Essay Sample on Infinity Virtual Plant-Based Kitchen

Infinity plant-based ghost kitchen is famous for delivery and preparation of meals, pick up snacks for individuals who are tired of shopping and preparing ingredients for meals. The organization specializes in micro and macro planning of meals for all kinds of individuals, body fit keeping individuals, peoples with specific needs, pregnant women, and allergic people, along with all sorts of food comforts people may require. This paper will lay out the process of project planning, including the management summary, the background of the industry, competitive analysis, market analysis, marketing plan, pricing, marketing mix, market target, operational strategy, milestones including location, distribution, and manufacturing technique.

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Executive Summary

Infinity virtual kitchen is a catering industry serving customers across Germany significant cities and towns through fresh delivery of plant-based products. Infinity offers fresh, colorful, unusual, creatively prepared meals, both traditional and modern meals. It is quite a change to the service we offer relative to existing virtual kitchens based on other products. A vast population of Germany residents has an assumption that contradicts the reality - plant-based product is just as usual as any other meal. However, the infinity catering industry comes to dispute this through quality productions of vegan meals that will see the health of the population upheld. Accordingly, with extraordinary experiences by Mr. Wang along with skills in culinary, creativity in our product will gain new demand. Through these expert skills and management dedication, the industry projects its profitability to about 406000 at the end of the third year. During the first three years, the objectives of the sector are set to be a service-based industry to meet the expectations of customers, be able to increase deliveries by 13% for every 12 months, built adequate cash flow ready to sustain salaries and expansions necessary and to be a sustainable industry in market and reputation.

Management Summary

William Wang, the owner, and founder of the infinity ghost kitchen, received a postgraduate Doctor of Arts at Oxford University. After the award, Wang was employed in one of the vegan restaurants in the city since he had specialized in the same while in college. During his routine working, Wang was lucky to work with famous chefs and was able to learn the different techniques in cooking. The cooking techniques, along with the instruction used, were particularly interesting to Wang, and consequently, he enjoyed and learned a lot. After working for some time, Wang made a choice and purposed to be one of the best chefs in the industry and thus enrolled in a chef training institution - "City Culinary Institute." After completion of the program that took two years, Wang graduated among the top candidates in the class. With this specialized education, along with experience, Wang was one of the preferred candidates and got to work as a chief chef in one of the baking industry in Berlin. Although he enjoyed working as a head chef in the industry, over the years, he longed to open his own trade that would be plant-based. Wang thought of being his own boss operating at his own hours, and during the period of employment, he detailed research of the industry in Frankfurt and in the capital - Berlin in which the industry had been neglected and found out that the venture was viable.

Besides employing Wang's management skills and knowledge, the Infinity vegan ghost kitchen will demand various personnel including; a supervisor responsible for inspection and confirmation of preparations and ingredients adherence to Infinity kitchen codes, severs who are accountable for serving the food in trucks, cooks that have the responsibility to of dish preparation, and back kitchen staff that is will have the responsibility of cleaning along with offering functional assistance during food delivery.

Industry Background

Infinity is among the growing industry catering "cloud kitchens." Through the delivery of the sector plant-based brands in Uber Eats and conveyances, it has been able to raise millions of funds that are to expand the industry further to other locations. The infinity cloud kitchen was launched in February 2014 in two locations Berlin and Frankfurt and now functional in seven locations across Germany including, Munich, Hamburg, Cologne, Stuttgart, and Dusseldorf. The company is family-owned, and its planning a launching was done in early 2014 with a food transformation delivery mission. The industry operates in multi-locations throughout Germany with no specific physical pick-up areas or dining but exclusively works in marketplaces. Since the enterprise is family-owned, the management decisions are made from the general manager - Mr. Wang. The decision later is followed through the supervision and finally to subordinate personnel.

Competitive Analysis

The industry employs the use of software tools in the identification of competitors throughout berlin. The use of Google and SEMrush are significant resources in the virtual kitchen in conducting research on possible competitors in the region (Spink, 2019). Accordingly, if the examination in various locations shows that similar strategies are used by co-competitors, adjustments are conducted. These rankings by the software provide an overview of how the industry should be armed against the observed competition.

The Infinity virtual kitchen out-competes other catering industries based in Germany due to its uniqueness in product use (plant-based). Most of the cloud kitchens in the region have been known to offer animal-based products that cannot meet the full requirements of individuals with specific conditions. With the use of plant products, the industry is able to have a competitive advantage over other similar cloud kitchens.

The Infinity industry utilizes social blogs and media along with third-party individuals to ensure timely and quality delivery; these strategies are unique to other industries in the same sector, making the company one of the most popular among others. Accordingly, the use of a unique brand name 'Infinity' gives it an added advantage. Products in the social platforms are assigned different tags that are appealing to the customers all over the distribution localities; this tag provides simplicity in product selection by the customers as they are also assigned codes preventing confusion.

Since the operation of the business is through online requests, the industry is well advertised in social networks, including Twitter, Facebook, linked in, and even in local radio and television stations. Every activity undertaken in the industries along with different customer schedules is updated in the industry blog along with all destinations; with this, the customer is able to see the time they will be serviced hence increasing customers' trust in the industry.

Although the infinity ghost kitchens are still expanding and gaining popularity within Germany, yet there is a need to improve on time of delivery. Time of delivery is one of the challenges faced by the industry and can be eradicated by increasing the number of personnel at the delivery location along with improving the system delays.

Marketing analysis

Expenditure by the consumer on fast foods has risen over the years in Germany with an increasing number of virtual kitchens all over major cities. Since customer expenditure on food has grown, infinity kitchens provide a quality meal at affordable price tags for all markets including, family unit, age (single, youngster, high schools, and colleges), income (low, medium, and high-income individuals) and all genders.

Market segmentation

The industry (Infinity virtual kitchens) targets adults German residents as a primary market. Streets and roadsides are perfect places to place deliveries. Since the country is dominated by adults that are working and have less time for dish preparation, it is an ordinary event to see adults taking lunch outside in shaded places along the streets (Morgan et al., 2019). Individuals tend to crowd in shopping malls and fast food joints, spending a lot of time that could otherwise be used for production. Infinity cloud kitchens provide solutions to all these delays through pre-ordering and quick deliveries.

The secondary target market for the industry will be the young individual population in high school and colleges. Although the institutions are known to provide meals for students, it is true that most student college prefers hanging outside with colleagues for cheaper quality meals. Learners are mostly not involved in working in Germany; this makes them among our target group of individuals with low income. The quality of the plant meals, along with small price tags, automatically attracts a vast population.

Lastly, the industry targets individuals with special conditions; individuals seeking to lose weight, pregnant women, persons with specific nutritional dietary needs, and individuals with needs for quality vegan meals. A large population of individuals residing in cities and towns in Germany does not engage in strenuous jobs, consequently gaining unwanted weight. These meals target this kind of society along with allergic animal-based products, and allergic persons whose needs reside in plant-based products.

Strategies for market segmentation

The Infinity virtual kitchen intends to address the needs of adult individuals living in towns and cities in Germany. The choice of this group is based on their ability to purchase since most of them have an income. Accordingly, the population's needs for quick meal services are overwhelming, making the industry a solution to the problem. Additionally, the target market in this category sees that individuals can stretch more to their budgets for purposes of purchase, making them a reliable group.

Secondary segmentation of the market targets individuals with age between 15 years and 25 years. The choice of this group is based on several reasons. The objective of the industry is to become a unique virtual kitchen, and our belief is that individual group between the age 15 and 25 is the perfect target in which efforts in brand-building could happen. Accordingly, since they have fixed income or limited income, they tend to seek price versus quality to avoid stretching their budget. Since cloud kitchens are based on quality along with lower price tags, they become perfect targets.

In the last market, segmentation is based on individual choice and health. We offer the best quality meals that are health-friendly, low in cholesterol that can be preferred by any age group with specific nutritional needs. Individuals who are allergic or otherwise have special dietary requirements are provided with a solution through vegan meals.

Market needs

Infinity virtual kitchens targets individuals with many "eating" that are in accordance with the Euro needs. An analysis by our consumer trend in Germany highlights different needs by the consumers in the target market, including the need for; a variety of vegan meals with different flavors, speedy services, fun experience, and conformability in meals, friendly and attractive delivery services.

Market trends

Traditionally, Germany's main meal during the day has been Mittagessen (lunch), taken around noon. Dinner consists of small meals comprising of bread variety, vegetables, and cheese. Break-fast consists of cakes and coffee, which can be related to five o'clock tea in England. Meals between dinner and lunch take more extended periods, while during Sundays', meals are eaten together as entire families. However, the trend has changed over the years and, individuals eat frequent small meals during day time and at work.