The Cheesecake Factory franchise plan Colombia - Panamá. Erika Zilud Engel Dávila

Transcription

1 The Cheesecake Factory franchise plan Colombia - Panamá Erika Zilud Engel Dávila

2 Franchise Overview The Cheesecake Factory restaurants strive to provide a distinctive, high quality dining experience at moderate prices by offering an extensive, innovative and evolving menu in an upscale, casual, high energy setting with attentive, efficient and friendly service. As a result, The Cheesecake Factory restaurants appeal to a diverse guest base across a broad demographic range. Our menu features approximately 200 items, supplemented by additional items presented on separate menu cards, including appetizers, pizza, seafood, steaks, chicken, burgers, specialty items, pastas, salads, sandwiches, omelets and desserts. We consider the extensive selection of items on our menu to be an important factor in the differentiation of our restaurants from our competitors.

3 159 RESTAURANTS IN USA Franchise Overview

4 Supply Chain Cheesecake Factory commitment to quality goes beyond the quality of the food and service in our restaurants; it also encompasses their commitment to quality in sourcing products and services, including food, beverage, bakery and other restaurant supplies, construction materials and services used to build our facilities. While they are committed to providing quality products and services to their guests, they also believe that the company as a whole should strive to purchase products that are produced, grown, manufactured and/or transported in a manner that addresses the risk of slavery and human trafficking in the supply chain Cheesecake Factory Supply Chain model

5 Colombia Overview As a franchise of casual dining Values - Food prepared fresh daily - Generous portions - Good prices Unique and contemporary design and decor that creates a high-energy ambiance in a casual setting (the same as at USA American environment) We would start with one restaurant in a zone of restaurants and bars called The 93 Park situated in a zone of high class people Target: - Middle High and High Class - From 16 to 50 s years old - Meal from 20 USD (main course, beverage and cheesecake) Menu - Original menu in States have around 200 items, included 40 varieties of cheesecakes - In Colombia we would keep this important quantity of choices included some local products as coffee cheesecake, costeña burger, etc

6 Colombia Legal considerations Franchising is a private legal contract between the franchisor and the franchisee Is a normal process of creating an enterprise Regular taxes for an enterprise in Colombia No additional taxes for being a franchise

7 Panama Overview As a franchise of casual dining Values - Food prepared fresh daily - Generous portions - Good prices Unique and contemporary design and decor that creates a high-energy ambiance in a casual setting (the same as at USA American environment) Due to Cheesecake Factory reputation among the trendy youth and young adults we suggest to open the first restaurant inside or around the area of Multiplaza Mall whose third and fourth phase of development guarantees an steady influx of wealthy families, youngsters and adults with disposable income. The target age for the franchise would go from 15 years to 35 years old. Both males and women, social class A, AB, B. Specially for the women target the restaurant would hold special activities. Pricing: For a regular meal (main course, beverage and a dessert) the price will be along the $22.00 USD. Menu: The menu will be downsized, panamenians tastes are almost the same as americans so for the moment there is no need to have regional dishes in mind.

8 Panama Legal considerations Law 35 of 1996 whereby provisions concerning industrial property were enacted established in its Article 126 that there exists a franchise when, by means of the user license of a trademark, a technical know-how is transmitted or technical assistance is provided so that the person to whom the franchise is granted may produce or sell goods or provide services in the same manner and with the operational, commercial and administrative methods established by the owner of the trademark in order to maintain the quality, the prestige and the image, which the trademark represents. Panamanian legislation does not deal with the basic requirements of a user license contract by which a franchise is established. It only indicates that it is to be considered a franchise when technical know-how is transmitted or when technical assistance is provided in order to develop the business in the Republic of Panama while complying with certain quality standards. This means that under Panamanian legislation both the franchiser and the franchisee shall only have the obligations and the rights contained in the user license contract, which is submitted to the Directorate General of Industrial Property of the Ministry of Commerce and Industries (DIGERPI) for its registration.

9 Thank you!