Morning Kryptonite
“The Morning Kryptonite”
Executive Summary
The Morning Kryptonite (MK) is a specialty beverage retailer. MK uses a system that is new to the beverage and food service industry to provide hot and cold beverages in a convenient and time-efficient way. MK provides its customers the ability to drive up and order (from a trained Barista) their choice of a custom-blended espresso drink, freshly brewed coffee, or other beverage. MK is offering a high-quality option to the fast-food, gas station, or institutional coffee.
The Morning Kryptonite offers its patrons the finest hot and cold beverages, specializing in specialty coffees, blended teas, and other custom drinks. In addition, MK will offer soft drinks, fresh-baked pastries and other confections. Seasonally, MK will add beverages such as hot apple cider, hot chocolate, frozen coffees, and more.
The Morning Kryptonite will focus on two markets:
The Daily Commuter- someone traveling to/from work, out shopping, delivering goods or services, or just out for a drive.
The Captive Consumer- someone who is in a restricted environment that does not allow convenient departure and return while searching for refreshments, or where refreshments stands are an integral part of the environment.
The Morning Kryptonite will penetrate the commuter and captive consumer markets by deploying Drive-thru facilities and Mobile Cafes in the most logical and accessible locations. The Drive-thru facilities are designed to handle two-sided traffic and dispense customer-designed, specially ordered cups of premium coffees in less time than required for a visit to the locally owned cafe or one of the national chains.
In addition to providing a quality product and an extensive menu of delicious items, to ensure customer awareness and loyalty, as well as good publicity coverage and media support, we will be donating up to 7.5% of revenue to local charities based upon customer...
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