An Introduction to Franchising Our Restaurants WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

Home , Belgo, Bella Italia, Casual Dining Group, Wagamama

An introduction to franchising our restaurants WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

“We are pleased to have the opportunity to invite like-minded partners, who share our values, and the passion for what we do, to become part of the Casual Dining Group (CDG).”

Steve Richards CEO WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

Highlights from our current business portfolio

• Estate approaching 300 restaurants across • State-of-the-art development kitchen in our portfolio of brands our Euston office, putting food at the heart of the business • Ambitious schedule of openings and refurbishments each year • Large, well-capitalised group with supportive new ownership • Operating across three continents, with a strong pipeline of new business • Award winning employer, with awards from opportunities underway Heathrow for our training and mentoring programmes in 2015 and 2016 • Opened franchised sites in Delhi March 2016 and London January 2017 • Award winning menus, achieving the coveted Mumsnet innovation award in 2015 • A dedicated franchisee support team for our work on children’s menus WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

Introducing the franchise team

Mark Nelson Lisa Johnson Richard Downs Managing Director, Concessions, Director of Marketing, Concessions, Director of Franchising Franchising and Belgo Franchising and Belgo and Business Development

A former MD of one of the UK’s largest catering Working formerly as Sales and Marketing Director Richard’s years of operational experience means concession businesses; Mark has a proven track of brands as diverse as Wagamama, Hilton and he knows exactly how to open and run great record of business development, both in the Legoland, Lisa heads up our concessions and restaurants. This solid foundation and strong concession and franchise market, in the UK and franchising marketing team - she is adept at linking commercial acumen help him to develop successful overseas. in with our concessions partners focusing firmly on franchise partnerships. Negotiating and setting up improving the customer experience and delivering Café Rouge Dubai, Bella Italia Delhi and Belgo Kings brands to the highest standards. Cross, London, Richard will see the project through from initial conversation to site opening, supporting the franchise partner every step of the way. WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

Introducing the franchise team

Lizi Hills Claire Clarke Mary-Kate Finance Director, Concessions, HR Director, Concessions, Franchising and Belgo Franchising and Belgo Shannon-Little Franchise Brand Manager

Before joining CDG, Lizi worked in Corporate Finance Bringing a wealth of HR and CDG experience to Working formerly for a large UK hotel chain, specialising in the Leisure sector, building up a wealth the team, Claire has worked for the company Mary-Kate brings with her a wealth of knowledge of sector knowledge. Notably, she worked on the sale for 20 years. Claire brings a real people focus to in marketing a multi-site organisation. Her of Strada, and advised CDG on the acquisition of our franchising partners, providing learning and passion for both branding and marketing Las Iguanas. She previously worked at both Apple and development support. strengthens her position as Franchise Brand Pizza Hut in their in house financial strategy teams. Manager, managing the day-to-day marketing Lizi is a Chartered Accountant. needs for franchise partners. WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

Introducing brands management team

James Spragg Mos Shamel Simon Wilkinson Managing Director, Bella Italia Managing Director, Las Iguanas Managing Director, Café Rouge

20 years sector experience. Mos has significant experience in rolling out new 18 years sector experience. sites as CEO and previously Operations Director, James has a strong track record of leading high Simon was formerly Chief Executive of LTR Grupo de helping grow Las Iguanas from six to over 50 sites. profile leisure businesses including TGI Fridays and Restaurantes, Chief Operating Officer at Kuwaiti-owned Pizza Express. He has also previously held senior Kout Food Group, and Managing Director at Paramount director roles at Whitbread and Scottish and Newcastle. Restaurants. Spending the first 10 years of his career operating 5-star hotels in London and the Caribbean, he now oversees the development & growth of Café Rouge. BRANDS WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

THE BRAND

BELLA ITALIA HAS A HISTORY SPANNING OVER 40 YEARS, YET DURING 2017 WE GAVE THE BRAND A COMPLETE REFRESH, AND THE GREAT NEWS IS; OUR CUSTOMERS LOVE IT! Whether in the UK or overseas, Bella Italia recognises the importance of having the customer at the heart of the operation. Our contemporary design, all day Italian menu, and warm & welcoming personality combine to prove a winning formula for an ever-growing army of loyal customers. With over 100 restaurants, and more opening all the time, we’re familiar and loved – with each visit ending with a full belly and a massive smile! The brand name has been trademarked as Bellatalia for the International market WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

THE FOOD

WE’RE PROUD OF OUR ITALIAN HERITAGE AND THE QUALITY OF OUR INGREDIENTS SOURCED. THIS ENABLES US TO OFFER OUR GUESTS THE BEST IN ITALIAN-INSPIRED DISHES. We know that people don’t expect this level of care and craft from a restaurant chain. Part of our excitement is allowing our guests to discover and experience an authentic taste of Italy every time they visit us. We’re passionate about bringing a truly authentic Italian experience to all our guests, which is why we import De Cecco pasta direct from Italy. Made using only the best grains and produced in Italy since 1886, it makes for a truly delicious pasta. Classic hand-stretched pizza, a piping hot bowl of fresh pasta or a succulent grill, or a kid’s meal deal, everybody can enjoy the taste of Italy. Food is served with a side order of fun at Bella for kids and a visit to the Gelato cart, every visit if full of Italian memories. WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

INTERIOR DESIGN

TO ENSURE THE LOOK AND FEEL OF EACH BELLA ITALIA IS JUST RIGHT FOR THE LOCAL CUSTOMER PROFILE, WE HAVE SEGMENTED ALL OF OUR RESTAURANTS INTO ONE OF THREE CATEGORIES. THE LOOK AND FEEL OF EACH CATEGORY IS SLIGHTLY DIFFERENT, TO PLAY UP THOSE ELEMENTS AND FINISHING TOUCHES THAT WE BELIEVE THE LOCAL CUSTOMER WILL ENJOY AND APPRECIATE. Bella Italia Leisure sites are much more colourful and playful, really turning the dials up with the Italian style and culture references. They have very bold, large scale features such as sit-on Vespa motor bikes for customers to take photos and huge hand-painted murals.

The Metro schemes have a warm industrial look to them with unfinished mild steel and reclaimed timber features throughout. The addition of sheet metal to the bar counter fronts and more interesting contemporary light fittings adds to the distinctive look that allows these sites to compete successfully in busy city centre locations.

The Trattorria style lends itself well to smaller sites where space is at a premium and every inch of the footprint has to be utilised with due care and attention. Kitchens are smaller so have to work more efficiently to produce the standard menu and wine is a significant feature. WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

PROPERTY

BELLA ITALIA IS SUITED TO A WIDE RANGE OF LOCATIONS WITH THE CORE OFFERING SIMPLE TO MODIFY, TO MATCH TERRITORY REQUIREMENTS.

• 275 – 400 m2

• Potential for smaller or larger premises

• Prime mixed use retail and leisure schemes

• Mall sites

• Concessions environment

• High footfall areas in major world cities WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

THE

• The original all day BRAND bistro driving every day part occasion

Café Rouge was launched • Wide menu from lighter lunch dishes to more in London back in 1989. formal evening meals Today, Café Rouge is the only • Market leader in established Nationwide French breakfast and brunch casual dining brand in the UK. offerings Now with over 90 restaurants • Most sites with sit at bars in the UK, the brand serves six for eating and drinking million meals each year. • Dedicated team in the UK driving food, brand Unique in covering all day parts, and design development Café Rouge combines the very • Bi-annual menu refreshes, best examples of classic bistro ensuring seasonality in cuisine, wine and coffee in the offer beautifully designed restaurants. • Authentic French look and feel to the bistros with individual design features WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

THE FOOD

A large part of the appeal of Café Rouge is its broad reaching menu, taking in French bistro classics, breakfast and lighter dishes for lunch. The menu is changed with the seasons allowing us to introduce fresh new dishes, as well keeping the classic bistro dishes which are at the heart of what we do.

Our confit de canard, from our Normandy farmer is cooked slow and served with our creamy dauphinoise potatoes and a rich red wine sauce.

A whole sea bass is filleted, and then steamed simply in parchment with a red pepper Piperade, leeks and a lobster and dill butter.

Our famous baguettes and croques are perfect for lighter meals at lunchtime and have been on the menu for 26 years in one guise or another. WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

INTERIOR DESIGN

We take great care over the design of our new and refurbished restaurants. Each one is a bit different and will always have a personal touch inspired by its location.

• Heritage shopfront and traditional canopies

• Rich colour tones with quality dark timber finishes to floors, tables and bar

• Classic Café Rouge banquette seating finished in Rouge red

• Flexible low level bistro tables

• Large Parisian style wall mirrors

• Wine and champagne back bar and open cellarage displays

• Vintage amber lighting features

• Bespoke black and white photography WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

PROPERTY

Café Rouge is suited to a range of locations. Our recommended locations have wide frontages, terrace seating and are suitable for a bar area. In the UK, we operate restaurants across the high street, in malls, leisure parks and within concessions environments. Areas that can attract an all day trade are preferable, as they are perfectly suited for the multi day part business we operate.

• 275 – 400 m2 • Potential for smaller format sites • Prime mixed use retail and leisure schemes • Mall sites • Concessions environment • High footfall areas in major world cities WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

The

HomeBrand to the flavours of Mexico, Brazil and beyond; Las Iguanas is famous for its authentic and fresh South American dishes and range of premium cocktails. The vibrant brand started in the UK back in 1991, and has grown to over 55 sites; all with an ever loyal army of amigos. The design draws on the colour palette of the tropics, with vintage imagery spanning Latin Latin- culture from film and music to beach life. The team retain close ties with friends and suppliers across South America, and make regular visits to ensure Soul the brand is always kept fresh and authentic. • The exciting flavours of South America • Contemporary and authentic restaurant designs • The perfect place for friends or families to meet, celebrate and enjoy a taste of Latin life WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

The Fresh Food Latin Modern South American food draws on a rich food history, fusing South American Indian ingredients with those arriving from Africa and Europe over the centuries. The resulting cuisine is rich in flavour, bursting with spices and textures.

Mexican, Brazilian, Peruvian, Chilean... the continent inspires the new and the different; the fresh and flavoursome.

Our development kitchen trials new dishes throughout the year ready to make an appearance on our seasonal.

The bar is renowned for high quality classic Latin cocktails and mocktails, along with a carefully chosen range of South American wines and beers. WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

Interior Design

Working with top UK architects and designers we have created a range of interior styles. All capture the spirit of Las Iguanas but can be customised to suit individual locations. WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

Property The team at Las Iguanas have a wealth of experience in successful site finding, acquisition and development and can advise on everything from layout to local demographics.

• 300 – 500 m2 • With flagship restaurants in prime locations in the UK including London’s iconic South Bank and overlooking the Olympic Stadium, Las Iguanas have an impressive track record, whilst also successfully identifying and operating units on the high street and in smaller leisure clusters. WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

Our franchise support commitments

“Our franchise team, with experts in UK and international marketing and operations, are committed to supporting you and your business and assisting with establishing and developing our brands. Our franchise support package consists of state-of-the-art systems, and our CDG Way operating system.” MARKETING WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

Marketing Brand research

Once a new market is signed, we will conduct a series of brand research projects to assist you with launching and positioning the brand effectively for your market.

Pre-launch, qualitative brand research Post launch, testing and refining In depth focus groups testing brand appeal and Two or three months post launch we will run a all key elements of the brand. This will help us to series of activities to test how well the brand is adapt areas of the brand to better suit your target being received in your market. This will enable us to customer – such as interior design or layout, menu provide strategic guidance to you on any alterations format or food range, brand positioning and best that may be needed, either in brand experience, approach to marketing. operational execution or branding and marketing. Competitor price benchmarking Annual brand tracking programme We will help you to conduct a thorough price An annual brand track survey will be conducted review of all your key competitors, providing every spring, applicable for any market with five guidance on pricing range and price tolerance, or more established restaurants open at the time with suggested pricing suitable for your market. of research – please note this programme will be subsidised by CDG but there will be a small fee for each participating market. WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

Marketing Translation & transcreation services

We are partnered with global translation agency 'Creative Translation' to assist with ‘transcreating’ our brands into new markets and languages, ensuring they are represented in an accurate, understandable and compelling way.

We will provide the following And post-launch you can choose services ahead of launch: how you work going forwards: • Initial translation of core brand positioning and • Continue to work with our agency at centrally straplines, as well as setting tone of voice in agreed fees, benefiting from economies of scale target language – for testing in focus group with and consistency of translation follow up refinement • Or, manage your own translation services, in • Assistance with font and logo adaption which case a bi-annual audit will be carried in target language out by our agency to ensure tone of voice and accurate and consistent translation is being • Assistance with translations of all menu copy implemented and any launch communications • Creation of translation brand guidelines tailored to your market WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

Marketing Websites & digital presence

You will be provided with templated CMS based brand websites upon signing with us, which will ensure our digital brand presence is consistently executed whilst giving you the tools to effectively market your business.

Website CMS template However, if we have multiple • A branded template for you to customise with your franchisees of the same brand in own content one market, the website will operate slightly differently • Can be dual-language if needed • In this case the home page will be controlled • Content guides will be provided centrally, which will direct to regional pages, of • Websites will be optimised for web and search which each franchisee will have control and we will work with you to ensure the SEO is set up in the right way, enabling you to track and monitor your web traffic • Apart from a small fee for hosting and ongoing service maintenance of your website, you won’t need to incur any additional costs for building or running it WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

Marketing Social media & PR

Our central marketing team will gladly assist you with creating on-brand, compelling social media and PR strategies in your market.

Social media: we can provide Review process: we will conduct guidelines and support with: an impartial annual review of • Content planning PR & social marketing activities • Fan acquisition in each market, looking at: • Fan engagement • Share of voice • Campaign activation • Coverage achieved • Social engagement PR: to protect our brand reputation, we will need to sign off any press • ROI releases in advance • And a detailed report will be shared back with you for • Sample press releases will be provided with each review and improvements menu launch and campaign launch • Franchisees can adapt or alter content, or write their own press releases as long as they are signed off by our marketing team WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

Marketing Food development & menu launch process

Our marketing team will support you Example spring menu change process with your menu strategy, category and range planning, pricing and analysis. Our Menu analysis JAN dedicated food development chef will FEB assist you with product development, Menu change brief signed off recipe matching, sourcing and training. Recipes submitted for review/approval

Procurement and food development

Spring cook-offs and product/recipe sign off

Menu templates saved to Ops Portal

APR MAY Final sign off

Launch SET UP & OPERATIONS WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

SET UP & OPERATIONS Property

We provide a comprehensive set of systems to ensure all aspects of your property are dealt with correctly.

• Comprehensive design guidelines to ensure the correct design is used for each restaurant opened

• Detailed design document covering standard front and back of house layouts

• A considered approach to store design suited to the local market

• Access to our in-house resources to assist in project planning and management to ensure cost efficient openings

• Access to our own competitive rates for internationally recognised design teams, with offices in the UK, Middle East, America and Asia

• Standardised store design across each of our brands for simple and efficient brand roll outs WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

SET UP & OPERATIONS Operations portal

We will provide an online, mobile optimised operations portal, with instant access to the brand and comprehensive guidance on how you set up and run all aspects of operations.

Functionality Illustrative contents • All brand documents stored in a simple to • Standard operating procedures for all aspects navigate online portal, with a clear layout of the business, from food and health and structured around the CDG values safety, to brand standards documents covering set up, display, checklists and success routines • Updated remotely, ensuring all documents are kept current • Interview forms, job descriptions, training manuals and plans • Ability to download, email and print from the portal • Guides on operations, managers and team meetings; team and management reviews. • Country specific content, controlled by partner and country specific login • Interactive training videos and guides bringing the brand to life

• Access to E Learning modules, specific to the brand WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

SET UP & OPERATIONS Safeguards

We will give you access to our tried and tested methods of working – used with CDG’s entire estate of 300 restaurants.

• Food and health and safety audits from • A complete and comprehensive set of food independent auditors at the same competitive safety procedures with food safety form rates we get from an internationally recognised templates which can be modified for the food safety standards agency local market

• All restaurants supported with a Good To Go • A simple to use Work Safe Health and Safety audit ensuring the right food and health system to act as a template for safer working and safety standards are in place for the within the restaurants local market • Robust financial policies which can protect the • Our complete Employee Relations policy to business and its revenue, to act as a template act as guidance and as a template for your for local market modification own policies WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

SET UP & OPERATIONS Training

You will have a dedicated people team with extensive international and brand experience to support all stages of the people management process. Passionate people who will provide exceptional recruitment support and tailored learning and development tools to suit and support your teams, enabling them to deliver fantastic food and service quality, direct to the local market.

• Assistance in planning people structures to • Support and guidance on planning and running support the restaurant manpower plans training sessions for pre and post-opening

• Comprehensive Management induction and • Supporting pre-opening training direct within training in our UK restaurants for your senior the local area, with a full operational training operations teams team sent for both front and back of house operations • Recruitment materials and structured interview processes to support the brand and market in • The dedicated people team will assist in which you operate localising training materials to ensure that they are matched to the market WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

SET UP & OPERATIONS People

• A rounded suite of innovative and engaging • A comprehensive suite of online materials • Ongoing support from the UK people training materials covering induction, on translated to local language and bespoke to team with quarterly training reviews to the job training, group training sessions – culture and local menu offering support the ongoing development of the including full menu cook-offs, individual restaurant teams, and to continually training plans and detailed training manuals engage with our partners for all members of the restaurant team WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

SET UP & OPERATIONS Business reviews

We will conduct quarterly business reviews, in the local market, ensuring the brand is a success.

• Business reviews conducted quarterly based on the core vales of the business: local great brands, exceptional people, superb service, well loved restaurants and driving sales and growing profits

• Full reviews of customer feedback on food and service quality

• Clear objectives set and reviewed after each business review SUMMARY WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

SUMMARY Why franchise with the Casual Dining Group?

• Become part of the fastest growing restaurant group in the UK • Choose from three fantastic, proven and established brands with a wealth of knowledge and support behind them • Benefit from the group’s expertise in running restaurant brands with an experienced management team at the helm • Your own dedicated Franchise team with a wealth of knowledge of international business • State-of-the-art online systems to enhance the franchise user experience WHO ARE WE BELLA ITALIA CAFE ROUGÉ LAS IGUANAS SUPPORT

SUMMARY What we look for in a partner

The ideal franchise partner should be a well funded player with a good local network, long term ambitions and a strong track record in F&B. 1 2 3 4 5 SCALE F&B CASUAL NETWORK BRAND FOCUS REGIONAL You should be a large DINING EXPERIENCE Link to secure prime Passionate senior EXPANSION well-capitalised Relevant casual dining real estate locations teams, with the CAPABILITY business with the experience preferred, and ability to set up ability to deliver a The ability to develop willingness and ideally with experience secure supply chain. consistent customer and to penetrate capital to invest of successfully experience. adjacent regions. for periods of expanding similar 3-5 years. Western brands.

CDG Franchise Summary 42 PLEASE CONTACT RICHARD DOWNS Director of Franchising & Business Development CASUAL DINING GROUP LTD 163 Eversholt Street, London, NW1 1BU, United Kingdom T +44 (0)20 7121 3200 M +44 (0)7920 586 036 E [email protected] W cdgfranchising.com