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Table of Contents
Executive Summary3
Menu..4
Design/Layout.5
Management Plan 6
Legal Form of Business.6
Management Team..6
Operations Plan.7
Weekly Operations Plan .7
Staffing.7
Training.7
Labor Schedule..8
Vehicle Information..9
Lighting.9
Vehicle Exterior...9
Vehicle Interior..10
Industry and Target Markey Analysis Summary11
Competition & New Entrants .11
Target Market.11
Location..11
Critical Success Factors .12
Demographics..12
Financial Obligation.13
Weekly Expenses/Budget.14
Initial Loan15
Weekly Food Invoice16-18
Marketing Plan.19
Executive Summary
Legal Name of the Business:
Sprouts Food Truck
Legal Address:
Ownership:
Mission Statement:
Motto:
Menu
Design/Layout
Food Truck
Prep Kitchen
Management Plan
Legal Form of Business
The business will become a member of the New York City Food Truck
Association by April 2015. The business will be owned and operated equally
among its four owners Amanda Conover (25%), Nicole Ramos (25%), Rebecca
Tonnessen (25%) and Tanvi Dalal (25%).
Management Team
Amanda Conover and Nicole Ramos will be the head chefs for
Sprouts. Amanda Conover is an experienced chef who has worked all over
the tri-state area ranging from diners to private restaurants. She received
her culinary degree from International Culinary Center in NY, NY. She was
recently the head chef at Green Place, a health deli in Brooklyn, NY. She
is excited to collaborate and bring her experience to Sprouts
Nicole Ramos is a natural born chef. She went to school for business,
however switched to culinary school during her first year. Because she has
Celiac Disease, she loves to create delicious and healthy gluten-free
menus.
Rebecca Tonnessen and Tanvi Dalal will be in charge of the
management and the marketing aspect. Rebecca Tonnessen received a BA
in Business Management from Rutgers University. She has been the comanager for Hansel and Griddle in New Brunswick for the past two years
and has learned a lot about the food industry business. She is a vegan
herself and enjoys healthy foods.
Tanvi Dalal received her BA in Marketing and Communications from
Columbia University. She interned and then served as a marketing assistant
for NBC Studious in New York, NY. She is extremely skilled with the
numerous marketing techniques as well as the numerous social media
outlets.
Both ladies will also double as truck workers.
Operations Plan
Weekly Operations Plan
Operations efficiently will be crucial for the success of
Sprouts. All of our breads will be baked in the warehouse daily.
Sprouts has a unique partnership with Wholesale Greenmarket in
Brooklyn, NY in which every morning produce will be delivered to the
warehouse and then disturbed for the menu. All other inventory will be
obtained weekly from Costco.
Staffing
Sprout staff will cost of two workers on the truck and one prep
worker. The prep worker will begin at 4am and work till 12pm. The two
truck workers will work from 10am-8pm. The menu will remain constant
throughout the duration of the day. At 3pm however, the truck will
close to have a designated clean hour. The food truck will be stored at
Casablanca Comissary at Hunts Point in the Bronx. The truck will be
open for the following regular business hours:
Mon
Lunch
Dinner
Sat
11am6pm
Sun
11am6pm
Our main strategic selling location is the LMCC Kent Space in Hudson
Square and on weekends Sprouts will be making appearances at
street festivals such as Grand Central Spring Block Party, Foley Square
Park Fair, etc.
Training
Hired prep worker will be trained with head chef/worker for the
first week before the truck debuts. The prep worker will essentially
learn how to make each and every recipe from starch and be held
responsible to do so once the truck debuts. Co-manager/ worker on
truck will allow be trained with prep worker on the numerous recipes
and meals, however will not be held responsible to know how to
prepare each dish. That worker will only have knowledge of the recipes
in order to provide assistance to chef on truck. His or her main
obligation will be however to hand payments on the truck, management
of the business, and customer service inquiries.
Labor Schedule
Vehicle Information
Lightning
As the truck operates during daylight hours, natural light provides most
of the ambiance. The outside of truck is visible and a menu is surrounded by a
frame of round bulbs that can be lit at twilight for emphasis. The lightbulbs are
of a sustainable source, all from GreenHome whose lightbulbs use significantly
less energy than traditional bulbs. The indoor lighting is all sustainable and
environmentally friendly as well, with lights over working stations for optimal
visibility. Over the stove and prep areas there are low energy LED panel lights.
Where customers place their orders, there are LED tube lights lining the top of
the window. A long tube light runs down the middle of the ceiling inside the
truck as well for use when it gets darker.
Vehicle Exterior
The Sprouts food truck is an allergy and eco-friendly food truck; therefore the
exterior of the truck will be a pale emerald green color with a lighter green
door. The service window will be painted in baby pink, with a maroon awning
and outline around it, to create a contrast against the truck itself. Between the
service window and the door, we will have the name Sprouts, written across
in cursive handwriting, in the lighter green shade of the door, with a cartoon
Brussels sprout towards the end. On the bottom left of the service window,
there will be a cluster of cartoon vegetables and fruits such as broccoli and
tomatoes. On the other side of the food truck, will be our tag line, in baby
pink, that reads Just for the health of it! This would represent our idea
behind a healthy, allergy friendly food truck, to our customers and encourage
them to stop by. On the top of the food truck, there will be three vents to
dissipate steam.
Vehicle Interior
he interior of the Sprouts food truck is a kitchen stocked with eco-friendly
commercial kitchen equipment. When the food truck is open, the kitchen is
busy and lively. Sustainable, allergy-friendly foods will be cooked to order,
making customers and employees happy. The truck is built with sustainable
materials and the kitchen equipment is energy efficient. The standard
aluminum diamond plate flooring and quilted stainless steel walls and ceiling
provide a professional and functional feel. There is, of course, a three sink
system with a hand washing sink and a steam table. Next to this there is a soda
bin with a drop down cutting board shelf for extra surface space. The lighting is
bright and the bulbs are covered and locked in to prevent breakage. Some
equipment in the food truck are a four burner stove oven, a 48 flat grill, a
braising skillet, and a 48 sandwich preparation station. The kitchen is divided
into different zones based on allergies. Separate gluten free, soy free, and
dairy free zones will ensure that no cross contamination occurs.
Sprouts goal is to provide a unique, allergy and environmentally friendly
eating experience for its customers. With this in mind, all utensils and take out
containers are made from biodegradable materials. Take out containers,
napkins, and plates are made from recycled paper. The disposable utensils are
made of a biodegradable and compostable wooden material that is durable and
sustainable.
10
11
Median Age
32 years old
Average Income
$60,000
addition
to it. It is
quick
Closest Competitor
Closest Company
Closest College
12
Financial Obligation
Summary Statement of Income
Name of Restaurant: Sprout
Description of Period Covered by Statement: Monthly
SALES:
Food
Total Sales
Amounts
$
$55,540
$55,540
COST OF SALES:
Food
Total Cost of Sales
Gross Profit
OPERATING EXPENSES:
Salaries and Wages
Employee Benefits
Direct Operating Expenses
Cleaning Supplies
Utensils
Gas
Insurance
General and Administrative Expenses
Repairs and Maintenance
Occupancy Costs
Loan Payment
2.4%
Kitchen Rent
Total Operating Expenses
Operating Income
25%
$41,415
75%
$14,377
$719
25%
5%
$300
$200
$500
$1000
$600
$1200
0.5%
0.5%
1.0%
1.8%
1.0%
2.0%
$836
$162
$19,894
$21,521
Interest
2%
Depreciation
$1,111
NET INCOME
$15,658
100%
$14,125
Income Taxes
3%
Percentages
%
$2,175
$2577
0.5%
35%
30%**
28%
13
Weekly Expenses/Budget
14
Total
$1149.95
$40,349
$15,000
$102
$47,536
$104,137
15
16
17
18
Marketing Plan
Objective
To establish Sprouts Food Truck as a unique and exciting place to eat,
where customers can count on quality, safe, and delicious options for their
palates.
Marketing Mix and Associated Costs
We will promote our business using the following mix of methods:
1. On site promotion: The food truck itself will be colorful and eyecatching for the consumer to become excited by. Our mission of good, safe
food will be made clear on our truck and give away materials. During high
foot traffic times we will give out free samples of small items to entice
customers to purchase.
2. Social Media Sites: Social media will allow use to update our customers
daily in an interactive and popular platform. Through our Twitter and
Instagram, we will update our customers on our location, menu specials,
deals, and more. This is entirely free. Tips, facts, and specials will be
found on our sites. We surveyed students in the dining hall and the top
social media platforms being utilized were Instagram and Twitter, so we
decided to streamline our sites and just utilize these. We also feel that
these sites are better for minute-to-minute updates, which are essential
for our always moving and improving food truck.
3. NYC Food Truck Association: The NYC Food Truck Association is an
advocacy group for food trucks in New York City. Their goal is to promote
community-oriented behavior that ensures food trucks are operating
properly and can feed people good quality food. Being a part of this
organization gives legitimacy to our food truck, enhances marketing
opportunities, and makes permit and zoning issues easier to figure out.
The cost is $99 a month.
19
Sprouts Inc.