Business Plan by Steven Stone

CLARET WINE KITCHEN

My purpose is to make a return for investors. My mission is to create a warm and comfortable environment for guests to share, explore, and enjoy. My vision is to establish wine-centric restaurants that offer truly noteworthy customer experiences. My core values are now, and will always be, focused around are doing whatâ&#x20AC;&#x2122;s right, being honest, demonstrating respect, and improving daily.

Steven Stone

CLARET WINE KITCHEN

TABLE OF CONTENTS

1. Executive Summary 2. The Business 2.1 Location 2.2 Environment 2.3 Floor Plan 2.4 Product 2.5 Ownership, Management & Service 2.6 Company Niche 2.7 Plans & Projections 3. Customers, Industry & Competition 3.1 The Customers 3.2 The Industry 3.3 The Competition 4. Marketing Strategy 5. Financial Plan 6. Sample Menu

CLARET WINE KITCHEN

EXECUTIVE SUMMARY

CLARET WINE KITCHEN will be an upscale but accessible wine-centric restaurant and bar, located in area(s) of high foot traffic and visibility that can allow for day-time weekday lunch service, a robust happy hour crowd, traditional dinner service, after-theater drinks, and a vibrant nightlife. Visibility, marketing, advertising, happy hour specials, weekend brunch service, and live music would additional drive traffic to the location, which would be between 1,750sf and 2,100sf, plus additional outdoor seating to allow for approximately 88 to over 100 seats in total, roughly 70% would be seated indoors. Itâ&#x20AC;&#x2122;s expected that the average ticket will include both food and drink. The profit margins on wine and beer combined with both the high volume and profitability of the food menu and expected high volume of sales from said traffic should be a recipe for success. Management will also be a critical factor for the success of CLARET WINE KITCHEN.

CLARET WINE KITCHEN

LOCATION

CLARET WINE KITCHEN

ENVIRONMENT

CLARET WINE KITCHEN must create a vibe and atmosphere for dates and gatherings of friends through an interesting, cool, and upscale build out topped off with relaxing lighting, fine art on display from local artists, and live music through pianist or acoustic guitar and singer. It should be trendy but also friendly. It has to be very clean and well-maintained. The interior designer and architect will be responsible for developing the environment that will be the catalyst for CLARET WINE KITCHENâ&#x20AC;&#x2122;s success. On Environment: Increased sales come from creating Throughout the business plan are some regulars, which depends on creating an experience. representative images that, while different, Hristo Zisovski, Beverage Director/Chef Sommelier, Ai Fiori, New York City all convey the environment that is intended. Typical hours: Sunday-Wednesday: 11am-11pm Thursday-Saturday: 11am-Midnight

CLARET WINE KITCHEN

FLOOR PLAN

(2,100sf with 111 seats; 79 indoors and 32 outdoors) STOREFRONT

SEATING

LOUNGE

SEATING

BAR

CHEF’S TABLE

CLARET WINE KITCHEN

PRODUCT

The food menu will be designed to complement this ambiance as well; there will be a large and eclectic mix of small plates with pairing recommendations and several entrees to choose from. CLARET WINE KITCHEN must include paleo, vegetarian, and gluten free menu items to the menu and focus on a wide variety of shareable items from lettuce wraps to pizzas to mini donuts. Ingredients should be fresh and local. Customers must still look at the menu and either perceive value or feel indifferent to pricing.

On Menu Preferences: Many more young people are opting for wine, and with that comes a wonderful perspective. They are much more likely to drink what I recommend than are those who have been beaten over the head with Bordeaux and Burgundy. Also, people are eating differently. I find many guests wanting multiple items at a table rather than just a first course followed by a main course. Matt Reiser, Wine Director, Upstairs on the Square, Cambridge, MA

Lunch service will focus on items like soups, salads, and sandwiches as well as specialty non-alcoholic drinks to drive average ticket price up while still allowing customers to feel sense of value and buying power. Happy hour will focus on light bites referenced as Tastes and glasses of wine. Steering customers towards glasses will help to increase ticket price while still providing that belief of buying power. Tastes are an add-on to a usually drink-focused period of sales. So a normal lull in sales turns into another period of profit and activity with only minimal loss. These customers can turn into dinner guests as well by staying for entrees which are referenced as Plates. These dished will ensure we can have On Suppliers: I work with about 10 now. I had at least memorable wine pairings and host 20 when I was at Proof and I couldnâ&#x20AC;&#x2122;t keep up. celebrations, dates, and everyday dinners Simplicity is the key to happiness. which can all call for ordering the breadth of Sebastian Zutant, Owner/Sommelier of The Red Hen, Washington, DC the full menu from something to start the meal to something to end the meal and of course wines to drink in each stage. Desserts referenced as Sweets are intended to be paired with drinks as well, even if the drink is a specialty coffee. These Sweets are also intended to be shared and many have bite size bits to share either at the end of happy hour or the end of the evening. It should be noted that from a kitchen management perspective, the food menu is also designed such that myriad dishes can be made using the least amount of ingredients necessary. In other words, there will be fewer food items stored in the kitchen overall. This should cut down on food waste, and by extension COGS, which will positively impact gross profits CLARET WINE KITCHEN must avoid providing mediocre wines with too small of or a poorly chosen wine list; yet, at the same time, the menu must be focused to help customers in their selection process and reduce the storage demands for stocking multiple bottles of multiple wines. This also will lessen burden to have too many suppliers. The wine selection needs to be carefully curated to allow for a variety of tastes and price points. Around 72

On Wines: We monitor wine sales on a weekly, monthly and yearly basis. My philosophy is to make most of your money on lower-end wines that customers will be happy to drink. The higher the wine, the less the markupâ&#x20AC;&#x201D;or else you will have a trophy wine room. Matt Reiser, Wine Director, Upstairs on the Square, Cambridge, MA

CLARET WINE KITCHEN

PRODUCT (CONT.)

wines will be on the menu with around 300 On Pricing: …I look at cost. Does a wine warrant bottles in inventory. Prices will average what’s being asked for it? Will I have to sacrifice a lot between $35 to $100 per bottle and $9 to $15 of margin to get it to a price that my guests will like per glass. Happy hour discounts will result in variations not only in wine, but also beer and (in the case of more expensive selections) and if it’s food. BinWise RealWineLists on-line software inexpensive, is it going to come across as cheap? Kelly Wooldridge, Wine Director, Bonanno Concepts, Denver, CO application will help to keep track of inventory and allow managers to know when to make purchases. Additionally, Coravin wine access system will allow for the extraction of fine wine from bottles without removing corks, thus eliminating the possibility of exposing the wine to any oxygen. This allows any bottle of wine to be opened for a single glass while simultaneously reducing spoilage. Because of the required Argon capsules, which pressurize the bottles, it is cost-prohibitive to use on lower priced bottles so Vacu Vin Wine Saver will be used where Coravin cannot.

OWNERSHIP, MANAGEMENT & SERVICE

Offering: 100 units at $5,000.00 per unit Minimum Investment: $25,000 subject to GP discretion Partnership: STS CWK 01, LP General Partner: STS Holdings, LLC CLARET WINE KITCHEN will be a limited liability company. Limited Partner capital plus an annual preferential return of 8% will be returned to Limited Partners prior to the General Partner’s carried interest. After the return of all Limited Partner capital and the 8% preferential return, all other net proceeds will be distributed: 60% to Limited Partners and 40% to the General Partner. Limited Partners’ risk is limited to their invested capital. The General Partner will invest as a Limited Partner. The Executive Manager is critical to success. As such, the General Partner will provide equity as inducement to hiring an exceptional manager. This hiring is crucial to mitigating risks and creating value. The right manager will likely mean the difference between success and failure. The management structure is a flat one in that the proper recruiting, training, and enablement On Service: ...make every moment count—that first impression especially. If they can create a couple of workers to make appropriate decisions will allow for low management overhead. An regulars a week and keep good notes on what they outline of the management structure is like [in Open Table], they are going to do well. You included in this proposal, but in essence, the want to be memorable in a good way. Hristo Zisovski, Beverage Director/Chef Sommelier, Ai Fiori, New York City management team will consist of the General Partner, an Executive Manager who will oversee the daily operations of the business, a Chef who will oversee the kitchen, and a Shift Manager for each shift who will have key access to the inventory, registers, and all appropriate manager approval authority. Executive Manager, Curtis Bagnoli’s thirst for involvement in the world of wine developed as he gained experience as a server in fine dining restaurants. As a fourth generation Arizona native, Curtis attended Arizona State University and obtained his Bachelors of Science in Human Nutrition, furthering his education in the food industry. After completing his degree in 2008, Curtis packed his bags for Houston and was hired as a server at Eddie V’s. While working there, Curtis decided to enhance his culinary education by enrolling in the ISG class at the University of Houston Hilton College. Additionally, while in Houston, he obtained his Level 1 and 2 certificates for the International Sommelier Guild. In October of 2011, Curtis received his certification as a recognized Certified Wine Specialist by the Society of Wine Educators. In 2013, Curtis was hired by The Tasting Room Wine Café, where he worked as the General Manager at the CITYCENTRE location.

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General Partner, Steven Stone was born and raised in Houston, Texas. He entered into the retail real estate in 2012 after his first year in the University of Houston’s Bauer MBA Program. Through his studies, he learned the theory behind successful businesses, through his career in brokerage he started gaining greater insight into what makes a business successful and what makes businesses fail. Steven speaks with business owners daily and is positioned to gather important information and evaluate the viability of these businesses. He’s also a frequent patron of Houston’s restaurants, visiting several hundred restaurants and keeping notes. Steven runs The 7th Ward, a local blog, which details new openings and highlights area restaurants and retail locations with notable buildouts. Steven has gathered and analyzed a tremendous amount of data and is excited to turn this vision into reality. The rest of the team will consist of the necessary staff to operate the business: wait staff, bartenders, cooks, and bussers. In all, the team and management will consist of 11-15 employees on duty, depending on day and time. The business hours, shifts and employee count are specifically designed to never exceed 36 hours, so that overtime is rarely paid, and more importantly, staff is never fatigued to On Service: …we find it’s just a matter of talking to the point that customer service is lacking. them and finding out what they like in a wine and matching that up with something we do offer. I think it Staff will be friendly, empowered, attentive, makes our staff better—they have learned to listen and and knowledgeable professionals. Staff must and provide terrific service. Listen to the guests and try and continually be taught more about what they are asking for. Avoid putting words in their product offerings. The customer is almost mouths. Let them describe the wine. Guide them, don’t always right. Customers should never expect lecture them. slow, poor, or rude service. Mandy Oser, owner, Ardesia, New York City, NY

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OWNERSHIP, MANAGEMENT & SERVICE (CONT.)

Chef, David Colby was born and raised in Houston, Texas. He entered into the industry a few years back when an opportunity arose to work under Hugo Ortega, an award-winning chef and a finalist for the 2012 & 2013 James Beard Foundation Awards. It was at Backstreet Café that David learned his craft. David then moved to larger scale preparations with a stint at Abuso Catering Co. Thereafter, for some time during the day he has been manning his own restaurant, Houston Panini & Provisions, which he shares with two partners in Garden Grove and overseeing the kitchen at Midtown’s The Gaslamp/Elysium Lounge in the evenings. David’s passion for fresh, local ingredients, his abilities to understand flavor profiles and develop complex yet balanced plates, and his knowledge of menus, pricing, kitchens, and equipment have and will continue to make David a tremendous asset.

COMPANY NICHE + PLANS & PROJECTIONS

CLARET WINE KITCHEN is not reinventing the wheel but is attempting to create a more unique concept. The niche is improving upon past performances of others and the culmination of best practices. Improving where many like concepts lack in having good food and wine at the forefront. There is not always an inverse relationship between quality wines and price. Choosing the right suppliers who have access to more boutique vintners means that a better product will be put in front of the customer. Selecting a good and creative chef with an ecletic background allows for better, more interesting food. One with knowledge of wines is a plus. The Executive Manager will be experienced in the industry having brought valuable learned lessons and knowledge to the table. Learning from lessons of others, CLARET WINE KITCHEN will have live music, a must, but played at levels so as not to disturb customers. A comfortable environment will be created by professionals with an eye for detail. Flexibility will allow small groups or large private events can be hosted with relative convenience. An appropriately sized wine menu with both background and tasting notes, options for flights or glasses of every wine, knowledgable staff through training and past experience will ensure that the menu is accessable for novices. Selections allow it to be intriguing to wine snobs. Patio creates opportunity for additional rent-free revenue and makes CLARET WINE KITCHEN as appealing on good weather days as romantic evenings. And so it goes. There will be several key decision points during the businesses operation such as a potential buyout or expansion. The plan, in regards to investor relations, is to focus first on repaying Limited Partner capital plus an annual preferential return of 8% to Limited Partners. At such time a reinvestment opportunity will be presented with either an expansion or separate offering.

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On Customers: I’d say we attract three different types of wine drinkers. 1. I-Know-What-I-Like (nothing new there!). 2. The Blank Slate, who will try anything, just not too expensive. 3. The Cork Dork, searching for something new and will pay for it. My goal is to make all three types happy. Craig Dean, Wine Director/Manager, The Wine Exchange, Tampa, FL

On Preferences: We sell more wine by the glass than bottle due to our varied customer demographic. Kelly Wooldridge, Wine Director, Bonanno Concepts, Denver, CO

It was determined that the standard size is around 2,000sf and must include an additional outdoor patio seating area. The rough mutliplier is 70% of seats must be indoors with another 30% outdoors. The rough multipliers on beverages are 250% cost to menu pricing on wine bottles, 400% on glasses, 400% on beer, and 300% on food. 1,750sf is minimum size with 88 seats; 62 indoors and 26 outdoors. 2,000sf is maximum size with 100 seats; 70 indoor and 30 outdoors. Competitor profiles to follow.

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CUSTOMERS, INDUSTRY & COMPETITION

CLARET WINE KITCHEN’s typical customer is likely a white-collar, business-oriented professional or the spouse thereof between the ages of 25 and 65. Females will make a majority of the clientele. It’s anticipated that all hours of operation will be skewered toward that customer base; however, the environment lends itself well toward bringing in a similar male demographic for dates and those looking to find ones, events, and for conneusours. The hip vibe and urban location bode well for younger, more affluent customers and also creates a pull to bring in those from more suburban or surrounding areas who will likely commute by the location or be brought in by word of mouth or other marketing efforts.

CUSTOMERS, INDUSTRY & COMPETITION (CONT.)

1. 2. 3. 4. 5.

2 four person high tops 6 four person banquets 6 four person tables 9 bar stools 2 four person ‘living room’ areas

2,102sf – 101 seats (73 indoors [72%], 28 outdoors [28%]) Cru boasts more than 300 wines from the world's most famous wine regions on its ever-changing menu. Choose your favorite bottle to share, or try one of 50 wines available by the glass. Cru also does daily wine flights, a group of three wines with tasting notes to introduce you to new flavors and refine your palate. Small plates (think goat cheese beignets and lamb lollipops), artisan cheeses, flatbread pizzas and entrees (say, filet mignon or seared sea scallops) complement the extensive wine menu. Servers are skilled at wine pairings, so don't hesitate to ask for suggestions. Stop by weekdays for happy hour, 4-7 pm, when wine flights and wines by the glass are $3 off, and you can get a small plate for as little as $3. On Mondays, Cru offers a free pizza with purchase of a bottle of wine. Other locations: 1. 2. 3. 4. 5. 6. 7.

The Woodlands (Market Street) 2,156sf Plano (Shops at Legacy) 2,000sf Allen (Watters Creek) 2,303sf Dallas (West Village) 1,494sf Austin (2nd Street District) Austin (The Domain) Denver (Larimer Square)

Typical hours: Monday & Tuesday: 4pm-11pm Wednesday: 11am-11pm Thursday-Saturday: 11am-Midnight Sunday: 11am-11pm

MENU SNAPSHOT 1. Taste & Share Fritto Misto , Ahi Tartare, Charcuterie 2. Stone Fire Pizza Pear & Gorgonzola, Bianco, Margherita 3. Big Plates Filet Mignon, Chicken Piccata 4. Artisan Cheese Classic, American, Chef’s Pick, Sinful 5. Desserts Orange Rice Pudding, Seasonal Gelato

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14 bar stools 3 four person ‘living room’ areas 7 four person tables 1 two person tables 40 outdoor seats (11 tables)

1,975sf – 96 seats (56 indoors [58%], 40 outdoors [42%]) Situated in a historic building at the quiet edge of midtown, and owned by Mongoose Versus Cobra's Mike Sammons and Ian Rosenberg, 13 Celsius is a gem of a neighborhood wine bar. The industrial-chic interiors match the vibe, at once cool and relaxed, where wine connoisseurs sit alongside newbies at the giant white marble bar. The by-the-glass menu only hints at the variety of bottles in the perfectly calibrated cooler (you can probably guess its temperature). Strike up a conversation with your bartender: He or she knows exactly what's in there and can introduce you to some great stuff that no one else in town has, like a dry white Basque Txacolí instead of your everyday Chardonnay. The bellinis and sangria are also refreshing, especially if enjoyed on the sunny interior patio. On Sundays drop by and look through the buckets of opened bottles left over from Saturday night: any glass poured from them is half-off. MENU SNAPSHOT Other locations: 1. Snack n/a Marcona Almonds, Olives, Pretzel 2. Plate Typical hours: Baked Brie, Anchovie, Bar Salad Sunday-Monday: 10am-Midnight 3. Cheese Soft, Semi Soft, Firm, Combination 4. Panino Mortadella, Margherita, Raclette 5. Salumi Grits, Frites, Cornbread, Greens 6. Dolce Make Your Own S’mores Plate

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CUSTOMERS, INDUSTRY & COMPETITION (CONT.)

1. 2. 3. 4. 5.

CUSTOMERS, INDUSTRY & COMPETITION (CONT.)

1. 2. 3. 4. 5.

2 six person banquets 18 two person high tops 7 four person banquets 21 bar stools 19 outdoor seats (7 tables)

1,973sf – 98 seats (79 indoors [81%], 19 outdoors [19%]) With the motto “Fried Chicken and Champagne — Why The Hell Not?” Max’s Wine Dive announces upfront that at this restaurant (which Texas Monthly named as one of the Top 10 Places to Eat in Texas in 2008), the only culinary rules that apply are the ones you set. How about a nice Shiraz to go with your Texas Haute Dog or a merlot to compliment your Max and Cheese (cavatappi pasta slathered in a sauce of Gruyere and black truffles)? Anything goes at this rowdy establishment (which keeps the kitchen open until 2 a.m. Thursday through Saturday) with a jukebox that blares the latest indie rock. There’s an extensive list of reasonably priced wine, a wide range of beers including a Houston-brewed ale, and a dark-chocolate, ancho chile-flavored dessert appropriately called the “Big Ass Brownie.” When afflicted with a case of the Mondays, stop by and let a Riesling and the live music relieve your pain. Other locations: 1. 2. 3. 4. 5. 6. 7. 8.

Houston (Montrose) 2,818sf – 120 seats San Antonio (Quarry Village) 3,063sf Austin (Downtown) 3,000sf Fort Worth (Parkside So7) 2,200sf Dallas (West Village) 4,200sf Chicago (Wicker Park) 3,200sf Atlanta (12th & Midtown) Denver (Capitol Hill) 3,021sf

Typical hours: Sunday-Monday: 10am-Midnight Tuesday-Thursday: 4pm-Midnight Friday-Saturday 10am-2pm

MENU SNAPSHOT 1. Wine Dive Classics – Small Plates Nacho Mama’s Oysters, Drunk Bread 2. Wine Dive Classics – Large Plates Fried Chicken, Signature Blend Burger 3. Summer Menu – Before Dinner Pork Belly Pupusas, Watermelon Salad 4. Summer Menu – Dinner Roasted Snapper, Cracklin’ Chicken 5. Sides Grits, Frites, Cornbread, Greens 6. Desserts Goo Goo Pie, Birthday Cake in a Glass

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CUSTOMERS, INDUSTRY & COMPETITION (CONT.)

1. 2. 3. 4. 5.

XXX XXX XXX XXX XXX

2,844sf – XX seats (XX indoors [XX%], XX outdoors [XX%])

Every Saturday from 4 to 7 p.m. features $6 wine tastings, and on Sunday and Monday after 3 p.m. Black Door members get a pizza for free when they buy a bottle of wine. Other locations: 1. Houston (CITYCENTRE) 6,794sf 2. Houston (Uptown Park) 9,000sf 3. Kingwood (King’s Harbor) 3,021sf Typical hours: Monday-Wednesday: 11am-Midnight Thursday-Saturday: 11am-1am Sunday: 11am-11pm

MENU SNAPSHOT 1. Cheeses French, German, Danish, American 2. Salumi and Cured Meats Prosciutto, Genoa, Speck, Chorizo 3. Shared Plates Bruschetta, Crab Cakes, Fries, Hummus 4. Soups & Salads White Bean Soup, Iceberg Salad 5. Artisan Pizzas Margherita, Mushroom, BBQ Quail 6. Entrees Penne Rustica, Roasted Pork Chop 7. Desserts Nutella Cake, Iron Skillet Cookie CLARET WINE KITCHEN

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These cute, funky wine bars may eventually have an outpost in every neighborhood—not that anyone would mind. The River Oaks location is airy and sleek, if in a slightly generic way. The 3,000-square-foot space is divided between a swank lounge (which feels especially sexy at night), a small patio area, a private room and an open space full of tables and booths for sampling wines and munching on The Tasting Room's gourmet sandwiches, pizza, cheeses and other light bites.

CUSTOMERS, INDUSTRY & COMPETITION (CONT.)

1. 2. 3. 4. 5.

XXX XXX XXX XXX XXX

1,250sf â&#x20AC;&#x201C; XX seats (XX indoors [XX%], XX outdoors [XX%]) Tapas bars were all the rage five years ago, but somehow Oporto has managed to stay relevant despite the decline in the small plate frenzy. Here's why: The restaurant has high-quality food, an extensive wine list with a focus on delightful Portuguese, European and South American selections, creative cocktails and a cozy, low-key European vibe. The space is small and narrow with a bar that nearly runs the length of the place and on the opposite side, booths for a more intimate experience. Either way, there's no shortage of counter- or table-top real estate to keep those small plates coming. Just like their sister restaurant, The Queen Vic Pub & Kitchen, Oporto's drink and small bites happy hour selections are some of the city's most extensive and tasty. MENU SNAPSHOT Other locations: n/a Typical hours: Monday-Wednesday: 11am-11pm Thursday-Friday: 11am-Midnight Saturday: 4pm-Midnight Sunday: 4pm-10pm

1. Tapas Camaroes Piri-Piri, Pork Vindalho 2. Cheese Brie, Mozzarella, Gruyere, Taleggio 3. Meats Prosciutto, Coppa, Mortadella, Chorizo 4. Soups Canja, Caldo Verde 5. Salads Atlantico, Marocaine, Caesar 6. Pizzette & Panini Pizzette do Carne, Panini Formaggio

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CUSTOMERS, INDUSTRY & COMPETITION (CONT.)

1. 2. 3. 4.

4 couches (12 seats) 2 chairs 14 seats at 1 community table 15 bar stools 5. 19 outdoor seats (7 tables)

1,500sf – 43 seats (43 indoors [100%], 0 outdoors [0%])

Other locations: n/a Typical hours: Daily: 4pm-2am

MENU SNAPSHOT 7. Salumi Cacciatore – Speck – Finocchiona 8. Cheese Goat Cheese – Sheep’s Milk - Gouda

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From the owners of the adjacent Paulie's restaurant in Montrose, this rustic-chic wine bar provides a casual spot to meet up for drinks and a light bite. Along with a curated list of fine wines, the menu also features an assortment of beers, charcuterie and cheese.merlot to compliment your Max and Cheese (cavatappi pasta slathered in a sauce of Gruyere and black truffles)? Anything goes at this rowdy establishment (which keeps the kitchen open until 2 a.m. Thursday through Saturday) with a jukebox that blares the latest indie rock. There’s an extensive list of reasonably priced wine, a wide range of beers including a Houston-brewed ale, and a dark-chocolate, ancho chile-flavored dessert appropriately called the “Big Ass Brownie.”

MARKETING STRATEGY & FINANCIAL PLAN

Creating buzz is not something that happens by chance. Buzz is, as many things are, the result of good marketing. Marketing will be a highly involved effort to keep the business fresh and foremost in the minds of the wide mix of customers. It is the belief that this can be accomplished with minimal additional cost. A graphic designer will be hired to handle branding the concept. Branding is very important. Printing and sign production will be supplied by third-party vendors. Quality is important. Advertising and Public Relations will be handled in house. Significant events such as lease signing, artistic rendering unveilings, hirings, previews, soft and grand openings, etc. will be publicized through local food, industry, On Market: While the shuttered restaurants may business, lifestyle, news outlets spanning all have been popular among customers in nearby media formats. Selected advertising will help neighborhoods, they probably lacked a broader supplement additional or continuing coverage appeal or recognition, something that is key in in media that is preferential to paying Houston’s competitive restaurant market advertisers. For example, if coverage is Mark Raines, Jones Lang LaSalle, Houston, TX prevalent on restaurant blogs, advertising is repetitive. But when buzz dies down, advertising begins to make better sense. Ads will be targeted at both newspapers, magazines, and websites. Public relations will meet advertising in those channels additionally as the industry is small and relationships are of utmost importance. Publicity will also come through hosted events where discounts or assistance is provided by staff to bring in potential customers. Social media will be continually managed to maintain visibility and manage customer opinion and brand image. CLARET WINE KITCHEN will also participate in industry events such as HoustonPress Menu of Menus Extravaganza, Houston Zoo’s Feast with the Beasts, and Houston Livestock Show & Rodeo’s Rodeo Uncorked! The financial performance of the business is, as most new businesses, pure pro forma at this point, but certain givens can be used and certain industry-wide metrics can be used to approximate the performance of the business. In producing the pro forma for the first year, all known expenses are utilized, including COGS figures based on the most likely supplier groups’ disclosed figures, as well as a buildup of the employee costs (fully burdened), insurance, professional licenses and fees, etc. Reasonable estimates have been calculated for the unknown and variable costs, like utility expenses. For every figure in the pro forma statement below, there is a set of “knowns” and where there are unknowns, conservative assumptions have been made. All of this can be provided upon request.

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Caprese Bites fresh mozzarella + grape tomatoes + basil + balsamic glaze Beet Salad mint + feta Baked Brie puff pastry + candied walnuts + sliced gala apples Margherita Toasts macadamia nut pesto + san marzano tomatoes Roasted Mushroom Flatbread shiitake + portabello + cheddar Short Rib Flatbread watercress + red onion + fontina Tarte Flambée white cheese + bacon + onion Grilled Vegetables squash + zucchini + asparagus + eggplant Flash Fried Shishito Peppers & Okra with Sea Salt Asian Chicken Lettuce Wraps tenders + bibb lettuce + hoisin Rou Jia Mo Street Sandwich red-braised pork + Chinese flatbread Grilled Cheese artisan bread + fontina + fresh mozzarella + tomato soup Sliced Steak Beignets shiitakes + chili oil + porcini butter drizzle Rosemary Black Pepper Meatballs toasts + secret sauce Fried Chicken Croquettes chicken fritters Shrimp Cocktail gulf shrimp + cocktail sauce Chips and Dip thick cut potato chips + pan fried onion dip Charcuterie Board prosciutto + salami + other aged meats Cheese Tray manchego + stilton + cheddar + goat + gouda

TASTES 10 7 13 12 14 15 13 10 9 11 9 12 12 11 8 14 8 14 14

PLATES 12 15 19 25 24 22 27 29

House Salad add chicken for 5 Cheese Burger and Fries your choice of cheese + grilled onions + chipotle slaw Louisiana BBQ Shrimp N’ Grits jumbo shrimp + creole glaze + cheddar grits Gulf Redfish on the Half-Shell fried mac & cheese Grilled Salmon meyer lemon risotto + chili oil Rotisserie Chicken carrots + brussels sprouts Steak Frites flat iron + herbed butter + hand cut fries Braised Short Ribs with Sautéed Spinach & Carrots rosemary + orange peel

SWEETS Crème Brulee with fresh berries Rasberry Swirl Glazed Pound Cake with mixed berry sorbet Key Lime Pie served extra tall with whipped cream Brazos Pecan Pie with vanilla ice cream Chocolate Chunk Cookies with caramel gelato Cinnamon Sugar Donuts with coffee Artisan Chocolates Tray assorted fancy semi-sweet & dark chocolates

9 9 9 9 9 9 9

DRINKS Soda Tea Service with selection of teas Daily Black or Espresso or Americano Cortado Cappuccino or Flat White Latte or Specialatte

3 4 4 5 5 6 CLARET WINE KITCHEN

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MENU (CONT.)

WHITES Chardonnay Chardonnay produces wines, which are dry to medium dry with pear, apple, tropical or citrus fruit flavors. When little to no oak aging occurs, Chardonnay tends to be more crisp and fresh. With extensive oak aging, they become creamy and buttery with vanilla, spice and oak flavors. Chardonnay is the world’s most popular white wine grape and it is grown in virtually every wineproducing region. Chardonnay thrives as the white grape of Burgundy and it produces extraordinary wines in the Russian River Valley and Carneros region in California.

Hahn ’11 Monterey, Monterey, California California 9/34 9/34 tropical citrus andCalifornia mineral notes Bitter Creekfruit ’11 –Monterey, 11/39 Max Jacques Languedoc, France11/39 11/39 BitteretCreek ’11’11 Monterey, California 11/39 Lioco ’11 Sonoma, California 10/40 notes tropical fruit – citrus and mineral Amici Sinoma, 15/54 Max et’12 Jacques ’11California Languedoc, France 11/39 11/39 Simi “Reserve” Russian California tropical fruit ’10 – citrus andRiver, mineral notes 15/60 Lioco ’11 Sonoma, California 10/40 10/40 tropical fruit – citrus and mineral notes Amici ’12 Sinoma, California 15/54 15/54 tropical fruit – citrus and mineral notes Simi Reserve ’10 Russian River, California 15/60 15/60 tropical fruit – citrus and mineral notes Reisling Riesling is one of the noble grape varieties and is capable of producing a variety of extraordinary white wine styles, and is most known for the sweeter-style German wine it produces. These wines contain alluring floral bouquets and are filled with peach, honey and apricot fruit flavors. The much-touted variety produced in Alsace offers the same aromas and fruit flavors but is produced in a drier style and is famous for its food pairing capability. Washington State also produces high-quality Riesling; most of these fresh wines are made in a sweeter style and are a great alternative to White Zinfandel.

Hahn ’11 Monterey, California 9/34 9/34 tropical fruit – citrus and mineral notes Bitter Creek ’11 Monterey, California 11/3911/39 tropical fruit – citrus and mineral notes Max et Jacques ’11 Languedoc, France 11/39 11/39 tropical fruit – citrus and mineral notes Lioco ’11 Sonoma, California 10/40 10/40 tropical fruit – citrus and mineral notes Amici ’12 Sinoma, California 15/54 15/54 tropical fruit – citrus and mineral notes Simi Reserve ’10 Russian River, California 15/60 15/60 tropical fruit – citrus and mineral notes Sauvignon Blanc This dry white wine grape offers distinctive flavors of citrus fruit, melon, fig, herb and sometimes grassiness. Sauvignon Blanc [So-VinYAWN-Blonk] can also offer vanilla and creamy flavors when introduced to oak. Typically light, crisp and full of fruit, and thrives as the white wine of Bordeaux and is used to produce the delicious Pouilly-Fumé and Sancerre of the Loire Valley. It has also proven extremely successful in California, New Zealand and Chile. Although wonderful with food, it is also the ideal selection for an aperitif.

Hahn ’11 Monterey, Monterey, California California 9/34 9/34 Bitter Creekfruit ’11 –Monterey, 11/39 tropical citrus andCalifornia mineral notes Max et Jacques ’11 Languedoc, France 11/39 Bitter Creek ’11 Monterey, California 11/39 11/39 Lioco ’11 Sonoma, California 10/40 tropical fruit – citrus and mineral notes Amici Sinoma, 15/54 Max et’12 Jacques ’11California Languedoc, France 11/39 11/39 Simi “Reserve” ’10 Russian River, California tropical fruit – citrus and mineral notes 15/60 Lioco ’11 Sonoma, California 10/40 10/40 tropical fruit – citrus and mineral notes Amici ’12 Sinoma, California 15/54 15/54 tropical fruit – citrus and mineral notes Simi Reserve ’10 Russian River, California 15/60 15/60 tropical fruit – citrus and mineral notes

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Bubbles Champagne. The name itself evokes thoughts of celebration, romance and special occasions. Nothing is more useful to mark a special occasion than opening a bottle of Champagne. This wine has become synonymous with good times, good cheer and the moments in life that are to be remembered. But in the very midst of celebration, be careful how you term the wine in your raised glass. Is it Champagne, or is it something else?the white grape of Burgundy and it produces extraordinary wines in the Russian River Valley and Carneros region in California.

Sommelier’s Specials Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce at tellus vestibulum, adipiscing erat at, dictum diam. Sed dapibus luctus orci, vel faucibus metus sodales vitae. Aenean magna magna, dignissim in iaculis et, sagittis non mi. In ut cursus ipsum. Curabitur a quam vel libero sodales placerat. Etiam odio leo, porttitor vitae nulla at, egestas ornare elit. Quisque pulvinar vel massa at iaculis. Curabitur sed orci ut augue varius porttitor nec et orci. Ut egestas pretium tortor at facilisis. Nullam eleifend diam quis neque rutrum iaculis. Nunc viverra

Hahn ’11 Monterey, California 9/34 9/34 tropical fruit – citrus and mineral notes Bitter Creek ’11 Monterey, California 11/3911/39 tropical fruit – citrus and mineral notes Max et Jacques ’11 Languedoc, France 11/39 11/39 tropical fruit – citrus and mineral notes Lioco ’11 Sonoma, California 10/40 10/40 tropical fruit – citrus and mineral notes Amici ’12 Sinoma, California 15/54 15/54 tropical fruit – citrus and mineral notes Simi Reserve ’10 Russian River, California 15/60 15/60 tropical fruit – citrus and mineral notes Unique Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce at tellus vestibulum, adipiscing erat at, dictum diam. Sed dapibus luctus orci, vel faucibus metus sodales vitae. Aenean magna magna, dignissim in iaculis et, sagittis non mi. In ut cursus ipsum. Curabitur a quam vel libero sodales placerat. Etiam odio leo, porttitor vitae nulla at, egestas ornare elit. Quisque pulvinar vel massa at iaculis. Curabitur sed orci ut augue varius porttitor nec et orci. Ut egestas pretium tortor at facilisis. Nullam eleifend diam quis neque rutrum iaculis. Nunc viverra, dolor vel rhoncus semper.

Hahn ’11 Monterey, Monterey, California California 9/34 9/34 Bitter Creekfruit ’11 –Monterey, 11/39 tropical citrus andCalifornia mineral notes Max Jacques Languedoc, France11/39 11/39 BitteretCreek ’11’11 Monterey, California 11/39 Lioco ’11 Sonoma, California 10/40 notes tropical and mineral fruit – citrus Amici Sinoma, 15/54 Max et’12 Jacques ’11California Languedoc, France 11/39 11/39 Simi “Reserve” ’10 Russian River, California tropical fruit – citrus and mineral notes 15/60 Lioco ’11 Sonoma, California 10/40 10/40 tropical fruit – citrus and mineral notes Amici ’12 Sinoma, California 15/54 15/54 tropical fruit – citrus and mineral notes Simi Reserve ’10 Russian River, California 15/60 15/60 tropical fruit – citrus and mineral notes

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California 9/34 Hahn ’11 Monterey, Monterey, California 9/34 Bitter Creekfruit ’11 –Monterey, 11/39 tropical citrus andCalifornia mineral notes Max Jacques Languedoc, France11/39 11/39 BitteretCreek ’11’11 Monterey, California 11/39 Lioco ’11 Sonoma, California 10/40 notes tropical fruit – citrus and mineral Amici Sinoma, 15/54 Max et’12 Jacques ’11California Languedoc, France 11/39 11/39 Simi “Reserve” Russian California tropical fruit ’10 – citrus andRiver, mineral notes 15/60 Lioco ’11 Sonoma, California 10/40 10/40 tropical fruit – citrus and mineral notes Amici ’12 Sinoma, California 15/54 15/54 tropical fruit – citrus and mineral notes Simi Reserve ’10 Russian River, California 15/60 15/60 tropical fruit – citrus and mineral notes

MENU (CONT.)

WHITES

MENU (CONT.)

REDS Cabernet Cabernet Sauvignon is the king of the red wine grape varieties. It offers wonderful flavors consisting of blackcurrants, blackberry, chocolate, tar and leather. The beauty of this resilient red wine grape is the many different styles of wine it is capable of yielding. From the fresh, easydrinking fruit-forward styles to the intensely big, dense and complex wines with firm tannins. Cabernet Sauvignon flourishes in the gravelly soils of the Left Bank of Bordeaux and grows particularly well in California’s Napa Valley. and Carneros

Hahn ’11 Monterey, Monterey, California California 9/34 9/34 tropical citrus andCalifornia mineral notes Bitter Creekfruit ’11 –Monterey, 11/39 Max etCreek Jacques Languedoc, France11/39 11/39 Bitter ’11’11 Monterey, California 11/39 Lioco ’11 Sonoma, California 10/40 notes tropical fruit – citrus and mineral Amici Sinoma, 15/54 Max et’12 Jacques ’11California Languedoc, France 11/39 11/39 Simi “Reserve” ’10 Russian River, California tropical fruit – citrus and mineral notes 15/60 Lioco ’11 Sonoma, California 10/40 10/40 tropical fruit – citrus and mineral notes Amici ’12 Sinoma, California 15/54 15/54 tropical fruit – citrus and mineral notes Simi Reserve ’10 Russian River, California 15/60 15/60 tropical fruit – citrus and mineral notes Merlot Merlot has captured the attention of the everyday wine consumer because of its fresh, ripe fruit appeal. It offers red fruit components such as cherry, plum and currants with hints of cedar prominent with oak aging. Merlot dominates the Right Bank communes of Saint-Émilion and Pomerol where the wines are refined and elegant with loads of complexity. It is capable of producing wines which are full bodied and tannic, but most wine producing areas focus on the friendly, soft and fruit-forward style. Merlot is currently the world’s most popular red wine.

Hahn ’11 Monterey, California 9/34 9/34 tropical fruit – citrus and mineral notes Bitter Creek ’11 Monterey, California 11/3911/39 tropical fruit – citrus and mineral notes Max et Jacques ’11 Languedoc, France 11/39 11/39 tropical fruit – citrus and mineral notes Lioco ’11 Sonoma, California 10/40 10/40 tropical fruit – citrus and mineral notes Amici ’12 Sinoma, California 15/54 15/54 tropical fruit – citrus and mineral notes Simi Reserve ’10 Russian River, California 15/60 15/60 tropical fruit – citrus and mineral notes Pinot Noir Wines made with Pinot Noir are known for their elegance and refinement. They often possess an exotic bouquet along with a velvety, mouth-filling texture. Pinot Noir exhibits flavors of ripe red fruit, cherry, chocolate, toast and spices. Most famous in Burgundy, where it is the only grape permitted in producing the famous red wines of the Côte d’Or, Pinot Noir thrives in cooler climates. Other fine, well-structured examples of Pinot Noir can be found in Oregon’s Willamette Valley and California’s Carneros and Russian River Valley.

Hahn ’11 Monterey, Monterey, California California 9/34 9/34 Bitter Creekfruit ’11 –Monterey, 11/39 tropical citrus andCalifornia mineral notes Max Jacques Languedoc, France11/39 11/39 BitteretCreek ’11’11 Monterey, California 11/39 Lioco ’11 Sonoma, California 10/40 notes tropical fruit – citrus and mineral Amici Sinoma, 15/54 Max et’12 Jacques ’11California Languedoc, France 11/39 11/39 Simi “Reserve” ’10 Russian River, California tropical fruit – citrus and mineral notes 15/60 Lioco ’11 Sonoma, California 10/40 10/40 tropical fruit – citrus and mineral notes Amici ’12 Sinoma, California 15/54 15/54 tropical fruit – citrus and mineral notes Simi Reserve ’10 Russian River, California 15/60 15/60 tropical fruit – citrus and mineral notes

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Malbec The flagship red grape of Argentina, Malbec was once popular as a blending grape in Bordeaux. Malbec plays a supporting role in many appellations in South West France and especially Southeast of Bordeaux, in the region of Cahors, where it is the primary grape and is referred to as “the black wine,” due to its deep, dark color. The ripe and plush Malbec wines of Argentina feature dark fruit flavors of blackberry, blueberry and black raspberry and supple tannins, with nuances of violets and toasty oak in the more expensive offerings.

Hahn ’11 Monterey, California 9/34 9/34 tropical fruit – citrus and mineral notes Bitter Creek ’11 Monterey, California 11/3911/39 tropical fruit – citrus and mineral notes Max et Jacques ’11 Languedoc, France 11/39 11/39 tropical fruit – citrus and mineral notes Lioco ’11 Sonoma, California 10/40 10/40 tropical fruit – citrus and mineral notes Amici ’12 Sinoma, California 15/54 15/54 tropical fruit – citrus and mineral notes Simi Reserve ’10 Russian River, California 15/60 15/60 tropical fruit – citrus and mineral notes Unique Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce at tellus vestibulum, adipiscing erat at, dictum diam. Sed dapibus luctus orci, vel faucibus metus sodales vitae. Aenean magna magna, dignissim in iaculis et, sagittis non mi. In ut cursus ipsum. Curabitur a quam vel libero sodales placerat. Etiam odio leo, porttitor vitae nulla at, egestas ornare elit. Quisque pulvinar vel massa at iaculis. Curabitur sed orci ut augue varius porttitor nec et orci. Ut egestas pretium tortor at facilisis. Nullam eleifend diam quis neque rutrum iaculis. Nunc viverra, dolor vel rhoncus semper.

Hahn ’11 Monterey, Monterey, California California 9/34 9/34 Bitter Creekfruit ’11 –Monterey, 11/39 tropical citrus andCalifornia mineral notes Max etCreek Jacques Languedoc, France 11/39 Bitter ’11’11 Monterey, California 11/39 Lioco ’11 Sonoma, California 10/40 tropical fruit – citrus and mineral notes Amici Sinoma, 15/54 Max et’12 Jacques ’11California Languedoc, France 11/39 Simi “Reserve” Russian California tropical fruit ’10 – citrus andRiver, mineral notes 15/60 Lioco ’11 Sonoma, California 10/40 tropical fruit – citrus and mineral notes Amici ’12 Sinoma, California 15/54 tropical fruit – citrus and mineral notes Simi Reserve ’10 Russian River, California 15/60 tropical fruit – citrus and mineral notes

CLARET WINE KITCHEN

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California 9/34 Hahn ’11 Monterey, Monterey, California 9/34 Bitter Creekfruit ’11 –Monterey, 11/39 tropical citrus andCalifornia mineral notes Max etCreek Jacques Languedoc, France11/39 11/39 Bitter ’11’11 Monterey, California 11/39 Lioco ’11 Sonoma, California 10/40 tropical fruit – citrus and mineral notes Amici Sinoma, 15/54 Max et’12 Jacques ’11California Languedoc, France 11/39 11/39 Simi “Reserve” Russian California tropical fruit ’10 – citrus andRiver, mineral notes 15/60 Lioco ’11 Sonoma, California 10/40 10/40 tropical fruit – citrus and mineral notes Amici ’12 Sinoma, California 15/54 15/54 tropical fruit – citrus and mineral notes Simi Reserve ’10 Russian River, California 15/60 15/60 tropical fruit – citrus and mineral notes

MENU (CONT.)

REDS

MENU (CONT.)

BEER Draught Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce at tellus vestibulum, adipiscing erat at, dictum diam. Sed dapibus luctus orci, vel faucibus metus sodales vitae. Aenean magna magna, dignissim in iaculis et, sagittis non mi. In ut cursus ipsum. Curabitur a quam vel libero sodales placerat. Etiam odio leo, porttitor vitae nulla at, egestas ornare elit. Quisque pulvinar vel massa at iaculis. Curabitur sed orci ut augue varius porttitor nec et orci. Ut egestas pretium tortor at facilisis. Nullam eleifend diam quis neque rutrum iaculis. Nunc viverra

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Bottles Chardonnay Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce at tellus vestibulum, adipiscing erat at, dictum diam. Sed dapibus luctus orci, vel faucibus metus sodales vitae. Aenean magna magna, dignissim in iaculis et, sagittis non mi. In ut cursus ipsum. Curabitur.

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