MISSION STATEMENT

On Tap is the premier establishment for the
highest quality beer and locally produced foods
along the Main Line. As a purveyor of fine beers
and a mecca for fresh and local fare, we strive
to offer the widest range of imported and local
beers and are committed to serving only locally
grown foods in our traditional cuisine. Located
in suburban Radnor Township, adjacent to the
Villanova University on the corner of Lancaster
Avenue and Spring Mill Road, we are a college
and family friendly eatery.
TARGET MARKET AND AREA
Day
• Men and
women (18+)
• Families
• Middle-upper
class
Night
• Men and
women
(21-45)
• College
students
• Middle-upper
class
INDUSTRY TRENDS
Industry growth of 3.3%
 Increase in consumer spending
 Improving economy

SWOT ANALYSIS
Strengths
-Large selection
-High quality
-Local food
-Service
Weaknesses
-New to market
-Holiday breaks
-Pricing
On Tap
Opportunities
-Location
-Villanova Campus
Threats
-Competitors nearby
-Radnor Township
-Local neighborhood
COMPETITIVE PRIORITIES
Quality
•High quality ingredients
•Staff
Delivery
•On-time delivery
•Serving customers
Flexibility
•Unique preferences
•Workforce
OPERATIONS STRATEGY
Job Process or
Small Batch
Process
Make to Order
Strategy
FOOD MENU
Appetizers

Start of your time at “On Tap” right with one of our delectable appetizers.

Buffalo Wings: Authentically awesome and hall-of-fame bound. Award-winning Buffalo wings spun fresh in
your choice of buffalo, barbeque, suicidal hot sauce, or honey sauce.


French Fries: Heaven. Cooked in 100% peanut oil.

Sliders: Three juicy burgers topped with American cheese, grilled onions and secret burger sauce on toasted
mini buns. Served with fries.

Mozzarella Sticks: Breaded mozzarella cheese, fried to perfection. Served with marina sauce.

Rabbit-Food Salad: Mixed greens, tossed with cucumbers, carrots, avocado, tomatoes, onions, celery, and
mushrooms. Choice of: Ranch, Italian, Sundried Tomato, or Balsamic Vinaigrette dressing. Add Chicken or
Shrimp

Burgers: 100% certified Angus beef from local farmers on a fresh potato rolls with lettuce, tomato, cheese
(Swiss, American, Provolone, Cheddar), and onion. Served with fries, a pickle, and choice of potato salad or
Cole slaw.
Classic Burger
Bacon Cheeseburger
Veggie Burger
Non-Alcoholic Drinks:
Milkshakes
Fountain Soda
BEER MENU
Wheats: Typically soft on the palate, citrusy and light

Blue Moon
5.4%
CO, Amer. Wheat

Sly Fox Royal Weisse
5.4%
PA, Hefeweizen

Philly Brewing Walt Wit
4.5%
Philly, Witbier

Manayunk Hidden River
4.8%
Philly, Witbier

Schnieder Aventinus
8.2%
GER, Dopplebock
Belgians : Yeast-dominant with a wide variety of flavor profiles

PALM Belgian Amber
5.4%
BEL, Amber
Bitters, Browns, Scottish & Barleywines : Malt-forward with varying complexity

Yards Brawler
4.2%
Philly, "Pugilist Ale"
Fruits, Spiced & Wild- Beers of varying characteristics and that may have an acquired taste

Jack's Hard Cider
5.5%
PA, Cider

Ace Pumpkin Cider
5%
CA, Pumpkin Cider

Harpoon UFO Pumpkin
5.9%
MA, Pumpkin Ale

New Holland Ichabod
5.5%
MI, Pumpkin Ale

Sixpoint Mad Scientist #16
5%
NY, Smoked Barley Ale
Pale Ales: Hop-forward with varying degrees of bitterness and aroma

Brew Works Always Sunny
5.2%
PA, IPA

Sierra Nevada Pale Ale
5.6%
CA, Pale Ale

Sierra Nevada Celebration Ale
6.8%
CA, American IPA

Stone Double Bastard
10.5%
CA, Strong Ale

Sam Adams REBEL IPA
6.5%
MA, Pale Ale

Lagunitas Lucky 13
8.4%
CA, Red Ale
$4 (16oz)
$5.5 (16oz)
$5.5 (16oz)
$5 (16oz)
$7.5 (10oz)
$6 (10oz)
$6 (16oz)
$5.5 (16oz)
$5.5 (16oz)
$5 (16oz)
$5.5 (16oz)
$6.5 (10oz)
$5 (16oz)
$5 (16oz)
$5 (16oz)
$7 (10oz)
$5 (16oz)
$6 (10oz)
BEER MENU (CONTINUED)
Light Lagers & Pilsners to Lagers & Bocks: Crisp to Richer malts, fuller flavor

Coors Light
4.2%
CO, Amer. Light Lager

Yuengling Lager
4.4%
PA, American Lager

Stella Artois
5%
BEL, Euro Lager

Victory Lager
4.8%
PA, Helles

Stoudts Oktoberfest
5%
PA, Marzen

Sam Adams Boston Lager
4.9%
MA, Vienna Lager
Porters & Stouts: Dark roasty malts and robust flavors

Dock St. Dry Irishmen
4%
Philly, Dry Stout

Yards Love Stout NITRO
4.5%
Philly, Oyster Stout

Breckenridge Oatmeal NITRO
4.95%
CO, Oatmeal Stout

Kostritzer Schwarzbier
4.8%
GER, Schwarzbier

Carton Epitome
10.3%
NJ, Imperial Black

Firestone Walker Wookey Jack
8.3%
CA, Black IPA

Saucony Creek Schnickelfritz
8%
PA, Sweet Stout

Terrapin Reunion '13
7.5%
GA, Imp. Brown

Spring House Egg Nog Stout
8.3%
PA, American Imperial

Evil Twin Xmas in NY Hotel Rm
10%
Denmark, Imp. Stout

Evil Twin Imp. Biscotti Natale
11.5%
Denmark, Imp Stout

Stone Imperial Russian Stout
10.5%
CA, Russ. Imp. Stout

John Courage RIS
10%
ENG, Russ Imp. Stout

Stone IRS- Espresso
11%
CA, Russ. Imp. Stout

Local Option Morning Wood
7%
IL, Coffee Red Ale

Deschutes Black Butte
5.2%
OR, Porter

Founders Breakfast Stout
8.3%
MI, Imperial Stout

Port Brewing Older Viscosity
12%
CA, Amer. Strong

Goose Island BC Barleywine
12%
IL, Barleywine

Lost Abbey Angel's Share
12.5%
CA, American Strong
$3 (16oz)
$3 (16oz)
$5 (16oz)
$6 (16oz)
$6.5 (16oz)
$6 (16oz)
$6 (16oz)
$6 (16oz)
$6.5 (16oz)
$6 (16oz)
$6 (10oz)
$6.5 (10oz)
$6 (10oz)
$6 (10oz)
$6 (10oz)
$6 (6oz)
$6 (6oz)
$8 (10oz)
$6 (10oz)
$8 (10oz)
$7 (10oz)
$6 (16oz)
$7 (10oz)
$7 (6oz)
$8 (6oz)
$6 (6oz)
QUALITY STRATEGY

Lean System
 Types
of Waste
 Overproduction
 Inventory
 Defects
 Under
utilization of employees
 Inappropriate processing
 Waiting
 Transportation
 Motion
QUALITY CONTROL

From suppliers
 Acceptance
sampling
 Inspect all incoming shipments

Our products and services
 Quality
 Jidoka
 Andon
at the source
SUPPLIERS
Beer Guys
 Boar’s Head
 Sysco
 Phila. Wholesale Produce Market

INVENTORY MANAGEMENT

Continuous Review
DEMAND MANAGEMENT
BEER Expected Demand
Inputs
Monday
Tuesday
Wendesday
Thursday
Friday
Saturday
Sunday
Beer
150
150
150
600
450
375
300
Customer
50
50
50
200
150
125
100
Price
$
3
$
Expected Beer Sales
$450
Expected Year Sales
$335,571
3
$
$450
3
$
3
$450
$1,800
Wednesday
Thursday
$
3
$
$1,350
3
$
$1,125
3
$900
Food Expected Demand
Inputs
Customers
Monday
Tuesday
Price
$
20
$
20
$
20
$
20
$
20
$
20
$
20
Expected food sales
Expected Year Sales
$
1,280
$ 460,800
$
1,280
$
1,280
$
1,280
$
1,280
$
1,280
$
1,280
64
64
64
Friday
Saturday
64
64
Sunday
64
64
TOTAL EXPECTED REVENUE/Demand:
Inputs
BEER CUSTOMER
FOOD CUSTOMER
TOTAL CUSTOMER
Total Weekly Base
Inputs
BEER SALES
FOOD SALEs
TOTAL Revenue
Monday
Tuesday
50
64
114
1173
TOTAL SALES
$
335,571
$
460,800
$
796,371
Wednesday
50
64
114
Thursday
50
64
114
Friday
200
64
264
Saturday
150
64
214
Sunday
125
64
189
100
64
164
PRICING

Priced comparatively to peer establishments
 Reviewed

Mid-range to encourage target market
 Mindful

menus and pricing of competition
of a college student’s budget
Specials & happy hours