Table of Contents
Executive Summary 1
Summary 1
Management Team 1
Products and Services 1
Mission 1
Keys to Success 1
Objectives 1
Consumer Analysis 2
Key Customers 2
Customer Location 2
Customer Demand 2
Need Analysis 3
Primary Research 3
Secondary Research 3
Industry Analysis 3
Market Trends 3
Competitive Analysis 4
Market Overview 4
Market Costs 4
Competition 4
Market Growth 4 Executive Summary
Summary
This business proposal will utilize asset based skills of the two co-founders, Monica Varea Velez and Christopher Sullivan. The culinary skills and family recipes of Ms. Varea will offer a unique flavor filled menu to the thousands of businesses that are housed in the Boston area as well as offer authentic food for the large Latino population
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Sullivan brings in the business knowledge as well as past food service experience having worked at a family owned butcher shop throughout high school and college.
Products and Services
The main focus of Tacos al Pastor is in the name, tacos al pastor. These particular tacos have a unique cooking style based off of Arab spit-grilled meat, with a handmade marinade of chilies and spices topped off with cilantro and pineapple that is slowly cooked on a vertical rotisserie. This same meat can be used for other dishes such as gringas and tortas in order to add variety to the menu while limiting the need for additional resources.
Mission
To bring authentic, prepared to order Mexican food to consumers that want a unique and healthy change from their ordinary meals. Our main dish will allow customers to customize orders to whatever amount they desire to satiate their hunger.
Keys to Success
• Unique: Our main dish, the tacos al pastor can be seen spinning on the rotisserie with the bright orange marinade revealing the flavor soaked into the meat as it is slowly cooked over an open flame. The scent of the meat along with fresh cilantro and other ingredients will draw in customers who will not have had this combination of ingredients
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This demographic has shown to have available expendable income for eating out as well as an increase in the consume health index that will be the target of our marketing campaign. We will also utilize the large number of college students in the area who generally stick around for internships during the summer months.
Customer Location
The main weekday locations for our customers will consist of the business oriented districts located throughout the city. There are currently 14 regulated food truck areas in the city of Boston with the locations chosen by lottery for a 3 month licensing period at each location. These are the only public sites where food trucks are allowed to vend and have been chosen by the city due to their high foot traffic areas. New sites can be suggested through an approval process.
Sales on public property are also permitted as long as the proper permits have been obtained from city hall showing that you have permission to be a vendor there. Many of these locations are large gathering areas heavily trafficked during certain events, such as the SOWA open market during the summer and food truck festivals such as the one on the Rose Kennedy
In the beginning, Burciaga provides a brief history when Taco Bell was established. First starting in Mexico City and then spreading throughout the United States, the chain sold “mild imitations of the real thing” (382). Many Mexican businesses and people protested against Taco Bell because unlike homemade tortillas made from hand, they used “prefabricated hard tortilla shells” (383) that tasted nothing like real Mexican tacos. Additionally, the restaurant also combines food and makes up names so that it appears different. From Enchiroto, a combination of a burrito and enchilada, to Cinnamon Crispas, known as bunuelos, Burciaga points out that “the Taco Menu can be a mystery if one is not familiar with the renamed food items” (383).
Stephen Boos has worked in the food service industry for over 30 years. He started as a bus person and subsequently trained as a chef’s apprentice. Steve’s mother believed that a college education was something that everyone should receive. She felt that a college degree was a good investment in Steve’s future. In 1976 at his mother’s insistence, Boos moved to Northeastern Ohio to attend Kent State University where he earned a bachelor’s degree in business administration. After graduation, Steve began working for East Park Restaurant as a line cook. Using his education as a foundation, Steve made a point to learn everything he could about running a restaurant, from cutting meat to the bi-weekly food and beverage orders. His versatility, keen business sense, and ability to control costs resulted in Steve’s promotion to General Manager, as role he has held since 1995.
Along with Elvis, you will find an array of wooden fish and hubcaps as part of the décor in any Chuy’s restaurant. Part of the reason why Chuy’s is so successful is due to its unique, lively, casual atmosphere that is also family and kid friendly. The bright and colorful décor is only the beginning. The menu consists of homemade recipes from New Mexico, South Texas, and Mexican border towns. Fresh ingredients are used daily and special dishes are prepared in the kitchen each morning. Customers have the option of seven different sauces, vegetarian plates, custom orders and never ending baskets of chips and salsa. If it is happy hour and you are craving a margarita, Chuy’s has you covered. They also prepare their signature margaritas with fresh ingredients and serve them frozen or on the rocks. Their portions are substantially large give...
Everyone wants their food to taste superb when going out to eat. Both restaurants served excellent homemade chips and salsas as well as queso dip. Reading the menu to order was no problem and both places had a wide variety of options to choose...
After an eventful night of dancing at nightclubs, I never expected to have the most flavorful tacos reach my mouth. At four in the morning we found ourselves at a small, local hole-in-the-wall where most tourists would not be caught dead at. Even though they were the greatest tacos I have ever had, what I ate most while I was there was tortilla soup. Topped with melted cheese and strips of fried tortillas I devoured a bowl from a place our friend Oscar worked at, Margarita Grille. I am not a soup person but this is something I still crave weekly, as well as the salsa they served. Fresh roasted tomatoes were crushed at our table and mixed with garlic, onions, jalapenos, cilantro and juices of a lime. A scoop of the colorful vegetables on a warm, salted tortilla chip will satisfy your taste buds and keep you going for more. Because Margarita Grille was only a couple blocks from our hotel in the “old town” of Puerto Vallarta, we ate there five or six times. Being an outdoor restaurant, there were always stray cats meandering around for scraps of dropped food. People were told not to feed them, but I think they were a pleasant reminder of being away from
Form 10-K Chipotle Mexican Grill, Inc., 2011. 1.2 Product Offering Chipotle’s cuisine is Mexican. Their menu consists of burritos, tacos, burrito bowls, and salads prepared with fresh ingredients employing classic cooking methods. The customer proceeds down an assembly line, choosing the various components of their meal as they proceed. They have recently created a children’s menu offering smaller portion sizes.
The typical Cuban cuisine and common food rituals have their origins mainly in Spanish dishes, like arroz con pollo (chicken and rice) and paella; pork is served in diverse forms, chicken, and rice, and seasoned with sofrito (a mix of spices).
Cuban cuisine has been influenced by Spanish, French, African, Arabic, Chinese, and Portuguese cultures. Traditional Cuban cooking is primarily peasant cuisine that has little concern with measurements, order and timing. Most of the food is sauteed or slow-cooked over a low flame. Very little is deep-fried and there are no heavy or creamy sauces. Most Cuban cooking relies on a few basic spices, such as garlic, cumin, oregano, and bay laurel leaves. Many dishes use a sofrito as their basis. The sofrito consists of onion, green pepper, garlic, oregano, and ground pepper quick-fried in olive oil. The sofrito is what gives the food its flavor. It is used when cooking black beans, stews, many meat dishes, and tomato-based sauces. Meats and poultry are usually marinated in citrus juices, such as lime or sour orange juices, and then roasted over low heat until the meat is tender and literally falling off the bone. Another common staple to the Cuban diet are root vegetables such as yuca, malanga, and boniato, which are found in most Latin markets. These vegetables are flavored with a marinade, called mojo, which includes hot olive oil, lemon juice, sliced raw onions, garlic, cumin, and little water.
Likewise, there are some results that can be made from having Mexican cuisines restaurants in America. Generally speaking, Mexican restaurants tend to be heavily stereotyped because, “when most Americans think of Mexican cooking, it’s more fajitas, burritos, and nachos that come into mind” (Wolcott). Neither of those choices are real authentic food to the Mexican culture but Americans choose to think of it as one because they can be misinformed by the cuisine. Thus, Jennifer Wolcott explores Rick Bayless’s cookbook in which he aims to knock down the stereotypes that come with Mexican cuisine. Specifically, “he is on a mission to help others get beyond these stereotypes and experience the fresh ingredients, vibrant flavors, and lively communal
Cilantro Tamales isn’t a typical Mexican restaurant. Upon entering you are immediately greeted with warm smiles, and are led to a bamboo chaired table with all sorts of hot sauces and other sizzling toppings to greet you. The air is filled with spices. The cinnamon and jalapeño aromas mingle and make the mood rich. Every dish on the menu seems delicious and it is always difficult to decide what to order. I always think that any dish which I don’t try gives me the excuse to come back again. Everyone who eats at Cilantro Tamales gets to have an unlimited amount of their fresh, homemade salsa with warm, salty tortilla chips. The thick chunks of tomatoes and onions with hot peppers and cilantro make a perfect combination for anyone’s taste buds. The waiters and waitresses carry immense trays burdened by the weight of great tasting meals, and each dish has enough on it to make mountains jealous. The delicious food is not the only reason Cilantro Tamales stands out. The restaurant itself is rich with culture and flavor. All the walls are a shade of bright yellow or sun burnt orange and red, which add to the Mexican feel. On the walls are historical black and white pictures of Mexico and its people which act as cultural memories of times past. The Latin and Mexican dance music can always be heard in the restaurant. I sometimes can’t help but move to its invigorating rhythm. An interesting facet to the restaurant is the hand crafted pottery.
Many of the customers are regulars who have been coming to the restaurant ever since it first opened, which is why the owners make it a priority to provide a consistent menu with the customer’s favorite entrees. The restaurant strictly serves dinner options, as it opens its doors at 4pm. The menu consists of seafood, pasta, steak, and sandwiches, as well as a daily entrée and soup specials, allowing every customer to find something that appeals to them on the menu. Although the menu features a wide variety of food, many of the options, especially the seafood, can be quite pricey for many customers. This results in many customers only being able to come in for special occasions, as the food is too expensive to pay for on a regular basis. Some of the restaurants most popular items, such as the prime rib, are only available on the weekend, resulting in customers who come into the restaurant specifically for thos...
The restaurant offers a wide range of customizable dishes which use organic vegetables and fresh meats. Noodles and Company strives to offer many options to their customers; they not only serve pastas and noodles, but also soups, salads, sandwiches and desserts. The business also just recently began serving kid 's meals, and “BUFF” bowls, which is the vegetables and meats of a traditional noodle dish with the noodles replaced for spinach. What is unique about the franchise’s style of service is that each dish is made when ordered. This leaves a wide window for customization for the customer. Customizations include adding or omitting any meats or vegetable from the dish, having gluten-free noodles, and having either small or large portions. What is also distinctive about the style of service is that on the menu each item is listed with its calorie count on the side to meet with the health needs of consumers, ordering can be done online, and a catering system for small and big events is
Editorial. Nations Restaurant News 11 Nov. 2005: n. pag. MasterFILE Premier. Web. 5 Mar. 2013.
The target market will be specifically made up of males and females ranging in ages from 18- 45. This segment was selected as many people younger than this age are still having their meals selected for them whereas those who are older than this bracket are seeking a healthier and more holistic lifestyle. For secondary target markets healthier products should be provided as well as products for children
find it difficult to set up a business and make it a success. This is