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Authors
Advisor(s)
Abstract(s)
Este projeto explana a base metodológica para a implementação de um plano de negócios, analisa o mercado, a dimensão do segmento, o marketing, a logística, a viabilidade económica, projeções financeiras e necessidades de investimento. Este projeto pretende ser inovador, explorando o crescente número de vegans, vegetarianos e daqueles que tentam reduzir a carne e peixe das suas dietas, correspondendo ao flexitarianismo, de forma saudável e repleta de sabor. Quebrando o preconceito que a comida saudável não tem um aspeto visual apelativo e cujo sabor não satisfaz o suficiente para promover este tipo de dieta. Um restaurante deste estilo será uma ideia inovadora na restauração portuguesa, uma vez que a oferta do mercado deste tipo de restaurantes ser ainda limitada, e onde a maioria existente apresenta um conceito tradicional de restaurante com serviço de mesa, o conceito prender-se-á com a criação de um modelo de comida rápida, preço acessível, com qualidade e produtos saudáveis. Comparando com outros países europeus onde a oferta já é ampla e diversificada, Portugal ainda tem um mercado por explorar neste segmento considerável e com possibilidade de crescimento a curto-médio prazo. O restaurante irá representar um estilo de vida, de tal forma deve acompanhar as mais recentes tendências alimentares deste segmento de mercado, incluindo novos produtos de forma regular para manter os clientes fidelizados, consumindo com maior frequência.
This study creates a methodological base for the implementation of a business plan, analyzes the market, the size of the segment, marketing, logistics, economic viability, financial projections and investment needs. This project aims to be innovative, exploring the growing number of vegans, vegetarians and those who try to reduce meat and fish from their diets, corresponding to flexitarianism, in a healthy and full of flavor way. Breaking the prejudice that healthy food does not have an appealing visual aspect and whose taste does not satisfy enough to promote this type of diet. A restaurant of this style will be an innovative idea in Portugal, since the market offer for this type of restaurant is still limited, and where most of the existing restaurants present a traditional concept of restaurant with table service, the concept will be the creation of a fast food model, affordable price, offering quality and healthy products. Comparing with other European countries where the supply is already wide and diversified, Portugal still has an untapped market in this considerable segment and with the possibility of growth in the short-medium term. The restaurant will represent a lifestyle, so it must follow the latest food trends in this market segment, including new products on a regular basis to keep loyal customers consuming frequently.
This study creates a methodological base for the implementation of a business plan, analyzes the market, the size of the segment, marketing, logistics, economic viability, financial projections and investment needs. This project aims to be innovative, exploring the growing number of vegans, vegetarians and those who try to reduce meat and fish from their diets, corresponding to flexitarianism, in a healthy and full of flavor way. Breaking the prejudice that healthy food does not have an appealing visual aspect and whose taste does not satisfy enough to promote this type of diet. A restaurant of this style will be an innovative idea in Portugal, since the market offer for this type of restaurant is still limited, and where most of the existing restaurants present a traditional concept of restaurant with table service, the concept will be the creation of a fast food model, affordable price, offering quality and healthy products. Comparing with other European countries where the supply is already wide and diversified, Portugal still has an untapped market in this considerable segment and with the possibility of growth in the short-medium term. The restaurant will represent a lifestyle, so it must follow the latest food trends in this market segment, including new products on a regular basis to keep loyal customers consuming frequently.
Description
Mestrado em Gestão e Empreendedorismo
Keywords
Plano de negócios Projeto de investimento Restauração fast-food Sustentabilidade Business plan Investment project Fast Food Restaurant Sustainability
Citation
Rodrigues, R. R. (2020). Plano de negócios restaurante Fast Veggie. (Dissertação de mestrado não publicada). Instituto Politécnico de Lisboa, Instituto Superior de Contabilidade e Administração de Lisboa. Disponível em http://hdl.handle.net/10400.21/13475