Breakfast in America

17, rue des Ecoles, Paris - Tél: 01 43 54 50 28 Métro: Cardinal LeMoine or Jussieu

Group ES1.D

Arshjit Singh Joseph Schultz Jose Sanchez Shinji Nagakura Chih-Heng Chen

Project objective

• Study an emerging business as compared to a traditional established company

• Why:– Just opened, facing current legal, logistical and HR issues in setting up

and expanding business in France

– Lots of interaction with French customers on a daily basis

– High involvement of founder, management, employees and investors in understanding the French culture

– Recruitment challenges for expansion

BIA – The story

• Founded on January 4th, 2003 by American Craig Carlson who has studied and worked in France for several years

• Replicate the charm of the local mom&pop establishment

• Remembrance to the roadside diner - a place where you could stop in at any hour of the day or night… where you were always guaranteed a good, hearty meal at a reasonable price…  where you could pass the hours away chatting with friends…  where everyone was welcome...

BIA – The goals• Breakfast in America aims to bring the uniquely American roadside diner experience abroad, where

everyone -- young and old, local and foreigner -- can have a reasonably priced, high-quality meal at almost any hour of the day or night

• The One Year Plan: To have BIA, Paris established with a large and diverse clientele.  To increase profits on a monthly basis as word spreads of this unique restaurant

• The Two Year Plan: Expand by opening up one more BIA in Paris as well as BIA diners in other French cities with high student and tourist populations, such as Toulouse or Montpellier

• The Five Year Plan and beyond: To franchise in other countries and cities in Europe, such as BIA, Berlin, BIA, Amsterdam, and BIA, Madrid

• Our long-range goal is to have a chain of Breakfast in America diners throughout Europe and Asia which still retain the quality and ambiance of a “Mom & Pop” establishment

Why France?

• Founder, Mr. Carlson gained intimate market knowledge of Paris during his stay as a student

• Did market research and determined that there was adequate demand for an American Diner in Paris

– From Americans living or visiting Paris

– From Europeans familiar with America

– From Curious Parisians and Europeans

• Mr. Carlson preferred the quality of life in Paris and wanted to settle in it

Company Values

• Provide clients with an authentic American Diner experience with attention to all details including:– Atmosphere

– Menu/Food choices

– Music

– Service

– Pricing

– Operating Hours

Company’s Products

• Typical American Diner Food– Breakfast anytime– Burgers, sandwiches and salads– Bagels– Big sizes

• Authentic Diner Service—outgoing friendly attitude

• American Music

Menu

Company’s Clients

• Americans missing home

• Non-Americans who have visited America

• Young French customers familiar with America through films and television

• Old French customers curious about the exotic nature of the restaurant

Constraints & Adaptations

• Labor Laws

• Operating Hour Restrictions (municipal laws)

• Taxation

• Product

• Tipping

Benefits of France

• Fresher products, more naturally grown, less processed

• Low niche competition

• Tourist heaven

• Large American community

• Big potential for expansion

Conclusion

• Positive experience

• Some initial struggle with laws and regulations

• High potential for franchising and expanding the business concept

Acknowledgements

• We would like to thank Mr. Craig Carlson founder and owner of Breakfast in America

• References– Company’s Website

( www.breakfast-in-america.com )