Executive Summary
Purpose
The purpose of this plan is to raise $165,000 for the start-up cost of a food trailer (equipment supplies, Food supplies, taxes, licensees, etc.) to start a food trailer business.
Introduction
Alaska Sam’s Gourmet Quesadillas (Herein referred to as “The Company”) is a start-up Artisan Quesadilla mobile food trailer. Our menu will be inspired from International cuisine to appeal to a diverse range of customers. Open 5 days of the week, the trailer will offer a variety of artisan quesadillas as its base item. Using spices from Egypt, Morocco, India and Greece and Mexico, we will have an assorted selection of artisan quesadillas, grilled on site; vegetarians will also have choices, as well as gluten-free options.
The company is located in the Matanuska-Susitna Valley census area of Alaska. We are hoping to launch in the Summer of 2024. The outlook for the future of the food trailer business in the Mat-Su Valley is very promising, with several opening each year.
Whether they're at a festival or a farmers’ market, food trucks allow customers to taste local cuisine without having to stop what they're doing and take time to find, travel to reach, just to sit and wait to eat in a restaurant.
The Market Size
Research summary.
- Adults between the ages of 25 and 44 make up 43% of food truck spending.
- There are 35,512 food truck businesses in the US.
- The market size of the US food truck industry is 1.16 billion as of 2021.
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- The US food truck industry has grown at an average annual rate of 12.1%
General food truck industry statistics
- The average food truck business has 1.2 employees
- The average annual wage is $38,064
- There are 40,547 food truck employees in the United States
- $318 million in annual wages in 2021
- Estimated annual revenue of $2.7 billion
Food truck industry trends and predictions
- In 2011, there were 8677 food truck businesses in the US.
This is just 24% of the 35,512 in business in 2021
- The industry has an average annualized business growth rate of 12.1% from 2016 to 2021
- From 2016 to 2021, the industry has had an average annual employment growth rate of 8.6%
Besides one small dip from 2016 to 2017, the growth rate has consistently increased during this time period.
- Market size has grown by an average of 6.6% each year from 2016 to 2021
As of 2021 the industry's market value is $1.16 billion, up slightly from 2020s $1.1 billion. The market grew steadily from 2016 to 2019, reaching a value of $1.21 billion in 2019 before dipping down in 2020 and back up in 2021.
- In 2022 the industry market was expected to grow by 3.4%, which would mean the market value would hit $1.202 billion in 2022, surpassing 2021's $1.162 billion.
Food Truck Business Applications
Food truck owners spend an average of $28,276 on permits, licenses, and ongoing legal compliance during their first year of operation.
This doesn't include the cost of the truck, equipment, ingredients, employees, and a prep kitchen. Once all is said and done, it can cost over $150,000 to start a food truck business.
All of this is a substantial investment. With that in mind, a food vendor needs to know the best sources of customers who need quick meals, and where the most foot traffic will be.
Business districts, street food markets, and music festivals are some of the best places to park a food truck.
Business districts often don't have many dining options but do have lots of hungry workers with plenty of money and not a lot of time, make food making food trucks an attractive option for them.
Street food markets are designed for food trucks, so customers who show up already want to buy their meal from a food truck, cutting down on marketing effort and expenses.
Music festivals are similar in that attendees expect to purchase a meal and are a captive audience with only one dining option: food truck food. This makes these events highly lucrative for food vendors.
Other profitable places to park a food truck include parks and retail areas, with proper permissions.
In Alaska, and specifically the Mat-Su Valley, the recent legalization of Marijuana has given rise to more than one hundred retail Pot shops. This presents a new profitable opportunity for a food vendor business when parked near one of the the many dispensaries that have popped up.
Winter carnivals are an expected venue for food vending.
Not typically exploited are the areas where Winter sports enthusiasts gather for extreme outdoor activities with groups, such as snow machining and off-roading. These areas would provide ample opportunity for profits in a season typically avoided by mobile food vendors.
Niche opportunities are plentiful; and being mobile instead of bound to a bricks-and-mortar establishment gives a food vendor an edge to be able to take advantage of market places that are temporary, bountiful, and unique. Markets that are themselves, mobile.
Food trucks and trailers can go where the markets are, instead of waiting for the market to come to them.
The Trailer
The following is a description and specifications of the trailer that the company will procure. A used trailer, because of price, may be the route the company may take.
Price: $95,000
Condition: New
For sale is a 2022 Nurman turnkey food truck. This unit is completely brand new, all new equipment and so much additional. The truck was inspected by fire and health in Texas and is ready to go. This food truck has the following dimensions and equipment included in the sale:
Dimensions / Equipment:
– Predator 9500 inverter generator with 0.2 hrs on it
– Commercial upright single door fridge and freezer
– Upright beverage cooler
– Oven/4-burner combo
– 36″ char broil
– 48″ flat top
– (2) 40# Fryers
– 48″ 1-door 2-drawer Sandwich prep
– 2-drawer 48″ low boy Cooler
– 2 split AC units
– 11′ Custom hood with ventilation
– LED light inside and out
– Multiple outlets
– Toast POS System
– 4-slot Fryer timer
– Robot Coupe R 301 Dice Ultra 3.5 Qt
– Ninja Blender
– Roundup steamer
– Lots of storage containers and serving equipment
– Husky Center line
– Anti-sway hitch
– 100 lb. Propane tank
The Team
The principals of the company, combined, have over forty years experience in the food and beverage industry. Samuel Smith started in the restaurant business in 1988, in Mississippi. His 35 plus year career has taken him across the country from the deep south to Alaska. During the last ten years, Sam has been managing one of Wasilla, Alaska's busiest pizza/pub restaurants. He has consistently averaged a 10-12% profit margin with revenue of $2 million annually. In an ever-changing, volatile economic environment which included a pandemic and forty year high inflation, Mr. Smith was able to navigate the restaurant to continued profitability.
Carey Smith has spent 30 years in the service and retail industry as a waitress, a manager, a buyer, and a business owner.
Carey and Samuel Smith have the experience and maturity required to make the company successful.
The Menu
Artisan Quesadilla
ar·ti·san
[ˈärdəzn, ˈärdəˌzan]
(of food or drink) made in a traditional or non-mechanized way using high-quality ingredients:
"local artisan cheeses" · "the growing appreciation of artisan foods"
que·sa·dil·la
[ˌkāsəˈdēə]
a tortilla filled with cheese and heated.
gour·met
/ˈɡo͝orˌmā,ˈɡôrˌmā/
Alaskan Sam’s Gourmet Quesadillas are a delightful fusion of traditional Mexican cuisine and the unique flavors of the Last Frontier. These quesadillas are not just your average cheese-filled tortillas; they incorporate fresh, locally-sourced ingredients that highlight the rich culinary heritage of Alaska. Imagine biting into a warm, crispy quesadilla filled with succulent Alaskan Salmon, melted cheese, and a hint of spice, all perfectly balanced with fresh herbs and a touch of citrus.
To make Alaskan Gourmet Quesadillas, you'll need flour tortillas, a generous portion of shredded Alaskan Salmon, and a mix of cheeses like sharp cheddar and Monterey Jack for that gooey, melt-in-your-mouth texture. For an added layer of flavor, include finely chopped green onions, fresh cilantro, and a squeeze of lemon or lime juice. You can also add a bit of heat with diced jalapeños or a dash of smoked paprika. Cook the quesadilla on a hot skillet until the cheese is fully melted and the tortilla is golden brown and crispy.
These quesadillas are perfect as a main course or a shareable appetizer at your next gathering. Pair them with a side of tangy sour cream, guacamole, or a fresh tomato salsa to elevate the flavors even further. The combination of the rich, savory crab and the creamy, melted cheese creates a unique and unforgettable dish that pays homage to both Alaskan and Mexican culinary traditions. Alaskan Gourmet Quesadillas are sure to impress your guests and become a favorite in your recipe collection.
The Quesadilla:
We will be primarily using Salmon, pork, chicken and beef. For those who have other needs we will serve a gluten-free, and a vegetarian option as well. What we offer will be clearly delineated on the menu boards in order to enable customers with certain food allergies to make informed choices.
The Marinade:
The marinade is a proprietary blend of Middle Eastern spices, with a Tamari base. Alternate bases will be broth;chicken or beef for meats, and vegetable broth with herbs for non-meat.
The process: cuts of various meats will be cut into small portions, then placed with the marinade in a vacuum chamber, and tumbled for up to 30 minutes in an automated rolling barrel.
The vacuum removes the air in the barrel, which also expands the meat fiber, accomplishing two things: tenderizing the meat and pushing the marinade deep into the tissue.
Once the tumbler is finished, the meat is then placed on a 500 degree grill for mere minutes. This sears the outside and locks in the flavorful juices making the meat moist, as well as tender from the tumbler. The meat is then shredded and ready to be cooked with various vegetables or cheeses to be grilled and folded in a flour tortilla or non-gluten option on a flat top grill for the final product.
Each Artisan Quesadilla will be served with our proprietary chipoltle ranch.
Since health code mandates the meat be held at a certain temperature until served, we will place the pre-order servings in a moisture controlled oven at the requisite temperature.
Our ideal situation would be to make each serving when ordered, so this will be the goal, and only pre-make servings if it appears demand will outpace production.
Once ordered, the quesadilla is then served hand to hand on a paper plate with napkins for the customer.
Sourcing Food Supplies
The following are places that the company will go to in sourcing food supply for the business.
- Wholesale Food Distributors
- Food Manufactures
- Local and Regional Suppliers
- Green Houses and Farmers Markets
- Food Co-ops
- Shopping Food Clubs
Revenue: Pricing and Profitability
The food trailer will make money from the sale of satay, beverages, desserts, catering and special events. Prices will be competitive with other food trucks in the area.
Meal prices will range from $8 to $25
The goal of the company is to have 100 customers per day with an average ticket of $14 working 5 days a week, over the next 12 months, which would result in estimated revenue of $350,000. This estimate doesn't include catering and special events which could net an additional $100,000.
We plan on keeping the menu subject to changing food costs, as well as the flexibility of offering occasional menu specials. Having as many years in the restaurant and service industry as we do, we understand the appeal for customers of “home cooked” comfort food and have accumulated old south family recipes, which we believe will be an additional draw to our food trailer.
A menu should be consistent, but the exciting ones are fluid and adaptable, as well.
Goals
The company has established goals in order to fulfill its objective of operating and growing this business.
- Grow the business in the market by offering quality satay and other menu products.
- Keeping food cost under 30% of revenue.
- Averaging sales between $350,000 - $450,000 per year.
- Promote daily specials and catering
- Execute a marketing plan on social media
- Increase sales each year by 10-15%
Marketing Strategy
The company's marketing strategy will use a variety of marketing methods methods that will lead to finding and attracting more customers. We will concentrate on developing a strong reputation of being the best food trailer in the area.
The marketing strategy is simple; to succeed by building a brand name that offers people excellent food that appeals to a varied group of people.
We will focus on maintaining quality and establishing a strong identity in the area. The main focus in marketing will be to increase customer awareness of our location as we move around the area.
The company will direct all of it's marketing efforts toward the goal of explaining who we are and what we do. We will keep its standards high and execute the concept so the word-of-mouth will be a marketing force.
Our goal will be to create an appealing menu with quality at competitive pricing.
The execution of the company's concept is the most critical element of this plan. All menu items are competitively priced for the area. While the company is not striving to be the lowest-priced food trailer, the company is aiming to be the higher-quality, value leader for its menu items.
Marketing
The company will utilize several marketing methods including the following:
- Social Media – Mat-Su Food Truck Finder on Facebook
- Advertising
- Flyers and business cards
- Networking and public relations
- Word-of-mouth
- Search Engine Optimization
Web Plan
The company will have a website.
URL: TBD
The company understands the importance of an Internet presence with an online menu.
It will be the virtual business card and portfolio for the company; simple, classy, and well designed. The on-line site will offer pictures, prices, reviews, and happenings at the food trailer.
We will also have social media accounts to get new customers interested in the food trailer. Customers can send us an email or book catering orders online.
Sales Strategy
The sales plan is to establish and maintain great customer relationships with the local customers. The strategy is to build a following, which will increase more customer traffic and will result in an increase in revenue and repeat business.
Positioning
The company takes the position that its primary role in the marketplace is being a provider of top quality Satay for everyone.
It will distinguish itself in the marketplace with propriators that care about its customers. We want the target customer to think about us whenever people think about the best place for Satay.
We expect people to choose our food trailer because they associate us with high-quality, delicious food that they seek out when they know we are in the area.
Ultimately, we wish to ensure that all of the target customers equate us with a high-quality, great value Satay served with a smile.
Funding
$165,000 of funding is needed for the food trailer, equipment supplies, food supplies, licensees, insurance and technology in the form of a loan to launch this business.
Use of Funds/Costs
Food Trailer $95,000
Equipment $20,000
Legal $10,000
Insurance $10,000
Licensees $5,000
Marketing $5,000
Beginning inventory $10,000
Incidentals $5,000
Re-branding used trailer $5,000
Attachments
Conclusion
Thank you for reading.
This business plan contains an overview of all the planning that is required for this business. Excellent customer service and delicious food are some of the important aspects that Carey and Samuel Smith will focus on.
With the growing demand for high-quality food and great service. The company will capitalize on its building a core group of repeat customers.
Carey and Samuel Smith believe that this concept will provide new and memorable experiences and foods to the local customers.
We believe that the prospects for establishing and continuing a successful food trailer in this community are excellent.
We value your time, and we hope you've learned all about our vision, goals, opportunities and value.
Once again, thank you for your review of this business plan.