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Breakfast in America

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  1. Breakfast in America 17, rue des Ecoles, Paris - Tél: 01 43 54 50 28 Métro: Cardinal LeMoine or Jussieu Group ES1.D Arshjit Singh Joseph Schultz Jose Sanchez Shinji Nagakura Chih-Heng Chen

  2. Project objective • Study an emerging business as compared to a traditional established company • Why: • Just opened, facing current legal, logistical and HR issues in setting up and expanding business in France • Lots of interaction with French customers on a daily basis • High involvement of founder, management, employees and investors in understanding the French culture • Recruitment challenges for expansion

  3. BIA – The story • Founded on January 4th, 2003 by American Craig Carlson who has studied and worked in France for several years • Replicate the charm of the local mom&pop establishment • Remembrance to the roadside diner - a place where you could stop in at any hour of the day or night… where you were always guaranteed a good, hearty meal at a reasonable price…  where you could pass the hours away chatting with friends…  where everyone was welcome...

  4. BIA – The goals • Breakfast in America aims to bring the uniquely American roadside diner experience abroad, where everyone -- young and old, local and foreigner -- can have a reasonably priced, high-quality meal at almost any hour of the day or night • The One Year Plan:To have BIA, Paris established with a large and diverse clientele.  To increase profits on a monthly basis as word spreads of this unique restaurant • The Two Year Plan:Expand by opening up one more BIA in Paris as well as BIA diners in other French cities with high student and tourist populations, such as Toulouse or Montpellier • The Five Year Plan and beyond:To franchise in other countries and cities in Europe, such as BIA, Berlin, BIA, Amsterdam, and BIA, Madrid • Our long-range goal is to have a chain of Breakfast in America diners throughout Europe and Asia which still retain the quality and ambiance of a “Mom & Pop” establishment

  5. Why France? • Founder, Mr. Carlson gained intimate market knowledge of Paris during his stay as a student • Did market research and determined that there was adequate demand for an American Diner in Paris • From Americans living or visiting Paris • From Europeans familiar with America • From Curious Parisians and Europeans • Mr. Carlson preferred the quality of life in Paris and wanted to settle in it

  6. Company Values • Provide clients with an authentic American Diner experience with attention to all details including: • Atmosphere • Menu/Food choices • Music • Service • Pricing • Operating Hours

  7. Company’s Products • Typical American Diner Food • Breakfast anytime • Burgers, sandwiches and salads • Bagels • Big sizes • Authentic Diner Service—outgoing friendly attitude • American Music

  8. Menu

  9. Company’s Clients • Americans missing home • Non-Americans who have visited America • Young French customers familiar with America through films and television • Old French customers curious about the exotic nature of the restaurant

  10. Constraints & Adaptations • Labor Laws • Operating Hour Restrictions (municipal laws) • Taxation • Product • Tipping

  11. Benefits of France • Fresher products, more naturally grown, less processed • Low niche competition • Tourist heaven • Large American community • Big potential for expansion

  12. Conclusion • Positive experience • Some initial struggle with laws and regulations • High potential for franchising and expanding the business concept

  13. Acknowledgements • We would like to thank Mr. Craig Carlson founder and owner of Breakfast in America • References • Company’s Website ( www.breakfast-in-america.com )