1.0 The business concept: The problem and solution Traditionally associated with pizza and hamburgers, the fast food industry has undergone a transformation over the past decade. The changes have been led by increasing social awareness about the importance of a healthy diet, which has made consumers rethink their fast food eating habits. In addition, Obesity rates have been increasing over recent decades in all industrialised countries, Australia having the dubious honour of being ranked as one of the fattest nations in the developed world. In 2011 to 2012, approximately 70% of males were overweight and 56% of females (ABS, 2013). Whilst obesity is ostensibly an individual disease, it imposes significant costs on society. Moreover, one-quarter of all Australian children, who aged 5-17, were overweight or obese in 2007 to 2008 (ABS, 2013). Consequently, industry retailers have responded by broadening the range of fast food options on offer and introducing new products to capture this expanding market. Trends in real household disposable incomes, consumer sentiment, competition from convenience stores and supermarkets and growth in the health consciousness of consumers have also driven demand for fast food. Most of these problems are satisfied by a few existing services and products such as Subway and Liten’Easy, and McDonald’s and Hungry Jack’s have tried to innovate their products to become healthier foods.

However, there is lack of choices of products and services for customers and mostly Western food, thus, the menu does not have created great innovations. In addition, the rapid growth and success of Asian cuisine in general has been gradually changing eating habits of the developed countries, particularly Vietnam cuisine. For example, Sandwiches is traditionally viewed as a signature dish of the West, thus, few people dare to think about business