CORPORATE PROFILE Food Discoveries (M) Sdn Bhd 11A-15, Jalan PJU 1A/12, Taman Perindustrian Jaya, 46050 Petaling Jaya, Selangor D.E., Malaysia 03-7845 2268 www.davesdeli.com.my www.facebook.com/davesdeli
ABOUT US For over 28 years, Dave s Deli has delighted its customers with fast, scrumptious & affordable western food. Recognized as one of Malaysia s fastest growing western restaurant chains, with food, décor and an overall welcoming atmosphere that underlines our brand motto Come Home To Good Food Designed as a family restaurant, our self-service concept caters to people of all ages from all ethnic groups including families, students, kids & office workers. Proudly A MALAYSIAN DISCOVERY 100% Malaysian Conceived & Owned
Dave s Deli s history began in 1989 when founders David & Maureen Chin decided to venture into the F&B industry & opened a small food kiosk in Bangsar Shopping Centre serving sandwiches & roasted chicken with our now famous Magic Gravy. The philosophy was simple; serve good wholesome food that everyone can enjoy. Today, Dave s Deli is an award winning fast-casual restaurant chain that operates 11 outlets throughout Malaysia and 1 in Sydney, Australia. Our menu has expanded from our renowned 1/4 roast chicken to an array of gourmet pies baked fresh daily, lasagna, pastas, soups & grilled cheese sandwiches. Dave s Deli s success has been established by developing modern, value engineered location designs with a focus on food consistency, efficiency & freshness. Cooked with fresh ingredients & served by people who genuinely love food, we are not a fast food restaurant but a restaurant that serves food fast.
AWARDS & CERTIFICATIONS Dave s Deli was recently awarded the SME & Entrepreneurship Business Award 2017/2018 - Malaysian Pride, for our franchise program & outstanding contributions to the Malaysian F&B industry. Dave s Deli is Halal certified by Jakim. We are also certified members with the Malaysian Franchise Association, PNS & KPDNKK. A certified member of:
OUR STORY 1989 THE DREAM Opened 1st outlet at Bangsar Shopping Centre (500sqft) 1997 THE NEXT LEVEL Moved into our 14,000sqft central kitchen & HQ 2017 STRONGER THAN EVER Opened 10th flagship outlet in Mid Valley Megamall 2008 OUR LOW POINT Affected by over leveraging & the financial crisis; reduced to 3 outlets 2018 DAV-ING DOWN UNDER Opens 1st overseas outlet in Sydney, Australia 1995 EXPANSION Opened 1st licensed outlet at Atria Shopping Centre 2005 PROUDLY A MALAYSIAN DISCOVERY Successfully opened 40th outlet REBUILD NEVER GIVE UP Started to rebuild, re-brand & restructure 2014 REBIRTH OF AN ICON Successfully launched new franchise program. Opened 1st franchise in Sg. Petani
one family, one dream BRIAN CHIN Managing Director 10 years industry experience Head of business development & franchising DAVID CHIN Founder/ Chairman 30 years industry experience Founded brand in 1989 Mentor & advisor MAUREEN CHIN Executive Director 25 years industry experience Head of operations & manufacturing
organization chart ORGANIZATION CHART Board Of Directors David PH Chin Chairman Brian Chin Managing Director Maureen Chin Executive Director Marketing Franchise Development Program Finance & Admin Halal Audit Committee Outlet Operations Quality Control & Training Manufacturing Central Production Research & Development Marketing Manager Business Development Manager Admin & Finance Manager HR Manager Senior Managers QC & Training Manager Production Manager Purchasing & Supply Chain Logistics
FULLY EQUIPPED CENTRAL KITCHEN Latest technology Fully air-conditioned Cook-chill method of manufacturing OUR FOOD, Standard formulas & recipes OUR KITCHEN CERTIFICATION: Halal certified by JAKIM STAFF: Team of 20 staff SIZE: - 14,000 sqft - HQ located at upper level
OUR LOCATIONS We are currently located at 11 LOCATIONS NATIONWIDE 4 OUTLETS CORPORATE OWNED 7 OUTLETS FRANCHISEE OWNED 1. 1 Utama Shopping Centre, KL 2. Subang Parade, KL 3. Atria Shopping Gallery, KL 4. Mid Valley Megamall, KL 5. IOI City Mall, Putrajaya 6. Ipoh Parade, Ipoh 7. Aman Central, Alor Setar 8. Central Square, Sg. Petani 9. Queensbay Mall, Penang 10. Design Village, Penang 11. Sunway Carnival, Penang
OUR LOCATIONS THE TANK STREAM HOTEL SYDNEY, AUSTRALIA On 18th January 2018, Dave s Deli opened its first outlet at Tank Stream Hotel, Sydney, Australia. The aim is to offer a range of its signature offerings served in under 10 minutes and at an afforadable price. The philosophy is to go beyond takeaway food by providing made-to-order good value meals using fresh produce and quality ingredients, served quickly in the hotel s French bistro styled restaurant, thereby differentiating the dining experience from food court outlets and American chain stores.
FAMILY FRIENDLY Friendly atmosphere for people of all ages & backgrounds OUR CONCEPT WARM & CASUAL Homey, comfortable & cozy environment AVG. SIZE PER OUTLET: 1800sqft (100 pax) CUSTOMER DEMOGRAPHIC Executives, students, families SELF SERVICE Reduced overhead cost with maximum exposure & presence
! OUR KITCHEN Professional!"#$%&&'#()*+,'-./%(+0%&'1(+2+'(&-)**)-'#(+ kitchen design & installation with 3'-/+-#4+56)*'-7+%56'48%(-+2+&-)'(*%&& top quality equipment & stainless steel &-%%*+$)9"'.)-'#(: fabrication.
fresh, fast, friendly At Dave s Deli, we believe in using only the best ingredients sourced from all over the world, served to you fast & with a smile.
Come Home To Good Food OUR FOOD AUTHENTIC PASTAS Homestyle GOURMET MEAT PIES western food loved by generations HEARTY MAIN MEALS GRILLED CHEESE SANDWICHES
OUR MENU AVG. $ PER MEAL: RM20.80 DELIVERY TIME: Under 15mins EASY TO CHOOSE Pictures make ordering easier.
MENU SALES DISTRIBUTION Top Selling Products 1. Roast Chicken 2. Lasagna 3. Lamb Chops 4. Pies 80%FOOD 20% BEVERAGES AVG. MEALS PER MONTH 9000 meals
Dave s Famous ROAST CHICKEN OVER 15 MILLION SOLD T H E H O M E O F P O S S I B L Y W O R L D S B E S T EST. ROAST CHICKEN 1989
RECIPE FOR SUCCESS HIGH FOOD QUALITY Min. preparation & max. consistency Come Home To Good Food STRONG BRAND RECOGNITION LOW COST MODEL Self service & lean management EASY SYSTEM Easy to learn, fast & consistent food system PROPRIETARY FOOD Made by award winning chef. 100% satisfaction guaranteed. MAX. PROFIT Maximization of profit through multiple uses of same ingredients
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sales performance - 2016 SALES RECORD 300,000 250,000 6 OUTLET SALES RECORD Lunch : 50% Dinner : 20% Others : 30% RM 200,000 150,000 100,000 AVG. SALES RM 155k/ month 50,000 0 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC AVG. RECEIPTS RM 44.70 Aman Central, Kedah Central Square, Kedah IOI City Mall Atria Subang Parade One Utama
Come Home To Good Food COMPLETE FRANCHISE SYSTEM
COMPLETE SET UP Dave s Deli is equipped to support franchisees with fully integrated infrastructure to ensure the success of all franchisees business START FINISH ON-GOING Site selection Design & concept Kitchen design Renovation works Recruitment Distribution network support Inventory control Comprehensive training Advertising & promotion Marketing support Brand building On-going training & QC
Cloud technology ce n t ra l controlled by HQ P.O.S system customer tracking sales reporting & analysis 24/7 franchisee support Supply chain management OUTLET OPERATION CONTROL SYSTEMS Customer management online & offline Staff healthcare management Inventory system Operations manual & S.O.P
MARKETING SUPPORT From outlet pre-opening to opening and throughout business, Dave s Deli is equipped to support franchisees with fully integrated infrastructure to ensure their success. TV SLIDES MENU FLYERS PROMO FLYERS TEASER l LAUNCHING LEAFLET
OUTDOOR BANNER l BUNTING BUNTING SOCIAL MEDIA LED BILLBOARD
franchise stages Stage 1 - Selection Of Franchise (approx. 1 month) Submit franchise application form Review & evaluation Preliminary discussions Site evaluation & cost estimation Franchise approval Signing of Letter of Offer & franchise fee (10%) Signing of franchise agreement & franchise fee (90%) Stage 2 - Renovation & Operation (approx. 2-3 months) Design & site planning Management approval & 1st reno payment (30%) Renovation kicks off & 2nd reno payment (40%) Furniture, fixtures & Equipment set up Outlet set up & dry run Grand Opening & 3rd reno payment (25%) On site training complete & 4th reno payment (5%) Selection & recruitment of staff Off site training (2 weeks before opening) On site training On site training cont. (2 weeks after opening)
franchise package TERM: 6 YEARS No Description Amount 1 2 Avg. Size (square feet) Franchise Fee (RM) 1800sqft RM 75,000 ROYALTY: 5% GROSS SALES - Use of trademarks & proprietary information - Site selection & consultation - Operations manual & S.O.P - Sourcing of local suppliers - Training - On-going quality control A&P: 1% GROSS SALES * *where applicable
INITIAL INVESTMENT COST (cost may vary according to market, size & location) Franchise Fee 8% Non Refundable Equipment & Machinery 30% Non Refundable Renovation & Construction 43% Non Refundable Advertising 1% Non Refundable Pre-opening Expenses* 1% Non Refundable Training: - Pre-opening 1% Non Refundable - On-site 2% Non Refundable Initial Inventory 2% Non Refundable Working Capital 5% Non Refundable Security Deposits 8% Refundable Total Investment RM 975,000 100% Total Witout Inventory, Working Capital & Deposits *Company registration, license, insurance
INVESTMENT P&L 15% Labour Cost 42% Food Cost 15% Rental & Utilities 5% Royalty 3% A&P & Misc. Expenses COST STRUCTURE 20% Op. Profit EST. OPERATIONAL PROFIT 20% *Figures may vary according to location & size
FRANCHISE CRITERIA - Passion in F&B GENERAL FRANCHISE SCHEME - Dedicated team/ partner to manage - Financially capable with good credit - Basic customer service & management skills - A specific location selected - Available to ALL Malaysians & registered expatriates SERVE GOOD FOOD AND THE REST WILL FOLLOW FRANCHISE LOANS* *currently in process - Maybank (70-80%) - PNS (up to 70%, for Bumiputera)
contact us Address Food Discoveries (M) Sdn Bhd 11A-15, Jalan PJU 1A/12, Taman Perindustrian Jaya, 46050 Petaling Jaya, Selangor D.E., Malaysia Phone & Email E: admin@davesdeli.com.my T: 03-7845 2268 F: 03-7845 3268 Website & Social Media facebook.com/davesdeli www.davedeli.com.my Franchise Enquiries Mr. Simon Chan T: 017-208 6948 E: simon@davedeli.com.my