Healthy Grill USA Inc.. is a California established S Corporation with the expectation of rapid expansion to bring a solution to the Food Service industry. The goal is start a specific and unique healthy food concept providing high quality grilled meals free of “Benzopyrenes� for affordable prices. The purpose of this presentation is to introduce the generics of the Healthy Grill USA innovative project and its uniqueness. It will also explain to potential investors how Healthy Grill USA can reach a privileged position in the food service market.
There are several food service projects launched during the last few years providing healthy food options but none of them offer a solution to the Grilled Food health issues. Launching the structure of a future Quick Service Food chain focused on providing healthy grilled meals at affordable prices will allow Healthy Grill USA to work on a future franchise concept. It will create conditions for a more comprehensive and easy expansion so that it can provide Healthy Grilled food to a wider range of the population.
Grilling is often presented as a healthy alternative to cooking with oil, because grilled foods can be lower in saturated fat although other problems can occur that are forgotten or ignored.
Grilled food cooked under any conventional method its filled of Cancer-Causing Carcinogens – “Benzopyrenes “– related with several cancer diseases Between various Cancer research organizations that have been dedicated special attention to the problem of carcinogens producing by the act of grilling, the American Institute of Cancer Research (AICR), after analyzing over 7,000 studies, concluded that grilling any meat, including chicken and fish, using any of the regular grilling systems, produces Cancer-Causing Carcinogens. This is an alarming fact that serves more recognition. This is also why AICR is urging everyone to rethink the pastime of the traditional methods of using a backyard grill or barbecue including Restaurants char-broilers systems. Proper food preparation – Specific marinades developed to prepare the food to fight carcinogens. •The correct marinating to reduce the formation of some compounds •The use of high-quality products •Using side dishes and drinks rich in antioxidants - can neutralize some of the toxins. The right grill method - The grill method Healthy Grill has developed eliminates the production of “Bezopyrenes” while maintaining the food nutrients, keeping them rich and succulent with excellent natural flavors.
The movement towards an overall healthful, wholesome consciousness through nutritional awareness and dietary change has been growing and developing for the last seven years . According to the American Restaurant Association the market demand for healthy eating options at restaurants or even through catering is expected to keep growing in the coming years. • • • •
Consumers will spend a greater proportion of their food dollar away from home. Independent operators and entrepreneurs will be the main source of new food service business concepts. Nutritional concerns will be critical at all types of food service operations where food cooking methods and flavors will be important. Environmental and health concerns will receive increased attention.
The “Food 2020: The Consumer as CEO” study examined the perceptions, expectations and considerations about food among consumers and sought to provide an outlook on the food industry by the year 2020. At least half of the 1,000 consumers surveyed say they want more consumer involvement in the use of ingredients and additives; the source of ingredients and the treatment of animals; nutritional content; and who should be responsible for food safety and quality. 53% would like restaurants to offer healthier foods.
San Francisco - Financial District Considered one of the most important neighborhoods of a city that is ranked as one of the higher Health conscious and Environmentally aware population, Financial District provides employment opportunities for more than 280,000 city and Bay Area residents. 60% of the Financial District daily population eat in nearby restaurants or order food to their work places for three main reasons: eliminate long waits for a seat in a restaurant, optimize the short time they have to eat or reduce costs. Grill and steakhouse restaurants serve around 300 meals on a daily basis with $30 average ticket while Quick Service food places have considerable higher sales but ticket values between $12 and $17. Besides high sales potential, Healthy Grill USA understands the importance of word of mouth marketing in this district. Since most of the working population in this district commutes in, this will help to open other markets in the Bay Area with special focuses in Marin and the Silicon Valley. Marin and the Silicon Valley These two specific markets are ideal for the consolidation of the Healthy Grill brand due to their Health consciousness and Environmental awareness concerns including length of life, quality of life, health behaviors, access to health care, socioeconomic factors and physical environment.
Marin continues its reign as the healthiest county in California
The Healthy Grill USA project is based on three concepts. However the Startup project will target the Quick Service Stores concept. The long-term goal is launch all three concepts nationwide with the same flag.
• HEALTHY GRILL / Small Quick Service Stores - Small stores located in residential and/or commercial neighborhoods providing affordable healthy grilled meals including take-out and in specific areas doing delivery. • HEALTHY GRILL / Grill booths - Small booths located inside specific Grocery Stores that are engaged with the same goals. • HEALTHY GRILL / Mobile Grill Stores - catering/delivery - Adapted to the Food Truck concept it will be focused in street food, sport and cultural events as well providing catering for Corporation events, and other specific requests. During specific week days any of the mobile stores will be located in specific regions with high company offices and residential density. The creation of these three different concepts consists in targeting different consumer markets and at the same time allowing any social class to be able to buy a healthy grilled meal. Quick Service Store models will work under a similar "Fast-Food" operational system concept. The customer will order the meal of his choice at the counter and will receive it delivered in less than two minutes. Each store will be between 350 and 400 sq. feet. Maintaining this operational concept Healthy Grill USA will be able to provide a very affordable healthy grilled meal in order to satisfy any customer demand.
Due to the HEALTHY GRILL USA project characteristics there is no direct competition. However, there are several food businesses serving grilled food. Clearly, our biggest competitive edge is the unique quality of our food. This is achieved by our food preparation and cooking methods. Another area will be our customer service experience and the approach that our teams will bring. Our cheerful, unassuming and good-natured approach to all of our customers will be highly appreciated. Our recipes will be healthy, juicy and delicious. Portions will be served in order to satisfy our customers and provide a healthy balanced diet developed by our nutritionist team. There are several major ways in which we will create an advantage over similar food service concepts; •
Product identity, quality, and novelty
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High concerns about what to serve to our customers
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Innovation and the right healthy alternative for the food service options
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Unique concepts on the food service industry in US in special Quick Service.
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Affordable Prices for Healthy Grilled meals.
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Ability to produce large amounts of delicious grilled food with a rapid turnaround time
This analysis is one of the evaluation tools that helped us define some details and understand the potential of our project and its environment. • • • • • • • • • • • • • • • • • • •
Unique in the healthy grill concept and no direct competitor Environmentally friendly grilling using clean fuel sources Healthy, Benzopyrenes-free (carcinogens-free) food Innovative grilling concept Our approach to grilling maintains the natural flavors and most of its minerals No smoke or polluted gases produced The future of Grilling High-quality products Certified suppliers Faster than any traditional concept used by the pretentious competitors Competitive prices lower than similar levels of service and product Great and varied menu items available Affordable Prices Well-trained staff Location! Location! Location! Very Focused on Health Management/Staff Socially responsible company (i.e. Job opportunities for special needs people) Developer know-how and experience with the Healthy Grill System
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Committed to the environment New concept without direct competitors Engaged and tracking health trends High demand for healthy food services Market segment is poised for rapid grow Excellent timing for healthy grilling Potential to expand and franchise
New and unknown on the market Recent Branded image Too focused (specific kind of food) The regular customer love for smoky food • • • • •
Copycat competitors will try to leverage off our concept or service High-quality product costs Buying power of established business Susceptible to rising costs on beef, fish, and dairy products Economic Slowdown
Location, as in any business, is a key factor in the food business profitability. How much you earn depends not only on what neighborhood in your city are you in, but also on how well you maximize foot traffic opportunities. Being part of “Healthy Food service providers’ wave” is an important factor for great media exposure. Healthy Grill USA intends to send packets of information to local offices since these locations will be in high demand for our type of food. Healthy Grill USA will maintain a website that showcases the stores, the Company’s menu, information about potential catering, and other relevant contact information. This website will be listed on major search engines such as Google, Yahoo, and Bing according to our marketing strategy. Highly visible signage will focus on the special characteristics of our concept and what we are bringing to the food service industry in order to contribute to the improvement of people’s lives at affordable prices. Healthy Grill USA will envision partnerships with national associations focused on the study and development of solutions to fight cancer and cardiovascular diseases by allocating grants based on the company's revenues. Besides the engagement Healthy Grill USA has in order to bring a solution that will benefit consumers and share part of our success with non-profit organizations it also will help to reach some audience and Media exposure. According to the project specific characteristics we believe to be certified as the first “Healthy Grill project” in the food service market.
Healthy Grill USA Inc. has assembled an experienced Management Team: Project Developer / Manager partner - Nuno Silvestre, more than 10 years of experience in the food service industry and with Bachelor in Bank Management. President - Lee Sanders, graduated with a Bachelor of Science in Business Management. Operational Manager - Jaime Marรงalo, 25 years of experience in the food service industry.
During the research and development stage Healthy Grill USA has invested $160,000 and now is looking to raise $500,000 through Equity Funding and/or Debt Funding to launch the project in the market • • • • •
Equipment (Preparation, production, control and furniture) Construction and store decoration Training Licensing Working capital for the first 2 months
Long-term debt payment is a key feature of the Company's financial plan. We expect to break even within a 20 month time period following the introduction of our service. Financial predictions suggest a minimum 150% percent return on investment by the conclusion of the financing period. For a Debt. Funding Investment, we consider a payment up to 1 1/2 times the investment amount by the end of the 3rd year.
After launch and consolidate the franchise concept several other exit strategies will be considered includig the IPO opportunity since Healthy Grill USA is confident about the : • • • •
High growth prospects Innovative product or service Competitive in industry Able to meet financial audit requirements
Healthy Grill USA Inc. 706 Racquet Club Circ. Rohnert Park, CA 94928 United States of America 1-707-480-3964 info@healthygrillusa.com