Version 7.29.19.1 For more information contact Jessica Waite / / 760.445.6846 / / Jessica@theplotrestaurant.com
PROUDLY PLANT BASED Meet The Plot: a lively, inviting restaurant chain. We make delicious, high-quality, and sometimes boundary-pushing food that is completely plant- based. A conscientious business with operations that benefit our team, the health of our communities and the future of our planet. Our goal: build one, make it awesome, then build many. We are FEEDING THE EVOLUTION. Will you join us?
E X E C U T I V E T E A M CHRISTOPHER LOGAN DAVIN WAITE JESSICA WAITE Director of Operations CIO & Executive Chef CEO & Co-Founder Plant Based Human Celebrity Sushi Chef • Co-founder/Owner: Wrench & Rodent Successful restaurant chain manager Seabasstropub, The Whet Noodle, Pickled Ginger Catering • Co-founder/Owner: Wrench & Rodent • Decades of experience operating and scaling • MBA from Pepperdine University Seabasstropub, The Whet Noodle, Pickled Ginger large restaurants and chains • Board Member, President: Berry Good Catering • Has managed 25+ large scale restaurants, Food Foundation • Highly regarded in the San Diego food hired and managed teams of up to 1200 in • Advocate for local and sustainable community, well known for his innovative union and non-union environments sourcing, focused on the health and techniques and preparations • Passionate and talented chef, excited to apply environmental benefits of a plant • Chef-advocate for sustainable seafood and total his knowledge and experience to creating based diet utilization animal-free menu items • Speaking engagements have included keynote address for the CRRA, panels held by NOAA
A S T R O N G P A R T N E R S H I P - D A V I N + J E S S Our partnership stems from a shared passion for the ideals on which we have built our companies, and for the challenge of making these ideals marketable and accessible. We both want to change the world for the better and see an opportunity to do this by building a business that is efficient, scalable, and that will set the bar high for those that come after it. We currently own and operate two restaurants that are plant and seafood-centric. We work to minimize waste and respect the planet by practicing total utilization and waste minimizing techniques. We work with local farms and fishermen and understand that the most sustainable and tastiest products are those that are sourced locally and seasonally. Davin has been offering vegan options on his menus since 2004 and he believes strongly that moving in a plant-based direction makes sense. A W E L L R O U N D E D T E A M While we were not lacking in passion, drive and operational experience we have identified our need for a team member with a strong history in corporate operations and scaling. Chris Logan has long been a mentor to both of us and brings with him decades of such needed experience.
P L A N T B A S E D F O O D S A R E A H I G H G R O W T H M A R K E T O P P O R T U N I T Y “The plant-based food movement is taking off, and this is not a trend; it’s a sustainable option for the future of our planet.” Jessica Waite, CEO of The Plot $5 BILLION BY 2020 20% GROWTH IN ALL $3.3 BILLION ‘17 SALES CATEGORIES The global plant-based The plant-based food sales protein market is projected The plant-based food sector topped $3.3 billion over the to reach $5 billion by 2020, grew 20% in retail sales, as past year, according to according to Markets and compared to 2% growth for all Nielsen retail sales data. Markets. foods, according to data from Nielsen. Click here to read more Click here to read more Click here to read more ABSOLUTELY NO ANIMALS WERE HARMED IN THE MAKING OF THESE STATISTICS
PLANT BASED CUISINE? Setting our standards HIGH Davin is known for his vibrant flavors. Often referred to as one of the most creative chefs in San Diego, this “mad-scientist” is endlessly learning and raising the bar. Christopher has risen to the challenge by taking decades of experience and elevating his methods to achieve “meatless-ness.” The Plot will be their most epic adventure yet. While healthy dining options are becoming more widely available many are still missing the mark on taste. These Chefs offer a whole food, plant-based menu that is beyond reproach while taking taste to the next level.
MENU VIBRANT + SATISFYING LOCAL + ORGANIC COUNTER SERVICE FULL SERVICE Breakfast / lunch : Dinner : Breakfast plates Appetizers • • Bowls Sushi • • Burritos + tacos Salads +Soups • • Sushi Entrees • • Salads + Soups Desserts • • Sandwiches • GRAB & GO + CARRYOUT AVAILABLE ALL DAY Beverages to include : intentionally selected wine, beer, and sake. Carefully crafted espresso, juice, smoothies, hot + sparkling teas.
P L A N T B A S E D + Z E R O W A S T E A C L E A N E R F U T U R E Food waste is a costly practice. According to a report by NPR, one half pound of food for every restaurant guest served, on average, is discarded. As much as ten percent of food purchased by restaurants ends up in the landfill. The Plot restaurants will be built with a zero-waste ethos from the ground up. With some careful planning and a solution-based attitude we will create systems that result in a win-win-win. “Root to Shoot” Reduce Disposables Careful ordering Compost Most of our produce scraps We are innovat ive and We will offer keg beer, Not hing we buy will be creat ive t o our core. We will be used t o make wine & sake. Ordering dest ined for landfill. We will can diversify t ast e and sauces, kraut s, pickles and t hese from local work wit h conscient ious increase profit by using st ocks. Anyt hing left over companies will reduce our vendors t hat provide eco- t he whole plant . will be compost ed. carbon foot print . friendly product s.
B U I L D I N G A P L O T 1733 Coast Highway Oceanside General Contractor: CLTVT Architect: Mark Bausback Design: OPZ Solstice Interiors Woodwork Surface Theory
DESIGN + INSPIRATION
LOCATION OF FLAGSHIP SOUTH OCEANSIDE, CALIFORNIA 1733 South Coast Highway “Oceanside is the new Brooklyn of San Diego” -Jason Mraz “The North County city has gone from an all-but annexed coastal town by Camp Pendelton to a thriving bed of culinary and artistic success.” - Troy Johnson There has been much chatter about the evolution of Oceanside as a culinary community. Once known for its seedier side, the city is now recognized as a burgeoning travel and dining destination. Downtown there seems to be a race to the top, with development progressing at a rapid pace. Further south on Pacific Coast highway is a neighborhood known as “South O,” where evolution is being guided by local entrepreneurs. South O is home to Jessica and Davin’s first two restaurants and is where the flagship Plot will be born. Traffic count: S. Coast Highway – 20,000 CPD / / Est. household income 5 mile radius: $102K
LET’S ALL EAT PLANTS MARKETING STRATEGY Our leadership team spans three generations: Millennial, X, and Boomer. We each have our own reasons for building a plant-based, zero-waste restaurant concept; for the animals, the soil, our local economy, our planet, our health, and our love of a good meal. We believe that we have a concept that offers something for everyone. Messaging: Targets: Channels: o Healthy lifestyle + fitness o Feisty and fun. PR – to amplify opportunities in o platforms We make delicious food print, radio and television o o Plant-based community that happens to be healthy Social Media - we have an active o o Lunch crowd: market to and plant-based and growing social media platform, surrounding businesses What we do o curated by our brand manager o Evening diners: Those § Support local farms seeking a fresh, hip space to YELP advertising § Keep organics out of o enjoy drinks and dine. Visit Oceanside / other tourism landfills o o ”Foodies:” those that crave § Align with responsible sites exciting culinary experiences companies Open table / other reservation o o Tourism § Give back to our platform that market community
OUR BRAND tells the story of life without compromise. Conscious Capitalism? We make this look good.
MARKETING our MISSION “”More than 9-in-10 millennials would switch brands to one associated with a cause.”* We give our customers every opportunity to feel good about their loyalty to us. In addition, we realize the benefits of increased exposure from co-branding opportunities. We support the growth of a strong & Certified B Corporations are businesses that meet the sustainable local economy by: highest standards of verified Sourcing primarily through local and • social and environmental regenerative farms performance, public Supporting local partner • transparency, and legal organizations through in-kind accountability to balance donations and membership profit and purpose. B Corps Local partner orgs include Berry • are accelerating a global Good Food, SD Food System culture shift to redefine Alliance, Kitchens for Good, success in business and build a more inclusive and Oceanside Kitchen Collaborative, Application in progress sustainable economy. Feeding San Diego, and more * according to a 2015 Cone Communications Millennial CSR Study
Recommend
More recommend
