MKT157 NOT FOR PROFIT MARKETING
DR. FORMAN - 5.12.2010
Our nonproﬁt was established to reduce the amount of
food waste in New York City. We complete this goal
through the raising awareness and brokering between
food-related charities and restaurants.
Providing the means / network to distribute food from
food industry to food center.
Currently there are over 1.2 million New Yorkers
struggling to get sufﬁcient food for themselves.
Tomorrow’s Lunch will help reduce this number by
taking what was once waste establishing a database
network to get the food to the centers that distribute it.
Once wasted food will now be utilized via our
In addition to a network database, we will have a
guerilla team that will go to the location and educate
the business as to why they should “get involved”.
We aim to target the food service industry in NYC. This
mainly includes independently owned restaurants, as
well as franchised fast food chains that we would be
able to partner and integrate with.
Acquire both government support and the support of
Establish that no donation is too small.
By bringing in smaller, less corporate and capitol driven
companies we can establish credibility with the public.
New York Government / US Grants with homelessness
and hunger already a large problem in NYC, it would be
beneﬁcial for both parties to have their support and
funding to help reduce the numbers.
Large Food Corporations: with their involvement, they
would be able to show support in a noble cause.
Participating restaurants: their contribution would help
streamline the recycling process
Individual donations: gaining public support is very
important, all sizes of donations would be accepted.
Through our initial sources, we hope to create a strong
basis of funds from which our organization can grow.
With initial government grants, we could establish the
organizations legitimacy prior to any action.
We hope to be less reliant on private investment from
the public, and use it more as a method of spreading
our name through word of mouth.
Special Events / Beneﬁts
Offer a series for potential participating restaurants.
Our goal is to show how much food is typically wasted.
Demonstrate the ease of our recycling plan to gain
Government / Foundation
We will be seeking support from the
Food Aid Nutrition Enhancement Program
Food Assistance and Nutrition Research Program
Privately owned, independent food corporations
Increase the number of restaurants in NYC participating
in approved food recycling programs within 10 years
Increase the number of hits by 5% to our online
database of charities that accept food donations.
Raise at least $5,000 by the end of the year through
Double the average donor contribution within 5 years.
The majority of our clients will be restaurants, rather
than the end consumer of the recycled food.
Our promotion mix will focus on advertising, public
relations, and corporate image to appeal to restaurants.
Differentiate ourselves using new technology to
streamline our process
Create an online database that proﬁles types of
restaurant food waste as well as charities that accept
Work towards automation and government support
Establish our organization as an expert on suitable
waste management programs for restaurants
Maintain relationships with our customers after the
Keep our donors updated with the positive outcomes
funded by their donations
Find a variety of partners from different aspects of
business to team up with and achieve our ultimate goal
of eliminating food waste in NYC.
Acquire both signiﬁcant numbers of donations and
volunteers for which we can use to build our
Form strong lasting bonds with these partners and with
the communities in which they operate.
Build our organization’s reputation, credibility, and
further enhance the trust of our donors and potential
Criteria for Selection
High moral and ethical standards
History of partnerships with non-proﬁts
Shared values and understanding of the mission