Describe The Purpose Of SWOT Analysis

Thursday December 16, 2021

Happy Belly Curbside Kitchen – Finding Opportunity in Healthy Food Owners Terry and Dawn Hall created Happy Belly Curbside Kitchen out of their experiences, knowledge, skills, and interests. The founders had 30 years of experience in the hospitality business, they traveled extensively across the United States to meet the requirement of their carriers in hospitality. They were the children of small business owners and have restaurant experience combined with formal hospitality education. Terry and Dawn recognized several patterns in their travels: 1. The availability of fresh, natural food is far less than the need for it. 2. Declines in small-business viability. 3. The inverse relationship between the availability of healthy food and the level of obesity. When their daughter, Mayer, was born, Terry and Dawn decided that they wanted to eat only healthy, fresh foods. They were frustrated by how difficult it was to find the food they wanted when they ate in restaurants. And they wanted flexibility in work schedules and the opportunity to support their community. This led to the idea of creating a mobile restaurant serving the fresh, healthy foods they desired. After the initial frustration of being turned down repeatedly by mainstream banks, even though they had related work experience, savings, excellent credit, and no debt, the Halls learned of a financing resource in their community that had different parameters. They secured their initial financing from Access to Capital for Entrepreneurs (ACE Capital), a Cleveland, Georgia-based community development financial institution. ACE had a combination of its own resources and funds from Create Jobs for USA available and was looking for borrowers like the Halls. The loan process took seven days for approval. With the funding from ACE, Happy Belly was able to get rolling. The Halls remodeled their commercial kitchen, purchase a food truck, and hired some dozen people. Happy Belly Curbside Kitchen is part of the highly competitive Atlanta food-truck market but has some distinctive twists. The Halls don’t call their business a food truck, rather a “curbside kitchen.” They have corporate sponsor, the Big Green Egg, producers of the high-end grill that is pictured on the vehicles. The menu changes frequently, depending on what is fresh and local. Orders are taken in iPads by staff in front of the kitchens, rather than from windows in the truck itself. Also, the company has a full commercial kitchen in nearby Smyrna, Georgia, that they use for catering. These factors combine to permit their providing a great variety of fresh, healthy food. It was the Hall’s intention to keep the money earned in the local community. They donated 5 percent profits to the local Boys and Girls Club and purchased locally whenever possible. Happy Belly targets customers in Fulton and Cobb Counties and focuses on its core value of healthy eating. The Halls partnered with Adam Verner, a local farmer. This is part of what they termed “farm to street,” a play on the farm-to-table movement. They were named one of the 10 Healthiest Food Trucks in America in Shape magazine and expanded to two trucks serving the Atlanta area, along with an increasingly successful catering business. Happy Belly Curbside Kitchen is locally based with a global view. Source: Nicole McDermott, “The 10 Healthiest Food Trucks in America,” Shape, accessed November 7, 2020, https://www.shape.com/healthy-eating/meal-ideas/10-healthiest-food-trucks- america.


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