As a senior thesis at Ringling College of Art and Design, I created a full business plan for a mobile "slow-food" fast food cart. This presentation is a public supplement to my plan.

1. “100% grass-fed local beef,
or veggie if that’s your belief.”
Burger Cowboy
Business Plan
prepared by:
Kathryn H. Wilson
Spring 2013

2. 5% of America’s population will eat fast food
today.
U.S. consumers spend over $140 billion on fast
food annually.
The FDA allows FOUR rodent hairs per 100
grams in processed food.
Several fast food ingredients have been linked to
various cancers and obesity.

3. Burger Cowboy is a concept created out of
the need for an alternative to corporate-
run fast food franchises.
Convenience
Availability
Sustainability
CONCEPT

4. Simple Menu
Fresh, local ingredients
No bullshit attitude
WHAT IS BURGER COWBOY?

5. Source the best local ingredients.
Build a friendly community atmosphere
with streamlined service.
Serve up some damn good burgers.
Make everyone a happy Burger Cowboy!
BURGER COWBOY’S MISSION

6. MENU
3:10 To yuma Deluxe
burger cowboy’s signature dish
4 oz. of 100% grass-fed local beef
(flame-kissed and made to order)
smothered in mouthwatering nacho
cheese
(it’s nacho cheese!)
accompanied by a ripe slice of farm
fresh tomato
gently caressed within savory pretzel
bread

7. MENU blazing saddles deluxe
don’t eat beef? pound down this 100%
vegan burger!
5 oz. black bean patty infused with
seasonal vegetables and lightly dusted
with paprika
a slab of vegan pepper jack cheese
a juicy slice of local, farm fresh
tomato
dually penetrated by flaky golden
pretzel bread

8. SIDE ITEMS
lassos

9. SIDE ITEMS
lassos
belly wash

10. SIDE ITEMS
lassos
belly wash
midnight cowboy cookies

11. Revel POS
System

12. GRASS-FED BEEF

13. FACILITIES
Tumbleweed
Tiny House
Company
“Popomo”
model

14. FACILITIES

15. FACILITIES

16. LOCATION

17. MERCHANDISE

18. MERCHANDISE

19. MERCHANDISE

20. CHIEF BURGER OFFICERS
Ms. Dylan M. Jones
Co-founder, CEO, CBO
Degree from Oregon Culinary Institute
in Baking and Pastry Management
Original creator of the Burger Cowboy
brand
Loves Sriracha
Strong Aries
Does not know how to drive

21. CHIEF BURGER OFFICERS
BACK OF HOUSE
Securing organic produce deliveries and
maintaining inventory for all ingredients
Responsible for daily menu (seasonal
ingredients)
Purchase of food and beverage inventory
Food prep for next day
Grill master & food assembly
Food vehicle maintenance
General cleanliness

22. CHIEF BURGER OFFICERS
Ms. Kathryn H.Wilson
Co-founder, CFO, CBO
Degree in Business of Art and
Design
Strong time management and
organizational skills
Drives a large van
Loves burgers

23. CHIEF BURGER OFFICERS
FRONT OF HOUSE
Reconciliation of all business financials
Opens register
Tracks inventory
General customer service
Interacting with, serving, and cashing out customers
Manages advertising, both online and print
marketing
Food vehicle maintenance
Food vehicle transportation (official driver)

24. CHIEF BURGER OFFICERS

25. The National Restaurant Association forecasted that fast food
restaurants in the U.S. would reach US $142 billion in sales in 2006, a
5% increase over 2005. In comparison, the full-service restaurant
segment of the food industry is expected to generate $173 billion in
sales
According to Los Angeles-based industry-research firm IBISWorld, the
street-food business -- including mobile food trucks and non-
mechanized carts -- is a $1 billion industry that has seen an 8.4 percent
growth rate from 2007 to 2012.
INDUSTRY STATS

26. TARGET MARKET
“Green-oriented”
Health-aware
Foodies
Burger Lovers
Students
Millenials
Generation X &Y
Local food advocates
Tourists
Lovers of Burgers

27. COMPETITORS

28. COMPETITORS
Full Belly Meats Burger Cowboy
MEAT
CONDIMENTS
FRIES
GOAL
CREW
Black Angus beef
100% grass-fed, local, certified
organic
Doesn’t serve ketchup Hey we’ve got ketchup!
Plan straight-cut fries, no
cute name
Curly fries! Lassos! Adorable!
“To make your taste buds happy
and your belly satisfied and full.”
“Source the best local
ingredients, create a friendly
community atmosphere, make
every a happy Burger Cowboy.”
Family 2 cute chicks

29. MARKETING

30. MARKETING

31. OPERATIONAL FLOW

32. OPERATIONAL FLOW

33. Burger Cowboy is definitely my first choice in delicious organic burgers in
Sarasota! The 3:10 to Yuma burger is truly their signature burger, I’d eat it
for breakfast, lunch and dinner. I know the words ‘organic’ and ‘beef’ can
make people a little skeptical about the taste, but it is delicious! The
homemade nacho cheese served with the 3:10 is to die for, and when I
asked Dylan, the chef, she gladly gave me the recipe. The cookies are
warm and gooey, and kept on a heating plate until your order. Even though
Burger Cowboy is run by only 2 girls, they bring a positive energy to your
experience, and the food will keep you coming back for more!

34. What a place! Everything about BC is the best. Brought friend in
from Venice, FL, he thought it was equally fantastic. Absolutely no
draw backs except for hours and location, wish this was a restaurant!
Loved the cup my drink came in, and it made a great souvenir for my
friend’s visit. I was surprised when I found out that only 2 young
women run this joint, couldn’t be more impressed!! keep up the good
work!!!

35. BASIC START-UP COSTS
Item Price per year Notes
Truck $40,000 + basic retrofitting
Mobile Food Vending Unit
Permit
$15,000
2-year permit bought on
black market
General Liability Insurance $3,500
Mobile Vendors License $103
$53 for class, $50 for 2-
year permit
Truck Insurance $2,500
Commercial kitchen equipment $36,000
Worker’s Comp $6,000
Accountant $4,200
PR Professional $6,000
Total $113,303

36. COST OF GOODS SOLD
Product
Unit Cost per
serving
Sales Cost
per serving
Cost of Good Sold
3:10 to Yuma burger $2.32 $8.00 29%
Blazing Saddles burger $1.40 $6.00 23%
Lassos $0.25 $2.00 12%
Midnight Cowboy Cookies $1.00 $2.00 50%
Belly Wash $1.75 $2.50 70%

37. REVENUE
4%
12%
20%
16%
17%
31%
3:10 toYuma
Blazing Saddles
Lassos
Midnight Cowboy Cookies
Belly Wash
Misc. Merch

38. REVENUE
$0
$22,500.00
$45,000.00
$67,500.00
$90,000.00
2009 2010 2011 2012
Total Gross Profit
3:10 toYuma
Blazing Saddles
Lassos
Midnight Cowboy Cookies
Belly Wash

39. “Grass-fed local beef,
or veggie if that’s your
belief.”

40. Thank you!