Business plan for fast casual healthy concept

1. INCREDIBOWLS
Owner/ Manager. Diego Sánchez
Email: diegohenz.ds@gmail.com
Phone: (305) 967-3169
7 Navy Pier Court
Staten Island
New York
10304
This confidential summary has been prepared for those wishing to
establish a business relationship with Incredibowls. By accepting a copy
of this document, the recipient agrees not to reproduce in whole or in
part, not to use it for any other purpose, and not to disclose any of its
contents to third parties without written permission of Incredibowls. This
document is a summary. It is furnished for information purposes only. No
representation or warranty is made by Incredibowls or any other entity as
to the accuracy or completeness of such information, and nothing
contained in the summary is, or shall be, relied on as a promise or
representation to the future.

2. Table of Contents
Executive Summary
Business Overview
Business Description
The Marketplace
Marketing
Business Operations
Financial Plan
Summary

3. Executive Summary
Incredibowls is a new small anchor restaurant. Incredibowls will mainly
emphasize on healthy food, low calories, clean and fresh foods and
beverages which are suitable for everyone especially health conscious
consumers including dieting consumers, elders who pay close attention
in their health, and others that would pay close attention totaling care of
themselves. In the menu. Our restaurant also provides the healthy drinks
such as fruit smoothies, herbal drinks, and many more. We will set up
the beverage counter area of the restaurant for more convenience of
both in-house and take-away customers.
There is currently no place in Stapleton, to buy customizable, fresh
pressed juices for cleanses and daily consumption. As the first to
market, Incredibowls will be able to capture a large share of the market
and maintain a dominating presence. Located in a building with
character and quirk, Incredibowls will serve fresh coffee, pressed juice,
small plate options, soup, and dessert. Grow will have a store-front and
delivery service. At the store there will be limited seating indoors as well
as outdoors on the patio. In order to encourage sustainability. At
Incredibowls we will work diligently to foster relationships with our
customers as well as our community. We will do this through
involvement in community events, strategic relationships with other local
businesses, and providing helpful lifestyle advice to patron.

4. Business Overview
Legal Name of Business
Incredibowls Foodservice Company
Trade Name of Business
Incredibowls
Business Address or Potential Business Address
7 Navy Pier
Staten Island, NY
10304
Current Mailing Address
7 Navy Pier
Staten Island, NY
10304
Phone Number
(305) 967 3169
Email
diegohenz.ds@gmail.com
Website
Incredibowls.com
Social Media Names
Twitter, Instagram: @incredibowls
Facebook: facebook.com/Incredibowls
Structure of Business
Partnership
Nature of Business
Fast Casual Restaurant

5. Banking Details
Citibank
577 Bay St
Staten Island
NY
Business Description

6. Structure
Incredibowls will operate as a partnership between brother and sister,
Diego Sanchez and Monica Sanchez.
Concept
We are creating a new kind of healthy quick service restaurant in the
heart of Stapleton, Staten Island. Our business will fill the need for
delicious, healthy food on-the-go in a fast-casual environment. Our
restaurant provides a transmutation of energy that feeds your body
through the all the senses, leaving you satisfied and enriched with
nutrients.
Mission Statement
It is our desire to provide nutrient rich food and drinks using the finest
ingredients. Our goal is to have you leaving feeling nourished and
refreshed leading a healthy and happy life.
A restaurant with Three Hearts and One Dream
LIFE
Everything traditional. Drink a cup of coffee, eat a cake Social Gathering
for Friends and Family
ENERGY
Combine three worlds in one juice, play with the pleasures of touch
(Sweet, salty, bitter).
HEALTH

7. A perfect combination of protein, vegetables and carbohydrates provide
you with the fuel you need to live a happy and healthy life
Short & Long-Term Goals
We are committed to running a profitable restaurant while proving
healthy food meals can be appealing and delicious.
In our first year of business our goal is to build a loyal customer base of
1,200 regular lunchtime clients. After our first year, we plan on
expanding to a second location.
Long term, we see our successful business expanding into 5-10
locations around New York. We will seek to become a nationally known
brand for healthy meals quick foods.
Summary
Incredibowls has been conceived from personal and professional
observations of healthy food meals diets and the fast-casual dining
industry.
Our mission is to create the best healthy food meals in the world, and
make sure that our target customers have access to it. Ideally, we will
see growth within the first year, based on our location in a busy
professional area and our 15-Minute Lunch menu.
Our minimalist atmosphere, delicious food, and fast service will make
Incredibowls a go-to choose for health-conscious professionals in our
area.

8. The Marketplace

9. Market Segment
The market segment Incredibowls is focusing on is the urban office
workers in the Stapleton District. The area has only 28 restaurants, 7 of
which are fine dining or full-service establishments, and the remainder
are fast food, cafes. The area is a prime location to open a healthy
alternative with a focus on a quick service lunch menu.
Market Trends
Incredibowls is well prepared to provide for the increased demand for
healthy food diets. Over the past 10 years, there has been a consistent
upswing in health-conscious eating and a rise in demand for local and
organic food.
In 2015, the average working professional said that they eat out for lunch
a whopping 60% of the time, and that they seek healthy options on a
regular basis, but often choose unhealthy meals due to expense or
availability. (Statistics Online.) We are ready to serve the rising
popularity of fast-casual dining, offering healthy, affordable food.
In addition, the average meal spend for urban professionals in Stapleton
District has increased by approximately 20% in the last 18 months

10. Competition
Bar
Restaurant Coffee Shop
Fast
Casual Pizza Fast Food
Fine
Dining

11. Competition
In the Stapleton District where Incredibowls will be located, there are 28
restaurants, 7 of which are fine dining or full-service establishments, and
the remainder are fast food, cafes.
Advantages
Incredibowls is a fast-casual restaurant competing with fast food
restaurants, pizza shops. Our food meal menu is healthy in a sea of
mostly high-calorie and rich lunch options. We think the residents and
workers in the Stapleton District will welcome a more nutritionally sound
restaurant to the area with open arms.
Marketplace Summary
Now is the perfect time for us. To Incredibowls. We’ve found an area that
needs our business and have spoken to people who are excited to
become customers. Our competition is lacking in healthy alternatives
which opens up an ideal opportunity to give our market what they crave:
a quick and healthy lunch.
Marketing
PACKAGING, PRICING, BRANDING, SALES
The Incredibowls logo will be affixed on every package with a stamp.
Incredibowls will offer coupons to people and also give out free samples.
We hope that through our support of the local community people will see
us as a trustworthy and legitimate brand. We plan on implementing
loyalty cards

12. Online Promotion
Through our social media outlets, we will offer exclusive deals those that
“like” our Facebook page or “follow” our twitter. These offerings should
not only incentivize people to come in and try our products but also to
follow our social media.
Our Instagram account will be the most important account for us,
because it will link our social media plan together. We will Instagram at
least two pictures daily of things like management team in store, special
juices, our customers buying our juice, updated interiors, trips to the
community garden or events, or any special lunch items. We also plan to
contest that require people to repost pictures of our products in order to
participate. This will help with our word of mouth style of advertising and
keep us on peoples Instagram feeds to check out what we are doing.
people in the community to be more active, it will also help improve how
our store is viewed in the public eye.
ADVERTISING STRATEGIES, PUBLIC RELATIONS,
NETWORKING
By advertising on our Facebook, twitter, Instagram, and Pinterest
accounts we will get people talking about our brand. We aim to stir
excitement and buzz through pictures of our products and information
about our services. A huge asset to us will be word of mouth so it is
important for us to get the word out to as many people as possible, so
that they may spread the word to their friends. Social media is the
cheapest and fastest spreading medium that we can access. Grow will
also have a presence at community events and on campus. Through our
support of community events we hope that people will begin to see us as
a friendly and accessible resource. Our goal is to be viewed as part of
the neighborhood and as a truly local establishment. We will also have a
presence on campus events. Participating in things like the health fair
and setting up informative tables on the concourse will allow us to tap
into the student customer market. IMPLEMENTATION OF MARKETING
STRATEGY In House Responsibilities - Networking - Attending Events -

13. Maintaining & Keeping up with Social Media - Advertising flyers - Public
relations - Website updates Possible Outsource Functions -Search
engine optimization -Website design
Business Operations
The Team
Diego Medina – Executive Chef
Diego Medina is a chef, with a varied culinary background. Who have
taken him to be the executive chef of places like cantina la No 20 and Texas de
Brazil
Dietetics/Nutrition · Fort Lauderdale, Florida
Le Cordon Bleu College of Culinary Arts
He developed a passion for sustainability and vegetarian fare.
Diego Medina will be in charge of menu creation, and all cooking related
jobs. He will also work with suppliers and manage all back of house
tasks and responsibilities.
Diego Sanchez – Restaurant Manager
Diego Sánchez. has 15 + years of experience running and managing
full-service restaurants in New York City, Miami and Connecticut
Diego Sanchez will run the restaurant operations including staff, payroll,
customer concerns, and social media.

14. Currently our team consists only of the three of us, but we will hire 4 staff
members: two fronts of house to take orders and payment, and two back
of house to work in the kitchen.
Supplier Relationships
Produce: Sysco, Green4Life Produce Inc, Farmer Brothers.
Equipment: Webstauran Store,
Paper Products: Bio Paper Inc.
Technology
Incredibowls will use Touch Bistro iPad point of sale to take orders and
payments and run reports. We will use the customer-facing display and
the kitchen display as well.
We will also be registered with Door Dash and UberEATS, both food
delivery apps that are popular in our area.
Insurance
To be confident that we are fully insured for liability, business, and
property, we will consult with our lawyers at Ceneviva Legal, and our
insurance broker at Progressive Insurance.
Licenses
Incredibowls will acquiring the following licenses:

15. Business License
Tax ID number or EIN
Certificate of Occupancy
Food Service License
Liquor License
Music License
Sign Permit
Operations Summary
Incredibowls will operate on a day-to-day basis for the first couple of
months with an additional 4 staff members. Managing our staff, supplier
relationships, customers, inventory and daily tasks will require team
effort and hard work.
Our personal experiences have given us qualities that we can draw on to
manage and run the business and grow it steadily. We aim to run a tight
ship and empower our staff to be the best and deliver the best customer
service experience.
With Touch Bistro as a POS, UberEATS, and Door Dash for food
delivery and pick up, we are confident that we can accept and handle a
high volume at peak times.

16. Financials
Revenue Worksheet
Account Amount Explanation
# of Days Open per
Week
7 Number of days per
week business is open
# of Days 364 Assuming that business
is closed on Christmas
Day
Average
Sales
Low Medium High
Daily $3,200 $6,400 $9,600 Projected
daily sales
Revenue
Total
Revenue
$1,164,800 $2,329,600 $3,494,400 Yearly sales
projections
Sales Mix %
Food 80%
Percentage of sales
projected in Food sales
Beverage 20%
Percentage of sales
projected in Beverage
sales
Sales Mix $
Food $932,540 $1,865,080 $2,797,620 Total
Revenue @
80%
Beverage $232,260 $464,520 $696,780 Total
Revenue @
20%

17. Controllable Worksheet
Account Amount Explanation
Revenue Low Medium High
Food $932,540 $1,865,080 $2,797,620 From Revenue
Worksheet
Beverage $232,260 $464,520 $696,780 From Revenue
Worksheet
Total Revenue $1,164,800 $2,329,600 $$3,494,400 From Revenue
Worksheet
Cost of Goods Sold
Cost of Goods Sold %
Food 30%
Targeted cost
percentage of Food sold
Beverage 35%
Targeted cost
percentage of Beverage
sold
Cost of Goods Sold $
Food $279,762 $559,524 $839,286 Food Revenue x
30%
Beverage $81,536 $163,072 $244,608 Beverage
Revenue x 35%

18. Total
Total Cost of
Goods Sold
$361,088 $722,176 $1,083,264 Cost of both
Food &
Beverage
As a % 31.0%
Cost of Goods Sold
divides by Total
Revenue
Gross Profit $803,712 1,607,424 2,411,136
Revenue less
Cost of
Goods Sold
As a % 69.0% Gross Profit divided by
Total Revenue
Labor Cost
Labor as a %
Management Fixed Salary of Owner/Operator
Kitchen 12% Line Cooks and Kitchen
Helpers
Front of House 10% Cashier and Counter
Helpers

19. Labor as a $
Management $50,000 $50,000 $50,000 Salary of
Owner/Operator
Kitchen $139,776 $209,664 $279,552
Line
Cooks/Kitchen
helpers
Front of House $116,480 $174,720 $232,960 Cashiers &
Counter Helpers
Total
Subtotal $306,256 $434,384 $562,512
Cost of Labor
before
statutory
Benefits
Statutory
Benefits @ 7%
$21,438 $30,407 $39,376 Payroll Taxes
Total Labor $327,694 $464,791 601,888 Labor
including
Payroll taxes
As a% 28.9% Labor Cost divided by
Total Revenue
Operational
Profit
$476,018 $1,142,633 $1,809,248 Gross Profit
les Cost of
Labor
As a % 40.1% Operational Profit
divided by total revenue

20. Financial Forecast Worksheet
Account Amount Explanation
Low Medium High
Total
Revenue
$1,164,800 $2,329,600 $$3,494,400 From
Revenue
Worksheet
Gross Profit $803,712 1,607,424 2,411,136
From
Controllable
Cost
Worksheet
Operating
Profit
$476,018 $1,142633 $1,809,248
From
Controllable
Cost
Worksheet
As a % 40.1%
From Controllable Cost
Worksheet
Expenses Monthly
Advertising &
Promotion
4.00%
$46,592
4.00%
$93,184
4.00%
$139,776
Monies
allocated to
promote the
business and
stated as a %
of Total Sales
Supplies
Kitchen
1.75%
$20,378
1.75%
$40,768
1.75%
$61,152
Suppliers
required for
food
preparation
and storage
and stated as

21. a % of Total
Sales
Supplies
Restaurant
1.25%
$14,560
1.25%
$29,120
1.25%
$43,680
Supplies used
by customers
and stated as
a % of Total
Sales
Bank Charges
$50
$600
To maintain a current
account at the bank
Credit Card
Charges
1.8%
$20,966
1.8%
$41,939
1.8%
$62,899
Processing
fees for
customer use
of credit and
debit cards
and stated as
a % of Total
Sales
Insurance $200
$2,400
Liability and building
insurance
Legal &
Accounting
$150
$1,800
$250
$3,000
$350
$4,200
For
remittance of
taxes and
review of
documents as
required
Maintenance
$300
$3,600
$450
$5,400
$600
$7,200
On
equipment,
furniture,
fixtures, and
the physical
plant

22. Office
Expense
$200
$2,400
$300
$3,600
$600
$4,800
Paper, pens,
toner, etc.
Rent $6,792
$81,515
$13,589
$163,072
$13,384
$244,608
Including TMI
Telecommuni
cations
$200
$2,400
$200
$2,400
$200
$2,400
Internet, cell,
and land line
Utilities $1,000
$12,000
$1,500
$1,800
$2,000
$24,000
Gas, water,
and hydro
Web Maintenance $20
$240
Hosting of website and
email accounts
Total
Expenses
$209,451 $387,523 $597,955
Income $266,567 $755,110 $1,211,293
Before
interest,
Taxes,
depreciation,
amortization,
etc.
As a % 21.3% Income divided by Total
Revenue

23. Star-Up Costs
Financial Forecast Worksheet
Account Amount Explanation
Business Set-Up
Bank Charges $500 To set up account and
debit machine
Website Design &
Development
$1,500 Including Social Media
Channels
Advertising & Marketing $2,500 Pre-Opening
Training Cost $1,500 For all staff and
management
Inventory $10,000 Foodstuffs and other
products
POS $2,000 Including printers and
subscriptions
Legal & Advertising $2,500 To review leases and
other documents
Office Expense $500 To set up bookkeeping
Small Wares
Kitchen $2,000 Pots and pans and
such
Restaurant $5,000 Plates and bowls and
cutlery etc.
Equipment
$7,000 To set up kitchen with
mix of used and new
equipment
Total Expenses $41,792 To “get” open
Working Capital $20,000 To have as a cushion
during initial months of
operation
Total $61,792 Expenses plus
allowance for working
capital

24. Business Plan Summary
Thank you for reading. We value your time, and hope that you’ve
learned all about our vision, goals, opportunities, and value.
Incredibowls is not only our dream, it’s our mission. We want to change
the world through the kitchen. We strongly believe that our small quick-
service, family-run restaurant in Staten Island will empower people to
change their lives by changing their diets and grow to become a NYC
success.
Our healthy restaurant unique, and the timing is perfect. A $42,000
investment will launch the first entirely sustainable healthy meal and
foodservice business.
We can’t wait to serve you Incrdibowls.