Market Size and Growth
Sales for the total quick service food industry for 2001 was $125.1 billion. Consumer demand for healthy meals served on the go has meant that specialty sandwich shops are growing faster than traditional burger outlets by a growth rate of 5% annually since 1996. With the leading competitor showing a one-year sales growth of 47.5% for 2001, we can see the industry is not about to slow down anytime soon.

Product Categories
At Piccadilly Deli & Tea Room, we serve only the best quality teas with the best fresh made deli sandwiches. Piccadilly's deli offers a wide range of fresh sandwiches, made to order on our own homemade breads. Customers can choose from a variety of classic hot or cold deli sandwiches or sample a new delight from one of Piccadilly's many specialties. Our selection of teas is a rare treat. We carry flavored teas, fruit flavored teas, black teas, herbal teas, green teas, Oolong teas, decaffeinated teas, along with a pleasant variety of iced teas to satisfy even the most finicky of tea connoisseurs.

Market Share
The top three specialty sandwich restaurants account for only 4% ($4,964.2 million) of the total quick service restaurant sales ($125.1 billion) for 2001. The leaders in revenue are Doctor's Associates, Inc. (operating under the Subway label), Cosi, Inc., and Schlotzsky's Inc. However, much of the competition is derived from local, non-franchised sandwich shops.

Market Forecast
Solid growth for specialty sandwich shops is expected for the next several years as consumers are changing their eating habits to a healthy and fresh alternative.

Outlook for Business in 2002

The Consumer
Piccadilly Deli & Tea Room's target consumer is between the age of 25-50 years old with an annual income of over $30,000. Deli and tea consumers tend to be professional women (72%), with a lower percentage (28%) of men opting for this healthy meal alternative.

Website Marketing Strategies

Corporate Identity
Piccadilly Tea & Deli (Logo)
Press Release - to follow

Trade Associations and Events:

Greater Pittsburgh Restaurant and Food Services
Show Type: Tradeshow
Pittsburgh Expo Mart, Pittsburgh
Mar 23, 2003 - Mar 24, 2003

Hawaii Lodging, Hospitality, and Foodservice Expo
Show Type: Tradeshow
Neal S. Blaisdell Center, Honolulu
Jul 10, 2002 - Jul 11, 2002

Direct Mail and Collateral Info
Direct mail will be used to distribute coupons and discounts to potential customers. Information regarding new locations and product updates will be invluded in the monthly newsletter.

Sales Promotions
Coupons in the Gulf Coast Savings Book
Frequent Buyer Card
Sponsorship of Jazz on the Beach
10% off Lunches during Grand Openings
Radio personalities on location during Grand Openings

Advertising
-- Banner or Button Ad at Access Gulf Coast.com
-- Menu Flyers to Local Businesses - include coupons for large orders (5+ sandwiches and beverages)
-- ¼ page ad in local tourist guides
-- Television commercials
-- Newspaper advertisements
-- Radio commercials