Leslie Brown
Bev Ops Business Plan
Professor Rory Brown
A. Business Outline
Name of Establishment: Organ & Nick
Location: Taking over Laudree

Proximity to: Equinox, Erewhon, Sweet Green, and Whole Foods
Type of Bar: Health and Wellness Approach. Healthy, ingredient-focused bar program with
customizable drinks.
B. Concept:
Organ & Nick is a health, ingredient-focused bar that utilizes the natural qualities of fruits and
vegetables to turn your night out from something you regret the next morning to something you
appreciate. Studies from the 2023 food trends report from T. Hasegawa, a major company in
Flavor science and analysis, shows that “42%” of adults look for foods that contribute to their
"physical and mental” health and well-being. The sober-curious movement has been taking off in
recent years, and “borg” drinks, where drinks are mixed by the consumer in gallon jugs which
include liquid IV and other additives, show that the healthy drink market is one that has taken
off. More and More young people are concerned about their consumption than ever before, and
will be willing to spend as much if not more on a drink that contains health benefits.
There will be a simple menu of drink bases, optional add-in ingredients, and supplements, as
well as the choice to add alcohol. Names will be simple and based on color, and ordering will
function similarly to Starbucks. For example, an order may sound like, “May I get the green one,
and can you add a scoop of collagen? The supplement additives will be brands that are
recognizable to the guest, and presumably ones that they may already use at home or are
intrigued to add to their collection. The inside will be bright and clean, to reflect the product.
There will be Wi-Fi, plugs set up under the bar as well as purse hooks, and couches set up in two
tops. The bar will also be open for lunch/brunch, and provide healthy light lunches, as well as
smoothies that function in the same way the drink menu does, just without the alcohol. There
will also be concentrated drink bases available for purchase in small quantities, similar to a green
shot that you could find at an organic restaurant or supermarket. I think this concept offers the
ability to partner with local gyms / possible commercial expansion by offering premade drink
mixers based on the drinks of the bar that the consumer can either use as a mocktail or add their
own liquor.
C. Target Market:
Organ & Nick’s target audience is young people, ages 25-35, who are into health, fitness or
wellness. They have some form of further education or make a decent amount of money for their
age/ live off their parent's money as a lot of the older demographic are millionaires, have a
renewable gym membership, shop at an organic grocery store such as Whole Foods or Erewhon,
and live in the LA/ Beverly Hills area, frequently shopping on rodeo.
D. Market Analysis and Demographics:
D1. Race:
White: 77.92%
Asian: 11.33%
Two or more races: 6.25%
Other race: 2.89%
Black or African American: 1.53%
Native American: 0.08%
Native Hawaiian or Pacific Islander: 0%
D2. Age:
0-9 : 6%
10 - 19: 16%
20 - 29- 9%
20 - 39- 11%
40 - 49- 13%
50 – 59- 15%
60 – 69 – 13%
70 – 79 – 9%
80+ - 8%
D3. Education:
Less than 9th grade: 2%
9th-12th grade: 2%
High School Graduate: 11%
Some College: 20%
Associate degree: 5.5%
Bachelor’s degree: 35%
Graduate Degree: 29%
D4. House Income:
<$25k: 16%
$25-44k- 9%
$45-74k- 13%
$75-149k-24%
$150k+ -38%
D5. Commuter Transportation:
Avg: Time travelled to work: 33 min.
Car: 10,059
Bus: 346
Bicycle: 20
Motorcycle: 59
Taxi: 16
Walk: 9
E. Competition:
Sur le Vert Wine Bar:
Avg Drink Price: $18
Hours of Operation:
Tues- Saturday 11 AM to 10 PM. Closed on Mondays
Target Market: Women aged 22-50 specifically groups of women, people into natural wine and
health seen from their lighter dinner menu. People with a decent amount of wealth: glass for 18
dollars, bottles go for around 80. Could be an intimate date night spot for younger couples.
Concept: Sur le is a well-renowned wine bar that sources wine from small family-owned
wineries. They have small plates available, offer a caviar service, and serve a variety of lighter
dishes, such as crudos, soups, and a large variety of salads, even with the main entrees. They
have a dark luxurious interior which is monochrome green, which provides a sense of wealth.
Not a place for business still has a casual feel (there is grilled cheese on the menu!)
Traffic: Gets traffic from the wealthy shopping on Rodeo Drive, as well as the Laybourne Hotel,
which are both within walking distance. Has free 2-hour parking next to the bar. The outside is
very unassuming and blends in with the buildings that are next to Beverly Canon Gardens. They
are near us, but to get to them they must cross the street from Rodeo Drive while we are right on
the corner next to a parking garage, as well as an electric vehicle charging station.
Beverly Bar
Avg Drink Price: $18
Hours of Operation: 11:30 AM to 10pm all days except Sunday and Monday
Target Market: Primarily men, but also women, have a variety of draft beer, wine. Also have a lot
of vegan ingredients in cocktails, vegan audience. Variety dinner plates for a variety of ages and
audiences. Age: 30-55 could be welcome. Wealthy shoppers from Beverly hills, as well as
homeowners and retired. For parties of four and 3 tops, small groups for dinner. Couple be for
after-work cocktails or a date.
Concept: Craft cocktails with infused spirits. Lots of floral and fruit-themed cocktails. Small
intimate space with pictures of famous celebrities. Very classic yet trendy aesthetic and
ambiance. Does not have a dance floor, tv, or pool table, which does not fit its concept well.
Could pull into a vintage Hollywood aesthetic put as a lack of cohesion. According to various
reviews, has very loud music making it hard to hear your server.
Traffic: Next to a lot of offices, a plastic surgeon, a salon, and a doctor's office. Clientele from
these offices as well as the doctors and staff themselves. Has a parking garage right next door to
the restaurant that charges $5. Outside are heat lamps for comfort if waiting for a ride or a
friend. Cold nights could attract guests.
The Maybourne Bar
Avg Drink Price: $27
Hours of Operation:
Target Market: Businessmen and women, wealthy hotel goers (rooms range from upwards of 990
a night)
Concept: Classy formal bar with an intimate setting, inside the Melbourne hotel. Business
setting. Craft cocktails with a music theme. Variety and range of cocktails from small bourbon
style to martinis. Clean and polished, with calming blue tones and neutrals. For meetings,
professional and familiar. For example, where you would take your mother-in-law or another
partner to strike up a deal. Does not accept Apple Pay (probably because most business people
use a certain card)
Traffic: Melbourne hotel goers and people who want pre-dinner drinks before eating at the
hotel's restaurants. Additionally, people may come in before they dine at the surrounding
operations, such as Sugarfish, Spago, or the various steakhouses. Close the corner of an
intersection, however, to enter you must navigate through the gardenscape in front of the hotel
and navigate the hotel to find the bar.
F. Analysis:
After analyzing these different locations as well as the demographics, I believe this concept
would work well for the area. The bars are certainly trendy and have their own crafted drinks
rather than having a classic cocktail menu, which would appeal to a younger demographic. The
food menus are priced high with healthy dishes, as entrees in Sur le vert are composed of chicken
and a salad for 35 dollars, which, in the south, would be seen as overpriced and outlandish.
However, in an area with a variety of health/appearance-focused businesses (plastic surgeons,
gyms, whole foods markets), it is exactly what the market wants, and even demands. There is a
significant lack of beer on menus, which is known as a higher-calorie liquor.
I believe our biggest competitor is Sur le vert. They fit our demographic age the most and have
the clearest theme that makes them the most remarkable. The guests from the Maybourne may be
healthy but are in Beverly Hills for different reasons (business) . Also, Beverly Hills bar
demographics are too unfocused to be an issue. They are a forgettable space that is most likely
visited by bv shoppers passing through rodeo, rather than being sought out. The food is pizza,
chicken sandwiches, etc. It isn’t necessarily doing anything innovative, and its theme is very
weak.
I think with the area Organ & Nick will have more of a connection with the younger age. Wine
can be super intimidating to order and promote guests' discomfort, especially if they order
something that they don’t enjoy: its super particular. Our drinks will be relatively simple to
understand and our environment will be bright and beautiful and clean feeling, rather than the
dark and intimate feel of Sur le vert.
G. Location Analysis:
Location: 311 N Beverly Dr, Beverly Hills, CA 90210, taking over Laduree
I am choosing to take Laduree because it is on a street corner right across from Rodeo Drive. It is
already designed well for a bar concept, as it sells coffee and macarons. We could easily convert
the space minimally and use a lot of what it already has set up. The location has a restroom,
which is essential considering that people are going to need to use the bathroom after ordering
drinks, and to touch up their hair/ makeup etc. The parking lot right next door, Beverly Hills
Parking Lot, offers 2 hours of free parking which also includes a wheelchair ramp, not
necessarily for our demographic that could be useful for trucking in supplies from suppliers if
there is ever an accident of any kind or a blockage in the road. There is also an electric charging
port for electric cars, as chances are, a health-conscious demographic may care about the health
of the environment, and drive electric. The outside has a wide walkway, as compared to the other
side of the street.
Also around the area is a variety of stores that our target demographic would shop at: Lululemon,
an athletic/athleisure wear store that targets the same demographic as the bar concept, and
Diptiquye, a craft perfumery with indie scents. There are also the designer stores on the rodeo
that our customers would be coming over from. In the surrounding area are Equinox, a premier
gym that goes for $300 a month for a membership, and Erewhon and Whole Foods, two pricy
organic-style grocery stores.
The closest restaurant we are next to is the Beverly Bar, however, they have a worse parking
deal, as it is 2.25 an hour all the time. Additionally, Beverly Bar is right next to Wells Fargo, and
the mindset of knowing you spending 20 bucks on a drink before entering a bar is not a great
first impression. Sur le Vert is close as well but is a further walk block-wise from Rodeo and is a
bit harder to get to due to having to walk 2 blocks and being in the middle of a strip of other
attention-grabbing stores.
H. Marketing:
We plan on grabbing the attention of local influencers and using their already vast network of
communication to promote our product. With our curated interior and unique concept, it would
be easy for them to see us as an easy way to make a video to be a part of their personal brand
whether it is health, fitness, wellness, etc., which we will then benefit from as well. Word of
mouth in the fitness community would be essential in bringing in guests, as trends in that
community usually skyrocket, seeing as though there is not a lot of change and innovation
brought to that community frequently due to the lack of change in fitness spheres.
I also think partnering with Equinox could be successful once we are well established enough to
afford a partnership. Samples and a team representative could be present in their building so that
any questions could be answered and our product could be tasted. This promotional strategy isn’t
anything new, but it would be effective. Additionally, partnering up for a class that includes free
after-workout drinks as part of the program and relocating to the bar would be an effective way
of getting people in.
Also as a long-term goal would be to put drink mocktail bases in Erewhon commercially.
Customers can then use them as a mocktail or add their own spirits.
Financial Data:
I.
These are estimates of first-year gross sales.
Restaurant space: 30 chairs total in current space, flip likely twice. 60 covers per night slow and
give or take most 110. (2 drinks at $20 + food item $25) = $65 per person x cover count
Monday: Closed: 0 Covers
Tuesday: 11am- 10 pm: 60 covers

$65 per person x 60 = $3,900
Wednesday: 11 am- 10 pm: 65 covers

$65 per person x 65 = $4,225
Thursday: 11 am – 10 pm: 70 covers

$65 per person x 70= $4,550
Friday: 12 pm- 11pm: 100 covers

$65 per person x 100= $6,500
Saturday: 9 am – 10 pm: 120 covers

$65 per person x 120= $7,800
Sunday: 9 am – 3 pm: 110 covers

$65 per person x 110= $7,150
Sales Calculations:
Avg Sales a week: $ 34,125
Avg Sales a year: $34,125 x 51 (excluding 1 week of variability for lower covers accounting for
holidays, travel of patrons, guests leaving LA to visit winter homes for Christmas) = $1,740,375
Estimates cost:
Rent Cost (8% of sales): $139,230
Labor cost: (33% of sales): $574,323
Food cost: (20% of sales): $348,075
Proft margin: (3% of sales): $52,211