The document profiles different target markets for a sustainable restaurant, including young urban professionals interested in technology and travel ("Young Digerati") as well as liberal and diverse urban residents ("Bohemian Mix"). It provides details on the demographics, goals, and design of the restaurant, which will focus on local and organic seasonal foods, energy efficient operations, and community involvement to promote health and sustainability. The menu items showcase the seasonal and sustainable foods from a local farm in line with food trends toward more environmentally-friendly options.

2.  Health and nutritious conscious consumers
 Environmentally aware and sustainable
living
 Buy organic because of superior taste
 Active and healthy lifestyle
 Interested in trying new products
 Consumer with higher education
 High discretionary income
 Consumers interested in niche products and
services
Target Market

3.  Young Digerati-tech-savvy and live in
fashionable neighborhoods on the urban fringe
they are affluent, highly educated and ethnically
mixed. The type of communities they live in are
typically filled with trendy apartments and
condos, fitness clubs, clothing boutiques and
casual restaurants with all types of bars from
juice bars to coffee to microbrew. They order
from expedia.com for their love of travel, read
the Economist, go waterskiing and indulge in
Independent Films and might drive an Audi A3
(claritas.com PRIZM 2011).
PRIZM Lifestyle Group

4.  Bohemian Mix-This is a collection of mobile
urbanites that represent the nation’s most
liberal lifestyles. It’s residents are typically
diverse with a progressive mix of young
singles, couples and families ranging from
students to professionals. Bohemian
Mixers, are quick to check out the latest
movie, nightclub, laptop and microbrew”
They drive VW Rabbit, watch foreign films
and read Details magazine. They are college
graduates but most are renters (claritas.com
for PRIZM 2011).
PRIZM Lifestyle Group

5.  Drives a Prius or BMW
 Participates in recycling programs
 Wants to breathe clean air, drink filtered, clean water and eat
food not filled with pesticides or poisons
 Does yoga or enjoy nature hikes, very active and concerned
with a healthy body, lifestyle and overall well-being
 Might engage in political and environmental groups or causes
 Most likely young and trendy, enjoys shopping and the finer
things in life
 May be a complete Naturalist, interested in food grown locally
and organically with sustainable agriculture practices
 Likely to be interested in alternative medicine, homeopathic
remedies and acupuncture
 Enjoys massage and spa treatments
Psychographics

6.  Females 49.5% population (typically buy
organic products)
 75% Living in same house over 1 year
 74% Bachelor’s Degree or Higher- ages
25+
 Median household income 106k
 29% are women-owned business’
 Median value of owner occupied housing
572k
Demographics:
Hoboken, NJ

8. Energy Efficiency
◦Achieve energy efficiency in design and facility
Top-Notch Service
◦On-going training for staff in front and back of
restaurant
Innovative “Green” Cuisine
◦Fun food presentations using uniquely designs
Internal Marketing
◦Set aside a menu page to advertise the restaurant
◦discount on booked parties, catering, or other
products aside from meals
Goals

9. Cash-flow and SWOT Analysis
◦Proper allocation of $2.3 million loan to set up &
achieve our goals
◦Cash capital back-up of $735,000 to buffer the
initial 6 months of operation
◦Carefully review our strengths, weaknesses, the
opportunities, and threat
Community Involvement
◦Giving back to the community by participating in
community programs that focus on the health
and well-being of the constituents
Goals

10.  Renovate an existing facility
◦ Usage of recycled materials
 Conventional food service operation with a
fully operational kitchen
 Energy Efficient equipment for storing,
cooking, lighting, water usage, and
technology
 Achieve LEED (leadership in
environmental and energy design)
certification
Target Facility

11.  Comfortable and Cozy Atmosphere
◦ Bamboo veneers covering fixtures
◦ Recycled glass light coverings over compact
fluorescent bulbs
◦ Living tree wall
◦ Seating for no more than 30 customers at a
time
Sustainable Design

12. FOOD TRENDS: Society is Going Green

13. Macoun Apples – Sustainable
Acorn Squash – Sustainable
Butternut Squash – Sustainable
Cilantro – Sustainable
Green Beans – Organic
Summer Squash – Sustainable
Cherry Tomatoes – Sustainable
Green Bell Peppers – Sustainable
Green Tomatoes – Sustainable
Red Tomatoes – Sustainable
Spinach – Organic
Asian Pears – Sustainable
Plum Tomatoes – Sustainable
Red Onions – Sustainable
Beets – Organic
Lima Beans – Sustainable
Seasonal Foods from Alstede
Farms- Chester, NJ

14. o Pumpkin Ginger Waffles w/ Blueberries
o Arepas w/ Scrambled Eggs and Tomatillos
o Chicken & rice topped w/ avocado, tomato
and red onion drizzled w/ lime juice.
o Mint, papaya and mango Quinoa served in a
halved papaya.
o Asian Pear Bread Pudding
Menu

15. “Sprout out of your
shell” and “GO GREEN!”