Victoria Roberts
Food Production Management
Static Menu Assignment
October 10, 2009
The Green Bean
Location: Beverly, MA. Beverly is a town on the north shore of Massachusetts. It has a
fairly diverse population in that there are several low-income sections as well as affluent
areas. It is bordered by Wenham, which is one of the most affluent towns in MA.
Mission statement: The Lean Bean is an urban coffee house that seeks to promote
healthy and sustainable living and eating through education, community and by offering
the best coffee on the north shore.
Trends and Environmental factors:
 Local food items
 Fair trade coffee sources
 Sustainability
 Nutrition
Customer description: Our customers are middle to upper class citizens that commute to
Beverly from neighboring areas that work in the hospital and the multiple office parks
(Cummings Centers) in the center of town. These customers are typically those you
would find at Starbucks. They are typically concerned with social issues like green living
and sustainability.
Description of competition: Other coffee establishments in the area include Dunkin’
Donuts and Starbucks. Starbucks would more closely compete with us as they provide
more espresso based drinks and have a small emphasis on sustainability.
Location and brief description of the building: The Green Bean is within a quarter
mile of both Beverly Hospital and the Cummings Center. It would be on the main street
in a rehabbed building like a fire station or warehouse that contains many of the original
structural elements.
Service style and hours of service: Quick Service (counter service), 6AM-8PM,
Monday-Saturday, hours extended for special events
Number of seats: 35
Average turnover time: 5 minutes
The most important thing in this operation is have excellent and above average
coffee. Most people who come to a coffee house are particular about their coffee,
otherwise they would just go to Dunkin Donut’s down the street. If the coffee is
mediocre or lousy, they will go down the street. I’ve been to at least two coffee shops in
my town that have opened and closed in the span of two months and the first cup of
coffee I ordered there tasted burned and old. I’ve also been to coffee houses where the
coffee and atmosphere are so good, that people don’t even mind waiting if it’s busy.
While the coffee will be what gets people in our door, we will offer food as well,
which will also need to be unique. Because our focus is sustainability, we will be
partnering with local farms and businesses to get our supplies and even the milk for our
latte drinks.
We need to be prompt and friendly with service as many or most of our customers
will be businessmen and women who are coming in before work or during their break.
The atmosphere and décor in a coffee house is also essential. Much of the draw for going
to a coffee house over a coffee and/or donut shop is the relaxing, rich and smooth
atmosphere that is typical of a coffee house. We will feature local musicians in the
evenings and will feature the art of local artists to decorate the space. The rehabbed
building that it is located in will also add to the charm and atmosphere of the business.
The menu is shown on a single page and can be easily transferred to a menu board
to be displayed behind the counter. As the Green Bean is located in New England, many
of the menu item names contain words or slang that are unique to New Englanders. Any
brand or supplier names are local as well.
The Green Bean
123 Main St, Beverly, MA
(978) 123-4567
Open Mon-Sat 6AM-9PM
COFFEE
Small…1.50
Medium…1.75
Large…2.00
Fresh brewed regular or decaf
Add a flavor shot .50
Add an espresso shot .75
TEA
The Green Monstah…2.50
Matcha tea blended with steamed milk
Chai Latte…2.50
Spicy chai blended with steamed milk
Harney and Sons loose-leaf tea…2.00
-Gunpowder Green -Pomegranate Oolong
-Darjeeling blend -Black Jasmine
-Mango Fruit
-Egyptian Chamomile
-White Vanilla
-Peppermint
Grapefruit
ESPRESSO
Small…2.80
Medium…3.40
Large…3.80
The Classic
Ying Yang
Espresso blended with steamed milk
Espresso blended with steamed milk and white
and dark chocolate
Caramel Latte
Curse Reversed
Espresso blended with steamed milk
Espresso blended with steamed milk, Irish
and creamy caramel
Cream and dark chocolate
Nor’easter
Espresso blended with steamed milk,
peppermint and dark chocolate and topped
with cocoa powder
Leaf Peeper
Espresso blended with steamed milk and
pumpkin syrup and topped with nutmeg and
cinnamon
Perfect Storm
Espresso blended with steamed milk
and melted white chocolate and topped with
white and dark chocolate shavings
Tree Hugger
Espresso blended with steamed milk and real
maple syrup and served with a piece of maple
sugar candy
*All our drinks can be made hot, cold or blended with ice*
MUNCHIES
Local Fruit and Cheese Plate…5.25
Selection of local seasonal fruit accompanied by local artisan
cheese from Smith’s Country Cheese in Winchendon
The Local Crisp…3.50
Delicious homemade fruit crisp using local seasonal fruit.
Ask what’s in season this week!
Bagels, baked fresh daily…1.00
With local preserves (strawberry, blueberry, raspberry)…1.50
With cream cheese…1.50