A chain of retail stores with approximately 150 to 200 squared meters (which is aprox 492 to 650 squared feet) of display space, which sells disposable supplies as well as daily supplies aimed at restaurants and housewives who need it for their business or for their homes for daily use or are planning/hosting an event. We´re starting in Mexico and eventually expanding to the USA but in 5 years.
➢ Disposable products (cups, plates, napkins, paper and plastic bags, lids, straws, plastic bowls for salads, paper and plastic boxes for carry out, foam containers and cups, disposable dinner ware).
➢ Cleaning Supplies (soap, detergents, chemical cleaners, Clorox, mops, brooms, plastic trash can, plastic bags for the trash cans, toilet paper, hand-cleaning paper, etc)
➢ Grocery supplies for restaurants (mayonnaise, catsup, dressing, cooking oil, can foods)
➢ Dessert supplies (everything to make a cake, brownie, etc – dough, frosting, toppings, scopes)
➢ Chips and candy for parties (potato chips, salty peanuts, candy)
What we do:
➢ Satisfy customer needs regarding their supply requirements for their business/restaurant as well as an event or simply for daily house use.
➢ Our mission is to unload the burden of looking for and buying the supplies from our customer’s shoulders in order for them to have time to focus on their business or planning their event.
➢ We like to be perceived as an allied for our customers
➢ 70% Business: that is restaurants, offices, catering companies, companies who organize events (such as golf club hosting a wedding), Schools and businesses (regarding consumable supplies).
➢ 30% Household: Especially moms who look for disposable supplies for their daily use or who want to organize their sons birthday party. Men and young people also as they go for supplies for their party, a get to together, barbeque or an event as watching the super bowl.
Something similar to our concept:
In the USA:
➢ Restaurant Depot - http://www.restaurantdepot.com
➢ Webstaurantsotre - http://www.webstaurantstore.com
➢ Party City - http://www.partycity.com
➢ Party land
➢ Cooking Depot - http://www.cookingdepot.com
➢ Mayoreo Total - http://www.mayoreototal.com
➢ Super Materias Primas - http://www.supermateriasprimas.com
The key elements we want to convey:
➢ An institutional image; like Restaurant Depot, Costco, AutoZone, etc. We want to convey the message of a formal retail chain store; we´re planning on opening 200 locations in Mexico and then going to the USA.
➢ Variety and innovation on product selection
➢ The use of technology (in Mexico nobody sells over the internet, even though we have brick and mortar stores we plan on selling also via the internet) to make the shopping experience quicker and from their office or home.
➢ The excellent customer service
➢ Locations (close to the customers – don´t have to travel long distances)
➢ Better prices than a super market
➢ Professional, clean and trustworthy store
The name Abastotal:
The name is in Spanish and it´s a make up word between two words.
Abasto – which means supply or procurement
Total – self-explanatory
The combination refers to a total supply; a place where you’re going to find everything you need for your restaurant, business or event (party, wedding, get together, etc.).
We gotta be careful cause we address two different market segments (restaurants and housewives), if we choose an image which only refers to one segment we might loose the other one; for example an image too innovative thought only for the housewife’s will make us loose our biggest market target which are the restaurant and they want low costs. It has to be institutional but at the same time applying for the general public (like Target - http://www.target.com).
We like blue or red, the logo letters in white over those two colors on the back. We´re open to ideas except for green, that´s the color which has our biggest rival.