Driving Me Donuts By: Madison Black, Lindsay Coleman, Ryan Kercheval and Nick Wood.
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Transcript of Driving Me Donuts By: Madison Black, Lindsay Coleman, Ryan Kercheval and Nick Wood.
Driving Me Donuts
By: Madison Black, Lindsay Coleman, Ryan Kercheval and Nick Wood
Company Information
• Driving Me Donuts• Mobile Operation• Register with City of Denton– Permit Codes
Mission Statement
“Driving Me Donuts will provide our community with quick, convenient, & friendly service. Our donuts are made fresh to order & will satisfy any craving”
Specific Goals and Objectives
• Break even 24 months after opening• Start to maintain steady increase in profits
after, being completely profitable in the starting fourth year– This is to help our group give back to the
community
• Loyal trend of consumers – Promotions and word of mouth– To gain maximum exposure in the DFW
area. Online exposure and possible catering
Goals continued
• Constant buzz of excitement–Donuts of the month–Gain community acceptance–Constant growth within the company• Have a following with the companies target market
• Main Goal:– Events within the Denton, DFW area• UNT, walk for cure…
Target Market
• Age 17-25, Y-generation (21+)– Professors– Visitors, family/friends
• Mainly Caucasian, African American, & Hispanic
• College towns (beginning)• Fort Worth Food Truck gathering (off seasons)– Future venture
Product Service Offerings
• Customer Service– Customer is #1– Quality– Convenience– Promotions
• Product Service– Brand names– Friendly employees– 2 minute standard– Fresh made daily– restocking
S.W.O.T.Strengths:
•Moveable service•E-business•Open later, more flexible hours•Less employees
Weaknesses:
•Other donut shops in the area•No place to sit down and eat•Fry street restaurants•Limited menu
Opportunities:
•More business with night hours (especially with college target market)•Online growth opportunities•Seasonal menu selection•Being able to move to different locations
Threats:
•Any brick and mortar restaurant or food truck•Weather•Gas Prices•Food Prices•Up and coming business
Nature, Variety, & Assortment
• Fresh Food– High quality – Local ingredients (seasonal)
• Limited choices (product)– Multiple flavors– Everyday– seasonal
Brands & Quality
• Minute Maid– Apple– Orange– Cranberry
• Ozarka• Folgers• Coffee Mate
• SAMs– Ingredients – Economy Size/Bulk
• Kroger's– Milk (farmland)
Pricing
• Everyday donut– $1.50
• Donut Holes– $1.00/half dozen
• Seasonal– $4.00
• Drinks– $1.50
• Coffee– $1.00/2.00
• Toppings– 5 cents
• Free extras– Creamer– Sugar– Toppings (depending
on promotions)
Markdowns/Markups
• Markdowns (promotions 2-3 months)– Made daily fresh daily– Last Call– Food shelter (little waste)
• Markups– There will be none
Location, Location, Location…
Green Star is our location
Location
• Fry Street
• The Square ?– If possible for permits in future (in the works)
• Events– More easily accessible for to be involved in
• Fort Worth – Future business/ off season (winter break)
Events
• Fry Street– Main location– Competitions– Themed donuts
• Charity– Community– Walks/ 5Ks
• UNT events– Homecoming– Sports– Tailgating
• Farmers Market
Promotional Strategy
• Social Networking – iPhone App– Facebook Group Page– Twitter Feed– Website Address
• Physical promotions– Business card– Punch card– Flyers– Denton Chronicle– UNT daily(food snobs)
www.drivingmedonuts.com
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Business card & punch card
Newspaper exposure
SignageLast call??
Ambiance/Presentation
• Excitement• Vibrant/colorful• Senses– Smell– Sample– Sight (display case)– Music?
Food Truck Design Layout
Interior Spec of Food Truck
Food Truck Design Images
References• City of Denton, 2012. Checklist for Mobile Food Establishment Applications.
http://cityofdenton.com/Modules/ShowDocument.aspx?documentid=12038• City of Denton, 2012. Requirements for Mobile Units.
http://www.cityofdenton.com/Modules/ShowDocument.aspx?documentid=5398• City of Denton 2012. Denton, Texas Amending Chapter 13.
http://www.cityofdenton.com/Modules/ShowDocument.aspx?documentid=12712• D'Souza, L. (2009, September 22). The dynamics of the college student market. Retrieved from
http://marketingbones.com/the-dynamics-of-the-college-student-market/• Moncel Bethany, 2012. The History of Doughnuts.
http://foodreference.about.com/od/history_myths/a/The-History-Of Doughnuts.htm• Pack Stack, 2012. Pack Stack Personal & Business Storage. http://www.selfstoragetexas.com/• State & county quickfacts. (2012, September 18). Retrieved from
http://quickfacts.census.gov/qfd/states/48/48121.html• Texas Department of State Health Services, 2012. Rules and Regulations.
http://www.dshs.state.tx.us/foodestablishments/rules.shtm