Post on 27-Dec-2015
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 )