F R A N C H I S E O P P O R T U N I T Y
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This advertisement is not an offering. An offering can only be made by a prospectus filed first with the Department of Law of the State of New York and/or respective filing states. Such filing does not constitute approval by the Department of Law or any other state agency.
The Story of Così The Così concept is fresh food made with fresh ingredients in a fresh and interesting way. It all started with the quest for the perfect sandwich — which then expanded to include soups, salads, pizzas, and desserts — served in a unique, comfortable environment. We are pleased to present you with the Così opportunity and the story behind us… Drew Harré left his home in New Zealand at a young age to see the world. His travels through Europe eventually led him to Paris. There he took up a personal challenge, which would become his lifelong quest: to create the perfect sandwich. Convinced he could accomplish it, he went to Italy where he met two brothers who were running a small, familyoperated Rome bakery. Drew became their apprentice, and before long developed the skills and the perfect recipe for a special artisan flat bread that he brought back to France. Drew’s Paris restaurant, named for the opera Così Fan Tutte, opened on May 1, 1989. Così immediately became recognized for its artisan crackly crust flatbread that was baked in a central hearth and served as the distinctive platform for each perfect meal. The café was a warm, inviting spot where people liked to go for coffee, conversation, and, of course, a great sandwich. A few years later, brothers Jay and Shep Wainwright, both traveling and studying in France, were enraptured by the Così concept. Once back in the States and eager to start their own business, they remembered Così from their days in Paris and decided to return and see if the owner would allow them to bring the concept back to their native New York. After plenty of cajoling, convincing, and hard work, Drew agreed. But it was with certain conditions: that they understand that Così’s food, while delicious, wasn’t the only thing that made Così special. The American version of Così had to capture the same commitment to innovation and passion to provide an experience as rich and tasteful as the original. In 1996, Jay and Shep opened their very first Così in Midtown Manhattan. At the heart of the restaurant was a luminescent hearth oven, reminiscent of the ones in Rome and Paris. Soon, the brothers began adding their own creations to the menu, and got rave reviews from guests and food critics. Within a couple of years, they opened several more Così restaurants, and the possibilities seemed limitless… Today, Così continues to grow, as does the enthusiasm for this unique offering. We are committed to our values of creating a comfortable environment, offering fresh and innovative menu offerings, and giving people a little something extra. It’s with this excitement and dedication that we proudly offer the Così franchise opportunity. So, please review the information in this brochure and then contact us to discuss the details of owning a Così franchise.
“In order to find your passion, sometimes you have to create it. For me, it happened to be the quest for the perfect sandwich.” Drew Harré, founder of the original Così
A Fresh Opportunity
Where Così Fits In…
As Americans continue to spend increasingly more of their food dollars away from home, the nation’s 878,000 restaurant locations will grow to $440.1 billion in sales in 2004. According to the National Restaurant Association, the restaurant industry should reach record sales levels, marking more than a decade of continuous growth.1
Così differentiates itself in the fast-casual growth trend by striving to make the ordinary extraordinary. Così appeals to guests who want more than just fast food, but who also expect excellent customer service without having to opt for a formal dining experience. By satisfying sophisticated palates with a wide selection of fresh foods in an inviting and comfortable environment, Così distinguishes itself as a unique franchise opportunity.
Fast-casual is a relatively new and quickly growing sector that fills a void in the restaurant industry, spurred by today’s consumer food trends. Current consumers are demanding healthier options, better quality food, and more convenience. They are willing to pay a premium for options that are more sophisticated than fast food, without having to sacrifice time or taste.2 Così is particularly well positioned to take advantage of these trends. The fast-casual sector is poised for tremendous growth, expected to double from $6 billion to $12 billion in revenue over the next several years.3
1 Source: National Restaurant Association 2 Source: UBS Research 3 Source: Technomic
Where You Fit In… Così offers you, as a franchise owner: Access to an established and differentiated brand name and proven concept across the country The chance to offer an original and dynamic menu, with flexible operations and multiple day part applications — without the need for back-house cooking, intricate preparation steps, and complex food handling issues A new prototype and revamped image, based on extensive operational experience and customer survey studies Reduced overall build-out costs through efficiently designed in-line locations The opportunity to tap into a market with millions of households, abundant available real estate, various location types, and substantial growth potential The knowledge and strength that comes with years of growing, changing, and learning — all imparted to you through the Così support team
Our Core Values
Così is a comfortable, urbane gathering place, offering friendly and attentive service in a warm and inclusive atmosphere. Our hearth ovens are at the heart of our locations. Our food and drinks and décor are based on our six core values.
An Unexpected Twist on the Ordinary We’ve always focused our efforts on ensuring that Così offers a unique blend of great food with great experience and great design. Our proprietary recipes, unique flavors, and complete beverage selections are unrivaled, inviting, and delicious at any time of day. Leveraging our years of experience in multiple locations nationwide, we’ve dedicated ourselves to improving the Così concept by clarifying who we are to guests and simplifying the operations for our employees and franchisees — before heading down the path of further expansion. The result? Così now has a different look and a more efficient layout. The new Così prototype is designed around efficient, easy to understand operations and service. The new dining room set-up includes comfortable and intimate seating separate from the ordering area, making the dining experience more relaxed, intimate and cozier, while maintaining Così's urbane feel. With our new ordering and merchandising system, guests will find it easier to read and understand the Così menu. Other operational changes will enable guests to complete the ordering and payment processes faster. Additionally, we’ve added table runners to provide faster, more personal service to our guests. We have also redesigned our logo and motto to more effectively communicate our brand. Now Così is represented as a flame within a hearth and “Simply Good Taste” which represents both our food offerings and design principles. Yet, through all this change, we’ve never lost sight of our underlying principles and goals. Now it’s time for you to take advantage of this truly unique opportunity. We’ve worked hard to make Così accessible through cost-effective design and construction standards, as well as appealing in a variety of settings — from urban downtowns, to urban residential areas, to upscale suburban markets. We serve products that our guests appreciate and seek out among other concepts in the marketplace. And, we'll make sure you have the tools and support you need to operate your Così restaurant.
FRESH — Fresh bread. Fresh ingredients. Fresh ideas. URBANE — A cultured and refined comfort, influenced by some of the world’s most intriguing places COMMUNITY — We want to facilitate interaction, make everyone feel welcome, and create a sense of belonging CLEAR — We strive to always be intuitive and unified in the way we express our brand to our guests, our employees, and our business partners A STEP AHEAD — We always try to anticipate trends and present innovative ideas GENUINE — Our commitment to authenticity and an honest approach guides everything we do, right down to our homemade bread
Così’s Signature Item Our delicious homemade flat bread is baked on site in our own ovens. Taken from the original recipes and preparation techniques in Europe, there’s nothing quite like it. But that’s not all we have to offer. The Così Menu also features square bagels made from Così bread, award-winning sandwiches, freshly tossed salads, soups, pizzas, s’mores, and other desserts. Coffee beverages range from simple house blends and traditional lattes, to innovative Double Oh Arctic™ Mochas and specialty coffee cocktails like the Mocha Kiss®.
Our franchise management team will
We’ll also be there for you on an ongoing basis, as a resource for your day-to-day operations, providing you with:
provide you with all
A comprehensive Confidential Operations Manual for reference during training and every day activities
the support you need. The Così Support Center We’ll give you plenty of assistance before you start your business, including: Detailed help with negotiating leases and selecting the appropriate site for your Così restaurant Ample guidance on store design and construction, including plans, materials, fixtures, fabrics, lighting, and everything needed to make your selected location as Così as it can be Complete in-house and on-site training to teach you all the key areas of operating your Così location — recipes and food preparation, staff management, maintaining financial controls, and more Hands-on support with set-up and promotional activities, as you prepare your Grand Opening event and launch your new Così restaurant
Ongoing operational and sales help through phone support, refresher training courses, and regular visits to your store by our field staff Creative and varied marketing materials and promotional programs to help you effectively market your Così restaurant in your community Continual menu, concept, and operational improvements and feedback opportunities to help keep your Così location at the forefront of the marketplace
The story continues… As Così opens in cities and towns across the country, we will continue to retain the vision, the philosophy, and the values that originated with the first Così. For more information on how you can be a part of the Così team — and, at the same time, own your own business – just complete and return the Confidential Information Form provided at the back of this brochure.
Thank you for your interest in Così.
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