2017 FRANCHISE KIT
Be a part of something celebrated! EXPANSIONS TO MORE THAN 30 LOCATIONS PLANNED BY 2020 2
SHULA S FAMILY OF BRANDS A legacy of fine American restaurants since 1989 Founded by Miami Dolphins football coaching legend Don Shula the winningest coach in NFL history with 347 career wins, Shula s opened its first steak house in 1989, and today encompasses a family of fine restaurant brands with over 30 locations spanning nine states. For more than three decades, Shula s has had a polished history of delivering consistently high quality, chef-driven cuisine paired with sommelier selected wines and craft cocktails served by seasoned staff. A family of successful brands with proven appeal Shula s Restaurants is a collection of six boutique restaurant brands (shown below), each with a distinctive menu, atmosphere, and brand style. RE S TAU RAN T B RAN D S Coach Don Shula Shula s Restaurants Founder 3
SHULA S STEAK HOUSE The original flagship steak house that started it all Established 1989, Shula s Steak House is a celebration of classic American fine dining. Treat yourself to high-quality menus paired with award-winning wine lists and craft cocktails served on crisp, white table cloths. The menu features our famed Shula Cut steaks, fresh seafood and inspired sides served in an atmosphere of warmth and sophistication. This polished setting is the perfect backdrop for celebrations, romantic date nights, and professional gatherings. The Each Shula s Steak House offers separate private dining spaces to comfortably accommodate groups of varying sizes. Cuisine: Steak, Seafood, American Vibe: Casual, elegant, impressive Architectural renderings for new Shula s Steak House restaurant design. Shula s Steak House Filet Mignon 4
NEW STEAKBA R 347 BY SHULA S The newest concept in Shula s lineup More than just a restaurant, Steakbar is an experience a place to dine, lounge and sip in the company of good friends and good people. Steakbar blends contemporary American cuisine with thoughtfully prepared dishes, inventive cocktails and warm hospitality. The modern, distinctively less formal bar-centric atmosphere is the perfect place to share a plate with friends or celebrate with a crowd. The menu strikes balance with Shula s renowned Shula Cut Steaks and fresh seafood in inventive, sharable dishes. Each Steakbar also has separate private dining spaces to accommodate groups of varying sizes. Cuisine: Contemporary American, Steak, Seafood Vibe: Modern, chic, vibrant Architectural renderings for new Steakbar 347 by Shula s restaurant design. Steakbar 347 by Shula s will feature small plates such as this Tuna Poki Tar Tar 5
SHULA S 347 GRILL Refined casual dining, Shula s-style Named in honor of NFL Coach Don Shula s record 347 career victories, Shula s 347 Grill features regional favorites, gourmet salads, Shula Cut steaks, and fresh specialty fish. Shula s 347 Grill is the perfect spot to meet friends for a spontaneous happy hour, catch up over a family meal, enjoy a cozy date night or network with colleagues over tantalizing menus, craft cocktails and beer and an extensive wine list. Each Shula s 347 Grill offers separate private dining spaces to accommodate groups of varying sizes. Cuisine: Steak, Seafood, American Vibe: Stylish, energetic, fun Shula s 347 Grill in West Valley City, Utah. Lava Cake at Shula s 347 Grill Private dining room in Tallahassee, Florida. 6
SHULA S BA R & GRILL Upscale airport dining Shula s Bar & Grill combines our famed Shula Cut steaks with our mouthwatering Shula burgers, signature appetizers and full bar in a comfortable respite from the typical airport chaos. Enjoy a calming cocktail, craft beer or glass of wine alongside our most popular menu items from the legendary Shula s restaurant brand. Cuisine: Steak, Burgers, American Vibe: Relaxing, laid back, upscale Shula s Bar & Grill inside Miami International Airport. Friends enjoying drinks at Shula s Bar & Grill. BBQ Shrimp at Shula s Bar & Grill 7
SHULA S 2 STEAK & SPORTS The ultimate sports bar experience Shula s 2 Steak & Sports is the sports enthusiast s destination for great food, and great sports. Wall-to-wall TV s complement the carefully selected drink list, Shula Cut steaks, seafood and sports bar favorites to create the perfect backdrop to cheer on your beloved team, or meet friends for a bite to eat. Choose from a variety of Premium Black Angus burgers, crisp salads, fresh seafood, and shareable appetizers. Cuisine: Burgers, Sandwiches, Steaks, American Vibe: Lively, laid-back, hip Shula s 2 Steak & Sports in Cleveland, Ohio. A multitude of draft beer options. BBQ Ribs at Shula s 2 Steak & Sports 8
SHULA BURGER Shula s upscale fast-casual dining Shula Burger takes the same quality Shula Cut ground Black Angus chuck and blends it with short rib and brisket to create an award-winning burger. Established in 2012, Shula Burger serves an undefeated burger that is always fresh, neverfrozen, served alongside our chef-driven menu featuring fresh salads, craveable appetizers, sandwiches and desserts. Guests can enjoy a glass of wine or craft beer while they wait for their hand-crafted burgers. Take out and delivery is available. Cuisine: Burgers, Sandwiches, American Vibe: Upscale fast casual Shula Burger in Pinecrest, Florida. Shula Burger s baby greens salad. Kitchen pick up counter at Shula Burger 9
AWARDS AND RECOGNITION Winning consistently is in Shula s DNA Shula s Restaurants consistently receive high marks across many online restaurant and travel review sites such as OpenTable and TripAdvisor, top ratings from independent publications such as Wine Spectator, and favorable recognition from the press such as NBC, Food Network, The Cooking Channel, and many others. AWARDS Wine Spectator Award of Excellence and Best of Award of Excellence Winner Multiple Years OpenTable s Diner s Choice Award Multiple Years TripAdvisor Certificate of Excellence Multiple Years Taste of the NFL Participant Multiple Years USA Today Top 10 Best Steakhouses in Tampa 2016 Orlando Sentinel Critic s Choice for Best High-End Steakhouse South Beach Wine & Food Festival Award Winner Best Bites on the Beach 2017 Food Network s Giada De Laurentiis holding Don Shula bobblehead at South Beach Wine and Food Festival 10
BRAND ATTRIBUTES Unique attributes make Shula s Restaurants a winning franchise Shula s Restaurants, and its executive franchise team, have over 200 years of combined experience and expertise partnering with franchisees to build, launch, and maintain high-grossing restaurants across America. ATTRIBUTES u Well established and proven: entering our fourth decade u Brand recognition: The Shula s brand is recognized worldwide u Brand reputation: Renowned for excellence and consistency u Exclusive territories: Opportunity for exclusive ownership in your region u Expansion rewards: Multi-unit operator incentives available u Flexible space requirements: 3,500 to 6,000 square feet per location u Group dining revenue: Private dining specialists u Franchisee support: State-of-the-art franchise support systems Shula s ever-popular grilled Short Rib and Cheese Sandwich 11
MISSION STATEMENT Our mission to our restaurant guests At Shula s Restaurants, we deliver consistently high quality chef-driven menus paired with sommelier selected wine lists served by attentive and expert servers in sophisticated, yet welcoming dining and lounge environments. All Shula's restaurants serve The Shula Cut, which is Premium Black Angus Beef that is hand selected based on 10 science-based specifications in marbling, maturity, uniformity, flavor, appearance, consistency, and tenderness. These custom selections are then aged to perfection for an average of 28 days to optimize flavor and tenderness and then cut to Shula's industry-leading specifications using only the most desired center cuts...creating The Shula Cut. Less than 1% of all beef sold in America qualifies for The Shula Cut. Our mission to our franchisees Shula s Restaurants was built on relationships with customers and just as importantly relationships with its franchisees. Shula s Restaurants began as a family-run business and to this day, is proud to have a corporate culture that feels like family. With care and respect, our mission is to support our franchisees 100% because their success is a reflection of our organization and our brand. Shula s heritage is all about teamwork and coaching to help all of its players win. Dave Shula, National Brand Ambassador of Shula's Restaurants and former NFL Player and NFL Head Coach 12
COACH DON SHULA A celebrated NFL legend and acclaimed American restauranteur Coach Don Shula is considered both The Greatest NFL Coach of All Time with 347 total career wins and is celebrated as one of America s most accomplished restaurateurs. His 1972 Miami Dolphins team is the only NFL team to go undefeated and he coached a total of six Super Bowl teams including wins in 1972 and 1973. In 1989, Don Shula and the Graham family, owners of the Miami Lakes Inn and a Black Angus cattle farm, opened the first Shula s Steak House, located at the Miami Lakes Inn. In addition to real estate development expertise and cattle ranching, the Grahams have a storied history in Florida and national politics. Due to the success of the original Shula s Steak House, Coach and wife Mary Anne Shula co-founded a company called Shula s Steak Houses LLLP to enable high-quality franchises across the nation bear Coach s name. Today, Shula s has six restaurant brands that continue Coach s winning tradition. Mary Anne Shula serves as a Co-Founder and the company s Chief Executive Officer. Coach Don Shula with his wife, Mary Anne Shula, Co-Founder and CEO of Shula s Steak Houses LLLP 13
THE SHULA FUND Over $3 million donated to the Moffitt Cancer Center Founded by Don and Mary Anne Shula, the Shula Fund solely supports Florida s top cancer hospital, the Moffitt Cancer Center. The fund helps to raise funds for breast cancer care and research to improve cancer patient outcomes throughout Florida and around the world. Moffitt treats more than 1,000 newly diagnosed breast cancer patients each year. The Shula Fund at the Moffit Cancer Center helps provide funding for the latest personalized breast cancer treatments available. Shula's Restaurants and its fans contribute to the Shula Fund through various promotions and events. Thanks to fundraising and research efforts, breast cancer survival rates are vastly improving. The Moffitt Cancer Center in Tampa, Florida. 14
FRANCHISE INFO Be a part of something celebrated! 15
FRANCHISING PHILOSOPHY /OPPORTUNITY Delivering only the best of the best For more than three decades, the Shula s name and reputation have embodied premium quality, high expectations, outstanding performance, and unparalleled service. Our franchise partners have come to expect nothing but the best in terms of ongoing support, marketing plans and materials, training programs and menu development. Seeking the best franchise partners Our executive team is seeking franchise applicants who have an established history in hospitality and/or food & beverage contract experience with a background in fine dining, operations, development and implementation. This experience will preserve the legacy of premium standards and experiences our guests have come to expect. Shula's franchise partners will, in turn, look forward to knowing they have joined a league of demanding and hands-on restaurateurs that are proud to execute our standards at the highest levels in the business. Be a part of Shula s exciting expansion and evolution with updated restaurant designs and modernized menu offerings. Shula s Steak House Tomahawk Steak 16
TRADE A REA / SITE CRITERIA You ll benefit from Shula s site selection expertise We look for locations buzzing with business activity during the week and leisure activity on the weekend. Metropolitan and suburban sites work best with a vast population of customers who fit our target demographic. We require 3,500 to 6,000 square foot spaces with a minimum seating capacity of 200+ guests. The Shula s team will only consider prime placement in thriving markets where future growth is expected. Our data-driven site selection process and strict criteria are designed to help you find the ideal location for maximum exposure and traffic that fuels revenues. Shula s site selection team will help you identify prime locations and assist you with lease negotiations. Site selection is an essential component of your success. 17
FRANCHISE PROCESS A streamlined process for potential franchisees Step 1: Submit Request After submitting an initial request for consideration, a member of our Business Development team will contact you to learn more about your background including any restaurant ownership or management experience. If there is a mutual interest in taking the conversation to the next level, Shula s Steak House will request that you complete a franchise application, which will collect more detailed personal and professional information about you, any potential partners working with you, and your group s financials. Step 2: Review and Disclosure Upon receiving a qualified application, we will send you our latest version of the required Franchise Disclosure Document (FDD), which goes into detail regarding start-up costs, ongoing fees, and the terms of the agreement you would sign once deciding to become a Shula s Steak House franchisee. Step 3: Meet the Shula s Team Finally, at Shula s Steak House, we make every effort to get to know you on a personal basis. Every prospective franchisee that submits a qualified application and is extended an offer to join Team Shula will meet with a member of our executive team. We do business face-to-face whenever the opportunity presents itself and find personal meetings at our Fort Lauderdale headquarters or in your home city the best way to get a long-lasting relationship established with our future franchisees. Shula s executive team at Fort Lauderdale, FL headquarters. 18
TOP FIVE REASONS Top 5 reasons to become a Shula s franchisee 1. Shula s Celebrated Brand Shula s is the #1 Celebrity Steak House in America in terms of size and longevity, and is considered one of the top premium Steak House chains in America The Shula s name and reputation is associated with premium quality, high expectations, outstanding performance, and unparalleled service Shula s participates in prominent national culinary events each year including the Taste of the NFL and the South Beach Wine and Food Festival Coach Don Shula and Shula's Restaurants generate a great deal of publicity through the NFL and through various radio and television interviews Shula s has five Shula Burger concession stands inside Hard Rock Stadium in Miami, which provides branding to more than a million guests annually Shula s has more than 150,000 active Team Shula loyalty program members nationwide who have opted in to receive updates from Shula s 2. Shula s Product Quality The Shula Cut is renowned in terms of quality and flavor Shula s manages strict quality control protocol with our beef purveyor, on our franchisees behalf, to protect the quality of our beef 3. Shula s Knowledge and Expertise Shula s has an established record of success with our first Shula s Steak House opening in Miami Lakes, Florida in 1989 and our first franchise location opening in Tampa, Florida in 1994 Shula s offers six different restaurant concepts, which allows us to provide a solution that best fits individual market needs, property demographics and environment Rendering of newly designed Shula s Steak House dining room. 19
TOP FIVE REASONS Top 5 reasons to become a Shula s franchisee 4. Shula s Corporate Support Shula s corporate team provides on-going support in the areas of restaurant design, marketing, training, menu development and operations beginning with pre-opening through on-going operations Shula s provides access to a state-of-the-art franchise support systems Shula's provides access to, and negotiated pricing for, restaurant industry vendors such as OpenTable, Fishbowl, Yelp, Single Platform, Ctuit and others including our broadline distributor and restaurant design services Shula s provides turn-key marketing campaigns and best practices 5. Shula s Leadership Shula s is truly a family owned and operated business, led with pride by Mary Anne Shula, CEO; Dave Shula, Partner and Brand Ambassador; and Carrie LaNoce, Shula Burger Director of Marketing This team, supplemented with industry experts, has more than 200 years of restaurant operations experience We provide and monitor all aspects of our brand standards; you maintain complete control of your business Quarterly audits, mystery shoppers and online customer reviews are performed and monitored to ensure levels of service and food quality Shula s offers an annual Training Camp for franchisees and their employees Shula Steak House s Bone In Filet 20
FRANCHISEE TESTIMONIALS Here s what Shula s current franchisees have to say: "The Shula's Steak House concept has been extremely well received by both our hotel guests and local residents in a market that is saturated with upscale restaurants. We have enjoyed working with the entire Shula's team who are extremely knowledgeable, flexible and most importantly committed to ensuring that our restaurant is successful." - Neil Amin, Shula s Steak House - Richmond, VA "Since the opening of Shula s Steak House in our four-diamond rated Hilton Naples in 2000, Cooper Hotels has benefitted from the expertise and superior quality of the Shula s franchise product. Cooper Hotels is delighted with our longtime relationship with Coach Don Shula and Dave Shula. We appreciate their personal involvement and interest in the success of our Shula s Steak House. With their commitment, Shula s Steak House in the Hilton Naples is one of Shula s premier restaurants nationwide. In Southwest Florida, the Shula s name is synonymous with fine, award-winning dining and service. Our Shula s in the Hilton Naples is perennially named the best steak house in Southwest Florida, and it receives numerous other coveted regional awards and accolades each year. For over 12 years, the upscale Shula s Steak House in the Hilton Naples has contributed to the hotel s longstanding four-diamond rating and its elite position as the luxury hotel of choice in Southwest Florida." - Pace Cooper, Shula s Steak House - Naples, FL Shula s 2 has been a valuable component of our hotel for many years. The Shula brand provides us a national name with a great reputation in the food and beverage industry. - Satish Duggal, Shula's 2 - Cleveland, OH "Since opening in 2009, Shula's 347 Grill has become an integral part of the Tallahassee community. The national brand's attention to quality, extraordinary detail and dedication to the highest level of customer satisfaction is exactly what we were looking for in a culinary partner. We could not be more pleased with the partnership and look forward to more opportunities to work together." - Chad Kittrell, Shula's 347 Grill - Tallahassee, FL Franchisee Pace Cooper (Pictured at Left) Shula s Steak House in Naples, Florida 21
FREQUENTLY ASKED QUESTIONS Answers to questions we are most often asked by potential franchisees Does Shula s Restaurants offer financing? Shula s does not provide financing, however we do have relationships with established lenders that are familiar with our brand and will work with you to obtain financing. Will I have a protected territory? A protected territory will be provided to each traditional Shula s Steak House location. The radius of this protected territory will be based on the area s current population and projected growth in the market. How long will it take to open my Shula s Steak House franchise? Your first restaurant will generally open within twelve months of signing your franchise agreement. Most variance in timing is due to securing a location. Will I receive guidance on purchasing equipment and supplies? Yes. Shula s has a preferred vendor program that covers all aspects of opening and operating your restaurants. Will I receive grand opening planning and training assistance? Yes. Every opening of a Shula s Restaurant receives training, operations, marketing, public relations, and point-of-sale support. Rendering of newly designed Steakbar 347 by Shula s 22
CONTACT US We welcome the opportunity to connect with you Please contact us for more information on developing your own Shula s location. Shula s Steak Houses, LLLP 3020 NE 32nd Avenue, Suite 347 Fort Lauderdale, FL 33308 (954) 393-1920 info@shula.com RESTAURANT BRANDS Rendering of newly designed Steakbar 347 by Shula s 23