Majolica
Past…Present….Future
Majolica
Quick Facts
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BYOB
New American Cuisine Using French
Technique
Chef/Owner – Andrew Deery
Multiple Award Winner – Including 3 Bells from
Craig LaBan
6.5 Years Old
Financed Through Friends, Family, traditional
Bank Debt
35 Seats
Quick Facts
 Open
Wednesday – Sunday – Dinner Only
 Average Customer Check +/- $40.00
 Business Dependent on Food Only Sales
 Business Management Practices –
Historically – Not Complicated
 PR & Marketing Effort Nearly A Full-Time
Job In Order To Keep Seats Full &
Capitalize On Positive Reviews
Past
 Majolica
opened in 2005 As A Vehicle To
Showcase The Artistry & Craftsmanship Of
Professional Chef Andrew Deery
 The Restaurant Was Funded By A
Combination Of Friends, Family & Bank
Debt
 From The Start, the Restaurant Garnered
Positive Reviews From All Important Media
Outlets – And Continues To Do So
Present
 Restaurant
Runs As a “Week To Week”
Entity, Highly Dependent On Strong
Weekly “Cover Counts”
 Over The Last 12 Months Basic “Business
101” Principles Have Been Strengthened In
An Effort To Improve Day To Day
Operations
 All Expenses Are Closely Reviewed, Cut,
Modified, Reined In And Monitored - Daily
Present
Present
 Restaurant
Currently Carries A
Manageable Debt Load
 With An All Food Concept…. Gross Profit
Margin Expectation – 5-8%
 PR & Marketing Budget Currently Less
Than 2% of Monthly Sales
 Chef/Owner Compensation At Minimum
Level
Present - Management
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Increasing Business-Side Management – Hired
Professional Business Manager
Increasing PR & Marketing Effort Through
Greater Use Of Social Networking & Customer
– Both Current & New - Outreach
Continuing “Affordable Fine Dining” Concept
With Current Menu Format That Highlights
Greater Choice And “Small Plates” – Stronger
Messaging To Highlight “Value” Without
Sacrificing Quality
Present - Management
 Capitalizing
On The Stellar Nature of The
“Andrew Deery/Majolica” Brand
 Increase Andrew Deery’s Public Exposure
 “Outside The Box” Initiatives To Increase
Wednesday & Thursday “Covers”
 More Private Parties – Market Exists
 Business Function Outreach – Market Exists
Present
Present – Needs
 Small
“Cash Cushion” To Allow Majolica
To Operate “Mistake – Free”
 Cosmetic Changes/Improvements To
Current Infrastructure To Gain Improved
Ambiance & Increase Available Seating –
Needed For Weekend Business
 $12 - $15,000 Will Facilitate The Initiation Of
Outlined Business Enhancement Plans
Present – Idea – Dining Club
 Offer
Majolica’s Most Loyal, Consistent
And Enthusiastic Customers The
Opportunity To “Invest” In The Restaurant
In A Manner That Facilitates Current
Operational Improvement Goals AND
Brings Value To The “True Supporters”
Without The Risk Of Loss To Them
Present – Dining Club Details
 Upfront
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Dining Payment Schedule:
$1,000 = $1,500 Dining Credits
$1,500 = $2,250 Dining Credits
$2,000 = $3,000 Dining Credits
Payment To Be Recorded On A Spreadsheet
And Updated Weekly. Credits Do Not Include
Tax & Gratuity.
Present – Dining Club
 Value
@ Historic $40.00 Per Average
Dining Ticket:
$1,500 Dining Credit = 38 Single Dinners
 $2,250 Dining Credit = 56 Single Dinners
 $3,000 Dining Credit = 75 Single Dinners
Note: Credit Deductions Will Be Made Based
On Actual Amount Of Food Consumed.
“Averages” To Be Used For Comparison Only
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Present – Dining Club
 “Mechanics”:
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Dining Club Members Will Populate A
“Master Spreadsheet”.
Deductions To Members “Account” Will Be
Made Weekly For The Value Of The Food
Ordered & Consumed At Majolica
An Email Outlining Member “Balance” Will
Be Sent Weekly So That Members Can
Monitor Credits
Present – Dining Club
Majolica - Future
 What
Should Be The Next “Iteration” Of
Majolica ?
 Concept ?
 Location ?
 Size ?
 Liquor License ?
 Amenities ?
 Build On Brand – How ?
Majolica - Future
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A Project Encompassing The “Next Majolica”
Is A 12 Month Process - Minimum
The “Next Majolica” Will Require Investment
Outside Of Current Sources
The “Next Majolica” Will Need To Involve An
Experienced Restaurant “Operating Partner”
The “Next Majolica” Will Need To Capitalize
On Revenue Generated By Alcohol Sales &
Corporate Business As Well As Traditional A La
Carte
Majolica - Future
 Potential
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Investment Vehicles
Real Estate “Ownership”
Liquor License “Ownership”
Traditional Restaurant Business “Ownership”
Questions