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Business Plan

Bastyr University

Fall 2015
Kelsea Hopkins
Food Service Management 1

rale! Table of Contents


Exectutive Summary ................................................................................................................ 2
Company Description .............................................................................................................. 3
Title of Business .................................................................................................................... 3
Mission ..................................................................................................................................... 3
Philosophy ............................................................................................................................... 3
Growth ...................................................................................................................................... 3
Profit .......................................................................................................................................... 3
Product and Service ................................................................................................................. 4
Size of Business ..................................................................................................................... 4
Hours of Operation

........................................................................................................... 4

Style of Service ....................................................................................................................... 4


Type of Dcor and Furnishings ........................................................................................ 4
Menu ......................................................................................................................................... 5
Standardized Recipes........................................................................................................... 5
Operational Plan .................................................................................................................... 7
Design /Layout ...................................................................................................................... 7
Equipment List ...................................................................................................................... 8
Equipment Specification: ................................................................................................... 9
Product Specifications .............................................................................. 9
Initial Costs ........................................................................................................................... 10
Start-up Budget and Monthly Recurring Costs ........................................................ 10
Menu Items Cost ................................................................................................................. 10
Suppliers and Inventory Control.................................................................................... 11
Appendix A: Sample Menu ................................................................................................... 12
Appendix B: Layout ................................................................................................................ 13

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Exectutive Summary
rale! will be a healthy quick option for those on the go while also supporting
the community at local events. With a growing demand for healthy and
sustainable fast food, rale! will gain a core of repeat customers as well as
attracting out of towners at fun events.
The location of rale! in Bend oregon will be located near the main river
walking trail enabling customers to walk to or drive. Its convenient location
near many companies will attract a business lunch crowd as well as families
exploring the wonderful downtown district. rale! will explore additional hours
and events as the company expands.
As the company continues to grow, it will be able to serve more local and
seasonal products. rale! will continue to be a sustainable business that offers
its customers healthful, quick, delicious, and sustainable food choices.

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Company Description
Title of Business: rale!
Mission
Flavorful and healthy eating in a fun fast
paced environment. We believe that providing
quality foods while using sustainable, quick,
and friendly services will inspire a healthy and
enjoyable eating experience.

Philosophy

Safety- include proper food handling


Food- freshness, appeal, local and seasonal when available
Service- friendliness, speed, and enjoyable times
Hiring- employees will be hired ensuring their values align with those of
the company

Growth
As a company, rale! will continue to enhance food offerings using sustainable
approaches and inspire healthy and desirable dining options.
Growth of rale! Food Truck will occur by
o Increasing staff
o Increasing hours to include bar time on Friday and Saturday
evenings
o Increasing presence at local events
o Traveling to larger events outside of the Bend area
o Social Media and Traditional Marketing
Posting coupons and having events at The Lot will help
bring more patrons during normal hours

Profit

rale! will increase market share by:


o Expanding menu options
o Increasing presence at local events
o Increasing hours including late night market
o Creating events with other vendors such as a band jam

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Product and Service


Size of Business
rale! will begin with 3 employees and a working owner. In the beginning, it
will serve 60 people during the lunch hour and 60 people at the dinner hour
during the work week. Weekends will include 100 people during lunch and 100
people during dinner. The food truck will hopefully begin servicing many more
people after continued marketing and word of mouth reaches more consumers.
These numbers are rough estimates based on other food trucks in the Bend
Oregon area.

Hours of Operation

Tuesday-Sunday 11am-8pm

rale! will also attend community events occasionally on weekends. The


company will also host its own events. rale! will communicate its locations
and events via social media and signs posted at The Lot.

Style of Service
rale! will be a fast and healthy food service organization. It will quickly serve
its patrons by having pre-prepared items that are put together at the time of
order. It is important to have few menu offerings to ensure quick service at a
reasonable price. Patrons will be amidst other food trucks and will have a
covered place to sit and enjoy a healthier fast food option.
rale! will sell Latino-American fusion foods with a healthy twist including the
quesadilla abierto. This menu item includes a tortilla with cheese, beans, and
loaded with vegetables and is served open face like a tostada. It will also have
sides such as a quick pickled slaw to help aid in digestion while adding flavor.
This food truck will be one that begins to blur the lines of convenience, health,
and fun atmosphere. rale! will be able to generate more customers by using
The Lots space and other resident food trucks to bring in bands, which is an
important aspect of the Bend Foodie market.

Type of Dcor and Furnishings


rale! will be located at The Lot in Bend Oregon
which includes a covered, heated seating area as
well as patio seating for all patrons in the food
truck court. rale! Will habe a wrap on the truck
that advertises it as a latino fusion food truck
that will help draw customers attention.

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Picture taken at The Lot in Bend, Oregon

Menu
The menu will be on a large blackboard where items can be changed according
to specials and seasonality. It will also be convienient for when things run out
and will be labeled as such on the board. It will also make substitution of
ingredients allowable on an as needed basis. Note that there will only be one
special each day, generally changing on a weekly basis though all potential Fall
specials are presented on the menu board. Note that drinks will only include
bottled and canned items in a cooler based on availability with a sign out front.
Drinks may include water, seltzer water, and kombucha. Beer and wine is sold
at The Lot but is separate from the rale! menu.
See appendix A for the sample menu.

Standardized Recipes
The standardized recipe comes in three parts due to black beans and roasted
vegetables being used in a variety of other recipes and thus needing their own
creation. Also, the roasted vegetables may change based on time of year.
Quessadilla is done in single servings, the following recipes are at full yield.

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Quesadilla Abierto
Yield: 1 serving
Stove: Medium-low (3.5)
Preparation Time: 5 minutes
Ingredient
Amount
Procedure
Tortilla
1 tortilla
Place ceramic griddle on stove to warm, once
Quesa de Oaxaca
cup
warm, add tortilla and cheese 1 minute
Black Beans
cup
Add beans and vegetables evenly on top of
Roasted Vegetables
cup
cheese and cover for 1 minute
Salsa Fresca
cup
Serve open face like a tostada with a side of
salsa fresca

Roasted Fall Vegetables Recipe


Yield: 80- cup servings
Oven: 450
Preparation Time: 45 minutes
Ingredient
Amount
Procedure
Bell peppers
16 peppers Chop vegetables. Add vegetables, olive oil, salt,
Onions
8 onions
cumin, and black pepper to bowl. Stir to coat
Zucchini
16 succhini and add to pan. Cook for 30 minutes. Check for
Eggplant
8 eggplants doneness.
Olive oil
109 g
Salt
34 g
Cumin
24 g
Black pepper
27 g

Black Bean Recipe


Yield: 200- cup servings
Stove: Pressure Cooker
Preparation Time: 14 hours
Ingredient
Amount
Procedure
Dried Black Beans
8lbs
Rinse beans, cover with water and let stand
covered over night.
Yellow onion
3 onions
Next day: drain and re-rinse beans. Add beans
Green pepper
3 peppers
to pressure cooker. Add quartered onion,
Ground cumin
12 g
quartered and seeded bell pepper, cumin,
Black pepper
14 g
black pepper, olive oil, peeled garlic cloves, and
Olive oil
82 g
bay leaves into pressure cooker. Add water to
Garlic cloves
12 cloves
the bean line, cook 30 minutes.
Dried bay leaves
12 leaves
Remove bay leaves and any other remnants
that were not dissolved
Salt
34 g
Add salt and vinegar to beans, stir, and they
Apple cider vinegar
1 tbsp
are ready to serve.
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Salsa Fresca
Yield: 120- cups servings
Ingredient
Amount
Red onion
7 cup
Jalepeno
7
lime
12
Roma Tomatoes
18 cups
Cilantro
3.5 cup
Salt
17 g

Preparation Time: 25 minutes


Procedure
Dice red onion and jalepeno pepper. Juice
limes and combine in a bowl, allow to stand
while processing other items
Seed and chop tomatoes, chop cilantro. Add all
to onion bowl, shake and let stand at least 20
minutes before serving

Operational Plan
rale! will be located at The Lot in Bend oregon but will be able to move to
events when needed. A food truck will be required as well as extra locked
storage space that is available at The Lot.

Design /Layout
rale! will have a fairly standard 14 foot food truck layout which will help
minimize cost. See Appendix B for sample truck layout. A hot and cold holding
area will be required for quick service. A three compartment sink and a
handwashing sink are required for proper food handling while an industrial
fridge/freezer will enable proper storage temperature of foods. The griddle will
be used for sauteed items and warming tortillas. Several preparation tables are
available to ensure that two people would be able to prepare foods at a time.
Not pictured is storage and fan above.
The food truck will be matte black with colorful accents. The blackboard menu
will hang on the front of the food truck. See below image for sample exterior.

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Equipment List
Item

Brand

Cost

Commercial Refrigerator: 24 Cu Ft

Turbo Air

$1,950

Convection oven with 36 induction stove KitchenAid

$6,799

Hot Bain Marie

Roband E24

$3722

Cold Bain Marie

Roband ER22RD

$1,797

Stainless Steel Countertops

Global Industrial

$345

3 compartment sink with 2 drainboards

Regency

$446

Handwashing sink

Regency

$132

Stainless Steel Work Table with shelving

Regency

$252

Undercounter Refrigerator 27 5/8L

True Appliances

$1,446

Electronic Scale 11lbs x 0.05 oz

Globe Food Equipment

$109

Cash Register (tablet with register)

Clover Station POS

$1000

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Equipment Specification:
The Turbo Air 24 cubic foot refirgerator will fit in the food truck while offering
ample storage. It also offers a good warranty of 3 years parts and labor and 5
years on the compressor. This refirgerator does not require an excess of space
in front or behind meaning less space will be required in the food truck. It also
is Food Safety compliant which is important in any food service operation.
Make

Model

Turbo Air

Refrigerator with
Digital
Temperature
Control 24 Cu
Ft

Stock #
75191

Vendor Part
#
M3R24-1

Price
$1,950

Product Specifications

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Stock No.

75191

VPN#

M3R24-1

Brand

Turbo Air

Case Pack

Features

Eco-Friendly

Material

Stainless Steel

Secondary Material

Aluminum Inside Walls and Door Liner

Finish

Brushed

Volume Capacity

24 Cu Ft

Length

28.75"

Width

30.75"

Height

83"

Size

Allow 1-3/8" Space For Rear


Condensate Enclosure

Temperature Range

Holds Temperatures from 33F to 38F

Shelf Style

Heavy Duty PVC Coated Wire

No. of Shelves

Compressor HP

1/4 HP

Plug NEMA

5-15P

Amps

5.5

Volts

115.0000 Volts

Watts

632 Watts

Hz

60 Hz

Phase

Warranty

Three Year Parts and Labor. Five Years


on Compressor

Shipping
Information

Free Shipping Available From Factory


Directly to Customer in Contiguous US

Certifications

Energy Star, ETL (US & Canada), NSF

Caster Detail

Standard 4" Swivel casters with locks


on the front set

Hopkins

Initial Costs
Start-up Budget and Monthly Recurring Costs
Budget Item
Food Truck and Wrap
The Lot Bend Oregon
Electric and Propane
Water
Insurance
Permits and license fees
Paper Products (compostable)
Misc Startup Expenses
Smallwares (pans, bean slow
cooker, etc)
Fire Extinguisher and First Aid Kit
Fuel (parked most of the month)
Equipment from above

Budget Amount
$70,000
$600/mo
$200/mo
$100/mo
$250/mo
$30/mo
$300 start up
$1000 start up
$3500 start up
$150 start up
$200/mo
$16048 start up

Menu Items Cost


First week order. If anything runs out, it will be labeled on the blackboard.
Extra amounts of beans, rice, tortillas, oil and spices will be purchased due to
storability and possibility of increased needs.
ITEM
Amount
Budget
Source
Black Beans*
3- 42lb pails
$222
Costco
Brown Rice*
3- 42lb pails
$160
Costco
Chicken*
40lbs
$180
Costco
Zucchini*
20lbs
$35
Local
Eggplant*
20 lbs
$50
Local
Yellow Onion*
30 lbs
$18
Local
Red Onion *
30 lbs
$20
Local
Bell Pepper (variety)* 32 lbs
$112
Costco
Purple Cabbage*
30 lbs
$40
Local
Spinach Tortillas
200 each
$16
Costco
Corn Tortillas*
200 each
$12
Costco
Small Corn Tortillas* 200 each
$10
Costco
Torta bread
100 each
$50
Local (Great Harvest)
Avocado
16 lbs
$35
Costco
Quesa Fresca
25lbs
$60
Costco
Quesa de Oaxaca
25lbs
$80
Costco
Roma Tomatoes*
30lbs
$50
Costco
Cilantro
40 bunches
$48
Local
Cumin
2- 16 oz Shakers
$16
Costco
Sea Salt
2- 36 oz shakers
$12
Costco
Pepper
2- 18oz shakers
$18
Costco
Olive Oil
2- 2L bottle
$30
Costco

Items are organic

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Total Startup Budget


For ingredients ($1274), equipment ($16,048), and other start up costs listed ($76,330), the grand
total is $93,552. This will have to be accounted for by utilizing a business loan. Not only will
this money be required but all starter menu items will need to be added in as well as extra money
available for the first several months. Employee pay will also need to be accounted for. Business
plan part two will further explore the business expenses.

Suppliers and Inventory Control


Coscto, a local farm, and a local bread company will be used for all products at
start up. The owner will complete purchasing at Costco and will be able to
properly inspect those items.
The company will utilize multiple inventory control systems including
min-max.
o Small storage and work space, the ordering will be mostly just-intime purchasing except for a few shelf-stable options.
o The first in first out (FIFO) system will be used to ensure that older
items are used first.
o The Lot in Bend offers extra locked freezers, fridges, and
cupboards if needed for proper storage of excess items as the
company grows.
The small local farm used for some food items is certified organic and
thus must be compliant in those regulations.
o Specific delivery times and training staff on receiving deliveries will
ensure that items are received properly.
o After menu items have been vetted, the hope is to begin sourcing
even more local food options.
Creating a document that states requirements for all suppliers will act as
a contract and will help in selection and regulation of inventory.

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Appendix A: Sample Menu

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Appendix B: Layout

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