2. Limitations & disclaimer
The content of this information along with any other verbal or written advice or information we give you
is based on our opinion and analysis. It is prepared and provided strictly for the receivers own business
purposes. It is confidential to the receivers, its officers and advisers and is not to be copied or given to
any other person or entity for their own purposes.
While we have taken all due care to prepare this Report and present the information and our findings
accurately, we do not represent or warrant the accuracy or suitability of the information or
recommendations provided for you or your business objectives.
You are solely responsible for any decisions you make, and any action or steps taken following delivery
of this information memorandum to you. We do not give any representation, guarantee or undertaking
that your business will be successful, or achieve any particular level of income or profit by following or
using our advice or information.
None of EasyEat’s, officers, employees or contractors are liable to you or any other person or entity for
any damages, loss of opportunity, other loss or cost of any nature that may arise out of or be connected
in any way to the use of, or your reliance on, the advice or information detailed in this Report or
otherwise provided by us.
3. EXECUTIVE SUMMARY
EasyEat.co.nz is New Zealand’s newest (Launched June 2013) and most advanced online food ordering
platform, providing restaurants an online solution for both takeaway and delivery orders. EasyEat has
developed a robust and unique ordering system that allows a more efficient and online sales process via
automatically generated order receipts within restaurants. EasyEat has around 11 listed restaurants in
Auckland and has around 18 restaurants that have been signed and can be listed in Auckland. EasyEat
has also formed joint venture with a Tauranga based service which has added an additional 28 approx
restaurants to its database.
EasyEat is New Zealand’s answer to the internationally proven concept successfully operating in both
the US, Europe, Asia and Australia as well as most other developed countries world-wide. These
companies are experiencing exponential growth throughout their respective countries with both a vastly
growing restaurant and customer database.
Following 18 months of intensive setup and platform building, EasyEat is now live and operating.
EasyEat requires an operator who can grow the business through advertising and signing up of
EasyEat is therefore interested in becoming acquired.
4. H OW IT WORKS .
5. O PERATIONS
O RDER P ROCESSING :
EasyEat provide customers a simple and quick process to order takeaway meals online, both for delivery
and pickup from local restaurants free of charge.
Visitors to EasyEat move through the following process at www.easyeat.co.nz to make an order:
1. Selecting their residing suburb.
2. A list of restaurants are displayed for choice, stating both their food type and opening hours
3. After selecting their chosen restaurant, the full restaurant is displayed with definitions and
4. After entering the quantity required of a certain item, it can be added to the ‘shopping cart’
which is prompted by a drop down cart summary.
5. To complete an order the customer will choose their preference of pick-up or delivery and click
6. The customers is then prompted to either login or create and account and enter credit/debit
card details for payment or cash on pickup/delivery.
7. A confirmation of the order is then emailed to the customer and a copy of the order is sent via
3G connection to a receipt printer hosted in the restaurant. The restaurant then confirms or
declines the order
8. The order is fulfilled by the restaurant and pickup or delivery occurs.
9. Payment is collected by EasyEat and is paid to the restaurant 20th of the month following
payment, minus the total commission due.
You can access backend of website from www.easyeat.zes.zeald.com/admin/login and makes changes
to the menu/content/layout etc. Very simple to use and Zeald.com (website developers) offer free
P AYMENT P ROCESSING :
All payment processing is made through a hosted DPS payment gateway. You can login www.dps.co.nz
and www.bnz.co.nz to view transactions.
6. O VERVIEW OF THE O PPORTUNITY
EasyEat is in a strong position to utilize its superior functionality and become the market leader
in online takeaway restaurant orders.
Some prime restaurant clients have already been sourced, many of these on exclusive contracts
The company has a completed and fully functional online platform that is currently operating
and taking orders.
With over 12,000 takeaway outlets operating within NZ there is room for substantial growth over
the coming months.
Primary goal is to open online ordering services to restaurants that do not currently offer this
Minimal competition in the market .Unlike other retail segments — like apparel — food isn’t a
sector that can be disrupted by offshore players. You can’t deliver takeaway food from overseas
so a business like EasyEat doesn’t compete against the likes of Amazon.com etc.
Management can offer 12 weeks free support (5 hours per week via email/phone) for the new
owners. The Website developers offer unlimited support for free for any issues/questions with
M ARKET S IZE
Annually in New Zealand restaurant & takeaway outlets contribute to a $7 billion dollar industry. There
is currently over 12,000 takeaway outlets serving 1.5million meals a day, this ranges from fully licensed
premises to ‘fish and chip’ type takeaway stores. Restaurant Association and the Auckland University of
Technology 2013 report shows takeaway sales have risen 25 per cent in four years.
A recent survey by the NZ Restaurant Association shows 20.2% of restaurants surveyed would like to
provide an online ordering service, however this is generally unattainable due to cost of building a
EasyEat expects to service a minimum of 5% of restaurants nationwide within 2 years, with heavy focus
lying on metropolitan centers such as Auckland and Wellington. Expansion into regional areas could be
expected to follow.
Data in Australia from DeliveryHero.com.au & Eatnow.com.au & Menulog.com.au show large growth.
All have over 2000 restaurants listed on their websites.
DeliveryHero started in late 2011 and have over 2000 restaurants. DeliveryHero processed over 500,000
orders in 2013 with average price of around $44 per order. They charge a typical commission of 10 to
The company wishes to place the following offer for consideration:
Complete website hosted by ‘Zeald.com New Zealand’
11 order ‘confirmation printers’ valued at cost ($80-$90 USD per unit)
Details of the ‘Confirmation Printer’ supplier in China
Goodwill, including all branding and trademarks
Stickers for restaurant windows
Google adwords account (eg. Takeaway delivery advert on google etc)
Account with Vodafone for each printer
Account with BNZ Bank and DPS.com for taking credit card orders
Account with Zeald.com for hosting (including unlimited website customer support)
Agreement with Dial4ameal.co.nz ( See attachments)
Company prepay cellphone
Over 2900 Facebook fans and Facebook page at www.facebook.com/easyeat
All marketing material
Contracts with all signed restaurants
Management can offer 12 weeks free support (5 hours per week via email/phone) for the new
Management agree to not compete in the same industry for 10 years
8. STRATEGIC PARTNERSHIPS
L OCATIONS :
EasyEat offers around 39 restaurants for online ordering within Auckland and Tauranga. There is also
another 18 contracts that have been signed with Auckland restaurants that can be added to the website.
The restaurant genre ranges from exotic offering such as Indian and Thai food to Pizza and traditional
western dishes. Most restaurants are available for both pickup and delivery with the delivery restaurants
providing their own delivery services.
Restaurants listed on the website include:
Symonds Indian Restaurant
Bolliwood Ponsonby Restaurant
Bolliwood Takapuna Restaurant
Indian Tadka Restaurant
Moti Mahal Restaurant
Nite Spice Restaurant
Empress of India Restaurant
Wok Express Ponsonby Restaurant
Wok Express Kingsland Restaurant
Auckland Restaurants signed up but not yet listed include:
Ghazal Cuisine Restaurant
Curry On Wheels Restaurant
Top Top Kebab House Restaurant
Sahara Cuisine Restaurant
9. Nickies Thai Restaurant
Flavours Of India Restaurant
Thai Ocean Restaurant
Kebab City Customs Street
Kebab City Parnell
Lil Roma Woodfire Pizza Restaurant
Mt Eden Village Fish Shop
Art Thai Restaurant
Alp Ice Café
Thai Takapuna Restaurant
Curry Leaf Restaurant
Tauranga via Dial4ameal
Armazem Restaurant & Bar
Bay Sushi at Papamoa
bb's cafe Fraser Cove
Bombay Basserie – Mount
Collar & Thai
Ivory Premium Urban Lounge
La Mexica - the people's cantina
Mumbai Masala Bistro & Tandoor
10. My Choice Indian Bistro & Bar
Satori Lounge - Sushi Restaurant & Bar
Sierra Cafe Cameron Road near 11th Avenue
Talk of India
Tasty Thai Restaurant
Thai 2 Go Restaurant & Takeaway
Thai Thani 1 – Papamoa
Thai Thani 2 – Tauranga
The Landing 2 Cafe-Restaurant-Bar
Turkish To Go City
Turkish To Go Mount
Turkish To Go Papamoa
World's End Sports Bar & Restaurant
Yoku Japanese Café
J OINT V ENTURES :
The Tauranga based company (Dial4ameal.co.nz) has provided its restaurants to be accessed through
the EasyEat platform. All orders from these restaurants are then forwarded to Dial4ameal for processing.
An agreement has been executed between the parties stating the commission that EasyEat will receive
from each order made through the EasyEat platform. EasyEat receives 7.5% of all the orders made
through the EasyEat website which are forwarded to Dial4ameal
Full details can be viewed in the ‘attachments’ at the end of this proposal.
11. F INANCIALS G ROWTH P LAN
Please contact us for full financial report on all sales/revenues
Trying to forecast future sales is very difficult due to the lack of comparable data available and without
knowing exact figures in terms of number of restaurants signed up and number of customers placing
NZ restaurant association data & verbal discussions with restaurants show that the standard takeaway
order value is usually between around $30 to $40. At a 12% commission rate this equals $3.60 to $4.80
1 order per day per restaurant equals $108 to $144 per month per restaurant in commissions ($1296 to
$1728 per year per restaurant)
5 Orders per day per restaurant equals $540 to $720 per month per restaurant in commissions. ($6480
to $8640 per year per restaurant)
10 Orders per day per restaurant equals $1080 to $1140 per month per restaurant in commissions.
($12,960 to $13,680 per year per restaurant)
There is no accounts payable or loans payable within EasyEat Limited.
1) BNZ Fixed costs for merchant account : 2.15 % per transaction with a minimum cost of $20 per
2) DPS: $57.50 per month which includes 100 transactions and then $0.50 per transaction
Price becomes lower as volume increases:
3) Zeald (hosting & unlimited support) $169.50 per month .Please note all hosting to be with
Zeald.com. Please contact Zeald.com for information in regards to access to website code &
4) Vodafone $10 per sim for data per printer
5) Google apps $5 per month
Total current fixed costs per month= $362 Approx
Variable costs: Cellphone prepay and Adverting/marketing
12. GROWTH PLAN
Sign more restaurants if wanted in any area in New Zealand.
EXAMPLE BELOW :
Year one could be heavily focused on securing restaurants in Auckland and/or Wellington ensuring
they are signed and creating a barrier to entry for any competitors. The initial phase could be to build
on the presence in the high population areas locations within Auckland & Wellington. The second
phase could focus on other parts of the North Island or South island
Continuation of building the EasyEat platform with the Auckland market by increasing restaurant
selection, both geographically and in menu genre. The initial focus could be put on the following in
order of priority.
Strategically locating and contacting restaurants in suburbs that are not currently on the
Recognize underserviced suburbs in Auckland in order to strategically target where the EasyEat
database and presence can be increased.
Build upon the variation in restaurants provided by implementing restaurants that do not
provide self-delivery. This would include the use of the courier service and would allow access
to a higher quality restaurant option.
To date EasyEat has done little marketing.
Good marketing could entail:
Search engine optimization and google adwords
Placement of window stickers in the restaurant
PR (newspapers, radio etc)
Daily Deal website vouchers
Leaflet mailbox drops
Posters in hotels, motels, schools and hospitals
Banner adverts on websites such as menumania.co.nz & trademe.co.nz
13. Important Notes:
Zeald.com control the hosting and some coding. Please contact them at Zeald.com too check what
options you have in regards to hosting and accessing website coding.
Copy of all restaurants contracts are available. Restaurants are on varied commissions
Copy of all financial statements including sales are available by request
PLEASE VIEW BELOW FOR ATTACHMENTS.
14. Marketing Material given to restaurants.
15. CONTRACTS WITH RESTAURANTS (SOME TERMS DIFFER FROM CONTRACT TO CONTRACT)
Easy Eat Agreement Form:
Restaurant Name(if different)
Bank account number :
Easy Eat Terms and Conditions:
1. The Restaurant bears sole responsibility for the accuracy and validity of all information.
2. Easy Eat will provide the following payment method options to Customers for orders made on the Website:
(i) Cash (on delivery/pickup);
(ii) Online payment, including but not limited to payment by credit card;
3. Although Easy Eat will use its best endeavors to prevent erroneous orders, the Partner Restaurant is ultimately
responsible for determining whether an order is erroneous.
4. If a problem arises in connection with an online payment order and the order has been communicated to the
Customer, the Partner Restaurant must attempt to resolve it with the Customer.The partner restaurant must
notify EasyEat and the customer as soon as possible if it declines an order.
5. If the Partner Restaurant has not complied with the order instructions and Easy Eat is required to refund a
payment to the Customer (“Problem Order”), the Partner Restaurant acknowledges that Easy Eat will not pay the
Partner Restaurant for this order. If Easy Eat has already paid the Partner Restaurant for a Problem Order, the
Partner Restaurant must reimburse Easy Eat for the amount of the order immediately upon demand.
Alternatively, Easy Eat may off-set any amount owed by the Partner Restaurant to Easy Eat in respect of a Problem
Order against any monies owed to the Partner Restaurant but must notify you of the set-off in writing.
6. The Partner Restaurant is responsible for contacting the Easy Eat Customer if an order cannot be processed
as requested or to clarify the details of an order if required.
7. Easy Eat will take no responsibility for any loss or damage direct or otherwise arising out of this agreement.
The Restaurant will indemnify Easy Eat against any third party lawsuit or proceedings brought against Easy Eat or
16. its officers, as a result of any problems with the accuracy and/or validity of the menu displayed to the customer
online and/or the quality of food or service provided by The Restaurant.
8. The Restaurant agrees to pay Easy Eat 12% commission on every confirmed order. Easy Eat reserves the right
to charge customers for the total order amount and credit card fees should they elect to pay by credit card.
9. Easy Eat will invoice the Restaurant agreed fees and/or commission owed per calendar month or on other
terms as agreed between Easy Eat and The Restaurant. ("Tax Invoice")
10. If the Tax Invoice reflects a net amount owing by Easy Eat, Easy Eat agrees to transfer funds via bank transfer
within 3 business days. If the Tax Invoice reflects a net amount owing by The Restaurant, The Restaurant agrees
to pay Easy Eat within 7 days.
11. Easy Eat and Restaurant agree to terminate this agreement upon request from either party in writing any
time. No Fixed Term. 10 days written notice required and via phone call.
12. The restaurant must notify EasyEat of any menu changes/prices.
13. The restaurant must not damage the wireless terminal that it borrows from Easyeat and will pay for any
damage or loss incurred.
14. The Supplier agrees to work exclusively with The Company as The Supplier's Online Food Ordering Provider
until termination of this agreement.
Authorized Signature Details:
I have read, understood and agree to Easy Eat Terms and Conditions
Authorized Signatory Name
17. Minimum order: _______________
Delivery Cost: ________________
Estimate time from order placement to delivery: _____ mins (normal period)
Estimate time from order placement to pick up: _____ mins (normal period) _______mins(busy
How many delivery orders do you do on average per week? __________
What are your busiest days? ____________
18. Stickers placed on restaurants windows: