Rendezvous
advertisement
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 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 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! FEATURED DISH Double the deliciousness 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 MENU Rendezvous has both new and familiar flavors for a broad audience Savory: $5 Breakfast: $3 1. Ham, bacon, egg, cheddar 4. Ham, turkey, or roast beef with cheese, spinach, tomato 2. Bacon, egg, cheddar, avocado, tomato 5. Bacon, mozzarella, tomato, avocado 3. Egg, cheese, onions, grilled bell peppers 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 Beverages: $1.50 Sweet: $3 8. Cinnamon/Sugar 9. Nutella, powdered sugar, banana • • • 10. Strawberries, chocolate 11. Goat cheese, apples, walnuts RENDEZVOUS We bring the crepes to you! Coffee Tea Canned Beverages: Soda, Juices, Energy Drinks, Bottled Water Toppings: • • • • Whipped Cream Caramel Sauce Chocolate Sauce Walnuts LOCATION Rendezvous can go where the customers are Fairs and Special Events • Keeneland • Farmers Market Schools • UK • Dunbar, Lafayette, etc. Business Centers • • • • • Central Bank Fifth 3rd Bank Chase Limestone & Main Churches RENDEZVOUS We bring the crepes to you! LOCATION Rendezvous can go where the customers are 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 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-withequipment-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 IHOP Crepe booth that gets set up at special events Diverse menu, includes several different crepes Found only at downtown farmer’s market the pavilion on Saturdays 8 AM- 1 PM Found only on Palumbo Drive Advertise as having many local ingredients in their crepes No recent events to determine pricing RENDEZVOUS We bring the crepes to you! Open 24/7, serves breakfast, lunch and dinner Prices range from $3.29 (simple fruit crepe) to $7.99 (savory crepes PHYSICAL CHARACTERISTICS Rendezvous has been expertly designed for success • Movable truck • Easy to spot from a distance • French themed décor • 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 RENDEZVOUS We bring the crepes to you! MARKETING PLAN Local Media Online Presence Strategic Partnerships Word of Mouse RENDEZVOUS We bring the crepes to you! Rendezvous has a proven plan to get the word out 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 Local Media Online Presence Strategic Partnerships Word of Mouse RENDEZVOUS We bring the crepes to you! Rendezvous has a proven plan to get the word out 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 RENDEZVOUS We bring the crepes to you! Twitter @RendezvousCrepe RENDEZVOUS We bring the crepes to you! MARKETING PLAN Local Media Online Presence Strategic Partnerships Word of Mouse Rendezvous has a proven plan to get the word out 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: RENDEZVOUS We bring the crepes to you! • Cater evening events for high schools • Contact University clubs having outdoor fundraisers and events (Polar Bear Plunge, car washes) MARKETING PLAN Local Media Online Presence Strategic Partnerships Word of Mouse Rendezvous has a proven plan to get the word out 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 RENDEZVOUS We bring the crepes to you! • • • • Regularly tweet our locations “Check-in” to locations Display planned route on website, facebook “Food Truck Tracker” application for Android and iPhone BUDGET Rendezvous is affordable and viable Budget Item Annual Gross Revenue Amount Revenue per Day $1,000 Food Cost per Day* ~$150 Food % of Revenue 15% $225,000 * 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 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 can’t We know how to leverage new and traditional media to our advantage We have advantageous value chain activities We have great food! RENDEZVOUS We bring the crepes to you!
