Café Vienna
FRANCHISE INFORMATION
since 1913
AIDA SNAPSHOT
=> One century of success: AIDA serves its customers with first class pastries,
cakes and coffee since more than 100 years as an Austrian family business in its
4th generation
=> Highest quality standards: selected innovative
products and hand-picked ingredients ensure our sustainable success
=> A piece of Austrian culture: offering its products in a traditional, exclusive
Viennese ambience, imperial atmosphere and coffee house culture
=> Growth strategy: Franchise possibilities worldwide.
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100 Years of Success
1913: Joseph Prousek opens his first coffee shop
1917: Joseph Prousek opens the first factory in Vienna
1934: 11 outlets are oppenned
1943: Aida started shock freezing the products
1945: The first big B2B order for the American soldiers
(Ice Cream and Doughnuts)
1946: Felix Prousek the second generation joins the
company and opens more stores with his father.
1950: Felix Prousek is announced CEO
1973:Due to demand new outlets and a bigger factory is built
1990: Over 20 outlets are oppened
2003: Michael Prousek is announced CEO
2005: 28 outlets in Vienna have been oppenend
2007: Dominik Prousek (4th generation) joining the familiy business
2008: Two franchise outlets in Vienna oppened
2012: Aida opens four franchise outlets in Vienna which makes
it a total of 31 stores in Vienna
2013: Aida opens in first international franchise outlets in Zagreb Croatia,
Jeddah Saudi Arabia and Krakow Poland
2014: 2 shops are under construction in Kazakhstan, 1 shop in Shanghai,
3 shops in Saudi Arabia and one shop in Bosnia.
Further Aida franchises are being planned world wide
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AIDA Facts
=> Largest and most exclusive privately owned confectionery
producer and coffee shop brand in Europe
=> Operates 29 AIDA stores in its home market Vienna,
where 18,000 cups of coffee sold daily and 115 tons
of coffee are served per year
=> Franchise roll-out started in Riyadh and Jeddah,
Saudi Arabia, 3 coffee shops in Doha Qatar open in 2013
=> More than 300 employees worldwide
=> 130 confectioners produce 3 tons of cakes and pastries daily
=> Winner of the Golden Coffee Bean in 2006
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AIDA - Value Chain
Product
Development
Selection of
coffee, tea,
ingredients
Product
Distribution
=> AIDA SERVICES COVER THE ENTIRE VALUE-CHAIN,
ensuring best-in-class quality standards
=> Constant research & development of new products to
meet demands of different cultures, catering to the
tastes of local consumers
=> Continuous improvement and diversification of
supply-chain, including numerous Fair Trade suppliers
of high quality beans
=> New market trends: implementation of a healthy
low-calorie line, “AidA light”, and introduction of
AidA Premium Single Cups
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AIDA outlets
Products to go
Product Portfolio
=> A variety of over 350 products
=> Menus are adjusted to the target market, eg. for the Asian
Franchises AidA will offer a fine selection of local teas and deserts
=> Taste and sweetness of products can be adapted to the market
=> 98% of our products are shock frozen and last over 6 months
=> They are shipped from Vienna by cargo twice a month to any
destination and have to be stored in a cooled warehouse
=> Local production, tbd
COFFEE – TEA – CAKES – PASTRY – CHOCOLATES
SALADS – SNACKS – ICE CREAM – SOFT DRINKS
GIFTS – MERCHANDISE
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Corporate Clients
Aida provides tailor-made and customized products for
a selective range of clients and distribution channels:
=> High end hotel industry: eg Burj Al Arab
=> Retail store chains, eg SPAR
=> Wholesale store chains, eg Metro
=> Corporate clients, like Fashion TV
=> Catering services for special events, like
weddings or conferences
=> Home delivery services (on request)
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Customers
Aida coffee shop is a popular meeting point for private and for business,
for socializing and for relaxing over a coffee, a cake or a lunch snack.
The shop also offers an integrated takeaway bar for coffee, cakes and
sweet Austrian dishes.
Our target group
=> Varying, based on the shop concept
=> Comprises connoisseurs, people who define themselves
through tastefulness and exclusive style
=> Our customers are highly quality-conscious. They know
what they get since we always keep our promise and are
willing to pay a certain premium for exclusivity and quality
=> High recognition value: A lot of regular customers visit our
shops several times a week.
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Market Environment
Market
environment
Expensive
5*
Hotel
Coffee
Shops
High
quality
Low
quality
Independent
Coffee
Shops
Inexpensive
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AIDA’s unique selling proposition
=> Sustainability: 100 year of success through continuous
achievement of highest and constant quality standards in the
entire value chain, in production, distribution, sales and services
=> High-End-Diversity: exclusive product range comprises a
variety of unique cakes, coffees, salads, soups, snacks, ice cream,
pastries and gifts
=> Flexibility: Highly flexible market requirements through tailor-
made shop concepts (3 modules, AidA PiNK, AidA BROWN and
AidA GOLd address specific target groups)
=> „AIDA personality“: serving clients with a piece of “Vienna”,
combining tradition, luxury, style and Viennese charm with
comfort and pleasure
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China - market analysis
=> Europe and North America, average coffee consumption per capita 400 cups pa,
Japan‘s 360 cups; Chinese consumption around 20 cups in metropolitan areas,
like Beijing, Shanghai, Guangzhou.
=> China‘s coffee shop market offers boundless potential, market growth 30% pa,
compared to 2% worldwide; approx. 200 million potential consumers in China,
which would put China on a par with the major coffee consumer, the United
States.
=> Starbucks Coffee International plans to increase its outlets in mainland China,
from 700 to 1,500 by 2015.
=> Majority of visitors are at the age of 20-40 years, affluent, fashion-conscious,
urban Chinese. Foreign travelers and expatriates account for 15% to 25% of coffee
house customers.
=> Chinese frequently visit coffee shops to experience merchandise like coffee
mugs, thermoses and a variety of beverage and fresh pastries in a cozy ambience
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3 Shop Concepts
1. AIDA PINK
a.) Pink wall
b.) Pink shop
2.AIDA CLASSIC (for home-market only)
3. AIDA GOLD
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AIDA PINK
Target market / location: designed for airports, retail
chains, busy areas, hospitals, malls, bookstores, etc.
2 modules:
=> AIDA PINK WALL or
=> AIDA PINK SHOP
Target group: 20 to 80, travelers, shoppers,
patients and visitors
Core business: coffee & pastry to go, breakfast & snacks to
go, cakes, beverages and merchandise
Advantages:
=> flexible modules
=> Low investment costs
=> Maximum 2 employees
=> Only small space needed
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AIDA PINK WALL
• Size: 2 sqm
• Employees: none
• Shop-in-shop: in retail stores & duty free shops
• Facilities:
=> Espresso machine
=> Showcase for warm pastry
=> Showcase for cooled cakes
• Product shelves
=> Coffee (AIDA-Tabs, Classic AIDA, AIDA Espresso)
=> Chocolates and confections
=> Gift and seasonal items
=> Cakes in boxes
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AIDA PINK SHOP
• Size: 6-15 sqm
• Employees : 1 sales person
• Location: public facilities and highly frequented
areas like airports, on busy streets, malls, trainstations, hospitals, bookstores, hotels
• Facilities:
=> Fresh-oven and microwave
=> Espresso Machine
=> Bar tables and / or seating area
=> Cooled and Heated Display
=> Sales desk
=> Locker room for staff and storage space
• Average stay per costumer: 3-10 min
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AIDA PINK SHOP
• Size: 10-50sqm
• Employees : 2 sales person
• Infrastructure & Facilities:
=> Garden / parking area
=> Order and Sales Window, Sales desk
=> Fresh oven, espresso machine, microwave
=> Bar tables and seating area
=> Cooled and Heated Display
=> Locker room for staff and storage space
• Products
=> Coffee, AIDA chocolates and sweets
=> Gift and seasonal items - various hot and cold drinks=> Pastry, Coffee, Snacks and lunch to go
• Average stay per costumer 3-12min
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AIDA PINK DRIVE
• Size: 10-50 sqm
• Employees : 2 sales person
• Infrastructure & Facilities:
=> Garden / parking area
=> Order and Sales Window, Sales desk
=> Fresh oven, espresso machine, microwave
=> Bar tables and seating area
=> Cooled and Heated Display
=> Locker room for staff and storage space
• Products
=> Coffee, AIDA chocolates and sweets
=> Gift and seasonal items - various hot and cold drinks=> Pastry, Coffee, Snacks and lunch to go
• Average stay per costumer 3-12min
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AIDA CLASSIC
• Size: 60-200 sqm
• Employees: 2-5 sales person
• Location: busy street corners,
shopping malls, airports
• Designed as a classic Viennese café
with pictures of famous Austrian
characters such as Mozart and
empress Sissi
• Target group: at the age of 25-90
• Mass marketing
• Average stay per costumer 12min
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AIDA GOLD
• AIDA Gold is the luxury line of AIDA
brand and preferred franchise-brand
• Size: 150-800 sqm
• Employees: 4-40 sales person
• Location: flagship sites, and
shopping malls, busy streets in
city centre, airports
• A combination of old imperialistic
futures combined with modern fusion.
• Average stay per costumer 20 minutes
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AIDA - Franchise
Owning and operating an AidA store comprises the use of the brand name,
trademarks, products, operational systems, interior and décor and marketing.
Additionally AIDA provides a franchise manual and further assistance in:
=> Site selection
=> Facility planning and architectural design (drawings and specifications,
specifications for fixtures and equipment)
=> On-site Training of owner/operator, operational manager, sales team
=> Pricing policy and increasing profitability
=> improving efficiency of operational and administration processes
=> Continuous support from members of the Training and Operations Team
=> Continuous updates and exchange of information on market trends
and innovations
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Franchise - parameters
Average Investment/Unit/Store
The initial estimated investment of an AIDA coffee shop is in the range of USDxx
and USDxx, based on location, structure and size and including initial franchise-fee.
Investment including fully fitted store, equipment, training, franchise manual and
continuous franchise support.
Types of Franchise
a) Terrestrial Franchise
b) Single-shop Franchise
Fees
Initial Franchise Fees (one-time cost): tbd
Monthly royalty fee (% of turnover): 6% of gross sales
Monthly marketing contribution fee (% of turnover): 1% of gross sales
Term of Franchise Agreement:
Minimum of x-Years
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What is an Aida Master-franchise?
Master Franchise gives the franchisee the possibility to have the AIDA franchise
rights to own and sub- franchise all three AIDA models in PINK, BROWN, GOLD
for an entire country or city. There is a one-time payment to own a Masterfranchise which depends on the country. The Master-franchisee himself can open
an unlimited amount of stores with a royalty of 6%, but without further franchise
fees to Aida for store openings. In case of sub-franchising, the franchise fee per
store and royalty fee will be split between the Master-franchisee and Aida. Masterfranchisee has further the right to sell the goods to grocery stores, hotels, catering
and other B2B possibilities.
What is an Aida Sub-franchise?
An Aida Sub-franchisor has the choice of opening one of the three AIDA models
PINK, BROWN and GOLD. There is a 6% Monthly royalty fee and a franchise fee
depending on the type of model.
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What is the Aida Sub-franchise
fee in Austria?
AIDA PINK:
e 35 000.-
AIDA CLASSIC: e 50 000.AIDA GOLD:
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e 100 000.-
Where do I get my products?
AIDA sells all products deep frozen ex-works from Vienna.
What is my margin on the products?
AIDA offers 50% on all goods from the sales price in Vienna.
How many products does AIDA offer:
Aida has over 350 products in its assortment. The franchisee will receive a list of
bestsellers and may order accordingly to the markets’ taste.
What is the price for coffee?
Since coffee is the main income we offer our franchisees a net price of 8.50 e
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Can we produce locally?
All cakes, pastries, coffee and branded Aida goods must be imported from Vienna,
since it gives the goods added value and quality can be guaranteed. Additional
dishes such as fresh salads, sandwiches, soft drinks and other approved goods may
be purchased locally.
Who takes care of the interior design?
Aida arranges a layout together with the franchisee and slightly adjusts it to the
market. Aida does not profit from the interior instead gives the franchisee the
contacts of the companies directly and allows the franchisee to search locally for
the items. Only the coffee machine must be from an Italian brand called San Marco.
Who looks for the locations?
The Franchisee must look for the location and get it approved by AIDA.
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How many employees do I need?
Aida has on average one employee for 10 tables.
What is my selling Price?
Master-franchisee may set the prices for the entire market, while sub franchisor
must follow his lead.
How do I learn Aida‘s knowhow?
Aida trains the franchisee for one week in Vienna, before the store opening;
Aida sends staff to the new branch and trains for one week onsite. A handbook,
which offers 100 years of knowhow, is handed to the franchisee when the contract
is signed.
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Contact
Dominik Prousek
mobile: +43 664 961 59 13
email: franchise@aida.at
Schönthalergasse 1
1210 Vienna Austria
www.aida.at
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