Café Vienna since 1913

Transcription

1 Franchise Information Café Vienna since 1913

2 AIDA snapshot One century of success: AIDA serves its customers with first class pastries, cakes and coffee since more than 100 years as an Austrian family business in its 4 th generation Highest quality standards: selected innovative products and hand-picked ingredients ensure our sustainable success A piece of Austrian culture: offering its products in a traditional, exclusive Viennese ambience, imperial atmosphere and coffee house culture Growth strategy: Franchise roll-out started in the Middle East and focuses on further expansion into Asian markets 2

3 100 Years of Success 1913: Joseph Prousek opens his first coffee shop 1917: Joseph Prousek opens the first factory in Vienna 1934: 11 outlets are opened 1943: Aida started shock freezing the products 1945: The first big B2B order for the American soldiers (Ice Cream and Doughnuts) 1973: Further ramp up of production facilities 1990: Over 20 outlets are oppened 2003: Michael Prousek appointed as CEO 2005: 28 th outlet oppenend in Vienna 2007: Dominik Prousek (4 th generation) joins the familiy business 2008: First two franchise outlets in Vienna 2010: Aida invented the smallest cakes in the world. 2012: Aida franchise outlets in Jeddah and Riyadh, Saudi Arabia 2013: Franchise outlets are scheduled to open in: Abu Dhabi, Doha/Qatar, Dubai, Hong Kong, Kuwait, Moscow 3

4 AIDA Facts Largest and most exclusive privately owned confectionery producer and coffee shop brand in Europe Operates 29 AIDA stores in its home market Vienna, where 180,000 cups of coffee sold daily and 115 tons of coffee are served per year International Franchise roll-out started in Riyadh and Jeddah, Saudi Arabia, 3 coffee shops in Doha Qatar open in confectioners produce 3 tons of cakes and pastries daily Winner of the Golden Coffee Bean in

5 AIDA - Value Chain Product Development Selection of coffee, tea, ingredients Product Distribution AIDA outlets Products to go AIDA services cover the entire value-chain, ensuring best-in-class quality standards Constant research & development of new products to meet demands of different cultures, catering to the tastes of local consumers Continuous improvement and diversification of supply-chain, including numerous Fair Trade suppliers of high quality beans New market trends: implementation of a healthy low-calorie line, AIDA light, and introduction of AIDA Premium Single Cups 5

6 Product Portfolio A variety of over 200 products Menus are adjusted to the target market, eg. for the Asian Franchises AIDA will offer a fine selection of local teas and deserts Taste and sweetness of products can be adapted to the market 98% of our products are shock frozen and last over 6 months They are shipped from Vienna by cargo twice a month to any destination and have to be stored in a cooled warehouse Local production, on demand Coffee Tea Cakes Pastry Chocolates Salads Snacks Ice Cream Soft drinks Gifts Merchandise 6

7 Shock Freezing the Products Shock freezing also ensures that AIDA s products are delivered in good condition and provides an ultimate quality consistency and assurance for the international franchise business. Shock freezing extends the product life to six months and also allows for better stock control. Freshly baked and decorated, AIDA s products are immediately sent into a natural deep-frozen sleep, sealing in the full moisture and aroma. The benefit of this shock freezing process is that the flavors, vitamins and minerals are retained. After being thawed, AIDA s products are as good, if not better than oven-fresh, and have a flavor profile that we are proud to say is best in class. The cycle of shock freezing AIDA s products: Step 1: The cakes are frozen in a fridge at 35 C for two hours. At this stage very small ice molecules are built which guarantee for better taste and quality. Step 2: From there the cakes are put in a fridge or container for shipment with a temperature of 18 C. Step 3: At arrival at the destination the cakes and pastry must be put in a chilled warehouse or fridge with a temperature of 18 C. Step 4: Before putting the product in the showcase we advise to put it in a fridge of 4 C-8 C over night. When in a hurry one can also place it into room temperature condition which will only take 1-2 hours, but quality might suffer. Pastries and strudels can be taken straight from the fridge and put in the oven. 7

8 Corporate Clients Aida provides tailor-made and customized products for a selective range of clients and distribution channels: High end hotel industry: eg Burj Al Arab Retail store chains Wholesale store chains Corporate clients, eg Fashion TV Catering services for special events, like weddings or conferences Home delivery services (on request) 8

9 Customers Aida coffee shop is a popular meeting point for private and for business, for socializing and for relaxing over a coffee, a cake or a lunch snack. The shop also offers an integrated takeaway bar for coffee, cakes and sweet Austrian dishes. Our target group Varying, based on the shop concept Comprises connoisseurs, people who define themselves through tastefulness and exclusive style Our customers are highly quality-conscious. They know what they get since we always keep our promise and are willing to pay a certain premium for exclusivity and quality High recognition value: A lot of regular customers visit our shops several times a week 9

10 Market Environment Market environment Market environment Expensive Expensive 5* Hotel Coffee Shops 5* Hotel Coffee Shops High quality High Low quality Low quality Independent Coffee Shops Independent Coffee Shops Inexpensive Inexpensive 9 10

11 AIDA s unique selling proposition Sustainability: 100 year of success through continuous achievement of highest and constant quality standards in the entire value chain, in production, distribution, sales and services High-End-Diversity: exclusive product range comprises a variety of unique cakes, coffees, salads, soups, snacks, ice cream, pastries and gifts Flexibility: Flexible market requirements through tailor-made shop concepts (3 modules, AIDA PINK, AIDA BROWN and AIDA GOLD address specific target groups) AIDA personality : serving clients with a piece of Vienna, combining tradition, luxury, style and Viennese charm with comfort and pleasure 11

12 3 Shop Concepts In order to satisfy the various demands of AIDA s customers, different locations, and environments AIDA came up with three different shop concepts and therefore offering franchisees highly flexible solutions. 1. AIDA PINK (small locations, young & trendy) a.) Pink wall b.) Pink shop 2. AIDA CLASSIC (traditional Viennese Caffee) 3. AIDA GOLD (imperial, luxurious) 12

13 AIDA PINK Target market / location: designed for airports, retail chains, busy areas, hospitals, malls, bookstores, etc. 2 modules: AIDA PINK WALL or AIDA PINK SHOP Target group: 20 to 80, travelers, shoppers, patients and visitors Core business: coffee & pastry to go, breakfast & snacks to go, cakes, beverages and merchandise Advantages: flexible modules Low investment costs Maximum 2 employees Only small space needed 13

14 AIDA PINK WALL Size: 2 sqm Employees: none Shop-in-shop: in retail stores & duty free shops Facilities: Espresso machine Showcase for warm pastry Showcase for cooled cakes Product shelves Coffee (AIDA-Tabs, Classic AIDA, AIDA Espresso) Chocolates and confections Gift and seasonal items Cakes in boxes 14

15 15 Pink Wall

16 AIDA PINK SHOP Size: 6-15 sqm Employees : 1 sales person Location: public facilities and highly frequented areas like airports, on busy streets, malls, trainstations, hospitals, bookstores, hotels Facilities: Fresh-oven and microwave Espresso Machine Bar tables and / or seating area Cooled and Heated Display Sales desk Locker room for staff and storage space Average stay per costumer: 3-10 min 16

17 17 Pink Shop

18 AIDA PINK DRIVE Size: sqm Employees : 2 sales person Infrastructure & Facilities: Garden / parking area Order and Sales Window, Sales desk Fresh oven, espresso machine, microwave Bar tables and seating area Cooled and Heated Display Locker room for staff and storage space Products Coffee, AIDA chocolates and sweets Gift and seasonal items - various hot and cold drinks- Pastry, Coffee, Snacks and lunch to go Average stay per costumer 3-12min 18

19 19 Pink Drive

20 AIDA CLASSIC Size: sqm Employees: 2-5 sales person Location: busy street corners, shopping malls, airports Designed as a classic Viennese café with pictures of famous Austrian characters such as Mozart and empress Sissi Target group: at the age of Mass marketing Average stay per costumer 12min 20

21 21 Classic

22 22 Classic

23 AIDA GOLD AIDA Gold is the luxury line of AIDA brand and preferred franchisebrand Size: sqm Employees: 4-40 sales person Location: flagship sites, and shopping malls, busy streets in city centre, airports A combination of old imperialistic futures combined with modern fusion. Average stay per costumer 20 minutes 23

24 24 Gold

25 25 Gold

26 AIDA - Franchise Owning and operating an AIDA store comprises the use of the brand name, trademarks, products, operational systems, interior and décor and marketing. Additionally AIDA provides a franchise manual and further assistance in: Site selection Facility planning and architectural design (drawings and specifications, specifications for fixtures and equipment) On-site Training of owner/operator, operational manager, sales team Pricing policy and increasing profitability Improving efficiency of operational and administration processes Continuous support from members of the Training and Operations Team Continuous updates and exchange of information on market trends and innovations 26

27 Franchise - parameters Average Investment/Unit/Store Initial estimated investment of an AIDA Gold or Classic coffee shop is in the range of USD to USD plus the initial franchise fee, depending on location, structure and size. Investment cost for an AIDA Pink Wall starts at USD and for an AIDA Pink Shop in Shop at USD plus the initial franchise fee. Investment includes fully fitted store, equipment, training, franchise manual and continuous franchise support. Types of Franchise a) Terrestrial Franchise b) Single-shop Franchise Fees Initial Franchise Fees (one-time cost): tbd Monthly royalty fee (% of turnover): 6% of gross sales Monthly marketing contribution fee (% of turnover): 1% of gross sales Term of Franchise Agreement: Minimum of 5 Years 27

28 AIDA- new store economics AIDA Vienna New Store Year 1 Performance Investment USD Investment/sqm USD Sales USD Sales : Investment 2:1 Year 1 store profit margin 20% Average payback time (ROI) for a company owned AIDA store in Vienna is months AIDA Vienna New Store Year 2 Performance Sales USD Store profit margin 30% Stores in top locations achieve sales up to USD p.a. 28

29 Contact Dominik Prousek mobile: Schönthalergasse Vienna Austria 29