Today`s casual diners, including time-pressed

Tod a y ’s c a s ua l d i ne r s , i nc l ud i ng t i m e - p re s s e d
p rofe s s i ona l s a nd t w o- i nc om e fa m i l i e s of t he
QS R ( Qui c k S e r v i c e R e s t a ur a nt ) ge ne r a t i on,
ha v e
v oi c e d
by
t he i r
ne w
b uy i ng
ha b i t s ,
t ha t t he y w a nt gour m e t a l t e r na t i v e s , fre s hl y
p re p a re d a t c onv e ni e nt l oc a t i ons . A nd t he y ’ re
willing to pay for it. Beyond burgers and othe r s t a nd a rd c a s ua l d i ni ng fa re , t he s e l oy a l
c us t om e r s
seek
i nt e re s t i ng
a nd
fre q ue nt
d i ni ng e x p e r i e nc e s t ha t p rov i d e ne w, he a l t hy
a nd uni nt i m i d a t i ng s e l e c t i ons . Z a nd r i a E a s t e r n
M e d i t e r r a ne a n G r i l l t a r ge t s t hi s m a r k e t i n b ot h
ur b a n a nd s ub ur b a n l oc a t i ons fi r s t re gi ona l l y,
t he n na t i ona l l y.
Zandria
zandria e a s t e r n m e d i t e r r a n e a n g r i l l is...
an
upscale casual restaurant
and an
accessible menu
and
with a
service
clean, contemporary design
about Zandria:
The Zandria Concept
Overview
Eastern Mediterranean Cuisine
Menu
Design and ambience
format, exploiting the potential
of this unique cuisine by appealing to a
broad cross section
Target Demographics
of consumers.
Industry
Casual restaurant Industry
Competition
Business Strategy
Development Plans
Marketing
People
Core Team
People and Systems
Financial model
Zandri
Featuring savory, well-known favorites such as shish kebab, hummus,
falafel, babaganoosh, also grilled fish, gourmet beef and lamb entrées,
Zandria’s
menu will blend authentic, faithful recipes
of the region with contemporary renditions of the cuisine.
Zandria will serve this cuisine in a never-before-seen,
friendly, American-style menu and service format,
coupled with a
fresh, hip and contemporary setting.
This environment will stay true to the region, while at the same time
welcoming a whole new dining audience.
Zandria Eastern Mediterranean Grill will be the
first nationally branded, upscale, casual restaurant chain
to bring the flavorful, exotic yet highly popular
food of the Eastern Mediterranean to the U.S. market.
Zandria has a significant
opportunity for national expansion,
with a powerful concept, first-to-market advantage, limited competition
beyond “mom and pop” restaurants and a seasoned management team.
The first Zandria locations will be in the Los Angeles metropolitan area by
early 2007, with a major metropolitan market rollout planned for late 2007.
Concept overview
Overview
Zandria Eastern Mediterranean Grill is a unique, contemporary casual restaurant con-
will receive full table service at lunch and dinner. Beer and wine will be served at all loca-
cept based on the exotic, highly popular cuisine of the Eastern Mediterranean. It will be
tions, with full alcohol service at appropriate locations. With an expected average per
the first national chain to capitalize on the popularity of this food, and it will fully exploit
person check of $12 at lunch and $19 at dinner, Zandria will be positioned above mass
changing demographic trends and tastes of Americans, who use restaurants with greater
market casual chains such as Applebee’s, Chili’s and BJ’s, and in line with upscale casual
frequency – both for eat-in and take-out service – but are looking for more exotic, yet ac-
chains such as PF Chang and Cheesecake Factory. Take-out will be a focus at all loca-
cessible cuisine.
tions that have a heavy residential component, and Zandria is targeting 10% take-out
sales.
Zandria will feature such savory staples as shish kebab, hummus, falafel and babaganoosh, as well as a wide variety of salads, grilled meats, seafood and desserts based on
Eastern Mediterranean food has grown in popularity over the past few decades, to the
the ingredients of the region. Many of these dishes have been developed in concert with
point where it is now a regular presence on the menu of many mainstream “American”
Habibi Holdings, Ltd., one of Zandria’s partners and the long-standing operator of several
food restaurants. Foods of this region enjoy particular success at such fast growing, pre-
popular and well-known Eastern Mediterranean restaurants in Hong Kong.
mium national supermarkets as Whole Foods Market and Trader Joe’s, as well as many
regional supermarkets such as Gelson’s in Los Angeles. In addition, the growing demand
Zandria will be an upscale casual restaurant, with interiors offering a refreshing departure
for this cuisine and perfectly in tune with the approach of the menu: clean, bright and
contemporary environments married to authentic, iconic touches from the region. Diners
for this cuisine is evidenced by the success of two southern California restaurant chains
featuring related cuisine: Daphne’s, a Greek quick service restaurant (QSR) concept with
75 locations, and Zankou Chicken, a Lebanese fast casual concept with 4 locations.
Concept Overview
Zandria will enjoy a powerful first-to-market advantage with a nationally branded, fresh,
The development team at Wellington Street Associates is highly capable of successfully
contemporary western style concept leveraging the popularity of Eastern Mediterranean
bringing Zandria to market, with a combined 90 years of restaurant experience in the
cuisine. Competitors now featuring this cuisine include single location QSRs near col-
U.S. and internationally. Architectural and branding partners were selected as the best in
lege campuses, single location “mom and pop” restaurants serving authentic dishes yet
their fields, having launched such highly successful concepts as Houstons, Pei Wei Asian
in poorly designed spaces, or high-end restaurants which are heavily themed, typically
Diner, Claim Jumper, BJ’s, French 75 Bistro & Champagne Bar, and The Cheesecake
featuring live music and belly dancers. The demand for Eastern Mediterranean cuisine is
Factory Bakery Café.
simply not being met by these concepts.
now is the right time for Zandria:
The development team’s overarching strategy for Zandria is to mainstream the cuisine,
•
Proven, growing demand for Eastern Mediterranean Cuisine
making it widely appealing to a large audience, and provide enough menu variation that
•
First-to-market advantage with few viable competitors
the restaurants will have items with broad appeal to everyone, both for the adventur-
•
Approachable westernized menu adhering to the highest standards of
ous and conventional “meat and potatoes” consumers. Zandria avoids the “veto effect”
authenticity, ensuring broad appeal and frequent repeat patronage
of any diner in a group and becomes a high frequency dining destination. This strategy
•
Fresh, never-before-seen contemporary décor
echoes that of PF Chang’s, which achieved great success in a highly fragmented market
•
High perceived customer value in menu pricing
by offering Chinese cuisine in a familiar, upscale western style dinner house. Zandria will
•
Favorable casual restaurant industry growth and demographic trends
achieve its success through a finely tuned menu and environment, devotion to customer
•
First-rate, proven management team, coupled with best in class branding
service and great attention to employee empowerment and job satisfaction. Our plan is
to introduce Zandria to the Los Angeles metropolitan market with 3 locations, followed by
a national rollout into the top 50 metropolitan markets.
and and design partners
Eastern Mediterranean
Mediterran n Cuisine
Cuisin
ne
The Eastern Mediterranean has an exceptionally rich culinary history. Spanning from
More recently, falafel and shwarma wraps -- pita bread filled with falafel or shwarma
Egypt to the south to Greece to the North, it has what many consider the oldest cuisine
based rotisserie meats -- have been popular at inexpensive QSR’s surrounding many col-
in the world. Not known to many, the word “gourmet” -- meaning lover of fine food -- de-
lege campuses. From UCLA to UC Berkeley over to NYU and Harvard, this cuisine is a
rives from the Farsi work for stew: Ghormeh. Core to this cuisine, whether in a fine dining
perennial mainstay for many college students, who become the dining families now and
restaurant in Egypt or a café in Greece, is such well-known and savory staples as shish
in the future across the country.
kebob, hummus, falafel, babaganoosh and tahini.
This cuisine also recently gained fame as the Mediterranean Diet, recognized not as a fad
Agriculture in this region dates back over 12,000 years, and man first cultivated wheat
but a return to healthy eating habits focusing on grains, fruits, vegetables and seafood.
and figs here. Dates, pomegranates, barley, and nuts were close behind, forming the
backbone of the region’s cuisine. Liberal use of fresh vegetables, meats and olive oil are
also central to this naturally healthy cuisine, with unique flavors derived from the spices
grown and traded by the earliest mariners across the Mediterranean.
Today, Eastern Mediterranean staples like hummus, pita, babagonoosh, tahini and exotic
olives are regularly found on mainstream restaurant menus as appetizers and entrees.
Whole Foods Market and Trader Joe’s, two of the fastest growing supermarket chains in
the U.S., owe much of their growth to bringing these types of organic, healthy and dis-
In the U.S., Eastern Mediterranean cuisine has built a substantial base of popularity over
tinctive food items to on-the-go urban and suburban consumers, with Eastern Mediter-
the last several decades. In fact, shish kebob - skewers of grilled lamb, chicken or beef
ranean ingredients and prepared foods featured prominently on their shelves.
coupled with chunks of tomato and other vegetables - has been a core backyard barbeque staple for over half a century.
Menu Highlights
Menu
Zeitoun (zay-toon) 3
Hot green olives, marinated with Serrano chilies & lemon.
Zandria’s menu will be
creative and original, also
familiar to fans of the region’s food.
Pumpkin & Chickpea Soup 4 / 6
Pumpkin, chickpeas, celery & bay leaf with a hint of anise & clove.
Zandria Fresh Baked Pita Bread 4
Family recipe made with love.
Warm Halloumi Cheese Salad 6
Mild goat cheese lightly browned in olive oil on romaine lettuce.
Grilled John Dory over Fattoush Salad 17
In creating the menu, we had 3 specific objectives:
Lightly seasoned fresh John Dory fish fillet served over romaine lettuce,
cucumbers, tomatoes & red onion, tossed in a mint & sumac berry dressing.
Tagine of Mussels with Fennel & Peas 15
•
Attract and retain the strong base of aficionados of the cuisine in our target markets.
•
Greatly expand the audience for Eastern Mediterranean food among people with a passing
or limited knowledge of this cuisine.
•
Hyper-focus on using the menu as a chief tool for building and sustaining repeat
Zahtar Spice-Rubbed Rib Eye Steak 22
Hand cut 14 oz rib eye char-grilled,
served with vegetable kebabs, cinnamon mashed potatoes & Tahini.
Shoukolata (shoe-ko-lotta) 5
customer patronage.
Core to our first objective is
Traditional casserole of 1 lb of fresh mussels with peas,
tomatoes, peppers & fennel.
Smooth & creamy dark chocolate flavored with cinnamon & honey.
Authenticity ~ Zandria will not be a “theme” restaurant, but a
restaurant where the quality of the food is paramount importance and how we want to be judged.
To achieve this goal Zandria has partnered with Habibi and Habibi Café, the most popular, award
winning Eastern Mediterranean restaurants in Hong Kong for 7 years running. Their founders and
principal chefs, Hosni Emam and Jennifer Migliorelli, have developed an extensive repertoire of
menu items while successfully serving a demanding customer base, predominately expatriates
from the U.S., Europe and the Middle East. In addition to contributing their extensive menu and
recipe catalog, the chefs of Habibi will play a central role launching the Zandria kitchens and training local unit chefs.
Warm Halloumi Salad
To achieve our second objective ~ broadening the consumer market for
this cuisine ~ we created cross-over menu items that couple Eastern Mediterra-
The shared core menu will allow us to efficiently manage food costs and prep, while al-
nean spices and ingredients with popular western staples. The resulting dishes will be
maximize the revenue potential of these distinct day-parts.
lowing us to better focus on menu items that appeal to lunch vs. dinner diners, thereby
wrapped in a style, presentation and portion size recognizable to American diners. For
example, Zandria will feature an extensive selection of salads, grilled fish and shellfish,
and desserts - items highly popular with diners but not found extensively on the menu
of traditional Eastern Mediterranean restaurants.
Menu pricing will be… Appetizers will range in price from $2.95 to $8.95. Entrees will
range in price from $6.95 to $19.95. We expect the per person average check to be
$112 at lunch and $19 at dinner, with beverage and alcohol contributing 15% to total
sales.
Our third objective is clear ~ build
repeat patronage, not occasional traffic that
many ethnic restaurants receive, or special-occasion traffic that themed restaurants
receive. Zandria’s mission is to enter the normal rotation of restaurants that diners
consider when evaluating their weekly dining options, be it Bar and Grill, seafood,
pizza, Chinese or Italian. To achieve this we will modify our core menu several times a
To capitalize on one of the strongest long-term trends in the c
casual restaurant
industry, all menu items will be available for take out. We will h
have a dedicated
take out section
take-out
section
sectio
n of each restaurant
restaurant near the recep
reception
tion count
ter. Our specially
counter.
designed packaging will preserve the appearan
nce and integrity
appearance
of our dishes, while staff will be trained tto give the take
year, and introduce new items on a regular basis. We will also “veto proof” the menu
away customer a fast and satisfying experience.
exp
perience. We are
to ensure that every member of a party finds something to enjoy on the menu: familiar
targeting tak
keout sales of 8%
takeout
or exotic. Lastly, we will have special children’s menu, encouraging family’s to consider
of total rrestaurant sales.
Zandria as a dining option.
Zandria is a full service casual restaurant offering both lunch and dinner service. Appealing to diners at lunch and dinner is a key marketing strategy, and is a prerequisite to
maximize sales and return on investment. All decisions, from store location, to design,
price and speed of service will be designed to offer competitive value for these two
day-parts.
Zandria will have separate lunch and dinner menus but will share approximately 80%
of the menu items. The lunch menu will emphasize lower price point menu options, as
well as several combination dishes. In speed and price, we will compete with the fast
casual market segment, while still providing a full service experience. The dinner menu
will have more special entrees, and expanded beverage/alcohol and dessert sections.
Name of Drink?
Design and ambie
ambience
The restaurant’s signature
references will come from
Zandria
dria was designed from the ground up to be a gathe
gathering place ~ warm and inviting ~
the sconces, chandeliers
a place
ce where guests feel good at and want to visit again
ag
and again. At the same time,
and other hanging lights ~
it will be
b an exotic place, a mental escape, a place different than anything else on the
fashioned from hammered
market. Befitting the menu, Zandria will be a contemporary, bright, even hip place, with
metals
unique design references to the region’s cuisine.
multi-colored glass, the
and
translucent
original photos and artwork on the walls, and the
The Concepts, Ideas, Designs, and
Images depicted are the sole property of Steven Langford Architects,
Inc. and are not to be used by others
without written permission.
©Steven Langford Architects, Inc. 2006
strategically placed potted
date palms.
Zandria’s visual style is perfectly in tune with our cuisine: authentic, yet up-to-theminute contemporary, bright well-lit spaces with long site lines and a familiar yet
exotic ambience: a place that diners will enjoy returning to again and again.
Not just the visual sense will be aroused ~ background music will evoke the region
with a combination of sultry and upbeat lounge tempos heard today in the region and
across Europe. Other sounds will include the din of the exposed kitchen, the sound
of tomatoes being diced on a chopping board. Smells will also figure prominently into
the ambience, with the smell of fresh pita being pulled from the oven at the front of the
The Concepts, Ideas, Designs, and
Images depicted are the sole property of Steven Langford Architects,
Inc. and are not to be used by others
without written permission.
©Steven Langford Architects, Inc. 2006
kitchen to be whisked away in a basket, moments later on its way to a dining table.
For dinner service, music will be more prominent, indirect lighting dimmed, and candles
placed on tables to create a magical space, at once sensuous and fun.
We intimately understand that a well-designed restaurant not only creates a mood, but is
highly efficient, removing bottlenecks that can hamper the sales and expenses of a high
volume restaurant. We have designed Zandria to maximize server coverage, minimize
distance to kitchen, and other important considerations.
Zandria’s interior is designed by Steven Langford Architects, a pre-eminent hospitality design firm.
This award-winning organization has been responsible for the designs of several of the most successful multi-unit concepts in U.S., including California Pizza Kitchen, PF Chang’s, Houston’s, Pei
Wei Asian Bistro, Fleming’s Steakhouse, Claim Jumper and The Yard House.
Target Demographics
Our customer
tomer base will span wide segments of the population, from stude
students, young
professionals,
essio
cou
uples and young families, Near and Far East ethnic grou
groups and middle
couples
to upper
upp middle class
c
customs In particular
customers who have frequent dinedine-out customs.
particular, the
design of the store and the light and healthy aspects of the cuisine make it especially
appealing to women of all ages and socioeconomic statuses.
The Concepts, Ideas,
Designs, and Images
Depicted are the sole
property of Steven
Langford
Architects,
Inc. and are not to be
used by others without
written permission.
©Steven Langford
Architects, Inc. 2006
Industry
Casual restaurant
restaura
Industry
y
Competition
Industry and National Restaurant A
Association Market Surveys and statistics reveal that
ng has see
seen consist
their dine-out time investment. Casual dining
consistently higher unit volumes,
Zandria Eastern Mediterranean Grill will effectively compete with upscale casual restau-
is Daphne’s, a 75 unit Greek QSR/fast casual concept in the Los Angeles market which
casual dining restaurant profitability, growth prospects, and competitive differentiation
however, as the time crunched fast casual diner at lun
lunch seeks a full service dining experi-
rants, both single site and chains, including Mediterranean restaurants, Middle Eastern
has enjoyed good growth over the past 15 years. Daphne’s and Zankou have served to
provide an excellent opportunity over other dining segments.
ence at dinnerr w
with good perceived value. These attributes driv
drive higher dining frequency
restaurants, and Greek restaurants. We also view the major upscale American menu
educate the market about the food and increase its acceptance, and offers strong valida-
and the best
st u
unit economics. Zandria’s service format and econ
economic model combines the
casual chains as competition, and will market Zandria as a highly appealing alternative to
tion for acceptance of the food of this region. The weakness of these concepts has been
successful elements of these two segments. Further, ethnic driven cuisine concepts have
the standard cuisine of these chains. This will allow us better positioning as a high rotation
low sales in the dinner day part.
shown to capture customer’s attention where dining out is not just a culinary experience
restaurant vs. the occasional restaurant option, where consumers sometimes place eth-
but also an educational and travel-like adventure.
nic restaurants (typically mom and pop ethnic restaurants with inconsistent or unfamiliar
Morningstar: the $63 billion casual dining segment has good growth prospects. From
1996 to 2004, casual dining sales increased at a 6.2% compounded annual rate, with
chain restaurants growing at an even faster 9.4%. Gains in real disposable income and
desire for convenience in a time-pressed society have driven the increased spending, and
service formats).
we expect the trend to continue.
Upscale casual restaurant competitors will include P.F. Chang’s ($18.50 per person all day
The industry’s five major segments: quick service, fast-casual, family dining, casual din-
check average), Benihana ($24.15), The Olive Garden ($14.50), Red Lobster ($17.50),
ing, and fine dining, have all seen dramatically different growth rates in last the five years.
Bahama Breeze ($22.50), Outback Steakhouse ($19.00) and Macaroni Grill ($14.70).
The overall market cumulative average annual growth rate of 5.7% has been consistently
outpaced by the casual dining and fast casual segments at growths of 10.2% and 12.8%,
Direct Eastern Mediterranean competitors are predominantly single site restaurants
respectively. Trends show this continuing as new generations of diners and aging baby-
owned and operated by immigrants from the region. We do not view these as primary
boomers seek high quality products ‘made-to-order’ in upscale yet un-intimidating envi-
competitors to Zandria. Several chains with fewer than 4 locations do exist in a few
ronments. The fast-casual segment has evolved rapidly where the most successful con-
secondary metropolitan markets, such as Pasha’s, a 4 unit Eastern Mediterranean fast
cepts provide an upscale yet quick service experience where the customer still controls
casual concept in the Miami, Florida area. Another related but non-competing concept
Business
ness Strategy
Development Plans
Zandria’s market approach to development planning initially calls for three company-
th fronts, Zand
one Italian concept, etc.). On both
Zandria uniqueness is highly appealing, and
owned units opened in southern California over an initial 18 month period. From this a
ce exclusivity issues encountered by many brands today.
avoids space
growth “by market” strategy will drive efficiencies of scale through better buying power,
media efficiency, and by lowering overhead costs.
ban centers such as:
Market Plan One targets urban
Santa Monica
Zandria seeks a combination of urban and suburban, also residential and business mixed
Beverly Hills
Downtown Los Angeles
Glendale
West Los Angeles
locations, permitting us to initially validate the menu and unit model for aggressive multiple target market growth. The chief site selection criteria for both urban and suburban
locations is a critical mass of residential and business customers, as both the lunch and
dinner day parts drive the success of our restaurant economic model.
Market Plan One also targets suburban areas as:
Aliso Viejo
Westlake Village
Thousand Oaks
Irvine
Rancho Cucamonga
Calabasas
priate. We are firm believers in “knowing your customer” and will use guest surveys and
other research devices to get customer feedback. Our internet web site will include offers
g of each restaurant, with complimentary lunches and dinwill start with the pre-opening
and discounts, and we will use opt-in email to deliver periodic news and offers to those
Market Plan Two calls for 25 company-owned units within California, Arizona and Nevada
d menu
me testing purposes ~ then to select businers for friends and family ~ for training and
customers.
by 2010. By 2010 we will initiate Market Plan Three, comprising a nationwide rollout with
ort groups and other influential organizations.
ness managers, community-based support
Valencia
Newport Beach
Zandria’s design concept is easily adaptable to a wide range of spaces, but we will gen-
seating, allowing for 140 to 160 seats.
Media marketing will focus on print advertisements, direct mail and cable TV as appro-
Zandria will aggressively pursue the most proven, highest
high
impact channels available. This
Agoura Hills
eral seek locations offering between 3,500 sq. ft. and 4,000 sq. ft., with adjacent patio
Marketing
Marketi
a goal of 200 units by 2020, employing outside capital in the form of franchising and
Another highly effective marketing device we will employ is to give away free food to
Zandria’s unique concept will be highly appealing to real estate developers and leasing
private or public equity. During this time we will leverage the management teams’ experi-
We will employ proven public relations people to get the word out to magazine and news-
patrons, typically as an “Amouse Bouche” after a guest places an order. This device has
agents. Most developments strive for unique concepts to set their location apart from the
ence to also expand globally through franchise and joint ventures, pursue retail branded
paper food writers and employ “four walls” marketing inside the restaurant to promote
high-perceived value, yet is inexpensive to execute, aids guests in being more adventur-
packaged food, and complete development on a food court spin off concept. Zandria will
specific menu items and beverages. Neighborhood marketing will include such guerilla
ous with menu selection. It also has been proven to drive guest loyalty, repeat visits, and
be universally recognized as the name for quality Eastern Mediterranean food.
tactics as having staff visit local businesses with menus and food samples.
higher check averages.
usual offerings found in every other shopping complex. In addition, they typically prohibit
duplicative cuisines and concept in the same complex (resulting in one Mexican concept,
People
Kong serving the expatriate community, including LA Café, Grappa’s Country, Joe’s Bar and Grill
Doug Watson
Financial Administration
and Brezza. In 1998 Jennifer developed 12 different restaurant concepts for a large themed proj-
Doug has been involved in all areas of capital raising and financial management for 15 years. He
Ryan’s, a bar and grill restaurant. She has since developed menus for several concepts in Hong
Core Team
Tea
ect outside of Cairo, giving her tremendous insight into the varied cuisine of the region. In XXXX
began his career with a privately-held merger and acquisition firm based in New York, followed by
The developers of Zandria have decades of experience
exp
in developing
ping and operating multiulti-
training systems for all of the company’s locations in Asia and the Pacific Rim, leading interna-
Jennifer, along with Hosni Emam, created Habibi restaurant, which has since become the most
stints in corporate finance at Bank of America and Banc? of America Securities. While at Bank of
reat
unit restaurant concepts throughout Asia and the U.S., and have worked together creating
tional business grow
growth for TGI Friday’s Worldwide from 12 units to more than 100 units. Merritt
popular middle eastern restaurant in Hong Kong. Building on this success, she co-created Habibi
America he managed a portfolio of media and entertainment accounts, and later managed one of
also served as Chief Operating Officer for Bistro Holdings, Inc., developing multi-brand franchises
Café in XXXX, targeting the casual restaurant diner. Habibi Café has also enjoyed significant suc-
the largest technology portfolios for the bank. Doug has been responsible for raising billions of dol-
for TGI Friday’s, Italianni’s and Outback Steakhouse in Hong Kong and the Philippines. As COO,
cess since opening. Jennifer’s primary responsibility at both restaurants continues to be menu
lars for clients in the all markets, including debt markets, public and private equity markets, as well
development and operations. Jennifer is a graduate of the New York Restaurant School.
as executing a number of merger and acquisition transactions. More recently, Doug was CFO of a
eral advisors to
o the
th team
and managing a number of them. In addition, we have added several
in order to complement our strengths and bring us additional depth to our bench. Together,
he set up one of the first international joint ventures
we form a formidable team with all the skills nec-
with Outback Steakhouse in Asia.
essary to lead Zandria to become the first multiunit Eastern Mediterranean chain of full service
restaurants in North America and the world.
human resources technology software company, and in addition to Zandria, has founded an audio
Merritt holds graduate degrees in Measurement
Hosni Emam
VP Operations & Product Development
Theory and Social Science from Syracuse University
Hosni is the product of three generations of Egyptian chefs and has over 20 years experience in
and graduated summa cum laude from the College
all operations of restaurants, particularly food and beverage cost control. He began his career
video equipment rental company and is an investor in several restaurant ventures. Doug has an
undergraduate degree in Economics from the University of California, and a Masters of Business
Administration from the University of Southern California.
Zandria Management Objectives:
Creating a high quality customer experience
Building loyalty and repeat business
Supporting employees in delivering superior, friendly service to customers
Creating superior returns for our investors
Merritt Croker
Chief Operating Officer
Merritt brings to the Zandria team over 30 years in
restaurant development and operations. Highlights
of New Jersey. He is now based in Los Angeles and
with SwissCare Management at La Sirene restaurant in Cairo and later worked for Sonesta Nile
owns a restaurant consulting company serving the
Cruises. Before leaving Egypt, Hosni was on the opening team of “Dream Land” amusement park
George Migiorellli
Strategic Development - Asia
restaurant industry.
which opened 23 restaurants, where Hosni was responsible for food and beverage cost control.
George is a Managing Partner responsible for all finance and administration at Habibi. George has
Since arriving in Hong Kong Hosni has been responsible for cost control at The News and Sports
over 18 years Corporate Management experience, including financial controller for an International
Café as well as Grappa’s Pacific Place and was on the opening team of Joe’s Bar and Grill. In
Aerospace firm in the U.S., Europe and Asia. At Habibi, George has driven the thriving business of
ritt remains a part owner in what is now a highly successful multi-unit American restaurant com-
Jennifer Morris
Executive Chef & Product Development
Jennifer brings 30 years of executive chef and menu development experience to Zandria. Jennifer
XXXX Hosni, along with Jennifer Migliorelli, created Habibi restaurant, which has since become the
non-restaurant sales, successfully placing Habibi branded cuisine in several upscale supermarket
pany with locations in Hong Kong, Taiwan and Singapore.
began her culinary career in 1975 at the Grand Hyatt Hotel in New York City. She later worked as
most popular middle eastern restaurant in Hong Kong. Building on this success, he co-created
chains in Hong Kong, including Great and _______, negotiated sales to _________ and is in the
Executive Chef for Newsweek magazine and as Chef with Glorious Food Caterers in New York.
Habibi Café in XXXX, targeting the casual restaurant diner. Hosni’s primary responsibility at both
process of securing distribution through an airline. George is a shareholder in both Habibi /Koshary
In 1988 she moved to Hong Kong and became a founding Chef/Manager with the original Dan
restaurants continues to be operations and purchasing.
as well as Dan Ryans and has an MBA in finance.
of Merritt’s career include Windy City Limited where he co-created Dan Ryan’s Chicago Grill. Mer-
Additionally Merritt served as SVP of International Business of TGI Friday’s & Carlson Companies
where his team rapidly grew multiple concepts, developing new prototypes and supervising an
international team servicing 42 developers in 65 countries. He also developed operating and
Board Members and Advisors
cessful restaurant chains, from staff positions to investor and the boardroom. We know that
the key to fast growth and sustained, high levels of profitability is a flat corporate structure.
Peter Chworowsky
Director
With our experience and contacts within the industry worldwide, we can call in assistance
Peter Chworowsky is a director of Habibi and several other restaurant companies in the region.
on an as-needed basis for continuing menu, design, real estate, and administrative devel-
Peter has had extensive experience in restaurant management. From 1991-1997 Peter has served
opment needs. Corporate overhead is minimized, maximizing profit for the investors, while
in various positions with Windy City International as Managing Director for the Taiwan operation of
providing a superior structure.
Dan Ryans and as Regional General Manager for Taiwan and Hong Kong. Since 1995 he was the
partner and provided finance for the two outlets of the Scandanavian Bakery (Laos, PDR). He also is
Our philosophy toward local restaurant management is to first train and evaluates the local
a shareholder and advised on the start up planning and development of Fat Angelos in Hong Kong.
level managers, and then empowers them to take on increasing degrees of responsibility
He has recently opened the Brass Monkey restaurant/bar and Cosmopolitan Grill in Taiwan. Since
and make decisions that affect their profitability. Our corporate responsibility is then to pro-
1986 he has been Managing Director of HMI Group, an International trading group. Peter graduated
vide the systems that insure management has the tools for success on a continuous basis,
from Temple University.
along with strict financial controls and rigorous monitoring of quality standards.
Jim Konstantinides
Site Selection
This environment provides an eminently satisfying work environment for the front line people
With over 30 years of extensive senior level management experience in restaurant site selection,
who make the restaurants profitable. It has proven to reduce turnover dramatically and
Jim’s skills proved invaluable to rapidly growing start-ups as well as established national restaurant
make store managers successful financially, while providing the investors with ever-growing
chains. He was Vice President of Real Estate for Baja Fresh Mexican Grill, Fatburger and Koo Koo
returns.
Roo Chicken. He also secured restaurant locations for companies such as Applebees, Carl’s Jr., Del
Taco, Denny’s, Flakey Jakes, La Salsa, TGI Friday’s and Wolfgang Puck Food Company.
The staff of a typical Zandria restaurant depending on size and volume will consist of a
Jim was educated at the University of Loyola in Montreal, Quebec in Canada, where he earned his
general manager, two to three managers, one sous chef and approximately 40 hourly em-
Bachelors of Commerce degree. Fluent in three languages, he works with renowned companies
ployees. The general manager will be responsible for the day to day operations and reaching
worldwide.
sales and profit goals. General managers of each Zandria restaurant will be incentified as
Board Members
Additional Board members from the industry will be invited to join the Zandria senior
management team.
part of their salary package with a percentage of restaurant cash flow.
Systems at Zandria will be implemented at all levels and the key to the consistency of guest
experience, continuous sales and unit growth, and for the overall success of of the concept.
These include state of the art point of sale operating systems, back of house food costing
People and Systems
Syste
systems, multi-lingual training and recipe station manuals, and thorough ongoing training
programs for both staff and management.
Our management
agement team has experience at all levels of involvement w
with no less than 12 suc
suc--
Financial Model
Financial model