The Brand
In 2003, Malaysia was the first to introduce the unique snack concept of Papparoti. The brand specializes in a unique mouth watering coffee coated butter bun served alongside a variety of beverage compliments. The aroma, freshness and textures have captivated audiences all around the globe with over 406 cafes.
The Bun
This is no ordinary bun! It all begins from the moment you sink your teeth into the outer layer of the bun. You journey through a series of textures and layers starting from the crispy coffee flavoured crust made from the finest flour and omega 3 eggs to the soft and buttery centre, freshly baked just minutes before serving.
Ownership
PappaRoti, first introduced in Dubai U.A.E by its Emirati owner and entrepreneur, Rasha Al Danhani. This concept of PappaRoti buns was brought into the United Arab Emirates in 2009 due to its sheer uniqueness in aroma, flavours and nutrition value given the rise of a food culture and chain of fast food outlets that is seen in the U.A.E. PappaRoti has seen great success with its flagship store at The Dubai Mall – The world’s largest mall to outlets expanding all over the city of Dubai and other Emirates.
The Concept
Café’s and restaurants are seen at large in Dubai, however none stand out with the ability to draw its customers merely by the aroma that surround the café’s area and specialize in a product so unique and delicious it leaves its customers coming back for more. This need for a unique café was first perceived by Rasha earlier in 2009 during her visit to Malaysia and liaised to bring the PappaRoti brand to Dubai. The UAE, especially Dubai is a destination of multi-national residents and different cuisines of the world are appreciated with a big heart and bigger appetites. The Emiratis in the region have adapted to these different tastes but the mouth-watering flavours and aroma of PappaRoti buns and beverages had an overwhelming liking and have an expanding customer base of Emiratis, Royalty of the Emirates and the other multi-national residents and tourist.
Outlets & Franchises
The demand for PappaRoti and franchising opportunities have opened doors to 36 branches in the U.A.E spread over all the Emirates with Dubai and Abu Dhabi having the most number of outlets. With PappaRoti being a favorite even amongst the royalty of the U.A.E and celebrities, its name spread through the middle east and lead to the opening of 31 branches in the GCC, MEA and CIS Countries namely Kuwait, Qatar, Oman, Kingdom of Saudi Arabia, Bahrain, Lebanon, Turkey, Yemen, Jordan, Libya, Egypt, Iraq and Kazakhstan.
Café & Facilities
The café is specially designed to provide a warm and relaxed feel to its customers keeping the colours synonymous with that of the bun. Mouth-watering photographs of the bun cover the walls along with the story that compliments the uniqueness of the bun charm and inform customers. The café has a separate dinning table ambiance created in selected outlets to accommodate large groups and special gatherings. Latest offers and specialty products are highlighted through in-store collaterals keeping the customers well informed. While the face of the café is warm, welcoming, hygienic and informative the kitchens are equipped with state of the art ovens especially imported from Italy along with beverage makers and high quality service amenities.
Products
The most unique and delicious bun is produced only with the best and most expensive ingredients sourced from around the world. It is ensured that no outlet compromises on ingredients or the process of creating the buns. While the original bun is most in demand, another innovation is the PappaRoti buns with a selection of toppings (caramel, honey, date, strawberry etc) that have also received much appreciation by the customers. The beverages are unique and selected to be the perfect accompaniment to the buns. While the Pappa milk tea is the best selling drink along with the bun, the menu boasts of a wide selection of hot and cold drinks to match different taste buds including the royal drink unique to the U.A.E called ‘Pappa Choco shot’. Special selection of tea blends are served at all outlets that compete with the tea blends served at the only 7star hotels in the region.
Service
To match the fame and fan following of the bun, our staff ensures proficiency in service. They are fully trained in preparation, service and supervised with 1- 4 supervisors per outlet. Along with being hygienic, well presented, friendly and well informed, our staff is equipped to communicate fluently in major languages of the region namely, English, Arabic, Tagalog and Hindi. Regular observations, feedback and updated training in communication, presentation along with a trainer in each outlet ensures the highest quality of service. Papparoti has also teamed up with Boykers associated with the Dubai Municipality that establishes and ensures hygienic standards for restaurants and cafes. Pop-up PappaRoti is the latest development in service. Since the buns need to be served freshly out of the oven, we set up mini portable kitchens or pop-up restaurant spaces at weddings and events.
USP
Since its inception in Dubai the café is loved by all especially the Emiratis. It is one of the few stores to attract passer-by's just by its mouth-watering aroma and the food that it provides keeps them coming back for more. In a shoppers and diners paradise, these qualities makes PappaRoti stand out as a provider of unique, fresh and healthy food in a sea of fast food outlets. PappaRoti has a special customer base that visit malls specifically to indulge in the buns at the café, thereby subsequently contributing to the increase in the mall’s footfall.
Arabs & PappaRoti What makes them love the brand?
Many centuries ago the Arabs in the Middle East enjoyed a different version of this very bun. The flavours and the aroma almost match the 21st century PappaRoti bun. This bun was often eaten with Arabic milk tea and is a contributing factor to this huge appreciation of the bun in the Middle East.
Celebrities & Royalty The PappaRoti buns do not only boast of a large customer base but also of Royalty and celebrities who love the brand. The Royal families of almost every Emirate in the U.A.E have sampled this mouth-watering bun! This includes His Highness Sheikh Mohammed bin Rashid Al Maktoum, Sheikh Khalifa bin Zayed bin Sultan Al Nahyan, Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum and family members of many more.
Adapting to the U.A.E Markets
Innovations & new products Though we are very focused on the product, the process and the raw materials that are used to prepare it, we are constantly receiving feedback and helping our customers purchase products better. Along with a variety of beverage’s the Pappa Choco Shot and Pappapachino are Papparoti’s signature creations that have now turned into favourites. We have also innovated bun in various flavours and toppings without compromising on the original flavours with add on bun toppings from caramel, strawberry, honey, dates etc that are also in demand. Constantly updating and innovating through marketing, surveys and feedbacks we keep our products fresh and up-to-date by maintaining high standards.
Footfall
per day / per week / per month The increase in the customers and the footfall from early September 2009 to date has led to several renovations and to the opening of several new outlets. At an average an outlet receives an approximate of 650 people a day during weekdays and over 700 people a day during weekends. In a week the average footfall per outlet can be amounted to a minimum of 4000 people and up to 15,000 people a month.
NUMBER OF OUTLETS
Growth
Rise in the number of outlets PappaRoti first started in a small kiosk at the Dubai Mall earlier in September 2009. Over the years we have expanded to over 5 outlets only in Dubai to meet the demands as well as over 37 branches all over the Emirates and 100 more around the GCC due to its international potential and demand.
Management & Service Team
The management team that typically manages operations of the brand includes an Operations Manager, Projects Manager, Accounts, Opening team, Marketing and PR Manager that collaborate with the marketing and PR Agencies for creative advertising and publicity. Each store typically consists of 1 store manager, min of 1 supervisor up to 4 supervisors for bigger outlets, 1 trainer, service staff can be broken down to approximately 19 waiters, welcome staff, cashiers etc. In total, PappaRoti has an employee list of over 600 staff in the U.A.E.
Marketing & PR Agency
Brandnoise is a communication agency specializing in print, web and social media. Founded in 2009, They have pioneered through and developed a strong creative base of reputed clients in the United Arab Emirates. Brandnoise is a team of energetic and creative individuals pushing imaginations and brand identities. Brandnoise’s creative designs and strategic communication gives life to brands. They create a ‘noise’ that is unique to a brand. It is loud enough to capture its audience, creative and energetic to break through the clutter.
www.brandnoise.ae
Marketing
& PR Activities Positioning Our marketing efforts should center around why our Bun is appealing, high-quality or in some way unique and position it as a lifestyle product.
We provide a focused menu quality food and social experience for customers seeking a relaxed social and upscale environment to position the best BUN in the world.
Marketing Strategy 1. Institutional Marketing
2. Program Marketing Product and Retention strategy
Core Marketing Objectives Our programs and tactics used will be centered around 5 core attributes :
1. Increase customer frequency .. (coupons and special by capturing customer information) 2. Increase check average (Waitress recommendations and up-selling tactic) 3. Group size (target large group orders with carryout and in-store) 4. Identify our hottest sellers, best approach and get customer feedback and POS reports 5. Increase our customer rating
Project Management Activities
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Marketing Activities
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Launch Programs
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