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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
For more information contact Jessica Waite / / 760.445.6846 / / Jessica@theplotrestaurant.com Version 7.29.19.1
JESSICA WAITE
CEO & Co-Founder
DAVIN WAITE
CIO & Executive Chef
CHRISTOPHER LOGAN
Director of Operations Plant Based Human
Seabasstropub, The Whet Noodle, Pickled Ginger Catering
Food Foundation
sourcing, focused on the health and environmental benefits of a plant based diet
Celebrity Sushi Chef
Seabasstropub, The Whet Noodle, Pickled Ginger Catering
community, well known for his innovative techniques and preparations
utilization
address for the CRRA, panels held by NOAA
Successful restaurant chain manager
large restaurants and chains
hired and managed teams of up to 1200 in union and non-union environments
his knowledge and experience to creating animal-free menu items
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
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
“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 The global plant-based protein market is projected to reach $5 billion by 2020, according to Markets and Markets. Click here to read more 20% GROWTH IN ALL CATEGORIES The plant-based food sector grew 20% in retail sales, as compared to 2% growth for all foods, according to data from Nielsen. Click here to read more $3.3 BILLION ‘17 SALES The plant-based food sales topped $3.3 billion over the past year, according to Nielsen retail sales data. Click here to read more
ABSOLUTELY NO ANIMALS WERE HARMED IN THE MAKING OF THESE STATISTICS
VIBRANT + SATISFYING LOCAL + ORGANIC
COUNTER SERVICE Breakfast / lunch :
FULL SERVICE Dinner :
GRAB & GO + CARRYOUT AVAILABLE ALL DAY Beverages to include : intentionally selected wine, beer, and sake. Carefully crafted espresso, juice, smoothies, hot + sparkling teas.
“Root to Shoot” Reduce Disposables Careful ordering Compost
We are innovat ive and creat ive t o our core. We can diversify t ast e and increase profit by using t he whole plant . We will offer keg beer, wine & sake. Ordering t hese from local companies will reduce our carbon foot print . Not hing we buy will be dest ined for landfill. We will work wit h conscient ious vendors t hat provide eco- friendly product s. Most of our produce scraps will be used t o make sauces, kraut s, pickles and st ocks. Anyt hing left over will be compost ed.
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.
OPZ
General Contractor: CLTVT Architect: Mark Bausback Design: Solstice Interiors Woodwork Surface Theory
1733 Coast Highway Oceanside
1733 South Coast Highway
“Oceanside is the new Brooklyn of San Diego”
“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.”
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
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,
Messaging:
that happens to be healthy and plant-based
§ Support local farms § Keep organics out of landfills § Align with responsible companies § Give back to our community Targets:
platforms
surrounding businesses
seeking a fresh, hip space to enjoy drinks and dine.
exciting culinary experiences
Channels:
print, radio and television
and growing social media platform, curated by our brand manager
sites
platform that market
Conscious Capitalism? We make this look good.
“”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.
Certified B Corporations are businesses that meet the highest standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose. B Corps are accelerating a global culture shift to redefine success in business and build a more inclusive and sustainable economy. Application in progress
We support the growth of a strong & sustainable local economy by:
regenerative farms
donations and membership
Good Food, SD Food System Alliance, Kitchens for Good, Oceanside Kitchen Collaborative, Feeding San Diego, and more
* according to a 2015 Cone Communications Millennial CSR Study
One of the most exciting things about this project? The way our community has embraced it, herbivores and omnivores alike. Engaged & growing SM platform Pacific Mag: Love for female founders! Our favorite article: Get the whole scoop! Honored to be
When Jess & Davin founded their first restaurant they focused on a lot of things, but getting rich wasn’t one of them. Supporting local farmers, fishermen, and NGO’s was a top priority. This commitment has led to a fulfilling yet challenging six years of
Enter plants. Without costly proteins, restaurant margins start to look pretty pleasing. It turns out we can run a profitable business while still upholding our über-high sourcing standards. With a plant based menu and zero-waste menu preparations we can operate in a way that benefits our shareholders, our population, and our planet. We building this restaurant because we want to change the world for the better. We know that the most impactful way to do this is GROW.
HQ; SOUTH OCEANSIDE PLOT
CURRENTLY BUILDING!
CURRENTLY DEVELOPING HEALHTY FISH REPLACEMENT ITEMS
SMALL-FOOTPRINT / QUICK-CASUAL + GRAB & GO PLOT RESTAURANTS
Oceanside Plot, LLC plus 9%* of The Plot Holdings, LLC
1.25M
slated to open late Fall 2019,
and retail food production
for Airbnb and private events
(details in addendum)
Discussion regarding alternative structures welcome
* Shares of The Plot Holdings, LLC will be diluted as additional capital is raised to support growth
For our HQ : South Oceanside Plot, LLC
For our HQ : South Oceanside Plot, LLC
Projections do not include retail revenue, revenues from commissary kitchen for retail food production, or revenues from rental property. Estimates are moderate, and may not account for accelerated growth due to an increasingly affluent population in coastal Oceanside or the rapidly growing vegan market segment. Additional financials available upon request.
For our HQ : South Oceanside Plot, LLC
Projections do not include retail revenue, revenues from commissary kitchen for retail food production, or revenues from rental property. Estimates are moderate, and may not account for accelerated growth due to an increasingly affluent population in coastal Oceanside or the rapidly growing vegan market segment. Additional financials available upon request.