company profile 2017 franchise 15.10 - dave's...

CORPORATEPROFILE

www.facebook.com/davesdeli

www.davesdeli.com.my

Food Discoveries (M) Sdn Bhd11A-15, Jalan PJU 1A/12, Taman Perindustrian Jaya,46050 Petaling Jaya, Selangor D.E., Malaysia

03-7845 2268

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.

ABOUT US

100% Malaysian Conceived & Owned

A MALAYSIAN DISCOVERY

ProudlyProudly

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.

A certified member of:

AWARDS & CERTIF ICATIONS

OUR STORY

1989THE DREAMOpened 1st outletat Bangsar ShoppingCentre (500sqft)

1997THE NEXT LEVELMoved into our14,000sqft centralkitchen & HQ

1995EXPANSION

Opened 1stlicensed outlet

at Atria ShoppingCentre

2005PROUDLY

A MALAYSIANDISCOVERY

Successfully opened40th outlet

2008OUR LOW POINTAffected by over leveraging& the financial crisis;reduced to 3 outlets

REBUILDNEVER GIVE UPStarted to rebuild,

re-brand & restructure

2014REBIRTH OF AN ICONSuccessfully launchednew franchise program.Opened 1st franchisein Sg. Petani

2017STRONGER THAN EVER

Opened 10th flagshipoutlet in Mid Valley

Megamall

2018DAV-ING DOWNUNDEROpens 1st overseasoutlet in Sydney,Australia

BRIAN CHINManaging Director

10 years industry experience

Head of business development

& franchising

DAVID CHINFounder/ Chairman


Founded brand in 1989

Mentor & advisor

MAUREEN CHINExecutive Director


Head of operations &

manufacturing

one family, one dream

Board Of Directors

David PH Chin Chairman�

Brian Chin Managing Director�

Marketing

Marketing Manager

Franchise Development

Program

Business Development

Manager

Finance & Admin

Admin & Finance Manager

HR Manager

Halal Audit Committee

Maureen Chin Executive Director�

Outlet Operations

Senior Managers

Quality Control & Training

QC & Training Manager

Manufacturing Central

Production

Production Manager

Purchasing & Supply Chain Logistics

Research & Development

ORGANIZATION CHART �� organization chart

OUR FOOD,OUR KITCHEN

CERTIFICATION:

H a l a l c e r t i fi e d b y J A K I M

STAFF:

T e a m o f 2 0 s t a f f

SIZE:

- 1 4 , 0 0 0 s q f t

- H Q l o c a t e d a t u p p e r

l e v e l

Latest technology

Fully air-conditioned

Cook-chill method of manufacturing

Standard formulas & recipes

FULLY EQUIPPEDCENTRAL KITCHEN

We are currently located at

NATIONWIDE

LOCATIONS 11 4 OUTLETS

CORPORATE OWNED

OUR LOCATIONS

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 HOTELSYDNEY, 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.

AV G . S I Z E P E R O U T L E T :

1 8 0 0 s q f t ( 1 0 0 p a x )

CUSTOMER DEMOGRAPHIC

E x e c u t i v e s , s t u d e n t s , f a m i l i e s

OUR CONCEPT

SELF SERVICEReduced overhead cost with

maximum exposure & presence

WARM & CASUALHomey, comfortable & cozy

environment

FAMILY FRIENDLYFriendly atmosphere for people

of all ages & backgrounds

!

OUR KITCHEN!"#$%&&'#()*+,'-./%(+0%&'1(+2+'(&-)**)-'#(+

3'-/+-#4+56)*'-7+%56'48%(-+2+&-)'(*%&&

&-%%*+$)9"'.)-'#(:

OUR KITCHENProfessional kitchen design & installation

with top quality equipment & stainless

steel fabrication.

fresh, fast, friendlyAt Dave’s Deli, we believe in using only the best ingredients

sourced from all over the world, served to you fast & with a smile.

“Homestyle

western food

loved by

generations”

OURFOOD

Come Home To Good Food

HEARTYMAIN MEALS

GOURMETMEAT PIES

GRILLED CHEESESANDWICHES

AUTHENTICPASTAS

OURMENU

AV G . $ P E R M E A L :

R M 2 0 . 8 0

D E L I V E R Y T I M E :

U n d e r 1 5 m i n s

E A S Y T O C H O O S E

P i c t u r e s m a k e

o r d e r i n g e a s i e r .

80% FOOD

20% BEVERAGES

AVG. MEALS PERMONTH9000 meals

1. Roast Chicken2. Lasagna 3. Lamb Chops4. Pies

Top Selling Products

MENU SALES DISTRIBUTION

RO

A

ST CHICKEN

1 9 8 9

E S T .

THE W O R L D ’ S B

ES

T

H O M E O F P O S S I B L Y

R O A S T C H I C K E N R O A S T C H I C K E NDave’s FamousDave’s Famous

OVER 15 MILLION SOLD

HIGH FOOD QUALITYMin. preparation &

max. consistency

LOW COST MODELSelf service & lean

management

PROPRIETARY FOODMade by award winning

chef. 100% satisfaction

guaranteed.

STRONG BRANDRECOGNITION

EASY SYSTEMEasy to learn, fast &

consistent food system

MAX. PROFITMaximization of profitthrough multiple uses of

same ingredients

RECIPE FOR SUCCESS


the newsroom

sales performance - 2016

Aman Central, Kedah

Central Square, Kedah

IOI City Mall

Atria

Subang Parade

One Utama

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC0

50,000

100,000

150,000

200,000

250,000

300,000

RM

6 OUTLET SALES RECORD

SALES RECORD

Lunch : 50%

Dinner : 20%

Others : 30%

AVG. SALESRM 155k/ month

AVG. RECEIPTSRM 44.70

COMPLETEFRANCHISESYSTEM


COMPLETE SET UP

START

Site selection

Design & concept

Kitchen design

Renovation works

Recruitment

FINISH

Distributionnetwork support

Inventory control

Comprehensivetraining

Advertising &promotion

ON-GOING

Marketingsupport

Brand building

On-going training& QC

Dave’s Deli is equipped to support franchisees with ful ly integrated

infrastructure to ensure the success of al l franchisees’ business

Supply chainmanagement

Staff healthcaremanagement

Customermanagement

online & offline

Inventorysystem

Cloud technologycentral controlled

by HQP.O.S system

customer tracking

sales reporting & analysis

24/7 franchiseesupport

Operationsmanual & S.O.P

OUTLET OPERATION

CONTROL SYSTEMS

TEASER l LAUNCHING LEAFLETMENU FLYERS PROMO FLYERSTV SLIDES

MARKETINGSUPPORT

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.

OUTDOOR BANNER l BUNTING

LED BILLBOARD

BUNTING

SOCIAL MEDIA

Stage 1 - Selection Of Franchise (approx. 1 month)

Submit

franchise

application

form

Review

&

evaluation

Signing of

Franchise

Agreement

& franchise fee

full payment

Preliminary

discussions

Site evaluation

&

cost estimation

Stage 2 - Renovation & Operation (approx. 2-3 months)

Selection

&

recruitment

of staff

Off site training

(2 weeks before

opening)

Grand

Opening

&

3rd reno

payment (25%)

Design &

site planning

Management

approval

&

1st reno

payment (30%)

Renovation

kicks off

&

2nd reno

payment (40%)

Furniture,

fixtures &

Equipment

set up

On site

training

Outlet

set up

& dry run

Franchise

approval

On site training

complete

&

4th reno

payment (5%)

On site training

cont.

(2 weeks after

opening)

stages to own a dave’s deli

franchise package

Amount

Description

No

1800sqftAvg. Size (square feet) 1

RM 75,000Franchise Fee (RM)

- Use of trademarks &

proprietary information

- Site selection & consultation

- Operations manual & S.O.P

- Sourcing of local suppliers

- Training

- On-going quality control

2

TERM:6 YEARS

ROYALTY:5% GROSS

SALES

A&P:1% GROSS

SALES*where applicable

*

franchise package

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INITIAL INVESTMENT COST (cost may vary according to market, size & location)

Franchise Fee

Equipment & Machinery

Renovation & Construction

Advertising

Pre-opening Expenses*

Training: - Pre-opening

- On-site

Initial Inventory

Working Capital

Security Deposits

Total Investment

Total Witout Inventory,Working Capital & Deposits

*Company registration, license, insurance

8%

30%

43%

1%

1%

1%

2%

2%

5%

8%

100%RM 975,000

Non Refundable

Non Refundable

Non Refundable

Non Refundable

Non Refundable

Non Refundable

Non Refundable

Non Refundable

Non Refundable

Refundable

EST. OPERATIONALPROFIT

20%

INVESTMENT P&L42%Food Cost

COSTSTRUCTURE

15%Labour Cost

15%Rental &

Utilities

5%Royalty

3%A&P &

Misc. Expenses

20%Op. Profit

*Figures may vary according to location & size

FRANCHISE CRITERIA

GENERALFRANCHISESCHEME

- Passion in F&B

- 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

- Maybank (70-80%)

- PNS (up to 70%, for Bumiputera)

FRANCHISELOANS

“SERVE GOOD

FOOD AND THE

REST WILL

FOLLOW”

*currently in process

*

AddressFood Discoveries (M) Sdn Bhd11A-15, Jalan PJU 1A/12,Taman Perindustrian Jaya,46050 Petaling Jaya,Selangor D.E., Malaysia

Phone & EmailE: [email protected]: 03-7845 2268F: 03-7845 3268

Website & Social Mediafacebook.com/davesdeliwww.davedeli.com.my

Franchise EnquiriesMr. Simon ChanT: 017-208 6948E: [email protected]

contact us

company profile 2017 franchise 15.10 - dave's...

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