Download Report

#1 Falafel Quick Service Restaurant in the World
Letter to the Applicant
2
Dear Applicant,
The story of Just Falafel started in 2007 when
Founder & Managing Director Mohamad Bitar was
craving for a falafel sandwich. Unable to find one up
to his satisfaction, frustrated, he decided to set up
his own falafel shop. Six years on and thousands of
franchising enquiries later, Just Falafel is today the
number one falafel chain in the world.
There is an increasing global demand for more
health conscious, nutritious meals. People are starting
to realise they have to care about what they eat.
We are meeting this demand by offering a 100%
vegetarian menu with wholesome products that are
good for you and taste good. We constantly keep on
innovating and perfecting our offering. For instance,
chia seeds - a nutrient-rich superfood - were recently
introduced into our falafel mix, adding a wealth of
health benefits.
Today, we are opening on average one store per
week. Some of our development plans include rolling
out 100 stores in Egypt, 200 stores in the UK, 50 stores
in Turkey, 50 stores in New York, US, and 125 stores in
Saudi Arabia; all set to become operational within the
next three to five years.
Our fast growth from a local corner shop to a global
chain of restaurants was from the beginning fuelled by
our customers and franchisees. The enormous interest
in the brand and our food has made Just Falafel one of
the fastest growing online communities on Facebook
with over 1.5 million ‘likes’ to date and growing.
We are currently recording on average 150 to 200
franchising requests per day from over 100 countries,
a huge part of which are received through Facebook.
Our ability to innovate in social media will continue
to contribute as a major factor in our success.
Facebook, Twitter, and other social channels help
drive our global awareness as more and more people
engage with us. For our pioneering strategy we have
been featured in so far two case studies on Facebook,
making Just Falafel the only company in the region to
have achieved this.
We hope you will enjoy reading our brochure.
Please don’t hesitate to get in contact with us with any
further questions you may have.
Fadi Malas
CEO
Click here to watch our story
Our Food Revolution
3
Just Falafel is our food revolution. We are taking
it across the world with passion, personality and a
promise to serve authentic, honest and nutritious
falafel. There is an increasing demand for more health
conscious quick meals globally. Our food is fast, but
it’s not junk food. We serve good food fast. Handmade
by the people and for the people, our menu is an
innovative mix of global flavours born from a dream
to take a common, humble street food into the 21st
century.
What is falafel?
Falafels are scrumptious, round, golden-brown
croquettes, crispy and crunchy on the outside, warm
and moist on the inside. They have been around for
more than a 1,000 years, thanks to their delicious taste
and high nutritional value. Derived from the word
‘filfil’ meaning ‘pepper’ in Arabic, falafels started off
as a nutritious delicacy during the month of fasting.
Over time, they also became a popular side dish, main
course and a quick, casual snack.
Our falafel
Our 100% vegetarian recipe uses high-quality fava
beans, chick peas, chia seeds, onions and garlic with a
special blend of spices that includes cumin, coriander,
fennel, cinnamon and mint. We have also recently
begun blending chia seeds into our falafels. Packed
with fibre, protein, essential fatty acids and heaps of
antioxidants, they are a revolutionary superfood that
has a multitude of health benefits.
created a falafel sandwich for every taste bud from our
classic to Japanese, Italian, Mexican, Indian, Egyptian,
Greek, Emirati and American. We are 100% Vegetarian
Society approved and source ingredients ethically and
locally. Our cooking process is as healthy as our recipe,
using 0% cholesterol free sunflower oil.
100% vegetarian, 100% global
Today Just Falafel is pioneering the journey of falafels
to the worldwide palate with a revolutionary approach
for the 21st century lifestyle. Our master chefs have
Click here to learn more about our food
‘Just’ Falafel
4
Photo by WFP/Philip Herzog
Our mission is to redefine the fast food
category with great flavours, nutritious food
and socially conscious behaviour
We are more than just falafel. The word ‘just’ in
our name stands for ‘fair’, not ‘only falafel’. From the
beginning, our objective has been to contribute to the
betterment of the communities we operate in. We see
ourselves as an organisation not only concerned with
the ingredients of our food but in the fabric of society.
We could never have achieved our success without
the people we serve. In an effort to give back we are
actively engaging in charitable causes. Most recently,
we have been involved in projects that educate young
people and support young sports talent. Through
our partnership with the United Nation World Food
programme (WFP) Just Falafel Corporate Head Office
will contribute $500 to the charity each time a new
outlet opens its doors.
To read more about our CSR activities click HERE
Supporting
WFP does not endorse any product or service
‘JUST’
“Only, simply, competent, condign,
deserved, due, FAIR, justified, merited,
right, rightful, warranted”
Merriam-Webster Dictionary, 2013
Just the Beginning of Our Journey
5
800+ Signed Franchises
UK
(200 Stores)
SAUDI ARABIA
(125 Stores)
KUWAIT
(15 Stores)
LEBANON
(11 Stores)
BAHRAIN
(5 Stores)
QATAR
(6 Stores)
USA
(70 Stores)
TURKEY
(50 Stores)
CANADA
(66 Stores)
March 2011
JF starts franchising.
Five stores open
2007
Founded in the UAE
First store opens in
Hamdan Street, Abu Dhabi.
MOROCCO
(12 Stores)
JORDAN
(3 Stores)
OMAN
(3 Stores)
LIBYA
(20 Stores)
EGYPT
(100 Stores)
UAE
(72 Stores)
December 2011
JF signs Master Franchise
agreement to develop 200
stores in the UK.
December 2011
First franchised store outside
the UAE opens in Amman,
Jordan.
2012
JF signs MF agreements
to develop stores in Saudi
Arabia, Kuwait, Bahrain,
Egypt, Morocco and Turkey.
2012
JF opens 19 new stores,
including stores in Lebanon,
Qatar and Oman.
AUSTRALIA
(63 Stores)
May 2013
JF starts expansion plans
to develop stores in USA,
Canada and Australia
January 2013
First store in Europe opens
in Covent Garden, London,
UK.
2013
JF crossed 1.5+ MILLION Facebook fans.
36 stores open worldwide in 8 countries.
Regional offices open in the UK, Egypt, Turkey
and Lebanon.
Agreements signed with commitment of
developing 800+ stores worldwide.
5 MILLION JF sandwiches sold to date.
Planned UK Rollout of 200 Locations
6
Covent Garden
1 Monmouth Street,
London WC2H 9DA
Baker Street
129 Baker Street,
London W1U 6SD
Hammersmith
Unit 29, Broadway Shopping
Centre, Hammersmith
Station, London W6 9YE
Charing Cross
21 Charing Cross Road,
London WC2H 0ET
Croydon
12 Norfolk House, Wellesley
Road, Croydon CR0 1LH
Click here to learn more about our locations
Menu
7
Our menu is based on falafel sandwiches with a
variety of toppings, fillings and breads to suit the
palates of people from all over the world.
We also offer organic salads, side dishes, drinks and
homemade desserts. Everything on our menu is 100%
vegetarian.
Click HERE to view our full menu
Media
8
AWARDS
2013
GULF BUSINESS INDUSTRY AWARDS
Entrepreneur of the Year
Mumbai Retail Excellence Award
Retail Leadership Award
2012
GULF CAPITAL SME INFO AWARD
Emirati Business of the Year - Finalist
STARS OF BUSINESS AWARDS
Business Star of the Year Award
2011
TOP 100 DUBAI SME
Click to view our CEO’s
interview on CNN
Click HERE to read more coverage
We are Pioneers in Social Media
9
Click here to watch
Facebook’s latest case study
on us
Social media has played a huge role in our success. Facebook, Twitter, and other social
channels helped drive our expansion as more and more people became aware of our brand
and engaged with us. Today, we have close to 1.5 million fans on Facebook and growing. Our
pioneering social media strategy has been acknowledged by Facebook featuring two case
studies on Just Falafel.
www.justfalafel.com
Franchising Details
10
Franchising levels/models
Multi-Unit
Area Development
We are looking for passionate and committed
franchise partners who are as motivated and
hard working as we are.
We assess each franchisee based on our Just Falafel’s
in-house evaluation model, easy as your ABC’s.
A - Attitude
B – Brand Ambassador C – Capital Investment Availability
D - Dedication
E – Experience
Easy steps to becoming a JF Franchisee
1. Apply online by filling in the APPLICATION FORM
and attaching your resume and latest bank statement
2. Our franchising committee will review your
application
3. Upon approval, telephone interview scheduled
4. Feedback and support provided with next steps
5. LOI made
6. Meeting organised with UK office
7. Final documentation & franchise fee paid
8. Training begins
9. Find your location
10. Start your own Just Falafel business
11. Welcome to the Just Falafel family
Franchising fees
One time franchise fee £15,000
6% royalty fee
Marketing fee 3% plus 1% LSM
Click HERE to contact a Franchising Team member
Disclaimer: This brochure and the information contained in this brochure
are not a franchise offering and not intended as an offer to sell or to solicit
an offer to buy a franchise. Franchises can only be offered in compliance
with applicable pre-sale registration and disclosure requirements, if any, in
your jurisdiction.
Meet Our Franchisees
11
Michael Biggins
CEO (UK & IRELAND) - UK MASTER FRANCHISE
“With over 10 stores set to open this year alone in the UK, we have a real belief that the Just Falafel brand will flourish in the
market by being able to meet the demand for healthier, nutritious meal alternatives. Throughout the setting up and launch
process in the UK the Just Falafel head office has provided support, guidance, well–proven systems and strong management
expertise that have exceeded our expectations.”
Click HERE to view other franchisees
Frequently Asked Questions
12
How much is the franchise fee?
What are the monthly operational costs?
price, size, electricity load, location, parking, visibility and more.
The franchise fee for each Just Falafel outlet is £15,000. This
provides you with the Just Falafel license, training, operations
manual, menu development, support & guidance.
The financial costs for each individual franchise varies from one
location to another within the same country because of location
size, location requirements, staff size, type of business model,
working hours and more.
What is the area required for a Just Falafel store?
How much is the royalty fee?
Our royalty fee is 6% of monthly gross sales.
How much money will I make?
How much is the marketing fee?
The money you make will depend on you. Your revenue is under
your control and will vary from business to business.
Our marketing contribution is 3% of monthly gross sales.
Franchisees shall spend at least 1% of gross sales on local marketing
and advertising.
Does Just Falafel offer financing?
What is the store investment?
The United Kingdom, Wales, & Scotland locations will cost
approximately £250-300k+. The store investment varies depending
on your location and the country you are situated in. Just Falafel
provides an extensive Franchise Kit to each franchisee. All specific
details in regards to becoming operational will be provided upon
signing of the franchise agreement. Each franchise is responsible for
set up costs that include the following key expenses: construction
fit out, equipment, signage, IT point of sale, CCTV cameras, licenses
and permits. This cost may vary from one location to another in
the same country and is paid directly to our list of local approved
suppliers independently.
No. You should be looking at third party institutions that might offer
you finance.
Where do I get the food from?
We have a central kitchen which provides each franchised store
with the key ingredients on a regular basis. This will ensure
consistency, quality and best value across all JF restaurants.
The size of each store varies significantly from from 60 to 185
square meters depending on the customers’ dining needs and
location
What kind of training & support will I get?
Just Falafel offers each franchisee comprehensive orientation
and training that covers all aspects of the business including HR,
Operations, Finance, IT & Marketing. We take all of our experience
and knowledge and give you all the tools you need to run your own
business.
Will I need to acquire any special licenses or permits to
run my business?
Yes, you will need to have the licensing authority issue you an A3 or
A5 license depending on your business hours.
Will Just Falafel assist me in finding a location?
During your orientation part of training each franchisee will learn
and understand the strict site and location criteria elements
to finding the perfect location. We will review each submitted
location. Our Operations team will mandatorily have to approve
each location before committing to any contracts. We take into
consideration the following factors: Competitors presence, rent
What’s next?
APPLY NOW
Contact Us
13
Just Falafel
United Kingdom Office
T +44 20 7937 0612
26A Adam & Eve Mews
London W8 6UJ
UK
Email us: rachel@justfalafel.com
www.justfalafel.com