1

Portofino Management Groupfor

THE ITALIAN FOOD COURT

2

CONTENTS

◦ INTRODUCTION

◦ THE COMPANIES: The Key Players

◦ THE PROPOSAL

◦ THE DESIGN AND COMMUNICATION

◦ CONCLUSION

3

INTRODUCTION

Today food is the New Entertainment and has become a real destination in recent years.

Bloomingdale's, which has always been a pioneer in identifying new trends of the market,

is keen to put this business in its largest store in NYC. Portofino Management Group was

created with the aim to create a tailored plan to meet the needs of Bloomingdale's. PMG

has been created by different people with different experiences but with a common

background in the restaurant field.

PMG wants to be the right mix between italina imagination and creativity and anglo-saxon

management to create a format really Italian but with a management businessoriented

business.

PMG will be a company incorporated in the U.S. with the intention to act as a single

trading partner, financial and legal framework to Bloomingdale's, assuming full

responsibility for managing the project.

4

THE COMPANIES

THE KEY PLAYERS IN THE PROJECT

◦ MIGECA SPA

◦ MK GLOBAL HOSPITALITY GROUP

◦ REMINGTON BUSINEES GROUP

◦ NAVARRO GROUP

5

THE COMPANIES

MIGECA SPA

Migeca SPA was founded in 2005 with the mission to create and manage Italian food –

made in Italy – in the world. The first brand that has been created was ca’puccino

www.ca-puccino.it. To date Migeca has worked with some of the most important retailers

in Europe and around the world (Harrods, Westfield, Mcarthurglen, Value & Retail, Neinver,

la Rinascente, Percassi Group, Printemps, El Corte Inglés, Tauman) with the aim to

develop its brands internationally.

Migeca consists of three companies that invest in and directly manage their business:

6

THE COMPANIES

MIGECA SPA

Micro Srl : a Moncalvo family company operating in the Mass Market field since 1963 to

date, with a total revenue of € 30 million, 270 employees

Sogegross: is the Gattiglia family company operating in the Mass Market field since 1940

to date, with a turnover of € 630 million, 200 stores, 2.500 employees www.sogegross.it

Villasparina Group: is the Moccagatta family company operating in the wine sector since

1964 and since 2005 in the hotellerie and restaurant field

7

THE COMPANIES

The CEO

Mr. Giacomo Moncalvo is the CEO and founder of Migeca SPA. His experience in the

restaurant business began in 2000 with the founding Mibar Srl which opened eight stores

by experience in all branches of the restaurant. In 2005 was founded Migeca and in March

2006 was inaugurated the first store Ca’ puccino. To date,Ca 'Puccino has nine stores which

are directly managed stores and six in upcoming opening.

MIGECA SPA

8

THE COMPANIES

The Stores of Ca’puccino:

2006 Barberino – Florence Mcarthurglen group

2006 Castel Romano - Rome Mcarthurglen group

2007 Serravalle S. - Alessandria Mcarthurglen group

2008 London – United Kingdom (Harrod’s)

2008 Genova – (la Rinascente)

2008 Fidenza – Parma (Value Retail)

2009Londra – United Kingdom (at the Westfileld shopping centre)

2010Castel Guelfo – Bologna (Neinver)

9

THE COMPANIES

Ca’puccino will soon open:

2011 Londra King’s Road

2011 Agira - Enna (Gruppo Percassi)

2011 Valmontone – Roma (Fashion District)

2011 Londra confidential negotiation

2012 Milan Portanuova project

2012 Milan in town

10

THE COMPANIES

MK GLOBAL HOSPITALITY GROUP

The company based in Boston provides clients with a 360 degree consultancy

servicecovering all hotel, restaurant, food retail and service based businesses. MK

Global Hospitality Group has a strong global reach, offer extensive experience in both

established and emerging markets and provide an essential support network within

the industry. One of the goals of the firm is to work as an extension of the clients

business to develop its full potential in both brand and financial terms.

11

THE COMPANIES

MK GLOBAL HOSPITALITY GROUP

Working with established luxury brands and start-ups, the firm provides

the following services:

Asset Management: Owner Representation; Company Representation in the US;

CapEx Administration

General Advisory: Business Strategy; Brand Strategy; Negotiations

Development Management: Concept Development including Business Plan; Project

Implementation and Management

Operational Management Assistance: Operational Audits including Sales &

Marketing; Human Resources; and Security; Development of Operational Standards

and Manuals

12

THE COMPANIES

MK GLOBAL HOSPITALITY GROUP

The CEO

The CEO of the company, Mr. Matthias Kiehm has past senior management experiences

include:

• 14 years with Four Seasons Hotels and Resorts across numerous markets.

• Vice President of the Ritz Hotel Paris.

• Full operational and financial responsibility of the Harrods Food and Beverage operation

including 34 restaurants and the world-renown Harrods Food Hall.

 

13

THE COMPANIES

NAVARRO GROUP

The Navarro Group is a niche company with extensive knowledge and contacts in the

Italian food industry both on the manufacturing and food services side. The company

does not limit its role to consulting its clients but also takes a hands-on approach to

its projects whereupon the foreign entity can successfully work with any company in

Italy (not an easy task to do with no support) without becoming an Italian expert,

learning the language or being present in Italy many times.

14

THE COMPANIESNAVARRO GROUP

The firms provides the following services:

Introductions and management of local Italian contacts in the food industry

Organization of local groups that can offer a US based solution to a specific project or need such as

establishing an Italian oriented food court

Organization of investor groups to fund high potential projects involving Italian companies wishing to

operate in the US

Developing unique and creative solutions to US based needs requiring Italian companies for

execution

15

THE COMPANIESNAVARRO GROUP

The CEO

Mr. Aldo Navarro, the CEO of the company, has been doing business in Italy for over

fifty years and throughout the years has also launched a number of business

ventures and partnerships with local US entities and individuals. Based on this past

experience and knowledge of both markets Mr. Navarro will be a key player in

assuring the success of the business.

 

16

THE COMPANIES

REMINGTON BUSINESS GROUP

The focus of the company based in New Jersey is to assist smaller foreign

companies successfully do business in the USA. Our main expertise is assisting with

a foreign company's first line customer interface needs in the USA. This includes

functions such as pre-sales, demos, first line support, trade show/meeting

participation and follow-up and more.

17

THE COMPANIES REMINGTON BUSINESS GROUP

The CEO

18

THE DESIGN AND COMMUNICATION

Consistent with our decision to maintain an high quality level, we will choose only famous

designers for our project, such as:

Franco Costa www.costagroup.net one of the world’s foremost designers (and the

designer of Eataly) and member of the management and operations team

Monica Lupi one of the most international successful interior designer

Noodles Communication www.noodlescomunicazione.it : one of the best advertising and

communication italian agency with an extensive experience in the food industry

19

THE PROPOSAL

PMG would like to create at Bloomingdale's NYC the first real Italian Food Court.

For surfaces similar to those of Bloomigdale's there are two types of format:

- Food Hall (eg Eataly) that means a large supermarket where you can also enjoy with

snacks but whose core business is selling (70% sales-30% restaurant)

- Food Court (eg, 7th floor at la Rinascente Milan), a large square where you can find

different types of food and where the market includes only a few articles strongly

featured.

Both formats have been tested for several years and different experiences, the real

news is that as Eataly Food Hall has reinvented the Food Hall basing on the Italian style

of high quality, we want to create the first Italian Food Court with a high positioning in

the market.

20

THE PROPOSAL

This project is supported by the many contacts in Italy with the most important players

in the restaurant business.

We have chosen the model of Food Court for two specific reasons: first, because we

believe that people do not go to the grocery store on the sixth floor, they would find it

uncomfortable. Secondly because, to date, there isn’t a real food court in the world of

Italian high quality.

We wish to reiterate the concept that for the all the duration of the contract PMG will

manage Food Court.

21

CONCLUSION

Finally hoping to have raised interest and “hunger” in you we

will able to deliver the financially successful landmark culinary

experience we are proposing, towards the end of June.

Many thanks for your kind attention