Burrito box

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    01-Jul-2015
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    Business

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A fly-by look at the history, market research, and establishment of the Burrito Box, a mobile food cart that was opened in Arlington, VA in 2009

Transcript of Burrito box

  • 1. Starting a New Business, Developing a Product, and Entering an Established Market

2. DC Street Food

  • Moratorium on new permits from 1998-2006
  • 2006 DCRA survey lists varietyand quality as 1 & 2 concerns, respectively
  • 82% of respondents demanded more variety
  • 84% of respondents demanded more ethnic cuisine
  • 56% of respondents demanded more healthy choices

Burrito Box: A Case Study 03/23/11 3. Not All Carts Are Mobile 7-Elevens!

  • On The Fly franchise emerges in 2007-
  • Puputella Pizza cart
  • Pedro & Vinnys
  • Market rewards innovation, taste

Burrito Box: A Case Study 03/23/11 4. No new vendor permits- DC Red Tape

  • What about Arlington, VA?
  • High density commercial and residential space
  • Same tastes and preferences
  • Transparent process for entrepreneurs
  • Ballston and Rosslyn are near stand-ins for DC

Burrito Box: A Case Study 03/23/11 5. First Come, First Served, Arlington, VA

  • Ballston submarket, in particular, looks promising
  • Very few street vendors
  • Expensive commercial real estate
  • Few, if any, unique dining establishments

Burrito Box: A Case Study 03/23/11 6. Logistics

  • Licenses
  • Depot
  • Cart
  • Kitchen equipment
  • Product

Burrito Box: A Case Study 03/23/11 7. How Will the Business be Defined?

  • Rethink street meat
  • Affordable
  • Local/organic (realistic?)
  • Unique
  • Appeals to all-including Vegetarian options
  • Environmentally friendly (100% recycled packaging)
  • Healthy

Burrito Box: A Case Study 03/23/11 8. Developing the Concept and the Brand

  • Tex-Mex- Easy, familiar, success of Pedro & Vinnys, fitting (client is a Texan, after all)
  • Burrito Box- Call it what it is!
  • Use CrowdSpring to find a fitting logo

Burrito Box: A Case Study 03/23/11 9. Burrito Box: A Case Study 03/23/11 10. Finances & Pricing Strategies

  • Given fixed and variable costs, what are breakeven sales?
  • What are expected sales?
  • How can the business expand?
  • Market-driven, instead of Cost-driven pricing?

Burrito Box: A Case Study 03/23/11 11. Attracting Customers

  • How to capture high volume foot-traffic?
  • Let Abe Buy Lunch
  • Mall Food Courts are so 90s
  • Focus on customer service, given size

Burrito Box: A Case Study 03/23/11 12. Takeaways

  • Focus was on business model, not food
  • No reserve capital
  • Seasonality
  • Too few cooks in the kitchen!

Burrito Box: A Case Study 03/23/11 13.