"Gluten Free Glutenous Dining"
Twitter Summary
100% gluten-free urban diner, providing local and organic foods to those seeking a delicious healthy meal while receiving warm service in a vibrant, trendy and relaxed atmosphere.
Executive Summary
Currently there are no 100% gluten free restaurants in Calgary and Urban
Eats will have the soul claim in the market. Our suppliers will be local
and organic, and all ingredients will be guaranteed 100% gluten free. Not
only is gluten free a necessity for those suffering from Celiac Disease
(an gastro intestinal disease which prevents the small intestine from
digesting gluten that is found in wheat, barley and rye), but it is also
becoming an increasingly popular option for those seeking a healthy
alternative. In Calgary, currently there are no direct competitors but a
few other diners that offer gluten free options such as The Coup,
OE Breakfast, Monki Bistro, and Dairy Lane. Our target market consists of Celiacs,
people suffering with gluten intolerances, and also those seeking an
alternative to full wheat meals, either for health reasons or out of
choice.
Urban Eats will be situated in southwest or west quadrant of the city,
which is easily accessible for our target market and is also outside of
our competition. Prestige pricing will be used for our pricing strategy
since our food costs and quality will be slightly higher than our
competition. Urban Eats will be managed by the two owners with
approximately 15 staff to be hired and trained.
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