The Concept - Lemon Shisha Bistro

The Concept
Lemon Shisha Bistro brings together the traditional coffee shop and fuses it with the typical
Bistro to bring about a totally fresh and new concept in dining: the shisha bistro. Lemon
Shisha Bistro is characterized by its warm, colorful and fun atmosphere that sets a
comfortable tone. Its wide-array of food that ranges from traditional to soul food, resonates
among the young and trendy crowd. Lemon Shisha Bistro Shisha Bistro has been able to set
itself apart from all other coffee shops in Jordan and in the Middle East as it is not a coffee
shop, but rather a shisha bistro, a completely novel concept in the region. As a shisha bistro,
Lemon Shisha Bistro has focused on perfecting both its shisha and its food offerings,
creating a completely new concept that allows patrons to simultaneously enjoy their shisa
whilst savoring the mouthwatering array of cuisines that are offered.
With a proven track record in the hospitality business, we believe that with the right partners
Lemon Shisha Bistro is ready to move into the next phase and become a regional brand by
maintaining all the elements of success that make it a flourishing brand. The team at
Restaurant Associates (RA) has succeeded in standardizing and systemizing the operation in
order to make Lemon Shisha Bistro a viable and lucrative franchise.
A concept is only as good as the people behind it, and we take pride in our people who have
made each item taste special. We have a strong customer oriented culture at RA and we
ensure that it is engrained in the culture of the company and in the mindset of the employees;
the customer always comes first and this results in high customer retention.
Our Commitment to excellence
Lemon Shisha Bistro is committed to being one of the leading shisha Franchises in the
region. We are proud of our past achievements and optimistic and confident about our future.
A franchise depends on individuals, both management and staff, and at Lemon Shisha Bistro
our aim is to attract the best talent from across the region to provide our customers with the
best service possible.
We invite you to be part of our great tradition, and to discover why we are one of the leading
franchises in the region.
Our Operation
Founded by Restaurant Associates in 2008, Lemon Shisha Bistro was created to offer its
customers an alternative to the Shisha Café’. Lemon Shisha Bistro focuses on providing its
customers with a strong menu focused on quality and freshness. From
appetizers to
sandwiches, the menu showcases our bistro-style food that is made with only the freshest and
best of ingredients. To support our strong kitchen we created a strong hot and cold drinks
menu along with shisha tobacco that was created after months of research and testing. Not
only does the concept focus on the quality of the product itself, but on the overall look and feel
of the product and the outlet.
Lemon Shisha Bistro was built with the goal to expand into a leading franchise system. Since
its inception, the Management Team of Restaurant Associates went conducted numerous tests
and experiments in order to grasp the shisha process and perfect it. The second step was to
systemize the operation and de-skill its job functions in order to be able to roll out the concept
in the Middle East & globally. Lemon Shisha Bistro today is a fully de-skilled operation, all of
our staff have been trained on-site and according to our specifications.
For a franchise system to succeed the concept must have a solid operation, since the way a
business is run is the key to success. Having the business put in the right franchise package for
your franchisees will lead to success. One of the most critical components of the success of our
potential franchisee is our Operations Manual that outlines the specifics of how to operate your
business; this will be tailored for every market and updated regularly to guarantee our
franchisee’s success. A strong operations manual will outline how we will be interacting with
our franchisees.
Franchise Support
Our team supports franchisees during the initial phases of the business, including real estate
selection, construction, interior design, launch phase, marketing, operations, human resources
and training. We also provide continuous support in areas such as revenue and expense
analysis, corporate operations monitoring, advertising and promotions, in addition to new
product development. Franchisees will never have to ‘fend’ for themselves.
Our Operations Manuals provide effective means to monitor your restaurant’s performance. The
manuals also provide exceptionally useful training tools for each position in the operation.
Our Operations Manual should act as an extension to your legal documents, and will ensure
that our standards are expertly defined in order to be enforced correctly.
RA’s well prepared Operations Manual the work flow procedures, also in addition to stipulating
how the franchisee should deal with critical issues such as:
* Market Trends
* Design & Architecture
* Outlet Policies
* Operational Standards
* Employee Training & Human resources.
Market Research & Development
Market Research
On the ground research to
analyze:
* Market size
* Growth areas
* Risk factors
Site Selection
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*
*
*
Identifying Local Trends
* Male & female trends
* Outlook on shisha
* Menu analysis
Financial Analysis
*
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*
*
Rental Contract
* Lease term
* Rental price
* The neighborhood
Competitors Analysis
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*
*
Location size
Location limitations
Risk factors
Who are your neighbors
Location feasibility
Labor cost
Food cost
Breakeven point
Major competitors
Competitive advantages
Price point
Quality of product served
Outlet Policies
Door Policy
* When to implement it
* A Smart door Policy
* Door handling & training
Reservation Policy
* When to take reservations
* When to cancel reservations
* Corporate reservations
Design & Architecture
Site Layout
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30:70 Rule (BOH:FOH)
Maximizing seating area
Functionality of the BOH
General flow
Furniture Design
* Standardized furniture
* Color coordination
* Comfortable seating
Kitchen and BOH Design
* BOH employee flow
* IN & OUT (clean & dirty)
* Suction & noise control
Seating Plan & Feng Shui
* Comfortable seating area
* Feng Shui & energy flow
* Maximizing number of covers
Operational standards
FOH Checklists & Forms
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*
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Comprehensive restaurant checklists
Employee sales targets
Employee side works
Breakage reports
BOH Checklists & Forms
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*
*
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Line & fridge checks
Shift reports
Customer satisfaction reports
Wastage reports
Cash closing & transactions
* End of day cash report
* End of day operations report
* Monthly management report
Cost Control & Stock Levels
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Beverage stock levels
Food preparation levels
Shisha tobacco preparations
Weekly & Monthly inventory sheets
Our Ongoing commitment to
our Franchisees
Site Selection
& Approval
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Location Survey
Rental Price
P&L Analysis
Location Size
Risk Assesment
Contract Signing
Company
Setup
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Corp. Strucuture
Procurment
Finance
Marketing
Operations
HR & Training
Launch
& Opening
* Construction Finalized
* Training Finalized
* Brand Collateral
* Marketing Plan
* Soft Opening
* Grand Opening
Our Ongoing Support
New Product
Launches
* Seasonal Products
* Speciality Items
* Dish of the Day
* New Desserts
* Shisha Flavors
* Seasonal Drinks
Ongoing
Training
* Re-Training
* Upselling
* Career Paths
* Upgrade Skills
* New Item Recipes
* Train the Trainer
Routine Site
Inspections
* Monthly Audits
* Site Inspections
* Management
Reports
* Business
Development
Operational
Troubleshooting
* Troubleshooting
* Checklists & Forms
* Customer Feedback
* Marketing Plan
* Soft Opening
* Grand Opening
Training
At Lemon Shisha Bistro, we believe that nothing guarantees success more than professional
and thorough training. We also believe that the most effective training methods result from a
combination of actual on-the-ground practical experience and classroom training on all aspects
of the operation. All our franchisees’ employees must be thoroughly trained on every single
detail pertaining to their job.
During the pre-opening & post-opening stages of the operation, all of the franchisee’s
employees must be trained on the following:
General Training
FOH Training
* The Hospitality Industry
* Basics of Customer Service
* The Customer
* LEMON Steps of Service
* Personal Hygiene
* Upsell ing
* Food Handling
* Greeting the Guest
* Teamwork
* Dealing with Complaints
* The LEMON VIBE
* Train the Trainer
BOH Training
Beverage & Shisha Training
* The Basics of HACCP
* The Basics of HACCP
* Basic Kitchen Skills
* FIFO & Handling Orders
* FIFO & Handling Orders
* Beverage Recipes
* Food Recipes
* Shisha Recipes
* Plate Presentation
* Planning Your Orders
Menu Engineering
A concept menu or the products a restaurant sells are the most important factors in any
successful eatery. Our menu engineering approach can be used to classify menu items into four
basic categories: stars, plow horses, puzzles and dogs. Based on the classification,
management can determine what to do with those items to make the menu perform more
profitably. Among the decisions menu engineering helps our franchisees to make, is when to
keep items on the menu and when to take items off the menu. It helps our franchisees
determine which items are underpriced or overpriced, and which items need to be repositioned
on the menu to gain more popularity. It is important to perform an in-depth study of our
franchisees’ market in order to determine the most suitable menu. Our menu items and prices
are flexible and we try to choose a menu that is best suited for our franchisees’ market, we go
as far as using local spices in certain dishes to make our food more appealing to the local
market.
Back End Support
At Restaurant Associates (RA) we view franchising as a best practice vertical growth model and
believe that our concepts have the right success factors to meet this objective and fulfill our
franchisees’ objectives. RA looks forward to working with individuals or organizations that have
an intimate understanding of their markets, and importantly, who surround themselves with a
network of passionate and hard working people, to explore regional opportunities through
franchise business relationships. RA is determined to provide its prospective franchisees with
solid back-office support in finance, procurement, store keeping, human resources & training,
sales, marketing & business development. RA’s growth in Jordan will never stop, our
experience in the hospitality field is wide we can support our franchisees with vertical growth
models for their concepts including home delivery and five star catering services.
Brand Identity
Brand identity helps define the image of the brand to the outside world, especially when setting
the tone. Branding helps in building a strong image for the company and the brand.
Consistency is the key. Lemon Shisha Bistro focused on having a strong rand language from
day one. The brand was created by contracted professional design & brand consultants. The
colors were carefully chosen, along with the scheme. Every angle in Lemon Shisha Bistro
branding was carefully studied and closely examined to make sure that it satisfies all customer
touch points with it.
As a franchisee this will save to you a lot of time and money in the concept creation phase.
Below is an example of what you will get as a franchisee, in terms of marketing & branded
collateral:
LEMON STANDARD BRANDED COLLATERAL
Menus
Business Cards
Takeout Menus
Food Stickers
Placemats
Tent Cards
Wall Murals
Valet Cards
Outdoor Signage
Coat Check Cards
Sugar Packs
Food Packaging
Tissue Boxes
Drinks Packaging
Napkins
Tobacco Packaging
Drink Stickers
TA Bags
Coasters
Uniforms