Master licence for Turkey

BUSINESS PLAN

Kochlöffel is one of the pioneer chain restaurants in

Germany, and has been offering high-quality products at its
convenience restaurants for five decades. Its food ranges
from the premium Kochlöffel grilled chicken, to tasty bratwurst
and curried sausages, fresh salads and filled and toasted
baguettes, to various burgers, all of which is carefully
packaged for those customers wanting the takeaway option.
The restaurants are mostly located in highly frequented areas
of large and medium-sized cities, as well as in attractive
shopping malls.

(Germany)

© kochlöffel 2
COMPANY AND DETAILS
System and restaurant name Kochlöffel

Country of origin Germany

Company headquarters Lingen / Ems, Lower Saxony

Industry Fast food

Founded 1961
Sales channels Independent outlets,
since 1995: Franchised outlets
National locations approx. 90, 35 of which are Kochlöffel franchises

International locations Poland: 6 Kochlöffel companies, Turkey: 1 Kochlöffel franchise (Istanbul)

Total sales turnover in 2010 43 million €

Staff Outlets: approx. 1,000, system headquarters 50

Website www.kochloeffel.de, www.conieco.com, www.kochloeffel.com.tr

© kochlöffel 3
MASTER LICENCE

Following success in Poland, Kochlöffel now wants

to expand in Turkey.

Master Licensee sought for selected

regions in Turkey:

- Acquisition of the Master Licence for the relevant region

- Granting of sub-licences
- Creation and management of an outlet network comprising
independently-run outlets and licensed outlets
- Development of the brand in the target region
- Opening of at least 10 Kochlöffel restaurants (independent outlets
and licensed outlets) within the first 5 years

© kochlöffel 4
MASTER LICENCE

TASKS:

- Search for sub-licensees

- Choose suitable commercial premises for Kochlöffel
restaurants
- Master licensees and sub-licensees to build and fit out the
restaurants as per the Kochlöffel system
- Regional procurement of goods as per the Kochlöffel
specifications
- Use standard advertising resources in the country‘s official
language
- Active regional and location-based marketing

© kochlöffel 5
MASTER LICENCE

COMPETITIVE ADVANTAGES

- Exclusive use of the “Kochlöffel” trademark with territorial

protection.
- Use of extensive, long-time Kochlöffel know-how to open and
manage Kochlöffel convenience restaurants.
- Tried-and-tested product range aimed at a broad target
audience.
- Consultancy and support for market analyses, opening the pilot
establishment and further developing the region with internal
licensees and sub-licensees.

© kochlöffel 6
MASTER LICENCE

CONDITIONS

ONE-OFF FEE
50,000 Euros start-up fee for the regional Master Licence upon contract conclusion.
Start-up fee for an independently-run Kochlöffel restaurant : 15,000 Euros per restaurant.
The start-up fee for the opened restaurants is credited against the one-off fee.

ONGOING FEES DURING THE CONTRACTUAL TERM

For independent operation
Franchise fee: 5% of net sales turnover
Advertising fee: 1% of net sales turnover

Different fee regulations apply for sub-licensees.

© kochlöffel 7
PRODUCTS

© kochlöffel 8
RESTAURANT

© kochlöffel 9
RESTAURANT

© kochlöffel 10
PRESS
Kochlöffel has almost as long a history as Wienerwald. Founded in 1963 in Rheine (Emsland), this fast-food chain now has
100 branches. Along with chicken, the menu includes burgers (beef), sausages und salads. The main featured product,
however, is its half chicken, or which some 4 m portions are sold a year to around 13 m guests. Not even bird flu could make
much (permanent) effect here. “Yes, we did see sales of half chickens fall at the start of 2006”, admits franchise manager
Wolfgang Kaiser, “but sales more than recovered towards the end of the year.” 25 – 30 % of food sales are generated by this
crispy poultry product (€ 2,75 per portion, three halves for € 6,49), a further 10 – 15 % by processed chicken ingredients, such
as “Chicken Krossies”, so chicken burgers and chicken wings. Put it all together, and chicken of whatever kind accounts for
more than 40 % of food sales.

“People see us as a chicken specialist”, confirms Wolfgang Kaiser. “That is our core expertise and our classic product, and we
shall continue to rely on it in future.” When it comes to processed chicken specialities (which, incidentally, suffered no adverse
effects from bird flu, since the guest does not associate them directly with a bird) they are experimenting with new taste
profiles, such as piquant, or Asian.”

Around one third outlets are currently run by franchisees. Typical characteristics: an A1 site in medium-size towns or cities.
The restaurants have seating areas of between 70 and 100 sq m. A smaller type of outlet, 30 cq m and above, can be set up
in shopping centres and railway stations. Total sales for Germany in 2010 were € 43 m.

Kochlöffel has also been operating in neighbouring Poland since 1995. Its outlets – of which there are currently six – are called
conieco.; average guest numbers per unit per month are 10.000. The product rage is the same as that in Germany, but the
food comes solely from Polish suppliers.

Quelle: FOODSERVICE EUROPE & MIDDLE EAST - www.kochloeffel.de

© kochlöffel 11
CONTACT

Kochlöffel GmbH
Herzforder Straße 9
49808 Lingen
Germany

Wolfgang Kaiser
Telephone: +49 (0) 591 / 9160 260
Fax: +49 (0) 0591 / 1200
Email: w.kaiser@kochloeffel.de
www.kochloeffel.de

© kochlöffel 12