Franchise Prospectus 2015 - Chopstix Groupchopstixgroup.com/downloads/CHOPPROSPECTUS.pdf · Franchise Prospectus 2015. ... quick-service franchise operation ... Operations manual

Franchise Prospectus 2015

The Chopstix Story

Chopstix is a leading Oriental quick-service restaurant brand with over45 sites across the UK and Ireland.

Chopstix is a unique brand-led quick-service franchise operation blending the best fusion of authentic Oriental inspired fast food with casual, convenient dining experiences at affordable prices. In addition, Chopstix chefs cook the food on site to ensure each dish is served as fresh as possible delivering “chef theatre”.

Although the Chopstix concept was conceived over a decade ago we are now in a rapid expansion programme. Since our first major shopping centre branch opened at Bluewater 2010, Chopstix is now a staple in the shopping centre.

www.chopstixgroup.com

The Chopstix Group is focused on delivering fresh, nutritious, tasty Oriental cuisine made from the finest ingredients, including Halal certified chicken. Our innovative fusion recipes provide healthier quick service meals for time strapped customers. The Chopstix Group operates sites across the UK from Crawley to Dundee and in Northern Ireland to the Republic of Ireland.

Market Figures & Trends

Forecast

Customer Attitudes

Growth in consumer disposable income

Anticipated 13% growth of UK ethnic restaurant & take away market growth over 2014-19

British consumers increased their consumption of noodles in 2014

Consumers tend to experiment with more exotic meals at dinner with noodle & rice bases

Noodles & rice are more widely recognised as meal staples

Pasta market suffering in part because of the increasing popularity of noodle & rice dishes

43% likely to choose an ethnic restaurant which uses authentic cooking methods & ingredients

42% prefer ethnic restaurants where you can see the food being prepared, it adds to the experience & chef theatre

29% likely to eat at an ethnic restaurant that offers a choice of different ethnic cuisines (Chinese, Thai, Indian, etc.)

1 Mintel- Ethnic Restaurants and Takeaways - UK - February 2015 2 Euromonitor - Noodles in The United Kingdom - UK - October 2014


Ethnic restaurant/takeaway market 1 Noodles market 2

The Chopstix Strategy

VisionTo become the UK’s favourite Oriental quick service noodle bar delivering revenue growth, value and customer satisfaction.

Objective & missionChopstix Group continuously strive to ensure a convenient dining experience combined with delicious and authentic Oriental food specialties freshly prepared by our chefs on site, at affordable prices. Chopstix franchise and licensing opportunities offer lucrative business models backed by sustainable growth for investors keen to capitalise in the quick service restaurant sector.

Unique Buying PropositionFresh, tasty and healthier fast food options at incredible value for money price points and operator margins.


Customer segmentation

Social grade

A

B

C1

C2

D

E

Upper middle class

Middle class

Lower middle class

Skilled working class

Working class

Those at lowest level of subsistence

Higher managerial, administrative or professional

Intermediate managerial, administrative or professional

Supervisory or clerical, junior managerial, administrative or professional

Skilled manual workers

Semi and unskilled manual workers

State pensioners or widows (no other earner), casual or lowest grade workers

Social status Occupation


Characteristics: time crunched, budget conscious and health conscious consumers.

Age profiles: 7-70 years old.

Customer demographic grades: B1, C, D, E.

* 200 wide survey universe.


0%

0%

0%

Student

Under 12

Male

26.23%

0.58%

42.68%

Managerial

12-20

Female

33.01%

18.60%

57.32%

Administrative

21-34

14.75%

31.40%

Manual

35-54

11.48%

36.63%

Clerical

55 and over

13.93%

12.79%

10%

10%

10%

20%

20%

20%

30%

30%

30%

40%

40%

40%

50%

50%

50%

60%

60%

60%

70%

70%

70%

80%

80%

80%

90%

90%

90%

100%

100%

100%

Occupation

Age

Gender

The Chopstix Team

Number of sites

Number of employees


45 Chopstix restaurants in total and growing

24 Chopstix Group owned restaurants

21 Chopstix franchised or licensed restaurants

Chopstix Management Co-Founders: Menashe Sadik& Bassam Elia

115 Chopstix Group Restaurant Employees23 Restaurant Managers46 Sales Assistants46 Kitchen Staff

100 Chopstix Restaurant Employees (Franchised/Licensed)20 Restaurant Managers40 Sales Assistants40 Kitchens

Full Product Range & Menu

Noodles and rice- Vegetables Noodles- Egg Fried Rice

Toppings- Sweet & Sour Chicken- Sweet Chilli Chicken- Caramel Chicken- Black Bean Chicken- Salt & Pepper Chicken- BBQ Chicken- Oyster Sauce Chicken- Chinese Curry Chicken- Thai Curry Chicken- Vegetable Curry- Salt & Pepper Potatoes

Side dishes- Salt & Pepper Potatoes- Large Spring Rolls- Mini Spring Rolls- Prawn Crackers


Our Dedication To Franchising

Why Chopstix?Chopstix’s Support Franchise Pack


Access to Noodles, our ERP (Enterprise Resource Planning) system.Noodles is our online business management software system. All Chopstix restaurants must use Noodles to collect, manage and interpret data, documents and information supplied by Chopstix headquarter including:

Mystery ShopperA mystery shopper programme assessing the level of customer service provided by the restaurant with 4 waves per year. Feedback is assessed and reported to management for operational improvement and customer satisfaction.

Operations manual Product preparation sheets Marketing activities & sales Product planning, ordering & cost control Staff training Hygiene, health & safety


TrainingChopstix provides, at our own cost, an initial training programme of two weeks for the restaurant manager and chef in one of our sites of excellence training centre restaurants.

Leadership team and specialist support in the following areas:

Attendance of the Chopstix annual conferenceFranchisees and site managers will have the opportunity to attend the Chopstix annual conference allowing them to meet with all partners and sharing the strategic developments of Chopstix group.in the following areas:

Marketing & PromotionsChopstix provide continual promotional supports and guidance. In addition, our marketing team are available by phone or email for any publicity related questions.

Site visits & Conference Calls

Hygiene, health & safety Operations Marketing & sales Landlord, lease & site locations Software development

A direct monthly communication through Noodles Quarterly telcons with a memberof the leadership team for on-site consultations & review of operations, marketing, profit and loss

Potential Sales & Earnings

The example below shows one of our average UK store sales & earnings.*

* The

se fi

gure

s ar

e no

t gua

rant

eed

and

are

for i

llust

rativ

e pu

rpos

es

Sales (£)

Purchase

Direct cost

Overhead

Food sales

Food, drinks, cleaning mat, etc.

Wages

Rent

Printing, postage & stationery

Bank and credit card charges

Insurance

Equipment rental

NIC

Rates & water rates

Telephone

Depreciation

Travelling

Repairs & maintenance

Net profit%

Gross profit %

% of food cost

53,333.00

54.85= 166,333.95

25.64

4,268.44

= 225,489.00

303,229.78

54,886.61

77,740.78

297.84

1,778.50

90,151.20

583.50

648.00

12,779.62

567.08

4,763.10

29.73

1,344.97

86.81

= 76,182.75

Ready For Your Next Step With Chopstix?

If you are interested in finding out more about and talking to us about Chopstix

Franchise Opportunities send us an email on [email protected] or

call us on 020 8563 1391


Documents

Franchise Prospectus 2015 - Chopstix Groupchopstixgroup.com/downloads/CHOPPROSPECTUS.pdf · Franchise Prospectus 2015. ... quick-service franchise operation ... Operations manual