PESKA SEAFOOD CULTURE

CATERING AND DELIVERY BUSINESS PLAN

WEEKLY TIMELINE

WEEK ONE 12/10 -12/26

• OMAR COMES UP WITH POTENTIAL DELIVERY MENU USING OUR DINE-IN MENU.• MAKE A LIST OF ALL ITEMS NEEDED TO HELP WITH

DEPARTMENTS FUNCTIONALITY.• COME UP WITH MARKETING IDEAS.• GET EDOARDO TO GET BUSINESS CARDS PRINTED

FOR ME.

DELIVERY MENU

• SASHMI• TUNA POKE• YUCATECO• TRAINERA• PERUANO• OYSTERS • SHRIMP COCKTAIL• ACAPULCO CEVICHE• BOQUERONES• JAMON IBERICO• KING CRAB

• SNOW CRAB• GREEN SALAD• TOSTADA TARTARE• PEA SOUP• SOUP OF THE DAY• LOBSTER TACOS• LAND AND SEA TACOS• FIDEO SECO• PAELLA (SPECIAL

ORDER FOR WEEKDAYS)

• PACO RIBS• CRUSTED TUNA• SHORT RIBS• PAPPARDELLE

(PASTA’S)

DESSERTS• CHEESECAKE• CORN CAKE• SHORT CAKE• CREMA CATLANA

LIST OF ITEMS NEEDED

• DELIVERY BAGS• INSULATED BAGS• COOLERS• HOT BOXES• CAMBROS• FOOD CONTAINERS• SPECIALTY CONTAINERS• GALLON JUGS• SILVERWARE• PLATES

• SERVING UTENSILS• NAPKINS• CUPS• PREPACKAGED STRAWS• WIRE RACKS• FOOD PANS• CHAFERS• TABLES• TABLECLOTHS • CHAIRS

• PORTABLE BAR (OPT.)• GLOVES• HAIRNETS OR HATS• UNIFORMS• DELIVERY VEHICLE • STORAGE UNIT FOR

EQUIPMENT

MARKETING IDEAS

• HAVE LUNCHEON MEETINGS WITH POTENTIAL CLIENTS AT THE RESTAURANT.• MAKE A BOX WHERE BUSINESS PEOPLE CAN LEAVE THEIR CARDS AND HAVE

SOME KIND OF INCENTIVE THAT WE DRAW FOR EVERY MONTH. • HAVE A POP UP EVENT CLOSE TO THE LAUNCH OF THE NEW DELIVERY &

CATERING DEPARTMENT.• MAKE FLIERS THAT THE HOST AND SERVERS CAN HAND OUT TO GUEST.• USE SOCIAL MEDIA OUTLETS TO HELP PROMOTE THE UPCOMING

DEPARTMENT. FIFTEEN DAYS PRIOR TO LAUNCH, LET GUEST KNOW WE WILL BE TAKING PREORDERS AND CATERING BOOKINGS.

WEEK TWO 12/26 -1/7

• TEST OUT MENU TO SEE HOW WELL IT HOLDS UP OVER A PERIOD OF A FEW HOURS (FIND OUT PROPER TEMPERATURES OF FOOD FOR DELIVERIES).

• COME UP WITH PROPER WAYS TO CONTAIN FOOD. (GO VISIT RESTAURANT SUPPLY OFF HWY 59 AND CROSSTIMBERS)

• COME UP WITH PRICING FOR MENU. • START COMING UP WITH A LIST OF PEOPLE TO CONTACT FOR LUNCHEON

MEETINGS AT THE RESTAURANT. (BUSINESS ADMINS, SECRETARIES, REGULARS AND VIPS, AS WELL AS ALL THE BUSINESS CARDS WE HAVE ON FILE).

• MAKE QUESTIONNAIRE FOR WHICH WE WILL USE DURING OUR LUNCHEON MEETINGS TO GAUGE PEOPLES EXPECTATIONS AND NEEDS.

TESTING OUT THE MENU

• HAVE A DAY DURING A SLOW LUNCH BETWEEN 2PM-4PM, WHERE WE CAN TEST ITEMS TO SEE HOW LONG THEY HOLD UP AT CERTAIN TEMPERATURES. SEE IF THE ITEMS CHOSEN FOR THE DELIVERY MENU WILL HOLD UP TO THE STANDARDS WE HOLD IN THE RESTAURANT. MAKE SURE THAT WE HAVE CONTAINERS AND PANS/CHAFERS THAT KEEP THE FOOD AT THE PROPER TEMPERATURES.

CONTAINERS, PANS & CHAFERS

• GO WITH OMAR TO THE RESTAURANT SUPPLY STORE AND SHOP AROUND FOR CONTAINERS, PANS AND CHAFERS THAT WILL BE ABLE TO TRAVEL WELL AND KEEP FOOD AT THE RIGHT TEMPERATURES DURING THE DELIVERY PROCESS AND WHILE SITTING OUT.

PRICING FOR DELIVERY MENU & CATERING

• SIT DOWN WITH OMAR AND FIGURE OUT PRICING FOR THE FOOD ON THE DELIVERY MENU.

• ALSO FIGURE OUT WHAT WE WILL DO FOR CATERING AND HOW WE WILL PRICE OUT THINGS (PER A PERSON PRICING MAY BE THE BEST OPTION AND ANY ADD ON’S I.E. ALCOHOL, BAR, SERVERS/BARTENDERS, ETC., WILL BE ADDITIONAL CHARGES).

QUESTIONNAIRE 1. WHAT DID YOU EXPERIENCE HERE AT PESKA THAT YOU WOULD LIKE TO EXPERIENCE

WITH OUR DELIVERY AND CATERING?

2. WHAT IS SOMETHING YOU WISH YOU COULD HAVE FROM OTHER CATERING/DELIVERY SERVICES YOU ALREADY USE THAT YOU DO NOT GET ALREADY, THAT WE CAN POSSIBLY OFFER YOU?

3. WHAT FOOD ITEMS DO YOU LOOK FOR ON A DELIVERY/CATERING MENU? WHICH ITEMS WOULD YOU LIKE TO SEE ON OURS?

4. HOW OFTEN DO YOU PLACE DELIVERY ORDERS FOR YOUR MEETINGS AND LUNCHEONS? DO YOU EVER HAVE ANY OF YOUR BUSINESS EVENTS CATERED?

5. WHAT IS YOUR USUAL FOOD BUDGET PER A MONTH ON LUNCHEON’S AND CATERING EVENTS?

6. IF THERE WAS AN INCENTIVE PROGRAM FOR REPEAT CLIENTS, WOULD YOU BE MORE INCLINED TO ORDER AGAIN?

7. WHAT ARE THREE THINGS THAT WOULD MAKE YOU WANT TO DO ANOTHER DELIVERY/CATERING EVENT WITH US?

IF YOU WOULD LIKE TO BE KEPT UPDATED ON ANY EVENTS OR SPECIALS GOING ON AT PESKA. PLEASE LEAVE US YOUR NAME, PHONE NUMBER AND EMAIL ADDRESS BELOW.

NAME: PHONE: EMAIL:

WEEK 3 1/7 -1/14

• MEET WITH DESIGNER TO COME UP WITH BROCHURES, MENUS, FLIERS, PLATEWARE, UTENSILS, ETC. (FIND OUT HOW LONG IT WILL TAKE THESE ITEMS TO COME IN).

• DECIDE ON DELIVERY RADIUS AND WHAT THE DELIVERY CHARGE WILL BE.

• LAUNCH FACEBOOK POST TO PROMOTE UPCOMING LAUNCH OF DELIVERY & CATERING DEPARTMENT. (NEED FLIERS TO DO THIS).

• LOOK INTO A STORAGE UNIT FOR ALL INVENTORY• IF WE DECIDE TO GET OUR OWN DELIVERY VEHICLE, WHAT IS THE

BUDGET?• MEET WITH POTENTIAL CLIENTELE AT RESTAURANT.

DELIVERY RADIUS & DELIVERY CHARGE

• FIND OUT WHAT A LOGICAL RADIUS WOULD BE FOR US TO START OUT WITH AND COME UP WITH WHAT A FUTURE RADIUS MAY BE. TRY TO SEE WHERE OUR COMPETITORS ARE ALREADY GOING. • FIGURE OUT WHAT OUR DELIVERY CHARGE WILL BE. DECIDE

WHETHER TIP WILL COME FROM THAT FOR WHOMEVER DELIVERS THE DELIVERY.• DECIDE UPON WHAT WE WILL DO FOR CLIENTS OUTSIDE OUR

RADIUS AND HOW WE WILL CHARGE FOR IT.

POTENTIAL CLIENTELE LUNCHEONS

• HAVE CLIENTS COME IN TO EXPERIENCE WHAT PESKA SEAFOOD CULTURE HAS TO OFFER AS A RESTAURANT. LET THEM GET TO KNOW THE FOOD WE WILL BE SERVING FOR THE DELIVERY MENU, GET THEM ACQUAINTED WITH THE RESTAURANT AND THE SERVING STAFF.

• AFTER THEY ENJOY THE MEAL WE HAVE PROVIDED, OMAR AND MYSELF WILL SIT DOWN WITH THEM TALK TO THEM AND SHARE SOME INFORMATION ON THE DEPARTMENT. AT THE END OF OUR TALK WE WILL GIVE THEM A SHORT SEVEN QUESTION QUESTIONNAIRE TO FILL OUT. WE WILL THANK THEM FOR COMING IN AND KEEP THEM UP TO DATE ON ANY DEVELOPMENTS.

WEEK 4 1/14 – 1/21

• COME UP WITH ORDER FORMS, B.O.E’S, CREDIT CARD AUTHORIZATION FORMS, AND ANY OTHER FORMS/CONTRACTS NEEDED.

• DECIDE UPON HOW WE WOULD RENT OUT CHAFERS, PORTABLE BARS, ETC. FOR DELIVERY AND CATERINGS. IF ALL OUR CHAFERS AND EQUIPMENT ARE RENTED OUT, WILL WE USE THIRD PARTY RENTALS AND UPCHARGE TO MAKE A PROFIT?

• IF CLIENTS WENT WITH WIRE RACKS WOULD WE OFFER SLIPCOVERS FOR AN UPCHARGE?• THINK UP HOW ALL OUR CLIENTS ORDERS WILL BE KEPT AND FILED? (DELPHI, FILING

CABINET/FOLDERS). HOW WILL WE COMMUNICATE OUR ORDERS TO THE KITCHEN, AND WHEN WOULD THEY NEED AN ORDER IN TO BE ABLE TO ACCOMMODATE IT?

• LOOK INTO ANY CERTIFICATIONS OR LICENSES WE MAY NEED TO DO CATERING EVENTS. (I.E. SERVING ALCOHOL, FOOD HANDLING, ETC.).

• COME UP WITH PAR SHEETS FOR THE VANS AND INVENTORY IN THE STORAGE UNITS.

RENTALS

• WHAT WILL WE DECIDE TO DO IF PEOPLE WANT TO DO RENTALS. WILL WE OWN A CERTAIN AMOUNT OF CHAFERS, TABLES, CHAIRS, TABLECLOTHS, SILVERWARE, ETC. THAT WE CAN RENT OUT FOR FULL PROFIT? IF SO ONCE ALL EQUIPMENT IS RENTED OUT AND WE NEED MORE FOR AN EVENT, WILL WE HAVE A THIRD PARTY RENTAL WE USE TO GET ANY EXTRA ITEMS NEEDED?

• WHAT WILL BE THE UPCHARGE?• HOW WILL WE KEEP TRACK OF ALL OUR EQUIPMENT AND WHO WILL BE IN CHARGE OF

THE PICK UP AND CLEANING/MAINTAINECE OF EQUIPMENT?• ANOTHER OPTION FOR THIS WOULD BE TO DO THIRD PARTY RENTALS AND UPCHARGE

FOR THIS SERVICE. WE CAN DO THIS FOR A SET PERIOD OF TIME SAY SIX MONTHS. THE MONEY WE MAKE FROM THIS UPCHARGE CAN BE USED TOWARDS BUYING OUR OWN EQUIPMENT DOWN THE LINE.

FILING AND COMMUNICATION WITH KITCHEN• HOW WILL WE FILE OUR ORDER FORMS. WILL WE USE A SOFTWARE

PROGRAM OR WILL WE USE A PAPER FILING SYSTEM.• IN ORDER TO ENSURE THAT BOTH THE DEPARTMENT AND THE KITCHEN ARE

PROPERLY COMMUNICATING ORDERS, I BELIEVE IT WILL BE BEST TO HAVE A DUPLICATE CLIPBOARD FOR EACH DAY IN BOTH THE KITCHEN AND OFFICE WITH THE DAY OF THE WEEK ON IT. EACH CLIPBOARD WILL HAVE A COPY OF EACH ORDER FORM FOR THAT DAYS DELIVERIES. THE KITCHEN COPY WILL BE RED AND THE DEPARTMENTS COPY WILL BE WHITE. WE WILL HAVE TO CHECK THE NIGHT BEFORE TO MAKE SURE BOTH COPIES MATCH UP AND KITCHEN HAS ALL ORDERS FOR THE NEXT DAY.

WEEK 5 - 7 1/21 – 2/15

(TENTATIVE)• POP UP EVENT AT RESTAURANT IN PDR ROOM• MAKE SURE ALL EQUIPMENT AND SUPPLIES ARE

INVENTORIED PROPERLY• LAUNCH A PREORDER POST ON FACEBOOK FIFTEEN

DAYS BEFORE OFFICIAL LAUNCH DATE TO ALLOW GUEST TO PUT IN THEIR ORDERS AND BOOK CATERING EVENTS.• POTENTIAL LAUNCH DATE THE DAY AFTER VALENTINES.

POP UP EVENT 2/1/2016 (TENTATIVE)

• HAVE A POP UP EVENT IN THE PDR ROOM FOR ALL POTENTIAL CLIENTS TO COME TO. WE WILL SERVE THE ITEMS ON THE DELIVERY MENU AS WELL AS A PRESELECTED DRINK MENU. THERE WILL BE A CASH BAR AS WELL. WE WILL HAVE DIAGRAMS AND A MOCK SET UP OF WHAT DELIVERIES AND CATERING EVENTS COULD POTENTIALLY LOOK LIKE. I WILL BE WORKING THE ROOM TO GET FEEDBACK FROM GUEST, AS WELL AS HAVE FEEDBACK CARDS THAT GUEST CAN FILL OUT. THIS EVENT WILL ALLOW GUEST TO GET A VISUAL OF WHAT WE ARE AIMING TO DO AND GIVE US A GOOD WAY TO SEE HOW THEY RESPOND TO WHAT WE HAVE WORKED ON. IT WILL ALSO GIVE US A FEW WEEKS TO WORK OUT ANY KINKS WE FIND BEFORE OUR LAUNCH DATE.

DELIVERIES

• ORDERS COME IN THROUGH RESTAURANT, PHONE, EMAIL OR FAX.• ORDER IS PUT ONTO AN ORDER FORM, A COPY IS MADE ON DIFFERENT COLOR PAPER AND GIVEN

TO THE KITCHEN. EACH ORDER IS KEPT ON A CLIP BOARD FOR THE SPECIFIED DAY OF THE ORDER. • DAY BEFORE DELIVERY ALL DELIVERY BAGS ARE MADE WITH SUPPLIES NEEDED AND THE TWO

CLIPBOARDS FOR THAT DAY ARE MATCHED UP TO MAKE SURE KITCHEN HAS ALL THE SAME ORDERS.• THE MORNING OF THE CARDS ON FILE ARE CHARGED AFTER EACH ORDER IS VERIFIED. ALL ORDERS

ARE MAPPED OUT TO FIGURE OUT DELIVERY ROUTE.• EACH ORDER IS DELIVERED TO ITS DESTINATION, SET UP AND RECEIPT IS SIGNED BY CLIENT.• UPON ARRIVAL BACK TO THE RESTAURANT VANS ARE CLEANED AND RESTOCKED. ALL CHECKS ARE

CLOSED OUT. • IF ANY EQUIPMENT WAS RENTED OUT, AFTER ABOUT TWO HOURS SOMEONE IS SENT TO PICK UP

EQUIPMENT, CLEAN AND PROPERLY STORE IN STORAGE.• NEXT DAY DO CALLBACKS FOR THE PREVIOUS DAYS DELIVERIES TO SEE HOW THEY WENT.

CATERING EVENTS• EQUIPMENT WILL BE DELIVERED TO SITE THE DAY BEFORE THE EVENT. ALL EQUIPMENT WILL BE SET UP.• FIRST TEAM WILL ARRIVE TWO HOURS BEFORE EVENT TO RUN THROUGH AND MAKE SURE EVERYTHING

IS SET UP PROPERLY. THE SECOND CREW WILL ARRIVE AN HOUR BEFORE THE EVENT WITH THE FOOD AND START PREPPING FOOD, SETTING UP THE BARS, RUNNING THROUGH HOW THE EVENT TIMELINE AND LEARNING WHAT THE MENU WILL BE.

• DURING THE EVENT, SOME STAFF WILL BE MANNING THE FOOD, OTHER SERVERS WILL BE IN CHARGE OF GOING AROUND MAKING SURE GUEST DRINKS ARE FULL, AND TO CHECK IF THEY NEED ANYTHING AND PICKING UP TRASH. THERE WILL BE BARTENDERS MANNING THE BARS AND IF BAR BACKS ARE NEEDED WE WILL HAVE THEM.

• EACH EVENT WILL RUN FIVE HOURS, IF THE EVENT GOES LONGER THAN FIVE HOURS WHICH INCLUDES SETUP, PREP, THE EVENT AND BREAKDOWN, THE CLIENT WILL BE CHARGED ACCORDINGLY.

• THE CLIENT WILL BE CHARGED AS FOLLOWS, FOR THE EVENT ITSELF WILL BY AN HOURLY RATE, FOOD AND ALCOHOL COST WILL BE BROKEN DOWN PER PERSON COST, FOR SERVING STAFF IT WILL ALSO BE AN HOURLY RATE PLUS TIP. WE WILL PROVIDE COCKTAIL TABLES AND ONE 6X10 RECTANGLE TABLE FREE OF CHARGE. ALL OTHER RENTALS WILL BE AN EXTRA COST TO THE CLIENT.

OTHER QUESTIONS TO CONSIDER• WHO WILL DO DELIVERIES WHEN I AM OFF? WOULD I WORK ONLY WHEN WE HAVE DELIVERIES

AND CATERING EVENTS, OR WOULD I BE ON DURING THE WEEK AND OFF WEEKENDS?• WILL WE HAVE OUR OWN DELIVERY VEHICLE? IF NOT WILL WE BE REQUIRED TO USE OUR OWN

CARS AND BE REIMBURSED FOR MILEAGE? IF WE DRIVE OUR OWN VEHICLES WILL OUR INSURANCE COVER US FOR THAT?

• ARE WE GOING TO DO SPECIAL PACKAGED MENUS FOR GROUPS WE CAN OFFER AT A SET PRICE?• WILL WE RUN SPECIALS OFFERS FOR HOLIDAYS/COUPONS?• WHAT SERVERS WILL BE ASSIGNED TO OUR CATERING EVENTS? HOW WILL WE DECIDE WHO TO

USE?• WHAT WILL BE OUT DEPOSIT FOR RENTALS? WILL WE OFFER RENTALS AS AN UPGRADED OPTION

FOR DELIVERIES AND JUST USE WIRE RACKS AND SLIPCOVERS AS OUR COMPLEMENTARY OPTION?

ARE THERE ANY OTHER QUESTIONS YOU COULD ADD ONTO THIS LIST?