HAM BUSINESS
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HAM
the
has its own
name,
ENRIQUE
TOMAS
ENRIQUE TOMAS, leader in the sale of Iberian Hams, is sure that his business concept is original, highly attractive for the consumer, profitable and necessary to fulfill current demand. Our product has an indisputable quality and a very attractive price. Our brand’s value is based on service and quality. We are very demanding with our franchisees to preserve this added value. In our catalogue ENRIQUE TOMAS very much emphasizes this: A sale ends when the CUSTOMER returns to buy If a prospective franchisee does not have the right profile, we will not be able to close the agreement for their sake, our good and the good of people who have joined this project.
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Preface My name is Enrique Tomås Ruiz, President of the ENRIQUE TOMAS Group. This document attempts to translate the company’s philosophy and spirit, as well as giving you the opportunity to open a franchise. We are a family-run business operating since 1982. In 2010 we started the approach that has led us to be the largest in our sector, and for this purpose we target two-way growth: through owner shops and franchises. The foundation of any business agreement is the following: A BUSINESS IS ONLY EVERYBODY PROFITS
GOOD
IF
Because of this we will only work together if we are both convinced that we will emerge winners.
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The following review, published in the journal ‘Expansión’ in December 2012 says: “I´m the world´s biggest expert in ham” and “can assure that what restricts going beyond is people“. That’s why I associate through franchising with other people. That’s the reason why I give you a part of my business.
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History Enrique began an unstoppable business career in 1982. His first business was a Deli shop in the market of Badalona (Barcelona). Enrique always knew that the key to success was in giving his customers just what they needed.
“My appettite is whetted just by looking at it. The iberian ham is the richest in the world.” Enrique Tomás
In 1990 he founded the company ENRIQUE TOMÁS S.L. The company’s philosophy aims are quality and service. On these two pillars business has grown exponentially. Here´s one of the most recurrent of Enrique’s phrases “Added value, that is what separates us from our competitors; it is the reason why customers always come back to buy our products“.
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The Shop ENRIQUE TOMAS has specialized in the sale of Iberian Ham: whole, hand-cut, vacuum-packed, tasting menu to eat in the shop, in sandwiches to take away... We are constantly inventing and introducing new ways to seduce customers. Ham is an affordable option for a healthy, quality and tasty meal. ENRIQUE TOMAS establishments offer two business in one:
• The shop area where we sale hams, sausages, cheeses, wines, champagnes and other delicatessen items, in all kinds of formats.
• A tasting area bar where people can eat all of our products available in the shop area at anytime.
Shops are set in convenient locations. Noteworthy is the professionalism of the staff, good price, high quality and excellent customer care. ENRIQUE TOMAS’ establishments offer a pleasant environment that invites consumers to enter. Its modern decoration contrasts with the traditional products that are sold.
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Training ENRIQUE TOMÁS has a training academy where all franchise staff are trained. A “ham-experts committee”, led by Tomas brothers, directs and oversees the training.
One of the strongest points of the company is the management of it’s staff: their ability to train and motivate employees in order to offer customer care excellence. The extraordinary enthusiasm our staff put into work is remarkable. That´s what makes a close relationship with frequent customers grow. The ENRIQUE TOMAS brand is a real guarantee, our commitment is for and with the customer. A sale ends when the customer returns to buy. 10
PRODUCT Spanish gastronomy is well known worldwide, especially for wine, cheese and Iberian products, with the ham as an outstanding product. The secret of the ENRIQUE TOMAS triumph consists of offering an excellent relationship between quality and price with these and other products.
IBERIAN HAM (ACORN FED)
IBERIAN HAM
RESERVED HAM
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IBERIAN CHORIZO (RED SPICY SAUSAGE)
IBERIAN SALCHICHON (WHITE SPICY SAUSAGE)
IBERIAN CURED LOIN
CURED CHEESE
GRATED HAM
SHEEP CHEESE
LONGANIZA DE PAYÉS (TRADITIONAL DRY SAUSAGE FROM CATALONIA)
SEMI-CURED CHEESE
FLIGHT PACK 12
Vacuum packaged delicatessen products earn prominence at ENRIQUE TOMAS because they are easier to consume. Consumers are encouraged to buy when they see advantages. One of the products in which we focus our attention is sliced ham. This service gives us the most profit. It´s so convenient for the customer that they are prepared to pay more for the service. The service is sold under the “NO TE CORTES” slogan which is translated as “Don’t cut yourself”.
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Statistics This data reflects the average turnover of establishments located in Barcelona at the end of 2012.
Shop Area
Bar Area
Shop Area
63,90%
NUM. CUSTOMERS
36,10%
Looking at the volume of customers who buy, 63,9% ate in the tasting bar. Only 36,1% just purchased in the shop area. When translated into Euros (turnover) the scale is offset. This is due to the average shop purchase being higher than that of the bar tasting
50,65%
INCOME
49,35%
Half of the income comes from sales in the shop area. The other income generator is the tasting area. Ham represents a strong percentage in purchases, it is frequently our customers’ first choice and our flagship product.
Bar Area
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CONCLUSION The ENRIQUE TOMAS business is profitable because we apply a million small things which we transfer to our franchisees and partners. That´s why teaming up with us makes sense.
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Our know-how focuses a) Product. Quality and fair price. Thus the client feels satisfaction and feels the price is justified so they will return b) Service. We enhance visitors senses and make them live a unique experience in our stores. We want them to fall in love with the environment. We design spaces for enjoyment and happiness, where gastronomic satisfaction is livened up with the best Spanish music.
JA
MO NE AN DO
Isabel Pantoja
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w w w. e n r i q u e t o m a s . c o m
+34 93 383 84 85
A FASHIONABLE SPANISH BRAND