Introduction

Transcription

Introduction

Introduction
I’m David Davoudpour, and I’d like to share a rare
opportunity. It’s the opportunity to become a part of
one of the proudest franchise restaurant operations in
our nation, and the chance to be in the thick of its
resurgence. Shoney’s® is an American icon, and an
authentic thread in the fabric of our history. For
generations of us, Shoney’s® has been the dinner table;
a place to celebrate the everyday victories and
moments in life, and a place to enjoy wonderful food
that just seems to put things into perspective. Now, it’s
time for Shoney’s® to serve a whole new generation of
families and the way they live. Shoney’s On The Go® is
America’s next great restaurant story. And there’s room
for you in it.
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©2012 SHONEY’S ON THE GO, LLC
Chapter 1
Shoney’s for a New Generation
®
Shoney’s On The Go® is something completely new and different,
built for the way families live now. Almost everyone is pressed for
time, but the promise of a good meal together is still basic to a
happy life. To answer that challenge, we’ve transported the great
food and hospitality of Shoney’s® to a new format. Whether people
want to eat in or get a real meal to go, Shoney’s On The Go® is
simple, easy and delicious.
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Chapter 2
A Brand New Look
The look and feel of Shoney’s On The Go® is modern, yet entirely
familiar and comfortable. Designed to feel timeless and inviting, you
can expect your Shoney’s On The Go® restaurant to turn heads. The
best possible response is simply, “Hey! Is that a Shoney’s®?
It is. And it’s really different!”
The exterior of your Shoney’s On The
Go® restaurant will feature warm tones
and solid brick textures that speak of
a committed and contemporary brand.
Thoughtful design details, such as
arch-topped louvers, soften and invite.
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In the interior, modern lines
and lighting complement
durable, high-quality surfaces
and comfortable seating,
creating a premium feeling
your customers will want to
return to again and again.
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Chapter 3
A New Menu for a Brand New Vision
Shoney’s® menu has always been filled with a wide variety of
family-pleasing meals, and there’s “something for everyone” on the
Shoney’s® menu. Shoney’s On The Go® brings that tradition forward, but
with a simpler selection of freshly prepared, popular items that people
crave most in fast casual dining.
Chef Will Eudy
Executive Chef and Director of Research and Development
Great restaurants demonstrate real culinary
leadership, and Shoney’s On The Go® has the
advantage of the extraordinary talents of Chef Will
Eudy and his staff, to create food people really
love. For 15 years since graduating with honors
from the Culinary Institute of America, Chef Will
has pursued his passion for great food in cities
like New York, Chicago, San Francisco, Miami,
Atlanta and now Nashville. As Executive Chef of
Shoney’s® Restaurants, Chef Will has cultivated a
simple, tastes-great philosophy that complements
his long-standing passion for classic American
comfort food. It’s perfect for Shoney’s On The Go®
restaurants, and for our guests.
®
“What people really want is to be
surprised with great food.”
- Chef Will Eudy
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Pancake Platter
Chicken Biscuit
Breakfast Platter
Breakfast Sides
Texas Toast, Bacon, Egg & Cheese
Breakfast Sides
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Country Fried Chicken Platter
Hand-Breaded Chicken
Tenders Basket
Chicken Salad
All-American Burger
™
Fish & Chips
Meatloaf with Gravy
Crispy Chicken Sandwich
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Smoothies
Hot Fudge Cake
Strawberry Pie
Milkshakes
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Executive Team
Chapter 4
Team Shoney’s
David Davoudpour
®
Chairman and Chief Executive Officer
®
From the office of the CEO to the newest hire in one of
our restaurants, everyone at Shoney’s® works together as a
true team, dedicated to serving great food and making our
guests feel welcome. Here are the Shoney’s® executives who
support our franchise partners, restaurant managers, kitchen
personnel and servers to make your visit to Shoney’s®
a memorable one.
David Davoudpour has nearly 30 years of experience in food service and
hospitality. Mr. Davoudpour has created and/or operated a number of
successful restaurant concepts located throughout the United States in the
casual dining, family dining, and quick-service categories. He has been
recognized by the restaurant and hospitality industry with numerous awards.
As Chairman and CEO, Mr. Davoudpour is breathing new life into the
Shoney’s® brand through innovation, a focus on simplicity,
and community involvement.
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Executive Team
Kamran Habeeb
Steve Neuroth
President and Chief Operating Officer
Chief Financial Officer
Kamran Habeeb began his food service career 24 years ago as a management
trainee with Church’s Chicken®. In 1999, he became President of a Church’s
Chicken® franchise operating 111 restaurants in Arizona, California, and Texas.
Kamran brings to Shoney’s On The Go® a strong foundation for managing the
people, processes and companies within a franchise system.
Steve Neuroth brings a decade of experience serving in financial leadership
roles within the restaurant industry. He spent the first part of his career
working in investment management where his experience included mergers
and acquisitions within the restaurant industry. Steve earned both his
graduate and undergraduate degrees at the Georgia Institute of Technology.
Catherine Hite, Esq.
Sameer Sarker
Executive Vice President and General Counsel
Vice President of Operations
Catherine brings nearly 20 years of experience to Shoney’s® in commercial and
civil litigation, the protection of intellectual property, insurance coverage,
employment contracts and trademark issues. She is licensed to practice law in
Florida, Georgia, and Tennessee. Catherine received her undergraduate degree
from the University of North Carolina at Chapel Hill and graduated Cum Laude
from the University of Miami School of Law.
Sameer has been in the restaurant industry for over 20 years focusing on
Quick Service Restaurants. He became a part of Church’s Chicken®
management in 1990 and has helped direct several markets to profitability
earning him a Vice President of Operations position for BAH Texas, LLC in
2002. Sameer focuses on enforcing core fundamentals, leadership and
personal development.
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Franchise Opportunities Map
Chapter 5
Franchise Opportunities Map
®
Available
Existing
International opportunities also available
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TRADE AREA/SITE ELEMENTS
Location
1 stand alone building or strip center end-cap
Development Parameters
Building Sq. Footage
2,400 - 2,800
Traffic
20-30K cars (in general for non-interstate sites)
Shoney’s On The Go® restaurants will be designed for high
visibility and to be extremely welcoming to patrons. Restaurants
will be located in high traffic areas, and each will be developed
according to a very specific set of guidelines in order to position
your restaurant for success.
Ingress/Egress
Non-median bound, access to major and minor arteries
Signage
High rise and reader-board signs preferred
Monument sign acceptable for a strong site
Site Visibility
High
Street Speed
35-40 mph (ideal)
Prime Generators
Hotels, office complexes, light industrial, hospitals,
transportation centers, colleges/universities,
big box retail, sports complexes (K-12 and/or college),
sports arenas
Chapter 6
®
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Chapter 7
A Proud History, a Bright Future
The drive-in that Alex “Shoney” Shoebaum first started in Charleston,
West Virginia became the beginning of a restaurant juggernaut that
has changed many times over the last 65 years. So it should come as
no surprise that the next generation of Shoney’s® will look, feel and
operate in a completely new way. This is Shoney’s On The Go®, and
it’s something special.
65 Years and Counting
This year marks the 65th year that Shoney’s®
has been feeding American families. From
our beginning as a drive-in restaurant in
Charleston, West Virginia, Shoney’s® has
grown to become one of the nation’s top
casual dining destinations, with nearly 200
restaurants in 17 states. We’ve changed a
lot over the years, but we’re proud that
Shoney’s® still is a family-friendly restaurant
where folks can enjoy great food and great
service for a great value. We’re always ready
when America says, “Let’s Eat!”
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Marketing Support
BFG
Marketing Ad Agency
BFG Communications is an independent, creative communications agency that delivers
seamless storytelling and consumer insights to companies large and small. Founded in
1995, BFG helps clients build brands. Headquartered in Hilton Head, SC, the agency
innovates from offices in New York, Atlanta, and locations throughout North America.
BFG employs more than 250 inspiring individuals, and its clients include The Coca-Cola
Company, Warner Brothers Entertainment, Hanes Brands, Snyder’s-Lance Brands, and
Treasury Wine Estates.
Chapter 8
Marketing Support
Your Shoney’s On The Go® franchise will have extensive marketing
support. A strong marketing message and regular feature promotions
will help make your franchise “top of mind” to hungry patrons, and
we’ll make sure you have high-quality communications
at your disposal.
Levenson & Hill
®
Marketing Ad Agency
Levenson & Hill is an independent agency with 25-year deep roots in retail, restaurant and
entertainment marketing nationwide. Today, the agency’s central mission is multiplying the
impact of Shoney’s advertising investment with media research, planning and buying, as
well as supporting the Brand and its Franchisee Partners with field marketing and
systemwide publicity and promotion. Levenson & Hill is the full-service flagship brand of
The Levenson Group, which also includes professional teams specializing in interactive and
social media, multicultural marketing, public relations/corporate communications and
entertainment marketing. Levenson & Hill has served the Shoney’s brand with pride
since 2009.
Point of Sale
Television
Radio
Social Media
Print
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Franchise Process
1. Complete the Franchise Application and return to us by mail to the address provided. A separate
Franchise Application should be completed by each applicant.
Chapter 9
Franchise Process
Approval for franchise ownership is contingent upon several factors,
including the ability to invest properly in the development of your
franchise locations. Success is important to you and to us, which is
why it’s important to identify franchisees that will help to take the
Shoney’s On The Go® brand forward.
2. Upon receipt, we will review and evaluate your application and, if approved, provide you with a
Franchise Disclosure Document (FDD).
3. We may provide you with a FDD in hard copy or electronic format. If the FDD is furnished
electronically, we will send it to you by e-mail. It will be provided in a Portable Document Format
(PDF) file. You must use the Abobe® Acrobat® program in order to open and view this type of
electronic file. Your computer must be capable of reading PDF files, which requires a free Adobe®
Reader® program. You may need a broadband connection to download the FDD.
4. Upon receipt of the FDD, please complete and sign the final two pages of the document entitled
“Receipt.” Once completed and signed, return the Receipt designated as Shoney’s On The Go, LLC
copy to the address indicated on the cover of the FDD.
5. It is recommended that you review our FDD with your attorney and business advisors.
6. Upon receipt, we will schedule a date for you to meet with a committee of our executive team
members for a personal interview and restaurant visit.
7. We will host a Discovery Day at our corporate office, which includes a tour of corporate office
departments and introduction to personnel.
8. We will discuss available development, territories and timing with you. To pursue franchising, you
must sign our Development Agreement, pay the development fee, and commit to develop
3 Shoney’s On The Go® restaurants.
THIS IS NOT AN OFFER TO SELL A SHONEY’S ON THE GO® FRANCHISE. AN OFFER TO SELL
A FRANCHISE WILL BE MADE ONLY PURSUANT TO THE SHONEY’S ON THE GO® FRANCHISE
DISCLOSURE DOCUMENT AND IN ACCORDANCE WITH APPLICABLE LAW.
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SHONEY’SON
ONTHE
THEGO,
GO,LLC.
LLC
©©2012
2012 SHONEY’S
FAQs
Chapter 10
FAQs
You probably have plenty of questions by now, which shows you’re
thinking about all the right things. We’re just a phone call away, and
we’re ready to answer all your questions in detail. With that said, there
are several frequently asked things that we can probably
answer right here.
1. What are the financial requirements for someone who wants to own a
Shoney’s On The Go® franchise?
To qualify financially for franchise ownership, you must have a provable net worth of at least $1.5 million, and
liquid assets of at least $750,000.
2. Can I open a single Shoney’s On The Go® restaurant?
You must commit to opening at least three Shoney’s On The Go® franchise restaurants.
3. What are the franchise fees?
The costs to open a Shoney’s On The Go® restaurant include two components:
• A development fee of $10,000 per restaurant for first 3 restaurants, and
$5,000 for each additional restaurant
• A franchise fee of $25,000, and a portion of the development fee paid
will be credited to the franchise fee.
®
Total Estimated Initial Investment: $346,100 to $1,566,000
4. Are there continuing costs after my initial fee?
Continuing costs include a royalty of 5% of your gross restaurant sales, and
advertising fees of 5% of your gross restaurant sales.
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Chapter 11
Next, Let’s Eat!
®
We hope you’re as interested in Shoney’s On The Go® as we are. No
franchise is right for everyone, but we believe the opportunity to own
a part of an iconic American restaurant brand like Shoney’s® will hold
special appeal to many entrepreneurs like you.

Introduction

Transcription

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