Eat Fit. Business Plan for a Fitness Restaurant in Stuttgart City (PDF)

Seminar paper from the year 2017 in the subject Business economics - Company formation, Business Plans, grade: 2.0, University of Applied Sciences München, language: English, abstract: This paper proposes a business plan for the Fitness Restaurant "Eat Fit" in Stuttgart. In the concept of Eat-fit The USP (unique selling proposition) clearly refers to the offer for the primary target group, sportsmen and nutritionally conscious people. Their loyalty to our restaurant as repeat customers is the top priority. Through this approach, the restaurant has a clear competitive advantage that is reflected in this unique service and offer for those affected. The restaurant is run in the legal form of a GBR. Low form requirements and the corresponding design friendliness are the main advantages of this legal form, which make it possible to make adjustments and changes afterwards.

With the provision of 30,000 euros in equity in the company, in the first year 2018 a further demand of 60,000 euros is left, which is to be covered by a loan. When searching for a suitable location, the city of Stuttgart is a choice that fully meets the requirements for such a restaurant. It has the highest population density in the region and is one of the major cities of Germany and is popular with tourists. The restaurant should be close to at least one gym, and also centrally located in the city centre.

The first fitness restaurant in Stuttgart can be expected to be an emerging competition. The marketing strategies for the Eat-fit are derived from results of competitive analyses. Due to the high competition in the gastronomy sector and the initial unfamiliarity, the market penetration in the introductory phase is to be carried out on the basis of the strategy of fast market exhaustion. One of the main tasks of the company is the formation of a trust relationship with the targeted customer base.

The fitness industry has enjoyed a strong reputation by many people for quite some time, and because of this the interest in healthy eating has grown. However nowadays, many health-conscious people are unable to visit certain restaurants due to their food preparation not being focused on the nutritional content of the food. "Eat- fit" is the concept to of building a restaurant that is established as a service quality leader of high-quality and nutrient-rich food especially for sportsmen, gym goers and nutritionally conscious people in gastronomy.