chi-chi's franchise presentation
Post on 21-Oct-2014
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Discover our unique concept and do not hesitate to contact us.TRANSCRIPT
WELKOM
Our concept, your success !
Content
INTRODUCTION
TRENDS IN THE RESTAURANT INDUSTRY
The world of Chi-Chis Development status BeLux locations Overview
Competition in Europe
What does Casual dining mean? Strengths of Chi-Chis Our specialities Marketing actions Banquets & Catering Research & product development Training Site criteria
STRATEGY
Expansion strategy Market by Market Development plan
Support
FRANCHISE SUPPORT ORGANIZATION & STRUCTURE
The strengths Management structure
THE CONCEPT
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The world of Chi-Chis
UNITED STATES OF AMERICA
BELGIUM LUXEMBOURG
GERMANY
KUWAIT UNITED ARAB EMIRATES
INDONESIA
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The world of Chi-Chis
Europe North Africa
Asia
Our company is the Master Franchisor for Europe, North Africa and Asia.
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Development Status
Today To be opened in 2012
Belgium & Luxembourg 10
USA 28
Germany 1
Kuwait 1
Indonesia 1
Total 40
Belgium & Luxembourg 5
Morocco 1
China 1
Total 7
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BeLux locations
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Overview
Waterloo, Belgium Luxembourg Antwerp, Belgium
Wemmel, Belgium Brussels, Belgium Charleroi, Belgium
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Trends in the restaurant industry
Convenience
Affordable dining in comfortable surroundings
Internationalization
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 priorities for 21st century consumer
Enjoyable eating experience
High quality service
Fresh and healthy food
Creative convenience/extension of private living space
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Competition in Europe Casual Dining
Country Competitors Type
France Buffalo Grill American / Grill
Hippopotamus American / Grill
El Rancho Tex-Mex
Germany Enchilada Mexican
Maredo American / Grill
Blockhouse American / Grill
United Kingdom Chiquitos Mexican
TGI Fridays 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
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The Chi-Chis CONCEPT
Restaurant types
City center
Free standing unit
Services
Casual dining
Express
Take away
Delivery
Consumer types
Young adults
Families
Companies
Big parties
Banquets
UNIQUE SELLING POINTS
Product offer :
Margarita, Mojito, Fajita, Burrito, Ribeye
steak
Unique ambiance :
Dcor, Music, Friendly staff, Animations
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What does Casual Dining mean?
Different from traditional 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
Relaxing music, decoration & atmosphere
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Strengths of Chi-Chis
Unique Tex-Mex Grill concept in Europe, USA, Middle East and Asia
Dual product channel : grilled meat and Mexican
Reduces veto
Less dependent (anticyclic)
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-Chis specialities
The grilled items (Fajitas, Ribeye steaks, BBQ Ribs...)
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Chi-Chis specialities
Mexican food (Burritos, nachos, quesadillas,...)
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Chi-Chis specialities
Wraps
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Chi-Chis specialities
Giant American burgers
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Chi-Chis specialities
Margaritas & cocktails
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Marketing actions
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Marketing actions
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Marketing actions
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Banquets & Catering
We offer an original alternative to classical team meetings, incentives and group events. Dine-in or Catering possibilities.
We transform boring incentives into a sunny explosion of flavors by delivering our concept where the party stands
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Research & Product development
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Training
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Site criteria Chi-Chis concepts
Population Foottraffic Cartraffic Unemployment Income Trade-area Daily retail
City center location
50.000 15.000-35.000
na Not below 90% market average
A+ citycenter yes
Free standing unit
150.000 - 250.000
na 25.000 Not below 90% market average
A+ 20 min car drive time
yes
Take away -shop
25.000 15.000 Not below 90% market average
A+ suburban yes
Express Chi-Chi's
15.000 - 30.000
Not below 90% market average
A+ railways na
Leisure Terrace Surface m Rent Parking visibility Entrance
City center location
yes 40 seats 250-350 10% sales na medium good
Free standing unit
yes 80 seats 300-450 6% sales 60-80 high good
Take away -shop
yes 20seats 60-80 8% 6 high good
Express Chi-Chi's
na 8 stand-up
seats 60-80 8% na high open
Daily retail: grocery shops, supermarkets, hypermarkets, national and international brands
Leisure: primarily movie theaters, bowling places, video houses, disco's
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Expansion strategy Market by Market
1. Remodeling existing restaurant: 150.000 300.000
2. New restaurant : 250.000 350.000
3. Free standing unit : 650.000
2011-2012
Speed up development in Belgium and Luxembourg.
2012:
Start up expansion in Asia and focus in China
Start development in emerging markets with low labor cost (Morocco, Russia and other Eastern European countries)
2012 (second half):
Start up development North of France and South of Holland.
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Development plan
Only Europe has already a potential of more than 400 units
40 41 48 60
80
110 7
12
20
30
42
2011 2012 2013 2014 2015 2016
Existing units New units
Franchise support
Site finder
Architectural support
In depth training
Opening team
Standards of operations (manuals)
Marketing tool kit
Mystery customers & surveys
Consulting & coaching
Supply chain
THE STRENGTHS of Chi-Chis organization
In-depth knowledge of the restaurant business throughout Europe and USA.
Strong operational capabilities / hands-on management
Strong analytical capabilities
Experienced in managing high-labor countries
In-depth consumer insights regarding experience and food taste expectation
Management structure
Francis Leroy
53 yrs, C.E.O, Development & Franchise, 22 years with Tricon Restaurants International. [email protected]
Joachim Richling
51 yrs, Finance/M&A, Development & Franchise, 10 years international M&A, 6 years Pizza Hut Austria and founder of Pizza & Grill in Vienna. [email protected]
Ron Hannen
50 yrs, Development & Franchise, International retail experience for more than 15 years. Financial background. [email protected]
Walter Lavers
54 yrs, Development & Franchise, 25 years of experience in "Franchising. [email protected]
Nicolas Usuwiel
30 yrs, MBA in Marketing & Communication, 14 years in the restaurant industry. [email protected]
Romain Mehlen
33 yrs, BA in Business, 10 years in the restaurant & bar sector . [email protected]
An experienced team with impressive track records in their field.
Francis Leroy
Joachim Richling
Ron Hannen Walter Lavers Nicolas Usuwiel Romain Mehlen
Our concept is now in your hands