by cristina carroll, annie culver, bobby edwards, & nick jerome
TRANSCRIPT
By Cristina Carroll, Annie Culver, Bobby Edwards, & Nick Jerome
MISSION STATEMENT
THE BEER TRUCK aims to provide quality craft beers and micro brews to the Main Line in a
mobile and easily accessible fashion. THE BEER TRUCK will be present at local sporting events in the area to esstablish itself as the pioneer in
mobile quality beer by providing the best service and unique products.
COMPETITION
CORE COMPETENCIES
• Unique sports viewing experience
• Mobility/versatility• Quality food• Craft beer selection
CORE PROCESSES
• Food and drink production• Aim to be frontrunners in:–Mobile food–Mobile local beer
MARKET ANALYSIS
• Target groups:–Main Line sports fans (males 30-65)–College students (males 18-22)• Villanova, Bryn Mawr, Haverford, Harcum, etc.
–Philadelphia sports fans (males 21-65)
SWOT
COMPETITIVE PRIORITIES
PRODUCTS & SERVICES• Beer– Local craft brews–Unique individual competitive
competencies• Food–Beer themed recipes–Different food daily (except dessert item)
CRAFT BREWERIES• Yards Brewing Company
– Historic
• Philadelphia Brewing Co.– Limited runs and seasonal brews
• Earth Bread & Brewery– Environmentally friendly
• Flying Fish Brewing Co.– Award winning brews
• Nodding Head Brewery & Restaurant– Seasonal and award winning brews
MENUMonday Tuesday Wednesday Thursday Friday Saturday Sunday
Ale Chili Beer Braised Pulled Pork
Beer Mac and Cheese
Ale Turkey Burger
Mushroom Chestnut and Ale Pie
Beer Marinated Steak
Beer Battered Fish
Daily Dessert
OPERATIONS STRATEGY
• On hand our truck will consistently serve: – 7 local craft beers – 1 featured dish– Beer Mallow dessert– 3 of the most popular beers available on tap
OPERATIONS STRATEGY
• Limited capabilities due to the restriction of space leads to efficiency:– Make-to-stock strategy for our featured dish– Dual use of refrigerators– Kegs of our most popular beers– Lean staff
OPERATIONS STRATEGY
• Relationships with local small businesses as our suppliers – Easy communication– Easy transportation of goods– Best and freshest quality goods– Marketing for supporting small and local
businesses
QUALITY STRATEGY
• Lean system to control quality– Close relationship to suppliers– Small lot sizes
• JIT system to get rid of waste• Types of waste crucial to eliminate:– Overproduction– Excess inventory
QUALITY CONTROL
• Local environmentally sustainable ingredients• Partner with local farms/dairies• Inspect each shipment with lean system• Check random batches of beer– Use p-charts to control proportion defective
• Premium product likely to have errors
SUPPY CHAIN MANAGEMENT– Usage of local farmers markets• Lancaster County farmers market• Bryn Mawr farmers market• Giant and Acme as backups
– Philadelphia area breweries• Yards, Flying Fish, Etc.
– Collect and learn from data• Record sales and analyze trends
DEMAND MANAGEMENT
• On days vs. Off days– On days: Beer Truck is present at sporting events– Off days: Beer Truck is present on the streets of
Philly
• Customer Service– Two distinct windows for busy days– Square Register for analytics of sales
ON DAYS• Attending collegiate games with tailgating events• Attending professional Philadelphia sporting events
(Eagles, Phillies, Flyers, 76ers, and Philadelphia Union– Lincoln Financial Field– Citizens Bank Park– Wells Fargo Center– PPL Park
• Attending events such as the Army-Navy Game
OFF DAYS
• Parked in popular areas of Philadelphia– Heavy in foot traffic
• Alert customer base of whereabouts using social media:– Twitter feed– Instagram
ON DAYS vs. OFF DAYS• On days we will be able to service:– 300 to 350 customers (without the addition of kegs)– Grow to service 800 (with the addition of kegs)– Beer will be the most popular product
• Off days we will be able to service:– 175 to 250 customers– Featured Dish and Beer Mallows will the most popular
products• Forecasting procedure begins with executive
estimates. Once historical data can be gathered trend progressions will be run to become more efficient
START UP COSTSLiquor License $100,000
Liquor License Transfer Fee $700
Truck $35,000
Truck Refurbishment $5,000
TV’s $1,000
Tables $600
Retail Food License $323
Inspection Fees $614
Total $143,237
MONTHLY EXPENSESTruck Maintenance $200
Satellite TV $65
Utilities $500
Gas $2,000
Paper Products $3,000
Beer on Tap $3,780
Bottled Beer $17,150
Food $42,000
BeerMallows $5,600
Wages $6,400
Total $80,695
MONTHLY INCOME
Food$84,000
Beer Mallows$11,200
Beer on Tap$39,060
Bottled Beer$24,500
Total $158,760
PRICING DECISIONS
• Everyday Menu Items- $12• Beer Mallows- $4
• Beer on Tap- $6• Bottled Beer- 5$
PROFITS
$158,760: Monthly Income$79,695: Monthly Expenses$143,237: Start-up Cost
$-64,172: First Month Loss$79,065 : Average Monthly Profit
THANK YOU