History: The Ginza Project holding was founded in 2003. Within 6 years of its successful growth, the company has occupied leading positions on Russian market. The company’s main activity – restaurants of fine dining and fast-food networks. Related projects-catering services, VIP-taxi, florist boutique, design studio, boutique-hotel, and business aviation. The holding is headed by the partnership of Vadim Lapin and Dmitry Sergeev. Their business work was marked by the first restaurant’s opening in 2003with the name of Ginza, which afterwards gave the name to the whole holding.
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STATISTICS: Ginza Project holding includes: 41 conceptual restaurants in Moscow, Saint Petersburg, Rostov-on-Don and New York. 50 democratic Yaposha Cafes, 7 Mama Tao restaurants, Cvetochny Domik, Ginza Project Catering, VIP-taxi, Boutique-hotel, Ginza Sky, Ginza Design. The number of the company’s employees is over 5 000 people.
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Bread and bakery products are an integral part of any person’s diet. In different nationalities some or other flour goods are by all means served as a separate dish. But, perhaps, nowhere in the world does the bread play such a significant role as in Russia. In our country bread is the staff of life. Bread baking in Russia has always been considered an honorable and responsible business. Besides small bakeries, the so-called bread huts, there had been bread palaces. Such bakeries would bake bread in large quantities. At present time, when the standard of living of our people has immeasurably grown, bread still remains a necessary food product.
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The latest statistical data of two leading bakeries in Russia (Wolkonsky and Le Pain Quotidien) have shown that confectionery products and baked goods are in the leading positions by sales. Le Pain Quotidian “sales mix� Bread Bakery Confectionery Drinks Lunch/cafe Chocolate/candies Cuisine (Menu) Souvenirs Other
% 8 20 22 15 14 1 18 1 1 100
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The main competitor of Paul from the point of view of quality, interior and location is Wolkonsky. Le Pain Quotidian positions itself not as a bakery, but as a restaurant where baked goods and desserts can be bought to go. “Bread and co� bakery is aimed at middle class, with lower prices and mediocre quality of products. There is also a number of local bakeries with low prices, simple interiors, average or bad quality of bakery products: Paulbakery, Our bread, and Le bread.
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Competitors / number of outlets Wolkonsky: Moscow — 4, Kiev — 4, Saint-Petersburg —1 Le Pain Quotidian: Moscow — 18, Saint-Petersburg — 1 Bread & co: Moscow — 11
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Competitor’s sales statistic Sales Stats Balkoncki Le pain quotidien хлеб & co
Take away 70% 30%
Eat in 30% 70%
Ave check 450р. 400р. 370р.
Daily cc Av 1000
Breads 16%
Sales Food cost Balkoncki
Breads 4,7%
Vienoise 12,0%
Pastries 20,0%
Traiteur +Kitch 30,0%
Bev 25,0%
Vienoise 18%
Pastries 34%
Trait/Lunch 17%
Average/ No packaging 21,0%
Bev 15%
Actual 21-23
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Competitor’s location in Moscow Wolkonsky: — Bolshaya Sadovaya Str., 2/46 — Maroseyka Str., 4/2 — Zhukovka village, 69 Le Pain Quotidian: — Bagrationovsky pr., 5 — Kamergerskiy lane, 5/6 — Zubovsky parkway 5, bld. 3 — Leningradskoe highway, 16a/14 — Lesnaya str., ½ — Lesnaya str., 5 — Novinsky parkway, 7 — Novoslobodskaya str., 21 — Piatnitckaya str., 6/1 bld. 1 — Kievskiy vokzal sq., 2 Bread and co: — Malaya Bronnaya str., 21/13, bld 2 — Osenniy parkway, 20/1 — Chistoprudniy parkway, 12/4 — Ostozhenka str., 3 — Tverskaya str., 17 — Tverskaya-Yamskaya str., 12-14, bld 1 — Studencheskaya str., 26 — B. Sadovaya str., 1 — Moscow area, Odintcovskiy district, Zhukova str., 67 — B. Gruzinskaya str., 69 — Leningradskoe highway, 16
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Our experience allows to draw the following conclusions regarding the strategy of Paul brand development in Russia: — Aggressive development strategy — not less than 3 shops a year in one city — Moscow and Saint-Petersburg are strategically two most important cities for coverage, therefore Paul brand development should occur concurrently in both cities — The holding is planning to sell Paul products in restaurants, as well as leaders of the market HoReCa of Saint-Petersburg and Moscow.
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Development Plan
Fournil Satellite
2011 1st year Moscow Petersburgh 3 1 3 1 6 2
2012 2nd year Moscow Petersburh 3 2 6 2 9 4
2013 3rd year Moscow Petersburgh 3 3 3 2 6 5
2014 4th year Moscow Petersburgh 2 1 5 1 7 2
2015 5th year Moscow Petersburgh 2 1 5 1 7 2
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Toatal 5 years 21 29 50
Proposed locations for Paul bakeries 3
1. Noviy Arbat, 15 2. Tverskaya-Yamskaya, 25 3. Dubninskaya, 225 4. Leninsky, 75-9 5. Kutuzovsky, 151-9
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1
4
5
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PAUL RUSSIA “START UP” STRUCTURE PAUL RUSSIA " Start up" structure
Finance
Shareholders GINZA PROJECT
Corporate marketing Legal / Location contracts Development strategies / Locations Pricing/ Expenses approvals Security Franchise relations "PAUL" Brand development Russia & Other territories Business development( Sales/Growth) Brand profitability Internal controls Budget development /Business plan Production quality control & standards ( Product/service)/Brand chef
COO/ General manager PAUL RUSSIA Quality control Department Transport Driver/car
1st restaurant director ( Future operations manager)
Restaurant Directors ( Quality/Service/cleanliness/ controls)
Manager Projects (Project assistant to COO)
Project planning( Design Sub contracting) Design project (PAUL architect/ Design firm)
Managers Permits/ SES
Manager Real estate Sourcing
Site information package Landlord contacts Agencies Other
Office manager (Reception)
Personnel Manager (HR)
Manager recruitement Empl relations Admin & benefits
Head accountant PAUL
General accountant tax mgt Accountant cost accounting Accountant salaries &benefits Accountant Payments "Technolog" calculation cards Tk cards
Future Operations managers SPB,Territorial,Country
Purchasing manager Logistics and customs
Purchasing manager FF&E Purchasing manager F&B
Training managers Project engineers Construction /Tenders/Cmeta/Contracts
Real eatate Agents Recruiters
Manager system informatique POS systems
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Ginza Project Holding takes the leading place in restaurant market of Russia. The company employs only leading experts in specific industries. Personnel selection is one of the major components of our success, to which we pay a lot of attention. The company’s resources and gathered experience will serve as the necessary foundation for development of Paul brand in the new market. We believe in success of our cooperation and we are grateful to Paul for its trust.
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Thank you for your attention!
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