el quesarito loco authentic mexican food truck strategy and implementation at el quesarito loco, we...
TRANSCRIPT
El Quesarito Loco
Authentic Mexican Food Truck
Strategy and Implementation
At El Quesarito Loco, we aim to serve tasty and affordable Mexican cuisine in a way that is convenient for our customers. El Quesarito Loco will cater specifically to the nightlife
crowds along the Main Line in Villanova, PA. Our goal is to provide a different alternative to
the typical late night food and Mexican restaurants in terms of time, location, and
accessibility.
Market Analysis•Target markets:
▫ College & Graduate students (Ages 18-24)▫Post Graduates & Younger Adults (Ages 25-
early 30s)
Environmental Scanning
•What are Consumers looking for?▫Filling items▫Unique▫Easy to eat▫Savory
•Characteristics of Competitors:▫Late-night▫Convenient▫Mexican
Chipotle Only
Survey Results
Competitive Advantages
Core Competencies– Mobility– Timing/Efficiency– Convenience
Core processes– Customer
Relationships– Order Fulfillment– Supplier/Leaser
Relationships
Order Winners– Cost– Convenience– Unique Products
Competitive Priorities– Price– Flexibility– Time (Delivery
Speed)
AlexCostco Walmart
Black Pepper $4.28/8 oz Red Onion $.99/ pound
Pork (Loin) $4.99/pound White Onion $1.49/pound
Green Peppers $1.49/pound
Fresh Direct Steak $10.99/pound
Chicken $4.79/pound Mushrooms $2.99/ 8 oz.
Cumin $.99/ 3 oz. lettuce $.99/ each bushel
Oregano $.99/1.125 oz. Tomatoes $1.99/pound
Salt $.89/ 26 oz. Cherry Tomatoes $3.99/ 16 oz.
Avocados $2.99/ 2 avocadoes Sour Cream $2.69/ 16oz.
Limes $4.99/ 8-12 ct Shredded American Cheese $20.70/ 5 pound
Jalapeno Peppers $2.99/ pound Mangos $1.69/ pound
Scallions $.99/ each Black Beans $.89/15.5 oz
Habenaro Peppers $2.99/pound Pinto Beans $.89/15.5 oz
Chocolate Dipping Sauce for Churros $2.99/ 22 oz
Roundeye Supply Sugar $2.39/ 4 pounds
Dried Ancho Chiles $13.99/ pound Mexican Blend Shredded Cheese $20.70/ 5 pound
Adobo Sauce $27.84/24 cans 7 oz. Cilantro $.99/ 3 oz
Garlic $129.00/ 30 pounds Thyme $.99/ 1.5 oz.
Canola/Vegetable oil $55.03/ 35 pounds
8 inch soft shells $47.88/ 288 pieces Food Service DirectBrown rice $16.68/ 25 pounds Churros $42.25/500 count
White Rice $16.34/ 25 pounds Chocolate Sauce $15.50/Half Gallon
Tortilla Chips $22.43/ 75 oz. Pico De Gallo $2.59/pound
Red Wine Vinegar $23.56/ 4 gallons Paper Boats $60/900 count
Napkins $53/1800 count
Sam's Club
Forks $8.94/600 count
Aluminum Foil $45.88/ 12'' x 1000' Roll
Suppliers
• Simplifies the inventory checking system
• Creates a routine for delivery scheduling
• Use first few months to familiarize ourselves with necessary inventory & ordering levels.
Periodic Review SystemActual Demand (D) 4900000
Order Cost (S) 500
Unit holding cost (H) 100
optimal order quantity (EOQ) 7000.00
# of working days/weeks 140
Review Period (P) 0.20
expected demand/time (dbar) 35000
stand.deviation of demand per unit time 10
Lead time (L) 3
expected demand during projection interval 112000
standard deviation of demand during projection interval 17.88854382
cycle/customer service level 0.90
safety stock 22.93
Target Inventory Level (T) 112022.93
Expected Annual Cost 702292.51
Periodic Review System
Customer Demand
Wednesday Thursday Friday Saturday0%
10%20%30%40%50%60%70%80%90%
Popularity of Bars Broken Down by Night
of Operations
Once a Month Every Other Week
Once a Week Twice a Week0%5%
10%15%20%25%30%35%40%45%50%
Frequency of Student Purchases
• Nightly customer demand varies greatly
• Frequency of student purchases greatly impacts product demand
• Impact on sales
Product Demand
Chicken42%
Steak34%
Pork17%
Vegetables7%
Popularity of Entrée Filling
Soft Tacos29%
Quesadilla14%
Quesarito31%
Burrito26%
Popularity of Entrée Type
Rice10%
Beans10%
Chips35%
Side of Guacamole
20%
Side of Sig-nature Salsa
25%
Popularity of Sides
Ingredient Forecasting
Queuing System
Cashier: Takes order, rings up transaction (dollars or half dollars)
Assembler: process orders using batch-order process
Deliverer: calls out name, serves food to customer
Significant CostsVARIABLE
• Food• Utensils• Equipment• Gasoline
FIXED/START-UP
• Used Truck• Commercial Kitchen• Licensing Fees• Compensation (3
employees)
Profit Margins
Churros are cheap by the piece, so we can get a high profit margin without making the price high
Steak is expensive, so as to not turn customer away from high prices, we take little margin
Thank You!