1. Group 1 Stacie DeLucia [email protected]973-479-7671 Kaitlin Poillon [email protected]717-715-3943 Marissa DeStefano [email protected]845- 825-1928 Alanna Downey [email protected]516-297-1794 James Kennedy [email protected]302-388- 5081 Group Discussion: Friday, February 12 Roles: 1. Secretary: Responsible for the meeting minutes for each week, as well as being in charge of submissions to weekly assignments on Canvas. 2. Treasurer: In charge of creating the voucher for each week and determining the distribution of money for each group member based on their own judgement. 3. Organizer: Reminds group of due dates, makes plans, sets goals, and keeps everyone on track. 4. Research Development: Responsible for bringing in outside information each week that could be beneficial to the end result of the project. 5. Leader: Reviews every assignment before submissions, and makes sure that everything that needs to be submitted is complete. Will check in with the secretary an hour before submissions are due to be sure that they are complete and submitted. Rules: 1. Each member of the group will switch roles every Friday by going counterclockwise around the table. Starting with Alanna as the secretary, James as the treasurer, Stacie as the organizer, Kaitlin as the research development and Marissa as the leader.
1. Secretary: Responsible for the meeting minutes for each week, as well as being in charge of submissions to weekly assignments on Canvas.
2. Treasurer: In charge of creating the voucher for each week and determining the distribution of money for each group member based on their own judgement.
3. Organizer: Reminds group of due dates, makes plans, sets goals, and keeps everyone on track.
4. Research Development: Responsible for bringing in outside information each week that could be beneficial to the end result of the project.
5. Leader: Reviews every assignment before submissions, and makes sure that everything that needs to be submitted is complete. Will check in with the secretary an hour before submissions are due to be sure that they are complete and submitted.
Rules:1. Each member of the group will switch roles every Friday by going counterclockwise
around the table. Starting with Alanna as the secretary, James as the treasurer, Stacie as the organizer, Kaitlin as the research development and Marissa as the leader.
2. All members of the group will attend all meetings or will otherwise let the group know that they will be absent in a timely manner.
3. One dollar will be deducted from the voucher for members that miss meetings. 4. If an assignment is not submitted on time, the group member in charge of the
submissions for that week will lose all of their voucher points to be distributed to the members of the group that took care of the issues.
5. If the members of the group do not meet the needs of the group each week, points will be deducted from the voucher.
Business Plan:Ideas:
- healthy fast food → healthy burgers: grass-fed beef, bison burgers, spiralized veggie pastas, kid’s meals: apple sticks, carrot sticks, IF fries: baked sweet potato fries, farm to table type products, effectiveness over efficiency
Group #1
Section Title: 01 - Group Rules, Responsibilities and Business TypeGroup Roles and Responsibilities
1. The Secretary will be responsible for the meeting minutes for each week, and will also be in
charge of submissions to weekly assignments on Canvas.
2. The Treasurer will be in charge of creating the voucher for each week and determining the
distribution of money for each group member based on their own judgment.
3. The Organizer will reminds the group of due dates, will make plans, set goals, and keeps
everyone on track.
4. The Research Developer will be responsible for bringing in outside information each week that
could be beneficial to the end result of the project.
5. The Leader will review every assignment before submissions, and will be sure that everything
that needs to be submitted is complete. He or she will check in with the secretary an hour before
submissions are due to be sure that they are complete and submitted.
6. Each member of the group will switch roles every Friday by going counterclockwise around the
table. Alanna will start as the Secretary, James as the Treasurer, Stacie as the Organizer, Kaitlin
as the Research Developer and Marissa as the Leader.
Group Rules, Requirements, and Consequences
1. All members of the group will attend all meetings or will otherwise let the group know that they
will be absent in a timely manner.
2. One voucher point will be deducted from the voucher for the first absence of a member, and the
point amount deducted from the absent member will increase as the number of absences
increases. For example, if someone misses two meetings, then two voucher points will be
deducted from that person.
3. The deducted voucher points will be given to the person who steps up and takes on the absent
person’s role.
4. If an assignment is not submitted on time, the group member in charge of the submissions for that
week will lose all of their voucher points to be distributed to the members of the group that took
care of the issues.
5. If any member of the group does not meet the needs of the group each week, one point will be
deducted from the voucher, and will be distributed accordingly by the discretion of the Treasurer.
● Sides: fruit [apple, banana, orange, grapes, etc.] or roll ● Dressing: balsamic vinegar, red wine vinegar, italian, pesto● Condiments: ketchup, mustard, hot sauce
05: Customer and Locationhttp://www.towncharts.com/Delaware/Demographics/Newark-city-DE-Demographics-data.htmlhttp://www.prnewswire.com/news-releases/report-3-health-conscious-consumer-demographics-at-forefront-of-emerging-functional-food-trends-300010641.htmlhttp://www.huffingtonpost.com/elwood-d-watson/younger-consumers-are-tre_b_6632166.htmlhttp://enjoydowntownnewark.com/benefits-opportunites/https://storify.com/Rattenfengher/fast-food-collegehttp://www.city-data.com/city/Newark-Delaware.htmlhttp://www.foxnews.com/leisure/2015/04/15/americans-spend-more-on-dining-out-than-groceries-for-first-time-ever/
Geographic Information: Main Street Galleria, E. Main Street Newark, DE● easy walking distance for college students, centered among other frequented businesses● winter/summer → switch promotional strategies
Demographic Information: college students → millennials, newark community people, families with children, median household income is $53,372
Psychographic Information: concerned with health and appearance, people who want a healthy lifestyle but don’t have a lot of time on their hands, people favoring quality food over quantity (dollar menus), dietary purposes,
05: Customer and Location
As the opening of the organization is approaching, it is important to be aware of
the potential customers who will be invested in Eat This, Not That. Before opening the business,
research on existing market data, government documentation and visual observance must be
completed to help build the organization. By analyzing demographic, psychographic, and
geographic information, the business is able to determine its target market.
Demographics
The demographics of the organization’s target market is mainly millennial. This age
bracket spends a lot of time walking, eating and spending money on Main Street. Since it runs
through the University of Delaware campus, it is likely that a lot of students will be eating at the
restaurant. The ages vary, but mainly teenagers to early, mid-twenty year olds.1 People of the
Newark community will also be eating at the restaurant, as well as families with their children.
Psychographics
The psychographics for the organization’s target market mainly include motives, such
as healthy eating and convenience, which supports the viability of the restaurant that is Eat This,
Not That. 2 Newark city data shows that Newark, DE has a median age of 22 years old.1 This
entails that the college campus delegates a large portion of the town’s population and therefore
affects the psychographics by centering around convenience/efficiency. One study states that
college students are willing to spend greater amounts of money on fast food due to convenience,
with heavy influence in peer approval. At the University of Delaware, this is very prevalent
considering all of the fast food options on Main Street. 3
People who are concerned with health are likely to eat at this restaurant because there
are several healthy food options offered, and not just typical “salads”. The appearance and
presentation of food is very important to majority of people, which is why it is essential that the
food is prepared in front of the customer. This will allow the customer to choose amounts of
specific items for their portion, which definitely attracts people to come and eat at this restaurant.
The organization is targeting people who want to maintain healthy lifestyles, but don’t have a lot
of time on their hands. This includes full-time workers, students and families who don’t have
time to prepare meals during a busy day. Since the restaurant is in the center of convenience for
Newark residents and UD students, as stated below in the geographic portion, it will attract
health-conscious customers who want a quick and nutritious meal. Nowadays, people are starting
to prefer quality over quantity. 4 Instead of ordering off a dollar menu at McDonald’s, people are
deciding to choose healthier options as consciousness is growing in popularity. A lot of times,
healthier options means spending more money. Newark Natural Foods, Whole Foods, and even
organic produce at Acme, are expensive and it is time consuming to shop at these locations. The
quality of the food at the organization will be organic when possible and the options will be just
as healthy as a local health food store but with a price and convenience more akin to a fast food
meal. Staying true to the vision, Eat This, Not That will provide healthy, and local food at a
comparable processed food price, making it easier for the customer to get their prepared meal
rather than overspending at a health food store with significantly less convenience.
Geographics
The organization is located in the Main Street Galleria, which is E. Main Street
Newark, DE. This is an easy walking distance for college students who usually travel by foot
or bike around campus all throughout the day. It is also conveniently located close to the
parking lot that students who drive can use or families that live in the community can use.
Since the organization is quick and convenient, it is perfect for students to grab a healthy
meal in between classes or during a study break. The location is centered among other
businesses, including Lieberman’s Bookstore, Grotto’s and Brew Haha. Since Grotto’s has
generally unhealthy food options and Brew Haha is a small coffee café with a limited menu,
the location for Eat This, Not That is ideal. The fall and spring are going to be busier times
for the business, because this is when the university is in session and the enrolled 18, 141
students are on campus.5 In the winter and summer the business will have to adjust to the
decrease of students on campus. There are still about half of the students for the winter
and summer sessions, but during these times the business will have to shift its focus onto
the Newark community of families. During the winter and summer seasons Eat This, Not
That will switch its promotional strategies to ones that attract the families that live in
Newark.
All in all, Eat This, Not That will have a target market consisting mainly of the
University of Delaware student population, as well as faculty and staff of the school.
Families, especially with children, and those a part of the Newark community will also be
frequent customers. Because Eat This, Not That is a healthy fast-food restaurant providing
fresh, local, organic ingredients when available, a huge customer population of the business
will come from the health-conscious consumer which is also provided as a majority of the
student population. Also, the efficiency of the organization will create more of an appeal,
especially for busy college students. With the location of Eat This, Not That in a very central
and bustling part of Main Street, there is much more of a chance that consumers will stop in
and see what the business has to offer. Eat This, Not That will ensure quality and efficiency
of each product for each one of its customers, and will achieve excellence in all areas of
service.
References
1. Newark, DE. City Data Web site. http://www.city-data.com/city/Newark-Delaware.html
Published 2013. Accessed March 26, 2015.
2. How to Use Psychographics in Your Marketing: A Beginner’s Guide. Blogspot Web site.
http://blog.hubspot.com/insiders/marketing-psychographics Published December 26,
2013. Accessed March 6, 2016.
3. Fast Food College: Where Burgers and Professors Meet. Storify Web site.
https://storify.com/Rattenfengher/fast-food-college Published 2015. Accessed March 6,
2016.
4. Customers reveal why the stopped going to McDonald’s, Chipotle and Starbucks. Buisness
Insider Web Site. http://www.businessinsider.com/why-people-stop-going-to-chain-restaurants-
2015-3 Published March 26, 2015. Accessed March 6, 2016.
http://www.lyellmcewinvolunteers.org.au/policy-9-1-food-handling-preparation/ Published April
21, 1999. Revised January 2014. Accessed April 15, 2016
4. Operating a Sanitary and Safe Kitchen. Long-Term Living Web Site.
http://www.ltlmagazine.com/article/operating-sanitary-and-safe-kitchen Published April 1, 2007.
Accessed April 18, 2016.
11: Promotional
Use facebook and punchcard
A week before we open we can distribute the cards to the localsThen when school comes back then we can distribute to them (on foot, in trabant, bookstore, Liebermans)
Square thing- to facebook pageAnd web address to our facebook page (like and follow for more information)Buy 5 get the sixth free!!
At kiosk- visit our facebook pageWhen kiosk not being used default to live feed from customers using facebook and twitter
Vista print for the punchcardsDo a VIP card, only do a couple and every time you use it you get something like 5% off every order (will help generate business to a new place because you get some off)
The promotional materials that Eat This, Not That are going to use will help increase the
traffic to the business, the buzz in the community, and will educate the consumer about the
business. Since Eat This, Not That is located in the heart of the University of Delaware; the
business will have to use promotional materials to attract both the college student on a budget
and the local community member with a family. Eat This, Not That is going to utilize the social
media outlet of Facebook as a promotional material. The business is also going to make a
loyalty punch card as a promotional material.
One promotional material that the business is going to use is a Facebook page. This page
will have a plethora of information on it for the customer. It will have features of any specials or
promotions that are currently going on. The Facebook page will also have general information
about the business, like its address, phone number, and hours of operation.1 This way the
customer will have any of the basic information that they need. The page will also have the
mission statement of Eat This, Not That and a brief description of the type of products sold to
educate the person that has not heard/visited the restaurant. The Facebook page will also have
listed the seasonal menu items, so that the customer will know what is offered that day in the
restaurant. The page will also have pictures of the food served, and pictures and stories of the
farmers that supply the food to the restaurant. This will allow the customer to know where their
food comes from. By developing a Facebook page the business will lower its marketing costs,
because a Facebook page is free.2 This is important because Eat This, Not That is a small
business. We could use this saved money for other marketing strategies or for research into new
menu items. A Facebook page will also allow customers or possible new customers an
opportunity to voice their opinion. They can either post to the Facebook wall or message the
page, and the manager will be in touch with them. Eat This, Not That hopes to have the
Facebook incorporated into the actual restaurant. At the kiosk where customers order and pay
the Facebook page will be displayed showing customers photos and comments about the
restaurant, while the machine is not in use. This will encourage the customer that goes to order
to get check out the Facebook page. Another advantage of using the Facebook page is that a
majority of people will be able to access it from their phones.2
Another promotional material that Eat This, Not That is going to use is a loyalty punch
card. The business is going to make the punch card be after 5 bowls/ meals the sixth bowl/meal
will be free by presenting the fully punched card. The business is going to have the cards made
before the opening of the business so that we can distribute them. The cards will be passed out
on Main Street a week before the opening. This will help to spread the word about the business
to the people that live in the community. Eat This, Not That wants to not only appeal to the
student body of the university, but also those that live in Newark all year long. When the
university opens up for the fall session more loyalty cards will be distributed to the student body.
They will be passed out on Main Street, in the Trabant student center, and the Perkins student
center. These cards will help to increase the visits to the restaurant.3 Customers will be
encouraged to come in order to unlock their free bowl/meal. Another positive of using the
loyalty punch cards is that it will increase the word about the business as people talk about
receiving the punch card and their experience of the restaurant.3 Eat This, Not That is also going
to implement a special loyalty punch card. It will be called the V.I.P. punch card. There will
only be around forty of these made, and it will have a special promotion each time it is presented.
The V.I.P. card is going to give the customer five percent off their purchase, when the card is
presented. This will make the customer feel like they are getting a special deal each time they
use it. These forty cards will be evenly distributed among both the community members and the
student body. Both cards are going to have the Facebook name on it to encourage the customer
to go and like the Facebook page for more information about the business. Eat This, Not That
will order 500 punch cards from Vistaprint and the price will come out to be $9.99.4
References1. Benefits of Facebook for business. Queensland Government Web site. https://www.business.qld.gov.au/business/running/marketing/online-marketing/using-facebook-to-market-your-business/benefits-of-facebook-for-business Updated August 22, 2014. Accessed April 21, 2016.2. Top 10 Benefits of a Facebook Business Page. Post Planner Web site. https://www.postplanner.com/top-10-benefits-facebook-business-page/ Accessed April 21, 2016.3. Why Big Companies All Have Loyalty Programs. Insights Web site. http://blog.fivestars.com/big-companies-loyalty-programs/ Accessed April 21, 2016.4. Loyalty Cards. Vistaprint Website. Accessed April 21,2016. http://www.vistaprint.com/studio.aspx?template=1989104_B7P&ag=True&xnav=previews&xnid=image_175&rd=1 Accesed April 22, 2016.
https://www.facebook.com/etntnewark/
12: Productivity RatiosHours of OperationMonday, Tuesday, and Wednesday: 11 hours/day = 660 minutes/day Thursday, Friday, and Saturday:15 hours/day = 900 minutes/day Sunday : 6 hours/day = 360 minutes/dayEmployees per shift (Labor): 3 Restaurant Team Members + 1 Prep Cooks + 1 Janitors + 1 Shift Manager = 6 total employees
Productivity ratio: Minutes/sales
Labor minutes/day
Meals served/day
Product: “Build Your Own Bowls”:
Monday, Tuesday, Wednesday per day: 3960 labor minutes/220 meals served
Thursday, Friday, Saturday per day: 5400 labor minutes/270 meals served
Sunday: 2160 labor minutes/100 meals served
To display the productivity ratio for Eat This, Not That restaurant, the ratio of labor
minutes to sales was chosen. To begin, the hours of operation for a week was examined and
converted from hours to minutes. Monday, Tuesday, and Wednesday, the restaurant is open from
11:00am until 10:00pm, which equals eleven hours of operation for a total of 660 minutes of
labor time. Thursday, Friday, and Saturday, the restaurant is open later to take advantage of the
close proximity to the local bars and attract some of the patrons that leave after the bars close at
1:00am. The restaurant is open from 11:00am until 2:00am on those days which total fifteen
hours of operation, or 900 labor minutes. On Sunday, the restaurant is open a bit later to not
compete with the time that many potential customers are in church, so the opening time is
12:00pm and closes at 6:00pm, which totals six hours, or 360 minutes of labor time.
Once the labor minutes were calculated the number of meals that can be served was
determined. To determine the number of meals, a competing local restaurant was contacted and
asked how many meals that they sell during their hours of operation. Salad Works restaurant,
which is also on Main Street in Newark, and sells similar products and prepares them in a similar
fashion, reported that they sell approximately 250-300 meals during the week, and approximately
150-175 meals on the weekend. To better estimate the number of meals that can be served at Eat
This, Not That, other restaurants that offer a similar style of food were contacted but information
about their number of sales per day were not able to be obtained due to being unable to speak to
a manager at either Chipotle restaurant or El Diablo restaurant. By personally observing the
service at those restaurants it was determined that they both average approximately three minutes
of assembly time per meal and that data was used to determine the rate of service that can be
expected at Eat This, Not That when it is open for business.
To create the ratio between labor minutes each day and meals served each day, the
number of minutes each day needed to be multiplied by the number of employees each day. Each
day is divided up into 2 shifts, each staffed with six employees (three restaurant team members,
one prep cook, one janitor, and one manager) for a total of twelve employees. The exception is
Sunday, because due to the shorter business hours, is only one shift containing six employees.
Monday, Tuesday, and Wednesday, the restaurant is open for 660 minutes which when
multiplied by twelve employees equals 3960 labor minutes. Thursday, Friday, and Saturday, the
restaurant is open for a total of 900 minutes, which when multiplied by twelve employees, totals
5400 labor minutes. Finally, Sunday, the restaurant is open for 360 minutes, and when multiplied
by only six employees because there is only one shift, totals 2160 labor minutes. Basing sales off
of the information gathered from the interview with Salad Works, it was determined that sales
would be similar, but a little longer for each meal at Eat This, Not That due to the proteins being
served may need to be replenished with hot proteins that would need to be cooked or heated.
Because of the need to factor in cooking times, it was determined that Monday-Wednesday 220
meals can be expected to be sold each day. With the longer hours but no guarantee that the post-
bar crowd will heavily migrate to the restaurant, an additional fifty meals can be expected for a
total of 270 meals per day. On Sunday, with the hours being less, and the popularity of Sunday
family dinners at home, 100 meals can be expected. The ratio of minutes per sale to meals served
Monday-Wednesday would be 3960 labor minutes / 220 meals served. The ratio for Thursday-
Saturday would be 5400 labor minutes / 270 meals served. Finally, the ratio for Sunday would be
2160 labor minutes / 100 meals served.
The ratios presented are approximations, and by considering the planned outreach and
developed relationship with the University of Delaware as well as the promotions that will be
offered, these ratios can reasonably be expected to change as popularity increases and more
meals per day served.
Oral Conversation: SaladworksWeekday: 250-300Weekend: [half of their sales] 150-175
Using information developed in the budget and how many customers will be served, identify the price at which the product should be sold. Justify the use of the chosen pricing method. Information to include in determining prices: (In a combination of paragraph format and spreadsheets as appropriate) – (6 pt.)
● Costs for producing the product: Build Your Own Bowl
○ Bowl for meal: $46.34 bowls/case
■ 252 bowls/case
■ .18/bowl
○ Grass-fed beef: 248 lbs/month = $1,364/3,968 = .34 per oz
■ 248 lbs = 3,968 oz
■ 6 oz beef/bowl = .34 x 6 = $2.04 beef per bowl
○ Zucchini: 45 lbs/month. 1.33/lb
■ 8 oz. in bowl = .67 per bowl
○ Corn: 30 lbs/month
■ .39 cents per lb.
■ 6oz. In each bowl= .15
○ Tomatoes: 30 lbs/month = 1.38/lb
■ 6 oz. in each bowl = .52
○ Carrots: 30 lbs/month → .33/lb■ 6 oz in each bowl = .12
○ TOTAL for one to make: $3.68
○ Selling price: using a factor method of 2.7 = $9.93 per bowl plus a drink!!!
● Number of customers to be served: 1570 meals/week = 6280/month
● Price per unit of product or service identified:
● Compare the determined price to the competition for similar products: $8.79 at
saladworks with lettuce, corn, buffalo chicken, carrots, tomatoes, and broccoli
● Price provides a reasonable financial return to the organization: $9.99 x 6280
meals/month = $62,737.20
○ 9.99 + drink for bowl
● If the price isn’t realistic, identify possible changes in the business plan to adjust prices:
![RICCI V DESTEFANO: THE NEW HAVEN FIREFIGHTERS CASE & …€¦ · 2011] RICCI V DESTEFANO 163 ment practices that perpetuate discrimination against minorities." 4 Going even further,](https://static.documents.pub/doc/80x56/6057c828d01ca7370d6d11ec/ricci-v-destefano-the-new-haven-firefighters-case-2011-ricci-v-destefano.jpg)
