Team GDP (Grocery Dominating Partners)

Group 6.09

Sydney Browne Maisie Gest Megan Jones Johanna Lee Carson Lynch

eden’s

Eden’s Food Trailer so good it’s sinful

Locations

•College campuses•Medical centers•Business plazas•Factories

Food

•Delicious•Affordable•Convenient•Healthy

Experience

•The Garden of Eden•Unique and witty

Target Market has Positive Feedback

College Students Cheap prices Variety Eclectic experiences

Business Professionals Healthy menu Convenient location Portable options

Healthcare Professionals

Outdoor eating

Healthy options

Quick service

Growth Stage of Industry

Projected Growth: From 2012 to 2017, revenue is projected to grow 18% to reach $1.8

billion.

Opportunities for growth in major metropolitan areas

Growth To date: Street Vendors industry grew because of new consumer demand for

unique and gourmet food trucks

From 2007 to 2012, industry revenue grew 42% to $1.5 billion.

Source: IBISWorld

Eden’s Brand

eden’s

Affordable

ConvenientHealthy

Delicious

Healthy

High Convenience

Low Convenience

Eden’s

Sack Lunch

Unhealthy

Panera

On-site

McDonald’s

Chili’s Take-out

Health Food Restaurants

Traditional Food Trucks

Pizza Hut

Outback

Open Opportunity

Appealing to the Mass Market Give customers great tasting food, at low prices

Penetration pricing

Meal Cost Comparison

-“Apple & Eve” $6.00 -Roasted apple Salad $8.59

-Baked Chips $1.00 (includes side item)

-Iced Tea $1.50 - Iced Tea $ 2.49

Total $8.50* Total $11.08** Plus tax

eden’s

eden’smenu

sides drinkstreats

Apple and Eve A baked McIntosh apple stuffed with brown sugar, cranberries, and sweet nutmeg and cinnamon glazed pork The Eden Crisp spinach salad with apples, cranberries, walnuts, feta, and avocado topped with a pomegranate vinaigrette *add chicken for $1.00Greek Salad Mixed greens topped with tomatoes, cucumbers, bell peppers, onions, olives, and feta cheeseChicken Caesar Wrap Traditional Caesar salad and grilled chicken on honey whole wheat Southwestern Wrap Baby spinach, grilled chicken, black beans, tomato, red onion, avocado, and “That Green Sauce”Turkey BLT Bacon, romaine lettuce, tomato, and turkey on honey whole wheat *add avocado $0.50Spicy Roast Beef Sandwich Roast beef prepared with horseradish on marble rye Veggie Sandwich Chipotle pecan pesto spread, avocado, tomato, red onions, cucumbers, sprouts, and humus on walnut bread Steak and White Cheddar Panini Thin sliced and marinated filet and melted white cheddarSmokehouse Turkey Panini Smoked turkey smothered in barbeque sauce and served warm on honey whole wheat bread

Baked Chips Pita Chips and Hu

Oatmeal Raisin CookieChocolate Chip C

Bottled SodasFresh Brewed Iced TeaLemonade Fresh Brewed CoffeeBottled WaterIzze SodasSnapple Teas

Building Brand LoyaltyPromotional Mug

Free coffee with purchase of mug Cost: $5.00

$1 refills

16oz.

Stamp Card

7 stamps gets you $3 off a meal or a free “Apple & Eve”

Card will be stamped for every meal purchased

Promotion Example

2013 Jan Feb Mar Apr May June Jul Aug Sep Oct Nov Dec

Launch: College

Campuses

Launch: All Other

Locations

Opening EventAdvertisement X X X X

Paradise Advertisement X X X X X

Internet: Facebook /

TwitterX X X X X X X X X X X

Punch Card X X X X X X X X X X X

Coffee Mug X X X X X X X X X X X

Opening Event: College

CampusesX

Opening Event: All

Other Locations

X

Viral Campaign X X

Low Fixed Cost = High Profitability

Revenues

Expenses

Variable Costs

Fixed Costs

Total Expenses

Profit

(7.37 M)

(0.90 M)

$10 M

(8.28 M)

$1.72 M

“so good it’s sinful”

For busy people, Eden’s is the best lunch and dinner option because it is

affordable, convenient, delicious, and healthy.