franchise prospectus - Casual Dining Group
FRANCHISE PROSPECTUS
WELCOME TO THE CASUAL DINING GROUP OPERATOR OF SOME OF THE UK’S FAVOURITE RESTAURANTS We are pleased to have the opportunity to invite like-minded international partners, who share our values, and the passion for what we do, to become part of the Casual Dining Group. In partnering with us as we grow our business around the world, you will become part of what is one of the UK’s leading, most established and fastest-growing restaurant groups. It is home to some of the most successful and recognisable all-day dining brands to be found anywhere in the restaurant business, in any market. This prospectus provides key information about us, our story and brands, plus how you can join our journey. Successful franchise candidates will become part of a business that operates hundreds of restaurants, serving many millions of meals each year through our three key brands – Bella Italia, Café Rouge and Belgo. Importantly, international partners will join a business that is investing heavily in new products and innovation, in menus and restaurant design, and in our brands and brand marketing, to ensure our business remains at the forefront of the restaurant market. This investment is enabling us to grow exponentially, with nearly 100 restaurants set to open in the next two years, as developers, landlords and partners demand our restaurant brands. Welcome to the Casual Dining Group – we look forward to working with you. Steve Richards, CEO Casual Dining Group
THE PERFECT INGREDIENTS FOR BRAND SUCCESS
! a l l e B o a i C
Bella Italia has a history spanning over 40 years, and during 2013 we gave the brand a complete refresh, and the great news is; our customers love it! Of course, at Bella, it starts with our customers. In fact, everything we do is about making them smile. Our contemporary design, all day Italian menu, and warm and welcoming personality combine to prove a winning formula for an ever growing army of loyal customers.
! a m i s s i l l Be
We start the day the Bella way, with our playfully Italian take on breakfast. Everything from Italian pastries and full English breakfasts, to our tongue in cheek Italian breakfast pizza are on offer. Perfect pasta and pizza and mouth-watering grills take over after breakfast before we wrap things up with our famous ‘Gelato Cart’ for the sweetest of endings. It’s fantastic authentic food with Italian inspired generous portions and amazing value for money and we make sure the kids are kept happy with our multi award winning children’s menu. With over 90 restaurants, and more opening all the time, we’re familiar and loved and with each visit ending with a full belly and a massive smile - that’s amore!
5 8 9 1 e c n i s y l a t I f o e t s a At
t s a f k a e Br
Lunch
Dinner
u n e m s d Ki
Start your day the Bella way with our breakfast menu – there’s something for everyone, using quality ingredients and offering unbeatable value for money.
Wide range of dishes including our healthy menu offering, with dishes under 600 calories - something for everyone.
Alongside the core menu offering, Bella Italia also offer seasonal menus to continuously provide something new to customers.
Award winning kids menu which offers the three course Piccolo and Grande menus for two different age groups.
y a d f o e m i t y n a u n e m e t e l p A com
o n u o r e m Nu
s t n e m e r i u q e r y t Proper Bella Italia is suited to a wide range of locations with the core offering simple to modify to match territory requirements. • 3,500 - 4,500 ft2 • Potential for smaller or larger premises • Prime mixed use retail and leisure schemes • Mall sites • Concessions environment • High footfall areas in major world cities
90
RESTAURANTS THROUGHOUT UK DEVELOPED OVER
40 YEARS STRONG APPEAL TO FAMILIES, COUPLES & GROUPS ALL AGES & GENDERS AVERAGE SPEND PER VISIT
£18.50
65
PROPOSED NEW SITES IN THE NEXT THREE YEARS
. . . n a i l a t I y l l fu Play
“Britain’s Best Bistro” Combining the very best examples of classic bistro cuisine, wine and coffee, Café Rouge quickly became Britain’s best loved bistro brand after its launch in 1989. For meet-ups with mates, family dinners, and romantic special occasions, Café Rouge sets the scene for delicious memories. Launched by Karen Jones and Roger Myers, both foodies with a passion for great French food and wine, Café Rouge remains a much loved brand. With over 6 million customers every year it is the true all day dining experience. Offering great quality food in a stylish, relaxed environment, the menu effortlessly brings together current French food trends with classic bistro favourites.
Warm, inviting and welcoming – just like a Paris street café/bistro Unique in successfully capturing each day part, Café Rouge is a firm favourite for breakfast. Our customers enjoy French classics such as Eggs Benedict and French toast, alongside our full English breakfasts and artisan pastries. An obvious choice for lunch, we serve up our range of famous croques and baguettes, and perfect for romantic meals under candlelight with our bistro classics. We’ve been busy rejuvenating Café Rouge, and our 90 strong estate of sites has undergone a transformation, keeping our French heritage and adding in striking design features to capture our brand essence more strongly than ever before.
All day dining Breakfast
Lunch
Afternoon Dinner
Baked in-house patisseries, classic French Pain Perdu and our signature eggs benedicts nestle alongside the classic English breakfast, served up with a twist of Gallic charm.
Signature croques and baguettes and our super healthy salads make Café Rouge the perfect spot for a relaxing lunch catching up with friends, or a more formal business meeting.
Magnificent meringues with gooey fillings, and a range of classic French tarts, afternoon tea Café Rouge style, with the whole menu served right through the day.
Mouth-watering steaks and bistro classics, dinner is all about real forever style food, using great ingredients and traditional cooking methods, best enjoyed with a glass of fine French wine or one of our sumptuous desserts.
OD & DRINK OOD OD OD&&&DRINK DRINK DRINK
Capture the moment, tell the story... Capture Capture Capturethe the themoment, moment, moment,tell tell tellthe the thestory... story... story...
French flair & heritage
DS : DS RDS : : :
COLOUR DCOLOUR OLOUR COLOUR SCENARIO LSCENARIO CENARIO SCENARIO TONE TONE ONE TONE TAGED AGED TAGED STAGED
BRA N D GUID E L IN E S
40
BRA BRA NBRA DNGUID D NGUID DE GUID LE INLE IN ESLEIN S E S4040 40
Everyone’s favourite bistro 90 RESTAURANTS FIRST SITE OPENED IN
1989
IN SOUTH-WEST LONDON
6,000,000
LOYAL CUSTOMERS PER YEAR AVERAGE SPEND PER VISIT
£20.00
CAFÉ ROUGE DUBAI OPENED
FEB 2015 FULL ESTATE BRAND
REJUVE
Café Rouge is suited to a wide range of locations, with the true all-day dining offer its key differentiator. • 3,500 – 4,500 ft2 • Potential for smaller format sites • Prime mixed use retail and leisure schemes • Mall sites • Concessions environment • High footfall areas in major world cities
Design features We take great care over the design of our new and refurbished restaurants. Each one is a bit different and will always have a “personal touch” inspired by its location. • Heritage shopfront and traditional canopies • Rich colour tones with quality dark timber finishes to floors, tables and bar • Classic Café Rouge banquettes seating finished in rouge red • Flexible low level bistro tables • Large Parisian style wall mirrors • Wine and champagne back bar and open cellarage displays • Vintage amber lighting features • Bespoke black and white photography
Our Bistros LEAMINGTON SPA
CHELTENHAM
Our Bistros LONDON, BLACKHEATH
LONDON, COVENT GARDEN
Amuse-bouche
Go eat • Go drink • Go Belgo
Welcome Belgo is cool, bold and sociable and from just 4 UK outlets, we serve over 400,000 happy Belgian food fans every year. Our family of restaurants is growing, and that’s testament to our winning formula of keeping things simple with a mix of mussels, frites and bags of Belgian beer. Our newest site is opening in July this year, bringing our famous mussels to the heart of London’s Soho district for the first time.
Go eat • Go drink • Go Belgo
Set up many years ago with the vision to bring the beer halls of Brussels into London, Belgo has become an iconic brand famed for serving up the widest selection of Belgian beers outside Belgium. Alongside mussels, our customers enjoy rotisserie chicken, lobster and our famous twice cooked Belgian frites – all cooked in industrial style open kitchens. Belgo is all about giving people an authentic Belgian experience like no other. Our flagship branch in London’s bustling Covent Garden is where the action is at, a melting pot of cultures, and a must for every tourist who comes to London with the simple menu serving up real international appeal.
Go eat • Go drink • Go Belgo
Mussels
Rotisserie
Lobster
Beers
Plump, juicy Shetland mussels, served in pots and platters in a mouthwatering range of Belgo’s secret sauces, best enjoyed alongside a bowl of crisp twice cooked Belgian frites.
Succulent spit-roasted chickens served with one of Belgo’s secret sauces and our famous twice cooked Belgian frites.
The king of crustaceans, either enjoyed whole as a meal in itself, or accompanying our range of 35 day matured steaks.
The biggest range of Belgian beers available in the UK, all imported across the English channel to our restaurants, enjoy 52 unique craft beers to give a true taste of Belgium.
Go eat • Go drink • Go Belgo
Chicken lickin’ good
Go eat • Go drink • Go Belgo
Number crunching Belgo is suited to a range of locations, it’s finely tuned concept offering true international appeal. • 3,500 or 8,000 ft2 •P rime mixed use retail and leisure schemes
5
SITES IN LONDON
BELGO CENTRAL
SERVES OVER
300,000
CUSTOMERS PER YEAR
STRONG APPEAL TO TOURISTS,
CITY WORKERS
& SHOPPERS
OPENING HOURS 12-11PM
• Mall sites • Concessions environments • High footfall areas in major world cities
EXTRA ROLL OUT ACROSS THE
UK
Go GoBelgo Belgo Goeat eat•• Go Go drink drink ••Go
AVERAGE SPEND PER VISIT
£25
A Belgian flavour
Go eat • Go drink • Go Belgo
OUR FRANCHISE SUPPORT PACKAGE BEST IN CLASS BRANDS Long standing UK brands with global appeal. Our brands are unique in the market place, with real heritage in each brand, and constant reinvestment. International partners will join a business that is investing heavily in new products and innovation, in menus and restaurant design, and in our brands and brand marketing, to ensure our business remains at the forefront of the restaurant market. AWARD WINNING MENUS Recreate the dishes that bring millions of customers to our brands each year, and receive guidance and assistance on how to localise our menus for your chosen territory. SITE SELECTION ASSISTANCE & RESTAURANT DESIGN Benefit from our extensive experience in property requirements and store design, with access to both external and internal design teams. Innovative restaurant designs, ensuring our estate sets trends and maintains it position in the casual dining market place.
OUR FRANCHISE SUPPORT PACKAGE PRE AND POST OPENING TRAINING Enjoy both pre and post opening training for both front and back of house teams, with experienced trainers adept at ensuring our brand standards are delivered for new territories. ACCESS TO OUR OPERATION APPLICATIONS Keep up to date with brand developments with our online operations portal and applications, and receive the complete guide on how to start and continue on the journey of operational excellence. MARKETING SUPPORT Access our brand marketing collateral and menu designs and enjoy the support of our internal and external marketing agencies. RESTAURANT VISITS AND BUSINESS REVIEWS Focus your franchise with quarterly business reviews and audits, to ensure the brand standards are being followed, and the business is moving in the right direction.
OUR FRANCHISE SELECTION CRITERIA The ideal franchise partner should be a well funded player with a good local network, long term ambitions and a strong track record in F&B.
1 2 3 4 5 6 7 8 SCALE
F&B - CASUAL DINING EXPERIENCE
TRACK RECORD
NETWORK
COMPETITION
BRAND FOCUS
LONG TERM HORIZON
REGIONAL EXPANSION CAPABILITY
You should be a large, well-capitalised business
With relevant casual dining experience preferred
Ideally with experience of successfully expanding similar Western brands, with an ability to run the business profitably
Links to secure prime real estate locations and to set up secure supply chain
Limited presence of brands in existing portfolio that could compete with CDG
Passionate senior teams, with the ability to deliver a consistent customer experience
The willingness and capital to invest for periods of 3-5 years
The ability to help the brand develop, and to penetrate adjacent regions
FRANCHISE TARGETS The fees for international agreements will typically involve: • A TERRITORY FEE • A RESTAURANT OPENING FEE • TURNOVER ROYALTY FEES • MARKETING FEES Royalty fees are generally standardised. Territory fees and restaurant opening fees will depend on the size of and potential of the market and the opportunity.
PLEASE CONTACT RICHARD DOWNS BUSINESS INNOVATION MANAGER CASUAL DINING GROUP LTD 163 Eversholt Street, London, NW1 1BU United Kingdom Tel: +44 (0) 20 7121 3200 Email: [email protected] www.bellaitalia.co.uk • www.caferouge.com • www.belgo-restaurants.co.uk
WELCOME TO THE CASUAL DINING GROUP OPERATOR OF SOME OF THE UK’S FAVOURITE RESTAURANTS We are pleased to have the opportunity to invite like-minded international partners, who share our values, and the passion for what we do, to become part of the Casual Dining Group. In partnering with us as we grow our business around the world, you will become part of what is one of the UK’s leading, most established and fastest-growing restaurant groups. It is home to some of the most successful and recognisable all-day dining brands to be found anywhere in the restaurant business, in any market. This prospectus provides key information about us, our story and brands, plus how you can join our journey. Successful franchise candidates will become part of a business that operates hundreds of restaurants, serving many millions of meals each year through our three key brands – Bella Italia, Café Rouge and Belgo. Importantly, international partners will join a business that is investing heavily in new products and innovation, in menus and restaurant design, and in our brands and brand marketing, to ensure our business remains at the forefront of the restaurant market. This investment is enabling us to grow exponentially, with nearly 100 restaurants set to open in the next two years, as developers, landlords and partners demand our restaurant brands. Welcome to the Casual Dining Group – we look forward to working with you. Steve Richards, CEO Casual Dining Group
THE PERFECT INGREDIENTS FOR BRAND SUCCESS
! a l l e B o a i C
Bella Italia has a history spanning over 40 years, and during 2013 we gave the brand a complete refresh, and the great news is; our customers love it! Of course, at Bella, it starts with our customers. In fact, everything we do is about making them smile. Our contemporary design, all day Italian menu, and warm and welcoming personality combine to prove a winning formula for an ever growing army of loyal customers.
! a m i s s i l l Be
We start the day the Bella way, with our playfully Italian take on breakfast. Everything from Italian pastries and full English breakfasts, to our tongue in cheek Italian breakfast pizza are on offer. Perfect pasta and pizza and mouth-watering grills take over after breakfast before we wrap things up with our famous ‘Gelato Cart’ for the sweetest of endings. It’s fantastic authentic food with Italian inspired generous portions and amazing value for money and we make sure the kids are kept happy with our multi award winning children’s menu. With over 90 restaurants, and more opening all the time, we’re familiar and loved and with each visit ending with a full belly and a massive smile - that’s amore!
5 8 9 1 e c n i s y l a t I f o e t s a At
t s a f k a e Br
Lunch
Dinner
u n e m s d Ki
Start your day the Bella way with our breakfast menu – there’s something for everyone, using quality ingredients and offering unbeatable value for money.
Wide range of dishes including our healthy menu offering, with dishes under 600 calories - something for everyone.
Alongside the core menu offering, Bella Italia also offer seasonal menus to continuously provide something new to customers.
Award winning kids menu which offers the three course Piccolo and Grande menus for two different age groups.
y a d f o e m i t y n a u n e m e t e l p A com
o n u o r e m Nu
s t n e m e r i u q e r y t Proper Bella Italia is suited to a wide range of locations with the core offering simple to modify to match territory requirements. • 3,500 - 4,500 ft2 • Potential for smaller or larger premises • Prime mixed use retail and leisure schemes • Mall sites • Concessions environment • High footfall areas in major world cities
90
RESTAURANTS THROUGHOUT UK DEVELOPED OVER
40 YEARS STRONG APPEAL TO FAMILIES, COUPLES & GROUPS ALL AGES & GENDERS AVERAGE SPEND PER VISIT
£18.50
65
PROPOSED NEW SITES IN THE NEXT THREE YEARS
. . . n a i l a t I y l l fu Play
“Britain’s Best Bistro” Combining the very best examples of classic bistro cuisine, wine and coffee, Café Rouge quickly became Britain’s best loved bistro brand after its launch in 1989. For meet-ups with mates, family dinners, and romantic special occasions, Café Rouge sets the scene for delicious memories. Launched by Karen Jones and Roger Myers, both foodies with a passion for great French food and wine, Café Rouge remains a much loved brand. With over 6 million customers every year it is the true all day dining experience. Offering great quality food in a stylish, relaxed environment, the menu effortlessly brings together current French food trends with classic bistro favourites.
Warm, inviting and welcoming – just like a Paris street café/bistro Unique in successfully capturing each day part, Café Rouge is a firm favourite for breakfast. Our customers enjoy French classics such as Eggs Benedict and French toast, alongside our full English breakfasts and artisan pastries. An obvious choice for lunch, we serve up our range of famous croques and baguettes, and perfect for romantic meals under candlelight with our bistro classics. We’ve been busy rejuvenating Café Rouge, and our 90 strong estate of sites has undergone a transformation, keeping our French heritage and adding in striking design features to capture our brand essence more strongly than ever before.
All day dining Breakfast
Lunch
Afternoon Dinner
Baked in-house patisseries, classic French Pain Perdu and our signature eggs benedicts nestle alongside the classic English breakfast, served up with a twist of Gallic charm.
Signature croques and baguettes and our super healthy salads make Café Rouge the perfect spot for a relaxing lunch catching up with friends, or a more formal business meeting.
Magnificent meringues with gooey fillings, and a range of classic French tarts, afternoon tea Café Rouge style, with the whole menu served right through the day.
Mouth-watering steaks and bistro classics, dinner is all about real forever style food, using great ingredients and traditional cooking methods, best enjoyed with a glass of fine French wine or one of our sumptuous desserts.
OD & DRINK OOD OD OD&&&DRINK DRINK DRINK
Capture the moment, tell the story... Capture Capture Capturethe the themoment, moment, moment,tell tell tellthe the thestory... story... story...
French flair & heritage
DS : DS RDS : : :
COLOUR DCOLOUR OLOUR COLOUR SCENARIO LSCENARIO CENARIO SCENARIO TONE TONE ONE TONE TAGED AGED TAGED STAGED
BRA N D GUID E L IN E S
40
BRA BRA NBRA DNGUID D NGUID DE GUID LE INLE IN ESLEIN S E S4040 40
Everyone’s favourite bistro 90 RESTAURANTS FIRST SITE OPENED IN
1989
IN SOUTH-WEST LONDON
6,000,000
LOYAL CUSTOMERS PER YEAR AVERAGE SPEND PER VISIT
£20.00
CAFÉ ROUGE DUBAI OPENED
FEB 2015 FULL ESTATE BRAND
REJUVE
Café Rouge is suited to a wide range of locations, with the true all-day dining offer its key differentiator. • 3,500 – 4,500 ft2 • Potential for smaller format sites • Prime mixed use retail and leisure schemes • Mall sites • Concessions environment • High footfall areas in major world cities
Design features We take great care over the design of our new and refurbished restaurants. Each one is a bit different and will always have a “personal touch” inspired by its location. • Heritage shopfront and traditional canopies • Rich colour tones with quality dark timber finishes to floors, tables and bar • Classic Café Rouge banquettes seating finished in rouge red • Flexible low level bistro tables • Large Parisian style wall mirrors • Wine and champagne back bar and open cellarage displays • Vintage amber lighting features • Bespoke black and white photography
Our Bistros LEAMINGTON SPA
CHELTENHAM
Our Bistros LONDON, BLACKHEATH
LONDON, COVENT GARDEN
Amuse-bouche
Go eat • Go drink • Go Belgo
Welcome Belgo is cool, bold and sociable and from just 4 UK outlets, we serve over 400,000 happy Belgian food fans every year. Our family of restaurants is growing, and that’s testament to our winning formula of keeping things simple with a mix of mussels, frites and bags of Belgian beer. Our newest site is opening in July this year, bringing our famous mussels to the heart of London’s Soho district for the first time.
Go eat • Go drink • Go Belgo
Set up many years ago with the vision to bring the beer halls of Brussels into London, Belgo has become an iconic brand famed for serving up the widest selection of Belgian beers outside Belgium. Alongside mussels, our customers enjoy rotisserie chicken, lobster and our famous twice cooked Belgian frites – all cooked in industrial style open kitchens. Belgo is all about giving people an authentic Belgian experience like no other. Our flagship branch in London’s bustling Covent Garden is where the action is at, a melting pot of cultures, and a must for every tourist who comes to London with the simple menu serving up real international appeal.
Go eat • Go drink • Go Belgo
Mussels
Rotisserie
Lobster
Beers
Plump, juicy Shetland mussels, served in pots and platters in a mouthwatering range of Belgo’s secret sauces, best enjoyed alongside a bowl of crisp twice cooked Belgian frites.
Succulent spit-roasted chickens served with one of Belgo’s secret sauces and our famous twice cooked Belgian frites.
The king of crustaceans, either enjoyed whole as a meal in itself, or accompanying our range of 35 day matured steaks.
The biggest range of Belgian beers available in the UK, all imported across the English channel to our restaurants, enjoy 52 unique craft beers to give a true taste of Belgium.
Go eat • Go drink • Go Belgo
Chicken lickin’ good
Go eat • Go drink • Go Belgo
Number crunching Belgo is suited to a range of locations, it’s finely tuned concept offering true international appeal. • 3,500 or 8,000 ft2 •P rime mixed use retail and leisure schemes
5
SITES IN LONDON
BELGO CENTRAL
SERVES OVER
300,000
CUSTOMERS PER YEAR
STRONG APPEAL TO TOURISTS,
CITY WORKERS
& SHOPPERS
OPENING HOURS 12-11PM
• Mall sites • Concessions environments • High footfall areas in major world cities
EXTRA ROLL OUT ACROSS THE
UK
Go GoBelgo Belgo Goeat eat•• Go Go drink drink ••Go
AVERAGE SPEND PER VISIT
£25
A Belgian flavour
Go eat • Go drink • Go Belgo
OUR FRANCHISE SUPPORT PACKAGE BEST IN CLASS BRANDS Long standing UK brands with global appeal. Our brands are unique in the market place, with real heritage in each brand, and constant reinvestment. International partners will join a business that is investing heavily in new products and innovation, in menus and restaurant design, and in our brands and brand marketing, to ensure our business remains at the forefront of the restaurant market. AWARD WINNING MENUS Recreate the dishes that bring millions of customers to our brands each year, and receive guidance and assistance on how to localise our menus for your chosen territory. SITE SELECTION ASSISTANCE & RESTAURANT DESIGN Benefit from our extensive experience in property requirements and store design, with access to both external and internal design teams. Innovative restaurant designs, ensuring our estate sets trends and maintains it position in the casual dining market place.
OUR FRANCHISE SUPPORT PACKAGE PRE AND POST OPENING TRAINING Enjoy both pre and post opening training for both front and back of house teams, with experienced trainers adept at ensuring our brand standards are delivered for new territories. ACCESS TO OUR OPERATION APPLICATIONS Keep up to date with brand developments with our online operations portal and applications, and receive the complete guide on how to start and continue on the journey of operational excellence. MARKETING SUPPORT Access our brand marketing collateral and menu designs and enjoy the support of our internal and external marketing agencies. RESTAURANT VISITS AND BUSINESS REVIEWS Focus your franchise with quarterly business reviews and audits, to ensure the brand standards are being followed, and the business is moving in the right direction.
OUR FRANCHISE SELECTION CRITERIA The ideal franchise partner should be a well funded player with a good local network, long term ambitions and a strong track record in F&B.
1 2 3 4 5 6 7 8 SCALE
F&B - CASUAL DINING EXPERIENCE
TRACK RECORD
NETWORK
COMPETITION
BRAND FOCUS
LONG TERM HORIZON
REGIONAL EXPANSION CAPABILITY
You should be a large, well-capitalised business
With relevant casual dining experience preferred
Ideally with experience of successfully expanding similar Western brands, with an ability to run the business profitably
Links to secure prime real estate locations and to set up secure supply chain
Limited presence of brands in existing portfolio that could compete with CDG
Passionate senior teams, with the ability to deliver a consistent customer experience
The willingness and capital to invest for periods of 3-5 years
The ability to help the brand develop, and to penetrate adjacent regions
FRANCHISE TARGETS The fees for international agreements will typically involve: • A TERRITORY FEE • A RESTAURANT OPENING FEE • TURNOVER ROYALTY FEES • MARKETING FEES Royalty fees are generally standardised. Territory fees and restaurant opening fees will depend on the size of and potential of the market and the opportunity.
PLEASE CONTACT RICHARD DOWNS BUSINESS INNOVATION MANAGER CASUAL DINING GROUP LTD 163 Eversholt Street, London, NW1 1BU United Kingdom Tel: +44 (0) 20 7121 3200 Email: [email protected] www.bellaitalia.co.uk • www.caferouge.com • www.belgo-restaurants.co.uk
