Soup

Station
Contact Info:
8820 Villa La Jolla Drive Ste 111
La Jolla, CA 92037
858-701-9878
Patricia Avalos
Nancy Braun
Summer Martin

Table of Contents
1. Company Summary......3
1.1 Mission Statement....3
2. Executive Summary.....3
2.1 Summary of Business Opportunity and Operating Plan........4
2.2 Products and Services Summary...4
2.3 Team Organization and Ownership Summary.....4
2.4 Health Repercussions Summary....5
2.5 Financial Potential, Marketing and Goals.....5
2.6 Financing Request....5
3. Company and Ownership....6
3.1 Team and Organization....6
Table 3.1 Team Members Strengths and Skills..6
3.2 Summer Martin: General Manager/ Human Resources Mgr..6
3.3 Nancy Braun: Accounting/ Marketing....6
3.4 Patricia Avalos: Food Service Manager....6
3.5 Anthony Bourdain: Culinary/ Business Consultant..7
3.6 Organizational Structure..7
3.7 Corporate Structure..7
4. Products and Services....8
Table 4.1 Products......8
5. Operating Plan...8
5.1 Hours of Operation and Schedule.....9
Table 5.1 Operating Cost of Major Equipment..10
6. Health Repercussions and Analysis..10
7. Market and Competitive Analysis...11
7.1 Target Market...13
Table 7.1 Competitive SWOT Analysis...13
8. Marketing Strategy and Emerging Technology...15
9. Goals, Risks, and Strategies....16
Table 9.1 Short Term and Long Term Goals..16
10. Financial Assumptions......17

1. Company Summary
Soup Station is an innovative single-food concept restaurant serving health-conscious
soups in an environmentally friendly and humanly sustainable manner. The founders
chose soup as their main focus, because it is a versatile and convenient option in our
cultures busy on-the-go lifestyle. According to Entrepreneur Magazine and Restaurant
Business Online single-food concepts are booming trends within the industry (1,2).
1.1 Mission Statement
Soup Station is dedicated to serving the public delicious and nutritionally balanced
meals. Our goal is to serve healthy, organic, locally sourced soup that is good for the
body as well as the whole person. Everything from the furniture to the take out
containers are environmentally conscious and the employees are paid living wages.

2. Executive Summary
Soup Station was founded by 3 Registered Dieticians with over 15 years of restaurant
experience and 1 culinary celebrity with over 20 years of experience, on the ideas and
principles that healthy, delicious, and nutritious food can be served quickly, conveniently,
and use organic and sustainable practices. We offer a wide variety of soups that can be
enjoyed by everyone, including those with special diets and restrictions. Organic,
sustainable, and nutritious foods made for people with special diet restrictions are
increasingly popular and our intention is to capitalize on and serve that population.
There has been a strong increase in sales of foods catering to organic and gluten-free
populations, as shown in Figures 1 and 2 in the Appendix. Soups of all kinds, from
around the globe will be the main focus of the business and we will also offer dessert
soups, sides of bread and dinner rolls, as well as beverages such as coffee, tea, and
soda.
2.1 Summary of Business Opportunity and Operating Plan
The restaurant was chosen to be located in La Jolla in order to capture the wealthier
and more health-conscious foodie crowd. The location is in a busy shopping center
central to the nearby college and hospitals. The restaurant is modern, clean, yet
comfortable and cozy, which will encourage our clientele to sit down, relax, and enjoy
their meal.
Soup Station partnered with Anthony Bourdain, the internationally acclaimed chef,
author, and host of several television programs, in order to propel our brand into the
marketplace. The plan is to open the first location in La Jolla and then to open other
locations across San Diego, and then grow nationally across the country. The marketing
plan will include local billboards, commercials, a social media campaign including
facebook and twitter, and local coupon mailers to the surrounding community.

2.2 Products and Services Summary

The menu will be will fluid and changing. We will offer 7 different soups a day along with
1 dessert soup and various breads as a side dish. The soups will change daily based on
local produce availability, seasons, and the ingredients we have on hand.
The ingredients for the soups will be sourced from local farms and vendors and will be
organic and sustainable. All of the soups will be made fresh and breads will be delivered
daily.
The containers, serving utensils, and paper products will be recyclable, green, and
sustainable in order to be environmentally friendly. The building materials, furniture, and
cooking equipment will also be environmentally friendly and Energy Star Certified for
energy efficiency.
Soup Station will be conscious of the people it employs by paying a living wage higher
than the minimum, it will treat its employees with respect, and it will be a part of the
community by participating and giving back whenever and wherever it is able.
2.3 Team Organization and Ownership Summary
Soup Station is a Limited Liability Company and is equally owned by its 4 founders,
Nancy Braun, Summer Martin, Patricia Avalos, and Anthony Bourdain. The owners have
a commitment to serving its customers the freshest and most nutritious ingredients
while they enjoy their meal in a relaxing and welcoming environment. They have a
combined 35+ years of experience in the restaurant, nutrition, and business fields.
2.4 Health Repercussions Summary
One of Soup Stations main goals is to provide its customers with the healthiest and
most nutritious foods possible. It is committed to serving organic, sustainable, and
health-conscious products. Because the owners are registered dieticians they have a
very intimate knowledge of the importance in serving the community healthful options in
order to help with the epidemics of obesity, heart disease, and food intolerances.
2.5 Financial Potential, Marketing and Goals

2.6 Financing Request

The owners of Soup Station are requesting a small business loan in the amount of
$50,000 to cover startup costs and initial advertising and marketing.
4

3. Company and Ownership

Soup Station is owned by 3 founders and 1 celebrity spokesperson. The business is a
Limited Liability Company. The LLC was chosen because it offers limited liability legally
to the owners and is taxed the same as a partnership or a sole proprietorship. It allows
for flexibility, simplicity to run, and does not require all the paperwork of a corporation.
3.1 Team and Organization
Soup Station has 4 partners each providing their unique set of skills and knowledge to
the burgeoning business. The team members unique strengths and skills are displayed
in Table 3.1.
3.2 Summer Martin: General Manager/ Human Resources Manager
Summer Martin graduated from San Diego State University with a dual degree
consisting of an MS in Food Science and Nutrition and an MBA. Summer is also a
Registered Dietitian (RD) and has years of experience as a General Manager at various
restaurants. The knowledge she acquired while working within different restaurants has
given her the unique advantage of understanding the fundamentals of running a
successful organization. Working as the general manager she will oversee the entire
business and make certain the operations are running smoothly. The general manager
will also direct staff to ensure that customers are satisfied with their experience in the
establishment and that the business is profitable (3). As a human resources manager
Summer will coordinate the administrative functions of the business and also interview
potential employees and hire new staff (4).
3.3 Nancy Braun: Accounting/ Marketing
Nancy Braun got her Bachelors degree in 2004 from USC School of Business. For ten
years she worked in the accounting/marketing field. During this time, Nancys love for
cooking and nutrition came to blossom. In 2009, Nancy tried out for Top Chef and was
picked to be one of the contestants. Nancy made it to the finale and placed third in the
show. It was at this time that Nancy was introduced to Anthony Bourdain, future partner
and culinary contributor to Soup Station. After her debut on Top Chef, Nancy decided to
change directions in life and pursue her true passion; food and nutrition. Nancy
graduated from San Diego State University in 2013 with a masters in Food Science and
Nutrition and went on to become a RD. During her internship she was introduced to 2
other future RDs Summer Martin and Patricia Avalos. The three became friends, and
together embarked upon new experiences in the culinary world. When the idea of
opening a soup restaurant was discussed, Nancy knew right away that this was her
calling. With her background in business and love for cooking, this was the ideal career
choice for her. Working as an account in the business Nancy will prepare and handle all
the financial records. She will also assess the finances and ensure that the taxes and
other monetary obligations are taken care of (5). With her added experience in

marketing Nancy will also create the advertisements and promotions to generate
interest in the restaurant (6).
3.4 Patricia Avalos: Food Service Manager
Patricia Avalos graduated from San Diego State University with a BS in Food Science
and Nutrition. Shortly thereafter she got her certification as a RD. Patricia has had
many years of experience in the foodservice industry and her interpersonal and
communication skills make her a perfect candidate for the job. Food service managers
are responsible for the daily operations of the restaurant ensuring that the day-to-day
tasks are running smoothly (7).
3.5 Anthony Bourdain: Culinary/ Business Consultant
Anthony Bourdain is an American chef, author, and television personality. He is a 1978
graduate from the Culinary Institute of America. Anthony has owned several restaurants,
authored books, and has been the host of numerous television shows. His particular
business acumen makes him a perfect candidate to be a consultant in both the culinary
aspect and managerial aspect of the restaurant (8).
Table 3.1 Team Members Strengths & Skills
Partner
Summer
Martin
Nancy Braun
Patricia
Avalos
Anthony
Bourdain

Strengths

Skills

Leader; will set the vision for the

company; decision maker

Managerial and
interpersonal

Decisive; works well under pressure;

rational thinker

Analytical and
organizational

Team players; customer service

oriented; multi-tasker

Interpersonal and
communication

Innovator; creative thinker

Detail-oriented and
organizational

3.6 Organizational Structure

The business structure of Soup Station could be called a traditional organization with an
organizational chart and departmentalization. Each employee of the organization will
have their own tasks and responsibilities. Additionally we plan to incorporate some
innovative dimensions to the business that would encourage sociability and promote a
sense of belonging to the employees of the business. Each week we will have group
meetings that will give personal consideration to each employees thoughts and
concerns about their positions (9).

3.7 Corporate Culture

The corporate culture of Soup Station is to provide nutritious meals to health-conscious
individuals who appreciate the quality of the food they are eating. By establishing our
business near a local college we plan to appeal to an educated, health-minded clientele.
The following 4 partners: Summer Martin, Nancy Braun, Patricia Avalos, and Anthony
Bourdain, will each have an equal share in the company providing their unique skills
and abilities to raise capital quickly and relegate profits and losses efficiently.

4. Products and Services

Soup Station offers a wide variety of soups that include organic, grass-fed beef,
vegetarian, vegan, gluten-free, lactose-free, sustainable, and locally sourced
ingredients. Our goal is to offer unique soups not offered at any other location. This
helps set us apart along with our mission to serve the healthiest, most delicious, and
sustainable soups. We offer a wide, fluid, and ever changing menu and serve 7 different
soups a day. The soups are made fresh in-house, and we change the menu depending
on local availability, season, and the produce and stock we have available, in order to
save on cost and offer our customers new and interesting products. Customers are able
to visit our website or facebook page to see what we are offering daily.
Some of the soups we offer are: The Cleansing Detox Soup, Creamy Sweet Potato and
Coconut, Chicken Quinoa, Short-Rib Pappardelle, Cauliflower Roasted Red Pepper,
Vegan Lentil, Spicy Thai Curry Noodle, Corn Potato & Kale Chowder, Reuben Soup,
and Leek Fennel Apple & Walnut with Turmeric Soup. We also offer dessert soups, one
each day such as: Banana Coconut & Tapioca Pearl, Strawberry Cream, and Chocolate
Soup with Cinnamon Crostini. Along with the soup, customers will be able to add on
bread as a side. We offer various breads from Bread and Cie, a local San Diego Bakery.
Table 4.1 shows examples of various products, their source, their cost, our price, and
profit.
Each vendor that we contract with is from San Diego and we are able to source
sustainable local produce, meat, and other ingredients from them. Suzies Farm and
Specialty Produce provide all of our organic produce and other ingredients. Central
Meats and Provisions supplies all of our beef, poultry, and pork. Chesapeake Fish
Company provides seafood, and Bread and Cie provides all of our bread. Our soda
fountain is provided by Batch Craft Soda, a California based soda company that uses
only pure cane sugar and natural spices to create their flavors. Our coffee and tea is
provided by Cafe Moto, a San Diego based coffee roaster offering fair trade and organic
products.
Customers are able to come in and place their order at the counter, are given a number,
and then have their meal delivered to their table. They are invited to sit and stay in our
comfortable atmosphere, which is great for relaxing and enjoying their hot bowl of soup,
or focusing on their work while they sip their soup in between typing. Customers can

also order their food to take-out. All of our soups, breads, and beverages are given to
the customer in recyclable, green, and sustainable receptacles.
Table 4.1 Products
Product

Source

Cost / item

Price

Profit

Medium Cleansing Detox Soup

Suzies Farm

$3.45

$7.99

$4.54

Small Strawberry Dessert Soup

Suzies Farm

$2.60

$5.99

$3.39

Rosemary Dinner Roll

Bread & Cie

$0.49

$2.49

$2.00

Soda

Batch Craft

$0.35

$1.49

$1.14

Regular Drip Coffee

Cafe Moto

$0.49

$2.49

$2.00

5. Operating Plan
The Soup Station is located in La Jolla, California near UCSD, in the Whole Foods
shopping center at: 8820 Villa la Jolla Drive. This is a very busy and upscale shopping
center frequented by students, faculty, hospital staff, and the surrounding community. It
has a modern feel and decor with concrete floors, wood walls, copper lighting fixtures,
reclaimed wood tables and chairs. There is a large chalkboard behind the counter
where the soups of the day are written and described. The restaurant space is
approximately 1250 square feet and costs $30.31 per square foot. The total monthly
rent is $3157.29 and yearly costs $59,407.60 with a lease agreement for 3 years.
5.1 Hours of Operation and Schedule
The restaurant will be open 7 days a week from 11:00 am until 10:00 pm. During
operating hours we have 2 cooks, 1 prep cook, 1 dishwasher, 2 - 3 food runners/
bussers, 2 -3 cashiers, and a 1 -2 managers. Each employee, excluding the manager
and cooks, will work for 6 hour shifts in order to avoid paying any overtime. Each
employee will be given a 10 minute break and an unpaid 30 minute meal period during
their 6 hour shift, with an additional 10 minute break for an 8 hour shift. The 3 founders,
Summer Martin, Patricia Avalos, and Nancy Braun manage the restaurant and are
scheduled for 8 hour shifts, 5 days a week. Anthony Bourdain, our celebrity
spokesperson, does not work any shifts within the restaurant. He is an investor, menu
consultant, and spokesman. Figure 3 in the Appendix shows a sample of a partial
weekly schedule. The Organizational Chart is shown in Figure 4 in the Appendix.
Utility costs are the responsibility of the lessee and include water, electric, and gas. The
owners purchased Energy Star equipment whenever possible. Table 5.1 shows 5 of the
pieces of kitchen equipment that use the most energy in BTUs.

Table 5.1 Operating Cost of Major Equipment

Equipment

Brand/ Model

Cost

Energy
Consumption
(BTU)

Hours
Used

60in 2 Burner 2
Convection Oven
Range

American
Range AA-10CC

$6312.7
2

120,000/ hr

10

Low Temp
Vertical
Commercial
Dishwasher
Energy Star
Certified

CMA
Dishmachines

$2951.1
8

393/ hr

Under Counter
150 lb Ice Maker
Machine- Energy
Star Certified

Scotsman
CU1526MA-1

$1695.1
8

6x10 Walk In
Freezer w/ Floor

Kolpak
QS7-610-FT

11 Qt Round
Insulated Soup
Warmer

APW Wyott
RW-2V-SP
Total

Cost/
Month

Cost/
Year

$5.56

$166.80

$2002

$2.26

$67.80

$814

3100/ hr

11

$1.97

$59.10

$709

$8096.4
9

710/ hr

24

$3.84

$115.20

$1382

$224.48

2390/ hr

11

$0.10

$3.00

$36

$13.73

$411.90

$4943

$19,280.05

Cost/
Day

6. Health Repercussions and Analysis

Soup Station is a company focused on nutrition, convenience, and sustainability with an
eye for advancing health and well-being for its patrons and employees. With chronic
disease levels and obesity on the rise, as well as unfavorable environmental practices,
businesses have a responsibility to challenge and diminish these issues.
All of Soup Stations soups will be prepared fresh daily with organic ingredients
purchased locally. Purchasing organic ingredients from local farms will also promote
our committment to good nutrition and health. Soup Station plans to offer a selection of
soups throughout the day that cater to various food intolerances and food preferences,
such as a vegan option and a low-sodium option. The main component to making soup
a healthy food option is to make sure it is concentrated in the vegetables that we want
to increase in our diet and not full of what we need to reduce, like sodium and saturated
fats. Soup could also be an option for someone who is conscious about weight control.
Our nations portion sizes have grown substantially in the last twenty years contributing
to our societies rise in obesity (10). Soup Station desires to provide nutritious food
options for a health conscious society.

Soup Station will likewise reduce its carbon footprint by striving to obtain a platinum
LEED certification within the first year. The certifications are earned by gaining points in
5 areas consisting of: sustainable sites, water efficiency, energy and atmosphere,
materials and resources, and indoor environmental quality (9). Platinum certification is
achieved by gaining 80 points or more in the combined categories (11).
Soup Station will be utilizing solar panels as well as LED lights to save on energy cost
and energy usage. There will be water conservation methods in place such as a grey
water system that recycles wastewater and underground water storage to harvest
rainwater. All the major equipment will be Energy Star certified, and the employees will
be trained in proper equipment operation and further trained in waste management.
Soup Station will also certify our restaurant as a Certified Green Restaurant through the
Green Restaurant Association and by doing so the association will provide annual
employee education and content for educational signage throughout the restaurant (12).
The facility will additionally feature an herb garden on the roof, which improves the
energy performance of the building and reduces storm water runoff. Furthermore, Soup
Station will feature a collection of compostable plates and bowls provided by VerTerra, a
company specializing in compostable dinnerware. The plates and bowls are made from
100% renewable and BPI-certified compostable fallen leaves and water. Building
performance institute (BPI) is a recognized standard for home efficiency (13). By putting
these practices into use, Soup Station will not only benefit their customers with the most
up-to-date health trends but also be contribute to promoting a green lifestyle for the
local environment.

7. Market and Competitive Analysis

The market for soup has remained in high demand for many years, and soup has
always been a popular item for American consumers of all ages. Recently, soup sales
have seen a shift from the grocery stores to restaurants, both quick and full service (14).
It is estimated that 48% of soup is consumed at lunch, and 46% consumed at dinner,
either as an entree or a side option (14). As Americans are becoming more healthconscious, more restaurants are seen incorporating soup into their menus. It is reported
that 6 out of the 10 top health-conscious restaurants have a wide selection of soups on
their menu. In regards to consumers, an appeal for fresh, homemade soups sold at
restaurants is ever present (14). Consumers gravitate towards soups found in these
establishments because they offer selections that they could not buy at a grocery store
or make at home (14).
Soup Station is ideal for San Diegos health conscious population. It also offers
customers the luxury of quick-service, which is essential for working individuals,
students, and families. Soup Station also caters to the needs of those who are looking
for a social, relaxed environment, where they can come to enjoy good, healthy food
while being in the companionship of other people.

10

Single-concept restaurants are rising in popularity and consumers are drawn to the
simplicity of being able to choose from less options. These restaurants are also showing
to be more profitable for business owners in that they allow for less waste as well as
perfection of dishes (15,16). Competitors such as Panera Bread and San Diego Soup
Shoppe have a heavy focus on soups as part of their menu, but also serve a variety of
other options. Soup Station is unique to these places in that soup is the only entree that
is sold. The small menu of Soup Station allows for the creation of exotic and flavorful
soups, created with love and dedication to providing healthy meals for its customers
made with the finest, most wholesome ingredients. In order to keep customers excited
with soup, Soup Station offers variety within their concept (15). Soup Stations menu
changes every 3 weeks, with new creations being added to it based on customer
satisfaction surveys and new trends. The single-concept idea behind Soup Station also
allows for less labor and equipment, allowing for more resources to be allocated
towards delicious and nutritious soups (15).
Soup Station uses only locally sourced, organic products in the creations of all their
menu items. According to the National Restaurant Association (NRA), consumers want
to know where their food comes from, and ranks locally sourced meats and produce as
number 1 and 2 on their top 10 restaurant trends of 2014 (17). Soup Station is also an
eco-friendly, sustainable restaurant. In addition to the usage of only locally sourced and
organic products, Soup Station reduces its carbon footprint by using only
biodegradable, recycled paper products. Soup Station also recycles all waste and either
composts or donates any leftover food (17, 18). Also contributing to Soup Stations
sustainability is the usage of Energy Star and Water Sense equipment. The Sustainable
Restaurant Association reports sustainability as being the number 1 trend in restaurants
in the upcoming 10 years, stating that consumers will pay 10% more for a meal in a
sustainable restaurant (17).
7.1 Target Market
Soup Station will be located in La Jolla, CA, directly outside of the UCSD campus. This
locale is optimal for students, workers, and families residing in the area. The location of
Soup Station was based on numerous factors, such as consumer interest and
profitability. Soup Stations convenience and social atmosphere will draw in local college
students from UCSD, 1 of the most populous college campuses in California. Soup
Stations late hours and take-out options are perfect for college students stopping in to
get a quick bite between classes, or for late night study sessions with friends. Soup
Station will also draw in workers in the La Jolla area looking for a speedy lunch break
meal that is both filling and nutritious. La Jolla is home to major hospitals, such as the
VA Medical Center, Scripps Memorial Hospital, Scripps Green Hospital, and UCSDs
Thornton Hospital. These hospitals employ thousands of workers, some with irregular
lunch breaks that would contribute to the sales at Soup Station. There exists even a
greater market within the La Jolla community. According to recent soup statistics, 42%
of soup consumers make more than $75,000 annually (14).The mean annual income for
La Jolla residents is $142,197, and a further breakdown of income is illustrated in Figure
7.1 in the Appendix. In regards to age, the top 4 age brackets of residents in La Jolla
11

are 35-44, 18-24, 25-34, and 45-54, as illustrated in Figure 7.2 of the Appendix.
According to surveys of soup consumers, it was found that 27% of those ages 35-49
consume soup on a regular basis, followed by 21% of 50-64 age bracket, and 17% of
the 25-34 age bracket (14). This corresponds well with the age demographics of people
residing in the La Jolla community. La Jolla is also a health-conscious community, which
is why Soup Station would be an asset to the local quick-casual restaurant scene.
Table 7.1 Competitive SWOT Analysis
Attributes

Soup Station

Panera Bread

San Diego Soup Shoppe

Products

Soups, Dessert soup,

Bread

Soups, Sandwiches,
Salads, Breads,
Pastries

Soups, Panini, Salads

Services

Quick Service
Counter-order/Pick-up
Dine-In/Carry Out
Call-in

Quick Service
Counter-order/Pick-up
Dine-In/Carry Out
Call-in Delivery

Quick Service
Counter-order/Pick up
Dine In/Carry Out
Call-in

Quality

Organic
Locally-sourced
Fresh
Hand-Crafted

Fresh
Natural Products
Antibiotic/Hormone free

Fresh
Handcrafted

Pricing

Soups: $5.99-$9.99
Dessert Soup: $4.99
Bread: $2.49

Soups: $5.49-$6.19
Bread/Bagel: $0.79-$5.79
Sandwiches: $6.99-$9.69
Salads: $7.39-$9.99
Pastries: $0.99-$3.99

Soups: $6.99
Lobster Bisque $7.99
Bread Bowl: $2.00
Panini: $8.99
Salads: $7.99-$8.99

Location

8820 Villa La Jolla

Drive
San Diego, CA 92182
(La Jolla, UTC)

5620 Balboa Ave.

San Diego, 92117
(Clairemont/La Jolla)

2850 El Cajon Blvd. San Diego,

92104
(North Park)

Hours

Mon-Sun (11am10pm)

Mon-Sun (6am-9pm)

Tues-Fri (11am-4pm)
Sat-Sun (12pm-4pm)
Closed Monday

Target
Market

Upper class working

professionals and
local residents,
Health-conscious
individuals, College
students

College students, Middleclass working

professionals, families

Working professionals,
Local residents

Advertising

College flyers, local

newspapers, Social
media, Corporations
and neighboring
hospitals

Social Media, Mail

coupons

Social media, Local newspapers

12

Strengths

Innovative,
Sustainable,
Comforting food and
environment, Nutrition
focused, Culturally
diverse, Locally
sourced, Wi-fi

Weaknesses Growth of clientele,

High costs of
local/organic products,
Competitive prices,
Competitors customer
loyalty

Strong brand image,

Artisan foods, Strong
customer loyalty, Fresh
ingredients, Wi-fi,
Comfortable ambience

Fresh, Handcrafted soups,

Simple menu, Trendy, Customer
loyalty,

Static menu, Minimal

customer growth within
past two years, Slower
service

Slow business growth, lower

advertising,

Soup Stations competitive advantage over similar businesses such as Panera Bread
and San Diego Soup Shoppe is that all ingredients used in the variety of soups served
are locally sourced and organic; this pertains to produce and meats. The founders of
The Soup Station, with their background in nutrition, feel as though small impacts on a
community can make a much larger impression on society as whole. Soup Stations
unique focus on organic and locally sourced products correspond with rising trends in
both of those areas, something that Panera Bread and San Diego Soup Shoppe dont
offer. Soup Stations own herb garden inside the restaurant provides customers with the
feeling that they are in their very own garden, optimizing the fresh and home-grown
concepts that ultimately define The Soup Station and its founders.
Soup Station offers gourmet soups and does not have a static menu like its competitor's
Panera Bread and San Diego Soup Shoppe. Each soup recipe at The Soup Station is
crafted with love and nutrition knowledge, aimed at optimizing health benefits for each
of its consumers. Ingredients in the soup are also designed to complement one another,
encompassing a wide variety of micro and macronutrient needs for each individual.
Recipes are inspired by celebrity chef Anthony Bourdain, with a special emphasis on
ethnic foods from around the world. These non-traditional soups and the fluid menu at
Soup Station keep its customers coming back to see which area of the world they will
vicariously get to visit via their taste buds. The wide variety of soups from throughout
the world also brings in customers of all ethnicities and can provide a sense of comfort
and home if a soup from their culture is being served.

8.1 Marketing Strategy

The market niche for Soup Station is aimed at health-conscious individuals; those with a
defined interest in organic, locally-sourced products offered at an establishment that
values the environment and promotes sustainability both internally and externally. The
nutrition expertise of the founders of Soup Station allows for customization of the soups
being created in a way to tailor specific dietary requests from its customers; such as
vegan, vegetarian, lactose-free, gluten-free, grass-fed, etc. Soup Station is located in La
Jolla, and is aimed at serving upper-class clientele, who can afford to take a heightened
interest in their health and will pay more for optimal ingredients. The marketing strategy
13

of Soup Station is aimed to target the specific populations in its market niche. Creating a
strong web presence is the key to targeting potential customers and aims to convert
them into sales. New clientele is necessary for Soup Stations growth as a new
business and vital to future success.
Soup Station will use customer relationship marketing (CRM) to build relationships and
loyalty with its clientele, while building their brand and business performance. One way
of how Soup Station will use CRM is through web-based surveys and questionnaires
that customers will be invited to take part of once they register their email address with
a cashier. Customers will be able to leave feedback on their experience at Soup Sation
in regards to service and quality of food. They will also be invited to comment on any
type of soup they would like to see served in the future at Soup Station. Each month, a
customer inspired soup will be added to the menu. Soup Stations genuine interest in its
customers will help drive clientele and brand loyalty.
Soup Station will also use social media outlets such as Facebook, Twitter, and
Instagram to advertise itself to its target market. These social media outlets will allow
Soup Station to interact with and better understand the needs of its customers, creating
a sense of customer loyalty while drawing in more potential customers. The social
media outlets used by Soup Station will also provide customers with pictures and
descriptions of featured food products as well keep customers aware of any events or
promotions being held at the establishment. Facebook or Twitter followers of Anthony
Bourdain, co-founder of Soup Station, will be able to keep track of any surprise visit
Anthony might make to Soup Station. This is sure to create a buzz among local
residents of La Jolla while drawing in customers from outside communities as well,
increasing Soup Stations popularity and increasing chances for future business growth.
Another market niche for Soup Station is at the local university UCSD. Soup Station will
advertise its opening with the local college UCSD. Soup Station will advertise itself and
any weekly promotions in UCSDs newspaper the Guardian and on their local radio
station, inviting students and faculty to come eat or socialize at the new green eatery in
La Jolla. Soup Station will also be available to host different university events at its
location, therefore creating a strong business presence with clubs, organizations, and
students at the university.
Soup Station encompasses the ideals and values of sustainable, organic, and locally
sourced products and truly wants to deliver the most nutritionally-sound soups for its
customers. For that reason, it is important that Soup Station creates a connection with
those who advocate for the same causes. Soup Station will seek to share their concepts
and business goals at local college campuses, inspiring people to get inspired about
their health and the health of the planet they live on. Farmers markets and local retail
stores will also be other advertising outlets for Soup Station, whether it be business
cards or coupons.

14

8.2 Emerging Technology

Soup Station will employ the use of mobile apps and online ordering to keep up with
technological advances in todays market. This mobile app will offer a customer loyalty
card for those who use it, which will feature daily discounts or special promotions for
those who sign up with an account. The mobile app will also enable customers to place
orders online for pickup or dine-in, expediting the ordering and payment process. This
self-service option is ideal for market segments like college and universities as well as
businesses and industries. The mobile app will engage people by providing details of
upcoming soups, specials, and recipes inspired by Anthony Bourdain.
Another emerging technology in food service is the use of eco-friendly products and
energy and water efficient equipment. Soup Station takes great pride in being a green
business and reducing its carbon footprint. Soup Station buys and uses only recycledcontent paper products and uses less toxic cleaning products. Soup Station also uses
energy efficient lighting systems and the toilets and faucets at the facility are designed
to use less water. Soup Stations commitment to reduce energy and conserve water has
earned them a place in San Diegos Green Business Network. Soup Stations standing
in this network also serves as networking opportunity, promoting their brand outside of
the La Jolla community.

9. Goals, Risks and Strategies

Soup Station has compiled a set of short-term and long-term goals and aspirations.
Growing the company and paying back 25% of the loans is one of the short-term goals,
along with saving at least 30% of the energy costs within the first year. This may seem
ambitious and formidable but Soup Station has implemented strategies to set these
goals in motion. One of the issues of growing the company and paying back loans may
be the unseen costs that could arise. Soup Station is prepared to handle any unseen
monetary problems with a reserve account put in place to cover costs that arise
unexpectedly. Also, with the guidance of the Soup Station accountant, there will be a
budget in place from which there will be no deviation. With these strict guidelines Soup
Station hopes to grow its company and pay back a portion of its loans within the first
year. Another short-term goal is to save at least 30% of the energy costs in the first
year. One of the barriers in achieving this goal is the high cost of energy-saving
equipment. However, with effective use of the equipment the initial cost will be
absorbed throughout the year and ultimately save on the yearly energy cost. Also,
Soup Station will be training all its employees on efficient waste management to assist
the company in reaching its goals.
One of the long-term goals of Soup Station is to expand locally throughout San Diego,
and eventually to spread nationally. Finding locations that will be profitable is one of the
risks to this goal, nonetheless Soup Station will implement strategies to survey the town
and find a location that will best serve the needs and demographics of the company.

15

Additionally, a long-term goal of the company is to pay back its loans in their entirety.
The barriers to this goal would be unseen costs as well as competition from other
restaurants that would encroach on profitability. One of the strategies to safeguard
against these occurrences would be to focus on customer satisfaction and also to keep
our prices competitive to ensure a loyal clientele.
Table 9.1 Short Term and Long Term Goals
Goals
Short-Term:
Pay back 25%
of loans within
first year.
Grow the
company.

Risks
Unseen costs. Company
lacks clientele to facilitate
growth.

Strategies
Keep a reserve account to abet with
unexpected expenses. Zero deviation
from the budget. Use of networking to
facilitate company growth.

Short-term:
High cost of energySave at least
saving equipment; high30% of energy
energy usage.
cost in first year.

Effective use of equipment. Waste

management training for employees.

Long-term:
Expand
restaurant to
include second
shop.

High food costs may

hamper growth. Finding
the right location.

If food costs are high could shop

around for different farms. Survey town
for the right location.

Long-term:
Payback 100%
of loans within
ten years.

Rising costs of property,

upkeep of facility, and
rising food costs could
hinder financial growth.

Focus on marketing strategies to keep

up with food trends and keep restaurant
relevant. Focus on customer
satisfaction and competitive prices to
grow clientele.

10. Financial Assumptions

Start-up costs for Soup Station were estimated at $260,000. This amount will cover the
lease deposit and the first months rent, the remodel of the rental space including the
installation of appropriate equipment and dcor, interior and exterior signage, and the
cost of start-up food and supplies to sustain over the first month. Also included in the
start-up expenses analysis was any corresponding business licensing, health permits,
utility deposits and monthly estimation, advertising and marketing associated costs and
deposits, website design, and legal fees.
Monthly costs for Soup Station were approximated to be ???. This amount includes
monthly rent, utility costs (water, sewage, electricity, gas and trash), liability and
16

property insurance, food and supplies costs, labor, equipment maintenance and
advertising/website maintenance fees. Table 10.1 gives a complete breakdown of the
associated costs. Numbers were estimated by looking at other similar quick-service
restaurants with similar square footage. (Note: Due to the perishability of organic
products, these will be purchased on a weekly basis. The weekly cost of organic
products was multiplied by the corresponding weeks in the month to determine the
monthly food cost amount).
For the Soup Station to sustain over a three-month period, a total of ??? will be needed.
This amount was determined by adding the start-up cost to three months estimated
expenses. This number does not take into account any revenue collected in the first
three months of business. Soup Station has projected the potential sales for Month 1, 2,
and 3 at $30,000, $34,000, and $40,000 respectively. This would add up to a 3 month
profit of ??. Nevertheless, due to the uncertainty of profit in the early stages of Soup
Stations initial opening, these potential profit numbers will not be factored in to the total
cost for Soup Stations start-up and 3-month maintenance.
The start-up cost for Soup Station will be combined from an equal investment of
$50,000 from each of its four founders. This leaves ?? for the remaining start up cost
which will be covered by the SBAs 7(a) loan program. The owners have applied for a
7(a) loan in the amount of $100,000. This amount will cover remaining start-up costs,
while leaving ??? to be kept in the account for expenses unforeseen.

17

Table 10.1 Start-Up/ Monthly Cost Analysis

18

References

1. Rush, S. (2014). The Restaurant Concepts Likely to Bloom or Bomb in 2015.

Restaurant Business. Retrieved from
http://www.restaurantbusinessonline.com/menu/food-trends/restaurant-concepts-likelybloom-or-bomb-2015
2. Taylor, K. (2014). The 10 Biggest Restaurant Trends for 2015. Entrepreneur.
Retrieved from http://www.entrepreneur.com/slideshow/239015
3. Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook
Handbook. (2014-15 Edition). Administrative Services Managers. Retrieved from
http://www.bls.gov/ooh/management/administrative-services-managers.htm
4. Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook
Handbook. (2014-15 Edition). Human Resources Managers. Retrieved from
http://www.bls.gov/ooh/management/human-resources-managers.htm
5. Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook
Handbook. (2014-15 Edition). Accountants and Auditors. Retrieved from
http://www.bls.gov/ooh/business-and-financial/accountants-and-auditors.htm
6. Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook
Handbook. (2014-15 Edition). Advertising, Promotions, and Marketing Managers.
Retrieved from http://www.bls.gov/ooh/management/advertising-promotions-andmarketing-managers.htm
7. Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook
Handbook. (2014-15 Edition). Food Service Managers. Retrieved from
http://www.bls.gov/ooh/management/food-service-managers.htm
8. Anthony Bourdain. (n.d.). In Wikipedia. Retrieved November 16, 2015, from
https://en.wikipedia.org/wiki/Anthony_Bourdain.
9. Gregoire, M.B. (2010) Foodservice Organizations A Managerial and Systems
Approach (7th Edition). Upper Saddle River, NJ: Pearson.
10. Collins,K. (2007). For Healthy Weight Loss, Slurp Your Dinner. NBC News.
Retrieved from http://www.nbcnews.com/id/16775715/ns/healthdiet_and_nutrition/t/healthy-weight-loss-slurp-your-dinner/#.VkqttoRiCT8.
11. LEED, U.S. Green Building Council. (2012). Retrieved from
http://www.usgbc.org/leed.

19

12 Green Restaurant Association. (1990). Retrieved from

http://dinegreen.com/default.asp.
13. VerTerra Dinnerware. (2015). Retrieved from http://www.verterra.com
14. Foodservice Soups. NORPAC Foods, Inc. (2012). Retrieved from
http://norpacsoups.com/foodservice/products/soup-supreme.
15. Littman, M. (2014). Flying Solo: Single Restaurant Concepts. Foodfanatics, US
Foods. Retrieved from http://foodfanatics.usfoods.com/business/single-restaurantconcepts.
16. English, A. (2012). Rise of the Single Dish Restaurant. The Guardian. Retrieved
from http://www.theguardian.com/lifeandstyle/wordofmouth/2012/may/15/rise-of-thesingle-dish-restaurant17. Sustainability, Local Sourcing Top Restaurant Trends. Environmental Leader.
(2014). Retrieved from http://www.environmentalleader.com/2014/01/02/sustainabilitylocal-sourcing-top-restaurant-trends/#18. Fast Food Trends. QSR Magazine. (2014). Retrieved from
https://www.qsrmagazine.com/reports/9-fast-food-trends-2015-

19. Bradford, J. (2009). USDA Gets Behind Local Food. Farmland LP. Retrieved from
http://www.farmlandlp.com/2009/12/usda-gets-behind-local-food/20. Statistics and Facts on the Gluten-Free Foods in the U.S. The Statistics Portal.
(2013). Retrieved from http://www.statista.com/topics/2067/gluten-free-foods-market/
21. Lavinia. (2014). Wavy Timber Slats Delivering a Cave-Like Feel: New Six Degrees
Cafe in Jakarta. Freshome. Retrieved from http://freshome.com/2014/12/26/wavytimber-slats-delivering-a-cave-like-feel-new-six-degrees-cafe-in-jakarta/

20

Appendix
Fig. 1 (19)

21

Fig. 2 (20)

22

Fig. 3 Inspiration for Decor (22)

23

Fig. 4 Sample Partial Weekly Schedule

Employee
Name

Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Manager
Summer

8:00 - 4:30

2:30 - 11:00

2:30 - 11:00

8:00 - 4:30

8:00 - 4:30

Patricia

2:30 - 11:00

2:30 - 11:00

2:30 - 11:00

2:30- 11:00

2:30 - 11:00

Nancy

8:00 - 4:30

8:00 - 4:30

8:00 - 4:30

8:00 - 4:30

8:00 - 4:30

8:00 - 4:30

8:00 - 4:30

8:00 - 4:30

8:00 - 4:30

8:00 - 4:30

John

8:00 - 4:30

8:00 - 4:30

2:30 - 11:00

2:30 - 11:00

2:30 - 11:00

Stephanie

2:30 - 11:00

2:30 - 11:00

2:30 - 11:00

2:30 - 11:00

2:30 - 11:00

Leticia

10:30 - 5:00

10:30 - 5:00

10:30 - 5:00

10:30 - 5:00

Ahmed

12:00 - 6:30

10:30 - 5:00

12:00 - 6:30

10:30 - 5:00

Jerry

4:00 - 10:30

4:00 - 10:30

4:00 - 10:30

4:00 - 10:30

Sophia

12:00 - 6:30

12:00 - 6:30

12:00 - 6:30

Cornelio

4:00 - 10:30

4:00 - 10:30

Alex

10:30 - 5:00

4:00 - 10:30

Cook
Miguel

FR/Busser

Fig. 5 Organizational Chart

24

Owner/Manag
ers

Head Chef

Cooks

Foodrunners/
Bussers

Cashiers

Prep Cook

Dishwasher

25

Fig. 7.1 Income Analysis

Figure 7.2 - Age Analysis

26

27