UNIQUE The Most Concept in the Market
INTRODUCTION HISTORY Café2go was founded in September of 2011 To bring a unique concept to the market based out of the UAE After much research and thought we decided to take the millennium old Arab cuisine (camel milk/meat) and fuse it with the modern lifestyle (coffee/snacks). Since inception we have created quite a buzz in the media world. Covered by CNN, BBC, Yahoo News, Gulf News, Al Arabiya, Qatar News, Sama Dubai, Noor Dubai and many others. With more than 14 locations across the UAE and franchised partnerships internationally we are beginning to fulfill our vision of being global.
INTRODUCTION THE VISIONARY Jassim AIBastaki Founder and director general of Cafe2go Director general of MIDEX Airlines Owner & CEO of Moon Hotels Management & Consultancy (MHMC Group) First UAE national to graduate in hospitality management from University of Central Florida 20 years experience in government & private sectors including real estate, hospitability and aviation industries
INTRODUCTION THE BRAND Our vision is to unite people of all backgrounds in a shared experience by positioning ourselves as a premier coffee shop chain with a global presence. Our mission is committed to give an experience that touches the soul by pursuing excellence in products, personalized service and an exciting store atmosphere. Be socially responsible by giving back to the society in helping building and changing lives. Aspire to be wherever you are Great Coffee Café2go has its very own unique blend, made using only the highest grade coffee beans from Colombia. Great Food We focus on quality and freshness for any time of day, from breakfast to lunch to dinner. We also regularly update our menu to honor customers request and add seasonal promotions. Great Choice Hot or Cold, we have many combinations of coffee, tea, smoothies, shakes and our ever popular Camellos line. The same variety and choice extends to our food, which allows our customers to have exactly what they want, when they want! Great Service Our training teaches our Barista to focus on the customers experience, ensuring they all receive excellent, quick & efficient service. We welcome, remember and reward our regulars and through exemplary service encourage our new customers to keep coming back. Great Atmosphere We strive to make your experience complete by playing great music, keeping the place spotless, and treating our customers like family.
THE CONCEPTS UNIQUENESS We are the pioneers of camel milk drinks such as coffee, tea, shakes, juices and smoothies along with camel meat sandwiches such as camel fajita, camel hotdog, camel salami, camel mortadella. Café2go prides itself on leading where others will inevitably follow. We continually research and develop new products to keep guests experience refreshing. Having menu items of a typical coffee shop along with camel based products gives us the competitive edge. CONCEPTS Store Café2go stores range anywhere from 1000 1500 square feet and are typically stand alone. With a relaxed and calm atmosphere guests can unwind or have personal/business meetings. Franchise fee AED 80,000, 5% royalties Kiosk Café2go kiosks range anywhere from 200 500 square feet and are typically inside malls, commercial towers, airports and other high traffic area. Franchise fee AED 50,000, 5% royalties Push Cart Café2go push cart range anywhere from 100 250 square feet and is ergonomically advanced with on-board utilities including water generation and water disposal. Franchise fee AED 30,000, 5% royalties Mobile Van Café2go van is a great alternative to a typical stationary coffee shop or kiosk. It is mobile so you are free to take it anywhere you wish. Franchise fee AED 50,000, 5% royalties
MARKET PRESENCE CURRENT OUTLETS 2012 2013 2014 Al Murooj Rotana (Across Dubai Mall) Mobile Van (Surf Kite Beach) Sheikh Zayed Road (Next to Noor Islamic Bank) Dubai Airport Free Zone (inside Building W7) Princess Haya Holy Center (Al Mizhar) Roads and Transport Authority (Al Garhoud) Tasheel (Karama) Cassells Ghantoot Resort & Spa (Ghantoot, Abu Dhabi) Cassells Al Barsha Hotel (Al Barsha) Camel Racing Club (Dubai Al-Ain Road) Al Rashidiya (Rashidiya Central Market) Business Village (Block A next to DED office) Jumeirah (Sailing Club) Ras Al Khaima Hotel (Ras Al Khaima)
MEDIA COVERAGE WHAT THE PRESS IS SAYING
TARGET MARKET TOURISTS SEPTEMBER 2013 7.9 million visitors 10% from 2012 Year 2020 25 million Visitors expected INVESTORS FDI 2013 $12 billion 20% expected growth in 2014 CONSUMERS 2013 9.2 million residents in the UAE 5% Expected growth in 2014 Data Extracted from: * Abu Dhabi Chamber of Commerce * Department of Economic Development (DED) * TheNationalUAE
COMPETITIVE ADVANTAGE DIFFERENTIATING FACTOR Through education about the health benefits of camel products we penetrated the market and gained market shares. Seeing the increase in consumer acceptance for camel based products prompted us to create a subbrand called Camellos under which all our camel based products are offered.
CAFÉ2GO MENU OUR OFFERINGS Cafe2go serves a wide selection of quality and premium hot and cold beverages including teas, coffees, smoothies, shakes, juices, sandwiches and pastries. We are the pioneers in serving different hot and cold drinks gelatos and sandwiches made with fresh camel s milk which are all served under our brand of Camellos.
FRANCHISING BRAND GROWTH Franchise structure developed by Francorp, one of the leaders in the franchising industry Different structures offered for franchising 1) Individual franchise 2) Area Development franchise 3) Master Franchise Revenues generated through franchise fees along with royalties collected on a monthly basis. Additionally, franchisees will procure all raw materials from us adding to our bottom line. Operational Support You will receive ongoing training and support in many areas critical to the success of the franchisee's business including; operations, customer-service techniques, ordering, suggested pricing guidelines, and administrative procedures. Marketing Support You will receive developed advertising materials and strategies. We will also assist in consumer marketing plans and materials for your local market. Procurement and Logistics Support You will receive all the major raw materials essential for operations from us through our supply chain and we will assist you in negotiating quantity discounts with other suppliers. Informational Technology Support You will receive Proprietary point of sales system (POS) developed specially for our brand which allows you to monitor real time sales, inventory, and financials of each location. Research & Development Support You will receive new products suggestions through our research & development for promotional schemes to enhance unit-level profitability.
CAFÉ2GO AND YOU THE FRANCHISE PROCESS Stage 1 Initial Application If you are interested in finding out more about our franchise concepts please contact a member of our franchising team to receive our info pack together with an initial questionnaire. Once You have completed the questionnaire, please return it to us. You can also got to our website www.cafe2go.ae and fill out an online franchise form. Stage 2 Initial One on One Meeting You will now meet with us and together we will explore the possibilities and also answer any of the questions that you may have at this stage. Stage 3 Formal Letter of Intent Commitment After finalizing the concept we will formally meet to sign a letter of intent (LOI) which will secure the agreed upon territory for you. At the time of signing the LOI you will pay 20% of the franchise fee. Stage 4 Location, Location, Location Once LOI is signed and on receipt of your fees we will then assist you in finding a suitable site for your Café2go concept. When a particular location is finalized we will sign the franchise agreement where the remaining of the balance of your fees will be due. Stage 5 Training Training is a combination of practical in store training and theory. We will cover staffing, training, stocking up and be on hand to support you with recruitment, equipment purchase and fitting out. Stage 5 Opening Day Together we will open the doors to welcome your customers
THINGS TO KNOW FREQUENTLY ASKED QUESTIONS Will I have an exclusive territory? At Café2go we believe that a unit needs to be located in an area with a high population. Therefore we would not wish to site two locations within the same catchment area unless the population or traffic flow patterns demand more than one. What about marketing and advertising? You will spend at least 2% of your gross sales per month on local advertising. In addition, you will be expected to make contributions of up to 1% of your monthly gross sales towards a global marketing fund. How much training will I get? Training will be 10 14 days starting 6 9 weeks before opening. Instructions pertaining to administrative, operational, sales/marketing and hands-on training will be provided. Once store is operational we will assist you for an additional 7 14 days. How long will my franchise last? The franchise agreement is for 15 years with a renewal after the first five years, and again after another five years. The renewal is absolutely guaranteed providing you meet the conditions in the franchise agreement. The franchise agreement ends after 15 years upon which time a new franchise agreement will need to be signed. Do I need any kind of experience or qualification? No. Our training course provides all the knowledge you need to run a successful and effective business. Your personality however is important. You must be able to relate to people, their needs and issues. You must be able to listen, act quickly when necessary and you must enjoy working in this kind of environment.
THINGS TO KNOW CONTINUED FREQUENTLY ASKED QUESTIONS Which territories are available? Let us know which territory you are interested in and we will let you know if it is available. Can I have more than one outlet? Definitely! If you wish to have multiple outlets we would be happy to work with you granted that you meet the minimum requirement. Will I have to work fulltime in Café2go? An owner-operator arrangement is preferable for us but providing you can instill these ethics into your management then this should not be a problem. Will I be able to sell my franchise in the future? Yes, though we will have to approve the person buying the Franchise and there will be applicable fees for the application process and training. We will also hold the right to match the highest offer you have received in order to buy the Franchise back from you. How long does it take after signing the franchise agreement? We would expect to have helped you open your first site location (flagship café) within 6 8 months of signing the franchise agreement. This covers all training time, site selection process and development. Can I set my own prices? Yes, the prices can very depending on the locality of the store but most prices will be standard. Any promotions will have to be agreed with us and are subject to certain limits. I am ready to get started. What is the next step? Great! Go to our website to complete the Franchise Application Form and a member of our franchise team will get in touch with you.
THE FRANCHISE PACKAGE WHAT YOU GET Your success is our success. We believe in supporting and assisting our franchisees from the initial stages to store opening and beyond. With us training is everything. Initially attend a basic skills course which covers all aspects of our operation. Next, you then go to work in an actual store where you get an opportunity to learn hands-on, among real staff and guests. Lastly, we show you how to make the best use of promotional concepts and how to plan and organize your business. All training is individually tailored to your needs. Operational Support You will receive ongoing training and support in many areas critical to the success of the franchisee's business including; operations, customer-service techniques, ordering, suggested pricing guidelines, and administrative procedures. Marketing Support You will receive developed advertising materials and strategies. We will also assist in consumer marketing plans and materials for your local market. Procurement and Logistics Support You will receive all the major raw materials essential for operations from us through our supply chain and we will assist you in negotiating quantity discounts with other suppliers. Informational Technology Support You will receive Proprietary point of sales system (POS) developed specially for our brand which allows you to monitor real time sales, inventory, and financials of each location. Research & Development Support You will receive new products suggestions through our research & development for promotional schemes to enhance unit-level profitability.
FRANCHISING SIGNED AGREEMENTS Libya Individual Franchise Pakistan Master Franchise Discussions Underway for: Kuwait Bahrain Spain United Kingdom Italy Saudi Arabia Area Development Qatar Master Franchise
HIGH PROFILE VISITS HH Sheikh Mohammed Bin Rashid Al Maktoum and his son Sheikh Maktoum bin Mohammad Sheikh Hamdan Bin Mohammed Al Maktoum Crown Prince of Dubai Sheikh Ammar bin Humaid Al Nuaimi Crown Prince of Ajman HH Sheikh Humaid Bin Rashid Al Nuaimi Ruler of Ajman
SOCIAL RESPONSIBILTY MAKING COFFEE THAT CARES Sharing is Caring : We believe in giving back to the community and the less fortunate. Café2go has signed an agreement with Dubai Charity giving 5% of all proceeds from Café2go sales directly to Dubai Charity. We always involve ourselves in the community to bring people together, inspire change, raise awareness about a healthy lifestyle and make a difference in people s lives. Ethical Sourcing: We ve developed strong, long term relationships with a Colombian farmer whom we exclusively deal with to help ensure high quality coffee our customers expect from us.
AWARDS RECOGNITION 2013/2014 nominations & awards: 1) BUSINESS INNOVATION OF THE YEAR held by Gulf Capital SME info Awards 2013 FINALIST 2) BEST PROJECT ARISING IN THE SERVICES SECTOR Mohammed Bin Rashid Award for Young Business Leaders WINNERS 3) BEST BRAND FOR ENTREPRENEURS IN THE GCC held by GCC SME Forum in Kuwait WINNERS 4) EMIRATI BUSINESS OF THE YEAR held by Gulf Capital SME info Awards 2014 FINALIST 5) BEST INNOVATIVE BRAND OF THE YEAR held by The Franchise Magazine Awards 2014 WINNER
HOW TO CONTACT US QUESTIONS Café2go P.O.Box: 78065 Dubai, United Arab Emirates Tel: +971 4 4317362 Fax: +971 4 4313362 Email: marketing@cafe2go.ae Facebook.com/cafe2gome Twitter.com/cafe2gome Youtube.com/cafe2gome Instagram.com/cafe2gouae Email: info@cafe2go.ae www.cafe2go.ae