Lazy Day Pizzeria
“We take the time, so you don’t have to!”
Lazy Day Pizzeria is a gourmet shop with sustainable ingredients and hand made meat products from locally sourced farms we deliver a artisanal experience at an affordable price.
EXECUTIVE SUMMARY
Lazy Day Pizzeria is a new player in the restaurant industry. Bolstered by the need for quality choices and home-grown ingredients in family-oriented dining experiences, combined with the option for home-delivery, the restaurant is positioned to take advantage of the market need and serve the families in the Murrieta area.
Here at Lazy Day Pizzeria are dedicated to fine slowly hand-crafted pizza with quality ingredients sourced from sustainable distributors. Our passion is derived from ingredients that are cared for and tended to, to be able to give the customer the best dining experience possible.
It is Lazy Day Pizzeria strategy to exploit the lack of a quality product and a decently priced establishment. We aim to establish ourselves as the preferred pizza provider to the area. We believe a locally-owned restaurant is the best option to serve the ever growing and changing population with a fresh, unique menu as opposed to a national chain franchise.
This business plan calls for an exciting, profitable start-up year ahead with future forecasted growth as we meet the demands of the community. In all, this plan describes a healthy company with good growth prospects, looking to manage its orderly growth in the near future.
MURRIETA, CA
- population size of Murrieta is 114,000*
- The median age of the population is 34.2 years of age.*
- The median household income is $99,000*
- The surrounding cities have a population of 456,000.
*2017 Statistics from Murrieta.gov
MISSION
Lazy Day Pizzeria creates a friendly and pleasant atmosphere for customers in a well-designed, and productive environment in which people can work happily. We are sensitive to the look and taste of good pizza as well as to high-quality ingredients. We look to provide the best possible value to our customers who desire great tasting pizza and to provide customers with the satisfaction of receiving a great value, both tangibly and intangibly.
Our customers are our neighbors as we are residents of our market area. We will also create and nurture a healthy, creative, respectful, and fun working environment, in which our employees are fairly compensated and encouraged to respect the customer and the quality of the product we produce. We seek fair and responsible profit, enough to keep the company financially healthy for the long term and to fairly compensate owners and investors for their investment and risk.
The keys to success in this business are:
- Delivering the customer value proposition.
- Marketing: promoting a new company, product, and delivery channels to a rural community.
- Product quality and consistency.
- Pricing effectively with respect to the project quality and customer value proposition.
- Family-oriented atmosphere with occasional nights of family entertainment.
- Management: products delivered on time, costs controlled, marketing budgets managed. There is a temptation to fixate on growth at the expense of profits.
- Reporting and controls in place for inventory and financials.
The objectives for Lazy Day Pizzeria are:
- To establish the market presence needed to support marketing and sales goals and to attract customers.
- To reach healthy monthly sales by the end of the year, and average monthly sales increasing modestly by steadily through Year 3.
- To achieve double digit profit margins.
- To develop top-rated relationships with 2-4 well-respected, all-encompassing distributors.
STAFF
Chef Brandon Bohrer:
From earning his meat smoking chops in San Antonio to working at a fine dining restaurant for Wolfgang Puck in Los Angeles, Chinois On Main, Bottega Louis, Meat On Ocean, needless to say Chef Brandon knows his way around a kitchen. He also worked for the highest quality Kosher catering company NES Events in Southern California. From international cuisine, to smoking meats out of a hole in the ground, his food is derived from modern and international techniques and flavors while embracing old American styles of barbecue. His unique knowledge, talent, and eye for perfection will elevate not only the customers eyes and taste buds, but also their expectation of what a pizza establishment should be.
General/Operational Manager Benjamin Bohrer:
Ben is the mastermind behind Lazy Day Pizzeria. Ben graduated college in Pittsburgh, PA and spent the next several years hustling in New York City before moving to Los Angeles and ultimately settling his family here in the Temecula Valley region. After working for 10 years in operations and logistics at WME/IMG, he decided to pursue his passion for fermentation and obtained his Introductory Sommelier through the Court of Master Sommeliers and his Wine Management Certification plus a Business Administration Certification through UCLA. Benjamin gained experience in wine cellars in Temecula Valley at Ponte Winery and Fazeli Cellars before moving onto the brewery scene in 2018. Currently Ben is the Assistant Brewer at Refuge Brewing Company, before he worked at Black Market Brewing Company where the team won a Gold Medal at the Great American Beer Festival under the inaugural category Hazy/Juicy. They also won 3 bronze medals and two silver medals in Southern California beer festivals.
MARKETING
Lazy Day Pizzeria is a company that is focused on the good times. Our establishment will be set up with weekly events that engage the community and help bring awareness to our brand. Initially, we will focus on promotional ideas, having a banner over the establishment until we open, and getting interviews with local magazines, papers, blogs, and websites. We plan to draw an audience even before we open the doors.
We plan to partner with marketing and PR company, LiveADay Creative, (Liveadaycreative.com) and assume an initial contract yet to be determined that will include them controlling our social media and a once-a-month email to customer. Outside of the internet, they will also help with our Yelp page and monthly events. They will also create the Lazy Day Pizzeria website to be as easy and painless as possible.
COMPETITION
While we understand that we are not the only Pizzeria in the area. There currently are 11 in Murrieta alone. We fully believe that we can set ourselves apart from the pack. With 6 of the 11 being chain restaurants we understand we do not have the name brand recognition but we do know we can make a better pie and we aim at building our marketing a month before opening to raise awareness of our presences.
With innovative pizza selections also a monthly creation to keep interest peaked in Lazy Day. We also make our own sausages and smoke our own bacon. We have multiple homemade sauces included. By bringing a gourmet touch to a rather mundane food we can provide quality while not sacrificing price.
At Lazy Day Pizzeria growth is the most important aspect to our company. We do not settle on our laurels and maintain the normal. We are focused on making Lazy Day a house hold name from Murrieta to the surrounding Temecula Valley and hopefully onward.
SHORT TERM GOALS:
Brewpub – we would like to get to the point that we develop our own brewery side. Create a secondary source of income for greater growth and awareness.
Sit down Restaurant – Once we are out of the COVID era, we would like to expand our operation from purely delivery and pick up to an actual sit-down establishment where we create a fun and enjoyable atmosphere for our patrons.
Establish a good once a month special to drum up interest from the general public.
LONG TERM GOALS:
Multiple Restaurants – After some success we would like to open up shops in areas that are strategically beneficial to our brand.
Franchising – We are kicking around the idea of franchising out our Lazy Day name and helping said franchisees create the greatest chance for success.
Paying back investors within a 5-year window or sooner depending on cash flow with the interest rate of 4-6% on investment. Not only will the investor be the tip of the empire iceberg but they will benefit with a profit also.