Healthy Fast FoodStrategic Plan Presentation

October 10, 2012

CEO – Deb Nemshick COO – James Blake CFO – Ima McCollum CIO – Mike Massaro CMO – Anthony Samartino CLO – Victoria Eckman

The Team

Business Concept A growing, mid-sized company that offers healthy

food in a fast food-type style.

Meal plans with nutritional guidance available for those who wish for it.

“Nutritional Gym”.

Serving Breakfast, Lunch and Dinner.

We make eating healthy affordable and convenient.

We make it easy for you to be healthy. At Skinny’s, we have created a unique healthy fast-food experience. We offer tasty & nutritious menu options along with nutritional guidance and education. We will not stop growing until you see a Skinny’s in every town in America!

Our company motto is Lo-Cal, Local. Skinny’s partners with local farmers, health professionals and fitness gyms to offer a blend of services that will enable our customers to achieve and maintain a healthier lifestyle.

Skinny’s is Unique

Healthy casual dining options Meal plan packages (similar to Nutrisystem

or or Weight Watchers) (Cost of meal plans, monthly, quarterly, etc) Teaming up with local gyms to offer

additional healthy lifestyle programs at a reduced rate

Online website that offers a personal health tracker for individuals

The Skinny on Skinny’s

Can track initial weigh in and all subsequent weigh-ins in the privacy of your own home!

Can monitor the meal choices made for each day by selecting menu items on the site and adding them to your daily food notebook.

Tracking workouts will be simple and easy too.

The website will help you decide on your health goals and will design a plan that is right for you!

>Insert “picture?” of homepage (mike?)

Website

Current State of Skinny’s 64 restaurants open and operating. $100 million in revenue annually. North-Eastern occupied. __% of business comes from meal plans __% of produce comes from farmers __% of revenue go to operating expenses

Prevail as the leading healthy fast food alternative in the United States and begin international expansion.

Expansion into airports and vacation towns.

Monthly memberships.

Future Direction : Overview

Purpose:To create healthy lifestyle options for people with

busy lives.

Values:1. Quality2. Honesty3. Responsibility

Company Core: Overview

Consistently delivering fresh, local foods prepared to meet impeccable standards for taste, health and presentation.

Normative Behavior Statements1. Always preparing food in a consistent manner2. Keeping the menu healthy and flavorful3. Presenting the food in an appealing way

Quality: Indepth

Always providing accurate information to both employees and customers in any circumstance.

Normative Behavior Statements1. Being up front about all nutritional information2. Making sure employees are informed of all

relative decisions – never keep them uninformed3. Present current project status, risk, etc. 4. Keeping customers informed of where our

product is coming from.

Honesty: Indepth

Owning all decisions to both customers and employees, and ensuring the health of those we serve.

Normative Behavior Statements1. We are responsible for our actions and the

actions of coworkers2. We are responsible for making all guests feel

welcomed3. We are responsible to help customers meet their

health goals

Responsibility: Indepth

Most recognized health food restaurant in the country – to make Skinny’s a household name by occupying nationwide markets.

KPIs:1. 500 Million in revenue2. All major cities will have at least two Skinny’s locations3. 95% Customer satisfaction4. 5 % Employee turnover rate5. Cut operating costs by 55%6. 75% contribution by local farmers7. Meal plans generating __% of business.

Vision – 2022 Perspective

Occupy all major cities on West Coast

KPIs1. 250 Million in revenue2. All major cities on the West Coast will have at

least four Skinny’s locations3. 87% Customer satisfaction4. 10% Employee turnover rate5. Cut operating costs by 45%6. 65% contribution by local farmers7. Meal plans generating __% of business.

Vision – 2017 Perspective

Grow 50 million (to 150 million) in revenue and lower operating costs

KPIs1. Cut operating costs by/to? 35%2. 50% contribution by local farmers3. 150 million in revenue4. 80% customer satisfaction5. 15% employee turnover rate6. Key managers and team trained for expansion7. Meal plans generating __% of business.

Mission – 2013 Perspective

Skinny’s objectives for the next year of operation includes: Keeping food cost under 35% of operating expenses. Keeping employee labor cost between 24-29% of

operating expenses Remain a small restaurant with excellent food and service. Increasing sales to 150,000,000 per year. Promote and expand in major East Coast Cities. Expand our marketing and advertising in targeted Major

Market areas on the East Coast. Achieve 12% return on investment to investors for the first

two years and 15% for the next three years. (? Just check numbers to make sure they are reasonable but sounds good)

Goals and Objectives Year 2013

Keeping food prices low.

Making healthy taste appealing to all audiences.

Logistics.

Remain fresh.

Local cuisine/culture.

Competition moving West, consumer acceptance moving South.

Food for Thought

T - Skinny’s primary competition is main stream fast food chains that offer lower calorie menu options or can offer low priced menu options such as McDonalds, Panera Bread, Subway, etc…

S -Skinny’s competitive edge will include a menu that serves all low calorie and healthy options as opposed to our competition where healthy options are limited.

S - Skinny’s will offer nutritional and diet counseling through our state of the

art interactive website which will allow our customers to track their calories consumed by swiping their key fob when ordering. (love that idea)

S - Skinny’s will partner with local gyms to offer discounted memberships to our customers.

S - Skinny’s will partner with local health care professionals who will offer free BMI and Blood Pressure assessments to our customers once a month

SWOT

O - The creation of a unique and innovative healthy dining atmosphere will differentiate us from the competition. The restaurant will stand out from the other restaurants in the area because of the unique offerings of healthy fast food along with nutritional counseling . We will offer a dining experience in which our customers will enjoy healthy choices.

S - Product quality. Not only great food but great service and atmosphere.

T -The menu will appeal to a wide and varied clientele. We will offer a children’s menu along with options for dietary restrictions such as peanut allergies, Gluten-Free and Low Glycemic options for our customers with Diabetes.

O - We will have partnerships with local gyms to offer our customers a discounted membership.

O - We will gain approval from the American Heart Association and American Diabetes Association to ensure we are delivering a product in line with healthy standards. (?)

O - We will offer franchise opportunities to reduce costs and allow us to expand more rapidly.

SWOT

Strengths:1. Healthy , High Quality Food , prepared

fresh to order. 2. Environmentally Friendly – Organic, Use

of Biodegradable packaging3. Dietary Guidelines strictly enforced

(American Heart Association, American Diabetic Association)

4. State of the Art Technology – interactive web-site available for customer’s to track and manage health progress.

5. Competitive pricing, comparable to pricing for packaged food products offered by Nutri-system/Jenny Craig.

6. Professional Employees who are well trained and rewarded for best in class customer service, profit sharing opportunities.

7. Cultural change towards healthy eating8. Holistic view of healthy lifestyle9. Nutritional education

Weaknesses:1. Dependencies on local

farmers/availability of food sources. 2. Relationships with partners in the

health and fitness industry.3. Staying current on regulations for

approval from various Associations.4. Specific target focus will limit

customer base. 5. High cost of food6. Labor turnover7. Wastage8. Consistency of food – quality and

delivery timeframes9. Menu appeal10. Perceived high end product11. High cost of space

S.W.O.T. Analysis: Strengths/Weakenesses

Opportunities:1. Unique marketing concept – no real

competition at this point in time.2. High demand for healthy food

options.3. Market segment is poised for

tremendous growth.4. Franchise opportunities will offer

rapid expansion. 5. Geographic expansion6. Airports7. Memberships8. Nutritional programs9. Joint venture with gyms, other

health food outlets10.Food delivery11.Regional menus12.Inner city food/gardening

programs13.Social networking

Threats: 1. Economic slow down could impact growth2. Increased competition from major Fast Food

companies and grocery stores.3. Availability of local food sources4. Frequent changes to dietary guidelines 5. Media critics 6. Weather Impacts on crops

S.W.O.T. Analysis Opportunities/Threats

Financial Plan – Mike to rework – Numbers are wrong