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Moulton FarmhouseMoulton Farm - 1 Quarry Rd - Meredith, NH 03253 - (603) 455-6119Table of ContentsSection Page #Organization Mission & Goals3Marketing Summary5Marketing Survey & Results6SWOT Analysis114 P’s Analysis 12Marketing Flyer/Website13Menu14Recipe Modification 16Specifications 19HACCP (Hazard Analysis Critical Control Points) 22HACCP Flow Chart23HACCP Process Step Form 24HACCP Critical Control Points Plan ??Product Cost Analysis 28Floor Plan29Job Descriptions and Specifications 32Employee Schedule 33Labor Budget36References37Moulton Farm1 Quarry RdMeredith, NH 03253(603)-455-6119Moulton FarmhouseNovember 19, 2015OVERVIEWWe feel that New England is a perfect location for a breakfast and brunch restaurant that displays the historic and colonial feel of its ancestors. We want to create an operation that demonstrates a “from the ground, up” mantra of natural eating. In the past, Sunday brunches, only served for 3 hours every other Sunday, have been a popular event at Moulton Farm. So popular, in fact, that it is becoming difficult for the small bakery staff and single chef, who hold the brunches, to keep up with the continuous crowd. We are, therefore, in need of an expansion with more space, staff, and serving times. Our breakfast and brunch restaurant will operate at Moulton Farm serving local eggs, dairy products, jams, meats/poultry, fruits, and vegetables grown in Moulton Farm’s own fields. We will be open to all visitors, appealing mostly to local residents who appreciate farm-to-table cooking and baking, traveling foodies searching for the best quality meals, and tourists who come from all over to experience what Meredith, the prettiest town in New Hampshire, has to offer, but keep coming back after tasting food from Moulton Farm. MISSION STATEMENTTo create a homey ambiance in which customers receive impeccable service from employees with knowledge of the surrounding area. To provide customers with high quality, full-flavored, beautiful meals that add to an enjoyable and memorable local-food experience and keep them coming back. GOALSGive customers a healthy, happy, start to the morning.Produce all meals with at least 75% of ingredients within a 100-mile radius. Offer nutritional information about meals upon request.Achieve our desired atmosphere (welcoming, rustic, quaint, homey, farmy).Produce as little waste as possible. Food safety. Facility cleanliness (meet all health codes and dept. of public health inspections). Effective marketing.Identifying Goals Summary: We developed these goals by asking ourselves what we enjoy and what we would want to see in this type of foodservice. MEASURING GOALSHire an on staff dietitian to make sure each recipe meets desired nutritional requirements, but, making recipes with whole, local, real food will also help us achieve this goal. Source all fruits, vegetables, herbs, flour, grains, jams, dairy products, meats, poultry, and eggs from local farms and companies within a 100-mile radius, so the bulk of ingredients come from local sources. This will also be tracked through ordering. Therefore, with the exception of salt, spices, olive oil, etc. most ingredients will be local to ensure freshness of ingredients. Create handouts with all nutrition information that can be distributed upon request to educate our customer base. Additionally, some nutrition information may be written on the menu when necessary. Distribute a survey asking customers what they think of the restaurant environment. If they mention these words, we will know we have succeeded. If not, we will know to work on improving our environment.Implement compost and recycling and measure the waste that is to be discarded at the landfill. Continually make efforts to lower this number to help improve our environmental footprint.Get ServSafe certified. Manager must check temperature of fridge(s) and freezer(s) 3x daily to keep customers from getting sick by contamination/cross contamination of hazardous materials.Obtain a Health Permit, undergo annual health inspection, and clean BOH and FOH everyday to reduce risk of hazardous materials that can be a health concern for employees and customers.Distribute a survey asking how our customers heard about our restaurant. After major advertisements/promotions are sent out, keep track of how many customers visit the Farmhouse (by tracking number of transactions) for the following 3 weeks, to look for increases in visitation. MarketingTarget MarketLocals, couples, families, tourists, traveling foodiesBased on personal experience, this is the market that is most likely to attend our breakfast and brunch farm restaurantThis population has more disposable income and are looking for high-quality foods served in a homey environmentMarketing Plan Summary: After analyzing and taking into consideration our SWOT analysis and the 4 P’s of our foodservice, we have used this information to develop a marketing plan that we think will be best for our restaurant. We have developed a marketing survey which we hope will provide further information and insight from our customers which we will use to tailor our menu, restaurant hours, etc. accordingly. We will utilize tools such as social media, our website, and flyers to spread the word about our restaurant and any events or special promotions taking place. We will take advantage of sites such as yelp, tripadvisor, and yellow pages to promote our restaurant. Events and workshops will also help promote our restaurant. Marketing SurveyThe goal of the marketing survey was to assess the types of breakfast items that would be best to include in our operation. Since Moulton Farm already has a solid customer base, we wanted to bring in a breakfast restaurant that served menu items that were important to people, as well as items that would be attractive for customers to buy and try based on what they already eat in their daily lives. The type of customer base that visits Moulton Farm includes couples, locals and tourists based on our experience of visiting the farm. This population is also more likely to have the time and money to seek higher-quality foods.Moulton Farmhouse Marketing SurveyWhat time do you prefer to eat breakfast?5:00 AM or earlier6:00-7:00 AM7:00-8:00 AM8:00-9:00 AM 9:00-10:00 AM10:00 or laterI don’t prefer to eat breakfastWhat time do you prefer to eat brunch?8:00 AM or earlier9:00-10:00 AM10:00-11:00 AM11:00-12:00 AM12:00-1:00 PM1:00-2:00 PM2:00 or laterI don’t prefer to eat brunch What kinds of breakfast/brunch foods do you like? (Choose all that apply)Eggs and egg dishesOatmeal/cerealYogurtWaffles/pancakesBread/bagels/toastQuick breads/coffeecakes/French toastFruits/vegetablesSandwichesMuffins/Danishes/SconesMeats (including bacon, sausage, ham)/cheesesOther _______________________________________________How much would you be willing to spend on a quality breakfast/brunch?Minimal amountModerate amountHigh amount Do you consider breakfast to be an important part of the day? Please rate on a scale of 1-10, 1 being not at all important, 10 being extremely important (Circle one).1 2 3 4 5 6 7 8 9 10For breakfast, how frequently do you have the following (circle one for each food):Cereal: Never Once in awhile Sometimes EverydayOatmeal: Never Once in awhile Sometimes EverydayEggs: Never Once in awhile Sometimes EverydaySausage: Never Once in awhile Sometimes EverydayFruit: Never Once in awhile Sometimes Everyday What kinds? ______________________________________Breakfast Pastry: Never Once in awhile Sometimes EverydayWhat kinds (muffins, Danish, scone, etc.) ________________What type of beverages do you like to drink for breakfast/brunch? Juice. What kind? ________________________________________Coffee. Decaf or regular?________________________________Tea. What kind? _________________________________________Milk. What kind? _________________________________________Do you have any food restrictions? (i.e. Low sodium, low sugar, nut-free, dairy-free, gluten-free, etc.)? Please list all that apply. ______________________________________________________________How important is it to you to eat locally on a scale of 1-10, 1 being not important at all, 10 being extremely important? (Circle one) 1 2 3 4 5 6 7 8 9 10What is your cultural background? ______________________________________________________________Do you use social media? If yes, which one(s)? (Choose all that apply):FacebookTwitterInstagramOther __________________________________________________Ideal results from marketing surveyWe hope this survey gives us a better idea of what our customers like best. We already know that most of our customers like whatever our head chef and head baker prepare, but this survey will help us pinpoint likes and dislikes even more, so that we can tailor our menu towards the customers. Our survey will also help us understand how to better market our operation through social media outlets. Finally, it will allow us to understand the degree to which we will cater to those with dietary restrictions - whether that be creating a separate menu for those with gluten intolerances or simply marking the common allergens on our regular menu.11430001231900034290082550001257300155575000203200006. For breakfast, how frequently do you have the following (circle one for each food):SWOT AnalysisStrengthsMost people enjoy breakfast and/or brunchWe are providing an important mealWe will be using fresh, local foodsWe will be exposing customers to nutritious foodSimple and realisticInviting, homey environmentLocated in a farmhouse right on Moulton Farm Already have a strong customer baseBeing located in a small town allows for much word-of-mouth marketingLocal ingredients may cost lessWeaknessesOnly serve breakfast and brunchWinter months are slower due being in a small townLocal ingredients may cost more because they are higher qualityThe farmhouse must be renovated to be a restaurantOpportunitiesRecipe book Create a Blog to attract a larger customer base.Can grow to become a Bed & BreakfastOur head baker and head chef have more opportunity to exhibit their talents and produce more variety Will most likely be featured in a newspaper, magazine, and/or online article, which will help reach more customersHold festivals, which will bring in more customersHold workshops/classes, which will bring in more revenueThreatsPossible competition of other breakfast/brunch places (but should not be a problem)Failure to attract target marketMay take awhile to become profitableMay be difficult and costly to use mostly local ingredientsSWOT Summary: We have identified our restaurant’s strengths, weaknesses, and opportunities, and threats, which we will use to continually improve our foodservice and predict problems and correct them before they occur. Product, Place, Price, Promotion, People, PresentationProduct: Breakfast and brunch menu items served at a farm-to-table restaurant.Price: Prices will be affordable, yet reflect the use of quality ingredients and preparation. Place: Meredith, NH, close to many local companies and farms. Located at Moulton Farm.Promotion: Bring in your last receipt, get 10% offFlyersYelp reviews complete with a check-in offerSocial mediaWebsiteTripadvisorLocal yellow pagesEvents: Harvest Festival, cooking/baking/crafting workshops, nutrition education classes, Christmas cookie decorating workshop. People: Locals, tourists, couples, families, traveling foodiesPresentation: Farmy, rustic, warm, welcoming, homey. This will be achieved by decoration of FOH with farm-grown flowers, old farm tools and pictures, wooden tables and chairs, old-fashioned table cloths and other artifacts.6 P’s Summary: We chose to identified 6 P’s we feel are important objectives to recognize in our foodservice. These 6 P’s provide further framework for our marketing plan, which we can refer back to when planning marketing strategies. Marketing ToolsSocial media (Facebook, Instagram posts as shown below)FlyersPostersWebsite MenuOur menu features fresh, local products and produce, much of which share the same field as the Farmhouse, allowing our ingredients to truly travel farm-to-table. But first, they make a brief stop in the kitchen where our staff and head chef work tirelessly to achieve beauty, awe, and appreciation on every plate. Our menu includes many popular breakfast items from omelets and quiches to French toast and pancakes. It also includes fresh-squeezed juices and smoothies along with rainforest alliance coffees and teas. As the season progresses and we gain greater experience with our clientele, we hope to be able to include more items that are customer favorites and are authentic to the New England area. We also hope to cycle the menu to include items that are growing in season so that we can provide the most authentic farm-to-table experience possible.-571500-88773000Recipe ModificationMethod Summary: We used the factor method for this recipe conversion. After determining the amounts of foods needed for one recipe, we converted the amounts so they were all displayed in the same unit (ounces). From there we could use a factor (10) to increase the number of portions for the recipe. Lastly, we changed the units back to those that would be more useful for the larger volume we would cook for in the kitchen (ex. cups). Swiss Chard & Tomato Basil Omelet (Original)Yield: 1 portions Portions: 20.5 ozIngredientAmountProcedureSwiss Chard1/2 cupChop, sauté in a frying pan. Eggs 2 (1/2 cup) Crack into a bowl, whisk until white and yolk combine. Pour over the swiss chard in the pan. Let cook almost all the way while lifting the edges with a spatula to pour uncooked egg underneath.Tomatoes1/4 cup Basil 1 Tbs Cheese1oz Chop tomatoes and basil. Shred cheese. Sprinkle ? cup tomatoes, 1 Tbs basil, and 1 oz cheese over the almost cooked eggs. Once cheese has melted, use spatula and pan to flip onto a plate in a half-circle shape. Repeat process 9 more times.Approximate nutritive values per portion Calories 252 Amount/portion % DV Amount/portion % DV Amount/portion % DV %DV %DVTotal Fat 18.3g 28% Sat fat 8.7g 44%Protein 18.9g Cholest. 357mg 119%Sodium 340mg 145%Total Carb. 3.5g 1% Fiber 0.9g 4% Sugars 2.2gVitamin A 47%Vitamin C 20%Calcium 27%Iron 13%Percent Daily Values (DV) are based on a 2000-calorie dietNotes: Food Safety Standards: Serve immediately or hold at an internal temperature above 140?F until ready to serve. Cool any leftovers quickly to below 40?F. reheat quickly (within 2 hours) to 165?F. Reheat only once; discard if not used. Swiss Chard & Tomato Basil OmeletYield: 10 portions Serving: 20.5 ozIngredientAmountProcedureSwiss Chard5 cupsChop, sauté in a frying pan. Set aside. Put 1/4 cup back into the pan.Eggs 20 (5 cups) Crack into a bowl, whisk until white and yolk combine. Pour ? cup over the swiss chard in the pan. Let cook almost all the way while lifting the edges with a spatula to pour uncooked egg underneath.Tomatoes2.5 cups Basil 1.25 cupsCheese1.25 cups Chop tomatoes and basil. Shred cheese. Sprinkle ? cup tomatoes, 1 Tbs basil, and 1 oz cheese over the almost cooked eggs. Once cheese has melted, use spatula and pan to flip onto a plate in a half-circle shape. Repeat process 9 more times.Approximate nutritive values per portion Calories 252 Amount/portion % DV Amount/portion % DV Amount/portion % DV %DV %DVTotal Fat 18.3g 28% Sat fat 8.7g 44%Protein 18.9g Cholest. 357mg 119%Sodium 340mg 145%Total Carb. 3.5g 1% Fiber 0.9g 4% Sugars 2.2gVitamin A 47%Vitamin C 20%Calcium 27%Iron 13%Percent Daily Values (DV) are based on a 2000-calorie dietNotes: Food Safety Standards: Serve immediately or hold at an internal temperature above 140?F until ready to serve. Cool any leftovers quickly to below 40?F. reheat quickly (within 2 hours) to 165?F. Reheat only once; discard if not used. Recipe ConversionYield: 10 portions ????????????????Portion: 1 omeletIngredientAmountStep 2-conversionStep 3-multiply by factor (x 10)Step 6+7-change to measure/simplifyEggs24 oz40 oz5 cupsSwiss Chard? cup4 oz40 oz5 cupsTomatoes? cup2 oz20 oz2.5 cupsBasil1 Tbs0.5 oz10 oz1.25 cupsCheese1 oz1 oz10 oz1.25 cupsStep 4+5: total wt20.5 oz120 oz (7.5 lbs)SpecificationsSpecification Summary For our equipment specifications, we chose to describe specifications needed to purchase a state of the art oven and dishwasher. These two pieces of equipment would be necessary for almost all items our chefs would create in the kitchen. From quiches to baked goods and pies, our oven would need to be able to handle a large load of cooking as well as fit in our smaller kitchen. For the item specifications, we chose to look at the ingredients necessary to create a perfect Swiss Chard and Tomato Basil Omelet. We hope to use many of our ingredients straight from the farm, but when ingredients are needed outside of their growing season, we would need to refer to our specs to ensure that we buy high quality products to serve our customers.EquipmentOvenForm: New, easy to clean, even heating, built in timer, stainless steel, 2-door, bakery-depth, double decker, convection, glass door, Use: cooking, baking, reheatingPreservation: 100-500FDimensions (H x W x D): 50-60” x 35-45” x 40-50”Height between shelves: 1.5-2”Rack capacity: 10-15Weight: 800-950 lbsDishwasherForm: New, easy to clean, wash/rinse/sanitize/dry, conveyor, stainless steel, chemical-resistant tank heaters, automatic water control system, easy-to-remove and replace wash curtains, power rinse heater systemUse: wash/rinse/sanitize/dry Preservation: incoming water temp 140?FDimensions (H x W x D): 50-60” x 40-50” x 20-30”Wash tank capacity: 10-15 gal.Water used: 0.40-0.55 gal/rackWeight: 500-600 lbsSwiss Chard and Tomato Basil OmeletTomatoesOrigin: Farm within 0-100 milesForm: Fresh, preferably heirloomUse: in recipe, variety of breakfast entrees, sauces and saladsQuality: Freshly picked, within at least 4 daysPreservation: Refrigeration, 37-40FTolerance: Tomatoes should be bright bloom; calyx removed; seeds in clear reddish gel; no foreign matter. Should be brightly colored, firm, and have a spherical shape, diameters of 3/4” to 1 1/2” are preferred. No more than 10% of the entire order should have defects that make the tomatoes unusable, and no more than 15% should be affected by decay.Sensory: Thin, smooth skin; firm, juicy flesh with mild flavor; no foreign smells or taste.Pack: 50 pounds/casePrice: per case ($0.75/tomato)EggsOrigin: Chicken, farm within 0-100 milesForm: FreshQuality: US Grade AA or A Use: In recipe, Variety of breakfast entrees (such as omelets)Preservation: Refrigeration, 37-40F Tolerance: No more than 10% of the entire order should have defects that make the eggs unusable. Each egg should weigh at least 50g. Sensory: Smooth, uncracked shell; clear egg white that are thick and firms and the yolks are free from imperfections; no foreign smells or taste Pack: 6 x 2kg Price: Per Case ($3.29/carton)Swiss chardOrigin: Farm within 0-100 milesForm: FreshQuality: Freshly picked, not wilted, green leavesUse: In recipe, variety of breakfast entrees (such as omelets)Preservation: Refrigeration, 37-40F Tolerance: No more than 10% of the entire order should have defects Sensory: Crisp, bitterPack: BunchesPrice: $2.99/bunchBasilOrigin: Farm within 0-100 milesForm: FreshQuality: Freshly picked, not wilted, green leavesUse: In recipe, variety of breakfast entrees (such as omelets)Preservation: Refrigeration, 37-40F Tolerance: No more than 10% of the entire order should have defects Sensory: Strong flavor and aromaPack: BunchesPrice: $1.99/bunchCheddar cheeseOrigin: Farm within 0-100 milesForm: Aged at least 120 daysQuality: Firm, not moldy, fresh, agedUse: In recipe, variety of breakfast entrees (such as omelets)Preservation: Refrigeration, 37-40F Tolerance: Meets quality and sensory standardsSensory: Strong flavor, aroma, sharpPack: Bars or squares or blocksPrice: $2-5/bar, square or blockHACCPHACCP Summary:Through our HACCP analysis we have identified 2 CCPs. During storage of eggs, it is possible that they will be stored too long and/or at the wrong temperature. To control these potential issues we have developed a HACCP plan. Eggs should be stored no more than 40 days and at 45?F or below. Pack dates will be written on cartons as they are received and stored. The temperature will be displayed on the thermometer. Dates will be checked every Monday. Temperature will be checked 3x/day. Step 1: HACCP Flow Chart205740055245ReceivingReceiving20574002563495ServiceService20574001649095ProductionProduction2057400734695StorageStorage3429000685800274320034290027432001257300274320021717000Product Cost Analysis/PricingUnitPer recipe (1 serving)PPU (Price per Unit)Total CostEgg2 eggs$0.27$0.54Swiss Chard? cup (lightly packed)$2.99/6 cup $0.50Tomatoes? cup$0.75/1 cup$0.20Basil1 Tbs.$1.99/2 cup$0.06Cheddar Cheese1 oz$2.69/8oz$0.33Total cost per 1 person meal: $ 2.93Using the Factor Method, in which a factor of 2.5 (which takes into account labor, supplies and projected profit margin for low-profit institutions and/or subsidized organizations) is multiplied by the cost of food, we have determines that the selling price should be $7.33 (round up to $7.35). ($2.93 per 1 person meal x 2.5 = $7.33).NOTE: Using the Prime Cost method?, the total food cost for a one-person meal would be $2.93. Using a desired food cost of 50%, the selling price is calculated to be $6.00. (100/50 =2; 2*$2.93 = $5.86).Pricing Summary When choosing which item to price, we went with our Swiss Chard and Tomato Basil Omelet as we think this will be a customer favorite. We first went through how much of each item was needed for the recipe for one serving. Then we looked at what the price per unit was for each item. Finally we multiplied the amount per serving by the PPU and added up all the costs to find the cost of one serving to be $2.93. Because we hope to make a profit, we used the factor method and used a factor of 2.5. After doing the proper calculations, we found that we would sell this item for $7.35.Floor PlanLayout Summary: The layout of our front of house was designed to maximize area while creating a homey ambiance for our customers. The first floor holds eight tables of various sizes to accommodate the varying size of parties we receive. The second floor, which will be used mostly for events and during higher-flow times of service, was built to provide additional space for the organization. This space will be kept closed, unheated, and unlit during times when additional space is not needed to avoid unnecessary costs. The FOH will also include an area for the hosts/hostesses to greet customers upon arrival, seat them, and computers for carry out payments. Additional computers will be located around the first floor to complete transactions. Entrance to the back of house will be located behind the tables seating 4 party groups.The layout of the back of the house was designed to increase efficiency and to provide the kitchen staff with adequate space and equipment to complete service. The kitchen is equipped with top-of-the-line industrial supplies such a double-range stoves, a walk-in freezer, walk-in refrigerator, and a large conveyor dishwasher. Also included are vents, microwaves, and large industrial refrigerators and dry storage areas. A receiving area is also located close to the fridge and freezer areas to allow for immediate and appropriate storage of food items. Additionally, all walls are painted white to facilitate easy cleaning and the floors are non-slip with are equipped with floor drains to allow for proper drainage.Front of House:Back of House:Job Description/SpecificationGeneral Kitchen ManagerGeneral Summary:Under direct supervision of farm owner, John Moulton, is responsible for maintaining restaurant including front and back of house, staff, as well as ingredient/product receiving and storing. The manager will accomplish all small details necessary to keep the restaurant running smoothlyPrincipal Duties and Responsibilities:Recruit employeesSchedulingTrain kitchen staff in food safety and facility cleanlinessFood and equipment ordering, includes controlling food cost and usageFood and equipment receivingStocking/storage of food and equipmentMake sure food that is served is compliant with standardsMake employment and termination decisions including interviewing, hiring, evaluating and disciplining kitchen personnel as appropriate.Fill in where needed to ensure guest service standards and efficient operations.Prepare all paperwork, such as forms, productivity reports and schedules in an organized, timely mannerMake sure employees and customers are happyMake sure restaurant procedures run smoothlyKnowledge/skills:A minimum of 5 years of experience in management position(s).Strong leadership skills.Possess strong organizational and decision-making skills.Work well in fast-paced setting.At least 6 months experience in a similar capacity.Must be able to communicate clearly and effectively.Must have exceptional hygiene and grooming habits.ServSafe CertifiedAbilities: Be able to reach, bend, stoop and frequently lift up to 50 pounds.Be able to work in a standing position for long periods of time.Employee ScheduleEmployee Schedule Summary The employee schedule was designed to ensure adequate staffing for each shift and for equal distribution of work hours. Each full time employee was assigned 40 hours/week and the two Per-Diem employees were given 16 hours per week. Labor BudgetPosition/mo/yrHost/Hostess ($7.25)$1160$13,920Waiter/Waitress ($3)$480$5,760Kitchen Staff ($7.25)$1160$13,920Head Chef ($15)$2,400$28,880General Manager ($14)$2,240$26,880 Total$7440$89,360Total + 22% Benefits$9076.80$104,232Labor Budget SummaryOur labor budget was designed to provide our employees with salaries that are appropriate for their position while taking into account living costs of New Hampshire to promote employee satisfaction. Host/Hostesses and Kitchen Staff will receive minimum wage in NH, $7.25/hour. Waiters and Waitresses will receive a salary of $3/hour to account for the tips they earn. If, with tips, a waiter or waitress does not earn at least minimum wage, he or she will be compensated so that that he or she earns at least $7.25/hr. The head chef will earn $15/hr and the general manager will earn $14/hr. These salaries were selected based on averages for each position in our geographic location. Each employee will be provided with health insurance benefits, which account for 22% of each salary.ReferencesConvection Ovens. Food Service Warehouse. Available at: . Accessed October 20, 2015.Conveyer Dishwashers. Food Service Warehouse. Available at: . Accessed October 20, 2015.Gregoire, MB. Food Service Organizations: A Managerial and Systems Approach, 8th Edition. Boston, MA: Pearson Education, Inc: 2013. Kitchen Manager. Bill’s By The Beach. Available at: HYPERLINK "" \h . Accessed October 27, 2015.Minimum Wage. New Hampshire Department of Labor. Available at: . Accessed November 2, 2015.Tomatoes. Hortus Technical Services. Available at: . Accessed October 20, 2015. ................
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