Barbara Balzarini,
Jessica Dunne,
Nick Meusch,
& Joey Raio
Background
 Fast-casual
eating and drinking
establishment
 Offers highly customizable hamburgers
and milkshakes, as well as bottled beer
 Electronic ordering system with a touch
screen menu, allowing customers to
design their own burgers
 Seats 40
Mission Statement
Build-A-Burger strives to create a highly
customizable dining experience utilizing
top quality ingredients and modern
technological advances, all while
maintaining a unique restaurant
atmosphere perfect for teenagers, college
students, and families.
Environment
Core Competencies



Efficiency- touch screen ordering terminals will
enhance accuracy in completing orders
Flexibility- a wide array of toppings,
condiments, and choices will ensure every
customer can receive the exact meal they
crave every time they visit Build-A-Burger
Affordability- Smart shopping from reliable yet
reasonably priced suppliers will allow us to
reach a large consumer base, regardless of
income
Environmental Scanning
SWOT ANALYSIS
STRENGTHS
• Great tasting food
• Customizable burgers &
shakes
• Laid back, fun
atmosphere
• Affordable
WEAKNESSES
• No previous restaurant
experience
• BRGR Joint failed in the
area
• No established reputation
OPPORTUNITIES
• Large market of college
students in the area
• Students enjoy getting off
campus
THREATS
• Price of ingredients may
rise
• Competition in area
• Technology may fail us
occasionally
Core Processes

Supplier Relationship Process



Order Fulfillment



Ensuring quality and consistency
Customizing dishes
Customer Relationship



Keep costs low for an inexpensive end product
Want reliable supplier relationships
Listen to customer feedback
Offer rewards
New Service/Product Development

Ordering system helps achieve maximum customization
Market Analysis:
Industry
 “Fast
Food” Industry: patrons pay before
eating
 Expected to continue it’s trend of longterm growth
 As traditional concept of fast food
evolves, restaurants will need to adapt to
changing consumer preferences
Market Analysis:
Surrounding Area
Township
Radnor Township
Bryn Mawr
Villanova
Haverford
Median Household Income Population Median Resident Age
$
89,114.00
31,041
31.7
$
49,188.00
3,779
23.5
$
174,511.00
9,189
N/A
$
104,924.00
7,058
N/A
Target Market Segments



Families are looking for quality food in a friendly
dining environment that is affordable and meets
the differing tastes of their families.
College Students are looking for first of all
inexpensive food close to the local campus that
has consistent quality and is customizable.
High School Students are looking for a restaurant
that is close to their house that offers quality food
at a reasonable prices.
Target Market Order Winners
 Consistent
High Quality
 Customizability
 Affordable price
 Fun dining environment
Competitive Priorities
 Stem

from needs of target market
Price/Quality Balance
 College
students demand certain price level
 Quality standards cannot be ignored

Flexibility
 Consumer
preferences grow and change
 Technology-oriented society
Menu
Build&A&Burger+Basic+
$4.50+
Cheeseburger
$5.00+
Bacon+Cheeseburger+
$5.50+
Veggie+Burger+
$4.50+
Turkey+Burger+
$4.50+
Build&A&Hot+Dog++
$3.50+
$3.50+
$4.25+
$3.50+
$5.00+
Basic+Shakes+
$4.00+
+
Cheese
Build&A&Shake+
$4.50+
Lemonade,+Soda,+Iced+Tea+
$1.50+
$.50+
Free+
Specialty+Toppings:+
$1.00+
Beer+
+
Sauces:
$3.50+
Build!A!Burger"
Coming+Soon!+
Free+
+
Operations Strategy:
Process Structure
 Make-to-Order




Create products when a customer places
an order
No finished goods in inventory
Ensures freshness & customizability
Keep low safety stock to conserve
perishable resources/ ensure freshness
Operations Strategy:
Resource Flexibility
 Ingredients
may change based on
customer demand
 Use survey results to determine what
ingredients to offer

Will use input from customers to add new
toppings, flavors, etc.
Operations Strategy:
Capital Intensity
 High



Customization
High quality
Efficiency
 Only

capital intensity to emphasize:
employ 10 individuals
Chefs and runners—no waitststaff
 Technological

resources
Utilize touch screen ordering system
Quality Strategy:
Six Sigma
defects
 Maintain consistency in
burger preparation &
assembly
 Measure variability in
processes and address issue
that we see
 Improve customer satisfaction
 Customers know to expect
high quality food & service
Define
 Minimize
Measure
Analyze
Improve
Control
Quality Strategy:
Lean System




Remove waste and delays
Control inventory levels to meet customer
demand
Reduce wait time of customers
Use the 5S method





Sort
Straighten
Shine
Standardize
Sustain
Quality Control





Establish quality control standards on ingredients
Gauge metrics that show the date of produce
harvest and meat production
Customer order wait time will be recorded to
ensure consistent and timely orders
This data will be analyzed using R-charts and Xcharts
Customer feedback will be taken through an
optional survey after ordering
Quality Control
 Managers
and employees will be properly
training on quality assurance practices
 Ingredients will be checked on arrival for
freshness
 Mangers will ensure proper ingredient
storage and necessary documentation at
each open an close
 Ingredients will be checked periodically
during the day
Supply Chain Management
Supply Chain Management:
Technology Suppliers
 Guangzhou


China
Touch Screen ordering terminals
 Restaurant


Yunhui Computer Company
Plus
Los Angeles, CA
Software for running ordering terminals
Demand Management

Forecasting Customer Demand- Year 1


McDonalds- serves 69,000,000 customers at 34,000
locations per day= 2,029 customers per location
per day
Project 5% of this figure on weekdays, 8% on
weekends
Monday-Thursday Friday-Sunday
Customers Per day
102
163

Forecasting Customer Demand- After Year 1

Historical Data & Trend Projection with Regression
Demand Management

Forecasting Product Demand- Year 1

Divided into 6 product groups, customer purchase
percentages predicted as follows:







Burgers- 70%
Hot dogs- 25%
Salads- 5%
Milkshakes- 60%
Fries- 85%
Bottled Beer- 30%
Products Sold Per day
Product
Monday-Thursday Friday-Sunday
Burger
71
114
Hot Dog
25
40
Salad
6
9
Milkshake
62
98
Fries (order)
87
139
Bottled Beer
31
49
Forecasting Product Demand- After Year 1

Historical Data & Trend Progression with Regression
Estimated Start-Up Costs
Start-up Costs
Advertising
$
15,000
Liquor License
$
20,000
Labor Training
$
1,440
Space Deposit
$
12,000
Restaurant Supplies & Equipment Investment
$
57,626
Total Start-up Cost
$
103,166
Estimated Fixed & Variable Costs
Monthly Variable Costs
Utilities (Electricity, Water)
$
2,500
Food
$
17,000
Beverage
$
10,000
Total Variable
$
29,500
Fixed Costs (per year)
Labor Wages (est. 10 employees) $
310,000
Property/Liability Insurance
$
5,000
Workers Comp Insurance
$
8,000
Rent
$
144,000
Total Fixed Costs
$
467,000
Conclusion

Build-A-Burger’s plan to utilize technology to
promote efficiency, flexibility and affordability will
ensure it to be a staple on the main line