yellow chilli icpl corporate presentation november 2013
DESCRIPTION
TRANSCRIPT
October 2013
1
Cautionary Statement and Disclaimer
The views expressed here may contain information derived from publicly available sources that have not been independently verified. No representation or warranty is made as to the accuracy, completeness or reliability of this information. Any forward looking information in this presentation has been prepared on the basis of a number of assumptions which may prove to be incorrect. This presentation should not be relied upon as a recommendation or forecast by Indian Cookery Private Limited. This presentation may contain 'forward-looking statements‘ - that is, statements related to future, not past, events. In this context, forward-looking statements often address our expected future business and financial performance, and often contain words such as 'expects,’ 'anticipates,' 'intends,' 'plans,' 'believes,' 'seeks,' or 'will.' Forward - looking statements by their nature address matters that are, to different degrees, uncertain. For us, uncertainties arise from the behavior of financial markets and change in consumption patterns; from future integration of acquired businesses; and from numerous other matters of national, regional and global scale, including those of an environmental, climatic, natural, political, economic, business, competitive or regulatory nature. These uncertainties may cause our actual future results to be materially different than those expressed in our forward-looking statements. We do not undertake to update our forward-looking statements.
Cautionary Statement and Disclaimer
2
Cautionary Statement and Disclaimer The Company
Indian Cookery Private Limited is the brainchild of Master Chef Sanjeev Kapoor in collaboration with Better Value Brands
Dedicated to making a world-class dining experience more accessible in India with an international fusion
An experience for the global Indian with a qualitative developed palate, authentic ambience and an overall excellence in food & service
People meet and bond over food and we aim to make this experience memorable and recurring for our customers
3
Indian Cookery : a multi format global chain of
restaurants
4
We aim to build leading brands across multiple restaurant formats, targeting diverse market segments
JIMMY HU
Market Presence
5
Brand No. of restaurants
SIGNATURE 2
KHAZANA 5
SURA VIE 2
The Yellow Chilli 40
STIR CRAZY 2
Jimmy Hu 1
Total 52
Format No. of restaurants
Franchisee 46
JV 3
Company owned 3
Total 52
Opening shortly: 18 The Yellow Chilli, 1 Stir Crazy, 1 Khazana, 1 SURA VIE, 1 Signature and 1 Jimmy Hu
Market Presence
6
Presence in 29 cities in 15 states of India
Cities in Red indicate more than one restaurants
International presence No. of Restaurants
Bahrain 1
Bangladesh 1
Gabon 2
India 38
Jordan 1
Kuwait 1
Nepal 1
Qatar 1
UAE
Abu Dhabi 1
Dubai 4
USA 1
Total 52
Culinary skills – key ingredient for a successful restaurant
Strong Brand recall
Dynamic and Competent management team
Proven track record to grow multi fold and develop unique brands
Sound domain knowledge
Local area expertise
Training and Development support
Our Core Strengths
7
Cautionary Statement and Disclaimer Promoter: Chef Sanjeev Kapoor
The most celebrated face of Indian cuisine and winner of numerous culinary awards
Architect of an unique range of food products
Founder of 24x7 Food Channel- FOOD FOOD, in January 2011
Host of longest running show on Indian television in any category – KHANA KHAZANA
He is on the panel of Ministry of Tourism, Govt of India, and Singapore Airlines International Culinary Panel
Best selling author of over 140 books with 10 mn copies sold
He has taken the onus of improving/feeding school meals in remote villages and for children from weaker section of the society
His website www.sanjeev kapoor.com has 2 mn hits a day Sanjeev Kapoor’s Fan page on Facebook has 4,00,000 fans
8
Cautionary Statement and Disclaimer Sanjeev Kapoor’s FOOD FOOD
9
Sanjeev Kapoor’s FOOD FOOD channel is first of its kind in South East Asia segment
Gets the India’s best culinary talent that managed India’s finest hotel chains like Taj, Leela, Ramada, Oberoi and many more, under one umbrella – FOOD FOOD
Favorite channel in Delhi, Mumbai, UP and Gujarat
All the recipes are researched three times for Consistency, Quality and Reliability
Encompasses wide range of insight based shows – instructional, liefstyle, entertainment, Reality and travelogues shows
Innovative ideas and concepts that links directly to the viewers and helps increasing visibility of the channel – interactive on ground brand event
More than 1,00, 000 visitor per month follow FOOD FOOD on twitter
15 mn viewers per week in just 18 months
FOOD FOOD Channel is available in more than 50 Mn households
ICPL Support
10
Quality product offering: Chef Sanjeev Kapoor himself oversees the structure and product offering of the menu under each brand. There is a minimum 3 upgrades of the menu or festive special every year considering the consumer behaviour
Management Expertise: The company has strong potential and expertise to expand and scale up the business to another level. Company’s forte is clearly visible in the phenomenal growth shown by its group companies and sound management
Pricing: All the parameters of the restaurant are carefully analysed and pricing is then developed with a goal to maximise profitability
Training: The staff receives rigorous training on all relevant system and processes to ensure excellence in execution. Store managers receive on going training on all the new processes and system that enhances restaurant’s profitability
Standardised restaurant design: To ensure standardization of the restaurant brand, all the site designs manual and designs are provided and approved by ICPL. Brand guidelines and advertising template are provided as a part of local marketing support
Appraisal: ICPL actively seeks and recognizes excellence in delivery of brand promise and business performance
Franchise support
11
Franchise assessment
Location and Site selection
Key Personnel and Training
Pricing and Procurement
Interior Design and Layout
National and local marketing support
Business support team
Quality checks and review
Balance score card
Rewards and Recognition
FOOD CONCEPTS
12
The Yellow Chilli
13
Provides high-quality family dining experience at affordable prices
Serves traditional Indian cuisine
Focuses on operational excellence - quick, clean and efficient
Specially designed set menus – a combination of drinks, starters and main course
Also positioned towards community and social events
Target at key trade areas, central business centre, retail hubs and high footfall areas
The Yellow Chilli is a casual restaurant that serves Indian food in all its quirkiness and diversity
The Yellow Chilli at Koregaon park has been awarded “The Best North Indian Restaurant” in Pune by Mouthshut.com
Actual images
14 Actual images from ICPL restaurants
Cautionary Statement and Disclaimer Jordan
Actual images
The Delicacies
16
Peppery Kasoori Fish Tikka Fish tikka with freshly crushed black pepper and dry fenugreek - strong bhi, soft bhi
Lawrence Road Tandoori Murgh
Chicken, straight from the popular Lawrence Road of Amritsar Half/Full
Tandoorwale Chaap
Absolutely traditional mutton kabab tenderized in ground spice and grilled in tandoor just before serving
Tandoori Prawns
Juicy prawns done to perfect crispiness
Hyderabadi Dum Gosht Biryani The greatest treat from Hyderabad ever
Cautionary Statement and Disclaimer Patna
Actual images
The Delicacies
18
Kali Mirch Palak Shorba Perky pepper heats up emerald green spinach, that’s creamed to smoothness
Subz Panchmel
Famous five in a kadai - babycorn, baby potatoes, cauliflower, carrots and French beans in a rich spicy dry masala
Shaam Savera (Signature dish by Chef Sanjeev Kapoor)
Our signature preparation – spinach koftas filled with paneer served floating on a velvety makhni river
Tawa Special
Inspired from our desi Indian weddings where the cook uses a big tawa to present this medley of seasonal vegetables made sensational with kadai masala. As ethnic as it
comes!
Cautionary Statement and Disclaimer The Yellow Chilli restaurants
TYC Panchkula
TYC Lucknow
Actual images
Cautionary Statement and Disclaimer Review: The Yellow Chilli
The Yellow Chilli is definitely the best North Indian restaurant in this part of Ludhiana. The best restaurant for food, taste, ambience and service
The food is superb. The ambience of the place is quote excellent and the service was satisfactory. Pleasant service by the staff. Overall a nice experience, value for money.
TYC has really superb food & Great service. Chicken gravy dish on buffet was awasome & mouthwatering. Staff was very attentive and helpful.
Indeed The Yellow Chilli is one of the best option for having Indian food in all over Hiranandani.
Actual images from ICPL restaurants 21
STRATEGIC PLAN
22
Strategic Plan
We intent to reach out to a larger audience through a mix of
Owned restaurants
Joint Venture
Franchised restaurants
We aim to position SIGNATURE, KHAZANA and SURA VIE as a Premium Brand Restaurant
Targeted at cities that are -
Key trade or recreation centre
Tourist destination
Targeted at metro cities and mini metros in India such as Ghaziabad, Bhuj, Pune, Ahmedabad and others
Outside India, cities that have high diaspora of Indians like Singapore, London, New York, Hong Kong, Dubai, Madri, Africa
23
Strategic Plan
Tie up with international hotel chains such as Melia, Fairmont, Starwood group etc. for our Premium Brand restaurants
Enter into partnership with select individuals who has expertise in running restaurants or with proven track record
Build a master franchise model while ensuring the intactness of the food concept
Acquiring existing restaurants/ franchise restaurant in prime destinations
24
THANK YOU!
THANK YOU!
45