Post on 03-Feb-2020
FRANCHISE PROSPECTUS
2016
CONTENTS• Melissa’s Company History • Melissa’s Brands
o Food. Home. Gifto Melissa’s Mantra o Melissa’s Café & Bar
• Franchisee Support • Market Opportunity • The Melissa’s Advantage • Marketing Support • Contact Information
OUR HISTORYMelissa’s was founded by Mark and Melissa van Hoogstratenin 1996 in Kloof Street, Cape Town. Simply by demandMelissa’s has expanded nationally.
Within the original Melissa’s store concept (Melissa’s Food.Home.Gift) customers can shop the unique Melissa’s product range as well as local produce; along with freshly baked quiches, cakes, savoury dishes and salads prepared each day.
Our restaurant serves breakfast, lunch and dinner alongside a wonderful selection of freshly baked cakes and artisan coffee which is served all day. The décor is fresh and sophisticated and the atmosphere warm, inviting and vibrant. Melissa’s represents a kind of wholesomeness and authenticity that connects people to the real and often forgotten quality experiences in life.
In 2016 Melissa’s launched two new concepts:
• Melissa’s Café & Bar which places more emphasis on restaurant, serving three meals per day while still offering a select retail range.
• Melissa’s Mantra store that focusses purely on selling the full Melissa’s retail range.
MELISSA’S BRANDS
Melissa’s Food. Home. Gift is the original Melissa’s restaurant and retail concept store.
Melissa’s Café & Bar is Melissa’s café-style dining experience with an expanded evening trade and a bar
service.
Melissa’s Mantra is the retail-only lifestyle brand offering a collection of beautiful homeware, food and gift products for everyday living.
MELISSA’S FOUNDERSMark and Melissa van Hoogstraten
FOOD.HOME.GIFT
FIRST SA FRANCHISEFrater Square, Paarl in 2013
NUMBER OF CURRENT SA STORES12
OPENING SOON…Franschoek, Baywest (PE)
FOOD.HOME.GIFT INVESTMENT ACHIEVABLE ROI 40%
INITIAL FRANCHISE FEE R 400 000 ex VAT
APPROXIMATE FRANCHISE COST (incl. initial franchise fee)
R 3 900 000 ex VAT
MIN. OWNER’S CONTRIBUTION
R1 950 000
MANAGEMENT SERVICE FEE 6% OF TURNOVER
MARKETING FEE 1% OF TURNOVER
STORE DESIGN
STORE DESIGN
PRODUCT RANGE
CAFÉ & BAR
CAFÉ & BAR INVESTMENTACHIEVABLE ROI 66%
INITIAL FRANCHISE FEE R 500 000 ex VAT
APPROXIMATE FRANCHISE COST (incl. initial franchise fee)
R 6 000 000 ex VAT
MIN. OWNER’S CONTRIBUTION
R 3 000 000
MANAGEMENT SERVICE FEE 6% of turnover
MARKETING FEE 1% of turnover
MELISSA’S CAFÉ & BAR FOUNDERSMark and Melissa van Hoogstraten
FIRST CAFÉ & BAR FRANCHISEOpening November 2016 in Camps Bay, Cape Town
MELISSA’S MANTRA
MANTRA INVESTMENTACHIEVABLE ROI 40%
INITIAL FRANCHISE FEE R 200 000 ex VAT
APPROXIMATE FRANCHISE COST (incl. initial franchise fee)
R 1 400 000 ex VAT
MIN. OWNER’S CONTRIBUTION
R 700 000
MANAGEMENT SERVICE FEE 5% OF TURNOVER
MARKETING FEE 1% OF TURNOVER
MELISSA’S MANTRA FOUNDERSMark and Melissa van Hoogstraten
MELISSA’S MANTRA FRANCHISE1
OPENING SOON…Rivonia Village
FRANCHISEE SUPPORTWith over 20 years of experience and a proven track record, we
understand our customers and know what it takes to run a successful Melissa’s store.
Solid business acumen, a passion for the brand and an eye for quality are just some of the key traits we are seeking in potential
owners.
AS A MELISSA’S FRANCHISEE YOU WILL BENEFIT FROM THE FOLLOWING EXPERTISE & SUPPORT:
Advice and expertise from Melissa’s founders
Location of store premises
Full store design & set-up by our project management team (includes all fixtures and fittings)
Recruitment and staff training
Handover of a fully operational store
Business management training for owners and managers
Assigned area manager for ongoing direction & support
Ongoing marketing & PR
EXISTING MELISSA’S STORES
MARKET OPPORTUNITY
OPENING SOON
Baywest PE Camp’s Bay Rivonia Village
Prospective franchisees can approach Melissa’s with a particular location in mind or we can work together to find the
ideal premises for your store.
Kloof Tygervalley PaarlNewlands V&A Waterfront Du ToitskloofConstantia Blouberg DainfernStellenbosch Somerset Mall MthathaClaremont
THE MELISSA’S ADVANTAGE
The Melissa’s franchise offers many advantages including:
STRONG BRAND EQUITY Melissa’s has been an industry leader for over 20 years. Melissa’s is a prominent
South African brand synonymous with quality, integrity and authenticity.
AFFLUENT, LOYAL CUSTOMER BASEThe brand attracts a higher income customer with sophisticated taste and
appreciation for wholesome food, beautiful gifts and homeware.
DEEP CUSTOMER UNDERSTANDINGWith years of experience and a proven track record, we understand the Melissa’s customer and know how to continuously exceed their expectations with the best
products and outstanding service.
UNPARALLED PRODUCT RANGE The Melissa’s branded product range is completely unmatched in South Africa -
from the sophisticated packaging design, to the attention to detail in every product and unmistakable signature navy and white branding.
UNIQUE RESTAURANT & RETAIL EXPERIENCEThe combined offering of retail and restaurant creates a unique experience where
our customers can enjoy a meal, a cup of coffee and at the same time shop within a familiar, inviting and relaxed atmosphere.
Our menu is based on a philosophy of uncompromising quality, delicious food made with integrity and respect for time-honoured principles.
The Melissa’s experience is crafted to be an extension of your own home, a place where you can feel at ease and enjoy delicious home-style meals and treats.
MELISSA’S MENU
MARKETING SUPPORTAs a Melissa’s franchisee, you will benefit from extensive
marketing support including:
STORE MERCHANDISING
IN-STORE PROMOTIONS
BRAND ADVERTISING
EVENTS
PUBLICITY
PRESS RELEASES
SOCIAL MEDIA STRATEGY
DIGITAL MARKETING –WEBSITE, EMAIL NEWSLETTERS, GOOGLE PPC, SEO
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
CONTACT INFO
FOR FRANCHISE INQUIRIES CONTACT: Anneke Feldtmann
Melissa’s Franchise Manager anneke@melissas.co.za | TEL: 021 888 2999
melissas.co.za
@melissas.foodshop
@melissas_stores
@melissas_za