HA' DOG | Master Franchise Presentation


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How about a business idea that brings artisanal food quality to the QSR model delivers value-adding differentiation and presents an amazing investment opportunity?

Contact Information: TOP FRANCHISES | 2, M. Alexandrou Str., 166 74 Glyfada, Greece, Tel:+302109637901, Email: franchise2topfranchises.gr

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HA' DOG | Master Franchise Presentation

  1. 1. ©2013 Ha’Dog Investment Proposal How about a business idea…
  2. 2. ©2013 Ha’Dog Investment Proposal …that brings artisanal food quality to the QSR model…
  3. 3. ©2013 Ha’Dog Investment Proposal …delivers value-adding differentiation and…
  4. 4. ©2013 Ha’Dog Investment Proposal …presents an amazing investment opportunity?
  5. 5. ©2013 Ha’Dog Investment Proposal Ha’Dog business model & investment proposal presentation
  6. 6. ©2013 Ha’Dog Investment Proposal Overview I. QSR Market Trends II. The Consumer III. Market Gap & Opportunity IV. The HA’DOG Business Concept: Unique Selling Proposition V. Marketing 7
  7. 7. ©2013 Ha’Dog Investment Proposal I. QSR Market trends
  8. 8. ©2013 Ha’Dog Investment Proposal Emergence of the Fast Casual - Fast casual, the premiumization of fast-food, becomes the industry’s “masstige” option - Trading-up phenomenon: cut restaurant spending and increase everyday fast-food spending - Preference for “small indulgence” as consumers exit the recession mentality 9
  9. 9. ©2013 Ha’Dog Investment Proposal Clean food - Fine-dining trends filter down to fast-food - Is it fresh? organic? local? traceable? trusted? 10
  10. 10. ©2013 Ha’Dog Investment Proposal Handmade & artisanal - Making food from scratch attracts customers- and can be cheaper - Credibility and authenticity is key! 11
  11. 11. ©2013 Ha’Dog Investment Proposal Convenience - Time becomes the new currency - Snacks turn to meals: As unconventional lifestyles become more prominent, snacking replaces dining & set meals 12
  12. 12. ©2013 Ha’Dog Investment Proposal Value pricing - It’s not about cheap, it’s about value for money - Maximize taste & indulgence at the best price possible 13
  13. 13. ©2013 Ha’Dog Investment Proposal Discovering new tastes - Consumers prone to experiment with previously unfound fast food offerings - Not just Chinese, but also Thai and Vietnamese - Break through the traditional fast-food offerings (burgers, pizza, etc.) 14
  14. 14. ©2013 Ha’Dog Investment Proposal Health & wellness - Even in the most indulgent activities, health considerations capture consumers’ attention - Turn to healthier alternatives – provided that indulgence is not compromised 15
  15. 15. ©2013 Ha’Dog Investment Proposal Individualization - Consumers are more individualized than ever, expecting every good, service and experience to be addressing their needs and expressing their personality 16
  16. 16. ©2013 Ha’Dog Investment Proposal Transparency - Transparency in processes, products and service delivery makes it easy for reputations to be built - Coupled with the social media effect, transparency is the factor that can make -or break- a business 17
  17. 17. ©2013 Ha’Dog Investment Proposal II. The Consumer
  18. 18. ©2013 Ha’Dog Investment Proposal Market segmentation Athens market data 19
  19. 19. ©2013 Ha’Dog Investment Proposal 25-44 Leaders - Higher education used as an accurate, measurable indicator of consumer sophistication - Leaders set trends for – followers of the same age – younger audiences, who aspire to be perceived as sophisticated through their choices – older audiences, who aspire to be perceived as youthful via affiliation 20
  20. 20. ©2013 Ha’Dog Investment Proposal 25-44 Leaders: Buying behaviour - QSR purchase occasions – Night out – Stay at home / delivery dine in – Daytime shopping - Frequency of purchase: – 2-4 times per week – impulse purchase plays a significant role - Loyalty: small basket of alternative choices 21
  21. 21. ©2013 Ha’Dog Investment Proposal 25-44 Leaders: selection criteria 1. Taste & indulgence 2. Value for money 3. Product quality 4. Service 5. Location: time-place utility & availability 6. Space design & ambiance 22
  22. 22. ©2013 Ha’Dog Investment Proposal III. Market gap & opportunity key benchmarks, market mapping & opportunity identification
  23. 23. ©2013 Ha’Dog Investment Proposal The Hot-Dog Market - Hot-Dog: a QSR proposition ideally suited for a vast range of occasions - Lunch time meals - Middle-of-the-day snacking - Evening dining - Perfect match for a range of attractive market segments - Young audiences - 25-34 and 35-44 professionals - Families 24
  24. 24. ©2013 Ha’Dog Investment Proposal The Hot-Dog Market - Globally, the Hot-dog has escaped its original street-food positioning and is now present in more attractive, premium, even gourmet versions - In Greece, a heavily underdeveloped market - Multitude of low quality opportunistic players, competing on price - Several mid-quality players that lack focus 25
  25. 25. ©2013 Ha’Dog Investment Proposal Hot-Dog Competitive Positioning Map: Bird’s eye view at global level 26 premium & comprehensive differentiated average / basic minimum niche / boutique specialist unfocused generalist portfolio size quality of Offering basic/low quality local players with weak concepts (compete on availability) uncompetitive positioning (unprofitable / non-viable) no-interest positioning for Hot Dog concepts “NICHERS” !zone of opportunity relevant to meaningful differentiation and a strong product focus
  26. 26. ©2013 Ha’Dog Investment Proposal The “Nichers” positioning opportunity - Differentiation perceived and valued by consumers - Positioning that commands higher margins - Build loyalty and avoid price wars and - Only a handful of notable players in the global hot-dog market 27
  27. 27. ©2013 Ha’Dog Investment Proposal The Nicher’s Positioning: Achieving Differentiation 28 food quality, taste & value food creativity food origin space design primary, “external” differentiation: setting Nicher’s aside from other competitors secondary, “internal” differentiation: between nichers opportunity: differentiation elements currently ignored beverage specialization customer education
  28. 28. ©2013 Ha’Dog Investment Proposal The Nicher’s Positioning: Notable global hot-dog examples - Herman-ze-German - Hank’s haute dogs - Biker Jim’s - Banger Bros
  29. 29. ©2013 Ha’Dog Investment Proposal Herman – ze - German Brand promise authentic, wholesome wurst Concept elements Grilled – not fried Free range, sourced meat Food quality German tradition “no-oil” fries Freshly baked bread German products (drinks, pastries, sausages 30
  30. 30. ©2013 Ha’Dog Investment Proposal Hank’s Haute Dogs Brand promise a creative play on the all-american favorite Concept elements H. Adaniya renowned restauranteur Food romance Hawaii original Love for food Regional Specialty Exceptional quality Innovative 31
  31. 31. ©2013 Ha’Dog Investment Proposal Biker Jim’s Brand promise Gourmet street food Concept elements Restaurant, cart & truck Wild game and unusual meat sausages Great taste House made 32
  32. 32. ©2013 Ha’Dog Investment Proposal Banger Bros Brand promise exceptional sausages Concept elements Banger love, obsession and fantasy Sausage world heritage & culture Uncompromising quality Perfect bread Events Stylish & elegant 33
  33. 33. ©2013 Ha’Dog Investment Proposal The Nicher’s Positioning: Local market competitive offerings - Ha’Dog is ideally positioned to compete with the most successful niche players of the local QSR market
  34. 34. ©2013 Ha’Dog Investment Proposal IV. The HA’DOG Business Concept: Unique Selling Proposition the brand, the USP & elements of differentiation
  35. 35. ©2013 Ha’Dog Investment Proposal Brand Strategy: The Ha’Dog brand promise a journey of discovery and experimentation in the culinary art of the hotdog 36
  36. 36. ©2013 Ha’Dog Investment Proposal Unique Selling Proposition 37 the opportunity to immerse yourself to the complete, authentic experience of the hotdog which means…
  37. 37. ©2013 Ha’Dog Investment Proposal Key elements of differentiation 38 diverse variety of our great-tasting, own-recipe sausages, made from the best quality meats, natural ingredients and aromatic herbs 
  38. 38. ©2013 Ha’Dog Investment Proposal Key elements of differentiation 39 great variety of home-made sauces, made fresh from natural ingredients, constantly changing to bring new flavors 
  39. 39. ©2013 Ha’Dog Investment Proposal Key elements of differentiation 40  an impressive range of beers, including lager, pilsner, weiss, stout and other specialty beers for the full hotdog experience
  40. 40. ©2013 Ha’Dog Investment Proposal Key elements of differentiation 41 ⏎ an elegant, aesthetically pleasing environment & atmosphere, designed to showcase the diversity, quality and indulgence of the product
  41. 41. ©2013 Ha’Dog Investment Proposal Key elements of differentiation 42 photo of employee-customer interaction > a knowledgeable, well-trained, friendly & welcoming team, educating the customer, helping to pair hot dogs, sauces and beers to create the perfect gastronomic experience
  42. 42. ©2013 Ha’Dog Investment Proposal The Ha’Dog experience 43  it’s not about variety, quality, taste and experimentation… its about bringing it all together to create a memorable experience to the customer
  43. 43. ©2013 Ha’Dog Investment Proposal V. Marketing
  44. 44. ©2013 Ha’Dog Investment Proposal The Product - Range is diverse (7-9 sausages from a selection of 15, up to 4 cold and 4 hot sauces) and frequently updated - Sausages and sauces made in company- owned facilities (HASP and ISO certifications) using flagship Greek ingredients and top quality certified meats - Regular size portion (100gm. sausages) with emphasis on quality not “street food size” - Capabilities for Halal sausage production and/or production setup and overseeing 45
  45. 45. ©2013 Ha’Dog Investment Proposal The price – value proposition - Mass-Premium positioning - Do not engage in price competition and/or price intensive promotional offers - Ha’Dog is an everyday luxury 46
  46. 46. ©2013 Ha’Dog Investment Proposal Space design - Restaurant design to be a showcase for the product - Simple, minimalist design to bring Ha’Dog to the epicenter - Small-size restaurants (an approximate 100m2 with an 80%-20% split for exterior seating space) and high-stool seating to allow for fast customer turnover - High-street, shopping areas and malls locations to maximize footfall & exposure 47
  47. 47. ©2013 Ha’Dog Investment Proposal Operations - Min. shift staffing level: 2 persons - Easy to double and triple capacity during peak times by increasing staff 48 1 staff till & beverages 1-2 staff + Ha-Dog order fulfillment Front Counter order fulfillment line of visibility preparation occurs prior and after times of service Back Counter kitchen preparation
  48. 48. ©2013 Ha’Dog Investment Proposal People - Knowledgeable on the product - Well-trained to be able to recommend food and beverage pairings - Culinary background - Engaging the customer to discussion and creating an experience out of a meal/snack occasion 49
  49. 49. ©2013 Ha’Dog Investment Proposal Communications - Limited budget expenditure on communication and promotion - Full utilization of word-of-mouth through social media - Menus and POS materials sponsored by suppliers - Participation in local events 50
  50. 50. ©2013 Ha’Dog Investment Proposal Q&A / Discussion