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INVESTOR SYNOPSIS—MAY 2016
New York was my small town. My coteriewas comprised of graphic designers, fashiondesigners, writers and editors, and we oftengot together over lunch and dinner. The talentsand products of the ever-changing roster oftop chefs in New York mirrored and enhancedthe vitality we enjoyed in our professional lives.
Eliot Bergman
1
Tokyo is my big city. I love the culture, the markets,the restaurants and the people, but I wanted torecreate a little bit of the New York I missed, soI built Martiniburger. Now we’re home to many ofTokyo’s discriminating gourmets and we’repleased to serve them.
Eliot Bergman
2
Core vision
Build Martiniburger into a restaurant and brand
that consistently delivers genuine New York quality
and hospitality through its food and beverage
offerings and ambience.
Martiniburger: Vision3
Objectives
• Serve authentic, New York-influenced cuisine prepared from the finest ingredients,
using only fresh, 100-percent beef in our burgers and fresh vegetables daily
• Grow, strengthen and leverage the Martiniburger brand through investor
partnerships in Japan and in other countries throughout Asia and Australia
• Produce three to five stores in operation within the 2016-2017 period
• Further build brand awareness through SNS and local media
• Grow Martiniburger as a business, employer, business partner and investment
opportunity, well beyond the current flagship store location in Japan
Martiniburger: Objectives4
Martiniburger
• Consistent top ratings by local Japanese media and travel review sites
• A turnkey package including service standards, menus, identity
and interior design, recipe know how and vendor network
• Five years of consistent sales growth and cost controls offer
an attractive investment opportunity
• Participation for investment partner(s) available to build additional
locations and a gourmet product line from 2017
• International locations to follow
Martiniburger: Tokyo’s only New Yorker-owned and operated gourmet burger restaurant/bar
5
Market
• A 56/44 ratio of men to women, half in the 24–35 age group
• Cuisine, decor and service appeal to locals yet remain international in design
featuring a “cool and hip” New York feel along with a gorgeous Martini bar
• Overseas visitors continue to increase as the yen weakens and the 2020
Olympics draw near. Many visitors seek out highly-rated culinary experiences
• The broad selection of innovative New York burgers provides a constant draw.
Customers want to try them all, including surprise seasonal variations
Martiniburger: Attracts a wide variety of customers,including residents, commuters and tourists
6
• Traditional ATL advertising is avoided in favor of grassroots
marketing, SNS and word of mouth
• A bi-lingual and SEO managed website supports the brand
• Ongoing in-store promotions are designed to encourage social
media interaction, building new and also repeat customers
• With growth we will further leverage social media to develop
awareness and target new customers
• The brand profile is clean, simple and consistent and supports
extensions into other products and services, including merchandising
Brand management, effective targeting andcost efficiencies are key marketing strategies
7
Coverage
January Hamburger World blog, Beer Kingdom magazine profile
February Kagurazaka Complete Guide, Lee magazine fashion spread
March Martiniburger Video Shoot
April Foodlister smartphone app launched
May Youtube: The Best Burgers in Tokyo (Top 20)
June TV-Tokyo, Tokyo Live 22
July Radio 1422
TV-Asahi, Onegai Ranking: No. 1 in Tokyo
Martiniburger: Selectmedia coverage and news
8
Specials
January City Island Burger/Brooklyn Beer Set
March Lafayette Burger/La Tour de Marrenon Wine Set
June Buffalo Burger
Events
September Taste of America 2015, American Chamber of Commerce
December ABSOLUT year-end event
Martiniburger: Selectspecials and events
9
Branded gourmet burgers
• Tokyo: pop. over 13 million; 88,000 restaurants; a vibrant restaurant and bar scene
• The Japanese have an affinity for American culture and see New York
as the pinnacle of style—they simply love US brands and culture
• All new Martiniburger locations would be within thirty travel minutes
of population centers, avoiding high-rent locations when possible
• Competitive brands today include Shake Shack, Carl’s Jr. and Kua Aina
• We are focused on training and retaining the right people to meet and
exceed expectations for “hospitality, not just service”
The gourmet burger sector continuesto grow as traditional fast food sales fall
10
2015 total sales: ¥38,300,000
Increase over previous year: 109%
Average number of customers: 1,666/month
Increase over previous year: 104%
(Average number of customers, 2014: 1,596/month)
Cost rate
2015: 33.2% (2012-2015: Rate decreased from 37 percent to 33 percent)
Average spend per customer: 1,932
Increase over previous year: 108%
(Average spend per customer, 2014: 1,790)
Martiniburger sales performance, 2015:cost efficiencies improving over time
11
Sales projections, 2016–2019:more seating + prime locations = strong returns
YearNumber of storesTotal salesYOY changeCost of salesYOY changeExpenseYOY changeNet income before taxYOY changeSeats
20151
39,000,000—
10,650,000—
22,000,000—
6,350,000—18
20162
140,816,667261.07%
42,245,000296.67%
63,555,556188.89%
35,016,111451.43%
68
20173
256,576,25082.21%
76,972,87582.21%
94,111,11148.08%
85,492,264144.15%
118
20185
497,714,43893.98%
149,314,33193.98%
155,222,22264.94%
193,177,884125.96%
218
20196
642,462,58129.08%
192,738,77429.08%
185,777,77819.69%
263,946,02936.63%
268
KagurazakaSalesCost of salesExpenseNet income before taxSeats
35,500,00010,650,00022,000,0002,850,000
18
37,275,00011,182,50022,000,0004,092,500
18
39,138,75011,741,62522,000,0005,397,125
18
41,095,68812,328,70622,000,0006,766,981
18
643,150,47212,945,14222,000,0008,205,330
18
OthersSalesCost of salesExpenseNet income before taxSeats
—————
103,541,66731,062,50041,555,55630,923,611
50
217,437,50065,231,25072,111,11180,095,13
100
456,618,750136,985,625133,222,222186,410,903
200
599,312,109179,793,633163,777,778255,740,699
250
12
Martiniburger: Development costs
Partnership/franchise fee(includes recipes, training, graphics,collateral material majority share) General estimate (variable; depending on location) First store (50 seats) RentArch. FeeConstruction SalesCost of salesExpenseNet income before tax Total sales (incl. orig. store)Total investment (est) SalaryInventory
Figures in U.S. dollars. Food cost rate is 30 percent.
One time
TBD
44,00010,000
150,000
204,000
Monthly
7,400
83,30026,66735,00021,667
9,5009,500
Annually
88,800
1,000,000320,000420,000250,000
1,400,000
114,000108,000
13
Kagurazaka, a neighborhood in Tokyo, near Iidabashi, with many cafés
and restaurants. On the edge of Shinjuku, it’s experiencing a boom in popularity.
Nakameguro, a quiet residential district in Meguro. Situated along
Yamate Dori, adjacent to Daikanyama, an always trendy area.
Yokohama, the second largest city in Japan by population after Tokyo.
On Tokyo Bay, the capital city of Kanagawa is a major commercial hub.
Shimokitazawa, a commercial and entertainment district in Setagaya.
Many small fashion retailers, cafes, theaters,bars and live music venues.
Potential new locations14
Owners
Eliot Bergman
Kiyono Tashiro (Milleporte)
Advisors
Kyle Cheriton (Four Seasons)
PT Innovations GK
Paul Guilfoile, President (Kirin-Tropicana, Pepsico Asia Pacific)
Steve Nagasawa, Director
Takashi Noto, Operations
The Martiniburger team bringsinsight, experience and creativity
15
For further information and discussions
please contact Eliot Bergman
Nakazatocho 31, Shinjukuku, Tokyo
www.martini-burger.com
Further inquiries16