An international Thai restaurant group for health conscious consumers - Franchising Playbook - Camile Thai
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An international Thai restaurant group for health conscious consumers
Franchising Playbook
ABOUT CAMILE
Camile Thai Kitchen is a
unique food experience that
not only excites customers
but also provides a great
business opportunity.
It is the result of years of business We want to help our guests win
experience, a desire to create the new game, by supporting their
something new and different and balanced lifestyle.
a dedication to providing quality
products and services. Created in With 30+ outlets and expanding
2010 by Brody Sweeney, founder of rapidly in the U.K., Ireland and
the award winning O’Briens Sandwich overseas, Camile is ready to grow
Bar chain (350 outlets in 16 countries) with committed partners and
Camile Thai Kitchen is poised for franchisees in urban areas, globally.
significant growth in the UK.
Join us as one of the biggest players
in the on-demand economy for
healthy food delivery in your market.
2 Camile Franchising Playbook 3
DELIVERY IS IN OUR DNA
A home delivery-focussed restaurant
brand that has been in high demand
during the Coronavirus crisis
Why Camile? capable entrepreneurs, but also
with ambitious brand partners.
• A recognized brand associated
Establishing a relationship with
with service excellence, health
Camile will allow you to partner with a
and success
unique concept and proven business
• A delicious and well-crafted range
model, backed by a talented and
of restaurant quality dishes
innovative support team.
• An environmentally, socially
responsible brand
What’s in it for me?
• A home delivery focussed food
brand that has grown and • Enjoyable and fulfilling career
developed during the Coronavirus • Outstanding opportunity for
crisis growth
• Unique product, a healthy
Your Opportunity convenience brand that is forward
thinking and delicious
Our current expansion focus in the
• Full support from our experienced
UK presents fantastic opportunities
management team
for single and multi-site franchise
• Become a valued member of your
operators who have the skills,
local community
dedication, and energy to share in
• Build your team and be your own
the rewards on offer. Camile Thai
boss
Kitchen is driven by a hunger for
• Potentially £20K+ weekly turnover
growth and success. A success
that we want to share, not only with
4 Camile Franchising Playbook 5
OUR BRAND VALUES
We care. The company story is the
company strategy, and at our core, our
primary brand value is that We Care.
From our experience, this is what builds
the best teams.
We care about our guests.
We care about our team.
We care about the future.
We care about the environment.
6 Camile Franchising Playbook 7
UNIQUE OPERATIONAL FEATURES
Caterday Central Simplified Operations
Production
• Short menu of key sellers
• We have our own central • De-skilled cooking and
production kitchen where all preparation = no expensive
our sauces and starters are chefs required
prepared by hand by incredibly • All marketing and packaging
skilled chefs - this ensures materials developed
consistency in our quality, and • From Home delivery focussed
reduces labour hours and skills no seats restaurants, to fast
at the restaurant end casual dine in with 50 seats,
to kiosks in train stations and
everything in between
Marketing High profit potential
• A carefully curated health and • High per square foot sales
wellness lifestyle brand • A thoughtful, carefully
• Brand Marketing driving developed menu to deliver
revenue for your restaurant taste & profitability
• Social messaging and content • Low rental suburban locations
that speaks to how our guests (target occupancy costs
live now
MARKET DRIVERS
On-demand economy and need
casting technology
Busier lives force consumers to demand
immediate access to goods and service, causing
the rise of convenience food in our economy.
There has been a seismic shift
towards plant forward eating,
both for health and environmental reasons.
Health and wellbeing is becoming of considerable
importance to consumers.
Consumers are driving a clear
sustainability message with their
purchasing decisions.
There are changes in consumer’s diets towards
vegan, dairy-free and gluten-free options.
10 Camile Franchising Playbook 11
HOW WE SUPPORT YOU
Supply Chain Marketing & Branding
• Technically complex food products • Telling the story of Camile through
(homemade sauces, spring rolls, our restaurants and packaging
etc.) supplied from Caterday • Strong social media presence
• Unique bespoke compostable across all branches
packaging • Experiential lifestyle campaigns
• Easily available ingredients • Full launch promotion programme
• Relationships with national • Full marketing toolkit for offline
suppliers meaning competitive and online
pricing
Restaurant Design
Operational Support and Fitout
• Regular visits and quality • Full bespoke restaurant design
assessments service
• Regular central training days and • Established relationships with
conferences kitchen equipment suppliers, EPOS
• Newsletter & digital updates systems etc.
• Real time social media
management at weekends
Innovation
• New product development
Training
• Restaurant design upgrades
• 17 specific training courses • Virtual brands
• Regular webinar training, as well • Celebrity Chef partnerships
as on the job • Drones partnership
• Digital Learning Management
system platform
12 Camile Franchising Playbook 13
IN HIS OWN WORDS...
‘I’ve worked in premium Thai
restaurants before, so I was familiar
with the cuisine, but what attracted
me to Camile was the health-focused,
community-oriented, dynamic nature
of the franchise. I could see a huge
opportunity with a lot of space to grow
and experiment. Camile does bring a
lot of life and creativity to the concept
of management. I decided to take on
the franchise opportunity so I could
fully realize what I wanted to do with the
business. The support that I have has
never been matched by anyone I’ve
worked with before, in terms of one-to-
one contact and interaction.’
Rakesh Gopalakrishnan
Franchise Owner – Camile Tooting Bec
14 Camile Franchising Playbook 15
ROBUST FINANCIALS
3 different retail models:
Model 1: Model 2: Model 3:
Neighbourhood home delivery Petite Camile Cloud kitchen
Capex c. 350–450k Capex c. 100k CAPEX c. 20k
Trading margins Trading margins Trading margins
Weekly sales 20k–35k Weekly sales 6k–12k Weekly sales 6k–16k
• Core expansion model for Camile • Developed for high footfall, high • Low CAPEX, Low risk
• Located in residential suburbs rental locations • Entry strategy for new markets
• Typically 1,500 sq ft – 30 seats or • Low CAPEX
MODEL 1: NEIGHBOURHOOD MODEL 2: PETITE CAMILE
HOME DELIVERY
Small format, quick service, low
capex and operating costs solutions
Our core restaurant model. Stand • Suitable for
alone restaurants, with or without Transit links (Motorway
seats, located in residential services, train station, bus
neighbourhoods station, airports)
• From 800-2,500 Sq ft Supermarkets
• Full service kitchens Food courts
• Serving catchment of • Small footprint – from 150 sq ft
approximately 25,000 people
• Prominent locations
• Easy access/parking
18 Camile Franchising Playbook 19MODEL 3: CLOUD KITCHENS
A complete solution for kitchen • Fully compostable branded
owners and franchisees packaging range designed
• Leveraging under utilised kitchen specifically for delivery
spaces and small footprints in high • Fully tested recipes, Standard
density locations Operations Procedures and menus
• Plugged into our award winning • Purchasing from Caterday Central
app to drive sales Production eliminates complexity
• Efficient labour model and margin for error
• A proven model in partnership • Proven marketing strategies to
with Deliveroo in London, England achieve sales online
— arguably most competitive • Full set up and on-going support
restaurant market in the world • Virtual brands curated include
• Access to our exclusive Slammin Ramen which drives
partnerships with aggregator incremental sales
delivery apps
20 Camile Franchising Playbook 21WHAT OTHERS SAY ABOUT US
Just had my first (vegan) spice bag from camile thai
and my life will never be the same –Mary, Twitter
Our first time trying Camile and it definitely will not
be the last. It was only beautiful. My new local!
–Michelle, Twitter
I’m such a sucker for the sustainable packaging. It
just makes me feel better about ordering a takeaway
–Louise, Facebook
This place delivers vegan green curry... and shows
up on myfitnesspal! Camile you’re too pure for this
world. –Hannah, Instagram
Whatever is in the camile wing sauce cannot be
legal. They are dangerously delicious –Brian, Twitter
Is it really wrong to get camile two nights in a row?!
–Niamh, Twitter
22 Camile Franchising Playbook 23Watch our franchise video.
If you have any questions, please feel free to contact us:
Shabu Mani Shabu Mani
Head of Franchising Head of Franchising
Camile Thai Kitchen UK Camile Thai Kitchen (Ireland)
47 Abbeville Road, London, SW4 9JX Northern Cross Business Park 9
shabu@camile.co.uk Dublin D11 P661
www.camile.co.uk shabu@camile.ie
www.camile.ie
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