BUSINESS MISSION STATEMENT

"Mission statements should be meaningful and specific yet motivating. They should emphasize the company’s strengths in the marketplace. Too often, mission statements are written for public relations purposes and lack specific, workable guidelines." (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 41).    When thinking about the mission statement I was very compelled to have a meaningful, and a story that touched back to my childhood
My mission statement:
"My earliest food memories are forever linked to the contents of my childhood lunchbox—my Mom's aromatic home-cooked Ethiopian dishes. These lunchbox memories inspired my dream to bring the wonderful flavors of the Ethiopian culture to be enjoyed by everyone. Handmade in small batches with all-natural ingredients and authentic spices, Taste of Ethiopia marries tradition with healthy eating and a hearty helping of soul." 
"From the start, Kroc preached a motto of QSCV—quality, service, cleanliness, and value. These goals became mainstays in McDonald’s customer-focused mission statement. Applying these values, the company perfected the fast-food concept—delivering convenient, good-quality food at affordable prices."(Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 41).  We believe that analogy is what is going to keep our customers coming, we strive to make every customer's experience the ultimate experience.  Every day with good fresh, traditional, and authentic Ethiopian food.  An aroma of roasted coffee, and scents from Ethiopia.