On Tap

MISSION STATEMENT On Tap is the premier establishment for the

highest quality beer and locally produced foods along the Main Line. As a purveyor of fine beers and a mecca for fresh and local fare, we strive to offer the widest range of imported and local beers and are committed to serving only locally grown foods in our traditional cuisine. Located in suburban Radnor Township, adjacent to the Villanova University on the corner of Lancaster Avenue and Spring Mill Road, we are a college and family friendly eatery.

TARGET MARKET AND AREA

Day• Men and

women (18+)• Families• Middle-upper

class

Night• Men and

women(21-45)

• College students

• Middle-upper class

INDUSTRY TRENDS Industry growth of 3.3% Increase in consumer spending Improving economy

SWOT ANALYSIS

Strengths-Large selection

-High quality-Local food

-Service

Weaknesses-New to market-Holiday breaks

-Pricing

Opportunities-Location

-Villanova Campus

Threats-Competitors nearby

-Radnor Township-Local neighborhood

On Tap

COMPETITIVE PRIORITIES• High quality

ingredients• Staff

Quality

• On-time delivery• Serving customers

Delivery

• Unique preferences• Workforce

Flexibility

OPERATIONS STRATEGY

Job Process or Small Batch

ProcessMake to Order

Strategy

FOOD MENUAppetizers Start of your time at “On Tap” right with one of our delectable appetizers.

Buffalo Wings: Authentically awesome and hall-of-fame bound. Award-winning Buffalo wings spun fresh in your choice of buffalo, barbeque, suicidal hot sauce, or honey sauce.

French Fries: Heaven. Cooked in 100% peanut oil.   Sliders: Three juicy burgers topped with American cheese, grilled onions and secret burger

sauce on toasted mini buns. Served with fries.   Mozzarella Sticks: Breaded mozzarella cheese, fried to perfection. Served with marina sauce.   Rabbit-Food Salad: Mixed greens, tossed with cucumbers, carrots, avocado, tomatoes, onions,

celery, and mushrooms. Choice of: Ranch, Italian, Sundried Tomato, or Balsamic Vinaigrette dressing. Add Chicken or Shrimp 

Burgers: 100% certified Angus beef from local farmers on a fresh potato rolls with lettuce, tomato, cheese (Swiss, American, Provolone, Cheddar), and onion. Served with fries, a pickle, and choice of potato salad or Cole slaw. Classic Burger Bacon Cheeseburger Veggie Burger 

Non-Alcoholic Drinks: Milkshakes Fountain Soda

BEER MENUWheats: Typically soft on the palate, citrusy and light Blue Moon 5.4% CO, Amer. Wheat $4 (16oz) Sly Fox Royal Weisse 5.4% PA, Hefeweizen $5.5 (16oz) Philly Brewing Walt Wit 4.5% Philly, Witbier $5.5 (16oz) Manayunk Hidden River 4.8% Philly, Witbier $5 (16oz) Schnieder Aventinus 8.2% GER, Dopplebock $7.5 (10oz)Belgians : Yeast-dominant with a wide variety of flavor profiles PALM Belgian Amber 5.4% BEL, Amber $6 (10oz)Bitters, Browns, Scottish & Barleywines : Malt-forward with varying complexity Yards Brawler 4.2% Philly, "Pugilist Ale" $6 (16oz)Fruits, Spiced & Wild- Beers of varying characteristics and that may have an acquired taste Jack's Hard Cider 5.5% PA, Cider $5.5 (16oz) Ace Pumpkin Cider 5% CA, Pumpkin Cider $5.5 (16oz) Harpoon UFO Pumpkin 5.9% MA, Pumpkin Ale $5 (16oz) New Holland Ichabod 5.5% MI, Pumpkin Ale $5.5 (16oz) Sixpoint Mad Scientist #16 5% NY, Smoked Barley Ale $6.5 (10oz)Pale Ales: Hop-forward with varying degrees of bitterness and aroma Brew Works Always Sunny 5.2% PA, IPA $5 (16oz) Sierra Nevada Pale Ale 5.6% CA, Pale Ale $5 (16oz) Sierra Nevada Celebration Ale 6.8% CA, American IPA $5 (16oz) Stone Double Bastard 10.5% CA, Strong Ale $7 (10oz) Sam Adams REBEL IPA 6.5% MA, Pale Ale $5 (16oz) Lagunitas Lucky 13 8.4% CA, Red Ale $6 (10oz)

BEER MENU (CONTINUED)Light Lagers & Pilsners to Lagers & Bocks: Crisp to Richer malts, fuller flavor Coors Light 4.2% CO, Amer. Light Lager $3 (16oz) Yuengling Lager 4.4% PA, American Lager $3 (16oz) Stella Artois 5% BEL, Euro Lager $5 (16oz) Victory Lager 4.8% PA, Helles $6 (16oz) Stoudts Oktoberfest 5% PA, Marzen $6.5 (16oz) Sam Adams Boston Lager 4.9% MA, Vienna Lager $6 (16oz)Porters & Stouts: Dark roasty malts and robust flavors Dock St. Dry Irishmen 4% Philly, Dry Stout $6 (16oz) Yards Love Stout NITRO 4.5% Philly, Oyster Stout $6 (16oz) Breckenridge Oatmeal NITRO 4.95% CO, Oatmeal Stout $6.5 (16oz) Kostritzer Schwarzbier 4.8% GER, Schwarzbier $6 (16oz) Carton Epitome 10.3% NJ, Imperial Black $6 (10oz) Firestone Walker Wookey Jack 8.3% CA, Black IPA $6.5 (10oz) Saucony Creek Schnickelfritz 8% PA, Sweet Stout $6 (10oz) Terrapin Reunion '13 7.5% GA, Imp. Brown $6 (10oz) Spring House Egg Nog Stout 8.3% PA, American Imperial $6 (10oz) Evil Twin Xmas in NY Hotel Rm 10% Denmark, Imp. Stout $6 (6oz) Evil Twin Imp. Biscotti Natale 11.5% Denmark, Imp Stout $6 (6oz) Stone Imperial Russian Stout 10.5% CA, Russ. Imp. Stout $8 (10oz) John Courage RIS 10% ENG, Russ Imp. Stout $6 (10oz) Stone IRS- Espresso 11% CA, Russ. Imp. Stout $8 (10oz) Local Option Morning Wood 7% IL, Coffee Red Ale $7 (10oz) Deschutes Black Butte 5.2% OR, Porter $6 (16oz) Founders Breakfast Stout 8.3% MI, Imperial Stout $7 (10oz) Port Brewing Older Viscosity 12% CA, Amer. Strong $7 (6oz) Goose Island BC Barleywine 12% IL, Barleywine $8 (6oz) Lost Abbey Angel's Share 12.5% CA, American Strong $6 (6oz)

QUALITY STRATEGY Lean System

Types of Waste Overproduction Inventory Defects Under utilization of employees Inappropriate processing Waiting Transportation Motion

QUALITY CONTROL From suppliers

Acceptance sampling Inspect all incoming shipments

Our products and services Quality at the source Jidoka Andon

SUPPLIERS Beer Guys Boar’s Head Sysco Phila. Wholesale Produce Market

INVENTORY MANAGEMENT Continuous Review

DEMAND MANAGEMENT

Inputs Monday Tuesday Wendesday Thursday Friday Saturday SundayBeer 150 150 150 600 450 375 300Customer 50 50 50 200 150 125 100

Price $

3 $

3 $

3 $

3 $

3 $

3 $

3                 Expected Beer Sales $450 $450 $450 $1,800 $1,350 $1,125 $900Expected Year Sales $335,571            

BEER Expected Demand

Inputs Monday Tuesday Wednesday Thursday Friday Saturday SundayCustomers 64 64 64 64 64 64 64

Price $ 20 $ 20 $ 20

$ 20

$ 20

$ 20 $ 20

               

Expected food sales $ 1,280 $ 1,280 $ 1,280 $ 1,280 $ 1,280 $ 1,280 $ 1,280

Expected Year Sales $ 460,800            

Food Expected Demand

TOTAL EXPECTED REVENUE/Demand: Inputs Monday Tuesday Wednesday Thursday Friday Saturday SundayBEER CUSTOMER 50 50 50 200 150 125 100FOOD CUSTOMER 64 64 64 64 64 64 64TOTAL CUSTOMER 114 114 114 264 214 189 164Total Weekly Base 1173           

Inputs TOTAL SALESBEER SALES $ 335,571 FOOD SALEs $ 460,800 TOTAL Revenue $ 796,371

PRICING Priced comparatively to peer

establishments Reviewed menus and pricing of

competition Mid-range to encourage target market

Mindful of a college student’s budget Specials & happy hours

On Tap