Presentation for RAS Seminar - Restaurant Association of ...
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Presentation for RAS Seminar * Reproduction without authorisation is not allowed . The author owns the material in the presentation and needs to give consent for any reproduction or redistribution. All rights reserved
Our Brands
Our Portfolio
Ya Kun Coffee & Toast:
• Iconic Singaporean Brand serving coffee & tea
since 1944
• 6 Cafés serving and 3 more to open in 2017
• MFFT owns the Master Franchise for Myanmar
Titu’s Indian Bistro
• Our in-house concept serving Indian cuisine
from Roti Prata to Tandoori dishes
• 3 Outlets Serving and at least 2 more to open
in 2017
The Food Street
• Our latest addition; this is slated to open by
May/June 2017.
• Will be a 10 stall Food Street
* For those without number of outlets mentioned, stands at 1
Our JV Projects
House Of Singapura
• Our own concept serving Singaporean dishes
(JV with Les Amis Group, Singapore)
Peperoni Pizzeria
• Singaporean chain of mid-segment Pizzeria
(JV with Les Amis Group, Singapore)
Casa Mia Italian Kitchen & Bar
• High End Italian restaurant located at Sule
Shangrila Hotel. Soft opened in Nov 2016.
Won ‘Best Italian Restaurant’ in Myanmar
(Myanmore Awards 2017)
* For those without number of outlets mentioned, stands at 1
Milestones
2011:
• Came to Yangon to scout the market in the Telco Industry.
• F&B Industry at nascent stage
• 5million population with a huge influx of tourists and
business travellers
• Hardly any cafés in Yangon, mostly Tea Shops or High End
restaurants and Hotel Cafes ( very cheap and very
expensive respectively)
2012:
• Ya Kun Master Franchise for Myanmar signed
• Opened 1st Café at FMI ( Next to Scott market)
2013:
• Launched 2 restaurants Peperoni Pizzeria and House of
Singapura, UBC Complex, Nat Mauk Road
2014:
• Launched Titu’s Indian restaurant, Downtown
2016:
• Rebranded Titu’s Indian Bistro, Myanmar Plaza
• Launched Casa Mia Italian@ Sule Shangrila
Footprint in Myanmar
Outlet Opening Projection
30 2
2
25 2
20 1
1 11
2
15
6
1
1
10
3
1 12
2 9
5 6
4
0
2015 2016 2017 2018
Yakun Titu's Casa Mia Peperoni Foodstreet
2015 2016 2017 2018
Total Number of Outlets 7 11 19 29
Ya Kun Cafes Myanmar
• Currently 5 Stores in Yangon and 1 in Mandalay FMI Center
• 3 stores in the pipeline for 2017
Ocean SuperCenter
( Mandalay )
Hledan Center
Yangon Airport Myanmar Center
Junction Square
Ya Kun @ Yangon Intl. Airport
Peperoni Pizzeria & House Of Singapura • Lower level- House of Singapura (All day dining Singapore coffee house) • Upper Level- Peperoni Pizzeria (Award winning wood fired pizzas - voted Yangon's best pizza in 2015!)
Titu’s Indian Bistro
Casa Mia Italian Kitchen & Bar Casa Mia Italian Kitchen & Bar
Upcoming ‘The Food Street’ (WIP) Upcoming FoodStreet ( WIP)
Upcoming ‘The Food Street’ (WIP) Upcoming FoodStreet ( WIP)
Snapshot of Myanmar • Total population of 51million; with 20% in 2 major cities, namely Yangon (12%) and Mandalay (7%) • Yangon being the Commercial Capital while Mandalay is the gateway to China, hence a bigger proportion of ethnic Chinese • Napydaw is the Capital with a population of 1million • With a population of over 5.5million, Yangon is the 1st Stop for most of the International business setting up in Myanmar • With its increasing Air&Sea connectivity, it is the natural choice for commercial activities
Challenges & Opportunities in the Marketplace
F&B Industry has evolved since 2012 with rapid entrance of large
International and Regional players ( KFC, Lotteria, Marrybrown,etc)
Pre-Opening:
Construction Segment:-
• ID / Contractors / M&E Specialists / Equipments
• Accessories / Construction Materials amongst others…..
Location:
• Shortage of good spaces hence rents are high for the attractive
sites! Including demands for Yearly Rentals UPFRONT
Human Resource:
• Still at nascent stage; looking for skilled staff still a challenge
Demographics:
• Check out the immediate vicinity and surroundings
Post Opening (Operations):
Supply Chain:
• Still a costly affair as only a handful around; huge room for
improvement and growth
Weather Patterns & Seasonality:
• Rainy season/ Dry Seasons : products vary with seasonality
Training of Staff:
• This needs to be done regularly as they are resistant to learning
new ways of doing things! So have to keep drilling it in to them
on following SOPs/ Systems
Food Consistency:
• This is challenging with 1 Outlet; let alone over multiple outlets!
Can be a nightmare!Challenges & Opportunities in the Marketplace The biggest challenge is OPERATIONS! • There is no such thing as clockwork • No number of SOPs/ Systems can overcome the Operational challenges; the OLD fashioned human bodies need to be present to manage it! • Hence having a trusted operator or a dedicated team to manage the day to day activities is crucial…
Go To Market Strategies….. Besides the big names; one needs to work on a coherent strategy to gain traction in the market • Foods: Many foods relatively new to the people here so need to be aware of what they like or dislike • Pricing Strategy: Need to understand the pricing in the market ( what is the sweet spot) • Infrastructure Challenges: NO MOTORBIKES ALLOWED IN YANGON; traffic jams, parking issues, lack of connectivity amongst others; needs to be thought through before selecting the space • Advertising & Marketing: Social Media seems to be medium of choice due to the explosive growth of mobile phones usage in Myanmar
Key Learnings……
After 5 years of Operations; our Key learnings:-
• Trans border logistics is expensive; hence localisation is key
to keep the foodcosts under control. We have reduced our
imports to approx 10% from 70% when we started.
• Due to the non existence of a comprehensive Supply Chain;
we have build our OWN supply chain for food ingredients.
• Staff Turnover is high due to lack of skilled workers; we
have identified “keepers” and these people are incentivised
on a different matrix
• Food Consistency over multiple outlets is a REAL challenge;
we are setting up a Central Kitchen
• Foodcosts at outlets can vary drastically due to wastages
and “misappropriations”; we have set up systems and
control measures to monitor on a weekly basis
• With a slew of new openings; constant Marketing is a
mainstay; we have an In House Marketing Team that
manages all our Brands
• Opening of outlets is crucial due to logistic challenges for
people to reach you; however need to be mindful of rentals
and local demographicsIn order to succeed in Myanmar
DON’T
• USE SINGAPORE FORECASTS TO DO
PROJECTIONS FOR MYANMAR!!!
• Singapore Pricing for products and services should
not be used
• Be aggressive with Payback and ROI
• Commit on the first few spaces you see
• Assume that what does well in Singapore will do
well here!
• Target a niche market; better to cast the net
wide as the market is small to begin with and
the higher you go..Exponentially smaller!
AND THEN…...
BE PATIENT….IT WILL PAY OFFIn Summary
• Myanmar is a vibrant country with a huge potential in the F&B
segment ( may it be supply chain, equipment sales,etc..)
• Yangon is definitely the starting point
• Focus on the largest diaspora of the population
• Understand the taste preference and pricing structure in the market
• Carefully select your locations as merits are in both malls as well as
standalone
• Be conservative on your projections
• Operations is KEY to success; hence more emphasis required in this
segment
• Be Patient once you have done the ABOVE…..
In Summary20/1A, Mya Thida Villa, 9 Quarter,
South Okkalapa Township,
Yangon, MyanmarYou can also read
