Management 326-03 – Organization Theory and Behavior

May 29th, 2019

Team 6

“Do you have Insomnia? Get some eats!”

Siarra Luke
Gabriella Alverez
Anna Udrea
Alexandria Kenney
Table of Contents
Introduction ............................................................................................... 3
Vision......................................................................................................... 3
Mission ...................................................................................................... 3
Organization Environment ........................................................................ 3
SWOT Analysis ......................................................................................... 4
Strategic Goals........................................................................................... 5
Menu Variety .......................................................................................... 5
Fair Pricing ............................................................................................. 6
Location .................................................................................................. 6
Quality Customer Service ....................................................................... 7
Human Resources ................................................................................... 7
Marketing ................................................................................................ 8
Controls................................................................................................... 9
Communication ......................................................................................... 9
Internal Communication ......................................................................... 9
External Communication ...................................................................... 10
Organization Structure ............................................................................ 10
Human Resources .................................................................................... 10
Delivery Driver ..................................................................................... 10
Competency model ............................................................................... 11
Training ................................................................................................. 11
Expansion ................................................................................................ 11
Insomnia Eats Sample Menu ................................................................... 13

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 Introduction
In our small college town of Cheney, we have several restaurants but most close around

11pm and some are only open during certain times of the week. We only have about four places

that offer delivery which are Jimmy Johns, Dominos, Pizza Hut, and Rosa’s Pizza. Most students

also go into Spokane on the weeknights and weekends for a more diverse selection of food. The

idea of Insomnia Eats come out of the fact that we need something in Cheney that offers a

different kind of food, offers delivery, and is open late.

Insomnia eats will serve comfort foods from 5pm to 2am daily. The location will mostly

be for food production and getting food ready for delivery but there will be a window for a pick-

up option. The location will also have a large parking lot for the delivery cars. Our prices will

also be as fair as we can possibly make them so that college students can afford to order from us.

Vision
“Insomnia Eats is dedicated to providing the highest quality of food and service in Cheney and to

enhance the lives of people living in the community by creating local opportunity and growth.”

Mission
“Insomnia Eats is dedicated to serving and delivering effective, efficient, attentive and patient

customer service with integrity and accountability from every employee.”

Organization Environment
At Insomnia eats we strive to have a fun and engaging environment for both customers

and employees. We will achieve this by focusing on supporting the needs of not only our

customers but the needs of our employees as well. We do this by working with our employees to

create flexible schedules and different incentives to those working their way through school. We

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are also committed to a positive work environment where we all work together to provide

excellent service and quality for our community. As a business the core values that we plan on

honoring are quality customer service, supporting and changing with the community, integrity

and honesty for employees, efficiency, valuing workers and community, and honoring any

feedback so we can continue to improve. We also hope to create a fun environment with a fun

bright logo, fun painted delivery cars, and a creative application that people will order from.

Hopefully this will draw the customers to continually come back and order from us.

SWOT Analysis
Internal
Strengths
● Convenient times
○ Open till 2am on a daily basis to
provide more places that are open
later for the college student
population
● Quality service
○ Dedicated to making sure that every
customer that comes that interacts
with our employees has the best
experience that will continue to bring
them back.
● Pricing
○ Offer low prices so that Insomnia
eats is an affordable establishment
that will also be another reason that
will continue to bring people back
● Eastern and community relationship
○ Having a strong relationship with the
university will allow for us to take
flex or even meal plans. As well as
advertise with the university. Having
a relationship with the community
will allow for us to support them that
will allow for us to give back to the
community that supports us.
External
Opportunities
● Not a large competition
○ With serving comfort food were
offering something that is not already
offered in the community
● Run a loyalty club
○ This could allow us to continue to
bring people back constantly and
reward them for that
● Expansion to other small campuses
○ We could potently expand to other
small campuses that need a new food
location but also a location that stays
open late
● Collaboration with other places to bring
their products to us
○ Working with other companies like
Dutch Brothers or cold stone to bring
their products to be part of our menu

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 Weakness
● Lack of legal, ownership, and accounting
knowledge
○ No member of the team has any
experience with legal or accounting.
There is also no one who has owned
a business so the goal is to hire
managers with experience and
knowledge that will help us to move
forward with our business.
● High start up costs
○ There will be high costs for start of
the business (building, kitchen
equipment, supplies, delivery cars,
etc.)
● Employee Turnover
○ Due to hiring mostly college students
for front of the house employees
there could be a potential for high
turnover of employees
Threats
● Traditional fast food places
○ Places like Zips, McDonalds, Taco
Bell, and Arturo’s already have an
established market in Cheney which
might be hard to fall in line with
● Business during the summer
○ Due to Cheney being a college town
the business seems to dwindle during
the summer which led us to the
decision of closing during the
summer
● Losing partnerships
○ In any business there is always the
potential to lose partnerships

Strategic Goals

Menu Variety
Strategic goal: To maintain a variety of steady and changing options to customers

Objectives:

Keep and maintain a set of most popular items

● Action Plan: Have the most popular items on the menu available during all open seasons.

Change out items that are less popular and switch them with items that could potentially

be popular.

Change menu based on seasonal preferences

● Action Plan: Keep up with current popular flavors and food items during certain seasons.

Have a variety of seasonal options available for purchases. Try to diversify the seasonal

items that are available.

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Fair Pricing
Strategic goal: To maintain an affordable price over every season that insomnia eats is open.

Objectives:

Maintaining the lowest/profitable price

● Action Plan: Track what local competitors are offering in terms of prices. Research the

products and prices. Keep prices high to where it can sustain the business.

Never overcharging for delivery or app fees

● Action Plan: Research different delivery apps that will be the right fit of the business.

Research local food delivery prices. Establish how the app will work on a daily basis.

Research basic IT problems and how to fix them quickly.

Purchasing equipment that will not consist of high maintenance fees

● Action plan: Researching equipment that fits our needs and price range. Find the

equipment that has a low maintenance cost. Purchase supplies that will help to maintain

equipment. Maintain equipment on a monthly basis.

Location
Strategic goal: To find a property with an optimum location for Cheney and EWU residents for

efficient delivery

Objectives:

The location must be within five minutes of most Cheney and EWU residential areas

● Action Plan: Search for properties that fit the necessary requirements to conduct business.

Use the map to find locations that are easily accessible and no more than a couple of

miles away from EWU residence halls and most of Cheney residents. Contact a real

estate agent. Compile funds for the building.

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Ample parking for employees and delivery cars

● Action Plan: Choose a location that has vacant usable lots in front of the facility. Search

for locations that have side street parking as well. Reserve spaces exclusively for delivery

cars. Maintain parking spaces.

Quality Customer Service

Strategic goal: To provide quality and consistent customer service for every patron that walks in

the door.

Objectives:

Hold every employee to high customer service practices

● Action plan: Employee evaluations every season. Have a common customer service

philosophy that everyone can subscribe to. Having customers take surveys on customer

service.

Consistently training employees on customer service

● Action plan: Training employees on customer service seasonally. Completing employee

performance reviews seasonally.

Human Resources
Strategic goal: Hire and maintain hard working, devoted, and high-quality employees who keep

a positive and friendly atmosphere each day.

Objectives:

Employee training

● Action plan: Have a set training routine for each employee that gets hired. This includes

what to wear and basic skills each employee will need to work & how to deal with

customers. Update training books and information as needed.

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Hire college students

● Action plan: Hire students from the Eastern Washington campus that best fit our

company's environment. Make sure they are positive and hard-working employees who

have good customer service.

Employee relations

● Action plan: Keep everyone up to date with any changes so everyone is on the same

page. Make sure that employees feel included and comfortable enough to be able to tell

managers anything. Be flexible with scheduling as possible for students.

Marketing
Strategic Goal: To promote our business to attract users to use our services.

Objectives:

Have a user-friendly application

• Action Plan: Research different applications to be included on. Ensure that application is

easy to use for all ages. The application allows for several types of payment

opportunities.

Have a fleet of decorated delivery cars

• Action Plan: Purchase six fuel-efficient or electric cars. Come up with the designs and

color schemes for the car. An array of different designs that feature our logo. An account

of any maintenance costs. Get funky horn sound installed in every car.

Have enough advertisement strategies

• Action Plan: Allocated two billboards in Cheney, One downtown and one near campus.

Allocated one billboard for the outside of Cheney. Advertise around campus and in

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 apartment complexes. Leave menus at the different local business around Cheney.

Advertise with door hangers, flyers for cars, and mail coupons.

Social Media Presence

• Action Plan: Buy adds to different social media sites. Partner with EWU dining for

advertisement. Constantly be updating them with new menu.

Controls
The controls that we would like to use at Insomnia Eats are employee incentives, training,

budget, pricing, performance reviews, and quality control. We will use employee incentives such

as overtime, bonuses, employee discount and create a scholarship program. Training for

employees provides proper guidance as to what is necessary to perform different tasks.

Performance reviews will be the best kind of evaluation for employees because they can continue

to be successful in their job. Budgeting will allow us to manage how much we are spending

versus how much we are making so we have enough money to support our business into the

future. Quality control is also important to keep and maintain customers but also to gain new

customers as well.

Communication
Weekly team meetings, group chat, scheduling app, bulletin boards, recipe book, food

safety signs, employee safety signs, closing and opening checklist.

Internal Communication
We will have weekly team meetings which will help our team collaborate and keep up

with what is going on. We will also have a scheduling app that will be available to workers

whenever they need, and a group chat that will ensure effective communication between

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everyone. In the store, there will be food safety signs and employee safety signs for employees.

We will also have a recipe book that contains all of our food/drink items, along with an opening

and closing checklist for the workers.

External Communication
We will be advertising our company using bulletin boards and posters around the area we

are located to communicate with the public. We will also have a social media page which will

help us keep anyone updated on anything that is going on and also help us connect to the public

and keep them involved.

Organization Structure

Human Resources

Delivery Driver
● Job description: Delivery drivers will be responsible for taking the food and drinks to the

customers in a safe and timely manner. They will also be responsible for customer

satisfaction and making sure that items ordered are complete and correct.

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 ● Delivery drivers will go through an interview process and will be asked questions of how

they will handle different scenarios when delivering to a customer, they will also be

asked how they will handle rude customers. In addition, background checks will be

essential on our drivers to ensure clean driving records.

Competency model
1. Have a driver's license with a clean driving record

2. Be clean and organized

3. Dressed in proper clothing attire

4. Be fluent in our food and products we carry

5. Represent the company with a positive behavior and attitude

6. Be able to deliver in a safe and timely manner

Training
Orientation - Fill out HR paperwork and get acquainted with the position title 9 training.

Require food workers cards and driver’s license. Training manual. Seasonal training how to

make the new foods/seasonal. Customer service training for how to deal with mad, violent, or

drunk customers (safety training). Car training (Safety and accident training). Day to day

training.

Expansion
Our goal would be to expand to Spokane and to other universities who share a similar

demographic to Cheney. We would want to locate in a small college town that has a need for late

night delivery services and an extensive menu. We would be able to expand our location in 3-5

years by keeping the similar business plan and model for all our locations because we would be

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expanding to town like Cheney. Examples of some of those colleges with towns would be

Lewiston Idaho where Lewis and Clark State college is which has a population of 32 thousand

but has the same issue where there are not a lot of delivery locations or anything open past 11pm.

Forest Grove Oregon where Pacific University is located is also another good place to expand

because it also has a low population and not as much surrounding the college. We would be able

to expand our initial location by hiring more delivery drivers and expanding the space if needed.

Another way to expand our initial location is by adding an open dining area for customers to

have the option to dine in. This would affect our initial plan by having the need to hire

employees to take dine in customer orders, clean after customers and serve customers. Corporate

office, franchise, certain parameters,

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 Insomnia Eats Sample Menu

Small Eats Chicken Wings

Clam Chowder
Grilled cheese
Mac and cheese
Fish and Chips
Popcorn Shrimp Basket
Chicken Strips baskets
Healthier Eats Caesar Salad
Cobb Salad
Italian Salad
Organic Bowls
Comfort Eats Biscuits and gravy
Chicken and Waffles
Chicken and dumplings
Fried Chicken Dinner
Rib Dinner
Chicken Potpie
Lasagna
Spaghetti and Meatballs
Sweet Eats Smores bake
Molten Lava Cake
Homemade Classic Cookies and Milk
-Oreos
-Nutter Butters
-E.L. Fudge
Baked Apple Dumpling
Signature Eats Mac and cheese grilled cheese sandwich
Casserole of the day
Drinks Fountain Sodas – Coca-Cola Products
Coffee
Milk
Orange Juice
POG Juice
Milkshakes
-Cookie shakes
-Dessert shakes

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