GERMAN RESTAURANT CONCEPT FROM TOKYOmarketing & brand building. Leading marketing, LTOs & customer...

GERMAN RESTAURANT CONCEPT FROM TOKYO

WE STARTED IN TOKYO 5 YEARS AGO, GROWING AND LOCALIZING OUR CONCEPT


GLOBAL BRANDWe will capitalize on being the first modern, localized and affordable German chain, leveraging on the global craft beer megatrend as we develop a unique global brand.

COMPETITIVE ECONOMICSHigh margins, low overall SKUs and waste, unit layouts which are cost effective. Less than 1 staff per 15 guests lead to superiorunit economics driven by beer.

FUN & FLAVORFULSCHMATZ is a

German restaurant with a Japanese twist.

We grill fresh, keep operations easy and make our guests feel

part of our family.

We started with a food truck 5 years ago. Backed by strong

financial & operative partners we plan to

grow to 30+ units in Japan in 2019.

11 STORES IN TOKYO

WHERE WE CAME FROM

OUR MANAGEMENT TEAM COMBINES 30+ YEARS OF CHAIN RESTAURANT EXPERIENCE WITH FINANCE & TECHNOLOGY

CHRISTOPHER AX(Founder, Co-CEO)

Background in Venture Capital &

accelerated growth. Responsible for

finance & business development.

YAYOI TORAMI(CMO)

Background in chain restaurant

marketing & brand building. Leading

marketing, LTOs & customer

experience.

CHARLES DE CARVALHO

(Vice President)

Responsible for franchising and

data. Background in e-commerce across Asia for

Alibaba.

PETER SAYN-WITTGENSTEIN(Vice President)

In charge of real estate & business

development. From asset

management & retail background.

KENJIRO FUKADA(Head of Store Development)

Over 15 years of experience in retail

business store development. In

charge of expansion.

MANABU NISHIMURA

(Head of Team)

Background in F&B and retail

operations. Responsible for

team, training and HR development

USD 15+ billion global company builder

SUSHIRO: 450+ unitsushi chain

Japans largest F&B group

(3100+ outlets)

Lifestyle F&B group(100+ outlets)

World’s largest retailer(USD 450bn mkt cap)

Starbucks JP:1,300 stores

Global leader in consumer electronics


DELICIOUS GERMAN COMFORT FOOD, FRESH OFF THE GRILL

We have adapted our favorite Germancomfort food to local taste profiles.

Our food menu is designed to maximiseshareability and matches our beer line-upto create a holistically exciting experience.

We are determined to offer the mostdelicious, simple food at affordable priceswhere everyone feels welcome!

Our Head Chef has 15 years experience inEuropean and Asian cuisines. He is themaster of creating fun guest experienceswith lean operations and high margins.

Lunch Avg. Ticket

¥1,000


WE BELIEVE IN LOCALIZATION: GERMAN CLASSICS & LOCAL DISHES WITH A TWIST

Dinner Avg. Ticket

¥3,500

LOCALLY BREWED BEER DRIVES PROFITABILITY

We have developed a well rounded line upof German beers, brewed locally & adaptedto market.

Locally brewed beer allows us to undercutthe import market and offer German beersat a significant discount to our customers.

In line with global craft beer megatrend.

Loved by restaurant teams: easy and fun tolearn about beer and to share knowledgewith customer.

This unique value proposition is leveragedabroad via pre-approved, local contractbrewers to supply all of our restaurants.

We brew all our beers under German Purity Law, using only the finest ingredients and never any additives.

WE FOLLOW A 500-YEAR OLD GERMAN TRADITION WHEN BREWING OUR BEERS

Shinjuku special Seasonal

All ¥650 Locally-brewed Original recipe


Kanda KraftKölschIBU: 24

Kichijoji PilsPilsnerIBU: 19

FernwehPale AleIBU: 34

BergbaumGerman Ale

IBU: 26

WunderbierWeizenIBU: 12.5

HafenstoffPorterIBU: 36

Rebell AltAltbierIBU: 28

Shinjuku StarkGerman Pale Ale

IBU: 38

OktobeerMärzenIBU: 18

FreiheitHellesIBU: 17

Seasonal SeasonalKichijoji special

FUN, BOLD AND MODERN INTERIORS

We worked with industry leaders toincorporate German design elements with amodern touch in a colorful and fun way.

Approachability is key: we are an inclusiveconcept, designed for mass market.

We are cost-savvy and very focused on highROI: quick build out, flexible format and lowCAPEX.

Social media shareability is extremelyimportant. We chose elements and lightingwhich make it easy for our guests to takegreat photos.

ON-BRAND DESIGN: COZY, FUN ATMOSPHERE THAT LOOKS AND FEELS APPROACHABLE


Happy teams make guests happy. Happyguests stay longer, consume more, comeback sooner & tell more of their friendsabout SCHMATZ!

Team motivation is our top priority and wehave built a simple and effective companyculture strategy which is rolled out acrossall restaurants.

Our team members all become family andour yearly retention rate is above 90%.

TEAMS & GUESTS Happy

100+ publications in local and international media outlets

followers 21,000+Facebook

followers 25,000+Instagram

viewers 65 million+Television

F&B INDUSTRY LEADER IN MEDIA AND SNS


VERY EASY OPERATIONS

Kitchen can be run by part-time staff

Our kitchen needs no chefs:Very low SKU count, simplepreparation and effectiveguidelines.

Quick & Easy training

Training period is short andon-the-job. We strive tomake it fun through quizzesand team events.

Local ingredients & minimal waste

We use no importedingredients and limit waste.Good for the bottom lineand the environment!


Gross margin 80%Ingredients = 4 / Prep time = 4 mins




OUR FOOD MENU IS BUILT AROUND TASTE, SHAREABILITY, QUICK & EASY PREPERATION AND HIGH-MARGIN ITEMS

GRILLED BEER CHICKEN

Our signature chicken: braised in beer over night,

soft & tender. Served sizzling.

SPICY CURRYWURSTSmoked Berliner sausage

smothered in our signature sweet & spicy tomato

sauce. A must try!

SCHMATZ CHEESE FRIES

A classic! We serve severalvariations of our original

fries: spicy, herb salt & cheese.

SCHNITZEL PARMIGIANADeep-fried & succulent German pork. Served

sizzling in tomato sauce & melted cheese.

*in Japan (as of Sept 2017)



WHY SCHMATZ IS A GREAT FRANCHISE MODEL

We will supply your restaurant units with freshly brewed German beers at

a significant discount to import.

We keep operations simple with minimal training, little waste and no chefs needed in the kitchen.

Team motivation is our #1 priority and we are dedicated to building a strong team culture across Japan.

SUPERIOR UNIT ECONOMICS SIMPLE OPERATIONS STRONG TEAM CULTURE

Very low CAPEX requirements vs. industry. We estimate between

USD 250-350k for a 40 tsubo.

Our background in technology allows us to deploy industry-

leading solutions to marketing.

LOW CAPEX REQUIREMENTS TECHNOLOGY DRIVEN


3 KEY TECHNOLOGIES CREATE A SUPERIOR GUEST EXPERIENCE AND DRIVE TOPLINE

PERFORMANCE MARKETING

Full customer journey transparency: Wedeveloped a marketing toolbox for quick andeffective customer creation, utilizing ROI-positive online and offline channels.

IN-STORE TRACKING

TECHNOLOGY

We measure customer cell phones to gainpowerful insights into: conversion rate ofpedestrians, visitors in shop, repeat customers,dwell time, and A/B testing storefront signageperformance.

We created a unique SCHMATZ scent which –based on behavioral science – maximizes“happiness and activity“ so that our guests staylonger, enjoying more food and drinks with us.

SENSORYBRANDING

2018 AND BEYOND…

We have built our brand with aglobal perspective from day oneand we are now embarking on ourjourney outside of Japan in 2018.

Our mission to share affordableand delicious German beer andfood with the World is underway.

CONTACT USCHARLES DE CARVALHO

Vice President+81 (0) 80-3546-0185

[email protected]

CHRISTOPHER AXFounder & CEO

+81 (0) 80-7940-0185 [email protected]

Presenter

Presentation Notes

Charles & Chris?

GERMAN RESTAURANT CONCEPT FROM TOKYOmarketing & brand building. Leading marketing, LTOs & customer...

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