Skillet Street FoodEvolving Strategy from “Open Doors”

Josh Henderson, Executive Chef and VisionaryGreg Petrillo, Chief Foodie and Financial Officer

SKILLET STREET FOOD

Introductions

• Who We Are

• The Original Vision for Skillet Street Food– Founded in 2007– Building a “populist” street food business –

high-end food, mobile delivery, “guerilla” style

• What Happened– The business became a brand– Opened new doors – catering, food products, restaurant

2007 2008 2009 2010 2011

$24,000$316,000

$493,000

$800,000

$2,400,000

Revenue Estimated Revenue

SKILLET STREET FOOD

Create the Demand: Be the First

The Perfect Storm: The Making of a National Trend

Food Culture Social networking

Extension of celebrity chef phenomenon

Tremendous media attention

Creating a new kind of customer relationship

Immediate (twitter, facebook, email)

Like our business, mobile

Urban Based on trust

SKILLET STREET FOOD

Cultivate the Demand: Don’t Make it Too Easy

• Don’t make it too easy– Less is more in so many ways– High on novelty / low on

saturation

• Be interesting– To our customers– To the media

• Create a dialogue– Spontaneous– Ask for what you want but be

careful what you ask for– Be prepared to devote the time:

this is important

SKILLET STREET FOOD

Follow the Demand: Be Prepared to Open Doors

• Our business has become a brand– Very strong local visibility– Reputation as the “elder

statesman” in street food, even nationally

• Good news and bad news– Scale– Diversification– Profitability

• Customer dialogue opens doors– Tilt toward catering– Extend to food products– Intensification of the food

experience

SKILLET STREET FOOD

So What is the Strategy?

20082007100% Street Food

200910% Street Food

90% Catering

2010WholesaleDistributorWeb Sales

2011Pop Up

RestaurantSkillet Diner

Thank YouJosh HendersonExecutive Chef and Presidentjosh@skilletstreetfood.com

Greg PetrilloChief Foodie and Financial Officergreg@skilletstreetfood.com

www.skilletstreetfood.com