Gigl april2015
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Transcript of Gigl april2015
This presentation contains forward-looking statements. These statements relate to future events or expectations regarding our future financial performance. These statements are only predictions and involve risks and uncertainties, including, but not limited to the ability to open the new location, fulfill the terms and obligations of the lease, and any other difficulties related to risks and effects of legal and administrative proceedings and governmental regulation, future financial and operational results, competition, general economic conditions, and the ability to manage and continue growth.
Should one or more of these risks or uncertainties materialize, or should underlying assumptions prove incorrect, actual outcomes may vary materially from those indicated. Important factors that could cause actual results to differ materially from the forward-looking statements we make in this news release include market conditions and those set forth in reports or documents we file from time to time with the SEC. We undertake no obligation to revise or update such statements to reflect current events or circumstances after the date hereof or to reflect the occurrence of unanticipated events.
Important Cautions Regarding Forward-Looking Statements
© 2015 Giggles N’ Hugs, Inc. – All Rights Reserved2
A pioneer concept in the family-themed restaurant industry with unique children’s play space
Organic & nutritious menu with high quality items made from local, fresh foods
Trained “aides” promote family-friendly feel and play with kids
Multiple revenue drivers generate attractive store-level profitability opportunities
Large mall operators have expressed keen interest in rolling out the concept nationwide
Revenues: 2011: $1.1M, 2012: $1.3M, 2013: $2.3M, 2014(e): $3.5M
Overview
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Family restaurant that addresses an unmet need for high-quality, healthy food in a safe, themed entertainment environment for children.
3 locations open. Century City (Dec 2010), Topanga Plaza (March 2013) and Glendale Galleria (November 2013). Significant interest from the largest global mall developers who have contributed significant cash and rent concessions.
Our “prototype” has been met with significant patron adoption, good profit margins, and widespread media coverage.
Who We Are…
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Founded by CEO, Joey Parsi, and his wife, Dora Parsi, in response to frustration they experienced dining with their children.
Recognized and addressed a substantial void in the market by opening the first Giggles N Hugs restaurant in Brentwood, California in February 2008.
Brentwood was an immediate success that enjoyed profitability and widespread media coverage.
Westfield approached for an expansion proposal, including possible nationwide rollout.
In 2010, opened restaurant in the Westfield Century City Mall, with Westfield agreeing to pay 60% of construction costs, with additional concessions.
Opened a location in March 2013 in the Westfield Topanga Shopping Center.
Opened a location in November 2013 in the Glendale Galleria Mall.
The current landlords, Westfield and General Growth Properties, have offered very favorable tenant improvement concessions and landlord financing on existing leases and we are in active discussions on many more locations in their malls throughout the US.
Our History
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Smile and befriend the guest at ALL times
Deliver delicious nutritious food
Sincere hospitality & service excellence
Cleanliness & safety
Creating magical moments
Mission: “To satisfy every parent’s need for a restaurant that serves healthy, delicious food and caters to their children's experience as much as their own.”
Our Mission & Core Values
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Kid-friendly play area in a true restaurant environment
Delicious, nutritious, organic menu catered to young children (1-10) and accommodative to parents
Entertainment, such as puppet shows & themed nights
Trained “aides” assist with children’s enjoyment while parents relax
Child drop-off service (while parents shop)First and only restaurant to offer this service in LA
What Sets Us Apart?
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Admission fee for play area access
Food and Beverages
Birthday parties & private rentals
Drop-off service
Alcohol (beer & wine)
Branded in-store and retail outlet merchandising (licensing & merchandising model)
U.S. and International FranchisingInterest from 100s of people/organizations globally
Multiple Revenue Streams
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Westfield Mall – Century City, CAOpened Dec. 2010 – “Flagship location”Annual run rate of $1.4 million in sales and $285,000 in EBITDA (21% net operating margin)6,100 sq. ft.24% of households with children¹21% of household income >$100k¹
Westfield Topanga Shopping Center – Canoga Park, CA10-year lease signed – February 2012Opened end of March 20135,900 sq. ft.38% of households with children¹30% of household income >$100k¹
Glendale Galleria (General Growth) – Glendale, CA10-year lease signed – February 2013Opened November 20136,000 sq. ft.47% of households with children23% of household income >$100k
Where We Are Today…
¹Westfield February 2012 Demographic Report. 11
While fast food restaurants offer cheap food in cookie-cutter buildings, themed restaurants offer a good meal, as well as an experience.
In 2011, there were 19.5 million kids’ parties at restaurants.¹
NPD CREST research finds that kids are eating more healthful food options than ever before.¹
Children five or younger are most likely to influence restaurant visits.²
The average visitor stay at a family entertainment center is 2.5 hours, and they typically visit up to 6 times per year.³
Market Opportunity
1) The NPD Group, “Better Deals and More Sophisticated Palates Contribute to Kids Meal Declines.” May 22, 2012.2) “The New American Diner Study,” by Restaurants & Institutions. August 2007.3) Family Entertainment Center White Paper by JamVentures Management, 2010. 12
Backfill Southern California market
Longer-Term Target markets:
Seattle, WA
Vancouver, B.C.
San Francisco, CA
East Coast
Evaluating multiple franchise requests from around the U.S. and the world
Expansion Goals
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The Westfield Group is highly interested in expanding Giggles N’ Hugs to all 55 of its U.S. mall locations
Offering to pay +60% of construction costs (i.e., “Tenant Allowance Dollars”)
Negotiating deals on a per-location basis
Todd Star – former Westfield senior executive; spearheading negotiations
Also in discussions with other REITs and major mall operators
Macerich Group (NYSE: MAC, $83B market cap): 62 regional shopping centers, 64M sq. ft. of gross leasable area
General Growth Properties (GGP): 135 property portfolio
The “Westfield Opportunity”
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Target:
High traffic, upscale retail centers & shopping malls
Lifestyle/entertainment centers
Areas with children under the age of 10
Empirical site selection model
Rigorous ROI review
Prototype: 6,000 sq. ft. & 150 seats
Site Selection Strategy
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Planned New Store Rollout Schedule
2013 (A*) 2014 2015 2016 2017
Q1 1 (Topanga*) 0 0 1 1Q2 0 0 0 1 1Q3 0 0 1 1 1Q4 1 0 1 0 1Projected Cumulative Stores 3 3 5 8 12
The following is a diagram of the expected new store rollout schedule for current year 2013through the end of 2017 (which is dependent on financing). The flagship store in Century City hasbeen in existence since December 2010.
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Target Economics of a Single Store
The following analysis shows theexpected economics of an averagesingle store, based upon our 6,000square foot, 150-seat prototypewithin the target demographic. Basedon our ability to command tenantimprovement funds of $600,000 perlocation, the payback period on a perasset basis is projected to beapproximately two and a half years.
RETURN ON A NEW STORE IN ITS FIRST FOUR YEARS
YEAR 1 (A) YEAR 2 YEAR 3 YEAR 4
Revenue $1,743,000 $1,893,200 $1,983,000 $2,008,000
Same Store sales growth 9% 5% 2%
Costs ($1,415,020) ($1,518,937) ($1,576,274) ($1,570,670)
Store Net Profit $327,980 $374,262 $406,726 $437,330
Corporate Op. Costs ($50,000) ($50,000) ($50,000) ($50,000)
EBITDA $277,980 $324,262 $356,726 $387,330
% 15.9% 17.1% 17.9% 19.3%
Payback (Years) 2.5
INITIAL INVESTMENT
Build-Out Investment ($960,000)
Pre-Opening Expenses ($240,000)
Total Initial Investment ($1,200,000)
Tenant Improvement Funds $600,000
Total Company Cost ($600,000)
A – Based on first year of maturity
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The Franchise Opportunity
Extensive ongoing interest from:Large multi-unit franchising operators
Small individual franchisees
Global reach:Nearly every major city across U.S./Canada
Europe
Latin America
Middle East
Asia
Australia
Generate licensing fees ($100Ks to $-millions) and ongoing royalties (2%-8% of gross sales)
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Signed agreement with The Licensing Shop (TLS) to extend the Giggles N’ Hugs restaurant experience into “on-brand” products
TLS specializes in the strategic development of consumer products
Expertise:Extending brands into licensed products
Creating new revenue streams
Reaching new customers
Licensing & Merchandising Strategy
TLS Sample Clients
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We plan to sell our branded merchandise in-store as well as to top tier retail outlets
Further expansion opportunities into organic, high-quality clothing & food line
Top-tier retail targets – Nordstrom, Bloomingdales, Whole Foods, etc.
Examples:
Food products (i.e., Frozen Pizzas with Mom’s Tricky Treat Sauce, Mac N Cheese with Mom’s Tricky Treat Sauce and Chicken Littles with Flax Seed)
High-quality children’s apparel and accessories
Drink ware/snack cups (BPA Free)
Coloring books & stickers
Children’s Vitamin Water
Multiple Retail Revenue Initiatives
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$636
$822 $825$913
($42) ($30) ($30)
$41
($200)
$0
$200
$400
$600
$800
$1,000
Dec
31,
201
3
Ma
r 30,
201
4
June
30,
201
4
Sept
30,
201
4
Revenue Restaurant op. income
Quarterly Revenue Growth (in thousands)
John Kaufman – interim President
Former COO of California Pizza Kitchen
Grew from two locations to 70+ and sale to Pepsico
Former President/COO of Koo Koo Roo
33 years of restaurant industry experience
Sean Richards – COO
Joined Giggles N’ Hugs in 2010
20+ Years of operations management experience
Regional Director at Hootwinc, LLC (overseeing operations of 7 Hooters restaurants, 1 casino & 2 bars)
General Manager of The Viper Room & Pink Taco
General Manager of the House of Blues, Planet Hollywood & Hard Rock Café
Management
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Philip Gay, CPA – Chief Business Development Officer
25+ years experience operating restaurant concepts
Former president & CEO – Grill Concepts, Inc.
Former CFO – California Pizza Kitchen & Wolfgang Puck Food
CEO & COO – Diversified Food Group
Former CEO – Color Me Mine
Managing Director of Triple Enterprises
Joey Parsi – Founder & Director
Founded Giggles N’ Hugs in 2007
20+ year career on Wall Street Lehman Brothers
Sutro & Co.
Investment advisor at TD Waterhouse (managed $350M+ in assets) & StockCross Financial Services
Management
Joan Barnes – Advisory Board Member
Joined GIGL August 2012
Co-founder and former CEO of Gymboree
Responsible for growing brand to 400 play centers
Sold company for$1.8 billion or ~20x revenue
Founder and former principle owner of YOGA STUDIO, sold to Yoga Works in late 2008
Advisory Board
Glenn Golenberg, CPA – Advisory Board Member
35 years of investment banking, private equity & financial restructuring experience
Co-founder and Managing Director of Golenberg & Company
Managing Director of Bellwether Group
Advisor to 200+ transactions & arranged financings in excess of $1 billion
Chairman and Director of numerous publicly and privately held companies and committees including The Finance Committee and Investment Committee of Cedars-Sinai Hospital
Executive board of the Wharton Graduate School of the University of Pennsylvania where he received his MBA
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A pioneer concept in the children’s themed restaurant industry
Organic & nutritious menu with versatility and depth
Trained “aides” promote family-friendly feel
Multiple revenue drivers generate attractive store-level profitability opportunities
Large mall operators have expressed keen interest in rolling out the concept nationwide
Key Take-Aways
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Giggles N’ Hugs Contacts
Giggles N’ Hugs, Inc.10250 Santa Monica Blvd., #155
Los Angeles, CA 90067Tel (310) 553-4847
Company ContactJoey Parsi, Founder and CEO
Tel (310) 780-0770
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Rated among best family & kid-friendly restaurants by CitySearch and GoCityKids
Voted the #1 birthday party place in Los Angeles by Nickelodeon
Voted “Best Pizza in Los Angeles” by Nickelodeon
Appendix: Awards & Accolades
“Treat your children like the stars they are with red-carpet-worthy fun. Giggles ‘N’ Hugs, Tinseltown’s favorite tot hotspot, is where playtime, healthy food and happy families converge.” — L. Souris Hong-Porretta, Gilt City Editor
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“I am a big fan of Giggles. This indoor playground has everything it takes for a great time: food, beer, wine, coffee, cookies, delicious, healthy pizza, not greasy and thick. What else do I need? Oh I forgot they also have complimentary wifi. A big plus!” – 5/2/12
“I love this place and so do my kids. Having two little ones to impress often makes it difficult unless you want to go to Chucky Cheese LOL...this place is perfect and the food is very good. Highly recommended.” – 5/15/12
“This place is wonderful! We had a great time when we went to check it out. It's kid friendly. The staff was really nice. I'm looking forward to different promotions they might have coming up, including the Easter Brunch. I would highly recommend this place to anyone I know with kids.” – 4/7/11
Appendix: What Our Customers Say…