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ADVISOR Framework

Adoption by Customers
o The unique customer experience and a customer friendly
store for providing healthy choices of fast food with salads,
wraps, cold pressed juices and soups will make it easier for
the customer to adopt to the various options available as per
the dietary requirements.
o With SumoSalads Design Your Own and Made to Order
feature, the meals are fully customizable and thus they are
adopting to the customers needs by keeping the menu fresh,
innovative and letting the taste dance on their customers
taste buds.
o To enhance the customers experience, SumoSalad keeps
innovating the list of options by bringing in latest food
trends to their menu and modify it with the changing
nutritional needs.
Disruptive Innovation
o What SumoSalad will be bringing to the market is a healthy
shift for consumers to better nutritional and healthy food
which cannot be considered as a disruptive innovation.
Value Proposition
o SumoSalad is creating an experience for people to come and
relish their healthy lifestyle by providing them with variety
of healthy meal options. These are:
Farm fresh deli salads
Hot soups
Long rolls
Pastas and curries
Proteins
Toasties
Wraps
Cold pressed Juices (of fruits like Pomegranate, Apple,
Orange, Pineapple, Kiwi fruit, Beetroot
o SumoSalad is providing a healthy alternative for fast food
and creating a community that will connect all the likeminded health conscious people.
o Nutritional Information: Sumo Salad provides the customer
with a whole varies of choices to customize its meals are per
their dietary requirements. SumoSalad will provide the
customers with the following options:
97% fat free
high protein
low carb
low cholesterol

low gi (Glycemic Index)


low kj (Kilo Joules)
low salt
low sugar
contains nuts
contains seafood
dairy free
gluten friendly
vegan vegetarian
o Along with that, it is spreading an awareness and knowledge
regarding the benefits of a healthier lifestyle. This will be done
through their online portal which hosts an online community
called Sumo Society.
You dont have to eat less you just have to eat
well

Interface
o The food: What makes a food attractive even before you
taste it is its presentation. To tap that, all the meals are
beautifully presented, articulately designed with mouth
watering mix of colors and combinations. This makes the
product alluring to the customers.
o The store: In a bold effort to make the store environment
more exciting, Sumo Salad will be installing hydroponic
vertical garden walls at its stores. The installation avowals
fresh and seasonal vegetables and herbs, grown and
sustained in store and where ever possible, served in meals.
Born from the manifesto Food with purpose, SumoSalad will
also bring to India SumoSalad Green Label store which takes a
holistic approach to healthy food and how it is sourced,
produced and sold in store.
o The staff: To bring a sense of professionalism and gain
confidence of the customers, the staff of Sumo Salad are
professional in every aspect. They are trained by the
Corporate head office itself and then located at the stores to
deliver to their customer. SumoSalad employs a team of
expert chefs and nutritionists in order to provide salads that
provide latest in food trends and nutritional needs. The staff is
passionate for creativity, trendy, peppy, is full of life and
energetic as delivering personalized service to the customers
need not only mean healthy food but also a passion for
creating something that not only looks but also tastes good.
o The online portal: The online website for SumoSalad is an
interactive, user-friendly, easy-to-navigate website with the

portal giving out information on a customizable menu, various


store locations, latest news and developments about the
store, franchising options available to the people and an
interface called Sumo Society which lets all the fresh food
fanatics enjoy their rewards program. This is how it reflects
network effect and SumoSalad can leverage the same in
India.
Service Platform
o Depending on the needs and ease of the customer, the
customers can enjoy SumoSalads delicacies either through a
brick-and-mortar store situated at various locations such as
Mumbai, Delhi and Bangalore or order it online via its tie-ups
with Zomato and Food Panda, which are food delivery
service applications, for the people to enjoy the home delivery
experience.
Organizing Model
o The Sumo Salad stores would be opened in India at Mumbai,
Bangalore and Delhi with 3 stores at each place initially.
Slowly, there would be an expansion in thier base. This would
be done through Franchising.
o Franchising of SumoSalad stores will help us to provide expert
and unparalleled training to the franchisee owner. Also,
SumoSalad will provide marketing, financial, technical and
operational support to the franchisee.
Revenue or Cost Sharing
o Since its a franchisee, SumoSalad will earn its revenues from
Franchise fees, Franchise royalty fees, advertising and
marketing administrative fees, sales of products and supplies,
etc.
Strategies

Entry level strategy

Since SumoSalad is entering a new market(India) with its existing product


(variety of salads, soups and juices), it will go for Market Development as
per Ansoff Matrix.

Using the responsiveness Grid from Prahalad and Doz makes a suggestion
for the international strategy of a firm. To enter the Indian market,
SumoSalad needs to adopt a Transnational Strategy as the pressures
for cost reductions are high due to high competition in the market as well
as there is a high pressure for local responsiveness since the customers
have strong influence on the purchasing power. A Transnational strategy
will ensure that SumoSalads business activities are coordinated via
cooperation and interdependence between its head office, operational
divisions and the franchisees located in India. This will offer centralization
benefits along with the local responsiveness characteristic of domestic
strategies.

Mode of Entry: We plan to enter the Indian market through franchising. Franchising
will be both simple and quick to implement and offer the advantage of minimal business
cost (thus helping us to mitigate the cost pressure that the industry faces). Franchising
will help SumoSalad extract the following advantages:

Rapid expansion of chain dispersal which will help us to open more stores in
Mumbai, Delhi and Bangalore and later on ease the expansion to different regions.
An accelerated contribution to SumoSalads market reputation.
Since SumoSalad needs innovation and constant development of ideas to keep up
with the latest trends in the fast food industry, a franchisee will ensure effective
and rapid two-way communication between the chain and its franchisees,
facilitating regular provision of information and introduction of improvements
and changes.

All the franchises will work in collaboration with Godrejs Nature Basket for the
supplies of all its food items and Zomato and Food Basket for its distribution
(home delivery services), which will lead to a concentrated, large-scale
procurement and distribution network thus reducing management and
operating costs.

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