CAPSTONEFINAL

Business Description p. 3
• Colorful, local, fresh ingredients prepared nutritiously and served as works
of art
• Menu options will cycle seasonally
• Prime Rib will stay a constant year-round
• All dishes will have a scheme of bold colors, including monochromatic
entrees named after the color of the dish
• Red- Prime Rib with Roasted Red Potatoes, Yellow- Saffron Marinated
Chicken with Yellow Rice, etc.

Location Details p.4
• Located in the River Arts District at 372
Depot Street Units 50/60
• Leadership in Energy and
Environmental Design (LEED)
registered building with ample parking
• 60 apartment units located above with
no vacancy
• The area is known for its artistic
character and appreciation
• Local art from various artists will serve as
décor for the restaurant while available for
purchase
• Each piece of art purchased will
contribute a percentage of the
proceeds to chosen charity, the
remainder is for the artist
Courtesy: Cotton Mill Studio

Target Markets p. 5
20%
45%
35%

Menu Review p.6
• Food Products:
• Full menu consists of 10 total seasonal appetizers &
salads & 15 seasonal entrees
• Prime Rib is served year round, Thursday-Saturday
• Salads are included with Appetizers to encourage entrée
purchases
• Additional menu includes 3 dessert options
• A smaller bar menu offered daily with smaller
portions & lower pricing
• Food Cost Analysis:
• Entrees, apps, desserts are priced to stay in range of 25-30%
food cost per item, with the exception of Prime Rib

Menu Review: Prime Rib Cost Analysis
• Prime Rib
• As Purchased: 15 lb.; Cost=$7/lb.=$105
• Edible Portion: 11 lb.; Cost= $105 + $28 [4 lb. loss at $7/lb.]=$133
• Toast = $0.22/slice
• Au Jus = $0.26/2 fl. Oz. portion
• Roasted Red Potatoes = $0.51/8 fl. Oz. portion
• From the roast, which has a 73% yield, leaving 176 oz.:
• 12 oz. cuts provide 14 portions + additional costs = $10.61 cost
• 16 oz. cuts provide 11 portions + additional costs= $13.24 cost
• Desired selling prices
• $24/12 oz. = 44% cost & 56% profit of $13.39 = $2/oz.
• $30/16 oz. = 44% cost & 56% profit of $16.76 = $1.88/oz.
p.14

Menu Review p.9
• Beverage Products:
• Beers
• Tap includes 10 local brews using 1/6 bbl (5.2 gal) kegs
• Bottled beers consist of 10 imported & domestic beers
• Specialty Menus
• 16 Craft Cocktails
• 6 Non-Alcoholic beverage options
• The wine list consists of
• 10 assorted white wines
• 10 various red wines
Available by the glass or bottle.
• Beverage Cost Analysis: p. 15
• All beverages are priced to stay in range of 22-28% beverage cost per item.
• This size keg allots 55-12 fl. Oz. servings at $1.80 each.
• 28% cost = $6.50 selling price/serving
• 72% profit margin = $4.70/serving & $257.50/keg

S.W.O.T. Analysis p.16
• Strengths of Facilities-
• LEED registered, high ceilings, stained concrete floors
• Has a kitchen
• Sixty apartments upstairs, no vacancy
• On street parking plus additional lot
• City bus stop with shelter and bike rack exists
• ADA compliant building
• Ideal location for target markets and concept
• Capability of seating 80 people comfortably and safely
• Weaknesses of Facilities-
• No hood system in kitchen
• Interior wall must be knocked down to open up space

S.W.O.T. Analysis
• Strengths of Services-
• Plentiful art galleries to feature
local work
• Incorporates artsy District
• Fills niche in Asheville’s Foodtopia
with combination of art and unique
food selections
• Weaknesses of Services-
• No private room for special
functions
• Outdoor seating is extremely
limited

S.W.O.T. Analysis
• Opportunities in the Marketplace-
• Branding the restaurant as a local art supporter is great for marketing
• Donating portions of art purchases to charities
• No other restaurant where food is prepared as color-themed artwork
• Ties Foodtopia into the vibrant River Arts District
• A chance to get involved with Asheville GreenWorks once a month in
order to help beautify the RAD.
• Threats in the Marketplace-
• Well known restaurants such as 12 Bones & the Junction exist in the
District
• The food and concepts are extremely different, but popular and less-
expensive

Situation Analysis: Trends in Industry
• Pattern of growth in Leisure & Hospitality Industry for Asheville Metro
Area increased 41% from 2000-2014 p. 20
• Average year-to-date industry increase was 5.3% from 2014-2015
• Society and Cultural Trends p. 22
• Supporting Local
• Green initiatives
• Healthier eating habits
Color’s Advantages:
• LEED registered building
• Local, fresh, healthy ingredients with healthier methods
• Area’s Hospitality Industry is growing
Disadvantages:
• other restaurants are implementing similar methods, meaning higher
levels of competition.

Competitor Analysis: Chestnut
48 Biltmore Avenue p. 24
• Target Markets
• Locals; Downtown
Business Men & Women
• Tourists
• Foodies
• Strengths
• Established, successful, &
popular with multiple
concepts
• Attractive location
• Fresh, seasonal menu
• Weaknesses
• Limited parking, costing
money
• Copious, differing restaurants
line Biltmore Ave.
• Comparison
• Both menus fresh & seasonal
• Convenient locations to
expressway
• Ample parking for Color Your
Palate

Competitor Analysis: Table
48 College Street p. 25
• Target Markets
• Locals; Downtown Business
Men & Women
• Tourists
• Foodies
• Strengths
• James Beard-nominated chef
• Upstairs cocktail & charcuterie
lounge
• Practice of sustainability
• Prevalent
• Weaknesses
• Tedious parking
• Limited seating for larger
parties
• Tables close together
• Comparison
• Downtown & RAD bustling
• Cyclical, local menus
• Color will also focus on
sustainability

Marketing Strategies
p. 26
• Market: Middle-Upper Class Locals
• Strategy: Products
• Reasoning: Prime Rib is rare in Asheville and locals love sustainability in
Asheville, whether art, food, or music
• Market: Luxury Tourists
• Strategy: Location
• Reasoning: Large art scene in area with local restaurants and art being
predominant in Asheville, art especially in the RAD
• Market: Health Conscious
• Strategy: Healthy, Fresh, Local Menu Selections
• Reasoning: Large focus on fresh ingredients, no preservatives or
hormones in everyday lifestyles is rapidly expanding

Implementation Plans pp. 26-27
• Target Market: Middle-Upper Class Locals
• Activity: “Complement Your Palate”
• Last Tuesday of each month, 6:30-8:30pm
• Three-course beer pairing dinner featuring an appetizer, entrée with a
side, and dessert
• Local musician will provide entertainment
• All-inclusive cost, except gratuities, covers food, alcohol, and music
• Target Market: Luxury Tourists
• Activity: “Paint Your Palette”
• Last Wednesday of each month, 6-9pm
• Painting lesson with two h’orderves courses, one dessert course, and
three glasses of wine
• Lesson provided by River Arts District artist, with his/her personal art
displayed at event
• Cost covers food, alcohol, art supplies and the lesson, gratuities not
included

Implementation Plans
• Target Market: Health Conscious
• Activity: “Expand Your Palate”
• Encouraging guests to try a new color dish each visit as a
loyalty initiative
• Ongoing internal promotion that restarts the first of each
month
• The restaurant’s app will be able to track guest purchases
• After three various meals each month, a free appetizer and
dessert will be rewarded to the loyal patron

Public Relations p. 28
• Art Auctions
• Charity
Donations
• Employee
involvement with
Asheville
GreenWorks

Advertising Plan p. 29
• Target Markets: Middle-Upper Class Locals & Health Conscious
• Media Selected: Direct Marketing Mailers via Yellow Pages
• Cost of Service: $0.75/Mailer at 5,000 Mailers = $3,750
• The direct mail will be sent to locals, within a five mile radius from the
restaurant two weeks from grand opening
• Filters of lifestyles, behavior, and demographics determine who receive
the mailers
• The card will offer a free appetizer with any additional purchase for the
first visit

Advertising Plan
• Target Markets: Middle-Upper Class Locals,
Luxury Tourists, & Health Conscious
• Media Selected: Search Engine Marketing via Yellow Pages
• Cost of Service: $400/Month
• Assists in generating leads on top search engines (Google,
Yellow Pages, Yahoo!, and Bing) based on location, whether
online or mobile access
• Over $175k searches for restaurants in the Asheville area
on YellowPages.com in 2015
• The hits produced with this marketing can produce $5,000
in revenue per month

Advertising Plan
• Target Markets: Middle-Upper Class Locals,
Luxury Tourists, & Health Conscious
• Media Selected: Weekly Color Print ads via Mountain Xpress
• Cost of Service: $451/52 Weeks + 20% Premium ($90.20) for Guaranteed
Ad Positioning
• Promote each activity created projected target markets
• Boost Color Your Palate’s concept and image altogether
• Mountain Xpress delivers to 75,000 readers each week across 800
locations rendering a 92% pick-up rate

Sales Promotion Program p. 30
• Product Publicity via social media sites is highly effective and
would be ongoing.
• Local art sales promotion and support via the physical
restaurant and all social media sites will be regularly
performed.
• The restaurant’s app

Labor Scheduling per One Week in March
Daily Sales:
$2,900 $2,900 $2,900 $2,900 $4,975 $4,975 $4,975
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
BAR HOURS=97.5/WEEK AM 6.5 AM 6.5
AM 6.5 AM 6.5 AM 6.5 AM 6.5 PM 5 PM 5 AM 6.5
PM 6 PM 6 PM 6 PM 6 PM 6 PM 6 PM 6
HOST HOURS= 60/WEEK
SERVER HOURS=167/WEEK
AM 4 AM 4 AM 4 AM 4 AM 4 AM 4 AM 4
PM 3 PM 3 PM 3 PM 3 AM 5 AM 5 AM 5
PM 5 PM 5 PM 5 PM 5 PM 4 PM 4 PM4
PM 5 PM 5 PM 4
PM 5 PM 5
FOH MANAGER HOURS=88/WEEK [ *=Key Manager]
AM/PM 11 AM/PM 11* AM 10 AM 7* AM 10 AM 10 AM/PM 11*
PM 3* PM 7 PM 4* PM 4*
p. 31

Labor Expenses per One Week in March
Total Weekly Sales: $26,525
Rate Hours/Week Labor Cost $
Bar $2.13 97.5 $208
Hosts $8.00 60 $480
Servers $2.13 167 $356
FOH Key $13.00 40 $520
FOH Manager $35k Salary 48 $673
Dish $10.00 88 $880
Prep $11 50 $550
Line Cooks $11.50 132 $1,518
Pantry $11.00 55 $605
BOH Key $13.00 40 $520
Chef $33k Salary 50 $635
Totals 827.5 $6,945
FOH & BOH Weekly Totals
Hours Labor $ Sales $ Labor Cost %
FOH 412.5 2,237 8.00%
BOH 415 4,708 18.00%
TOTALS 827.5 6,945 26,525 26.00%

DISH HOURS=88/WEEK AM 6 AM 6 AM 5
AM 5 AM 5 AM 5 AM 5 PM 6 PM 6 PM 5
PREP HOURS=50/WEEK AM 5 AM 5
LINE COOK HOURS=132/WEEK AM 6 AM 6
PANTRY HOURS=55/WEEK AM 6 AM 6 AM 6
PM 5 PM 5 PM5 PM 5 PM 6 PM 6 PM 5
BOH MANAGER HOURS=90/WEEK [*=Key Manager]
AM/PM 12* AM/PM 12 AM/PM 12* AM 6 AM 10 AM 10 AM/PM 12
PM 6* PM 5* PM 5*
TOTAL FOH HOURS/WEEK=412.5
TOTAL BOH HOURS/WEEK=415 TOTAL WEEKLY LABOR HOURS=827.5
TOTAL WEEKLY SALES=$26,525
$26,525/827.5 hours= $32.05 in Revenue per each Labor Hour

Weekly Sales Forecast for March
Daily Sales Mix (Dollars)
Covers Food Liquor Beer Wine Total
Mon.-Th.
Lunch 51 497 48 99 121 765
Dinner 61 1,388 135 276 336 2,135
Daily Totals 112 1,885 183 375 457 2,900
Daily Sales Weekly %
Covers (Dollars) of Sales
Monday 112 2,900 11
Tuesday 112 2,900 11
Wednesday 112 2,900 11
Thursday 112 2,900 11
Totals 448 11,600 44%
p. 33

Weekly Sales Forecast for March
Daily Sales Mix (Dollars)
Fri.-Sun.
Lunch 82 800 78 159 193 1,230
Dinner 107 2,434 236 485 590 3,745
Daily Totals 189 3,234 314 644 783 4,975
Daily Sales Weekly %
Covers (Dollars) of Sales
Friday 189 4,975 18.6
Saturday 189 4,975 18.6
Sunday 189 4,975 18.6
Totals 567 14,925 56%
Weekly Totals (Dollars)
1,015 17,241 1,671 3,435 4,178 26,525
Sales Mix % 65% 6% 13% 16% 100%

Projected Expenses Income Sources
p. 34
Occupancy Costs:
Lease Security Deposit $ $3,450
First Month's Rent 3,450
Permits & Licenses 6,000
TICAM 1,476.00
Total Occupancy Costs 14,376.00
Facility Improvement Costs:
Interior Wall Demolition 17,000
Bar, Kitchen, & Service Equipment 85,000
Kitchen Hood & Installation 10,000
Restaurant Furniture 30,526.00
Security Alarm & Installation 600
Building Signage 8,000
Total Improvement Costs 151,126.00

Projected Expenses Income Sources
(Pre) Operating Costs:
Office Computer & Printer 450
Point-of-Sale & Installation 28,000
Accounting/Payroll Services 2,000
Kitchen Uniforms 1,750
Menus 1,000
Ads & Marketing 5,000
All Staff Training 12,309.00
First Month's Gas 156
First Month's Electric 3,192.00
First Month's Cable, Internet, Phone 90
Payroll Taxes 1,377.00
Cleaning Supplies 467
Paper Supplies 767
Pest Extermination 350
Food Inventory 5,849
Beverage Inventory 2,939.00
Cash Drawer 300
Total (Pre) Operating Costs 65,996
Total Initial Startup Expenses $ 231,498
Sources of Income
Family Contributions 115,749
Loan Financing 115,749
Total Sources of Income $ 231,498

12 Mo. Cash Flow Projection p. 35
BeginningTotal Cash Total Ending
Cash Bal. Available Expenses Cash Bal.
January $8,122 $90,042 $60,586 $29,456
February 29,456 111,376 60,586 50,790
March 50,790 156,890 76,363 80,527
April 80,527 213,007 95,084 117,923
May 117,923 250,403 95,084 155,319
June 155,319 287,799 95,084 192,715
July 192,715 325,195 95,084 230,111
August 230,111 362,591 95,084 267,507
Sept. 267,507 399,987 95,084 304,903
October 304,903 437,383 95,084 342,299
Nov. 342,299 474,779 95,084 379,695
Dec. 379,695 489,495 80,705 408,790
Beginning Cash Balance for January consists of funds acquired for startup:
Accounting/Payroll Services $ 2,000
Ads & Marketing 800
First Month's Gas 156
First Month's Electric 3,192
First Month's Cable/Int./Phone 90
Cleaning Supplies 467
Paper Supplies 767
Pest Extermination 350
Cash Drawer 300
Total $8,122

Sales Projections p. 37
Sales Mix: 65% Food Sales, 35% Beverage Sales
Revenue Food Sales Bev Sales Food Costs Bev Costs Labor Costs Op. Costs Occ. Costs Profit/Loss
January $81,920 $53,248 $28,672 $15,973 $8,028 $24,055 $7,094 $5,436 $21,334
February 81,920 53,248 28,672 15,973 8,028 24,055 7,094 5,436 21,334
March 106,100 68,965 37,135 20,690 10,398 29,663 10,174 5,438 29,737
April 132,480 86,112 46,368 25,834 12,983 37,973 12,855 5,439 37,396
May 132,480 86,112 46,368 25,834 12,983 37,974 12,855 5,438 37,396
June 132,480 86,112 46,368 25,834 12,983 37,974 12,855 5,438 37,396
July 132,480 86,112 46,368 25,834 12,983 37,974 12,855 5,438 37,396
August 132,480 86,112 46,368 25,834 12,983 37,974 12,855 5,438 37,396
Sept. 132,480 86,112 46,368 25,834 12,983 37,974 12,855 5,438 37,396
October 132,480 86,112 46,368 25,834 12,983 37,974 12,855 5,438 37,396
November 132,480 86,112 46,368 25,834 12,983 37,974 12,855 5,438 37,396
December 109,800 71,370 38,430 21,410 10,761 32,411 10,685 5,438 29,095
Totals 1,439,580 935,727 503,853 280,718 141,079 413,975 137,887 65,253 400,668
100% 19.50% 9.80% 28.70% 9.60% 4.60% 27.80%
CostMix:
Food $280,718 27%
Bev $141,079 14%
Labor $413,975 40%
Operational $137,887 13%
Occupancy $65,253 6%
Total $1,038,912 100%

Table Turns per One Week in March
March
Lunch Dinner
Monday - Bar 0.25 0.75
Thursday DR 0.75 0.75
Friday - Bar 1 1.5
Sunday DR 1 1.25
Total Seats= 82
Bar = 20
Dining Rm. = 62
Lunch Check Average=$15
Dinner Check Average=$35
Weekly Totals:
Lunch: 450 covers x $15= $6,750
Dinner: 565 covers x $35= $19,775
Total: 1,015 covers, $26,525 revenue
p. 38

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