Economically Green

Many of the items that we are collecting (from coffee mugs to an industrial juicer) are being straight up donated, or purchased at a fraction of MSRP.  Everything that needs to be purchased will have been previously owned, saving us thousands.

We'll save thousands more by recycling and composting. 

And because we are designing V for the long haul, clean renewable solar energy will save V hundreds of dollars each month.

High Volume

The industry term is Turn and Burn.  V is not the place to come for a four star four hour experience.  It's the kind of place to grab a quick bite with a friend.

We hope to be open all day parts (breakfast, lunch, and dinner) to get the most out of our fixed cost (rent, equipment, etc.).  Our plans are to turn our tables at least 6 times each day.  By keeping the volume on the higher side, we can afford to keep check averages on the lower side, encouraging repeat business.

Check Average

V should be perceived as a competitively priced restaurant.  We'll keep the prices of our entrees low (generally $6-$9), while strongly encouraging add-on sales through non-invasive techniques such as merchandising and sampling.

Wearables such as logo T-shirts and hoodies will be merchandised at the point of purchase to help increase check averages.

Marketing

Only the most die hard carnivores will moan if somebody suggests a vegetarian restaurant.  We understand that these unapologetic meat eaters will never be our core customers.  Our target market consists of those who are happy to occasionally dine at great vegetarian restaurants - vegetarian or not.

Surprisingly, there are only a handful of vegetarian restaurants in San Francisco.  As a demographic, vegans and vegetarians will be a built-in and loyal contingent.  Our marketing efforts will be aimed at specific progressive communities.

Like many "vegetarian" restaurants (ie; Millennium & Herbivore), V will not be marketed as a vegan restaurant.  Many of our potential customers don't know how to pronounce vegan (vaygen?) much less have an understanding of what it means.  Unfortunately, the word just tends to scare people.  We're going to take the more stealthful "you're soaking in it" approach.

Click here for more information on Jefferson's marketing expertise.

Special Specials

Our menu will be simple.  You'll probably find only between 3 or 4 entrees to choose from, but each time you visit, you'll find something new.  An ever changing menu of specials encourages repeat visits with the promise of a new culinary adventure.  A more limited selection of entrees to prepare should expedite production and reduce waste.

Not Too Many Cooks in the Kitchen

Instead of having an expensive celebrity chef on our staff full time, we've hired a consultant chef to design a menu that our full time line cook will execute.  This will provide us with a creative first rate menu without the financial drain.

Management

Jefferson has experience managing the "back office" of a successful small business.  Emo will use his 19 years of experience to manage the front of the house.  Additionally, at least one experienced general manager will be hired.

Staff

All employees at V will be encouraged to conform to the V corporate image.  That is, to express themselves radically.  Starbucks announced recently that they spend more on health care than then they do on raw coffee.  V intends to mach or surpass the benefits offered by Starbucks.  We believe that treating our staff with respect will inspire productivity and low turnover.

Financing

No matter how busy we are, our financial strategy will be to keep costs low throughout our first year.  Although we expect that it will cost less to open V than a typical restaurant of similar size, we will work hard to ensure that sufficient financing will ensure a successful start.

Already we're humbled by how many people want to be a part of V's success.  We are currently designing a financial plan to be inclusive of every income level.