SucceSS - SAUSALITOS Holding

Expansion brochure:
Success
to the rhythm of the city.
www.sausalitos.de
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Contents
// SAUSALITOS, the successful brand
Page 5
Company
Page 5
Image/Philosophy
Page 6
Facts/Branches
Page 7
Our patrons
// Prosperous prospects
Page 9
Chain restaurants
Page 10
National growth prospects
Page 11
International growth prospects
// SAUSALITOS, the recipe for success
Page 12
Branch design
Page 15
Design plan
Page 16/17
Franchise criteria
Page 18/19
Lease conditions/criteria
Page 20/21
Sample blueprint
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“But success is nothing
we like to rest on.
We want more!“
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// SAUSALITOS, the successful brand
THE COMPANY
SAUSALITOS
SAUSALITOS Holding GmbH is one of the fastest-growing and leading German restaurant chains. Specialized in a wide range of cocktails and californianmexican dishes, the company is clearly positioned in leisure gastronomy.
SAUSALITOS branches usually comprise four areas: a bar, a bistro, a restaurant, as well as a terrace or a beer garden. Its visual appearance is defined by the
authentic „Santa Fe“ style. With a uniform look in the colours beige, blue, and red,
it becomes clear at first sight that the individual restaurants belong together.
System management, controlling, marketing and PR are grouped together centrally
in the holding company. With more than 4 million customers, Sausalitos Holding GmbH
holds a secure place among the top 10 of the German leisure gastronomy market.
Image / Philosophy
The SAUSALITOS world of experience stands for intense emotion in a
relaxed atmosphere. Our patrons feel free and relaxed - just like on holiday.
But SAUSALITOS is more than that: our patrons become part of a very special
community: the SAUSALITOS Community. As soon as they enter our world, they discover
unexpected communicative and interactive possibilities.
SAUSALITOS is a leading representative of the field of leisure gastronomy. The reasons
for this are clear: for one, the concept is outstandingly popular among the target group
on the other hand, SAUSALITOS is more to its patrons than just a bar or a restaurant.
It is a recipe for success that has proven itself for more than a decade. The concept
was developed in 1994. The restaurant chain has been successful in the German
market ever since.
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Facts
Company‘s registered office
Munich/Bavaria
Founding year
1994
SCHLESWIGHOLSTEIN
MECKLENBURGHamburg
HITHER POMERANIA
Osnabrück
HB
Hanover
LOWER SAXONY
Bochum
Wolfsburg
Berlin
Brunswick BRANDENBURG
SAXONYANHALT
Göttingen
SAXONIA
Essen
Dortmund
Aachen NORTH RHINEWuppertal
WESTPHALIA
Düsseldorf
THURINGIA
HESSE
Frankfurt
Cologne
RHINELANDPALATINATE
Current
branches:
B
Nuremberg
Mainz
SAARLAND
Darmstadt
Ingolstadt
BADENAugsburg
Stuttgart
Stuttgart
WUERTTEMBERG
Sausalitos Holding currently has more
Munich Schwabing
than 26 branches - and counting.
Last updated October 2011
Garmisch
October 2011
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Munich Pasing
BAVARIA
Landshut
Munich im Tal
// SAUSALITOS, the successful brand
Our patrons love going out and partying. They are usually between 18 and 39 years
old, while the core target group is between the ages of 20 and 29. They have an aboveaverage education level and a net household income between €1,500 and €3,000.
On average they pay SAUSALITOS more than one visit per month.
The percentage of women is slightly higher than that of men.
Employment status1
Students
31,2 %
Employees
Pupils
Frequency of visits1
37,2 %
14,4 %
Once or twice per month
Once or twice per quarter
Reasons for the visit1
Surfing on the Internet
Tasty food
Eating out with friends
71,7 %
61,3 %
Partying with friends
78,0 %
College/university degree
Abitur
Over €3000
€1500-€3000
Not specified
12,8 %
61,5 %
8,5 %
42,3 %
15,4 %
33,8 %
Sex ratio2
47,5 %
Men
78,9 %
Drinking
2
85,4 %
Meeting friends
Up to €1500
22,1 %
Brand association1
1
Delicious beverages
43,2 %
21,9 %
Realschule
Eating
55,4 %
Net household income2
Education2
Fun
36,1 %
Once or twice per year 13,8 %
Leisure activities of the patrons1
Elementary/
Hauptschule
40,0 %
Women
46,2 %
53,8 %
39,0 %
Online Panel 2011
market research, awareness Sausalitos (n=600, people
between 14-39 years who go out at least once a month)
„...lifestyle and trends are
simply part of their lives.“
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„A constant change of
structure is happening...“
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// Prosperous prospects
GERMAN
CHAIN RESTAURANTS
What is the difference between conventional gastronomy and chain gastronomy?
Chain gastronomy means the sale of food and beverages within a standardised
and multiplied concept. This concept is determined and directed centrally. Unlike in conventional gastronomy, where the menu and appearance of a restaurant
is up to its owner, chain gastronomy is distinguished by a systematised profile.
The market
Typical for chain gastronomy: the disproportionately high growth
in the past compared to conventional gastronomy. Leisure gastronomy is one of the most successful segments in this field.
An undeniable development has become apparent since the 1990s: the structural
change in establishments specialized in serving beverages. The classic bar is continuously losing ground on the market. The reason for this are gastronomic establishments with modern concepts and attractive inner city locations. A comparison with
other European countries confirms: this trend is going to continue in the future.
Growth prospects
Attractive growth prospects - nationally and internationally.
Market entry and market cultivation strategies have been prepared in order to
unlock the as of yet untapped national and international potential. These strategies are ready for implementation - with the best chances of success.
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NATIONAL
EXPANSION PROSPECTS
More national market shares.
SAUSALITOS aims to significantly increase the density of its network of branches within Germany. The main focus for
branch openings will remain on cities with a population of more than 80,000. Optimally, further pull factors such as
universities or large sports facilities and venues will generate additional patronage, especially from the target group.
Potential locations are currently being inspected in the following locations:
SCHLESWIGHOLSTEIN
MECKLENBURGWESTERN POMERANIA
HB
LOWER SAXONY
B
BRANDENBURG
SAXONYANHALT
NORTH RHINEWESTPHALIA
SAXONIA
HESSE
THURINGIA
RHINELANDPALATINATE
SAARLAND
BAVARIA
BADENWÜRTEMBERG
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// Prosperous prospects
Poland
Denmark
Netherlands
Czech Republic
Belgium
Austria
Switzerland
International
EXPANSION PROSPECTS
The first step toward international success.
Parallel to its extension of the German branch network, SAUSALITOS strives to open up
selected European markets - with attractive potential for growth. SAUSALITOS follows a
clear strategy when it comes to choosing: convincing general conditions as well as geographic closeness to the company headquarters in Munich play a superordinate role.
The goal, apart from simplifying communications with the head office, is the harnessing of
synergy with regard to brand awareness in Germany. That is why the main focus is on the
neighboring countries Austria, Switzerland, the Czech Republic, Denmark, Belgium, and the
Netherlands.
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„...walls painted in
intense colours in the
„Santa Fe style“...“
BRANCH DESIGN
Unmistakeable at first sight – SAUSALITOS
The layout and interior of all SAUSALITOS branches are guided by a comprehensive and
characteristic design plan. This includes the clear division of the branches into bar, bistro,
restaurant, and beer garden/terrace as well as uniform decoration.
All branches feature walls painted in the same intense colours belonging to the so-called
“Santa Fe style” and high-quality wooden fixtures and furniture in the style of the American
South.
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// SAUSALITOS, the recipe for success
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„...three different
areas, each with its
own ambiance...“
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// SAUSALITOS, the recipe for success
DESIGN PLAN
The design plan of a SAUSALITOS branch is based on a combination of three areas,
each with a different ambiance, which are combined with an outdoor area.
The ideal concept for a warm welcome.
A bright ambiance in beige hues welcomes patrons as soon as they step inside.
Tall tables, barstools, and an extra-long bar with music characterise the entrance area.
Concept-wise, this interior conveys the party mood and thus the core of the SAUSALITOS
brand experience.
Inspired by the party mood, the patron arrives in the restaurant area
with is dark blue ambiance. It is furnished with very robust tables, chairs, and benches in
dark hues. Cushions ensure personal comfort while seated and round off the feel-good
atmosphere. A very special experience: the open kitchen, which allows patrons to watch
from the restaurant area as their food is freshly prepared.
Lounging in style for sophisticated communication.
The bistro area is dominated by red hues and combines the advantages of a lounge with
the communication-oriented design of the restaurant area in the interplay of the room‘s dark
red colours with pleasant music as well as dimmed lighting and candlelight. The stylish furniture is identical to that in the restaurant area. The three indoor areas are completed by an
outdoor area: a beer garden or terrace, styled with robust furniture as well as Mediterranean
accessories and candlelight.
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// SAUSALITOS, the recipe for success
FRANCHISE CRITERIA
The conditions
We offer a ten-year franchise contract with the option to extend by further 2 x 5 years. The licensing
fee for franchise partners is 5% of the net revenue. The advertising fee is 2% of net revenue for all
measures undertaken by the SAUSALITOS Group.
This is what you need in order to get started
There is a one-time fee of €25,000.
The cost of renovations and other measures required to set up your SAUSALITOS are between
€750,000 and €1,000,000, depending on the condition, size, and location of the premises.
This is what you need personally
Due to your background you have an entrepreneurial way of thinking and acting. Furthermore you
have the necessary intuition and tact in personnel-related matters and possess a great deal of
team spirit. Your ability to make decisions distinguishes you and you have already had some
entrepreneurial success.
„Long-term success
with the right concept.“
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// SAUSALITOS, the recipe for success
LEASE CONDITIONS / CRITERIA
Location 1b, 2a Inner city location with 80,000+ inhabitants,
preferably university towns with a big-city character and good connection to public transport.
Size / Ideal size:
Ground floor area of at least 300 – 500 m²
Outdoor area with bar (terrace/beer garden with at least 80 seats)
Ancillary areas on the basement or upper floor level
Outside view
Preferably located on a street corner or in an easily visible, highly frequented location; high and
large glass façade with modern design or an old building that is of high value or renovated.
Technical / franchise restaurant-appropriate upgrade
- air condition and ventilation system with approximate capacity of 5-6 fold air replacement
- 160 KW with 200 A electrical fuse (without ventilation / air condition)
- gas utility would be an advantage, grease separator is a must
- guest and staff facilities according to local legislation
Neighbouring
Hip boutiques, universities and colleges, shopping centres, cinemas, large sport venues,
parks, and many office buildings with medium income
Demographics
- 10,000 to 20,000 residents in 1 km radius with a medium income
- the average age of the residents in a 2 km radius should be between 18 and 39
- adjacent gastronomy should be permitted
- no residential housing on the floors above the site (noise control)
Lease conditions
- a minimum of 10 years with further options for 5 years
-between €15 and €30/m² depending on location and willingness
of the property owner to invest
- safety deposit: up to a maximum of two months‘ net basic rent
- no restrictions concerning the opening hours and the food and beverage menu
- no joint advertising fund or sales-based rent etc.
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// Erfolgsrezept SAUSALITOS
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Sample blueprint
Terrasse
Ground floor
Cellar
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// SAUSALITOS, the recipe for success
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Interested? Questions? More information?
Sausalitos Holding GmbH
St.-Martin-Straße 62
81541 München
Tel: +49(0)89.660 78 660
Fax. +49(0)89.660 78 689
E-mail: info@sausalitos-holding.de
www.sausalitos.de & www.sausalitos-holding.de