Burger King Business Plan

FRANCHISE BUSINESS PLAN SUBMITTED BY:

Orion Food Products Limited -

a concern of ORION GROUP

Orion House, 153-154 Tejgaon Industrial Area Dhaka 1208, Bangladesh Tel: + 880 2 887 0133, 887 0134 Fax: + 880 2 887 0108 E-mail: [email protected] www.orion-group.net

November 25, 2013

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INDEX

Contents Disclaimer Applicant’s Overview Market Background About Burger King Franchise Tie up Business Plan Management hierarchy TRANSACTIONAL OVERVIEW Competitive Landscape SWOT Analysis & Objectives

Page 03 04 10 13 14 16 20 21 22 24

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DISCLAIMER

This Business Summary is exclusively prepared by Orion Food Products Limited (the ‘Company’) for the purpose of an interest of securing the Franchise of Burger King in Bangladesh from Burger King Corporation (the ‘Franchiser’) of the USA. The memorandum has provided necessary corporate, regulatory and financial information of the company and its mother concern Orion Group to Burger King Corporation. This document is prepared and delivered by the company which is a strictly confidential document and assumed that this confidentiality will be maintained by the persons and entities being provided with.

The information as contained in this business summary are based on factual data of the company and outsourced market data.

This summary does not impart any promise or pledge the correctness of the anticipations made herein. However, it is enunciated exaggerated

that

nothing

deliberately

is in

concealed,

this

document.

understated Full

and

or fair

disclosures are made in this document to ensure transparency so that the Franchiser may have an overview about the company.

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APPLICANT’S OVERVIEW Orion Food Products Ltd (the ‘Company’) is a newly formed company of ORION GROUP and is assigned for our envisaged franchise. Incorporated just in February 2012 in the Registrar of Joint Stock Companies & Firms (RJSC) of the Government of Bangladesh vide registration number C 99566/12 the company’s registered office is Orion House, 153-154 Tejgaon Industrial Area, Dhaka, Bangladesh. The shareholders of the company are: 1) 2) 3) 4)

Orion Pharma Limited Mohammad Obaidul Karim Salman Obaidul Karim Mrs. Arzuda Karim

Since Orion Food products is a newly formed company with least financial credibility, the mother concern i.e., ORION GROUP will provide the entire financial and regulatory back-up from its other concerns. ABOUT ORION GROUP ORION GROUP is one of the leading conglomerates in Bangladesh over the years having diversified business segments. ORION has assumed the leadership role with its operations in pharma & healthcare, power & energy, infrastructure development & construction, cosmetics & toiletries, food & hi-tech agro products, textiles & garments, sports & events and home appliance areas. Some of the units are successfully listed in the Stock Exchange of Dhaka and Chittagong and some are in pipeline. Apart from ORION’s leadership in Pharmaceuticals, Cosmetics & Toiletries sectors since many years, Orion’s business interests successfully diverged into other intensifying sectors like infrastructural development, power generation and energy. The major break-through of Orion appeared when it came up with the idea of introducing PPP concept in infrastructural development 5 | Page

sector of the country and was awarded to implement the first PPP project of the country on BOOT basis; the Mayor Mohammad Hanif Flyover, the longest flyover and first of its kind in Bangladesh. ORION’s is constantly successful in all major investment undertakings in the country and significantly contributing to the country's national economy's stability through the right business to business strategy. The Group's main objective follows the principle to reduce rural poverty and foster sustainable economic development of the country. Vision "To be regarded as a world-class corporate house through products, services & values" is the Group's main vision. Mission Continuous development of people competence. Recognizing individual contribution. Introducing new and innovative products and technologies. Assuring quality products from advanced manufacturing facilities.  Exceeding customer satisfaction and granting trust through quality services.    

Values To achieve its aspired vision, Orion subscribes the following values:  Quality in everything we do.  Live up to our commitments.  Transparent and fair in all our dealings.  Take initiative to exceed standards.  Trust and respect to each other.  Work as a team.  Share social responsibility. Business Portfolio of ORION GROUP 6 | Page

Sectors Agro Products

Group Companies & activities Jafflong Tea Company Ltd. - A Tea Estate in Jaflong, Sylhet Noakhali Gold Foods Ltd. - 100% Export oriented fish processing unit Orion Agro Products Ltd. - 100% export oriented Vegetable processing industry Panbo Bangla Mushroom Ltd. - 100% export oriented mushroom processing, freezing & canning plant

Construction & Allied

Interior Accom Consortium Ltd. - Interior refurbishment of Pan Pacific Sonargaon Hotel

Cosmetic & Toiletries

Kohinoor Chemical Company Ltd. - 2nd largest cosmetics & toiletries industry with Tibet brand

Energy

Orion Gas Ltd. - Under construction of a LPG bottling & distribution plant

Infrastructure Development

Orion Infrastructure Ltd. - Implementing of the landmark project 12.0 km long Mayor Mohammad Hanif Project under BOOT Basis, the first PPP project in Bangladesh. The major part is completed and opened for traffic.

Pharma & Healthcare

Orion Pharma Ltd. - Manufacturing general pharmaceutical products through 100 brands and 250 presentations Orion Biocare Ltd. - Manufacturing herbal, ayurvedic, nutraceutical, probiotics, prebiotics & herbal cosmetic products Orion Infusion Ltd. - producing Intravenous Fluids (IV) like Rehydration Solution, Electrolyte Solution, Antiulcerant Solution

Power Generation

Orion Power Meghnaghat Ltd.,

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- a 105MW HFO based power generation facility in Dhaka Dutch-Bangla Power & Associates Ltd. - another 104MW HFO based power generation facility Digital Power & Associates Ltd. - An 102MW HFO based IPP Orion Power Dhaka Ltd - under construction of a 630 MW Coal based IPP Orion Power Khulna Ltd. - under construction of a 630 MW Coal based IPP Real Estate

City Centre - the 40-storied and the tallest commercial-cum-parking complex in the country. Orion Properties Ltd. - Engaged in construction of apartment complexes.

Sports & Events

Orion Sports Ltd. - Franchise namely “Khulna Royal Bengal (KRB)” to play Bangladesh Premier League (hereinafter referred to as “BPL) for international T20 cricket tournament.

Textiles & Garments

Orion Knit Textiles Ltd. - 100% export oriented composite knit textile unit

Home Appliance

Orion Home Appliance Ltd. - home appliance products for domestic market.

Milestone Achievements of ORION Among all segments that Orion is working on, we would furnish at a glance the following few notable involvements most of which are milestone achievements:

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1) INFRASTRUCTURE: Orion has recently completed the implementation of the construction of 12.0 km flyover ‘Mayor Mohammad Hanif Flyover’ in the country under PPP. This milestone project is the first PPP and the LONGEST of this nature to date based in Bangladesh on a Build Own Operate and Transfer (BOOT) structure in Bangladesh. The success of the project has already set the parameters against which all future PPP projects will be judged in Bangladesh. 2) CONSTRUCTION: Orion has constructed ‘City Center’, the TALLEST building of the country and the 40-storied commercial complex cum car parking in Bangladesh; 3) POWER GENERATION: Orion generates 3x100MW electricity and distributes to National Grid from its 3 (three) HFO based power projects that are developed as the FASTEST projects in record completion times of just 9 months each with complete brand new machineries and equipment by Wartsila OY, Finland. Apart from that, Orion is currently developing 2 (two) Supercritical Coal based IPPs with a range of 660MW each in two places of the country. Both the projects will be the single BIGGEST power generation projects in Bangladesh. GE of the USA and Alstom of France are providing the main equipment in the projects. The construction will be completed in 2016. 4) PHARMA & HEALTHCARE: Orion runs 3 pharma manufacturing plants in the country producing general drugs and LVPs. Orion is now constructing the LARGEST pharmaceutical plant (Pharma Park) with all manufacturing facilities like general & anti-cancer, hormone, IV fluids, biocare and natural care products. 5) COSMETICS & TOILETRIES: Orion owns the 2nd biggest cosmetics plant in the country with the well known “Tibet” brand which has been very popular among the middle income and rural people of the country for ages.

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6) FOOD & HI-Tech AGRO PRODUCTS: Orion owns and operates the BIGGEST growing, processing & freezing Mushroom plant in Bangladesh which produces 100% export oriented fresh small button mushroom. HOSPITALITY EVENTS & CATERING MANAGEMENT Orion has a wide experience in successful running of a world class convention Center, the Bangabandhu International Convention Center (BICC). Awarded through a lease contract by the Government for 5 years, Orion had this true experience of running the biggest and the top notch convention center of the country. BICC is the only multi-purpose convention facility in the country, having 17 venues holding state functions, social events, seminars, conferences, product launches, annual general meetings, fairs, exhibitions, cultural programs, reality shows, etc. Orion’s Professional and skilled team consisted of world class chefs, highly skilled Managers and well trained catering team. Orion has successfully and effectively contributed to the Event Management, Hospitality Management & the Catering in holding this prestigious event with its own well trained and highly experienced team. Most of the team members are still working with Orion Group. CORPORATE SOCIAL RESPONSIBILITY (CSR) Enliven Patients Assistance Program (EPAP) As a continuation of CSR practice, Orion Pharma introduces Enliven Patients Assistance Program (EPAP). EPAP is an endeavor to provide Enliven capsule (Imatinib 100 mg) at subsidised price or in some cases at free of cost for the underprivileged blood cancer patients in Bangladesh. Founded in 2004, EPAP has served more than one hundred CML (Chronic Myeloid Leukemia) patients so far with a vow of maintaining this further. Orion Medical Scholarship Orion Pharma Ltd. has decided to be with those masterminds in this voyage towards a noble mission by offering scholarship to those medical students of the country who cannot afford the exorbitant cost of medical education. Orion Pharma Ltd. is offering

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scholarships to 20 (twenty) students from different Govt. Medical Colleges with 4 (four) students from each academic year (1st year to 5th year). Sports & Events As part of its CSR activities Orion Group has been one of the key promoters and patron of sports in Bangladesh over the years. The Chairman of ORION GROUP, Mr. Mohammad Obaidul Karim is the President of country’s prominent Mohammedan Sporting Club Ltd. Orion Sports & Events Ltd. has procured a Franchise namely "Khulna Royal Bengal" in BPL T20 tournament to be able to achieve its social objectives of promoting and nurturing talent, especially young cricketers in the areas around Khulna at the grass-roots level. Orion hopes to continue in this path of patronizing the sporting sector of Bangladesh and will implement a form of corporate self-regulation integrated into its business model. FINANCIAL STRENGTH OF ORION GROUP Apart from Orion’s remarkable experience in pharmaceuticals sector over the years, we have widely invested in establishing large scale infrastructure projects like power plants, multi-storied commercial buildings, elevated expressways. Till date Orion has successfully raised more than USD 500 million from the financial markets in Bangladesh for various projects. The Financial Summary of the Group is annexed herewith as Appendix-A.

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MARKET BACKGROUND The restaurant and fast food industry analysts and the Government are very positive about the growth of this sector as it can be a driving force for the economy. According to the PESTEL analysis, the restaurant & fast food industry in Bangladesh has a positive external environment in overall because although pattern of food consumption may vary due to the differences in culture, climate, socioeconomic status, the habit of taking food among the inhabitants of a country can change due to several factors. Thus globalization, economic and income growth has led to an increased amount of restaurant and fast food consumptions in Bangladesh like any other Asian country. Today fast food & restaurant industry is a highly growing sector in Bangladesh. The fast food & restaurant industry worth around USD 2.5 million of sales only in the capital city everyday, which puts the gross revenue of these retailers at USD600 million annually (Bhuiyan 2010). The size of the industry has become up to BDT 4000 crore (USD1.0 = BDT 81.00) and its still growing. Hence, it is high time for Orion to consider this project seriously in accordance of the below stated facts: i. Young population, groups and random parties (corporate & occasions) with highly globalized taste for products and services; ii. The success of brands like in Pizza Hut, KFC, Gloria Jean’s Coffee, Dominoes Pizza portrays the viability of such ventures in the country. iii.

Orion Group’s proven track record.

RESTAURANT MARKET IN BANGLADESH Bangladesh is experiencing a steady economic growth which has fueled a huge demand for various products including quality restaurants, fast food chains and cafes. Like other developing 12 | P a g e

nations in the South-East Asian region, Bangladesh is trying to adhere to open market policy to capitalize on its GDP growth. From market point of view, the Restaurant and Institutional (HRI) Sector of Bangladesh has seen consistent annual growth of over 7.5 % since 2008, fueled by growth of the domestic middle class and the high rate of GDP growth. The sector’s contribution to the country’s GDP was $924 million in FY 2011-12, and $843 million in the FY10-11; The Daily Sun reported on January 7, 2013, that the Bangladeshi middle class is estimated at no fewer than 30 million (20 percent of the population), a number “more than the population of Sweden, Norway, and Denmark.” Another study by the University of Dhaka indicates 31.3% (or 47 million) of Bangladesh’s 150 million population may now officially be categorized as middle class, with an additional 4 million “rich or affluent.” These estimates stand in contrast to the estimated 10 percent of the population considered middle class in 2007. Conversely, World Bank data indicate officially defined poverty has been reduced from half the population in 1996 to under a third today. Tourist arrivals in CY 2010 marked a 13.58 percent rise compared to CY 2009, according to government statistics. International tourism receipts (in USD) were last reported at $77 million in 2009 and $103 million in 2010, according to a 2012 World Bank report. The below tables gives the summary of the HRI sector of Bangladesh. Fiscal Year (July/June) HRI Sector GDP, million Taka at nominal prices HRI Sector GDP, million USD at nominal prices Annual Growth (in %) Base Year 1995-96 Contribution to GDP (in %) Average Exchange Rate BDT=$1

200708 38,88 9 567

200809 44,59 8 648

200910 51,50 1 744

201011 59,98 0 843

201112 71,78 0 924

7.55

7.58

7.61

7.55

7.6

0.7 0.71 0.72 0.73 0.74 68.6 68.8 69.2 71.2 77.7 Source: Bangladesh Economic Review 2012

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Fig: HRI Sector GDP 2007-2012

Fig: HRI Sector Annual Growth 2007-2012

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ABOUT BURGER KING Burger King (BK) is a global chain of hamburger fast food restaurants which is the second largest fast food hamburger chain in the world. Founded in 1954, it is reported that it had over 13,000 outlets in 79 countries today. Burger King Restaurants are known for serving high-quality, great-tasting, and affordable food & every day, more than 11 million guests visit Burger King restaurants around the world. Known as the original ‘Home to Whopper’, Burger Kings commitment to premium ingredients, signature recipes, and family-friendly dining experiences is what has defined the brand for more than 50 successful years. BK has historically used several variations of franchising to expand its operations. The Burger King menu has expanded from a basic offering of burgers, French fries, sodas, and milkshakes in 1954, to a larger, more diverse set of product offerings. This hamburger chain has a huge potential to penetrate the Bangladeshi restaurant industry and be very successful. Burger King Growth & Market Potential

Fig: Burger King Restaurant Growth 2010-2013

Burger King has grown significantly in the last few years as shown in the above Figure.

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FRANCHISE TIE UP ORION GROUP strongly believes in the potential of the Restaurant & Fast Food industry in Bangladesh and wants to provide impetus to this sector by integrating the most recognized chain restaurants of the world to the marketplace. The Restaurant & Fast Food has seen a massive growth over the last two decades driven by increased income level of consumers and harmonization of consumers taste due to globalization. Today’s world is defined by more consumers who are better aware of their needs and wants. We increasingly see more people who show more specialized demands and who are willing to pay the premium to get that service. The demographics of Bangladesh are characterized by a young population living increasingly high paced urban life. This fact creates a huge opportunity for the global restaurant chain in Bangladesh. If we observe our Asian neighbors like Singapore, Malaysia, Thailand and India, it becomes conspicuous that restaurant & fast food industry can play a pivotal role in shaping a courtiers economy and image. As well, food spans from need to want and beyond when we add taste and variety to it. The restaurants industry is a pretty enormous one in Bangladesh which attracts Franchises all over the world. An upscale restaurant is characterized by offering a full menu, full table service, quality food made with fresh ingredients and personalized service. The upper end of this segment is a fine dining restaurant which generally offers high quality food, décor and service and charges high prices. As a nation, hospitality is deep rooted into the Bangladeshi culture. Food spans from need to want and beyond when we add taste and variety to it. The restaurants industry is a pretty enormous one in Bangladesh which attracts Franchises all over the world. HOSPITALITY & EVENT MANAGEMENT EXPERIENCE

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Orion has a strong core Management experience in running the world class convention Center, the Bangabandhu International Convention Center (BICC) for Five (05) years, under Agrabad Accom Consortium Limited (AACL), a prestigious concern of Orion Group. Orion has held highest rating programs like state functions, social events, seminars, conferences, fairs, exhibitions, cultural programs, reality shows, etc that called for massive interaction of visitors. It has been the venue for many renowned economic, social and cultural events. Orion proudly hosted a number of international conferences and summits. Our Professional and skilled Management team consisted of world class chefs, highly experienced Managers and skilled and well trained catering team made this venue one of the finest convention centers in this sub continent. Orion has successfully and effectively contributed to the Event Management, Hospitality Management & the Catering in holding this prestigious event with its own well trained and highly experienced team. Most of the team members are still working in Orion.

ORION’S INTEREST Given the above success and experience in consideration, Orion Group would be happy to clinch the exclusive Franchise of Burger King (BK) in Bangladesh on long term basis.

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BUSINESS PLAN Tips: Offer and Approach to Customers

In Bangladesh, Burger King will be similarly popular to Kids, Teenagers and adults between 20-50 years. So the packages offered by Burger king like ‘Smart Shopper’, ‘King Box’, ‘Fast Food Fan’ & ‘Health Conscious’ would be perfect. But the most important factor that Burger King must adopt to enter and do business in Bangladesh is by offering & ensuring “Halal Food”, as our society being very conservative based on Religion & Culture. This is a vital aspect of the Franchisees entering Bangladesh that they must ensure Halal Food to respect the values of the Bangladeshi culture. It is also suggested that BK should innovate some products or introduce new products keeping in mind the high demand of ‘Spicy & Crispy’ Food in Bangladesh which is very popular here. Bangladeshi people are huge consumers of Rice and also vegetables along with meat, thus Veggie delights with Rice items will go very well apart from the main course, the Burger. The existing Franchisees namely, KFC, BFC, Pizza Hut etc have strictly ensured Halal Food along with the targeted population preferred tastes, which made them very successful over the years. Burger King with innovation in their items or introduction to newer items can be very successful here in the country. Some suggestions regarding the Menu could be as follows:

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Rice: Rice is the primary staple food in Bangladesh so it would be a great idea to introduce Rice items. This could include different Fried Rice, Plain Rice, Basmati Rice items which would go very well for Lunch or late Dinner along with Spicy curries. Existing franchisees have introduced Rice items along with their Regular items and are doing very well. Salad: Salad is popular among the people it would be preferable if innovative salad items like, Black Forest chicken salad, Cold cut combo salad, tuna Salad etc can be added to the Menu. Burgers: The Burger ‘Patty’ could be made from different types of fish, steaks, Chicken Teriyaki, Veggie delights (only vegetable based), etc which would be newer versions from the current existing Menu. Chicken Strips and Nuggets: There could be options for providing spicy Chicken strips & nuggets which the customers in Bangladesh would love to consume. Dessert: Some new types of ice creams and dessert items could be also added to the Menu, just to add more variety and flavor to the current Menu. Drinks & Coffee: Some new Coffee options would be added as Coffee is very popular in Bangladesh. Coffee would attract a great deal of customers from young to old people.

Target Customers & Locations

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We would target customers from all ages from kids to adults aged up to 60 years old. The prime target is the students from the Private Universities where the Business has tremendous potential to flourish. Currently Bangladesh has over 80 private universities where most of them located in Dhaka in Posh areas like Bashundhara, Banani, Dhanmondi, Uttara etc, where the development of numerous Franchisee Restaurants and Fast Food shops have been established. In Dhaka, North South University, American International University, Independent University of Bangladesh, East West University, Prime University, Presidency University, South East University etc are very Popular, which have attracted numerous fast food chains. In Chittagong, Chittagong University, Chittagong University of Engineering & technology, East Delta University, International Islamic University, Chittagong Premier University etc also have opened up the market for fast food and restaurant franchisees. We propose to introduce BK Express design kitchen format (discussed later) for the Universities containing their own campuses and cafeterias, which is in most of the universities. This would be simply perfect setup in the Popular Booming Universities like North South University (NSU) (Bashundhara R/A), American International University Bangladesh (AIUB) (Banani), Independent university Bangladesh (IUB) (Bashundhara R/A), United International University (UIU) (Dhanmondi), Prime Asia University (Banani) etc. If in case we don’t get a chance to implement the kitchen concepts of Burger King inside the Campuses, we can still situate the stores near the Universities in these targeted posh areas where the Business Potential is still very high. Apart from these Primary targeted segment, the Burger King would have to be ready for the crowd of Kids, Teenagers, Adults & people of all ages to visit and dine according to their Meal preferences. KITCHEN FORMAT & DESIGN

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Burger King shops can range from Super Mini to Standard, depending on the site we choose for the establishment. However it is evident that we can accommodate large spaces for the standard size and also smaller spaces for the super minis. The best design that can be considered for the store would be the LCCR which is fit for prime locations with limited area and gives a garden feel, relaxing and cozy. Whereas BK Express is suitable for variety of places and locations and the effective investment and higher ROI is expected. But the 20/20 Design & Dessert Kiosk could also be considered depending on the area space, customers and the investment made. These 2 formats can be established as other Franchisees have managed to do getting reach of huge posh areas in Dhaka City. The advantage of the 20/20 Design and the Dessert Kiosk can be very great brand building assets and extremely attractive investment return ratios. MARKETING & SALES EXPERIENCE ORION has an well-experienced Marketing Division consists of talented, experienced, skilled & well trained individuals who have played a huge role in spreading our Brand Image throughout the country and abroad. The marketing department itself is an existing body which has successfully marketed our products and making our member companies very profitable. We have vast sales experience and our brand image is very high. MANPOWER PER STORE

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Opening Hours from 8AM-11PM. The target is 14 shifts/week with 2 shifts a day. Each shift consists of 8 hours. We can accommodate 2 Managers, 3 Assistant Managers and 20-30 Team Members. MARGIN & MAJOR ADMIN EXPENSES IN RESTAURANT MARKET Upon interviewing few entrepreneurs, we have noted that gross margin amongst the restaurants in Bangladesh varies from 30% ~ 40%. Major admin & selling expenses include rental, royalty, depreciation, marketing & advertisement etc.

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MANAGEMENT HIERARCHY BOARD

Managi ng Directo r/CEO

Chief Financi al Officer

General Manager

Restaurant Manager

Executi ve Chef

Head Waiter Drinks

Butler

Logistic s& Service

Nutritionist

Accounts & Finance

Purchase

Quality Assuranc e

Head Waiter Station

Carver

Head Waiter Buffet

Waiter

Butler

Waiter

Resumes of the Managing Director / CEO and the General Manager are enclosed as Appendix-B.

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TRANSACTIONAL OVERVIEW  Master Franchise & Development Agreement ‘The Master Franchise & Development Agreement with exclusive rights to develop business in the territory’ will be provided by Franchisor Burger King Corporation.  5 Year “Development Plan’’, commitment and predefined targets For the start, we are proposing 3 potential places in Dhaka for Burger King: 1) Gulshan / Banani, 2) Dhanmondi, 3) Uttara, where we have surveyed and found them as the most potential areas. As well, the other international Franchisees have created hubs to attract the people. In terms of Outlets, we have considered the following number of outlets for first 5 years: In Dhaka : 3 outlets; (1st year target) then subsequent following years: In Dhaka : 7 outlets In Chittagong : 4 outlets In Sylhet : 3 outlets In Khulna : 3 outlets  Master Franchise & Exclusivity Fee 

The Company offers Master Franchise & Exclusivity Fee of

US$ 1.1 million. Exclusivity to be the sole Burger King developer with full sub franchising rights. 

The Franchise will be initially made for 20 years then may subsequently be extended upon mutual understandings.

 Royalty rate of 5% to BKC  Agreed  Minimum contribution of 5% of revenues to Advertising Fund to be managed and spent by the Master Franchisee?  Agreed

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 Franchise fee of US$60k per store, paid once for each 20 Year period?  Agreed  Reimbursement of Franchise Expenses (lawyers, market studies, supply chain assessment, etc)?  Agreed

COMPETITIVE LANDSCAPE Consumer taste and personal income drive demand. The profitability of individual companies depends on the ability to secure prime locations, drive store traffic, and deliver high-quality products. Large companies have advantages in purchasing, finance, and marketing. Small companies can compete effectively by offering specialized products, serving a local market, or providing superior customer service. The industry is laborintensive. Chain restaurants & fast foods shops compete with businesses such as convenience stores, gas stations, quick service and fast food restaurants, gourmet food shops, and donut shops. Competitors Competition will be high as there is existence of strong Franchises like KFC, A&W, Pizza Hut, Nando’s etc. Apart from these fast food chains, there are also numerous Restaurants like Topkapi, Abacus, Xenial, Xindian, Khazana in the Gulshan, Dhanmondi and Uttara areas in Dhaka which will also be strong competitors. Bangladesh restaurant & Fast food industry has greatly matured over the course of last two decades. Globally recognized names like Pizza Hut, KFC, Dominoes, Baskins Robins are doing good business and are gradually expanding into cities other than capital Dhaka like Port City Chittagong. The restaurant and café culture is relatively new to Bangladesh and has only taken off substantially in the last two decades. But this particular segment has a huge potential given the surge in demand bolstered by the needs and demand of the urban dwelling population. The massive harmonization of taste that has occurred over the last two decades through the advent of satellite television and internet 25 | P a g e

has successfully created a market niche for such products and services. Even though the industry is new, the very recent trend shows tremendous growth in this industry introducing high end restaurants with specialization in one cuisine and authentic cuisine specialist to serve even the pickiest consumer from foreign countries. Like Samdado, Nagasaki, Izumi, etc. provide Japanese cuisine; O’Calcutta, Koyla, Heritage, etc. offer Indian cuisine; KebabZone, Kebab Factory, Dhanshiri, Star Kabab provide Pakistani & Gulf cuisines; Moo’s barn, El Toro, etc. provide Mexican cuisine; Spaghetti Jazz, Zizzi Ristorante, etc. present Italian cuisine; Le Saigon provides Vietnamese cuisine; Lemon Grass, Royal Thai, etc. offer Thai cuisine; Mainland China, Golden Rice, Pan Tao, etc. present Chinese cuisine; Doomiok, Koreana Restaurant, Arirang, Sura, etc. provide Korean cuisine; Caspian Persian Cuisine provides Persian cuisine. Other than specialization in one cuisine, many restaurants serve more than one cuisine like Topkapi, Aristocrat, Baton Rouge, Casablanca, Platinum Suites, Red Tomato, Atrium, Abacus, Broccoli, Xenial, Xindian, etc. Signature restaurants and chains by international celebrity chefs are also in Bangladesh like Khazana by Sanjeev Kapoor. Imported ingredients based restaurants are emerging in Bangladesh like Steak House for steak and Spitfire for Bar-B-Q and grill. Also there are Star, Fakruddin Biryani, Purnima, Hajhi Biryani, Kasturi Garden, Shad Tehari Ghar which represent Bangladeshi cuisines mainly Asian. Following is a list of premium restaurants, fast food and coffees operate in Bangladesh: RESTAURANT QUICK REFERENCE AFRO-PORTUGUESE ASIAN BANGLADESHI Nandos Seasonal Tastes Purnima, Karai Gost The 8 Kasturi, Khusboo Dhanshiri, Koi Pabda BBQ & GRILL Kebab Zone, Spitfire Bar B Q Tonight Star Hotel, Jharna Grill

CHINESE FRENCH Golden Rice, Mainland Le Soufflé China, Samarkhand, Shing Heong, Bamboo Shoot 26 | P a g e

GREEK Casa Greek

INDIAN INDONESIAN Baton Rrouge, The Sky Room Bukhara, Dish & Dessert, Efes, Heritage, Oh Calcutta, Sajna, Santoor, Topkapi, Ulta Voot

INTERNATIONAL IRANIAN Cafe Bazar, Charcoal Caspian Steak House, Flambe, Palm View Steakhouse, The Glasshouse Brasserie, Vintage Restaurant Watercress, Water Garden

ITALIAN Club Wheels Ciao Bistro Don Giovanni, Prego Spaghetti Jazz, Bella Italia

JAPANESE Ichi, Izumi, Samdado Wasabi

KOREAN Aarirang, Sura, Koreana Korean Club & Restaurant The Restaurant

MEXICAN Sublime, El Toro

MULTI CUISINE Grandiose Restaurant

SEA FOOD Lake Terrace Saltz

CAFE Gloria Jean’s, North West Café, Barista Lavazza Coffee World

FASTFOOD KFC, Pizza Hut, Pizza Inn Helvetia, A&W

THAI @ Corner, Bamboo Shoot Pan Tao, Royal Thai Soi 71, Thai House

TURKISH Istanbul

SWOT Analysis STRENGTHS The strength is that the government of the Peoples Republic of Bangladesh is very welcoming and accommodative towards foreign Franchisees and Investors who willing to invest and do Business in Bangladesh. Today Bangladesh accommodates lots of World Class Franchisees namely KFC, Pizza Hut, Kenny Rogers, A&W and many

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renowned Restaurants. It should also be mentioned that Bangladeshi people are historically food lovers and spend a lot behind consumption of food, especially fast foods. The restaurant business has thus flourished significantly in the last decade. WEAKNESSES City Centers are the only potential places for the Burger King Franchisee to give a good start but it would be challenging for it do get accommodated it a proper location in the City Centre of Dhaka as its already have lots of fast food chains existing, and finding a proper space for site in the City is a great challenge. OPPORTUNITIES The size of the population, the craze for fast foods especially renowned brands, and the government’s regulations & the government’s openness towards welcoming Franchisees from abroad is a great opportunity for the Burger King Chain. THREATS Competition from other Fast Food Franchisees & Restaurants would be a threat.

OBJECTIVES  Offer high-quality food and a wonderful experience at reasonable prices  Prepare and sell quick service food accurately, quickly, courteously, and in a cleaner environment than the competitors.  Conduct all the business affairs ethically, and with the best employees.  Continue to grow profitably and responsibly, and provide career advancement opportunities for every willing member of our organization.  Provide customized menu choices to meet customer’s individual diets and lifestyles.  Develop Innovative Menu using trained chefs.

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