2018 COMPANY PROFILE

Transcription

1 2018 COMPANY PROFILE

2 THE HISTORY The first Dulcé (which means sweet in Spanish) retail store was opened in Rink Street in Port Elizabeth in 1984 by Hubert Stempowski. Dulcé became synonymous with a high quality ice-cream product in the Eastern Cape. The Dulcé group expanded in late 2007, early 2008, in setting up 2 new Franchise concepts, which with the economic downturn were not over successful, and it was thus decided to rather focus on Dulcé Café. Dulcé Cafe s successful expansion with their partners in the Middle East, was halted, and mutually dissolved in 2009 when both parties expansion plans diverged significantly. Imported Italian Pizzas were added to the menu in 2010, enforcing the Italian touch from the first menu creator. The Dulcé Espresso bar concept, was replaced by a more on the Go concept in 2012 a smaller faster menu for smaller sites, with a lower set up and operating cost. In early 2013, Mike Pullen sold out his majority shareholding in Dulcé Café SA (to focus on the international market) to Kobus Wiese of Wiese Coffee Holdings. The company is now operating both brand concepts independently, under common management, consolidating initially, and then expanding from mid-2013, utilising the positives & strengths of both companies, but keeping that continental touch that made it famous. Kobus Wiese, founder and creator of Wiesenhof Coffees was born with the passion to achieve his goals and transform his ambitious dreams into reality. Wiesenhof Coffees is the fulfillment of these dreams! Conceived in 1996 by Kobus and Belinda Wiese, the Wiesenhof brand, reputation and unique offering continues to grow and flourish. With this growth, quality has not been compromised for size, and Wiesenhof remains a truly gourmet roaster, led by people who naturally thrive in this industry. Being owner managed with a combined 26 years experience in the coffee industry, the family understands the unique requirements of the South African user profile. They have strategically aligned themselves with product suppliers, coffee estates, equipment manufacturers and technically skilled people who are adaptable in their approach whilst maintaining world class standards and offering an affordable, consistently superior product. Wiesenhof Coffee Roastery is the proud roaster and supplier of all coffee products and coffee equipment used within the Wiesenhof franchise and Dulce Café coffee shops. In addition to our franchise coffee shops, we are a proud supplier of coffee and coffee related products to numerous households, small coffee shops, corporate offices, retail outlets and large corporate organisations. The owner, legend Kobus Wiese, established Wiesenhof coffees in Whilst operating his own coffee shop at the East Rand Mall, previously part of another franchise group, he found that he received no support from the franchisor. This resulted in Kobus starting to import his own coffee beans to support his business. This in turn, led to the creation of Wiesenhof Coffees. Kobus and his wife strived to create a coffee shop where everyone felt welcome and catered for. Wiesenhof has been trading in the coffee business for the past 19 years, a period in which they have successfully developed a proven track record of good service, efficiency and superior quality products, leading to the various concepts. With South Africa taking its place in the global market, Wiesenhof kept that traditional South African homegrown & offerings that South Africa got known for no international trends purely and proudly South Africa at its best! Wiesenhof Coffees is a traditional coffee bar which effectively bridges the gap between a full-on restaurant and café. Frequented by South Africans of all walks of life, rich or poor, colour or creed, Wiesenhof is a pitstop for anyone, wanting to enjoy a bit of pure South African hospitality, affordability, culture and roots truly embedded in the African soil.

3 CONTENTS The Growth Vision 4 Our Winning Concepts 5 Our Menus 6 Our Services 7 Franchise Support 8 Marketing Support 9 Our Stores 10 Financial Information 11

4 THE GROWTH VISION One of the cornerstones of Dulce s success is the amount of focused effort placed on recruiting, screening, selecting and training of franchisees. No matter how well one selects a Franchisee, and trains that individual and staff, if the business is not financially viable from basics such as poor location, low foot count, wrong clientele, high rentals and escalators etc then it is not ever going to be a good and profitable investment, hence our high standards when selecting a possible site. To successfully satisfy the ever-increasing number of customers, Wiesenhof completes an ongoing range of various market research initiatives into the product mix required on the menu and it s pricing. We hold customer focus groups and send out questionnaires to our staff, our Franchisees, and to customer, and welcome feedback on our menus and suggestions and new dishes, to satisfy regular and new customers within the parameters of truly South African. 4

5 Our shops interior is inviting, warm and is a true oasis for anyone! The well-designed outlets are well recognised by the warm and inviting colour schemes, texture and the highest quality fixtures and fittings throughout. Retail offerings are strategically merchandised and conveniently placed in the store, catering for every need that customers might have. OUR WINNING CONCEPTS Dulce Café Full Store A Dulce Café is a typical Continental Café-Coffee shop-restaurant trading out of m2, and located in a range of sites such as malls, corporate HQ s, private hospitals, airports and standalone sites. The menu will be extensive, and with waiter service to tables, thus labour costs are higher. A full retail section may accompany this café, as in the case at private hospitals, office parks and airports. Turnkey set up costs will be of the region of R1.6 to R2.4 million ex vat, although site dependant and possible landlord contributions. Dulce Grab and Go An espresso bar is a unit occupying m2, with an associated seating area of m2. It is in similar locations as the Café, but would be used where more retail and take away fare are expected, in smaller sites, possibly as a second store to an existing Café, where investment is limited by space or by turnover. A smaller simpler, more take away and ready prepared menu is the norm, and service could be more counter style rather than full waiter service. Services required may be less, with a smaller or limited kitchen. Set up cost of R800 K to R1.3 million Café Dulce Pod The most flexible and the best of both worlds. The pod (with or without outside shell) can be placed in office parks (exterior) operating out of an updated and reconditioned container, giving franchisees endless opportunities. Menus are limited and site specific. Water supply, electricity (3 phase for coffee machine), leveled area for stability and drainage required plus a busy environment! This unit can be operated (without the shell) in the smallest of areas in either office, office park or shopping centre. Set up cost from R (including container/shell) but excludes site preparations costs (site dependant) Wiesenhof Café Full Store A Wiesenhof Café is a typical Café-Coffee shop-restaurant trading out of m2, and located in a range of sites such as malls, corporate HQ s, private hospitals, airports and standalone sites. The menu will be extensive, and with waiter service to tables thus labour costs are higher. A full retail section may accompany this café, as in the case at private hospitals, office parks and airports. Turnkey set up costs will be of the region of R1.6 to R2.4 million ex vat, although site dependant and possible landlord contributions Wiesenhof Refill espresso bars A refill espresso bar is a unit occupying m2, with an associated seating area of m2. It is in similar locations as the Café, but would be used where more retail and take away fare are expected, in smaller sites, possibly as a second store to an existing Café, where investment is limited by space or by turnover. A smaller simpler, more take away and ready prepared menu is the norm, and service could be more counter style rather than full waiter service. Services required may be less, with a smaller or limited kitchen. Set up cost of R800 K to R1.3 million. OTHER CONCEPTS We pride ourselves as leaders in the development & adaptability of ideas and concepts to make us compatible to enter almost ANY market 5

6 OUR MENUS 6

7 OUR SERVICES SUPERIOR COFFEE WELL RESEARCHED MENUS NATIONAL / AREA / SITE MENUS BREAKFAST OFFERINGS LUNCH / DINNER MENUS IN-BETWEEN MEALS & SNACKS TAKE AWAY SERVICES HEALTH OPTIONS EXTENSIVE RETAIL OPTIONS CART OPTIONS IN HOSPITALS AND OFFICE PARKS CATERING FACILITIES FRESH FLOWERS 7

8 Your success is our success! SUPPORT GIVEN TO FRANCHISEES Advice and guidance from a team of with more than 100 years collective experience Recruitment and staff training. Turn Key Operation Site selection Rental/lease negotiations Extensive hands-on management training for owners and managers. Ongoing marketing support. Assigned area manager for ongoing direction and support. Business advisory and supportive role Focus on ongoing business expansion and innovation Brand reputation management and growth 8

9 MARKETING Social Media support Ongoing promotions Focus Groups Artwork design Loyalty Programme Supplier networking Supplier combos Annual regional conferences 9

10 OUR STORES DULCÉ CAFÉ GAUTENG Bedfordview Bedfordview hospital, 7 Leicester road, Bedford gardens, Bedfordview Brenthurst Brenthurst Clinic, 4 Parklane Avenue, Parktown Fourways Fourways Hospital, Cnr Cedar Road & Cedar Avenue, Fourways Wilgeheuwel Wilgeheuwel Hospital, Amplifier Road, Radiokop, Honeydew Lenasia K43 Highway, Lenasia Ext 8, 1827, Johannesburg, Gauteng Gillooly's Golf Village 47 Boeing Road West, Bedfordview,2007 Zamokuhle Private Hospital 128 Flint Mazibuko Dr, Tembisa, 1632 KZN Entabeni 148 Mazisi Kunene rd, Berea, Durban,4091 Westville Westville Hospital, 7 Spine Road, Westville WESTERN CAPE Kingsbury Wilderness Road, Claremont, 7700 Plumstead Shop 3, Pick and Pay centre, Gabriel road, Plumstead 7800 Kenilworth Shop 38, Kenilworth Centre, Kenilworth Worcester (Mountain Mill) Shop 71, Mountain Mill Shopping Centre, Mountain Mill, Worcester Plattekloof Bloulelie Str, Metropolitan Park, Plattekloof Park, Plattekloof Peninsula Eye Hospital 2nd Floor, Library Square, Wilderness Road, Claremont EASTERN CAPE Beacon Bay Life Beacon Bay Hospital, Quenera Drive, Beacon Bay, East London Mercantile Mercantile Hospital, Durban Road, Korsten, Port Elizabeth Walmer Park Shop 9, Walmer Park Centre, Main Road, Walmer, Port Elizabeth NORTHERN CAPE Lenmed Kimberley Lenmed Royal Heart Hospital, 3 Welgevonden Street, Kimberley NAMBIA Maerua Mall Shop 28A + 29, Maerua Mall, C/o Jonker & Centaurus Road, Windhoek Megabuild Shop 3 MegaCentre, Chasie Street, Windhoek, Khomas Region, Namibia WIESENHOF GAUTENG Absa Main Absa Towers North, 161 Main Road, Johannesburg Absa Main Refill Absa Towers, 160 Main Road, Johannesburg Alberton C/o Ascot & Heidelberg road, Alberton Head Office 21 Chaplin Road, Illovo, Sandton Lanseria Shop Lanseria International Airport, 1st Floor, Main Building Lanseria Refill Lanseria International Airport, Domestic Departures Flora Cnr Glen Vista & William Nichol Drive, Flora Cliff, Constantia Kloof Groenkloof (Little Company of Mary) 50 George Storrar Drive, Groenkloof, Pretoria, 0181 The Glynnwood Glynwood Hospital, Corner Harrison & Princess, Benoni Wilgers Denneboom Road, Wilgers, Ext 14, Pretoria, 0040 Linksfield Terrace 110 Linksfield Drive, Linksfield Terrace, Edenvale, Johannesburg Eugene Marais Hospital Eugene Marais Hospital, 696 Fifth Avenue, Pretoria Silverlakes Corner Stellenberg & Hans Strijdom Roads, Silverlakes, Pretoria East Vaal Corner R42, Barrage Road & Ascot on Vaal, Vanderbijlpark Wonderboom Stand 95, Lavender West Road 270, Annlin West X19, Wondeboom, 0182 Heart Hospital 551 Park Street, Arcadia, Pretoria, 0083 Kloof Hospital 511 Jochemus Street, Erasmuskloof X3, Pretoria, 0083 Muelmed Hospital 577 Pretorius Street, Arcadia, Pretoria, 0083 Sandton Corner Main Rod & Peter Place, Bryanston, Johannesburg, 2021 Reserve Bank 370 Vermeulen Street, Pretoria Suikerbos Cnr H F Verwoerd, Maré & Begeman Streets, Heidelberg Dalview Clinic 11 Hendrik Potgieter, Dalview, Brakpan Carstenhof Hospital Life Carstenhof Hospital, 21 Dane Road, Midrand Faerie Glen Hospital Life Fearie Glen Hospital, Atterbury Road, Pretoria NORTH WEST Anncron Hospital Life Anncron Hospital, Dr Yusuf Dadoo Avenue, Klerksdorp FREE STATE Rosepark 57 Gustav Crescent, Frichardt Park, Bloemfontein, 9301 Bloemfontein Corner Eland Street & N8 National Road, Langenhoven Park, Bloemfontein WESTERN CAPE Vincent Pallotti Alexander Road, Pinelands Cape Gate Corner Okavango & Belami Street, Brackenfell, Cape Town Boschenmeer Wemmershoek Road, Paarl, 7646 Tokai Wiesenhof Melomed Tokai, Erf , C/o Main & Keyser road Cape Town Edenvale 16 Herman Road, Edenvale EASTERN CAPE Greenacres Hospital Corner Cape Road & Rochelle Road, Greenacres, Port Elizabeth, 6045 St. Dominic Hospital St Marks Road, East London, St. George Hospital St George's Hospital, 40 Park Drive, Central, Port Elizabeth MPUMULANGA Cosmos Hospital Corner O.R. Tambo & Beatty Avenue, Witbank Midmed Hospital Cnr OR Tambo And Joubert Street, Middelburg Nelspruit Corner Ripple Street & Eastern Boulevard, Riverside Park, Ext 24, Nelspruit KZN Amanzimtoti Arbour Road, Amanzimtoti Crompton Hospital 102 Crompton Street, Pinetown 3610 Hilton Hospital Corner of Hilton Avenue & Monzali Drive, Hilton Gardens, Pietermaritzburg NAMIBIA Auas Valley (Pick n Pay) Wernhill Park Centre, Wecke Street, Windhoek Katima Dunes Mall Walvis Bay 10

11 FINANCIAL INFORMATION ACHIEVABLE ROI UP TO 30% INITIAL FRANCHISE FEE R FOR FULL STORE R FOR SMALLER STORE & CONCEPT APPROX FRANCHISE COST MIN. OWNERS CONTRIBUTION SITE & CONCEPT DEPENDANT MINIMUM OF 50% OF CONCEPT & OTHER COSTS EG. TRAVELLING & OPENING STOCK MANAGEMENT SERVICE FEE FRANCHISE AGREEMENT PERIOD FIXED FEES (HOWEVER BASED ON 5-8% OF TURNOVER) WITH ANNUAL INCREASES 10 YEARS WITH RENEWAL OPTION 11

12 Tel: / headoffice@wcholdings.co.za Fax: Postal Address: Wiesenhof Management Services Post Net Suite 263 Private Bag H 607 Heidelberg 1432 Physical Address: 110 5th Street Spaarwater Heidelberg