My Chef is a food delivery company based in Honduras, established in 2017 and which will aim to begin operations in November 2017. At My Chef, we understand the challenges that people face when trying to eat healthier. We are aware that the majority of people have very busy schedules and unfortunately their eating habits tend to suffer because of this. We believe that food is fuel for your body and that you need to give it the right type of fuel or else you will be unproductive, lethargic, and moody, which can lead to health problems such as migraines, high cholesterol, diabetes and obesity.
1.1. Mission
We prepare delicious, healthy, perfectly portioned fresh meals that are delivered to our customer on a daily basis, so that they will be happier, healthier and have more time to spend with the people they love. We worry about everything so you don’t have to.
1.2. Vision
We envision a world where people will think analytically of their food choices and debunk the idea that you cannot eat delicious healthy food, thereby becoming the standard for healthy and delicious food.
1.3. Key Success Factors
1.3.1. Quality OrientedOne of our major focus is the quality of our product compared to other food options available while being environmentally aware. We have decided that our quality will be ruled by our packaging and our ingredients.
1.3.1.1. Packaging
All of our food will be delivered in special recyclable containers that are BPA free and locally
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sourced. We want to raise our customers’ awareness of what they are consuming, so each container will have a label that will include the following information:
1. Date food was prepared
2. What meal it is (Breakfast, Lunch or Dinner) 3. Ingredients used
4. The number of calories, proteins, carbohydrates and fat
5. Heating instructions. This depends on whether the dish is meant to be enjoyed cold or hot.
Below is an example of the type of containers we will use to store the food.
Figure 1 Food Packaging Containers
1.3.1.2. Ingredients
We believe that when it comes to the health and well-being of our customers we cannot compromise the quality of our product. All our produce and meat will be locally sourced ensuring that they are of exceptional quality, organic, hormone free, and fresh. All ingredients will be bought on the same day they will be delivered to our customers. We believe that you can enjoy a delicious meal prepared with few ingredients. Our number one priority is our
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customers’ health. We will strive to use only 100% natural product. We ensure that every meal is free of high fructose, hydrogenated oils, white flour, white sugar, and artificial flavoring.
1.3.2. Customer Focused
We want our customers to feel that My Chef understands their needs and we are meeting them and exceeding those expectations. We understand that our customers desire to eat healthier but due to time and budget constrictions as well as a lack of understanding of healthy eating, they are unable to stick to their eating plans. This is why our website will keep a history of our clients’
preferences which will allow us to continuously monitor their progress and satisfaction with our food. Our website will also provide valuable information and tips to our clients on helpful exercises, eating habits, healthy recipes, as well as outdoor events in our local community. All of this will be provided because we want our customer to feel that they have a support group and in the end, create a My Chef community.
1.3.3. Convenient
We will deliver meals to our customers on the exact day that they were cooked. These meals will be delivered to their preferred location whether it is at their house or their place of business.
In the Honduran culture, you have 1hour for your lunch break and everyone tends to take their lunch at noon, which means that traffic at that moment is crazy and there’s a long wait at the restaurants, resulting in our customers not having enough time to really enjoy their meal. The options that are near the offices, although the food is very affordable and delicious, it is incredibly unhealthy. We are here to solve this problem. Since we deliver food a day prior, our customers only have to take their precooked meals in the morning, store it in the fridge at the office or in a thermic lunch box, at noon they only have to heat it up and enjoy at the office or outside in the park. We will also have an option available for our athletic customers, seeing as they will have the option of picking up their food at their local gym or sports facility. This will
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help us gain more awareness as well as having a more efficient delivery route.
1.3.4. Affordable
Healthy food in Honduras tends to be associated with salads and as being very pricey. Our meals in comparison to these other healthy options is quite affordable! Since our meal plans are selected based on a monthly plan, each meal comes out to be roughly 180HNL ($7) and you do not have to add anything else to the meal.
1.4. My Chef Logo
Below is a sample of our current company logo.
Figure 2 My Chef Logo
1.5. Company Ownership
My Chef will be established as a Limited Liability Company. After reviewing the regulations in Honduras and the costs of incorporating a company, LLC is the best option for us. Ownership will be amongst three individuals:
Andrea Pineda Ráquel – Founder and CEO. Andrea will hold 50% of the shares of My Chef. She is an IMBA graduate with a master in Human Resources as well as a passion for healthy eating and exercise. Andrea has had over 4 years’ experience in customer service and project management. She is currently working to obtain a certificate in nutrition.
Héctor Espinal- Consultant. Héctor will hold 25% of the shares of My Chef and he will contribute with a percentage of the initial capital. Héctor is an Industrial Engineer with extensive knowledge and experience in customer service, project and IT management, as well as over 10 years’ experience in sales. He has a vast understanding of the Honduran market
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and how to meet those needs.
America Ráquel Quan- Consultant. America will hold 25% of the shares of My Chef. She has over 8 years’ experience managing a successful restaurant and knows where to get the best quality products for affordable prices. Her expertise and experience will be of great advantage to My Chef. She will also contribute with the initial kitchen equipment.
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