4A- Forming an Opportunity Belief
Beginning Point- I get annoyed that going to breakfast places has to be such a production and
that many of them are only open in the mornings.
My Belief- I believe that there is a great opportunity to open a 24 hour breakfast place called
“Stacked” that is created in the style of Chipotle. I recognize that a popular trend right now is places
that allow the customers to create their own meal and pick exactly what they want in it. I envision
"Stacked" to be a customizable fast-food restaurant with options where you can build your own
breakfast platters. Some of the foods that can be included in this platter are various styles of eggs,
omelettes, pancakes, waffles, french toast, bacon, and fruits. There will be different levels that the
customer will go through when picking their foods and they can choose a number of them based on
the price they pay which is also determined by size. This concept is also very comparable to what
places such as Grill Fresh and Vale do. Additionally, there is great opportunity for a fresh juice bar
with different smoothies and juices. For customers 21 and older, there can also be a mimosa option
and a special deal for happy hour.
Prototypical Customer- The prototypical customer in this case would be UF students and people
ages 18-27 but the restaurant will also be very family friendly for everyone in the Gainesville area,
especially during the day. The prime location for this restaurant would be downtown as it can be a
trendy place during the day and a fun place to hangout after a night out. The restaurant can also
partner with local bars to give a discount if a wristband or receipt is shown from their place. This
could be a great marketing strategy, especially in the beginning when “Stacked” is trying to gain its
consistent customer base.
Interviews
Interview 1:The first person I chose to interview is a UF sophomore that is a big foodie and loves
trying new things. I wanted to hear her opinions as she grew up in South Florida and is accustomed
to a lot of breakfast places. Also, she lives in Gainesville and is within my marketed age range.
Lindsay Zombek (Age 19, from South Florida and now living in Gainesville; UF student)
How do you feel about breakfast places?
I love breakfast places! I always go with my sorority family and can appreciate a good brunch on a
Sunday.
Have you ever wanted to get a quick bite to eat at a breakfast place but didn't have the time to
wait?
Yes!!! I feel like all of the breakfast places in Gainesville are all either too far or have such long lines,
especially Keke's.
How likely are you to go to a build your own breakfast place that is customizable and in a
chipotle-style setting?I would say very likely because I love getting to pick exactly what I get to eat,
especially at places like Chipotle. It sounds like a great place to go, especially with friends because
my friends and I like to try new places that are unique.
Is Downtown considered an area that is “too far” for you to go to eat?
Downtown is a little far for me because I do not have a car but if I am already in the area, especially
after a night out, I would definitely interested in trying this kind of place.
What time of the day and/or night would you be most likely to go to a place like this?
I honestly would like to try it for breakfast, lunch or dinner because I can already come up with so
many different types of combinations that I would rather eat at different times. I would be super
excited to go late at night too because I can't really think of a place just like this and feel like it would
create a lot of memories.
Reflection:
Through this interview, I was able to pick up on her desire to find a place that is both cheap and
trendy. I have developed even more ideas for the shapes of the platters and styles of the tables that
I feel would draw in a lot of people for its aesthetic. I like that there are so many possibilities to be
unique with this concept and I think that the girl I interviewed recognized that.
Interview 2:
Pranati is a UF student that just transferred here from UCF. She has been to many of the popular
restaurants in Orlando and is looking to explore more of what Gainesville has to offer.
Pranati Shah (19, from South Florida, just transferred to UF this year)
How do you feel about breakfast places?I'm always on the go so I never really have time for
breakfast and end up sleeping too late. I do love to eat breakfast foods on the weekends tho and
enjoy the different types I just rarely have time with my classes and other involvements.
Have you ever wanted to get a quick bite to eat at a breakfast place but didn't have the time to
wait?
Yes!!!! As I just said, I never have time but am always in the mood for breakfast foods..especially
chocolate chip pancakes.
How likely are you to go to a build your own breakfast place that is customizable and in a
Chipotle-style setting?
That sounds amazing wow. I’ve never even thought about something like that but now
that I think about it that sounds amazing. I always get out super late from my dance team practices
and breakfast food would be perfect to satisfy my hunger after the intense workouts. People often
suggest places like Ihop but I never want to sit down to a whole meal with a waiter and possible wait
times. Also, I am sometimes picky with my orders and want to change some of the stuff on the menu
such as the sides I get but a customizable place would make this process so much easier for me to
explain *laughs*.
Is Downtown considered an area that is “too far” for you to go to eat?
I actually just transferred here and am still trying to figure out how far everything is from my
apartment but I’ve been to a few restaurants around there such as Boca Fiesta and did not think that
it was too far at all. I’m not sure if I would go all the way over there for lunch but I would definitely
consider it for dinner or a late night snack on the weekends.
What time of the day and/or night would you be most likely to go to a place like this?
I think that I would be most likely to go to a place like this at night because I’m not a huge
breakfast person in the morning but pancakes would make both an amazing dessert and meal!
Have you ever gotten breakfast food at night?
I’ve been to IHOP a few times at night and loved it because it's just a fun experience with your
friends but I think I would go even more if it was a counter place because that would most likely be
cheaper and faster for me.
Reflection: Through this particular interview I was able to understand the importance of catering to
groups that practice at night and are looking for a quick bite to eat. I originally thought that most of
the people coming at night would be people that went out to bars but now understand
Interview 3:
I have decided to interview my friend who is visiting in town and doesn't know a lot about the
Gainesville area. I feel that his opinion is also very important because Gainesville gets a lot of
visitors since it is a college town. Visitors frequently research restaurants prior to going to a new
place and their opinions can influence local residents. My prototypical customer is also a college
student at another University and recently spent his gap year traveling and immersing himself in
different cultures. His input will help me get a better understanding of the uniqueness of this concept
since he has been to so many places around the globe.
Chris Rilling (19, Stanford Freshman, Gainesville Visitor)
How do you feel about breakfast places?
When I think of a breakfast place i think of ihop, Denny's,
Dunkin Donuts...but when I particularly think of ihop and Denny's in particular, i often think of the
words "old, sticky and dirty." I feel like they always have gross floors and staff wearing old diner
clothes.
Have you ever wanted to get a quick bite to eat at a breakfast place but didn't have the time to
wait?
Yes actually I have. If I have a really early flight I'm not gonna sit there and cook a whole breakfast
but I'm still gonna be hungry...but if there was a 24 hour place I would be able to go there. Or
even my early gym classes come to mind. I find it very important to eat before I workout and I like to
look for a place that has healthy options.
How likely are you to go to a build your own breakfast place that is customizable and in a
Chipotle-style setting?
Very...I really want to go now. Honestly even chicken and waffles sounds good and I feel like you
could get so creative with the options of food that you serve.
Is Downtown considered an area that is “too far” for you to go to eat?
Honestly I'm only visiting so its not too far for me because I have my car or can uber with my friends.
What time of the day and/or night would you be most likely to go to a place like this?
Probably not breakfast time because i feel that there is some kind of novelty about eating breakfast
when its not breakfast time. It reminds me of my friend's birthday party where we got pancakes from
ihop at night and it was such a different experience.
How do you feel about 24 hour restaurants?
I feel that they're not as fresh and it makes me nervous about the clean equipment so I would
definitely need more assurance on the freshness of the products.
Reflection: I realized that I will need to work on the image of the restaurant to ensure freshness and
make it seem trendy rather than gross and typical. This idea can easily be accomplished through
strategic marketing strategies and I'm confident that the obstacle can be overcome.
Summary-
How much of you original opportunity is still there?
Honestly, the more that I worked on this project, the more I realized that my original opportunity is
very achievable. I am genuinely very interested in this business plan and feel that there is a strong
desire for it, especially in a college town like Gainesville.
Do you believe that your new opportunity is more accurate than when you started?
I believe that my new opportunity is even stronger now because I have been able to use the
interviews to expand upon my ideas and make them more detailed.
How much do you think entrepreneurs should 'adapt' their opportunities based on customer
feedback?
I feel that entrepreneurs should definitely adapt to general customer feedback because without
customers, there would be no business. I really valued the opinions of my interviewees and look
forward to implementing their thoughts throughout the semester.
that many of them are only open in the mornings.
My Belief- I believe that there is a great opportunity to open a 24 hour breakfast place called
“Stacked” that is created in the style of Chipotle. I recognize that a popular trend right now is places
that allow the customers to create their own meal and pick exactly what they want in it. I envision
"Stacked" to be a customizable fast-food restaurant with options where you can build your own
breakfast platters. Some of the foods that can be included in this platter are various styles of eggs,
omelettes, pancakes, waffles, french toast, bacon, and fruits. There will be different levels that the
customer will go through when picking their foods and they can choose a number of them based on
the price they pay which is also determined by size. This concept is also very comparable to what
places such as Grill Fresh and Vale do. Additionally, there is great opportunity for a fresh juice bar
with different smoothies and juices. For customers 21 and older, there can also be a mimosa option
and a special deal for happy hour.
Prototypical Customer- The prototypical customer in this case would be UF students and people
ages 18-27 but the restaurant will also be very family friendly for everyone in the Gainesville area,
especially during the day. The prime location for this restaurant would be downtown as it can be a
trendy place during the day and a fun place to hangout after a night out. The restaurant can also
partner with local bars to give a discount if a wristband or receipt is shown from their place. This
could be a great marketing strategy, especially in the beginning when “Stacked” is trying to gain its
consistent customer base.
Interviews
Interview 1:The first person I chose to interview is a UF sophomore that is a big foodie and loves
trying new things. I wanted to hear her opinions as she grew up in South Florida and is accustomed
to a lot of breakfast places. Also, she lives in Gainesville and is within my marketed age range.
Lindsay Zombek (Age 19, from South Florida and now living in Gainesville; UF student)
How do you feel about breakfast places?
I love breakfast places! I always go with my sorority family and can appreciate a good brunch on a
Sunday.
Have you ever wanted to get a quick bite to eat at a breakfast place but didn't have the time to
wait?
Yes!!! I feel like all of the breakfast places in Gainesville are all either too far or have such long lines,
especially Keke's.
How likely are you to go to a build your own breakfast place that is customizable and in a
chipotle-style setting?I would say very likely because I love getting to pick exactly what I get to eat,
especially at places like Chipotle. It sounds like a great place to go, especially with friends because
my friends and I like to try new places that are unique.
Is Downtown considered an area that is “too far” for you to go to eat?
Downtown is a little far for me because I do not have a car but if I am already in the area, especially
after a night out, I would definitely interested in trying this kind of place.
What time of the day and/or night would you be most likely to go to a place like this?
I honestly would like to try it for breakfast, lunch or dinner because I can already come up with so
many different types of combinations that I would rather eat at different times. I would be super
excited to go late at night too because I can't really think of a place just like this and feel like it would
create a lot of memories.
Reflection:
Through this interview, I was able to pick up on her desire to find a place that is both cheap and
trendy. I have developed even more ideas for the shapes of the platters and styles of the tables that
I feel would draw in a lot of people for its aesthetic. I like that there are so many possibilities to be
unique with this concept and I think that the girl I interviewed recognized that.
Interview 2:
Pranati is a UF student that just transferred here from UCF. She has been to many of the popular
restaurants in Orlando and is looking to explore more of what Gainesville has to offer.
Pranati Shah (19, from South Florida, just transferred to UF this year)
How do you feel about breakfast places?I'm always on the go so I never really have time for
breakfast and end up sleeping too late. I do love to eat breakfast foods on the weekends tho and
enjoy the different types I just rarely have time with my classes and other involvements.
Have you ever wanted to get a quick bite to eat at a breakfast place but didn't have the time to
wait?
Yes!!!! As I just said, I never have time but am always in the mood for breakfast foods..especially
chocolate chip pancakes.
How likely are you to go to a build your own breakfast place that is customizable and in a
Chipotle-style setting?
That sounds amazing wow. I’ve never even thought about something like that but now
that I think about it that sounds amazing. I always get out super late from my dance team practices
and breakfast food would be perfect to satisfy my hunger after the intense workouts. People often
suggest places like Ihop but I never want to sit down to a whole meal with a waiter and possible wait
times. Also, I am sometimes picky with my orders and want to change some of the stuff on the menu
such as the sides I get but a customizable place would make this process so much easier for me to
explain *laughs*.
Is Downtown considered an area that is “too far” for you to go to eat?
I actually just transferred here and am still trying to figure out how far everything is from my
apartment but I’ve been to a few restaurants around there such as Boca Fiesta and did not think that
it was too far at all. I’m not sure if I would go all the way over there for lunch but I would definitely
consider it for dinner or a late night snack on the weekends.
What time of the day and/or night would you be most likely to go to a place like this?
I think that I would be most likely to go to a place like this at night because I’m not a huge
breakfast person in the morning but pancakes would make both an amazing dessert and meal!
Have you ever gotten breakfast food at night?
I’ve been to IHOP a few times at night and loved it because it's just a fun experience with your
friends but I think I would go even more if it was a counter place because that would most likely be
cheaper and faster for me.
Reflection: Through this particular interview I was able to understand the importance of catering to
groups that practice at night and are looking for a quick bite to eat. I originally thought that most of
the people coming at night would be people that went out to bars but now understand
Interview 3:
I have decided to interview my friend who is visiting in town and doesn't know a lot about the
Gainesville area. I feel that his opinion is also very important because Gainesville gets a lot of
visitors since it is a college town. Visitors frequently research restaurants prior to going to a new
place and their opinions can influence local residents. My prototypical customer is also a college
student at another University and recently spent his gap year traveling and immersing himself in
different cultures. His input will help me get a better understanding of the uniqueness of this concept
since he has been to so many places around the globe.
Chris Rilling (19, Stanford Freshman, Gainesville Visitor)
How do you feel about breakfast places?
When I think of a breakfast place i think of ihop, Denny's,
Dunkin Donuts...but when I particularly think of ihop and Denny's in particular, i often think of the
words "old, sticky and dirty." I feel like they always have gross floors and staff wearing old diner
clothes.
Have you ever wanted to get a quick bite to eat at a breakfast place but didn't have the time to
wait?
Yes actually I have. If I have a really early flight I'm not gonna sit there and cook a whole breakfast
but I'm still gonna be hungry...but if there was a 24 hour place I would be able to go there. Or
even my early gym classes come to mind. I find it very important to eat before I workout and I like to
look for a place that has healthy options.
How likely are you to go to a build your own breakfast place that is customizable and in a
Chipotle-style setting?
Very...I really want to go now. Honestly even chicken and waffles sounds good and I feel like you
could get so creative with the options of food that you serve.
Is Downtown considered an area that is “too far” for you to go to eat?
Honestly I'm only visiting so its not too far for me because I have my car or can uber with my friends.
What time of the day and/or night would you be most likely to go to a place like this?
Probably not breakfast time because i feel that there is some kind of novelty about eating breakfast
when its not breakfast time. It reminds me of my friend's birthday party where we got pancakes from
ihop at night and it was such a different experience.
How do you feel about 24 hour restaurants?
I feel that they're not as fresh and it makes me nervous about the clean equipment so I would
definitely need more assurance on the freshness of the products.
Reflection: I realized that I will need to work on the image of the restaurant to ensure freshness and
make it seem trendy rather than gross and typical. This idea can easily be accomplished through
strategic marketing strategies and I'm confident that the obstacle can be overcome.
Summary-
How much of you original opportunity is still there?
Honestly, the more that I worked on this project, the more I realized that my original opportunity is
very achievable. I am genuinely very interested in this business plan and feel that there is a strong
desire for it, especially in a college town like Gainesville.
Do you believe that your new opportunity is more accurate than when you started?
I believe that my new opportunity is even stronger now because I have been able to use the
interviews to expand upon my ideas and make them more detailed.
How much do you think entrepreneurs should 'adapt' their opportunities based on customer
feedback?
I feel that entrepreneurs should definitely adapt to general customer feedback because without
customers, there would be no business. I really valued the opinions of my interviewees and look
forward to implementing their thoughts throughout the semester.
I really enjoyed reading your business idea! I'm always on the lookout for new and trendy breakfast places and, as of right now, my favorite place in Gainesville is Peach Valley Cafe (their French Toast is awesome), but it's only open until 2:00 PM. Your opportunity belief is very specific and detailed and I could tell that you put a lot of thought into this idea. You took the parts that work for Chipotle and other build-your-own style restaurants and put a breakfast spin on them. I could definitely see this idea being a popular destination in a large college town like Gainesville, especially if it's open later than the other breakfast spots.
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