Mr.

FRANCHISING PLAN

O'BRIENS IRISH SANDWICH BAR

Manan Kapoor

FEASIBILITY STUDY

We are a team of management consultants who have been hired by O'Briens Singapore to study the opportunity for them in other parts of Asia as a part of their expansion initiative.

O'Briens is into the business of Sandwich Bar and coffee shops, it is a renowned name in this part of the World and is targeted to affluent A class people in higher income bracket.

After doing the necessary research we have finalised India as a prospective market for them because-

* As per the study conducted by AC Nielson-With increasing health consciousness, desire for better hygiene and convenience, Indians feature amongst the top 10 most frequent visitors of coffee shop(37%), so there is a growing market for a concept like O'Briens.

* The trend in aggregate consumer spending also corroborates the

consumption boom in the economy. The rate of growth of spending on discretionary items has been growing at an average of 9 per cent per year over the past five years(AT Kearney survey), so there is ample scope for such concept as O'Briens.

* Growing coffee culture and presence of chains like Barista and Cafй coffee day have already established the market but these are competitors only to the extent of serving coffees and do not focus on providing an esoteric experience.

* Increasing health conciousness among middle class in metros is also a favourable trend as O'Brien's focus has always been on healthier choices, it has constantly strive to introduce a more ethical way of doing business with organic deli dishes and snacks.

* Absence of any Salad Bar as such which could be a great opportunity.

As regards to the initial plans we have suggested to focus on Delhi and Mumbai as these two are the most cosmopolitan cities with highest spending power.

Since O'Briens has an international presence we will strongly recommend to leverage

its Brand Value by opening up its first Franchisee in Embassy Area in New Delhi so we have identified a location for them in Chanakya Puri in South Delhi-

Proposed Location-9/48, Malcha Marg, Shopping Centre, Chanakyapuri, New Delhi.

WHY THIS LOCATION?

* Most visited shopping complex in the South Delhi.

* Within vicinity of Chanakya Cinema Complex high walk ins. Located in heart of all the embassies, multi cultural environment.

* 15 minutes drive from Connaught Place, the Business centre of Delhi, all major MNCs offices are here.

* Great retail space that is bright, hip, clean, and located in an upscale green environment right in the heart of the city.

Value Proposition- The first O'Briens will be located in the heart of the city, catering to the suave, trendy and wealthy strata of society and to the foreigners working in the city looking for an unforgettable experience. Committed to providing an experience, which is true to the cuisine & panache it promises. Based on our recommendations company is now looking to find a partner for itself in India. Following is the franchisee business plan cum Brochure for prospective franchisees detailing various aspects of the company's policies and values.

EXECUTIVE SUMMARY

O'Briens offers healthy meals and is known for its Hand cut sandwiches and gourmet coffee. It truly encapsulate all the positive traditional Irish values, yet reflects modern Ireland and changing lifestyles with a proposition that would have universal appeal.

O'Brien's is a people's business. Each store is individually owned and run, giving it that real personal touch. The store's 'Irishness' and 'friendliness' are integral to the O'Brien's experience. The network of stores have developed across Ireland, the UK ,Europe, Asia and Australia and continues to grow more rapidly today.

O'BRIEN'S ENTRY IN INDIA

Looking at the current scenario, India seems to be a potential destination for them to enter the market. Considering the change in living conditions, standards and increase in expenditure on leisure activities, O'Briens would be a sustainable business venture in India. The launch plan focuses the capital, New Delhi and thereby expanding to other metropolitans in the country.

For the network of franchise partners, there will be a sound management and professional back-up resulting into the success of the brand as a whole. In order to enhance the entire process will be a series of marketing activities carried out across the country especially the place of launch.

The chain will assess the success of its operation in New Delhi and only after analyzing will plan to expand to other parts of the country in the next financial year.

COMPANY BACKGROUND

In 1988, Brody decided to start a business that will encapsulate all the positive traditional Irish values, yet reflect modern Ireland and changing lifestyles with a proposition that would have universal appeal.

So the O'Briens concept was born with its made to order sandwiches, WRAPPOS, Tossed Salads, TOOSTIES, espresso-based coffee drinks and a range of branded snacks and drinks, served for sit in or takeaway, whatever the customer choice. An extensive variety of catering platters for business and social functions can be delivered direct to customers every day of the week.

AIM

To offer quality products, in great surroundings, through exceptional people - profitably - and for the long term.

FRANCHISING

O' Briens believe that