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Running head: DRIVING ME DONUTS 1

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

Merchandising Ventures: Driving Me Donuts

University of North Texas, Denton, TX

DRIVING ME DONUTS 2

TABLE OF CONTENTS

Section I: Basic Company InformationA. Business Name……………………………………………….page 3B. Mission Statement……………………………………………page 3C. Goals and Objectives..………………………………………..page 4D. Target Market………………………………………………...page 4E. Retail Format…………………………………………………page 5F. Product and Service Offering………………………………...page 6G. Customer Service………………………………………….....page 7H. S.W.O.T. Analysis…………………………………………....page 7

Section II: Merchandising and Location StrategyA. Nature of Merchandise………………………………………page 9B. Variety and Assortment………………………………….…..page 10C. Brands Carried……………………………………………….page 11D. Level of Quality………………………………………............page 11E. Pricing……………………………………...............................page 12F. Location……………………………………………………...page 13

Section III: Promotional StrategyA. Attractions and Events……………………………………….page 15B. Types of Advertisements…………………………………….page 18C. Promotions …………………………………………………...page 20

Section IV: Store Layout and DesignA. POS Signage…………………………………………………page 21B. Space Allocation……………………………………………..page 22C. Layout………………………………………………………...page 23D. Circulation……………………………………………………page24E. Design………………………………………………………....page 24F. Ambiance……………………………………………………..page 25 G. Merchandise Presentation……………………………………page 25 H. Visual Merchandising………………………………………..page 26

Appendices

DRIVING ME DONUTS 3

Part I: Basic Company Information

A. Company Name:

The name of the company the group created is called Driving Me Donuts. This was

chosen because the products of the business are mainly comprised of donuts and will be in a

moving food truck location, not a brick and mortar store. The company wanted a name that was a

play on words that the customers would be able to remember. The concept of the logo is also

based on the company name. The logo is a burning donut about to peel out, just as if a person

was watching a car about to take off. This logo is to demonstrate that Driving Me Donuts is

always ready to get where it needs to go. Since the company will not be located in the same place

every second of the day, Driving Me Donuts has created multiple sources for people to track it.

This is to keep with the company name. The food truck has a schedule but it will also be a game

to interact with the customers. When a person is craving a donut, all they have to do is look the

company up.

B. Mission Statement:

“Driving Me Donuts will provide our community with quick convenient and friendly

service. Our donuts are made fresh to order and will satisfy any craving.” This mission statement

is a testament to Driving Me Donuts customers and will be posted up inside the truck as a

reminder for all employees.

DRIVING ME DONUTS 4

C. Specific Goals and Objectives:

The plan that Driving Me Donuts has laid out for its business goals consist of being able

to sell up to one thousand donuts per week. This will include all donuts whether they are Driving

Me Donuts’ everyday selection or the donut of the month specialty. Driving Me Donuts would

also like to break even with its expenses within the first two years of business and if this

company cannot achieve it, Driving Me Donuts hopes to become a fully profitable business

within its fourth year. After the company begins to make profit, Driving Me Donuts would like

to have a constant steady increase of profits so that they can give more back to the surrounding

community. After maintaining a constant flow of business, this company hopes to be able to be

more available online through an e-commerce connection. This could help Driving Me Donuts

deliver to certain events and build up more business which could entail having a catering side as

well. The most important goal to Driving Me Donuts will be to get involved with UNT events

and charities because its owners and workers will be UNT students and alumni. The company

wants to continue to be a part of the university and give back. As for the charities Driving Me

Donuts wants to give back to the surrounding community anyway possible, whether it is a walk

for the cure or anything similar.

D. Target Market: (Both Demographic and Lifestyle Characteristics)

The main group of people this company is going to target will be college students.

College student is aboard definition of the target market, but the company chose this because this

group of people is a constantly changing generation. For now the generation the group is

DRIVING ME DONUTS 5

targeting would be the Y-generation. College is used for people who are focused on school, who

may have a job whether it is part time or full time, and they are in the age range of 17-25. The

reason for this decision is because the college group likes to stay up late and the age section that

is 21 or over would be the main flow of traffic during Driving Me Donuts’ peak hours. Though

there are other places on Fry Street that cater to eighteen and older as well. A typical college

person can be both sexes and is very out spoken and more opened to trying different things. It’s

an ideal entry point for any brand awareness, repositioning, new product launches and line

extensions (D’Souza, 2009). The population estimate in Denton, Texas is approximately 686,406

people (“state & county quick facts”, 2012). The range in ethnicity is 81% white, 8.9% African

American, 6.8% Asian, 18.7% Hispanic and 63.7% white person not Hispanic (“state & county

quick facts”, 2012). The company took the demographics into consideration and decided to also

have a menu in Spanish to cater to the ethnic group Hispanics, for anyone living or passing

through Denton. This is also a big factor because Texas is known for having a large Hispanic

population overall.

E. Retail Format:

The retail format for Driving Me Donuts will consist of the Food Truck. Other business

information will be available online, so that the customers will be able to track where the truck

will be and keep up with their posted schedule. The food truck will have a rainbow themed

exterior with simple lettering of the company’s name. Driving Me Donuts will be as accessible

as it can be for a moving location. Besides having a food truck and online site, Driving Me

Donuts will be available on a free iTunes App; it will have a Facebook page, and a twitter site.

DRIVING ME DONUTS 6

When the truck is closed for business it will be housed on an offsite location in Denton, Texas.

This is due to the city of Denton codes and regulations. A permit is required in order to have a

food truck on Denton properties. This is also the reason why the truck will mainly be located on

campus off of Ave A and West Mulberry Street. After establishing Driving Me Donuts business,

the company will work with the city and push for more “freedom” to park at different locations.

F. Product/Service Offering: (Brief Description of the Nature of Products/Services Offered)

Friendly service is what the company will pride itself on most besides having fresh ready

to order products. The company also wants to make sure that the customer is not going to have to

wait long after ordering their donut. In order to do this, there will be a time standard of no more

than two minutes for a donut, from the moment it is ordered to the moment the customer has the

product in their hands. Though the main product that will be offered will be donuts, there will

also be juice, coffee, milk, and water. Employees will keep a watchful eye on items and make

sure that the customer will never need to ask for something. Restocking will be a very important

aspect to keeping the customer happy. The main reason for having such a limited product

selection is to have the best quality for the right price. The donuts will be made everyday

multiple times a day and if there is anything left they will be taken to a shelter for less fortunate

people. Driving Me Donuts wanted to have a key advantage against other competitors and it feels

that quality will help set its company a part from the rest. This will be important because of the

other food services in the area that will be looking for the same business.

DRIVING ME DONUTS 7

G. Types of Customer Service Provided:

When talking about customer service Driving Me Donuts always wants to remember that

the customer is number one and that without their support, the company could not function.

Quality will be the most important standard to follow. The art of making a donut may sound

funny to some people but when it is the only thing that Driving Me Donuts is offering, it wants

every donut to be amazing. Convenience is another aspect to helping the customer. Driving Me

Donuts will have a schedule everyday of when and where they will be, what is going on, for

example if there are any promotional offers, and what the plans may be for the current month.

There will be a map located on the website as well to help direct people who may be new to the

area. Customers will also have access to an App located on iTunes and this will help those who

have a smart phone when they have a sweet fried craving. The most exciting service provided by

this company will be the seasonal donut. This is a way to keep things fresh and new with the

customers who are going to be loyal with Driving Me Donuts. When a certain flavor is available

people will be lining up to try it or get that once a year flavor they have been craving. If this was

not a great enough offer. This company wants to make sure that the customer feels as though

they are being taken care of and that they are the most important aspect to the company.

H. Company’s Uniqueness and Competitive Edge: (S.W.O.T. Analysis)

Strengths Moveable service

E-business

Open later, more flexible hours

DRIVING ME DONUTS 8

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 businesses

DRIVING ME DONUTS 9

Part II: Merchandising and Location Strategy

A. Nature of Merchandise:

Driving Me Donuts will be designed around bringing quality products to hungry

customers. Doughnuts first began satisfying people in the 19th century with cake fried in pork fat

(Moncel, 2012). These pastries are no longer cooked in pork fat but they are still able to bring

that same overwhelming joy to people. The process of cooking this company’s product will be in

vegetable oil instead because it reaches the right temperature to cook the donuts compared to

peanut oil, which a lot of people are allergic to. This business would like to differentiate itself

from the competition by taking this basic pastry to the next level. Driving Me Donuts will be

offering the ultimate freshness by having the donut of the month made to order and available for

customization if needed. Extra toppings will be available for any order to the customer so they

feel that each order is specific to them and their preferences.. To ensure speed, the establishment

will be offering the “every day donut” ready to order. These donuts will still be made daily, in

fryers of temperatures of 135 degree or above, to insure that the quality is not hindered (City of

Denton, 2012). The reason Driving Me Donuts will have donuts made right before it opens is

because the target consumer will mainly be on the go and want a quick bite to eat, the donuts will

be designed to be travel friendly. The donuts will be served in a paper food trays, so that they

contain the product and it can be taken on the go. The donut of the month will feature a new

favor at the beginning of each month to keep the customer’s curiosity and interest up. By

DRIVING ME DONUTS 10

ordering extra toppings the customer is allowed to create their own concoction and gives the

customer the power.

B. Variety and Assortment:

Driving Me Donuts will provide the customer with an assortment of donuts from

ready-made such as glazed, chocolate dipped, cinnamon sugar, powdered, cherry dipped, eagle

claw (which is a UNT inspired version of the bear claw), strawberry dipped, and plain to the

donuts that will be made after they are ordered. These donuts will be made earlier in the day on

site inside the vehicle in order to meet the City of Denton’s Requirements for Mobile Units (City

of Denton, 2012). The pre made everyday donuts will offer much of the same flavors along with

the “donut of the month” and will have extra toppings available so that the customer always has

a chance to customize the product to their specifications. The “donut of the month” flavor will be

themed based on the time of year it falls under, giving consumers a taste of the season. The extra

toppings for the donut coincide with people’s interest to make it their own. These toppings will

consist of coconut shavings, chocolate chips, fresh fruits, whipped topping, chocolate drizzle,

and caramel drizzle to name a few. The beverages that Driving Me Donuts offers will be apple

juice, orange juice, cranberry juice, bottled water, Silk milk, 2% milk, chocolate milk, and

coffee.


C. Brands Carried:

The brands this company will carry will be focused around the beverages of Minute

Maid, Ozarka, Silk, Folgers, and Farmland. All of the beverages will be bought in 24 packets or

in individual servings from SAMs Club, except farmland products that will be purchased at

Kroger. The reason behind having this portable size is again to make things convenient for the

customers. It will be easier holding a bottle of liquid rather than have a cup of it since the

customer will be on the go. Driving Me Donuts will be in contact with the stores that they plan to

purchase from so that their location will always have what they need in stock. The main

ingredients for the donuts will come from brands carried by SAMs Club. These product brands

will be purchased for their quality and their availability to purchase as needed. Another main

reason that the company will be purchasing their products from SAMs is because of the quantity.

Driving Me Donuts will be going through its main ingredients frequently so it will need

economy size packing of flour and other bulk ingredients.

D. Level of Quality:

The donuts made at Driving Me Donuts will present the customers with a

consistency of the highest quality. The quality of these donuts will compete with bakeries in the

Denton area, such as Kolache Haven. Though this company plans to purchase large volumes of

ingredients, this does not mean it will skip on the quality. The beverages carried at Driving Me

Donuts will be well known brand names that have a good reputation as well. Using highly

recognizable factory brands for the beverages will provide customers with comfort. Driving Me


Donuts wants the customers to be familiarized with certain products so that they will know what

they are purchasing. These items will be properly stored in the two refrigerators located on the

food truck, which will be maintained at 41 degrees or below temperature. (City of Denton,

2012). The point of having known products is to bring comfort to the customers.

E. Pricing:

E1. Price Points:

Driving Me Donuts will have reasonable pricing to keep in the realm of a college

student’s budget. The business will offer 10% off for students on the first and third Wednesday

of each month in order to heighten the buzz of the new “donut of the month.” Other offers will

be advertised during the slow season in the form of flyers and newspaper ads. With a low

overhead, the cost of items will be moderately priced. Some of the advertisement that Driving

Me Donuts has planned will be word of mouth and the North Texas Daily Food Snobs review,

this will entail having its name out in the public without having to pay for the advertisement. The

cost of a 24 pack of minute maid juice will cost around $13.50; meaning that each individual

bottle will cost about 56 cents each (Sam’s Club, 2012). Driving Me Donuts will be selling its

beverages at $1.50 making the business a profit of 94 cents per beverage. Prices though may

change depending on growth of the company and the economy factors. A big factor for price will

be taken from the cost of gas in particular because the company needs this economical factor to

run business, though the customer will always be considered when determining the cost of all

products.


E2. Labeling

Since the donuts will mainly be placed in paper tray containers, Driving Me

Donuts does not have any plans for labeling its products. However in the future this company

plans to be involved in a catering environment and will try to produce containers with the color

theme that the company already has. The burnout donut logo will be converted into sticker form

so as to seal larger product orders and maintain an image of freshness.

E3. Markups/Markdowns:

Markups and markdowns will not be a focusing factor for Driving Me Donuts

because the company will have discounts available periodically and will make its products fresh

every day. However the company is considering a “last call” option, so that at the end of the

night the donuts will be half off and the business has potential to sell everything it makes. To

show appreciation to the regulars, punch cards will be available as well. These cards will give the

individual a free “donut of the month” after the purchase of ten doughnuts prior. Driving Me

Donuts hopes to plan its business so that it will have a constant flow of profit and will not need

to worry about marking down its products or over promoting for its business.

F. Store Location:

F1. Geographical Location:


During the first two to four years of business Driving Me Donuts will purchase a

permit on Fry St. next to the University of North Texas. The hours of operation will be from

10:00 p.m. to 2:00 a.m. Monday-Saturday. The vehicle will be stored in a business storage area

in Denton, Texas called Pack Stack in order to meet the City of Denton’s requirements.

Paperwork will be submitted to the Consumer Health Department before being issued a mobile

health permit (Checklist for Mobile Food, 2012). The business prior to opening will meet the

Texas Administrative Codes as well as the Checklist for Mobile Food Establishment Application

(Texas Department, 2012 and City of Denton, 2012). After these requirements are met then a

permit will then be acquired for $310 for a Mobile Food Unit-Class 2, for vehicles where the

food is prepared on the truck (Denton, Texas Amending). This will then allow the business to

operate on Fry St. Depending on how business is for Driving for Donuts; the group may look

into the Fort Worth Food Park as way to increase business during the slow season.

F2. Type of Location:

This location and times of operation will draw upon individuals in their twenties

looking for a late night snack after a long night of studying or hanging out with friends. The food

truck will be located fairly close to Fry Street which consist of bars and other restaurants. This

will create more competition for the food truck; however Driving Me Donuts will be the only

location in the area serving fried sweets. This could be a potential to one up the competition

since the company will have products that range in a lower price point and are made for on-the-

go purposes. Though the company knows that seating can and will be an issue, the language


building located at the University of North Texas will be a sufficient substitute. There are bench

like walls adjacent to the area in which the food truck will be located at.

F3. Store Site Selection:

The main reason for choosing this location was because of the nightlife. The

target market is known for being in this location. Another justification for choosing the location

off of Ave A and West Mulberry Street is because this location fits best with the City of Denton

regulations and the company’s target market is available. If the City of Denton becomes more

open to the idea of food trucks within more locations of the city, Driving for Donuts may add

locations and acquire more permits. Future sites in Denton, Texas would consist of the Square.

There are a lot of businesses in Denton that stay open late nightly. This is what Driving Me

Donuts is focusing on when locating its site.

Part III: Promotional Strategy:

A. Events:

Driving Me Donuts plans to connect with customers through social media to share

information on its locations, as well as any upcoming events that it plans to get involved in.

Making a personal connection to its customers is very important, and the executives of Driving

Me Donuts feel that promoting good community relations will help them to not only grow but

also build a competitive advantage over any other food and beverage businesses in Denton,

Texas.


A1. Charity Events:

Driving Me Donuts sees an opportunity in supporting and serving customers at multiple

local charity events. The goal for Driving Me Donuts as mentioned earlier will be to get more

involved in the community and support or sponsor local events. Driving Me Donuts is interested

in serving customers at charity walks such as Race for the Cure and other similar events to

promote the business and highlight its community connection. The executives of Driving Me

Donuts feel that offering someone a hot donut at the end of a long run and also using their money

for a good cause will make a strong connection with that customer and make them loyal to the

brand. Driving Me Donuts also plans to have events that help raise money for any fundraiser

giving a percentage of the proceeds to groups that are raising money for good causes. This would

include raising money for local schools, hospitals, animal shelters, organization philanthropies,

and natural disaster funds. This company also sees prospect in having involvement with

university events as well as to strengthen relations with North Texas and student consumers, who

will be a large portion of its target market. These events would include Make a Difference Day,

Homecoming Events, Sporting Events, and Shack-A-Thon.

A2. Fry Street Events:

Driving me Donuts plans to park in the Fry Street area often to serve the nightly crowd of

hungry customers and it also plans to take part in special events the area gets involved in.

Holiday events are a good time to reach customers with specialized holiday themed donuts.

Some of these events would include Fright Night on Fry on Halloween, offering unique and

frightening donuts to all our adult trick-or-treaters, Fat Tuesday themed donuts with a special

Kings Cake competition giving the person who gets the baby in their donut a free donut everyday


for a month, and team themed donuts for Super Bowl celebrations keeping tally of what team has

been purchased the most to predict the winner. Driving Me Donuts also plans to attend Mean

Green tailgating and Red Bull sponsored events. Letting the customers get involved with its

products through interactive contests or special events gives them the feeling of being connected

to the company’s brand and therefore will strengthen its customer base.

A3. Denton Square Events:

The Denton Square is an up and coming area with new apartments, restaurants, and

nightlife which is another great place for Driving Me Donuts to operate. The company hopes this

area will offer many events throughout the year that Driving Me Donuts would like to take part

in. Though right now the company cannot use this location as a site for business because of

Denton codes and regulations, it can however be parked in this area for specialized events. The

Denton Holiday Lighting, Denton Arts and Jazz Festival, and Main Street’s Farmers Markets are

some of the few events the company would like to be a part of in the future. Though permit

regulations are strict on the Denton Square, Driving Me Donuts will be able to take part in

specialized events while continuing to show Denton that being a regular would be not only be

great for the company but also the community.

A4. Other Local Events:

Driving Me Donuts will take part in as much involvement in other areas of Denton and in

some areas of the Dallas/Fort Worth region. The company would like to take part in the North

Texas State Fair and Rodeo during the month of August. In addition, this company plans to

operate at food truck parks in Dallas and Fort Worth which will be during Fry Street off season

times, for example winter break when there is little traffic in the Denton area. Though for the


moment the company only has a permit for Denton, Texas, Driving Me Donuts plans to expand

its reach within the first two year. Another opportunity for Driving Me Donuts is an idea of

teaming with local radio stations to be a vendor at all the radio station events to reach out to new

potential customers and gain media coverage through the station listeners.

B. Advertising:

All advertising and marketing ventures for Driving Me Donuts will be a vital element in

the success of the company. The disadvantage of not having a physical brick and mortar store

makes it more difficult to reach customers and portray the company’s brand image, so using as

many advertising tools as possible is important in building a sustainable, successful business.

The use of newspapers, magazines, flyers, and the internet simultaneously will give this

company the coverage and consumer reach needed to attract and build loyal customers

relationships.

B1. Physical Advertising:

Driving Me Donuts will create multiple forms of traditional advertising to reach

customers throughout the area. Grand Opening flyers will be prepared and distributed before the

company starts business with information about the event, website, and social media pages.

Regular flyers will also be placed in local businesses and on campus to inform customers of the

Driving Me Donuts business. Advertisements will also be placed in the College Guide and the

Campus Pages, as well as, the Denton Record-Chronicle to attract customers to visit the

company’s web site and learn more. The Denton Record-Chronicle advertisement will be once

every three months. There will be a “food snobs” review in the North Texas Daily and this will

not only be a free advertisement for Driving Me Donuts but will give a great boost for the


students to try those donuts. Some of the means of advertising might be costly but the executives

of Driving Me Donuts see great potential, especially in the beginning six months, to utilize

newspapers and magazines to market the business. The company executives will also distribute

business cards to companies and retailers in hopes of creating a relationship to use their parking

areas and work together so that in the future of this company might be able to distribute its

service to potential catering jobs.

B2. Internet Based Advertising:

Driving Me Donuts will rely heavily on advertising and word of mouth and plan to utilize

the internet and social media to build its brand image and entice new customers. Driving Me

Donuts will use a website, www.drivingmedonuts.com, to connect with customers and share

information on its upcoming events, weekly locations, and menu items. The site will also have a

real time map showing everyone who visits its page where they are located at a given time. The

most interesting form of advertising the Driving Me Donuts team created is posting photos of

real customers on the website. The managers and employees will ask before taking people’s

photos and if a customer sees themselves online, they can find the food truck to get a free donut

of their choice. The website can also link customers to Driving Me Donuts’ Facebook, Twitter,

and LinkedIn pages. The social media pages give customers the opportunity to connect and

interact with the Driving Me Donuts brand which will strengthen the relationships between it and

its customers. Having a business page on Facebook will also give the company the right to

advertising through the websites and will have its ads displayed on users newsfeeds in the area.

In addition to social media, the company will also create an App sold through the Apple Apps

Store and Android Market to connect with customers’ smart phones and tablets with all the same

information as the website and social media pages. The app will be free so that the customer will


have a greater incentive to follow the truck. Driving Me Donuts will also have an email list to

send out announcements to customers alerting them of events, promotions, and contests taking

place.

C. Promotions:

C1. Flyer Promotions:

Occasionally this company will place flyers on campus and in local businesses with

discount coupons attached, to attract new and loyal customers. The executives feel this will keep

people interactive and excited about the brand. These flyers will change promotions each time

they are distributed to keep the idea of excitement growing. Ten percent discounts on a purchase,

a free cup of coffee, or buy one get one free deals will be a few of the promotions that will be

included in flyer coupons. This will only happen about once every two months so that the

company does not lose out on potential profit gain.

C2. Driving Me Donuts Punch Cards:

Driving Me Donuts will distribute punch cards to customers that will display all contact

information, website, and social media pages for customers to conveniently obtain information

on what is new and upcoming for its business. The company will also have ten donuts on the top

of the card that can be punched out for each transaction made by the customer. Once all the

donuts have been punched, customers will receive a donut, as well as, a new punch card. In

today’s market, customers want a great deal on quality products and these cards will offer

customers incentive to eat the company’s donuts so that they may in return receive a free meal in

the future.


C3. Birthday Promotions:

Customers who sign up for email announcements will be added to a “Birthday Databank”

to get a deal on their special day. In order for a customer to take part in this event, all they will

need to do is go to the website and enter their date of birth, name, and their e-mail. Driving Me

Donuts will create this databank to automatically e-mail customers on the week of their birthday

with a coupon to receive a free donut. This coupon can be printed or added to a Passbook App to

be used on their birthday. This type of promotion will make customers feel special and important

to the company and will thus make customers more loyal to the Driving Me Donuts brand.

Part Four: Store Layout and Design:

A. POS Signage:

A1. Physical Signage Elements:

The goal of Driving Me Donuts is to attract customers through vibrant and exciting

signage on the truck. The truck will be painted in bright colors with a large neon LED board sign

put up when Driving Me Donuts is open for business. The truck will have a large menu display

giving information on all the donuts available including flavors, toppings, drinks, combo deals,

and pricing. The “donut of the month” will be displayed on a clear board with multi colored LED

lighting to catch the customer’s eye. Coffee creamers, sweeteners, and other condiments will be

placed on a tray close to the pickup area for customers to customize their purchases. A napkin

holder will be located close to the tray with the company’s logo displayed on them. All paper

goods will have the company’s logo with the same brightly colored design and its plastic cutlery


will be multi colored to match the theme as well. The employees will wear t-shirts in multiple

bright colors with the Driving Me Donuts logo on the front and with the website address on the

back to keep with the vibrant and cheerful theme of the truck.

A2. Digital Signage Elements:

Banners will be visible online to alert customers when promotions or special events are

taking place. All of the advertisements and marketing that will be posted on the internet will

follow the overall theme to be vivid and cheerful to excite and entice customers. Bright colors

will be included in these types of signage. All the content on its social media pages will be

focused towards making the customers feel delighted and excited about the brand. Driving Me

Donuts will use Apple iPads to check out customers and utilize the Four Square App to run

transactions. These iPads can also accept passbook coupons that customers have received from e-

mail promotions. With the use of the tablets this company will be able to continuously update

and interact with customers on its social media pages and Driving Me Donuts App.

B. Space Allocation:

The amount of space for storage will be the biggest concern for Driving Me Donuts,

because a truck is much more limited than a brick and mortar store. The most important factor to

keep in mind in order for Driving Me Donuts to run smoothly will be to make sure the truck is

running at its optimal turnout. In order to do this there will only be a limited number of people

aloud in the truck at anytime during the hours of operations so that when there are people in the

truck, they can move about and make the orders in a timely manner. The reason this detail is so

important is because the truck is very narrow and long. Driving Me Donuts will have two

refrigerators, a freezer, ten fryers, a microwave, two prep boards different in size, four sinks and


an oven with stove-top burners. The storage of products will either be in the refrigerators,

freezer, or under the long prep board in binds. Everything will have a place and be in its place so

that the company will run as smooth as possible.

C. Layout:

Knowing what all needed to be in the truck in order for Driving Me Donuts to be able to

accomplish its business dream, it took careful time and consideration in how this company was

able to find the right truck to hold all it needs and more. The truck was purchased online through

a custom food truck builder. In the layout the fryers are placed in the far back corner away from

the windows that the customers will be ordering from. This is to make sure the customers are

protected incase of any incident. There will be vents located on top of every fryer to insure the

safest possible environment a food truck can offer. If a problem arises then the vents will release

a flame retardant and put out the fryers immediately. The two refrigerators will be separate from

each other because one will store the beverages for sale and the other will house ingredients that

need to be kept at a certain temperature. The refrigerator that will house the cold ingredients will

be place in the opposite back corner of the fryers near the sinks. This is to insure that the

employee who will be touching the food is constantly washing their hands. Driving me Donuts

does not want any cross contamination to accrue and will stress to its employees the proper

cleaning techniques. The refrigerator that will house the beverages for sale will be located

between the longer prep board and oven to again protect the customer from anything that may be

too hot to handle. This will always be a great location because the employee will have

accessibility to get the customer what they want right away. Driving Me Donuts took great

consideration for the layout of its truck and hopes that is will help it better the customer’s

experience in any efficient ways.


D. Circulation:

D1. Employees

The flow inside the truck will need to be accessible for anyone who will be inside. The

company wants to make sure that people can coexist in the truck without running into objects or

each other. This is why there will be a limit on who will be allowed in the truck at any given time

during operating hours. While there are two designated employees for the inside of the truck, two

other employees will be located outside the truck to make sure signs are visible, the paper

products are constantly in stock for the customers, and that the truck looks neat and clean. Each

person will be responsible for their work duties so that Driving Me Donuts can create the best

experience possible.

D2. Customers

There will be two large windows on one side of the truck. This will allow two lines of

movement for the customer. One line will be where the customer can give their order and the

other will be where that person can pick up their donut. All donuts will be visible in the display

cases right below the windows to show what is being made. This should help the customer make

a selection faster because they will know what their product will look like. Driving Me Donuts

will have a sign hang “order here” and “pick up” so that customers choose the right line the first

time.

E. Design:

The look that this company wanted for its food truck design was bright and fun. Driving

Me Donuts wanted to make sure that people would be able to see it coming. The color theme is


based on a rainbow inspired truck design the owner saw one day passing in a popular

neighborhood for food trucks. This inspiration made sense because donuts themselves can come

in any color as well. So once the theme formed, the owner never looked back.

F. Ambiance:

The atmosphere surrounding this establishment has a vibe of excitement, freshness, and

newness. The company wants its target market to have interest and take notice of what Driving

Me Donuts has to offer. Once the consumer reaches the food truck, it plans to capture the

consumer’s heart with warm fresh high quality food and a fun vibe. There will be upbeat music

playing as well so that the surrounding energy is high. Overall the spot is to create a great

hangout environment where people can get something great to eat while enjoying their company.

G. Merchandise Presentation:

Driving Me Donuts plans to appeal to the customers senses. While preparing donuts, the

top vent located on the roof of the truck will be propped open in order to let the aroma of fresh

made donuts waft in the air. This is to pique the interest of by standers who are hungry for food.

When the customer reaches the food truck, they will see the plexiglass display case of what

donuts are available. The display case will have four levels of shelving room and be lined up in

three rows with multiple donuts on each row. Occasionally Driving Me Donuts plans to offer

samples of donuts to customers so that the customer may be persuaded to purchase multiple

flavors. This company is trying to maintain a curiosity with its customers so that they will

continue to eat at Driving Me Donuts in the future.


H. Visual Merchandise:

Driving Me Donuts knows how important it is for its company to look visually appealing

to its customer since it will not be a brick and mortar location. The main goals will be to keep the

area looking clean and orderly. This company wants the surrounding consumers to be intrigued

and pulled into its environment, not disgusted and turned off. The color theme is to attract the

wondering eye and draw awareness to the food truck. This is a huge reason why Driving Me

Donuts choose LED lighted signage as well. When lights are constantly changing colors it will

catch the peripheral vision off the consumer. The company wants to be noticed and this is how it

plans to do so.


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


Appendix:


Resume

6889 Hightower Dr. Apt. 414North Richland Hills, TX 76182

Nickolas Wood [email protected]

Skills Certified Apple Technician HTML and CSS knowledge Adobe Dreamweaver Microsoft Office

ExperienceGenius Apple Plano, TX 2010-Present Assist customers with all Apple products and applications Troubleshoot and repair of Apple computers and mobile devices Member of the Mentor and Loyalty Team, helping teach and keep up morale of co-workers

Sales Associate Best Buy Mobile Grapevine, TX 2009-2010 Develop and increase knowledge in mobile technology Assist customers with purchase of the correct mobile phone for them Maintain visuals for the department

Counter Intelligence Best Buy Grapevine, TX 2008-2009 Repair computers from multiple manufacturers Troubleshoot software on Windows computers

Counter Operations Best Buy Grapevine, TX 2007-2008 File paperwork detailing repair services Ensure technicians maintain timely repairs

EducationBS, Digital Retail Expected Graduation: May 2013University of North Texas Denton, TX

Associates of Arts 2006-2009Tarrant County College Hurst, TX

Activities/Organizations National Retail Federation Student Association Shop.org Annual Summit (2010 and 2011) NRF Retail’s Big Show (2011 and 2012)


Grand Opening Flyer


Regular Promotional Flyer


Full Menu Selection


Driving Me Donuts website


Business Card

Punch Card

Driving Me Donuts Logo


Free App in iTunes App Store


Fodd Truck Design

Food Truck Layout


Food Truck 3D model

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