Team GDP (Grocery Dominating Partners)
 Group 6.09
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

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Sydney Browne
Maisie Gest
Megan Jones
Johanna Lee
Carson Lynch
eden’s
Eden’s Food Trailer
 so good it’s sinful
Locations
•College campuses
•Medical centers
•Business plazas
•Factories
Food
•Delicious
•Affordable
•Convenient
•Healthy
Experience
•The Garden of
Eden
•Unique and witty
Target Market has Positive Feedback

Business Professionals
 Healthy menu
 Convenient location
 Portable options

College Students
 Cheap prices
 Variety
 Eclectic experiences
 Healthcare Professionals
 Outdoor eating
 Healthy options
 Quick service
Growth Stage of Industry
Growth To date:
 Street Vendors industry grew because of new consumer demand for
unique and gourmet food trucks
 From 2007 to 2012, industry revenue grew 42% to $1.5 billion.
Projected Growth:
 From 2012 to 2017, revenue is projected to grow 18% to reach $1.8
billion.
 Opportunities for growth in major metropolitan areas
Source: IBISWorld
Eden’s Brand
Healthy
Convenient
Delicious
Affordable
eden’s
Open Opportunity
High Convenience
On-site
Pizza Hut
Eden’s
Unhealthy
McDonald’s
Traditional
Food Trucks
Panera
Healthy
Chili’s Take-out
Sack Lunch
Outback
Health Food
Restaurants
Low Convenience
Appealing to the Mass Market
 Give customers great tasting food, at low prices
 Penetration pricing
eden’s
Meal Cost Comparison
-“Apple & Eve” $6.00
-Roasted apple Salad $8.59
-Baked Chips
$1.00
(includes side item)
-Iced Tea
$1.50
- Iced Tea
Total
$8.50*
Total
* Plus tax
$ 2.49
$11.08*

Building Brand Loyalty
Promotional Mug
 Free coffee with purchase of
mug

Cost: $5.00
 $1 refills
 16oz.
Stamp Card
 7 stamps gets you $3 off a
meal or a free “Apple & Eve”
 Card will be stamped for
every meal purchased
Promotion Example
2013
Jan
Feb
Mar
Apr
May
June
Jul
Aug
Sep
Oct
Nov
Dec

Launch:
College
Campuses
Launch: All
Other
Locations
Opening Event
Advertisement
X
Paradise
Advertisement
X
X
X
X
X
X
X
X
Internet:
Facebook /
Twitter
X
X
X
X
X
X
X
X
X
X
X
Punch Card
X
X
X
X
X
X
X
X
X
X
X
Coffee Mug
X
X
X
X
X
X
X
X
X
X
X
Opening
Event: College
Campuses
Opening
Event: All
Other
Locations
Viral
Campaign
X
X
X
X
Low Fixed Cost = High Profitability
Revenues
$10 M
Expenses
Variable Costs
(7.37 M)
Fixed Costs
(0.90 M)
Total Expenses
(8.28 M)
Profit
$1.72 M
“so good it’s sinful”
For busy people, Eden’s is the best lunch
and dinner option because it is
affordable, convenient, delicious, and healthy.