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The Fran's name has been associated with the ice cream business since The Company manufactures a large and growing volume of Fran's products which it distributes through a variety of channels. The ice cream ordinarily is not sold for retail dipping except to franchised dipping shops.
Franchisees have been granted a license to sell certain ice cream products under the Fran's name sincealthough the franchisor has been conducting a business of the type operated by the franchisee since Affiliates of the franchisor are actively engaged in various other sectors of the food service industry, including fast service restaurants, theme restaurants, food service supply business, institutional and retail food production, distribution and sales and food commodity transactions.
Most of these items will be consumed immediately on the premises. Davis Plaza provides extensive indoor seating for the food court customers.
In addition to hand-dipped ice cream sales, the Shoppe anticipates doing a material business in the sale of both ice cream cakes and gourmet traditional cakes and birthday cakes.
These cakes will be displayed for immediate business plan london business school at all times during business hours and can also be produced in quantity on a special order basis for caterers and parties.
Phenomenal foot traffic in the plaza and employees from the shops in the mall can support a lucrative cake business for the Shoppe. One way to ensure repeat business is to provide consistency in both the product and service.
Fran's product speaks for itself; the service our Shoppe provides will be a function of training, evaluation, and retraining in order to deliver it courteously and in a timely manner. In order to earn a reasonable return on the investment, along with the ability to repay debt, strict cost-control measures will be implemented.
These measures will include, among others, proper and prudent purchasing practices, maximization of product distribution through strict adherence to weights, amounts and recipes portion controleffective utilization of personnel, and the constant search for ways to reduce the cost of sales of our products without sacrificing quality and service.
In summary, the principals are committed to ensuring that this operation is successful. Passing by the Shoppe on the way to another destination, Visual contact with the Shoppe's signs, Observing someone else consuming one of the Shoppe's products, The final course dessert after a meal has been consumed elsewhere.
Locating the Shoppe in Davis Plaza gives the business the opportunity to take advantage of all of the above mentioned ways which motivate the consumer to purchase the products offered. Passing by on the Way to Another Destination Davis Plaza is comprised of the best known, nationally recognized retail stores and outlets.
The unique blend of these operations draws a large cross section of the population to the Plaza to shop for a variety of goods and services. The Fran's Ice Shoppe of Davis will be a square foot store located at the entrance to the food court of the mall.
It is on the second level, right across from the main escalators carrying shoppers from the lower to the second level. It is between the main parking structure and B. The Shoppe is well within walking distance from anywhere in Davis Plaza in five minutes or less. Because of its location, many patrons of the Plaza will pass by the Shoppe on the way to and from another store, making it convenient for an impulse purchase.
Large, colorful neon signs will be located over the dipping cabinets, making them visible from both the food court and from down the mall.
Since the Shoppe will be in a corner location, the Shoppe will be visible from several directions in the "I" shaped mall. There is also an opening to below directly in front of the Shoppe, allowing visibility to patrons on the lower level.
The location for the Shoppe has the greatest amount of foot traffic in front of it than any other food service in Davis Plaza. Observing Someone Else Consuming One of the Products As previously mentioned, the Shop's products more than likely will be consumed on or nearby the premises.
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The fact that Davis Plaza is enclosed and self-contained will make Fran's products very visible to many shoppers, particularly since all products will be served in containers that display the Fran's logo.
The Final Course Dessert After a Meal has been Consumed Elsewhere In addition to the tremendous foot traffic generated by the major department stores and numerous nationally renowned shops surrounding The Fran's Ice Shoppe of Davis, the Shoppe is to be located at die entrance to The Outdoorum, the Plaza's food court.
The food court houses 17 places to eat. The Shoppe can be seen from anywhere in the food court, making it a likely destination for a dessert treat following a meal for the entire family. The Shoppe will have two 3-foot wide, 4-shelf display cases for cakes. One 3-foot display will be for frozen ice cream cakes, and the other will be refrigerated for display of traditional gourmet cakes and gourmet birthday cakes.
The principals believe that tremendous potential exists for the sale of birthday cakes in the Plaza since many gifts are purchased there and no competition exists for these items in the Plaza.
An additional marketing strategy of the Shoppe will be sales generated from freezer carts bearing the Fran's logo and colors off site from Davis Plaza. There are many fairs, festivals and parties within the Shoppe's geographic service area including the Sacramento County Fair, and Renaissance Days where significant additional sales may be generated on ice cream bars and other novelties.
Most importantly, these outside sales will give the Shoppe name recognition which will help make it a primary destination for an expanded segment of the market.The Home of the 4 Hour Investor Grade Business Plan.
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