Introduction popular in the Malaysian market. Today, people

Introduction

The
Good Co is a healthy plant based fast food café opened at Bangsar in KL,
Malaysia. It founded by Levy Li ( Miss Malaysia Universe 2008). The café serves
the delicious yet healthier fast food with using organic and natural
ingredients. They want to satisfy to the Malaysia’s taste buds and enjoy the
food here (Gaya Travel 2016).

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Mission

The
café’s mission is to offer a natural and organic healthy plant-based foods to
their customers.

Vision

The
café’s vision is to build a healthy mind-set among Malaysia, improve their
health through the healthy eating.

The Idea

5
years ago, the founder, Levy came back to Malaysia from US where can access
healthy foods in anywhere. She found hard to eat healthy in Malaysia due to
unavailability of healthy plant-based food café. She truly believe in healthy
plant based diet after unhealthy diet that lead her father passed away in the
colon cancer. She saw many people around her are getting fat and sick, and
their eating habits are not so healthy. So, that the birth of The Good Co with
her passionate to serves the daily fresh meals pre-packed to customers who are
busy and looking for healthy as well as convenient (Gaya Travel 2016). 

The Process

The obstacle faced when
building The Good Co.

Levy
put on her passion and love to create and develop the healthy plant-based
recipes in her kitchen which started The Good Co. In 5 years ago, the plant
based recipes are not so acceptance and popular in the Malaysian market. Today,
people are willing to try it due to the trend of fitness and wellness. However,
it’s will need to time to grow while it’s still an initial stage in the market
which is the biggest obstacle faced by The Good Co.

Levy
observed that Malaysian usually eat in heavy taste such as Nasi Lemak, Char
Koay Teow, Roti Canai. Most Malaysian prefer eat these food as their staple
diet because of the taste but once in healthy eating. Thus, The Good Go is
serving convenient healthy fast foods and trying to convey the message about
healthy eating to Malaysian. They are believing to improve the eating behaviour
of Malaysian through healthy eating, by being small steps (The Good Company,
2017). 

 

Target
Market / User Profile

Demographic
 

·        
All Malaysian.
·        
The Good Co target to provide an on
the go pre-packed healthy meals to their customers to build a healthy
lifestyle.

Psychographic
 

·        
People who are practice a healthy
eating habits.
·        
Individual who hard to get healthy
foods when having a busy lifestyle.
·        
People who are having an unhealthy
diets.

Geographical

·        
Malaysia.

 

 

Products/Services

The
café also take delivery services in KL and PJ areas and they serves with
varieties range of food as list in below:

·        
Smoothie bowls.

·        
Soups.

·        
Sandwiches.

·        
Salad pots.

·        
Oat jars.

·        
Coffee.

·        
Beverage.

·        
Cold pressed juices.

 

Prices

The
food prices of the food that serves in the café are between RM11 – RM25.90. The
prices are quite affordable to everyone because it depend on the ingredients
they used.

Types

Prices

Soups.

RM
12.90 – RM 14.90

Sandwiches.

RM
12.90 – RM 20.90

Salad
pots.

RM
15.90 – RM 20.90

Oat
jars.

RM
14.90

Smoothie
bowls.

RM
21.90 – RM 25.90

Coffee.

RM
11 – RM 16

Beverage.

RM
14 – RM 16

Cold
pressed juices.

RM
12.90

 

 

 

 

 

Analysis

Positioning

The
Good Co position itself as an organic plant based café which is meatless,
suitable for vegan and vegetarian too. It show loves to the animals and
environment of the country with serving the plant based foods. Besides, it
bring out the message to the public that “Plant-based food can be delicious
too!” In order to suit the local taste, customers can get the healthier version
of Malaysian food in the café such as Healthy Nasi Lemak and Chicken Rice.

 

Differentiation

It
is not only focus on healthy food with a nice environment, but also to meet the
taste preference of Malaysian. Their innovation to come out varieties of menu
including salads in a pot, smoothies bowls, artisan sandwiches, juices. In
order to attract the customers, all the plate of food are well presented and
make it look appealing and exciting to enjoy it. Example see in figure 1.

 

Figure 2: The food of The Good Co.

SWOT
Analysis

SWOT Analysis Template

STRENGHTS (S)

WEAKNESSES (W)

·        
Provide
pre-packed meals
·        
Provide
online order services
·        
Delivery
services
·        
Suitable
for adults, including busy people
·        
Organic
and natural ingredients
·        
Professional
chefs, trained staff
·        
Modern
and minimalist brand design
·        
Nice
and cozy environment

 
·        
Ingredients costs expensive
·        
Need to increase brand awareness
·        
Need more place for the seat in the café
 
 

OPPORTUNITIES
(O)

THREATS
(T)

 
·        
trend of fitness
·        
health conscious trend
·        
healthy meals plan program
·        
Busy individuals who want access
healthy food
 
 

 
·        
Healthy restaurant increased
·        
lower prices by other competitors
·        
healthy eating and cooking workshop
·        
Competitors hire celebrity or
popular chef
 
 
 
 
 

 

 

 

 

 

Future plan/goals

The
Good Co.’s goal is to grow in all the country, to provide convenient and
affordable healthy meals. Their pre-packed meals are fresh made daily and
suitable for busy people who rushing to work or study. They would like to
distribute their food to school, hospitals, airports, and more. They hope to
change the unhealthy eating habits of Malaysian and access the healthy food
easily in everywhere.