Economic
The economic environment in Malaysia is fairly good and people have disposable income to buy non- necessities. As there are more food outlets in Malaysia, the customer demand for good food is growing. The economic factors, such as high employment rate, average high income and wealth in the city area which influences good business.
Socio-cultural
The fast food culture in Malaysia is growing as more people on-the-go demand for a fast and convenient food for them. Also, there are more young people who demand for fast casual restaurant. However, there are also health concerns related to fast food restaurant as more people especially children are getting obese and overweight.
Technology
To ensure quick service and accuracy and security, technology such as hospitality point of sale systems are installed to ensure kitchen crew people to view orders at the front counter or drive through in real time.
Wireless systems allow orders placed at drive through speakers to be taken by cashiers and cooks which allow orders to be taken at one register and paid at another. Food service chains partner with food equipment manufacturers to design highly specialized restaurant equipment.
Environment
The environmental condition at fast food outlets such as air-conditioners, lights, music, interior design and settings impact significantly on both environment and staff. Surroundings of fast food outlets are usually located at city area, along highway streets and others which are convenient to the customers.
Our fast food restaurant can provide a friendly services and comfortable environment where our customers can receive the good quality and services. Example, we will provide a mini indoor playground for the children to play. We want to promote a family theme for visitors to our restaurant.
Legal
Jack & Jill hamburger will need to obtain a business license approval from the city council and government for business operation. We will go through all the law and regulation that are required in our business. Furthermore, we will provide the permit and working visa for foreigner workers and local staffs are protected with insurance claim.
Target market
Our target markets are college students and lecturers between the ages of 17-50 years old around Sunway University College and Monash University as well as families living nearby the area. Establishing a fast food restaurant near Sunway University College and Monash University gives a chance to us because we will be fully prepared with all kinds of foods and drinks for the students and lecturers. This will assist the students as they do not need to waste their time searching for their foods in other far restaurant. Nevertheless, every opportunity has its downside as we consider Jojo restaurant which is just located around the corner of Sunway University College as a danger. Jojo restaurant tends to have promotions to the students. This is usually attracts the customers as they will go to buy from them.
Jojo restaurant will be our competitor as they may look every movement of our restaurant in terms of, promotions, prices and services. Besides, Jojo restaurant offers almost similar product and services to their customers like we do. Indirectly it may cause our revenue and profit as students may prefer to purchase from them. Although we have competitors out there, we will be able to provide certain services that other restaurant may not have which is online ordering service for 24 hours.
Thye Huat Chan and Frozen Meat Malaysia will be the supplier for all of our ingredients and meats respectively. We chose Thye Huat Chan and Frozen Meat Malaysia because they provide very goods services to our company. Besides, we are able to get hold of them though online which is much convenient for us. This enables us to order from them by just one click away.