EATS AND TREATS BUSINESS OVERVIEW

Eats and Treats

Sydney Maxfield
Business Plan 2019
DFM 353

Business Letter to Investors

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EATS AND TREATS BUSINESS OVERVIEW

May 13, 2019

Hello, my name is Sydney Maxfield.

As a registered dietitian and entrepreneur, I’ll be opening up LLC café and bakery Eats and

Treats. There we’ll be able to provide meaningful jobs, and delicious food to fuel to the

community where I live in East Bay, California. We will be sustainably sourced growing many of

our ingredients ourselves with a hydroponics greenhouse attached to the cafe. We’ll be

purchasing our other necessary ingredients locally from small family farmers like Bay State Mill,

(Wong, 2016) Crystal Creamery and Green Hearts. I want to educate the community so every

other Wednesday and Saturday night I will host a cooking class on-site showing how some of our

most popular dishes are made to bring the community closer together through the therapeutic joy

of cooking the foods our customers already enjoy. Employed at the café, we will have the

following full time and part-time positions: registered dietitian, manager, baker, chef, farmer,

barista, catering specialist, and driver; We’ll be making decisions with a democratic standpoint

so that each employee has the opportunity to voice their opinion while growing individually and

with the company generating a happier more productive workplace. The facility will be fueled

with hard work and dedication, to create a place customers look forward to visit, and are proud to

eat at. With a focus on health, rehabilitation, the environment and genuine hospitality we will

aim to make our customers feel as if they’re on vacation when they visit us. The main focus of

Eats and Treats will be on fresh handmade goods from the finest ingredients to fuel the

community. We’ll be marketing specialized catering for local business events, parties, and

weddings. The menu will highlight different artisan coffees, fresh pressed juices, gourmet baked

goods, breakfast and lunches, our food will be energizing, and it’ll have a great foundation. The

menu will reflect what is in season from local farms, the advantage of having a hydroponic

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EATS AND TREATS BUSINESS OVERVIEW

greenhouse is keeping cost down to meals averaging at $20 per transaction offering customers

quality and sustainable food. With our wholesome dedication and consistency investing in this

restaurant will bring an abundance of positivity. We’re looking to your help for a $1,000,000 loan

to ensure proper procedures are met for obtaining the location, permits, energy star equipment,

ingredients and payment to employees; you can expect a 150% ROI within five years. To

showcase our gratitude and thanks we will have a tribute timeline of the restaurant's success and

who helped to get it established. I hope you will join us in the philosophy to “let food be thy

medicine” and bring the community together with meaningful jobs creating delicious and

nutritious foods that are sustainably sourced. If you’re interested in more information I’ll be

happy to set up a time to get together at your earliest convenience.

Sincerely,

Sydney Maxfield

Mission statement:

Our relaxed and modern bakery is delivering fresh sustainable handmade goods made with the

finest ingredients to the East Bay community. Our goal is to increase the community’s

togetherness through convenient and mindful eating.

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EATS AND TREATS BUSINESS OVERVIEW

Products and Services:

Many foods available to consumers are cheap, overly processed and filled with

ingredients that leave people feeling too full with not enough energy, or bursts of energy

followed by the dreaded crash. Overly processed food made with harmful ingredients aren't good

for you and won't leave you feeling good, It’s highly unlikely that individuals eating that type of

diet it will reach their optimum productivity. We know prevention is the best medicine and that’s

why we want to change eating habits by providing the community with simple, delicious and

nutritious alternatives in a fast paced high energy cafe perfect for the everyday.

Company Description:

Located on the border of San Ramon and Dublin, California Eats and Treats is going to

be a LLC café, and catering business that's sustainable through on site hydroponic gardening,

solar panels and sourcing other ingredients organically and locally through trusted fair trade

farmers. Customers dining in will be able to order their food and sit at one of our tables located

both inside and out of the cafe, where a employee will then bring them their food or give them

their togo order. Catered events being delivered will require a minimum of one day in advance

ordering while catering for pick up can be done over the phone on the same day. Running our

cafe as a order then sit and advance catering business will allow the our employees to designated

areas rather than walking all over the store helping customers. Employees will ethire the front or

back of the house with clear guidelines for daily production quotas resulting in less waste. After

business hours we will be providing educational and instructional food demonstrations with me,

as the dietitian and the chef or baker every other week on Wednesday and Saturday evenings.

Our employees will include the following positions: 1 registered dietitian, 2 managers , 3

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EATS AND TREATS BUSINESS OVERVIEW

bakers, 3 chefs, 1 farmer, 5 baristas, 2 catering specialists, and 3 drivers. We will have a total 17

positions with 7 full time employees and 10 part time employees that are crossed trained and

hold multiple job titles. Cross training will be necessary to keep labor down and build a stronger

connection between employees. The fewer employees the more the cafe will run and operate as a

family and the better the relationships between employees and regular customers will be. One

chef and one manager will also be catering specialists, one baker and two baristas will be drivers

and all baristas will know how to use the point of sales system (POS) they’ll be the primary faces

of the business working the cash register, making all coffee, smoothies, and fresh squeezed

juices. Cross training employees to multitask between departments will ensure great relationships

between employees and customers. Another benefit of cross training is to gain efficiency during

the flow of business hours while also opening up opportunities for career growth to employees. It

is also the hope that having multiple workers collaborate on a single project, we’ll be preventing

creative boredom and overworked employees. The reasoning behind creating a workplace where

employees can stay in the back of the house working hard and baristas who offer optimum

hospitality are encouraged to multitask and take on different tasks is to enrich their lives and

provide them with experience and knowledge that they’re capable of a lot more than one

position. While also showing that a business doesn’t have to cut corners to be successful and that

by working harder and smarter we’ll be able to provide foods with potent nutrient content and

that’s the ultimate goal.

Classification and type of foodservice:

Eats and Treats will be a commercial fast casual food service restaurant, that won’t be

using third party contractors since the majority of ingredients will be grown in the hydroponics

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EATS AND TREATS BUSINESS OVERVIEW

garden or purchased directly from farmers. Our direct approach is going to have more

jurisdiction (with respect to the crop’s yield) on which products are sold, and menu prices while

having the ability to reassure customers that the food they purchase is fresh and wholesome.

Sample Menu:

A sample menu showcasing our summer fruits and vegetables is available in the appendix

and is subject to change based on available and crop yield. We grow and source the majority of

our produce locally so we’re able ensure ripeness and high nutrient content but are prone to run

out. And will not harvest if a crop isn't fully ripe. We have a sophisticated greenhouse with a

professional farmer who will grow in an isolated environment and advanced cycled schedule to

avoid shortages. The majority of products sold are baked goods and with a reliable local flour

and dairy farm we don’t expect to have many shortages, our greenhouse will mainly be providing

salad greens, fruits and vegetables for juicing and smoothies, and our lunch vegetable side

dishes, or additives for pasta dishes.

Layout and Design:

Built on a 2 acre lot Eats and Treats will have a small space for parking and deliveries

with additional street parking. The 1,400 square feet restaurant design includes large windows

letting in natural light and solar panels to minimize electricity use during the day. We’ll have

around 200-350 visitors on an average day and will need to have deliveries done twice a week.

Deliveries will be dropped off in the back entrance that leads directly to dry and cold storage for

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EATS AND TREATS BUSINESS OVERVIEW

easy workflow that won’t create clashing foot traffic between employees.

Market Analysis:

a. Target population

The target population includes families, couples, commuters, students, brides and

grooms, birthday parties, and local business. We will have a romantic style lounge thats

perfect for dates yet modern enough for students to study and families to enjoy breakfast

or lunch together. We want to be able to fuel any and everyone delicious food, that

includes locals before their morning commute and students before and after school.

Weddings and private business events / meetings from ten to the hundreds. Many venues

require receipts verifying a reputable baker, as a community shop we can ensure a

beautiful deserts, breakfasts, and lunches that will wow the guests and excite them for the

next visit. Because we’re going to be located in east bay where a lot of the people are

commuting, to San Francisco, Silicon Valley, and school we’re going to have our doors

open to the public at 5 AM allowing guests to order in or take it to go and to make things

easier we will have a mobile app to allow ordering with an estimated wait time of 10 to

15 minutes. Because our population is often in a rush timing is very important and that's

why we have a target wait of no longer than 10 to 25 minutes and make ordering in

advance available to those who need it. Short wait times and efficient staff is what makes

an operation like this work by allowing the community to continue with it’s fast paced

daily lives and that will be fuel by nutritious meals.

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EATS AND TREATS BUSINESS OVERVIEW

b. Location

Eats and Treats will be in perfect location to connect with the community. In northern

California East Bay in between cities Dublin and San Ramon Eats and Treats will be built

on a 2 acre plot of land. This prime location is within a mile radius of two different high

schools and very close to multiple corporate offices as well as the entrance to freeway

entrance 680 and BART. Many busy individuals will close to the bakery and once they

come in and see our beautifully designed cafe the people will fall in love with the

atmosphere and return for convenience, authenticity, and real food.

Financial Plan:

The annual business operating budget is located in the appendix, Overall the total

generated profit after all expenses are paid is estimated to be $720,476.00. The profit will allow

us to pay our loan back with an ROI of 150% with money left, in case of emergency. Most of the

profit Eats and Treats we’ll be making is going to come from dine in and carry out orders. On a

weekday the store is estimated to make $4,000.00 in sales before tax and not including catering

orders. Labor cost for employees will be about $1040. per day covering 4 full time positions and

5 part time employees.

Conclusion:

Eats and Treats is going to be built within walking distance to multiple highs, middle,

and elementary schools, corporate offices, and will be right before the entrance to highway 680.

Being in a busy location the store will gain a lot of traffic in and out where its customers will be

able to get fresh handmade goods to fuel their day and bring treats back for their families. We

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EATS AND TREATS BUSINESS OVERVIEW

want to bring together the community with meaningful jobs for those with a passion for culinary

arts and those who enjoy nourishing their body with and giving themself a great treat too. We’re

going to be busy, and with hard work and integrity we’re projecting able to get our investor Ms.

Winfrey a 150% ROI within five years of being in business.

Appendix A: Menu

Coffee, tea and Espresso from fair trade farms with local creme and hand made

almond and oat milk

Juices: cherry lemonade, carrot, tomato and apple juice

Smoothies: strawberry banana

Fresh baked pastries: choose 1, 3, 6, or 12

chocolate / berries and cream tart,

Cinnamon buns

cheese danish, almond / chocolate / plain croissant,

lemon poppy seed / chocolate chip / blueberry muffin.

+ Custom wedding , party cakes by special order

Fresh baked bread: sourdough round, french bread, baguette

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EATS AND TREATS BUSINESS OVERVIEW

+ Sourdough , whole grain loaf sliced by special order

Fresh baked bagels: plain, honey whole wheat, everything, basil, tuscan,

blueberry, cranberry, cinnamon, cinnamon raisin, sourdough, jalapeno

+ add cream cheese or make it a breakfast or lunch sandwich

Breakfast Sandwich:

Egg with your choice of three toppings

asparagus, spinach,tomato, ham, bacon, sausage, veggie patty, cheddar,

swiss, mozzarella

Lunch Specials

Personal Garden veggie pizza on regular or cauliflower crust

Garden salad: spring mix with cherry tomatoes, cucumber, carrots

and miso dressing

Lox and Bagel with cucumber, tomato, onion, lettuce, capers and

lemon slices

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 EATS AND TREATS BUSINESS OVERVIEW

Appendix B: Budget

meal average total food beverage beverage

period # seats turnover check # days weeks sale % sale

$1,040,00 $208,000.

week day 30 6.6 20 5 52 0.00 20% 00

$728,000. $145,600.

weekend 30 11 20 2 52 00 20% 00
$750,000.

catering 3 100 5 50 00
$2,518,00 $353,600.

0.00 00

total food and

beverage sales $2,871,600.00

food cost $830,940.00
beverage cost $70,720.00
total food and

beverage cost $901,660.00

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 EATS AND TREATS BUSINESS OVERVIEW

gross profit $1,969,940.00

fixed payroll $275,791.60
variable

payroll $256,092.20
employee

benefits $531,883.80
other

controllable

expenses (6%) $118,196.40

Depreciation $18,000.00
Occupancy $33,000.00
Interest $16,500.00
Total profit $720,476.80

Appendix C: layout

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EATS AND TREATS BUSINESS OVERVIEW

do
or
door

Gre
Pastry case
po bathro en
s prep om hou
Food se
Coffee /
juice bar
Food free Wal
window
zer k in
kitchen

Dry storage
bak
ery
Oven + offi d
si ce
proofer nk o
or

References

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EATS AND TREATS BUSINESS OVERVIEW

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https://www.investopedia.com/terms/r/returnoninvestment.asp

Solomon A. (2016 July) How To Create A Positive Environment For Hospitality Workers.

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Mallett, S. (2017, August 21). Business Catering: 5 Questions to Ask. Retrieved from

https://www.ezcater.com/company/blog/business-catering-5-questions-to-ask/

Reusing, A. (2017, July 30). Farm-To-Table May Feel Virtuous, But It's Food Labor That's Ripe

For Change. Retrieved from https://www.npr.org/sections/thesalt/2017/07/30/539112692/a-chefs-

plea

Wong, K. (2016, June 09). A Local Grain Economy Comes to Life in California. Retrieved from

https://www.kqed.org/bayareabites/109984/a-local-grain-economy-comes-to-life-in-california

Writer, C. (2019, February 11). How to Get Money to Start a Bakery. Retrieved from

https://bizfluent.com/how-5122902-money-start-bakery.html

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