Voracious Vegan

1. Voracious Vegan Group 2: Susan Juray Masha Radoman Chia-Jung Wu (Carol) Jing Leong

2. Market Analysis 🍎 Market Segment: 🍇 On-Site Food Truck Business On Wall Street 🍆 Cuisine: Healthy and Whole Vegan Food

3. Market Analysis: Customers • Intended Customers: People who work on Wall Street, financial district • Age Group: Between the ages of 25 and 40 • Income-Level: They are considered upper-middle class workers, and they • usually get paid from $90,000 to $140,000, including year-end bonuses • Lifestyle: • 🍆 Work usually 80 to 100 hours per week • 🍅 Sacrifice most of their time on work, therefore, become estranged from friends • and family • 🍋 Working under a high pressure environment causes them to struggle with health problems • 🌽 Always busy with work, looking for something fast to eat, usually leads to • unhealthy food options.

4. Market Analysis • Food options in the Financial District are either • extremely pricey in high-end restaurants or cheap • and poor quality in pizzerias and eateries. • These busy bee workers have little time and few • sensible options to choose from • Healthy food is more attainable in the financial • district in restaurants where you have to sit down • and order, the time for which these workers do not have. • The idea behind our food truck is being extremely quick for workers to be able • to order and receive their meals within minutes without sitting down and waiting • around like they would in a restaurant setting. • There are no noticeable food trucks in the Financial District so this would also • be a really innovative idea.

5. Market Analysis Being an establishment on wheels can also serve as useful because we can relocate to different streets in the Financial District area depending on sales that day. The only obstacle in this case would be obtaining permits that would allow for multiple locations for our truck.

6. Market Analysis: Trends 🍋 Demographical: 🍇Young people in their 20’s who prefer comfort foods, such as fast food. 🍇 Most Wall Street workers get high pressure from their work therefore, they might tend to consume high carbohydrate and high salty foods, rather than healthy foods. 🍋 Economical: 🍇 After the crash of 2008, many bankers got laid off and the firms decreased the pay of many employees. 🍇 This trend can influence both our market and our intended customers because our customers will gradually decrease and they will start to spend their money carefully. 🍋 Lifestyle: 🍇 Because of spending so much time on work, they might not have extra time to purchase their meals. 🍇 Many customers might not be vegan, and therefore, reluctant to try something new.

7. Market Analysis • The vast majority of Financial District workers have a Bachelor's • or Masters Degree. • By appealing to customers that come from a high education we • expect an influx of business. • Not only are the workers in this area busy, stressed and over • worked but they are also extremely intelligent and capable. • By presenting our company as approachable, wholesome and • health boosting we will attract our target demographic.

8. Organization/Product • Customer Satisfaction: • 1-year goal: 90% • 3-year goal: 98% • Employee Satisfaction: • 1-year goal: 85% • 3-year goal: 95% • Lunch Meals Served: • 1-year goal: 100 – 270 meals/day • 3-year goal: 300 meals/day • Lunch Meals Returned: • 1-year goal: < 10 meals • 3-year goal: ≤ 5 meals

9. Mission Statement: “Our mission is to provide quick service while keeping the quality of our food high. We strive to provide healthy and whole Vegan food options to busy individuals with an appetite. By being mobile, we can provide our services to a wide array of customers.”

10. Organization/Product

11. Organization/Product 🍅 Type of Menu: 🍍Cycle Menu – Providing different items each day on a bi-weekly basis, after which the cycle will be repeated. 🍓 We will incorporate fresh seasonal ingredients to our recipes as the seasons change. 🍊 We will also have summer, fall, winter, and spring menus. 🍎 Menu by Price: 🍒 Du Jour Menu: Menu of the day, planned and written daily; “Chalkboard Menu” 🍅 Extent of Menu Selection: 🍈 Full-Selective Menu:We will offer at least two choices in every category, daily.

12. Organization/Product Menu Sample:

13. Organization/Product Seasonal Menu Sample:

14. Voracious Vegan Cuisine The cuisine of Voracious Vegan food truck would be centered on tasty vegan foods that satisfy hungry stomachs without being greasy or full of sodium and sugars. We center our menu philosophy around clean eating, non meat sources of protein such as tofu, quinoa and avocados. The menu was designed to have each lunch item give the most "bang for the buck." The potatoes on the menu as well as the beans give a filling meal for a decent price.

15. Voracious Vegan Cuisine Although most of our menu items range from 8-10 dollars, which is steep for a food truck, we justify our prices with high quality and fresh food. One interesting aspect of our menu is our sides, which are around $5 and can be ordered without the lunch if a customer is looking for a lighter meal. You can mix and match, so you can have either a lunch or a lunch with a side or just a side on its own. Beverages can also be purchased with or without the sides or lunch. We offer lemonades to complement our vegetable based dishes. Plain water is also available if lemonade doesn't strike our customers fancy.

16. Organization/Product Recipe Adjustment: Grilled Tofu Tacos with Red Cabbage Slaw and Avocado Cilantro Sauce Portions:10 Tacos Portion Size: 1 Taco Yield:10 Tacos Scale Up to 50 Portions Desired Yield: 50 Tacos Conversion Factor: 5

17. Organization/Product Grilled Tofu Tacos:

18. Organization/Product Red Cabbage Slaw:

19. Organization/Product Avocado Cilantro Sauce:

20. Market Plan • “Voracious Vegan” Logo • Appealing to the hardworking nature of • Financial District workers. • The logo is yellow because the color yellow has • been shown to increase sensations of hunger Slogan "Go Vegan for Voracious Appetites."

21. Market Plan • To market our company we will use short, • sarcastic and simple ads like the ones from • Grub Hub and Seamless. • These ads will be placed in subway stop • stands in the area as well as train stations • Many workers in the Financial District commute by train, • so targeting mass transit will mean that our customer base will see our ads. • Advertising locally where we can target and pay for ads in • certain subway stops and bus stops will ensure that we do not • waste money on advertisements outside of the local area. • Since our business is fresh and just developing, we do not plan • in the first year to make target ads outside of our designated • location in the Financial District.

22. Quality Improvement • In terms of the quality of our goods, the first and most important thing in • our business will be the quality of foods that we purchase from our vendors. • Since vegan foods are all based around highly perishable and minimally • processed ingredients, the freshness of our food is paramount. • Building a good relationship with several vendors in our first year of • business will be our key focus. • We think several vendors in our first year is not unreasonable since we will be new to the food truck business and we need to choose select vendors • after sampling what different ones have to offer. • The third and fifth year will be more tailored to sticking with vendors that the company has had good business with. • When examining the trends of the vegan market Voracious Vegan plans • to bring the hottest trends to our truck for customers to enjoy rotational • menus depending on holiday and seasonal foods

23. Quality Improvement • In order to make sure that we keep up with the • hottest trends and satisfy customer needs we plan to • have a survey box in place during each menu cycle. • Customers can anonymously rate their favorite • and least favorite items and make comments to help • us improve. • The survey box will contain a rating system of 1 through 5 • or yes/no questions like "did you like the options presented • during our menu change" or " would you like to add/remove an • item from the menu and if so which one?" • This suggestion box might also make customers feel like • they have a say in the food they see reflected in our business, • since they can make suggestions on the tallies and actually see • their suggestions play out to be a new addition to our menu!

24. Appendices: Monthly Budget

25. Appendices: Monthly Budget

26. Appendices: Monthly Budget Expenses Continued…

27. Appendices: Monthly Budget Expenses Continued…

28. Appendices: Monthly Budget Expenses Continued…

29. Food Truck Layout Design – Bubble Diagram Concession Window (Serving) Head of Truck/Entry Door Exterior Serving Counter Back Of Truck/ Receiving Lemonade/Vitamix Prep Area Refrigerator Freezer Sandwich Cooler Prep Table Dry Storage Flooring Hand Sink Triple Wash Sinks 4-burner/ Conventional Oven/ Grill Hot Food Prep Area

30. Appendices: Food Truck Layout Design Sandwich Cooler Prep Table Refrigerator/Freezer 4-Burner /Grill Conventional Oven Stainless Steel Prep Table Grill Triple Wash Sinks Lemon Squeezing Station

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32. References: 8. Cooks. Bureau of Labor Statistics. http://www.bls.gov/ooh/food-preparation-and-serving/cooks.htm. Published 2014. Updated 2015. Accessed December 5, 2015. 9. Food service managers. Bureau of Labor Statistics. http://www.bls.gov/ooh/management/food-service-managers.htm. Published 2014. Updated 2015. Accessed December 5, 2015. 10. Food and beverage serving and related workers. Bureau of Labor Statistics. http://www.bls.gov/ooh/food-preparation-and-serving/food-and-beverage-serving-and-related-workers.htm. Published 2014. Updated 2015. Accessed December 5, 2015. 11. Minimum wages. The New York State Department of Labor. http://www.labor.ny.gov/workerprotection/laborstandards/workprot/minwage.shtm. Updated 2015. Accessed December 5, 2015. 12. Mobile food vending license. City of New York. https://www1.nyc.gov/nycbusiness/description/mobile-food-vending-license/apply. Accessed December 5, 2015. 13. Mobile food vending unit permit (seasonal or two-year). The City of New York. http://www.nyc.gov/portal/site/businessexpress/template.PAGE/menuitem.e45713187803834f9e0e30106cd2f9a0?javax.portlet.tpst=bb9344828243f44f4772add001c789a0&javax.portlet.prp_bb9344828243f44f4772add001c789a0_returnRender=indexRender&javax.portlet.prp_bb9344828243f44f4772add001c789a0_request_type=permitInfoRender&javax.portlet.prp_bb9344828243f44f4772add001c789a0_indexPermitId=1BEB0004-D4F6-11DC-8E9F-96DAE110FEB8&javax.portlet.begCacheTok=com.vignette.cachetoken&javax.portlet.endCacheTok=com.vignette.cachetoke. Accessed December 5, 2015.

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