Sushi Do Fresh -Healthy- Delightful

Sushi Do Fresh -Healthy- Delightful 

Table contents

Sushi Do Marketing Plan 

Markets

Customers

Value

Transaction

Differentiation

Awareness

Partners

After-Sale

Price

Resources

Markets/Customers (DerlineZ)

The name of company is Sushi Do. We are a chef- on -site full sushi service provider. We’re partnered with dining services to provide full-service sushi bars nationwide in universities, colleges, and corporate settings. Our mission is to create the most enjoyable dining experience for individuals and provide the freshest premium quality sushi products.

Our target audience are health-conscience and eco-friendly corporations. Our secondary target will be colleges that are looking for on-site, healthy meal options for members of their institutions. We will use social media, direct communications with customers - going into the business to promote the product, word of mouth, and promotional events. The goal would be to bring brand awareness to the masses. The preferred methods mentioned previously will ultimately help the business with name recognition and allow for innovative ways to attract our target market. 

We plan to also do our due diligence by researching our competitors. Our niche is fresh, ethical and convenient sushi. We would attempt to assure our customers that we are not only the right choice but the only choice in our niche. The chef-on-site concept will allow our customers to use their time wisely, instead of leaving the premises and incurring additional costs; i.e. gasoline, sweat, etc. They can utilize their break or lunch time on what matters most - the food; in this matter, Sushi Do. Students, workers, and personnel will be able to use their time efficiently.

Target Market (Derline Z)

Corporations & University

Our target audience are health-conscience and eco-friendly corporations. Our secondary target will be colleges that are looking for on-site, healthy meal options for members of their institutions .

Target -Segments (Derline Z)

Corporations

This segment focuses on companies from the East coast to the West coast with employee counts of 200 or more.

Private Universities

Our focus will be private universities from the East coast to the West coast with 10,000 or more students, faculty and staff. However, we will focus more in Las Angeles. The University of California love to eat sushi.

Target -Customers (Derline Z)

Our “big picture” target customers are the corporations and private universities themselves. Without selling to them, we cannot sell our food to the customers within.

Corporations

Our target customers within corporations are the following: staff, personnel and guests.

University

Our target customers within private universities are the following: administration, faculty and students.

What problem are we solving?

Our target customers are health-conscience corporations and private universities with health conscious staff, students, personnel, and guests. We are solving a lack of affordable healthy choices and an on-site available chef allows customers’ needs to be met without question. Food customization is available to accommodate customer preference, such as food allergies and customer questions regarding freshness. It is understood that customer service and catering needs will build a confidence for our brand.

Value (c

What is the promise(s) we make?

Fresh ingredients, premium sushi, and courteous services

Products prepared daily

Skilled and fully trained sushi chefs: Servsafe certified

First-class food safety program: participants of HACCP quality management programs

How do we/customers define value?

No labor cost, no food cost, no shrink cost

High demand

Convenient to eat

Healthy

Variety

No involvement on customer’s behalf

Offer sustainable seafood, vegan, and gluten free

Buy produce locally to support the community

All products sealed with customer labels that include ingredients, nutrition facts, and calories information

Sustainable program

How will we make customers feel appreciated?

Chefs can create new items to meet customers needs

Work with clients to customize menu

Offer weekly and monthly specialty items

What’s our tagline?

fresh · health · delightful

Transactions

How/Where do we sell?

Cafes

Markets

Cafeterias

Does our customer-experience match our promise?

Differentiation +Preparations(Jacob)

Our competitors include;

Sushi Yasaka

Sushi Yasuda

Sushi Nakazawa and

Haru Sushi

What makes us better

Sushi Do is a Sushi products making organization steered by a focused, qualified and experienced team of managers which makes it much better in terms of services delivery. This also puts the organization into a better competitive position in the market segment. Our chefs are competently trained to cater for our customers’ needs to boost satisfaction and subsequently customer retention. Our on-site chef program also makes us much better because we do customization of our clients’ orders to suit their taste. This is a technique we have adopted over years and have proved to be of benefit when it comes to competitive advantage. Lastly, we value our clients’ comments, critics and recommendation. Thus, we have direct call line whereby we get feedbacks from our clients pertaining different types products. These feedbacks prompt us to make relevant adjustments to meet their demand.

What makes us Different

In a business field where we have to compete for a segment in the market, we have devised various ways and techniques to make us different from the rest and stand out in our service delivery. These includes our target market, on-site chef program, pricing, after sale services and customer care experience among many aspects. We have chosen to partially major on offering our services to institutions such as colleges, universities, events and other organizations. Our on-wheel vending kitchen has enabled us to take our services to these institutions with ease and conveniently. Our motto ‘ Our mission is to create the most enjoyable dining experience to individuals and families while providing the freshest premium quality sushi products ’ acts as our motivation and ultimate goal of ensuring that our clients go home with a smile from the quality experience from our outlets. To cater for the customer’s needs, we have on-site chefs to provide freshly made sushi products and to their preferred taste. This program has been a key aspect which has largely contributed toward establishing a rigid brand name for our organization. Additionally, our prices are competitive not forgetting the quality of our products which gives our clients the value for their money. After sale and quality customer service experience are other aspects which makes our organization different from the rest. We ensure that our clients are satisfied with our products while at the outlets and even after they leave through a feedback channel where we receive comments and other feedbacks.

How we communicate it

In communicating our difference, our customer care personnel offer well explained and beautifully designed brochures to our clients and other by passers as a way of marketing and making the brand well known. These handouts communicate our dedicated service delivery and how they are different from our competitors. We also have a listening team of waiters and chefs who ensure that clients are served exactly the way they want. Some customers want to try out different taste by providing customized sushi recipe to our chefs which we do for them. We also encourage our satisfied clients to spread a word of mouth and bring a friend during their next visit. These techniques have greatly enabled us to communicate our uniqueness to more and more potential customers each and every day.

(Mark)

While the wonderfully addictive, cultural, and artistic sushi remains a mystery to the uninitiated. The question remains, why would anyone want to pay so much for a few tidbits of raw fish? Although some would suggest that unlike the supermarket sushi slopped out by chains in the West, a true sushi experience is unforgettable and difficult to recreate. Is it really true that Masters in Japan know how to make each bite a ride of color, texture, taste, and appearance. Although the Japanese get full credit for what we call sushi today, the inspiration for sushi is thought to have started in Southeast Asia.  Narezushi , fermented fish wrapped in sour rice, originated somewhere around the Mekong River before spreading into China and later Japan. Sushi Began as Cheap Fast Food. Once upon a time, sushi didn't require a platinum credit card to enjoy. Sushi caught on originally as a cheap, quick snack to eat with the hands while enjoying a theater performance. Forget the popcorn: pass the sushi! There several resources needed to meet the goal of Sushi production and distribution.

Resources

Food safety regulations in the U.S. and Europe require that raw fish be frozen for a certain amount of time to kill potential flukes and parasites. In Europe, raw fish must have been frozen at -20 degrees Celsius for at least 24 hours.   Even the freshest raw fish served in Western sushi restaurants has been frozen, which damages the original taste and texture. The statistic presents the revenue of sushi restaurants in Japan from 2009 to 2018. In 2018, sushi shops in Japan generated a revenue of approximately 1.55 trillion Japanese yen, up from about 1.35 trillion yen in 2009. Serving sushi comes with additional safety concerns that serving other types of food does not. Though not all sushi contains raw fish, many popular rolls do, and that's what makes many squeamish folks swear off sushi altogether. Indeed, some of the horror stories you may have heard about people contracting illnesses including parasitic and bacterial infections from eating uncooked fish are true. Luckily, there are a number of precautionary measures that can be taken to virtually eliminate the risk of making your patrons sick by serving them uncooked fish. Food distributors label fish that has been handled to minimize the presence of foodborne pathogens as "sushi-grade", which you may be surprised to discover has no legal definition. The FDA does offer guidelines for handling fish that will be served raw, including freezing the fish to -4 degrees F for 7 days or -31 degrees F for 15 hours to ensure that parasites have been destroyed. The most reliable way to source safe, fresh seafood is to get to know your supplier. If it's an option in your area, source your fish from a supplier that deals only in seafood, rather than from a catchall food distributor. In addition to ensuring that you're getting the freshest, safest food available, building a relationship with your supplier will help you understand what precautions are taken to keep their seafood safe, and you're also likely to be in the know on good deals and limited-supply catches.

Sushi Production and Sale

What if I told you that you can make your own homemade sushi rolls at home – for right around $1.40 per person? Making sushi at home seems out of reach for many people. Dealing with raw fish and unfamiliar ingredients, using a sushi mat, and rolling making can be intimidating. However, sushi doesn’t have to be made of raw fish. If you choose to make your sushi rolls with raw fish, be sure to seek out sushi grade fish. There are other combinations, for example teriyaki chicken with creamy avocado and crunchy asparagus.

Restaurant sushi can cost up to $18.00 a roll. Ready-made sushi at local grocery store costs between $7.00 and $9.00 for one roll.

Seaweed: $2.00 for 5 sheets

Chicken breast: $2.00

Avocado: $1.00

Asparagus spears: $1.00

Sushi rice: $1.00

For 5 sushi rolls, It costs about $7.00 – which comes out to $1.40 per roll.

One roll is a good amount for one person. Additional ingredients added to the cost a bit (rice vinegar, brown sugar, teriyaki sauce, wasabi). Sushi grade fish is on the order of $15-25 per pound retail, perhaps $10-18 wholesale.  That's the good stuff like ahi, salmon, hirame.  Rice is nearly free and you get 25-30 pieces out of a pound of fish, so the ingredient cost on two salmon pieces you sell for $4 or $6 is about $1.  Things like octopus, squid, eggs, aren't expensive at all.  Even the delicacies have low food cost: a tray of uni costs $10-12 and you can make about ten pieces of nigiri for that, which would sell for $35-50.  

1. Cost of ingredients Fish used for sushi are not only fresh, but also comes from all over the world. Simply, most of them are quite expensive than locally grown vegetables and meats. 2. Fish needs to be prepped Most fish needs to be prepped. For example, prepping shrimp for sushi takes an enormous amount of time. You need to put bamboo skewer to each shrimp, boil it, cool it down, de-shell it then split into half. Obviously, the amount of labor it requires to prep shrimp makes it cost more to serve. 3. You are paying for what you don't (or cannot) eat. After filleting the whole fish, head, bones, fins and some parts of the tail are discarded. This doubles the cost of the fish. Only certain parts of the fish are suitable for nigiri or sashimi. This is why nigiri and sashimi cost more. Running a sushi restaurant can be a hard food business because you’re handling with raw fish daily which has a very short shelf-life. Not only does your ingredients expire quickly, you must run a super clean and sanitary culinary environment to handle fresh fish. Unless you can effectively sell sushi in large quantities, have access to fresh fish, and find experienced sushi chefs it’s a tough call. Probably the other thing to point out is being able to address social sites like Yelp and try your best to keep reputation high. Reviews of customers commenting on fish being semi-frozen still and it’s not common knowledge to people that yes even sushi grade fish needs to be thawed out.

Sushi-Do Pricing Scale – After Production

Specialty Roll - White Rice

Fire Roll	$9.06
Dragon Roll	$9.06
Spicy Tuna Crunch Roll	$9.06
Spicy Mayo	$0.50

Specialty Roll - Brown Rice

Fire Roll	$10.06
Dragon Roll	$10.06
Spicy Tuna Crunch Roll	$10.06

Nigiri (Fish on Rice) - White Rice

Tuna	$1.75
Salmon	$1.75
Shrimp	$1.50
Smoked Eel	$1.50
Tamago (Egg)	$1.50
Spicy Mayo	$0.50

Nigiri (Fish on Rice) - Brown Rice

Tuna	$2.00
Salmon	$2.00
Shrimp	$1.75
Smoked Eel	$1.75
Tamago (Egg)	$1.75

Sashimi

Tuna	$1.25
Salmon	$1.25
Smoked Eel	$1.25
Tamago (Egg)	$1.25
Spicy Mayo	$0.50

Donburi (Bowls) - White Rice

Beef Bowl	$5.99
Curry Bowl	$5.99
Shrimp Tempura Bowl	$5.99
Spicy Salmon Bowl	$5.99
Spicy Tuna Bowl	$5.99
Udon	$5.99
Spicy Mayo	$0.50

Donburi (Bowls) - Brown Rice

Beef Bowl	$7.99
Curry Bowl	$7.99
Shrimp Tempura Bowl	$7.99
Spicy Salmon Bowl	$7.99
Spicy Tuna Bowl	$7.99

Regular Roll (Seaweed Outside) - White Rice

Avocado	$2.26
Cucumber	$2.26
Shiitake	$2.26
Tuna	$3.26
Salmon	$3.26
Spicy Mayo	$0.50

Regular Roll (Seaweed Outside) - Brown Rice

Avocado	$2.76
Cucumber	$2.76
Shiitake	$2.76
Tuna	$3.76
Salmon	$3.76

Inside, Out Roll (Rice Outside) - White Rice

California Roll	$3.49
Tuna Avocado Roll	$4.98
Salmon Avocado Roll	$4.98
Eel Roll	$4.98
Rock N Roll	$5.99
Spicy Shrimp Tempura Roll	$5.49
Spicy Orange	$7.02
Spicy Minnesota	$7.02
Spicy Twins	$7.02
Rainbow	$9.06
Philadelphia	$5.98
Spicy Mayo	$0.50

Inside, Out Roll (Rice Outside) - Brown Rice

California Roll	$4.49
Tuna Avocado Roll	$5.98
Salmon Avocado Roll	$5.98
Eel Roll	$5.98
Rock N Roll	$6.99
Spicy Shrimp Tempura Roll	$6.49
Spicy Orange	$8.02
Spicy Minnesota	$8.02
Spicy Twins	$8.02
Rainbow	$10.06
Philadelphia	$6.98

Vegetarian - White Rice

Inari (3 Pc)	$2.99
Vegetarian Combo	$7.02
Japanese Veggie Roll	$3.49
Tamago Avocado Roll	$3.99
Spicy Mayo	$0.50

Vegetarian -Brown Rice

Inari (3 Pc)	$4.29
Vegetarian Combo	$8.32
Japanese Veggie Roll	$4.79
Tamago Avocado Roll	$5.29

Others

Rice Cake (Dango)	$2.99
Rice Cake (Daifuku)	$1.50
Wasabi Rice Cracker	$0.75
Roasted Hot Green Peas	$2.50
Rice Cracker Seasoned w/Soy Sauce	$4.99
Rice Cracker	$4.00
Seasoned w/Soy Sauce Rice Ball	$1.50
Salmon Rice Ball	$1.50
Edamame	$1.45

Sides

Seaweed Salad	$3.29
Squid Salad	$3.29
Soba Salad	$3.29
Garden Salad	$3.29
Summer Rolls	$3.29
Spicy Mayo	$0.50

(Charnel)

Awareness

How do we promote our brand?

Sushi DO promote with three essential components “FRESH/HEALTHY/DELIGHTFUL). The company uses Yellowfin Tuna, Sockeye Salmon and Cold Water Shrimp.

The company website is a major tool used to promote. The company could promote and sell its products through colleges, hospitals, hotels, airports, train stations, bus stations and governmental agencies (NYPD/FBI). In order to attract new clients, one option could be to make a celebrity the spokesman for the company. The celebrity could prove to be useful in promoting the brand. Ads can be shown on YouTube commercials, televised ads, newspaper ads and blogs.

How do we stay visible?

How do we maintain awareness? Through our values, strengths, weaknesses and habits the company maintains awareness. The company is known to offer premium grade sushi products (Vegan/Gluten Free), Grab & Go, Catering and Action station for events; Marketing programs to promote sales; Provide first-class food safety program and through the chef-on-site program.

How do we maintain awareness?

Traveling to other states that love Sushi the top 5 states that indorse sushi are 

1. SEATTLE, WASHINGTON

You’re likely familiar with Seattle because of the  Space Needle  that calls this great city home. But what you probably don’t know is that Seattle is home to a huge Asian population. And this diverse culture has made 

2. PORTLAND, OREGON

Because Portland is close to the coast, you can find a plethora of restaurants that offer incredibly fresh sushi. 

Portland OR, Bend OR, Eugene OR, Medford-Klamath Falls OR, Yakima-Pasco-Richland-Kennewick WA

3. SANTA BARBARA, CALIFORNIA

If you plan to move to the southwest region of the US, then California is a great place to consider-especially because the state offers plenty of sushi restaurants. With so many options to choose from in Santa Barbara alone, you’ll always find something to keep eating sushi new and adventurous. 1

San Diego CA, Monterey-Salinas CA, Sacramento-Stockton-Modesto CA, Los Angeles CA, Eureka CA

4. CHICAGO, IL

Though this metropolis resides in the heartland of the US, it still provides its residents with some of the highest quality sushi around. More often than not, you’ll find restaurants that offer you more unique sushi options rather than traditional ones.

5. ATLANTA, GEORGIA

Though Georgia is primarily known for its hearty, southern home cooking, you can still find some of the most excellent sushi in this state. Specifically, Atlanta houses some of the most visited sushi restaurants in the area.

Partners

Who can refer business to us?

Potential Clients/End Users

Hospitals- Ex: Mercy , ECMC, MedStar Washington

Schools

Government Agencies

Hotels

Transit Agency

Wedding Chapels

Bars/Sushi Bars/Café- Ex: PharmFresh Cafe

Churches

Restaurants

Country Club- Ex:(Metz Culinary Management)

Private Entities- EX: Chase HQ, Conferences

What qualifies them as a referral source?

All the above referrals come from a diverse background. For the most part the referrals have different people purchasing the sushi products.

Have we communicated our desire to partner?

We have partnered with local schools and facilities that serve food. 

WHO CAN PROMOTE SUSHI DO TO OTHER CORPORATIONS?

Food Services and Corporations.

ANY VENDORS

SOMEONE WHO PROVIDES OFFICE SUPPLIES

SOMEONE WHO PROVIDES CLEANING EQUIPMENT

How will we nurture this partnership?

We are diversifying food options within the schools. We supply fresh sushi that isn’t prepared behind closed door but is visible to the public. The experience makes the college more attractive to international students and students from the state.

Markets (Derline )

Customers ( Derline )

Value (Cheryl)

Transactions (Chery)

Jacob (Differentiation + Preparations

Awareness (Charnel)

Partners (Charnel)

After-Sale (Mark)

Price (Mark)

Resources (Mark)