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Jessica Caricato Restaurant Fact Sheet 1.

Name and Address:

Chiaro Di Luna 327 Cranbury Road Plainsboro, NJ 08536


2. Concept and Cuisine: Chiaro di Luna, meaning Moonlight, in Italian, is a romantic, intimate restaurant that is the ideal setting for couples, the dominant demographic in Plainsboro, New Jersey. The Chiaro di Luna menu is structured in the style similar to those of Northern Italy and Venice, with a Primo course (pasta, risotto, polenta, or soup), followed by the Secondo (entre), The Contorno (salad) is served after the entre in Italian meals. The final course is dessert (Dolce), which will be served simultaneously with a selection of hot beverages such as espresso. Chiaro di Luna will feature an extensive wine list, a unique attraction in Plainsboro that will draw in more guests. A recommended wine will be listed for each menu item, should the guests choose to order it. 3. Day and hours:
Day Monday Tuesday Wednesday Thursday Friday Saturday Sunday Hours Of Operation 6:00 PM-11:00PM 6:00 PM-11:00PM 6:00 PM-11:00PM 6:00 PM-11:00PM 6:00 PM-12:00 AM 6:00 PM -12:00 AM 6:00 PM- 10:00 PM

4. Expected amount of business: 4A. Number of seats: 150, primarily in 2 and 4-top settings. reservations are recommended for all guests, but are required for parties of six or more so that a suitable table can be arranged beforehand. The Chiaro di Luna bar will have fifteen stools.

4B. Estimated number of covers daily:

Estimated Covers Monday Tuesday Wednesday Thursday Friday Saturday Sunday 175 175 175 175 400 400 150

4B Continued: Due to the estimated length of each guests stay, and the fact that our target market typically works during the week, Friday and Saturday will be Chiaro di Lunas busiest times, although the restaurant is open every night. 4C. Estimated turn times: between 100 and 180 minutes. 4D. Estimated check average (per person): $12 (Primo course) +$25 (Secondo/main) +$8 (Cotorno/salad) +$10 (Dessert) +$12 (Wine or cocktail) =$67 per guest 5. What do you want to be known for? 5A. Signature entre: Pan-Seared Halibut wrapped in Pancetta, served with TomatoKalamata Broth and Roasted Eggplant 5B. Signature dessert: Deconstructed Tiramisu: Chocolate ladyfinger biscuits with a rum glaze, served with espresso-mascarpone mousse and chocolate ice cream. 5C. Other signatures: the comprehensive wine list and wine pairing menu at Chiaro do Luna will be a notable attraction, an amenity that cannot be found at other nearby restaurants. The on-staff Sommelier will ensure that guests have an unforgettable dining experience. 6. Uniforms, Music, and Ambiance: All servers will wear formal attire, entirely black with deep red ties. Classical music will be playing through the restaurant. Chiaro di Luna aims to make guest feel as if they are in a warm, private environment. The restaurant will be dimly lit, with unscented candles placed on each table. The color scheme of the restaurant will be cream and dark red, with hardwood floors and golden accents. Above all, the mood in the restaurant should be romantic, which will be reflected in both the environment and the food.

7. Rent per square foot: in Plainsboro, the rental rate is $16 per square foot per year. Total square footage of Chiaro di Luna: 1,200 for kitchen, 450 for bar, 2,400 for main dining room, 240 for bathrooms. Total: 4,290 sq. ft. 4,290x $16 = $68,640 per year 8. City and area demographics.

8A. Gender Breakdown Male Female Total 9016 8732 17748 50.80% 49.20% 100%

8B. Age Breakdown Age 9 or below Age 10-19 Age 20-29 Age 30-39 Age 40-49 Age 50-59 Age 60-69 Age 70-79 Age 80 and above 2662 2006 3266 4366 3177 1491 497 195 71 15% 11.30% 18.40% 24.60% 17.90% 8.40% 2.80% 1.10% 0.40%

8C part I. Marital Status Never Married Married Separated Widowed Divorced 4310 8339 282 268 887 30.60% 59.20% 2% 1.90% 6.30%

8C Part II. Children/Household Status Average Household Size Households with Children Households without Children Total Households 2.38 3032 4959 7991 N/A 37.95% 62.07% 100%

8D. Income Breakdown by Household Below $10,000 163 2.04%

$10,000 to $14,999 $15,000 to $19,999 $20,000 to $24,999 $25,000 to $29,999 $30,000 to $34,999 $35,000 to $39,999 $40,000 to $44,999 $45,000 to $49,999 $50,000 to $60,000 $60,000 to $75,000 $75,000 to $100,000 $100,000 to $125,000 $125,000 to $150,000 Above $150,000

87 124 143 156 205 182 257 328 547

1.09% 1.55% 1.79% 1.95% 2.57% 2.28% 3.22% 4.11% 6.85%

8E. Population Density Total Population Density (per sq. mi) 17748 3149.48

938 11.74% 1,305 16.33% 1,090 13.64% 676 8.46% 1,789 22.39%

8F. Local Attractions: Princeton University, Mercer County Community College, McCarter Theater, Kelsey Theater, Princeton University Art Museum, Princeton University Stadium, Plainsboro Museum, Quakerbridge Mall, Mercer Mall, Grovers Mill, Burial Place of Essie the Cow, Stultz Farm.
8G. Top 6 Types of Occupations
Administrative Support

8H. Top Employers Atlantic Health Goldman Sachs Group Novo Nordisk Meridian Health KPMG Mercedes-Benz USA

2,997 15.68%
Executives, Managers, Administrators

2,087 10.92% 2,038 10.66% 678 666 606 3.55% 3.48% 3.17%

Professional Specialty Occupations Sales Workers and Clerks Sales Professionals Technologies and Technicians

8I. Educational Achievement Less Than 9th Grade 129 0.67%

Some High School HS Diploma or GED Some College Associate Degree Bachelor's Degree Graduate Degree

179 1323 1320 673 4890 4352

0.94% 6.92% 6.91% 3.52% 25.58% 22.77% White Asian Black

Race/Heritage Breakdown 9460 5608 1438 852 319 53 53.30% 31.60% 8.10% 4.80% 1.80% 0.30%

Hispanic/Latino Multiracial Other

8K. Discuss in detail; who most likely will be your target market and why, along with their profiles: The target market for Chiaro di Luna is couples, primarily aimed at those age 2139. These people, mainly members of generation Y, can be single or married, but will come to Chiaro di Luna if they happen to be looking for a romantic setting. Demographics of the Plainsboro, NJ area show that this age group makes up the largest amount of the population and furthermore, shows that a majority of Plainsboro consists of young, married couples, the ideal type of customer that the restaurant is looking for. It is expected that there will be much heavier traffic to the restaurant on weekends, since a large amount of Plainsboro, NJ residents lead a lifestyle work a typical nine to five week, and more than likely get the weekends off. Chiaro di Luna is still open on weekdays, to cater to those whose schedules are more flexible, giving them time for a longer evening out during the week, rather than on the weekends. The concept of Chiaro di Luna caters to the lifestyles of the residents of Plainsboro, who tend to make a larger income than average, allowing them to afford an evening out at a more lavish, opulent restaurant, and it also satisfies their need for a place to have a romantic evening out with someone special.

Works Cited
"100 Best Companies to Work For 2010: New Jersey." CNNMoney.com. Web. 19 Dec. 2010. <http://money.cnn.com/magazines/fortune/bestcompanies/2010/states/NJ.html>. "Plainsboro, NJ 08536 Occupation By Population." CLRSearch. Web. 19 Dec. 2010. <http://www.clrsearch.com/Plainsboro_Demographics/NJ/08536/Occupation_By_Popula tion>. Population, By. "Plainsboro, NJ 08536 Household Income." CLRSearch. Web. 19 Dec. 2010. <http://www.clrsearch.com/Plainsboro_Demographics/NJ/08536/Household_Income_an d_Net_Worth_Statistics>. "Plainsboro, NJ, 08536 - Office Building Property for Lease." LoopNet. Web. 19 Dec. 2010. <http://www.loopnet.com/Listing/15086107/Scudders-Mill-Rd-Shalks-Crossing-RoadPlainsboro-NJ/>. "ZIPskinny Demographic Information for 08536 - PLAINSBORO NEW JERSEY." ZIPskinny. Web. 19 Dec. 2010. <http://zipskinny.com/index.php?zip=08536&pagetype=main>.