El Quesarito Loco
Authentic Mexican Food Truck
Strategy and Implementation
At El Quesarito Loco, we aim to serve tasty and affordable
Mexican cuisine in a way that is convenient for our customers. El
Quesarito Loco will cater specifically to the nightlife crowds
along the Main Line in Villanova, PA. Our goal is to provide a
different alternative to the typical late night food and Mexican
restaurants in terms of time, location, and accessibility.
Market Analysis
• Target markets:
▫ College & Graduate students (Ages 18-24)
▫ Post Graduates & Younger Adults (Ages 25-early
30s)
Environmental Scanning
• What are Consumers looking for?
▫
▫
▫
▫
Filling items
Unique
Easy to eat
Savory
• Characteristics of Competitors:
▫ Late-night
▫ Convenient
▫ Mexican
 Chipotle Only
Survey Results
Competitive Advantages
Core Competencies
– Mobility
– Timing/Efficiency
– Convenience
Core processes
– Customer
Relationships
– Order Fulfillment
– Supplier/Leaser
Relationships
Order Winners
– Cost
– Convenience
– Unique Products
Competitive Priorities
– Price
– Flexibility
– Time (Delivery
Speed)
Suppliers
Alex
Black Pepper
Pork (Loin)
Costco
$4.28/8 oz
$4.99/pound
Fresh Direct
Chicken
Cumin
Oregano
Salt
Avocados
Limes
Jalapeno Peppers
Scallions
Habenaro Peppers
$4.79/pound
$.99/ 3 oz.
$.99/1.125 oz.
$.89/ 26 oz.
$2.99/ 2 avocadoes
$4.99/ 8-12 ct
$2.99/ pound
$.99/ each
$2.99/pound
Roundeye Supply
Dried Ancho Chiles
Adobo Sauce
Garlic
Canola/Vegetable oil
$13.99/ pound
$27.84/24 cans 7 oz.
$129.00/ 30 pounds
$55.03/ 35 pounds
8 inch soft shells
Brown rice
White Rice
Tortilla Chips
Red Wine Vinegar
$47.88/ 288 pieces
$16.68/ 25 pounds
$16.34/ 25 pounds
$22.43/ 75 oz.
$23.56/ 4 gallons
Sam's Club
Forks
Aluminum Foil
$8.94/600 count
$45.88/ 12'' x 1000' Roll
Walmart
Red Onion
White Onion
Green Peppers
$.99/ pound
$1.49/pound
$1.49/pound
Steak
Mushrooms
lettuce
Tomatoes
Cherry Tomatoes
Sour Cream
Shredded American Cheese
Mangos
Black Beans
Pinto Beans
Chocolate Dipping Sauce for Churros
$10.99/pound
$2.99/ 8 oz.
$.99/ each bushel
$1.99/pound
$3.99/ 16 oz.
$2.69/ 16oz.
$20.70/ 5 pound
$1.69/ pound
$.89/15.5 oz
$.89/15.5 oz
$2.99/ 22 oz
Sugar
Mexican Blend Shredded Cheese
Cilantro
Thyme
$2.39/ 4 pounds
$20.70/ 5 pound
$.99/ 3 oz
$.99/ 1.5 oz.
Food Service Direct
Churros
Chocolate Sauce
Pico De Gallo
Paper Boats
Napkins
$42.25/500 count
$15.50/Half Gallon
$2.59/pound
$60/900 count
$53/1800 count
Periodic Review System
• Simplifies the inventory
checking system
Periodic Review System
Actual Demand (D)
Order Cost (S)
500
Unit holding cost (H)
100
optimal order quantity (EOQ)
• Creates a routine for
delivery scheduling
7000.00
# of working days/weeks
140
Review Period (P)
0.20
expected demand/time (dbar)
stand.deviation of demand per unit time
• Use first few months to
familiarize ourselves
with necessary inventory
& ordering levels.
4900000
Lead time (L)
expected demand during projection interval
standard deviation of demand during projection interval
cycle/customer service level
safety stock
35000
10
3
112000
17.88854382
0.90
22.93
Target Inventory Level (T)
112022.93
Expected Annual Cost
702292.51
Customer Demand
Popularity of Bars Broken
Down by Night of
Operations
100%
80%
60%
40%
20%
0%
Wednesday
Thursday
Friday
Saturday
Frequency of Student
Purchases
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Once a Month
Every Other
Week
Once a Week
• Nightly customer demand varies greatly
• Frequency of student purchases greatly impacts product demand
• Impact on sales
Twice a Week
Product Demand
Popularity of Entrée Type
Popularity of Entrée Filling
Vegetables
7%
Burrito
26%
Pork
17%
Chicken
42%
Steak
34%
Popularity of Sides
Rice
10%
Side of Signature
Salsa
25%
Side of
Guacamole
20%
Beans
10%
Chips
35%
Quesarito
31%
Soft Tacos
29%
Quesadilla
14%
Ingredient Forecasting
Queuing System
Cashier: Takes order,
rings up transaction
(dollars or half dollars)
Assembler: process
orders using batchorder process
Deliverer: calls out
name, serves food to
customer
Significant Costs
VARIABLE
•
•
•
•
Food
Utensils
Equipment
Gasoline
FIXED/START-UP
•
•
•
•
Used Truck
Commercial Kitchen
Licensing Fees
Compensation (3 employees)
Profit Margins

Churros are cheap by the piece, so we can get a high profit margin without
making the price high

Steak is expensive, so as to not turn customer away from high prices, we
take little margin
Thank You!