Project Partner
Ingredients of success
Ingredients Written by Lucy Dixon Produced by Alex Barron
s of success
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A family atmosphere and attention to detail have helped to steer Shakespeare & Co. towards an impressive path of growth, as Business Review Middle East reports
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hen Cyrus Graesslin joined Shakespeare and Co. five years ago, as Regional Director of Operations and Franchises, the company’s portfolio comprised just eight restaurants. By the end of 2016, its repertoire will span 50 stores across the UAE, the wider Middle East, North Africa and the United States. Graesslin explains: “We are a Dubai-based, home-grown brand and all of our stores outside of the UAE are exclusively franchised. My role is to oversee the operations both here
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in the UAE, as the café restaurant component represents the core of our business and the focus of our development strategy. We’re also focused on expanding our presence in other territories. Currently we have franchised branches in Lebanon, Iraq, Qatar, Egypt, Oman, Jordan and Iraq, as well a few companyowned stores in the United States. When I joined in 2011, we had an aspiration to open 35 stores by this year - and we exceeded it. I think if the conditions are right and we can continue to roll out stores in the
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SHAKESPEARE AND CO
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UAE, while encouraging the development of our franchise territories, I believe 100 stores worldwide by 2018 is well within the realm of possibility.” This phenomenal growth, he says, is a result of its traditional menu and décor that doesn’t change every time there is a new culinary trend, coupled with consistently high standards in every single restaurant. He says: “We don’t believe in trying to reinvent the wheel. I think a lot of concepts try too hard to be the next big thing, whether it is creating the next frozen yoghurt or the ‘it’ gourmet burger. Here in Dubai at the moment, it’s all about Peruvian food. Our mantra is simply good food, great service in a comfortable atmosphere – but most importantly, to deliver those things consistently. We’re not pretentious. We serve comfort food and we serve classics that people never get bored of, which appeals to everyone. If you look at our menu, we’ve got everything from French toast, Eggs Benedict, to fish and chips and grilled baby chicken. It’s the kind of food that is universally loved and accepted across all cultures and discerning palettes.” Graesslin highlights the crucial nature of consistency many times. “The problem a lot of
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HORECA Trade HORECA is a leading food, beverage and non-food distribution company dedicated entirely to the hospitality sector servicing more than 1,000 foodservice operators. The company was established as a new start-up in 2003 as the first company to be fully dedicated to the niche sector of foodservice. (The term HORECA stands for Hotels, Restaurants and Cafes/Catering). In 2005, Bidvest, a global international service, trading and distribution company listed on the Johannesburg Stock Exchange acquired a majority share in HORECA. Despite this HORECA remains to be operating with full autonomy. In 2010, HORECA was voted by its customers “Best Food and Beverage supplier in the UAE”. In 2014 and 2015 HORECA was awarded “CSR label” by Dubai Chamber for all the efforts and dedication to the community.
HORECA Capabilities: • Employ 180+ foodservice professionals. • Superior customer service with 24 hour delivery with 98% service rate. • 1st foodservice company to launch an online shop store shop.horecatrade.com • Certified to HACCP, OHSAS 18001 and ISO 9001. • 25 multi-temp trucks delivering more than 110,000 efficient deliveries in 2014 • Fully integrated ERP/BI Solutions with a Field-Sales reporting app • 2 distribution centers in Dubai and Abu Dhabi with 45,000 SQ. Feet space • Extended coverage reaching (A/B/C+) channels via HORECA, C/D+ channels via HORECA Express and D/E via sub-distributors. • Relevant 360° Marketing Approach covering (corporate marketing, brand marketing and trade marketing).
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brands face when they become large-scale operations is they are not able to sustain the level of consistency they were able to achieve when they had just a handful of stores. For us, adapting our operation as the number of branches grew presented an enormous challenge. But we’ve been able to achieve a good level of consistency courtesy of our central production facility which is the hub of everything that we do: the kitchen, stores, purchasing department, pastry kitchen and design department. Centralising the operation is the key to consistency. Our suppliers also play a great
role in maintaining a high level of continuity. Some products we have no control over whatsoever, such as our ready-to-serve beverages. Any disruption in the supply chain can directly affect our customers. However a perfect example is Horeca Trade, who supplies our marquee water AcquaPanna and San Pelligrino – it has been incredibly supportive in ensuring uninterrupted product supply, offering new and improved products and providing us full support for all our initiatives. Ultimately, we see the results in our mystery shopper reports, comment cards and social media channels – people appreciate
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Number of employees at Shakespeare and Co.
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“For us, staying true to the b food, a clean restaurant, nic service; I think that’s the hall
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basic principles of good ce atmosphere and great llmark of our success�
the fact that it doesn’t matter which to the restaurants themselves, branch they go to, they’re able to where they start treating customers get the same taste and quality they like family members and people love expected and become accustomed coming to our restaurants. We have to.” relationships with them and become Added to the quality food is the like the neighbourhood watering atmosphere that Shakespeare hole.” The Victorian period-inspired & Co. creates for all décor helps to cement this its restaurants. warm, friendly feeling – It believes in plush furnishing are the personal much more inviting touch, and this than the industrial, is something minimalist style that keeps favoured by Shakespeare and the customers many restaurants. Co.’s annual revenue coming back. Graesslin adds: “For “Even though we’ve us, staying true to the transitioned from a basic principles of good family-run business to a food, a clean restaurant, nice corporate structure, we still run it as atmosphere and great service; a family business. A lot of the team I think that’s the hallmark of our members including myself have success.” been here a minimum of five years As well as expanding its and we are a very close-knit team. franchise network beyond the And that family atmosphere extends UAE, Shakespeare & Co. has also
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identified other revenue streams it The second additional string to can capitalise on. The first of these Shakespeare & Co.’s bow is its is an outside catering division, patisseries – it became obvious which it operates within Dubai. that running its own pastry kitchens Graesslin says: “Catering is a tough within company-owned sites was business, it can be a lot of work more practical, which it started for very little money. But for us, back in 2006. Graesslin explains: everything’s already set up, so “The problem with pastries is that why not make the most it’s really only a success if of the opportunity?” based on economies The catering team of scale, because the works on small and waste can exceed medium-sized what is sold. We’re events, anything not like other stores from a small where we keep Shakespeare and Co garden party of 10 cakes for days, is based in the UAE people to a buffet while we also insist for 150 people, all the on keeping our fridges while with the focus on top full. From an aesthetic quality: “One gentleman wished to point of view, empty displays impress his fiancée so we organised look unappealing. The downside a private dinner on the beach. We of those two philosophies is that focus on the niche sectors of the we suffer from an inordinate level market which the bigger brands of wastage.” However under the tend to shy away from.” guidance of a very highly-regarded
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“I’ve worked in the business 18 years and a lot of companies preach to promote from within, but very few put it into practice. This is the only company that I know of and that I have been a part of that does that”
UAE Official Distributor Room Service Delivery L.L.C
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PO Box 33073 - Dubai - UAE Tel: 800 4788 - www.cafeambassador.com
French Executive Pastry Chef, Pascal Dupuis, who has been with Shakespeare & Co. for 10 years, the pastry operation has grown as its footprint has expanded, and is now one of the most profitable facets of the business, third in sales behind food and beverage. Attracting – and retaining – the best staff in this way is something Graesslin speaks very passionately about, with emphasis on staff working their way up within the company. “I’ve worked in the business 18 years and a lot of companies preach to promote from within, but very few put it into practice. This is the only company that I know of and that I have been a part of that does that. We hire everyone into entry-
level positions, irrespective of their level of experience. This is not brain surgery, you’re not auditioning to be a NASA scientist. This is a people business – we are selling emotions and experiences. Our only requisite is you are exceptionally friendly and have a passion for hospitality. That is why we hire everyone in entry-level positions and grow everyone within the company. When we need a new position, we look within our own ranks. The majority of our managers and chefs have been with us over 10 years – they know if they work hard they’ll get rewarded and no one will ever go above them. We don’t just offer them a career – we provide a future for themselves and their dependents.”
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T +971 4 329 10 40 F +971 4 329 10 50 Al Saqr Business Towers, Sh. Zayed Road Dubai, United Arab Emirates corporate@shakespeareandco.ae www.shakespeare-and-co.com