OBJECTIVES

For this project, I plan to give my customers an authentic Ethiopian experience with traditional in scents, and visually with many textures and colors.  This food truck will be aesthetically colorful on the outside, to show the vibrant colors Ethiopian culture has.  The name of the food truck is Taste of Ethiopia.  In this food truck, I will be showcasing specifically the vegan side of our variety of different foods.  Our food will have lentils, greens, cabbage, carrots, and so much more.  It will also serve two kinds of beverages, one is an Ethiopian beer, and the other is a traditional Ethiopian coffee with the ceremony.  The food truck will have the aesthetic of urban, traditional, and welcoming.  Our food truck will be as long as a school bus, and it will have colors such as, red, yellow and green.  We will be having traditional Ethiopian scents throughout the day.  Outside the food truck, we will have four sets of traditional seating.  This seating will consist of a eating table that is made of straw, and short thick wooden chairs.  All of our waitresses and cooks will be wearing the traditional Ethiopian dresses.  We believe it will give the customers an authentic aroma.  We want our customers to have an experience when they eat our food, know they cannot get this kind of food or service anywhere else.  "Each company must find the game plan for long-run survival and growth that makes the most sense given its specific situation, opportunities, objectives, and resources" (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 39).