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Nutrition 404 Business Plan
San Diego State University
Fall 2014
By:
Carissa Carrier
Kaitlyn Nunes
Sierra Sandifer
Ryan Tappen
Tri Vo
Taylor Zwimpfer
Company Summary
Well Prepared is a prep kitchen designed to provide quality driven, seasonally minded,
and inspired foods for the entire family. Cooking meals at home requires time and resources that
not everyone has. At Well Prepared our goal is to eliminate the challenges of cooking at home by
preparing ingredients for a home cooked meal for you. Chopping, slicing, dicing and peeling are
all done in OUR kitchen, all you need to do is take the ingredients home and bake them
according to the instructions we provide. Since the food is being made directly in your home,
you know exactly what is going into your meals and have the ability to alter ingredients however
you may like. We aim to make meal time fast and easy using quality ingredients that are healthy
and enjoyable. Meals can be customized to meet specific dietary needs and serving sizes.
Designed to meet all needs, whether you are just looking to feed yourself or the entire family.
Meals are never frozen and prepared fresh daily incorporating environmentally friendly and
sustainable practices. Menu items change weekly and seasonally using the best ingredients from
local vendors. Our foods are available for purchase online, in store or by delivery, whichever
method fits your personal needs.
Mission Statement
Our company’s purpose is to provide our community with quality driven, seasonally
minded and inspired food for the entire family. Our objective is to create customer enjoyment
and satisfaction while eliminating the worry of unknown ingredients in both restaurant meals and
store bought, frozen entrees. We value your time with your family and want you to get the most
of it so we prepare the meals for you that you take home and cook. Our company fulfills our
mission by having an active presence in the community, environmental sustainability and
actively seeking new ways to be a better workplace for our employees.
Executive Summary
Team & Ownership Structure:
Well Prepared is a team based organization headed by President, Sandy Clearwater, and
Kitchen Manager, George Anderson, who share ownership of the company. The Well prepared
team includes a General Manager, Assistant Manager, Prep Cooks, Cashiers, Delivery staff, and
Dishwashers. Although there is a slight hierarchy, Well Prepared is a business that believes in an
innovative system, where each employee plays an essential role in ensuring that the business
runs efficiently and effectively.
Products & Services:
Well Prepared provides reasonably priced and quality meals for you are your family. Our meals
change daily and weekly to continue providing your family with a variety of healthy and
affordable meals. We strive to use fresh and local ingredients whenever possible. A large portion
of the preparation is done in our kitchen so you can bring the food straight to yours to finish the
cooking process. Directions are included with each meal.
Company Facility:
Well prepared is located in a small shopping center in Encinitas at 328A El Camino Real. The
building has 3,400 square ft available with a lease of $1.50/ SF. It is estimated that about 38,400
cars drive past the building a day on El Camino Real.
Marketing Strategy:
Well Prepared is located in an area where the demand for healthy prepared meals is high.
The median income of Encinitas was $86,505 in 2012 showing that majority of the people living
in the area are employed. The town of Encinitas houses many families with dual working
parents and because it close proximity to the beach, health and fitness is of huge interest to the
population. Although Well Prepared isn’t the only business out there of its kind, we strive to
separate ourselves from competitors like FITzee Foods, Remedy Foods, and Blue Apron. We
plan on getting the Well Prepared name out there through use of billboards, signs, community
outreach projects, and potentially featured in local newspapers and magazines. As a business we
are updated with social media and can be seen on Facebook, Instagram, Twitter, and LinkedIn
where we provide discounts and special offers. We also have a website and a downloadable
phone application where customers can be informed of all of our products as well as promotions,
discounts, and special events.
Major Goals:
Well Prepared has many goals as a company, both short term and long term, as we strive
for growth and improvements. Some of our short term goals include increasing our
memberships by 10% every month and paying back our business startup loans within the first
year of business. Our major long term goals include expanding to another location within 5
years of business and opening up a drive thru within three years. We believe that with proper
sales and memberships promotions, budgeting, and increasing our customer base, all of these
goals can and will be achievable within a reasonable time frame.
Health Repercussions:
Well Prepared is an organization centered on health and convenience. We only use
premium ingredients-all locally grown, organic produce. Customer satisfaction is our middle
name as we offer customizable meals, as well as substitutions and alterations in order to provide
meals and products for various health allergies, food intolerances, and food preferences. We are
a green business who incorporate sustainable practices in our daily routine and business plan.
Our facility contains various sustainable features including solar panels on the roof, a vertical
herb garden, multiple water recycling methods, compost bins, recycling dumpsters, recycled
products for interior design, Energy Star appliances, energy efficient lighting, reusable food
containers, and more. We also aim to reduce our carbon foot print by only purchasing locally
grown produce, meat, and poultry and using a Hybrid car for our deliveries. We also plan on
achieving the highest level of LEED Certification within our budget.
Compelling Reasons for Investment
The owners saved 30% of the necessary investment in order to be approved for and
investment and make their dreams come true. They are using a small business loan because it is
most available to new restaurant owners. They decided to not include investors in the process of
opening the company and just use a loan in order to maintain full control over their own
company. This will allow them to take the business in the direction they choose and make future
decisions on their own.
Company Description
Team:
At Well Prepared, we believe that teamwork entails working together in all aspects of the
company in order to provide the best service to our customers and to ourselves. From the
founding members to new employees, we are a group of health conscious foodies focused on
helping each other and encouraging healthy practices in and out of the work world. We have an
understanding of the factors influencing poor health and nutrition and are dedicated to providing
a healthful alternative to eating out so that eating healthy can be made part of your everyday life.
Not only do we concern ourselves with the health of the products and recipes that we provide but
are dedicated to showing that a successful business can also be socially responsible. Our staff is a
close knit group of individuals that each have something important to offer. Though there are
many different job titles for each member of our staff, we believe that any member of the staff
can be taught any of the other roles, should they choose to accept such a responsibility.
President (Administrator):
Sandy Clearwater has a background in foods and food service. She graduated with a
Master’s Degree in Foods and Nutrition from San Diego State University and has always had a
passion for health and wellness, but became aware of how difficult it can be to create home
cooked meals while balancing work, school and other life activities. After graduating, she went
on to complete her dietetic internship at the VA in San Diego. After her internship, she got
married and began working as a dietitian specializing in community health and well-being. It
was at this time that she became aware of the difficulty starting a family, working and
maintaining a social life and attempting to incorporate healthful home cooked meals into her
daily routine. Sandy discovered that this was a problem that many other individuals struggle with
each day. Eating out is typically used as a solution but with eating out, it is not always easy to
know the ingredients that are going into the foods you order and it can end up being costly. It
was with this in mind that Sandy came up with the idea for Well Prepared, a prep kitchen that
aims to be cost effective and still enable its customers to cook meals at home in half the time!
Sandy remains active in daily business activities, working closely with all other members of the
team to ensure that foods and recipes are healthful and standardized.
Kitchen Manager/Chef:
As the co-owner of Well Prepared, George Anderson is responsible for overseeing the
quality standards of our raw materials through to the finished product using sensory standards for
taste, smell, and appearance. George double majored in food science and managerial economics
at the University of California Davis. Because the food is handmade, using natural and organic
ingredients, there are opportunities for error. He ensures the meals and portions are consistent
and pleasing to the customers. George is in charge of creating weekly recipes, item and recipe
administration, and assembly scheduling. He also implements his business knowledge in making
sure that employees are satisfied with their work experience.
General Manger:
This individual comes from an environmental science and business background and is in
charge of making sure Well Prepared is running smoothly. They work to make our company as
green as possible, proposing and implementing sustainable practices. In addition to
implementing sustainable practices/strategies, the general manager is in charge of ordering foods
for weekly operations and analyzing food cost/food waste. They manage the daily activities of
the business and oversee inventory/budget control. Lastly, they assists the kitchen manager in
menu planning, preparation and presentation of foods and monitors adherence to quality and
safety standards.
Assistant Manager:
The role of the assistant manager is to work as an activist in the community as well as
with our customers to ensure consumer satisfaction of goods and services. They have a
background in communications and management skills providing them with the knowledge to
make/suggest necessary changes for a more productive and efficient company. In addition, they
work with clients to ensure satisfaction of meal and services. They have a background in
communications. They are also in control of online restaurant sales and maintaining the company
website.
Prep Cook:
They clean, prepare and cook foods offered according to proper preparation methods
established be the company. They implement and suggest ideas for future recipes and take
initiative when working in the kitchen to complete assigned tasks and learn new techniques for
food preparation. This individual must maintain a clean work environment in the kitchen area
and follow food safety standards. Food handler certification is necessary for any individual
working in this position as well as a passion for food and health.
Food Service Cashiers and Delivery Drivers:
They handle cash and credit transactions, they're responsible for checking materials and
supplies and reporting when stock is low, shows interest in foods and nutrition and has strong
communication skills to establish rapport with customers. They are in charge of the delivery of
orders to clients’ homes when necessary. Food handler certification is necessary for any
individual working in this position as well as a passion for food and health.
Dishwasher:
They're in charge of maintaining cleanliness of the back of the house and all cookware to
ensure that food preparation is done on a sanitary surface, eliminating potential risk for food
borne illness. Previous experience as a dishwasher is recommended but not necessary.
Organization Description;
At Well Prepared, we aim to be an innovative business, incorporating aspects of
improved quality of work life, and development of a corporate and organizational culture.
Quality of Work Life:
• Each week we have team group meetings in which all staff members have the
opportunity to suggest new menu items, suggestions for change in greater
productivity, and ideas for improvement in overall company standards.
• Decisions are made as a team, rather than proposed and implemented solely by
managers. This team-based leadership is implemented to provide more authority
and decision making freedom to all members of the company.
• Leader-member relations are established to promote a high degree of mutual trust,
respect, and confidence.
• Our managers act as change agents, expected to stimulate and facilitate change
where needed. They address employee concerns and work to eliminate
frustration/dissatisfaction in the work place.
• Safety and health of employees is emphasized at all times. Employees are
encouraged to report health concerns or safety issues with other members of the
team. Proper food handling practices are explained and enforced in all aspects of
the business.
• Techniques for food preparation are taught to all employees to promote
responsibility and provide employees with a sense of trust in their abilities. This is
beneficial to the company as if one member of the team is unable to perform their
assigned tasks for the day, another employee can fill in for them.
Corporate Culture:
• Our organization is run based on the principle that employees and leaders share a
mutual opinion of how our company should be run, including its values, beliefs,
expectations, and norms.
• Integrity is established through promotion of communication between all levels of
the business. We work as a team, and as such, employees are provided with a
sense of belonging and importance. All opinions are values and incorporated into
our everyday practices to build trust among staff members.
• Strong work ethic is integral to being a member of our team, but having fun is
promoted as well. Each month, we have a corporate wellness retreat for all
company members. The monthly retreats are decided upon by employees ranging
from yoga lessons, rock climbing, cooking classes, meditation classes, or
gardening practices.
• As a member of the Well Prepared team, employees are encouraged to engage in
community service projects that promote healthy living. Staff members will have
the opportunity to visit local farms from where we obtain our produce and help
with picking and planting foods. Not only is this helpful to the farms but also gives
our employees a better understanding of where our foods come from and promotes
appreciation for the products that we use.
• At Well Prepared, we believe that having a sound mind is just as important as
having a sound body. Every day we work together and discuss strategies for
employee satisfaction to provide a stress free environment. We believe that food
and physical fitness are both integral to a happy team member. Each month, will
be a contest for who engages in the most physical activity. Employees are
encouraged to go for a run, hike, practice yoga, or whatever they can to
incorporate physical activity into their lives and log their workouts. At the end of
the month, the winner receives a $25 bonus for all their hard work.
Business Structure:
Well Prepared is a limited partnership consisting of a single business in Encinitas,
CA co-owned by Sandy Clearwater and George Anderson. It was the goal of Sandy and
George to open a local business incorporating their complimentary food service
backgrounds. Sandy’s experience as a registered dietitian and George’s knowledge of
food preparation/business background made them the perfect team. Together, they saved
up enough money to create a business for which they are equally liable in profits and
losses. The pair worked together to establish company values and goals, taking into
consideration the wants and needs of other staff members.
Products and Services:
Meal One- Zucchini Lasagna Serves 4:
Total Cost: $18.84 Cost Per meal: $4.71
Item Quantity Price Cost Source
zucchini 3 medium zucchini $8/5#
$1.60 Ingardia
portabella mushroom 1 large $20.50/10# 0.38 Ingardia
eggplant 1 large $1.57/# 1.96 Specialty Produce
crushed tomatoes 2 C tomatoes $1.51/# 1.51 Specialty Produce
garlic clove 1/2 $24.64/7.25# 0.02 Specialty Produce
onion 1/4 onion $15.25/48ct 0.08 Ingardia
parsley fresh 1/4 tsp $11.40/10oz 0.04 Sysco
spinach 16 ounce $4.50/2.5# 1.80 Ingardia
Egg white 1 $19.75/15 dz 0.11 Ingardia
fat free ricotta cheese- mascarpone cheese 1 Cup $19.83/16 oz
10.53 Sysco
chopped fresh basil 1 T $4.75/# 0.05 Ingardia
salt 1/4 tsp $7.56/2# 0.01 Specialty
Turkey breast 1 Cup $3.60/# 0.30 Sysco
shredded part skin mozzarella cheese 1/2 C $16.50/5#
0.41 Specialty Produce
reduced fat parmesan 1 T $19.75/5# 0.04 Specialty Produce
Meal Two: Roasted Chicken with rosemary sweet potatoes and Broccoli
Item serves 4 quantity Price Cost Source
sweet potatoes 4 medium or 1.5# $2.00/#
$3.00 Specialty Produce
garlic gloves 6 cloves $7.39/# organic full prod list
0.29 Specialty Produce
olive oil 2 T $8.62/1Gal 0.07 Sysco
Unsalted butter 1 T $70.04/30pack 1# 0.07 Sysco
Minced rosemary 2 tsp $4.85/# 0.01 Specialty
Produce
ground black pepper dash $34/5#
0.01 Ingardia
Total Cost: $3.45 Cost per meal: $0.86
Roasted chicken
Item serves 4 Quantity Price
Chicken breast 3# $60.87/4pack 10# 4.57 Sysco
Olive oil 1 T $8.62/1Gal 0.03 Sysco
Salt ½ tsp $7.56/2#
0.02 Specialty Produce
Pepper ground dash $34/5# 0.01 Ingardia
Lemon 1 medium $32.50/35# 0.19 Ingardia Total Cost: $4.82 Cost per meal: $1.21
Roasted broccoli
Item serves 4 Quantity Price
Broccoli 1 bunch or 1.5# $4.75/3#
2.38 Ingardia
Olive oil 2T $8.62/1Gal 0.03 Sysco
Garlic 2 cloves $7.39/# 0.09 Specialty
Produce
Pepper ground
$34/5# 0.01 Ingardia Total Cost: $2.51 Serves 4 Cost per meal: $0.63
Total Cost per meal: $2.70
Meal Three: Spinach & Goat Cheese Flatbread Pizza
Pizza crust 2X 12" pizza crust
Item quantity Price Cost Source
Flour 3 cups $7.52/25# 0.25 Sysco
Salt 1 tsp $7.56/2#
0.04 Specialty
Produce
active dry yeast
1 envelope or 1/4 ounce $2.25/#
0.56 Specialty Produce
olive oil 3 T $8.62/1Gal 1.02 Sysco Total Cost: $1.87
1 Flatbread Pizza
Item serve 3 Quantity Price
Thin pizza crust 1
0.94 Above
Olive oil 1/4C $8.62/1Gal 1.36 Sysco
Garlic 3 cloves $7.39/# 0.14 Prod list
baby spinach leaves 3 Cups $4.5/2.5# 0.36 Ingardia
Sliced mushrooms 1.5 Cups $21.15/10# 0.65 Ingardia
Red peppers roasted .5 Cups $5/3# 0.27 Ingardia
Onion purple .5 Cups $3.90/5# 0.14 Ingardia
Basil leaves fresh ¼ Cup $4.75/1# 0.20 Ingardia
Goat cheese soft fresh 5 ozs $4.23/11oz
1.92 Sysco
Total cost: $5.98
Total Cost per meal: $2.00
Meal Four: Lemon & herb salmon with Wild Rice & mixed vegetable medley
Lemon & herb Salmon
Item serves 8 quantity Price Cost Source
olive oil 1 T $8.62/1Gal $0.34 Sysco
Salt .5 tsp $7.56/2# 0.02 Specialty Produce
ground black pepper .5 tsp $34/5# 0.02 Ingardia
Lemons
4
lemons
$38.25/35#
lemons 0.76
Ingardia
mixed chopped herbs 2 T $32.50/35# 0.01 Specialty produce
Salmon 2.5# $8.25/# 20.62 Specialty Produce
Total Cost: $ 21.77 Cost per meal: $2.72
Vegetable Medley
item Serves 6 quantity Price Cost Source
olive oil 2 T $8.62/1Gal 0.68 Sysco
Celery chopped 3 stalks $2.50/2 bundle 0.75 Ingardia
Cabbage
0.5
cabbage $1.90/1ea 0.95
Ingardia
carrots chopped 1 cup $9.75/25# 0.11 Ingardia
Zucchini 1 $5/5# 0.53 Ingardia
Mushrooms 3 cups $21.15/10# 1.30 Ingardia
roasted red pepper .5 C $5/3# 0.27 Ingardia
Garlic cloves 2 $7.39/# 0.09 Prod list
Fresh basil 1/4 C $4.75/1# 0.20 Ingardia
kosher salt .5 tsp
0.02 Specialty Produce
ground black pepper .5 tsp $34/5# 0.02 Ingardia
Total cost: $4.92 Cost per meal: $0.82
Rice side
Item serves 8 Quantity Price
Brown Rice 1.5C $13.29/25# 0.33 Sysco
Salt 1 tsp $7.56/2# 0.04 Specialty Produce
Butter 7 T
$70.04/30pack
1# 0.51
Sysco
Celery diced 2 C/ 5 stalks $2.50/2 bundle 1.25 Ingardia
Onion sweet diced 2 Cups $3.90/5# 0.55 Ingardia
Garlic cloves 3 $7.39/# 0.13 Prod list
Thyme fresh 2 tsp $4.70/8oz 0.03 Specialty Produce
Chestnuts 8 ounces
$5.25/13 Cups
or 6# 6oz 0.41
Sysco
Parsley fresh 1 T $11.40/10oz 0.15 Sysco
Total cost: 3.40 Cost per meal: $0.43
Total Cost per meal: $3.97
Meal Five: Soup & Salad
Vegetable Soup
Item Serves 6 Quantity Price Cost Source
Olive oil 4T $8.62/1Gal 0.12 Sysco
Cabbage chopped 2 C $2.60/2ct 0.25 Ingardia
Garlic minced 4 Cloves $7.39/# 0.19 Prod list
Salt 1 tsp $7.56/2# 0.04 Specialty Produce
Carrots chopped 2 C or 2 med $9.75/25# 0.22 Ingardia
Diced potatoes 2 C $11/50# 0.14 Ingardia
Zucchini 2 C $5/5# 0.55 Ingardia
Veg broth 2 quarts
2.81 Scratch
Chopped tomatoes 4 C $1.51/# 3.19 Ingardia
Corn 2 ears $25.78/30# 0.38 Sysco
ground black pepper 0.5 tsp $34/5# 0.02 Ingardia
parsley leaves fresh .25 Cup $11.40/10oz 2.42 Sysco
Lemon juice ¼ lemon $32.50/35# 0.05 Ingardia
Total Cost: 10.38 Cost per meal: $1.73
Salad
Item serves 4 Quantity Price Cost Source
Spinach 4 C $4.5/2.5# 0.48 Ingardia
Green leaf lettuce 4 C $19.50/24ct 0.32 Ingardia
Avocado 1 $44.25/40-48ct 1.00 Ingardia
Celery stalks 2 $2.50/2 bundle 0.50 Ingardia
Melon Honeydew 0.25 $14/5ct 0.70 Ingardia
goat cheese 4 oz $4.23/11oz 1.54 Sysco
Olive oil 2 T $8.62/1Gal 0.67 Sysco
Pepper .25 tsp $34/5# 0.01 Ingardia
Lemon juice ¼ lemon $32.50/35# 0.05 Ingardia
Total Cost: $5.27 Total cost per meal: $1.32
Vegetable broth
Item Quantity Price Cost Source
Olive oil 1 T $8.62/1Gal 0.34 Sysco
Onion 1 large $3.90/5# 0.26 Ingardia
Celery 2 Stalks $2.50/2 bundle 0.50 Ingardia
Green onions 7 onions $15.25/48ct 0.32 Ingadia
Garlic minced 8 cloves $7.39/# 0.32 Specialty Produce
Parsley 8 sprigs $11.40/10oz 0.33 Sysco
salt 1 tsp $7.56/2# 0.04 Specialty Produce
Total cost: 2.11
Total Cost per meal: $3.05
Weekly Meals Total Costs and Profits:
Meal Cost per Meal Price per meal Profit
Zucchini Lasagna $4.71 $12.00 $7.29
Roasted Chicken sweet potatoes & broccoli
$2.70 $7.00 $4.30
Spinach & goat cheese flatbread
$2.00 $5.00 $3.00
Lemon & herb salmon with wild rice and mixed vegetable medley
$3.97 $10.00 $6.03
Vegetable soup & salad $3.05 $7.75 $4.70
Operating Plan:
The location of Well Prepared will be in Encinitas, CA on El Camino Real 328A. The
total size is 3,400 square feet and it is a retail property. The rental rate is 1.50/SF/month so the
total rent per month is $5100 plus the $0.37 per square feet for the triple net agreement which
equals $475 additional each month. This totals $5575 per month which accounts for 5.6% of
monthly sales. The extra cost for the triple net lease pays for services like trash, maintenance,
and HOA fees. The medium house hold income is $97,370 within a 3 mile radius and 38,400
cars drive on El Camino Real each day. We plan on using 2000 square feet for the back of the
house, kitchen, employee break room, storage, etc. and about 1400 square feet for the front
waiting room, cashiers/POS station, bathroom and small office for consultations with customers.
This is a take-over location with an existing hood, filtration system, and grease trap so we are
spending majority of construction costs to bring everything up to code. We have accounted for
3.5% of the monthly sales to go to utilities which totals $3500. See Figure 1 for exact location
description. See Figure 2 for table of expected equipment costs and construction costs.
Major Equipment Energy Cost Chart:
Equipment Cost $ Energy
consumption
Time
(Hrs)
Source Energy
cost/day
Energy
cost/mo
nth
Energy
cost/ year
Food Mixer 3159 115V/30 amps 4 Economy 1.29 39.23 470.96
Blender, food 479 120V, 12 amps 2 Economy 0.27 8.19 98.29
Food
processor
electric
1647 115V/20 amps 2 Economy 0.43 13.08 156.99
Stock pot
range, gas
425 90000 BTU 8 Economy 19.75 600.31 7207.73
Walk in 6059 208/230V, 1HP 24 Central rest 1.67 50.87 610.77
Hood & fan 3100 120V/ 1/2HP 8 Central rest 0.28 8.48 101.80
Freezer 2265 120 V, 1HP 24 Central
Rest
1.67 50.87 610.77
Dishwasher 240/mo 208/220V 10 Ecolab 10.75 326.88 3924.66
Ice maker 2764 3300 BTU 24 Central rest 2.18 66.17 794.49
Microwave 1132.49 120V/1200W 2 Central rest 0.22 6.82 81.91
Total Utility Budget per month: 3500
Hours of Operation:
The open to public hours for Well Prepared are from 11:00 A.M. until 8:00 P.M. Monday
through Saturday. The hours of operation are from 8:00 A.M. until 9:00 P.M, designating 3 hours
before opening to finish the prep work needed for the day and 1 hour after closing to clean.
See Figure 3 for Organizational Chart and Figure 4 Shift Hours
Health Repercussions & Analysis
Well Prepared’s set menu aims to provide healthy and appealing alternatives to the
highly-processed frozen family meals commonly found at grocery stores. Using real, fresh
ingredients, Well Prepared creates traditional family style meals that not only taste great but can
also be customized to accommodate different types of diets and tolerances. An ingredient list is
always provided and substitutions are welcomed. All of Well Prepared’s set menu items can be
altered to satisfy the needs various types of diets including vegetarian, gluten free, diabetic,
paleo, low-fat, low-salt, and high-protein. The set menu items are designed around a typical 2000
calorie diet and falls within the AMDR. A nutrient analysis, including an ingredient list, will be
provided for each set menu item. Food is prepared without MSG and trans fat.
Environmental and Global Impact of the Business:
Well Prepared is a state of the art facility that practices sustainability and energy
conservation to minimize its carbon footprint, protect the environment, and to save money. The
roof of the building boasts a number of sustainability features. Solar panels are installed on the
roof and provide most of the electrical power that is used. The roof also contains an herb garden
with different types of herbs and small vegetables. To increase the amount of garden space, the
herbs are grown in vertical garden planters as opposed to traditional flat gardens. Watering the
herb garden utilizes two sustainable techniques. When it rains, excess rain water is diverted into
a water reserve tank. This tank is the primary source to water the herb garden but since it doesn’t
rain enough in Encinitas, the tank is also filled in other ways. The 100 gallon fish tank in the
lobby also helps keep the reserve tank full. The waste from the fish provides fertilizer for the
herbs and plants as well. The last way Well Prepared recycles water is by reusing waste water
from cooking certain types of food such as pasta and vegetables. The final sustainability feature
is the compost bin located on the roof. Well Prepared will have a lot of extra food waste from
cutting and preparing all of the fruits and vegetables each day. All of the food waste is placed in
a compost bin and the compost is eventually used to support the herb garden. Although the herb
garden is not a source of food for day-to-day operations, staff meals and community service
meals contain herbs and vegetables from the rooftop herb garden.
Like most businesses, Well Prepared practices the common recycling procedure. All
glass, aluminum and plastic bottles along with cardboard and paper from packaging will be
placed in the recycling dumpster. In addition, Well Prepared will collaborate with its suppliers in
reducing the amount of packaging material that is used by implementing the use of reusable
crates and containers instead of cardboard boxes.
The interior of the facility continues the sustainability trend by using recycled and locally
sourced materials for décor. Appliances in both the lobby and kitchen are Energy Star qualified.
Lights in the lobby are all L.E.D. while kitchen overhead lights use CFL bulbs. All faucets have
high-efficiency spray valves installed to help conserve water use. A huge use of water is from the
washing of produce before it is prepped but a new bulk washing technique will be implemented
to cut water waste in half compared to traditional washing.
Another way that Well Prepared is reducing its negative environmental impact is by
eliminating the use of plastic bags, Styrofoam containers, and reducing the use of disposable
food containers. Well Prepared encourages customers to join the Well Prepared Club. Members
of this club help reduce waste by switching the disposable pan for our reusable pan. Members
will also have the “disposable fee” dropped from their orders to promote becoming a member.
All fresh produce, meat and poultry are from local farms in California to reduce Well
Prepared’s carbon footprint and to provide the freshest food to the customer. By purchasing from
local farms, Well Prepared can supply customers with fresh ingredients without having to ship
them from out-of-state farms. Well Prepared receives most of its produce from Suzie Farms and
Hidden Haven Farms and gets its meat and poultry from True Pastor Beef. Seafood is primarily
purchased from Catalina Offshore Products. Well Prepared also designs the set menu items based
on the seasonal availability of certain vegetables to prevent the need of shipping in produce from
distant farms.
Considerations for “Green” Planning & Implementation:
Well Prepared is striving to achieve the highest level of LEED Certification possible
within our budget. A Toyota Prius hybrid will be used for food deliveries. The Prius reduces
gasoline dependence without having to rely on and install an electric vehicle charging station.
The Prius is efficient but also has enough space to carry large orders.
See Figure 5 for LEED Certification
The Market
Market Size & Trends:
Encinitas is a coastal beach city located in San Diego County, CA. It is known of course
for its beaches as it is considered the 3rd best beach town in the nation, but it’s also known for its
warm community and the feeling it brings to people’s hearts when they arrive. It has a small
town feel where everyone belongs but yet has all the major components a big city does without
feeling overwhelming. Another good quality is that they are environmentally aware and place a
strong focus on the environment and keeping it safe. The people of the city also love to give back
which is a huge cornerstone of Well Prepared’s mission so the owners felt that picking this
location would be undeniably perfect.
The owners also took into consideration some of the demographics of Encinitas and
looked at specific key populations amongst the main population. Encinitas, as of the 2013
Census, has a population of approximately 61,500. In some minds this would appear to be a
small population but to the owners they thought that was even more perfect. According
to Entrepenuer most franchises now would rather move to Dubai instead of moving into densely
populated urban core. Well Prepared would be perfect for Encinitas because of the high
percentage of working middle class and also older population. According to research working
parents have less time to spend in the kitchen, thus relying on “convenience” meals from an
outside source. Thirty three percent rely on fast food for their meals, so the purpose of the
company was to provide the families with healthier options that were just as easy as fast food.
Encinitas is made up of 73% of working families, which provided a good floor for the company
to thrive in. Encinitas also has a high elderly population who are wanting to spend less time in
the kitchen as it is, so having easier options for meals is a plus for them as well. Another aspect
they took into consideration was the education level. Studies show that people who are educated
tend to veer towards healthier food choices and 55% of the population is educated.
Encinitas is also a growing community and is continuing to open new doors to
entrepreneurs in the area. The population has increased almost 6% since 2000 and as some view
that number as small, for a small city like Encinitas that is HUGE. With the population growing,
that increases exposure of the company and also opens new doors to the idea of opening more
locations in the area.
Competition Analysis
There are few other businesses that have the same objective as Well Prepared, but that
doesn’t mean that there aren’t any. There are two main competitors that the company is aware of
at this point, Fitzee Foods and Blue Apron. The difference between Blue Apron and Well
Prepared is that Blue Apron sends you all ingredients in a box with the instructions to perform,
whereas Well Prepared does most of the combining of ingredients so that the buyer has less work
at home. This was a main component of their mission in making it easier on families and people
with little time in the kitchen. Fitzee Foods is very similar to Well Prepared as they deliver meals
that are fully assembled and ready to be cooked. The main difference between the two is the
price, Well Prepared offers much more inexpensive options and is cheaper because there isn’t
shipping involved.
Well Prepared is different from other meal delivery services in that our aim is not
specifically to promote weight loss. Our goal is to provide healthy meals to people living busy
lifestyles, a healthier, cheaper, and more convenient alternative to eating out. We excel in
personalizing our food preparation based on the customer’s wants and needs, through various
sizing options, customizable meals and alterations of current menu items, and we offer different
levels of preparation- from uncooked simply washed and chopped veggies that are ready to cook
or a fully prepared ready to eat meals. We are a smaller business that is recently starting up so
we have a few improvements to make including increasing our marketing and advertising by
taking advantage of various branches of social media. We also hope to be expanding in the near
future which would allow us to reach a wider range of the population. As the business grows,
Well Prepared plans to increase the number of skilled employees and give them proper training
to ensure that our meals are prepared to the highest standards. Unlike other prepared meal
services, Well Prepared takes sustainability very seriously and continues to update our business
using sustainable practices, including our reusable non-disposable containers that help to reduce
unnecessary waste, the use of compost bins, water recycling, and our delivery Prius to help
reduce our carbon footprint. Our building facility is composed of various recycled items and we
continue to look for more methods of sustainability and incorporate them into our business.
Compared to other businesses, Well Prepared is a team based organization. We are known for
the excellent treatment of our employees and the happy, friendly environment of our facility.
The Well Prepared crew is a family that openly invites and encourages our customers to become
part of our team.
See Figure 6 for SWOT Analysis
Marketing Strategy:
Encinitas is a coastal beach city located in San Diego, California. As of 2010, the
population in Encinitas is 59,518. The majority of the population is Caucasian at 84% and then
Latino at 12% with a median income in Encinitas in 2012 was $86,505. Families living in
Encinitas are busy working to pay for their beautiful homes and properties. Living near the ocean
helps keep families active and healthy. Healthy and ready to cook meals would be of huge
interest in this area and have a high value in the marketplace. Market Competition in the San
Diego Area would be Fitzee foods, Remedy Foods, Blue Apron, Sprouts farmer’s markets, and
other family owned health food stores. Well Prepared will have multiple billboards and signs
around the shopping center. A huge grand opening sign will be posted up in the shopping center.
Our beautiful location, decorations, and energy green building will attract customers in the area.
Well Prepared strives to leave a lasting impact and enrollment in the community. Well Prepared
is committed to help with fundraisers, donations, and any worthy causes. Our staff stays involved
with the community through food banks, free cooking classes, visiting our local farms, charity
walks, and fundraisers. Our website, staywellprepared.com, offers our entire ready to go meals
and snacks for the week. Our website is updated daily with what’s available, new foods, and
upcoming food items. The public can connect with us on our Facebook, Instagram, Twitter, and
LinkedIn page. Discounts and promotions can be found on all of our pages. If members share our
promotions on their own pages they will receive a 15% discount off their entire purchase. These
social media platforms will allow us to generate more customers and spread the word of our up
and coming company. The men and women behind the scenes at Well Prepared were able to
come up with our very own phone application. Our app features the ability to see our current
food items available and the items that will be available for the rest of the week. Our app features
the ability to order all your selected food items straight from your phone. These items will then
be ready for pickup a few minutes after you put in your order, or you’ll be able to request a
delivery. All of this is done straight from the app.
Goals, Risks & Strategies
Well Prepared has placed a focus on their goals and helping the company grow. They
view their goals in terms of short term, meaning they will achieve these goals in the near future,
and long-term, meaning they will be met within the next couple of years.
The company’s short term goals include increasing memberships by 10% each month and
paying back the loans from investors within the first year. Increasing the memberships could
potentially be hindered by the failure of marketing strategies and promotions. One way Well
Prepared will try to mitigate this problem is by implementing rewarding customer referral
programs. If a member refers a new customer they will receive a $20 credit on their account to
use towards future meals. The second short term goal of the company is being able to pay back
the loans within the first year of business. Accomplishing this will help the progression of the
business by putting the revenue into accounts set aside for future locations as well as community
involvement. This could be hindered by unforeseen costs and expenses which will be mitigated
by creating a strict budget for the company that will allow for zero deviation as well as creating a
reserve account used only for emergency expenses. This goal could also be hindered by a lack of
clientele which in turn will decrease profit. This problem will be mitigated by implementing
more creative marketing strategies as well as adjusting menu prices if deemed necessary.
The owners have a strong sense of hope for growth in the future as well as the now. Their
two main long term goals are to expand to another location within five years and open a drive
thru location within three years. This could potentially pose as an issue because there could be a
lack of funds as well as the difficulty of finding the right location and demographic to appeal to.
If these problems arise the company will wait longer for the financial means to be available and
also spend more time researching locations and the people to find the perfect fit for their second
location. The second long term goal is opening a drive through in the next three years to help
assist in the need for convenience emerging from the working families. A drive through will
allow the members to simply drive up to the window and pick up their orders and be on their
merry way instead of coming inside. Again, the issue with this goal is finding the right location.
To mitigate this problem the company will survey the town for high traffic areas to increase
exposure.
Financial Assumptions:
Financial Assumption Cost
Design-Architect fees 1,000.00
Construction 35127.00
Equipment 28442.00
Operational- Includes marketing 70,100 423,450.00
Total investment Required 488,019.00
Total Owner Investment (30%) 146,406.00
Total Investment Requested 341,613.00
For the total amount required in the financial assumptions the owners have invested $146,406 of
their own savings amongst the two of them which totals each owner investing $73,203. The
owners are requesting an SBA 7S loan for $341,613. They made sure that they had saved up
30% of the required amount before applying for a loan to show that they too are liable for a large
amount of the expenses of opening Well Prepared and intend to pay back the loan in the least
amount of time possible. Their expected operational costs are described in the chart below.
Operational Breakdown:
MONTHLY SALES: $100000
PAYROLL $25,000 25%
FOOD COST $25,000 25%
RENT $5,575 5.58%
INSURANCE $3,500 3.50%
MARKETING $4,000 4.00%
UTILITIES $3,500 3.50%
MAINT/REPAIRS $1,000 1%
OFFICE SUPPLIES $1,000 1%
MISC $1,000 1%
CHARITY $1,000 1%
TOTAL Cost $70,575 71%
DEBT REPAYMENT $6,000 6%
POTENTIAL PROFIT $23,425 23%
Figure 1:
Location: West Coast Commercial
Todd Lytel — (858) 444-6110
Retail Property For Lease El Camino Real - 318-330 318-330 El Camino Real, Encinitas, CA 92024
Total Space Available: 3,400 SF
Rental Rate: $1.50 /SF/Month
Property Type: Retail Property Sub-type: Vehicle Related
Building Size: 47,609 SF
Listing ID16414910 1 Space Available 328 A
• Space Available:3,400 SF
• Rental Rate:$1.50 /SF/Month
• Space Type: Vehicle Related • Lease Type: NNN • Date Available: Dec 2013
Highlights • FOR LEASE • 3,400 SF Available • Lease Rate: $1.50/SF NNN ($0.37)
Description AVAILABLE - Suite 328 A Size: Approximate 3,400 Square Feet Lease Rate: $1.50/SF NNN ($.37) Prime El Camino Real Frontage Co-Tenants Include Goodyear & Midas Monument & Building Signage Available Traffic Counts: 38,400 Cars Per Day on El Camino Real Median House Hold Income is $97,370 within a 3 Mile Radius
Figure 2.
Small Ware Equipment (1) cost $ Source
baby changing table 165 Economy
broom 3.07 Economy
broom, push 5.25 Economy
bun pan 5.31 Economy
can opener, manual 3.1 Economy
cheese grater manual 3.59 Economy
cutting board 66.64 Economy
cutting board rack 6.08 Economy
disher, standard round bowl 3.89 Economy
dishwashing aprons 3.88 Economy
dough cutter scraper 0.97 Economy
food pan plastic 4" deep 1.62 Economy
food pan plastic 4" deep
cover 0.73 Economy
food storage 13 gal cover 9.27 Economy
food storage box 13 gal 20.58 Economy
food storage container lid 0.58 Economy
food storage square 4qt 3.49 Economy
fry pan 10 dia 8.37 Economy
garbage can dolly 12.54 Economy
garbage can indoor 18.41 Economy
ice scoop 5.93 Economy
ice tote 29.06 Economy
kitchen poultry shears 2.23 Economy
ladel serving 6 oz 1.16 Economy
ladle, servig 4 oz 0.97 Economy
lobby dust pan 6.13 Economy
magnetic knife holder 5.59 Economy
measuring cup 1 cup 1.36 Economy
measuring cup 2qt 4.24 Economy
measuring cup 4 piece set 2.18 Economy
measuring cup 4qt 7.43 Economy
measuring spoon set 1.25 Economy
mixing bowl 13qt 3.5 Economy
mixing bowl 20qt 6.37 Economy
Mixing bowl 3/4qt 0.53 Economy
mixing bowl 5qt 1.59 Economy
Small Ware Total (1) 421.89
Small Ware Equipment (2) Cost $ Source
mixing paddle 7.76 Economy
mop bucket wringer comb 31.57 Economy
mop handle 3.94 Economy
pasta pot 7.49 Economy
pastry brush 2" 1.56 Economy
pizza pan, round solid 2.57 Economy
pocket thermometer 1.9 Economy
pot hook 9.23 Economy
potato masher 5.26 Economy
rolling pin 1.61 Economy
salt pepper shsaker 4.29 Economy
sauce pan 10qt 12.7 Economy
sign, floor (housekeeping) 3.96 Economy
sign, freestand "A" style 25" 42.78 Economy
skimmer 1.37 Economy
spatula plastic 1.22 Economy
Squeegee, floor 22.16 Economy
steak knife 3.01 Economy
stock pot 12qt 19.19 Economy
Stock pot 40qt 39.78 Economy
teaspoon 3.99 Economy
toilet plunger 2.04 Economy
tomato scooper/corer 0.39 Economy
utility tongs 0.77 Economy
vegetable potato peeler
manual 0.51 Economy
wall bench booth 95.99 Webstaurant
wall bench booth 95.99 Webstaurant
wet mop head 3.02 Economy
wire brush 0.79 Economy
Small Ware Total (2) 426.84
Small Ware Table 1 Total $ $421.89
Small Ware Table 2 Total $ $426.84
Total $848.73
Tax 7.75% $65.7766
Total Small Ware Cost $914.51
Food Prep Equipment Cost $ Source
Food Mixer 3159 Economy
Blender, food 479 Economy
Food processor electric 1647 Economy
walk-in cooler 6059 central r
Stock pot range, gas 425 Economy
Reach-In freezer 2265 central
4' equipment stand 226.8 Economy
Custom Work Table 432 Economy
splash guard 50 Economy
Microwave 1132.49 Central
ice maker 2764 Central
hood fan 1225 Central
range hood 1875 Central
Dishwasher rent-1 Year 2880 Ecolab
total 24619.29 tax 7.75% 1908.00 installation 1000 total 27527.28
Equipment Cost $
Food Prep Equipment 27527.28
Small ware Equipment 914.51
Total Equipment 28441.79
Construction cost
Demolition 1000
Framing drywall 1500
FRP 500
Doors, door frames, railings 500
insulation 400
plumbing 1000
electrical 1000
glazing 800
Mechanical- HVAC 700
fire protection system hood 1200
fire protection system sprinkler 1000
fire prot system alarm 2000
tile & granite 1000
restroom accessories 600
supervision 1600
general labor 1300
waste removal/dumpster permit 1200
Portable sanitation 150
air test & balance report 400
back flow testing 100
Locksmith 100
Phone/data (MICROS) 7000
misc. building supplies 200
finish hardware 150
lighting décor 1000
security 700
plans 800
permits 700
Signs 1500
exterior painting 1000
interior paint 1500
Total cost 32600
tax 7.75% 2526.5
35126.5
Figure 3
Figure 5. LEED Certification
Sustainable Sites
Description Points
Attained
Notes
SSc1: Site Selection 1/1 Not developed on inappropriate sites
SSc2: Development density
and community connectivity
1/1 Developed in urban area within ½ mile of
residential zone
SSc3: Brownfield
redevelopment
0/1
SSc4.1: Alternative
transportation- public
transportation access
1/1 Located within ¼ mile of public transportation
lines
SSc4.2: Alternative
transportation-bicycle storage
and changing rooms
1/1 Secure bicycle storage is provided for 5% of
building users. Changing rooms provided.
SSc4.3: Alternative
transportation-low emitting
and fuel efficient vehicles
0/1
SSc4.4: Alternative
transportation-parking
capacity
0/1
SSc5.1: Site development-
protect or restore habitat
0/1
SSc5.2: Site development-
maximize open space
0/1
SSc6.1: Stormwater design-
quanitity control
1/1 Stormwater is collected for reuse
SSc6.2: Stormwater design-
quality control
1/1 Stormwater is filtered before reuse
SSc7.1: Heat island effect-
non-roof
1/1 Sidewalks are shaded
SSc7.2: Heat island effect-
roof
1/1 Vegetated roof covers 50% of the roof
SSc8: Light pollution
reduction
1/1 Non-emergency interior lighting is automatically
controlled to be turned off during non-business
hours. Only areas required for safety and comfort
are lit
Water Efficiency
Description Points
Attained
Notes
WEc1.1: Water efficient
landscaping-reduce by 50%
1/1 Potable water consumption for irrigation has been
reduced by 50% by utilizing captured rainwater,
recycled waste water and fish tank water
WEc1.2: Water efficient 1/1 Only captured rainwater, recycled wastewater,
landscaping-no potable water
use or no irrigation
recycled gray water, and fish tank water is used for
irrigation
WEc2: Innovative wastewater
technologies
1/1 Reduction of potable water use for building
sewage by 50%
WEc3.1: Water use reduction-
20% reduction
1/1 Reduction of water use by 20%
WEc3.2: Water use reduction-
30%
1/1 Reduction of water use by 30%
Energy & Atmosphere
Description Points
Attained
Notes
EAc1: Optimize energy
performance
8/10 Percentage improvement compared to baseline
rating per ASHRAE/IESNA Standards
EAc2: Onsite renewable energy
2/3 Use of on-site renewable energy systems
EAc3: Enhanced
commissioning
0/1
EAc4: Enhanced refrigerant
management
0/1
EAc5: Measurement and
verification
1/1 Development and implementation of Measurement
& Verification Plan
EAc6: Green Power 1/1 Over 35% of building’s electricity are from
renewable sources
Material & Resources
Description Points
Attained
Notes
MRc1.1: Building reuse-
maintain 75% of existing
walls, floors & roof
1/1 75% of existing building structure has been
maintained
MRc1.2: Building reuse-
maintain 95% of existing
walls, floors & roof
0/1
MRc1.3: Building reuse-
maintain 50% of interior non-
structural elements
1/1 50% of existing interior non-structural elements
MRc2.1: Construction waste
management-diver 50% from
disposal
1/1 At least 50% of non-hazardous construction and
demolition debris has been recycled/salvaged
MRc2.2: Construction waste
management-divert 75% from
disposal
0/1
MRc3.1: Materials reuse-5% 1/1 5% (based on cost) of materials used are from
salvaged, refurbished or reused sources
MRc3.2: Materials reuse-10% 0/1
MRc4.1: Recycled content-
10% (post-consumer + ½ pre-
consumer)
0/1
MRc4.2: Recycled content -
20% (post-consumer + 1/2
pre-consumer)
0/1
MRc5.1: Regional materials -
10%
1/1 10% of building materials have been extracted,
harvested, recovered, or manufactured within 500
miles of project site
MRc5.2: Regional materials -
10%
1/1 20% of building materials have been extracted,
harvested, recovered, or manufactured within 500
miles of project site
MRc6: Rapidly renewable
materials
1/1 Use of rapidly renewable building materials
account for 2.5% of total building value
MRc7: Certified wood 1/1 More than 50% of wood-based materials and
products are certified with the Forest Stewardship
Council’s Principles and Criteria
Indoor Environmental Quality
Description Points
Attained
Notes
EQc1: Outdoor air delivery
monitoring
1/1 Permanent monitoring systems are installed and
provide ventilation system performance
EQc2: Increased ventilation 1/1 Breathing zone outdoor air ventilation rates have
been increased by 30% above minimum rates
required by ASHRAE standards
EQc3.1: Construction IAQ
management plan - during
construction
0/1
EQc3.2: Construction IAQ
management plan - before
occupancy
0/1
EQc4.1: Low-emitting
materials - adhesives and
sealants
1/1 All adhesives and sealants used on interior of
building comply with requirements standards
EQc4.2: Low-emitting
materials - paints and coatings
1/1 Paints and coatings used on interior of building
comply with standards
EQc4.3: Low-emitting
materials - carpet systems
0/1
EQc4.4: Low-emitting
materials - composite wood
and agrifiber products
1/1 Composite wood and agrifiber products are used
on the interior of building
EQc5: Indoor chemical and
pollutant source control
0/1
EQc6.1: Controllability of
systems - lighting
1/1 90% of the building occupants are able to control
lighting to suit individual task needs and
preferences
EQc6.2: Controllability of
systems - thermal comfort
1/1 Comfort controls are provided for 50% of the
buildings occupants
EQc7.1: Thermal comfort -
design
1/1 HVAC system meet requirements of ASHRAE
standards
EQc7.2: Thermal comfort -
verification
0/1
EQc8.1: Daylight and views -
daylight 75% of spaces
0/1
EQc8.2: Daylight and views -
views for 90% of spaces
0/1
Innovation
Description Points
Attained
Notes
IDc1: Innovation in design 4/4 Strategies used show exceptional performance
about the requirements set by the LEED for New
Construction Green Building Rating System
IDc2: LEED accredited
professional
0/1
LEED Facts
Certified 46
Sustainable sites 9/14
Water efficiency 5/5
Energy & atmosphere 12/17
Materials & resources 8/13
Indoor environmental quality 8/15
Innovation 4/5
Figure 6. SWOT Analysis
Strengths, Weaknesses, Opportunities, and Threats Analysis
Strengths My Company FITzee Foods Remedy Foods
What are your business advantages?
quick, affordable, nutritious, easy, accessible
quick, easy, healthy, organic meals
healthy, organic prepared meals
What are your core competencies?
provide meals to people living busy lives
Focus on healthy meals, weightloss, fitness
Where are you making the most money?
memberships
What are you doing well? customizable meals and
alterations to current menu items, sustainable practices
getting the community involved- provide free workshops, workout clases, and yoga
Delivers all over San Diego area
Weaknesses
What areas are you avoiding? Catering Customized meals In store pickup
Where do you lack resources? lacking highly skilled
employees, starting up business and can't afford
What are you doing poorly?
***want to get rid of this question but can't delete it on my tablet can you try and delete it from your laptop?
<<<------ <<<<-------
Where are you losing money? food cost- locally grown
organic, high nutrient density foods
high food cost
What needs improvement? advertising and marketing,
getting our name out there inrease menu options
Opportunities
Any beneficial trends?
sustainability- reusable containers herb gardens and solar panels on the roof, compost bin, rain water circulating tank
Free yoga classes, workouts and workshops
New technologies? sustainable practices, social
media
New needs of customers? weightloss, dietary
restrictions, food allergies
Threats
Obstacles to overcome? paying off businesss startup
costs
Successful competitors? FITzee Foods, Remedy
Foods Fresh & Fit Meals, Level Up
Meals, Health Grub Fitzee Foods, Well
Prepared, Health Grub
Negative economic conditions? increasing food costs
Government regulation? N/A N/A N/A
Changing business climate? N/A N/A N/A
Vulnerabilities? limited staff, reliance on
locally grown produce
primary focus on weightloss, limiting customer base
only online and delivery option
Figure 6 cont:
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McKnelly, Christine. "Relationship Between Healthy Eating &
Education." LIVESTRONG.COM. N.p., 23 Mar. 2011. Web. 10 Nov. 2014.
National Restaurant Association. "Bright Ideas: Sustainability Tips From Experts." Conserve
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Smith, Lindsey P., Shu Wen Ng, and Barry M. Popkin. "Trends in US Home Food Preparation
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