A Farm-to-Table Dining Experience

Laguna Organic Tacos

Food Service Impacts:Environmental

• Daily Food Waste: 49 million lbs

• Avg. Garbage Waste: 150,000 lbs/yr

• Avg. American uses 200%

More water than global avg.

Food Service Impacts:Social Equity

• Insecticidal toxins used in farming → Human cell disruption

• Cause: Cancer, Alzheimer's and Diabetes

• Waiters make small wages

• Avg. $19,000/yr

• Limited benefits

• Lack of transparency

Food Service Impacts:Economy

• 7 of the lowest 10 wages are in this industry

• Minimum Wage: $2.13

• Farmers are pressured to lower prices

Our Vision

• Build a facility with all green/eco materials (foundation → up)

• Source local organic ingredients

• Dramatically reduce food, water & energy waste

• All processes run sustainably

• Re-use, Give back & Recycle

Our Mission:

“Our mission is to create delicious & healthy food, made from ingredients that are locally sourced and ethically harvested. We embrace sustainability in every aspect of our business from the

building materials we use to the benefits we offer our employees. Social responsibility & transparency are necessary in our efforts to serve the community in which we conduct our

business.”

Who We Are

• Become a well-known staple in the organic food scene in San Diego

• Reduce carbon footprint and become self-sustainable

• Educate customers and the community on healthy food choices by supporting local organic farms

ObjectivesGoals

● Become LEED Platinum certifiedby 2015

● Have zero waste by 2015

● Create 50 jobs by 2020

● Receive 25% of our orders online or through our app by 2017

Target Market

• LOHAS: Lifestyles of Health & Sustainability

• Health conscious/green individuals

• Ages between 18-55 in San Diego area

• Although we will market to the most green individuals, we can appeal to any healthy eater

Laguna Organic TacosConcept Idea

“Green from the ground up”

Restaurant Facility

Fly Ash Concrete

Eco-Stucco Walls

Cork Insulation

Dining Room“Dining experience surrounded by green material”

Biodegradable Takeout

Energy Efficient Lighting

Local Artwork on display

Bamboo Plates & Utensils

POS System

Laguna’s Kitchen“Efficiency in our cooking”

HotRot – Organic Composting

Energy Star Certified

Our Bathroom“Saving water and reducing waste”

Toxin Free Paper Products

Method Products

Sloan – water free

Half the water use

Reduce paper use

Our tacos all come made to order, fresh with local California wraps

Meat Options:

Beef: Grass-Fed at True Pasture Beef (San Diego)

Bison: Raised at Lindner Bison Farm (Valencia, CA)

Chicken: Cage-Free and raised at Primal Pastures (Temecula, CA)

Lamb: Open-Range raised at Primal Pastures (Temecula, CA)

Our tacos all come made to order, fresh with local California wraps

Filler Options:

Organic Beans

Organic Rice

Our tacos all come made to order, fresh with local California wraps

Vegetable Options:

Garden Fresh Veggies:Peas – Corn – Cucumbers

Zucchini – Peppers – Onion

Tomatoes – Broccoli – Cabbage – Carrots

Lettuce - Spinach

Our tacos all come made to order, fresh with local California wraps

Salad Options:

BYOS: Build Your Own Salad

Top Notch Drink Choices:

Fruit Juices: From our friends at Suja Juice (San Diego)

Tea & Lemonade:From our friends at Honest Tea (MD)

Ice-Cold Water: From the fresh springs in California

Sides: Guacamole – Sour Cream – Hot Sauce

Place: San Diego

Delivery: Hybrid Truck

Promotions:

Magazine Advertisements

Various Print Ads by location

Website Ads & Google Ads

Social Media

Magazine Advertisements:

Website & App:Laguna Organic Tacos - Website

Sources:Flyash concrete:

http://flyash.sustainablesources.com/

http://www.builditgreen.org/attachments/wysiwyg/3/Fly-Ash-Concrete.pdf

Viridian Reclaimed Wood:

http://viridianwood.com/about-us/the-viridian-way

Eco-Stucco:

www.ecostucco.com

Ornilux Bird Glass:

http://www.ornilux.com/environment.html

Expanded Cork insulation:

http://www2.buildinggreen.com/blogs/expanded-cork-greenest-insulation-material

Roofing: Solar Green Roofhttp://www.greenrooftechnology.com/Solar_PV_Greenroofs

Linens:http://www.crownuniform.com/

Dishware:http://bgreentoday.com/biodegradable-case-pricing?gclid=CLWSz7u53boCFag7OgodbmEAFQ

Brand development:

FB:http://zephoria.com/social-media/top-15-valuable-facebook-statistics/

Twitter:http://www.mediabistro.com/alltwitter/social-restaurant-study_b49539

Composting:http://www.hotrotsolutions.com/

POS:http://www.rmpos.com/

Hayden, Kathy. “Healthy Dining Trends-US.” July 2013. Mintel Oxygen. University of Massachusetts Library. Amherst, MA. October 20,

2013.http://academic.mintel.com.silk.library.umass.edu/display/637684/?highlight=true

Brennan, Andy. “Single Location Full-Service Restaurants in US.” August 2013. IBIS World. University of Massachusetts Library. Amherst,

MA. October 20, 2013.http://clients1.ibisworld.com.silk.library.umass.edu/reports/us/industry/default.aspx?entid=1678

Altes, Tristan. "New Type of Waterless Urinal Cartridge Focus of Lawsuit." GreenSource Magazine. N.p., 2 Oct. 10. Web. 12

Nov. 2013.

Michler, Andrew. "Sloan's Innovative AQUS Grey Water Toilet System." Inhabitat Sustainable Design Innovation Eco Architecture

Green Building Sloans Innovative AQUS Grey Water Toilet System Recycles Your Sink Water Comments. 26 Sept.

2011. Web. 12 Nov. 2013.

Rogers, Gwynne. "LOHAS Consumers... Beyond Healthy Food & Beverage Choices - Experts' Perspectives." LOHAS

Consumers... Beyond Healthy Food & Beverage Choices - Experts' Perspectives. Web. 08 Nov. 2013.

<http://www.nhiondemand.com/expertsperspectives/article.aspx?id=318>.