The Story behind the brand

As with all great unique brands they have to start somewhere the followingpresentation will take you on the journey of the La Paella King´s creation

The Story behind the brand

Michael Robert Gill CEO of La Paella King is the brain child behind the brand and its very exclusive Spanish Food concept and service.

Originally from Portsmouth, England he moved to Valencia, Spain in 2003. As an experienced CEO and Managing Director and with a record of strategic business leadership, UK and overseas experience in manufacturing, business services, professional sports industry, hospitality and leisure sector firms Michael is an accomplished international business leader offering over 26 years of experience driving revenue through building and maintaining client relationships, Creative and dynamic marketer, with a proven expertise in consistently penetrating new markets, to ensure sustainable revenue growth. Exemplary communication and in-person meetings to establish presence and build a positive brand while fostering continuous client management. Adept at working effectively to achieve goals both as a cross-functional team member, individual contributor and advisor.

Core Competencies

Strategic Planning Revenue Enhancement Solution Selling

Operational Excellence Relationship Building Communication

Resource Allocation Territory Mangement Competitive Intelligence

Team Leadership Customer & Staff Relations Product Education

Research & Analysis Project Mangement Process Improvements

Core Competencies

Customer Service Delivery Product & Quality Control Purchasing & Inventory

Staff Scheduling F&B Operations Regulatory & Safety

Compliance Cost Controls Financial Management

Cost Controls Vendor/ Supplier Relations

Business Development Team Leadership Satisfied customers

A driven service-minded professional with more than 5 years of experience in most aspects of restaurant operations comprising of both front and back of house operations. Proven capacity to manage all aspects of business including quality control, purchasing, financial accounting and reporting. Management knowledge, in practical situations as proven by the successful establishment of Kuwait´s very first Spanish Restaurant, ´Torero Spanish Restaurant and Churreria´ Strengths include: Total concept creativity, communication, Project delivery and development and operational management.

In August 2013 He had the pleasure of a brief meeting with the Al Sabah royal family whilst visiting Valencia on their holidays, 2 weeks later he was challenged to create the very first and only Authentic Spanish Restaurant within Kuwait for the Al Sabah family. So terms where agreed and he created his personally selected team to establish every element of the concept and Presentation for the Restaurant.

ToreroSpanishRestaurant

Service-minded professional

Initial

architects

drawings

Kuwait´s first Spanish

Restaurant“Within 3 weeks the team travelled to Kuwait for a week, to carry out a presentation for the Kuwait Small Projects Development Company committee to establish funding for the project! The project by the end of the meeting, the funding was agreed.

He also had the opportunity to familiarize himself with a number of issue´s that would have to be resolved before the project could move forward.

Location and design: With the location finally decided and the establishment agreed: Arabella Project: https://www.youtube.com/watch?v=Q6CrgdGQubM

Exterior

Interior

Concept Design, Initiation of the Torero SRC project Executive Summary

• Keeping food cost fewer than 20% of revenue.

• Keeping fixed expenses (salaries & rent) between 32 % and 35 % of revenue.

• Averaging sales between 350,000 – 400,000 KD per year.

• Expand by providing a private catering service.

• Pay back Kuwait Small Projects Development Co. within the first year of operation.

Torero SRC is a 90 seat fine-dining Spanish Restaurant and Churreria, with 15 indoor tables and 6 outdoor tables. The menu mainly focuses on tapas, paellas and the famous original Costa del Sol pastries “Churros”.

A great percentage of Kuwaitis spend their summers in Spain; in Kuwait there is only one Spanish restaurant which offers modern fusion tapas a completely different cuisine that Kuwaitis are used to having in Spain. Torero SRC will offer a more traditional cuisine with a very simple yet interesting atmosphere.

Kuwait is in need of a warm, friendly place with excellent food. A place where you always know you will get the best of excellent cuisine. Torero will feature an indoor terrace dining area and a cozy outdoor seating area.

The restaurant’s interior concept is to create a hidden gem usually found in the alleys of Spain, entering through our door will give our customers the impression of walking through the old town and sitting at a table in the terrace of an authentic Spanish restaurant.

Customers will enjoy their meals in a slightly dimmed lighting between orange trees and street lamps, and we will enhance their dining experience with candles scattered on tables and hanged from the ceiling, dried tomatoes and garlic hanged on the walls, fresh flowers on the tables and decorative flowers hanged on walls; and every table will have a different view of decorated side walls, some with hanged Spanish plates, some with hanged Spanish hand-held fans and some with candle lights filled bird cages hanged from the ceiling In addition to the authentic terracotta Spanish tiles decorating the floor.

• Torero’s prices will be very competitive compared to fine dining restaurants in Kuwait. Our ingredients expenses will average 20% of total sales, and fixed expenses will be within the range of 35% of sales. Leaving us with 45% of pure profits.

The menu will be inspired from different Spanish cities specialties and appeal to a diverse clientele. You can get Barcelona’s number one specialty Tapas which will include Patatas Bravas, Meatballs with creamy cheese sauce, Braised lamb croquettes, Manchego cheese cocas and Prawns in Garlic Oil; and you can get Valencia’s main dish the Paella available with seafood, chicken, or plain vegetables; in addition to many main dishes from around Spain. Last but not least, the menu will include Churros a Costa Del Sol pastry served with hot chocolate for dipping, in addition to different desserts.

Torero’s main team consists of three highly qualified men, where our Head Chef Edward will serve our customers a taste of Spain’s delicious dishes and will complete their delicious meal with even more mouthwatering desserts and our Paella Chef Raul will stimulate their taste buds with his authentic Paella and Fideua dishes, and the restaurant Brand manager Michael who has very intriguing personal and communication skills will make sure our customers are always pleased.

Making Torero a place where you can enjoy great food in a relaxing atmosphere, while being served by friendly people-oriented staff.

Finally the Torero SRC opened its doors for the first time Feb 1st 2014 (Project start to finish within 6 months.) Without the local support from the Al Sabah family it would have not been possible.

Objectives

Pricing and Profitability

Initial stage

Restaurant

Catering

He also created a very exclusive home catering company to prepare Spanish food, directly to your home or garden.

By April 2014 Michael´s work was done, leaving a very successful restaurant, complete with an understanding to the Arabian food industry and its supply for the Spanish cuisine throughout Arabia.

Successful restaurant

Paella is one of the most popular and famous of global dishes; to define exactly what paella contains is almost impossible. There are as many variations of paella as there are cooks, with many claiming that their recipe is the best tasting or most authentic. The origins of the dish, however, are quite humble. Understanding a little of its history will help explain why so many varieties exist.

Valencia in Eastern Spain is the undisputed home of paella. It is one of the largest natural ports in the Mediterranean and has been one of the most important rice-producing areas in Spain since rice was introduced by the Moors over 1200 years ago. In fact, the Spanish word for rice is ‘arroz’, which is derived from Arabic, not Latin like most of Castilian Spanish

History of the traditionalValencia paella

Paella was originally farmers’ and farm laborer’s food, cooked by the workers over a wood fire for the lunchtime meal. It was made with rice, plus whatever was to hand around the rice fields and countryside: tomatoes, onions, snails, whatever meat was available with a few beans added for flavour and texture. Rabbit or duck might also have been added, and for special occasions, chicken plus a touch of saffron for an extra special color and flavor was a bonus.

Paella was also traditionally eaten straight from the pan in which it was cooked with each person using his own wooden spoon.Little by little, as ‘Valencia rice’ became more widely available, paella recipes were adapted with new variations appearing.

With Valencia being on the coast it is no surprise that various types of seafood crept into the recipes over the generations.

Why?

It’s a little confusing but ’paella’ or to be more exact ‘la paella’ is the name for cooking pan itself and not the dish. The word comes from old Valencia (in Valencia they have their own language somewhat similar to Catalan) and probably has its roots in the Latin ‘patella’ meaning pan.

There are however, some other wonderful (if less likely) theories about the origins of the name. The most romantic of them suggests that the dish was first prepared by a lover for his fiancée and that the word is a corruption of ‘para ella’ (meaning ‘for her’ in Spanish).

Like all myths there is a small grain of truth in this and although many women still traditionally do the cooking in Spain, making paella is usually left to the men - very much like BBQ’s in the UK!!!

It has also been suggested that the word ‘paella’, is derived from the Arabic word “Baqiyah”, which means ‘leftovers’ - once again emphasizing both the dish’s humble and Arabic beginnings.

Paella – the most sociable of all culinary occasions

In Spain paella is still unique. Not only do families congregate on mass to eat paella in restaurants, but it is often cooked at weekends at holiday homes in ‘bodegas’ or ‘txokos’ (large dining areas where families gather) or at beach or mountain picnic sites.

There are many paella competitions all over Spain and very often, giant paella is the centerpiece for many fiestas.

It’s easy to see why - paella can create a party, a ceremony and a debate (often over the making of the paella itself!!) - making it one of the most sociable and enjoyable of all culinary occasions.

And finally, if you don’t already know – and you want to impress your friends, “paella” is pronounced “pa-e-ya” with the “e” as in “bet”.

‘Paella’ – where did the name come from?

Now paella is the generic name of 200 or so distinctive rice dishes or ‘arroces’ from the Valencia region let alone other parts of Spain and the rest of the world. To this day a “true” Paella Valenciana has no seafood but a mixture of Chicken, rabbit and snails with green and white beans.

La Paella King

With this in mind he set out to capture the authentic Valencia, Spanish gastronomy but change the concept of delivery to a fast food concept whereby the La Paella King will not be a sit down concept restaurant but a home take away/delivery concept for an exclusive Fast food and catering company.

Offering ́ Let’s make Paella lessons for groups! Our Spanish La Paella King kitchens will offer VIP parties to take part in authentic Spanish Paella cooking lessons, also to provide an experience to be as close to Valencia Spain as possible.

Following the Torero restaurant and home catering menus we will take a pick of the very best dishes and include some of our very own exclusive recipes, to provide that exclusive authentic La Paella King Menu home take away/delivery experience, negotiating with local farmers and producers from Valencia to exclusively supply the La Paella King brand their exclusive produce. Ranging from the locally produced authentic rice that could not be found in Kuwait? locally produced horchata and the traditional Valencia churros. Inclusive of a number of other local farmers produce for a selection of the highest quality produce authentic only to Valencia, Spain.

Authentic Valencia

La Paella King has negotiated the assistance of high quality local Valencia chefs via the local chef colleges within Valencia, to take part in a college qualification program to the level of head executive chef for the future of the La Paella Kings authenticity and service. As an option for our franchisors, one of our Executive Spanish chefs will continue to advise on guaranteeing authenticity, to the La Paella King franchisors, backed by the local Valencia government.

Why?

Whilst negotiating with local producers he knew he had to create an easy simple solution to creating authentic Paella for a fast food concept, also for the public to do it themselves?

While he was thinking about this and his knowledge of the Arabian supermarkets, he realized a very unique promotion.

By negotiating exclusively with a local Valencia food manufacturing company to produce the most authentic paella in a can system that could be a tool to promote ´do it yourself paellas´ to the world, but most importantly creating the most authentic taste of Valencia paella which could be used as an exclusive marketing tool throughout supermarkets locally to La Paella King outlets to drive promotions for discounts to the La Paella King fast food delivery or home/event Catering service.

Seafood Black Rice

Seafood Fideuá Chicken

Each product can be packagedcontaining a La paella King pan also.

The ultimate La Paella King Desert BBQ pack, ´Make paella for 2 anywhere´ with all you need to make authentic La Paella King Spanish Valencia Paella. But if you are ordering your La Paella King fast food delivery or catering service you can be assured it will be made of the freshest produce and the authentic flavors direct from Valencia, Spain.

Please see our exclusive franchise document.

For further information on how you can take part in this exclusive opportunity.

La Paella King Head office:Apartado 83, Poligono 7, Parcela 412

ES-46191 Vilamarxante, Valencia, SpainTel: 0034 902 108 785 Mobile: 0034 629 079 069

Email: info@LaPaellaKing.com