Couch & Brunch: The breakfast chain business model

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

In an increasingly health-conscious society, a market gap pops up in the Portuguese restaurant business sector. Indeed, one may notice the inexistence of an attractive specialized breakfast provider, hampering the realization of what seems to be claimed, the most important day meal, in what health and diet are concerned. Hence, the objective of this work project is to build a complete business model for a breakfast chain, a brand new market concept, offering in fact, an overall charming morning experience to customers, rather than a simple meal. One can already find some breakfast specialized chains in the U.S.A restaurant market, such as Rise & Dine currently planning to expand operations to Canada. Indeed, inspiration for this business concept comes not only from within but also from some foreign observable trends. This project is structured in five chapters. Initially addressing the business idea in the first chapter; one will subsequently approach the value proposition and the operating model. Linkages will be established in the third chapter, proving that those connections assure the expected value delivery to the customer. Finally, some conclusions will be presented; so that in the last chapter, major business risks can be assessed and an array of relevant recommendations proposed. Aiming to gather the necessary data, a survey and interviews were performed, articles and books were researched, and internet data was collected, always supported by bibliographic references on strategy. The closure of the project leaves the business model in its journey to success which will be coursed in a phased manner. Firstly launched in Oporto, the chain will then establish operations in Lisbon in a first phase. Subsequently, franchising opportunities will be pursued in the second phase so that in the third phase the company can also continuously grow organically or open the firm.s capital structure.