‘Angelina's Cantinas fast-food micro-mall model for The Contented Pig in Fratton, Portsmouth 4.4 Market analysis falafel Falafel has a young and healthy image, fitting Portsmouth demographic profile very well. ABOUTUS OUR ST ita eeoine Ready For A Vegolution? Maoz Vegetarian is a fast service restaurant serving authentic falafel and freshly made vegetarian food. \Wrenitcomesto foe ne are word experts. Fr over 20 {pa, we nave been consrucusy warn on ptectrs our , rod tor the best tsng muatous reas aur fusions orig. an we Heap on gang vet. in more than 16 signature salads ana sauces mace hn est reyes om oe tars ane purveyors me a8 ‘kaya on ne looxout or me best quay ngreders salah, ‘ny do we cal ia vegouter? Wel, wee te rect vorsfort Onse yuve ated out ood, 9 gett A {youre abays elcome to come back ores Falafel is a delicious vegetarian product, often served in pitta bread with lettuce, cucumber, tomato and a variety of (pickled) vegetables and condiments. Customers can get up from their seats and top up their pitta as often as they want. Unlike with other fried foods, there is not even a trace of dripping fats from falafel and it has a reputation as a very healthy vegetarian food. It fits very well within British market trends. Maoz Sandwich Falafel bars are so abundant and successful in the Middle East that even ‘pmevious Next McDonalds tried to grab a slice of the market. Its generic McFalafel - slices of ‘Our signature sandwich is called the Maoz Sandwich. A freshly baked white or whole viheat pita pocket filled with steaming hot falafel balls, topped with your choice salads and sauces from our famous salad bar. DOWNLOAD FULL MENU (PDF) Final version d.d. 4 November 2012 Page 1‘Angelina's Cantinas fast-food micro-mall model for The Contented Pig in Fratton, Portsmouth falafel served in a wrap with something sitting around it - didn’t do well enough and McDonalds discontinued it, This failure could easily have been foreseen, as nothing beats the falafel served in a real falafel bar, and falafel just doesn’t fit within the McDonalds profile. While the product may not be known as widely in the UK yet as Fish & Chips, supermarkets like Waitrose and Asda do carry falafel. Boots offers wraps with falafel, but doesn’t always have it available, Starbucks sells it too as a Falafel Mezze bistro box. Anyone who loves good falafel and has enjoyed it numerous times knows why these supermarket and coffee shop varieties are not suitable for acquainting the wider public with this delicious food. Only genuine falafel bars can do that. The (gross) margin for falafel bar chain Maoz which started in the Netherlands is. about 75%; in general, the (gross) fast food margin is 65-73%. /thefranchisehound.com/2011/03/01/mixing-healt The net (profit) fast food margin tends to be around 60%. tential-wealth The Maoz chain’s establishments are not the kind of location where you dwell after having consumed your falafel. In towns that have no other falafel restaurants, a falafel bar can serve as a destination. In towns like Amsterdam, Where you can eat falafel in many locations throughout the city centre, you tend to end up buying it when you pass an outfit while walking down the street. Falafel as a fast food, however, may do less well away from city centres, on its own. Final version d.d. 4 November 2012 Page 3 2‘Angelina's Cantinas fast-food micro-mall model for The Contented Pig in Fratton, Portsmouth Photo: Example of a Maoz location Maoz has recently branched out to the US; below is an American Maoz income statement. ‘Maov’s Potential Income Statement ‘Amount |% of Sales ‘Average Store Sales $575,000 Royalties and Advertising $40,250 [7.0% (Cost of Food and Packaging $149,500 26.0% [Labor $106,375 [18.5% Rent $69,000 [12.0% (Other $57,500 [10.0% Owner Operated Cash Flow before Interest and Taxes |$152,375 26.5% Another successful chain is Just Falafel, which started in the United Arab Emirates in 2007, The chain is now present in more than eight countries, and is expanding rapidly to other countries. At the end of 2011, it announced that it wants to open more than two hundred stores in the UK. I haven't been able to locate on yet. Fadi Malas, CEO of Just Falafel, sai "Just Falafel took the idea of a humble, regionally popular food, developed a number of international flavour varieties appealing to different palates, and is turning it into a global phenomenon through quality, value and service, Potential franchise partners have recognised the success of the Just Falafel formula, and we're currently seeing strong demand from the UK, India, and Canada ~ all of these markets are key growth destinations between 2012 to 2015." “Ah falafel. Food of the gods.” someone posted under a falafel film on YouTube. That is how delicious it is. Final version d.d. 4 November 2012 age 33‘Angelina's Cantinas fast-food micro-mall model for The Contented Pig in Fratton, Portsmouth Falmouth in Cornwall has had a mobile falafel business since 2007. This is what people are saying about it: “Lam very jealous - I wish Fal Falafel could be a permanent feature of Penzance. These are not just falafels, these are perfect falafels - my reason for popping down to Falmouth on Saturday.” - Gabriella Nonino “I love Fal Falafel x” ~ Jessica Gulliver “The best and healthiest food in town! A cultural service to be enjoyed.” =Tom Jones “The best thing to happen to the centre of Falmouth in years...and it’s unique!” ~Jo Tracy “Beautiful food, also very healthy and well presented by Fal Falafel.” - Ger Murphy Final version d.d. 4 November 2012 page 34