Our concept, your success
Content q INTRODUCTION INDUSTRY q TRENDS IN THE RESTAURANT
v The world of Chi-‐Chi’s v Development status v BeLux locaHons v Overview v CompeHHon in Europe
q THE CONCEPT
v What does “Casual dining” mean?
q STRATEGY q FRANCHISE SUPPORT q ORGANIZATION & STRUCTURE
v Expansion strategy Market by Market v Development plan
q CONCLUSION
v Strengths of Chi-‐Chi’s v Our specialiHes v MarkeHng acHons v Banquets & Catering v Research & product development v Training v Profile of the franchisee v Site criteria
v Support
v The strengths v Management structure v Terms / Contract v Our USP v Contact
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The world of Chi-‐Chi’s
BELGIUM THE NETHERLANDS
LUXEMBOURG UNITED STATES OF AMERICA
KUWAIT
UNITED ARAB EMIRATES
INDONESIA
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The world of Chi-‐Chi’s Our company is the « Master Franchisor » for Europe, North Africa and Asia.
Europe
North Africa
Asia
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Development Status
To be opened in 2014
Today
• Benelux
17
• USA
28
• China
2
• Kuwait
1
• Indonesia
1
Total 49
• Benelux
5
• Germany
2
• Emerging countries
1
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Total 8 6
Benelux loca<ons
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Overview
Luxembourg
Charleroi, Belgium
Nederweert, Holland
Zaventem, Belgium
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Overview
Waterloo, Belgium
Antwerp, Belgium
Wemmel, Belgium
Brussels, Belgium
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Trends in the restaurant industry • Convenience • Affordable dining in comfortable surroundings • Interna<onaliza<on • Huge growth of products and flavors coming from other regions. • Themed/Ethnic restaurants = most dynamic growth sector • Return to basics • Hearty meals • Retro-‐style food • Top priori<es for 21st century consumer • Enjoyable eaHng experience • High quality service
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• Fresh and healthy food • CreaHve convenience/extension of private living space 10
Compe<<on in Europe – Casual Dining Country
Compe<tors
Type
France
Buffalo Grill
American / Grill
Hippopotamus
American / Grill
El Rancho
Tex-‐Mex
Enchilada
Mexican
Maredo
American / Grill
Blockhouse
American / Grill
Chiquitos
Mexican
TGI Friday’s
American / Grill
Angus Steakhouse
American / Grill
UK, NL, CH
Gauchos Grill
American / Grill
Denmark
Jensen Beef house American / Grill
Norway
Bighorn
American / Grill
Finland
Rosso
American / Grill
Germany
United Kingdom
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The Chi-‐Chi’s CONCEPT Restaurant types
Services
Consumer types
City center
Casual dining
Young adults
Free standing unit
Express
Families
Take away
Companies
Delivery
Big parHes
UNIQUE SELLING POINTS
Product offer : Margarita, Mojito, Fajita, Burrito, Ribeye steak
Unique ambiance : Décor, Music, Friendly staff, AnimaHons
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Banquets 12
What does “Casual Dining” mean? • Different from tradiHonal restaurants • Warm welcoming and personalized table service • Good fun with family & friends • Fresh & quality products • Affordable prices • Bar • Concept kids (video games, books…) • Birthday (song + Sombrero) • Open 7/7 • Specialized in (big) groups
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• Relaxing music, decoraHon & atmosphere 13
Strengths of Chi-‐Chi’s • Unique Tex-‐Mex Grill concept in Europe, USA, Middle East and Asia • Dual product channel : grilled meat and Mexican è Reduces veto è Less dependent (anHcyclic) • Excellent product quality & top quality steaks • Good value for money • Unique signature products : Margaritas and Fajitas • Hallal meat available for Muslim customers
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Chi-‐Chi’s speciali<es Fajitas, BBQ Spare Ribs
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Chi-‐Chi’s speciali<es The grilled items (Ribeye steaks, grilled burritos, Mix grill, ... )
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Chi-‐Chi’s speciali<es Mexican food (Burritos, nachos, enchiladas, quesadillas, tacos,...)
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Chi-‐Chi’s speciali<es Wraps
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Chi-‐Chi’s speciali<es American burgers Giant
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Chi-‐Chi’s speciali<es
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Marke<ng ac<ons
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Marke<ng ac<ons
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Marke<ng ac<ons
CH I-‐ CH I’S TE X-‐ M EX G RI LL & BA R
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Marke<ng ac<ons
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Marke<ng -‐ website
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Banquets & Catering We offer an original alternaHve to classical team meeHngs, incenHves and group events. Dine-‐in or Catering possibiliHes.
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We transform boring incenHves into a sunny explosion of flavors by delivering our concept where the party stands 26
Research & Product development
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Training
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Profile of the franchisee
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Site criteria Chi-‐Chi’s concepts
Popula<on
FooTraffic
Cartraffic
City center loca<on
50.000
15.000-‐35.00 0
na
Not below 90% market average
Free standing unit
150.000 -‐ 250.000
na
25.000
25.000
15.000 -‐ 30.000
Take away -‐ shop Express Chi-‐Chi's
Unemployment Income
Trade-‐area
Daily retail
A+
citycenter
yes
Not below 90% market average
A+
20 min car drive Hme
yes
15.000
Not below 90% market average
A+
suburban
yes
Not below 90% market average
A+
railways
na
Daily retail: grocery shops, supermarkets, hypermarkets, na3onal and interna3onal brands
City center loca<on Free standing unit Take away -‐ shop Express Chi-‐Chi's
Leisure
Terrace
Surface m²
Rent
Parking
visibility
Entrance
yes
40 seats
250-‐350
10% sales
na
medium
good
yes
80 seats
300-‐450
6% sales
60-‐80
high
good
yes
20seats
60-‐80
8%
6
high
good
na
8 stand-‐up seats
60-‐80
8%
na
high
open
Leisure: primarily movie theaters, bowling places, video houses, disco's…
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Expansion strategy Market by Market 2013-‐2014 1. Remodeling exis<ng restaurant: 150.000€ à 300.000€
• ConHnue development in Benelux. 2014:
Speed up expansion in àA sia and focus in China 2. • New restaurant : 250.000€ 350.000€ • Start development in Germany 2014 (second half):
3. Free standing unit : 650.000€
• Start up development North of France. • Start development in emerging markets with low labor cost (Morocco, Russia and other Eastern European countries).
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Development plan 180 160 42
140 120 30 100 20
80 12 60
119
8 89
40 49
49
57
69
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CH I-‐ CH I’S TE X-‐ M EX New units G ExisHng units RI LL & BA R
0 2013
2014
2015
2016
2017
2018
Only Europe has already a potenHal of more than 400 units
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Franchise support • Site finder • Architectural support • In depth training • Opening team • Standards of operaHons (manuals) • MarkeHng tool kit • Mystery customers & surveys • ConsulHng & coaching • Supply chain 33
THE STRENGTHS of Chi-‐Chi’s organiza<on • In-‐depth knowledge of the restaurant business throughout Europe and USA. • Strong operaHonal capabiliHes / hands-‐on management • Strong analyHcal capabiliHes • Experienced in managing high-‐labor countries • In-‐depth consumer insights regarding experience and food taste expectaHon
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Management structure
An experienced team with impressive track records in their field.
Francis Leroy
Joachim Richling •
Ron Hannen
Walter Lavers
Nicolas Usuwiel
Francis Leroy C.E.O, Development & Franchise, 22 years with Tricon Restaurants InternaHonal. franleroy@chichis.be
•
Joachim Richling Finance/M&A, Development & Franchise, 10 years internaHonal M&A, 6 years Pizza Hut Austria and founder of Pizza & Grill in Vienna. richling@chichis.be
•
Ron Hannen Development, InternaHonal retail experience for more than 15 years. Financial background. ron.hannen@chichis.be
•
Walter Lavers OperaHons & Franchise, 25 years of experience in "Franchising. walter.lavers@chichis.be
•
Nicolas Usuwiel MBA in MarkeHng & CommunicaHon, 15 years in the restaurant industry. nico@chichis.be
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The terms / contract
INTERNATIONAL
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The terms / contract
FOR BELGIUM
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Our Unique Selling Proposi<on For friends and families looking for having a great moment together, Chi-‐Chi’s staff is proposing tasty, colorful and spectacular Tex-‐Mex food and drinks in comfortable and relax restaurants because only Chi Chi’s combines unique recipes and real Tex-‐Mex food quality thanks to great opera<ons and dedicated suppliers. 38
Contact us Headquarters: Chi-Chi’s Tex-Mex Restaurants 170 Doornveld Z3 box 34, 1731 Zellik, Belgium, Europe Email: office@chichis.be Tel & fax: +32.2.466.12.92
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Our concept is now in your hands