EAT WELL. LAUGH OFTEN. LIVE LONG.

A strategic revision of current policies to enhance the visibility and day to day operations of a casual fine dining

restaurant in the Afton Village neighborhood.

Julianne Conforth

John Cooper

Katarzyna Igras

April Kemnitz

Angelica McDonald

Alicia Satterfield

BUSINESS OVERVIEW Founded in October 2007 by Jon and Kim Dressler Upscale, casual dining restaurant Located in Afton Village Neighborhood Managing Partner, Sheri Julian Seven investors contribute to business opening and

operating Named after the Dressler’s children, Max and Ally Based on the following concepts:

Healthy lifestyle through quality food offerings Relationships with family and friends

MISSION STATEMENT

Current:“It is our mission to maintain the highest quality food,

drink, service, and atmosphere.” Revised:

“Our mission at Max’s Ally is to provide high quality, healthy foods that are organic and locally grown

served alongside a wide selection of fine wines and top shelf alcoholic beverages. We strive to offer the

highest level of service in an inviting, pleasant atmosphere and provide each customer an

opportunity to eat well, laugh often and live long.”

INTERNAL ANALYSIS

STRENGTHS WEAKNESSES

Strong internal relationships and camaraderie

Solid financial foundation and backing

Community restaurant Proficient back and front

end operations Quality product

offerings

Visibility Lack of clear market

position Awareness among target

customers Inconsistent training and

development procedures Lack of performance

evaluations

EXTERNAL ANALYSIS

OPPORTUNITIES THREATS

Increasing focus on healthy, organic, locally grown options

Minimizing overindulgence through portion control: less food, better quality

Numerous publications circulated in target markets with feasible advertising options

High customer expectations

Availability of substitutes Competition based on price

and non-price (fast food) Low consumer confidence-

Consumer Sentiment Index down 1.9% from 2008, low disposable income

Low barriers to entry in industry

Customers expect more value

FINANCIAL ANALYSIS

Average revenues of $100,000 per week Revenues dropped 20% in 2009

Profits are distributed to investors based on percentage of ownership

Self sustainable Aquesta Bank Investors

FINANCIAL ANALYSIS

Profit Margins Expenses

Highest: Wines Beverages Pasta Chicken

Lowest: Beef

Offers quality perception

Industry Average food cost: 34% Average wages: 33%

Max’s Ally Food cost: 30-35% Wages: 12-13%

Discrepancy due to salaried employees

Generally comparable to industry

PROBLEMS IDENTIFIED

Training and Development Front of the House Back of the House No training schedule or system implemented to track

trainee progress Marketing: Visibility and Awareness

Lack of signage No visibility from main road as a result of neighborhood

restrictions Print advertisements not reaching desired target markets

Interior Design Update dining room designs

Other Minor Suggestions

CURRENT TRAINING:FRONT OF THE HOUSE Hired based on experience 30 days of evaluation No official schedule for training components No wine, beer, or liquor training

FRONT OF THE HOUSE

Developed training schedule and checklist

Additions to trainingWine, beer and liquor

trainingRole play incorporated

into training

BACK OF THE HOUSE:STATION NOTEBOOKS Opening duties Closing duties Other responsibilities for

the station Includes recipe sheets

Gives visual stimulation for reference

Lists ingredients for cooking process

States the cooking process and technique

SEVEN DAY TRAINING SCHEDULE Day 1: Policies and procedures discussed. Trainee

shadows trainer, observing and tasting food.

Day 2-3: Trainees perform expected duties independently to become acclimated with procedures while trainer supervises.

Day 4-7: Trainees will be scheduled to work during the week. At the end of each shift, time is allotted to discuss progress and reflect with Chef Brendon. After seven days, trainees are transitioned to faster paced weekend environment.

MARKETING THROUGH COMMUNITY RELATIONS

Max’s Ally is a continuous supporter of the United Service Organization

Book signing with local author attracts publicity

MARKETING THROUGH SCHOOLS

Back to School Party

Cannon Village Art Program

Jay M. Robinson High School Silent Auction

MARKETING:ADDRESSING VISIBILITY AND AWARENESS

Located off the Main RoadLack of Signage

Recommended strategies not implemented: NCDOT Highway Logo Sign Program Charlotte Business Journal Print Advertisement Highland Creek Community Association Newsletter

NCDOT HIGHWAY LOGO SIGN An on-site attendant must

be present during business hours

The business must operate year round, eight hours per day, seven days per week

Public restrooms, drinking water and a public telephone must be made available

The establishment must have the capacity to seat at least 20+ persons

Cost:$300 per panel4 panels:

2 Mainline 2 Ramp

$1,200 annually

HIGHWAY LOGO SIGN PROGRAM

PRINT ADVERTISEMENT Highland Creek Newsletter

Reaches over 4,400 homes, 14,000+ residents

Charlotte Business Journal 79% of readers hold middle-top

management positions 59% are business partners or owners Prices range from $673: 6 x 6 inch to

$107: 1 x 3 inch

Size Price

Full Page $370

Half Page $190

1/4 Page $110

1/8 Page $45

INTERIOR DESIGN UPDATESCurrent Design Suggested Art and Colors

SUPPLEMENTAL SUGGESTIONS

Bundled meal options offered year-round

Minor logo changes over time

Nutritional information posted online

E-mail rewards program Promoting ingredient

quality on menu Grouping healthier

choices on menu

SOU

RCE

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Photos:Renee Peoples Photography: http://www.rpeoplesphotography.com/Lincoln Tribune: http://www.lincolntribune.com/Cannon School: http://www.cannonschool.orgJ.M. Robinson High School: http://www.jmrhsauction.com/http://www.zvents.com/images/internal/3/1/4/5/img_525413_primary.jpg

Business Information and Training Materials:www.MaxsAlly.comManagement Interviews- Sheri/Chris/BrendonServer Interviews

Marketing Material:NCDOTHighland Creek Community Association NewsletterCharlotte Business Journal

Industry Information:IBIS World

Thank You!