Vegan picnic pitch deck

AGENDA
INTRODUCTION
MARKET ANALYSIS
SOLUTIONS
IMPLEMENTATION
QUESTIONS AND ANSWERS
APPENDIX

OUR TEAM
APPENDIXQUESTIONS/ANSWERSIMPLEMENTATIONINTRODUCTION MARKET SOLUTIONS
ISHAAN SHAH
UCLA
ASHWIN TRIPATHI
UCLA
ECHO LIAO
UNIVERSITY OF MICHIGAN
AASHMI MEHTA
USC
AMBER WIDJAJA
UCLA

PROBLEM
APPENDIXQUESTIONS/ANSWERSIMPLEMENTATIONINTRODUCTION MARKET SOLUTIONS
OUR ROLE03
- Formulated various cost-cutting
strategies
- Analysed all the revenue streams
- Recommended ideas to help with the
reopening of Union Street
PROJECT SCOPE02
- Optimize business model to manage
multiple revenue streams
- Develop strategies to boost sales and
profit
- Strategize how to adapt to the pandemic
COVID-19 OUTBREAK01
- Closing down of Union Street branch
- Reduced sales and falling profits
- Lost catering business
- Began weekly pop-up events

VEGAN PICNIC ANALYSIS
APPENDIXQUESTIONS/ANSWERSIMPLEMENTATIONINTRODUCTION SOLUTIONSMARKET
SWOT
STRENGTHS:
- Strong customer base
- Great market in San Francisco
- Successful take-out service
sales
OPPORTUNITIES:
- Pop-up events to increase
brand recognition/test recipes
- Add posts to The Jill Zone to
increase customer engagement
WEAKNESSES:
- Closed Union Street branch and
have limited operating hours
- Lack of accounting system
and hard to determine COGS
THREATS:
- COVID-19 unpredictability,
comply to changing regulations
- Losing entire stream of revenue
(catering) due to pandemic

CUSTOMER ANALYSIS
AGE DINE IN TAKE-OUT

CUSTOMER ANALYSIS
TARGET
AUDIENCE
AVERAGE CUSTOMER
- Mostly 22+
- Highly price sensitive and
quality sensitive
- Currently prefer take-out
rather than dine-in
- Eat vegan food very often
POTENTIAL CUSTOMER
Should look to target customers <22,
that is college & high-school
students
Can do this by:
- Increasing social media advertising
- Collaborate with popular food
influencers
- Reach out to campus clubs to hold
catering events

COMPETITOR ANALYSIS
EXISTING COMPETITORS:
NEXT LEVEL BURGER
WILDSEED SF
THE BUTCHER’S SON
POTENTIAL ENTRANTS:
VEGREADY
ALPHA FOODS
SUBSTITUTES:
HOME COOKING
FAST FOOD CHAINS
SELLING VEGAN
ALTERNATIVES

PORTER’S FIVE FORCES
NEW ENTRY COMPETITION SUBSTITUTES SUPPLIER
POWER
BUYER POWER
High growth market
valued at $14.2
billion
Post COVID-19 people
may revert to cheaper
comfort foods
Expect number of
vegan establishments
in SF to increase;
Directly competing
with plenty vegan
restaurants like
Next Level Burger
Indirectly
competing with
several cheap fast-
food chains and
casual eateries
too;
Vegan Picnic has an
array of suppliers
for raw ingredients
Beginning to make
more products on
their own to decrease
reliance on expensive
suppliers
Due to the pandemic,
Vegan Picnic needs
to keep prices as
low as possible and
quality
Majority of people
who eat vegan food
are price sensitive
Need to cater to the
buyer’s preference
of take-out
Multiple eateries
who serve vegan
food of different
cuisines
Fast-food chains
implementing more
vegetarian/vegan
options
Growth of
Impossible meat

COST CUTTING SOLUTIONS
APPENDIXQUESTIONS/ANSWERSINTRODUCTION SOLUTIONSMARKET IMPLEMENTATION
1. FOOD PERFORMANCE
ANALYSIS
2. ELIMINATING POOR
PERFORMING ITEMS
3. POTENTIAL NEW PRODUCTS
4. RECOMMENDATIONS
OVERVIEW

UNION STREET FOOD ANALYSIS
(JANUARY - MARCH 2020)
BEST SELLERS
- Crispy
Chicken
Sandwich
- Sugar Donuts
- Breakfast
Burrito
- Meatballs
- Chicken and
Waffles
HIGHLIGHTS
- Best selling
items were
consistent
almost every
month
- Least selling
items sold
around 1 unit in
the span of 3
months
- Cole Slaw
- The Bird
- Skinny Cold
Brew
- Apple Turnovers
- VP Cold Brew
LEAST SELLERS
- Cole Slaw
- The Bird
- Skinny Cold
Brew
- Apple
Turnovers
- VP Cold Brew

LESS THAN 10 ITEMS SOLD
- Maple Bacon Glazed Donut
- VP Granola
- Chocolate Croissant
- Poptarts
- Mini Croissant
- Ham Cheese Croissant
- VP Cold Brew
- Apple Turnovers
- Skinny Cold Brew
- The Bird
- Cole Slaw To Go
- Pesto Salad
- GF PB&J
(UNION STREET BRANCH:JANUARY - MARCH 2020)

POLK STREET FOOD ANALYSIS
(MAY - SEPTEMBER 2020)
BEST SELLERS
- Crispy
Chicken
Sandwich
- Breakfast
Burrito
- VP Burger
- GF Brownie
- Meatballs
HIGHLIGHTS
- Best selling
items were
consistent
almost every
month
- Least selling
items sold
around 0 units
in the span of 5
months
- The Bird
- Apple Turnovers
- Chocolate
Croissant
- Cinnamon Rolls
- Salami Sub
LEAST SELLERS

LESS THAN 10 ITEMS SOLD
(POLK STREET BRANCH:MAY - SEPTEMBER 2020)
- Salami Sub
- The Bird
- The American
- PB & J
- VP Cheesy Breakfast
Burrito
- Cream Filled Donut
- Pig Out Donuts
- Plain Croissant
- Cinnamon Rolls
- Egg Salad
- Smashed Avocado
- VP Steak Tip
- Apple Turnover

RECOMMENDATIONS
FOR BOTH BRANCHES
ELIMINATING
PRODUCTS
- Poor performing products are wasteful as
ingredients used are wasted
- Drop certain products gives potential to
widen current menu and introduce new menu
items
- Drop or find a way to manage products that
sell less than 10 units

1. Items selling less than
10 units over the span
of 3-6 months
2. Whose ingredients do not
overlap with other best
selling items
3. High overall cost of
production
CRITERION
FOR
ELIMINATING
PRODUCTS

POTENTIAL POOR PERFORMING ITEMS TO DROP FROM CURRENT MENU
ITEMS TO DROP
- Cinnamon Rolls
- Egg Salad
- Maple Bacon Glazed Donut
- Cream Filled Donut Frena
- Pig Out Donuts
ITEMS TO DROP
- The Bird
- Salami Sub
- PB&J (+ GF PB&J)
- Plain Croissant
- Apple Turnover

POTENTIAL POOR PERFORMING ITEMS TO KEEP FROM CURRENT MENU & NEW ITEMS TO
INTRODUCE THAT HAVE BEEN SUCCESSFUL IN POP-UP EVENTS
- The American
- VP Cheesy Breakfast
Burrito
- Smashed Avocado
- VP Cold Brew
- Skinny Cold Brew
- Cole Slaw to go
- VP Granola
- Pesto Salad
ITEMS TO KEEP
- The American
- Fish Tacos
- Parmesan Fries
- Bacon Cheeseburger
- NY Cheesecake with
cherry compote
- Side of Onion Rings
- Side of Fries
NEW ITEMS TO INTRODUCE

RECOMMENDATIONS
INCREASING
PROFITABILITY
- Drop products stocked from other businesses
(ie.Louisville Vegan Jerky)because they
sell less than 10 units
- Increase prices on current top-selling
items
- Add complements to the menu (ie. vegan ice
cream for desserts)
- Expand and diversify product range

POP-UPS
1. SALES ANALYSIS
2. FURTHER RECOMMENDATIONS
OVERVIEW

SALES ANALYSIS
*The data was obtained by calculating the difference of sales data on the
day of pop up and average sales on that particular day of week in recent
three months.
HIGHLIGHTS
- Dinner pop ups on Thursdays
generates about twice the
sales than Sunday brunch pop
ups.
- Increase on sales at
Thursday pop-ups add up to
about 60% of sales on
Thursdays.

POST POP-UP SALES ANALYSIS
HIGHLIGHTS
- Other than increasing sales
on the day of the event, pop
ups don’t seem to have an
instant effect on increasing
performance over the next
few days following the
events.

RECOMMENDATIONS
MARKETING STRATEGY
- Continue pop ups as a marketing strategy
and as an avenue for experimenting new
dishes/pricing strategies.
- Consider Friday dinner pop-ups as Friday
night pop-up customer conversion rate could
be high
- Focus on promoting weekday lunch specials
increase weekday deli sales
- Add photos of food to Vegan Picnic website
pop-up menu

CATERING
1. ORDER ANALYSIS
2. CATERING SWOT ANALYSIS
3. FURTHER RECOMMENDATIONS
OVERVIEW

CATERING ORDER ANALYSIS
HIGHLIGHTS
Each order varies in terms of
order items, in general,
coffee, sandwiches, salads,
desserts are among the most
ordered categories.
Some orders have several
single order favorites such
as crispy chicken, VP
Burritos, which don’t appear
on catering menu.

SWOT ANALYSIS
SWOT
STRENGTHS:
- Strong brand recognition,
marketing
- Ease of execution due to
scale ability pre-order
OPPORTUNITIES:
- Improve storytelling to
customer base
- Add popular deli dishes and
more quantity options to menu
WEAKNESSES:
- Website lacks pictures for
certain catering food items
- Inaccurate accounting
system on Toast
THREATS:
- COVID-19 unpredictability,
comply to changing regulations
- May have decreased customer base
due to work-from-home norms
SOLUTIONS

RECOMMENDATIONS
CATERING STRATEGY
- Improve storytelling at catering events to
existing customer base and potential customers
- Add popular deli dishes (ie. crispy chicken
sandwich, VP burritos) and more quantity
options to catering menu
- Implement meal-kit strategy using cost-plus
pricing model
- Upload photos of catering foods to Vegan
Picnic’s website and online ordering platforms
- Rectify inaccurate accounting on Toast

HOURS OF OPERATION
1. FINANCIAL ANALYSIS
2. UNION STREET HOURLY ANALYSIS
3. RECOMMENDATIONS
OVERVIEW

FINANCIAL ANALYSIS
CURRENT FINANCIAL ANALYSIS INDUSTRY AVERAGE
Gross Profit Margin = 70%
Salary & Wage < 35%
Net Income Margin = 7%
Jan Mar May Jul
Revenue 64,574 36,053 24,000 14,954
Gross
Profit
42,098 25,877 19,269 14,298
GP Margin 65% 72% 80% 96%
Op Margin -23% -38% 23% -110%
Net Income 14,890 13,840 5,542 16,415
NI Margin -23% -38% 23% -110%

UNION ST. HOURLY ANALYSIS
During 2020, there is a sharp decline in purchases
after 3 PM, yielding negative hourly profitability
Q1
Q2
Q3
Daily Revenue =
$1899.05
Daily Revenue =
$827.72
Daily Revenue =
$515.71
Daily Expense =
$2324.75
Daily Expense =
$763.38
Daily Expense =
$742.84

RECOMMENDATIONS
HOURS OF OPERATION
- Eliminate store hours after 3 pm due to poor
performance
- Replace post 3pm hours with just dinner hours,
such as 6 to 9 pm
- Keep interns and staff during just peak hours
to increase effectiveness of hires

RECOMMENDATION SUMMARY
Optimize working
hours by adding
dinner hours
Eliminate hours
between 3-6 to reduce
costs
Use interns and staff
more effectively
Continue doing weekly
pop-ups to promote
Vegan Picnic
Add popular deli
items to the catering
menu
Begin formulating
meal-kits as a
substitute for
catering
Cut costs by
trimming down the
menu
Increase prices for
best-selling items
Add new items which
have proven to be
popular

RISKS AND REASSURANCES
Regular pop-
ups may
become too
expensive to
run
Pop-ups can improve
brand recognition and
evaluate customer
preferences
Unsure of
customer
reception to
dinner hours
Regardless, dinner
performance will
outperform post 3 PM
sales and margins
Unsure of
customer
reception to
increased
prices
Current pricing and
food options are
resulting in losses
through purchase of
ingredients for
underperforming items
Added new
items may not
sell as well
as expected

NEXT STEPS
Increase presence
with college
students
Ramp up Social
Media marketing
Update images on
Yelp,delivery
services and
website
Fix accounting
and POS data for
more accuracy
Work on setting a
cost plus pricing
strategy
Reopen a 2nd
branch as soon as
possible

TIMELINE

QUESTIONS AND ANSWERS
APPENDIXINTRODUCTION SOLUTIONSMARKET IMPLEMENTATION QUESTIONS/ANSWERS

APPENDIX
APPENDIXINTRODUCTION SOLUTIONSMARKET IMPLEMENTATION QUESTIONS/ANSWERS

CUSTOMER SURVEY RESULTS
INTRODUCTION SOLUTIONSMARKET IMPLEMENTATION QUESTIONS/ANSWERS APPENDIX

MEAL KIT IDEATION

HOURLY PROFITABLY

RECOMMENDATIONS
44%
18%
The salary &
wage expense
out of sales
in January
The salary &
wage expense
out of sales
in May
1
2
Eliminate store
hours after 3 pm
due to poor
performance
Replace post 3 pm
hours with just
dinner hours,
such as 6 to 9 pm
Keeping interns and
staff during just
peak hours will
increase
effectiveness of
hires
Eliminating poor
hours reduces
opportunity costs

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