EXECUTIVE SUMMARY
Heavenly Desserts Franchise (referred to from heron in as the “Company”) is intended to be established as a Limited Liability Company in Winter Garden, Florida 34787 with the expectation of rapid expansion in the food industry. The company solicits financial backing in order to be able to introduce its new product (description below).
COMPANY OVERVIEW
The Company shall be formed as a Limited Liability Company under Florida state laws and headed by Patricia Y. DeNoon.
· Company Summary: The franchise started small, but their vision has always been big – to share their award-winning creations with dessert lovers all over the world. Make with love, dedication and passion, their desserts will create heavenly moments for all who visit. For over a decade, they’ve been delighting guests with our delicious desserts. They opened their doors in 2008 and have led the way in dessert dining over since. They now operate in over 70 locations in the UK, with big international ambitions.
· Mission Statement: To Deliver memorable dessert experiences that spark joy for every guest.
· Company History: The Company started in the UK with their first restaurant in 2008. By 2016, they owned 5 restaurants. Owners Mohmmad Imran and Yousif Aslam, started the franchise in 2017, increasing their business an average of 9 restaurants a year. They currently have over 60 locations in the UK and one in Canada, with ambitions to continue building the brand internationally.
· Products: The Company’s primary product will be Desserts: Designed to delight your senses, the menu continues to innovate dessert dining only using the finest ingredients. The Company’s desserts deliver a dining experience like no other. From signature dishes such as the Croffle, to experimental dessert tapas, the menu has been expertly curated by a devoted team; beautifully brought to life by dessert artisans.
· Locations and Facilities: I am looking to open the first location in the Winter Garden, Florida area. I would work with local realtors and property owners in the Plant Street area to rent a restaurant approved space that is around 2400 square feet. This area has high foot traffic, family oriented, and does not offer a current similar experience. The goal would be to build additional locations around University of Central Florida and Disney Springs over the course of 3 to 5 years.
PRODUCT DESCRIPTION
The Company franchise is dedicated to creating a unique experience for all guests by providing exceptional table service and personalized guest experience. We endeavor to deliver hospitality moments to every guest. Hospitality is the heart of what we do. Each Heavenly restaurant is unique in its interiors, décor and identity. With no two restaurants the same, we offer our guests an entirely new experience wherever they visit. Influenced by local culture, each restaurant design brings something fresh to its location.
· Opportunity: The market size, measured by revenue, of the Dessert Restaurants industry was over 17 billion dollars in 2022. With 57% of adults eating dessert after at least one meal a week, the market size of the industry increased 3.1% in 2022. Currently in Orange County, Florida there are very limited restaurants with an extensive and diverse dessert menu. Of those that have this option, the majority still focus on meals and alcohol as their main sources of revenue. I have found one location that solely serves desserts, but that location markets to couples. Heavenly Desserts key market focuses on individuals 15 to 35, families, young professionals, students and Gen Z/Millennials.
MARKET ANALYSIS
· Industry Type: In Florida, the food industry presently makes 69.4 billion dollars in sales. The market size, measured by revenue, of the dessert restaurant industry was $16.5 billion worldwide in 2022. The market size of the dessert restaurants industry increased 3.1% in 2022.
· Competition: Currently there is only one restaurant in Orange County that solely focuses on desserts. However, they has a limited menu, focusing on desserts with alcohol. The venue, Better than Sex has a different demographic than Heavenly Desserts. Better than Sex focuses on adults and couples, while Heavenly Desserts markets to the 16 to 35 demographic and families, without any alcohol in the food or served separately. Other locations that serve desserts are typically grab and go and offer one type of dessert, such as ice cream, custards, cakes, chocolates or cookies. Heavenly Desserts’ menu ranges from sundaes to crepes, milkshakes to waffles, cheesecakes to milk cakes and more. Working with the franchise, we will be flexible with trends, have seasonal launches, be on the cutting edge of new desserts, such as croffles, and extensive offerings of gluten free and vegan options.
OPERATING PLAN
The key to the success of this operation is exceptional table service and personalized guest experience. In addition, the menu will continue to innovate dessert dining using only the finest ingredients.
· Sourcing and Order Fulfillment: With the franchise’s operational system, their stock and inventory management system tracks margin management, stock control and procurement.
· Technology: The franchise provides the operational system, which provides Stock and inventory management, workforce management, fixed and mobile order taking, and customer experience insights. In addition, the franchise has created “the Hub”, providing franchisees with the latest news, documents, training resources, poll and request forms, printing services and training videos. Additionally, the mobile app offers exclusive offers, announcements, notifications, loyalty programs, data collections and online purchasing for delivery and pickup.
· Key Customers: Identify any customers that are important to the success of your business, whether because of a partnership, volume, or pathway to a new market. It might also be important to identify any customers with more than 10% of revenues for your company.
· Key Employees and Organization: The key traits for our employees that we will look for is a friendly demeanor, team player, organizational skills and eagerness to learn and grow in the business.
· Facilities: We will be looking for a rental unit with about 2400 square feet that is in an area of high foot traffic and easy accessible.
MARKETING AND SALES PLAN
Under the direction of the franchise, marketing is included with our contract. 2% of revenue will go towards marketing.
· Marketing Activities: This includes point of sale marketing and campaign planning including:
o Table Talkers
o Posters
o Hanging signs
o Gift Cards
o Business Cards
o Menu Design
o Digital marketing support
o Location specific marketing
o Seasonal offers
o Territory specific annual campaign calendar
For detailed financial plan, please send me a message.