About this project
Welcome to our Kickstarter Campaign!
My name is Kelly McFall. With the help of my brother Kreg and my mother Jan, we are opening a restaurant in the El Paseo shopping district of Palm Desert, CA. Wilma & Frieda's Cafe will be a full service breakfast and lunch farmhouse cafe with an urban twist.
To give you an idea of the journey to open Wilma & Frieda's Cafe, let me tell you a little bit of the story. Ten years ago, I had a dream of opening my own restaurant and I decided to name it after my two grandmothers - Wilma and Frieda. With her special brand of "bling," Wilma was a feisty mother of five, who wore cat-eye glasses and saw life as a great adventure to be savored. Frieda, the more demure of the two, welcomed everyone to her table, ran a well organized kitchen and could whip up a meal for twenty on a moment's notice. In a strange way, I feel kind of like the sum of the two of them.
During my management career, I had the opportunity to spend a number of years living in the San Francisco area. As an unabashed "foodie," I have always had an appreciation for dining out and the creativity involved in serving memorable meals. While there, I enjoyed the craftsmanship, talent, and innovation present in the restaurant industry. From the artisanship used in pressing fresh olive oils, to cheese makers on their farms, to amazing farmers markets, and of course the luscious wines in the Sonoma and Napa Valleys, I became more inspired to bring Wilma & Frieda's Cafe to life.
After settling in Palm Desert, and getting my brother and mother on board, I decided to make Wilma & Frieda's Cafe a reality. First, I found the perfect place in The Gardens on El Paseo shopping center. Next to Sak's Fifth Avenue, the restaurant will have a rustic urban decor, with an expansive airy feel, and views of the gardens. With Tiffany's, Mastro's Steakhouse, Apple, Williams Sonoma, Pottery Barn, Tommy Bahama's and Louis Vuitton, The Gardens is a mecca for desert shoppers and diners.
Located on El Paseo, known as "the Rodeo Drive of the Desert," this area is a vibrant, upscale shopping and restaurant district located in Palm Desert, CA. In addition to its many businesses, El Paseo plays host to Fashion Week which attracts Project Runway and other top designers; the Food and Wine Festival which draws Food Network chefs. Nearby, is the Paribas Tennis Gardens - the second largest tennis tournament in the United States which draws an international crowd. From Palm Springs to La Quinta, the area is an oasis filled with tourists and locals who love their restaurants. Wilma & Frieda's Cafe will be a perfect fit for these prestigious businesses and events, and will fill a need to serve quality breakfast & lunch fare.
Any great dining experience begins when you walk through the door. At Wilma & Frieda's Cafe you find warm, welcoming and knowledgeable staff, committed to the highest quality service and ensuring you are taken care of. The menu at Wilma & Frieda's Cafe has been carefully formulated to encompass a range of offerings that take comfort food and adds an innovative twist. Careful thought has been put into each dish - with only the best ingredients, sourced responsibly, and purchased locally whenever possible. Check out our accompanying video to see some of the appetizing meals we will be serving.
In closing, thank you for taking the time to read about Wilma & Frieda's Cafe. To help us "launch the dream," we hope you will become a backer by supporting us through one of the many offerings we have available. We are already on a tight budget and feel very confident that our business model and funding strategy of a mix of our own resources, private investors, and kick starter will give us the foundation needed to launch us in our first year and stay for years to come. We'll keep you posted on the progress and we look forward to having you be part of the dream.
Risks and challenges
There are hurdles that any restaurant opening has to clear, many of them we have already accomplished. The first and foremost was securing the best
location. As every business owner knows one of the most important aspects of success is location, location, location. As previously stated, Wilma & Frieda's Cafe will be in the center of the prestigious shopping and dining district on El Paseo.
Second, many people go into the restaurant business with passion for their product, but lack the business acumen to succeed. My successful track record of managing several concepts, along with 30 years in the hospitality industry, has provided me the knowledge of operations, management, financing, training, development, and marketing from start-up to fully profitable businesses. In addition, my brother Kreg has 20 years of gourmet retail and catering background and my mother has over 20 years of administrative experience. Together, our professional backgrounds position us to deliver and succeed. We have done our research to plan accordingly to fully maximize the potential Wilma & Frieda's Cafe has to become a smashing success. We want our backers to feel like they are truly part of the cafe because you are. Our success is your success.
In addition to our own investment, once the project is successfully funded on Kickstarter we will have the capital needed to finish up and get our doors open. Your contribution will be used to purchase needed kitchen and espresso bar equipment, as well as insure we are set-up with operating capital for the business to flourish. Opening a new business has many miscellaneous fees, licenses, insurance and marketing dollars, your backing will make the difference in launching us in the right direction and the ability to succeed. To support us in reaching our goal, understand that every bit is important and immensely appreciated, as the project will not fund unless we meet our goal.
We look forward to you joining us in making this your favorite breakfast place! From our family, we thank you with enormous gratitude and appreciation for your support and belief in us.
-Kreg, Kelly & JanLearn about accountability on Kickstarter
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