Interview with General Manager of BarLaurea
For example, there are some basic rules that must be followed, such as temperature control, personal hygiene (neat hair, washing hands, using gloves). In addition to the fact that food safety regulations must be applied throughout the operation, almost at the end of each working day, it is necessary to collect a sample of two hundred grams of products and store them in the freezer for two weeks to prove safety and quality assurance of products in case of related complaints. In BarLaurea's business plan, healthy and tasty food are extremely important, but healthy always comes first.
School meal market research implementation in Viet Nam
School meal market identification research
Canteen in Le Quy Don and Tran Van On middle school is also private business and very small, due to the limitation of finance, campus area as well as the professionalism. However, most students eat lunch in the school canteen or surrounding cafeteria because of its convenience and reasonable price. Because they are in the growing age, nutrition and food hygiene for students in elementary and middle school are extremely focused by the school and parent.
Group interview for having lunch behaviour of high school and college
As Figure 8 illustrates, high school and university students prefer to eat lunch in the school canteen (35.3%), the nearby cafe (34.3%). Unlike other lower education institutes, high school and university canteens are allowed to sell lunch with certain foods under the control of the school itself. In general, the results of the focus group showed that high school and college students tend to eat lunch in the canteen, on or off the school campus, with an average price of 20,000 VND to 40,000 VND.
Competitor analysis in Viet Nam market
Competitive benchmarking
A school canteen is a canteen that operates in the school complex and is under the control of the school. Canteen on the sidewalk is the general name for a canteen or dining hall intended for students. This information is completed based on the prerequisite background, performance and key to success of the contestants.
Competitors’ background
In addition to the school cafeteria, the sidewalk canteen is also a popular choice for high school and university students for lunch. Sidewalk canteens have been established for a long time and are a cultural feature of ordinary Vietnamese. However, food hygiene and safety issues in sidewalk canteens are generally not guaranteed, the risk of food poisoning is high.
Competitor benchmarking result
Food Safety and Hygiene Standards of the Ministry of Health and HACCP Standards Professional Associations. On the other hand, as a totally different business model in school catering, school and sidewalk cafeteria have different characteristics and strengths and weaknesses. Besides, except the school canteen which is under the supervision of the school authority, food hygiene and safety of the sidewalk canteen is not guaranteed due to the lack of professionalism and the control of relevant authorities.
The idea based on research outcomes
This chapter specializes in the business idea of the new canteen model, called fineLunch. With various disadvantages and limitations of the current lunch and school lunch status in Vietnam. Ho Chi Minh City, whose potential will be chosen as a first market for the company.
Executive summary
Therefore, in the first phase, our main targets will be the surrounding school canteen and cafeteria. Providing a varied and interesting menu with a harmonious combination of fresh and hygienic ingredients to ensure an adequate supply of essential nutrition for the physical and mental development, as well as saving time in choosing meals are the excellent benefits that fineLunch promises of fineLunch with customer. Providing a varied and interesting menu with a harmonious combination of fresh and hygienic ingredients to ensure an adequate supply of essential nutrition for the physical and mental development, as well as saving time in choosing meals are the excellent benefits that fineLunch is the promise of fineLunch with customer .
Target customer and partner
Customer segment
Unlike elementary and middle school students, students in the upper grades have freedom during lunch. Based on their lunch eating habits based on the results of the market research, high school and college students will be a key source of customers to fill the customer occupancy of the partner canteen if they open an on-site service. The excellent location near the schools makes the fineLunch partner canteen a pretty ideal place for lunch with a little promotion and marketing.
The partnership
In order to ensure product quality standards and the operation of the entire network, there are strict requirements and standards for partnering with fineLunch. The front of the canteen must be clean and hygienic with access for a car with freight transport. The current price range of meals must be medium or consistent with the price range specified by fineLunch.
Product and service
First of all, the partner must be a canteen or small restaurant with a minimum supply capacity of over 500 meals. Along with it, during the partnership period there will be careful monitoring as well as innovative requirements from fineLunch to guarantee the preservation of the quality and hygiene of the products. Furthermore, fineLunch strictly controls the source of input and production output for food quality and hygiene assurance.
Organizational structure
If the facilities do not meet the standards, the VTR team must develop a detailed draft of the parts that need to be repaired or upgraded and deliver it to the canteen owner. After review, the report will be sent back to the VTR Manager for canteen quality approval before further action. The next team in the Op department, the management team, is responsible for ensuring the quality of meals that are successfully delivered to the consumer.
Distribution plan
Balanced nutrition menu and food hygiene and safety system
ABH strategy
Food safety and hygiene standards in accordance with the regulations of the State of Vietnam and some international standards (HACCP) in the quality and risk management process (SOP) must be legally and strictly applied in the daily operation and food process. The kitchen staff also planned to have periodic health check, certified for food safety and hygiene through training, professional supervision organized by fineLunch with the standard strongly based on the Finnish hygiene passport standard. In addition, fineLunch accompanies the school in offering educational activities such as co-organized seminars, nutrition education events, feasts to encourage healthy eating habits and introduce foreign culinary culture to the students.
Contribution to Society
There is a common fineLunch standard in food hygiene and safety that must be followed in every hygiene plan, which is called the SPK standard. Ingredients must be sourced from reputable suppliers partnering with fineLunch that provide high quality, reputable food, ensure food hygiene and safety standards. In addition, during the collaboration phase, fineLunch requires all internal operations to favor the most environmentally friendly materials over other options.
On the other hand, fineLunch, as a young company with a solid reputation, will face many challenges in its first phase of operation. As described in the market analysis section, fineLunch has four main types of competitors in the same market. There are already some popular companies that have appeared and worked on the market for a long time and have built a certain reputation.
Business Model Canvas
Secondly, the efficiency in the operation of each department ensures smoothness in the whole line of operations. Food processing is extremely important in the process to ensure the quality and safety of products. Hence, there will be regular capital calls in the early days of the business through government and private company support programs.
Smart pricing, business advance and commercial terms
Tips for buying fruit and vegetables. https://www.foodsafetyfirst.com.au/2016/08/tips-buying-fruit-vegetables/. Ho Chi Minh City Department of Statistics 2017. https://www.laurea.fi/en/about-laurea/campuses/leppavaara/barlaurea. Why healthy school lunches are important. http://www.phlabs.com/why-healthy-school-lunches-are-important.
Finnish canteen model observation plan
Interview with General Manager of BarLaurea
School meal market analysis research
Case Student focused group
