GoodFellas Pizza - OAKVILLE Business Plan · Goodfellas (Oakville) B u s i n e s s P l a n | 9...

INFORMATION PACKAGE

G o o d f e l l a s ( O a k v i l l e ) B u s i n e s s P l a n | 8

MISSION STATEMENT “To ensure that each and every guest experiences the true rustic backyard flavors of authentic Neapolitan-

style wood oven pizza and fresh homemade recipes. Enjoy southern Italian food in your backyard! Simply

good food, good fun …. Goodfellas!”

EXECUTIVE SUMMARY Goodfellas “ Wood Oven” Pizza is a licensed sit-down/take-out themed restaurant concept that

specializes in the preparation and sale of authentic Neapolitan-style wood oven pizza and fresh

homemade recipes created with a proprietary rustic Italian "backyard" flavours only found south

of Rome. Goodfellas will romance you with our exclusive Italian wines and dishes that made

southern Italy infamous!

Market research and target market evaluation suggest that dining habits in recent years are

shifting to unique and healthier options. Goodfellas is ideally situated to cater to this unfulfilled

market segment and to consumers who live busy lifestyles and want to enjoy quality and

healthy food. Proven marketing techniques and operational systems allow management to be

proactive rather than reactive to the conditions and obstacles associated with opening a new

restaurant concept. The managing partners have incorporated systems and controls that yield a

calculated return for a given sales volume.

Goodfellas Pizza a n d i t s t r a d e m a r k s are owned by an experienced private group who

offer a wealth of experience and talent to the concept to ensure the success of the business

model. The prototype location will be located in the very successful retail Village called

Streetsville at the intersection of Queen Street and Pearl Street in Mississauga, Ontario.


BUSINESS OVERVIEW Goodfellas “ Wood Oven” Pizza is a licensed sit-down/take-out restaurant that specializes in

the preparation and sale of wood oven pizza, salad, and Italian dishes made with proprietary

sauces and accompanied by garnish and beverages. Neapolitan pizza is pizza ‟from Naples”, Southern Italy, where pizza was born over 200 years

ago. Only a handful of restaurants in Canada make authentic Neapolitan-style pizza. The final

product is a thin-crust pizza that cannot be compared to any pizza available on the market

today. It is light, soft and crispy and because of the low levels of gluten in the flour, it allows you

to digest and feel great. Whether it’s a quick lunch or a wine-filled evening, our counter-service

style allows for a relaxed, carefree meal. The most unique selling point is that Goodfellas is one of a few select authentic Neapolitan Pizza

concepts in Canada. Many Canadians have traveled to Italy and returned home raving about the

pizza and southern dishes they ate. Goodfellas’ commitment to authenticity is a fresh concept in

Canada, and its attractive selling points include its 90 second cooking time, fresh mozzarella and

basil, and a healthy alternative to North American pizza.

The pizza is complimented by quality espresso, and desserts, and a unique atmosphere created by

a trendy, old world décor and authentic southern Italian music. The menu will feature traditional

Neapolitan Pizzas along with our fresh salads, Italian side dishes, desserts, espresso, wine/beer

and soft drinks.


OUR TEAM Former operators of the Gino’s Pizza and 241 pizza franchise concept will run day-to-day operations. Antonio Ferone from Naples, Italy is our Head Chef and be responsible for all recipes and training.

CORPORATE GOODFELLAS

Goodfellas is owned and operated by industry professionals with a proven track record.

Headquartered in Toronto, Ontario, Goodfellas was established in 2013 by the founders of the

original Gino’s Pizza and 241 Pizza. As a fairly new concept to the market, this will be the

prototype location. The ownership predecessor’s superb Franchising record includes 60 Gino’s Pizza locations

which were opened throughout Ontario. The company was sold privately in 2008 and 241

Pizza brand with 160 locations was sold to Afton Food Group Inc., a publicly traded company in

Ontario in 1997. Going forward, the ideal target location and trade area will be well-heeled and highly populated

markets throughout southern Ontario with above average household incomes that will be

carefully mapped and analyzed by the company real estate professionals, who examine every

variable that could impact a new Goodfellas Pizza business, either now or in the future:

urban planning, industrial projects, changing demographics and major roadway planning were

all taken into consideration. Goodfellas management team will aid all corporate Goodfellas units in their operations and ensure

success of the brand in each store. These teams will assist each Restaurant to ensure that the

opening of our locations meet all the criteria necessary to adhere to strict standards of

construction and operations of the company.

HEAD CHEF

Antonio Ferone Danieli


COMPETITIVE POSITIONING

Customers want good food & good value for their money for their patronage; they want to have

fun and a unique experience. The key elements of Goodfellas’s competitive positioning are as follows:

Broad Appeal - Goodfellas appeals to a wide array of customers as it is a themed concept. Couples

sipping wine, families on a night out, single customers in for a quick meal, and take out customers

all enjoy our quality products. Goodfellas will become a destination for the masses.

Extensive, Creative, Contemporary Menu Product Offerings - Goodfellas restaurants offer unique quality items at moderate price points and is updated regularly to respond to changing consumer dining preferences and trends. Customers are welcomed to submit their own suggestions for future menu items giving them an opportunity to even further shape their experience.

High Quality Products - Virtually all menu items are prepared daily using high quality, fresh ingredients based on innovative and proprietary recipes. Goodfellas’s purchasing team works extensively with suppliers to sample new products and bring the best ideas forward to customers. Pizza and pasta products and prepared using the Kangen alkaline water system. Exceptional Value - Goodfellas believes its restaurants will be recognized by consumers for offering exceptional value with generous food portions at moderate price points. Superior Customer Service - The goal is to consistently meet or exceed the expectations of every restaurant guest in all facets of the dining experience. Management believes that its restaurant-level employee recruitment, selection, training, and incentive programs allow us to attract and retain qualified employees who are motivated to provide consistent excellence in customer service. Commitment to Selecting, Training and Retaining Employees - Goodfellas believes its employee recruitment and selection criteria are among the most rigorous in the restaurant industry. By providing extensive training and competitive compensation, management believes its employees develop a sense of personal commitment to a culture which emphasizes customer satisfaction.


GOODFELLAS ADVANTAGES

The Goodfellas concept provides an opportunity to operate a restaurant that offers a unique,

Neapolitan Italian pizza & southern Italian foods, a rarity in Canada. The main advantages for

investors are: The Right Concept - The fast-casual market is one of the fastest-growing segments of the food service industry. Customers are ready for the Neapolitan pizza dining experience; and Goodfellas will be right there to supply it. Store Design & Construction – Goodfellas construction department team designs the layout to ensure the restaurants lend well to efficient customer flow, product presentation and maintenance. This team handles the complexities of zoning and building permits and the entire build-out process, leaving the Franchisee to focus on preparation for operation. Training - Goodfellas provides the most intensive training program in the industry. Lasting a minimum of four weeks, Operators and their management team learn the necessary skills to become a successful Goodfellas partner. Ongoing Support - Investors receive on-going operational and marketing support from the Franchisor. Evolving Strategies - Goodfellas’s strategies are ever-evolving to ensure that each restaurant meets the ever- changing needs of the clientele. Volume Buying Power - Goodfellas has secured lower prices for its franchises by negotiating for discounts and services from national vendors. Corporate Integrity – Goodfellas is a professional company owned and operated by industry professionals with a proven track record. Canadian Restaurant and Foodservice industry is currently at $47.5 billion annually, employing more than one million people. It is currently one of the largest sectors of the Canadian economy, and 6.4% of the country’s total employment.

Market Trends - Here are some of the key trends that are currently emerging in the Restaurant industry:

• Emergence of the health conscious consumer. • Aging of consumer and shifting demographics creating a demand for new product and

concept offerings. • Emergence of execution as the dominant factor, driving average price points and willingness

to pay. • Increasing influence of multiculturalism in Canada broadening consumers tastes.

Market Segmentation - The casual fine dining restaurant segment represents 15% of the total restaurant market. This is a market that has been historically dominated by food giants; however, market share by dining style is changing. Casual dining is the fastest growing segment of the food industry, increasing at an estimated rate of 5% to 7% per year.


Target Market - Goodfellas appeals to a broad base of consumers. While Goodfellas is frequented by all types of diners in both the residential and business community, the concept is particularly suited to the 20 to 60 year old educated, urban demographic. The menu, service style and ambiance of Goodfellas have been created to appeal primarily to the consumer who lives a busy lifestyle and wants to enjoy quality and healthy food. The concept attracts middle to high income diners with a blend of single households and family households.

The market should be inhabited by a large population, providing a sufficient customer base of

which to draw from. The immediate surrounding area should have a blend of single family

housing and multi- family housing.

Preferably, the area should include a significant business market. The concept lends itself to the

corporate community. Lunch traffic will be directly affected by the size of the business

community that works within the vicinity of the location and the density of the local population.

MARKET COMPETITION

Goodfellas will provide another casual dining option for this professional affluent demographic

that look for quality food, and a modern dining experience. The Goodfellas experience is unlike

any pizza experience in the city. Our fire-oven roasts thin crust pizzas in 90 seconds. Our

toppings include high quality toppings, all of which deliver a taste that becomes habit-forming. Goodfellas should be considered unique to its competition because we offer a fresh concept for

not only the Streetsville patrons but also the entire GTA. Not only do we offer an alternative to

the many sandwich and burger outlets that provide quick meals, we offer an alternative to the

typical North American pizza. Our restaurant will provide a comfortable, modern atmosphere

with quality food at a good price.


FUTURE LOCATIONS

Future Goodfellas locations are currently being scouted in the GTA to accommodate 3,500 sq.ft.

footprint. Each location will be designed to showcase the Goodfellas product and offer

customers a comfortable setting full of energetic staff and great food. The architectural and

engineering drawings provided will ensure that high standards are met.

The specified area demographics are suited perfectly for Goodfellas. The GTA consists of

established communities with population growth in this region of 20% over the past 10 years.

This area is considered one of Canada’s most well desired places to live.

It is evident that the blend of tourists, businesses, young professionals, and growing families,

who live busy lifestyles, shall be interested in a trendy pizzeria that offers fast, fresh, authentic

pizza and Southern Italian food.

MARKETING & SALES STRATEGY

The success Goodfellas will be achieved by serving great food, providing friendly and reliable

service and employing an aggressive marketing plan to continue to build on the customer base

and the attractive brand experience. Goodfellas constantly strives to enthusiastically win

more customers by being proactive and realistic rather than reactive in our marketing efforts.

Management will endeavour to create and maintain a positive, appealing image for the

restaurant. This image will be consistently portrayed throughout all marketing channels

and sales promotions. The following exemplifies some of the tactics we will use to drive more

sales.

Goodfellas provides each operator with extensive marketing training, a user-friendly marketing

manual and promotions & merchandising support. Marketing will be done by both the

Franchisor and local stores. Help is also provided to assist in developing and executing an

opening advertising strategy and seasonal campaigns.

The restaurant will adopt an efficient moderate advertising strategy. Outdoor signage for

Goodfellas will be easily readable and unique. The signs will be professionally designed and

installed and will be an eye catcher to those who pass by.

Some of the advertising methods that will be used include: print advertisements, customer

loyalty programs, press releases, outdoor advertisements, radio, and other media vehicles as

appropriate. All of it is created with the target market in mind and to ensure that all ads are

targeted specifically to build awareness of the Goodfellas brand and its benefits.

Goodfellas will have a professionally designed website (www.goodfellaspizza.ca) that provides customers general information about the Goodfellas brand, locations, the history of the company, how menu items are prepared and the menu itself. Goodfellas Franchisor has acquired an easy to remember toll-free number (1-855-G-FELLAS) for reservations and take-out orders. Goodfellas will actively pursue business relationships that will be beneficial to Goodfellas to make Goodfellas the ideal destination for business lunch diners; workers during lunch; shoppers; clients or neighbourhood employees of a business. In-house marketing will have a significant focus at Goodfellas. Management will constantly find methods to promote the restaurant to our guests on a daily basis. Staff will be trained for and encouraged to promote suggestive selling techniques. Up-selling to our customers will be emphasized. Other In-house marketing will include: table tents; indoor signage; menu inserts; staff conveyance and table visits to further promote Goodfellas. Goodfellas will provide a better menu than its competitors at competitive prices. Goodfellas Head Office has been able to secure lower prices for the Goodfellas chain by negotiating for discounts and services from national vendors. Customers can make payment by cash, debit, credit card or gift card that can be purchased at store level for a friend of loved one.

OPERATING OVERVIEW

Goodfellas ability to successfully execute a quality menu and effectively manage the restaurant

is critical to its overall success. Detailed operating procedures, standards, controls, and

methods and processes have been developed and implemented at the restaurants. However, the

successful day-today operation of the restaurants remains critically dependent on the

quality, ability, dedication and enthusiasm of the general manager, kitchen manager, and all

other management and hourly employees at each restaurant. The Goodfellas therefore will

expend considerable effort to recruit, train, and motivate all employees.

OPERATIONAL STANDARDS

The Goodfellas plans to build its success to focus on achievement of optimal leverage and

efficiencies in all of its operations. Here are some of the operational standards that will be

followed.

STAFFING & TRAINING

Efficient, attentive, and friendly guest service is integral to the Goodfellas’ overall concept and

brand identity. Employees will be required to participate in a formal training program for their

respective positions. Restaurant managers will also provided with detailed operations manuals

covering food and beverage standards and the proper operation of a Goodfellas. The initial

training for the Owner/ Manager consists of up to four weeks of intensive training in the proper

use of the GOODFELLAS System.

INVENTORY & SUPPLIES

Goodfellas strives to obtain quality menu ingredients, raw materials and other supplies and

services for its restaurant operations from reliable sources at competitive prices. Management

continually researches and evaluates various ingredients and products in an effort to maintain

high quality and to be responsive to changing consumer tastes. Practically all menu items are

prepared on site from scratch. In order to maximize purchasing efficiencies and to provide for

the freshest ingredients for its menu items while obtaining the lowest possible prices for the

required quality and consistency, each restaurant’s management determines the quantities of

food and supplies required and orders these items from local and regional suppliers on terms

previously negotiated by the Franchisor’s Goodfellas Head Office Management Team.

SUPPORT

Goodfellas owners receive initial and on-going operational advice and marketing support on

matters including opening, purchasing, marketing, advertising, accounting and operating

procedures and operational development.

SERVICE TERRITORY

Each Goodfellas Restaurant will have a territory that will be approximately 5 km radius

and/or contain approximately 10,000 potential customers. In this area the Franchisee will

provide delivery services during operating hours.

POS SYSTEM

Goodfellas maintains financial and accounting controls through the use of a sophisticated

computerized electronic point-of-sale (POS) cash register system in each location. The POS

system provides daily and weekly information with respect to sales, cash receipts, inventory,

food and beverage costs, labour costs, and other controllable operating expenses. The

responsibility of managing and controlling the financial aspect of the business will rest upon

the franchisee managers / owners.

INTERESTING FACT

INVESTING Goodfellas is looking for investors to develop the brand in specific pre-determined markets

that have been chosen based on average household income and downtown walkable

communities. We believe that based on these parameters, the Goodfellas brand will flourish

and prosper to allow for profitable returns.

GoodFellas Pizza - OAKVILLE Business Plan · Goodfellas (Oakville) B u s i n e s s P l a n | 9...

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