The Company Profile FOODYEXPERT INC.

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2 The Company Profile FOODYEXPERT INC. People. Product. Plan. We are a new-generation organization that transforms the game [and hopefully the world at large] on three-folds: products, people, and plan. We believe we owe it to everyone to produce only honest products that not only satiate hunger but nourish. We believe in mindful consumption and vows to help everyone achieve better lifestyle through the food we serve. It is our duty to both the consumers and our people to provide an environment that provides contentment on different levels. We recognize that only through a strong team that we can continue to bring satisfaction to our consumers. We challenge ourselves to produce young leaders who will become the catalyst of changing the game through fostering a work-hard-playhard environment. We intend to intensify globalization through continuously putting out globally-competitive products through creative team collaborations and strategic plan of actions.

3 The Story In April 2010, on a side street in Banawe, Quezon City, Philippines, Chicken Charlie opened its doors for the rst time. A new player on Manila s food scene, few had inclination that our unknown chicken restaurant would go on to win the hearts and palates of foodies all over the metro. The first branch was an unassuming structure, was able to seat about a dozen people. Few knew of Chicken Charlie, but with enough perseverance to serve quality food, Chicken Charlie followers increased exponentially. The operating hours were extended, the 12-seater branch became seater, and new branches opened to accommodate the demand from new and returning guests. Foodies started putting Chicken Charlie in their must-eat list. Realizing its potential, the founders Mr. Johnny Uy, Mr. Francis Chua headed by Mr. Willy Tieng as the Chairman, established FoodyExpert Incorporated to manage Chicken Charlie on January At present, Chicken Charlie has a total of ten (10) branches, not just in Metro Manila, but also in major provincial cities, with over 150 employees.

4 The Concept CHICKEN LIKE NEVER BEFORE From its humble beginnings with the first branch in 2010, the Chicken Charlie restaurant chain has received consistently good reviews from major television and print news outlets, as well as from professional and amateur food websites and blogs. Adding to the buzz was the extremely positive word-of-mouth that had foodies making the trip to Banawe in Quezon City to sample and enjoy the Chicken Charlie experience. The results speak for themselves: In less than a year, operating hours had to be extended and new branches opened to accommodate the demand from new and returning customers alike. Foodies up and down the Metro were becoming a loyal base of regular customers who made Chicken Charlie a part of their favorite food lists. Unlike other chains that rely on and reuse the same old stock articles and reviews to get attention, we rely on our specialty of making excellent fried chicken. As a result, the positive word-of-mouth Chicken Charlie receives increases with each day, collecting new praise for Chicken Like Never Before! GREAT QUALITY, GREAT TASTE At Chicken Charlie, we pride ourselves on using only the best ingredients for our guests. Everything is freshly cooked upon order to ensure the freshness and quality of our customers food. In the short time since the first branch opened in April 2010, foodies from around the metro now recognize Chicken Charlie a new major presence on the local dining scene!

5 The Market PRIMARY WORKING MILLENNIALS (YOUNG PROFESSIONALS) SECONDARY PARENTAL MILLENNIALS & NON-WORKING MILLENNIALS MILLENNIALS 36% MARKET SEGMENTATION DIFFERENTIATION PSYCHOGRAPHICS Working Millennial: has considerable disposable income.age Gen-Y Price: Fair price, almost the same with some major fast food brands (10-20Php pricier on major products) Product: Superior product: fresh and natural food; locallysourced ingredients; freshly-cooked food, quality food taste; creative food presentation OF THE PHILIPPINE POPULATION ALMOST 50% Parental Millennial: has disposable income but is more price-sensitive. Age Place: INSTAGRAMMABLE AMBIANCE; better than fast food; comfortable eating; chat-conducive; encourages comfortable dining; cool hang-out place Promotions: Continuous promotions through various channels. Example: social media platforms OF THE PHILIPPINE WORK FORCE THEIR PRIORITIES Student Millennial: budget-conscious but wants quality food & place to hang People: Great staffs: good communication skills., product knowledgeable Process: Fast-casual dining WORK-LIFE BALANCE SUSTAINABILITY OPPORTUNITIES FOR LEARNING UNIQUE SHAREABLE EXPERIENCE ENVIRONMENTAL AWARENESS QUALITY OF LIFE BRAND VALUE PROPOSITION We are the new-generation We take comfort food to comfort food destination that a higher level through transforms dining experience consistent quality food, through honest eats. service, and ambiance.

6 Why Invest? Your guests enjoy a hot, freshly cooked chicken meal on every visit, cooked only after upon ordering to ensure quality. With Chicken Charlie s signature Soy Garlic and Hot Sweet flavours, drumsticks and wings have never been this exciting! Not only that! People who are always on the go enjoy quality comfort food anytime, anywhere with Charlies Rice Bowl topped with a choice of chicken, spring rolls, fish, squid & mixed seafood! Low Capitalized Investment The initial investment of a typical Chicken Charlie outlet ranges from USD 60,000 USD156,000 (PHP 3-6 million) depending on the store size and status of the location or area. Profitable. Chicken Charlie restaurants, on average, achieve 35%-40% food cost. Also, because there is a concentration on one main product, the chicken, sourcing, inventory and logistics are lower than the average fast food restaurant. Product Quality. Only fresh, high quality ingredients go to Chicken Charlie restaurant menu items, plus a large dose of innovative imagination Experience. The founders, through FoodyExpert Inc. envisions Chicken Charlie becoming not just a household byword in the domestic foodie scene but also to make Chicken Charlie an attractive option even among diners in the whole of Southeast Asia. For the next five years, the brand s attention will focus on detail, insistence on high quality products and creativity, in providing new innovative menu items for Chicken Charlie restaurants.

7 The Opportunities Targeted Development Markets & Areas. We are currently open to all opportunities to develop Chicken Charlie franchised restaurants in several markets and will consider other areas based upon the strength and organization of the prospective franchisee. Single Unit Franchises. We offer single unit franchises to qualified applicants interested in developing the above described markets. The applicant needs to demonstrate a net worth sufficient to develop at least a Single Unit Franchise with a minimum liquid capital of USD 100,000 (Php 5 million). Experience. We do not require restaurant experience for our franchise applicants, but having one is an advantage. We look for service-oriented people with good interpersonal relationship skills, both towards customer and employees, and of course, with good business acumen. We will provide the tools, along with a well-honed business model for Chicken Charlie. Participation in your Business. We will require that you or your representative actively work in your restaurant. Though you may hire talented people, we highly encourage Chicken Charlie franchise owners to be involved in the business. You will be given training programs prior to opening a Chicken Charlie restaurant.

8 Franchise Kit Our Business Model: FULL STORE Estimated Franchise Investment Franchise Fee Royalty Fee Marketing Support Local Store Marketing Contract Term Renewal Renewal Fee Space Requirement Security Deposit Franchise Package Inclusions Franchise Fee Site Assestment Store Design Store Construction Store Equipment, Fixture, Furniture and Signage Php 5,000,000-6,000,000 Php 1,000,000 + VAT 5% of Gross Sales 1% of Gross Sales 1% of Gross Sales Five (5) Years Three (3) Years 60% of current franchise fee 100sqm Php 600,000 Project Management Fee Recruitment and Training of Initial Staff Opening Assistance from the Operations team Store Operations Manual Franchise Application Process Send Letter of intent (LOI) containing name of interested party, expressing interest in a franchise and proposed site & location (if any) to the Franchise Manager Upon receipt of the LOI, we will schedule a Franchise Orientation Meeting with you to discuss the detailed procedure on how to secure a franchise. Franchise Applicant will fill out Franchise Qualification/ Inquiry Form If you qualified, you will be required to conduct a feasibility study of your selected site using our Market Study Form Our Business Development Officer will also conduct his/her own feasibility study during the initial visit/s in your proposed location If you don t have any proposed location, Franchise and Business Development Department can provide you a list of the active location which we already pre-evaluated. If the Proposed Location is considered visible during the feasibility study, a follow-up meeting will be conducted by Foody Expert Franchise Department with the Franchise Applicant to discuss the next step. Frequently Asked Questions Do you limit your franchise to a number of individuals of franchisee? We do not impose limit to the number of stores a franchisee can operate. They can also open as many store as they want What are factors to consider in giving a franchise? We conduct franchise orientation meetings so that they can be familiar with the brand and concept. Our franchisees must really show passion for the brand, commitment to being hands-on and dedication tot the true character of an entrepreneur. Does the location of the store matter? Do you first ask them where they will place or locate the store? Yes. Location is very important. We will not award a franchise if the Foody Expert management does not approve the proposed location. We do ask them for their location and if we do not approve it, we will insist in looking for replacement. Do you deliver them the product? Or you just share them the recipe and provide the equipment and they will just produce it themselves? Stocks and food can be delivered by us or picked-up by the franchisee. There are items that are prepared in the store but everything will be coming from us. We will supply the equipment and train the staff in the different stations If a certain branch has its promo, do they have to consult it first with you? Do promos have to be applicable in all branches? How does the company help the franchisee during promo? Promos will have to be approved first by the Marketing Department. There are promos that are branch specific and there are those that are implemented system wide. Assistance to the franchisees may come in the form of memos and marketing collaterals. What is the mode of payment? Cash or you allow installment in franchising? Payment will be scheduled but everything will have to be settled before the store opens Reasons to deny a franchisee? While there is no hard and fast rule on this, compliance to our requirements would merit franchise approval. We do not do a hard sell of our brand so if the applicant feels that he/she is comfortable with our concept and system, it will ultimately be up to him/her if he/she wants to pursue the franchise. How do you amortize the Franchise fee? It is being amortized during the franchise term. For Franchise Inquiries: Foody Expert Inc. 686-B Banawe St. Brgy, Siena, Quezon City 1114 Phone: (632) foodyexpertinc@gmail.com