THE PAULANER EXPERIENCE

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1 THE PAULANER EXPERIENCE

2 OVERVIEW 1. OUR TEAM 2. CONCEPT 3. PRODUCT 4. FACTS & FIGURES 2

3 TEAM MUNICH M. Baumann Beer, IT & Merchandize L. Eckart Managing Director PFC M. Geissler F&B A. Herdam Hospitality Consulting S. Holzapfel Hospitality Consulting N. Morper Finance & Qualitäty Management A. Reichert Business Development G. Ringelstein Construction C. Roiger Brand & Communication J. Schenk Managing Director PFC U. Schindler 1. Brewmaster M. Schwingenschlögl Support & Logistic J. Seiss Operations D. Sink Hospitality Consulting M. Steinhart Project- & Productdevelopment C. Wolf Business Administration 3

4 BREWMASTERS WORLDWIDE

5 CONCEPT Paulaner represents a contemporary Munich Wirtshaus. It is a place where you can make friends and enjoy excellent Bavarian food and beer - with all your senses. Our concepts represent a love affair of modern life and Bavarian identity. BEER RESTAURANT eat & drink BEER CULTURE experience & wonder BEER SHOP shop & give away BEER GARDEN relax & enjoy BEER EVENTS meet & celebrate PAULANER: ORIGINAL BEER, FOOD AND GEMÜTLICHKEIT FROM MUNICH 5

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7 It s is all about beer! The bar is the center of attention. In terms of materials terrazzo, steel, oak, glass and cooper are used. Industrial atmosphere cool, and functional with live music. Brand is visible through brand elements such as logos, infotainment and backlit graphics. PAULANER Life Entertainment, Football, Music, Bar, Restaurant 7

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9 Flooring with natural stone and wood. Stage with a Bavarian dance floor. All tables & chairs are moveable to allow the multi purpose use of the room. Lounge is a private section that can be closed off from main room. It also strengthens the connection between the Bräuhaus and the local community. The Hallways are used to display brewing and Paulaner history. Standard beer presentation in order to strengthen the link with the Paulaner world.

10 COMMUNICATION CONCEPT The Paulaner outlet supports and contributes to transport the umbrella brand Paulaner and its core values. Included, but not limited to, is the following information: brand communication in connection with the architecture and the design of the restaurant (interior elements), definition of brand elements in the restaurant, definition of additional brand elements related to POS materials, F&B, service, beer, signage, an entire corporate design manual and ongoing marketing support. The entire support includes, but is not limited to the following: Corporate design guidelines incl. full set of logo files, color definitions and fonts Communication guidelines incl. content, photos, templates Outdoor signage guidelines incl. specifications of outdoor and indoor signage Concept information & communication tools Suggestions for active selling, sales promotion, direct marketing, advertising, public relations Support service in regards of brand & communication matters 10

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18 BEER CONCEPT As beer is the prime product in our concepts, the focus and attention is clearly set on the presentation of beer, the experience of the variety of our range, brewing art and the product quality. The various brand initiatives help to emphasize this focus. A Beer Quality Manager ensures a permanent high beer quality in every Paulaner Bräuhaus. The entire support includes, but is not limited to the following: Paulaner beer menu (incl. online software) Paulaner beer flight Paulaner beer promotions Paulaner beer flavor wheel (for beer tastings) Paulaner beer variety presentation (retail and freshly brewed) Beer events / experience Brewery tours Tapping and Brewery trainings (checklists for cleanliness and maintenance) Paulaner quality management handbook 18

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21 FOOD CONCEPT Focus of the menu design: Up-to-date but not too trendy Authentic German food Social Food because sharing is caring Proven menu design based on 25 years of experience in various international and national Paulaner locations Only available in Paulaner licensed locations true USP What the franchisee receives: General food and beverage guidelines Standard recipes, including product lists and convenience products Detailed specifications for preparation Order list of all relevant operating equipment, menu covers, bill folders, staff uniforms Order list and contact details of all relevant food suppliers Training manuals Pre-Opening Trainings for the entire service and kitchen team Online menu software 21

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23 CATEGORIES Paulaner Brotzeit Paulaner beer bites Side dishes Paulaner sausages Authentic Bavarian cuisine modern presentation Soups Paulaner classics Fish & Vegetarian Paulaner platters Desserts 23

24 OPERATING EQUIPMENT 24

25 PAULANER KITCHEN Advantages: Sophisticated layout and therefore simplification of work processes Energy efficient design by using elements such as induction stove Perfectly aligned with the food concept and therefore 100% guarantee for success Implementation of self-convenience Composed of individual, easy to combine, modules Highly standardized 25

26 IT SYSTEM Paulaner IT systems are designed especially for Paulaner restaurants and shall support all franchisees in their daily operations. The following media is part of the Paulaner IT system: Paulaner Bräuhaus Website an subsites for each franchise restaurant Paulaner POSM-Assistant Paulaner Online Merchandise Shop Paulaner Partner Section Paulaner Newsletter Menu software 26

27 MERCHANDISE CONCEPT Paulaner Merchandise is designed especially for Paulaner restaurants and are exclusively sold in Franchise restaurants. All articles can be purchased via Paulaner Franchise & Consulting GmbH. Paulaner Merchandise can be divided in several categories: Wearables Bavarian souvenirs Bavarian trachten Paulaner Bräuhaus takeaway beer Glassware & brewery equipment food & beverage items 27

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29 OPERATIONAL SET UP Area Manager (will be established in our major markets) Starting in China Topics: performance, F&B, marketing, sales & trainings operational support within the market Visits per outlet every 4-8 weeks Opening support Beer Quality Manager (will be established in our major markets) Already established in Russia Topics: brewing process, quality, maintenance, trainings operational support within the market Visits per outlet every 8 weeks Quality manual, checklists, laboratory tests Mystery Shopping all Paulaner outlets will be integrated with 3 tests per outlet costs will be bared by Paulaner Questionnaire will focus on the qualitative analysis (160 questions) followed by recommendation for actions Yearly Audit All Paulaner outlets will be audited once a year by our head office team strategic support & base for operational support Topics: Overall Performance and Quality review, Strategic & Operational Changes, brand consistency 29

30 PRODUCT FAMILY Location PRIME-location followed by city name 1x per city (metropolitan areas >1) PRIME-location followed by district name >1x per city Microbrewery YES NO NO high frequency and travel plaza, inner city, mall, airport etc. Size ca m² inside / ca. 200 m² outside ca. 700 m² inside / ca. 200 m² outside ca. 300 m² inside/ ca. 40 m² outside Capacity >350 seats >150 seats <150 seats Revenue k k k Sales-Mix 55 % Food / 45 % Beverages 60 % Food / 40 % Beverages 40 % Food / 60 % Beverages Franchise-Fee (Royalty) Up to 7,5% plus VAT of total-net turnover Capital requirement ca /m² ca /m² ca /m² Project development costs k k k 30

31 PAULANER LAYOUT (with brewery) MUGCLUB Mugsafe with backlight PAULANER Fanshop STAMMTISCH BAVARIAN LIFESTYLE b&w pictures with backlight ENTRANCE BREWERY BRAND / BEER / SPECIALTIES / STAGE SCHWEMME FC BAYERN CORNER b&w pictures with backlight + FC- Bayern jersey with autographs OUTDOOR SEATING 31

32 PAULANER LAYOUT (without brewery) 32

33 FACTS & FIGURES Whether in Asia, Germany or Russia Paulaner outlets are crowd magnets. Net turnover 100 % Average Cost of sales 25 % Beer & beverages 60 % Food 40 % Ebitda before rent and fee 25 30% Average ticket Approx. invest /sqm Due to different regional and national price structures, no absolute comparisons can be made between each establishment. This data is intended as a point of reference 33

34 BUSINESS DEVELOPMENT Strategic Goals: USP: Re-positioning of the Paulaner F&B concepts within their competitive environment If with micro-brewery all beers brewed according to the Purity Law from 1516 Flagship outlet in Singapore for further development of the Paulaner F&B brands Original and genuine Paulaner from Munich to the World Design / Look & feel according to Paulaner reference outlets in Munich (e. g. Kapuziner ) Hand-crafted beer since 400 years not a trend but a true tradition Repetitive model interior design, marketing, promotions, suppliers, merchandise; all concepts should be re-usable in future Paulaner projects Brand building the base for an attractive and consistent brand presentation Specialties Beer & food with genuine Bavarian & German recipes The best Bavarian / German Bar and Restaurant experience in town Celebrating Bavarian culture, tradition and lifestyle 34

35 BUSINESS DEVELOPMENT 1. Prime locations worldwide with single unit operators 2. Focus on multi-unit-operator in each market and or region 3. Soft Refurbishment packages for existing Bräuhäuser and Wirtshäuser 35

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37 EXPERIENCE +125 Wirtshäuser 50 Bräuhauser Focus on Asia, Amerika and EUROPE EXPANSION FRANCHISING +125 Bierhäuser 37

38 Contact Paulaner Franchise & Consulting GmbH Lars Eckart / Managing Director lars.eckart@paulaner.de Tel.: Paulaner Franchise & Consulting GmbH Andreas Reichert / Business Development andreas.reichert@paulaner.de Tel.:

39 FROM MUNICH TO THE WORLD