Brand Overview 2017．12 ．22
1
INDEX 01
About Monga
3
02
Product Introduction
5
03
Thriving Branches
13
04
Advantages of Investment
24
05
Guides to Investing
37
Brand
’’
Fried chicken (Gi Pai) is the most well known snack in Taiwan and Monga is the most popular traditional area. We dedicated ourself to promote Taiwanese food and the culture of Taiwan, that’s why we name our fried chicken, MONGA.
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Introduction Taiwan is known for snacks and delicacies. The concept of our brand is to promote the culture of Taiwan’s delicacy. The brand is named “Monga Fried Chicken” for Monga is well known for its traditional culture and fried chicken is the best-known snacks of Taiwan. The combination of these two highlighted the features of Taiwan.
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Product Features The Golden Ratio of fried flour is obtained from hundreds of experiments
• • • •
2 CM Thick Fried Fillet
Thick slice with at least 2 cm. The amylase in honey is the key in softening the meat. Monga chicken offers a crispy and palatable taste, like thin crust pizza, without the slightest hint of greasiness.
THICK!
JUICY!
CRISPY! 5 - 41
Signature Products Localized flavor and must-eats
Menu Picture Of Monga Chicken Toronto, Canada
Quality control and Inspection
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Comparison Chart
Fried chicken meat
Tender and juicy
Tender and juicy
Dry
Fried chicken crust
American style crispy crust.
Taiwanese style crispy crust, made with special honey thin crust batter.
Ordinary Taiwanese style crispy crust.
Chicken fillet thickness
No such product
At least 1 inch
Less than 1 inch
Freshness
Pre-cooked and stored in heat preservation equipment.
Cooperate with local farmers. Freshly delivered meat to shops. Not precooked, fried upon order.
Not pre-cooked, fried upon order.
Innovation
Seldom
Ongoing of new product and flavor development.
Seldom
Flavor
American Style
Taiwanese and American Style
Taiwanese and American Style
Target Market
Chicken lovers
Chicken and Asian food lovers
Chicken and Asian food lovers
Local Administrative Support
Headquarter in America.
Headquarter in America.
Headquarter in Taiwan.
Award Winning Snack of Taiwan Night Market Popular magazine and newspaper in-depth coverage
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Celebrities of Asia Love Monga Famous hosts and artists all over Asia love Monga chicken
Famous TV Host’s Introduction of Monga Appeared on various famous TV shows in Taiwan
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TV In-depth Coverage Reports on the amazing making process of Monga chicken
Thriving Branches Our passion for great food, genuine service and community connection transcends language and culture.
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100 Plus Branches in Taiwan
2018 2017 2016
2015
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Branch Number Growth Chart of Taiwan Quantity 120 100 80 60
40 20 2015
2015
6
12
2016
2016
18
24
2017
2017
30
36
Months 15 - 41
2017 Average Gross Margin of Taiwan Branch 100 80 60 40
20 0 Season 1
Season 2
Season 3
Season 4 16 - 41
China Branch Popular In China’s biggest cities
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Canadian Branch First branch in North America
Hot topic on various popular e-news press
Toronto Opened on June,2017
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Most Discussed Fried Chicken in Canada Booming business across Canada
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2017 Profit Chart Of Canadian Branch Average Value
June-December
Monthly Revenue
75,000CAD
Daily Revenue
2,500CAD
Cost
56,250CAD
Surplus
18,750CAD
Gross margin
25%
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Canadian Branch Return On Investment Prediction Thousand
Cost(CAD)
80
ROI 50 40 33 20
20
10 <2018>
10 <2018>2 <2018>3 <2018>4 Cost
ROI
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USA Branch More branches will open before April, 2018.
In 2017, Monga cooperate with a large supermarket chain in the United States and successfully expand the US chain market of Monga.
50 %
60 %
90 %
50 %
California
Georgia
Texas
New York
United Kingdom Branch Starting from London and Spain
Built on Great Global Partnerships
20 Branches will soon open in UK
Ho w we cho os e partne rs i s critical to the success we enjoy. Shared values, strategic fit, good leadership and a strong track record are among the most important qualities we look for.
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Business Objective As a chain franchise promoting globalization, we hope to recruit talents from all over the world. Our corporate culture is fun and young. We encourage our employees to be innovative, and we are dedicated to provide the best quality and service to our customers. Our management team focus on brand management, marketing, production, and R&D. We adopt the business model of franchising, financial transparent, computerized, standardized, to create a more refined, rich, delicious, and international product line. 24 - 41
Management The chairman of Monga, Ming Dao Liu, who was born in the chefsâ&#x20AC;&#x2122; family, looks forward to expand Taiwanâ&#x20AC;&#x2122;s delicacy to the world. Since the year 2015, countless researches and development have been made by Ming Dao, and Monga Fried Chicken is finally established.
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Well-known artist of Asia, NONO, is the marketing director. Tan Zhi, CEO of popular shopping website as General Manager. Tang Li, host of Gala Television as Deputy General Manager. The chairman of the famous ShangZhi Industry, Wen Hao Luo, is invited to hold the post executive director of franchise development.
The image theme of Monga is cute and local Taiwanese style. Monga invited a wellknown artist, Nono, of Taiwan as image endorsement. These let Monga segmented with other fried chicken shops and stays in consumersâ&#x20AC;&#x2122; minds in visualization and mnemonic. The very obvious Taiwanese style is beneficial to identify in mainland China and international franchise. 26 26- 41
Business Model Advantage A franchise chain is a great option for those who
Investors need to look at the market in a long-
dream to be an entrepreneur whether the
term perspective and focus on those with high
economy is at its best or worst. Why start from
potential in order to obtain profit. In addition,
zero when there is already a well-planned
assistance from specialized expertise in skills
business model for you? You can yield twice the
and management is the key in building a
result with half the effort by relying on MONGA
successful enterprise.
FRIED CHICKENâ&#x20AC;&#x2122;s brand name and channels to That is what makes
Compared to stock market and real estate,
franchise so attractive. By joining franchise, you
retailing industry has more scalability and
would not be starting the entire business alone,
easier
but buying the initial training needed and also
because it has independent channels with
the support and assistance given throughout the
high amount of cash flow and gross margin.
operation.
Moreover, chain effect of the brand promises
start your own business.
to
achieve
economies
of
scale
a non-rigid cash flow. Invest in the retailing industry with just a small amount, and have faith in its return and revenue.
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Our Promises Strong supply system platform
Powerful legal adviser
Quality control which can give customers assurance Research and development which are specialized
Why Choose Monga Fried chicken with a surprise and satisfaction
Having celebrity as the brand spokesperson to successfully attract customers through media.
Offering customers a famous Taiwanese freshly served chicken cuisine and food cultural experience.
Affordable price and localized recipe to satisfy customers.
Fried food are normally served as a part of a main dish. At Monga you can offer fried chicken solely on its own as a snack.
Increase brand reputation by adopting the business model of franchising.
Continuous innovation of new products to surprise consumers. 29 - 41
Administrative Support Offer the Monga experience
Strict selections of raw materials and ingredients.
Ongoing innovation of product development. Creative seasonal marketing solutions.
Cooperate with local farmers. Freshly delivered meat to shops.
Exclusive food and beverage training program.
Excellent employee training program, unrivaled store design and SOP manual and materials.
Provides safety inspection and certification.
Ongoing expertise, consulting and support including onsite visits.
Full set of menu, equipment, training and support.
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Brand
Financial
Management
Authorized use of MONGA FRIED CHICKEN trademark. Brand value raises when the number of shops increase.
Experts in Accounting and Finance supervise and provide guidance to Taiwan franchisees in planning annual budget and budget control.
A team of experts including operation manager and marketing manager from well-known franchise chain in North America, and Taiwanâ&#x20AC;&#x2122;s 5-star hotel production team are recruit to manage our franchise chain.
MONGA FRIED CHICKEN has a unified management, store design, image and PR strategy, which enable the brand to stand out in a crowd of competitors.
Reports regarding finance control progress and operation status are to be submitted in regular finance meetings. POS system helps keep track of sales and operating information.
Experts from headquarter will provide professional management training and guidance in every aspects, including operation, finance, marketing, purchasing, R&D, HRâ&#x20AC;Śetc.
Operation Provide start up assistance for franchisee, such as business license application, shop lot renovation, equipment procurement, opening ceremonyâ&#x20AC;Śetc.
Well-planned marketing and R&D. Well-organized product SOP, and has stable supply for ingredients and packaging.
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Training
Provide a full training program and teaching materials for franchisee, such as employee and supervisor training before opening.
Trainers and Operation consultant will visit your store and provide assistance on your grand opening. We have seminar from time to time to help improve franchiseeâ&#x20AC;&#x2122;s operational skills.
Place
Revenue
Professional guidance for investors to complete your location search and survey.
If sales is on expectation, the pre-tax gross profit margin can go up to 6070%. Starbucks has an approximately 17% pre-tax gross profit margin. Our royalty payment is only 68% while some of the popular chain franchises claim up to 8-10% of royalty payment.
We provide empty store and street store as reference.
We consider every regional franchise development carefully to avoid profit squeeze. Global market is still expanding; we are working hard on getting a better long-term cooperation policy from the headquarter.
Market
Aim to extend from shopping area where Chinese went. Fried food are normally served as a part of a dish in restaurant, we can open a store to sell fried chicken solely on its own .
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Product Besides selling original Taiwan flavor chicken, we will release limited localized recipe to match the local food culture and make it a must-eat dish for foreign tourist. We plan to develop 3-5 new recipe for our customers to have more choices and more satisfaction.
Our mission is to sell not only the food itself but also our dedication to serve customer the best quality food.
Rights and Benefits
Legal contract that protects franchisees right and benefit.
Well-planned regional franchise development to avoid profit squeeze.
Advantages Both Taiwanese and foreigners love Taiwan fried chicken . Crispy juicy fried chicken with special recipe, and strict quality check. Start up from Chinese shopping area, and having Chinese celebrity, Nono, as the brand spokesperson to attract customer.
Affordable price but with brand image gives customer a huge satisfaction. Localized recipe to widen the variety. Rapid market growth of fried chicken brings in business opportunities.
Take-away ordering that is more convenient. Increase customer buying desire by serving freshly fried chicken upon order.
Increase brand reputation by adopting the business model of franchising allowing consumers around the world to try. Increase brand reputation through media. Continuous R&D for new products to surprise consumers.
Social Media
Promotion
Recently, social media is one of the most frequent used marketing channel and it is free of charge. By connecting with our members through social media, we can reach out to more people that might be our potential customers.
We can serve our fried chicken in set with drinks or use sales promotion to provide added value or incentives to customers and to stimulate immediate sales.
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Support In order to serve our fried chicken freshly upon order, we need to have good cooperation between ordering and serving. Therefore, to make sure we have qualified employees and stable sources of ingredients, we provide excellent employee training program, store layout design and always improving our SOP manual and materials.
We creates pleasant service and consumer experience for front line employees and customers by having a professional management team and management headquarter, the characteristics of our product, training materials, regular education and training programs, staff audit evaluation system, bonus system and clear performance goals.
We supports co-ordinate human resources management system and provides clear employee promotion policy. Besides, professional consultation on the election, training, retention, hiring, and development ensure employees understand and accept the corporate and its culture, to reduce churn rate and increase business performance.
We are responsible for the brand strategy of Monga in North America, establish an operations team, standardized the system operation and processes, personnel recruitment training, financial management; product development; store operations; marketing; ecommerce; procurement, logistics and franchise market developmentâ&#x20AC;Śetc.
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SWOT Strengths
Weaknesses
▪
Maintain juicy in spite of the thickness.
▪
New brand.
▪
Creative flavors of fried chicken beyond your imagination.
▪
Might be categorized as fast food.
▪
Successful branches in Taiwan and overseas.
▪
▪
Celebrity endorsement .
More expensive than other fried chicken sellers.
Opportunities
Threats
▪
Taiwan is known for snacks and delicacies.
▪
Lots of fried food brands already popular in the US.
▪
Not many famous Taiwanese fried chicken brand in the US.
▪
▪
Asian cuisine is popular as always in the US.
Introducing a new way of eating chicken fillet which is unfamiliar in the US.
▪
Chicken cuisine is American’s all time favorite.
▪
Adjustable menu according to local food culture.
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Types of Investments A: Mini Shop (Below 500 ft² ) B: Medium-sized Store (500 ~ 999 ft²) C: Flagship Store (1000 ft² and Above) 37 - 41
Investment Amount Types of shop
A: Mini Shop
B: Medium-sized Store C: Flagship Store
Initial Franchise Fee
23,544 USD
31,392 USD
39,240 USD
Security Deposit
7,848 USD
10,202 USD
11,772 USD
US Brand Overseas Exclusive and Distributing
117,720 USD
Overseas Security Deposit
13,342 USD
Note: The franchise contract life is three years ; overseas region contract life is ten years.
Franchise Process
First Step
Second Step
Third Step
Fourth Step
Select country
Verify and authorize the prerequisites
Discuss the contract
Development plan and cooperation
Fifth Step
Sixth Step
Seventh Step
Eighth Step
sign contract and pay
Staff training
Start to furnish store
Pre-opening trial sale.
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5950 Corporate Drive, Houston, TX 77036, USA mongagpintl@gmail.com www.mongachicken.com
1-832-682-6868 (USA)