Submitted By: Yu, Franchesca L. Submitted to: Mr. Velez Date of Submission: October 27, 2015 I. BRIEF HISTORY OF BON APPETEA
Bon Appetea is a brainchild of Thomas Pestano, a Culinary Institute of America graduate. His wide experience in the food and hospitality industry in the United States brought him back in the Philippines to put up a business in the fast food sector. Filipinos have always loved fast food, and he noticed that there is still a void left to be filled. As a result Bon Appetea was born. Its first venture into the fast food industry is with Bon Appetea Express Brew Tea shop located in Strata 2000, F. Ortigas Jr. , Ortigas Center, Pasig.
Bon Appetea Express Brew Tea shop is the first tea shop to operate 24 hours a day. It is the first to offer innovative products such as alcohol- spiked concoctions. Bon Appeatea offers its customers a wide variety of tea-based drinks to choose from. Customers will also be able to choose the base teas such as Jasmine Green Tea, Assam Black Tea, and toppings such as tapioca pearls, coconut jellies, egg puddings and many more. Aside from developing kiosks/stalls, Bon Appetea is looking into developing and putting up full-sized dine-in stores. These stores will be offering a wider array of drinks and toppings to choose from. These store will also be offering food to complement its existing beverage lines.
Bon AppeTEA is a unique franchise concept bringing the new generation of great tea concoctions at a very affordable price. Bon AppeTEA came from a words combining “bon appetite” which means “good appetite”, and its main product – the Milk TEA.
VISION * To maintain a profitable operation, in order to sustain a quality dining. * To offer a reasonable price of products being offered in the store. * To maintain a comfortable atmosphere for the dining customers.
MISSION To provide a unique and wholesome dining place to experience our different mix of quality drinks and pastries and staffs who wants to exceed the customer’s expectations.
CORE VALUES * friendliness * respect * ownership * Teamwork * Honesty * excellence
II. EVOLUTION OF BON APPETEA FROM ITS EARLY BEGINNING UP TO THE PRESENT
This funky and cool one stop tea, iced cold drinks and more shop has just celebrated its 3rdanniversary and it currently has 40 stores nationwide. It was first established in Ortigas, Pasig. The chic looking and refreshing stores are located at the following areas; at Ventura Residences MV delos Santos cor San Anton near UM and UE, Masinag Green Heights, 2nd floor Mindoro Citimall, corner of Paseo de Roxas and Makati Ave., Laoag City, Robinsons Cybergate Cebu and a whole lot more. Bon Appetea stores have just opened in these areas in the past few months: Vistana Residences in Ramos St Cebu, Tagaytay, Agusan del Sur, Lipa, Batangas (across DLSU Lipa) and Angono Rizal among others. It only shows that this is one of the most popular and well-loved hot and cold beverages stop in the country nowadays. The stores look really cool and chic, the modern decors only provides refreshing feeling to those who are dining in.
III. SALES & SCOPE The operation hours of Bon Appetea is from 10:00am to 11:00pm. They are open everyday from Mondays- Sundays. Their interior is very cozy and inviting. Most of the color they use is mint green which symbolizes ta leaf. They do have couches in their shop and television as well. The place is pretty small but there are many tables available for sharing. I can say that if you want to work in a coffee shop, staying in Bon Appetea would be great. But of course, it depends on the time you will work and the location of the shop since if the Bon Appetea you chose is near schools or universities, there would be a lot of students chatting.
They have great Service. Staffs and the managers are friendly and helpful. There's a lot of free parking nearby as well. They have free wifi and a decent amount of tables and seating, so it's a good place to get some work done or just hang out with friends. The small cafe is charming, providing a perfect sanctuary for students and locals to indulge on refreshing drinks and scrumptious bites. It's divided into two section, order area on the right as you enter and seating lounge on the left. Guest are treated to window seating, casual couches, and handful of tables, including sidewalk seating. Makes you feel comfortable to sit and chill for a while. The stores look really cool and chic, the modern decors only provides refreshing feeling to those who are dining in. The food presentation in the posters are irresistible, it makes you crave for something. Their food or beverage portions are generous enough.
CURRENT DISTRIBUTION STRATEGIES IN TERMS OF:
INTENSITY To have a drive thru is a type of service provided by a business that allows customers to purchase products without leaving their cars.
RETAILER/WHOLESALER TYPE
higher the volume, lower the cost
STRUCTURE
· to have strong packing to protect the product
OBJECTIVES
· to be able to increase sales at least 25% for the next month.
· to be able to have 3 new product line for the next 2 months.
· to be able to have 2 new branches all over in Philippines for the next 3years.
IV. PRODUCT OFFERINGS As the business name indicates, Bon AppeTea mainly serves teas with a variety of choices. Though they are more focused in marketing their cold drinks, they also offer hot beverages. Their current product lines are the following: Ice Blended frappes, fresh-Brewed fruiteas, milk Teas, Yakult Teas, and salt-and-Cheese foams. With this, the customers are already presented with more than 50 choices which they can all try. Aside from that, they can also choose from different add-ons for their drinks. The drinks also come in different sizes, small, medium, large, and monster cup. The store is also offering waffles in different available flavors as a match for their drinks. In their Malate, Manila branch, they are also offering rice bowls which are bacon, spicy tinapa rice, spicy dilis, spam and egg, and many more.
Some of Bon AppeTEA milk tea products are the mixtures of Jasmin Green Teas such as Blossom Dreams, Peachsicle, Rainforest Passion, Heavenly Blush and Morocco Nights. They also have Assam Black Tea variants like the Purple Royale, Himalaya, Nirvana, Kathmandu, Ambrosia, Mélange, and Crème Brule. All serves together with your choice of toppers like the popular chewy Tapioca Pearls (sago), Nata de Coco, Sweet Puddings, Heavenly Aloes, and Soft Jellies such as Brown Sugar Jelly, Mesona Jelly, and Konjak.
Aside from milk tea drinks, Bon AppeTEA also offers other delectable fruity or yogurt flavored bobba drinks such as Fruit Teas and Yogurt Teas, respectively.
Today, Bon AppeTEA continues to create new more refreshing teas with a twist, the VitaliTEA, for figure-conscious individuals, the Herbal TEAs, for the health-buffs; and the NaughTEAs such as TEAquila Sunrise and Long Island Iced Tea.
V. SUPPLIERS Bon Appetea’s suppliers for their food and beverage ingredients are confidentially delivered to them. VI. ROYALTY FEES Franchise Term Period: 5 years (subject to renewal)
Royalties : 2% taken from gross sales VII. BON APPETEA’S FDD & FA DETAILS Bon Appetea’s Franchise Disclosure Document contains the profile of the franchisor, initial franchise fee and investment, restrictions on sources of products, franchisee’s obligations, franchisor’s obligations, trademarks, patents, copyrights and proprietary information, restrictions on what the franchisee may sell, renewal, termination, transfer and dispute resolution, list of franchise outlets, financial statements and contracts. It is stated in the FDD that Bon Appetea will provide the franchisee all products, ingredients and supplies. The franchisee may also use designated suppliers of Bon Appetea according to the specifications set by store operations and in accordance with the provisions of the franchise agreement. Franchise fees starts from P250, 000.
Space Requirement: Minimum of 30 sqm.
Franchise Package Includes the following: * Rights to use trade mark, logos, recipes and product line. * Business Operations Manual * Location assistance, Site Evaluation, and Securing of lease * Initial training for franchisee, manager, and 6 crew members * Store construction assistance, suppliers assistance, interior finishing and store setup assistance * Pre-opening assistance and opening team for fist week of operations * On-going marketing support * On-going research and development and support for new products, methods and business systems
Benefits of Franchising Bon AppeTEA * There is high success rate due to its business model rather than starting from scratch. * Bon AppeTEA is a recognized brand or trademark that can guarantee you with success. * Financing that may come from various sectors may be availed easily when putting up a good reputation franchise like Bon AppeTEA. * A franchisee may also secure huge profit when success formulas are met such as low-cost supplies, proper placement, and good marketing techniques.
What to consider when franchising Bon AppeTEA
1. Make sure that you really want to own this franchise and this will best fit your venture among other offered business opportunities.
2. Be certain that you can work harmoniously with Bon AppeTEA franchise and it is within your interest. A visit to one of the franchise store will help you be more aware of operation and proceedings.
3. Carefully study the Terms and Condition, Franchise Agreement, and what are included in franchising Bon AppeTEA.
4. Check if Bon AppeTEA franchise will be compatible with the rules and regulation, as well as existing laws on chosen location.
5. Best location is one key aspect to have a successful Bon AppeTEA franchise. Study the environment and see if your business suits the surroundings.
VIII. RETURN OF INVESTMENT /PAYBACK PERIOD Total Investment: Approximately P0.8 million – 1.5 million depending on location and size
Projected ROI Period: 2 years
