Assignment 11A: Idea Napkin No. 1

1) My name is Nala Mckie, and I am a lover of pasta. I have been to a lot of restaurants, and I have been mostly unimpressed by the pasta dishes they serve. I believe with my skills to create dynamic dishes with combinations not typically seen, I can create tasty, well-respected pasta dishes. Thus, I aspire for this restaurant to have pasta take the center-stage. I think this restaurant will be the restaurant that I would have wanted as a broke college-student and a lover of pasta.

2) This restaurant will be a build-your-own-pasta bowl facility. There will be an assembly line of ingredients and you can pick those that fulfill your desires for that night; then you could switch it up the next week. All pasta bowls will be quickly prepared, unlike waiting at a dine-in restaurant, and they will be under $12, unlike paying at a dine-in restaurant. There are a number of options for vegans, meat-lovers, gluten-free individuals, and those eating on the lighter side.

3) The commonality in all of the customers is a hungry stomach and an affinity for pasta. I think the most common demographic will be lower to middle income individuals and families. People who want to go out to eat but are not looking to break the bank. The restaurant will be marketed as a great place to hang out though. A good place to have a family night out or for students to catch up with their friends. I like to think of it as a place to do life together, or grow closer with each other while grabbing a bite to eat.

4) Customers care because they can't find this specific food item without going through much more hassle. Instead of spending an hour and a half in a nice Italian restaurant with screaming children, you can be in and out in 15-20 minutes. Even if you called ahead to a restaurant and ordered take out, it would still take at least 30 minutes and around $15 a meal. This restaurant offers the same, or even better, quality food starting at half that price. 

5)I believe the main thing that would set me apart would be a high level of customizability. You can't go into Olive Garden and tell them you want spinach and mushrooms with chicken and sausage without facing some serious upcharges. Also, they might not even have all of the ingredients that you desire. Another thing that would set this restaurant apart would be the warm, social atmosphere and the level of quickness paired with quality


I think these elements mostly fit together. The aspect of targeting families and students by competing directly against some challenge that they face, like limited time and money, fits really well together. I think that there is a consistency in consideration of the target customers in every aspect all the way down to the core purpose of the business. The one thing that I think is a bit out of place is marketing the restaurant as a great place to hang out and catch up. I think its a good way to get people to fall in love with the place by creating memories there with friends and loved ones. However, I think it goes directly against the vision to be a quick, in and out restaurant.