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Business concept
4
Target
13
Positioning / Strategy
16
Potential
19
Next steps / Future goals
26
INDEX
A vintage food truck specializing in traditional Mexican
street foods that go beyond the typical taco.
BUSINESS
CONCEPT
HISTORY
The name Callejero means “streetwise” or “from the streets,” playing off the
nature of this project in a twofold manner: First, the cuisine on offer is that of
the streets, easily transported, easily served and made to be eaten on the go,
typical of what you would find at food carts in any city in Mexico. Second, it
echoes the itinerant nature of a food truck: mobile and adaptable, wise to
the ways of its target consumers and able to relocate as necessary. The word
calls to mind a worldliness, experience, and readiness particular to these foods
being shared right in the flow of life on the streets, not sequestered behind the
closed doors of a restaurant.
OFFERINGS
Callejero will operate as
a quick-serve concept
offering several varieties
of corn masa-based
foods: Tacos de Canasta,
Tacos de Guisados and
Antojitos.
Tacos de Canasta
Filled with a variety of meat or vegetable
options, folded in half, and lightly coated with fat to
maintain moisture.
In Mexico City these tacos are packed into wellinsulated baskets to keep them warm as they’re sold
throughout the day. They’re perfectly suited to the
advanced-prepping and quick-serve of the Callejero
model.
Tacos de Guisado
A slow-cooked stew or casserole based in
a broth or salsa, served in a rice-filled tortilla
to capture the juices.
A partnership with sister-project XILLI for
the sauce and mole, guisado bases would
minimize prep work.
These derive their complex taste from
long, gentle cooking and a skillful layering
of flavors. In Callejero they will continue to
simmer and improve all day long.
ROTATING MENU ITEMS:
A variety of masa textures can be used
to deliver different fillings, from small bites
to full meals. The guisado stews can be
applied across several formats, creating a
wide selection of offerings.
Antojitos
Small bites, such as flautas, gorditas,
quesadillas, and tostadas, which make
use of the various meat and vegetable
preparations already on hand.
Tamales
Callejero will reinvent tamales,
offering a wide array of delicious
fillings encased in fluffy masa as an
alternative to tortillas. The guisado
preparations will serve double duty in
the Mexican tradition.
WHAT’S SPECIAL ABOUT OUR TRUCK
Housed in a vintage-style van, Callejero’s truck is distinctive
in every detail – setting it apart from other taco trucks.
Inspired by the classic blue enamel pots in which guisados
are prepared, the outside turquoise color plus the truck’s
strong retro vibe lends an element of nostalgia and a hint of
the quality and simplicity of times past.
BUSINESS GOALS
Callejero aims not only to be a profitable
food business, but also to promote Mexican
cuisine and culture from its roots. One of
the most ubiquitous and readily accessible
expressions of Mexican cuisine is the
amazing variety of street foods, which
represent different regions and cultures
across the country. Lead by Mexicanborn and trained Chef Nacxitl Gaxiola,
a proponent of the cultural wealth of his
native country, Callejero will share authentic
Mexican traditions with a wider audience.
And with its responsible, sustainable business
model, this will be a taco truck worth
supporting on every level.
TARGET
COSTUMERS
Callejero meets the needs of diners
who are busy and active, who
don’t want to sit in a restaurant for
an hour just to get a good meal.
Whether serving breakfast and lunch
to professionals and tourists in the
bustling World Trade Center/Financial
District area of Manhattan, or offering
a new alternative to the post-drink
snackers and service industry workers
late at night on the Lower East Side,
anyone and everyone can find an
affordable, simple bite on the go with
Callejero.
POSITIONING
/ STRATEGY
RESOURCES
Callejero has access to two main customer bases. An existing one,
which includes fans of XILLI and Chef Nacxi Gaxiola, who will be eager
to try his newest project. And a potential base of diners at the World
Trade Center/Financial District and the Lower East Side, busy locales
with a high density of people with a high purchase capacity. Through
XILLI , we have access to valuable cross-promotion opportunities,
which also streamlines labor and responsibilities through our own
production kitchen out of which we run both businesses. Then there’s
the most valuable resource of all, which is years of experience and
research and the proven track record of chef Nacxi Gaxiola.
POTENTIAL
BUSINESS OPPORTUNITY
The vintage-style van of Callejero
could quickly become emblematic
of our business, with incredible
potential for branding of a fleet
of distinctive vans. Our efficiency,
low overhead and adaptability
translates, as our name implies, into
a smart, efficient, pragmatic and
profitable business.
REPUTATION
Chef and culinary consultant Nacxitl Gaxiola has more than
17 years of experience in the culinary arts, specializing in
authentic Mexican cuisine. His approach to food honors
traditional Mexican flavors and recipes modified through
modern techniques and presentations.
Nacxi worked for esteemed chef-researcher Ricardo Muñoz
Zurita as an executive culinary researcher, helping to create
an updated edition of the Encyclopedic Dictionary of
Mexican Gastronomy as well as eight other titles including
one devoted to Mexican Salsas.
He also helped to launch La
Superior in Brooklyn and Pulqueria,
in Chinatown, and has worked
as a consultant for Stephen Starr,
developing dishes and menus,
and helping open El Vez, located
in the Goldman Sachs building.
Nacxi’s restaurants and his cuisine
have gotten positive reviews from
The New York Times, Time Out
New York, The Village Voice, New
York Magazine, Michelin, The Daily
News, and many more.
MARKETING & BRANDING
Its eye-catching design, and word of mouth praise for its unique
and high quality food will be the most effective means of informing
new diners about the fresh, interesting offerings of this distinctive
taco truck. Social media such as Twitter, Instagram, Facebook and
food blogs will be key promotional tools and provide consumers with
insight into daily specials, daily locations, planned menu changes
and, of course, the ever-desirable food porn. Cross-promotion with
sister-projects HOGAR and XILLI will reach a wider market than any
one business could on its own.
COMPETITIVE ADVANTAGE
Under the guidance of Nacxitl Gaxiola, Mexicanborn and a trained chef with extensive knowledge of
Mexican cuisine from street foods to fine dining, this
project will offer authentic cuisine not yet available in
New York.
While basically familiar to New Yorkers, tacos are often
misrepresented and misinterpreted. Callejero will set
the record straight, going back to the original formats
and executing them with a modern approach to
design and craft, a first in the world of taco trucks. With
its unique aesthetic and artisan approach, Callejero
will set a new standard for street food.
The streamlined, highly skilled kitchen
staff will handle all food preparation,
leaving the truck operator the
comparatively simple task of serving
customers. Simple truck operations
means fewer staff requirements,
helping to keep costs down.
Sister-project XILLI will provide
valuable cross-promotion, while
streamlining labor and responsibilities.
NEXT STEPS
FUTURE
GOALS
NEXT STEPS & INVESTMENT
Brand the truck, equip the kitchen
and buy branded to-go elements
(packaging, etc.).
Acquire food inventory, hire and train
staff.
Kitchen upgrade: hood, tiling and
refrigerator.
GROW THE BUSINESS
Distinctive, eye-catching branding (shape, color, retro design of both
the truck and all packaging and materials) will generate immediate
interest and identifiability of Cajellero.
A strong social media presence will help us connect with and grow
our customer base, empowered by XILLI’s existing fans who will be
interested in our next project and readily available for cross marketing.
We are also available to use the truck for private events, weddings,
summer partiest, etc. And at summer food events like Smorgasburg
and Brooklyn Flea.
THE VISION
Callejero is an evolution. We are
taking a classic element, Mexican
street food, and bringing it modern
consumers and introducing it to the
New York street food culture, both
to expose and reprogram people
to what an authentic Mexican food
experience truly is.
Nacxi Gaxiola
nacxi@me.com
(917) 445-5987