arth e n o n e v a e h le tt li “a
�
044 310 15 35 FAX 044 310 15 36 WWW.NOTGUILTY.CH not guilty Management GmbH, Elias-Canetti Strasse 7, CH – 8050 Zürich, Switzerland PHONE
CONTENTS 01 – CONCEPT 02 – PHILOSOPHY 03 – BUSINESS MODEL 04 – TARGET AUDIENCE 05 – MANAGEMENT 06 – COMPANY 07 – LOCATION REQUIREMENTS 08 – EXPANSION 09 – OUR CONTACT INFORMATION
01 05 07 09 12 13 16 17 18
«You don't have to cook fancy or complicated masterpieces – just good food from fresh ingredients.» Julia Child
CONCEPT not guilty offers light, quick, all–natural food to go or to stay. We focus on sourcing local, seasonal food. Exceptionally tasty salad creations are our main offering. We serve up only the very freshest ingredients with unique dressings, prepared in front of the customer at the moment of purchase. In addition, many of our salads come topped with juicy grilled meat or fish, fresh from the grill. Soups and freshly made hot sandwiches round out our menu offering. We also have specially priced combo menus. A variety of coffee based drinks and baked goods attract both morning and afternoon customers. And our inviting, cozy interiors provide a lovely place to linger and chat. not guilty pricing is competitive with other typical fast-food/café style establishments.
01
ÂŤBetter life through natural foodÂť
02
03
04
with salad farmer AndrĂŠ
on the salad ďŹ eld
with beef farmer Helen
05
PHILOSOPHY We believe in what nature has to offer. And it should be kept that way: we say no to food engineering. Only the most natural ingredients provide the best and most delicate taste experience (what’s wrong with expiry dates?). We do our best to offer organic options – specific to a country’s agricultural legislation. We love hiking and experiencing nature with all our senses (yes, we are Swiss…). And we want to keep it that way. Hence, the environment is very important to us. We only source food from suppliers who share our commitment to protecting the environment. We love meeting with our trusted suppliers – the local farmers, who raise their animals and crops in a natural environment.
06
BUSINESS MODEL not guilty’s core competence is the order-made process of tossing together fresh ingredients for salads, sandwiches and coffees. Our business model is based on standardized, simple processes and a unique set of incredibly tasty products in conjunction with our philosophy. not guilty has all that is needed for a fast growing business. On a more emotional level the inspiring brand story of “a little heaven on earth� is encouraging customers to live the life they aspire to. Thus, not guilty is more than just a great source for healthy, wholesome food.
07
SUCCESS DRIVERS – Strong brand story – Wonderful philosophy – Breakfast/Lunch/Dinner offerings – Multipliable business model – Highest growth potential – Restaurant chain industry specific cost advantages
08
TARGET AUDIENCE Different times of the day are associated with different customer needs: in the morning and over lunch hour the main focus is a quick snack or meal. The target audience is time sensitive business people who are looking for something quick and healthy to grab. In the off hours (between breakfast or between lunch and the evening) not guilty offers a casual environment to just relax, meet friends or read a book. It is not guilty’s USP to act as hinge between the north american coffee house and the fast-casual restaurant. Different customer groups have varying needs throughout the day. However, they all love the genuine philosophy and enjoy not guilty’s branded environment.
09
10
11
MANAGEMENT The company has been successfully launched, run and made multipliable by: FOUNDER & CEO ROLAND WEHRLE
(1973, MBA University of St. Gallen) successful creation and launch of the business concept. PARTNER & COO GEORG LANG
(1977, dipl. Hotelier Restaurateur HF/SHL), several years experience as in food & beverage management nationally and internationally.
12
COMPANY not guilty began operating in late 2007 in the business district of Zürich Neu Oerlikon, Switzerland. The pilot store began as a 185 sqm (2’000 sqft) space. Over the past two years, the business model has been carefully fine-tuned. The second store opened in the summer of 2010. After a very successful launch, not guilty is now ready for rapid international expansion.
13
14
15
LOCATION REQUIREMENTS WALK-IN-CUSTOMER NEIGHBOURHOOD During all day times high potential of walk-in-customers in conjunction with office environment.
VISIBILITY High visibility location. Outside seating a plus.
SPACE REQUIREMENT Ground Floor, 150 – 250 m2 (1’500 – 3’000 sqft)
ADVANTAGES FOR LANDLORDS Modern and innovative restaurant concept generating long-term value for building. Target audience with above average income levels Professional tenant Low smell emissions
16
EXPANSION not guilty is a trend-setting, friendly, unique food concept with very high growth potential in Switzerland and abroad. The business model is tested, processes are nailed down and major flaws have been eliminated in the last 4 years. All locations are earning good 2-digit EBITDA figures.
Get ready for a handful of goodness Only the good stuff makes it into our new skinny muffins. By good, we mean simple, down to earth ingredients like 100% natural Swiss milk, happy eggs, organic flour and your choice of coconut chocolate chip, double chocolate, or raspberry. No need to stop at one – when they’re skinny!
.00 combo - $3with Sunshine skin a daydreamer. ny muffin Combine a e in heaven! It’s a match mad
17
Our contact information Would you like to meet us and learn more about not guilty and its expansion plans? We are looking forward to hearing from you:
not guilty Management GmbH Roland Wehrle Elias-Canetti-Strasse 7 8050 Z端rich, Switzerland
EMAIL:
roland@notguilty.ch
PHONE:
+ 41 (0)44 310 15 35
MOBILE:
+ 41 (0)76 316 02 37
WWW.NOTGUILTY.CH
18
044 310 15 35 FAX 044 310 15 36 WWW.NOTGUILTY.CH not guilty Management GmbH, Elias-Canetti Strasse 7, 8050 Z端rich, Switzerland PHONE