Eat Good
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by Sean Arnold on 15 July 2014 58
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Transcript of Eat Good
Eat
Good
Feel
Good
Do
Good
LYFE Kitchen Started Here
In Palo Alto, California with a simple mission.
Eat Good
Feel Good
Do Good
Inspiration & Passion
"take care of your body, it's the only place you have to live," Jim Rohn
"there is no love sincere than the love of food." George Bernard Shaw
"to eat is a necessity, but to eat intelligently is an art." Francios de la Rochefoucauld
"do the best you can until you know better. Than when you know better. do better." Maya Angelou
The Here and Now
Chicago and Evanston, Illinios
Plano Park, Texas
Park Meadows, Colorado
Palo Alto, California
Tarzana, California
Culver City, California
More restaurants coming soon to Texas,
Nevada, and California
The Future
250 Restaurants within five years
Historical Timeline
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Market Positioning and Strategy
Product/Service
Price
Place
Promotion
Target Market
Action Plan
Conclusion
References
Founder Steven Sidwell changed his own life with food and started a company - Stephanie's Place - later to be renamed LYFE Kitchen (Love Your Food Everyday)
Teamed up with former McDonald's Executives, Mike Roberts and Mike Donahue, to start LYFE Kitchen and LYFE Retail
LYFE Kitchen opens up first store in Palo Alto, California in 2011 and by May of 2014 has nine stores, including the two franchised store in Chicago and Evanston, Illinois
LYFE builds its brand with celebrity and athlete ambassadors (like Jennifer Gardner, Janet Evans, and Troy Palamalu) and partners with famous chefs Art smith, Executive Chef, and Tal Ronnen, Vegan Consulting Chef
LYFE Kitchen Retail sells frozen entrees and soups at Ralph's and Gelson's, Southern California grocery stores, and Amazon.com nationwide
LYFE Kitchen Retail changes name to Luvo and Steven Sidwell becomes Founder and CEO of Luvo
LYFE Kitchen will open its tenth store in West Village, Texas on July 25th
Strong Executive team with decades of fast-food, supply chain and branding experience.
Well-known chefs - Art Smith and Tal Ronnen, who happen to have a common friend in Oprah, which is not a bad name to be able to throw around at investment parties
Healthy fast-food, all dishes will be under 600 calories and 1000 milligrams of sodium, and most can be prepared in an average of 8.5 minutes
Diversified group of ambassadors, from famous athletes to career oriented Mom's
Menu variety to include options for flexitarians, locavores, gluten-free, vegans, and vegetarians
Sustainable sourcing - only using grass-fed, humanly raised beef, using no butter, no cream, no white sugar, no white flour, no high fructose corn syrup, no GMO's, no trans fats, and no additives, JUST FLAVOR with real food and fresh herbs.
First two restaurants in California have beaten revenue projects by 20 - 30 percent, which annual projects were set at $2.5 million.
Price point for LYFE Kitchen is $8 to $15, which puts LYFE in the catagorie of high priced fast-casual restaurant and low price sit-down restaurant with food runners instead of full service waitstaff.
More Strengths
First Well-certified restaurant by Delos and LYFE at the Tarzana, California location
WellShield™ (1): photo-catalytic coating on common touch points such as tables, counter-tops and doors breaks down bacteria, viruses and VOCs on bacteria-susceptible surfaces to prevent the spreading of germs and bacteria within the restaurant
Advanced air filtration (2): the most advanced HEPA-standard air purification system reduces allergens, toxins and pathogens.
Advanced water purification (3): reduces disinfectant byproducts, chlorine, pesticides and some pharmaceutical and personal care products.
Advanced Lighting (4): helps to minimize disruption of the body’s circadian system, enhance productivity and provide appropriate visual acuity to diners and employees through an advanced lighting system that contains controllable and dimmable LED lighting fixtures, along with light and occupancy sensors.
Non-Porous counter-tops (5) and cutting boards (6): nonporous surfaces prevent the collection of food particles that encourage bacteria growth. In addition, the restaurants use separate cutting boards (7) for meat, fish and vegetables to prevent cross-contamination and the spread of bacteria.
Herbarium (8): enhances air quality and a more natural setting.
Dietary info on display (9): provides nutrition awareness and promotes healthy eating habits.
Cleaning protocol (10): specialized chemical-free cleaning supplies and techniques for cleaning protocols including vacuuming, mopping, dusting and ventilation cleaning.
EMF shielding (11): protects against electrical equipment and wiring that emanates disruptive EMFs (electromagnetic fields).
Healthy entrance (not pictured): specialized entrance and doors with dirt track-in mats and areas that reduce unwanted chemicals, biological contaminants and other air quality hazards from entering the restaurant
No executive for sustainability and sourcing for food and non food products, even thou sustainability is a large part of brand identity.
Former McDonald's executives trying to building a sustainable fast-casual restaurant chain with a national brand presence, 250 restaurants in five years. Will the former McDonald's executives try to just put a sustainable and local twist on the McDonald processing and franchising model and expect everyone to come running?
Menu options, three different menus (Flexitarian - will eat everything, Gluten-free, and Vegan/Vegetarian), for breakfast, lunch and dinner, and a separate wine and beer list.
Large footprint needed for multiple different menus, and a large hourly and salary staff for each location, LYFE stores will average 3500 - 4000 square-feet.
LYFE have too many different personalities and too many Queen Bee's and not enough worker Bee's.
LYFE Kitchen's brand values, eat good - do good - feel good, are ahead of their supply chain for the large menu options they provide and growing to 250 stores in fives years, which would be between 2017 - 2019 (depending on when the clock started) will be an enormous task.
The supply chain for LYFE Kitchen's sustainable and local brand does not exist to help it grow to the 250 stores in five years.
Franchising needs - 15 years business experience, net worth $3 million, liquid assets $1 million, and the passion and cultural fit to become a LYFE Kitchen franchisee. Plus, the build-out for an average LYFE Kitchen store is $1.5 million.
LYFE Kitchen needs time and cash to invest in training staff for every store, even more than an average fast food establishment, because most of the staff will not know or understand the ingredients and then the need to educate the consumer after educating the employee.
Besides the LARGE menu variety, the menu options are the same from store to store, if LYFE Kitchen truly believes in sustainable, and local, then need to move away from the McDonald's and other fast-food mantra of every store serves the same exact menu
Healthy - can LYFE Kitchen serve good tasting food and healthy food at the same time? Not according to Besha Rodell of the LA Times who gave a review on LYFE Kitchen in April of 2013, and gave some good markets but most of the food she ate was not good. Rodell said at the end of her article "I wish it all the success in the world. I just do not want to eat there ever again," and gave it one star.
LYFE Kitchen may need to adjust their 600 calories and 1000 milligrams of sodium in the future, if they can not fix the taste and flavor issue of their food.
Steven Sidwell, the Founder, seems not to be involved in the LYFE Kitchens brand and has moved completely to the Luvo brand. Plus the LYFE Kitchen story is confusing because many different publications change up the founder from Steven Sidwell to Mike Roberts, and the true idea came from Steve Sidwell, without his back story the whole brand doe snot have as much mainstay
Vermont passed a state labeling law for GMO food products, if other states follow suit then it could push more producers to switch to non-GMO food products.
LYFE Kitchen's price point, $8 - $15, gives them a split market between QSR (quick service restaurants) and full-service restaurants. If they create a truly sustainable brand built on local and regional foods; the employees are cared for as much as the consumer; and a cradle-to-cradle philosophy is used in all aspects of the operation; then LYFE Kitchen will have a great future All thou, it may not move as quickly as they had planned.
Opportunities based on a 2012 Food and Health survey conducted by the International Food Information Council Foundation:
Education, 52 percent of those polled believe it is easier to do their taxes then to understand how to eat healthfully.
Education, 35 percent of those polled use sustainability to drive their decision making for food and beverage
Healthy Foods - Over 60 percent of Americans give a lot of thought to their diet and exercise.
Healthy Foods - Six out of ten Americans consider sodium content of foods and work to limit or avoid it.
Education - Only 30 percent of Americans know that all food source are an equal role in weight gain.
Education & Product/Service - Taste (87 percent) and Price (73 percent) of Americans are driving to purchase food and beverage because of these two factors. LYFE needs to consistently be focused on the taste for all their products, which may go against their 600 calories and 1000 milligrams of sodium. LYFE Kitchen's price point, $8 - $15, would be able to content with both QSR's and Full-service restaurants because they serve alcohol as well.
Only three out of ten Americans understand that all food; proteins, carbohydrates and sugars, and fats all contribute to weight gain.
Since taste and price are larger factors for Americans driving them to ch
Eat GoodNo descriptionby Sean Arnold on 15 July 2014 58Comments (0)Please log in to add your comment.Report abuseTranscript of Eat GoodEat GoodFeelGoodDo GoodLYFE Kitchen Started HereIn Palo Alto, California with a simple mission.Eat GoodFeel Good Do GoodInspiration & Passion"take care of your body, it's the only place you have to live," Jim Rohn"there is no love sincere than the love of food." George Bernard Shaw"to eat is a necessity, but to eat intelligently is an art." Francios de la Rochefoucauld"do the best you can until you know better. Than when you know better. do better." Maya AngelouThe Here and NowChicago and Evanston, IlliniosPlano Park, TexasPark Meadows, ColoradoPalo Alto, CaliforniaTarzana, CaliforniaCulver City, CaliforniaMore restaurants coming soon to Texas, Nevada, and CaliforniaThe Future250 Restaurants within five yearsHistorical TimelineSWOT AnalysisStrengthsWeaknessesOpportunitiesThreatsMarket Positioning and StrategyProduct/ServicePricePlacePromotionTarget MarketAction PlanConclusionReferencesFounder Steven Sidwell changed his own life with food and started a company - Stephanie's Place - later to be renamed LYFE Kitchen (Love Your Food Everyday)Teamed up with former McDonald's Executives, Mike Roberts and Mike Donahue, to start LYFE Kitchen and LYFE RetailLYFE ครัวเปิดค่าร้านแรกในดัลลัส รัฐแคลิฟอร์เนียในปี 2554 และ โดย 2014 พฤษภาคมมีร้านเก้า รวมร้านค้า franchised สองในชิคาโกและ Evanston รัฐอิลลินอยส์LYFE สร้างแบรนด์ของกับแอมบาสเดอร์คนดังและนักกีฬา (เช่นเจนนิเฟอร์การ์ดเนอร์ อี แวนเจ Troy Palamalu) และพันธมิตร กับพ่อครัวที่มีชื่อเสียงศิลปะสมิธ พ่อค ทัล Ronnen พัฒน์ปรึกษาเชฟLYFE ครัวขายปลีกขาย entrees แช่แข็ง และซุปที่ราล์ฟส์และของ Gelson แคลิฟอร์เนียภาคใต้ร้านขายของชำร้านค้า และ Amazon.com ทั่วประเทศLYFE ครัวขายปลีกเปลี่ยนชื่อเป็น Luvo และ Steven Sidwell กลายเป็น ผู้ก่อตั้งและ CEO ของ LuvoLYFE ครัวจะเปิดร้านสิบในเวสต์วิลเลจ เท็กซัสในวันที่ 25 กรกฎาคม ทีมงานแข็งแกร่งผู้บริหารกับ อาหารจานด่วน โซ่ และตราสินค้าประสบการณ์รู้จักกันดีเชฟ - ศิลปะสมิธและทัล Ronnen ผู้มีเพื่อนทั่วไปในดิโอปราห์ ซึ่งไม่ใช่ชื่อไม่สามารถโยนสถานที่ฝ่ายลงทุนสุขภาพอาหาร อาหารทั้งหมดจะต่ำกว่า 600 แคลอรี่ และ milligrams 1000 ของโซเดียม และส่วนใหญ่สามารถนำมาปรุงในเฉลี่ย 8.5 นาทีกลุ่มหลากหลายของแอมบาสเดอร์ จากนักกีฬาที่มีชื่อเสียงกับสายอาชีพของแม่วางเมนูต่าง ๆ จะรวมตัวเลือก สำหรับ flexitarians, locavores ฟรีตัง vegans มังสวิรัติอย่างยั่งยืนจัดหา - ใช้ เลี้ยงหญ้า มนุษย์ธรรมดายกเนื้อ เนยไม่ ครีมไม่ น้ำตาลไม่ขาว แป้งไม่ขาว น้ำเชื่อมข้าวโพดฟรักโทสสูงไม่ พืชจีเอ็มโอไม่ ไขมันทรานส์ไม่ และไม่มี สาร เพียงแค่รสชาติอาหารที่แท้จริงและสมุนไพรสดFirst two restaurants in California have beaten revenue projects by 20 - 30 percent, which annual projects were set at $2.5 million.Price point for LYFE Kitchen is $8 to $15, which puts LYFE in the catagorie of high priced fast-casual restaurant and low price sit-down restaurant with food runners instead of full service waitstaff.More StrengthsFirst Well-certified restaurant by Delos and LYFE at the Tarzana, California locationWellShield™ (1): photo-catalytic coating on common touch points such as tables, counter-tops and doors breaks down bacteria, viruses and VOCs on bacteria-susceptible surfaces to prevent the spreading of germs and bacteria within the restaurantAdvanced air filtration (2): the most advanced HEPA-standard air purification system reduces allergens, toxins and pathogens.Advanced water purification (3): reduces disinfectant byproducts, chlorine, pesticides and some pharmaceutical and personal care products.Advanced Lighting (4): helps to minimize disruption of the body’s circadian system, enhance productivity and provide appropriate visual acuity to diners and employees through an advanced lighting system that contains controllable and dimmable LED lighting fixtures, along with light and occupancy sensors.Non-Porous counter-tops (5) and cutting boards (6): nonporous surfaces prevent the collection of food particles that encourage bacteria growth. In addition, the restaurants use separate cutting boards (7) for meat, fish and vegetables to prevent cross-contamination and the spread of bacteria.Herbarium (8): enhances air quality and a more natural setting.Dietary info on display (9): provides nutrition awareness and promotes healthy eating habits.Cleaning protocol (10): specialized chemical-free cleaning supplies and techniques for cleaning protocols including vacuuming, mopping, dusting and ventilation cleaning.EMF shielding (11): protects against electrical equipment and wiring that emanates disruptive EMFs (electromagnetic fields).Healthy entrance (not pictured): specialized entrance and doors with dirt track-in mats and areas that reduce unwanted chemicals, biological contaminants and other air quality hazards from entering the restaurantNo executive for sustainability and sourcing for food and non food products, even thou sustainability is a large part of brand identity.Former McDonald's executives trying to building a sustainable fast-casual restaurant chain with a national brand presence, 250 restaurants in five years. Will the former McDonald's executives try to just put a sustainable and local twist on the McDonald processing and franchising model and expect everyone to come running? Menu options, three different menus (Flexitarian - will eat everything, Gluten-free, and Vegan/Vegetarian), for breakfast, lunch and dinner, and a separate wine and beer list. Large footprint needed for multiple different menus, and a large hourly and salary staff for each location, LYFE stores will average 3500 - 4000 square-feet.LYFE have too many different personalities and too many Queen Bee's and not enough worker Bee's. LYFE Kitchen's brand values, eat good - do good - feel good, are ahead of their supply chain for the large menu options they provide and growing to 250 stores in fives years, which would be between 2017 - 2019 (depending on when the clock started) will be an enormous task.The supply chain for LYFE Kitchen's sustainable and local brand does not exist to help it grow to the 250 stores in five years. Franchising needs - 15 years business experience, net worth $3 million, liquid assets $1 million, and the passion and cultural fit to become a LYFE Kitchen franchisee. Plus, the build-out for an average LYFE Kitchen store is $1.5 million.LYFE Kitchen needs time and cash to invest in training staff for every store, even more than an average fast food establishment, because most of the staff will not know or understand the ingredients and then the need to educate the consumer after educating the employee.Besides the LARGE menu variety, the menu options are the same from store to store, if LYFE Kitchen truly believes in sustainable, and local, then need to move away from the McDonald's and other fast-food mantra of every store serves the same exact menuHealthy - can LYFE Kitchen serve good tasting food and healthy food at the same time? Not according to Besha Rodell of the LA Times who gave a review on LYFE Kitchen in April of 2013, and gave some good markets but most of the food she ate was not good. Rodell said at the end of her article "I wish it all the success in the world. I just do not want to eat there ever again," and gave it one star.
LYFE Kitchen may need to adjust their 600 calories and 1000 milligrams of sodium in the future, if they can not fix the taste and flavor issue of their food.
Steven Sidwell, the Founder, seems not to be involved in the LYFE Kitchens brand and has moved completely to the Luvo brand. Plus the LYFE Kitchen story is confusing because many different publications change up the founder from Steven Sidwell to Mike Roberts, and the true idea came from Steve Sidwell, without his back story the whole brand doe snot have as much mainstay
Vermont passed a state labeling law for GMO food products, if other states follow suit then it could push more producers to switch to non-GMO food products.
LYFE Kitchen's price point, $8 - $15, gives them a split market between QSR (quick service restaurants) and full-service restaurants. If they create a truly sustainable brand built on local and regional foods; the employees are cared for as much as the consumer; and a cradle-to-cradle philosophy is used in all aspects of the operation; then LYFE Kitchen will have a great future All thou, it may not move as quickly as they had planned.
Opportunities based on a 2012 Food and Health survey conducted by the International Food Information Council Foundation:
Education, 52 percent of those polled believe it is easier to do their taxes then to understand how to eat healthfully.
Education, 35 percent of those polled use sustainability to drive their decision making for food and beverage
Healthy Foods - Over 60 percent of Americans give a lot of thought to their diet and exercise.
Healthy Foods - Six out of ten Americans consider sodium content of foods and work to limit or avoid it.
Education - Only 30 percent of Americans know that all food source are an equal role in weight gain.
Education & Product/Service - Taste (87 percent) and Price (73 percent) of Americans are driving to purchase food and beverage because of these two factors. LYFE needs to consistently be focused on the taste for all their products, which may go against their 600 calories and 1000 milligrams of sodium. LYFE Kitchen's price point, $8 - $15, would be able to content with both QSR's and Full-service restaurants because they serve alcohol as well.
Only three out of ten Americans understand that all food; proteins, carbohydrates and sugars, and fats all contribute to weight gain.
Since taste and price are larger factors for Americans driving them to ch
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