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Banking Academy of Vietnam International School of Business BUSINESS PLAN ASSIGMENT REPORT Green Meal- Healthy Food Restaurant Teacher: Hoang Xuan Tung Group Phạm Thị Hồng Diệp_CA8-093_10 Phạm Văn Công_CA8-194_9 Nguyễn Thị Huyền Chinh_CA8-182_8 Đặng Quỳnh Chi_CA8-106_ Class: CityU8D Ha Noi, 01 July 2021 Table of content……………………………………………………………….1 Abtract……………………………………………………………………… Business plan………………………………………………………………… A- Summary……………………………………………………………… ….3 I Introduction…………………………………………………………….3 Name…………………………………………………………………….3 Source of ideas………………………………………………………… 3 Concepts……………………………………………………………… 4 Differentiation………………………………………………………… II Analysis Industry……………………………………………………….6 Market demand………………………………………………………… Market Size…………………………………………………………… Market Structure……………………………………………………… III 3.1 Competitors…………………………………………………… 3.2 New Entrents…………………………………………………….8 3.3 Substitutes……………………………………………………….9 3.4 The bargaining power of buyers…………………………………9 3.5 The power of supplier……………………………………………9 Description of restaurant ( Brand identity)…………………………….10 Name…………………………………………………………………….10 Address of restaurant……………………………………………………10 Logo…………………………………………………………………… 10 Slogan………………………………………………………………… 10 Size of restaurant……………………………………………………… 10 B- Strategy Business Model………………………………………………….11 I Production plan……………………………………………………… 11 Production process………………………………………………………11 Machinery and equipment………………………………………………11 Raw material…………………………………………………………….12 Suppliers……………………………………………………………… 12 II Marketing Plan……………………………………………………… 13 Customer insight ……………………………………………………… 13 Product………………………………………………………………… 13 Pricing strategy …………………………………………………………14 Distribution ( Place)…………………………………………………….15 Promotion……………………………………………………………….15 III Organization Plan…………………………………………………… 16 Kitchen………………………………………………………………….17 Marketing……………………………………………………………….20 Accounting……………………………………………………………… 21 Service………………………………………………………………… 22 IV Financial Plan………………………………………………………….23 Assumption…………………………………………………………… 23 1.1 Fixed cost……………………………………………………… 25 1.2 Variable cost…………………………………………………… 25 Break even Analysis…………………………………………………….26 Start-up Costs………………………………………………………… 26 Source of capital……………………………………………………… 27 Income Statements………………………………………………………27 Pro forma cash flow…………………………………………………….28 Conclusion…………………………………………………………………….28 References…………………………………………………………………….29 BUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.me 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RT.green.meal.healthy.food.restaurant Abstract Our Project is a start-up business plan for a healthy food restaurant in Ha Noi The purpose of this work is to build a theoretical framework about successful business plan writing and follow it up by writing a start-up business plan according to the studied theory A business plan is a first important step for starting a business and the practice of writing it will be beneficial while helping me to learn new methods and techniques This Business plan is describing an healthy food restaurant, which will be open on Lang Ha street, Dong Da district, Hanoi Restaurant’s main concept is to provide clean meals that help everyone to have a healthy lifestyle and nutritional balance This business plan covers all the important steps when starting a restaurant: concept building, market analysis, marketing plan, organization plan, financial planning and forecasting and expectations Our business plan is a ready well-planed project that could actually be implemented in the nearest Business plan A- Summary I Introduction Name : Healthy Food Restaurant Source of new idea Many years ago, Eat Clean appeared and was applied in developed countries such as the US and Japan Along with the development of the internet, social networks, food influencers, fitness influencers, bloggers, YouTubers has been widely introduced , Eat Clean is introduced in Vietnam and becomes a clean, healthy diet that enhances health, improving physique, skin effectively and more popular with Vietnamese According to Younet Media, in nearly million discussions on the topic of healthy eating on popular social networking sites, BUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.me 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BUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPO RT.green.meal.healthy.food.restaurant there were 10,869 discussions related to Eat Clean, of which 866 discussed questions about where to sell this food in the local area where they live Google returned 278,000,000 search results for "Detox", 361 million for "Eat clean" in the world and 89,900,000 for "Trading in nutritional food" in Vietnam However, this diet is only really effective when you have a scientific menu, suitable for your condition and especially the right way to cook Therefore, instead of cooking at home, many people have turned to Eat Clean business locations to order meals for the whole day, week or even month With busy work, for processing and choosing the form of buying Eat Clean food through online food ordering technology applications, is a trend of many people, especially office workers Concepts Green Meal specializes in providing clean weekly meals that helping you to pursue a healthy lifestyle and nutritional balance Depending on your needs to lose weight or gain muscle, you can choose the right product package at the Order page Meals are carefully calorie-calculated and use healthy ingredients, fresh ingredients with extensive menu designed Most of Green Meals's lunch servings are fortified with complex carbs to ensure brain function and maintain productivity in the long term Green Meal restaurant will be open all day from 12:30 to 22:30 and sells breakfast on website and applications such as Nowfood, Beamin, Foody, Grab Food, and Gojek which are extremely convenient All meals are refrigerated to ensure food safety during transport Beside, we have a special customer care system, you can be consulted on a menu that is suitable for your needs and health to have a personalized menu We offer weekly and monthly packages with many incentives to help you save BUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.me 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RT.green.meal.healthy.food.restaurant more If you book a monthly package, on the first delivery date the shipper will deliver the food and send a 10% discount to you Differentiation 4.1 Protective environment They have a number of policies to help reduce the amount of waste produced by their own products: Firstly, Black plastic containers are used in all Green Meal meals Therefore, Green Meal has a policy of cleaning the box and returning it to Green Meal to receive a Refund For every 10 boxes returned to the shipper, you will receive 10,000 VND back immediately These boxes will be sent back to the manufacturer for recycling Secondly, Green Meal's policy is to only provide one set of Spoon and Fork per day Lastly, Plastic meal bags are environmentally friendly self-destructing bags The bag will self-destruct after months in the natural environment 4.2 Food quality is always fresh and delicious: Green Meal uses a process of quick freezing and freezing right after cooking to help limit the growth of bacteria, while ensuring the quality of food is always fresh Green Meal is committed to never using frozen meals to deliver to customers Green Meals' meals are always freshly prepared every day and kept cool throughout the transit 4.3 Our restaurant have a special customer care system Green food uses BMR (Basal Metabolic Rate) to calculate the metabolic rate in your body, the total calories that you consume depending on your activities during a day You only need to select the information on our website and 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RT.green.meal.healthy.food.restaurant Manage inventory levels Build salary scale for employees Prepare relevant reports as required Requirements Qualification: College graduate or higher in accounting, auditing, finance Having accounting professional capacity, ability to synthesize and master the accounting regime Self-organizing, arranging and planning to perform assigned tasks Know how to synthesize and analyze reports Perform duties accurately and in accordance with regulations Have basic knowledge of production process technology in the company Proficient in using computers (excel software, accounting software) III.2 Cashier (2 person) Job brief :Responsible for collecting money, printing invoices, checking change, preparing daily spending in the restaurant, and reporting sales to the Manager Responsibilities Take customer orders at the counter Receive payments and present change to customers Pack food items, make coffee, and fill beverage cups Function as the host/hostess of the restaurant Make reservations for customers Receive food checks from waiters or customers Appeal to impatient or irritated customers, especially during rush hours Manage the register, including all credit card and cash operations Ensure a balance of the register at the end of the shift or working period Requirements ● High school diploma coupled with experience in related positions, as well as working knowledge in a similar role ● Excellent mathematical, multitasking, and computer skills ● Proficiency in using computers, calculator, and other machines required for transactions ● Outstanding customer relation skills and ability to ensure a customer priority culture ● Ability to work with flexibility in a continuous schedule of day, nights, holidays, and weekends Service Job briefs: The department is directly responsible for serving diners to dine at the restaurant, setting up tables, welcoming guests, taking orders from guests, serving food and drinks and answering related issues regarding restaurant service 22 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RT.green.meal.healthy.food.restaurant IV.1 Waiter/ Waitress ( persons) Job brief: Implement the process of serving guests, maintain restaurant equipment during work, coordinate with other departments such as cashier, manager and chef Responsibility: Change uniforms, ensure standards of personal hygiene and behavior as prescribed before working Welcoming guests, guiding guests to their seats Providing menus, consulting dishes, taking orders, bringing items to customers, paying, seeing off guests, clearing tables Observing to capture and promptly respond to customer requirements Ready to answer and answer all customer questions Requirement 18 years or older No experience required High School Graduation Skills: communication, dynamic, sociable 4.2 Security staff Job brief: Receiving and keeping cars and property for guests, handling arising situations related to security issues in the restaurant Responsibility Reception, parking, property for diners and restaurant staff Driving and stacking motorbikes, guiding customers to park cars in the right places Pick up cars for customers when leaving Handle security issues that arise in the restaurant Preventing disruptive behavior in restaurants Coordinate with management to handle incidents, make reports Patrol and monitor the restaurant area to avoid theft, loss or damage to property, especially in the evening, night shift or when the restaurant is crowded Ensure the fire protection system works well, rehearse for the restaurant if required by the manager Job requirement You need a high school diploma, preferably with a security certificate or experience as a security guard Good health, honest, brave, friendly with customers and colleagues IV- FINANCIAL PLAN Assumptions Salary 23 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RT.green.meal.healthy.food.restaurant Department Position Employees Salary (VND) Kitchen Chef Cook Commis chef Washer 1 1 15,000,000 8,000,000 3,000,000 3,000,000 Marketing Marketing writer Customer officer 1 6,000,000 5,000,000 accounting Accountant Cashier (part time) 7,000,000 4,000,000x2 service Waiter/ Waitress (part time) Security staff 3,000,000x3 5,000,000 13 69,000,000 Total Depreciation Cost Years Each year cost Each month cost Material Uniforms 2,150,000 717,000 60,000 Menus 2,000,000 286,000 24,000 Equipment 1.Oven: 22,200,000 Freezers and refrigerators : 18,890,000 European Stove: 12,000,000 Cooking equipment :15,000,000 10 6,809,000 567,000 Furniture 50,000,000 10 5,000,000 417,000 Cleaning 1,500,000 750,000 63,000 Website 15,000,000 5,000,000 417,000 Total 138,740,000 Not material 18,562,000 1,547,000 24 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BUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPO RT.green.meal.healthy.food.restaurant Expectation The expectations of customers coming to the restaurant are the following Weekdays Lunchtime - 80% of 106 seats = 84 people Dinner - 55% of 106 seats = 58 people Total amount of expected customers during weekdays are 142 people/day Weekends – Fri, Sat, Sun Lunchtime - 95% of 106 seats = 101 people Dinner - 85% of 152 seats = 90 people Total amount of expected customers during weekends are 191 people/day The expectations of customers order in website: Week package: 10 people/ month and increase orders month by month Month package : people/ month and increase orders month by month Food application: we expected 50 ordered/ days and increase orders everyday So monthly we expect 4564 people to visit our restaurant and 2160 orders in website and food application 1.1 Fixed cost ( month to product 6724 product ) Depreciation : about 1,547,000/ months Payroll taxes: According to state regulations, employers are responsible for paying health insurance premiums for employees at 3% of their monthly salary So, each month, restaurant must pay 2,070,000 VND Interest expense: 2,450,000 VND Bank business loan 300 million VND with interest rate of 9,6%/year ( Vietinbank) Property taxes: 1,000,000 VND According to Circular 65/2020/TT-BTC stipulating, the license tax rate for individuals and households doing food service business with a turnover of over 500 million VND is 0.02% Rent: 40,000,000 VND/ month for 100m2 Salaries: 52,000,000 VND Utilities including electricity, phone, internet, ( 30,000,000 VND/month from June to September/ 15.000.000 for the remaining months.) 25 BUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.meal.healthy.food.restaurantBUSINESS.PLAN.ASSIGMENT.REPORT.green.me 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RT.green.meal.healthy.food.restaurant Advertising : 23,000,000 VND/ months for running ads on social media, 3% revenue for sales promotion 1.2 Variable cost ● Direct materials : The Chef will be in charge of food purchasing and assurance of the food quality obtained by our suppliers; negotiates with the food suppliers and ultimately has the final decision of whether or not to approve the supplier according to costs and quality At the beginning we can imagine that we would have to pay up front to all of our suppliers since it would be a new company without any credit line, and this fact we will include in our cash flow projections Without any previous experiences to rely on for food costs estimations, and with very little data available on the internet about exact food prices in HaNoi , that our restaurant will use, we have decided that our food costs estimations will be done by calculating a percentage of sales Though this method is not 100% precise, it can be done in an accurate way according to author J Walker, and food costs generally consist 30% of the sales price of a product So, every month, our restaurant spend about 161,376,000 VND for food purchasing ● Production supplies: packaging (7,000,000 VND/ month) gas and water ( 5,000,000 ) ● staff wages: 17,000,000 VND Break even Analysis BE = _Total Fixed Cost Price per unit – Variable cost/unit =173,754,600/(80,000-196,376,000/6724)= 3420.71 Start-up Cost 26 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RT.green.meal.healthy.food.restaurant Fixed asset would be the biggest start-up expense We will spend around 138,740,000 VND to buy those This amount includes everything we need to equip kitchen and partly dining room Another major expense is rent of first three months in Lang Ha streets start from 40,000,000VND per month (120,000,000 VND/3 months) Fixed cost is 111,658,000 VND per months To running our restaurant, we need prepaid direct material expenses about 161, 376,000 VND for the first month The restaurant will need time to settle in the market and to start getting benefits, so we will need a money cushion to maintain the business until we get to that point In that case the money we will need will be 138,740,000+120,000,000+111,657,600+161,376,000 = 531,774,000 VND , we will round them till 550,000,000 VND Source of capital This start up investment will have two sources: the owner’s investment and a bank’s loan It will be distributed in the following way: The owner will put the 45.5% of the money needed, so 250,000,000 VND and we will ask for the bank loan of 300,000,000 VND This loan will be paid in three years on a 9.5%/ year Income statement 27 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RT.green.meal.healthy.food.restaurant Pro forma cash flow Conclusion According to the research done during this Business Plan, we can affirm that people want to and need to have some places that offer a healthy and convinient meal in a nice atmosphere This is especially true in the business world where time is equal to money And the establishment of Green meal Restaurant will help people satisfy these needs One of our biggest lessons during the preparation of this business plan was that the access to good and accurate information is quite difficult, and at times much of the information was inaccessible, but in spite the difficulties we faced, we managed to accomplish all of our business plan objectives Some of our estimations were made according to theoretical averages and logic, thus there is a risk that our forecasts may be biased, though we tried to keep our estimations as close to reality as possible My business plan is a ready well-planed project that could be actually implemented I’m satisfied with the result and realize that I learned a lot during the process 28 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RT.green.meal.healthy.food.restaurant