Franchise Prospectus 2015
The Chopstix Story Chopstix is a leading Oriental quickservice restaurant brand with over 45 sites across the UK and Ireland. Chopstix is a unique brand-led quick-service franchise operation blending the best fusion of authentic Oriental inspired fast food with casual, convenient dining experiences at affordable prices. In addition, Chopstix chefs cook the food on site to ensure each dish is served as fresh as possible delivering chef theatre. Although the Chopstix concept was conceived over a decade ago we are now in a rapid expansion programme. Since our first major shopping centre branch opened at Bluewater 2010, Chopstix is now a staple in the shopping centre. The Chopstix Group is focused on delivering fresh, nutritious, tasty Oriental cuisine made from the finest ingredients, including Halal certified chicken. Our innovative fusion recipes provide healthier quick service meals for time strapped customers. The Chopstix Group operates sites across the UK from Crawley to Dundee and in Northern Ireland to the Republic of Ireland.
Market Figures & Trends Ethnic restaurant/takeaway market 1 Noodles market 2 Forecast Growth in consumer disposable income Anticipated 13% growth of UK ethnic restaurant & take away market growth over 2014-19 Customer Attitudes 43% likely to choose an ethnic restaurant which uses authentic cooking methods & ingredients 42% prefer ethnic restaurants where you can see the food being prepared, it adds to the experience & chef theatre British consumers increased their consumption of noodles in 2014 Consumers tend to experiment with more exotic meals at dinner with noodle & rice bases Noodles & rice are more widely recognised as meal staples Pasta market suffering in part because of the increasing popularity of noodle & rice dishes 29% likely to eat at an ethnic restaurant that offers a choice of different ethnic cuisines (Chinese, Thai, Indian, etc.) 1 Mintel- Ethnic Restaurants and Takeaways - UK - February 2015 2 Euromonitor - Noodles in The United Kingdom - UK - October 2014
The Chopstix Strategy Vision To become the UK s favourite Oriental quick service noodle bar delivering revenue growth, value and customer satisfaction. Objective & mission Chopstix Group continuously strive to ensure a convenient dining experience combined with delicious and authentic Oriental food specialties freshly prepared by our chefs on site, at affordable prices. Chopstix franchise and licensing opportunities offer lucrative business models backed by sustainable growth for investors keen to capitalise in the quick service restaurant sector. Unique Buying Proposition Fresh, tasty and healthier fast food options at incredible value for money price points and operator margins.
Customer segmentation Characteristics: time crunched, budget conscious and health conscious consumers. Age profiles: 7-70 years old. Customer demographic grades: B1, C, D, E. Social grade A B C1 C2 D Social status Upper middle class Middle class Lower middle class Skilled working class Working class Occupation Higher managerial, administrative or professional Intermediate managerial, administrative or professional Supervisory or clerical, junior managerial, administrative or professional Skilled manual workers Semi and unskilled manual workers E Those at lowest level of subsistence State pensioners or widows (no other earner), casual or lowest grade workers
Occupation Student 26.23% Managerial 33.01% Administrative 14.75% Manual 11.48% Clerical 13.93% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Age Under 12 0.58% 12-20 18.60% 21-34 31.40% 35-54 36.63% 55 and over 12.79% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Gender Male 42.68% Female 57.32% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% * 200 wide survey universe.
The Chopstix Team Number of sites 45 Chopstix restaurants in total and growing 24 Chopstix Group owned restaurants 21 Chopstix franchised or licensed restaurants Number of employees Chopstix Management Co-Founders: Menashe Sadik & Bassam Elia 115 Chopstix Group Restaurant Employees 23 Restaurant Managers 46 Sales Assistants 46 Kitchen Staff 100 Chopstix Restaurant Employees (Franchised/ Licensed) 20 Restaurant Managers 40 Sales Assistants 40 Kitchens
Full Product Range & Menu Noodles and rice - Vegetables Noodles - Egg Fried Rice Toppings - Sweet & Sour Chicken - Sweet Chilli Chicken - Caramel Chicken - Black Bean Chicken - Salt & Pepper Chicken - BBQ Chicken - Oyster Sauce Chicken - Chinese Curry Chicken - Thai Curry Chicken - Vegetable Curry - Salt & Pepper Potatoes Side dishes - Salt & Pepper Potatoes - Large Spring Rolls - Mini Spring Rolls - Prawn Crackers
Our Dedication To Franchising Why Chopstix? Chopstix s Support Franchise Pack Access to Noodles, our ERP (Enterprise Resource Planning) system. Noodles is our online business management software system. All Chopstix restaurants must use Noodles to collect, manage and interpret data, documents and information supplied by Chopstix headquarter including: Operations manual Product preparation sheets Marketing activities & sales Product planning, ordering & cost control Staff training Hygiene, health & safety Mystery Shopper A mystery shopper programme assessing the level of customer service provided by the restaurant with 4 waves per year. Feedback is assessed and reported to management for operational improvement and customer satisfaction.
Training Chopstix provides, at our own cost, an initial training programme of two weeks for the restaurant manager and chef in one of our sites of excellence training centre restaurants. Leadership team and specialist support in the following areas: Attendance of the Chopstix annual conference Franchisees and site managers will have the opportunity to attend the Chopstix annual conference allowing them to meet with all partners and sharing the strategic developments of Chopstix group.in the following areas: Hygiene, health & safety Operations Marketing & sales Landlord, lease & site locations Software development Marketing & Promotions Chopstix provide continual promotional supports and guidance. In addition, our marketing team are available by phone or email for any publicity related questions. Site visits & Conference Calls A direct monthly communication through Noodles Quarterly telcons with a memberof the leadership team for on-site consultations & review of operations, marketing, profit and loss
Potential Sales & Earnings The example below shows one of our average UK store sales & earnings.* Sales ( ) Food sales 303,229.78 Purchase Food, drinks, cleaning mat, etc. % of food cost 77,740.78 = 225,489.00 25.64 Direct cost Wages NIC Gross profit % 54,886.61 4,268.44 = 166,333.95 54.85 * These figures are not guaranteed and are for illustrative purposes Overhead Rent Rates & water rates Insurance Travelling Printing, postage & stationery Telephone Equipment rental Repairs & maintenance Bank and credit card charges Depreciation Net profit % 53,333.00 12,779.62 583.50 1,344.97 297.84 567.08 648.00 86.81 1,778.50 4,763.10 = 76,182.75 90,151.20 29.73
Ready For Your Next Step With Chopstix? If you are interested in finding out more about and talking to us about Chopstix Franchise Opportunities send us an email on franchise@chopstixgroup.com or call us on 020 8563 1391