rendezvous a mobile crepe food truck presented by team 4 jessica harper diana merritt tyler orr erin...

RENDEZVOUSa mobile crepe food truck presented by Team 4

RENDEZVOUS We bring the crepes to you!

CORE THEME AND IDENTITYGourmet street food on-the-go

Cuisine• French Crepes, traditional and original

Market Position• Hearty, gourmet street food on-the-go

Customer Value Proposition• Why us instead of a traditional restaurant?• Low/No Effort• Affordability• Flexibility• Exclusivity


TARGET MARKETIf we can reach them, we can cook for them!

Customer Types:• Late Night Crowd• High School Students• University Students• Social Media Enthusiasts• Business/Hospital lunch crowd• Manufacturer/Warehouse lunch crowd• Morning Church Crowd


TARGET MARKETIf we can reach them, we can cook for them!

Segment• Fast, hearty gourmet street food

Service Dimension• Walk-up window food truck

Location• Rendezvous is mobile, and can go wherever the

population is dense enough


CORE STRATEGYRendezvous is a smart investment with the potential for excellent returns

Strategy: Low-Cost• Small labor force (3 employees)• Affordable ingredients• Upfront cost of the truck: $24,407• Gas, insurance, storage, refrigeration costs• No rent

Strategy: Differentiation• Only daily food truck in Lexington• Only two other all-day crepe restaurants in

Lexington


CORE STRATEGYRendezvous is a smart investment with the potential for excellent returns

Critical Success Factors:FlexibilityHead StartProven Success in similar markets

A little bit working class, a little bit gourmet, these dishes are hearty, filling, and fun. They have the familiarity of flavors and Kentucky proud ingredients that will appeal to our customers, but distinguish themselves through their delivery, and that little extra ‘oomph’ that Rendezvous provides

FEATURED DISHDouble the deliciousness


Featured Ingredients

California Club:TurkeyHamBaconColby Jack CheeseAvocadoLettuceTomato

Dessert:BananaNutellaWhipped Cream


MENURendezvous has both new and familiar flavors for a broad audience

Breakfast: $31. Ham, bacon, egg,

cheddar

2. Bacon, egg, cheddar, avocado, tomato

3. Egg, cheese, onions, grilled bell peppers

Savory: $5

4. Ham, turkey, or roast beef with cheese, spinach, tomato

5. Bacon, mozzarella, tomato, avocado

6. Veggie: mozzarella, tomato, grilled seasonal veggies

7. California Club: Turkey, ham, bacon, Colby jack cheese, avocado, spinach, tomato


MENURendezvous has both new and familiar flavors for a broad audience

Sweet: $38. Cinnamon/Sugar

9. Nutella, powdered sugar, banana

10. Strawberries, chocolate

11. Goat cheese, apples, walnuts

Beverages: $1.50

• Coffee• Tea• Canned Beverages:

Soda, Juices, Energy Drinks, Bottled Water

Toppings:• Whipped Cream• Caramel Sauce• Chocolate Sauce• Walnuts

LOCATIONRendezvous can go where the customers are



GENERAL

ROUTE


LOCATIONEven a high-end food truck is cost effective

2012 8.5' x 16' Pewter Concession Truck With Equipment $24,407 For Sale by Jim Collins Lexington, Kentuckyhttp://www.festivals-and-shows.com/2012-85-x-16-pewter-black-concession-with-equipment-24407-lexington-kentucky.html


PRINCIPAL COMPETITORSRendezvous is unique, with few direct competitors

Bradford BBQ

Mobile food truck and smoker

Mostly catered events or concessions at local events

No recent events to determine pricing

6 Friends Cafe

Crepes, panini and gelato

Located adjacent to Woodland park

Serves breakfast, lunch, and dinner; not open late

Indoor and outdoor seating

Average Crepe price: $6.95


PRINCIPAL COMPETITORSRendezvous is unique, with few direct competitors

La Petite Creperie

Crepe booth that gets set up at special events

Found only at downtown farmer’s market the pavilion on Saturdays 8 AM- 1 PM

Advertise as having many local ingredients in their crepes

No recent events to determine pricing

IHOP

Diverse menu, includes several different crepes

Found only on Palumbo Drive

Open 24/7, serves breakfast, lunch and dinner

Prices range from $3.29 (simple fruit crepe) to $7.99 (savory crepes


PHYSICAL CHARACTERISTICSRendezvous has been expertly designed for success

• Movable truck • Easy to spot from a

distance• French themed décor• Awning to protect

customers on rainy days

• Lights on awning to illuminate menu at night


PHYSICAL CHARACTERISTICSRendezvous has been expertly designed for success

MARKETING PLANRendezvous has a proven plan to get the word out


Local Media

Online Presence

Strategic Partnerships

Word of Mouse

Kentucky Kernal Advertisement• Single page inserts - $55 per

thousand• Online ads receive ~150,000 page

views per month – Banner = $180 per month

WUKY 93.1 Radio Advertisements• http://www.wuky.org/contact.html

• Gail Bennett - Marketing & Development 859-257-7049

Local Websites• www.visitlex.com• www.hamburgjournal.com• www.livingsocial.com

http://www.wuky.org/contact.html

http://www.visitlex.com/

http://www.hamburgjournal.com/

http://www.livingsocial.com/



Rendezvous Website• https://sites.google.com/site/rendezvouscr

epetruck/

Facebook• Check-in Discount approval from

Facebook staff• Will increase appearance of our name on

Facebook feeds

E-mail address• [email protected]

Local Media

Online Presence


Word of Mouse

https://sites.google.com/site/rendezvouscrepetruck/

https://sites.google.com/site/rendezvouscrepetruck/


Twitter@RendezvousCre

pe



Warehouses:• Deliver paper menus to

Amazon/Toyota in advance• Provide some samples and talk with

managers• Develop signature crepe for the crowd

based on their feedback

Bars/Churches

Schools:• Cater evening events for high schools• Contact University clubs having

outdoor fundraisers and events (Polar Bear Plunge, car washes)

Local Media

Online Presence


Word of Mouse



Be Present• Give recipes, cooking advice and tips• Keep ourselves in eyes and minds of customer

Offer Incentives• Have Facebook- or twitter-only offers during slower times

Capitalize on Trends to Establish Customer Base• Foursquare Swam Badge

Make it EASY to Advertise for us• Film a series of fun, silly videos that customers can watch

and click “share” (ie, the Great Crepe Capers)

Get Customers Involved• Encourage people to send us pictures (“Crepe Cam”)• Post them on our facebook page and website• Let customers vote on seasonal offerings or names of new

offerings

Keep Customers Informed• Regularly tweet our locations• “Check-in” to locations• Display planned route on website, facebook• “Food Truck Tracker” application for Android and iPhone

Local Media

Online Presence


Word of Mouse


BUDGETRendezvous is affordable and viable

Budget Item Amount

Revenue per Day $1,000

Food Cost per Day* ~$150

Food % of Revenue 15%

* Food costs• Based on average of 200 crepes sold per day and each customer paying an average of $5, at a cost of 65¢ per crepe

Annual Gross Revenue

$225,000


CONCLUDING COMMENTSRendezvous will be a successful venture for many reasons

We can succeed regardless of the economy, thanks to our uniqueness and our low-cost

We have proven track records of success to modelWe have no direct competitionWe make it easy for our customers on all levelsWe know there is a market for our productWe are flexible, adaptable, and awareWe can reach customers most restaurants can’tWe know how to leverage new and traditional media to

our advantageWe have advantageous value chain activitiesWe have great food!

rendezvous a mobile crepe food truck presented by team 4 jessica harper diana merritt tyler orr erin...

Documents

menu rendezvous

deliciousness rendezvous

tomato slide

core strategy rendezvous

cream slide

lexington slide

daily food truck

cuisine french crepes