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i =E s'' PLANNING COMMISSION ITEM NUMBER
— _
STAFF REPORT
TO: Planning Commission
FROM: Director of Community Development
MEETING DATE: September 6, 2016
SUBJECT: PUBLIC HEARING
REQUEST FOR A CONDITIONAL USE PERMIT
(CUP16-5)TO ALLOW THE OPERATION OF A
RESTAURANT WITH A SEAFOOD DELI AND
ENCLOSED PATIO DINING AREA IN THE
MAIN STREET SPECIFIC PLAN (MSSP)AREA.
LOCATION: 207 1/2 MAIN STREET
APPLICANT: JOE TOMASELLO
RECOMMENDATION: After conducting the Public Hearing, staff
recommends that the Planning Commission
adopt Resolution No. 16-20, to approve
Conditional Use Permit 16-5 with Conditions.
Conditional Use Permit 16-5
207 1/2 Main Street
GENERAL PLAN DESIGNATION: COMMERCIAL — SERVICE
ZONE: MSSP (MAIN STREET SPECIFIC PLAN)
SITE DESCRIPTION:
Assessor's Parcel Number: 199-053-20
Lot Area: 2,937 sq. ft. (.06 acres)
Gross Floor Area: 1,850 sq. ft.
Surrounding Properties: North: Main Street Specific Plan
South:Main Street Specific Plan
East: Main Street Specific Plan
West: Residential High Density
ENVIRONMENTAL ASSESSMENT:
This project is determined to be a Class 3 (Conversion of Small Structures) Categorical
Exemption pursuant to Section 15303 of the Guidelines for the California Environmental
Quality Act (Public Resources Code Section 21000 et seq.) for the operation of a new
restaurant and seafood deli, where minor modifications are required for the renovation.
LEGAL NOTIFICATION:
The legal notice of this hearing was published in the Seal Beach Sun Newspaper on
August 25, 2016 and mailed to property owners and occupants within a 500' radius of the
subject property on August 25, 2016, with affidavits of publishing and mailing on file.
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Page 2 of 4
Conditional Use Permit 16-5
207 1/2 Main Street
ANALYSIS:
The applicant is requesting approval of a Conditional Use Permit application for the
operation of a restaurant with a seafood deli and enclosed patio dining area located at 207
1/2 Main Street. The subject site is developed with a 1,850 sq. ft. two story commercial
building with two tenant spaces. The proposed 1,250 sq. ft. restaurant/seafood deli use is
proposed on the first floor while the 600 sq. ft. tenant space on the second floor is occupied
by a retail use. The first floor unit was previously occupied by a frame shop. The property is
surrounded to the north, south and east by commercial uses and to the west (across an
alley) by residential uses.
The applicant proposes to add new interior walls to create food preparation, displays,
service areas, and an ADA restroom. As part of these improvements, the applicant
proposes to create an enclosed patio dining area at the front of building facing Main Street.
The first floor elevation will have two storefront windows removed and replaced with a large
roll-up window to create an enclosed patio that will be used as a dining area.
The proposed new business will operate as a restaurant, with a focus on a sushi style
entrée referred to as poke, and a seafood deli with an enclosed patio dining area. The
restaurant use is allowed subject to the granting of a CUP. Section 28.1250-B-16 of the
Main Street Specific Plan requires each restaurant establishment to obtain approval of a
CUP.
The use is physically adequate and compatible with the existing commercial uses in the
Main Street area, which encourages a mix of retail and visitor serving uses. The proposed
restaurant use is in compliance with the General Plan Land Use Element which
encourages a broad range of retail and service uses for the community.
The subject site will require 14 parking stalls to accommodate the parking demand of the
proposed restaurant use and the retail use on the second floor. The site will provide two
parking spaces at the rear of the property which results in a deficiency of 12 parking
spaces. The applicant will be required to participate in the Main Street Parking In-Lieu
Program which requires applicants to pay$3,500 per deficient space. The total in-lieu fees
required for the 12 deficient spaces will be $42,000 which will be paid in six monthly
installments of$7,000. The first installment will be due prior to the issuance of a Certificate
of Occupancy.
Parking Demand Table
Type of Use Gross Floor Parking Ratio Parking Parking
Area (sq.ft.) (Gross Floor Area) Required Provided
Restaurant 1,250 1 spc/100 sq.ft. 13 1
Retail 600 1 spc/500 sq.ft. 1 1
The restaurant/seafood deli will operate in compliance with the allowed hours of operation
for restaurants in the Main Street Specific Plan area. The restaurant will operate from
10:30 AM to 9:00 PM seven days a week.
Page 3 of 4
Conditional Use Permit 16-5
2071/2 Main Street
CONCLUSION:
After conducting the public hearing and receiving public testimony, staff recommends that
the Planning Commission adopt attached Resolution No. 16-20 approving CUP 16-5 to
allow the operation of a restaurant/seafood deli with an enclosed patio dining area within
the Main Street Specific Plan (MSSP) area.
Prepared by:
AI.
Steve Fowler J 7 :: ham
Assistant Planner D ector of Community Development
Attachments 5:
1. Resolution No. 16-20—A Resolution of the Planning Commission of the City of Seal Beach
Approving Conditional Use Permit 16-5 to allow the operation of a new restaurant/seafood
deli with an enclosed patio dining area at 2071/2 Main Street within the Main Street Specific
Plan (MSSP) area.
2. Business Plan and Menu
3. Floor Plan and Site Plan
Page 4 of 4
ATTACHMENT 1
Resolution No 16-20
A RESOLUTION OF THE SEAL BEACH PLANNING
COMMISSION APPROVING CONDITIONAL USE PERMIT
16-5 TO ALLOW THE OPERATION OF A NEW
RESTAURANT AND SEAFOOD DELI WITH AN ENCLOSED
PATIO DINING AREA AT 207 1/2 MAIN STREET
RESOLUTION NO. 16-20
A RESOLUTION OF THE SEAL BEACH PLANNING
COMMISSION APPROVING CONDITIONAL USE
PERMIT 16-5 TO ALLOW THE OPERATION OF A
NEW RESTAURANT AND SEAFOOD DELI WITH AN
ENCLOSED PATIO DINING AREA AT 207 1/2 MAIN
STREET
THE PLANNING COMMISSION OF THE CITY OF SEAL BEACH DOES
HEREBY FIND AND RESOLVE AS FOLLOWS:
Section 1. Joe Tomasello submitted an application to the City of Seal Beach
Community Development Department for Conditional Use Permit (CUP) 16-5 to allow
the operation of a new restaurant and seafood deli with an enclosed patio dining area at
207 1/2 Main Street (the "subject property"), located in the Main Street Specific Plan
(MSSP) Zone.
Section 2. This project is determined to be a Class 3 (Conversion of Small
Structures) Categorical Exemption pursuant to Section 15303 of the Guidelines for the
California Environmental Quality Act (Public Resources Code Section 21000 et seq.) for
the operation of a new restaurant and seafood deli, where minor modifications are
required for the renovation.
Section 3. A duly noticed public hearing was held before the Planning
Commission on September 6, 2016 to consider the application for CUP 16-5. At the
public hearing, the Planning Commission received and considered all evidence
presented, both written and oral, regarding the subject application. The record of the
public hearing indicates the following:
A. The subject site is on the west side of Main Street between Central
Avenue and Electric Avenue. The subject site consists of a 2,937 square-feet (0.06
acre) parcel with an existing two-story 1,850 square foot commercial building with two
tenant spaces. The subject site is surrounded by commercial uses to the north, south
and east, while there are residential uses to the west across an alley. The subject
property is located in the Main Street Specific Plan (MSSP) area.
B. The proposed new restaurant and seafood deli requires
modifications to the existing building to create the kitchen preparation area, restrooms,
display areas, service areas, and enclosed patio dining area. The proposed restaurant
will occupy the first floor which consists of 1,250 sq. ft.
Section 4. Based upon the facts contained in the record, including those
stated in the preceding Section of this Resolution and pursuant to Chapter 11.5.20 of
the Code of the City of Seal Beach, the Planning Commission makes the following
findings:
Page 1 of 5
Resolution No. 16-5
207 1/2 Main Street
A. The proposed operation of the restaurant in conjunction with a
seafood market is consistent with the General Plan. The General Plan specifies that the
Service Commercial Land Use designation encourages commercial areas to provide a
broad range of retail and service needs for the community. The new use of the subject
site as a restaurant with an enclosed patio dining area along with the seafood deli, the
restaurant with the deli can offer its customers a variety of food items to either eat on
site or take home.
B. The proposed use complies with applicable provisions of the
Municipal Code and the Main Street Specific Plan. The Municipal Code and the Main
Street Specific Plan allows for restaurant uses with approval of a Conditional Use
Permit. The proposed restaurant is in compliance with all other applicable provisions of
the Municipal Code.
C. The subject site is physically adequate for the proposed use. The
restaurant with the enclosed patio dining area will require interior alterations that are
consistent with interior tenant improvements conducted in commercial areas. The
proposed use, along with the existing retail space, requires a total of 14 parking stalls.
The subject site will provide two parking spaces on site, and is deficient by 12 parking
spaces. The Seal Beach Municipal Code recognizes participation in the Main Street
Specific Plan District In-Lieu Parking Program. The program permits all or part of the
parking space requirements to be satisfied by compliance with this program. Because
the subject site does not have any physical parking spaces to serve the proposed
parking spaces required for the restaurant use, the applicant will be required to
participate in the parking in-lieu program in order to be in compliance with all parking
requirements. The applicant will be required to pay an in-lieu fee for 12 parking spaces
as the proposed use will require 12 additional parking spaces above the 2 parking
spaces on site. The applicant will pay a total In-Lieu Parking Fee of $42,000.00 to be
paid over a period of six months, in monthly installments of $7,000.00 with the first
payment due prior to issuance of Certificate of Occupancy. All subsequent payments
shall be considered due on the thirtieth day following the last payment. In addition, the
applicant shall be required to execute and record a covenant setting forth its obligation
to pay the in-lieu parking fee in accordance with the terms of this Resolution.
D. The location, size, design, and operating characteristics of the
proposed restaurant with the enclosed patio dining area would be compatible with the
surrounding uses and will not adversely affect those uses or properties in the
surrounding areas. The existing building complies with the height, and setback
requirements of the Main Street Specific Plan zoning area and conditions have been
included in this resolution to ensure operation of this use maintains compatibility with
the surrounding uses. The proposed hours of operation for the restaurant will be 10:30
AM to 9:00 PM seven days a week.
E. The establishment, maintenance, and operation of the proposed
new restaurant/seafood deli with an enclosed patio dining area would not be detrimental
to the health, safety, or welfare of persons residing or working in the vicinity. Conditions
have been included to this resolution to ensure that the use will comply with the
Page 2 of 5
Resolution No. 16-5
207 1/2 Main Street
Performance Standards set forth in Section 11.4.10.020 of the Zoning Code and will not
create adverse impacts upon adjacent uses. The property will be consistent with the
surrounding uses in the Main Street area which consists of a mix of retail, service and
restaurant uses. The noise levels generated by the operation of the site would not
exceed the level of background noise normally found in the area as there will not be
music associated with the business, only normal conversations while dining. In the
event that complaints are received in the future, the Planning Commission reserves the
right to reconsider the operation of the business and the conditions of approval.
Section 5. Based upon the foregoing, the Planning Commission hereby
approves CUP 16-5 to permit the operation of a restaurant/seafood deli and enclosed
patio dining area within an existing commercial building, at 207 1/2 Main Street, subject
to the following conditions.
1. Conditional Use Permit 16-5 is approved to permit a new restaurant/seafood deli
with an enclosed patio dining area at 207 1/2 Main Street.
2. The premises of the restaurant must be in substantial compliance with the plan
submitted with the application and maintained on file with the Community
Development Department date stamped July 11, 2016.
3. The applicant is required to pay an In-Lieu Parking Fee of $42,000.00, in
accordance with the Main Street Specific Plan District In-Lieu Parking Program.
The $42,000.00 shall be paid over a period of six months, in monthly installments
of $7,000.00. The initial installment must be paid to the City prior to issuance of
Certificate of Occupancy; and all remaining payments will be considered due on
the thirtieth day following the last payment.
4. A Covenant and Agreement for the payment of the $42,000 In-Lieu Parking Fee,
including but not limited to all installment payments, must be signed by the
applicant and recorded on the property no later than October 1, 2016. The
Covenant and Agreement shall be in the form required by the City. No building
permits shall be issued for any improvements or other work on the subject
property until the Covenant and Agreement has been executed and recorded in
accordance with this condition.
5. The hours of operation shall be 10:30 AM to 9:00 PM seven days a week.
6. No video games or similar amusements shall be permitted on the premises.
7. In the event staff determines security problems exist on the site, the Conditions
of this permit may be amended to require the provisions of additional security
measures.
8. Deliveries to the premises are prohibited between 10:00 P.M. and 7:00 A.M.
9. There shall be no dumping of trash outside and/or glass bottles outside the
establishment between the hours of 10:00 P.M. and 7:00 A.M.
10. The establishment must comply with Chapter 7.15 "Noise" of the City of Seal
Beach Municipal Code. Should complaints be received regarding noise
generated by the establishment, the Planning Commission reserves the right to
Page 3 of 5
Resolution No. 16-5
207 1/2 Main Street
schedule this permit for reconsideration and may require the applicant/business
operator to mitigate the noise level to comply with the provisions of Chapter 7.15.
11. Any proposed alterations or upgrades to the restaurant will require review and
approval from the City of Seal Beach Planning Division.
12. A modification of this CUP must be applied for when:
a. The establishment proposes to modify any of its current Conditions of
Approval.
b. There is a substantial change in the mode or character of operations of
the establishment.
13. The Planning Commission reserves the right to revoke or modify this CUP if any
violation of the approved conditions occurs, any violation of the Code of the City
of Seal Beach occurs.
14. In the event staff determines that security problems exist on the site, the
conditions of this permit may be amended, under the procedures of the Seal
Beach Municipal Code to require the provision of additional security measures.
15. The Planning Commission reserves the right to revoke or modify this CUP if
harm or operational problems such as criminal or anti-social behavior occur.
Examples of harmful or operation behaviors include, but not limited to, violence,
public drunkenness, vandalism, solicitation and/or litter.
16. The establishment shall have a public telephone listing.
17. Litter and trash receptacles shall be located at convenient locations inside the
establishment and operators of such establishments shall remove trash and
debris on an appropriate basis so as not to cause a littering, sanitation or other
health or safety problem.
18. There shall be no live entertainment, amplified or unamplified music, or dancing
permitted on the premises at any time, unless all requirements of Seal Beach
Municipal Code Section 11.4.05.010.D or any successor ordinance have been
met.
19. The applicant will prominently display these Conditions of Approval in a location
within the businesses' customer area that is acceptable to the Community
Development Director.
20. Failure to comply with any of these conditions or a substantial change in the
mode or character of the residence shall be grounds for revoking or modifying
this CUP approval.
21. This CUP shall not become effective for any purpose unless/until a City
"Acceptance of Conditions" form has been signed and notarized by the applicant
before being returned to the Planning Department; and until the ten (10) calendar
day appeal period has elapsed.
22. The applicant is required to obtain all required Building and Safety permits prior
to tenant improvements, construction or demolition.
Page 4 of 5
Resolution No. 16-5
207 1/2 Main Street
23. Approval of this request shall not waive compliance with all sections of the
Municipal Code, or all other applicable City Ordinances in effect at the time of
building permit issuance.
24. This CUP shall become null and void unless exercised within one year of the
date of final approval, or such extension of time as may be granted by the
Planning Commission pursuant to a written request for extension submitted to
the Community Development Department at least ninety days prior to such
expiration date.
25. The applicant must indemnify, defend, and hold harmless City, its officers,
agents, and employees (collectively "the City" hereinafter in this paragraph) from
any and all claims and losses whatsoever occurring or resulting to any and all
persons, firms, or corporations furnishing or supplying work, services, materials,
or supplies in connection with the performance of the use permitted hereby or the
exercise of the rights granted herein, and any and all claims, lawsuits or actions
arising from the granting of or the exercise of the rights permitted by this
Conditional Use Permit, and from any and all claims and losses occurring or
resulting to any person, firm, corporation or property for damage, injury or death
arising out of or connected with the performance of the use permitted hereby.
Applicant's obligation to indemnify, defend, and hold harmless the City as stated
herein shall include, but not be limited to, paying all fees and costs incurred by
legal counsel of the City's choice in representing the City in connection with any
such claims, losses, lawsuits or actions, expert witness fees, and any award of
damages, judgments, verdicts, court costs or attorneys' fees in any such lawsuit
or action.
PASSED, APPROVED, AND ADOPTED by the Seal Beach Planning
Commission at a meeting thereof held on September 6, 2016, by the following vote:
AYES: Commissioners
NOES: Commissioners
ABSENT: Commissioners
ABSTAIN: Commissioners
Esther Cummings
ATTEST: Chairperson
Jim Basham
Planning Commission Secretary
Page 5 of 5
Five Fish Inc.
d.b.a. Crazy Fish Poke Market
rier
0
207 Main St.
Seal Beach, CA 90740
(562) 607 6215
Prepared by: Dannesh Alam
Presented to:
The City of Seal Beach (Planning & Development)
211 8th St.
Seal Beach, CA 90740
1
Table of Contents
Table of Contents
EXECUTIVE SUMMARY 3
COMPANY DESCRIPTION 4
MISSION STATEMENT 5
MARKET ANALYSIS 5
INDUSTRY 5
COMPETITORS 5
ORGANIZATION 6
STRUCTURE 6
MANAGEMENT 6
PERSONNEL 7
CURRENT POSITIONING ANALYSIS 7
STRENGTHS 7
WEAKNESSES 7
OPPORTUNITIES 7
THREATS 8
TRENDS 8
TARGET MARKET 8
MARKETING MIX 9
MARKETING OBJECTIVES 9
PRODUCT 9
PROMOTION 9
PLACE 10
PRICE 10
MENU CONCEPTS 11
REFERENCES 12
2
Executive Summary
The following report explains the restaurant, Crazy Fish Poke Market. We will be providing a
description of the restaurants, our future goals, and how we plan to engage with our
customers.
Crazy Fish Poke Market will open its doors for the first time in the city of Seal Beach. The poke
restaurant will be the first of it's kind in the city and will be located in the heart of Main St. The
restaurant is an eating establishment that is focused on healthy, sustainable, and delicious
seafood.
The restaurant is intended for the everyday consumer on an average budget. We are targeting
those individuals who are conscious about the food they consume. We want to be able to grow
our business with the help of those in the community. Crazy Fish will be adding more jobs to
marketplace.
This report will analyze the current market and its competitors. It will outline what they do well
and what Crazy Fish can do better. We will provide an in depth look at the restaurant industry
as a whole and explain why it's in our best interests to be opening a restaurant revolved around
the poke bowl.
3
Company Description
Crazy Fish Poke Market is a fast casual restaurant located in the heart of Seal Beach, CA. The
goal of Crazy Fish is to tap into a market that is vastly becoming a new staple of American
eatery. Crazy Fish Poke Market in Seal Beach will be the first of many locations of our fresh
poke/fresh seafood market concept. The restaurant's menu will revolve around the fresh
sashimi bowls, or 'poke bowls' concept and hand rolls.
The city of Seal Beach will provide a great test market for Crazy Fish because of the amount of
foot traffic Main St. provides. Whether you want to pick something up to eat on your way to
the beach or simply trying to find a quick bite to sit down and have lunch with friends, Crazy
Fish has you covered.
We are offering a healthy food option that not only tourists to the city of Seal Beach will love
but also the residents of the city.
Crazy Fish strives to provide a unique experience in a non traditional environment by delivering
high quality ingredients to our customers. The goal is accomplished by the following:
• Using wild caught/ responsibly raised fish backed by the Marine Stewardship Council
and/or Monterey Bay's Seafood Watch Program
• Ensuring that our food is GMO free
• Serving high quality ingredients at a fair price
• Working with local farms for the freshest produce
• Working with local fisherman to provide the freshest catch
• Constructing the restaurant with sustainable materials
Five Fish Inc. was formed to give Crazy Fish Poke Market the greatest comparative advantage
over any competitor possible. The members of the group own 3 different seafood businesses
between them, encompassing distribution, processing, wholesaling, and retail. Our cost on
seafood as well as produce will save us over one hundred thousand dollars in the first year
alone. The following is resources currently at our disposal:
• Established local supply chains
• Recognized brands (Superior Seafood, Blue Water Seafood Co., The Catch Seafood Co.)
• Presence in the market
• 100+years of experience in the seafood industry combined.
We believe that Crazy Fish Poke Market will become a staple eatery in the city of Seal Beach.
We want to grow throughout the community and build long lasting relationships with our
customers.
4
Mission Statement
Crazy Fish Poke Market is on a mission to provide customers with the most authentic poke bowl
experience with top quality products and unmatched customer service.
Market Analysis
Industry
The restaurant industry is considered to be a subset of the hospitality industry in the United
Sates. It is estimated that in the United States alone, the hospitality industry generated up to
$1.5 trillion dollars in 2012 (Select USA). Competition in the industry is primarily based on not
only how well you can make a product but how well you can present that product to your
target customer.
Restaurant sales have dramatically grown over the last 15 years and show no signs of slowing
down. In 2015, restaurant sales hit$709.2 billion dollars, up from $586.7 billion in 2010 and
$379 billion in 2000. That means in 15 years, the industry has almost doubled in sales. That
figure proves that the demand for new restaurants from the American consumer has increased
(QSR).
The top 3 restaurant trends for 2016 as written by QSR magazine:
1. Real Food—"clean eating, or food made with ingredients that are free of additives,
antibiotics, and other artificial components."
2. Chef Driven Fast Casual—i.e. Chipotle, Poke, etc.
3. Micro Cuisines—"expect to find more hyper-regional items on the menu"
Competitors
Crazy Fish Poke Market has three main competitors in the area. North Shore Poke Co., Poke
Bar, & Sweet Fin. All three have established a good customer base since their inceptions and
have a good geographic presence.
North Shore Poke Co.
• First location 5 years ago was the staple for Poke restaurants
• Estimated over$3 million dollars in sales between the stores in the year 2015
• 5th St, Huntington Beach, CA
• 11488 South St, Cerritos, CA
• 3033 Bristol St, Costa Mesa, CA
Poke Bar
• 8 locations st throughout California,three more in the works
• Their restaurants revolve around the 'Chipotle' concept.
• 525E 1 St, Long Beach, CA
Sweetfin
5
• 829 Broadway, Santa Monica, CA
• $3 million dollars in sales in the year 2015 in a 1000sgft Location (NRN)
• Capital raised for five more locations
To differ ourselves from the competition we plan to promote the sustainability of our seafood.
Being able to provide our own seafood from our distribution line enables us to trace to the
origin of where our fish were caught and how it was caught.
Organization
Structure
Five Fish Inc. is a corporation composed of the following members and their ownership stake:
Paul Di Girolamo—30%
Joe Tomasello—30%
Ali Alam—30%
Dannesh Alam —5%
Patrick Garcia—5%
Paul Di Girolamo has owned and operated Superior Seafood for the past 20 years. Superior
Seafood is located in Los Angeles, CA and operates as a seafood distribution and wholesale
business.
Joe Tomasello has owned and operated Blue Water Seafood Co. for the past 6 years. Blue
Water Seafood is a retail seafood booth at farmer's markets throughout Southern California.
Mr. Tomasello has been in the seafood business for over 20 years.
Ali Alam has experience as an executive chef for over 20 years and has been in the distribution
and wholesale seafood business for the past 15 years.
Dannesh Alam graduated from the University of Arizona and holds a BS in Business
Management and owns and operates The Catch Seafood Co.
Patrick Garcia has been the general manager for Bluewater Seafood Co. for 5 years. Patrick also
holds a ServSafe food manager accreditation that includes knowledge within HACCP, food
safety, and food borne illnesses'.
Management
Crazy Fish Poke Market is the restaurant idea of its five founders. The members of Five Fish Inc.
require a simple organizational structure. The implementation of this organization allows the
five members to make all necessary management decisions for the greater good of the
business. In future Crazy Fish locations, we plan to have a primary site manager.
6
Personnel
Crazy Fish is going to expand the Seal Beach job market by adding 10 employment positions at
the restaurant. Two cashiers per shit, two cooks per shift, and 1 employee responsible for the
fresh seafood market. Each employee will work no more than 30 hours per week.
Current Positioning Analysis
Strengths
Well Established Supply Chains
The greatest strength Crazy Fish has is our advantage to control the cost of the seafood we
bring to the restaurant.
Positive Brand Image
Providing healthy GMO food will be viewed positively by our consumers
Low Advertising Costs
The bulk of our exposure will come from social media and word and mouth. Seal Beach is a
tight knit community and word will get out fast of a new restaurant on Main St.
Weaknesses
Low Barriers to Entry
It has become relatively simple to start a poke restaurant. The challenge is starting a poke
restaurant and exceeding expectations. There are no stoves, ovens, or fryers needed in the
kitchen.
Opportunities
Entering New Markets
As Crazy Fish grows we have the ability to increase our store base throughout Southern
California.
Healthier Options
The everyday consumer is now more concerned with their eating habits and have started to
incorporate a healthier lifestyle. Our menu will be composed of all natural, GMO free
ingredients.
Menu
With the ability to bring in any specific seafood item we want we have the option to change our
menu on a daily basis.
Increase Revenue
7
As the economy recovers more and more consumers are likely to spend more money eating
out.
Threats
Minimum Wage
Increased minimum wage rates will impact the prices of our items. This negative impact will
directly affect every small businesses bottom line.
Competing Restaurants
The competition amongst fast casual restaurants its growing. We hope to own a high
percentage of the market in 3-4 years.
Trends
Healthy Eating
Social demand for a healthy product has pressured many restaurants to incorporate healthier
menu options.
Social Responsibility
The seafood we bring in will be backed by the Marine Stewardship Council as well as backed by
Monterey Bay Aquariums Seafood Watch program. We want to offer a solution to the high
calorie fast-food choice that contributes to the obesity epidemic in America.
Convenience
Crazy Fish meets the modern demand for convenience by offering a alternative to the more
expensive sit down restaurants.
Target Market
Today consumers utilize fast-food more than they ever have before. Fast-food is considered
unhealthy and culpable for increased problems with obesity. Crazy fish wants to differentiate
from the norm and what people have accustomed to in fast food. Crazy fish aligns itself with
the values of customers by serving a product that you can believe in. The focus on sustainable
food practices resonates with environmentally concisions consumers (Schoultz, 2012).
• Primary
o The target market for Crazy fish are health conscious individuals who don't want
to spend the extra money on going out to sushi. By creating a cheaper
alternative to sushi we are able to satisfy the cravings of our consumers.
• Secondary
o The secondary target market are millennials. These people are those whom are
tech savvy and are constantly on social media. These people are willing to pay
the extra couple dollars for a meal that completely satisfies them.
• Demographics
8
o Men and women between the ages of 20-40 years' old
o Middle-upper class
o College students
o High school students
o Employed business professionals
• Behavioral
o Consumers who have little time and those who live a healthy lifestyle
o Those who believe in the benefit of organic foods
o Positive attitude towards food that you can trust
• Psychographics
o Environmentally conscious
o Maintain an active lifestyle
o Convenience oriented
Marketing Mix
Marketing Objectives
• Increase profits
• Attract new customers
• Increase market share
• Provide customers with a way to eat fast and healthy
• Maintain an organic value proposition
Product
Objectives
Crazy Fish will appeal to a market that is crazy about poke. A wider menu at a more valuable
price will attract potential customers to increase our market share. A poke bowl that is
constructed with the finest ingredients and the freshest fish possible.
Strategy
Demonstrate a commitment of using all natural ingredients, locally and responsibly raised
seafood.
Tactics
Educate and train employees on the values that Crazy Fish holds. Source our seafood from
trusted vendors and fisherman.
Promotion
Objectives
People culture is the main focus of Crazy Fish. We want to make sure that the consumer has an
unforgettable experience while eating at our restaurant. We will promote out product via
Instagram / Facebook/&Yelp.
9
Strategy
By providing exceptional customer service to every customer we hope to achieve a high return
rate of customers coming back to dine with us in the future. We will create hashtags that are
specifically for our restaurant to give us a higher presence in social media. Creating ads on
Facebook and Yelp will help us promote our product to those who have not heard of Crazy Fish.
Tactics
We will contact local newspapers when we finalize a opening date for the restaurant to get the
word out in the local community. We will offer 25% any bowl with a check in on Yelp during our
opening week.
Place
Objectives
The sole focus is to get our first location in Seal Beach off to a great start. We want this
restaurant to be the standard in locations to come. We want to appeal to those who live in the
area as well as attract people whom are not native to Seal Beach.
Strategy
We want our restaurant to be a place where people have an experience they can not find
anywhere else. To do this we must be able to construct a restaurant that leaves them with
something to remember.
Tactics
Brand awareness will be key to promote our product. Every set of chopsticks, plates, napkins,
bags, cups, will have our logo and address of our location. The more people who recognize our
logo the more brand awareness we have amongst our consumers.
Price
Objectives
Because we are able to control the price of the seafood in the restaurant the only costs that we
have to take into consideration are our rent, utilities, and cost of labor. In regards to the price
per customer we can take advantage of our high quality ingredients and seafood. Consumers
expect prices to be higher when they know they are receiving a top quality product.
Strategy
We want to create a high demand for our product and we believe we can achieve that with our
very competitive pricing and top quality product.
Tactics
Prices will stay competitive to the current market conditions. We want to set a price to where
the everyday consumer finds affordable for the product they are getting in return.
10
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References
Jennings, L. (2016,January). Sweetfin Poke Investment. Retrieved June 20th, 2016 from NRN.
Schoultz, M. (2012, August). A Story about Chipotle's Non-Traditional Marketing Strategy.
Retrieved June 25th, 2014 from Digital Spark Marketing.
SelectUSA. (2013). The Travel, Tourism and Hospitality Industry in the United States. Travel
Promotion Act of 2009 (TPA), n.d. Web. Retrieved from http://selectusa. commerce.gov/
Wolf, B. (2016, January). Food Trends for 2016. Retrieved June 20th, 2016 from QSR.
12
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