Egon Magazine 2023

EGONMAGA Z I NE

News!

On e o f No r w a y’s l a r g est a nd m os t exper i enc ed r est a ura nt g ro ups a r e ex pa ndi ng

Egon Menu //Produce

Founders and Leadership //Norrein Group

Around the World //The Journey

The Team //Staff

Restaurants //Interior, Exterior and Spec

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www.egon.no www.egon.se www.egonrestaurant.uk Follow us on Instagram and Facebook @egon_restauranter

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EGON MAGAZINE

Contents 4

Biography //Dan Robert Halshamn

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Founders and Leadership //Norrein Group

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Egon Menu //Produce

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Restaurants //Locations

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Restaurants //Interior

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Restaurants //Exterior

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The Restaurants //Spec

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The Team //Staff

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Around the World //The Journey

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Contact //Peter Eriksson Jingryd

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BIOGRAPHY

Dan Robert Halshamn Ghief Executive Officer, Egon Restaurants and The Norrein Group, Hotel and Restaurant administration Contact: dan.robert@norrein.no

Dan Robert was born in Trondheim, Norway and raised “within the hospitality of the Egon family”, a company within The Norrein Group, co-founded by his father Roger Halshamn.

From the age of 14 he worked part-time in the group’s hotels and restaurants. He then served for several years as an officer in the Royal Norwegian Airforce and received an MBA degree,

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before starting full-time working for Egon Restaurants and The Norrein Group from 2004.

He now manages almost 50 companies within The Norrein Group’s portfolio of hotels and restaurants, which are all market leaders, with over 2000 employees and an annual revenue of € 200 million.

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FOUNDERS AND LEADERSHIP

The Norrein Group Egon restaurants, an all-day casual dining concept, is part of The Norrein Group.

The Norrein Group was founded by three Norwegians Roger Halshamn, Olav Fallan and Gerhard Nordberg.

Almost 6 million guests visit the restaurants a year with a total annual revenue of € 200 million.

The first Egon restaurant opened in 1984 in Oslo. There are now currently 48 Egon restaurants– 45 in Norway and 3 in Sweden.

All restaurants are privately owned by The Norrein Group and there are no franchise restaurants in existence.

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EGON MENU

Produce Do we really know where the food we eat is actually coming from?

Do we consider these questions when we go to a restaurant, or do we just count on everything being in order?

You can count on one thing when eating at Egon, and that is that the produce is of the highest quality and that we cook it properly.

We listen to our guests and take them seriously.

The Egon menu is large and extensive.

We have dishes and drinks in many categories and sizes. This is one of our success factors, and we have a good selection for even the pickiest customer. In the battle over customers, we are mainly competing with niche restaurants that are good in their respective fields. Hamburger restaurants cooking burgers, pizzerias serving pizza, Italian bistros are good at pasta, meat places at beef, and Asian restaurants are serving their culinary specialties.

At Egon we have all this and more. This means that we have a selection that stretches far beyond what others have, which in turn means that if several people are going out to eat, we are able to cater each and every one of them.

But this is also demanding. It takes knowledge in the employees and very good organisation in the kitchen to master a vast menu like ours, and at the same time deliver food quality that is as good or better than the specialists.

This is something we continuously work with every day across all Egon restaurants.

We live off happy guests and good guest experiences. This means that we need to deliver top quality food, irrespective of whether the guest is eating beef, red curry

chicken, pasta or a hamburger. The guests today expect – and should expect – top-notch food and top-notch service when they go out to eat.

So which are the factors at play behind delivering good food with such a vast menu and the enormous pressure on the Egon kitchen?

Naturally, this starts with the kitchen staff. The chef with their team. Without professionals and cooks with pride in their work the results will never be 100% regardless of how good the produce one uses. At Egon, we have hardworking, proud chefs deliver fantastic food experiences to our guests.

It’s about caring about the details.

The produce is indeed also of great importance. We are very careful when choosing producers, produce and suppliers. We have made a conscious choice regarding these things at Egon.

All of the main categories of produce have produce produced in Norway of Norwegian produce. Meat, fish, chicken and vegetables when they are in season.

This means that all the meat we have at Egon has Norwegian origin.

We at Egon, a national player with restaurants in large parts of the country, define local food like this: food and products made from local produce, produced by good and serious Norwegian producers from different parts of Norway.

Apart from the raw material itself, a big part of the Egon identity lies in the flavours.

This is defined by the fact that we cook everything from soup, dressing and sauces in every single restaurant. We are proud to have talented chefs that every day prepare and produce Egon’s own products. This means that guests can go into any Egon and experience these exact flavours, and this contributes to giving the speciality tasting experience.

In the menu process, which we are currently undertaking, our primary goal is to develop and renew our international categories such as Asian, Italian and steaks. Our diversity is, as mentioned, one of our strengths. At the same time, it is fun to be able to cook food from different food cultures and different parts of the world with top-quality produce from Norwegian producers.

We are dedicated to providing our guests with good experiences with us, and we work every day for Egon to be the best in guest experience. This means that we also need to be dedicated to what people like, want and value.

We live off satisfied guests and we are therefore dedicated to having a menu that at any one time offers food and drinks that people like and request.

We never forget who we are here for – our customers.

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RESTAURANTS

Locations There are now 45 Egon Restaurants in Norway and 3 Egon Restaurants in Sweden with six million guests per year. Egon will be starting to accept invitations from landlords in other Swedish cities larger than 50.000/75.000 inhabitants and more.

Unibail-Rodamco.

The span on yearly revenue per restaurant is from €2,5 million to €12 million, with an average of about €4,5 million per year per restaurant.

The first Egon in Norway opened in 1984 in Oslo and the first Egon in Sweden opened in 2015 in Mall of Scandinavia together with Unibail-Rodamco.

However, there is a careful strategy of not opening too many restaurants at a time to be able to maintain focus and quality in the existing restaurants.

Mall of Scandinavia is a wonderful shopping mall located on the outskirts of Stockholm Solna municipality. It was here that Egon chose to open Sweden’s very first Egon restaurant in 2015 with

Going forward, we have set ourselves the goal of opening 20 new restaurants over the next 5 years.

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THE IMPORTANT ATMOSPHERE

Interior EGON has a unique atmosphere in its restaurants.

Combining vintage and rustic with a touch of modern gives the guests a homely and warm feeling.

The restaurants are also decorated after their location.

The pictures on the walls are all black and white photos from the old days in that area. They are always a good conversation starter.

A lot of the decor represents what has happened her before.

In EGON Uppsala there is plenty of bicycles hanging in the ceiling.

At the bar even the barstools have pedals. This is to reflect that Uppsala has been, and still are, a city with a lot of bicycle history.

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Uppsala is a huge student city as well and all the books in the restaurant is a reference to the University and the students.

This is just some examples of many decor details that we know make the guests interested, is a conversation starter or make the guests feel even more at home.

Since EGON’s slogan is “Where everyone feels at home” EGON’s mission is to reflect that in the interior and atmosphere.

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Egon Re Re sta sta u u ra ra nt nt Egon

Exterior

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Requirements Specification Electricity capacity ca 350 - 450 A Ventilation

Black plate

Required

- 15 floor drains, Water & Sewage 10 40 x 40 cm.

ca 4400 l/s

Grease trap

Required

TR

Glassdør m/industrivindu

Varelevering Egon

Industrivindu

HØYT BORD

Teppe

7 690

12,4 m2 WC HERRE

HØYT BORD

BOKHYLLE

PIZZA

VINSKAP

9,9 m2 WC DAME

Industrivindu

ARBEIDSBENK

EGON AREAL: 459,8 m2 CA 194 SITTEPLASSER

Industrivindu

GEIDER U/BENK

EGON

ØLTÅRN

1 391

GLASS HEIS

VINKJØLER

52,8 m2 KJØKKEN

GLASSOPPHENG

VASK

KAFFE

13,6 m2 OPPVASK

Varelevering

132,6 m2 EGON UTESERVERING

KASSE

KJØLESKAP U/BENK IS

400,0 m2

14 916

5,1 m2 KJØLT AVFALL

MINERAL VANN

1 770

GLASSOPPHENG

3 207

GLASS HEIS GEIDER U/BENK IS MINERAL VANN

GLASSOPPHENG

UTLEVERINGSHYLLER

GLASS HEIS

8 256

Industrivindu KASSE

KJØLESKAP U/BENK

7,3 m2 TØRRVARE

ØLTÅRN

5 001

Example of floorplan

Industrivindu

Inngang Egon

B.slanger

VASK

KJØLESKAP

7,7 m2 FRYS 6,5 KJ m 2 ØL

5,8

m2

BOKHYLLE 9 104 Teppe

NB! ALLE MÅL MÅ KONTROLLERES PÅ STEDET Tiltakshaver

+47 98 04 69 14 rrezarta@artadesign.no Ingvald Ludvigsens gate 21, 3027 Drammen

EGON AREAL

16 OBS! A3 FORMAT!

Målestokk

Tiltakshaver

1:100

Prosjekt

Dato

Egon Downtown Adresse 0000 Sted

22-05-23

Prosjektnr.:

Tegningsnr.:

500-03

A23-201

Type tegning:

Innredningsplan 1.Etasje

Rev. dato:

02-06-23 Sign:

RD

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The Team Egon has around 2000 employees, 2000 Today most of them between the age of 22-25.

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Approximately 200 of these are managers and middle managers, with an average age of 28-34.

92%

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The turnover of employees at manager and middle management level is 8 years.

85%

In an employee survey from January 2023, almost 85% of Egon employees said that they would recommend others to work at Egon.

92% said that they believe in the concept and are willing to make an extra effort to see their Egon succeed.

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AROUND THE WORLD

The Journey The Egon name and brand has been in existence since 1984 when the first restaurant, Egon Nordstrand, opened in Oslo.

Egon then began its journey as a restaurant chain in 1987 when Egon Søndre in Trondheim was unveiled. Since then the restaurant has flourished In other words, the Egon family is filled to the brim with experience and history. While it is of essence to stay true to the original concept, it’s equally important to develop Egon into the best version of itself at every point in time.

These elements can be to do with the staff uniforms, serving, glass, stoneware china, presentation, menu profile et cetera.

Concept trip to London In order to keep up with what is happening in the food and beverage market, Egon goes overseas every year for an annual trend and concept trip. We have visited a number of places including San Francisco, Miami, New York, Chicago, Honolulu, Barcelona, San Sebastian, Milan, Rome, Hong Kong, Tokyo.

Egon has made many trips to London.

As most people know, London is the epicentre that brings together cuisines from all over the world, and the perfect place to get a benchmark for development in the industry.

At Egon, a new menu is introduced at the beginning of June every year. Some dishes are improved and some leave the menu completely while others enter it. This date is also the day when new elements are announced as part of the Egon concept.

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As a pre-cursor to all of this, we go around the world to collect inspiration, insight and, last but not least to see what is happening in terms of trends and new restaurant concepts.

Over 40 restaurants, hotels, shopping centres and bars were visited over the course of four days. Food, menus, interiors, shop fronts, profile and design were all carefully studied and over 500 pictures got to come back to Norway in order to create the foundation for next year’s menu, but also ideas for interior details for Egon.

It is challenging to pinpoint one specific trend as the food and beverage offerings are so varied and diverse. One observation new large hotels with many good bars and restaurants are popping up under the term day-clubbing/after work. You simply take nightlife visitors during the day/early evening instead of at night. The trend of people preferring to go out during the day/ early evening instead of at night also has a positive effect on restaurant visits.

In terms of food trends, we can see that Italian food is extremely popular. At the same time, we recognise the rising popularity of Street Food, especially when it comes to organised food markets. Asian and South American is even more on the radar than before. Fusion between the Asian and European, or South America mixed with Europe, are up and coming.

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CONTACT

Peter Eriksson Jingryd Etableringsansvarig/ Country Manager Sverige Stockholm, Sweden Mobile: +46 70 635 24 05 E-mail: peter@egon.se Web: egon.se Web: egon.no Web: norrein.no Web: egonrestaurant.uk

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