Capstone Menu Project- FSS 2100-25783 PDF

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Shh It’s a Speakeasy Jenna Reardon A. Business Concept and Brand: Due to a soft opening, ‘Shh It’s a Speakeasy’ will have a very small menu choices. With offerings of casual-fine finger foods, the retro speakeasy will be hard to miss. Serving a limited menu of foods like bacon-wrapped figs, classic baked clams, fried green beans, corn fritters, fried mushrooms, and of course, homemade liquor. Home-brewed liquor will be the main distinguishing feature of the speakeasy. Demographic is anyone who wants to be a ‘time traveler’ and experience decor of the 30’s. With laminated and gorgeous earliest 30’s themed decor, the unique speakeasy will be at the heart of Orlando City, for locals and tourists to enjoy. Target Market: I plan on demographic playing a huge factor in customer participation. Florida’s liquor laws dictate that the minimum age to drink at 21. The age ‘Shh It’s a Speakeasy” is seeking is mainly 21, but it also open to 18+ so legal adults can still enjoy the atmosphere. Marital status is not mainly focused on, although ‘Singles Night’ promotions will exist once a month. Housing type and household size, have a small effect on ‘Shh It’s a speakeasy’. With age limit being 18+, a household size of 3, 1 of which is a young child, would not be welcome into the speakeasy. It is not being designed to gear towards families, but rather a night of dancing and drinking. No specific gender isn’t required for entry, however as mentioned earlier, special promotions like ‘Singles’ night and ‘Ladies’ nights will be offered. Ethnicity has absolutely no effect on demographic. It’s illegal to discriminate against a race and refuse service without reason.Although segregation was still legal, so although race is not targeted, mostly whites will probably come in for business. Religion has no effect either since it is not a religious based bar. Education has a slight effect, since typically high school graduates are 18. ‘Shh it’s a speakeasy’ is not geared towards most people still in school. Occupation and Income don’t have a direct effect on target market, you just need money to pay for food and drinks. Vehicles aren’t required to enter the speakeasy, but parking will be available at lots down the street. Average Price Point: U.S. Census for 2013-2017 declared that Median income was approximately, $45,436, so pricing would be on the lower end. Approximately Approximate Business Location: Approximate Business Location will be at the heart of Orlando City, Florida. As the U.S. Census Bureau reported in from 2013-2017, white ethnicities make up a huge percent of the population. Statistics present that whites alone, make up 60.7% of the population in orlando, let alone 77.3% in Florida as a whole. The speakeasy would be placed in Orlando, because of the immense amount of foot traffic, and establishments that are open and servicing well. The census states that there were 546,218 total employer establishments. With an area that popular, and

speakeasies not being a common style of restaurant, the business would be sure to succeed. Required Staff Level Statistics from the census state 90.1% percent of persons age 25+ from 2013-2017 have at least a high school degree. Besides working behind the bar, because food is served, legal law states employees can be 18+. Only a high school diploma is required, since it seems excessive for non-management employees. Bartenders would have their specific trainings as would kitchen prep. Brand Identifier This is a custom made logo, that would be used on coasters as well as small menus. It would be used for all intensive purposes inside as well.

B. Business Plan Executive Statement: ‘Shh It’s a Speakeasy’ is a restaurant created in 2019, based off the incoming trend of

retro style bars. The new upcoming location will be in Orlando City Florida, for not only locals to enjoy, but tourists. ‘Shh It’s a Speakeasy’ is a 30’s style bar, that is based off the Prohibition period. Following the theme, the servers and staff will wear time appropriate clothing, and a code word will be hinted at every week for entry. The purpose of the plan is to project high sales, as well as expenses that could occur. Profits before interest and taxes as well as graphs could also be shown, but this is a made up company. So I don’t have any. To promote success, advertising will be made on local newspapers, and word of mouth. Concept Statement: Serving casual-fine finger foods that can be eaten in any setting, ‘Shh It’s a Speakeasy’ will serve a limited menu of foods like bacon-wrapped figs, classic baked clams, fried green beans, corn fritters, fried mushrooms, and of course, homemade liquor. Home-brewed liquor will be the main distinguishing feature of the speakeasy. During the 30’s The United States had actually banned sale, manufacturing, and transportation of all liquor during the Prohibition period until 1933, so our retro themed restaurant/bar will obviously have home-brewed booze to fit the time period. With the popular slogan of “Drink like 1933”, ‘Shh It’s a Speakeasy’ enforces safe drinking practices as well as being ‘secretive’ to maintain the theme. SWOT Analysis: Strengths: A well trained staff will be kept on board. ‘Shh it’s a speakeasy’ will adhere to all alcoholic distribution laws, as well as sanitation and safety laws. It will be a requirement for anyone to be a ‘certified’ bartender that they know and can make all drinks on the menu and give a description of our home-brewed liquor. Location is in the heart of Orlando City. This location is ideal for locals and tourists. When people think of Florida, they think of the popular areas with many things to do like Orlando, Tampa, and the beaches like Clearwater. Being a new operation that offers a diverse level of service gives an extreme advantage to the restaurant, because speakeasies are not necessarily new, but uncommon. This leaves us with few to no competitors. The quality of meals would stand out as any restaurant should aim for, but the homemade liquor and decor is what would make us unique as well as stand out.Services would repetitively exceed customer expectations. Weaknesses: Barriers to success could include a boring menu could be considered a weakness for ‘Shh it’s a speakeasy’ considering the food options are small and don’t give much of a variety. Small finger foods served as appetizers are the only food offered, and therefore could be considered not very filling. Poor management could always be a possible fact, especially since this is a nonexisting restaurant, and I have no idea how to manage. While some barriers could be overcome, a great way to try and remove and weakness’ is by having dry practice runs before you open. Opportunities: Just starting out, ‘Shh It’s a speakeasy’ will be a sole proprietorship, and only have one location However, opening multiple locations would be a great way to increase revenue. I feel as if this is a greatly untapped market, as ‘time traveling’ restaurants are not a popular trend, and yet you hear people say that they feel as if they don’t belong in this

generation. Retro speakeasies would be a great way to incorporate decor from the past, all while having modern a=safety and sanitation laws to make a healthier and more successful restaurant. Price wars aren’t a huge concern since they are not a popular brand of restaurant. Poor economics will always be a concern. Traffic patterns are of no worry, since location would literally be in the heart of Florida’s most tourist city besides Tampa or a beach. The latest technology would also be used, and simple POS Systems would be integrated for simple and noncomplex use. Threats: Although similar to weakness, can come from a variety of sources as opposed to just the weakness in a business. A possible increase in competitors could be solved by maintaining the original value and theme of the restaurant and not giving in to changes. Keeping the decor and the original 30’s “vibe” would be sure to continue bringing in customers. If competitors are coming in with new or innovative menus and services, the speakeasy would adapt to menu cost changes, as well as improving service methods. Negative publicity could be solved by paying for advertising, partnering with local surrounding businesses’ for promotions, and offering special deals like buy 2 get 1 free drinks. Competitors mimicking our business design cannot be helped, the speakeasy would just continue to maintain the integrity of the business. If grown large enough, you could sue for branding or trademark if they copy speciality meals signature to the speakeasy.

C. Soft Opening Special Event Recipes for each menu item

Clams Casino Recipe Prep Time 15 mins Cook Time 30 mins

Desired size: 25

Total Time 45 mins Ingredients: 120 littleneck or cherrystone clams, cleaned and shucked, bottom shells reserved Rock salt 25 slices of bacon 10 tablespoons olive oil 5 tablespoon butter 5 shallot, minced 5 garlic clove, minced salt and freshly ground black pepper, to taste 2 1/2 cup minced white onion 3 3/4 cup minced green and red peppers 2 1/2 teaspoon dried oregano 2 1/2 cup dry white wine 5 tablespoon minced fresh herbs (oregano and basil are nice) 5 cup panko (Japanese bread crumbs) 1 1/4 cup grated Parmesan cheese Instructions: -In a large sauté pan, cook bacon over medium heat until crisp. Remove from pan, drain on paper towels and crumble; set aside. -Wipe out the sauté pan, but don't wash it. Heat the pan over medium-high heat for a minute or two, then add the olive oil and butter. -Sauté the shallot, garlic, onion and peppers with the oregano and a pinch of salt and pepper until softened. -Turn the heat to medium high and add the wine. Reduce the pan liquid until only about ¼ cup remains. Cool the vegetables completely. -Stir in the panko, reserved bacon, fresh herbs and half the Parmesan cheese. Taste and correct seasonings. -Shuck the clams, reserving the bottom shells. Arrange them on a bed of rock salt on a rimmed baking sheet. -Divide the stuffing equally among the clams, mounding it up slightly. Sprinkle the rest of the Parmesan evenly over the stuffing -Bake at 500°F until the clams are cooked and the topping is deep golden brown, about 7-10 minutes. -Serve immediately.

Fried Green Beans Prep Time 10ins Cook Time 15mins Total Time 25mins

Serves 25

Ingredients: 4 1/8 pound fresh green beans, cleaned 8 1/3 quart oil for frying Beer Batter: 8 1/3 cup all-purpose flour 8 1/3 teaspoon baking powder 8 1/3 teaspoon salt 8 1/3 tablespoon sugar 8 1/3 tablespoon paprika 16 2/3 tablespoons cornmeal 8 1/3 egg 8 1/3 tablespoon vegetable oil 8 1/3 cup light beer Sriracha Dipping Sauce: 2 1/8 cup mayonnaise 2 1/8 cup buttermilk 16 2/3 tablespoons sriracha Directions: 1) Wash green beans and trim off ends. Mix dry ingredients for batter in a large bowl. Add egg and oil to a small bowl and whisk together. 3) Combine egg with dry ingredients and then add enough beer to thin out the batter, about a cup, but maybe a bit more. It should have the consistency of a pancake batter. 4) Heat your frying oil to 350 degrees. 5) Add green beans to bowl with batter. Stir to coat green beans evenly. 6) Fry green beans in batches for about 4-5 minutes until they are a deep golden brown. 7) Let green beans drain briefly and serve immediately with Sriracha dipping sauce! Golden Corn Fritters

Yield 3 Dozen (36)

Fried Mushrooms Serves 25

Ingredients: vegetable oil for frying 6 1/4 pound fresh white button mushrooms 6 1/4 cups all-purpose flour 12 1/2 teaspoons salt 9 1/3 teaspoon ground black pepper 6 1/4 cup buttermilk 3 1/8 cup water Directions: ● Pour oil into a large saucepan or deep fryer to a depth of 3 to 4 inches. Heat the oil to 350 degrees. Gently clean the mushrooms with a damp paper towel. If these stems are very large (greater than 3/4 inch), trim off the stem, as they may be woody. If the mushrooms are small, there is no need to trim off the stem. ● Combine the flour with the salt and pepper in a bowl. Stir to combine the flour mixture. Combine buttermilk and water in another bowl. Dredge the mushrooms in the seasoned flour, shaking off the excess, and then dip them in the buttermilk. Dredge them in the flour again. Knock off the excess flour. Lower the mushrooms gently into the hot oil, cook them until they are golden brown. It will take about 2 to 3 minutes for the mushrooms to cook. Drain on a wire rack. Serve with your favorite sauce.

Costing Sheets for Each Recipe

Speakeasy Opening

Travel back to the 30’s Shh It’s a speakeasy Orlando City, Florida Monduy, June 24th 2019, 2:45pm 5 Course Menu with homemade liquor pairing 1st Course Bacon Wrapped Figs paired with 2019 Devils Delight Rye and Ghost Pepper Whiskey, Marion County 2nd Course Classic Baked Clams paired with 2019 Whiskey Rick’s, Marion County 3rd Course Fried Green beans paired with 2019 Chandler Senior Choke Cherry Wine, Marion County 4th Course Corn Fritters paired with 2019 Jennas Gin and Tonic, Marion County 5th Course Fried Mushrooms paired with 2019 Strong Babydoll Bourbon, Marion County...