Concept, Location and Design Ashley, Michelle, Laura, Kaleb and Megan.

Veggie Bar Restaurant

Concept, Location and DesignAshley, Michelle, Laura, Kaleb and Megan

Name

ConceptQualityMenuPriceAtmosphereManagementLocationFoodService

Profile of a VegetarianAmerican Vegetarian’s

lose weightmore energy, Reduce health conditions as high blood pressure or heart

diseasemiddle-class backgrounds and smaller percentage comes

from lower social classes70 percent of all vegetarians are female

Less Conventional religionspiritual and to practice some form of yoga or meditation"liberal" and less likely to adhere to traditional values that

embrace upholding the existing social order. Less likely to smoke cigarettes and drink alcohol

Types of VegetariansTotal Vegetarians eat only plant food. They do not eat any

animal foods, including fish, eggs, dairy products, and honey.

Vegans not only omit all animal products from their diets, but they also eliminate them from the rest of their life. Vegans use nothing from animals, such as leather, wool, and silk.

Lacto-Vegetarians will include dairy products into their diet of plant food.

Lacto-Ovo-Vegetarians eat both eggs and dairy products. Pesco-Vegetarians include fish into their diets. Pollo-Vegetarians eat poultry, such as chicken, turkey, and

duck.

Mission Statement

VisionVision

The (COMPANY NAME HERE) will provide a unique service experience for vegetarian and health conscious individuals in the greater Indianapolis area. Our vision is to teaching customers how to make healthier choices on a day to day basis; along with providing fast service and customer satisfaction.

ObjectivesOffer high-quality local and whole foods.

Offer competitive prices to attract all markets.

Offer choices that cater towards the multiple types of vegetarians and other health conscious individuals.

Market the company to increase awareness of the business throughout the greater Indianapolis area for % per month.

Make a profit on the business by achieving sales $$ per month and staying within budgeted costs and expenses.

Ensure customer satisfaction and build a repeat-customer base.Meet and exceed revenue targets based on the business plan per year.

Logo

Similar Successful Restaurants

Earth House Coffee & Books

Veg-Friendly•MacNiven’s Restaurant &

Bar•Yats•Indianapolis City Market

Outside Market Competitors•‘Zu•3 Sister’s Café•Naisa•Naked Chopstix

Demographics: Mass Ave Population for 46204 for

2009: 6,566 people Age % distribution for 46204

for 2004: Under 19: 7.4% 20-24: 15.7% 25-44: 51.8% 45-64: 18.7% 65 and over: 6.4%

Estimated 2004 income for 46204: Less than 25,000: 44.7% 25,000-49,999: 21.9% $50,000-99,999: 20.6% 100,000- more: 12.8%

Race for 46204 2004: White: 43.2% Black: 51% Asian: 2.9% Hispanic: 2.9%

Households for 46204 for 2009: 1752 234 families

Males for 46204: 76.3% Females for 46204: 23.8% 43,409 Private Businesses in

Indiana for 2006 126 businesses located on

Mass Ave

Target MarketHealth conscious business professionalsLocal Mass Ave residentsVegetarians

3% of Americans are vegetarians(6-8 million adult vegetarians) 1% Midwest are vegetarians Total Vegetarians Marion County: about 8,908

http://www.ulib.iupui.edu/view/databases/subject/Tourism+Management

Utility vs. PleasureUtility…why?

Potential Outside MarketIUPUI Students- 29,000+Butler Students-4,438Broadripple residents- 35,264 Ivy Tech downtown students- 4,000

LLCWhy?

Trends

LocationMass AveVisibility from downtown area and side

streetsNumber of potential customers passing byDistance from potential marketDesirability of surroundingsTraffic Generators (First Friday’s, art shows,

etc.)Growth/decline of area

DirectionsFrom downtownFoot traffic- how long in travel time?

BuildingHours of OperationHow many entrancesZoning- it is zoned fro a restaurant???Drainage, sewage, utilitiesShort lease? How long is it available for

lease?

AccessibilityADA accessible?Pets welcome?

CommunityMassachusetts Avenue was designed as one of the four diagonal streets in Indianapolis in 1821. Residents have cultivated the area into a thriving art district and home for unique entrepreneurial endeavors.

Climate The summer months tend to be very warm and the polar air produces cold winters with low humidity. The average temperature for the year is 52.1 degrees Fahrenheit.

Area AttractionsLucas Oil Stadium

Indianapolis Zoo

Circle Center Mall

Mass Ave Attractions?

AssociationsThe American Vegetarian AssociationThe primary goal of the AVA is to

provide a widely recognized certification program which will enable vegetarian-minded people to make accurate food choices, being certain they can be confident in their selection, and that of the manufacturer's claims. 

$$COST $$

Design 30% back of the house, 70% front of the house Utilize light colors to make the space seem bigger

When people walk into our restaurant they should get a feeling that whatever they choose to eat they will be making a healthy choice as well as supporting their local economy. We will feature local art that will change every two weeks. The scenery will change often but the healthy options will remain.

Annual Events on Mass AveIndianapolis Downtown

Artists and Dealers Association- First Friday Art Tour Self-guided tour around the

Indianapolis downtown area that is free and open to the public.

Artful Tread & Spring Gallery WalkFriday, May 7 Mass Ave ﾠ

Brew-Ha-HaJune 26Phoenix Theatre

IndyFringe FestivalAug. 19-29Mass Ave

Saturday Prior to Mardi Gras Mardi Gras Mambo Mass

AveFarmers MarketFall Gallery WalkTaste of Mass AveHoliday Hoopla

Works Cited