Business Proposal_Business Plan excluded for confidentiality

Business Proposal for city’super cookedDeli

Beyond Authenticity

About Us

Restaurant Franchise Company

that pursue enjoyable & unchanging taste

based on honesty, belief and trust

Introduction Milestone Organization Representative Brand

C E O

Lee Dong Geun

Regional Representative of Korea Franchise Association (Daegu)

Doctor’s degree on Food Service Management (In Progress)

• Target various age segments

• Premium Korean local food concept

• Presenting upscale casual dining experience

About Us Introduction Milestone Organization Representative Brand

Our Brands

Korean Fried Chicken

Since its establishment in 2001, the company has focused on

transforming existing Korean local dish dining experience into

family dinning culture with its special meat processing know-how

and upscale dining space

Entrails BBQ Squid & Seafood

Family

Dinning

Culture

Local Dish

Dining

Experience

Milestone

About Us

*Mgt - Management

*Mkt - Marketing


10’ Distribution Contract, MyungGa Food System

09’ Full Member, Korea Franchise Association

08’ OEM Contract, Save Distribution Company

OEM Contract, Gunwoo Food

07’ Selected as Noble House for donating meals

to the elderly in need, Family Welfare Association 03’ 05’ 12’

01

20

40

13’ Seafood Brand

(1st Direct Shop)

Sustain Growth

BBQ Brand

40th Franchise,

5th Direct Shop

Business Expansion

14’ Palgoo Beer Chicken

(1st Direct Shop in Taiwan)

13’ Award Certificate, The Mayer of Daegu

New Product Development Partnership, CW Food

Mgt & Design Consulting Contract, Do Consulting

PR & Mkt & Legal Consulting Contract, Cube Inc.

12’ Appreciation Plaque, Korea Franchise Association

05’ “Best & Promising Franchise”, Sports Chosun Newspaper

About Us Introduction Milestone Organization Representative Brand

- Optimized Structure for Franchise Business

- Department Subdivision for Work Efficiency

- Top Advisory Committee Composed with Experts

Organizational Feature

14 Years of Know-How

Core Factors

40 Franchise 3 Brands

Organization Chart

CEO

Mgt & Design

Consulting Group

PR & Mkt & Legal

Consulting Group

Labor & Tax

Consulting Team

Direct Mgt Store

Biz Dep.

COO

Facilities Mgt Dep.

PR & Mkt Dep. R&D Dep.

Franchise Biz

Mgt Dep. Overseas Biz Dep.

*Mgt - Management

*Mkt - Marketing

About Us

Success Strategy of


Upscale Dining Space Endless R&D Effort Systemized Process

Upscale Interior & Exterior

Design Differentiation Special Deodorization Skill &

Strategic Menu Composition Systemized Distribution Process

& Providing Complete Products

Promotes Family Dining Culture Popularized Entrails BBQ,

Raise Price Per Table

Stable Material Supply,

Economic Personnel Expanses

About Brand

Palgoo Beer Chicken - Casual Korean Local Dish Brand

20~30s Women Premium Korean Local Dish Casual Dining Experience

Introduction Brand Concept Menu Local Reaction

About Brand

Palgoo Beer Chicken - Brief Footprint of the Brand


22nd Dec, 2014

Grand Open

(Kaohsiung, Taiwan)

Feb~Mar, 2015

Media Exposure

(2 National, 1 Local Network)

Jan, 2015

Taipei ATT4FUN Branch

(Progress on Interior Design)

Mar, 2015

Hong Kong Branch

(Launching, On progress)

Grand Open, Kaohsiung ATT4FUN Branch, Taipei

Mar, 2015

Delivery Service

(Kaohsiung, Taiwan)

About Brand

Casual Space


The harmony of container themed interior design, café style

furniture, and delicate light create casual atmosphere where

friends and family can happily gather up and talk over a dish

About Brand

Trendy Items


Scoop Waiting Ticket

Illustrated Korean Panel

Uniform

Mini Sanitary Gloves

From uniform to mini sanitary gloves, the

brand has whole package of mind-catching

items that brings ‘Instagram moments’ for

20~30s women

About Brand

Authentic Korean Recipe


“Hometown of Fried Chicken”, Daegu City

With 80 brands including global ones and the biggest scale of

int’l fried chicken festivals in Korea, the city gain its reputation as

a “Hometown of Fried Chicken”. To survive in this market, recipe,

sauce and powder have to be competitive.

Directly invested,

Operated by Headquarters

Directly Import

Sauce & Powder from

Proven Suppliers (Daegu)

Traditional

Daegu Recipe

About Brand

Menu

Garlic-Soy Chicken

Fried Chicken

Lemon Pineapple

Giant Doonggi

Chili Sauced

Honey Nut

Original + Spring Onion

Cheese Mountain

Sweet Sauced

Garlic Soy

89 Jjimdak / Curry Jjimdak

(Braised Chicken with Vegetables)

Seasoned Spicy Chicken

Gangjeong (Boneless Chicken)

Chicken

*Half Chicken Set - 2 flavors with a whole chicken


About Brand

Menu Menu

Homemade French Fries

Side Dish

Topokki (Stir-fried Rice Cake)

Homemade French Fries

Crispy Dried Filefish

Kimchi Pancake

Cheese Stick

Beverages & Liquors

Grapefruit / Orange / Lemon

Koronarita, Berninirita

Creamy / Icy / Grapefruit / Apple / Lemon

Hite / Hineken / Corona / Taiwan Beer /

Cola / Cider / Fanta / Ice tea

ADE

RITA

BEER

MD


About Brand Introduction Brand Concept Menu Local Reaction

National Network

Media Exposure

TVBS NEWS

02. 2015

National Network Sanli NEWS

03. 2015

Local Broadcasting TKTV Show

03. 2015

About Brand Introduction Brand Concept Menu Local Reaction

Facebook Blog & Online Review

85% Customers Rated 5 Star

on the Food and Service

Crispy and juicy mouthfeel is harmonized into a incredibly tasty dish

Total Score – 4.8 Star

- windco0813 (Food Blogger)

As I step in the shop, the whole set made me feel like I’m in Korea

The cute Korean staff’s kind service was different with any other shop

- High瘋首爾 (Food Blogger)

- Devon Su (Food Blogger)

Continuing Growth of Korean Wave 1 Increasing Interest of HK Locals 2

K-FOOD FAIR Visitors

Korea Travelers

Korean Learning Locals

60 20

550

3 times

390 40%

*Unit: Thousands

0.8 3.5 times

30

Sustainable Growth of Korean Wave Contents in high profile of HK Locals

About Launching Market Situation Palgoo x city’super Business Plan Vision

12’ 14’

13’ 14’

13’ 14’

63 94

130 137

194

234 261

319

430

521

03' 04' 05' 06' 07' 08' 09' 10' 11' 12'

Phase 1

Generating Period

(Drama, K-POP)

Phase 2

Growth Period

(Movie, Game,

Etc.)

Phase 3

Diversification

(Food, Traveling,

Traditional culture)

442

628

671

879 Korean Wave

Contents Business Sales Scale

(Unit: Hundred Million Dollar)

Korean Wave

Contents Export Scale

(Unit: Ten Million Dollar)

*Source: Korea Creative Content Agency

01 Clear brand concept that creates immediate notification from customers

02 Trendy tenant composition of cookedDeli that meets customer’s needs

03 Strong authenticity that increases brand value of city’super, cookedDeli

Optimized Choice for city’super



Menu 1 Take-Out 2

Shop

Gangjeong (Boneless Chicken) style menu with

authentic Korean sauce and powder

Packing container considering Half Chicken Set

(Includes chopsticks, water tissue and containers

for radish, spring onion, extra sauce)

Design 3 Container themed interior design in cozy settings to

deliver alive brand experience

* Details can be decided after consultation with city’super

Original + Spring Onion

Sweet Sauced

Garlic Soy

Chili Sauced

Cheese Mountain

Easy-to-eat dish for the shoppers at the Harbour City


Visual Satisfaction 1 Blogger Relationship Management 2

Marketing Strategy

Eye-catching brand items with conspicuous color

that represent the brand identity

Customers can experience the brand from the first

sight to the last bite

Hiring a certain number of Korean staffs for

maintaining authentic concept

Considering local’s high level of reliance on media

such as Openrice for deciding dining place, we will

discover and maintain relationship with the bloggers

to cause win-win situation

SNS Marketing 3 Facebook & Instagram marketing considering the

brand’s main target and spreading power of

marketing contents

* Details can be decided after consultation with city’super


Globalize

Korean Local Food

Through Franchise System

Overseas Expansion Plan

HK, Taiwan, Beijing,

Shanghai, Qingdao

Vision

Documents

Business Proposal_Business Plan excluded for confidentiality