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RENDEZVOUS

a mobile crepe food truck presented by Team 4


Jessica Harper
Diana Merritt
Tyler Orr
Erin Baker
Patricia Lodhi

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

5. Bacon, mozzarella, tomato,
avocado

6. Veggie: mozzarella, tomato,
grilled seasonal veggies

7. California Club: Turkey,
ham, bacon, Colby jack cheese,
avocado, spinach, tomato
RENDEZVOUS
We bring the crepes to you!

MENU
Rendezvous has both new and familiar flavors for a broad audience
Sweet: $3
8. Cinnamon/Sugar

9. Nutella, powdered sugar,
banana

10. Strawberries, chocolate

11. Goat cheese, apples, walnuts
Beverages: $1.50

Coffee
Tea
Canned Beverages:
Soda, Juices, Energy
Drinks, Bottled Water

Toppings:
Whipped Cream
Caramel Sauce
Chocolate Sauce
Walnuts



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!

Rendezvous Website
https://sites.google.com/site/rendezvouscrepetr
uck/

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!

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