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December 1st, 2014

Good Eats

Owners: Allison Brumet (Co-owner), Tracy Calvert (Co-owner), Kasey Hutchinson (People
Person aka Customer Service), Erin Nyberg (Chef Extraordinaire) and
Aly Russell (Numbers Girl aka Manager)
Mobile Food Truck
Commercial Kitchen Rockin TJ Ranch
651 Lynx Lane
Bozeman, MT 59718
Goodeats.com

December 1st, 2014


Organizational Plan
Vision
Operating out of Gallatin County Montana, Good Eats strives to bring nutritious, fast,
and locally sourced food to consumers on the go.
Mission
We will serve locally sourced, healthy foods to customers on the go. The local
community farms and something close to home will inspire the food. Not only will the
food and drinks be tasteful, but also energy packed to keep you going through the day. Our
aim is to keep the customer in mind and keep our prices affordable.
Type of foodservice
Good Eats is a mobile food truck operating as a commercial, limited service, limited
menu foodservice operation. Bozeman does not have a wide range of choices when it
comes to healthy fast options, this mobile food truck can provide both of those options to
the busy population of Bozeman.
Operating practices
As a mobile food truck serving the people of Bozeman for lunch on the go, we will be
a small business in the form of a partnership. This partnership will allow for increased
sources of knowledge, ability, and capital. It is also easy to initiate and the owners will
avoid double taxation.

December 1st, 2014


Food Factors
The Menu
Soups: All served with your choice of local bread or homemade cornbread.
Prices are cup/bowl (8 or 12 oz.)

Veggie Option: $3/4


o Lentil/barley vegetable soup - made with Montana grown lentils or barley
(this will depend on pricing at time of production)
o Made with fresh (and local when possible) ingredients including but not
limited to potatoes, diced tomatoes, onion, celery, spinach, carrots, and white
beans.
o Seasoned with parsley, fresh lemon juice, balsamic vinegar and red pepper
flakes.

Carnivore Option: $3.5/4.5


o Chili - made with local ground beef and local bacon
With local onions, garlic, carrots, and corn (when possible).
Seasoned with white wine, chili powder, cumin, and unsweetened
chocolate
Enjoy alone or over a square of scratch made cornbread!
Enjoy topped with crumbles of local goat cheese from Amaltheia
Dairy.

Rotator Option: this will be a special soup that will differ on a weekly basis $3/4
o Creamy roasted butternut squash and pear soup - the perfect soup for chilly
fall days
o Local squash and onions
o Seasoned with fresh rosemary

Sandwiches: Served cold or as a Panini! Make it a soup/sandwich combo for $2 extra. ( 8oz
soup)

Avocado and Turkey: $5


o Deli sliced turkey with fresh avocado, roma tomatoes, spinach, your choice of
local cheese and stone ground mustard.

Grilled cheese: $5
o Local 3-cheese blend grilled with bacon, lettuce, and roma tomatoes!

Veggie: $4
o Hummus, avocado, tomato, carrots, and local goat cheese with balsamic
dressing.

December 1st, 2014

Al la Carte:
Homemade hummus: (4 oz.) served with your choice of veggie sticks or crusty baguette $2.5
o Chickpeas, tahini, roasted red pepper, fresh lemon juice, and red pepper flakes

Scratch made cornbread: - $2


o Cornbread made with organic corn meal and drizzled with local honey!

Mac n Cheese: - $ 4
o A healthy serving of macaroni and cheese made with whole-wheat noodles and a
local cheese blend.

Homemade desserts:

Ginger, molasses cookie sandwich with cream cheese filling - $2


Classic lemon bar - made with fresh lemons - $2

Beverages:

Bottled water -$ 1 for a 500mL bottle


Assorted varieties of soda (San Pellegrino, La Croix etc.) - $2 for 120z can

Description of Menu
Good Eats is a mobile foodservice operation. A static menu will be offered with
specials rotating on a weekly basis. The menu will be altered on a seasonal basis to
incorporate foods that are in season, locally and regionally. Foods will be offered a la carte
so that patrons can purchase anything from a snack of hummus and veggies, to a soup and
salad combo. Good Eats is a lunch only foodservice with a focus on providing quick, healthy
food options for people on the go.
Menu influences
Inspired by the lack of quality, healthy food available on MSUs campus, Good Eats
strives to provide low cost, homemade, quality food to lunch crowds. Bozeman is an active,
healthy community that looks for foods that enhance and compliment this lifestyle. Top
restaurant trends indicate that customers desire sustainably sourced food and green
practices. With a strong local foods movement, Bozeman is the ideal customer base to offer
locally sourced foods to. Because Bozeman is a university town, students will be a large
part of the customer base targeted by Good Eats. Prices will be kept as low as possible to
ensure that no one is priced out of eating quality, healthy foods. With the goal of reaching a
broad range of customers, Good Eats will be a mobile foodservice establishment that offers
a minimalistic but quality menu.

December 1st, 2014

December 1st, 2014

Functional Food Service


Flow of Food
In our foodservice operation, we will be using a ready prepared system of food
production. This will be most useful in our food truck, since the only process that will need
to be completed when the customer orders is meal assembly. Our food will be prepared in
a decentralized manner in which the food preparation will take place in a commercial
kitchen and then transported to the food truck, where meals will be assembled prior to
delivery to customer. We will be using a cook chill process; soups will be completely
cooked then chilled so the reheating process will be timely and flavor will not be
compromised by freezing. Our sandwiches and a la carte items will also be prepared at the
commercial kitchen and stored chilled at both the kitchen and the truck. A diagram of this
process is indicated below.
Food Product Flow Diagram

December 1st, 2014

Kitchen Design
For our kitchen design, two diagrams and explanations are needed as we have two
locations for our foodservice; one is the commercial kitchen we will be using to receive,
prepare and store food and the other is the food truck in which hot holding, chilled storage
and meal assembly will take place. We will be renting space in a commercial kitchen so
most of the specifics of the materials used there will already be decided. However some
recommendations in the kitchen are to have floors made from a type of urethane mortar or
vinyl, which is easy to clean and resistant to heat and chemicals. The lighting will need to
be direct in order for optimal sight of food preparation. Our equipment will need to be
made out of metal and have proper ventilation hoods in cooking appliances. In the
commercial kitchen we will require a stove to cook our soups and macaroni and cheese, a
large oven for baking breads, a food processor to make our hummus, a refrigerator/freezer,
and adequate knives, cutting boards and prep space for the rest of our activities. We will
buy a used food truck that is in good condition in order to save money on initial start up
costs of the business. The exterior of the truck will be 24 by 8. The kitchen interior will be
16 by 7 and 6.5 tall. For an energy source we will use a propane generator, which is not as
sustainable as we would like but a solar powered food truck is not exactly feasible. Other
possible options for energy, depending on where we park, include a bartering system with
a local business in which we will be allowed to plug into their electric in exchange for free
lunches for the employees of the business we choose. This will increase community
connectedness as well. In the food truck we will also need direct lighting fixtures using LED
lights to ensure energy sustainability. The floors will be made using seamless membrane
polyurethane to ensure easy maintenance, durability and low slippage. The equipment we
will need includes a ventilation system that will allow for three employees to work in the
truck kitchen at one time, such at the Panasonic Energy Star certified 290 CFM ceiling
exhaust; a stove such as a portable Chef-master butane stove; next to the stove there will be
3 commercial soup warmers such as the stainless steel Avantco warmers; and a small
stainless steel Energy Star certified refrigerator. Using the Energy Star certified equipment
will help us be more sustainable. Though these products are sometimes more expensive,
the reduction of energy costs will save us money in the long term.

December 1st, 2014

Commercial Kitchen Diagram

December 1st, 2014

Food Truck Diagram

December 1st, 2014


Procurement
Suppliers
One of Good Eats main suppliers will be Root Cellar Foods for all processed
vegetables that grow locally. Root Cellar Foods will provide fresh produce that is chopped,
pureed, frozen, shredded, etc. Market Day Foods will be used to procure local farmer goods
from the multiple farms in Gallatin and surrounding counties. Direct contracting with
Amaltheia Dairy, Three Hearts Farm, Townes Harvest, Three Fiddles Farm, Gallatin Valley
Botanical and Rocky Creek Farm will provide items that each farm can specialize in and
produce in bulk. Good Eats will contract with each of these farms for their niche product.
Good Eats will market to those looking for a quick healthy meal, whether it be in between
classes or during the business lunch break. The food truck will be for those that prefer to
eat locally and are health conscious. All cleaning products, paper service items, disposable
utensils, etc. will be sourced from the sysco eco-friendly line. These items will be
biodegradable.
Sustainable purchasing guidelines
General:
Purchase locally
grown
products
Green cleaning
supplies
Statewide purchasing
of products

Products containing
recycled material

Minimal Packaging
waste (compostable)
Sustainable farming
practices
Certified Organic
products (when
possible)
Alternative Service
Products (Natural
fiber)
GMO/pesticide free
(when
possible)
Hormone/antibiotic
free (when
possible)
Minimal Packaging
waste

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Beef:

Ultimate goal is to purchase from Montana producers that meet sustainability


guidelines
1st Priority: Hormone and antibiotic free
Regional producers (within 150 mile radius of Bozeman)
Grass fed
Pasture raised
Certified organic (USDA)/Certified Naturally Grown
Spinach:
Ultimate goal is to purchase from Gallatin County based growers who practice
sustainable farming techniques
1st priority: Herbicide/Pesticide Free
GMO Free
Certified Organic (USDA)/Certified Naturally Grown
Regional Producers (within 150 mile radius of Bozeman
Bid Buying

Bid Request
Bids will be received until September 21, 2014
Issued by:

Three Hearts Farm

Date issued: September 15, 2014

Address: 2111 Love Lane


Bozeman, MT 59718
Date to be delivered:
Weekly as ordered between 1/1/15 to 6/30/15

Increases in quantity up to 30% will be binding at the discretion of the buyer. All items are to
be officially certified by the U.S. Department of Agriculture for acceptance no earlier than 2
days before delivery; costs of such service to be borne by the supplier.

Item Description

Quantity

Unit

Unit Price Amount Item No.

Romaine Hearts- Mr. McGregors varietal


3 hearts per bag
pesticide/herbicide free

10

bags

Carrots- Crazy Colors heirloom varietal


5 lb. bundles (with tops)
USDA certified organic

10

bundles

Radishes- Radeye varietal


3 lb. bundles (with tops)
USDA certified organic

10

bundles

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Beets- Ruby and Golden Girl mix


3 lb. bundles (with greens)
GMO free, pesticide/herbicide free

10

bundles

Squash- yellow pattypan


10 lb. cases
pesticide/herbicide free

case

Supplier_____________________

Purchase Order

PURCHASE ORDER

[COMPANY NAME]
[Street Address]
[City, ST ZIP Code]

TO:

SHIP TO:

P.O. NUMBER:

Mariann Van Den Elzen


MARKET DAY FOODS
PO Box 6357
Bozeman, Mt 59715
406-522-9501

Tracy J Calvert
GOOD EATS
651 Lynx Lane
Bozeman, Mt 59715
406-600-7074

00100

P.O DATE

REQUISITIONER

SHIPPED VIA

9/17/2014

T. Calvert

Ground

F.O.B. POINT

QTY

UNIT

DESCRIPTION

1lb

Ground Beef (Hormone/antibiotic free)


Lazy SR Ranch

TERMS

UNIT PRICE

$5.25

TOTAL

$26.25

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SUBTOTAL

$26.25

SALES TAX
Please send two copies of your invoice.
Enter this order in accordance with the prices, terms, delivery
method, and specifications listed above.
Please notify us immediately if you are unable to ship as
specified.
Send all correspondence to:
Allison

0.00

SHIPPING AND HANDLING


OTHER
TOTAL

$26.25

[Street Address]
[City, ST ZIP Code]

Authorized by Allison

10/1/2014

Receiving plan
Good Eats will purchase as much as possible from local farmers and producers. All
products that can be contracted locally will be done so based on the best price farmer. For
the ingredients needed that cannot be supplied locally, a fixed bid will be in place with
Sysco for items such as salt, pepper, spices, cleaning products, paper service items, etc. The
items that the farmers within Gallatin Valley and surrounding counties have to offer will be
bid on and purchased accordingly. The manager will be the purchase coordinator that will
be responsible for all buying and contracting for the company. The food products will be
delivered to our commercial kitchen on two set receiving days. Sysco will deliver directly;
Root cellar foods and market day foods will deliver on the receiving days. Products
contracted directly with farms will have to be picked up by Good Eats purchase coordinator
at the farms on a contracted picks up day. The receiving clerk will implement invoice
receiving. The clerk will complete inspection against the purchase order and invoice.
Quantity will be checked against the purchase order. There will be an official acceptance or
rejection of orders and that will be followed up with completion of receiving records that
will be checked by the clerk.
Storage plan
Dry goods, fresh produce and serving/cleaning products will be separated.
The first step in having food properly stored within the organization will begin with
employee training. All team members will be required to take and pass a food safety class
in order to ensure everyone has adequate training. The next step in proper storage involves
the keeping raw meats and dairy separate from produce. Storage unit, fridge/freezer will
have designated shelving for each type of product with vegetables and fruit on top followed
by dairy in middle and raw food (meat) on bottom. All food will be in containers labeled for
the class of food in order to help prevent cross-contamination as well as be dated with the
time and date for additional safety.. All containers will be properly cleaned and sterilized
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after each use. The third measure for proper food storage will involve temperature control.
All storage units will have temperature gauges and a corresponding log sheet to record
temperatures and times (at least twice a day).
Inventory Record
The overall inventory philosophy will be run as a Perpetual Inventory system. This
system, with the exception of fresh produce, will allows us to have a better understanding
of our product usage and costs on a daily basis. This type of system is a must for small
businesses. The ability to know quickly what is being purchased and used allows for
flexibility and the chance to quickly respond to consumer preference and market variation.
In addition there will be a system in place for direct issuance of goods; ex. fresh produce;
that will be used on the day of delivery. Daily tracking of direct issuance, in conjunction
with regular inventory, will help to track waste and help increase efficiency.

Food Production
Production Forecasting
For our food service operation we will be using a moving average forecast, a type of
time series model. This will be effective for short-term decisions. For each item we sell, we
can measure how much is sold each day over the past week. First, the average number of
each item sold for the first 5 days will be calculated (by adding up the total sold and
dividing it by 5). Then the amount of each item sold for days 2 through 6 will be calculated
and divided by 5. This will give us a moving average that will smooth out any variations
from different days and give an accurate forecasting number. It will be important to keep in
mind any important days that may occur during the forecasting period, such as big events
or holidays that can increase or decrease sales. This type of model is convenient because it
can use a computer program such as excel to find averages and graphs of the trends. An
existing employee, likely a manager of some sort will use this computer program to
complete the steps to help decrease costs. The disadvantage is that it could be time
consuming.
Historical Production Records
Date:
Time:
Number to be served:
Event:
Menu Item
Vegetable Soup
Chili
Seasonal Option

Amount Prepared

Amount Served

Comments

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Avo. Turkey
Sandwich
Grilled Cheese
Veggie Sandwich
Hummus
Cornbread
Mac n Cheese
Ginger Cookies
Lemon Bar
Bottled Water
La Croix
San Pelligrino

Production Scheduling
Meal Production

Date: 10/14/14

Meal: Lunch

Employee

Menu Item

Quantity
Actual
to Prepare Yield

Amount
Left
Over

Comments

Erin

Veggie Soup

30 serv

Combine
ingredients and
simmer

Aly

Chili

30 serv

Brown burger,
drain excess fat
then add all other
ingredients and
simmer

Allison

Butternut Soup

30 serv

Roast squash,
cube, and combine
with all other
ingredients to
simmer

Tracy

Avo/Turkey Sand.

30x

Assemble to order

Kasey

Veggie Sand.

30x

Assemble to order

Erin

Grilled Cheese

30x

Assemble to order

Aly

Hummus

11.25 c

Roast red peppers


in oven, then

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combine all
ingredients in
food processer.
Allison

Cornbread

30 squares

Mix all ingredients


and bake in 2
9x13 pans, hold in
chilled storage

Tracy

Mac n Cheese

30 c

Par-boil noodles,
then combine all
ingredients and
bake in oven for
30 min before
transfer into hot
holding in truck

Kasey

Veggie Sticks

15 c

Chopped and
portioned into
c. servings

Erin

Ginger Cookie

30x

Bake, assemble
and hold in chilled
storage.

Aly

Lemon Bar

30x

Bake and hold in


chilled storage

Allison

Bottled Water

30x

Hold chilled

Allison

San Pellegrino

30x

Hold chilled

Allison

La Croix

30x

Hold chilled

As production schedules are compiled or updated, copies will be emailed to all


staff. As Good Eats is a lunchtime and special events foodservice, production meetings will
occur on an irregular basis depending on dates of catering events etc. During summers,
when venues such as farmers markets occur on a regular basis, Good Eats will hold
production meetings after events to discuss the effectiveness of the previous schedule and
to plan the next upcoming event.
Ingredient Room
Menu Item:

Ingredients:

Veggie Soup:

Barley or Lentils

To be prepped 24
hours in advance:
X

Comments:
For barley: Rinse and sort,
picking out any rocks,
insects, or discolored

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Chili:

11/12/2014

Carrots

Onions

Potatoes

Celery

Spinach

White Beans

Parsley

lentils. Soak refrigerated


in water overnight in
covered container.
Peel, rinse, dice into inch
rounds, and refrigerate in
covered container.
Peel, rinse, dice, and
refrigerate in covered
container.
Peel, rinse, dice into 1inch
squares, and refrigerate in
covered container.
Rinse, dice into inch
chunks, and refrigerate in
covered container.
Wash, pat dry w/ clean
towels, and refrigerate in
covered container.
Rinse, sort, and soak
refrigerated in water
overnight in covered
container
Rinse, pat dry, and store
refrigerated in covered
container.

Balsamic Vinegar
Red Pepper Flakes
Fresh Lemon Juice
Bacon
Ground Beef
Onion

Garlic

Carrots

Corn

Peel, dice, and refrigerate


in covered container.
Smash, peel, mince, and
refrigerate in covered
container.
Peel, rinse, dice into inch
rounds, and refrigerate in
covered container.
If from cob: Shuck ears,
rinse, and shave kernel
from cob. Refrigerate in
covered container. If from
frozen kernels, thaw in
refrigerator overnight.

White Wine
Chili Powder

Measure amount called for


in recipe and store in
covered container.

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Roasted Butternut
Squash and Pear
Soup

11/12/2014

Cumin

Dark
Unsweetened
Chocolate

Butternut Squash

Pears

Rosemary

Measure amount called for


in recipe and store in
covered container.
Chop and weigh ounces
called for in recipe. Store
in covered container.
Slice squash in half, scoop
out seeds, refrigerate in
plastic wrap.
Rinse and dry store.
Rinse, remove sprigs from
stem, chop finely, store
refrigerated in covered
container.

Chicken Stock

Avocado Turkey
Sandwich

and

Onion

Turkey

Avocado
Roma Tomatoes

Measure amount called for


in recipe and store covered
in refrigerator.
Peel, dice, and store
covered in refrigerator.
Separate into portions by
alternating 3-4 slices of
turkey (depending on
thickness of slices) with on
piece of waxed paper until
30 portions have been
prepared. Place these
stacks in covered
containers and store in
refrigerator.
Will be sliced day of to
maintain color.
Will be sliced day of to
maintain freshness.

Mustard

Grilled Cheese

Cheese:

Spinach

Local Breads
Local Breads
Cheeses

Depending on selection
offered, goat cheese may
be spread on sandwich or
sliced varieties will be presliced the day before event
and stored in covered
container in refrigerator.
Rinse; pat dry with clean
towels and store covered
in fridge.
Will be picked up daily.
Pre-sliced and shredded.

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Will be sliced day of to
maintain freshness.

Roma Tomatoes
Bacon
Hummus

Chickpeas

Rinse, sorted, and


refrigerated overnight in
water.

Roasted Red
Peppers

Rinse

Tahini

Measure amount called for


in recipe and store in
refrigerator.

Fresh Lemons

Veggie Sandwich

Garlic

Red Pepper Flakes


Local Breads

Hummus

Shredded Carrots

Tomatoes
Avocado
Goat Cheese

Sunflower Seeds

Balsamic Dressing
(for Veggie Sand.)

Organic EVOO
Balsamic Vinegar
Minced Garlic
Mustard
Fresh Lemon

Cornbread

Flour

Cornmeal

Baking Powder

Smash, peel, mince, and


refrigerated in covered
container.
Pre-measure.
Picked up daily.
2Tbs/ projected serving
calculated and combined
into one container to take
on food truck.
Refrigerated.
Peel, rinse, julienne, and
refrigerate in covered
container.
Sliced daily for freshness
Sliced daily to maintain
color.
2 Tbs/ projected serving
calculated and combined
into container to take on
food truck. Refrigerated.
1-2Tbs/projected serving.
Shaker bottle filled to take
on food truck.
This dressing will be
prepared the day before an
event in the ingredient
room and refridgerated.
Pre-measure and store in
covered container.
Pre-measure and store in
covered container.
Pre-measure and store in
covered container.

Canola Oil
Maple Syrup

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Cane Sugar

Pre-measure and store in


covered container.

Milk
Veggie Sticks

Mac n' Cheese

Carrots

Cucumbers

Bell Peppers

Whole Wheat
Noodles

Cheese blend

Peel, rinse, and chop into


sticks appropriate for
dipping in hummus.
Refrigerate in covered
container.
Peel, rinse, and chop into
sticks appropriate for
dipping in hummus.
Refrigerate in covered
container.
Rinse, de-seed, chop into
sticks appropriate for
dipping in hummus.
Refrigerate in covered
container.
Measure dry amount
needed for estimated
servings (1.25 c/serving).
Shred cheeses and
refrigerate in covered
container.

Milk
Flour

Measure amount needed


for recipe, store covered in
dry storage.

Butter
Onion

Dry Mustard

Peel, chop, and refrigerate


in covered container.
Measure amount needed
for recipe, store covered in
dry storage.

Pepper
Salt
Ginger/Molasses
Cookie

Flour

Brown Sugar
Salt
Baking Soda
Cinnamon
Cloves
Nutmeg
Ginger
Vegetable Oil

X
X
X
X
X
X
X

Measure and mix all dry


ingredients marked X and
store covered in dry
storage.

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Molasses
Egg
Crystallized
Ginger
Granulated Sugar

For filling

Cream Cheese

Powdered Sugar

Measure amount needed


and store covered in fridge.
Measure amount needed
for recipe and store
covered in dry storage.

Vanilla

Lemon Bars

Butter

Butter

Flour

Measure amount needed


for recipe and store
covered in fridge.
Measure amount needed
for recipe and store
covered in fridge.
Measure separate amounts
needed for crust and filling.
Store covered, separately,
in dry storage.

Eggs
Sugar

Measure separate amounts


needed for crust and filling.
Store covered, separately,
in dry storage.

Fresh Lemons

Recipe Standardization
Lentil Veggie Soup 30 8oz servings
Procedure:
Soup:
Saut onion on med/high in olive oil until glossy. Add carrots, celery, and red pepper flakes and
saut for about 10 minutes.
Stir in diced tomatoes, chicken stock, white wine, lentils, lemon juice, red pepper flakes, bay
leaves, and lemon juice. Bring to a boil then reduce to a simmer. Cook for approximately 1.5
hours or until lentils are soft.
After lentils are soft, stir in spinach and white beans. Cook until spinach is soft and still bright
green about 5 minutes. Serve!
Ingredient
Olive Oil
Carrots
Onion
Celery

Amount
1/3 cup & 2 Tbs.
11-sliced into in rounds
7 diced
8 stalks

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Spinach
Diced Tomatoes
White Wine

10 cups
13 cups -7 15 oz cans or 1 #10 can
2c

Turkey/Avocado Sandwich 30 servings


Assemble sandwich. Spread mustard on one slice of bread. Fold sliced turkey onto break,
followed by customers choice of cheese, tomato, avocado, and spinach.
Ingredient
Local Bread
Deli Sliced Turkey
3-4 slices per sand-wich
Avocado
Roma Tomatoes
Local Cheeses
Spinach
Stone Ground Mustard

Amount
60 slices
90-100 slices (approx 26 g/slice = 5.125 lbs)
8 = avocado per sandwich
15 = 3 to 4 slices per sandwich
1.5 ounce/sandwich = 45 ounces pre-sliced. If goat
cheese crumbles 2 Tbs.
Baby variety 6-8 leaves. Approx ounce. 6 cups
total
2 Tbs per sandwich = 3.75 cups

Hummus 30 c servings
Procedure:
Rub peppers with olive oil and place on baking pan in preheated oven at 500 degrees F. Bake for
35-40 minutes until completely blackened. Turn 2-3 times during cooking. Remove from oven
and cover pan with aluminum foil for 30 minutes. Once cooled, peel skin from peppers and
remove seeds. Place peppers in food processor.
Add garlic to food processor.
Add tahini and chickpeas to food processor.
Add lemon juice to processor. Process ingredients together until smooth.
Mix variety of veggie sticks in cup to be served with hummus.
Ingredient:
Amount:
Red Bell Peppers
8
Olive Oil
4 Tbs
Garlic (pre-minced)
20 cloves
Tahini
5c
Chickpeas (pre-soaked)
22.5 c
Lemons (pre-juiced)
25

Veggie Sticks:
Ingredients
Bell Peppers -( pre-chopped)
Carrots - (pre-chopped)
Celery - (pre-chopped)

Amounts
2c
3c
3c

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Scratch Made Cornbread Yield 30 portions or 2 9x 13 pans


Ingredients:

Amount:

Procedure:

Cornmeal (organic)

3c

Preheat oven to 400 degrees.


Mix cornmeal and milk and
allow to stand for 5 minutes.

Milk

5c

Flour

4c

Baking Powder

2Tbs

Salt
Sugar
Maple Syrup
Eggs
Vegetable Oil

2 tsp
1c
c
4
1c

Stir together dry ingredients in


separate bowl.
Add milk and cornmeal mixture
to dry ingredients. Add eggs,
maple syrup, and vegetable oil
to rest of ingredients and mix.
Some lumps will remain. Pour
into two 9x13 greased pans.
Bake 30-35 minutes.

Lemon Bars: Yield 36 Bars or 2 9x13 pans


Ingredients:

Amount:

Butter (softened)

2c

Granulated Sugar
All- Purpose Flour

1c
4 cups

Eggs

White Sugar
All-Purpose Flour
Lemons (juiced)

3c
c
4

Procedure:
Preheat oven to 375 degrees. Mix
softened butter, 1 c sugar and 4
cups flour. Mix well. Press into
bottom of 2 greased 9 x 13 pans
and bake for 20 minutes or until
golden brown.

Mix remaining ingredients: eggs,


white sugar, all-purpose flour, and
lemon juice. Wisk together and
pour over baked crust. Bake for an
additional 20 minutes.

Sustainability

23

Good Eats

11/12/2014

Within the functional subsystem of food production, there are practices that can be
employed to make the foodservice more sustainable. One key area to refine is that of the
standardized menu. By streamlining the preparation that goes into a menu item and
always producing it in the same way, there is less room for error - namely
overproduction. According to the EPA, about 100 billion pounds of food waste are
produced each year (Gregoire, p 196). It is essential that Good Eats not be a large
contributor to this number. If some overproduction does occur, steps will be taken to form
partnerships with local services such as the Community Cafe so that excess food can be
donated. If donation is not possible all extra food will be composted. As Good Eats is grab
and go establishment, we will be relying solely on to-go containers. Purchasing recyclable
materials will be standard procedure. Where allowed, earth-friendly cleaning products
will be used. As the business progresses, additional opportunities will arise where
sustainable practices can be employed.
Distribution
Factors Influencing Foodservice
Good Eats will be using a decentralized food service distribution in which the food
will be prepared at the commercial kitchen and then transported to the food truck for meal
assembly. The soups will be prepared and then cooled until transport to the truck, they will
be reheated on a stove-top in the commercial kitchen, poured them into metal soup
containers and transfer to soup warmers in the truck, that will be parked outside the
kitchen for transport from kitchen to different locations. A similar process for the macaroni
and cheese will be utilized. This process is an example of a covered tray method. This
process is low cost and simple. However, it will require coordination within the business as
to the efficiency and quickness between reheating and transfer to truck. Good Eats will use
a convection oven to initially make the breads or pick up from locally bakery, depending on
the type of bread, and a microwave to quickly reheat the items, such as cornbread, before
serving. All items will be prepared between 1 and 4 days before being sold, taking into
account time and temperature control for safety. Sandwiches, a la carte items and salads
will be premade and packaged at the commercial kitchen so that when they are needed for
the food truck they can simply be moved to refrigerators in the truck the morning before
service. Ideally most of these items will be made the day before or day of to ensure
freshness. If Good Eats expects a large quantity of sales of a certain item those items may be
prepared a few days prior. The distance between production and service will be about 10
miles.
Service
Categories of Service
Good Eats is a self-service, specifically quick service. Where customers will come to
the counter of the food truck to order, pay and pick up the ordered food and beverages.

24

Good Eats

11/12/2014

This type of service will allow for customer satisfaction, as the point of service will be
efficient and friendly.
Point of Service Diagram
Order/Pay/Pick-up
window

Kitchen
Service Management
Good Eats will focus on creating total quality service by emphasizing quality
standards to deliver outstanding service to the customer. It will start with the management
system in understanding the population and the customer base of Good Eats. This will
allow management to change the menu and other parts of the food service systems model.
These standards will include educating each employee to understand procedural and
personal service expectations. The customer is the main priority by establishing specific
service-delivery standards, which will be incorporated into all parts of the business. A
quality leadership environment will be established to create a quality service culture.
Management will continually monitor and evaluate the standards of service and make
adjustments as needed as well as new goals to help the employees continue to provide
quality service.

25

Good Eats

11/12/2014

Strategic Marketing Plan


Strategic Business Unit
The SBU for Good Eats will consist of co-owner Tracy Calvert, Customer service
representative Kasey Hutchinson and manager Aly Russell. This group will be responsible
for the marketing aspect of our business. Inclusion of customer service will keep the
business in the know with consumer preferences/issues as well as providing an avenue
for exploring new options via consumers suggestions. In addition, the inclusion of the
manager will allow the understanding of how the marketing decisions are affecting the
bottom line of the business. With the third member being a co-owner, the flexibility to
make decisions concerning business practices as they arise is present. Most decisions will
be made as a whole group, but having this strategic business unit will allow us to be
responsive to market fluctuations and changing consumer preferences.
Marketing Objectives:
By using consumer research, at the national and local level, Good Eats will have an
indicator that will help to direct our business strategies. With consumer input as a baseline
Good Eats will continue to grow in a positive direction that includes increasing the
businesses share of the market. By establishing a strong social media presence and
working with local producers and community groups, Good Eats will establish a strong
brand that is recognizable throughout the market area.
Specific Targets:
Increase market share by 3-5% per year by tracking sales/profit data.
Maintain a high Customer service rating of over 90% by tracking sales, customer
surveys and customer referrals.
Have name and brand recognition throughout Gallatin county within 2 years.
Be ranked as Bozemans best mobile food establishment within 2 yrs.
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Good Eats

11/12/2014

Increase efficiency of business by 1-3% by end of first year. To be tracked by


purchasing and waste data.
Own 30-40% of the Bozeman mobile food market share within 5 yrs. Established by
sales data and competitor tracking.

SWOT Analysis
Strengths:
Mobility
Eco-Conscious
Food to Consumer Operation (limits customer
travel)
Healthy Food Options
Hours of Operation
Accessibility
Highly Motivated Staff

Weaknesses:
Small Menu Selection
Small Customer base
Regulatory Issues (permits and location
availability)

Opportunities:
College Town Demographics
Health Conscious Community
Low Amount of Similar Competition
Local appeal for Consumers is high

Threats:
Competition from New Mobile Food
Vendors
Supply Chain (seasonal variation and local
growers issues)
Increased Regulation
(Health Department/City Ordinance
future
changes)
Traditional Restaurant Competition
Shift in Future Trends/Preferences

Marketing Strategy
The target market will be consumers that are willing to pay a little extra for
nutritious, locally produced food. Competitive pricing, with soups for $4 and sandwiches
for $5, will allow customers from a wide variety of backgrounds to shop their beliefs. The
potential of a complete nutritious meal for less than $10 allows smaller niche markets

27

Good Eats

11/12/2014

access to our product. Customers that value eco-conscious products, local producers,
organic/natural foods, healthy, and lastly fast and convenient are the audience. Good Eats
mobility will allow the business to bring the product to the customer by placing the food
truck in convenient locations that allow for quick and easy purchasing by the consumer. By
providing a range of food options, including sandwiches and rotating soups, Good Eats will
also be targeting customers that want options other than tacos and burgers. Word of mouth
will be part of the promotional plan of Good Eats. With a product line that includes
organic/natural soups, meats and breads paired with superior customer service, customers
of Good Eats will want to share their experience with others. In addition, the vehicle will be
highly recognizable and act as mobile advertising. Advertising will be through traditional
channels; radio and press as well as social media and advertising tie-ins with our local
producers (they can promote their product being used in our business). Good Eats will
have specific advertising directed at smaller niche groups: gyms, co-ops, outdoor Clubs, etc.

Tactical Plans

Implement a social media plan that includes a business website, Facebook, Twitter,
Instagram etc.
Promotional offers for social media
Traditional advertising options: Radio, newspaper and alternative paper avenues
(Bozone for example)
Community involvement with non-profit groups and other food related
organizations. ex-Farm to School, Community Cafe, Friends of Local Food etc.
Hand out samples at festivals and other locations in town to gauge consumer interest
in our product.
Direct advertising to the University, gyms and outdoor groups.

28

Good Eats

11/12/2014

Meals, Satisfaction, and Accountability


Sensory Analysis
Texture, flavor and appearance of the Good Eats menu items will be tested through
affective sensory testing. The consumers themselves will evaluate product acceptance and
likeliness of purchase. They will be an untrained panel of food lovers and critics who are
hand selected by the founding members of Good Eats. The consumer panel will consist of
50 persons that will represent the target market. New menu items will be evaluated and
their scores will be compared to those of old menu items that have been evaluated in the
past. The menu items will be evaluated again to ensure consistent products and
satisfaction. An acceptance and preference sensory test will evaluate whether or not people
like an item. An overall preference score will be obtained for each item. Recipe testing
could conclude that one recipe is not better than another or that a definite change should
be made based on overwhelming preference scores. Old and new recipes will be compared
as well as existing items against other current recipes. Preference scores will be made
based on panelists ranking items and evaluating qualities from test forms that will be
created by the manager for each recipe on the menu.
Customer Satisfaction
To maintain customer satisfaction, comment cards that include survey questions
will be located at the window where customers pay. They will be free to take a card and
deposit it in a concealed box to the side of the service window. It will be placed in a free
access area so that the customer has a chance to fill out the comment card and not have to
wait or be in line to deposit the card. Questions on the comment card will include food
quality, portion satisfaction, atmosphere evaluation, service quality, etc. The end of the
customer satisfaction card will have an open comment section that will allow customers to
explain their experience and reasons for rating in the way that they did.

29

Good Eats

11/12/2014

Employee Satisfaction
Employee satisfaction will be evaluated at weekly staff huddles that will be
mandatory and paid. The huddles will be 1-2 hours and will not be during business hours.
During the huddle, the manager will open up the meeting with discussion about the week
and any other comments or concerns of the staff members. The manager will also discuss
events that have happened during the week that need to be addressed. All discussion
factors will be recorded in a weekly huddle binder to track any trends or re-occurring
issues. The end of the huddle will be concluded with an opportunity for each employee to
do a personal write-up that will be reviewed by the manager. The manager will review the
write-ups that evening and any further action will be made accordingly. All huddle
comments and personal write-ups will be recorded.
30

Good Eats

11/12/2014

Food Production
Production Forecasting
For our food service operation we will be using a moving average forecast, a type of
time series model. This will be effective for short-term decisions. For each item we sell, we
can measure how much is sold each day over the past week. First, the average number of
each item sold for the first 5 days will be calculated (by adding up the total sold and
dividing it by 5). Then the amount of each item sold for days 2 through 6 will be calculated
and divided by 5. This will give us a moving average that will smooth out any variations
from different days and give an accurate forecasting number. It will be important to keep in
mind any important days that may occur during the forecasting period, such as big events
or holidays that can increase or decrease sales. This type of model is convenient because it
can use a computer program such as excel to find averages and graphs of the trends. An
existing employee, likely a manager of some sort will use this computer program to
complete the steps to help decrease costs. The disadvantage is that it could be time
consuming.
Historical Production Records
Date:
Time:
Number to be served:
Event:
Menu Item

Amount Prepared

Amount Served

Comments

Vegetable Soup
Chili
Seasonal Option
Avo. Turkey
Sandwich
Grilled Cheese
Veggie Sandwich
Hummus
Cornbread
Mac n Cheese
Ginger Cookies
Lemon Bar
Bottled Water
La Croix
San Pelligrino

31

Good Eats

11/12/2014

Production Scheduling
Meal Production

Date: 10/14/14

Meal: Lunch

Employee

Menu Item

Quantity
Actual
to Prepare Yield

Amount
Left
Over

Comments

Erin

Veggie Soup

30 serv

Combine
ingredients and
simmer

Aly

Chili

30 serv

Brown burger,
drain excess fat
then add all other
ingredients and
simmer

Allison

Butternut Soup

30 serv

Roast squash,
cube, and combine
with all other
ingredients to
simmer

Tracy

Avo/Turkey Sand.

30x

Assemble to order

Kasey

Veggie Sand.

30x

Assemble to order

Erin

Grilled Cheese

30x

Assemble to order

Aly

Hummus

11.25 c

Roast red peppers


in oven, then
combine all
ingredients in
food processer.

Allison

Cornbread

30 squares

Mix all ingredients


and bake in 2
9x13 pans, hold in
chilled storage

Tracy

Mac n Cheese

30 c

Par-boil noodles,
then combine all
ingredients and
bake in oven for
30 min before
transfer into hot
holding in truck

32

Good Eats

11/12/2014

Kasey

Veggie Sticks

15 c

Chopped and
portioned into
c. servings

Erin

Ginger Cookie

30x

Bake, assemble
and hold in chilled
storage.

Aly

Lemon Bar

30x

Bake and hold in


chilled storage

Allison

Bottled Water

30x

Hold chilled

Allison

San Pellegrino

30x

Hold chilled

Allison

La Croix

30x

Hold chilled

As production schedules are compiled or updated, copies will be emailed to all


staff. As Good Eats is a lunchtime and special events foodservice, production meetings will
occur on an irregular basis depending on dates of catering events etc. During summers,
when venues such as farmers markets occur on a regular basis, Good Eats will hold
production meetings after events to discuss the effectiveness of the previous schedule and
to plan the next upcoming event.
Ingredient Room
Menu Item:

Veggie Soup:

Ingredients:

To be prepped 24
hours in advance:

Barley or Lentils

Carrots

Onions

Potatoes

Celery

Spinach

Comments:
For barley: Rinse and sort,
picking out any rocks,
insects, or discolored
lentils. Soak refrigerated
in water overnight in
covered container.
Peel, rinse, dice into inch
rounds, and refrigerate in
covered container.
Peel, rinse, dice, and
refrigerate in covered
container.
Peel, rinse, dice into 1inch
squares, and refrigerate in
covered container.
Rinse, dice into inch
chunks, and refrigerate in
covered container.
Wash, pat dry w/ clean

33

Good Eats

Chili:

11/12/2014

White Beans

Parsley

towels, and refrigerate in


covered container.
Rinse, sort, and soak
refrigerated in water
overnight in covered
container
Rinse, pat dry, and store
refrigerated in covered
container.

Balsamic Vinegar
Red Pepper Flakes
Fresh Lemon Juice
Bacon
Ground Beef
Onion

Garlic

Carrots

Corn

Peel, dice, and refrigerate


in covered container.
Smash, peel, mince, and
refrigerate in covered
container.
Peel, rinse, dice into inch
rounds, and refrigerate in
covered container.
If from cob: Shuck ears,
rinse, and shave kernel
from cob. Refrigerate in
covered container. If from
frozen kernels, thaw in
refrigerator overnight.

White Wine

Roasted Butternut
Squash and Pear
Soup

Chili Powder

Cumin

Dark
Unsweetened
Chocolate

Butternut Squash

Pears

Rosemary

Chicken Stock
and

Measure amount called for


in recipe and store in
covered container.
Measure amount called for
in recipe and store in
covered container.
Chop and weigh ounces
called for in recipe. Store
in covered container.
Slice squash in half, scoop
out seeds, refrigerate in
plastic wrap.
Rinse and dry store.
Rinse, remove sprigs from
stem, chop finely, store
refrigerated in covered
container.
Measure amount called for

34

Good Eats

Avocado Turkey
Sandwich

11/12/2014

Onion

Turkey

Avocado
Roma Tomatoes

in recipe and store covered


in refrigerator.
Peel, dice, and store
covered in refrigerator.
Separate into portions by
alternating 3-4 slices of
turkey (depending on
thickness of slices) with on
piece of waxed paper until
30 portions have been
prepared. Place these
stacks in covered
containers and store in
refrigerator.
Will be sliced day of to
maintain color.
Will be sliced day of to
maintain freshness.

Mustard

Grilled Cheese

Cheese:

Spinach

Local Breads
Local Breads
Cheeses

Roma Tomatoes

Depending on selection
offered, goat cheese may
be spread on sandwich or
sliced varieties will be presliced the day before event
and stored in covered
container in refrigerator.
Rinse; pat dry with clean
towels and store covered
in fridge.
Will be picked up daily.
Pre-sliced and shredded.
Will be sliced day of to
maintain freshness.

Bacon
Hummus

Chickpeas

Rinse, sorted, and


refrigerated overnight in
water.

Roasted Red
Peppers

Rinse

Tahini

Measure amount called for


in recipe and store in
refrigerator.

Fresh Lemons
Garlic

Red Pepper Flakes

Smash, peel, mince, and


refrigerated in covered
container.
Pre-measure.

35

Good Eats
Veggie Sandwich

11/12/2014
Local Breads
Hummus

Shredded Carrots

Tomatoes
Avocado
Goat Cheese

Sunflower Seeds

Balsamic Dressing
(for Veggie Sand.)

Organic EVOO
Balsamic Vinegar
Minced Garlic
Mustard
Fresh Lemon

Cornbread

Flour

Cornmeal

Baking Powder

Picked up daily.
2Tbs/ projected serving
calculated and combined
into one container to take
on food truck.
Refrigerated.
Peel, rinse, julienne, and
refrigerate in covered
container.
Sliced daily for freshness
Sliced daily to maintain
color.
2 Tbs/ projected serving
calculated and combined
into container to take on
food truck. Refrigerated.
1-2Tbs/projected serving.
Shaker bottle filled to take
on food truck.
This dressing will be
prepared the day before an
event in the ingredient
room and refridgerated.
Pre-measure and store in
covered container.
Pre-measure and store in
covered container.
Pre-measure and store in
covered container.

Canola Oil
Maple Syrup
Cane Sugar

Pre-measure and store in


covered container.

Milk
Veggie Sticks

Carrots

Cucumbers

Bell Peppers

Peel, rinse, and chop into


sticks appropriate for
dipping in hummus.
Refrigerate in covered
container.
Peel, rinse, and chop into
sticks appropriate for
dipping in hummus.
Refrigerate in covered
container.
Rinse, de-seed, chop into
sticks appropriate for
dipping in hummus.

36

Good Eats

Mac n' Cheese

11/12/2014

Whole Wheat
Noodles

Cheese blend

Refrigerate in covered
container.
Measure dry amount
needed for estimated
servings (1.25 c/serving).
Shred cheeses and
refrigerate in covered
container.

Milk
Flour

Measure amount needed


for recipe, store covered in
dry storage.

Butter
Onion

Dry Mustard

Peel, chop, and refrigerate


in covered container.
Measure amount needed
for recipe, store covered in
dry storage.

Pepper
Salt
Ginger/Molasses
Cookie

For filling

Flour

Brown Sugar
Salt
Baking Soda
Cinnamon
Cloves
Nutmeg
Ginger
Vegetable Oil
Molasses
Egg
Crystallized
Ginger
Granulated Sugar

X
X
X
X
X
X
X

Cream Cheese

Powdered Sugar

Measure and mix all dry


ingredients marked X and
store covered in dry
storage.

Measure amount needed


and store covered in fridge.
Measure amount needed
for recipe and store
covered in dry storage.

Vanilla

Lemon Bars

Butter

Butter

Measure amount needed


for recipe and store
covered in fridge.
Measure amount needed

37

Good Eats

11/12/2014

Flour

for recipe and store


covered in fridge.
Measure separate amounts
needed for crust and filling.
Store covered, separately,
in dry storage.

Eggs
X

Sugar

Measure separate amounts


needed for crust and filling.
Store covered, separately,
in dry storage.

Fresh Lemons

Recipe Standardization
Lentil Veggie Soup 30 8oz servings
Procedure:
Soup:
Saut onion on med/high in olive oil until glossy. Add carrots, celery, and red pepper flakes and
saut for about 10 minutes.
Stir in diced tomatoes, chicken stock, white wine, lentils, lemon juice, red pepper flakes, bay
leaves, and lemon juice. Bring to a boil then reduce to a simmer. Cook for approximately 1.5
hours or until lentils are soft.
After lentils are soft, stir in spinach and white beans. Cook until spinach is soft and still bright
green about 5 minutes. Serve!
Ingredient
Olive Oil
Carrots
Onion
Celery
Spinach
Diced Tomatoes
White Wine

Amount
1/3 cup & 2 Tbs.
11-sliced into in rounds
7 diced
8 stalks
10 cups
13 cups -7 15 oz cans or 1 #10 can
2c

Turkey/Avocado Sandwich 30 servings


Assemble sandwich. Spread mustard on one slice of bread. Fold sliced turkey onto break,
followed by customers choice of cheese, tomato, avocado, and spinach.
Ingredient
Local Bread
Deli Sliced Turkey
3-4 slices per sand-wich
Avocado
Roma Tomatoes

Amount
60 slices
90-100 slices (approx 26 g/slice = 5.125 lbs)
8 = avocado per sandwich
15 = 3 to 4 slices per sandwich

38

Good Eats

11/12/2014
1.5 ounce/sandwich = 45 ounces pre-sliced. If goat
cheese crumbles 2 Tbs.
Baby variety 6-8 leaves. Approx ounce. 6 cups
total
2 Tbs per sandwich = 3.75 cups

Local Cheeses
Spinach
Stone Ground Mustard

Hummus 30 c servings
Procedure:
Rub peppers with olive oil and place on baking pan in preheated oven at 500 degrees F. Bake for
35-40 minutes until completely blackened. Turn 2-3 times during cooking. Remove from oven
and cover pan with aluminum foil for 30 minutes. Once cooled, peel skin from peppers and
remove seeds. Place peppers in food processor.
Add garlic to food processor.
Add tahini and chickpeas to food processor.
Add lemon juice to processor. Process ingredients together until smooth.
Mix variety of veggie sticks in cup to be served with hummus.
Ingredient:
Amount:
Red Bell Peppers
8
Olive Oil
4 Tbs
Garlic (pre-minced)
20 cloves
Tahini
5c
Chickpeas (pre-soaked)
22.5 c
Lemons (pre-juiced)
25

Veggie Sticks:
Ingredients
Bell Peppers -( pre-chopped)
Carrots - (pre-chopped)
Celery - (pre-chopped)

Amounts
2c
3c
3c

Scratch Made Cornbread Yield 30 portions or 2 9x 13 pans


Ingredients:

Amount:

Procedure:

Cornmeal (organic)

3c

Preheat oven to 400 degrees.


Mix cornmeal and milk and
allow to stand for 5 minutes.

Milk

5c

Flour

4c

Baking Powder

2Tbs

Stir together dry ingredients in


separate bowl.
Add milk and cornmeal mixture
to dry ingredients. Add eggs,
maple syrup, and vegetable oil
to rest of ingredients and mix.
Some lumps will remain. Pour

39

Good Eats

11/12/2014

into two 9x13 greased pans.


Bake 30-35 minutes.
Salt
Sugar
Maple Syrup
Eggs
Vegetable Oil

2 tsp
1c
c
4
1c

Lemon Bars: Yield 36 Bars or 2 9x13 pans


Ingredients:

Amount:

Butter (softened)

2c

Granulated Sugar
All- Purpose Flour

1c
4 cups

Eggs

White Sugar
All-Purpose Flour
Lemons (juiced)

3c
c
4

Procedure:
Preheat oven to 375 degrees. Mix
softened butter, 1 c sugar and 4
cups flour. Mix well. Press into
bottom of 2 greased 9 x 13 pans
and bake for 20 minutes or until
golden brown.

Mix remaining ingredients: eggs,


white sugar, all-purpose flour, and
lemon juice. Wisk together and
pour over baked crust. Bake for an
additional 20 minutes.

Sustainability
Within the functional subsystem of food production, there are practices that can be
employed to make the foodservice more sustainable. One key area to refine is that of the
standardized menu. By streamlining the preparation that goes into a menu item and
always producing it in the same way, there is less room for error - namely
overproduction. According to the EPA, about 100 billion pounds of food waste are
produced each year (Gregoire, p 196). It is essential that Good Eats not be a large
contributor to this number. If some overproduction does occur, steps will be taken to form
partnerships with local services such as the Community Cafe so that excess food can be
donated. If donation is not possible all extra food will be composted. As Good Eats is grab
and go establishment, we will be relying solely on to-go containers. Purchasing recyclable
materials will be standard procedure. Where allowed, earth-friendly cleaning products
will be used. As the business progresses, additional opportunities will arise where
sustainable practices can be employed.

40

Good Eats

11/12/2014

Distribution
Factors Influencing Foodservice
Good Eats will be using a decentralized food service distribution in which the food
will be prepared at the commercial kitchen and then transported to the food truck for meal
assembly. The soups will be prepared and then cooled until transport to the truck, they will
be reheated on a stove-top in the commercial kitchen, poured them into metal soup
containers and transfer to soup warmers in the truck, that will be parked outside the
kitchen for transport from kitchen to different locations. A similar process for the macaroni
and cheese will be utilized. This process is an example of a covered tray method. This
process is low cost and simple. However, it will require coordination within the business as
to the efficiency and quickness between reheating and transfer to truck. Good Eats will use
a convection oven to initially make the breads or pick up from locally bakery, depending on
the type of bread, and a microwave to quickly reheat the items, such as cornbread, before
serving. All items will be prepared between 1 and 4 days before being sold, taking into
account time and temperature control for safety. Sandwiches, a la carte items and salads
will be premade and packaged at the commercial kitchen so that when they are needed for
the food truck they can simply be moved to refrigerators in the truck the morning before
service. Ideally most of these items will be made the day before or day of to ensure
freshness. If Good Eats expects a large quantity of sales of a certain item those items may be
prepared a few days prior. The distance between production and service will be about 10
miles.
Service
Categories of Service
Good Eats is a self-service, specifically quick service. Where customers will come to
the counter of the food truck to order, pay and pick up the ordered food and beverages.
This type of service will allow for customer satisfaction, as the point of service will be
efficient and friendly.
Point of Service Diagram
Order/Pay/Pick-up
window

Kitchen
Service Management
Good Eats will focus on creating total quality service by emphasizing quality
standards to deliver outstanding service to the customer. It will start with the management
system in understanding the population and the customer base of Good Eats. This will
41

Good Eats

11/12/2014

allow management to change the menu and other parts of the food service systems model.
These standards will include educating each employee to understand procedural and
personal service expectations. The customer is the main priority by establishing specific
service-delivery standards, which will be incorporated into all parts of the business. A
quality leadership environment will be established to create a quality service culture.
Management will continually monitor and evaluate the standards of service and make
adjustments as needed as well as new goals to help the employees continue to provide
quality service.

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Strategic Marketing Plan


Strategic Business Unit
The SBU for Good Eats will consist of co-owner Tracy Calvert, Customer service
representative Kasey Hutchinson and manager Aly Russell. This group will be responsible
for the marketing aspect of our business. Inclusion of customer service will keep the
business in the know with consumer preferences/issues as well as providing an avenue
for exploring new options via consumers suggestions. In addition, the inclusion of the
manager will allow the understanding of how the marketing decisions are affecting the
bottom line of the business. With the third member being a co-owner, the flexibility to
make decisions concerning business practices as they arise is present. Most decisions will
be made as a whole group, but having this strategic business unit will allow us to be
responsive to market fluctuations and changing consumer preferences.
Marketing Objectives:
By using consumer research, at the national and local level, Good Eats will have an
indicator that will help to direct our business strategies. With consumer input as a baseline
Good Eats will continue to grow in a positive direction that includes increasing the
businesses share of the market. By establishing a strong social media presence and
working with local producers and community groups, Good Eats will establish a strong
brand that is recognizable throughout the market area.
Specific Targets:
Increase market share by 3-5% per year by tracking sales/profit data.
Maintain a high Customer service rating of over 90% by tracking sales, customer
surveys and customer referrals.
Have name and brand recognition throughout Gallatin county within 2 years.
Be ranked as Bozemans best mobile food establishment within 2 yrs.
Increase efficiency of business by 1-3% by end of first year. To be tracked by
purchasing and waste data.
Own 30-40% of the Bozeman mobile food market share within 5 yrs. Established by
sales data and competitor tracking.
SWOT Analysis
Strengths:

Mobility
Eco-Conscious
Food to Consumer Operation (limits customer
travel)
Healthy Food Options
Hours of Operation
Accessibility
Highly Motivated Staff

Weaknesses:

Small Menu Selection


Small Customer base
Regulatory Issues (permits and location
availability)

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Good Eats

Opportunities:
College Town Demographics
Health Conscious Community
Low Amount of Similar Competition
Local appeal for Consumers is high

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Threats:
Competition from New Mobile Food Vendors
Supply Chain (seasonal variation and local
growers issues)
Increased Regulation
(Health Department/City Ordinance future
changes)
Traditional Restaurant Competition
Shift in Future Trends/Preferences

Marketing Strategy
The target market will be consumers that are willing to pay a little extra for
nutritious, locally produced food. Competitive pricing, with soups for $4 and sandwiches
for $5, will allow customers from a wide variety of backgrounds to shop their beliefs. The
potential of a complete nutritious meal for less than $10 allows smaller niche markets
access to our product. Customers that value eco-conscious products, local producers,
organic/natural foods, healthy, and lastly fast and convenient are the audience. Good Eats
mobility will allow the business to bring the product to the customer by placing the food
truck in convenient locations that allow for quick and easy purchasing by the consumer. By
providing a range of food options, including sandwiches and rotating soups, Good Eats will
also be targeting customers that want options other than tacos and burgers. Word of mouth
will be part of the promotional plan of Good Eats. With a product line that includes
organic/natural soups, meats and breads paired with superior customer service, customers
of Good Eats will want to share their experience with others. In addition, the vehicle will be
highly recognizable and act as mobile advertising. Advertising will be through traditional
channels; radio and press as well as social media and advertising tie-ins with our local
producers (they can promote their product being used in our business). Good Eats will
have specific advertising directed at smaller niche groups: gyms, co-ops, outdoor Clubs, etc.
Tactical Plans

Implement a social media plan that includes a business website, Facebook, Twitter,
Instagram etc.
Promotional offers for social media
Traditional advertising options: Radio, newspaper and alternative paper avenues
(Bozone for example)
Community involvement with non-profit groups and other food related
organizations. ex-Farm to School, Community Cafe, Friends of Local Food etc.
Hand out samples at festivals and other locations in town to gauge consumer interest
in our product.
Direct advertising to the University, gyms and outdoor groups.

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Good Eats

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Meals, Satisfaction, and Accountability


Sensory Analysis
Texture, flavor and appearance of the Good Eats menu items will be tested through
affective sensory testing. The consumers themselves will evaluate product acceptance and
likeliness of purchase. They will be an untrained panel of food lovers and critics who are
hand selected by the founding members of Good Eats. The consumer panel will consist of
50 persons that will represent the target market. New menu items will be evaluated and
their scores will be compared to those of old menu items that have been evaluated in the
past. The menu items will be evaluated again to ensure consistent products and
satisfaction. An acceptance and preference sensory test will evaluate whether or not people
like an item. An overall preference score will be obtained for each item. Recipe testing
could conclude that one recipe is not better than another or that a definite change should
be made based on overwhelming preference scores. Old and new recipes will be compared
as well as existing items against other current recipes. Preference scores will be made
based on panelists ranking items and evaluating qualities from test forms that will be
created by the manager for each recipe on the menu.
Customer Satisfaction
To maintain customer satisfaction, comment cards that include survey questions
will be located at the window where customers pay. They will be free to take a card and
deposit it in a concealed box to the side of the service window. It will be placed in a free
access area so that the customer has a chance to fill out the comment card and not have to
wait or be in line to deposit the card. Questions on the comment card will include food
quality, portion satisfaction, atmosphere evaluation, service quality, etc. The end of the
customer satisfaction card will have an open comment section that will allow customers to
explain their experience and reasons for rating in the way that they did.

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Employee Satisfaction
Employee satisfaction will be evaluated at weekly staff huddles that will be
mandatory and paid. The huddles will be 1-2 hours and will not be during business hours.
During the huddle, the manager will open up the meeting with discussion about the week
and any other comments or concerns of the staff members. The manager will also discuss
events that have happened during the week that need to be addressed. All discussion
factors will be recorded in a weekly huddle binder to track any trends or re-occurring
issues. The end of the huddle will be concluded with an opportunity for each employee to
do a personal write-up that will be reviewed by the manager. The manager will review the
write-ups that evening and any further action will be made accordingly. All huddle
comments and personal write-ups will be recorded.
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Good Eats

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Management of Human Resources


Recruiting
Job title: Food truck manager
Job identification: Responsible for managing through planning, directing, and organizing
the food service operations within for Good Eats food truck. Ensure that the food service
follows policies and procedures that meet federal and Montana requirements.
Job duties:

Oversee operations of the food truck and commercial kitchen


Maintain required records for food production, inventory, income/expense, meal
counts, employee training
Plan and budget for foodservice menu items
Assist chef when needed for menu planning and setting menu item prices
Plan for and purchase of food from reputable buyers
Ensure safety standards are maintained during food preparation and service
Ensure food in storage meets safety and quality standards
Hire, recruit, and train employees
Schedule staff hours and assign duties
Maintain employee records, prepare payroll, and complete paperwork to comply
with laws and regulations
Ensure employees follow proper sanitation procedures
Respond to costumer preferences and complaints
Maintain equipment of food truck

Qualifications:
Education: High school graduate or equivalent required, bachelor degree preferred.
Experience: Prior work experience with foodservice as a manager. Knowledge of
compliance with federal and state regulations relevant to this foodservice
Physical: Must be able to stand for long periods of time during service. Be willing and
able to fill in for different positions within foodservice. Must have the ability to lift 50
pounds.
Legal Statements: The job description is not designed to cover or contain a comprehensive
listing of activities, duties, or responsibilities required of the employee. Good Eats provides
equal employment opportunities to all employees and applicants for employment without
regard to race, color, religion, sex, national origin, age, disability, or genetics. In addition to
federal law requirement, Good Eats complies with applicable state and local laws governing
nondiscrimination in employment in every location in which the company has facilities.
This policy applies to all terms and conditions of employment, including recruiting, hiring,

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placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation


and training.
Good Eats expressly prohibits any form of workplace harassment based on race, color
religion, gender, sexual orientation, gender identity or expression, national origin, age,
genetic information, disability, or veteran status. Improper interference with the ability of
Good Eats employees to perform their job duties may result in discipline up to and
including discharge.
Selecting
Good Eats Job Interview
1.
2.
3.
4.

Why are you interested in this position?


Describe your experience working with foodservice.
Are you familiar with food truck foodservice?
What are some qualities you feel as supervisor are important to a successful
foodservice?
5. Good Eats values sustainability and working with local products. How can you
contribute to keeping Good Eats sustainable and local?
6. If selected for this position, describe how you would establish a good working
relationship with the current and future employees.
7. What is your experience in planning, ordering, and record keeping in a business?
8. You have a disgruntled customer that is not happy with the meal he/she purchased.
How would you handle this customer?
9. With each of the following please briefly describe how you would do each of the
following:
a. Training employees
b. Developing work schedules
c. Enforcing work regulations
d. Employee discipline
10. How would you stay current on new state and federal guidelines, regulations, and
laws?
11. Describe your current leadership style and provide us some examples of how you
will work with the employees.
12. How will you help Good Eats grow and continue to provide quality food to our
customers?
13. Do you have any questions for us at this time?
Supervising
The productivity level required for Good Eats will be 10 meals per hour. Average
meal price is $5 and two hired employees will be on staff. One employee will be in charge of
the cash register and the other will responsible for putting the food items together as they
are sold. Each hired employee will be paid $9 per hour. There will then be an employee cost
of $18 per hour. If at least ten meals are sold within the hour at $5 per meal, there will be a
gross revenue of $50. Food costs allowed for each $5 food item is $2. This leaves a net
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revenue of $30. After paying the $18 per hour for employees, that leaves $22 at net revenue
per hour after costs. The staff hired will be full time. We will need 4 total part time
employees to cover the 11-4 open hours. Two full time staff will be hired to fill in during
the rush hours as well. One manager will always be on duty working the entire 11-4 shift
along with the two hired employees. Good Eats will be open seven days a week for 5 hours
a day creating 35 total working hours a week and two staff needed per day. For the 70
hours of hired hours needed, four part time employees will be hired to fill these hours.
They can plan on working 15-20 hours a week.
Maintaining
Productivity measures the ratio of input to output. It can be done using the following
equations:
Total employee hours * wage/hour = employee costs
Average meal price * meals sold per hour = gross revenue
Gross revenue - total food cost per item = food net revenue
Food net revenue - employee cost s= total productivity per hour of business
This equation is best for measuring Good Eats productivity because it accounts for the
efficiency of hours of service and accounts for employee costs as well as food costs.

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Good Eats

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Management of Financial Resources


Fixed and Variable Costs
Fixed cost: Some of the fixed costs of our business include rent at the commercial kitchen,
depreciation of the truck, salaries, interest expenses of loans and insurance on our truck.
These will stay the same month to month regardless of how much we earn in sales.
Variable costs: Good Eats will have certain costs that change with the volume of sales. Such
costs include food, supplies, maintenance on the truck, cost of gas, labor costs, energy for
the truck, credit card fees and any freight costs.
Menu Sales Price
All menu prices were calculated using the factor pricing method, with 50% food cost. The
factor is calculated as follows: 100/50 = 2. The menu price is calculated as follows: raw
food cost x pricing factor (2) = menu sales price.

Vegetable Soup
Raw food cost per serving:
Menu sales price: 2.60
Chili
Raw food cost per serving:
Menu sales price: 3.30
Squash/Pear soup
Raw food cost per serving:
Menu sales price: 2.16
Veggie Sandwich
Raw food cost per serving:
Menu sales price: 8.24
Turkey/Avocado Sandwich
Raw food cost per serving:
Menu sales price: 6.48
Grilled Cheese
Raw food cost per serving:
Menu sales price: 7.00
Hummus
Raw food cost per serving:
Menu sales price: 3.63
Mac n' Cheese
Raw food cost per serving:
Menu sales price: 5.02
Veggie Sticks
Raw food cost per serving:
Menu sales price: 2.62
Cornbread

1.30
1.65
1.08
4.12
3.24
3.50
1.81
2.51
1.31

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Raw food cost per serving: 0.32


Menu sales price: 0.64
Lemon Bars
Raw food cost per serving: 0.41
Menu sales price: 0.82
Ginger/Molasses Cookie Sandwich
Raw food cost per serving: 0.32
Menu sales price: 0.64
La Croix Sparkling Water
Raw food cost per serving: 0.45
Menu sales price: 0.90
San Pellegrino Sparkling Soda
Raw food cost per serving: 1.39
Menu sales price: 2.78

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Management Structure
Organization Chart
As a mobile food business, the Good Eats organizational structure falls under the
innovative category. This organizational style is the perfect fit for a small group of
employees that are invested in seeing the business succeed. With everyone on the team
participating in company decisions and strategies, a clear sense of ownership exists
amongst all team members. This empowerment increases job satisfaction and provides and
opportunity for recognition of each individuals contribution. In addition, breaking the
team into sub-groups that focus on various business aspects such as production, marketing,
customer service etc. will improve the quality of work life experienced for all team
members. When a high QWL exists under a highly skilled, both professionally and
personally; manager/owner, the companys mission statement is clarified and easier to
achieve.

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