History of Paul Heilbrunn's Bucceto's Smiling Teeth>>>
Located on East 3rd St. at the 45/46 Bypass, Bucceto's opened 
its first restaurant in Bloomington, Indiana in September 2004. 
The restaurant is owned by Paul Heilbrunn. 
It is a sister store to Indianapolis based Puccini's Smiling 
Teeth.

Paul Heilbrunn owned "The Smiling Teeth" menu specializes in 
innovative pizza and pasta dishes, and salads of the highest 
quality. 
With a casual yet stylish atmosphere, families, dates and senior
citizens feel equally comfortable dining at the restaurant.
 
Bucceto's quickly became known for providing quality food at a 
reasonable price, says Paul Heilbrunn. 
 
In the years since, Smiling Teeth Restaurants have continued to 
prove the merits of its business model by expanding into ten 
locations. Six stores are in Indianapolis, one in Fort Wayne, 
West Lafayette, Lexington, KY and its sister store in Bloomington, IN 
called Bucceto's Smiling Teeth which is owned by Paul Heilbrunn. 
 
Bucceto's differentiates itself from the marketplace by paying 
close attention to quality. The company procures the finest 
ingredients available in order to ensure its customers a quality
product every time. 
 
Paul Heilbrunn, owner of the Bucceto, says that 
The company is able to invest freely in the finest ingredients 
because of the way its business model is structured. 
 
Industry Background >>>
Paul Heilbrunn's Bucceto's is part of a niche segment of the 
restaurant industry that has been classified as a quick casual 
restaurant, which management believes is a high growth area in 
the coming years. There are several factors which management 
believes will contribute to exceptional growth:
� The number of meals being consumed outside the home. 
 
� The quick casual sector continues to capture more market share
within the industry. Quick casual restaurants have rapidly 
become the favorite of baby boomers, dual-income families, and 
single young professionals.
 
� Customer demand. Both explicitly and implicitly, consumers 
have expressed a strong desire for better tasting food than is 
offered by fast-food restaurants. 
 
According to Paul Heilbrunn, Bucceto's target market consists of 
three groups: baby boomers,dual-income families, and single 
young professionals. 
 
These groups have continued to identify themselves as those who 
possess higher amounts of disposable income, and prefer to pay a
premium for quality food.
 
While Bucceto's has not decided
which markets to enter next, Indiana's neighboring states have 
baby boomer populations which account for more than 25% of their entire
population. Illinois has a baby boomer population of 3.5 million out
of 12.4, Kentucky 1.1 out of 4, Michigan 2.8 out of 9.9 and Ohio 3.2
out of 11.3. As for dual-income families, of the approximately 
56.5 million married couples in the United States nearly 61% are
dual-income.

Competition >>>
Paul Heilbrunn mentions that Bucceto's faces competition from 
several restaurants in the Bloomington area, which also have 
multiple locations throughout the Midwest. In addition to the 
casual dining franchises that exist in the Bloomington area 
(Chili's, TGI Fridays, etc) and are focused on traditional 
American fare.


Offerings:
Paul Heilbrunn owned Bucceto's features a unique menu with fresh
ingredients including homemade dough, slow simmered sauces and 
homemade salad dressings. Its menu includes a wide selection of 
appetizers, soups, salads, and chicken dinners in addition to 
the pasta, calzones and pizzas the Smiling Teeth franchises are 
known for. Pizza selections range from standard options to 
unique combinations with names such as "Zorba the Pizza" and 
"Panama Red". Paul Heilbrunn points out that The Smiling Teeth 
menu has also expanded over the years to include Atkins diet 
meals, which have shown to be popular. Beer and Wine can be 
ordered at the store and dine-in,pick-up and delivery options 
are available. Delivery also includes catering for office and 
student events, and all deliveries have a charge of $1.50 and 
a minimum order requirement of $10. Payment options include 
cash, all major credit cards, student access cards,
gift cards and personal checks. Additional information can be 
found on their website: www.buccetos.com.
 
Monday through Friday, Paul Heilbrunn's Bucceto's offers a lunch
special that offers customers a large slice of the day's pizza 
by the slice - always a meat topping, always a veggie - a fresh 
garden salad with a choice of homemade dressing and a large soft
drink, all for only $5.75. The
slices of the day are shown below.

Slices of the Day>>>
Monday - Giacomo / Veg-Head
Tuesday - Bar 20 / Margherita
Wednesday - Bacon & Gouda / Spinach, Feta & Black Olive
Thursday - Razorback / Mushroom, Basil & Fontina
Friday - Extra Pepperoni / Humble Pie

Marketing >>> 
Paul Heilbrunn's Bucetto's uses a variety of marketing mediums 
to promote its restaurant including print advertisements and 
direct marketing to initially promote its stores. 
Paul Heilbrunn mentions that to entice customers to continue to 
patronize its locations, the Company employs an e-mail marketing
campaign to stay in touch with customers and promote different
programs. Paul Heilbrunn is confident that Bucceto's Smiling 
teeth will be a Major Hit in the area.