Memo

Date: July 1, 2014

To: Professor Dorris
From: Jasmine Price, Steve Barker, Louis Medina, and Andrea Garcia
Subject: Feasibility report for ice cream shop

We are pleased to submit the evaluating report Choosing the best place to eat an ice cream cone
around campus: feasibility report, in response to your request. The report examines options of ice
cream shops trough a method of evaluation.

For the report, we examined three options for choosing the more convenient one. The intent of this
feasibility report is to help students from the University of North Texas who move by food or by
walking to know the criteria that we used. We used the criteria of price, variety, and distance to
measure each product. Based on our examination, we recommend Beth Maries as the best place
to eat an ice cream cone.

If you have any questions, please let us know at (878) 765-1234.


Best Option for Ice Cream Cone



Prepared by:
Andrea Garcia
Jasmine Price
Louis Medina
Steve Barker
Prepared for:
UNT students
travelling by foot

Table of Contents

Memo ................................................................................................................................................................... 1
Executive Summary ........................................................................................................................................... 4
Introduction ........................................................................................................................................................ 5
Methods ............................................................................................................................................................... 6
Results of the Evaluation .................................................................................................................................. 7
Distance of the ice cream shop from the UNT campus ......................................................................... 7
Option 1: Beth Maries ............................................................................................................................. 7
Option 2: Braums .................................................................................................................................... 7
Option 3: Dairy Queen ............................................................................................................................ 7
Amount of available ice cream flavors ....................................................................................................... 7
Option 1: Beth Maries ............................................................................................................................. 7
Option 2: Braums .................................................................................................................................... 7
Option 3: Dairy Queen ............................................................................................................................ 7
Price of single-dip ice cream cone .............................................................................................................. 7
Option 1: Beth Maries ............................................................................................................................. 7
Option 2: Braums .................................................................................................................................... 8
Option 3: Dairy Queen ............................................................................................................................ 8
Other options: cone, toppings, sauces ....................................................................................................... 8
Option 1: Beth Maries ............................................................................................................................. 8
Option 2: Braums .................................................................................................................................... 8
Option 3: Dairy Queen ............................................................................................................................ 8
Conclusion .......................................................................................................................................................... 9



Executive Summary

We have investigated the feasibility of ice cream shops within the Denton community. We evaluated
four criteria to decide on a recommendation for our audience. Those criteria include distance away
from University of North Texas (UNT) campus, availability of ice cream flavors, price of single-dip
cone, and additional options. You will read in the introduction, the steps that were followed to come
to a recommendation of the best ice cream choice. All 4 team members are UNT students. The
three establishments that were considered are included below.
Braums
Beth Maries
Dairy Queen
After all the evaluations were completed. Beth Maries ice cream was the closest, located .85 miles
away from the UNT campus. Braums had the largest variety of flavors to choose from and was the
cheapest at 50 cents for a single-scoop cake cone. Dairy Queen was the furthest at 2 miles with only
one flavor, but with many additional options like sauces and toppings. Dairy Queen was also offered
the most expensive ice cream cone at $2.05.
We recommend Beth Maries ice cream at 117 W. Hickory St. Denton, TX, (940) 384-1818. It is the
closest and cheapest for a single-scoop cake cone (59 cents) with 45 flavors to choose from.


Introduction

We will provide feasibility report for the best option of ice creams shops within a 2 mile radius of
the University of North Texas (UNT). We are focusing on distance because our audience are
students who attend UNT but do not have any form of transportation other than walking. In other
words, this feasibility report will help students choose between three options of ice cream shops
including Beth Maries, Braums, and Dairy Queen.
Each ice cream shop has a long history making ice creams. In fact, Beth Marie's Old Fashioned Ice
Cream was founded in 1998 in Denton, Texas. In addition, the first Braum's Ice Cream was opened
in Oklahoma City, Oklahoma in March 1968. Last, but not least Dairy Queen was founded in 1940
in Kankakee, Illinois.
As a first step we went to try Beth Maries located in 117 W Hickory St, Denton, TX 76201.Our
staring point was the University of North Texas, and we walked approximately 18 minutes to get to
Beth Maries on the Square. Our second stop was Braums Ice Cream situated on 529 South
Interstate 35 E, Denton, TX 76205 and we arrived in about 20 minutes. Our last stop was the
furthest, which was Dairy Queen located at 3110 W University Dr. Denton, TX 76207. It took us 35
minutes to get there.
The feasibility report covers three different ice cream shops evaluated based on distance from UNT
campus, availability of flavors, price of single-dip ice cream cone, and additional options. Our three
ice cream shop options includes:
Beth Maries
Braums
Dairy Queen
In the report that follows we examined these options and recommended the ice cream shop that
best meets our criteria.


Methods

To support our recommendations, we will evaluate the feasibility of each option using three criteria.
Distance of the ice cream shop from the UNT campus
Amount of available ice cream flavors
Price of single-dip ice cream cone
Other options: cone, toppings, sauces
To gather information for the evaluation, we distinguished the primary concern of our audience. We
measured distance first since the students will most likely be travelling by foot. Secondly, we
evaluated the amount of flavors available. We looked up the menus for each ice cream shop and
recorded the number of available flavors. Thirdly, we evaluated the price of a single-dip ice cream on
a cake cone. We found out this information by calling each ice cream shop and asking for the price
of a single-dip of ice-cream on a cake cone. Lastly, we evaluate additional options that could go on
the ice cream cone. We discovered this information by looking at options on the menus like
different kinds of cones (waffle cone and chocolate dipped cones), sauces (caramel, hot fudge, etc.),
and toppings like peanuts and sprinkles.


Results of the Evaluation

To determine the feasibility of the best option to eat an ice cream come. We evaluated three options
according to the criteria of distance, cost, and quantity of the product, taste, other options that will
influence the decision and the effect of the study.
Distance of the ice cream shop from the UNT campus
Option 1, Beth Maries is the closest to the UNT campus, making it the best option for
distance. Option 3, Dairy Queen is the furthest and least viable.
Option 1: Beth Maries
Beth Maries is .8 miles the distance to the store is 0.8 miles.
Option 2: Braums
Braums is approximately 1 mile further than Beth Maries store at 1.8 miles away from the
UNT campus.
Option 3: Dairy Queen
Dairy Queen is the furthest from the UNT campus, located 2 miles away.
Amount of available ice cream flavors
Option 2, Braums is the best option for the amount of flavors on their menu. Option 3,
Dairy Queen is the worst with only 2 flavors but several toppings.
Option 1: Beth Maries
Beth Maries has 45 different flavors in their store.
Option 2: Braums
Braums has 65 flavors with regular and light flavors included.
Option 3: Dairy Queen
Dairy Queen has only 1 flavor - soft serve vanilla.
Price of single-dip ice cream cone
Option 2, Braums is the best option because a single-scoop cake cone is the least expensive.
Option 3, is the worst option because it is the most expensive for a single-scoop cake cone.
Option 1: Beth Maries
Beth Maries price is very affordable at 59 cents for one single-dip cake cone.
Option 2: Braums
Braums single-dip cake cone is the most affordable at 50 cents for one.
Option 3: Dairy Queen
Dairy Queen has the most expensive ice cream cone, priced at $2.05.
Other options: cone, toppings, sauces
Option 3, Dairy Queen is the best overall option with their variety in cones and toppings.
Option 2, Braums is the worst option because they do not provide additional toppings.
Option 1: Beth Maries
Beth Maries offers some additional toppings and cones. For example, they offer different
sized waffle cones as well as toppings including sprinkles, hot fudge, and peanuts.
Option 2: Braums
Braums does not have additional toppings, but they do offer cone options like waffle cones.
Option 3: Dairy Queen
Dairy Queen provides a variety of additional options. They offer 4 different kinds of cones,
including chocolate dipped cones and chocolate dipped waffle cones. They also offer sauces
including caramel, strawberry, pineapple, marshmallow, and more.

Scoring Chart

Distance Variety of
flavors
Price Additional
options
Total
Beth Maries 2 2 3 2 9
Braums 3 3

2 1 9
Dairy Queen 1 1 1 3 6

3 - Best
2 - Medium
1 - Worst
Conclusion

We concluded that Beth Maries is the best option. Although Beth Maries and Braums have the
same score according to our scoring chart, Beth Maries is a better option because it is closer in
distance and has a variety of flavors.
Each of the three ice cream shops has specific advantages and disadvantages. They all have good
quality ice cream, however we narrowed our criteria to distance, variety of flavors, price, and
additional options. Beth Maries location is the best option for students who are walking from UNT.
Braums offers the highest variety of flavors, yet it doesnt have additional options and is 1.8 miles
away from campus. The third option which was Dairy Queen, is the least desirable option because it
is the furthest from campus and doesnt have a variety of flavors.