2. 01. ......................................................................................................... Story Behind The Creation
02. .......................................................................................................................... Brand’s Philosophy
03. ...................................................................................................................... Concept Description
04. ....................................................................................................................... Concept Positioning
05. .............................................................................................................. Food & Beverage Menus
06. ................................................................................................................................ Type Of Outlets
07. ................................................................................................. Architecture & Interior Design
08. ................................................................................................. Branding & Corporate Identity
09. ......................................................................................................... Crave’s Media Publications
10. .............................................................................................................. Geographic Distribution
11. ................................................................................................................... Franchise Information
12. ........................................................................................................................ Partners’ Biography
00.
TABLE OF
CONTENT
3. Crave began in 2009 when our first restaurant opened
in Beirut / Achrafyieh’s Monot district. Inspired by Pacific
West Coast Bistros and East meets West flavors, we
designed Crave to offer a new kind of dining experience;
one that offers fresh international dishes with a pacific
west coast flair, in a friendly, vibrant setting.
01.
STORY BEHIND
THE CREATION
4. VISION:
Make of Crave an affordable prime daily dining destination in major cosmopolitan
cities, as well as a profitable franchise to our partners.
MISSION:
To give memorable, unique and flavorful dining experience through friendly
service, quality ingredients, value for money and innovative dishes in a slick,
colorful pacific west coast cosmopolitan bistro ambiance.
CORE VALUES:
• In a fast paced, constantly evolving world, innovation is the key to success. We
are determined to bring innovative solutions and ideas that transform people’s
dining expectations.
• Rather than measuring quality through comparison, we seek to set our own
benchmarks through every endeavor we embark in, redefining excellence.
• Our standards for service are inspired by Old World charm and manners, and
strengthened by modern conveniences.
• Our search for diversity in flavors and people drives change and allows for
discovery and adventure, creating a fusion of the best the world has to offer.
• We seek to bring flavor to all our endeavors, whether designing a new dish or
working on a new menu, bringing a unique character to each of our projects.
• We strive to be an active and supportive part of each community we settle in.
02.
BRAND’S
PHILOSOPHY
5. Crave is a culinary experience in fusion, innovatively merging
influences from the world over. A Pacific West Coast inspired
concept, Crave comes to Beirut as the first true fusion restaurant,
with a palette of tastes, vibrant with colors and cultures. Our culinary
team brings years of international experience to combine flavors
from the cuisines of the world in the most sumptuously creative
ways for a mouth-watering result that will tempt you and leave you
craving for more.
The Crave experience is a delight for all your senses, and a voyage
through the capitals of flavor making it a truly international fusion
escape. The rich menu is served with a side of exceptional service
and unrivaled quality- the best recipe to create the most memorable
Crave experience with every meal. By taking your taste buds on a
trip around the diversity of flavors, Crave inspires your cravings,
reinterprets your tastes, and indulges your urges.
For far too often, restaurants serve good food, but fail to create the
craving. So let us satisfy those urges, we guarantee you a culinary
experience like no other, and we will truly make a Craver out of you.
By taking your taste buds on a trip around the world, Crave inspires
your cravings, reinterprets your tastes, and indulges your urges.
03.
CONCEPT
DESCRIPTION
6. 04.
CONCEPT
POSITIONING
Crave’s sets its target mainly on young working professionals and
young couples with disposable income. Even though the concept
is designed to fit all kind of occasions, spreading from business
meetings all the way to family gatherings including dates, friends and
shopping outings, our primary market segment relies on the 25 to
35 age group. We strongly believe that this age category has been
exposed to an open-minded understanding of world culture, and
is set on exploring new flavors and healthy alternatives with their
disposable income.
11. * Trio Of Flavored Ashta Ice Cream* Asmalyieh Grand Marnier Crème Brulée
12. 06.
TYPE OF
OUTLETS
Crave is applicable and easy adaptable to two kinds of models, both have been
successfully implemented and are currently operating.
THE CRAVE MALL OUTLET:
Consists on featuring all the decorative and brand related applications along with
all the Crave signature dishes, fitting perfectly a mall atmosphere. The Crave Mall
Outlet usually is designed to fit the high traffic and fast paced environment that
malls generate. The decor and the menu are designed to perfectly match the image
of prompt yet not rushed service feel, comfortable yet not overwhelmingly so.
Some of the features include: specific architectural designs, such as customised
seating areas and menu modifications and updates (i.e: salad bar, daily special etc.)
THE CRAVE FREE STANDING OUTLET:
Keeping in line with the brand identity and all its related applications, The Crave
Free Standing Outlet is designed to fit perfectly the everyday neighbourhood
friendly restaurant, usually located in a cluster of restaurants in popular areas. A
cosy and comfortable seating is designed to fit the contemporary decor and menu,
enticing most customers to join in the Crave experience of flavors and indulgence.
18. crave |krãv|
verb [ trans. ]
feel a powerful desire for (something):
a program to give the infants the human touch they crave.
• dated beg for (something): I must crave your indulgence.
DERIVATIVES
crav•er noun
ORIGIN Old English crafian (in the sense [demand, claim as a right] ),
of Germanic origin; related to Swedish kräva, Danish kræve ‘demand.’
The current sense dates from late Middle English.
08.
BRANDING &
CORPORATE
IDENTITY
01. Name:
Pronunciation, Meaning(s), Derivatives & Origine.
19. Pantone 1805 C
Pantone 170 C
Pantone 130 C
Pantone 397 C
0
0
0
10
91
40
30
0
100
44
100
100
23
0
0
11
191
249
253
213
49
170
185
209
26
137
19
14
BF311A #
F9AA89 #
FDB913 #
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Name Pantone C M Y K R G B Web
Red
Pink
Orange
Green
Matrix Script Regular
Typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 £&*?!
The typeface Matrix Script Regular, is only used for the slogan “Fusion Cuisine”. The logo typeface is, a handwriting script, made uniquely for “Crave”.
Concept: Crave is a culinary experience in fusion, innovatively merging influences from the world over. A Canadian concept,
Crave comes to Beirut as the first true fusion restaurant, with a palette of tastes, vibrant with colors and cultures. The Crave
experience is a delight for all your senses, and a voyage through the capitals of flavor making it a truly international fusion escape.
08.
BRANDING &
CORPORATE
IDENTITY
02. Logo:
Design Sample & Description
28. 09.
CRAVE MEDIA
PUBLICATIONS
“ Le Crave, la ou pulsion passionnée et innovation
gastronomique fusionnent! ”
FEMININ
“ Michel Shoucair, Voyage de saveurs”
CUIZ’IN
“ Experiencing Crave ... will make you want to Crave
other dishes on the menu and come back for more”
RPN
“ Une Fusion Exceptionelle”
BALAD
“ The Crave experience delights your senses making it a
truly world fusion cuisine escape”
T&F DINING OUT
31. 11.
FRANCHISE
INFORMATION
FRANCHISE BENEFITS
Crave brand benefits from:
• High profitability
• Quick return on investment
• Regional brand awareness
• Unique food and beverage offering
Crave franchise team will assist the franchisee throughout the pre-opening by providing:
• Preliminary training for franchisees and key employees
• Hands-on training for all employees
• Architectural layouts
• Continuous support throughout the pre-opening phase
• Detailed operating manuals, in order to ensure the smooth operations of the franchises
After the opening, Crave franchise team will provide its franchisees with continuous follow-
up on operations as well as marketing and advertising support.
CRITICAL PATH
Here are 12 steps to the Grand Opening of your Crave outlet
01. Letter Of Intent And Franchisee Application Form
02. Mou Signature
03. Franchise Agreement Signature
04. Architecture And Interior Design Drawings
05. Staff Training
06. Final Outlet Review And Operational Process
07. Submission Of A 5 Year Business Plan To The Franchisor
08. Approval Of Proposed Restaurant Location
09. Franchise Manuals Submission
10. Branding Application On Outlet
11. Software Implementation
12. Opening Day
32. 12.
PARTNERS
BIOGRAPHY
MICHEL SCHOUCAIR:
Michel Schoucair brings a broad spectrum of experiences in
the food and beverage industry, spanning across years and
countries all over Europe, Middle East and North America,
to bridge the gap between the service and charm of the Old
World and the efficiency and organization of the new world.
After a wide and international 14 years experience in
the Food and Beverage industry working for prestigious
corporations such as Four Seasons Hotels and Resorts,
Fairmont Hotels and Resorts and Caesars Casino; Michel’s
ongoing commitment to quality, innovation and consistent
high service standards made him the perfect candidate for
Managing Director, Key Partner and Main Co-Founder of Komida Group, giving the company
its leading competitive edge and raising it to an international level.
Appointed as the holding’s CEO - Head of Operations & Development; Michel currently
leads, initiates, oversees and directs all aspects of the Komida Group operations, from
concepts generation and creation; to the smallest details of their application on local markets.
FARID SCHOUCAIR:
Farid Schoucair, as founding partner, brings to the table
an understanding of branding and communication that in
today’s world is vital to any endeavor, bringing innovative
solutions and ideas to stay ahead of the constantly shifting
and changing nature of the industry.
Farid has established and heads one of the leading
companies in branding and marketing communication in
the middle east and currently handles through it, all the
marketing and public relations for Komida Group.
