THE CAFÉ AT CHINA BASIN
EXECUTIVE SUMMARY Alignment and Partnership. If chosen as your food service partner, it will be Bon Appètit's job to create a fully customized restaurant experience that speaks to the Bay Area's unique culture and the desires of your tenants. We already create, innovate, and set trends at the more than 20 public restaurants that we operate {either standalone or at cultural institutions across the nation) including STEM Kitchen & Garden, San Francisco; Foundry & Lux, South San Francisco; The Gotham Clubhouse at Oracle Park, and the new State Street Market in Los Altos. We commit to McCarthy Cook that we will listen, innovate, and iterate our approach together until we've created something that inspires your guests and aligns with your evolving vision for food service at the China Basin project. .
VISION We envision China Basin's onsite restaurant as a flexible, beautifully appointed space with sit down dining and grab and go options for tenants and visitors alike. We're proposing an ever changing menu of globally-inspired cuisines that will be prepared at our nearby Public House and finished onsite. Memorable flavors will pair with an eclectic drink menu of beers, wines, and craft cocktails curated by Beverage Director Greg Stone, a sommelier and one of only three cicerones in the Bay Area. Guests will have the choice to enjoy a beautiful outdoor seating area, perfect for an al fresco dinner, or a quick meeting over coffee. Exciting, on-trend menus will be designed to keep guests returning to China Basin. All dishes will be cooked from scratch using ingredients sourced with the highest possible environmentally and socially responsible standards. While we are excited to share our vision for the China Basin's cafe with you, w also pride ourselves on being collaborative partners, so this proposal represents a starting point for a vision that will evolve.
WHY BON APPÉTIT? Game-changing culinary experience. Bon Appetit truly is a restaurant company. Since our founding, creating exceptional food experiences has been the central focus of everything we do. At each of our public restaurants locations we run the complete experience from concepts and menuing to back and front of house management, marketing, and also consult on décor and architectural design. Nimble. We hire chefs who are passionate culinarians, and we give them the creative freedom to develop menus specifically for each population we serve. Our mangers are empowered to make operational decisions at the unit level to better serve your needs, without burdensome layers of corporate bureaucracy. Bon Appétit’s entrepreneurial culture means we’re poised to make decisions collaboratively and quickly, and provide experiences for our guests that truly reflect their tastes and company cultures. Innovative leader. Bon Appétit has received global recognition and a roster of awards, including the prestigious EY Entrepreneur of the Year Award and a James Beard Foundation Leadership Award for our CEO, Fedele Bauccio. Fast Company named us the “Most Innovative Company in Food”, and we’ve won Business & Industry Innovator of the Year from Food Management several times. Feeding people who change the world. We nourish the bodies and minds of employees at some of the world’s most influential corporates and institutions of higher education, including Google, Twitter, Emory University, Johns Hopkins University, Genentech, and many others. At China Basin’s café we will create an experience that not only engages and sustains the onsite population, but also attracts diners and new tenants from the surrounding area. We have a unique understanding of the intricacies and challenges that come with operating a restaurant that can succeed in the open market while still serving as amenity for onsite tenants. We are committed to delivering food concepts that further enhance your reputation for providing premier amenities to your tenants. Sustainable food pioneer. Long before it was fashionable in the food service industry, we were laser-focused on local sourcing and environmentally and social responsible practices. We make these commitments for the impact they have on our food’s quality and flavor; for the effect they have on the environment; and to honor the work’s who harvest and prepare our food.
Maximizing Participation with Happy Tenants. Based on our discussions, we will create a customer experience that features an inviting dining space where guests can collaborate with their team or dine independently. We aim to provide a craft coffee and culinary experience that will satisfy their customer looking for a quick cup of coffee, specialty deli selection for pickup or after work happy hour. We recognize that the success of these amenities is directly tied to the goal of maximizing revenue. .
We will partner with McCarthy Cook to infuse the foodservice program with fresh ideas and create points of destination where China Basin tenants will want to go. As customer preferences evolve, we will collaborate, plan, revise, and evolve our offerings. Our corporate culture embraces this level of customization and flexibility.
CULINARY PLAN
Our culinary vision includes: • Breakfast, lunch, grab & go, and bar options •
Local artisan coffee
•
Beer, wine, handcrafted cocktails, and bar bites
•
Catering services
MARKETING THE CAFE We see the café as part of the fabric of the China Basin community that will include customized branding, easy online ordering, third-party delivery, and special events. Our plan incorporates the following experiences: • Themed Happy Hour events • Grab & GO! program • Patio events • Tastings; wine, beer, flights, and verticals • Take & bake pizza kits • Work celebration and special occasion packages • Gift cards
CATERING Our team will regularly conduct competitive analysis to ensure we are differentiated and appealing while offering high value. We’ll mine Google and social media analytics, track repeat business, and regularly reach out to key stakeholders in the building and China Basin community to understand their catering needs and develop custom menus and offerings that fulfill them. Our plan incorporates the following tactics: • Create strategic alliances with local vendors • Offer multi-tiered food and service options • Offer seasonal menus and event themes • Share content on the dedicated website, social media, and internal newsletters • Develop a suite of promotional materials • Leverage local advertising • Promote mobile and web ordering
Communication Tools We’ll build interactive tools to engage and leverage sales and marketing. Tools: •
Website that includes menus, photos, specials, newsletter opt in, schedule of events
•
Real-time guest sentiment catcher
•
In café comment cards
In addition, we’ll: • Dedicate a budget to social media campaigns and advertising •
Mine social media, yelp, and google for reviews
•
Launch a series of boosted and sponsored posts targeted to correlate with the sales booking cycle to capture more organic followers
•
Cross promote through Oracle Park Food and Public House for additional creative engagement
•
Launch interactive social media polls to build interest and community
MANAGEMENT PLAN We manage our business with a fully transparent operating philosophy incorporating open and honest communications with our business partners. In so doing, we utilize tools including: • Annual and Quarterly Business Plans, Initiatives and Action Plans • Weekly Forecasting • Weekly and Monthly Operating Reports • Internal Audits and Purchasing Controls • Quality Assurance Reviews • Frequent Management Site Visits Empowering our café management team and chefs to make their own purchasing and culinary decisions drives Bon Appétit’s ability to meet your goals. Chefs are given the freedom to create unique menus that reflect your tenant’s preferences and offer seasonally local ingredients and products.
ROBBIE LEWIS Culinary Director, Bon Appétit Robbie has cooked in many of the Bay Area’s most revered kitchens, including Boulevard, Rubicon, 42 Degrees, The Village Pub, Chez Panisse, and Jardinière. He is a graduate of the California Culinary Academy and in his early career worked in multiple restaurants in France, Seville, Spain, and a year as the chef of a high-profile agriturismo in Tuscany, incorporating those abroad experiences into the flavors and style of his imaginative dishes. In 2002, he was named Executive Chef at Traci Des Jardins’ Jardinière, where he earned a reputation for adventurous, assertive excellence in the kitchen and on the plate. Lewis achieved great success, leading one of the most respected kitchens in the country for over five years, earning 3 ½ stars from The Chronicle’s Michael Bauer, was named one of StarChef’s “Rising Stars,” and assisted Des Jardins in winning the title of “Iron Chef” on the Food Network’s popular show. While Robbie was at the helm of The Commissary in San Francisco, also in partnership with Des Jardins, the restaurant won Esquire Magazine’s annual “Best New Restaurants in America.” Known for beautifully executed presentations; Robbie is constantly seeking to expand his repertoire and adventurous technique. His culinary ethos promotes the use of seasonal, sustainable slow food in cuisine that favors Northern Californian and Mediterranean influences. At the same time, his boundless curiosity and deep experience drives a creative vision that is informed by flavor profiles and culinary techniques from across the globe. Robbie has offered creative culinary direction and leadership for a wide variety of Bon Appétit projects including the newly opened State Street Market food hall in Los Altos, CA; Chase Center in San Francisco, home of the Golden State Warriors; the Metropolitan Museum of Art in New York City, and many other premier venues.
GREG STONE Beverage Director A San Francisco native, Greg Stone has been a fixture in the area’s restaurant scene since the late 1990s. It was early in his career that Greg discovered his love for wine while working at Splendido, a Kimpton restaurant and later as Bar Manager at Stars, one of the quintessential birthplaces of California cuisine. Greg joined Bon Appétit at Acme Chophouse (now Public House) nearly two decades ago, starting as Bar Manager and quickly being promoted to the restaurant’s Wine Director position. Greg has taken on a wide variety of projects for Bon Appétit over the last decade, including serving as the Wine Director for The Commissary, the Beverage Director of Presidio Catering, as well as the bar manager for Traci Des Jardins’ esteemed Jardiniere, where he focused on the spirits and cocktails program. Greg is a Certified Sommelier and is one of only three Certified Cicerones in the Bay Area. With a fascination for all things involving yeast eating sugar, Greg is a passionate and learned mainstay of Bon Appétit’s culinary team in the Bay Area.
A CUSTOMIZED RESTAURANT COMPANY
OUR DREAM Bon Appétit’s dream is to be the premier on-site restaurant company known for its culinary expertise and commitment to socially responsible practices. We are a culture driven to create food that is alive with flavor and nutrition, prepared from scratch using authentic ingredients. We do this in a socially responsible manner for the well-being of our guests, communities and the environment.
RESTAURANT VENUES
1,000 locations in 33 states $1+ billion annual revenue over 200 million served annually
meals
20,000 employees customize every location
99% CLIENT RETENTION
SAMPLE
COFFEE House Blend | quarterly rotation of local roasters such as Equator and Red Bay Cold Brew | quarterly rotation of local roasters such as Equator and Red Bay
ESPRESSO Latte | espresso, choice of milk Cappuccino | espresso, choice of milk Macchiato | espresso, 1 oz. milk & 1 oz. foam Americano | espresso, hot water Single espresso Double espresso
SPECIALTY DRINKS
Vietnamese-Style Iced Coffee | espresso, condensed milk Dulce de Leche Latte | house-made dulce de leche, espresso, choice of milk Bennett’s Honey Farm Latte | espresso, Bennett’s Honey Farm honey, choice of milk Hot Chocolate Additions | soy, almond, coconut, or oat milk | flavored syrup | extra shot of espresso
TEA Matcha Latte | Numi organic tea matcha, choice of milk Golden Milk Latte | turmeric, vanilla, cardamom, choice of milk Selection of English breakfast and herbal teas | Numi organic tea
BREAKFAST
Seeded Wise Sons Bagel | toasted to order Choice of additions: smoked Passmore Ranch trout, farmer’s cheese spread, sliced County Line tomato, Eatwell Farm cucumbers, greenleaf lettuce, almond butter, Ina Jam blackberry preserve, cultured butter Mushroom Jook | creamy Far West Fungi Shiitake mushroom and scallion rice porridge Choice of toppings: Sesame seeds, fried shallots, chili-ginger sauce, smoked bacon, minced chicken Breakfast Wrap | smoked bacon, egg, Yukon Gold potato, house-made salsa Vegetarian Wrap | black beans, jack cheese and Hass avocado, house-made salsa Summer Berry Parfait | house-made granola, Greek-style yogurt, summer berry compote
daily breakfast specials Organic Peanut Butter and Banana Tartine | toasted Devil’s Teeth Baking Co. seeded toast, wildflower honey Braised Short Rib and Yukon Gold Potato Hash | delicata squash, caramelized torpedo onions, cherry tomatoes Open Face Hass Avocado and Egg Sandwich | Vermont cheddar, roast jalapeno aioli, toasted whole wheat bread
smoothies + juices
Awake | vanilla Greek yogurt, espresso, dark chocolate Breakfast Boost | flax seeds, hemp seeds, peanut butter, banana, agave Power | raw cacao, maca root, banana, agave Kale Yeah! | apple, pineapple, kale, spinach, apple juice, agave Superfood | blueberry, acai, turmeric, coconut oil, honey
pastries Selection of freshly baked sweet and savory pastries assorted croissants banana walnut bread blueberry-lemon scone cranberry oat muffin bear claw cinnamon roll pumpkin wheat muffin chocolate dipped biscotti
LUNCH
(STATIC PROGRAMMING)
Garden Bowls and Wraps The best from our farmers available your way - in a bowl or wrap. All menu items available in gluten-free or spinach wrap. optional protein add-ons | Impossible chicken nuggets, poke-cut tombo tuna, adobo-braised Mary’s chicken, ginger shoyu-marinated tofu, smoked Diestel turkey
Le Jardin | tender lettuces from our garden, fennel, summer squash, cherry tomatoes, brown rice, shallot, toasted sunflower seeds, Dijon sherry vinaigrette Peruvian | miso-marinated sweet potato, Brentwood corn, Hass avocado, herb garden salad, black beans, quinoa, cilantro ponzu viniagrette Green Tings | grilled broccoli rapini, roasted swiss chard, arugula, spiced chickpeas, flame grapes, quinoa, green goddess dressing Power Bowl | baby kale, carrot, cucumber, radish, Hass avocado, cherry tomatoes, brown rice, furikake, spicy peanut dressing
daily lunch specials Baked Ziti with Braised Lost Coast Ranch Pork Sugo | Sunshine Organics shelling beans, topped with breadcrumbs and parmesan Korean Kalbi-Style Tofu Tacos | daikon radish and cucumber slaw, creamy sriracha dressing, Mi Rancho corn tortillas Roasted Globe Eggplant Shawarma | grilled County Line onions, West Coast Nurseries Tomatoes, hummus, feta cheese, Pacific Fresh lettuce, toasted pita Hodo Soy Beanery Bánh Mì | five spice-marinated tofu, pickled daikon radish and Eatwell Farm cucumbers, chile, french bread
stockpots City Café Ramen | wheat noodles + choice of miso or pork broth choice of additions | roast king trumpet + shiitake mushrooms, char siu pork, minced chicken, soft boiled egg, sweet potato, kale, sesame ginger sauce Creole Seafood Chowder | jonah crab, clams, Gulf shrimp, Swank Farms yellow corn, Little Organic Farm butterball potatoes Roasted Ratatouille Soup with Herb Pistou | Brandywine tomatoes, Capay Organic globe eggplant, fennel and zucchini, cannellini beans Persian Abgoosht Stew | Marin Sun Farms beef, split peas, brown lentils, eggplant, grilled broccoli shoots, turmeric
BAR Fresh Popcorn | parmesan, rosemary Marinated Olives | fennel seed, chile flakes, lemon Quicos | toasted corn nuts, barbecue spice Patatas Bravas ǀ Spanish pimenton, buttermilk aioli Blistered Shishito Peppers ǀ lemon, Maldon salt, almond dukkah Maui-Style Tuna Poke | tombo tuna, hothouse cucumber, shoyu dressing, wonton chips Korean Gochugaru Chicken Wings | spicy Korean chili sauce, radish, carrot Persian Eggplant Tahini Dip | pita, pomegranate, sumac Roasted Global Kebabs | order by the stick and add a sauce sauces | peanut, ponzu ginger, salsa macha, grain mustard chicken + onion beef + sweet pepper tofu + mushroom Impossible + scallion
GRAZING BOARDS Garden | from our farm partners to your plate, our best vegetables raw, roasted, and pickled. Served with herb aioli and spicy peanut dressing. California Cheeses | selection of California cheeses, from goat to sheep, blues to creamy, with spiced nuts, crostini, dried fruits Charcuterie | artisan-made salumi from sustainably raised meats, with grain mustard, spicy house-made pickles, crostini
BEVERAGE MENU Beer DRAFT ALMANAC TRUE Kolsch, Alameda, Ca HENHOUSE STOKED Pale Ale, Petaluma, Ca RUSSIAN RIVER Blind Pig Ipa, Santa Rosa, Ca MOONLIGHT Death And Taxes Dark Beer, Windsor, Ca RUSSIAN RIVER SUPPLICATION Sour Ale, Santa Rosa, Ca
BOTTLES AND CANS WEIHENSTEPHANER HELLES Lager, Germany SCHNEIDER WIESEN EDEL Weisse, Germany MOONLIGHT REALITY Czech Pilsner, Windsor, Ca BR. DUPONT Saison, Belgium ORVAL Trappist Ale, Belgium ALLAGASH White, Portland Maine THE RARE BARREL Map Of The Sun Barrel Aged Sour, Berkeley, Ca ALMANC Peach Tango Sour Ipa, Alameda, Ca CELLARMAKER Tiny Dankster Pale Ale, San Francisco, Ca ALTAMONT Maui Wowie Ipa, Altamont, Ca PIZZA PORT Chronic Amber Ale, Solana Beach, Ca OTHERWISE Sonic Bloom Hazy Ipa, San Francisco, Ca *gluten free BEAR REPUBLIC Sonoma Brown, Healdsburg, Ca ALESMITH SPEEDWAY Coffee Stout, San Diego, Ca
Wine ON DRAFT SAUVIGNON BLANC, Long Meadow Ranch, Anderson Valley, Ca ROSE, Woods Wine Co., Alameda, Ca CABERNET SAUVIGNON, Annabella, Napa Valley, Ca
BY THE GLASS/BOTTLE ALBARINO, Zarate, Rias Baixas, Spain PINOT GRIS, Handley, Anderson Valley, California RIESLING, Charles Smith “Kung Fu Girl”, Washington SAUVIGNON BLANC, Ghost Block, Napa Valley, Ca CHARDONNAY, Hanzell “Sebella”, Sonoma, Ca CHARDONNAY, Paul Hobbs “Crossbarn”, Sonoma Coast, Ca ROSE, Etude, Santa Barbara, Ca PINOT NOIR, Johan, Willamette Valley Oregon PINOT NOIR, Failla, Sonoma Coast, Ca SYRAH, Unti, Healdsburg, Ca TEMPRANILLO, Roda “Sela”, Rioja, Spain CABERNET SAUVIGNON, Enkidu, “E”, California
SIGNATURE COCKTAILS THE THREE C’S SPRITZ cocchi americano rosa, cappalletti, cynar, bubbles LEXINGTON bourbon, cardamaro, grand classico, barrel aged bitters SEASONAL SHRUB COCKTAIL STONE FRUIT SOUR bourbon, peach shrub, lemon, honey, barrel aged peach pit bitters LUCY BLOSSOM blanco tequila, strawberry shrub, lemon, chamomile agave, rhubarb amaro
Shaken A MURE AMORE vodka, blackberry liqueur, lemon, mint, cava GREEN MACHINE gin, lemon, celery, fino sherry, celery bitters THYME IN JALISCO Blanco Tequila, Grapefruit Liqueur, Lemon, Thyme Agave
Stirred LAVINA rye, amantillado sherry, amaro nonino, bitters ALASKA botanist gin, yellow chartreuse, orange bitters
NON ALCOHOLIC CRAFT DRINKS SUMMER COOLER peach shrub, lemon, honey, sparkling water FROM THE WINDOW SILL strawberry rhubarb shrub, lime, chamomile agave, sparkling water MULE NO KICK pomegranate juice, lime, cucumber, ginger beer LA PIÑA coconut water, lime, pineapple syrup CAFÉ FRIO ice coffee, piloncillo, canela
UNIFORMS
SMALLWARES
CATERING
CREATING COMMUNITY WINE & DESIGN
Our Wine & Design events promote a fun, casual atmosphere and provides guidance to budding artists as they learn from local experts, sip cocktails, and converse with friends and colleagues.
STAR + GUEST CHEFS
Through Bon Appétit’s Star Chef and Guest Chef Programs we offer employees the opportunity to meet celebrity and local chefs, and popular cookbook authors, learn from them, and enjoy their cooking. A few past participants of Bon Appétit’s Star Chef Program include Rick Bayless, Paul Johnson, Kylie Kwong, and Raghavan Iyer.
HEALTHY KIDS
In 2016, we launched Healthy Kids in the Bon Appétit Kitchen, a hands-on nutrition education program for kids designed to shift taste preferences toward vibrant fruits and vegetables. In its first year alone, 5,000 kids across the country had handson experience cooking vegetable-filled pizzas, fun fruit kebabs, and more with Bon Appétit teams. The program can serve community groups China Basin wants to support, or the children of your employees.
COMMUNITY GARDENS
In addition to building a culinary garden and educational classroom at Oracle Park (the first facility of its kind at any professional sports venue), we’ve also built gardens at public restaurants such as STEM Kitchen & Garden and Foundry & Lux in the Bay Area, for corporate clients such as Williams Sonoma, and many colleges and universities.
MAKE IT MOBILE
FINANCIAL
PARTNERSHIP FINANCIAL MODEL
Providing McCarthy Cook with ultimate control, we propose a Cost Pass Through Plus Management Fee model for the dining and catering programs.
PERFORMANCEBASED MANAGEMENT FEE
3% of net cafe and catering sales. Administrative fee of 25K or 2% of net cafe and catering sales, whichever is greater, and a kitchen fee of 25K. After Year 1, management fee subject to risk/reward in which Bon Appetit can lose or gain up to 50% of our fee based on our achievement of mutually agreed upon Key Performance Indicators.
FINANCIAL TRANSPARENCY
As a public company can, we offer open book transparency. Weekly flashes, monthly recaps, quarterly business review, annual budgeting.
CAPITAL INVESTMENT
At McCarthy Cook’s option Bon Appét1t will provide up to $250,000 AT ZERO INTEREST, to help fund smallwares, pre-opening expenses, etc. that are amortized over the contract term The monthly depreciation of the amount used shall be invoiced to McCarthy Cook. As our contract is at-will, all such amounts are subject :o our standard buyback language. McCarthy Cook retains title to all assets procured with these funds from Day 1.
CONTRACT TERM
We recommend a 5 year "at-will" term, cancellable without cause upon 60 days’ notice.
CHINA BASIN Pro Forma
Bon Appétit Management Company Café -------------------------
SALES/NET Breakfast Sales Lunch Sales Happy Hour Sales Grab & Go Sales Catering Sales TOTAL REVENUES COST OF SALES Cost of Goods - Food Cost of Goods - Alcohol Cost of Goods - Catering 3% Manufacture Rebate Credit SUBTOTAL - COST OF SALES GROSS PROFIT LABOR Management Hourly Staff Employee Tax Benefits/Insurance Holiday Accrual SUBTOTAL - LABOR DIRECT EXPENSES Admin & Support Management Fee Office Supplies Kitchen Supplies Laundry & Linen China/Glass/Silver Uniforms Paper Supplies Janitorial Supplies Printing Repair & Maintenance Catering Expense Contract Labor Armored Car Computer Expense POS System Bank Service Charges Custodial Services Telephone Postage/Exp Delivery Recruiting Promotion Credit Card Fee Flowers & Décor Vehicle/Travel Safety Shoes Liability Insurance Taxes/Licenses Training Dues & Subscriptions Kitchen Fee Maint SoftwareMid
115,500 528,750 625,000 225,000 192,400 --------------1,686,650
378,960 62,000 76,960 (15,538) --------------502,382 --------------1,184,268
Subsidy
37.1% 13.3% 11.4% --------100.0%
22.5% 3.7% 4.6% -0.9% --------29.8% --------70.2%
270,000 371,280 260,744 44,890 --------------946,914
16.0% 22.0% 15.5% 2.7% --------56.1%
33,733 50,600 2,600 6,760 16,867 8,433 8,632 16,867 16,867 624 8,433 1,820 6,240 14,352 2,600 5,200 520 6,240 10,400 50,600 4,160 260 20,240 1,560 1,040 25,000 3,224
2.0% 3.0% 0.2% 0.4%
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Total Other Expenses
6.8% 31.3%
323,869
1.0% 0.5% 0.5% 1.0% 1.0% 0.0% 0.0% 0.5% 0.0% 0.1% 0.4% 0.9% 0.2% 0.0% 0.3% 0.0% 0.4% 0.6% 3.0% 0.2% 0.0% 0.0% 1.2% 0.1% 0.1% 0.0% 1.5% 0.2% --------19.2%
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(86,516) ---------------
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-5.1%
THANK YOU