Foodservice Business Plan

by Leigh Osborne

Table of Contents

 Executive Summary.3
Company Description...3
Product and Services...4
Operational Plan...6
Commercial Kitchen Design8
Equipment List..9
Initial Food Order12
Start-up Budget...16
Appendix A: Standardized Recipe......17
Appendix B: Modified Production Schedule..19

Executive Summary
2

The vision for this business is that it fills a unique niche in Rockingham and Augusta County
as a ready prepared food preparation and delivery service that specializes in dairy and gluten
free meals. Operating out of a rented commercial kitchen in Harrisonburg, Virginia, the goal of
this part-time food service operation is to meet without exceeding the production capacity of
2,160 servings per month. Seasonal, selective, cycle menu items are made available for
purchase via an online website. In an effort to support the environment, as well as customers,
meals will be made with local and organic ingredients, all waste will be composted, and all
meals will be served in compostable or recyclable packaging.

Company Description
Business Title
Mountain Valley Meals

Mission Statement
Mountain Valley Meals takes the stress out of planning and preparing meals for busy clients
with food allergies and sensitivities by preparing and delivering healthy, delicious dairy and
gluten free meals.

Business Philosophy
Mountain Valley Meals actively supports the health of customers, community, and the
environment. Our number one priority is to empower customers to attain optimal health
through their diet. With the expertise of a Registered Dietitian on staff, we create healthy,
balanced meals that are completely gluten and dairy free, giving customers the peace of mind
that their meals will always be safe for them to eat. Emphasizing fresh, local and organic
ingredients we prepare meals that are nourishing while supporting the local economy and
sustainable farming practices. All food waste will be composted and all packaging will be
compostable or recyclable.

Growth and Profit

Mountain Valley Meals provides a unique service to Rockingham and Augusta County in
Virginia. While there are other meals delivery services available, none specialize in gluten
and dairy free products. The presence of a Registered Dietitian on staff is also a rarity, giving
customers confidence that we will produce quality, healthy, and safe meals for them to enjoy.
By offering compostable and recyclable packaging, and locally produced food we also offer
clients a more eco-friendly, convenient option to dining out or pick-up.
It is the intention of Mountain Valley Meals to meet without exceeding the capacity of our
current venture goals, as described in the Product and Services section of the proposal. This
business model is designed as a part-time undertaking with no plans for expansion at this
time.

Product and Services

Size of Business
Mountain Valley Meals operates as a single employee company and prepares meals twice a
week, providing a variety of entre and side dishes. A maximum of 9 menu items are available
3

per production day, including a minimum of 4 entrees and 3 sides. The desired and maximum
serving size for each dish is 30 servings. As orders are placed on-line, items will no longer be
available for selection once the 30 serving maximum order is reached.
At a minimum, Mountain Valley Meals hopes to provide 960 entre servings and 720 side
servings per month. At maximum capacity, Mountain Valley Meals intends to provide 2,160
servings of menu items per month.

Hours of Operation
Meal preparation will occur from 1:00-9:00 pm on Sundays and Thursdays.
*See Appendix B for a Modified Production Schedule that shows the method used for
estimating hours needed for production.
Delivery of meals to customers homes will occur between the hours of 1 to 7 pm on Mondays
and Fridays. Hours are designed to accommodate other part-time work and home life.
Shopping at Friendly City Food Co-op and Costco will occur prior to food preparation on
Sundays and Thursdays. Food orders from Radical Roots Community Farm and Charis EcoFarm will be obtained directly from the vendors at the Harrisonburg Farmers Market on
Saturday and Tuesday mornings and placed in cold storage at rented production location.

Style of Service
Mountain Valley Meals offers a ready-prepared style of service, where meals are prepared in
a commercial kitchen, chilled, and delivered to customers homes with specific reheating
instructions. Meals will be packaged in compostable or recyclable containers that are oven
and microwave safe for convenient reheating.
Via our website, customers are able to select menu options and quantities as well as enter
payment and delivery information. Customers must place their orders 3 days prior to food
preparation; Sundays order will need to be placed by noon on Thursday and Thursdays order
will need to be placed by noon on Monday. Services will be available only to clients living in
Rockingham and August County, Virginia.
Packaged meals will be transported in coolers placed in a delivery car. Customers do not
need to be present at the time of delivery, if other entry arrangements are made. If the
customer is not present, Mountain Valley Meals can place meals directly into an empty,
designated space in customers refrigerators.
Customer satisfaction is a priority for Mountain Valley Meals and customers are encouraged
to provide feedback on all meals via online satisfaction surveys. The popularity index method
is also used to evaluate menu items. All findings are taken into consideration in future menu
planning.

Menu Items for Sale

Mountain Valley Meals uses a seasonal, selective cycle menu, offering gluten and dairy free
entrees and sides. All meals are made with organic, locally sourced produce and sustainable
raised meat, when possible. A maximum of 9 menu items are available per production day,
4

including a minimum of 4 entrees and 3 sides. Rotation of 4 menus occurs within each 3month season. At the start of each new season, a new set of menus will be available.
A sample rotation schedule for 1 month is as follows:
Week 1
Sunday: Menu A
Thursday: Menu B

Week 3
Sunday: Menu A
Thursday: Menu B

Week 2
Sunday: Menu C
Thursday: Menu D

Week 4
Sunday: Menu C
Thursday: Menu D

*Please see attached document for a sample menu and Appendix A for a standardized recipe
and reheating instructions.

Type of dcor
The image that Mountain Valley Meals portrays to the public is that we are a friendly,
environmentally conscious, modern company that creates healthy meals made with local
ingredients from the Shenandoah Valley. Our logo encompasses these qualities, with bright
vegetables displayed on a backdrop of the Blue Ridge Mountains.
Our website style is clean, simple and easy to navigate. Pictures of all dishes are present, to
highlight the beauty of our locally sourced creations. With farm descriptions and pictures of
workers in action, we create a personal connection between the customer and the sources of
their food. A smiling photo and biography of the owner/chef at Mountain Valley Meals further
communicates to customers that we are a friendly company that truly cares about the health and
well being of our customers and planet.
Packaging reflects our business philosophy of environmental sustainability, as we package our
meals in containers that are compostable or recyclable, as seen below. Shopping bags and
transport coolers all are reusable and have the Mountain Valley Meals logo printed on the side.

Operation Plan
Facility Location
Mountain Valley Meals will operate out of a rented commercial kitchen space located in
downtown Harrisonburg, Virginia.

Space and Types of Storage Needed

As Mountain Valley Meals is a single employee company that prepares a maximum of 9 dishes
(maximum of 30 servings each) per day, a large kitchen is not essential. The 300 square foot
workspace presented in the Commercial Kitchen Design is more than adequate for our needs.
Mountain Valley Meals requires the continuous use of dry pantry and refrigerated storage space.
Additional space is needed to store a blast chiller in the commercial kitchen. Space to store
cooking supplies (ie pots, pans, bowls, etc.) would also be convenient, but not essential. If not
stored on site, these items would be stored in sealed bins in at the home office of business
5

owner. It is necessary to use our own equipment to ensure that our meals truly are gluten and
dairy free. Food packaging will be stored in sealed bins at the home office of business owner.

Inventory Control
Mountain Valley Meals utilizes the mini-max system of inventory control. Due to limited storage
space and twice a week production days, all perishable items will be purchased as needed and
used on the intended production day. Some dry storage items will be purchased in bulk at
discounted rates, and will be stored at the rented commercial kitchen location. Inventory of all dry
goods in storage will be taken at the end of each production day.

Food Suppliers
Radical Roots Community Farm is a family owned fruit and vegetable farm that is certified
organic and utilizes permaculture principles in its operation. It is located 7 miles from the rented
kitchen space in downtown Harrisonburg and sells produce at the downtown market twice a
week. As a former employee of this farm, the owner of Mountain Valley Meals knows first-hand
the quality of food produced by Radical Roots, and when possible all seasonal produce will be
purchased directly from this farm, via special orders made on Thursdays and Mondays. Orders
will be brought to the farmers market and picked up on Saturday and Tuesday mornings.
Costco is located 3 miles away from the rented commercial kitchen and is a convenient source
of bulk, discounted items such as nuts, salt, rice, and oils. As item availability may vary, all day-of
shopping will be done first at Costco, then at Friendly City.

Charis Eco Farm is 45 acre, family-run livestock farm that uses sustainable farming practices
outlined by the Weston A. Price Foundation, such as rotational grazing. All animals are treated
humanely. Located in Staunton, Virginia, this farm is 30 miles from the commercial kitchen in
downtown, Harrisonburg. Charis Eco-Farm sells their beef, pork, turkey, chicken, and eggs at the
Harrisonburg farmers market, but special orders can also be made in advance. All meat and eggs
will be purchased directly from this farm, via special orders made on Thursdays and Mondays.
Orders will be brought to the farmers market on Saturday and Tuesday mornings.
Friendly City Food Co-op is a community owned grocery store that specializes in local and
organic products. It is located in downtown Harrisonburg, less than a mile from the rented
commercial kitchen. As a former employee of this operation, the owner of Mountain Valley Meals
is confident in the quality and integrity of the products sold. This previous affiliation also provides
vital information such as knowledge of items available for purchase as well as grocery delivery
schedule. Local businesses are able to make special UNFI purchases through Friendly City and
these deliveries are made on Tuesday and Thursday mornings. All spices, and some per pound
bulk items will be purchased here, as well as all packaged goods, fish, and produce not available
from Radical Roots.

Costco is located 3 miles away from the rented commercial kitchen and is a convenient source
of bulk, discounted items such as nuts, salt, rice, and oils. As item availability may vary, all day-of
shopping will be done first at Costco, then at Friendly City.

Commercial Kitchen Design

The design below is based on the ideal commercial kitchen set-up needed for Mountain Valley
Meals to operate. The 6-foot entrance/receiving area is located next to the parking lot for easy
loading/unloading of goods. The dry and cold storage areas are located close to the receiving
area for easy, quick storage after unloading. A freezer is not essential for this operation and is
therefore not present in the layout. The main preparation area has ample room to move about
safely with 4 feet between all stationary equipment and a 300 square foot workspace. All
necessary equipment is present including double stacked ovens, 6-burner range, blast chiller,
prep sink, and prep tables. The dishwashing area is separate from the production and food
storage areas and includes the necessary 3-compartment sink and commercial dishwasher.
Supporting service areas are present, separated form the prep area for sanitation.
They include a hand washing station, bathroom, and janitors closet.

Double
Deck
Oven

Blast
Chiller

Range/Grill
Prep
Sink

Hand
Washing
Sink

4'

Rolling
Cart

Prep Table

Prep Table

Rolling
Trash,Compost,
and Recycling

4'

2'-6"

Bathroom
Dry Pantry
Storage

Commercial
Dish
Washer

Storage

Walk-In
Cooler
Janitor
Closet

Parking Lot

6'

MOUNTAIN VALLEY MEALS

Commercial Kitchen
780 sq ft
300 sq ft Workspace

Equipment List
Rented equipment that must be present in commercial kitchen:
Equipment
Commercial
Oven
6 Burner
Stovetop

Hypothetical cost and brand if purchased and not rented

$6,730.00
Vulcan Convection Oven Double Deck
Vulcan Gas Endurance Range Six Burner 24"
Griddle 2 Standard Ovens Natural

$4,730.00

Prep Table

Duke Economy Stainless Steel Table With

Galvanized Legs And Shelf 96"L x 30"W x 36"H

$412.00

Commercial
Dishwasher

Jackson Advenger Low Temperature

Dishwasher

$3,835.00

Walk in Cooler

Rt. Hinged Door Nor-Lake Walk-In Cooler Box 8'

x 14' x 7' 4" Indoor without Floor

$4,859.00

3 Compartment
Sink

Stainless Steel Sinks Three Compartment 24"L

$1,971.00
8

x 24"W x 14"D Bowls Two Side Boards 24"

Prep Sink

Stainless Steel Kitchen Sinks One Compartment

24"L x 24"W x 14"D Bowls No Side Boards

$696.00

Purchased kitchen equipment:

Equipment
Mixing Bowls, 5 piece set
Food Processor, 14 cup
Cutting Board, 18 L x 24 W
Chefs Knife, 10 L
Knife Sharpener
Measuring Cups, stainless steel
Liquid Measuring Cup, glass
Measuring Spoons
Metal Spatula, 8 L x 3 W
Plastic Spatula, 13 L
Mixing Spoons, 12
Cast Iron Skillet, 15
Frying Pan, stainless steel, 14
10 Quart Pot
Baking Sheets, 10 x 13
Digital Food Thermometer
Countertop Blast Chiller
Casserole dish, 10 x 15

Brand
VonShef
Cuisninart
Hubert
Dexter Russel
Forschner
Focus
Pyrex
Vollrath
Hubert
Hubert
Tovolo
Lodge
Vollrath
Vollrath
Vollrath
Taylor
Beverage Air
Pyrex
Total Cost

Cost
$59.46
$299.00
$38.59 x 3=$115.77
$43.59
$32.79
$10.99
$6.99
$5.99
$6.39 x 2=$12.78
$2.39 x 2 =$4.78
$9.99 x 2=$19.98
$44.79
$90.67
$24.99 x 3= $74.97
$5.34 x 8=$42.72
$19.99
$9261.47
$11.19 x 12=$134.28
$10,281.01

Equipment Specification
As Mountain Valley Meals rents the use of a commercial kitchen on an hourly basis, there is a
limited time frame for food preparation and cooling. It is necessary to purchase a blast chiller to
cool food in a timely manner that follows food safety regulations. The Beverage Air Countertop
Blast Chiller, is the best option for our operation, as it can chill 40 lbs of food in 90 minutes or
less, as opposed to the cheaper, smaller model that can only chill 17 lbs per 90 minutes. Due to
the production time constraint, this model is the best option, priced at $9261.47 at Hubert.com. It
will be necessary to store this piece of equipment on site at the rented commercial kitchen.

Product Specifications
Stock No.
VPN#

25288
BF051AF

Brand
Case Pack

Beverage Air
1

Material
Length

Stainless Steel
31.1"

Width
Height

27.56"
33.46"

Pan Size
Compressor HP

13 x 21
1 HP

Plug NEMA
Amps

6-15P
6.1

Volts
Watts

208.0000 Volts
1167 Watts

Hz
Phase

60 Hz
1

Warranty

Three year parts & labor warranty;

Five years on compressor

Certifications
Material Qualifier

ETL (US & Canada), ETL Sanitation

AISI-304, 18/10 Stainless Steel

Additional Specifications:

10

Initial Food Order

The following initial food order quantities are based on 30 servings of each menu item offered for
Fall Menu Set A. This is the preferred and maximum production capacity for Mountain Valley
Meals. All items are organic unless otherwise specified. Items are categorized based on sourcing
location.
11

Radical Roots Community Farm

Ingredient
Beets
Carrot
Greens, Mixed
Rosemary, fresh
Red Onion
Squash, Acorn
Squash, Butternut
Sweet onion
Parsnips
Potatoes

Quantity
11 lbs
2.5 lbs
1.5 lbs
0.5 lbs
4 lbs
15 each
20 lbs
7.5 lbs
4 lbs
19 lbs

Friendly City Food Co-op

Spices/Bulk Goods
Ingredient
Fennel seeds
Curry
Cumin
Italian herbs
Smoked paprika
Garlic powder
Black Pepper
Onion powder
Thyme
Chili Powder
Coriander
Nutmeg
Pepitas
Cranberries, dried
Chia seeds
Green lentils

Quantity
1 lb bag
1 lb bag
1 lb bag
1 lb bag
1 lb bag
1 lb bag
1 lb bag
1 lb bag
1 lb bag
1 lb bag
1 lb bag
2 tsp from bulk
0.5 lb from bulk
0.5 lb from bulk
0.5 lb from bulk
2.25 lbs from bulk

Produce
Ingredient
Portobello mushrooms
Celery
Apple, Granny Smith
Shallot
Red Bell Pepper

Quantity
4.5 lbs
3 lbs
3 lbs
11 oz
3 lbs
12

Jalapeno
Cilantro

6 oz
2 bunches

Packaged Goods
Ingredient
Lemon Juice
San-J Tamari
Apricot preserves
Local Honey
Ketchup (Muir Glen Organic)
Beef broth
Diced tomatoes
Dijon Mustard
Chicken Stock
Vegetable Broth
Chickpeas
Tomatoes
Light Coconut Milk
Tomato Paste
Black beans, canned
Braggs Apple Cider Vinegar
Balsamic vinegar

Quantity
(1) 16 fl oz bottle
(1) 10 fl oz bottle
(3) 18oz jars
(1) 16 oz jar
(1) 24 fl oz bottle
(1) 32 fl oz carton
(5) 28 oz cans
(1) 9 oz bottle
(4) 32 fl oz carton
(5) 32 fl oz carton
(4) 29 ounce cans
(7) 28 oz cans
(8) 14 oz cans
(2) 6 fl oz cans
(5) 28 ounce cans
(1) 16 fl oz bottle
(1) 17 fl oz bottle

Seafood
Ingredient
Wild Alaskan Salmon Fillets

Quantity
11.50 lbs

Costco
Ingredient
Sea Salt (non-organic)
Olive oil, extra virgin
Rice, Harvest Medley
Walnuts
Garlic cloves, peeled (non-organic)

Quantity
(1) 4 pack (7.5lbs)
(1) 2 Liter bottle
(2) 3.2 lb container
(1) 3 lb bag
(1) 3 lb bag

Charis Eco-Farm
Ingredient
Chicken breast, bone-in
Organic grassfed beef
Turkey, ground

Quantity
23 lbs
5 lbs
5 lbs

13

Estimated Cost for Menu Items

Roasted Root Vegetables (30 servings)
Item
Butternut Squash

Quantity
11 lb

Yukon Potatoes

11 lb

Beets

11 lb

Red Onion

4 lb

Parsnips

4 lb

Garlic cloves
EVOO
Sea Salt

1.25 lb
8 fl oz
2.25 oz

Source
Radical Roots
Community Farm
Radical Roots
Community Farm
Radical Roots
Community Farm
Radical Roots
Community Farm
Radical Roots
Community Farm
Costco
Costco
Costco

Price
@$1.50/lb=$16.50
@$2.50/lb=$27.50
@$2.50/lb=$27.50
@$2.00/lb=$8.00
@2.50/lb= $10.00
$8.29/ 3 lb bag
$18.83/ 2L
$19.99/4-pack (30 oz
each)
Total: $136.61
Estimates Cost Per
Serving: $4.55

Beef and Mushroom Stuffed Acorn Squash (30 servings)

Item
Olive oil
Sweet onion

Quantity
8 fl oz
1.25 lb

Garlic cloves
Organic grassfed
beef

4.5 oz
5 lb

Source
Costco
Radical Roots Community
Farm
Costco
Charis Eco-Farm

Price
$18.83/ 2L
@$2.00/lb=$2.50
$8.29/ 3 lb bag
@$8.99/lb=$44.9
5
14

Portobello
mushrooms
Green bell
pepper
Tomatoes,
canned
Nutmeg

2 lb

Friendly City Food Co-op

1 lb

Friendly City Food Co-op

Friendly City Food Co-op

Balsamic vinegar

50 oz
(3.13 lb)
1.25 tsp
(.125 oz)
5 tsp (.5 oz)
1.25 tsp
(.125 oz)
10 tsp (1
oz)
5 fl oz

Honey
Ketchup

5 fl oz
10 fl oz

Beef broth

20 fl oz

Acorn Squash

15 each
(approx.
22.5 lb)

Curry
Cumin
Italian herbs

@$6.99/lb=$13.9
8
@$5.99/lb=$5.99

Friendly City Food Co-op

$2.36/28 oz can x
2= $4.72
$32.19/1 lb bag

Friendly City Food Co-op

Friendly City Food Co-op

$10.47/1 lb bag
$12.49/ 1 lb bag

Friendly City Food Co-op

$12.56/ 1 lb bag

Friendly City Food Co-op

$5.89/17 fl oz
bottle
Friendly City Food Co-op $9.99/ 16 fl oz jar
Friendly City Food Co-op $2.99/ 24 fl oz
bottle
Friendly City Food Co-op $3.68/32 fl oz
carton
Radical Roots Community @$1.50/lb=$33.7
Farm
5
Total: $223.27
Estimates Cost
Per Serving:
$7.44

Start-up Budget
Expense
Rental Costs
Food Costs for 2 menu items
Equipment
Coolers and Packaging

Price
$2,665
$362.38
$10,281.01
$631.13
Total: $13,939.52

15

Rental Costs: A commercial kitchen space will be rented hourly from Kitchen Thyme, LLC at
$35/hour for 16 hours per week. A $200.00 refundable deposit is required along with a $50
non-refundable application fee. Monthly rental of a 36 W x 36 D x 45 H dry storage locker is
$75 and monthly rental of 20 W x 26 D x 69 H cold storage space is $150. The total cost for
the first month of rent, including refundable fees, is $2,665.
Equipment: Mountain Valley Meals will rent a commercial kitchen space that comes fully
furnished with all major equipment needed. The most significant piece of equipment that
needs to be purchased in addition to whats rented is the blast chiller. This cost along with a
comprehensive list of minor equipment comes to a total of $10,281.01.
Food Costs: Ingredient prices for one entre, Beef and Mushroom Stuffed Acorn Squash,
and one side, Roasted Root Vegetables, were estimated to be $225.77 and $136.61,
respectively, for a total of $362.38. These numbers are based on 30 servings of each dish.
Coolers and Packaging: Coolers are needed to transport
refrigerated meals from the kitchen to customers homes. It is
estimated that ten 23-x-13-x-15 coolers will be needed. Priced
$29.99 each from Webrestaurant Store, the total cost would be
$299.90.
Food packaging will be sourced from
http://begreenpackagingstore.com. All packaging will be
compostable or recyclable as well oven and microwave safe for
convenient reheating. A variety of sizes are needed as seen
Product
23-x-13-x-15 coolers
24 oz bowls with lids
32 oz bowls with lids
24.5 x 15.75 x 18.9 inch trays with lids
14.50 x 14.25 x 14.00 inch trays with lids

Amount
10
500
300
500
500

at

below.

Cost
$299.90
$79.59
$70.10
$109.40
$72.14
Total: $631.13

Appendix A: Standardized Recipe

Beef and Mushroom Stuffed Acorn Squash
Yield: 30 servings
Portion: squash, 6 oz stuffing
Ingredients
Acorn squash,
halved, seeded
Olive oil
Sea salt

Amount
15 each
1 cup
1 Tbsp

Oven Temperature: 400 F

Cooking Time: 1 hour
Procedure
Place the squash halves skin side down in
a roasting pan.
Pour water into the pan, 1-2 inches deep.
Poke the hollow of the squash with a fork.
Drizzle squash with olive oil and season with
salt.
16

Olive oil
Sweet onion, diced
Garlic cloves,
chopped
Organic grassfed
beef, ground

1/3 cup
1lb 2 oz (EP)
4 oz (EP)

Portobello
mushrooms,
chopped
Green bell pepper,
seeded, cored,
diced
Tomatoes, canned,
chopped
Nutmeg
Curry
Cumin
Italian herbs
Balsamic vinegar
Honey
Ketchup

1 lb 13 oz
(EP)

Beef broth

2 cup

5 lb

Bake in pre-heated oven at 400 F until

tender, about 1 hour.
Remove the squash halves from the oven and
cool in blast chiller.
Heat the olive oil in a large skillet and add the
onion and garlic; stir for 1-2 minutes.
To the skillet, add the ground beef,
mushrooms, pepper and tomatoes; season
with spices and herbs and stir. Cook until the
meat is slightly browned.

14 oz (EP)
3 lb
1 tsp
1 2/3 Tbsp
1 tsp
3 1/3 Tbsp
1/3 cup
1/3 cup
1 cup

To the skillet, add the balsamic vinegar,

honey, and ketchup; stir; keep it on a low
simmer and don't over-cook. Remove from
heat when beef is fully cooked.
Add beef broth to the stuffing and cool in blast
chiller.

Recipe adapted from:

http://glutenfreegoddess.blogspot.com/2007/09/stuffed-acorn-squash.html

Reheating Instructions
Beef and Mushroom Stuffed Acorn Squash
In the Oven:
Preheat oven to 350 F. Place in an oven-proof baking dish, cover with foil and heat for 15-20
minutes, or until food reaches desired temperature.
*We do not recommend reheating this dish in the microwave.

17

Appendix B: Modified Production Schedule

This spread sheet was used to estimate the number of hours needed to make 30 servings of
each of the 9 dishes offered for Fall Menu A. Prep and Packing Time totaled about 6.5 hours,
and these tasks could be completed during the simultaneous 6 hours and 20 minutes of
cooking time and approximate 7 hours of cooling time in the blast chiller. It is estimated that
these tasks could be completed in 8 hours, if working efficiently. Cookware needed for each
dish is also noted. This can serve as a starting point for a production schedule, as it highlights
all pertinent information needed.

18

19