Transcript STONE
Our Mission • Provide a sustainable and interactive experience in the downtown area, via a unique setting and healthy, high-quality food. Value Proposition • We offer a downtown location, and an experience unlike any other in the area with fast service, a healthy menu, and a group friendly environment. Market Position • Niche Market Downtown – New Experience • Interactive • Table top stone cooking – Service • Speed • Knowledgeable staff – Healthy • No fried food • Locally grown Cuisine • Local Meat – Venison (seasonal) – Beef – Woodlands Pork • Sustainably Harvested Seafood – Salmon – Tuna – Shrimp • Fresh Sushi • Salad – Seasonal local ingredients – Variety of options • Appetizers – Shrimp Cocktail – Hummus – Charcuterie • Side items Signature Dish Stone Dinner 4 oz. Alltech Angus Filet 4 oz. Kentucky Proud Marinated Venison Loin 2 Wild Alaskan Salmon Medallions Family Style Baked Mac and Cheese Competitors – Tapas Market • Table 310 – Menu: cold cuts, cheeses, produce – Description: Europeanstyle wine and tapas bar – Customers: Fashionable, foodies • Skybar – Menu: appetizers, sandwiches, salads – Description: Upscale bar with tapas dining options – Customers: Downtown professionals Competitors – High-End Cuisine • Dudley’s – Menu: Diverse selection of seafood, steak, pasta, etc – Description: High-end downtown dining with an extensive wine list – Customers: High income bracket, locals, regulars • Bellini’s – Menu: Italian food and beverages – Description: Upscale classic and contemporary Italian – Customers: High income bracket, locals, regulars Downtown Location/Competitors Table 310 Dudleys STONE Sky Bar Bellini’s Differentiation Critical Success Factors • Strategic Space – Between tapas restaurants and other downtown high-end restaurant • Highly Customizable Menu and Experience – Light tapas to multi-course experience • Low Labor Costs – No need for highly trained kitchen staff • Location • Sustainability Value Chain Activities • Outsourcing sushi • Customer involvement – Patrons can choose level of participation • Speed/Service Unique Dining Experience • Food cooked and served on stones • Full service bar staffed by experienced mixologists • Mix of larger tables to accommodate parties of up to 16 and smaller tables for more intimate dining • Participative experience • Sustainable and chic atmosphere Staffing Plan Back of House • One executive chef – Knowledgeable about meats • Three expediters – Plate food – Prep food – Assist in cooking appetizers • Two dishwashers/bussers • • • • Front of House One General Manager One Hostess Three Waitstaff • Explain stone cooking process to customers • Assist customers with food if necessary Two Bartenders Budget Key Ingredients Salad Soup 4 oz. Filet 4 oz. Venison Filet 2 Wild Alaskan Medallions Side Item Total Food Cost Food Cost per Serving Food Cost % Revenue Per Serving Servings per Day Revune per Day Revenue Per Week Revenue Per Year Revenue After Food Cost Quantity Serving Size Needed per Cost per Total Cost per (per person) 100 servings Unit 100 1 90 1.2 108 1 10 1.2 12 1 100 2.25 225 1 100 2.5 250 1 100 2 200 1 100 1.3 130 925 9.25 0.330357143 28 90 2520 17640 917280 614250 Sustainability • Location • Design • Responsibly Sourced Menu Design Design Restaurant Plan Design Marketing Strategy Along with our strategic focus on sustainability: - No ads on billboards, flyers, newspaper or poster in places. - Local magazine advertising, Bourbon Review, Keeneland Magazine - Radio advertising, WUKY, WEKU - Use social media to reach customers - Invest in staff training and empowerment - Emphasize on customer experience: word of mouth is the most efficient way to market the restaurant. Step 1: 1 Month Prior to Opening Create the Buzz - Signage - Social media - Word of mouth Step 2: Opening – Unforgettable First Impression - Coupons : Give 15% off an entrée or drink the first week of the opening, utilize Groupon - Social media: Make sure people “like” on Facebook, and do talk about Stone. - Presence on UrbanSpoon and Yelp, apps for smartphones Step 3: Keep the Buzz Going - Empowerment of the servers: - Promotions - Hotel Partnerships - Loyalty Programs - Customer Comment Cards - Great Customer Service and Warmth Special Thanks • Melissa Long & Melanie Ormerod – Interior Designers • David Stubbs – D.A. Stubbs Woodcrafting • Our distinguished panel of judges, and Professor Frank Scott Investments? • Investment opportunities starting at 15K