Support and Training
As a seasoned restaurateur, Alec Ghafouri had the perfect combination of work background and experience to create a new restaurant chain. And so he did, creating North Beach Deli, an Oakland-based gourmet sandwich shop with a focus on quality product and quality service. The model is fun, trendy and affordable and fits the needs of many different types of markets and demographics, allowing for a wide range of possi- ble locations that would fit the North Beach Deli business model.
Currently, from its base of three successful company-owned units in Oakland, North Beach Deli will be franchising the company’s operations in order to replicate the model to all parts of the United States.
Through franchise development, North Beach Deli will have the ability to operate locations in new markets and areas without the cost and management responsibilities that would come with geographically widely distributed company-owned outlets. The brand will be focused on owner/operators who invest, operate and LOVE the North Beach Deli brand and philosophy.
North Beach Deli relies on an efficient operating system that provides the flavorful menu of sandwiches and soft drinks that is truly unique when compared to anything available in the sandwich space. It was founded by Alec Ghafouri after having developed many restaurants, launching franchised locations (youngest franchisee in Subway history), and receiving an MBA in marketing and management. The three locations operated by Alec have been the launchpad for PR and industry recognition of the brand being launched through a franchise program (to be focused in the Western U.S. initially).
North Beach Deli offers a highly diversified but simple menu (as seen above) with a focus on fabulous food and a fun atmosphere. The typical franchisee will operate in a facility designed to be ergonomically efficient, offering a wide range of potentially available spaces ranging from 600 to 1,800 square feet. The extensive sandwich menu is designed to have something for everyone! North Beach Deli has a proud tradition of offering a diverse selection of sandwiches at great prices to tempt customers to keep coming back.
No matter how large a group, customers find what they are looking for and leave satisfied. Typically, a franchisee will own and operate in a highly visible location in a downtown district, strip center, or freestanding store in a high traffic area with great anchor locations. Local and corporate advertising budgets will assist in driving consistent business through the doors, as well as a strong referral business based on word of mouth.
North Beach Deli has the opportunity to be a very strong franchise operation initially in California, where it already has an established a cult-like following and steady year-over-year growth. We see national opportunities to grow the business and replicate the model, but also know and understand the immediate market opportunity in California. Organizationally, the operation is very tight and the years of experience in other restaurants and in the existing locations has allowed North Beach Deli to focus on the most successful combination of service and quality.
Each sandwich comes with 1/4 to 1/3 pounds of meat, high-quality cheeses, and is between 7 and 8 inches long. The bread is baked fresh every morning and free of any preservatives or additives. The company also uses fresh produce, purchased locally and it is chopped early every morning to make sure the customer receives that crisp taste.
To ensure consistency between the locations, each franchisee will be required to visit North Beach Deli headquarters in Oakland, California for the initial training. The franchisee will have a comprehensive understanding of how to run the business. Everything from ordering, hiring, terminating, servicing, and cleaning will be addressed in the two phases of the North Beach Deli training program and will be enforced via the Franchise Operations Manual.
The North Beach Deli concept is designed to provide great food to customers in a fun, lively environment. The sandwiches are East Coast style sub sandwiches that are packed with meat and vibrant flavor, however, the model is based on more than great food. North Beach Deli understands that people come back when they’re treated and fed well and it ensures that customer service and employee attitudes are top notch. In addition, franchisees must be proactive in marketing the concept, including calling on local businesses and launching a strong catering business simultaneously to their brick and mortar location.
The price point is around $8-12 per ticket (depending on size of the sub) and allows for a quick, easy and extremely tasty meal for a reasonable price. The branding, look, feel, menu, and presentation of the concept is clear and approachable, and the menu design and food options are simple and easy to understand.
North Beach Deli’s fresh, fabulous menu offers something for everyone. Mouth-watering favorites such as the Godfather and the North Beach Turkey allow customers a chance to have an enjoyable dining experience while keeping their meal affordable.
A member of North Beach Deli field support staff will visit each franchisee according to the following schedule:
First Quarter - Weekly
Second-Fourth Quarters - Monthly
Year 2 and Beyond –Quarterly
It is estimated that North Beach Deli will need to hire one field supervisor for every 20 franchises in the field, on average. The Franchisor will incorporate a formalized mechanism for ensuring quality control among franchisees that will be implemented by these field supervisors. Designated staff members will perform supervision of field support duties.
In addition to field support, members of the Franchisor organization will provide the services listed below. The Franchisor must assign a specific person to cover each of these support areas (one person can be assigned to more than one task). The names of support staff members who are officers, directors, or have significant management responsibility in conjunction with franchisees will be disclosed in North Beach Deli Franchise Disclosure Document. The Franchisor has the responsibility to assign a person/people to each task during the development of the franchise program.
North Beach Deli will provide ongoing training and support in many areas critical to the success of the franchisee's business, including unit operations and maintenance, customer service techniques, product ordering, suggested pricing guidelines, and administrative procedures.
The Franchise Operations Manual will provide guidelines for an ideal North Beach Deli location. Franchisees will be asked to submit potential locations, based on these parameters, to the Franchisor. A representative from North Beach Deli will then approve or disapprove locations based on the current criteria. In cases where multiple locations are approved, the franchisee will have the final decision.
North Beach Deli will coordinate development of advertising materials and strategies for the benefit of all members of the franchise network. It will also supply franchisees with consumer marketing plans and materials for use at the local or regional level, and retains the right to approve all local advertising materials that the franchisee chooses to develop. The production and revenue/profit that is generated in this service segment will be run through North Beach Deli Marketing Services.
North Beach Deli or its affiliate will negotiate quantity discounts on behalf of all of its members, passing some or all of these savings on to the franchisees.
Reporting directly to North Beach Deli management, this department is responsible for the financial and legal oversight of franchisees.
Ongoing Research and Development
North Beach Deli management and leadership will continue to research methods and techniques for franchise operations (including purchasing and promotional schemes) that enhance unit-level profitability.
Join an emerging concept serving the increased need for a better deli. Join the growing number of owners who have taken control of their futures. Join North Beach Deli.