Mac on TrackOwned and Operated by: Lillie Caskey

Mac on Track will provide night owls with the delicious childhood nostalgia that is macaroni

and cheese.

Mission Statement

▪ Mac on Track is a gourmet macaroni and cheese food truck operated in Buffalo New York.

▪ Our hours are centered around the late hours of the night and the night time activities in Buffalo

▪ We want to provide people with a quick and inexpensive way to cure the after affects of their late-night activities.

Ownership/ Management

▪ Mac on Track is a sole proprietorship owned and operated by Lillie Caskey. Lillie has business experience through taking multiple business classes in high school.

▪ We have part time employees whose responsibilities include:▪ Helping prep and cook food▪ Taking orders▪ Serving food▪ Keeping the truck clean and sanitary

Products

▪ We specialize in macaroni and cheese, and will start off with four products, but will expand if necessary.

▪ Our four main products are:▪ Momma’s Mac- traditional macaroni and cheese made with sharp white cheddar

cheese- $5.00/ 3oz serving▪ Bacon Me Crazy- our traditional macaroni and cheese with bacon in the cheese

mixture and topped with bits of bacon- $5.50/ 3oz serving▪ Mac Balls- macaroni formed into a ball, coated in bread crumbs, then fried to

golden deliciousness- $6.00/ 3-1oz mac ball▪ Buffalo Balls- macaroni made with Buffalo wing sauce/cheese mixture, coated

in bread crumbs, and fried to make it the perfect hang-over cure- $6.00/ 3-1oz Buffalo ball

Fun Fact!

▪ All of our sharp cheddar cheese comes from New York dairy farms!▪ It supports local farms▪ New York also is known for it’s cheddar cheese

▪ The bacon we use comes from a local farmer who raises pigs▪ Pigs are hormones free▪ The meat is fresh▪ Locally butchered▪ Doesn’t contain the preservatives or chemicals big brand bacon does

Industry Profile

▪ Since 2009 there has been over a 12% increase in the food truck industry nation wide.

▪ Nationally, food trucks have brought in over $804 million in revenue.

Target Market

▪ College Students

▪ Residents of the Buffalo area.

▪ People between the ages of 18 and 25.

▪ Those who enjoy to take part in the night time activities of Buffalo

▪ People who make $20,000 or less- many college students and newly graduated students have a generally low yearly income.

Buffalo Colleges

▪ Over time, seven colleges have been established in and around the city of Buffalo▪ Bryant and Stratton▪ Canisius▪ D’Youville▪ Medaille▪ SUNY Buffalo▪ University at Buffalo▪ Villa Maria College

▪ All seven colleges have a combined total of almost 64,677 students

Hours of Operation

Day Monday

Tuesday

Wednesday

Thursday

Friday Saturday

Sunday

Hours 11:00pm-4:30am

11:00 pm- 4:30 am

11:00 pm- 4:30 am

11:00 pm- 4:30 am

11:00 pm- 5:00 am

11:00 pm- 5:00 am

11:00 pm- 4:30 amOur hours can and will be adjusted as

needed to fit the proper times and needs of our target market.

Competition

▪ There are currently 25 food trucks that have been established in Buffalo for many years now that will be competition.

▪ Our biggest competition is FallyMac- another macaroni and cheese food truck established in Buffalo▪ Their hours are unclear on their website and doesn’t keep an update on truck

location▪ They have mixed reviews about their food and service-inconsistent.▪ Their prices don’t match the portions they serve▪ Locals are more familiar with the truck and their food

Competitive Edge

▪ Our edge on our competition is that we highly target the night life of Buffalo

▪ We will be much more consistent with all the food we serve- high quality food at an affordable price.

▪ It will be very easy to know where our truck is through social media outlets, our website, and a future app.

Another Edge

▪ The owner/operator Lillie Caskey will be attending college in Buffalo for the next four years.

▪ Lillie will know:▪ When students go out at night▪ The most popular places they go▪ What kind of foods the students like to eat▪ What price range can they afford

▪ Lillie can use this knowledge to further cater to the needs and wants of the students

SWOT Analysis

▪ Strengths: We are tapping into a market that other food trucks in Buffalo haven’t targeted. This gives us the potential to create a strong and loyal customer base

▪ Weaknesses: Lillie will be very new to Buffalo and unfamiliar with the area and popular night-time places and areas

▪ Opportunities: There is a strong love for food and food trucks in Buffalo, which could make establishment easier. Also our competition has a poor reputation, so if we can establish a better reputation we will be able to attract their customers

▪ Threats: There is a large number of food trucks that are well known and popular with the locals. This will make getting market share very difficult.

PEST Analysis

▪ Political: Government taxation and regulation will affect Mac on Track the most. The amount of money that goes towards taxes will affect how much money can go back into the business.

▪ Economic: People are now earning more money, so they may be spending more money. The rise also means we will have to adjust the wages of our employees to keep up with the changes.

▪ Social: Going to bars, and partying is commonly associated with the college experience. We understand that and are giving the students a way to help cure their hangovers so they can still go to classes or work the next day.

▪ Technological: Social media have become a largely important part of society, and we will need to keep up with the latest social media trends to stay connected with customers.

▪ http://macontrack.weebly.com/

Social Media and The Food Truck

▪ Social media outlets will be one of the most important aspects of our marketing plan.

▪ We have already established an online presence on twitter with, #MacMeHappy.

▪ We can use this to let customers know where our truck is and what our specials or deals for the day are.

▪ It will also allow customers to give us feed back on items they want or what they think of our food.

Goals

▪ Short Term (3-4 years)▪ Have a yearly salary of $▪ Have one full time employee and two part time▪ Start to have an app developed▪ Obtain a 10% market share of the food truck industry in Buffalo

▪ Medium Term(5-7years)▪ Have full ownership of the truck- loans for the truck paid off▪ Have two full time employees and one part time▪ Obtain 15% market share of the food truck industry in Buffalo

▪ Long Term (8-10 years) ▪ Start franchising Mac on Track▪ Expand to other towns and cities▪ Pay off all debts

Start Up Costs

▪ Our start up costs come to about $28,307.50

▪ This will pay for:▪ The truck▪ Licenses/permits▪ Fuel▪ Truck wrap▪ Food supplies▪ Truck repairs

Break Even Analysis

▪ It costs us about $0.69 to make each serving of macaroni and cheese.

▪ We get 213, 3oz servings of macaroni and cheese out of a 40lb bag of macaroni

▪ If we sold all 213 servings at $5.00, we would make $1065.00

▪ We found that we will have to serve 6,568 servings of macaroni at $5.00/serving to break even.

Monetary Source

▪ We will save as much money as possible before opening▪ Will cover the basic needs- food, paper products, sanitary supplies

▪ The we will take out a loan of around $20,000▪ This will pay for the truck- $16,000▪ The wrap- around $5,000▪ Any other necessary supplies we haven’t obtained yet

▪ We will be selling advertising space on the back of the truck▪ This money will go toward mechanics and the gas

The Truck

▪ Costs $16,000▪ A relatively low price for a food truck

▪ It is a full sized food truck▪ 26’ long▪ About 8’ wide▪ 11’ tall

▪ It is a used food truck from Rochester- only a few hours from Buffalo

▪ Comes with generator and propane tanks

▪ Outfitted with all the necessary equipment