ClientSummit2010_HendersonPetrillo(SkilletStreetFood)
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Transcript of ClientSummit2010_HendersonPetrillo(SkilletStreetFood)
Skillet Street FoodEvolving Strategy from “Open Doors”
Josh Henderson, Executive Chef and VisionaryGreg Petrillo, Chief Foodie and Financial Officer
SKILLET STREET FOOD
Introductions
• Who We Are
• The Original Vision for Skillet Street Food– Founded in 2007– Building a “populist” street food business –
high-end food, mobile delivery, “guerilla” style
• What Happened– The business became a brand– Opened new doors – catering, food products, restaurant
2007 2008 2009 2010 2011
$24,000$316,000
$493,000
$800,000
$2,400,000
Revenue Estimated Revenue
SKILLET STREET FOOD
Create the Demand: Be the First
The Perfect Storm: The Making of a National Trend
Food Culture Social networking
Extension of celebrity chef phenomenon
Tremendous media attention
Creating a new kind of customer relationship
Immediate (twitter, facebook, email)
Like our business, mobile
Urban Based on trust
SKILLET STREET FOOD
Cultivate the Demand: Don’t Make it Too Easy
• Don’t make it too easy– Less is more in so many ways– High on novelty / low on
saturation
• Be interesting– To our customers– To the media
• Create a dialogue– Spontaneous– Ask for what you want but be
careful what you ask for– Be prepared to devote the time:
this is important
SKILLET STREET FOOD
Follow the Demand: Be Prepared to Open Doors
• Our business has become a brand– Very strong local visibility– Reputation as the “elder
statesman” in street food, even nationally
• Good news and bad news– Scale– Diversification– Profitability
• Customer dialogue opens doors– Tilt toward catering– Extend to food products– Intensification of the food
experience
SKILLET STREET FOOD
So What is the Strategy?
20082007100% Street Food
200910% Street Food
90% Catering
2010WholesaleDistributorWeb Sales
2011Pop Up
RestaurantSkillet Diner
Thank YouJosh HendersonExecutive Chef and [email protected]
Greg PetrilloChief Foodie and Financial [email protected]
www.skilletstreetfood.com