PNB118 Wesria Foods: A concept proposal

Copyright © Nafis Nirman 2019 Malaysia | Moving Forward w Food Hall Explained. Confidential & Proprietary. Do not distribute.
MAY 2019
PNB118 Wesria Foods Sdn Bhd: A concept proposal
MOVING
FORWARD
WITH FOOD HALL EXPLAINED

Copyright©NafisNirman2019Malaysia|MovingForwardwFoodHallExplained.Confidential&Proprietary.Donotdistribute.
2Benchmark Source: The Nielsen Company.
Market Situation:
Key stats – Southeast Asia
12% 19% 47% 16%
OF OUT-OF-HOME
DINERS PUT
IMPORTANCE ON
HEALTHY FOOD
OPTION
OF OUT-OF-HOME
DINERS OPT FOR
GOOD HYGIENE
STANDARDS
OF OUT-OF-HOME
DINERS
HIGHLIGHTS
VALUE FOR MONEY
OF OUT-OF-HOME
DINERS FEEL
ENTERTAINMENT
AND SERVICE IS
NECESSARY
% %
PERECENTAGE OF OUT-OF-
HOME DINERS WHO SAY
THEY EAT SPECIFIED MEAL
AWAY FROM HOME
FREQUENCY OF DINING
AT OU-OF-HOME
ESTABLISHMENTS

3Benchmark Source: Cushman & Wakefield; and Statista.
Market Situation:
Key stats – Southeast Asia
HOUSEHOLD EXPENDITURE ON
F&B PER ANNUM IN PERCENTAGE
NUMBER OF FOOD COURT UNITS
AS A PROPORTION OF TOTAL
NUMBER OF SHOPPING CENTRE
UNITS
SIZE OF FOOD COURT FLOOR
SPACE AS A PROPORTION OF
TOTAL SHOPPING CENTRE FLOOR
SPACE
3.8%
MALAYSIA
6.9%
SINGAPORE
8.9%
INDONESIA
AV. ANNUAL GROWTH OF SALES IN F&B SECTOR LAST 4 YEARS

4
Market Situation:
Existing and Projected in the US
Benchmark Source: Australian Financial Review.
200
300
180
50%
Food Hall Growth Rate Projection

5
Current Situation:
American
Field Map
Launch Date 21-12-2015
Seating Capacity 430
Rent
Plus Percentage
$7k - $10k
+ 10%
Burger Ÿ Falafel + Kebab Ÿ Specialty Coffee Ÿ
Taco Ÿ Salad Ÿ Ramen Ÿ
Sushi + Grill Ÿ Pizza Ÿ The Bar + Juice
<Operations Hour>
Other Concepts
Mon ~ Sat, 11 a ~ 9 p
Sun, 11 a ~ 6.3 p
Specialty Coffee Shop
Mon ~ Sat, 8 a ~ 9 p
Sun, 10 a ~ 6 p
[Available Services]
~ Community Benefits ~
Ÿ Free WIFI
Ÿ Device Charging Station
Ÿ Lounge + Fireplace
Ÿ  Near Omaha Bus Transit *
Benchmark Source: Flagship Restaurant Group; and NRN Report.
Design Rustic Modern
Hall Type Single-owned, Fast Casual + Full Service,
Mixed Master Lease
Ownership Flagship Restaurant Group
Venue Flagship Commons
Destination 1968 Westroad Mall (+ 51)
Location 2nd Level 10000 California Street, Suite
1221, Omaha, NE 68114
Feature Weekly Specials Ÿ Events Ÿ Catering Ÿ
Combos Ÿ Gift Cards 10|25|50
Numbers of
Retailers
9 Car Parking
Spaces
4,800
Gross Lettable
Area
22,00
0 sq ft
Trade Area
Population
466,893
Total Annual
Retail Sales
$ 25m Income Per
Household
$ 85,670
Annual
Customer Visits
2m Spend Per
Person – Meal
$ 4,244
Expert Affliation Avant Architects Inc.Ÿ
General Growth Properties Ÿ
Abide Omaha Ÿ Compeat
Leasing Enquiries Info@flagshipcommons.com
(402) 932-9993
Local Favourite Orginal Concept Chef Signature
3 6 -

6
Current Situation:
European
Field Map
Launch Date 18-05-2014
Seating Capacity 750
Plus Percentage 15%-30%
Chef A. Silva Ÿ Chef Miguel CE Silva Ÿ Chef HS Pessoa Ÿ Chef M.
Vieira Ÿ Roast Chicken Ÿ Croquette Ÿ Madiera Bread Ÿ Oriental Taste
Ÿ Sliced Pizza Ÿ Fusion Sushi Ÿ Local Favourite Burger Ÿ Famous Ice
Cream Ÿ Traditional Pastry + Cake Ÿ Regional Wine Ÿ Portugese +
Asian Seafood + Asian Ÿ Famous Steak Ÿ Tartare Ÿ Best Fish Dish Ÿ
Portugese + Algrave Cuisine Ÿ Ham + Cured Meat Ÿ Fine Chocolate Ÿ
Canned Fish Ÿ Florist Ÿ Newspaper + Magazine Ÿ Port Wine Ÿ
Cocktail Ÿ Best Wine Ÿ Beer Variety Ÿ Champagne Bar Ÿ Cherry
Liquor Ÿ Specialty Coffee Ÿ Gin + Cocktaill Ÿ Famous Bread Ÿ Fried
Fish + Meat Ÿ Roast Pork Ÿ Organic Soup + Salad Ÿ Dried Fruit + Nut
Ÿ Original Soup Ÿ Cider Ÿ Soap + Home Décor Ÿ Cooking Class Ÿ
Easy Seafood Ÿ Tart + Pastry Ÿ Tapas Ÿ Sandwich
<Operations Hour>
All Concepts
Sun ~ Wed, 10 a ~ 12 p
Thu ~ Sat , 10 a ~ 2 a
Ÿ Free WIFI
Ÿ Information Desk
Ÿ Terrace Area (Outdoor)
Ÿ Near Cais do Sodre Metro *
Benchmark Source: Timeout Group; and Investor Chronicle.
Design Industrial Wood + Metal
Hall Type Shared-operations, Fast Casual + Full
Service, Management Agreement
Ownership Time Out Group + Lisbon City Hall
Venue Time Out Market Lisboa
Destination 1882 Mercado da Ribiera (+ 137)
Location Avenida 24 de Julho 1200-479 Lisboa
Feature Shows Ÿ Events Ÿ Workshop Ÿ
Art Gallery Ÿ Concert Hall Ÿ Workspace
Numbers of
Retailers
45 Car Parking
Spaces
1750
Gross Lettable
Area
32,00
0 sq ft
Trade Area
Population
504,718
Total Annual
Retail Sales
€ 29m Income Per
Household
€ 69,672
Annual
Customer Visits
3.6m Spend Per
Person – Meal
€ 3,494
Expert Affliation Francisco Aires Mateus
Arquitectos Ÿ SelgaScano Ÿ
NOAH Advisors
Leasing Enquiries Infolisboa@timeoutmarket.co
m (351) 213-951-274
Local Favourite Orginal Concept Chef Signature
36 5 4

7
Current Situation:
Short Snippet

8
Problem Statement:
The rise of food hall
0
1
2
3
4
5
6
LevelofOffering
High
Low
Food
Quality
[High]
Shows +
Events +
Weekly
Specials
Full
Service +
Fast
Casual
Digital
Content
[High]
Menu
Design
[Short]
Commo
n Prep
Area +
Extra
Storage
CSR
Program
[High]
CSR Programs [High] v.
CSR Programs [Mid]
Donation
Recycle
+ Curbside Compost
+ Biogas Production
Food Design [High] v.
Food Design [Mid]
Local Favourite
Original Concept
+ Chef Signature
Digital Content [High] v.
Digital Content [Low]
Interview
Blog / Vlog
Website
Video
+ Infograms
+ How-to Guides
+ Corp White Paper
+ Case Studies
Food
Quality
[Mid]
Fast
Casual
Digital
Content
[Low]
Menu
Design
[Mid]
CSR
Program
[Mid]
Food Hall Existing Food Court
Auxilary Model
+ Monthly Member
+ Yearly
Subscription
+ Sponsorship
NEW Approach
Rare + Clever
Improved branding, offering, and relationship BOR strats in all competitive features.
Major feature improvements in better service development, sizeable waste reduction and obvious PR campaigns.

9Benchmark Source: Anticimex ; STS Intisari; Meiko Asia; NGC Energy; OriginClear; and PuxinTech Biogas.
Gap Analysis:
Feature comparison
Food Hall Existing Food Court Remarks
Point-of-sale Solution Compeat Advantage - Total control and
perfect audit of operations through
accounts payable, bank reconcilation and
financial reporting.
FeatureAvailabilty
MRO
Janitorial
Service
¢ IN-HOUSE
✖ In-charge of hiring and firing workers
✖ Responsible: Training and supervision
✖ Low-quality products
Δ ✔ Contractor deals wt all issues
✔ Savings on equipments, chemicals,
materials and licensing.
✔ Specialized employee training
Pest Control ¢ Δ ✔ Around the clock monitoring
✔ Sensor detect and data analysis
✔ Non-toxic traps and eco chemicals
✔ Easy documentation
FOG Waste
Removal
¢ Δ ✔ Suspends surface solids (top)
✔ Seperates percipitates from water
(bottom)
✔ Ease-of-cleaning
Dishwashing
Machine
¢ Δ ✔ Automatic tray washer
✔ Organic waste disposer by vaccum
✔ Waste pulper + dewatering system
✔ Same-day repair service
LPG
Supplies
¢ Δ ✔ Pay-per-use basis (NGC Energy)
✔ On-site refilling
✔ No change over of cylinders
✔ Energy sales (Biogas renewal)
✖ Scheduled inspection
✖ Different-day control
✖ Toxic rodenticides
✖ Limited parts
✖ Inconsistent
weekend service
✖ Frequent delays
✖ Free-flowing solids
cause pipe clogging
✖ High maintenance
✖ Frequent removal
✖ Unfinished product
✖ Storage problem
✖ Frequent cylinder
change
Anaerobic
Co-digestion
System *
Electro Water
Seperation via
Catalytic Reactor and
Advance Oxidation*
OUTSD

10Benchmark Source: Applicant’s Supporting Material; Hospitality Design; Research Gate Foodservice ES; and Travel Weekly.
Gap Analysis:
Feature comparison
ADO Food Hall Existing Food Court Remarks
Feature Availabilty
FF&E
Furniture ¢ Δ Often affixed w iconic food halls:
✔ Prefabricated containers
✔ Reclaimed wood
✔ Recycled metal
✔ Greenery wrap
✔ Long table
Fixture ¢ Δ Often affixed w iconic food halls:
✔ Antique brass fixtures
✔ Light bulb chandelier
✔ Drinking fountain
Equipment ¢ Δ Often affixed w iconic food halls:
✔ Ventless kitchen appliance
✔ Liquid collection bin
✔ Reverse vending machine
✔ Touch-screen Iinteractive kiosk
✔ Communal ice machine
✔ Push-notification
Auxilary
Service
Private
Guard
¢ MALL GUARD
✖ Small squad mass area
✖ Insufficient ability to really act.
✕ Risk assessment at the premises to:
✔ Identify hazard or threat
✔ Evaluate and set precaution
✔ Record and take action
✔ Review and update progress
Food hall offers greater variety of intrinsic motivation compared to existing food court

11Benchmark Source: Markthal Rotterdam; CF Carrefour Laval Gourmet Terrace; Eataly NYC; and The Galleries Food Precint
Gap Analysis:
Feature comparison
Food Hall Existing Food Court
Floor Plan / Layout
I.  New seating gives diners more options including booth and casual
lounge.
II.  Match upscale (higher-end dining) environment for the general
public – local favourites and original concepts
I.  Focused on pedestrain flow to cope with high-volume of visitors and
rush hours.
II.  Efforts to create short traffic areas from food court to retail store.
Food hall designation of space (commerce, dining and social) is notably unique than existing food court.

12
Gap Analysis:
Public Feedback
The Rise of Food Hall

By Karen Diehl | March 25, 2019
Jack London Square’s new food hall will feature an event and entertainment space,
with a diverse array of culinary offerings and a signature bar in a bright, two-level
public market-styled environment - Market Watch

By Charles Passy | March 19, 2019
Across the U.S., there are about 240 food halls, according to Aaron Allen & Associates,
a Chicago-based consulting firm that specializes in restaurants. That is more than triple
the number from four years ago - Wall Street Journal

By Micheline Maynard | December 18 , 2018
Every week, it seems that another food hall is popping up in an urban center, and 2019
looks to be a year when more will proliferate – Forbes
Differences in the Concepts

By Jennifer Marston| August 24, 2018
Entertainment is one focus of food halls; there are tons of others, all of which vary
widely from state to state – The Spoon

By Joe Gose | September 12, 2017
Unlike food courts made up of fast food chains, food halls typically mix local artisan
restaurants, butcher shops and other food-oriented boutiques under one roof – New
York Times

By Gens Leron | September 13, 2016
Instead of offering vast cafeteria style seating space, food halls are providing smaller,
more intimate seating pockets scattered throughout the space - Building Design and
Construction Network
Does the Reason Matter?
By Susan Breslow | November 6, 2018
Food halls are also a great way to get a taste of a new city when you don't have much
time to explore - CNN Business

By Bethany Biron | October 30, 2018
For out-of-towners and locals alike, they provide a sampler platter of some of a city’s
best and up-and-coming foodstuffs all for a nice price and with a pleasant ambience, to
boot - Vox

By Emma Hendy | August 31, 2018
For them, it’s all about high quality produce, where you can “eat, shop and learn” all
things Italian (there's even masterclasses available) – Independent Co. UK
What Customers Really Think?
RussCT 2 years ago
I’ve been there several times and think it’s amazing!!! Especially Spices of
Marrakesh, De Groene Weg, and all the sausage and cheese places!!!
Silvia Pietrangeli 2 years ago
Eataly has almost “the very best”. I shop at my local Eataly in Rome quite
often. As Alex said you should focus on Pasta. The pasta you can find at
supermarkets (even in Italy) has nothing to do with the artisanal pasta.
Cracc Cobain 1 week ago
I love 1-800-Lucky. Some of the best spring rolls & veggie lo mein I’ve ever
had was from eateries in there. The music is always on point as well. The
ice creamspot with the fish cones is awesome.

13Benchmark Source: Global Real Estate Experts.
Marketing Objective:
Focused Item
PLATEA MADRID MORGAN STREET NCTMO MIAMI
“A variety of restauranteurs offering everything from sit-down, white-linen table coth, upscale
dining experiences to urban street foods, and typically feature strong contingent of artisinal food
vendors selling unprepared items like gourmet meats and cheeses, mushrooms, caviar, chocolate
etc. culinary-themed activities, shops, and shows (from bookstore and celebrity sessions to
cookery classes and free tasting) are also common”

14
Recommended Action:
Concept map
processing and
delivery
to acquire
necessary
for
sell to
biogas
assume
to be
into
for
to
supply
Land or
Farm
Factory
Distribt
-ion
Hyper
-market
Custom
-er
Waste
Comp
-ost
Food Hall
Collect
-ion
Donat
-ion
Recycle
Meal
maybe

15
Recommended Action:
Mind map
1.
2.
3.
4.

16
Recommended Action:
Mind map
PROPERTY
1
GENERAL SPACE
•  Customer Service
•  Common / Seating Area
•  Support Room / Store
•  Back office
•  Dishwashing Area
UNIQUE SPACE
•  Open-kitchen
•  Communal Lounge
•  Designated Box + Circle
•  Patio
•  Workspace / Meeting
Rooms
•  Multi-purpose Hall
•  Operations Complex
SEATING STYLE
•  Small
•  Intimate
•  Scattered
LEASE FORMAT
•  Restaurant
•  Stall
•  Pop-up
•  Push-cart
•  Automated
Retail
•  Meeting Room
•  Workspace

Recommended Action:
Mind map
17
LOCATION &
ATTRACTION
2
NATURE-BASED
•  KL Forest Eco Park
•  Bird Park
•  Butterfly Farm
CULTURAL-BASED
•  Merdeka Stadium
•  Merdeka Square
•  National Mosque
•  National Monument
•  National Museum
INDUSTRIAL-BASED
•  UTC Pudu
•  Maybank Tower
•  Kenanga Wholesale City
NEARBY PUBLIC
TRANSPORT
•  Pasar Seni Bus Hub
•  Stop 17 Merdeka MRT
•  Stop 4 Plaza Rakyat LRT
•  Jalan Hang Jebat Bus Stop

18
Recommended Action:
Mind map
CURATED DINING
3
SELECTION OF
TENANT
•  Chef Signature: 4
•  Acedemia: 2
•  Original Concept: 6
•  Local Favourite: 30
•  Specialty Shop: 6
•  Automated Retail: 5
•  Designated Circle: 4
•  Workspace: 50
SUBSCRIPTION/ PASS
•  Extra Storage *
•  Communal Prep Area *
•  Biogas Energy
•  CSR Program:
- Recycle
- Donation
- Composting
COMMON FEATURE
•  Open-kitchen
•  Weekly Special
•  Gift Cards
•  Smart Screen
•  Digital Platform
•  Weekday Music Show
•  Weekend Stand-up
•  Small-scale Catering
•  Free Wifi
•  Charging Station
UNIQUE FEATURE
•  Sampling Platter
•  DIY Combo
•  Short menu - 5
•  Marketing Service *
•  Sponsorship *
Eg. Air Asia
•  Cookery Class + Guitar
•  Seasonal Program
- Book Sigining
- Children’s Show

19
Recommended Action:
Mind map
VALUE FOR MONEY
4
CHEF SIGNATURE
•  By Percentage 15-30% *
•  (18) months lease term
•  3 months deposit
•  Single Net Lease
ACADEMIA
•  Rent Plus Percentage
- RM 10,000 + 5%
ORIGINAL CONCEPT
•  By Percentage 11-18%
LOCAL FAVOURITE
•  By Percentage 11-18%
•  Triple Net Lease
SPECIALTY SHOP
•  Rent Plus Percentage
- RM5000 + 5%
•  Triple Net Lease
AUTOMATED RETAIL
•  Gross Rent RM1800
•  Full-service Lease
MEETING ROOM
•  Per Hour / Per Day
- RM 100 / RM400
•  Equipment
- Flipchart RM50
- Projector + Screen RM80
- TV Screen FREE
- Whiteboard FREE
•  Catering
- Coffee & Tea FREE
- Lunch Classic RM25
- Lunch Light RM15.
DESIGNATED CIRCLE)
•  Gross Rent RM900
•  Application Fee / Re-apply
- RM25 / RM10
•  (3) months permit
WORKSPACE
•  Permenant Space RM300
•  5-days Access RM100
•  Private Studio RM350

20
Recommended Action:
Strategy canvas

21
Conclusion:
Why food hall?
Commerce
I.  Ecosystem-focused
II.  Near-guaranteed foot traffic
III.  Zero logistical burdens
Dining
I.  Curated offerings
II.  Shorter menu
III.  Sharing-is-the-thing
IV.  DIY meal
V.  No silverware
Social
I.  Enrich w live entertainment
II.  Music classes
III.  And cookery workshop
Benchmark Source: Global Real Estate Experts.
Food halls are places where emphasis
is on production - not consumption.
Stephane Keulian

References:
Ebscohost - Business Searching Interface
‘A food hall that plays hard’ 2017, FoodService Director, vol. 30, no. 2, p. 15, viewed 8 May 2019,
http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=121060316&site=bsi-live
Barrett, L 2017, ‘How to Operate in a Food Hall’, Restaurant Hospitality, vol. 101, no. 5, pp. 29–32, viewed 6 May 2019,
http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=122973451&site=ehost-live

Cross, M 2016, ‘How to Graze at Food Halls’, Kiplinger’s Personal Finance, vol. 70, no. 2, p. 18, viewed 8 May 2019,
http://search.ebscohost.com/login.aspx?direct=true&db=ulh&AN=111789941&site=ehost-live

‘Food hall recipes’ 2017, Shopping Centers Today, vol. 38, no. 7, p. 21, viewed 6 May 2019,

H. L. 2017, ‘An Aging FSR Gets a Food Hall Facelift: Will The Proud Bird fly after its multiconcept makeover?’, Restaurant Business, vol. 116, no. 8, p. 38, viewed 8 May
2019, http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=124480555&site=bsi-live
Hallow, L 2017, ‘Food Halls 2.0: New, stealable twists on a fast-growing format’, FoodService Director, vol. 30, no. 5, pp. 32–35, viewed 6 May 2019,
Havich, MM 2017, ‘Bang Bang Oriental Food Hall Opens in London’, Design: Retail, vol. 29, no. 7, p. 022, viewed 8 May 2019,
Jennings, L 2018, ‘Will the food hall be a fad?’, Restaurant Hospitality, vol. 102, no. 2, p. 9, viewed 8 May 2019,

Mattson-Teig, B 2018, ‘Another reason to go out: Time Out magazine is opening more of its namesake food halls’, Shopping Centers Today, vol. 39, no. 7, p. 18, viewed 6
May 2019, http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=130541022&site=ehost-live

Rockwood, K. (2017). Hungry for Food Halls. PM Network, 31(12), 10–11. Retrieved from
Smith, K 2019, ‘Why Denver’s growing food hall scene is becoming a destination for all things local’, Star Tribune (Minneapolis, MN), 15 March, viewed 8 May 2019,
http://search.ebscohost.com/login.aspx?direct=true&db=nfh&AN=2W64205156339&site=ehost-live. 23

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