Thyme on Wheels

Business Proposal

Presented by:Rebecca Behr

Nichole DoolingChrista Hinkein Rebecca LaperRebecca Renus Melania Temidis

Executive OperationMission Statement:“Thyme on Wheels is committed to

providing a mobile, fast, and desirable selection of coffees and smoothies, as well as snacks and baked goods to the Sage community.”

Executive OperationToday Statements:When lines reach six customers, the wait is

about 15 minutes.

Breaks between classes are often as short as 10minutes.

Thyme Café is the only on-campus coffee retaillocation.

Thyme Café offers a variety of traditional bakedgoods.

Executive OperationTomorrow Objectives:Reach a larger portion of the market

segmentDecrease congestion in Buchman

PavilionProvide fast, easy access to productsIncrease gluten free and vegan baked

goodsProvide an alternate venue for expedient

purchase of coffee and snacks

Executive OperationMeasurable KRIsRelieve congestion

◦KRI: Customer’s average time spent in line at Thyme Café between 7:00am and 4:00pm

Attract customers who purchase their coffee and bakery items off-campus◦KRI: Foodservice P&L report for both Thyme

Café and Thyme on WheelsIncrease sales and revenue for Sodexo

◦KRI: Volume of goods ordered and profitability

Executive OperationOperationHours of operation: 7am-4pmPersonnel

◦ one or two people from current food service employees

Locations: ◦ Gurley Hall, McKinstry Courtyard, Main parking lot

Equipment: ◦ coffee dispensers◦ Verisimo 710 espresso machine◦ Oasis smoothie system◦ beverage cooler◦ bakery display

Executive OperationProductsWe Proudly Brew Starbucks coffees,

espresso drinks, flavored creamers and syrups

Tazo tea bags Oasis smoothiesSilk productsbakery items including gluten free and

veganwater, juices, milk alternatives

Market AnalysisTarget MarketFaculty and staff of Sage Students of SageGuests of Sage

Market AnalysisKeys to SuccessOffering a menu consistent with

competitorsParking the truck at effective locationsProviding expedient serviceOffer competitive pricing

Market AnalysisCompetitorsBruegger’s Bagel Bakery (direct)Dunkin Donuts (direct) The Daily Grind (direct)MochaLisa’s Café (statistical)Java Puppy (statistical)

Market AnalysisModes of Customer FeedbackInternet SurveyFeedback cards with purchaseDiscussion group with incentive

Market AnalysisFeedback Analysis Expectations50% of commuters stop elsewhere for

coffee and snacks25% of respondents turn down Thyme

Café due to a long line or not enough time

5-10% claim to adhere to a gluten-free or vegan diet

25% are interested in a trendy, new vegan or gluten-free product

Strategic and Implementation PlanRight PricingPrices:Prices match those of Thyme Café menuPrices in a $.10-1.40 range of Dunkin Donuts’

Pricing Method:wants and needs of target market were identifiedpricing method is competition basedweaknesses of competitor menus identifiedThyme Café considered a sister venue

Thyme on Wheels Menu

Smoothies LatteTall 1.69 / .99

Grande 1.89/ 1.07Vente 2.29/ 1.20

Mango madness 3.69

Strawberry Banana 3.69

Tall 2.99Grande 3.59Vente 3.79

Add a shot of Mocha,White Mocha, Vanilla,Hazelnut, or caramel .69

EspressoSingle 1.59Double 1.79

Extra Shot .69

Quick DrinksSoda 1.74

Bottled Water 1.74Energy Drinks 2.49

Gatorade 1.99Starbucks Frappuccino 1.99

Tropicana Juice 1.89Milk 1.79

Silk Milk 1.49

Quick Snacks

Bagel 1.49Fruit Cups 3.39

Hummus and Pita 2.99Chips 1.09Yogurt 1.29

Sweets(From X’s to O’s- Vegan and Gluten Free)

Cupcake (Varieties change daily) 3.99Chocolate Chip Cookies 2 for 3.25

Smore Bar 3.99Fudge Brownie 2.25

Vanilla Canoe Boat 3.99

Simply To GoPeanut butter and Jelly 2.99

Tuna Sandwich 4.89Chicken Sandwich 4.89

Coffee/Tea

MenuStrengthsQuick and preparedVarietyVegan and gluten free optionsSimilar to Starbucks’ menu

WeaknessesLimited in prepared meal optionsMany competitors exist in a 2 mile

radius

Strategic and Implementation PlanSchedule and Staffing PlanOne Manager:Open/closeClose out the registerTrain new employeesAlso manages Buchman and McKinstry

Strategic and Implementation PlanSchedule and Staffing PlanFour Service Workers:Operate smoothie and coffee makersOperate cash registerOpen and close

Strategic and Implementation PlanScheduling and Staffing

Total Hours=97.5$8/hourTotal Cost=$780 +benefits ($202.80/week)=$982.80/week

Strategic and Implementation PlanFull Budget$278,969.49

Proposed Start Up Investment$123,488.64

Strategic and Implementation PlanProposed Starting Inventory$3,322.87

Break Even Analysis$244, 269.22 sales per year

Strategic and Implementation PlanMarketing TacticsThyme on Wheels Facebook page“NEW Thyme on Wheels” poster adAd through Sage.edu, MySage and dining

site“Meal plans and dining dollars accepted”Portable signage near truck “Thyme is on my Side” Digital Engagement:

◦TwitPics using the hash tag #thymeisonmyside will be rewarded with a discount opportunity.

Strategic and Implementation PlanMeasurable Results Plan Coffee and Hot Beverage Sales +15%Total Food and Beverage Sales +5%Average morning wait at Thyme Café

<10 minutes

Strategic and Implementation PlanRecommended Future Actions30, 60, 90 Day Evaluation ScheduleConduct a Profits and Losses

evaluationCompile customer feedback analysisThe first 90 days as a period of

adjustments

Strategic and Implementation PlanRecommended Future ActionsBeyond this 90 day window◦ Evaluated as an independent food

service channel◦ Reviewed according to Sage Food

Service standards.◦ Add a second truck with meal based

products◦ Expand to Sage of Albany

Supporting Sourceswww.fetco.comwww.islandoasis.comwww.verismo.com

Questions