LEE'S FAMOUS RECIPE CHICKEN

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LEE'S FAMOUS RECIPE CHICKEN

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HISTORY & TRADITIONlee’s was started by lee cummings, the nephew of KFC’s Colonel Sanders. It has proven its success with over 40 years of operation and more than 400 locations in 14 states.in 2007 Daoud International Foods & Restaurants (DIFR) signed a master franchise agree-ment with Lee’s Famouse Recipe Chicken for 15 Middle Eastern& African countries.

LEE'S FAMOUS RECIPE CHICKEN

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HISTORY & TRADITION

1952Lee traveledwith hisuncle Harlandselling theirspecial blendof spices,later becomingpart of KFC’s“Secret Recipe”.

1962 Colonel Sanders sold KFC.

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1966 “Famous Recipe” developed and “Harold’s Take Home” opened inLima, Ohio with Harold Omer.

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1995Lee’s Famous Recipe sold to RTM Restaurant Group.

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1972100 outlets opened.

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1979 Outlets opened exceed 200.

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1981Lee sold the chain to Shoney’s Restaurant.

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2007DIFR signed Middle East andAfrican Master Franchise.

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2003Lee’s brand was sold to Famous Recipes, Inc. with a vision that would promote easy entry into the chicken business.

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LEE'S FAMOUS RECIPE CHICKEN

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• Flagship location in Amman will set the standard, along with a mall and an In-line Strip mall location. All three outlets in Jordan will be corporate owned with clear strategy of Sub-Licensing in region.

• Territories secured by DIFR for Lee’s include Bahrain, Iraq, Israel, Jordan, Lebanon, Libya, Kuwait, Morocco, Oman, Qatar, Saudi Arabia, South Africa, Syria, Turkey, and Yemen.

MIDDLE EAST CORPORATESTRATEGY

LEE'S FAMOUS RECIPE CHICKEN

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• Fried Chicken Industry is the largest Quick Service seller in the region.• KFC success in the Middle East led to a surge in the opening of Fried Chicken restaurants.• Lee’s expected to thrive due to:

-Lower start-up cost -Economies of scale achieved through regional expansion -Highest rated product in the Fried Chicken business -Largest Selection of healthy items and side items in the industry helping to create a very versatile

MIDDLE EAST CORPORATESTRATEGY

LEE'S FAMOUS RECIPE CHICKEN

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1. Founder of Lee’s Famous Recipe was a founder in the KFC Brand.2. Lee’s is the only Fried Chicken Brand to offer healthier choice products.3. Many restaurant formats allow for flexibility in location selection.4. As new areas develop, flexibility is there to Sub- Franchise within the territory, this facilitates rapid marketentry.5. Taste, quality, and variety exceed that of KFC, the Chain Leader in the Fried Chicken Business in the region.6. Lee’s Famous Recipe, Inc., has allowed DIFR to utilize fully at its discretion; local suppliers, paper goods producers, and more.7. DIFR has prepared and installed a scalable infrastructure to support expansion at any pace.

ADVANTAGES OVER THE COMPETITION

LEE'S FAMOUS RECIPE CHICKEN

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• A forty-five day training program trains employees in the Master Franchise region.

• As for trademark registration, Saba and Co. in Amman Jordan officially DIFR as trademark specialists throughout the region.

• Lee’s Famous Recipe Inc. has authorized and begun registration processes.

Certi�cations & Licenses

LEE'S FAMOUS RECIPE CHICKEN

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MARKETING STRATEGY& TARGETED CONSUMERS

Consumers consist of a wide range from all walks of life.

Become consumers’ ‘place of choice’ & not an alternativeto others.

Lee’s must enter the market with a strong campaign & quickly spread throughout the region.

The dining experience will be semi-self service.

Lee’s will have allocated children’s play areas, & healthy options.

Gain a reputation for a better qualitychicken product.

Lee’s will use different advertising techniques.Gain a reputation for a better quality chicken product.

LEE'S FAMOUS RECIPE CHICKEN

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- Competitive analysis conducted using informal numbers of soft drink sales.- The Fried Chicken industry has proven to be the largest fast food business in Jordan.

- Lee’s will also take over the taste competition, as preparing and cooking food is a duplicated and enhanced process of KFC’s.- Lee’s has an edge over the competition with 4 different types of chicken.

COMPETITIVEANALYSIS

LEE'S FAMOUS RECIPE CHICKEN

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Supply Chain &Raw Material Logistics

All ingredients will beshipped from the United

States to the headquartersin Jordan, and then will be

distributed accordingly.

Lee’s quality and tastewill remain in tact in the

Master Franchise’sregion.

DIFR will retain the right tobuy direct, or source

locally, in the event thatcosts are not at an

acceptable rate.

Easylog has assured DIFRof their ability to supplyall necessary materialsand products to Lee’s

Specifications.

DIFR will be saving theinitial cost productionlocally, and if needed

regionally.

LEE'S FAMOUS RECIPE CHICKEN

Presentation

LEE'S FAMOUS RECIPE CHICKEN

Presentation