Chi-Chi's Franchise presentation

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Content

INTRODUCTION

TRENDS IN THE RESTAURANT INDUSTRY

The world of Chi-Chis Development status BeLux locations Overview

Competition in Europe

What does Casual dining mean? Strengths of Chi-Chis Our specialities Marketing actions Banquets & Catering Research & product development Training Site criteria

STRATEGY

Expansion strategy Market by Market Development plan

Support

FRANCHISE SUPPORT ORGANIZATION & STRUCTURE

The strengths Management structure

THE CONCEPT

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The world of Chi-Chis

UNITED STATES OF AMERICA

BELGIUM LUXEMBOURG

GERMANY

KUWAIT UNITED ARAB EMIRATES

INDONESIA

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The world of Chi-Chis

Europe North Africa

Asia

Our company is the Master Franchisor for Europe, North Africa and Asia.

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Development Status

Today To be opened in 2012

Belgium & Luxembourg 10

USA 28

Germany 1

Kuwait 1

Indonesia 1

Total 40

Belgium & Luxembourg 5

Morocco 1

China 1

Total 7

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BeLux locations

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Overview

Waterloo, Belgium Luxembourg Antwerp, Belgium

Wemmel, Belgium Brussels, Belgium Charleroi, Belgium

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Trends in the restaurant industry

Convenience

Affordable dining in comfortable surroundings

Internationalization

Huge growth of products and flavors coming from other regions.

Themed/Ethnic restaurants = most dynamic growth sector

Return to basics

Hearty meals

Retro-style food

Top priorities for 21st century consumer

Enjoyable eating experience

High quality service

Fresh and healthy food

Creative convenience/extension of private living space

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Competition in Europe Casual Dining

Country Competitors Type

France Buffalo Grill American / Grill

Hippopotamus American / Grill

El Rancho Tex-Mex

Germany Enchilada Mexican

Maredo American / Grill

Blockhouse American / Grill

United Kingdom Chiquitos Mexican

TGI Fridays American / Grill

Angus Steakhouse American / Grill

UK, NL, CH Gauchos Grill American / Grill

Denmark Jensen Beef house American / Grill

Norway Bighorn American / Grill

Finland Rosso American / Grill

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The Chi-Chis CONCEPT

Restaurant types

City center

Free standing unit

Services

Casual dining

Express

Take away

Delivery

Consumer types

Young adults

Families

Companies

Big parties

Banquets

UNIQUE SELLING POINTS

Product offer :

Margarita, Mojito, Fajita, Burrito, Ribeye

steak

Unique ambiance :

Dcor, Music, Friendly staff, Animations

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What does Casual Dining mean?

Different from traditional restaurants

Warm welcoming and personalized table service

Good fun with family & friends

Fresh & quality products

Affordable prices

Bar

Concept kids (video games, books)

Birthday (song + Sombrero)

Open 7/7

Specialized in (big) groups

Relaxing music, decoration & atmosphere

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Strengths of Chi-Chis

Unique Tex-Mex Grill concept in Europe, USA, Middle East and Asia

Dual product channel : grilled meat and Mexican

Reduces veto

Less dependent (anticyclic)

Excellent product quality & top quality steaks

Good value for money

Unique signature products : Margaritas and Fajitas

Hallal meat available for Muslim customers

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Chi-Chis specialities

The grilled items (Fajitas, Ribeye steaks, BBQ Ribs...)

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Chi-Chis specialities

Mexican food (Burritos, nachos, quesadillas,...)

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Chi-Chis specialities

Wraps

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Chi-Chis specialities

Giant American burgers

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Chi-Chis specialities

Margaritas & cocktails

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Marketing actions

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Marketing actions

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Marketing actions

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Banquets & Catering

We offer an original alternative to classical team meetings, incentives and group events. Dine-in or Catering possibilities.

We transform boring incentives into a sunny explosion of flavors by delivering our concept where the party stands

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Research & Product development

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Training

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Site criteria Chi-Chis concepts

Population Foottraffic Cartraffic Unemployment Income Trade-area Daily retail

City center location

50.000 15.000-35.000

na Not below 90% market average

A+ citycenter yes

Free standing unit

150.000 - 250.000

na 25.000 Not below 90% market average

A+ 20 min car drive time

yes

Take away -shop

25.000 15.000 Not below 90% market average

A+ suburban yes

Express Chi-Chi's

15.000 - 30.000

Not below 90% market average

A+ railways na

Leisure Terrace Surface m Rent Parking visibility Entrance

City center location

yes 40 seats 250-350 10% sales na medium good

Free standing unit

yes 80 seats 300-450 6% sales 60-80 high good

Take away -shop

yes 20seats 60-80 8% 6 high good

Express Chi-Chi's

na 8 stand-up

seats 60-80 8% na high open

Daily retail: grocery shops, supermarkets, hypermarkets, national and international brands

Leisure: primarily movie theaters, bowling places, video houses, disco's

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Expansion strategy Market by Market

1. Remodeling existing restaurant: 150.000 300.000

2. New restaurant : 250.000 350.000

3. Free standing unit : 650.000

2011-2012

Speed up development in Belgium and Luxembourg.

2012:

Start up expansion in Asia and focus in China

Start development in emerging markets with low labor cost (Morocco, Russia and other Eastern European countries)

2012 (second half):

Start up development North of France and South of Holland.

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Development plan

Only Europe has already a potential of more than 400 units

40 41 48 60

80

110 7

12

20

30

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2011 2012 2013 2014 2015 2016

Existing units New units

Franchise support

Site finder

Architectural support

In depth training

Opening team

Standards of operations (manuals)

Marketing tool kit

Mystery customers & surveys

Consulting & coaching

Supply chain

THE STRENGTHS of Chi-Chis organization

In-depth knowledge of the restaurant business throughout Europe and USA.

Strong operational capabilities / hands-on management

Strong analytical capabilities

Experienced in managing high-labor countries

In-depth consumer insights regarding experience and food taste expectation

Management structure

Francis Leroy

53 yrs, C.E.O, Development & Franchise, 22 years with Tricon Restaurants International. [email protected]

Joachim Richling

51 yrs, Finance/M&A, Development & Franchise, 10 years international M&A, 6 years Pizza Hut Austria and founder of Pizza & Grill in Vienna. [email protected]

Ron Hannen

50 yrs, Development & Franchise, International retail experience for more than 15 years. Financial background. [email protected]

Walter Lavers

54 yrs, Development & Franchise, 25 years of experience in "Franchising. [email protected]

Nicolas Usuwiel

30 yrs, MBA in Marketing & Communication, 14 years in the restaurant industry. [email protected]

Romain Mehlen

33 yrs, BA in Business, 10 years in the restaurant & bar sector . [email protected]

An experienced team with impressive track records in their field.

Francis Leroy

Joachim Richling

Ron Hannen Walter Lavers Nicolas Usuwiel Romain Mehlen

Our concept is now in your hands