Business Plan

AUGUST 13, 2020 FRISCO’S CHICKEN

454 New Holland Ave. Lancaster, PA 17602

1

EXECUTIVE SUMMARY

Introduction

FJD Partners LLC d/b/a Frisco’s Chicken (FJD) is a start-up Peruvian Charcoal Roasted

Chicken restaurant located in Lancaster City, PA. Frisco’s Chicken expects to catch the

interest of a regular loyal customer base with its authentic Peruvian cuisine, which focuses

around the ubiquitous Peruvian street food favorite dish of charcoal roasted chicken . The

company plans to build a strong market position in Lancaster City, and surrounding

communities due to the partners' industry experience, professional and personal networks,

and by offering a unique, high quality, ready-to-go cultural cuisine in a mildly-competitive

market.

Frisco’s Chicken aims to offer its products at a competitive price to meet the demand of

the low to high income individuals and families of all ethnic backgrounds in our local market

area as well as tourists.

The Company

FJD Partners d/b/a Frisco’s Chicken is incorporated in the state of Pennsylvania. It’s

ownership is structured as follows:

1) Francisco Gomez de la Torre - 70% - Managing Partner

2) Rinier Capital & Consulting LLC - 20% - Marketing/Sales Company

3) David Gannett - 10% - Restaurant Consultant

About Mr. Gomez de la Torre

2

Born and raised in Peru, Mr. Gomez de la Torre has an extensive background in the

financial industry as well as the hospitality and Food and Beverage industry. Mr. Gomez

de la Torre worked for some of the largest banks in Peru for 12 years. At age 30, Mr.

Gomez de la Torre decided to immigrate to the US, looking for a better future for himself

and his family, he arrived here in 2002 with 300 hundred dollars in his pocket and the

desire to work as hard as possible. Shortly after his arrival, Mr. Gomez de la Torre started

working for large hospitality companies like Marriott International, Hyatt Hotels and

Resorts, Interstate Hotels and others, due to Mr. Gomez’s hard work and strong work

ethics, he was rapidly promoted and moved up through the ranks, from being a temp

laborer with very limited knowledge of the English language, Mr. Gomez de la Torre

became Director of Conference Services at the prestigious Holiday Inn Lancaster.

About Mr. Rinier, owner of Rinier Capital & Consulting LLC

Mr. Rinier has over 13 years of management and marketing/sales experience in retail,

grocery, marketing, non-profit, hospitality/entertainment and real estate industries. Mr.

Rinier has served as the Executive Director of Opera Lancaster, has been the Director of

Marketing and Advertising for Darren Kamp’s Markets, and has served as a Marketing and

Management Consultant for many local organizations and companies such as The

Lancaster Conservatory of Music, Holiday Inn Lancaster, Ephrata Performing Arts Center,

and Meedcor Development. Additionally, Mr. Rinier is a part-time Real Estate Agent

serving Lancaster, York, Dauphin, Chester, and surrounding counties.

About Mr. Gannett

Mr. Gannett has over 30 years in the hospitality, restaurant and food service business. Mr.

Gannett served as a personnel director for Rutter’s Convenience Stores where he

supervised 18 locations and was present for the implementation of made to order touch

3

screens when Rutter’s upgraded their food service. This was the first of its kind in south

eastern Pa. Mr. Gannett was a General Manager of Restaurants for Isaac’s Famous

Grilled Sandwiches for 15 years where he opened new units, held leadership seminars for

new managers and was in charge of implementing new training programs for staff. Mr.

Gannet is serv safe certified.

Hired Personnel

The company will be hiring 1 manager, 1 supervisor, 1 full time prep cooks, 2 part time

line cooks, and 2 part time hostesses/cashiers, in addition to the salaried full time

managing partner, Francisco Gomez de la Torre *See financial Appendix for details

Products and Services

Frisco’s chicken offers delicious, healthy, fast, and casual authentic Peruvian food at

competitive and value-based prices that are accessible to everyone ranging from

individuals, families, and groups (in the form of catering).

Frisco’s Chicken’s primary product offering is ready-to-go authentic Peruvian Charcoal

Roasted chicken, complimented by additional ready-to-go homemade authentic Peruvian

sauces and side dishes such as: fried yuca, fried rice, beans, plantains, house salad, and

empanadas.

All food offerings will be freshly prepared daily from fresh locally sourced* ingredients

(*Locally sourced when possible).

4

In addition to offering food to our patrons as dine-in, takeout, and delivery via 3rd party

services, we will also offer drop-off/pick-up catering services for groups of 12 or more to

local businesses, events, groups, and organizations.

The Market

The quick service restaurant industry in the U.S. has recently experienced rapid growth,

especially for those restaurants, that similar to Frisco’s, take the necessary measure to

integrate with the growing number of third party delivery platforms and technology services

that are or are becoming household names in the industry.

The growing demand for quality and unique cuisine in Lancaster County and surrounding

areas also make the area perfect to introduce our unique cuisine.

Frisco’s wants to establish a large regular customer base, and will therefore concentrate

its business and marketing on local residents, which will be the dominant target market.

This will establish a healthy, consistent revenue base to ensure stability of the business.

In addition, catering is expected to comprise approximately 6.5% of the revenues. High

visibility and meaningful local relationships with businesses and organizations will help to

grow this side of the business.

Financial Considerations

Frisco’s has raised $10,000 of its own capital, $60,000 as investor contributions and will

borrow $50,000 guaranteed by the SBA as a five-year loan. This provides the bulk of the

current financing required.

5

Frisco’s anticipates sales of about $521,094 in the first year, $588,265 in the second year,

and $617,679 in the third year of the plan. Frisco’s should break even by the seventh

month of its operation as it steadily increases its sales. Net profits for this time period are

expected to be approximately $(20,727) in year 1, $50,280 by year 2, and 47,360 by year

3. The company does not anticipate any cash flow problems.

1.1 Mission

Frisco’s chicken aims to provide our community a high quality, healthy and innovative fast

and casual dining experience.

1.2 Keys to Success

Keys to success for Frisco’s will include:

1. Providing the highest quality product with personal customer service.

6

2. Competitive pricing.

3. Ready-to-go authentic Peruvian street food dishes

4. Have realistic goals for improved growth

a. Develop the business responsibly at the first location in order to allow us to

i. Add an additional location by the end of year 2.

ii. Add two more locations no later than year 5 in York, Harrisburg, and

Lancaster for a total of 4 corporate owned locations.

iii. By year 10 offer franchising opportunities to potential partners.

Company Summary

Frisco’s is a Peruvian Charcoal Roasted Chicken restaurant owned and managed by three

partners. Each partner has complimentary experience. The majority of day-to-day

operations will be handled by the majority owner, Francisco Gomez de la Torre. These

partners represent experience in the restaurant and hospitality industries, as well as

management, administration, sales, and marketing. The partners will provide funding from

their own savings as well as family loans, which will help to seed operations. A five-year

Small Business Administration (SBA) loan will cover the rest of the required financing. The

company plans to build a strong market position in the area, due to the partners' industry

experience, mild competitive climate in the area, and the area’s growing ethnic population.

2.1 Company Ownership

Frisco’s is incorporated in the state of Pennsylvania. It is owned by its three partners.

2.2 Start-up Summary

7

Frisco’s is a start-up company. Financing will come from the partners' capital and a five-

year SBA loan. The following chart and table illustrate the company's projected initial start-

up costs.

*See Financial Appendix

Products

Frisco’s is a fast-casual restaurant serving high quality Peruvian Charcoal Roasted Rotisserie Chicken at value prices. Each chicken is marinated in a unique blend of authentic Peruvian seasonings and roasted in proprietary charcoal rotisserie ovens. In addition to chicken, we will offer authentic Peruvian side dishes and easy to understand catering services designed to serve groups and events of all sizes. Market Analysis Summary Frisco’s focus is on meeting the demand of a regular local resident customer base, as well

as local tourists, and catering to businesses, organizations, and events.

4.1 Market Segmentation

Frisco’s menu and pricing model is designed to focus on the low to upper- middle income

markets. These market segments consume the majority of fast/take-out ethnic foods.

Local Residents

Frisco’s wants to establish a large regular customer base. This will establish a healthy,

consistent revenue base to ensure stability of the business. Engagement with local

8

residents will be primarily through word of mouth, social media, and print publications such

as The Clipper.

Catering

Catering comprises approximately 6.5% of the revenues. High visibility, local business

partnerships, and regular monthly activity in the chamber of commerce will help build this

presence.

Tourists

Part of our business’ regular sales will be derived from the thousands of tourists that travel

to Lancaster County annually. This will be achieved through being positioned close to

major area attractions, highways, and marketing to these segments via partnerships with

hotels, local tourist attractions, and geo-targeted marketing on social media.

4.2 Target Market Segment Strategy

The dominant target market for Frisco’s is a regular stream of local residents. Personal

and expedient customer service at a competitive price is key to maintaining the local

market share of this target market.

4.2.1 Market Needs

Lancaster County’s ethnic food offerings are slowly becoming more diverse; however, a

significant number of options do not yet exist. Additionally, most fast-food restaurants, and

restaurants most similar to ours (pizza and chinese) are incredibly common and offer very

similar options. Frisco’s stands out by offering fast, ready-to-go, healthy Peruvian options.

9

4.3 Service Business Analysis

Quick-service restaurants have seen progressive growth over the past five years, with

recent figures showing a 3.2% increase year over year from 2018 to 2019. Lancaster

County’s expanding cultural environment, openness to culturally diverse cuisines

(observed by recent and long-term success of restaurants such as Aromas Del Sur and

Isai Noodle) coupled with increased immigration statistics, growing Latino population, and

mildly competitive environment create the perfect climate to introduce this sort of business.

Frisco’s plans to position itself in a location where customers may easily access the

restaurant for take-out, delivery, as well as create a welcoming and fun dining experience

in our dining room where customers may relax and feel transported to Peru.

4.3.1 Competition and Buying Patterns

Competition for ready-to-go ethnic cuisine in the area is sparse and the only similar

restaurants present themselves in the form of Chinese or Pizza/Italian restaurants . Local

customers are looking for a high-quality product in a relaxing atmosphere. They desire a

unique, convenient, and positive experience.

● Total Area Population: 543,557

○ 5 years or younger: 6.5%

○ 18 or younger: 23.5%

○ 65 or older: 17.9%

○ 19-64: 52.1%

○ Population per square mile: 550.4

○ Median income: $63,823

○ Businesses: 13,000+

○ Households: 199,889

○ Avg HH Size: 2.63

● Average American Eats out per week: 5.9 times * according to Business Insider

○ 40% of Households Eat Pizza each week

10

○ 33% of American Households Eat Chinese Once a Month**

○ Typical restaurant delivery/takeout radius: 5 miles

○ 25 Square Miles of Population to Serve

■ 13,760 potential customers

■ 5213 potential households

■ Expect to serve 4,128 of the population or 1,564 households per

month

**In our opinion, our ethnic cuisine is more on par with Chinese takeout/delivery than pizza;

However, these are the two most comparable industries with regard to convenience, price,

and frequency.

COMPETITOR ANALYSIS

- Pizza Hut Family Meal w/ 20oz Beverage: $23.98 + tax and delivery

- Have to wait unless it is Little Caesars - but even then sometimes there is a

wait for specialty items

- Very unhealthy

- Non-Chain Pizza Restaurant (2 XL Cheese Pizzas and Drink) - $35.99 + tax and

delivery

- Have to wait.

- Unhealthy

- Other options for food usually include sandwiches, pastas, and entrees,

which increase expense significantly.

- Chinese Avg (Incl. Fried Rice and 4 Egg Roll and 4 sodas) - $33.75 + tax and

delivery

- Can be healthy

- Similar price

- Longer wait time

Strategy and Implementation Summary

Frisco’s will succeed by offering consumers high quality Peruvian Charcoal Roasted

Rotisserie Chicken and sides with personal service at a competitive price.

5.1 Competitive Edge

11

Frisco's competitive edge is the relatively mild level of competition in the local area in

restaurants and the fact that we offer a high-quality ethnic food option currently unavailable

in Lancaster County or surrounding areas.

5.2 Sales Strategy

Sales strategy intends to primarily focus on local residents via word of mouth, social media,

and limited print media.

Tourist sales will be supported by partnerships with local tourist destinations and hotels as

well as geo-targeted digital ads.

Catering sales will be developed by in-person demonstrations, door to door sales, and

partnerships/participation with local chamber/professional organizations.

*See Financial Appendix for Sales Breakdown

6.1 FINANCIAL APPENDIX (FOLLOWING PAGES)

12

Cash Flow Statement

Pre-launch Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

Beginning Cash 10,000 65,965 61,282 55,859 54,906 44,049 34,697 35,729 37,477 42,606 46,063 49,520 52,977

Sales

Food 20,751 30,388 36,696 28,216 27,754 38,007 40,988 50,882 51,396 51,396 51,396 39,189

Beverage 2,306 3,376 4,077 3,135 3,084 4,223 4,554 5,654 5,711 5,711 5,711 4,354

Bar 0 0 0 0 0 0 0 0 0 0 0 0

Other 0 0 0 0 0 0 0 0 0 0 0 0

Total 10,000 23,057 33,764 40,774 31,351 30,837 42,230 45,542 56,535 57,106 57,106 57,106 43,543

Investments 60,000 0 0 0 0 0 0 0 0 0 0 0 0

Loan Disbursements 56,087 0 0 0 0 0 0 0 0 0 0 0 0

Other Income 0 0 0 0 0 0 0 0 0 0 0 0

Total Cash Received 126,087 23,057 33,764 40,774 31,351 30,837 42,230 45,542 56,535 57,106 57,106 57,106 43,543

Cost of Goods Sold

Food -1,608 6,449 8,715 9,463 7,512 8,157 10,586 11,743 13,911 13,911 13,911 13,143

Beverage -28 450 591 599 495 567 705 802 917 917 917 832

Bar 0 0 0 0 0 0 0 0 0 0 0 0

Other -113 0 0 0 0 0 0 0 0 0 0 0

Total 0 -1,750 6,899 9,306 10,062 8,007 8,724 11,292 12,545 14,828 14,828 14,828 13,975

Expenses

Labor 24,353 24,353 24,353 24,353 24,353 24,353 24,353 30,441 30,441 30,441 30,441 22,831

Facility 4,130 4,130 4,130 4,130 4,130 4,130 4,130 4,130 4,130 4,130 4,130 4,130

Equipment 0 0 0 0 0 0 0 0 0 0 0 0

Marketing 138 138 138 138 138 138 138 138 138 138 138 138

Other -144 2,654 2,787 2,513 2,548 2,841 2,870 3,139 3,100 3,100 3,100 2,751

Total Operating Exps 0 26,726 38,173 40,713 41,195 39,175 40,184 42,781 50,391 52,636 52,636 52,636 43,824

Asset Purchases 60,122 0 0 0 0 0 0 0 0 0 0 0 0

Loan Payments 1,014 1,014 1,014 1,014 1,014 1,014 1,014 1,014 1,014 1,014 1,014 1,014

Income Tax Paid 0 0 0 0 0 0 0 0 0 0 0 0

Total Cash Outlay 60,122 27,740 39,187 41,727 42,208 40,189 41,198 43,795 51,405 53,649 53,649 53,649 44,837

Ending Cash 65,965 61,282 55,859 54,906 44,049 34,697 35,729 37,477 42,606 46,063 49,520 52,977 51,683

13

Cash Flow Statement

Period Q1 Year 2 Q2 Year 2 Q3 Year 2 Q4 Year 2 Q1 Year 3 Q2 Year 3 Q3 Year 3 Q4 Year 3

Beginning Cash 59,254 63,117 78,006 95,345 102,854 105,747 119,873 136,229

Sales

Food 47,149 39,115 52,680 40,169 49,506 41,071 55,314 42,177

Beverage 5,239 4,346 5,853 4,463 5,501 4,563 6,146 4,686

Bar 0 0 0 0 0 0 0 0

Other 0 0 0 0 0 0 0 0

Total 52,388 43,461 58,534 44,632 55,007 45,634 61,461 46,864

Investments 0 0 0 0 0 0 0 0

Loan Disbursements 0 0 0 0 0 0 0 0

Other Income 0 0 0 0 0 0 0 0

Total Cash Received 52,388 43,461 58,534 44,632 55,007 45,634 61,461 46,864

Cost of Goods Sold

Food 11,721 9,027 14,258 13,471 12,308 9,479 14,971 14,145

Beverage 787 617 940 853 827 647 987 896

Bar 0 0 0 0 0 0 0 0

Other 0 0 0 0 0 0 0 0

Total 12,509 9,644 15,199 14,324 13,134 10,126 15,959 15,040

Expenses

Labor 26,134 21,779 29,038 21,779 28,127 23,439 31,252 23,439

Facility 4,233 4,233 4,233 4,233 4,445 4,445 4,445 4,445

Equipment 0 0 0 0 0 0 0 0

Marketing 141 141 141 141 148 148 148 148

Other 3,027 2,852 3,130 2,772 3,083 2,900 3,191 2,816

Total Operating Exps 46,044 38,649 51,740 43,249 48,937 41,058 54,995 45,888

Asset Purchases 0 0 0 0 0 0 0 0

Loan Payments 1,014 1,014 1,014 1,014 1,014 1,014 1,014 1,014

Income Tax Paid 0 0 0 0 0 0 0 0

Total Cash Outlay 47,057 39,663 52,754 44,263 49,951 42,072 56,008 46,902

Ending Cash 64,585 66,916 83,785 95,714 107,911 109,310 125,325 136,191

Financials reflect ending month of each quarter only.

14

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15

Balance Sheet

Q1 Year 2 Q2 Year 2 Q3 Year 2 Q4 Year 2 Q1 Year 3 Q2 Year 3 Q3 Year 3 Q4 Year 3

Current Assets

Cash 64,585 66,916 83,785 95,714 107,911 109,310 125,325 136,191

Accounts Receivable 2,634 2,195 2,927 2,195 2,766 2,305 3,073 2,305

Bad Debt Allowance 0 0 0 0 0 0 0 0

Inventory 3,148 2,623 3,498 2,623 3,305 2,754 3,673 2,754

Prepaid Expenses ` 459 509 459 498 467 519 467

Total Current Assets 70,856 72,194 90,719 100,991 114,480 114,835 132,590 141,717

Fixed Assets

Land/Building 12,204 12,204 12,204 12,204 12,204 12,204 12,204 12,204

Leasehold Improvements 13,000 13,000 13,000 13,000 13,000 13,000 13,000 13,000

Furniture, Fixtures, Equip. 25,622 25,622 25,622 25,622 25,622 25,622 25,622 25,622

Accumulated Depr. 7,997 9,597 11,196 12,796 14,395 15,995 17,594 19,194

Total Fixed Assets 42,829 41,229 39,630 38,030 36,431 34,831 33,232 31,632

Goodwill/Other Assets 3,150 3,150 3,150 3,150 3,150 3,150 3,150 3,150

Total Assets 116,834 116,573 133,498 142,171 154,060 152,817 168,971 176,499

Current Liabilities

Accounts Payable 13,679 11,399 15,199 11,399 14,363 11,969 15,959 11,969

Taxes Payable 0 0 0 0 0 0 0 0

Current Liabilities/Notes 9,360 9,548 9,741 9,937 10,137 10,341 10,549 10,761

Total Current Liabilties 23,039 20,947 24,939 21,336 24,499 22,310 26,508 22,730

Long-Term Liabilities

Notes Payable 36,029 33,570 31,062 28,503 25,893 23,230 20,513 17,742

Other Liabilities 0 0 0 0 0 0 0 0

Total Long-Term 36,029 33,570 31,062 28,503 25,893 23,230 20,513 17,742

Shareholder's Equity

Capital Invested 70,000 70,000 70,000 70,000 70,000 70,000 70,000 70,000

Retained Earnings -12,234 -7,945 7,497 22,333 33,668 37,277 51,951 66,027

Total Shareholder's Equity 57,766 62,055 77,497 92,333 103,668 107,277 121,951 136,027

Total Liabilties + Equity 116,834 116,573 133,498 142,171 154,060 152,817 168,971 176,499

Balance 0 0 0 0 0 0 0 0

Financials reflect last month of each quarter only.

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Income Statement

Month Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

Sales

Food 21,843 30,837 37,005 27,754 27,754 38,547 41,116 51,396 51,396 51,396 51,396 38,547

Beverage 2,427 3,426 4,112 3,084 3,084 4,283 4,568 5,711 5,711 5,711 5,711 4,283

Bar 0 0 0 0 0 0 0 0 0 0 0 0

Other 0 0 0 0 0 0 0 0 0 0 0 0

Total 24,270 34,264 41,116 30,837 30,837 42,830 45,685 57,106 57,106 57,106 57,106 42,830

Cost of Goods Sold

Food 5,912 8,346 10,016 7,512 7,512 10,433 11,128 13,911 13,911 13,911 13,911 10,433

Beverage 390 550 661 495 495 688 734 917 917 917 917 688

Bar 0 0 0 0 0 0 0 0 0 0 0 0

Other 0 0 0 0 0 0 0 0 0 0 0 0

Total 6,302 8,897 10,676 8,007 8,007 11,121 11,862 14,828 14,828 14,828 14,828 11,121

Gross Profit 17,968 25,367 30,440 22,830 22,830 31,709 33,823 42,278 42,278 42,278 42,278 31,709

Other Income

Total Income 17,968 25,367 30,440 22,830 22,830 31,709 33,823 42,278 42,278 42,278 42,278 31,709

Expenses

Labor 24,353 24,353 24,353 24,353 24,353 24,353 24,353 30,441 30,441 30,441 30,441 22,831

Facility 4,130 4,130 4,130 4,130 4,130 4,130 4,130 4,130 4,130 4,130 4,130 4,130

Equipment 0 0 0 0 0 0 0 0 0 0 0 0

Marketing 138 138 138 138 138 138 138 138 138 138 138 138

Other 2,410 2,620 2,764 2,548 2,548 2,800 2,860 3,100 3,100 3,100 3,100 2,800

Total Expenses 31,030 31,240 31,384 31,168 31,168 31,420 31,480 37,808 37,808 37,808 37,808 29,898

EBTIDA -13,062 -5,873 -943 -8,338 -8,338 289 2,343 4,471 4,471 4,471 4,471 1,811

Interest 333 329 324 320 315 310 306 301 296 291 287 282

Depreciation 533 533 533 533 533 533 533 533 533 533 533 533

Amortization 0 0 0 0 0 0 0 0 0 0 0 0

Pretax Profit -13,928 -6,735 -1,801 -9,190 -9,186 -554 1,504 3,637 3,641 3,646 3,651 996

Income Tax 0 0 0 0 0 0 0 0 0 0 0 0

Net Income -13,928 -6,735 -1,801 -9,190 -9,186 -554 1,504 3,637 3,641 3,646 3,651 996

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Income Statement

Period Q1 Year 2 Q2 Year 2 Q3 Year 2 Q4 Year 2 Q1 Year 3 Q2 Year 3 Q3 Year 3 Q4 Year 3

Sales

Food 134,335 102,727 147,505 144,871 141,052 107,863 154,881 152,115

Beverage 14,926 11,414 16,389 16,097 15,672 11,985 17,209 16,902

Bar 0 0 0 0 0 0 0 0

Other 0 0 0 0 0 0 0 0

Total 149,261 114,141 163,895 160,968 156,724 119,848 172,090 169,017

Cost of Goods Sold

Food 36,359 27,804 39,923 39,210 38,177 29,194 41,920 41,171

Beverage 2,398 1,834 2,633 2,586 2,518 1,925 2,764 2,715

Bar 0 0 0 0 0 0 0 0

Other 0 0 0 0 0 0 0 0

Total 38,757 29,637 42,556 41,796 40,694 31,119 44,684 43,886

Gross Profit 110,505 84,504 121,339 119,172 116,030 88,729 127,406 125,130

Other Income 0 0 0 0 0 0 0 0

Total Income 110,505 84,504 121,339 119,172 116,030 88,729 127,406 125,130

Expenses

Labor 74,047 56,624 81,307 79,855 79,693 60,942 87,506 85,944

Facility 12,699 12,699 12,699 12,699 13,334 13,334 13,334 13,334

Equipment 0 0 0 0 0 0 0 0

Marketing 423 423 423 423 444 444 444 444

Other 8,836 8,098 9,143 9,081 8,992 8,218 9,315 9,250

Total Expenses 96,005 77,844 103,572 102,058 102,464 82,938 110,600 108,972

EBTIDA 14,500 6,659 17,767 17,114 13,566 5,791 16,806 16,158

Interest 816 771 725 679 631 583 533 483

Depreciation 1,599 1,599 1,599 1,599 1,599 1,599 1,599 1,599

Amortization 0 0 0 0 0 0 0 0

Pretax Profit 12,085 4,289 15,442 14,835 11,336 3,609 14,674 14,076

Income Tax 0 0 0 0 0 0 0 0

Net Income 12,085 4,289 15,442 14,835 11,336 3,609 14,674 14,076

Financials reflect sum of sales and expenses in each quarter.

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Marketing Plan

PRE-MARKETING September 1-September 30

WEEK 1

- Release Logo as tiles on IG and Begin FB page

- What is Charbroiled Chicken?

o The taste of home – Our signature chicken is marinated for over 2 to 4 hours in

the warm and enticing spices of Peru, then roasted over a charcoal rotisserie until

perfectly tender, juicy, and golden brown.

- Street Food

o Peruvian chicken is the ubiquitous street food back in our founder’s home country

of Peru. It seems like on every corner there is a small purveyor with their own

signature recipe and style.

WEEK 2

- Dinner To Go in Minutes

o Whether you come in person, call ahead, or order online, our delicious cuisine is

ready to go when you are – no waiting.

- Who said fast food doesn’t have to be healthy?

o From our single person platter, to our family meal, our serving sizes pack intense

delicious flavor and minimal calories into every bite.

- Who is Frisco?

o I was born and raised in Arequipa; a city located near the Peruvian southern

border. I am one of four brothers and one sister. At age 30 I migrated to the US, I

arrived at the Miami airport, all I had was, three hundred dollars in my pocket, two

suitcases and a big dream, having left behind my wife and my 1 year old daughter

at the time, my dream was to be able to work and bring my family over. My first job

was as a banquet server at a hotel in Lexington Kentucky, where I discovered my

passion for serving, up until then I had never worked in the hospitality industry and

I loved it. I moved around and moved up, with hard work and endless hours of work

I was eventually promoted and became a manager. In 2010, seven years after

leaving Peru, I was able to bring my wife and daughter over, my second daughter

was born here in 2012, my dream was fulfilled now, I had a job and my family with

me.

Soon enough I realized that in this amazing country, one can have more than one

dream, as long as you work hard, as long as your work ethics are strong, anything

you put your mind on, you can achieve. My new and more ambitious dream was to

open my own restaurant, a Peruvian style charcoal rotisserie chicken restaurant to

be precise. My incredible ability to provide excellent service, my passion for food

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and my leadership skills, made me realize that being an entrepreneur would be my

logical next step in this amazing journey.

Opening a Peruvian style chicken restaurant would also be the perfect way to in a

way, give back to the community, that community that I have received so much

from. Lancaster is now my home, bringing such an amazing product, healthy,

flavorful and affordable, to the already diverse and rich culinary scenery in

Lancaster would give me so much sense of accomplishment and satisfaction. I was

lucky enough to find two amazing partners to whom I owe so much. All three of us

have skills that compliment and together we are an amazing team.

WEEK 3

● The Rotisserie ● Imported from Peru, our authentic charcoal fired Peruvian Chicken Rotisserie has

been hand-crafted under the strictest of guidelines in order to ensure every chicken we make, looks, tasted, and IS AUTHENTIC.

● Catering ● We cater too. For groups of 10 or more, we include everything from the food and

plates and utensils starting at only $12.95 per person. ● The Sauce

● Everyone loves a good sauce. But why have just one? We’ve got three signature sauces (sauce 1, sauce 2, sauce 3) All have been perfectly crafted to be the best compliment for topping our chicken, our sides, and anything else you might want to add an extra punch of flavor to.

WEEK 4

● The Sides ● Roasted vegetables. Chicken Fried Rice. Fried Plantains. Yuca Fries. The tastes,

smells, and flavors of Peru not only permeate our chicken, but they are present in every single one of our delicious sides.

● Chicken-Cam ● All chicken. All charcoal. All delicious. All the time. Visit the link below to view a live-

stream of our chickens being tenderly charcoal roasted - all day - every day. ● We’re Almost Open

● Next Week we Open onXX; You Pick it: Take Out. Delivery. Online Delivery. We’ve got you covered. Order directly from our website and your first delivery is on us. Plus, check in daily next week for specials, contests, and more, as we celebrate our GRAND OPENING all week long!

September 10th – PRESS RELEASE DELIVERED TO MEDIA OUTLETS WITH OPENING DAY

INFO AND BIO/BACKGROUND INFO

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September 23-September 26 SOFT LAUNCH

● Close Friends and VIPs o Free 1 pp meal

● Acquaintances/Friends o 50% off meal coupon

● Ordering o All orders placed in advance online o Must provide e-mail address o Immediately sent internal survey after

▪ Good survey – redirect to leave online review – Google, FB, Yelp ▪ Bad survey – personal apology and some sort of return voucher

● Pre-Marketing o Release Website September 10 o Personal “invite” E-mails September 17, September 20, and September 22, 23

▪ Include links to web with menu ▪ RSVP in all e-mails – must RSVP with date by September 22 at noon.

September 30 – HARD LAUNCH

Opening Weekend 10/2-10/4

● Community element o 10% of revenues All food purchased will go to Water Street Ministries

● Social Campaign Promo that will last 30 days o Refer a friend – You get $5 off, they get $5 off their next purchase (of $15 or more)

– (Shareable on social, and via e-mail) – must provide contact info to qualify ● Frisco Fresh loyalty card

o 9 meals and the tenth if FREE $15 value

● Samples? ● Raffles for coupon giveaway(s) – Winners Announced/Contacted 8/3

o Customer must give name, phone, e-mail o Free catering party for 12 o $50 Gift Certificate o $100 Gift Certificate o 10 “Family Meals” for 10 winners

● Birthday club sign up o Birthday, Name, Phone, E-mail o Get $5 on your birthday!

● Auto e-mails to all ordering customers begin requesting feedback. o Ask to leave reviews on Google/FB /Yelp

● Social Campaign that begins permanently o Share Your Frisco’s Photos!

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▪ Share a picture of your Frisco’s using the hashtag #FlawlessFriscosFlavor (placeholder) entered to win a $25 gift card monthly

ONGOING PROMOS FIRST 6 MONTHS

$5 OFF YOUR ORDER (New customers)

● $5 off your first order of $10 or more for signing up on e-mail and text list ● Distribution Channel

● Facebook paid ads ● Demographics

● Age 20+ ● Within 5-mile radius ● Interests: Restaurants, Takeout, Eating Out, Chinese, Pizza

FREE SIDE (share - new customers)

● Free side with the purchase of Half Chicken Meal or Larger. ● Offered 2x a month ● New customers

$25 Gift Card Giveaway

● Once a month ● People share a post to promote

E-mail promo whole list

● Forward this e-mail to a friend and when they order, we send you a coupon for FREE side ● Send 2 weeks after order

E-mail contest (1st and 2nd time deliveries)

● Send survey after meal delivery/order ● If customer reviews entered to win a $25 gift card each month

E-mail (customer not activity for 4 weeks) Pick one

● BOGO Sides ● $2 off your order ● Free Delivery

Catering

● Over 10 - get one free ● Over 20 - get two free ● Over 30 - get three free ● Target businesses and organizations

➢ Targeted on LinkedIn and FB

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➢ IG ● Free meal for First Responders/Community Heroes ● Do “demonstrations” at

● Offices ● Chamber/CBO events

LOCAL INFLUENCERS

● Identify 1 or 2 local influencers a month ● In exchange for gift certificates have them promote the product on their SM channels - they

must eat, and show the product/review the product