HA' DOG | Master Franchise Presentation

©2013 Ha’Dog Investment Proposal
How about a business
idea…

…that brings artisanal food
quality to the QSR
model…

…delivers value-adding
differentiation and…

…presents an amazing
investment opportunity?

Ha’Dog
business model & investment proposal presentation

Overview
I. QSR Market Trends
II. The Consumer
III. Market Gap & Opportunity
IV. The HA’DOG Business Concept:
Unique Selling Proposition
V. Marketing
7

I.
QSR Market trends

Emergence of the Fast Casual
- Fast casual, the premiumization of fast-food,
becomes the industry’s “masstige” option
- Trading-up phenomenon: cut restaurant
spending and increase everyday fast-food
spending
- Preference for “small indulgence” as
consumers exit the recession mentality
9

Clean food
- Fine-dining trends filter down to fast-food
- Is it fresh? organic? local? traceable? trusted?
10

Handmade & artisanal
- Making food from scratch attracts customers-
and can be cheaper
- Credibility and authenticity is key!
11

Convenience
- Time becomes the new currency
- Snacks turn to meals: As unconventional
lifestyles become more prominent, snacking
replaces dining & set meals
12

Value pricing
- It’s not about cheap, it’s about value for money
- Maximize taste & indulgence at the best price
possible
13

Discovering new tastes
- Consumers prone to experiment with
previously unfound fast food offerings
- Not just Chinese, but also Thai and
Vietnamese
- Break through the traditional fast-food offerings
(burgers, pizza, etc.)
14

Health & wellness
- Even in the most indulgent activities, health
considerations capture consumers’ attention
- Turn to healthier alternatives – provided that
indulgence is not compromised
15

Individualization
- Consumers are more individualized than ever,
expecting every good, service and experience
to be addressing their needs and expressing
their personality
16

Transparency
- Transparency in processes, products and
service delivery makes it easy for reputations
to be built
- Coupled with the social media effect,
transparency is the factor that can make -or
break- a business
17

II.
The Consumer

Market segmentation
Athens
market data
19

25-44 Leaders
- Higher education used as an accurate,
measurable indicator of consumer
sophistication
- Leaders set trends for
– followers of the same age
– younger audiences, who aspire to be perceived as
sophisticated through their choices
– older audiences, who aspire to be perceived as
youthful via affiliation
20

25-44 Leaders:
Buying behaviour
- QSR purchase occasions
– Night out
– Stay at home / delivery dine in
– Daytime shopping
- Frequency of purchase:
– 2-4 times per week
– impulse purchase plays a significant role
- Loyalty: small basket of alternative choices
21

25-44 Leaders:
selection criteria
1. Taste & indulgence
2. Value for money
3. Product quality
4. Service
5. Location: time-place utility & availability
6. Space design & ambiance
22

III.
Market gap & opportunity
key benchmarks, market mapping & opportunity
identification

The Hot-Dog Market
- Hot-Dog: a QSR proposition ideally suited for a
vast range of occasions
- Lunch time meals
- Middle-of-the-day snacking
- Evening dining
- Perfect match for a range of attractive market
segments
- Young audiences
- 25-34 and 35-44 professionals
- Families
24

The Hot-Dog Market
- Globally, the Hot-dog has escaped its original
street-food positioning and is now present in
more attractive, premium, even gourmet
versions
- In Greece, a heavily underdeveloped market
- Multitude of low quality opportunistic
players, competing on price
- Several mid-quality players that lack
focus
25

Hot-Dog Competitive Positioning Map:
Bird’s eye view at global level
26
premium &
comprehensive
differentiated
average /
basic
minimum
niche /
boutique
specialist
unfocused
generalist
portfolio size
quality of
Offering
basic/low quality
local players with weak
concepts
(compete on availability)
uncompetitive positioning
(unprofitable / non-viable)
no-interest positioning for
Hot Dog concepts
“NICHERS” !zone
of
opportunity
relevant to meaningful
differentiation and a strong
product focus

The “Nichers” positioning
opportunity
- Differentiation perceived and valued by
consumers
- Positioning that commands higher margins
- Build loyalty and avoid price wars
and
- Only a handful of notable players in the global
hot-dog market
27

The Nicher’s Positioning:
Achieving Differentiation
28
food quality,
taste & value
food
creativity
food
origin
space
design
primary, “external”
differentiation:
setting Nicher’s aside
from other competitors
secondary,
“internal”
differentiation:
between nichers
opportunity:
differentiation
elements currently
ignored
beverage
specialization
customer
education

Notable global hot-dog examples
- Herman-ze-German
- Hank’s haute dogs
- Biker Jim’s
- Banger Bros

Herman – ze - German
Brand promise
authentic,
wholesome wurst
Concept elements
Grilled – not fried
Free range,
sourced meat
Food quality
German tradition
“no-oil” fries
Freshly baked
bread
German products
(drinks, pastries,
sausages
30

Hank’s Haute Dogs
Brand promise
a creative play on
the all-american
favorite
Concept elements
H. Adaniya
renowned
restauranteur
Food romance
Hawaii original
Love for food
Regional
Specialty
Exceptional
quality
Innovative
31

Biker Jim’s
Brand promise
Gourmet street
food
Concept elements
Restaurant, cart &
truck
Wild game and
unusual meat
sausages
Great taste
House made
32

Banger Bros
Brand promise
exceptional
sausages
Concept elements
Banger love,
obsession and
fantasy
Sausage world
heritage & culture
Uncompromising
quality
Perfect bread
Events
Stylish & elegant
33

Local market competitive offerings
- Ha’Dog is ideally positioned to compete with
the most successful niche players of the local
QSR market

IV.
The HA’DOG Business Concept:
the brand, the USP & elements of differentiation

Brand Strategy:
The Ha’Dog brand promise
a journey
of discovery
and experimentation
in the culinary
art
of the hotdog
36

37
the opportunity
to immerse yourself
to the complete,
authentic experience
of the hotdog
which means…

Key elements of differentiation
38
diverse variety of our great-tasting,
own-recipe sausages,
made from the best
quality meats, natural ingredients
and aromatic herbs


39
great variety of home-made
sauces, made fresh from natural
ingredients, constantly changing to
bring new flavors


40

an impressive range of beers,
including lager, pilsner, weiss,
stout and other specialty beers
for the full hotdog experience

41
⏎
an elegant, aesthetically pleasing
environment & atmosphere,
designed to showcase
the diversity, quality and indulgence
of the product

42
photo of employee-customer
interaction
>
a knowledgeable, well-trained,
friendly & welcoming
team, educating the customer,
helping to pair
hot dogs, sauces and beers
to create the perfect
gastronomic experience

The Ha’Dog experience
43

it’s not about variety, quality,
taste and experimentation…
its about bringing it all together
to create
a memorable experience
to the customer

V.
Marketing

The Product
- Range is diverse (7-9 sausages from a
selection of 15, up to 4 cold and 4 hot sauces)
and frequently updated
- Sausages and sauces made in company-
owned facilities (HASP and ISO certifications)
using flagship Greek ingredients and top
quality certified meats
- Regular size portion (100gm. sausages) with
emphasis on quality not “street food size”
- Capabilities for Halal sausage production
and/or production setup and overseeing
45

The price –
value proposition
- Mass-Premium positioning
- Do not engage in price competition and/or
price intensive promotional offers
- Ha’Dog is an everyday luxury
46

Space design
- Restaurant design to be a showcase for the
product
- Simple, minimalist design to bring Ha’Dog to
the epicenter
- Small-size restaurants (an approximate 100m2
with an 80%-20% split for exterior seating
space) and high-stool seating to allow for fast
customer turnover
- High-street, shopping areas and malls
locations to maximize footfall & exposure
47

Operations
- Min. shift staffing level: 2 persons
- Easy to double and triple capacity during peak
times by increasing staff
48
1 staff
till & beverages
1-2 staff +
Ha-Dog
order
fulfillment
Front Counter
order fulfillment
line of visibility
preparation
occurs prior
and after times
of service
Back Counter
kitchen
preparation

People
- Knowledgeable on the product
- Well-trained to be able to recommend food and
beverage pairings
- Culinary background
- Engaging the customer to discussion and
creating an experience out of a meal/snack
occasion
49

Communications
- Limited budget expenditure on communication
and promotion
- Full utilization of word-of-mouth through social
media
- Menus and POS materials sponsored by
suppliers
- Participation in local events
50

Q&A /
Discussion

HA' DOG | Master Franchise Presentation

HA' DOG | Master Franchise Presentation

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