Upload
others
View
0
Download
0
Embed Size (px)
Citation preview
. . . .Franchise Information Kit
A unique take on an old tradit ion.. . . .
JOEYS URBAN Coles Notes
Joey’s Urban has been developed by Joey’s Restaurants. Joe Klassen, and his wife
Theresa, founded Joey’s Only back in 1985 in Calgary, Alberta, as a 35 seat Fish & Chip
shop on Calgary’s now infamous Red Mile. After years of success they started franchis-
ing the concept and by 1992 had 10 stores operating. Joe started
the concept with little industry knowledge and has grown
the brand to over 65 stores across Canada. His passion for his
product and his desire to succeed lead us to Urban, back to our roots.
The menu has been streamlined into just a few distinct areas of expertise, providing
global fl avors, made fresh! Our Poutines-made with hand cut fries, our globally inspired
Taco’s, our unique Snacks & Salads, our distinct beverages and of course our Famous
hand battered Fish!
The Joey’s Urban system has been developed, so that whether or not you have any
previous knowledge or experience in the culinary world or with running your own
business, you can succeed, just like Joe. Joey’s provides all the tools and support needed
for your success. All you need is the passion!
With a tremendous brand and management team, Joey’s Urban is poised for
unprecedendant growth. The information provided in this package will hopefully help
you understand our Passion for this business and our Passion to help our Franchise
partners succeed. Our Partners are the reason we are in business and their continued
improvement is our priority.
“An innovative approach to quick-fresh eats.....”
TABLE OF CONTENT
joeysurban.ca
THE CONCEPT
Passion ( for Hospital ity)
Urgency ( in Marketing our Brand)
Excel lence ( in our System)
TRAINING & SUPPORT
THE EXPERIENCE
SELECTION PROCESS
YOUR INVESTMENT
GET TO KNOW US!
JOEYS URBAN MENU
ESTIMATED OPENING COSTS
THE CONCEPT
Joey’s Urban has a contemporary interior with vibrant colours and a comfortable feel. Our signa-
ture Red is used throughout the space along with innovative fl oorings, cool fabrics, LCD TV’s for
menu boards and entertainment as well as stone feature walls. All of which combine for a hip,
urban atmosphere that has guests
returning time and time again.
“A Unique take on an old tradition.....”
Joey’s Urban is a fun and exciting restaurant concept focused on quality, speed and fl avour. The
menu has been specifi cally developed to invigorate the palate, excite our guests and control our
franchise partners’ food costs. The menu has been streamlined to allow our franchise partners to
concentrate on the operations and marketing of their business. We believe that focusing our
franchise partners on their guests and on their service is integral to their success. It is the
franchisor’s job to ensure that the menu and systems are in place at Joey’s Urban to make the
operations of the restaurant as simplistic as possible.
A feature of Joey’s Urban is the open kitchen, where the activity entertains our guests and
accentuates the freshness and quality of our products. An open kitchen also gives our Franchise
Partners and their staff the opportunity to connect with their guests without having to leave the
kitchen. We believe that the relationships between our guests and our partners is as important as
the food. This helps our guests feel comfortable and welcome in Joey’s Urban.
Joey’s Canada is the largest and most established
Seafood Chain in the country. Joey’s has been serving up
our famous Fish & Chips for over 25 years. Joey’s, operating
as Joey’s Only, has over 65 full service locations across
Canada and has introduced Joey’s Urban as a new, unique,
streamlined, quick, casual restaurant in a hip environment.
Joey’s is a unique concept that provides tremendous support to their franchise partners’ and Joey’s
promise to their partners is to constantly and consistently work with Passion, Urgency and
Excellence
PASSION
At Joey’s our Passion is people. We love dealing with everyone; at a dining room table, a hostess
stand or a boardroom table. We believe in replicating our original success and improving our
partners’ quality of life. We treat our Franchise Partners as family. We strive on building
relationships with our partners to help encourage them in their businesses, and we work hand in
hand to help them succeed.
PASSION | URGENCY | EXCELLENCE
URGENCY
Our marketing programs are derived from an
urgency to succeed in sales. The advertising fees
from Franchise Partners are allocated to
advertising throughout the Joey’s Urban
system. The marketing department manages
and coordinates the advertising fund, working
with the Joey’s Urban Franchise Advisory
Council. Our entire operations and marketing
departments are constantly creating new and
innovative ways to market our restaurants.
Creative ideas are the foundation of Joey’s Urban. Our customer base is tech savvy and we target
them with our niche market food products; like our Chips & Fish, Sushi Crunch and Globally Inspired
Taco’s on our Facebook fan pages, Twitter, YouTube and other social media sites. We also give
promotional updates through these sites regularly on our web-based smartphone Applications; we
believe in challenging the status quo.
EXCELLENCE
Joey’s Urban exceeds expectations in our restaurants and in our Home Offi ce. Our Partners are the
reason we are here, and they are of the utmost importance to us. We ensure that our Franchise
Partners are trained thoroughly so they can execute the system fl awlessly
for a timely and positive experience for their guests.
Our training program is comprised of
a 3 week course at our corporate facility
in Calgary, AB. A comprehensive
curriculum targeting food production,
quality & service controls, human resouces,
and fi nancial management controls. Our
team spends time on site during the opening
to reinforce the initial training, help train our
partners’ teams, and ensure a smooth
opening transition.
At Joey’s Urban, we believe in building a business through great foundations. Our development
team is with our partners right from the beginning, building the fi rst relationship in our franchise
family. Opening a new business is stressful and diffi cult, so our team works hand in hand on site
selection, lease negotiation and construction to help you feel comfortable at every step.
Joey’s Urban utilizes a central purchasing and distribution system, and our partnership ideology
does not stop with our Franchise Partners. We continue to build new, and strengthen existing
supplier partner relationships, which help us ensure the highest level of quality with the best
possible value for our Franchise Partners. Our buying power allows Joey’s Urban to maintain our
excellent profi t margins.
TRAINING & SUPPORT
HELP FROM THE GROUND UP
Joey’s Urban off ers a complete turn key concept so that all you have to worry about is administer-
ing funds and hiring staff . Once your franchise application is approved, Joey’s Urban will assist
with your site selection, prepare your initial Off er to Lease(s) and help negotiate your lease. Joey’s
Urban always recommends that you consult legal counsel with regards to your Franchise
Agreement and Lease.
Once a site is secured, Joey’s Urban will complete an initial fl oorplan for your review based on our
standard layout. Joey’s Urban will then have Architectural, Mechanical and Electrical drawings
completed by our preferred professionals for submission to
our preferred contractors for quoting. Once a contractor is
secured by the franchisor on your behalf, the contractor then
submits for building permit. Joey’s Urban will then oversee
all aspects of your buildout, equipment purchases and
marketing initiatives for your opening.
JOEY’S TRAINING PROGRAM
We believe training is the most important investment of
time a new Franchise Partner can make. Our three week training program takes you through
every aspect of restaurant management at an established corporate restaurant. Training includes
food preparation, marketing, service and general operation of your Joey’s Urban franchise. Taught
by seasoned experts, your training features hands-on practical sessions. Our classroom sessions
complement your “on the job” training and you will receive accounting, marketing, and
operations materials that will provide you with documentation to have close at hand in your
restaurant.
WHEN YOU OPEN
A Joey’s opening specialist will be available on
site for at least one week to ensure a smooth
opening of your new franchise. Operations
representatives are also available for ongoing
support. Their expert operational skills in
running a Joey’s will assist you in learning how
to operate an effi cient outlet.
NOW OPEN!
Joey’s will be with you every step of the way
working with you to make sure your franchise is
a success. From the hands-on training to regu-
lar visits from your Regional Manager, positive
interaction between Joey’s and its franchises
allows our Franchise Partners to run their
restaurants with confi dence. To keep our
Franchise Partners up to date; memo’s,
marketing and training materials are posted
to our internal intranet web site and regional
meetings are held biannually.
THE EXPERIENCE
At Joey’s Urban, we believe in getting
REAL about our quality ingredients and
the perceived value our guests see with
us. We’re about REAL food, served fast
with the highest quality ingredients. And
don’t forget our great service!
Joey’s Urban has a ‘Live’ kitchen, com-
pletely open to our guests, to accentu-
ate the freshness of our products and to
give our guests a show with every visit.
Guests commonly stand at the kitchen
pass to watch their meals being prepared
and chat with staff about daily events. It’s
about builidng relationships!
SELECTION PROCESS
In order to ensure your success and maintain our level of quality franchise partners, Joey’s Urban
requires thats its partners meet certain criteria, both personally and fi nancially.
FRANCHISE PARTNER ATTRIBUTES
Preferred 5-7 years in business management experience, including
Income Statement and employee supervision responsibilities Foodservice experience is a plus, however not a prerequisite Results-based with strong analytical, problem solving and leadership skills
Preferred experience with
Microsoft software and PC
operations
Hands-on ownership is
preferred; however day to
day unit management is not
a requirement, although it is
desirable that the day to day
manager holds a 20% or greater
interest in the franchise business
Individual or multi-owner groups accepted
In order to become a part of the Joey’s Urban family,
potential Franchise Partners must have a net worth
of at least $300,000. They must also meet their
preferred fi nancial institution’s fi nancial qualifi ca-
tions in order to receive fi nancing for the
restaurant. Joey’s Urban’s minimal fi nancial
requirements for their Franchise Partners outlines
that the partner has at least 40% of the total costs
to open in unencumbered capital, however, your
fi nancial institution may require a higher investment level in order to fi nance a project.
The franchise partner is only allowed to fi nance a maximum of 60% of the total project costs and
should have at least 10% set aside for operating capital once they open.
YOUR INVESTMENT
ONCE YOU’RE APPROVED
When an application is approved and awarded, the applicant obtains an available territory
and the franchise agreement is signed for that territory. Upon approval of the location and
the building plans, construction begins. Equipment purchasing, licensing agreements and
other fi nishing details will be ongoing during the 3 week training program. The last step will
be on-site training of your personnel with our qualifi ed support staff .
ESTIMATED OPENING COSTS
Your initial investment, as outlined below, is contributed to the leasehold improvements required
to build out your store, as well as equipment, marketing, franchise fee’s, deposits, smallwares
(cooking untensils), legal costs, labour costs, signage, inventory and various other costs.
Joey’s Urban has a weekly royalty structure paid on the Monday of each week. The royalty Fee is
4.5% on gross sales while the Advertising Fee is 2% of gross sales. Gross sales are calculated as all
sales less coupons and discounts, so you only pay royalites on what you actually receive in sales.
You do not pay royalties on sales of alcoholic beverages.
PROJECTED OPENING COSTS
Joey’s Urban, based on 1500 square feet with an average Tenant Improvement
Allowance of $20.00 per square foot;
Deposits, Permits, Drawings $11,500
Leasehold Improvement and Fixtures $110,000 - $130,000
Furniture, Equipment and Smallwares $65,000 - $95,000
Franchise Fee $10,000($25,000 total, $5k upon signing, $5k upon opening and $5k for the next three years)
Opening Inventory $8,250
Advertising and Signage $12,500
Total Projected Opening Costs* $217,250 - $267,250
*NOTE: These are estimated costs only, Joey’s Only Franchising Ltd. cannot guarantee the exact costs of opening each individual restaurant. Estimates are compiled using previous Joey’s opening calculations. Your store will vary based on construction rates in the region, the present-day economy and various other factors beyond Joey’s Only Franchising Ltd.’s control.
MARKET SEGMENT
FAST CASUAL - WHERE FAST FOOD IS GOING!
A Fast Casual concept is one that off ers quality food and ingredients that you would
fi nd in a casual to mid-casual full service restautant but at a price point lower than
Casual dining and higher than typical QSR/Fast Food chains. Fast
casual concepts off er their guests a similar decor and atmosphere to Casual
Dining but off er the quick-service format to eleviate guests tightening timeframes.
Whats does this mean for our guests? It means, that Joey’s Urban guests can dine in
an environment that is hip and comfortable, while enjoying quality ingredients and
presentation, all while paying a price more comparable to a Fast Food restaurant.
Or, they can take it out as quick as it is prepared. It’s all about a guests perceived
value and choices. Today’s diners want quality, choices, and eff eciency. Joey’s Urban
off ers all of that and more, including; LCD TV’s playing the latest sports updates and
business news, free wireless internet and top notch service.
GET TO KNOW US
Joey’s Restaurants, the parent company of Joey’s Urban, opened its fi rst restaurant in Calgary, AB
in 1985. Joey’s Restaurants has grown to become Canada’s largest Seafood restaurant chain with
over 65 locations across North America. With the addition of Joey’s Urban, Joey’s continues to
dominate the Seafood restaurant industry.
Joey’s Urban is the only seafood based chain in Canada catering to the fast casual market.
Providing the high quality of food, service and atmosphere you would expect in a full service
casual restaurant but with the convenience of quick-fresh eats.
Joey’s fi rst restaurant was opened by
Joe Klassen (our namesake) and his wife
Theresa. By 1992, there were ten Joey’s in
operations throughout southern Alberta.
The Klassens then started franchising the
business with their new partner, David Mossey. They all worked tirelessly at building a brand and a
concept that their Franchise Partners could be proud of and could duplicate effi ciently.
Joe is a charismatic leader who works consistently with his development team to grow and
expand the Joey’s Restaurant franchise business. With more than 25 years of experience, Joe
continues to work hands-on in developing the Joey’s menu and overseeing the company’s
operations and marketing. Joe also believes strongly in giving back to the community in which he
has achieved success and is involved in many philanthropic endeavors reaching far beyond Joey’s.
Our operations, development and marketing teams
have over 150 years of combined experience in their
fi elds and strongly believe in building the foundations
for success for our Franchise Partners. Our Franchise
Partners are the reason for our existence. Our team
understands the steps necessary to ensure our
Partners’ success. We take the time to identify our
partners’ needs, not ours. Listening is our key to creating powerful partnerships in business and
community.
At Joey’s we believe in building a culture in our business about you, the
Partner. Our Culture starts with ‘IT’ , The Joey’s System. Our number one
priority is our Franchise Partners, because they are the reason for ‘IT’. We
have developed several key guiding principles that help our team and partners embrace ‘IT’. They
include key words that remind us daily why we do what we do, what we believe.
At Joey’s we also embrace the philosophy that ‘charity begins at home’. We believe that through
teamwork and partnerships, we can help our communities become better places to work, and
play. That is why we actively particpate in various charity initiatives in the communities in which
we operate.
To learn more about us or to complete a confi dential application visit our website at
www.joeysurban.ca or scan this QR code to take you directly to our website with your smart
phone.
Joey’s Urbanc/o Joey’s Only Franchising Ltd.514 42nd Avenue SECalgary, ABTF: 1-800-661-2123O: (403) 243-4584F: (403) 243-8989E: [email protected]
“We understand our number one priority, Our Partners......”