Breakfast Burrito Expansion

Waking Up

Deborah Park - Kyle Rotte - Heidi Willuhn

Problem

Individual Unit Property Revenue

is Limited.Stagnant Product Lines

Highly Competitive

MarketUnknown Mobile App

SOLUTION

Goals and OBJECTIVES

2016

Increase USE of Mobile App

$$ = 15% revenue

Increase market share and awareness

Keep unit cost $3 / breakfast burrito

Train employees in advance of launch20142015

Financial Impact

20162014 2015

In addition to new stores.

Revenue

COGS

Gross Profits

Operating Expenses

EBIT

3,511,000

2,563,030

947,970

351,100

561,760

3,931,000

2,869,630

1,061,370

393,100

628,960

4,910,000

3,584,300

1,325,700

491,000

785,600

Dolla

rs in T

housa

nds

MARKET AND CUSTOMER

Affluent

Tech-SavvyHealthy

Prefers Options

Ethnic Taste Preferences

INDUSTRY AND COMPETITORS

Technology and Operations

EACH STORE: General Manager

Apprentice Manager1-3 Hourly Service

Managers1-2 Hourly Kitchen

Managers23 Full & Part Time

Employees

Two 8-hr Shifts

11 a.m. – 10 p.m.

+ 1 Additional Shift

+ 5 Additional EmployeesNew Products Needed: - Eggs- Chorizo- Potatoes- Coffee

FIT: STRATEGY - STRUCTURE - CULTURE

TARGET MARKETIndividual

On the Go!

At a Table

Group

POSITIONING

Millennials ordering a breakfast burrito

in-store or using our mobile app will have a fast and convenient

way to get a fresh, healthy meal on-

the-go.

PRODUCT AND PRICE

BREAKFAST

$6.10 - $6.50

PLACE

50 Urban Locations

500 Locations

1,600+ Locations

20162014 2015

PROMOTION

PRINT MEDIA EXAMPLE

Questions?