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Madeline McAndrew
Kitchen of the Sea
Business Project
DFM 353/ GWAR
Fall 2014

Business Proposal
Kitchen of the Sea welcomes you to become a part of our impending business. In our
proposal we will discuss our objectives and the process through which they will be achieved.
Kitchen of the Sea offers a compelling proposition with an excellent foundation. The layout and
design of our commercial kitchen ensures work progresses effectively and our profit will benefit
from the increase in productivity. We have configured a budget analysis which projects the
annual earnings after all calculated costs. We are delighted to present you with our proposal in
the hopes you will be interested in becoming Kitchen of the Seas partner.
At Kitchen of the Sea, our mission is to provide the senior citizens of Pacifica, California
with nourishing and hearty meals specific to their dietary needs; including low sodium, diabetic,
renal, dialysis, and portion controlled diets at an affordable cost. Our home style breakfast, lunch,
and dinners follow the guidelines for healthful living according to the American Heart
Association (AHA). Our goals are to establish a consumer base largely comprised of senior
citizens, and to maintain quality food and service throughout the years. In 2015 two thirds of our
customers will be seniors, and we will have a four star rating on Yelp.com due to our customer

service. We are committed to our goal to make a positive change in the health of seniors in the
Pacifica Community.
Thank you for this opportunity and for showing interest in our upcoming business.
Kitchen of the Sea is looking to promote healthful and delicious eating in the senior community.
In this business plan you will discover the motivation and methods behind this establishment.
Through a thorough explanation of Kitchen of the Seas mission, concept, and technical tactics,
we will deliver a complete review of how the systems in our restaurant will be run. We will also
cover how our goals will be executed and evaluated.

Concept
We all want our family members well taken care of and healthy, and it can be difficult to
rely on others for adequate help. Through the conventional cooking and healthy options of the
Kitchen of the Sea, we will have the seniors of Pacifica feeling better and benefitting from the
foods they are eating. Our healthful meals follow to the recommended guidelines from the
American Heart Association (AHA). We also provide seniors with the essential transportation
needed in order to make the journey convenient and accommodating. Kitchen of the Sea
promotes good health. We want to establish healthful habits and longevity in the Pacifica
community starting with the senior population.
Location and Target Population
Kitchen of the Seas target population are seniors. Our location is in Pacifica California, a
beautiful peninsula city located sixteen miles south of San Francisco. Pacifica is a large
retirement community with many senior apartments, nursing homes, and assisted living
residences. According to the United States census bureau for the year 2010, persons 65 years and
over accounted for 12.1% of the population in the city of Pacifica, California (Census.gov). In
2010 the overall population of the city of Pacifica was 37,234 (bayareacensus.ca.gov). The
population we will provide for is an estimated 4,506 seniors in Pacifica, which is a great source
for clientele. According to this calculated population, Kitchen of the Sea can provide meals for
all the senior citizens in Pacifica.
We will market towards the senior citizens by advertising and promoting our grand
opening in the Pacifica Tribune, the newspaper of the city of Pacifica. We will also post our
informative flyers at the retirement homes, the senior apartments, and at Pacificas senior center
to spread our business information to our target population. Seniors use the televised news and

newspapers as their primary sources of information. New York Times article Online Habits
Coming Slowly to Older Adults, by Paula Span, states in 2000 only 13 percent of seniors were
online, therefore, having an advertisement in the Pacifica Tribune will inform our target
population of Kitchen of the Sea (Span 2013). An advertisement of our restaurant in the local
newspaper will be more effective than an advertisement online because it will reach our target
population effortlessly. The Pacifica Tribune is more accessible and more geared towards the
seniors than online resources.
At Kitchen of the Sea we want all seniors to be able to come to our establishment. In
order to ensure seniors are able to access our restaurant we will provide transportation. For
seniors that have limited mobility and no means of transportation a shuttle service is provided
round trip to and from the restaurant. Kitchen of the Sea caters to and accommodates the senior
residents of Pacifica California.
The restaurant will be located in the Linda Mar shopping center; the largest shopping
center in Pacifica (Linda Mar Shopping Center). This location provides walk-in customers as
well as seniors and people with dietary restrictions. The location will peak more interest in
Pacifica which will bring in more customers. Our fresh and healthy options and our polite and
reliable service will be sure to please many customers. Kitchen of the Sea will be open for
business from 7am to 9pm daily leaving it flexible to most seniors schedules.
Classification and Type of service
Kitchen of the Seas service is commercial; it is a restaurant, and the type of food service
it provides is conventional. Customizing dishes for the senior population is very important
especially when specific illnesses are involved. Food intake is directly related to obesity which
can increase the risk for many health conditions such as coronary heart disease, stroke, and high

blood pressure, type two diabetes, high total cholesterol or high levels of triglycerides, and many
other chronic conditions (CDC). By feeding seniors fresh, healthy food specifically designed to
benefit their chronic diseases, Kitchen of the Sea has the ability to make the seniors physically
feel better. The conventional kitchen setting allows for quality control and for us to produce food
of high standards (Payne-Palacio and Theis, 2012, p. 52). We are able to fulfill the preferences
and dietary necessities of our senior customers through this method of food service. Using the
conventional food service method will entice customers further. Kitchen of the Sea involves
skilled workers cooking from 7am-9pm daily because every item of food that leaves the kitchen
is made to order. With the conventional food service system we are able to cater to the needs of
the seniors because we prepare our meals after each order and can substitute other items when
necessary for individuals. We can individualize a dish to fit the specific needs of a customer with
diabetes, or another illness.
At Kitchen of the Sea our staff is valuable; they will be skilled workers who work eight
hour shifts. Kitchen of the Seas staff will come in at 5am to begin the preparation necessary for
food service. Receiving is done weekly at 4am in the morning on Sundays, to ensure we have the
proper volume of specific ingredients and enough time to prep food for the day. We will save on
expenses because we will not need freezer equipment space for storage. Since our menu is cyclic
and it changes weekly, we will order the specific volume of food needed for the week which will
save us money because the selected menu ingredients will be bought in bulk.
Menu
Kitchen of the Sea has a home style menu which is fashioned into healthier versions of
classic meals. The meals served at Kitchen of the Sea follow the AHA guidelines for healthy
living. These specific guidelines are eating a dietary pattern that emphasizes: fruits, vegetables,

whole grains, low-fat dairy products, poultry, fish and nuts, while limiting red meat and sugary
foods and beverages (American Heart Association). In our restaurant we highlight the
importance of eating healthy. Our menu has healthy options that are full of flavor and are
scrumptious. In addition, we have has a selective cyclic menu which changes weekly, the most
popular food items are repeated more often. Kitchen of the Seas menu is mainly focused on
meeting the requirements of the AHA in order to promote healthy habits and fit the dietary needs
of the individual customers.
Our breakfast portion of the menu includes the essential nutrients that all our meals must
contain. Our first breakfast option is the breakfast burrito. This meal is comprised of a whole
grain tortilla, scrambled egg whites with mixed vegetables, low fat cheese, and optional low
sodium Canadian bacon. Our second option for breakfast is the egg sandwich, which contains a
whole grain English muffin, scrambled eggs, and low fat sliced cheese. Our third and final
breakfast option is oatmeal and yogurt. The oatmeal contains apples and cinnamon with walnuts,
and the yogurt is nonfat Greek yogurt with a fruit and honey blend (honey and nuts can be
excluded). All breakfast entrees come with a cup of seasonal fruit in addition.
Kitchen of the Sea has three lunch options which all come with a green salad tossed with
a vinaigrette dressing. The first option for lunch is a tuna sandwich on whole grain bread with
lettuce, tomatoes, onions, and pickles. Our second lunch option is a lean turkey burger on a
whole grain bun served with lettuce, tomatoes, onions, a slice of low fat cheese, and (optional)
sauted onions and mushrooms. The third and final lunch entre for this week is a vegetable
falafel. The falafel wrap is whole grain and comes with chickpeas, sauted bell peppers and
onions, lettuce, and a mild spicy herb sauce. The lunch entrees also comes with a serving of
sugar free Jell-O.

Our three selected dinners are severed with a cup of the soup of the day as an appetizer,
and a whole grain bread roll. The first dinner entre is whole grain spaghetti with homemade
spaghetti sauce and lean turkey meatballs with grated parmesan cheese and a side salad. The
second dinner selection is seasoned grilled teriyaki style salmon with brown rice and a side of
stir fry vegetables. The final dinner selection is a whole grain flatbread with low fat mozzarella
cheese, onions, tomatoes, and basil with goat cheese sprinkled on top with a warm spinach salad
with pecans, low fat gorgonzola cheese, low fat and low sodium bacon (optional) and balsamic
vinaigrette. All the meals provided ensure the customers are receiving the recommended dietary
allowances by the AHA.
Evaluating our Service
The most important part of a business is to make sure the customers are satisfied. Without
satisfied customers there will not be recurring customers, which are important to the success of a
business. As a measure of quality control, we will have surveys available in the restaurant which
customers can fill out and drop in a survey box as they leave. The survey box will be located by
the exit. The survey will include rating the service received, the food, the ambiance, and the
price. By receiving and analyzing the completed surveys, we will be able to improve our
performance by working on what our customers feel need improvements. We will also pay close
attention to any and all complaints and compliments of our customers and do our best to find
solutions. In addition, Kitchen of the Sea will be conscious of our reviews of customer service on
Yelp.com other related sites where our business may be discussed. We will encourage our
customers to use Yelp.com to rate our customer service which will help us attain our goal of
achieving a four star rating. This may ensure we are aware of the customers experiences for the

purpose of creating a better environment and adapting to the changes customers would like to
see.
Conclusion
Kitchen of the Seas mission is to provide healthy food to the seniors of Pacifica,
California. We want to provide the senior community with nutritious meals, excellent service,
and access to transportation, which will improve their health and well-being as longevity. We
will continue to adapt to the customers preferences and make changes to our food, menu, and
business when needed. We plan to keep our customers happy, healthy, and feeling well.
Kitchen of the Sea Layout and Design
Kitchen of the Seas layout and design is set up to help the staff work together to prepare food in
one cohesive system. By designing a kitchen that efficiently and effectively helps employees
work together comfortably we provided a system which consolidates our efforts. We used
considerable thought and detail for the placement of our equipment and materials to ensure the
workflow productivity is effective. The design of our kitchen helps employees communicate
effectively and work together in an organized manner to produce nutritious meals.
The Kitchen of the Seas kitchen design is based on our conventional preparation method.
We promote the importance of the health of the seniors in Pacifica, by following the American
Heart Association guidelines for a healthy diet (AHA). We cook everything made to order, so our
ingredients are fresh. Our main storage facilities are the dry storage room, and the double door
refrigerator where our cold ingredients are stored. Since our ingredients are received weekly, we
are able to accommodate our large volume of refrigerated raw materials. As our inventory is
received, it is recorded in the office and the materials which remain refrigerated are unpacked
and arranged in the refrigerator immediately to ensure freshness. After the chilled materials are

unpacked, the materials which need to be kept dry and at room temperature are organized and
unloaded in the dry storage room. Although the refrigerated storage is farther from the receiving
area, it is kept at a better proximity to the preparation area for the purpose of making preparation
more efficient during service. Receiving is scheduled at 4am weekly while preparation for
service begins an hour later. Since receiving happens before the preparation begins, it does not
interfere with the service.
During food preparation, two work stations are set up with a four foot aisle equidistant to
each other to ensure there is enough space between workers. These aisles suitable are for the
guidelines for main traffic widths (Smitt 2014). They are set up horizontally and are
perpendicular to the three compartment sinks to ensure the sinks are accessible by all the prep
workers. The work stations are stainless steel to ensure they resist bacteria and germs, as well as
surface scratches, and reactivity (Smitt 2014). Both work stations are also accessible to the
compost, waste, and recycling bins. The first preparation table is closest to the storage units and
is used for preparing produce. The second preparation table is used to prepare meats for cooking.
We are careful not to cross contaminate these foods because produce is prepared on one station
while meat is prepared on the other station, and each station is cleaned with sanitization after
each use.
After the preparation of the food is completed on the stations, it is cooked using the
technique specified for each dish. Different appliances are used while considering the method of
cooking. Since our kitchen uses the conventional cooking method the appliances we use will
always depend on the dish. The range, tilting skillet, convection ovens, and steamers are all lined
up in the heated cook-line. These appliances are versatile and make sure we have the ability to

cook our menu items. This is where the foods are fully prepared and all the elements of the
dishes come together.
When the meals are finalized they are then plated in the pick-up area and taken out to the
dining area through the dining room entrance by the service staff. The dining room entrance door
is a double door which is used as the kitchen entrance door from the dining room as well. One
side of the double door is used for serving staff which are delivering meals and the other side is
for serving staff which are coming in and bringing the used dishes to the dishwashing machine.
As the serving staff returns to the kitchen they are directed toward dishwashing station where
they take care of soiled plates.
At Kitchen of the Sea sustainability is a very important concept to keep in mind. We like
to leave less of a foot print behind by going green and making sure we produce less waste and
use less energy. Our sinks and toilets in our establishment are low flow, meaning they do not use
as much water as the ordinary plumbing (Nash).We use Energy Star appliances which are energy
saving. This ensures we do not consume as much energy as other appliances. Kitchen of the Sea
is also conscious about reducing waste that goes to landfills. We also use LED light bulbs, which
last longer than incandescent light bulbs, so the impact on landfills is not as great because we use
less light bulbs altogether. We compost left over food scraps and recycle plastics, paper, and
cardboard packaging. It is important to Kitchen of the Sea to have sustainable habits, and to help
support the significance of the environment
The staff is the most important part of our business. The staff are the main functional
units that work together to form a system in which all the different areas of the kitchen come
together to accomplish one common goal. It is very important to Kitchen of the Sea to keep our
staff happy in their working environment. The office is not just a place of business where

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inventory is recorded and ordered, but also a place where the staff can relax and take breaks. We
also have a restroom located inside the kitchen to make sure all the employees needs are met.
We will have meetings to discuss improvements which can be made to ensure every employees
voice will be heard. It is also necessary that our employees are in a safe working environment.
Our adherence to the Americans with Disabilities Act codes, such as four foot wide traffic aisles,
in our kitchen makes sure all employees are being protected by safety requirements (PaynePalacio and Theis, 288). It is important to us that the staff is well taken care of in order for our
business to thrive.
Kitchen of the Seas layout and design ensures the effective workflow of all employees
during food service. The kitchen is set up to help employees work together efficiently while
producing healthy meals. The layout of the kitchen makes the work flow smooth while the food
moves along from one area to the next as it is prepared. The design of the kitchen is meets safety
requirements as well as sustainability efforts. The thought and consideration of the layout and
design of the kitchen will bring productivity and success to this business.
Budget and Justification
Thank you for this opportunity and for considering Kitchen of the Seas business venture.
At Kitchen of the Sea our mission is to provide the seniors of Pacifica, California with
nourishing meals at a low cost. Our meals are specific to seniors dietary needs and follow the
American Heart Associations guidelines for a healthy heart (AHA). We have constructed our
budget for the first year and have calculated and included all our expenses. We will explain how
each component is estimated and how Kitchen of the Sea will generate a profit.
Kitchen of the Sea is laid out to seat fifty customers in total. We serve breakfast, lunch,
and dinner daily and are open from 7am to 9pm. During our breakfast hours, our turnover is two

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parties per hour with an average check of $9.25. According to a recent survey from Food
Insight, 93 percent of Americans agree that breakfast is the most important meal of the day,
therefore an intermediate percentage of business is brought to morning hours (Food Insight
2011). Our lunch turnover is one and a half parties per hour with an average check of $12.15,
while dinner turnover is three parties per hour with an average check of $15.00 bringing in the
most customers. Kitchen of the Seas revenue for breakfast is $336700 for food and $57239 for
beverages annually. Our annual revenue for lunch is $331695 for food and $69655.95 for
beverages, and for dinner $819000 for food and $204750 for beverages. Our total revenue for
food sales is $1487395 and for beverage sales is $331644.95.
Kitchen of the Sea provides food for the seniors in Pacifica, California. Our method of
food service is conventional which takes more time and effort, but provides more quality control.
Our overall food and beverage costs are $438177.74. In addition to food costs, we also have
payroll expenses. We require skilled workers that work eight hour shifts in our kitchen. Our
salaried staff is on fixed payroll which costs $272855.99 annually. Our fixed payroll accounts for
fifteen percent of our total sales. Full time food service workers make approximately $3500 per
month, which is $42000 annually (Food Service Workers in the Bay Area). At Kitchen of the
Sea, we believe in keeping our employees happy and well taken care of. We employ four full
time chefs; each employee earns $68213.99 annually. Our part time staff is on variable payroll
which costs $218284.79 annually, which accounts for twelve percent of our total sales. In the
Bay Area part time food service workers and servers salaries range between $9.50 and $11.00
per hour (Food Service Workers in the Bay Area). Our sixteen part time employees earn
$13642.79 annually. Our employee benefits (workers compensation, health coverage, and
bonuses) cost $88405.34 annually. Our other controllable expenses amount to $90951.99 which

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is five percent of our total sales. Altogether our total controllable expenses are $670498.11.
Kitchen of the Seas customers and employees health and happiness is important to the success
of our business.
Kitchen of the Sea has other expenses to manage as well. Kitchen of the Sea is located in
Linda Mar Shopping center in Pacifica, California 1215-1249 Linda Mar Blvd (Linda Mar
Shopping Center). The businesses in Linda Mar Shopping Center are leased for approximately
$3000 a month (Nicole J Hauscarriague). Kitchen of the Seas occupancy costs for one year are
$36000. Kitchen of the Seas income before interest, depreciation, and income tax is $674364.09
annually. Our depreciation cost is $ 35518.20 annually, and accounts for two percent of our
income before interest, depreciation, and income taxes. Our interest cost is $14207.28 annually,
and accounts for five percent of our income before interest, depreciation, and income taxes.
Kitchen of the Seas mission is to provide fresh, healthy meals to the seniors in Pacifica.
Our home style breakfast, lunch, and dinners follow the guidelines for healthful living according
to the American Heart Association (AHA). Our goals are to establish a consumer base largely
comprised of senior citizens, and to maintain quality food and service throughout the years. Our
overall profit for the year is projected to be $624638.61. Through our budget and analysis of our
expenses, Kitchen of the Sea proves to be a successful restaurant in the near future.
Thank you for considering Kitchen of the Seas upcoming business venture. At Kitchen
of the Sea, we are motivated to make a positive change in the health of the seniors of Pacifica,
California. We believe in providing nourishing meals to seniors with specific dietary restrictions
at an affordable cost. Kitchen of the Sea believes in using fresh ingredients, and with our
conventional cooking style every meal we serve is made to order. Through our thorough business
plan, the detailed layout and design of our restaurant, and our strategic budget we hope to have

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captivated your attention and interested you in becoming a partner in Kitchen of the Sea. We
wish to gain your support regarding the opening of our restaurant. On behalf of Kitchen of the
Sea, thank you for taking the time to review our business proposal.

References
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City of Pacifica San Mateo County. (2010, January 1). Retrieved September 12, 2014.
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04hr5.pdf.\
Halting the Epidemic by Making Health Easier At a Glance 2011. (2011, May 26). Retrieved
from http://www.cdc.gov/chronicdisease/resources/publications/aag/obesity.htm
Hauscarriague, N. (n.d. ). Pacifica Retail, Office & Industrial Space Available-City of Pacifica.
International Food Information Council Foundation. (n.d.). Food Insight.
LindaMarShoppingCenter.
(n.d.).Retrievedfromhttp://www.cityofpacifica.org/about/business/linda_mar.asp
Nash,J.
(n.d.).TheLowdownonLowFlowToilets.Retrievedfromhttp://www.hgtv.com/decorating/th
e-lowdown-on-low-flow-toilets/index.html
Pacifica (city), California. (n.d.). Retrieved September 12, 2014, from search.census.gov/search?
utf8=&sc=0&query=PacificaCapopulation&m=&affiliate=census&commit=Search
Payne-Palacio, J., & Theis, M. (2012). The Systems Approach, The Menu. In Foodservice
Management Principles and Practices (12th ed., p. 52,126). New Jersey, and Columbus,
Ohio: Prentice Hall.
Span, P. (2013, April 8). Online Habits Coming Slowly to Older Adults. New York Times
Retrieved from http://newoldage.blogs.nytimes.com/2013/04/08/online-habits-comingslowly-to-older-adults/?_php=true&_type=blogs&_r=0
Smitt, M. (2014). Layout & Design. In Facilities Planning & Design and Layout Design.

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The American Heart Association's Diet and Lifestyle Recommendations. (2014, February 1).
RetrievedSeptember12,2014,fromhttp://www.heart.org/HEARTORG/GettingHealthy/Nut
ritionCenter/HealthyEating/The-American-Heart-Associations-Diet-and-LifestyleRecommendations_UCM_305855_Article.jsp

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