a la carte presentation
TRANSCRIPT
A LA CARTE
AN URBAN DINING EXPERIENCE
FRESH | LOCAL | FEATURED
A LA CARTEAt
F R E S H | L O C A L | F E A T U R E D
W H O W E A R E
C . E . O A N D B U S I N E S SD E V E L O P M E N TC O O R D I N A T O R
C . F . O A N D C O R P O R A T EF U N D S M A N A G E R
S U S T A I N A B I L I T YS P E C I A L I S T
M A R K E T I N G D I R E C T O RA N D P U B L I C
R E L A T I O N S S P E C I A L I S T
Lauren Kennedy Ayobami Oladele
Jaycee McCarthy Mitchell Lewis
F R E S H N E S S T O Y O US U S T A I N A B L E U R B A N D I N I N G
T O Y O U R D O O R
FROM LOCAL FARMS TO YOUR FORKS
MISSION
VALUES
GOALS
The mission of A La Carte is to provide users with
fresh, locally grown or catered, healthy meals
at a reasonable price, delivered right to their
door freshly made.
The values of A La Carte focuses on the
health of users through healthy, fresh
eating options and local sustainability
within all degrees (social, economic and
environmental) for the best experience in
fresh, local eating.
The vision of this service seeks to provide Raleigh locals
with a healthy alternative to food delivery services
while increasing city and state recognition of sustainable
resources and eating habits in urban landscapes. A La
Carte strives to bring a satisfying experience to all users
and stakeholders through the entire process from
development to execution every day.
COUPLE PLAN
FAMILY PLAN
UP TO TWO PEOPLE
OPTION ONE:5 COLD MEALS3 HOT MEALS
OPTION TWO:3 COLD MEALS2 HOT MEALS
UP TO FIVE PEOPLE
OPTION ONE:5 COLD MEALS3 HOT MEALS
OPTION TWO:3 COLD MEALS
2 HOT MEAL
DELIVERYCOLD MEALS
DELIVERED EVERY MONDAY
HOT MEALSSELECT DAYSSELECT TIMES
FREE DELIVERY
CANCEL ANYTIMEORDER ONLINE OR ON OUR APP
REVIEW EACH WEEKDELIVERY TRACKING
OPTIONAL LOCAL BEER ORWINE PAIRINGS
TWO MENU OPTIONS
C O U P L E S P L A NC O S T B R E A K D O W N
F A M I L Y P L A NC O S T B R E A K D O W N
Cold meals ($20.00) & Hot meals ($50.00)OPTION ONE:
PRICE PER WEEK= $250.00OPTION TWO:
PRICE PER WEEK= $160.00
Cold meals ($8.00) & Hot meals ($20.00)OPTION ONE:
PRICE PER WEEK= $100.00OPTION TWO:
PRICE PER WEEK= $64.00
Pricing based on A La CarteMenu
Optional additions may changeprice
WHY A LA CARTE?
FRESH, SUSTAINABLEAND ALL LOCAL
PRODUCTS FROMSTART TO FINISH
CONNECTIVITY TO
OUR CLIENTS AND
OUR MARKET
DELIVERY ON
YOUR TIME AND
READY FOR YOU
EVERY TIME
A LA CARTE
WITH SO MANY OTHER COMPETING DELIVERY SERVICES,WHAT MAKES A LA CARTE ANY DIFFERENT?
W h a t d o e s t h a t m e a n ?SO- A n y A L a C a r t e m e n u i t e m s u s e O N L Y l o c a lf a r m e r s p r o d u c e a n d m e a t s a n d r e q u i r e N Oc o o k i n g .- W e u s e o u r r o o f t o p s u s t a i n a b l e g a r d e n f o ro u r f r e s h h e r b s a n d s o m e s e a s o n a lv e g e t a b l e s .- A l l r e s t a u r a n t s a r e l o c a l l y o w n e d a n d u s el o c a l p r o d u c e .- A l l p a c k a g i n g i s m a d e b y r e c y c l e d m a t e r i a l sa n d a r e e n t i r e l y r e u s a b l e o r r e c y c l a b l e .- A l l d e l i v e r y m e t h o d s u s e t h e m o s ts u s t a i n a b l e m e t h o d s o n t h e m a r k e t a n d w e a r ew o r k i n g t o b r i n g i n t o o p e r a t i o n n e ws u s t a i n a b l e d e l i v e r y m e t h o d s .
We ar e mor et han a mea l ,
we a r e anurban d in ingexpe r i en c e .
SWOTStrengthsWeaknessesOpportunitiesThreats
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
Provides a high quality organic meal
Products used are all 100% recyclable
Proceeds directly improves local economy with
0% leakage.
Provides a highly effective food delivery service
Provides customers with a hands on culinary
experience through our monthly Chef showcase
Only delivers locally
No options for one time meal purchase
Only provides specific meals
Large industry means more competition
Price levels directly linked to food and raw material
prices
Must also keep up with changing trends in food industry
Limited flexibility in pricing
Ability to expand to other regions in NC, and across the U.S
due to current demand for healthier food options.
New niche markets develop constantly
Re-branding and reinvention
Collaboration and partnership with other companies
Expansion through online sales
Limited Food Options due to meal plans and our focus on
using fresh locally grown items.
Environmental impacts.
Increased prices of food items due to various
circumstances
High amount of competition among other similar businesses
Changes in regulations
InnovativeMarketing
Sustainabley Reaching The Client
A La CarteFresh. Local. Featured.
The survey provided will explore the collective demographic and psychographic attributes of the Raleigh population, specifically for residents within the 15 mile radius of
our service offerings. Focusing on the two primary consumer segments of young, professional millennials and small families,
Upon collecting population survey data, A La Carte will then combine the primary collected data with secondary data to analyze the population with a focus on economic
indicators such as, the population's disposable personal income and the consumer confidence in service products similar to ours. This collected population data will then
be utilized in its entirety to establish the market segments which will then but utilized for the empathy map analysis.
Primary and secondary data collections will be facilitated mainly through secondary data collection in regards to our first hand research collection of available
information, focusing on the competitive markets A La Carte may be familiarized with, such as Blue Apron (stock, pricing, popularity, etc.) and standard restaurant
delivery services (OrderUp, GrubHub, 919Dine, etc.)
The primary data collection will rely on A La Carte’s survey and localized opinion collection of the targeted population. Questions will be designed specifically focusing on
our population (radial delivery zone) and the necessary market information to effectively and efficiently collect all necessary information for adequate service
operations.
Surveying
marketing and advertising will be as paper-free as possible.
A LA CARTELOCAL FARMS
TO LOCAL FORKS
M A R K E T I N G T O T H E U S E RWhat We Market Who We Market How We Market
Fresh meals Affordable healthy diningFree deliveryConvenienceAbility to try varieties ofDowntown cuisineOptional beer and winepairingsDining experienceAll local productsSustainable dining option
Based on the A La Carte menuplan selections, the definedcustomer segments are specificto our “couple plan” clienteleand our “family plan” clientele. The couple plan is specificallymore so focused on the youngprofessional of the millennialgeneration whom is either singleor in a relationship withoutchildren.The family plan indicates a smallfamily (plan size being specific toup to 5 individuals per meal).
RadioSocial Media(Facebook, Twitter, Instagram)Search engine optimizationBrandingPartnerships (Downtown dining &brewery/vineyardrelationships)Interactive events
IN THEKITCHEN
| EVERY THIRD THURSDAY OF THE MONTH |A LA CARTE USERS AND NON-USERS ARE ABLE TO JOIN A LA CARTE IN THE
KITCHEN WITH A FEATURED CHEF FROM OUR MONTHLY MENU FOR:LIVE SUSTAINABLE COOKING LESSON, SAMPLING OF UPCOMING MENU ITEMS &
FEATURED WINE AND BREWERY PAIRINGS.
consumers are willing to pay more for sustainable products and depend onthe company to disclose information about the health and sustainability oftheir products.
But what about the economics?
42% of American
The EconomicsClient Benefit-Costs
Company Benefit-Costs
City Financial Impacts
Agricultural Resource Benefits
Client Benefit CostsWHERE THE CLIENT SEE'S THE BENEFIT OF PAYING THE COST
The addition of a sustainability label to product packaging increasesales and consumer spending [of labeled products.]When it comes to dining out, 65% of consumers said they would paymore to eat at a sustainable restaurant45% would consider paying more for biodegradable or recyclablepackaging.
While not spending more than an average meal cost, clients receive aproduct from our service that meets their needs for healthy,sustainable dining and delivery methods; that is affordable andconvenient with options to fit their schedules, budgets and lifestyles.
A La Carte seeks to solve three issues for the community:increasing community profits, creating employment opportunities, anddelivering healthier foods.Customers are attracted to this service because they realize that ithelps and contributes to their own economy. Customers will feel goodnot only that they are eating healthier through A La Carte, but alsobecause they are giving back to the community by helping fund jobsand contributing to community projects.
Company Benefit CostsWHERE A LA CARTE SEE'S THE BENEFIT OF OUR EXPENSES
Our "green" designed warehouse includes a rooftop garden which,provides insulation reducing energy costs.
Our delivery services use only hybrid vehicles, reducing the cost of gasand CO2 emissions.
Our delivered materials include insulated boxes created from recycledmaterials and our product containers are reusable to the client.
At A La Carte, we strive to create an entirely sustainable company whichincludes, but is not limited to composting, recycling, solar power, low-flowwater systems, smart-technology, optimized supply chain operations and
reducing use of paper products.
Beyond the direct savings of cutting energy, waste and water, we cansave money from the reputation benefits of green behavior. As any
business that invests in market research will know, a brand’s reputationplays a big role in its success.
The initial start-up costs of being a green business with green operations ishigh, however the long-term capital and operational savings compensates
for the expenses. Additionally, the lure of our sustainability encouragesusage and increases sales revenues.
City Financial ImpactsHOW A LA CARTE FINANCIALLY IMPACT THE CITY OF RALEIGH
Our business will contribute to maintaining the City ofRaleigh's 4-STAR Community Sustainability rating.
As part of its mission to develop and foster healthy economicgrowth and diversity, the City of Raleigh seeks to expand itsbase of small and minority owned businesses. Meaning, A LaCarte is a desired business gain for the City of Raleigh for theearnings it brings and provides.
A green business such as A La Carte has helped create avibrant community within the city and adds to it's growinggreen economy. Business operations are lower than otherfood services which reduces Raleigh's operating costs.
Utilizing the Downtown restaurants in our services providesRaleigh with more business to business revenue.
Agricultural Resource BenefitsHOW A LA CARTE BENEFITS OUR AGRICULTURAL RESOURCES
The presence of agriculture in the urban environmentpositively affects the natural environment, the localeconomy, social relations and household economic
behavior - all of which contribute to the livability of thecity.
A La Carte increases revenue of the NC SustainableAgriculture community by direct income gains through
product purchasing and partnerships.
A La Carte seeks to continually provide city micro-entrepreneurs with opportunities for success. Every
agricultural resource used (produce, meat, beverage) isfeatured on our website, allowing users to become
aware of our local agriculture and contact any resourcefor more information.
A N U R B A N D I N I N G E X P E R I E N C E
A L A C A R T EFRESH | FROM FARM TO FORK
LOCAL | NC SUSTAINABLE FARMERSFEATURED | BRINGING YOU DOWNTOWN DINING