1. A LA CARTE
AN URBAN DINING EXPERIENCE
FRESH | LOCAL | FEATURED

2. A LA CARTE
At
F R E S H | L O C A L | F E A T U R E D
W H O W E A R E
C . E . O A N D B U S I N E S S
D E V E L O P M E N T
C O O R D I N A T O R
C . F . O A N D C O R P O R A T E
F U N D S M A N A G E R
S U S T A I N A B I L I T Y
S P E C I A L I S T
M A R K E T I N G D I R E C T O R
A N D P U B L I C
R E L A T I O N S S P E C I A L I S T
Lauren Kennedy Ayobami Oladele
Jaycee McCarthy Mitchell Lewis

3. F R E S H N E S S T O Y O U
S U S T A I N A B L E U R B A N D I N I N G
T O Y O U R D O O R
FROM LOCAL FARMS TO YOUR FORKS

4. MISSION
VALUES
GOALS
The mission of ALa Carte is to provide users with
fresh,locallygrown or catered,healthymeals
at a reasonable price,delivered right to their
door freshlymade.
The values of ALa Carte focuses on the
health of users through healthy,fresh
eating options and local sustainability
within all degrees (social,economic and
environmental)for the best experience in
fresh,local eating.
The vision of this service seeks to provide Raleigh locals
with a healthyalternative to food deliveryservices
while increasing cityand state recognition of sustainable
resources and eating habits in urban landscapes.ALa
Carte strives to bring a satisfying experience to all users
and stakeholders through the entire process from
development to execution everyday.

5. COUPLE PLAN
FAMILY PLAN
UP TO TWO PEOPLE
OPTION ONE:
5 COLD MEALS
3 HOT MEALS
OPTION TWO:
3 COLD MEALS
2 HOT MEALS
UP TO FIVE PEOPLE
OPTION ONE:
5 COLD MEALS
3 HOT MEALS
OPTION TWO:
3 COLD MEALS
2 HOT MEAL
DELIVERY
COLD MEALS
DELIVERED EVERY MONDAY
HOT MEALS
SELECT DAYS
SELECT TIMES
FREE DELIVERY
CANCEL ANYTIME
ORDER ONLINE OR ON OUR APP
REVIEW EACH WEEK
DELIVERY TRACKING
OPTIONAL LOCAL BEER OR
WINE PAIRINGS
TWO MENU OPTIONS

6. C O U P L E S P L A N
C O S T B R E A K D O W N
F A M I L Y P L A N
C O S T B R E A K D O W N
Coldmeals($20.00)&Hotmeals($50.00)
OPTIONONE:
PRICEPERWEEK=$250.00
OPTIONTWO:
PRICEPERWEEK=$160.00
Coldmeals($8.00)&Hotmeals($20.00)
OPTIONONE:
PRICEPERWEEK=$100.00
OPTIONTWO:
PRICEPERWEEK=$64.00
Pricing based on A La Carte
Menu
Optional additions may change
price

7. WHY A LA CARTE?
FRESH, SUSTAINABLE
AND ALL LOCAL
PRODUCTS FROM
START TO FINISH
CONNECTIVITY TO
OUR CLIENTS AND
OUR MARKET
DELIVERY ON
YOUR TIME AND
READY FOR YOU
EVERY TIME
A LA CARTE
WITH SO MANY OTHER COMPETING DELIVERY SERVICES,
WHAT MAKES A LA CARTE ANY DIFFERENT?

8. W h a t d o e s t h a t m e a n ?
SO- A n y A L a C a r t e m e n u i t e m s u s e O N L Y l o c a l
f a r m e r s p r o d u c e a n d m e a t s a n d r e q u i r e N O
c o o k i n g .
- W e u s e o u r r o o f t o p s u s t a i n a b l e g a r d e n f o r
o u r f r e s h h e r b s a n d s o m e s e a s o n a l
v e g e t a b l e s .
- A l l r e s t a u r a n t s a r e l o c a l l y o w n e d a n d u s e
l o c a l p r o d u c e .
- A l l p a c k a g i n g i s m a d e b y r e c y c l e d m a t e r i a l s
a n d a r e e n t i r e l y r e u s a b l e o r r e c y c l a b l e .
- A l l d e l i v e r y m e t h o d s u s e t h e m o s t
s u s t a i n a b l e m e t h o d s o n t h e m a r k e t a n d w e a r e
w o r k i n g t o b r i n g i n t o o p e r a t i o n n e w
s u s t a i n a b l e d e l i v e r y m e t h o d s .
We are more
than a meal,
we are an
urban dining
experience.

9. SWOT
Strengths
Weaknesses
Opportunities
Threats
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
Provides a high qualityorganic meal
Products used are all 100%recyclable
Proceeds directlyimproves local economywith
0%leakage.
Provides a highlyeffective food deliveryservice
Provides customers with a hands on culinary
experience through our monthlyChef showcase
Onlydelivers locally
No options for one time meal purchase
Onlyprovides specific meals
Large industrymeans more competition
Price levels directlylinked to food and rawmaterial
prices
Must also keep up with changing trends in food industry
Limited flexibilityin pricing
Abilityto expand to other regions in NC,and across the U.S
due to current demand for healthier food options.
Newniche markets develop constantly
Re-branding and reinvention
Collaboration and partnership with other companies
Expansion through online sales
Limited Food Options due to meal plans and our focus on
using fresh locallygrown items.
Environmental impacts.
Increased prices of food items due to various
circumstances
High amount of competition among other similar businesses
Changes in regulations

10. Innovative
MarketingSustainabley Reaching The Client
A La Carte
Fresh. Local. Featured.
The survey provided will explore the collective demographic and psychographic attributes of the Raleigh population, specifically for residents within the 15 mile radius of
our service offerings. Focusing on the two primary consumer segments of young, professional millennials and small families,
Upon collecting population survey data, A La Carte will then combine the primary collected data with secondary data to analyze the population with a focus on economic
indicators such as, the population's disposable personal income and the consumer confidence in service products similar to ours. This collected population data will then
be utilized in its entirety to establish the market segments which will then but utilized for the empathy map analysis.
Primary and secondary data collections will be facilitated mainly through secondary data collection in regards to our first hand research collection of available
information, focusing on the competitive markets A La Carte may be familiarized with, such as Blue Apron (stock, pricing, popularity, etc.) and standard restaurant
delivery services (OrderUp, GrubHub, 919Dine, etc.)
The primary data collection will rely on A La Carte’s survey and localized opinion collection of the targeted population. Questions will be designed specifically focusing on
our population (radial delivery zone) and the necessary market information to effectively and efficiently collect all necessary information for adequate service
operations.
Surveying
marketing and advertising will be as paper-free as possible.

11. A LA CARTE
LOCAL FARMS
TO LOCAL FORKS
M A R K E T I N G T O T H E U S E R
What We Market Who We Market How We Market
Fresh meals
Affordable healthy dining
Free delivery
Convenience
Ability to try varieties of
Downtown cuisine
Optional beer and wine
pairings
Dining experience
All local products
Sustainable dining option
Based on the A La Carte menu
plan selections, the defined
customer segments are specific
to our “couple plan” clientele
and our “family plan” clientele.
The couple plan is specifically
more so focused on the young
professional of the millennial
generation whom is either single
or in a relationship without
children.
The family plan indicates a small
family (plan size being specific to
up to 5 individuals per meal).
Radio
Social Media
(Facebook, Twitter, Instagram)
Search engine optimization
Branding
Partnerships
(Downtown dining &
brewery/vineyard
relationships)
Interactive events

12. IN THE
KITCHEN
| EVERY THIRD THURSDAY OF THE MONTH |
A LA CARTE USERS AND NON-USERS ARE ABLE TO JOIN A LA CARTE IN THE
KITCHEN WITH A FEATURED CHEF FROM OUR MONTHLY MENU FOR:
LIVE SUSTAINABLE COOKING LESSON, SAMPLING OF UPCOMING MENU ITEMS &
FEATURED WINE AND BREWERY PAIRINGS.

13. consumers are willing to pay more for sustainable products and depend on
the company to disclose information about the health and sustainability of
their products.
But what about the economics?
42% of American

14. The Economics
Client Benefit-Costs
Company Benefit-Costs
City Financial Impacts
Agricultural Resource Benefits

15. Client Benefit Costs
WHERE THE CLIENT SEE'S THE BENEFIT OF PAYING THE COST
The addition of a sustainability label to product packaging increase
sales and consumer spending [of labeled products.]
When it comes to dining out, 65% of consumers said they would pay
more to eat at a sustainable restaurant
45% would consider paying more for biodegradable or recyclable
packaging.
While not spending more than an average meal cost, clients receive a
product from our service that meets their needs for healthy,
sustainable dining and delivery methods; that is affordable and
convenient with options to fit their schedules, budgets and lifestyles.
A La Carte seeks to solve three issues for the community:
increasing community profits, creating employment opportunities, and
delivering healthier foods.
Customers are attracted to this service because they realize that it
helps and contributes to their own economy. Customers will feel good
not only that they are eating healthier through A La Carte, but also
because they are giving back to the community by helping fund jobs
and contributing to community projects.

16. Company Benefit Costs
WHERE A LA CARTE SEE'S THE BENEFIT OF OUR EXPENSES
Our "green" designed warehouse includes a rooftop garden which,
provides insulation reducing energy costs.
Our delivery services use only hybrid vehicles, reducing the cost of gas
and CO2 emissions.
Our delivered materials include insulated boxes created from recycled
materials and our product containers are reusable to the client.
At A La Carte, we strive to create an entirely sustainable company which
includes, but is not limited to composting, recycling, solar power, low-flow
water systems, smart-technology, optimized supply chain operations and
reducing use of paper products.
Beyond the direct savings of cutting energy, waste and water, we can
save money from the reputation benefits of green behavior. As any
business that invests in market research will know, a brand’s reputation
plays a big role in its success.
The initial start-up costs of being a green business with green operations is
high, however the long-term capital and operational savings compensates
for the expenses. Additionally, the lure of our sustainability encourages
usage and increases sales revenues.

17. City Financial Impacts
HOW A LA CARTE FINANCIALLY IMPACT THE CITY OF RALEIGH
Our business will contribute to maintaining the City of
Raleigh's 4-STAR Community Sustainability rating.
As part of its mission to develop and foster healthy economic
growth and diversity, the City of Raleigh seeks to expand its
base of small and minority owned businesses. Meaning, A La
Carte is a desired business gain for the City of Raleigh for the
earnings it brings and provides.
A green business such as A La Carte has helped create a
vibrant community within the city and adds to it's growing
green economy. Business operations are lower than other
food services which reduces Raleigh's operating costs.
Utilizing the Downtown restaurants in our services provides
Raleigh with more business to business revenue.

18. Agricultural Resource Benefits
HOW A LA CARTE BENEFITS OUR AGRICULTURAL RESOURCES
The presence of agriculture in the urban environment
positively affects the natural environment, the local
economy, social relations and household economic
behavior - all of which contribute to the livability of the
city.
A La Carte increases revenue of the NC Sustainable
Agriculture community by direct income gains through
product purchasing and partnerships.
A La Carte seeks to continually provide city micro-
entrepreneurs with opportunities for success. Every
agricultural resource used (produce, meat, beverage) is
featured on our website, allowing users to become
aware of our local agriculture and contact any resource
for more information.

19. A N U R B A N D I N I N G E X P E R I E N C E
A L A C A R T E
FRESH | FROM FARM TO FORK
LOCAL | NC SUSTAINABLE FARMERS
FEATURED | BRINGING YOU DOWNTOWN DINING