Green Papaya Restaurant



Green Papaya Restaurant

PRODUCTS & SERVICES

Green Papaya provides high quality, fast-served Asian-styled meals, based on a central theme of noodles. The meals cater for variety and are delivered fresh faster than other noodle-based products. The meals are provided to the consumer initially through mobile Noodle Vending Units (NVU's), which provide widespread point of sale coverage. The NVU's are state-of-the-art, complying with health regulations.

MARKET ANALYSIS

Valued in 2009 at $105 billion, the domestic market for “fast” food is large and segmented, with Asian style foods representing 1 of the top 3 choices at 35% of the market. Green Papaya will initially target central business district (CBD) lunchtime crowds, where high-income earning but time-poor individuals are most greatly concentrated. Shopping malls, university campuses, weekend markets, and local business areas will then be targeted. Event catering and supermarket convenience foods will be markets that Green Papaya then diversifies into.

STRATEGY & IMPLEMENTATION

Green Papaya will build brand recognition through its Noodle Vending Units being placed strategically throughout large cities' business districts. Additionally, Green Papaya offers franchise opportunities to help further expand its reach, along with adding an additional revenue stream.

FINANCIAL PLAN

Green Papaya has strong financials, and is always cash flow positive. Revenues are projected to grow to nearly $58,000,000 by Year 5, with EBITDA totaling $15,000,000. An initial analysis indicates that only 100 meals per day per NVU must be sold to break even. The strong financial plan ensures that the company will be attractive as an acquisition for exit.

FACILITIES & LOCATIONS

During the start-up phase of the business, food sales revenue will come from NVU lunchtime customers in busy Seattle CBD locations. A small office will be setup in Seattle that will serve as the headquarters of the company.

PRODUCTS AND SERVICES

The principal product of Green Papaya is fast-served, quality, Asian-styled individual meals. The meals are based on a central theme of noodles, but have a flexible degree of customization to suit the purchasers' tastes. The second, but equally important supporting product, is the mobile cooking unit used to prepare the individual meals. This Noodle Vending Unit (NVU) has been specifically designed to produce the Green Papaya meals in the shortest time possible.

FEATURES & BENEFITS

-Fast & Affordable Meals

The NVU operator cooks the meals in front of the customer within sixty seconds, using fresh ingredients. As implied by the Green Papaya tagline 'work fresh', each serving of noodles is a taste sensation, freshly cooked-to-order and served piping hot in a convenient cardboard pail. Compared to the meals offered by competitors, Green Papaya offers a fresh, tasty, nutritious alternative.

-Noodle Vending Unit

Each NVU is completely self-contained, mounted on wheels and totally mobile. It is delivered on-site each day by a custom designed mini-van and simply wheeled into position. Stabilizing legs are deployed, the roof pops up and it is ready to go! At the end of the day it is simply wheeled back into the mini-van and returned to base for cleaning and waste removal.

COMPETITION

The range of competitors here spans the market dominants like ...