International Marketing Febo Report.docx

Joint ventures with big retailers target etc offer

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Joint Ventures with Big Retailers (Target, Etc.) Offer local specialties Food delivery Catering Counter for extra items Drive-through Threats Slow eating trend Healthy lifestyle trend Fast Food and Online Delivery Competitors Changing attitudes and laws toward “junk food” Self-serve fast food chains and mobile ordering 19
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Appendix V Febo franchise costs Appendix VI Average trip expenditures 20
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Appendix VII Addressable market size Boomers Generation X Millennials Silent Generation Total Visitors 11,600,000 13,800,000 13,600,000 1,120,000 40,120,000 Average budget on foods and drinks $341.10 $336.18 $285.80 $254.04 $1,217.12 100% Market Penetration $3,956,760,00 0 $4,639,284,00 0 $3,886,880,000 $284,524,800 $48,830,854,400 Generation X and Millennials Total Market Penetration $8,526,164,000 Formula: Total number of population per Generation * Total Average number of budget on foods and drinks per Generation Appendix VII Buyer personas Party Pete Tradeshow Tina Middle-Aged Mike 23 years old Aspires to become an International DJ Loves to participate to pub- crawls His grocery budget is equally distributed between food and alcoholic beverages Recently graduated from university Is single Lives with three other roommates 26 years old Recently graduated with B.A degree Always shares her new work travelling experiences on social media Likes to go to the gym Goes to Starbucks everyday Owns a small size dog Is in a long term relationship 35 years old Turns happy hour into late- nighters Has an office job Consumes beer in equal amount as he does water His favorite holiday is the Superbowl even thought his favorite sport is beer pong Has a membership at a gym, but rarely ever goes Plays recreational basketball with coworkers Watches world series poker tournament Loves to gamble 21
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Appendix VIII Menu items pricing Selected Menu - Sample Item Euro Price Dollar Conversion US Menu Price Sales Tax Price Less Tax Margin Gross Profit Given 1.24 Exchange Rate Frites French Fries (medium) € 2.45 $3.04 $2.99 $0.24 $2.75 70% $1.92 Bucket Small (4 persons) € 9.25 $11.47 $11.49 $0.93 $10.56 70% $7.39 Febo Snacks Croquettes € 2.00 $2.48 $2.49 $0.20 $2.29 70% $1.60 Bitterballen (6) € 3.60 $4.46 $4.49 $0.36 $4.13 70% $2.89 Kipcorn € 2.00 $2.48 $2.49 $0.20 $2.29 70% $1.60 Chicken Nuggets (6) € 2.90 $3.60 $3.49 $0.28 $3.21 70% $2.25 Sandwiches/Burgers Grill Burger (single) € 2.50 $3.10 $2.99 $0.24 $2.75 70% $1.92 Chicken Burger (single) € 2.50 $3.10 $2.99 $0.24 $2.75 70% $1.92 Cheese Burger (single) € 3.00 $3.72 $3.99 $0.32 $3.67 70% $2.57 Grill Burger (double) € 4.00 $4.96 $4.99 $0.40 $4.59 70% $3.21 Chicken Burger (double) € 4.00 $4.96 $4.99 $0.40 $4.59 70% $3.21 Cheese Burger (double) € 4.60 $5.70 $5.99 $0.49 $5.50 70% $3.85 Bacon Burger € 2.90 $3.60 $3.49 $0.28 $3.21 70% $2.25 Chilli Cheese Burger € 2.90 $3.60 $3.49 $0.28 $3.21 70% $2.25 Club Burger € 5.15 $6.39 $6.49 $0.53 $5.96 70% $4.18 Drinks Soft Drink 0.5l € 2.40 $2.98 $2.99 $0.24 $2.75 70% $1.92 Soft Drink Can € 2.00 $2.48 $2.49 $0.20 $2.29 70% $1.60 American Menu Additions Corndog $1.49 $0.12 $1.37 70% $0.96 TaterTots $2.99 $0.24 $2.75 70% $1.92 Onion Rings $2.99 $0.24 $2.75 70% $1.92 Jalepeno Poppers $2.99 $0.24 $2.75 70% $1.92 Average Item GP $2.54 Average Cust Purchase $7.61 Total Cust Per Hr for Sales Target Per Store 13.79 22
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Appendix X Income statement projection 5 years Time Line 2018 2019 2020 2021 2022 New stores opening per year Las Vegas(5) LA(5), Las Vegas(1) San Diego(5), Las Vegas(1) SF(5),Oak(5), Las Vegas(1) San Jose(5), LA(5), Las Vegas (1) Total stores 5 11 17 28 39 Sales of franchise store $5,000,000.00 $11,000,000.00 $17,000,000.00 $28,000,000.00 $39,000,000.00 Revenue Franchise purchase fee $50,000.00 $60,000.00 $60,000.00 $110,000.00 $110,000.00 Sales Royalties @ 8% $400,000.00 $880,000.00 $1,360,000.00 $2,240,000.00 $3,120,000.00 Advertising Fee @ 4.5% $225,000.00 $495,000.00 $765,000.00 $1,260,000.00 $1,755,000.00
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  • Fall '12
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