L.N.C
Late night cravings

Is a new and trendy food truck with great food created and designed to cater to the late night club, event, or night life enthusiast. The food will be prepared in a snack size portion, and will be interpreted versions of favorite American cuisine all served to order. The atmosphere will be friendly, welcoming, and adventurous. Since there are not very many options when it comes to finding food late night, LNC is conceptualized around creating a place for people leaving the bars, or clubs or any other late night event intoxicated to find tasty, savory food without the wait time of being seated, or ordering food of most sit down restaurants open late night. The trucks theme will be an artistic interpretation of “A day with the Girls,” accompanied with bold, colorful life size fashion illustrations adorning the exterior of the truck.
LNC will operate for business Wednesday, Thursday, Friday, Saturday, and Sunday during the hours of 8:00pm until 3:30am, a total of 71/2 hours of service time a night. The truck will change locations alternately between other popular Southern California cities and attractions but it will primarily be secured for food service at The PIKE located at 95 South Pine Ave. Long Beach, Ca. 90802. Events like Long Beach Grand Prix, or Jazz Music Festival, or the LGBT Pride Festival, or even other events like the Rose Parade, Rose Bowl are prime examples of events to capitalize on sales.
Demographically Long Beach has a population of 469,428 and is the seventh largest city in the California, and is a very culturally diverse community with the make up being:
40% Hispanic, 29% White, 14% Black, 13% Asian, and 4% other ethnicities
Primarily it is a working middle class with:
30.5% being between the ages of 25-44 years of age, and second with 23.6% are people between the ages of 45-65 years of age. Rounding off the age break down with 11.7% are people between the ages of 18-24 years.

With the Food Truck business being a $1 billion industry, and 8.4% growth rate operating LNC has the potential to yield anywhere between $250,000 to $500,000 in revenue. Increasing the opportunity to make more revenue, Long Beach has a very successful tourism business, along with Big Top Business Conventions that according to the 2014 Census brought Long Beach’s economy $300 million a year.

In terms of competition, there are a variety of restaurants both corporately and locally owned that specialize in American Traditional cuisine. Although there are 17 restaurants, all of them serve normal portions and are all sit down restaurants.(see attached list) The list consists of a variety of competing restaurants serving an even larger menu that includes a variety of appetizers, entrees and desserts foods like; Sliders, Mac n Cheese, Pizza, Sandwiches, Seafood and Burgers. Also to an advantage, most if not all these restaurants close at 11:00pm weekdays, and on Saturday and Sunday possibly 12:00am, allowing for LNC to capitalize on the late night customers leaving local entertainment venues, bars and downtown attractions.
In the beginning all LNC’s food preparation will be handled by LNC’s creator Ethan Garner, however the position will be reviewed periodically or when LNC has made a significant profit to determine if there is a demand and a need for another 1st Chef, or if it is time for LNC’s creator Ethan Garner to step back and oversee the daily operations of LNC. LNC will also need to fill two other major staffing positions prior to opening for food service; * 1st Chef * 2nd Sous Chef * 3rd Hostess/Waitress
Forecasting forward as demand and popularity increase for LNC the possibly for two other positions to be created and filled may arise those being a; * Driver * Table Busser
1st Chef $15 per hour 40 hours $2400 month $28,800 annually
Sous Chef $11 per hour 40 hours $1760 month $21,120 annually
Host/Waitress$10 per hour 37.5 hours $1500 month $18,000 annually
LNC’s total payroll cost will be $67,920 a year.

Start up cost for LNC is estimated at $62,395 bottom line and $102,900 for a renovated designer truck.
Raising capital will involve some family and friend donations $5000, personal savings $10,000, Private or Personal Bank Loan, and Private Investors will be between $31,080-$50,000 to complete the total start up cost.
FOOD TRUCK $37,000 (used) $60,000 (new)
PERMIT/LICENSE $695(LA COUNTY) $1200(STATE)
COMMISSARY RENT $1000 $3000(MULI. LOCATIONS)
INSURANCE:
BUSINESS/PROPERTY $1000 $1000 GENERAL LIABLITY $1000 $1000 COMMERICAL AUTO $1000 $1000 UMBRELLA LIABILITY $1000 $1000
UTILITIES $4000 $6000
GAS $500 $500
REPAIRS/MNTANCE $1200 $1200
MARKETING $3000 $6000
DESIGN&EQUIP. $5000 $15,000
FOOD COST $6000 $6000 $62,395 $102,900

Décor for LNC involves solar power rope lights outlining the seating, and ordering areas. Exterior of the Food Truck will be a Fashion Illustration mural depicting patrons ordering food on one side, and the opposite side depicting patrons receiving, and enjoying their delights. Stylized and catchy captions will accompany some of the illustrations. A showcase window will be placed on both back side panels with LNC merchandise like sport bottles, baseball caps, T-shirts etc. to be displayed along with advertising various specials, or promotions LNC are conducting.
Tables will have specialty made Dry Erase or Chalk board table tops. Vibrate colors will be used throughout the design elements of menus, marketing signage, and promotional material.

Employees will have a styled uniform to adhere to. Denim, Black, Navy, or Khaki pants, shorts, or skirts with a belt. White and Black polo shirts, or button up shirts neatly tucked in. Industry standard shoes are only to be used. Specialty designed baseball caps with LNC logo will be provided to all employees, 1st one for free and replacements at the cost of the employee. The Hostess/Waitress must have hair worn-up in a bun, or ponytail

Employee | Position | Wednesday | Thursday | Friday | Saturday | Sunday | | Hours | Ethan G. | Chef | 7:30p-4a | 7:30p-4a | 7:30p-4a | 7:30p-4a | 7:30p-4a | | 40 | John Doe | S. Chef | 7p-3:3a | 7p-3:30a | 7p-3:30a | 7p-3:30a | 7p-3:30a | | 40 | Jane Doe | Host | 8p-4a | 8p-4a | 8p-4a | 8p-4a | 8p-4a | | 37.5 |

LNC will have a seating area with 4 tall bar style tables, in the shape of a square with blank canvas umbrellas. 12 bar stools with backings will be divided into groups of 3 or 4 around the tables. Only at our Long Beach location will a stationary standing bar will be constructed for patrons to stand along while they eat. A small dog area will be designated only at our Long Beach location for patron’s dogs to rest.
Diners will have the option to take-out, or dine-in but at a first come first serve seating basis.

A budget for advertising will be imperative to cultivating, and maintaining a strong following of patrons. Monthly flyers will be produced and sent out to local businesses in the immediate areas, with incentives for employee to come when they have late night cravings. The internet will be extremely important, with a state of the art website, and social media moment by moment updates will inform patrons of schedule of locations, along with up to the minute action photos and tweets of patrons enjoying LNC.

Once LNC is profitable, something to consider would be securing a successful publicist to specifically manage and oversee the social media demands of LNC as well as promote and secure small publicity events or venues that not only showcase the delicious food, but also encourage personal customer relations thus promoting positive word of mouth advertising. Co-advertising with other local business owners will help establish productive business relationships along with cutting cost of paying for advertising solely. Monthly and possibly weekly ads will be taken out in local publications like Long Beach Gazette, OC/LA Weekly. A lot of foot work to advertise and promote out visit is vital prior to us opening up for food service at various locations while travelling.

When it comes to the menu design it will be kept simple, informational and descriptive. Although most of the items will be permanent, there will be an occasionally swap out to introduce, and/or to gain feedback on brand new items being considered for the menu. To begin LNC’s menu will be;

APPETIZERS

Hawaiian5O- A freshly baked biscuit, with ham, cheese, and grilled pineapple.
BLT Sliders- Bacon, Lettuce, and Tomatoes served in Mini sized versions.
Emerald City - Spinach, Kale, and Baby Greens a midst apple wood bacon pieces, red onions, cherry tomatoes, green onions, and pine nuts, served with a House Salad Vinaigrette.
Cajun Shrimp Muffin-Hollowed out biscuits, stuffed with shrimp, onions, and garlic with house gravy. “Beanie Macon”- Barbeque Pork and Beans, with Mac N’ Cheese and bacon.

ENTREES
Meat Mash- A special mixture of cooked meatloaf and mashed potatoes in a cupcake.
RoseTenders- A Rosemary and Parmesan Pan Crusted chicken tenders, with black beans, and corn medley.
BLBBLT- Strictly for the Bacon LOVERS. Lettuce, Bacon, Tomato and more Bacon with a sweet onion and garlic mayo on house bread.
Spaghetti Roll- Baked manicotti pasta stuffed with beef and spaghetti sauce topped with cheese.
MiniPot- Shredded chicken with carrots, onions, celery and peas.

DESSERTS P2-Pecan and Peach Pie.
Coco Eruption -Chocolate up and over cake. Banana Monkey-Banana Nut Cheese Cake.

SLURPIES &SORBET
PALMTREE- pineapples, coconut, mango and lime sorbet.
BERRY FIELDS-strawberries, bananas, black berries, and raspberry sorbet .
THE TROPICS-bananas, mango, pineapple, and kiwi sorbet.
H2OM-watermelon, honeydew, cantaloupe and mango sorbet.
BLUE DREAM-blueberries, black berries, plums and boysenberry sorbet.
BAHAMA BREEZE-kiwi, cucumber, coconuts and mint and mango sorbet.
SOUTHERN BELL-peaches, apples, pomegranate, apricots and orange sorbet.
PUCKER FACE-oranges, limes, lemons and mint and grapefruit sorbet.

To incorporate and encourage sustainable practices LNC will invest in growing some if not all its produce at one of Long Beach community gardens, possibly even sponsor building some throughout the very communities in which L.N.C set up for food service. To cut costs even more LNC will proposition other food servicing business to build, and garden and grow together. Another thing LNC can do to go “green” is by composting all the usable waste at the end of each night and when ready using that very compost to fertilize their gardens.