UNITED ARAB EMIRATES PHONE: +971 4 4416931 FAX: +971 4 4416936 ADDRESS: Concord Tower, Office 3602 Dubai Media City, P.O.Box 333907 Dubai, United Arab Emirates SAUDI ARABIA PHONE: +966 11 2078493 FAX: +966 11 2078493 ADDRESS: Al-Qalam St, Al-Moanesyah Dist Riyadh 11545, P.O.Box 60444 Kingdom of Saudi Arabia BAHRAIN PHONE: +973 17 006476 FAX: +973 17 006475 ADDRESS: Platinum Tower, Office 243 Seef District, P.O. Box 37108 Manama, Kingdom of Bahrain About Magnolia Restaurants Management We are a dynamic food and beverage operator in the GCC and Middle East. Established in 2011, our DNA is based on ensuring excellent service through efficient processes and continuous training. MRM brings together operating expertise, significant business management experience and real estate knowledge to be able to bring unique brands to emerging markets and regions with market demand in mind. With our headquarter in Dubai, we operate subsidiary offices in Riyadh as well as Bahrain. For franchise enquiries, please contact us today: info@magnoliame.com www.magnoliame.com
CONTENT Section Description Slide # A B Introduction Brand Overview Brand Evaluation The Concept Branding Portraying the Brand Food Styling Modern Artisan Interior Stores Look & Feel Brand Organizational Structure 5 6 7 9 10 11 12 13 13-20 21 C Clientele Focus 23-24 D Brand Positioning Overall Market Positioning Concept Positioning E Targeted Expansion - GCC 29 26 26 27
SECTION A
INTRODUCTION GCC-based Magnolia Restaurants Management L.L.C has identified the need for developing a highly appealing, fusion casual, modern fish restaurant concept. Following an extensive market study around the business model, branding, consumer habits, marketability, URBAN SEAFOOD - Modern Fish Grill was created and developed. The concept is available for licensing within the GCC region.
BRAND OVERVIEW Quality seafood ingredients offered in unique dishes with excellent service standards, all offered at affordable price range Basic Brand Information Headquarters Basic Brand Information Size of Brand (5 stores based in Dubai) Target Market Dubai, UAE Idea and Brand developed in 2015, started in February 2016 Owned by Magnolia RM Investments LLC 1 st store existing in Ibn Battuta Mall Feb 2016 2 nd store ready to operate at Last Exit (On The Run), Opening July 2016 3 rd store under construction at The Outlet village (Dubai Parks & Resorts) Opening Sep 2016 4 th store under construction on Jumeirah beach Road, expected opening at Q1 2017 5 th store on The Beach Mall, currently under discussion. Expected opening Dec 2016 Age:Anyone / Sex:All / lifestyle: Healthy, urban & casual / Income: Mid to high Product Offerings Freshly sourced seafood Value Proposition Family-friendly, modern and innovative casual diner
Dimensions Sub-Dimensions Rating Explanation Brand Attractiveness BRAND EVALUATION The Seafood cuisine appealing to the GCC market is high due to widespread health awareness amongst the GCC population coupled with acceptance of diverse set of tastes from all cultures and cuisines Brand Equity Segment Opportunity Right-to-Win Medium High High MRM, established in 2011 currently operates 5 Brands, 9 corporate stores and 3 under construction in the UAE with sub franchise rights all over GCC. Seafood cuisine is in demand in the GCC market from all different population segments, and due to the generous seafood offering from the gulf sea There is a gap in the current market for a trendy seafood franchise that is both fresh and healthy especially as expat population is growing. Its classic and quality products at affordable prices in its segment result in a clear competitive edge in the seafood segment. Ease of Acquisition Cost of Acquisition Franchisor Requirements Operational Readiness High High High As it is owned by MRM, the franchise requirements are not stringent and are in line with current market rates. MRM s own newly established Brand is flexible in terms of requirements as this model can fit into various location types. Royalty percent meets with the current market rates for similar concepts. MRM is expanding in the F&B segment and has employed professionals to build the food and beverage department. With a well-chosen set of suppliers, MRM sources high quality raw materials for its products. OVERALL High Only few competitors serve seafood cuisine with a similar menu mix and price points which makes a futuristic opportunity for Urban Seafood in the current market.
SECTION B
THE CONCEPT Urban Seafood is a fusion casual dining venue which offers modern, fresh, affordable seafood through its fish-focused menu. An everyday dining venue, the location is very accessible and familyfriendly. The service is engaging and efficient. While friendly and relaxed in appearance, each service team member focuses on making their guest dining experience a comfortable, interesting and memorable one. The interior design can be defined as modern-artisan style, away from the intimidating sleek interiors. The materials and colours are warm, the aim is to create a setting where guests feel at ease, just like at home. The menu offers innovative seafood and seafood dishes, bundled in a straightforward appearance. Portion sizes are generous enough and can be shared. Specific sharing platters are also part of the offer, such as seafood paella. The beverage list is an intriguing selection of fresh juices, creative mock tails and high-quality coffees.
BRANDING Urban Seafood logo s U represents a lobster claw which is highly recognizable, visible and appealing. The double-o s lobster eyes and antenna invites viewers to be on the look-out, in a playful manner. The Modern Fish Grill brings in clarity on what the venue has to offer, i.e. fish in addition to a variety of seafood, and grill which further sheds light on the central focus of the concept. The dark colour signifies the urban character of the venue: accessible, trendy and well-arranged. The logo comes in mono and mix colours, designed to be easily usable on all backgrounds.
PORTRAYING THE BRAND Specifically designed for professional looking staff enabling them to deliver performance in the comfort of these stylish, informal uniforms.
FOOD STYLING Authentic, classic and signature menu categories which offer modern food design using fresh resources to cater to a healthy lifestyle
MODERN-ARTISAN INTERIOR Eminently stylish, beautifully themed space meant to be cozy and enjoyable with only a few key elemental building blocks and cast glass. The interior is enriched with warm raw materials - crafted into simple forms Urban Seafood - IBN Battuta Mall 1-2
Urban Seafood - IBN Battuta Mall 2-2
Urban Seafood - The Outlet Village 1-2
Urban Seafood - The Outlet Village 2-2
Urban Seafood - Jumeirah Beach Road 1-2
Urban Seafood - Jumeirah Beach Road 2-2
Urban Seafood - Last Exit Airstream
Urban Lobster Rolls and Fish & Chips - The Beach Dubai
BRAND ORGANIZATIONAL STRUCTURE An experienced and professional set of team assigned to this Brand are in the following hierarchical structure continuously working to enhance Brand operations DIRECTOR OF CASUAL OPERATIONS Multi-unit Manager Store Manager Front of House Manager Front of House Supervisor Front of House staff Back of House Manager Back of House Supervisor Back of House staff
SECTION C
POTENTIAL CLIENT PROFILES (1-2) Five locations serving a diverse set of clientele,
POTENTIAL CLIENT PROFILES (2-2)
SECTION D
BRAND POSITIONING The following matrix shows the positioning of Urban Seafood amongst its closest competitors Overall, the Seafood sector across the GCC relies heavily on dine-in concepts with limited delivery options. There is a clear gap in the market for a high quality and unique seafood brand at affordable price range Aprons & Hummers and Claw BBQ are limited to dine-in with low presence in the market and expensive menu prices Red Lobster have low presence with issues in service and quality Bu Tafish is over priced for its quality and dine-in experience, also offers only Arabic style seafood dishes Urban Seafood offers quality modern casual seafood model with large menu offering at affordable prices
CONCEPT POSITIONING Good value Progressive yet homely design - Rising curiosity and empathy - Increased sense of belonging - Brings value on a personal level Food freshness A product-focused concept with a more cutting edge interior design Marketable storyline
SECTION E
GCC TARGETED EXPANSION MARKET GCC Region s seafood market is still evolving with consumers gaining awareness and developing a taste towards different species of seafood from different cuisines Operators are trying to balance maturing tastes, sustainability issues & product quality a great opportunity to enter the segment at such a time Demand is being driven by consumers seeking out healthier alternatives and seafood is perfectly positioned to deliver on both health and taste Overall, the seafood sector across the GCC relies heavily on dine-in concepts with limited delivery options. There is a clear gap in the market for a high quality and healthy seafood concept with a potential to expand