Embed Size (px)
Citation preview
Our concept, your success !
Content
INTRODUCTION
TRENDS IN THE RESTAURANT INDUSTRY
The world of Chi-Chi’s Development status BeLux locations Overview
Competition in Europe
What does “Casual dining” mean? Strengths of Chi-Chi’s Our specialities Marketing actions Banquets & Catering Research & product development Training Site criteria
STRATEGY
Expansion strategy Market by Market Development plan
Support
FRANCHISE SUPPORT ORGANIZATION & STRUCTURE
The strengths Management structure
THE CONCEPT
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
The world of Chi-Chi’s
UNITED STATES OF AMERICA
BELGIUM LUXEMBOURG
GERMANY
KUWAIT UNITED ARAB EMIRATES
INDONESIA
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
The world of Chi-Chi’s
Europe North Africa
Asia
Our company is the « Master Franchisor » for Europe, North Africa and Asia.
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
Development Status
Today To be opened in 2012
• Belgium & Luxembourg 10
• USA 28
• Germany 1
• Kuwait 1
• Indonesia 1
Total 40
• Belgium & Luxembourg 5
• Morocco 1
• China 1
Total 7
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
BeLux locations
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
Overview
Waterloo, Belgium Luxembourg Antwerp, Belgium
Wemmel, Belgium Brussels, Belgium Charleroi, Belgium
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
Trends in the restaurant industry
• Convenience
•Affordable dining in comfortable surroundings
• Internationalization
•Huge growth of products and flavors coming from other regions.
•Themed/Ethnic restaurants = most dynamic growth sector
• Return to basics
•Hearty meals
•Retro-style food
• Top priorities for 21st century consumer
•Enjoyable eating experience
•High quality service
•Fresh and healthy food
•Creative convenience/extension of private living space
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
Competition in Europe – Casual Dining
Country Competitors Type
France Buffalo Grill American / Grill
Hippopotamus American / Grill
El Rancho Tex-Mex
Germany Enchilada Mexican
Maredo American / Grill
Blockhouse American / Grill
United Kingdom Chiquitos Mexican
TGI Friday’s American / Grill
Angus Steakhouse American / Grill
UK, NL, CH Gauchos Grill American / Grill
Denmark Jensen Beef house American / Grill
Norway Bighorn American / Grill
Finland Rosso American / Grill
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
The Chi-Chi’s CONCEPT
Restaurant types
City center
Free standing unit
Services
Casual dining
Express
Take away
Delivery
Consumer types
Young adults
Families
Companies
Big parties
Banquets
UNIQUE SELLING POINTS
Product offer :
Margarita, Mojito, Fajita, Burrito, Ribeye
steak
Unique ambiance :
Décor, Music, Friendly staff, Animations
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
What does “Casual Dining” mean?
• Different from traditional restaurants
• Warm welcoming and personalized table service
• Good fun with family & friends
• Fresh & quality products
• Affordable prices
• Bar
• Concept kids (video games, books…)
• Birthday (song + Sombrero)
• Open 7/7
• Specialized in (big) groups
• Relaxing music, decoration & atmosphere
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
Strengths of Chi-Chi’s
• Unique Tex-Mex Grill concept in Europe, USA, Middle East and Asia
• Dual product channel : grilled meat and Mexican
Reduces veto
Less dependent (anticyclic)
• Excellent product quality & top quality steaks
• Good value for money
• Unique signature products : Margaritas and Fajitas
• Hallal meat available for Muslim customers
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
Chi-Chi’s specialities
The grilled items (Fajita’s, Ribeye steaks, BBQ Ribs...)
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
Chi-Chi’s specialities
Mexican food (Burrito’s, nachos, quesadilla’s,...)
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
Chi-Chi’s specialities
Wraps
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
Chi-Chi’s specialities
Giant American burgers
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
Chi-Chi’s specialities
Margaritas & cocktails
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
Marketing actions
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
Marketing actions
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
Marketing actions
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
Banquets & Catering
We offer an original alternative to classical team meetings, incentives and group events. Dine-in or Catering possibilities.
We transform boring incentives into a sunny explosion of flavors by delivering our concept where the party stands
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
Research & Product development
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
Training
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
Site criteria Chi-Chi’s concepts
Population Foottraffic Cartraffic Unemployment Income Trade-area Daily retail
City center location
50.000 15.000-35.000
na Not below 90% market average
A+ citycenter yes
Free standing unit
150.000 - 250.000
na 25.000 Not below 90% market average
A+ 20 min car drive time
yes
Take away -shop
25.000 15.000 Not below 90% market average
A+ suburban yes
Express Chi-Chi's
15.000 - 30.000
Not below 90% market average
A+ railways na
Leisure Terrace Surface m² Rent Parking visibility Entrance
City center location
yes 40 seats 250-350 10% sales na medium good
Free standing unit
yes 80 seats 300-450 6% sales 60-80 high good
Take away -shop
yes 20seats 60-80 8% 6 high good
Express Chi-Chi's
na 8 stand-up
seats 60-80 8% na high open
Daily retail: grocery shops, supermarkets, hypermarkets, national and international brands
Leisure: primarily movie theaters, bowling places, video houses, disco's…
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
Expansion strategy Market by Market
1. Remodeling existing restaurant: 150.000€ à 300.000€
2. New restaurant : 250.000€ à 350.000€
3. Free standing unit : 650.000€
2011-2012
• Speed up development in Belgium and Luxembourg.
2012:
• Start up expansion in Asia and focus in China
• Start development in emerging markets with low labor cost (Morocco, Russia and other Eastern European countries)
2012 (second half):
• Start up development North of France and South of Holland.
CH
I-CH
I’S TEX-M
EX G
RILL &
BA
R
Development plan
Only Europe has already a potential of more than 400 units
40 41 48 60
80
110 7
12
20
30
42
2011 2012 2013 2014 2015 2016
Existing units New units
Franchise support
• Site finder
• Architectural support
• In depth training
• Opening team
• Standards of operations (manuals)
• Marketing tool kit
• Mystery customers & surveys
• Consulting & coaching
• Supply chain
THE STRENGTHS of Chi-Chi’s organization
• In-depth knowledge of the restaurant business throughout Europe and USA.
• Strong operational capabilities / hands-on management
• Strong analytical capabilities
• Experienced in managing high-labor countries
• In-depth consumer insights regarding experience and food taste expectation
Management structure
• Francis Leroy
53 yrs, C.E.O, Development & Franchise, 22 years with Tricon Restaurants International. [email protected]
• Joachim Richling
51 yrs, Finance/M&A, Development & Franchise, 10 years international M&A, 6 years Pizza Hut Austria and founder of Pizza & Grill in Vienna. [email protected]
• Ron Hannen
50 yrs, Development & Franchise, International retail experience for more than 15 years. Financial background. [email protected]
• Walter Lavers
54 yrs, Development & Franchise, 25 years of experience in "Franchising. [email protected]
• Nicolas Usuwiel
30 yrs, MBA in Marketing & Communication, 14 years in the restaurant industry. [email protected]
• Romain Mehlen
33 yrs, BA in Business, 10 years in the restaurant & bar sector . [email protected]
An experienced team with impressive track records in their field.
Francis Leroy
Joachim Richling
Ron Hannen Walter Lavers Nicolas Usuwiel Romain Mehlen
Our concept is now in your hands
