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Happy Bar & Grill 2013 | All rights reserved
The Largest Restaurant Chain
on the Balkans
• Happy Bar & Grill found in 1994
• First restaurant opened in Varna, Bulgaria
• First to apply US standards and methods of work in Bulgaria
Happy Bar & Grill 2013 | All rights reserved
• Currently operating 25 Happy Bar & Grill restaurants
- 23 restaurants in Bulgaria
- 2 restaurants in Barcelona, Spain
• Market leader in home delivery
• One of the strongest restaurant brands on the market
• Brand portfolio of the company includes 5 more restaurant and
catering brands
The Largest Restaurant Chain
on the Balkans
Happy Bar & Grill 2013 | All rights reserved
- Daily, full-service, casual restaurants
- Busy city locations, main roads and
interstates
- Unique and recognized identity
- International cuisine
- Between 100 and 180 seats
- 23 restaurants in Bulgaria
- 2 restaurants in Spain
- Daily, full-service, casual restaurants
- Busy city locations
- Unique and recognized identity
- Japanese cuisine
- Between 100 and 180 seats
- 3 restaurants
www.happy.bg
Corporate Web Site
www.dostavka.happy.bg
Home Delivery Web Site
www.happysushi.bg
Corporate Web Site
www.sushi.happy.bg
Home Delivery Web Site
Brand Portfolio
Happy Bar & Grill 2013 | All rights reserved
- High-end fish restaurants
- Premium locations
- Unique and recognized identity
- Between 140 and 260 seats
- 2 restaurants
- Café-Club
- Premium locations
- Unique and recognized identity
- Between 100 and 250 seats
- 1 café-club
www.captaincook.bg
Corporate Web Site
Brand Portfolio
Happy Bar & Grill 2013 | All rights reserved
Brand Portfolio
- Quick-service restaurants
- Busy city locations
- Between 50 and 400 seats
- 1 restaurant
- Personnel Cafeterias
- Factories, schools, state and
municipal organizations
- 25 cafeterias
Happy Bar & Grill 2013 | All rights reserved
History
• 1994: First restaurant opened in Varna, Bulgaria
• 1995: Second restaurant opened in Varna, Bulgaria, the
beginning of the restaurant chain
• 1999: First four drive-by restaurants on major intercity
roads and interstates opened, 8 restaurants already in
the portfolio
• 2000: First two restaurants opened in Sofia, Bulgaria, 11
restaurants already in the portfolio
• 2003: First restaurant opened in Barcelona, Spain, 15
restaurants already in the portfolio
Happy Bar & Grill 2013 | All rights reserved
History
• 2009: Added a SUSHI menu to the regular menu of the
restaurant, 21 restaurants already in the portfolio
• 2010: Started the Happy Delivery home and office
delivery service, 23 restaurants already in the portfolio
• 2010: Awarded one of the most prestigious international
restaurant awards, the International Hotel & Restaurant
Association’s (IH & RA) Crystal Award
• 2014: Happy Bar & Grill will celebrate 20 years
anniversary
Happy Bar & Grill 2013 | All rights reserved
Business Structure
Own Food Supply Factory
Own Logistics
Own Restaurants and Franchisees
Take Away Dine In Home & Office Delivery
79% 1% 20%
Happy Bar & Grill 2013 | All rights reserved
Sales per year (in millions of EUR)
+24.7%
+34% +9.9%
+39%
+51.6% -5.7%
+6.3% +6.9%
+4.7%
+14%
AAGR (last 10 years): 18.54%
AAGR (last 5 years): 5.25%
Happy Bar & Grill 2013 | All rights reserved
Happy Positioning
• Healthy and low calorie dishes
• High quality food
• Accessible and central locations
• Unique and recognizable internal settings
• Fast and excellent service
• Affordable prices
Happy Bar & Grill 2013 | All rights reserved
Employee Focus
• “We are proud of our employees”
• Trained to give maximum customer satisfaction
• 2500 employees nationwide
• 85% of the management started at service positions
• Happy personal development program
Happy Bar & Grill 2013 | All rights reserved
Constant Product Development
And Innovation
• Regular seasonal addition of new dishes
• Experimenting with new cuisines to the market and
ways of preparing food
• Regular renovation of the outsides and insides of the
restaurants
• Experimenting with new designs and decoration
concepts
Happy Bar & Grill 2013 | All rights reserved
Official Partners
BULGARIAN ASSOCIATION
FOR NUTRITION AND DIETETICS
Happy Bar & Grill 2013 | All rights reserved
Granted Awards
Most highly recognized granted awards:
• 5 consecutive years granted the “Customers’ Favorite
Brand” award in the “Restaurants” category by
BGBusiness magazine
• 2012: Golden Effie Award in the “Services” category
• 2010: IH & RA Crystal Award
Happy Bar & Grill 2013 | All rights reserved
Granted Awards
• 2009: Best Restaurant Chain by the Bulgarian Tourism
and Recreation Association
• 2009: Greatest Contribution to the Development of the
Restaurant Industry in Bulgaria by BHRA
• 2007: Restaurant Chain of the Year by BHRA
Happy Bar & Grill 2013 | All rights reserved
Granted Awards
• 2007: Restaurant Chain of the Year by the Balkan
Alliance of Hotel Association
• 2006: International Award for Tourist, Hotel and Catering
Industry
Happy Bar & Grill 2013 | All rights reserved
Future Development
• Local market:
- own restaurants and franchisees
• International growth:
- first stage: franchisees in neighbor markets
- second stage: franchisees in Central and Eastern
European markets
Happy Bar & Grill 2013 | All rights reserved
Happy Delivery Overview
• Extremely rapid growth and successful development
• Fully covering the Bulgarian Happy Bar & Grill market
for less than 3 years
• Number of customers increase
from 2011 to 2012 with 97.4%
• Revenue increase
from 2011 to 2012 with 133.9%
Happy Bar & Grill 2013 | All rights reserved
Happy Delivery Overview
Two Forbes E-Volution Awards 2013 Bulgaria:
- First in “Customer Experience”
- First in “Innovations”
X 2
Happy Bar & Grill 2013 | All rights reserved
Happy Delivery Overview
External check and inspection on the quality of the service
and fulfillment of standards requirements:
2011: 98.28%
2012: 98.86%
2013: 99.71%
Happy Bar & Grill 2013 | All rights reserved
Happy Delivery
Sale Channels
Phone Orders Online Orders Mobile Orders
50% 40% 10%
Customers
Happy Bar & Grill 2013 | All rights reserved
Happy Delivery
Sale Channels: Phone Orders
• Professionally equipped call center
• Experienced and trained to adhere to strict
standards of service call center operators
• High-class professional delivery call center
phone system
Happy Bar & Grill 2013 | All rights reserved
Happy Delivery
Sale Channels: Online Orders
• Boutique web page
• Tested and modified to boost sales
• Multiple functionalities and unique delivery widgets
Happy Bar & Grill 2013 | All rights reserved
Happy Delivery
Sale Channels: Mobile Orders
• Web page responsive design
Happy Bar & Grill 2013 | All rights reserved
Happy Delivery Differentiators
Customer-Centric Marketing:
- Loyalty program
- Personal offers
- QSVC* service quality control
via personal phone customer interviews
- State of the art detailed customer sales
based analysis
*Quality, Service, Value, Convenience – standard for service quality control,
first initialized by McDonalds as a part of its global development strategy.
Happy Bar & Grill 2013 | All rights reserved
Social Networks: Facebook
• Driving customer traffic to
delivery website
• Aiding in customers
acquisition
• Activating current customers
Happy Bar & Grill 2013 | All rights reserved
E-mail Marketing
• Activating current customers
• Building an interactive
relationship with the customers
• Driving customer traffic to
delivery website
Happy Bar & Grill 2013 | All rights reserved
SMS Marketing
• Activating current customers
• Initiating fast customer
response and reaction
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