corporate presentation 2013 Happy Bar & Grill.pdf

2013

Corporate Presentation

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


• 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


- 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


- Japanese cuisine


- 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

http://www.happy.bg/

http://www.dostavka.happy.bg/

http://www.happy.bg/

http://www.dostavka.happy.bg/


- High-end fish restaurants

- Premium locations



- 2 restaurants

- Café-Club

- Premium locations



- 1 café-club

www.captaincook.bg

Corporate Web Site

Brand Portfolio

http://www.captaincook.bg/


Brand Portfolio

- Quick-service restaurants

- Busy city locations


- 1 restaurant

- Personnel Cafeterias

- Factories, schools, state and

municipal organizations

- 25 cafeterias


The Flagship Restaurant Brand


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


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


Restaurant Locations


Business Structure

Own Food Supply Factory

Own Logistics

Own Restaurants and Franchisees

Take Away Dine In Home & Office Delivery

79% 1% 20%


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 Positioning

• Healthy and low calorie dishes

• High quality food

• Accessible and central locations

• Unique and recognizable internal settings

• Fast and excellent service

• Affordable prices


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


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


Official Partners

BULGARIAN ASSOCIATION

FOR NUTRITION AND DIETETICS


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


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


Granted Awards

• 2007: Restaurant Chain of the Year by the Balkan

Alliance of Hotel Association

• 2006: International Award for Tourist, Hotel and Catering

Industry


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 at

Our Customers’ Doorstep


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%



Two Forbes E-Volution Awards 2013 Bulgaria:

- First in “Customer Experience”

- First in “Innovations”

X 2



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 Delivery

Sale Channels

Phone Orders Online Orders Mobile Orders

50% 40% 10%

Customers


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 Delivery

Sale Channels: Online Orders

• Boutique web page

• Tested and modified to boost sales

• Multiple functionalities and unique delivery widgets


Happy Delivery

Sale Channels: Mobile Orders

• Web page responsive design


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.


Social Networks: Facebook

• Driving customer traffic to

delivery website

• Aiding in customers

acquisition

• Activating current customers


E-mail Marketing


• Building an interactive

relationship with the customers

• Driving customer traffic to

delivery website


SMS Marketing


• Initiating fast customer

response and reaction


THANK YOU!

Documents

corporate presentation 2013 Happy Bar & Grill.pdf