You are our next success story . . . . . . . . . . . . . . . 1

Our alma mater, our roots . . . . . . . . . . . . . . . . . . . 2

• Mission statement

• Vision

• Values

About Dixy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

• Our beginnings

• Dixy today

The Dixy franchise rationale . . . . . . . . . . . . . . . . . . 5

Your return on investment . . . . . . . . . . . . . . . . . . . 8

• Assessment of capital requirements

• Profitability and ongoing costs

Some success stories . . . . . . . . . . . . . . . . . . . . . . . 9

Our future and yours . . . . . . . . . . . . . . . . . . . . . . . 11

The steps to success . . . . . . . . . . . . . . . . . . . . . . . . 12

What we look for . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Frequently asked questions . . . . . . . . . . . . . . . . . . 14

Next steps for you . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Contents

©20

05

Dix

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1

Itwas the dream of two seasoned businessmen;their vision simply being to bring the best

eating experience to all and create a uniquebusiness model that reaped profits for those whoran it. Thus the ‘Dixy Chicken’ brand was bornand, with it, a business potential for individualswith a desire to embrace success.

Over the last twenty years, Dixy Chicken hasbecome synonymous with quality and efficiency,unmatched by any other brand. The Dixy brandhas epitomised customer loyalty and the rest ishistory. In a short span of time, Dixy has addedto its credit millions of satisfied customers and arapidly growing number of satisfied andsuccessful franchisees. The fast food industrytoday is showing continuous growth and a Dixyfranchise has now become a lucrative business

option in the industry, giving a premium returnon investment.

What is it that really makes entrepreneurs like youwant to start a Dixy franchise? The answer to thisis reward, continuous support and value formoney. The credibility of a Dixy franchise hasbeen strengthened due to the fact that it strivesto flourish your business and ensures youoptimum return on your investment.

The Dixy Head Office supports you in setting upthe business through to its smooth running. Everyproduct sold under the Dixy brand, be it thefranchise we sell you or the fast food you sell toyour customers, is great value for money. This isprecisely what makes us a fast growing chainin Europe.

At Dixy Chicken, our dreams are yours to share.Our vision and a dynamic and experiencedmanagement team have put us on the globalmap. We are a brand our franchise holders takepride in being associated with, and we take pridein their triumphant stories! We have backed, andseen, our associates work their way to successand fortune.

Our support and your commitment can lead to aproven reward-earning business option…a DixyChicken franchise.

It’s time we begin writing yoursuccess story …

You are our next success story

Our beginnings

About Dixy

3

Our alma mater, our roots

2

Mission statement

Our vision is to become the

world’s leading brand in fast food,

bringing great value food to food

lovers from all communities, the

world over.

In addition to providing superior

service and quality to our

customers, we offer excellent

growth opportunities to

franchisees and employees alike.

Our environmentally friendly

policies and community support

initiatives also ensure that we

make a wider contribution to

society.

Vision

• To establish a world class brand• To be the leading and fastest growing

fast food chain in Europe and Asia• To be synonymous with quality and

profitability• To bring innovative products and business

models to customers and franchisees,respectively, across the globe

Values

To invest in people, technology and ethicalbusiness practices in order to ensure acceleratedand organic growth with unparalleled commitmentto quality, efficiency, customer service and thecommunity.

Dixy Journey 1986-to date: Dixy chicken has been trading since 1986; it was founded by two very accustomed businessmen who had a foresight for a Chicken brand which could cater for the diversified population of UK. Dixy was an instant success & soon there were over 50 branches of Dixy in UK alone.

In 2008 Dixy was taken over by Church’s Chicken which is a successful Chicken Brand since 1952 with over 1500 restaurants, two different brand names and franchises in four continents. Church’s Chicken planned to convert all operating Dixy Stores into Texas Chicken (Church’s Chicken Brand in UK) but Mr Shakeel Arshad the present Owner of Dixy saw a lot more potential in Dixy Brand itself and took over Dixy in late 2008 to make Dixy a Global Brand.

Mr Shakeel Arshad (The owner & Managing Director) has a strong business andcommercial sense, enabling to provide excellent guidance to franchisees for the set up of successful franchise. His commitment to constantly work with the franchises to improve their business is a quality that we have now adapted as our core philosophy.

Mr Shakeel’s business acumen and vision have lead Dixy to a thriving path.

An impeccable aspect of our business successis the number of applications we receive from

interested franchise entrepreneurs. Acceleratedgrowth and a quick return on investment havebeen the key factors driving the Dixy name toevery prospective businessman’s mind. Theattraction of opting for a Dixy franchise lies in thefact that Dixy management goes the extra mile tosupport the franchisee, equip him with the tricksof the trade and ensure he has a smoothlyrunning business to reach soaring heights.

Considerations when choosing aDixy franchise include:

You have three options when considering afranchise. You can open a Dixy Express outlet (at least 700ft2 /65m2), a bigger restaurant (at least 1500ft2 /140m2, that would essentiallyhave some seating and restaurant ambience) ortake over an existing Dixy franchise.

With Dixy’s increasing popularity and growth,investors and prospective franchisees realise theimportance of pre-determining locations forfuture business. At Dixy, we call this ‘securingyour territory’. This enables you to select andreserve prime and strategic locations for yourDixy franchise.

Dixy has dedicated departments for franchiseesupport. We take it upon ourselves to provideyou with expert advice and strategic plans toensure a thriving business.

The Dixy franchise rationale

5

We take it upon

ourselves to provide you

with expert advice and

strategic plans to ensure a

thriving business.

Dixy today

Dixy Chicken has been highly instrumental inintroducing the Halal meat concept in the fastfood sector, across the UK. In our desire tomaintain the highest Halal standards, we havesourced only reputable suppliers to ensure thatthey do not engage in cruel or unethical practicestowards the poultry. All our franchisees purchaseHalal meat from these suppliers and there iscontinuous quality monitoring to ensureadherence to the highest standards.

At Dixy, we have something to stimulate everytaste bud! We are known for our variety and thehealthy options on our menu. As well as servingjuicy, tender, crispy coated chicken, our menualso offers grilled chicken, a variety of freshsalads, deserts, and other side dishes.

All Dixy staff undergo rigorous training andreviews before facing customers, to ensurequality customer interaction and service. HeadOffice runs a training centre and is deeplyinvolved in introducing the best operations andservice practices across all the franchises.

All Dixy products are prepared according to setquality standards. Surprise inspections andthorough guidance from the field managers haveenabled us to maintain the supreme quality of allour products. The consistency in the quality ofour products makes them popular and highlysought-after.

At present, we have Dixy Express outlets thatprovide take away services, and bigger DixyRestaurants, for eating in. Our restaurants are set up at strategic locations such as cinemas,shopping malls and city centres, to name a few.Our outlets are frequented by young groups andfamilies through to business executives and party planners.

With its restaurants, Dixy is entering into anearmarked league of popular fast food chains.These restaurants are set to create a niche in thefast food restaurant market. It’s a new ‘quality-conscious, healthy fast food culture’ that Dixy’ssuccess is moulding.

… About Dixy (continued)

4

Additional Support

• Franchisee partnering sessions: Regularfranchisee partnering sessions are conductedat Head Office where management and thefranchisee discuss operational issues and otherfactors affecting the business.

• Accounts and audits: Although individualfranchisees are required to maintain their ownaccounts and tax payments, we do provideassistance and also help you obtain theservices of a reputed chartered accountant toensure all regulatory requirements are met.

• Marketing and communications: Head Officesupports you with campaigns, to promote youroutlet and its products. National advertisingand public relations campaigns have beenplanned to benefit the Dixy brand, and therebyyour outlet. At the local level, you can planpromotional material and ideas and implementthem with prior approval from Head Office.

• Regular business advice: At any time, you canmake an appointment with the managementteam to seek his advice and suggestions onvarious aspects of running your business.Management experts come together to provideyou with solutions for problems and queriesand to review further growth plans.

Once you are associated with the Dixy brand, wework towards success together, bringing in all ourresources, experience and suggestions to makeyou our next satisfied and successful franchisee.

… The Dixy franchise rationale (continued)

7

Our franchisee support divisionsupports you at every stage:

Pre set-up support

• Location selection: Where you set up youroutlet is crucial to the growth rate andpopularity of your business. Our experts willtherefore study the location game for you,analyse the regional performance variationsand suggest the most lucrative options.

• Finance: We will strive to help you realise yourdream. Since the financial history andrequirements of no two individuals are thesame, we cater for this on a case-to-casebasis. Our strong network and credibility in theindustry will assist you when we introduce youto a reputable broker to take you through theprocess of acquiring the required funds.

• Set-up: We assist you in setting up the entireoutlet. This includes acquiring the equipment,refurbishing the interiors, maintaining brandidentity and the initial marketing and launch of the outlet.

Initial and Ongoing Operations Support

• Initial operations: We assist you soon afterthe launch of the outlet to make certain thatyou do not face any operational difficulties. Anexperienced field manager from Head Office isappointed to supervise the staff and theproduct preparation methods in the outlet. Wealso provide you with any required technical ormarketing support. Our aim is to hand you anefficiently running, hassle-free business.

• Staff training: A dedicated training centre hasbeen set up by Head Office to provide foodhygiene and customer relations training to allstaff members, equipping them to adhere tothe quality and service standards, set by Dixy.

• Quality control: We are committed tomaintaining premium quality standards for allour products and services. Benchmarkedproduct quality and services are maintainedthrough regular quality tests, hygiene tests andmask test, where a third party employed byHead Office poses as a customer, without theknowledge of counter staff, to ensure customerservice and relationship management.

… The Dixy franchise rationale (continued)

6

We take pride in introducing

to you, entrepreneurs who have

added new facets to the Dixy

brand …

Abby

I worked with Morrisons superstore and, although I was doing extremely well atwork, I aspired to run my own business one day.A business, where I would be in charge and putmy skills and understanding to work for myself.Around the same time, I read an article aboutDixy franchises in a magazine. I took almost sixmonths to do my research, and after havingstudied the industry, the competitors and thedemands in the market, I was convinced that Dixywas the right choice. This has indeed proved tobe true! I started a Dixy franchise in February2004, and in a short span of 7-8 months I havebeen able to expand my business from onefranchise to three franchises. This has beenpossible due to constant support and guidancefrom the team at Head Office. Their support hashelped me realise the optimum potential of myinvestment. For someone who wants to startbusiness with a good brand name, a veryprofessional organisation and a very health andhygiene led business emphasis, Dixy is the bestchoice. You must bear in mind that the mostimportant consideration for setting up a franchiseis the location, this is key to the success of thisbusiness and, of course, nothing can replace thecommitment and passion that come straight fromthe heart.

Shafiq

I have been closely associated with the fastfood business for around 22 years. Being apoultry wholesaler, I have observed operations atleading fast food and take away chains. When Idecided to step into the franchise business, thechoice and competition in the industry wereimmense. But in terms of product quality andpersonalised guidance and support to set up afranchise, no one could really meet the Dixybenchmark. I got immense support from the teamat Head Office and their guidance was extendedin many areas making setting up a new venture amore positive experience for me. Today, I am theMaster Franchisee in Pakistan and my franchise inBirmingham is a profitable business and I am nowlooking to develop it further. The good image thatDixy enjoys in society and the fact that it shares,and in many ways surpasses, the standards ofother leading players in the industry, are primereasons why Dixy is now turning into a preferredchoice. The one thing I can say for sure is that ifyou have half a mind of getting into the franchisebusiness and you do not opt for a Dixy franchise,you are missing out on something! It’s a ventureyou will live through, not survive through.

Some success stories

9

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“Assessment of capitalrequi rements

Your return on investment

8

A typical restaurant requires about £75,000 for equipment and shop fitting, In addition to above there are other costs like franchise fee, solicitor’s fee, property acquisition, gas connections etc.

The total cost including a franchise fee of £12,500+VAT is about £110,000 for an average shop.

The cost varies depending on the number offactors from size of the shop to location. Hence the approximate cost can be provided at the initial meeting.

Franchise Fee & Royalties:

The franchisee fee is £12,500+VAT and royaltyfee is 4% of the turnover.

With our vision set clearly on businessexpansion, we strive to increase our global

presence two-fold and continue building thestrong brand you would want to be associatedwith. We will continue to build opportunities inthe growing Halal and mainstream market, in theUK and the rest of the world.

A dedicated international business developmentteam constantly tracks and studies lucrativemarkets in order to expand and strengthen ourbusiness. The team whets the scope for thegrowth of the business from a franchise point ofview, estimating the market life cycle and thepotential for the Dixy brand in that perspective.The demands and requirements of these marketsare also studied and thus customised menus andmarketing strategies are developed for eachmarket. We understand markets locally and alsocreate a competitive advantage for our franchisebusiness model.

Our corporate philosophy and work

ethos have been the stepping stones

to our performance. Our relationships

with our associates have been the

inherent strength we have nurtured

and always held in high regard.

Our future and yours

11

Amir

It’s amazing when I think back on my movefrom the world of advertising to the franchisebusiness. While I was pursuing my advertisingdreams with a well-known agency in the U.S. myfather asked me to join the family business. Itwas growing and becoming more challenging bythe day. We had a couple of Dixy franchiseswhere my father had put in years of passion andbusiness knowledge. For me, it was aconsideration very close to my heart for I havealways valued and nurtured family acceptanceand ties more than anything else. I moved to ourDixy franchise business to work with my father,and my experiences so far will be cherished for alifetime. It is so vital to bring in goodmanagement skills, good staff and businesstactics to run a successful venture. Fortunately,the right team and immense dedication andcommitment from our end saw us break-even inthe initial years of setting up the business. Inthree years, we have set up four Dixy franchisesand each one is a profit making venture. Thecurrent team at Dixy has helped me sustain mybusiness and have provided valuable guidanceand support, whenever required. Immense familysupport, dedication, motivating suppliers and theteam at Dixy have been instrumental in mysuccess. It’s work I always look forward to andam passionate about.

… Some success stories (continued)

10

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At present, we have over 100 restaurants all over the world, which covers Europe, Asia and Middle East. Dixy Franchise model is gaining momentum and fast becoming a business to reckon with. Dixy soon plans to enter American and African market.

At Dixy, each application form is carefullyreviewed to ensure that we bring on board

like-minded and allegiance-driven individuals whostrive to succeed. People are at the core of ourbusiness and we therefore give due considerationto their backgrounds, previous work areas, thelevel of expertise and the urge to translate thebusiness into a success story. Whilst strongentrepreneurial skills and a thorough grasp ofbusiness tactics are extremely essential, we alsosupport individuals who have in them thepotential to take up the business challenge andmove ahead, equipped with a new learningprocess, backed by Head Office. At Dixy, anyonewho strives for quality, innovation, rewardingreturns and strong growth across continents iswelcome to write their success stories.

What we look for

13

Obtaining a Dixy franchise is a very organisedand simple process. Just follow our guide to

signing a franchise agreement, as detailed below.At any stage, should you feel the need to discussor further enquire about the process, please donot hesitate to contact our FranchisingDepartment at Head Office.

Just six steps…

Franchise enquiry: The franchise brochure andan application form will be sent to you once youhave expressed interest in a Dixy Franchise.

Initial meeting: We will discuss with you, indetail, the location options and a breakdown ofcosts. This will give you a fair understanding ofthe requirements of the business and give us agrasp of your business plan.

Site approval: Once site approval has beenobtained, we will send you a confirmation letterand request another meeting at Head Office tofinalise matters.

Franchise agreement: At the meeting at HeadOffice, we will proceed to sign the franchiseagreements to make the status of the franchiseapplication official. A pre-requisite to signing thefranchise agreement will be the successful receiptof the licence fee.

Setting up your Dixy franchise: We willconduct a shop survey and then Head Office willset out a plan to commence work as soon as theinvestment balance has been received. We willthen begin work to set up your Dixy franchise(which will take approximately six to eightweeks) and support you to induct staff and trainthem. With all the technology and functionalaspects carefully thought through andimplemented by us, you will be well positionedfor a smooth beginning.

These are the six easy steps to set up a Dixyfranchise. What remains remarkable about theinitial setting up process is the kind of supportand advice that you will receive from Head Office.Where most people are anxious aboutincorporating the right balance of operational,financial and marketing levels to their business, aDixy franchisee will be provided with tailor-madesolutions and tactics to run a successful business.The section on the Dixy franchise rationaleexplains what kind of support you can expectfrom Head Office, at all times.

The steps to success

12

Application form review: Once we receive your completed application form, we will proceed to review your application. We will then contact you to let you know the outcome of our review and, if your application is successful, arrange a suitable time and date for a meeting.

Frequently asked questions

14

Please send your completed application form to:

We thank you for your interest in Dixy Chicken.

Next steps for you

Q: What do I get for my Investment?A: You'll get a chance to run your own business; your initial investment will cover your shop

fitting, equipment hiring & franchise fee.

Q: How much do I pay as Royalty fee?A: The Royalty fee is fixed 4% of the turn over.

Q: Can I open more than one franchise?A: Yes, we have franchisees successfully running more than one Dixy Resturant.

The opening of your second Restaurant depends on how successfully you run the first one.

Q: Can I use my own equipment?A: It depends on the suitability of the equipment for Dixy brand; our technical team can access

the suitability after the initial meeting.

Q: What support do I get from Dixy Head Office?A: Our franchise Support team supports you at every stage, from pre start up stage

(location & property accusation, finance & shop fitting) to on going support with regularbusiness advice, quality control, staff training & marketing.

THE FRANCHISING DEPARTMENT Dixy Chicken Regus,Unit 3b Springfield Court, Summerfield Road, Bolton, BL3 2NT

Telephone: 01204 370553

E-mail: franchise@dixychicken.com

www.dixychicken.com

Dixy Chicken Regus, Unit 3b Springfield Court, Summerfield Road, Bolton, BL3 2NT

Telephone: 01204 370553

Email: franchise@dixychicken.com

www.dixychicken.com