THE MEDITERRANEAN DIET

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2 FRANCHISING

3 OUR WORK OUR OVEN The origin of the wood-fired stone oven is lost in time but leads us back to the time when the only way to bake bread was by means of a wood-fired oven. The wood-fired oven provides the food with a wholesome aroma that cannot be achieved with other types of cooking; it creates a unique and wonderful flavour through the open flame of the burning wood, the intense heat it generates, and the direct contact between the dough and the stones. Many modern ovens are manufactured with a stone base but they are powered by electricity or gas, which will accumulate heat at the top of the oven, cooking the food from the top, while thanks to the burning charcoal, a wood-fired oven will transmit heat through the stone floor itself baking the pizza from the top and bottom, leaving a beautiful char on certain parts of the pizza where the dough has been in contact with the stone base. Our work is our pride. We work with the belief that hard work pays off and it always does. Our pizzas are baked in a wood-fired oven. The burning wood provides the pizza with a wholesome aroma that cannot be achieved with any other type of cooking. Our pasta is made at the time of ordering. We don t use any pre-cooked or pre-boiled pasta and we don t take any short cuts. Our dough is freshly made daily according to our own recipe, involving a special blend of hard and soft flour imported directly from Naples (South Italy) which produces a unique combination of crunchiness and softness. Our dough maturing and raising time exceeds 12 hours to achieve maximum lightness and fragrance.

4 THE MEDITERRANEAN DIET It is well known that in a healthy and balanced diet at least 55-60% of the daily calories intake should be coming from carbohydrates, 25-30% from fats and the balance 10-15% from proteins. On a sample case study with a requirement of 1800 calories per day, we should be consuming an average of 250 grams of carbohydrates per day. The human body feeds energy off carbohydrates, making it essential for our daily functions and even more so for a very active individual. The idea of carbohydrates being unhealthy is a complete misconception. What is not healthy is an overload of calories, regardless of their source, generally due to very high fat and sugar content, an integral component of a rather poor diet, certainly not the Mediterranean one. According to the 2010 data available on the WHO website, in the USA 44.2% of the male population over 15 years of age is obese while in Italy, obesity is at 14.4%! In Italy we eat a lot of pizzas! So how is this possible? Because in a traditional and authentic Italian meal, health and nutrition are within the fresh and natural ingredients it is made of. At 800PIZZA, the tomato sauce we use (as opposed to tomato surrogate with colorants and preservatives) comes from Italian plum tomatoes reach in healthy antioxidants such as beta-carotene and lycopene, which enhance immunity and protect against toxins. The flour we use is made in Naples, Italy, exclusively for 800PIZZA and it is a special blend of hard, soft and whole wheat allowing a longer and more stable release of energy after consumption. In 2008 the European Union granted to Mozzarella di Bufala Campana a Protected Geographical Status with the P.D.O. indicator. Our buffalo mozzarella (as opposed to commercial cheese made from powder milk or cheese production leftovers) is indeed P.D.O. and it is flown in fresh, every week, from Caserta, Italy. This is naturally rich in calcium and protein, high in live lactic ferments, vitamins and mineral salt content. The Extra Virgin Olive Oil we use (as opposed to vegetable oil or other transfat reach greasing agents) is also certified as P.D.O. and cold extracted in Umbria, Italy, from Moraiolo olives. This oil is reach in vitamin E as well as very healthy antioxidants such as Polyphenols. Fresh basil leaves, as opposed to artificial flavorings and spices, are rich in fibers and beta-carotene.

5 OUR STORY With 800PIZZA now being considered by many to be the finest Italian restaurant in town, it s hard to believe its humble beginning. Mr. Alessandro D Ubaldo, the mind and soul behind 800PIZZA, had been living in Dubai since 1999, and in 2006 he started working on a Pizzeria project, thanks to his passion for traditional and authentic Italian food. On 8 March 2007, the very first branch was opened in Al Barsha and despite having the most dynamic name in the long and colourful history of pizza making, 800PIZZA was a gem of an establishment. Little more than a hole in the wall, it contained the Italian owner s pride and joy, a genuine handcrafted wood burning oven flown in all the way from the The Boot of Southern Europe. In 2010, 800PIZZA joined hands with Belhasa Hospitality which resulted in a strong growth of its business. By October 2012, the joy and satisfaction that 800PIZZA brought to all its customers were no longer just contained within the 40sqm branch in Al Barsha Dubai, but had spread all over the city with an additional 4 branches in Dubai Marina, Downtown Dubai, Motor City, and Ibn Battuta Mall. 800PIZZA s ardent passion and wish to share a taste of real Italian cuisine with people in this part of the globe is indeed a huge success. With new branches constantly opening, 800PIZZA has proven its excellence in the food industry and has surely built a brand recognized by many as the leading name in traditional and authentic Italian food. OUR MISSION We are committed to offering traditional and authentic Italian food true to the Italian culinary heritage by using premium quality ingredients, traditional recipes and the exceptional art of wood fired baking. OUR VALUES Ethical Behaviour: Simply, doing the right thing Relationships: Developing mutual trust and respect by validating both our customers and our employees Learning: Always growing, researching and developing Success: Operating a profitable and well-run organization

6 FRANCHISING SERVICES Exclusive license to use the 800PIZZA trademarks, marketing and operational systems Assistance in the location selection and construction specifications Supply of equipment and furniture Assistance with the marketing campaigns to launch the franchised units Permanent support & assistance Operation and management manuals Supply of 800PIZZA s exclusive F&B items Phase I training at 800PIZZA headquarters for a period of 21 to 30 days pertaining to administrative, operational, and sales & marketing matters Phase II training at franchisee s outlets for a period of 10 to 14 days to assist in the commencement of operations THE IDEAL FRANCHISEE Although there may be a number of viable franchisee profiles, 800PIZZA Management believes that it should operate with franchisees that meet the following criteria: Entrepreneurs or Corporates Have substantial F&B industry experience Have relevant resources in terms of IT, Financial, HR and Government liaison Has suitable locations shortlisted and available in the countries they operate in Hard-working with a desire to succeed Good people skills, including business, management and customer service skills High personal standards: excellence, honesty and integrity Ability to work within a system Stability and maturity Exposed to business and businesses operation FRANCHISE AGREEMENT DURATION The initial term of the Franchise Agreement is five years from the date the Agreement is signed. The franchise is renewable for four additional terms of five years each, providing the provisions of the Franchise Agreement have been complied with. FRANCHISING FEE USD 20,000 for a single unit. AREA DEVELOPMENT The Area Development agreement Franchise Fee is USD 90,000 for a number of 5 units. ROYALTY FEE The continuing services, or royalty fee, is 4% of the gross sales and is paid monthly. This fee entitles the Franchisee to use the 800PIZZA service mark, use of distinctive system, marketing assistance, ongoing business development and counseling, and other benefits that come with being an 800PIZZA franchisee. ADVERTISING & MARKETING FEE The 800PIZZA name and reputation is an important part of our business. The Franchisee is required to spend at least 2% of the gross sales per month on local advertising. In addition, if 800PIZZA should establish fees for a Marketing Fund, the Franchisee will be expected to make Marketing Fund contributions of up to 2% of the monthly gross sales.

7 The Superbrands organization is acclaimed worldwide as being an independent authority and arbiter of branding excellence and is committed to paying tribute to exceptional brands and promoting the discipline of branding. The selection and voting process takes place through the Superbrands Council, which in each country is comprised of individuals who have shown exceptional aptitude in business and who have a thorough knowledge of that particular country s markets and methods of business. A SUPER BRAND A Superbrand offers consumers significant emotional and/or physical advantages over its competitors which (consciously or subconsciously) consumers want, recognize and are willing to pay a premium for. Being recognized as a Superbrand is a powerful endorsement and evidence of a brand s exceptional status.

8 DELIVERING THE TASTE OF ITALY SINCE 2007

9 800PIZZA Co. LLC A subsidiary of Belhasa Hospitality P.O. Box Dubai, U.A.E franchising@800pizza.ae

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