KITCHEN GRABS EXECUTIVE SUMMARY The need for fast, easy, fuss-free and delicious meals continue. Kitchen Grabs, is a healthy alternative to fast meals. PRODUCT AND SERVICE Kitchen Grabs are pre-packed meals prepared daily made available in restaurants and online. The meal selection will vary per day designed by a dedicated nutritionist working with our passionate cooks to ensure that each meal approximates the dietary nutritional requirements of the average adult. The meals come in fixed sizes and portions, that is to say, no supersizing! The meal selection will be made available online only on the previous day. Fresh ingredients go into each delectable dish. Upon posting, customers can pre-order for meals to be consumed the following day. Kitchen Grabs’ restaurant, a chic and homey diner-style setup, charmingly sits on the corner of Delaney Ave. and 2nd East St., nestled in the ever-active business district of Houston. Walk-ins are welcome. Residents and workers from the surrounding buildings can order online (www.kitchengrabs.com) or through phone (4-KGRABS or 454-7227) and their meals will be delivered hot and surely delicious. MARKET ANALYSIS Business advisers say that the food industry is saturated and any new entrant faces huge obstacles. For us at Kitchen Grabs, these obstacles are giants – the established fast food chains and the vending machines. Yet we cower not. We sincerely believe in our meals. Further, we strongly believe that healthy and delicious meals will never run out of patrons. In fact, customer satisfaction concerns us way more. Our target market are adults, male and female, from 16 years old and above, residing and/or working within a radius of 8 blocks from the restaurant. They are generally subject to rigorous activities (physical and mental) and need sustenance to properly perform their tasks. Their activities take up most of their waking hours, more like, working hours. A quick meal will always be a welcome help. SALES AND MARKETING STRATEGY Prior to the setup of the restaurant, Kitchen Grabs was an online cafeteria. We initially served the hungry workers of several companies in Houston’s business district and they wanted more. Whenever we participated in trade fairs, the top question was whether we have a ‘real’ store; a funny question but an incessant one eventually urging us to construct our first restaurant. We will continue to attend bazaars and trade fairs spreading the word on health and available options, particularly our meals. For the next year, we intend to harness social media further. In the next coming month we shall be launching a new project: Toque Tours. Every week, our team will serve an international-inspired meal. Leading the project are Greek, Vietnamese and Mediterranean cuisines, touted as the world’s healthiest cuisines. OPERATIONS AND MANAGEMENT The company was founded by a brother and sister tandem, Neil and Collette Viola. She studied nutrition while he trained yuppie clients. His random advice requests turned into serious discussions on health, fitness, and the inconvenience of healthy options. These became the foundation of Kitchen Grabs. Four years later, the Viola siblings still discuss how to make choosing health easier, though this time with more minds involved. Part of the team now is Dr. Linda McKann a health and nutrition consultant, George Willis with sales and operations, and Millie Dawson in finance. There is also Mama Edna Viola for taste and overall quality testing. FINANCE Two years into operations, Kitchen Grabs has broken even. However, as expansion was necessitated particularly the construction of the restaurant, the company secured bank loans to augment revenue. As business continues to grow, the company will be needing additional delivery riders and equipment for better service in the amount of $25,000. Appendix A computes the return of investment given the projections. Business projections predict a larger demand, an exciting new chapter for the owners and staff alike.