Rendezvous is a proposed mobile crepe food truck that will bring gourmet crepes to customers in Lexington, Kentucky. It will target a variety of customer groups with its flexible service and affordable menu options ranging from $3-5. With low operating costs through its mobile model and no direct brick-and-mortar competitors, Rendezvous aims to differentiate itself by bringing crepes on-the-go to dense customer populations through a strategic marketing and location-based approach.
Rendezvous is a proposed mobile crepe food truck that will bring gourmet crepes to customers in Lexington, Kentucky. It will target a variety of customer groups with its flexible service and affordable menu options ranging from $3-5. With low operating costs through its mobile model and no direct brick-and-mortar competitors, Rendezvous aims to differentiate itself by bringing crepes on-the-go to dense customer populations through a strategic marketing and location-based approach.
Rendezvous is a proposed mobile crepe food truck that will bring gourmet crepes to customers in Lexington, Kentucky. It will target a variety of customer groups with its flexible service and affordable menu options ranging from $3-5. With low operating costs through its mobile model and no direct brick-and-mortar competitors, Rendezvous aims to differentiate itself by bringing crepes on-the-go to dense customer populations through a strategic marketing and location-based approach.
Timothy Chon Shu-Fen Yang Robbie Holton Emmanuelle Barralis Chris Shoemaker
RENDEZVOUS We bring the crepes to you!
CORE THEME AND IDENTITY Gourmet street food on-the-go Cuisine French Crepes, traditional and original Market Position Hearty, gourmet street food on-the-go Customer Value Proposition Why us instead of a traditional restaurant? Low/No Effort Affordability Flexibility Exclusivity
RENDEZVOUS We bring the crepes to you!
TARGET MARKET If we can reach them, we can cook for them! Customer Types: Late Night Crowd High School Students University Students Social Media Enthusiasts Business/Hospital lunch crowd Manufacturer/Warehouse lunch crowd Morning Church Crowd RENDEZVOUS We bring the crepes to you!
TARGET MARKET If we can reach them, we can cook for them! Segment Fast, hearty gourmet street food Service Dimension Walk-up window food truck Location Rendezvous is mobile, and can go wherever the population is dense enough
RENDEZVOUS We bring the crepes to you!
CORE STRATEGY Rendezvous is a smart investment with the potential for excellent returns Strategy: Low-Cost Small labor force (3 employees) Affordable ingredients Upfront cost of the truck: $24,407 Gas, insurance, storage, refrigeration costs No rent Strategy: Differentiation Only daily food truck in Lexington Only two other all-day crepe restaurants in Lexington
RENDEZVOUS We bring the crepes to you!
CORE STRATEGY Rendezvous is a smart investment with the potential for excellent returns Critical Success Factors: Flexibility Head Start Proven Success in similar markets A little bit working class, a little bit gourmet, these dishes are hearty, filling, and fun. They have the familiarity of flavors and Kentucky proud ingredients that will appeal to our customers, but distinguish themselves through their delivery, and that little extra oomph that Rendezvous provides FEATURED DISH Double the deliciousness RENDEZVOUS We bring the crepes to you!
Featured Ingredients
California Club: Turkey Ham Bacon Colby Jack Cheese Avocado Lettuce Tomato
Dessert: Banana Nutella Whipped Cream RENDEZVOUS We bring the crepes to you!
MENU Rendezvous has both new and familiar flavors for a broad audience Breakfast: $3 1. Ham, bacon, egg, cheddar
2. Bacon, egg, cheddar, avocado, tomato
3. Egg, cheese, onions, grilled bell peppers Savory: $5
4. Ham, turkey, or roast beef with cheese, spinach, tomato
Fairs and Special Events Keeneland Farmers Market Schools UK Dunbar, Lafayette, etc. Business Centers Central Bank Fifth 3rd Bank Chase Limestone & Main Churches
LOCATION Rendezvous can go where the customers are RENDEZVOUS We bring the crepes to you!
Manufacturing Centers Toyota Amazon Hospitals UK Central Baptist St. Joseph
A distinctly unique aspect of our business is that we can also take location requests
LOCATION Rendezvous can go where the customers are RENDEZVOUS We bring the crepes to you!
RENDEZVOUS We bring the crepes to you!
GENERAL ROUTE RENDEZVOUS We bring the crepes to you!
LOCATION Even a high-end food truck is cost effective 2012 8.5' x 16' Pewter Concession Truck With Equipment $24,407 For Sale by Jim Collins Lexington, Kentucky http://www.festivals-and-shows.com/2012-85-x-16-pewter-black-concession-with- equipment-24407-lexington-kentucky.html RENDEZVOUS We bring the crepes to you!
PRINCIPAL COMPETITORS Rendezvous is unique, with few direct competitors Bradford BBQ Mobile food truck and smoker
Mostly catered events or concessions at local events
No recent events to determine pricing 6 Friends Cafe
Crepes, panini and gelato
Located adjacent to Woodland park
Serves breakfast, lunch, and dinner; not open late
Indoor and outdoor seating
Average Crepe price: $6.95
RENDEZVOUS We bring the crepes to you!
PRINCIPAL COMPETITORS Rendezvous is unique, with few direct competitors La Petite Creperie
Crepe booth that gets set up at special events
Found only at downtown farmers market the pavilion on Saturdays 8 AM- 1 PM
Advertise as having many local ingredients in their crepes
No recent events to determine pricing IHOP
Diverse menu, includes several different crepes
Found only on Palumbo Drive
Open 24/7, serves breakfast, lunch and dinner
Prices range from $3.29 (simple fruit crepe) to $7.99 (savory crepes RENDEZVOUS We bring the crepes to you!
PHYSICAL CHARACTERISTICS Rendezvous has been expertly designed for success Movable truck Easy to spot from a distance French themed dcor Awning to protect customers on rainy days Lights on awning to illuminate menu at night RENDEZVOUS We bring the crepes to you!
PHYSICAL CHARACTERISTICS Rendezvous has been expertly designed for success RENDEZVOUS We bring the crepes to you!
PHYSICAL CHARACTERISTICS Rendezvous has been expertly designed for success MARKETING PLAN Rendezvous has a proven plan to get the word out RENDEZVOUS We bring the crepes to you!
Local Media
Online Presence
Strategic Partnerships
Word of Mouse
Kentucky Kernal Advertisement Single page inserts - $55 per thousand Online ads receive ~150,000 page views per month Banner = $180 per month
WUKY 93.1 Radio Advertisements http://www.wuky.org/contact.html Gail Bennett - Marketing & Development 859-257-7049
Local Websites www.visitlex.com www.hamburgjournal.com www.livingsocial.com
MARKETING PLAN Rendezvous has a proven plan to get the word out RENDEZVOUS We bring the crepes to you!
Facebook Check-in Discount approval from Facebook staff Will increase appearance of our name on Facebook feeds
E-mail address Rendezfoodtruck@gmail.com
Local Media
Online Presence
Strategic Partnerships
Word of Mouse
RENDEZVOUS We bring the crepes to you!
RENDEZVOUS We bring the crepes to you!
Twitter @RendezvousCrepe
MARKETING PLAN Rendezvous has a proven plan to get the word out RENDEZVOUS We bring the crepes to you!
Warehouses: Deliver paper menus to Amazon/Toyota in advance Provide some samples and talk with managers Develop signature crepe for the crowd based on their feedback
Bars/Churches
Schools: Cater evening events for high schools Contact University clubs having outdoor fundraisers and events (Polar Bear Plunge, car washes) Local Media
Online Presence
Strategic Partnerships
Word of Mouse
MARKETING PLAN Rendezvous has a proven plan to get the word out RENDEZVOUS We bring the crepes to you!
Be Present Give recipes, cooking advice and tips Keep ourselves in eyes and minds of customer
Offer Incentives Have Facebook- or twitter-only offers during slower times
Capitalize on Trends to Establish Customer Base Foursquare Swam Badge
Make it EASY to Advertise for us Film a series of fun, silly videos that customers can watch and click share (ie, the Great Crepe Capers)
Get Customers Involved Encourage people to send us pictures (Crepe Cam) Post them on our facebook page and website Let customers vote on seasonal offerings or names of new offerings
Keep Customers Informed Regularly tweet our locations Check-in to locations Display planned route on website, facebook Food Truck Tracker application for Android and iPhone Local Media
Online Presence
Strategic Partnerships
Word of Mouse
RENDEZVOUS We bring the crepes to you!
BUDGET Rendezvous is affordable and viable Budget Item Amount Revenue per Day $1,000 Food Cost per Day* ~$150 Food % of Revenue 15% * Food costs Based on average of 200 crepes sold per day and each customer paying an average of $5, at a cost of 65 per crepe Annual Gross Revenue
$225,000 RENDEZVOUS We bring the crepes to you!
CONCLUDING COMMENTS Rendezvous will be a successful venture for many reasons We can succeed regardless of the economy, thanks to our uniqueness and our low-cost We have proven track records of success to model We have no direct competition We make it easy for our customers on all levels We know there is a market for our product We are flexible, adaptable, and aware We can reach customers most restaurants cant We know how to leverage new and traditional media to our advantage We have advantageous value chain activities We have great food!