George Zelenz-Owner

760-567-0252

george@gbrewing.org

Business Plan

Table of Contents

Mission 1

Who We Are 1

Where We’re Going 1

Our Food 2

Streetside Ambiance 2

Our Homework 3-4

Our People 5-6

Money 7-8

MISSION

Comfort others.

Who We Are

G Brewing is a Food Truck start-up, seeking capital investment of $50K.

We are focusing on previously under-served neighborhoods and locations throughout the Greater Los Angeles area, as well as vending in existing truck lots and prime locations.

Our specialty is grilled flatbread pizza ( described in full later on ) as well as cold brewed coffee, and craft brewed teas.

We will Incorporate as an LLC in the state of California.

We are offering a workplace that through culture and better than average salaries will be very attractive to the labor pool, and should provide a buffer of sorts against the typical high turn over in the restaurant business. People will want to work for us, and our reputation for generosity and career support will help us shine in our marketing as well as our general public image.

Our primary goal is to be an industry leader in every facet of the business and its operations. We hold dear a philosophy of taking care of everybody from the farmer who grows the wheat, through to the crew who clean, sweep, and turn off the lights.

Where We’re Going

After all debt is repaid ( within 1-2 years ) we will expand into a brick & mortar location. We will use the truck to find the best neighborhood for our first store. The truck will continue to bring in positive cash flow while maintaining our brand presence amidst the general public, and facilitate ongoing catering operations.

1

Our Food

Our pizza is a healthy fire-grilled thin crust flatbread, with various cheeses, toppings, and sauces, depending on style. Our flavors tend not toward the traditional Italianate, but towards Southeast Asia, and the wide world beyond. We’ve taken inspiration from many sources, from the great chefs of Europe like Bernard Loiseau and Escoffier, down to the street food vendors of Thailand. Our creativity with pizza is singular.

Here are just a few:

-Thai style has a bright and zingy sauce made with lime and galangal, and features a pleasing combination of soft and crunchy bites

-roasted bone marrow with parsley and crunchy Maldon sea salt

-pork liver pate, port wine reduction sauce, and parmesan foam

-pepperoni infused whipped cream dollops over a pomodoro sauce and 3-cheese blend

-Yucatan style sauteed shrimp with guacamole sauce, corn, and cotija cheese crumbles

-Tarna ( Armenian schwarma ) chicken with pickled veggies and Zankou garlic sauce

We see our pizza on a whole other level. It’s pizza re-imagined.

We have options for almost any food allergy and vegetarians.

Beverage offerings are cold brewed coffee and teas, and naturally flavored sodas and waters, both still and sparkling.

All in all, this food is meant to be shared. Guests will have an opportunity to eat a wide variety of tastes in one visit. Menu fatigue will never be a problem at G Brewing.

Streetside Ambiance

In front of the sidewalk-facing serving windows, we will have short plastic stools and low plastic tables in pastel colors, like you find all over Vietnam, Burma, and Thailand. Whenever possible, we will try to join and cross-promote with quality street artists such as street theatre groups, marionette shows, and the like.

2

Our Homework

A. demographics

Millennials, office workers, clubbers. These three groups will represent nearly 80% of our sales. They see food trucks and the street-scene created by the trucks as an integral part of their lives, and also very much of their generation. Most of our sales will be workers at lunch, a mix of workers and students at dinner, and on select weekends, we expect long lines after midnight with bar patrons pouring out of the clubs in search of fat and salt.

Eating out is still very popular with this crowd. Over 90% of people surveyed said they eat out at least once every day, most days they eat out twice. Most folks will average a check of $10 per visit to our truck.

B. market research

Flat-breads in general have been taking off like wildfire and big time players like Pizza Hut and Chili’s are now offering flat-bread pizzas with their traditional Italian flavors.

In 7 Focus Groups I held in Los Angeles, San Diego, and Charleston, SC, the runaway favorites from all demographic groups were my Southeast Asian influenced pizzas, with their Thai and Vietnamese flavors. In second were the “Modernist Cuisine” styled pizzas. These feature playful takes on familiar flavors but offering them with different techniques and presentations. They all allow old memories and new stimuli to merge positively in the consumers psyche. A powerful one-two punch to their overall satisfaction that steers future decision making.

My methodology for these focus groups was consistent. I made 4 pizzas, all with very different flavor profiles. Listed here in descending popularity, they were: Thai, Pan-Asian ( Japanese influenced ), a traditional-taste-with-a-twist, and one Mexican-style. The Thai version was not your typical peanut-sauce variety you see everywhere, but has rather a zingy white coconut milk sauce that is vibrant and light on the palette.

The enthusiastic reception of these pizzas were equal among all ages ( 8 to 73 ), ethnicities ( Caucasian, African-American, Asian, Hispanic ), and education/ income levels, which ranged from lower middle class to high upper class.

3

Looking at the existing market, and my own research, the evidence is overwhelming. Southeast Asian flavors are industry leaders and experiencing the greatest growth. Proving this point in spades, Chipotle has introduced a new fast casual concept named ShopHouse Southeast Asian Kitchen, and it already has several stores open and seventeen in construction. Also, KFC has launched a new concept called “Eleven”, featuring Southeast Asian flavors as well.

Washington Post food critic Tom Sietsema calls ShopHouse Southeast Asian Kitchen "one of the best fast-food ideas in years."

Here is an excerpt from a well known food blog, Grub Street. They are an online food blog that also appears in New York magazine. Full article in Appendices, article #1:

“We'd like to offer our unbiased opinions about why this is probably a brilliant idea that will go far.”

“The time is right for Southeast Asian to go big: Thai and Vietnamese food is everywhere by now, but not in a successful fast-casual way. And Chipotle has proven that it can make inroads in places like the deep south with burritos — there's no reason to think they can't do the same with Americanized Asian flavors. Plus, P.F. Chang's has laid some of the groundwork already.”

C. conclusion

We at G Brewing think the time is ideal for the marriage of a beloved American staple like pizza with the bold new flavors of Asia and beyond. We will also be the only truck in the World serving “modernist cuisine” type food.

Flatbreads in many styles have also been gaining considerable ground at major chains like Wendy’s and Chili’s restaurants. Wendy’s are more sandwich oriented, using the name more for marketing popularity, while Chili’s are being touted as “California Style Pizza”, and they are presented and eaten just like a pizza. Pizza Hut as well has unveiled a flatbread pizza, but with no taste profile changes. Tomato sauce, cheese, pepperoni, etc. In short, flatbreads of every stripe are showing no signs of going away, and the marketing efforts of these chains prove how profitable they expect this segment to become. Chili’s for example had a promotion giving away a million flatbread pizzas in June of 2013.

Pillsbury sells a prepared ( in the typical tube ) grilled pizza dough, and a midwest frozen pizza brand advertises on its packaging “Great for Grilling!”. The idea of grilled pizza has completely hit the mainstream, and G Brewing will be the first to market.

4

Our People

George Zelenz, Founder

When I was 14 years old, I bought some New York steaks and some russet potatoes with money I earned installing and repairing lawn sprinkler systems. I invited my two best friends, Todd and Peter, to come over for some steak and potatoes. I made a little sign I hung on the front door of our house:

No ShirtNo Shoes

No Problem

I grilled the steaks over a little Hibachi grill and we ate outside on the back porch under a cozy canopy of trees with a nice view of the Escondido valley. Little did I know it at the time, but I was a born restaurateur. Peter and Todd still vividly remember that late afternoon some 31 years later.

In my teens I worked mostly in foodservice and played drums professionally. I continued playing drums well into my 20’s, playing gigs with Miles Davis and George Clinton/ Parliament Funkadelic, as well as studio work in Los Angeles. I became weary of the music scene in LA and transitioned into architectural design and construction, a love of mine ( I was designing and building multiple tree houses for my brother and sister at age ten ) since I was a little kid. I started my Design/ Build firm in 1998, and prospered for 11 years. In 2009, I started a catering company, and also began working and learning in some of the most respected kitchens in America. Border Grill, Carnitas Snack Shack, The Linkery, and most notably, Husk in Charleston, SC.

In 1998, I was walking out of LACMA on Wilshire Blvd after a long day of art. I imagined having a standard issue taco truck parked out front, and serving food by visiting chefs of note. The twist was simple: the chefs could cook in any style, except the style they are best known for. Mary Sue Milliken and Susan Feniger could cook anything but Mexican.

It was to be called The Stretch Truck. It never happened. I’ve since learned that ideas are easy, execution is hard. I’m ready to execute.

I’ve finally realized my true calling after all these years. I have a tremendous capacity for customer service, and I derive immense personal satisfaction from comforting others. It took awhile, but I’m finally where I’m needed most.

5

The consultants below have helped me shape my business. They have no ownership in the business.

Lee Chase- owner of Automatic Brewing, Blind Lady Alehouse, and Tiger!Tiger!

Lee joined Stone Brewing Co. just four months after they opened, and was their head brewer for the next 10 years. He shaped their beers into what they are today, and his efforts have garnered him the industries highest respect. Lee will help us get into the manufacturing and co-packing of our sodas and waters for sale on the truck and in retail stores. Later as we expand into brick & mortar, Lee will help us set-up a modern brewery that use only a 1/3 of the water a normal brewery uses. Always innovating.

Drew Dernavich- cartoonist for The New Yorker magazine

Drew is a long standing New Yorker cartoon contributor and also carves gravestones professionally. His unique woodcut styled work will be the visual voice of the company. Branding, packaging, paper products, clothing and all general merchandise will be designed by Drew. He designed our logo.

Rolf Danryd- business consultant and co-packing expeditor/ representative

Rolf has connections everywhere it seems, most notably at Trader Joe’s supermarkets where he represents several co-packing clients and products. Rolf brings us decades of experience and connections with co-packers and retail accounts. In the future we foresee selling our signature sauces, sodas, and waters at the retail level, and Rolf will get us on those shelves.

6

Money

From opening day we will save every penny of profits until we have six months of working capital in reserve. After that buffer is achieved, we will aggressively pay off our debts with 100% of monthly profits until the debt is brought to zero.

In short, we seek the earliest investor exit possible.

The assumptions concerning COGS and overhead are very conservative, and will certainly see improvement almost from the beginning.

The following three pro forma are based on break-even sales of 18,286 covers , not too bad sales based on 24,000 covers, and pretty pretty good sales of 43,200 covers. All assume an average check of $9, and the profit is after all salaries.

Detailed use of funds, sales projections, income statement, available under separate cover in our financials spread-sheet.

pro forma- break-even

pro forma- not too bad

pro forma- pretty pretty good

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YEAR gross sales COGS overhead profit

1 164,571 101,571 63,000 0

YEAR gross sales COGS overhead profit

1 216,000 133,200 63,000 19,800

YEAR gross sales COGS overhead profit

1 388,800 239,760 63,000 86,040

Additional revenues will come from cold brew coffee, branded merchandise sales, and special event catering, with an estimated profit of 70K annually.

start-up costs

truck deposit 2,500truck rent first month 2,500truck wrap 3,600commissary 1,000equipment/ smallwares 250prepaid insurance premiums 800inventory 1,000paper goods 500labor 3,200legal and accounting fees 150propane 550gasoline 200licenses 180contingency 1,570working capital ( 4 months x 8,000 ) 32,000

total start-up costs ( first month ) 18,000

total cost with 4 months working capitol 50,000

My skin in the game is 9K.

Thank you for your consideration.

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