driving me donuts by: madison black, lindsay coleman, ryan kercheval and nick wood

Driving Me Donuts

By: Madison Black, Lindsay Coleman, Ryan Kercheval and Nick Wood

Company Information

• Driving Me Donuts• Mobile Operation• Register with City of Denton– Permit Codes

Mission Statement

“Driving Me Donuts will provide our community with quick, convenient, & friendly service. Our donuts are made fresh to order & will satisfy any craving”

Specific Goals and Objectives

• Break even 24 months after opening• Start to maintain steady increase in profits

after, being completely profitable in the starting fourth year– This is to help our group give back to the

community

• Loyal trend of consumers – Promotions and word of mouth– To gain maximum exposure in the DFW

area. Online exposure and possible catering

Goals continued

• Constant buzz of excitement–Donuts of the month–Gain community acceptance–Constant growth within the company• Have a following with the companies target market

• Main Goal:– Events within the Denton, DFW area• UNT, walk for cure…

Target Market

• Age 17-25, Y-generation (21+)– Professors– Visitors, family/friends

• Mainly Caucasian, African American, & Hispanic

• College towns (beginning)• Fort Worth Food Truck gathering (off seasons)– Future venture

Product Service Offerings

• Customer Service– Customer is #1– Quality– Convenience– Promotions

• Product Service– Brand names– Friendly employees– 2 minute standard– Fresh made daily– restocking

S.W.O.T.Strengths:

•Moveable service•E-business•Open later, more flexible hours•Less employees

Weaknesses:

•Other donut shops in the area•No place to sit down and eat•Fry street restaurants•Limited menu

Opportunities:

•More business with night hours (especially with college target market)•Online growth opportunities•Seasonal menu selection•Being able to move to different locations

Threats:

•Any brick and mortar restaurant or food truck•Weather•Gas Prices•Food Prices•Up and coming business

Nature, Variety, & Assortment

• Fresh Food– High quality – Local ingredients (seasonal)

• Limited choices (product)– Multiple flavors– Everyday– seasonal

Brands & Quality

• Minute Maid– Apple– Orange– Cranberry

• Ozarka• Folgers• Coffee Mate

• SAMs– Ingredients – Economy Size/Bulk

• Kroger's– Milk (farmland)

Pricing

• Everyday donut– $1.50

• Donut Holes– $1.00/half dozen

• Seasonal– $4.00

• Drinks– $1.50

• Coffee– $1.00/2.00

• Toppings– 5 cents

• Free extras– Creamer– Sugar– Toppings (depending

on promotions)

Markdowns/Markups

• Markdowns (promotions 2-3 months)– Made daily fresh daily– Last Call– Food shelter (little waste)

• Markups– There will be none

Location, Location, Location…

Green Star is our location

Location

• Fry Street

• The Square ?– If possible for permits in future (in the works)

• Events– More easily accessible for to be involved in

• Fort Worth – Future business/ off season (winter break)

Events

• Fry Street– Main location– Competitions– Themed donuts

• Charity– Community– Walks/ 5Ks

• UNT events– Homecoming– Sports– Tailgating

• Farmers Market

Promotional Strategy

• Social Networking – iPhone App– Facebook Group Page– Twitter Feed– Website Address

• Physical promotions– Business card– Punch card– Flyers– Denton Chronicle– UNT daily(food snobs)

www.drivingmedonuts.com

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Business card & punch card

Newspaper exposure

SignageLast call??

Ambiance/Presentation

• Excitement• Vibrant/colorful• Senses– Smell– Sample– Sight (display case)– Music?

Food Truck Design Layout

Interior Spec of Food Truck

Food Truck Design Images

References• City of Denton, 2012. Checklist for Mobile Food Establishment Applications.

http://cityofdenton.com/Modules/ShowDocument.aspx?documentid=12038• City of Denton, 2012. Requirements for Mobile Units.

http://www.cityofdenton.com/Modules/ShowDocument.aspx?documentid=5398• City of Denton 2012. Denton, Texas Amending Chapter 13.

http://www.cityofdenton.com/Modules/ShowDocument.aspx?documentid=12712• D'Souza, L. (2009, September 22). The dynamics of the college student market. Retrieved from

http://marketingbones.com/the-dynamics-of-the-college-student-market/• Moncel Bethany, 2012. The History of Doughnuts.

http://foodreference.about.com/od/history_myths/a/The-History-Of Doughnuts.htm• Pack Stack, 2012. Pack Stack Personal & Business Storage. http://www.selfstoragetexas.com/• State & county quickfacts. (2012, September 18). Retrieved from

http://quickfacts.census.gov/qfd/states/48/48121.html• Texas Department of State Health Services, 2012. Rules and Regulations.

http://www.dshs.state.tx.us/foodestablishments/rules.shtm