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