FRANCHISE PROSPECTUS 2016

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Leslie Gallagher
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1 FRANCHISE PROSPECTUS 2016

2 CONTENTS Melissa s Company History Melissa s Brands o Food. Home. Gift o Melissa s Mantra o Melissa s Café & Bar Franchisee Support Market Opportunity The Melissa s Advantage Marketing Support Contact Information

OUR HISTORY Melissa s was founded by Mark and Melissa van Hoogstraten in 1996 in Kloof Street, Cape Town.

Gift) customers can shop the unique Melissa s product range as well as local produce; along with freshly baked quiches, cakes,

Our restaurant serves breakfast, lunch and dinner alongside a wonderful selection of freshly baked cakes and artisan coffee which

Melissa s represents a kind of wholesomeness and authenticity that connects people to the real and often forgotten quality

3 OUR HISTORY Melissa s was founded by Mark and Melissa van Hoogstraten in 1996 in Kloof Street, Cape Town. Simply by demand Melissa s has expanded nationally. Within the original Melissa s store concept (Melissa s Food.Home.Gift) customers can shop the unique Melissa s product range as well as local produce; along with freshly baked quiches, cakes, savoury dishes and salads prepared each day. Our restaurant serves breakfast, lunch and dinner alongside a wonderful selection of freshly baked cakes and artisan coffee which is served all day. The décor is fresh and sophisticated and the atmosphere warm, inviting and vibrant. Melissa s represents a kind of wholesomeness and authenticity that connects people to the real and often forgotten quality experiences in life. In 2016 Melissa s launched two new concepts: Melissa s Café & Bar which places more emphasis on restaurant, serving three meals per day while still offering a select retail range. Melissa s Mantra store that focusses purely on selling the full Melissa s retail range.

Melissa s Café & Bar is Melissa s café-style dining experience with an expanded evening

4 MELISSA S BRANDS Melissa s Food. Home. Gift is the original Melissa s restaurant and retail concept store. Melissa s Café & Bar is Melissa s café-style dining experience with an expanded evening trade and a bar service. Melissa s Mantra is the retail-only lifestyle brand offering a collection of beautiful homeware, food and gift products for everyday living.

5 FOOD.HOME.GIFT MELISSA S FOUNDERS Mark and Melissa van Hoogstraten FIRST SA FRANCHISE Frater Square, Paarl in 2013 NUMBER OF CURRENT SA STORES 12 OPENING SOON Franschoek, Baywest (PE) FOOD.HOME.GIFT INVESTMENT ACHIEVABLE ROI 40% INITIAL FRANCHISE FEE APPROXIMATE FRANCHISE COST (incl. initial franchise fee) MIN. OWNER S CONTRIBUTION MANAGEMENT SERVICE FEE MARKETING FEE R ex VAT R ex VAT R % OF TURNOVER 1% OF TURNOVER

6 STORE DESIGN

7 STORE DESIGN

8 PRODUCT RANGE

CAFÉ & BAR MELISSA S CAFÉ & BAR FOUNDERS Mark and Melissa van Hoogstraten FIRST CAFÉ & BAR FRANCHISE Opening November 2016 in Camps Bay, Cape Town CAFÉ & BAR INVESTMENT ACHIEVABLE ROI 66% INITIAL

9 CAFÉ & BAR MELISSA S CAFÉ & BAR FOUNDERS Mark and Melissa van Hoogstraten FIRST CAFÉ & BAR FRANCHISE Opening November 2016 in Camps Bay, Cape Town CAFÉ & BAR INVESTMENT ACHIEVABLE ROI 66% INITIAL FRANCHISE FEE APPROXIMATE FRANCHISE COST (incl. initial franchise fee) MIN. OWNER S CONTRIBUTION MANAGEMENT SERVICE FEE MARKETING FEE R ex VAT R ex VAT R % of turnover 1% of turnover

10 MELISSA S MANTRA MELISSA S MANTRA FOUNDERS Mark and Melissa van Hoogstraten MELISSA S MANTRA FRANCHISE 1 OPENING SOON Rivonia Village MANTRA INVESTMENT ACHIEVABLE ROI 40% INITIAL FRANCHISE FEE APPROXIMATE FRANCHISE COST (incl. initial franchise fee) MIN. OWNER S CONTRIBUTION MANAGEMENT SERVICE FEE MARKETING FEE R ex VAT R ex VAT R % OF TURNOVER 1% OF TURNOVER

11 FRANCHISEE SUPPORT With over 20 years of experience and a proven track record, we understand our customers and know what it takes to run a successful Melissa s store. Solid business acumen, a passion for the brand and an eye for quality are just some of the key traits we are seeking in potential owners. AS A MELISSA S FRANCHISEE YOU WILL BENEFIT FROM THE FOLLOWING EXPERTISE & SUPPORT: Advice and expertise from Melissa s founders Location of store premises Full store design & set-up by our project management team (includes all fixtures and fittings) Recruitment and staff training Handover of a fully operational store Business management training for owners and managers Assigned area manager for ongoing direction & support Ongoing marketing & PR

OPENING SOON Baywest PE Camp s Bay Rivonia Village Prospective franchisees can approach

12 MARKET OPPORTUNITY EXISTING MELISSA S STORES Kloof Tygervalley Paarl Newlands V&A Waterfront Du Toitskloof Constantia Blouberg Dainfern Stellenbosch Somerset Mall Mthatha Claremont OPENING SOON Baywest PE Camp s Bay Rivonia Village Prospective franchisees can approach Melissa s with a particular location in mind or we can work together to find the ideal premises for your store.

13 THE MELISSA S ADVANTAGE The Melissa s franchise offers many advantages including: STRONG BRAND EQUITY Melissa s has been an industry leader for over 20 years. Melissa s is a prominent South African brand synonymous with quality, integrity and authenticity. AFFLUENT, LOYAL CUSTOMER BASE The brand attracts a higher income customer with sophisticated taste and appreciation for wholesome food, beautiful gifts and homeware. DEEP CUSTOMER UNDERSTANDING With years of experience and a proven track record, we understand the Melissa s customer and know how to continuously exceed their expectations with the best products and outstanding service. UNPARALLED PRODUCT RANGE The Melissa s branded product range is completely unmatched in South Africa - from the sophisticated packaging design, to the attention to detail in every product and unmistakable signature navy and white branding. UNIQUE RESTAURANT & RETAIL EXPERIENCE The combined offering of retail and restaurant creates a unique experience where our customers can enjoy a meal, a cup of coffee and at the same time shop within a familiar, inviting and relaxed atmosphere.

14 MELISSA S MENU Our menu is based on a philosophy of uncompromising quality, delicious food made with integrity and respect for time-honoured principles. The Melissa s experience is crafted to be an extension of your own home, a place where you can feel at ease and enjoy delicious home-style meals and treats.

15 MARKETING SUPPORT As a Melissa s franchisee, you will benefit from extensive marketing support including: STORE MERCHANDISING IN-STORE PROMOTIONS BRAND ADVERTISING EVENTS PUBLICITY PRESS RELEASES SOCIAL MEDIA STRATEGY DIGITAL MARKETING WEBSITE, NEWSLETTERS, GOOGLE PPC, SEO CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

anneke@melissas.co.za TEL: 021 888 2999 melissas.

16 CONTACT INFO FOR FRANCHISE INQUIRIES CONTACT: Anneke Feldtmann Melissa s Franchise Manager anneke@melissas.co.za TEL: @melissas_za

F O R T H E T A S T E A L O N E

F O R T H E T A S T E A L O N E FOR THE TASTE ALONE FOR THE TASTE ALONE OUR STORY HENGCHEN - A Chinese word meaning - Display of Prosperity opened its doors in Dubai Motor City in 2010. We done done exceptionally well since then and