ESQUIRES COFFEE FRANCHISE OPPORTUNITIES

CONTENTS Your introduction Why Coffee? Why Esquires? Why Esquires?...contd Who are we? What makes us different? You and Esquires What you need What we will provide you with Running an Esquires outlet What sort of operation? Next steps 5 7 9 11 13 15 17 19 21 23 25 3

YOUR INTRODUCTON TO Owning your own business is a thrilling prospect, allowing you the opportunity to take control of your career, face new challenges and, most importantly, reap great personal rewards. Why not enter this exciting new phase of your life with the ongoing support of a successful, trusted and fast growing brand. But Esquires Coffee is not just a brand; it is a well-developed franchise system that, as we have already proven, is adaptable to many different models and markets. We provide a bespoke solution for every partner s needs, which may include full training, assistance with site selection and procurement, store design, lease negotiation, menu design developed specific to the marketplace, marketing, opening and consistent ongoing support. We want to hear from people who have the ability to take the brand and make the most of the potential it offers. 5

WHY COFFEE? For a significant time the café business has continued to be one of the fastest growing sectors in food franchising and, with a conscious localisation of their offering; indicators reveal premium growth for this sector for the next few years and beyond. Today coffee plays a unique role in our social interaction evoking different emotions in people. Our coffee houses are places to meet friends, places to find peace; they are places where business is performed and places to unwind after the stresses of a busy day. They function as an extension of homes and businesses, as well as a place to escape them. Whatever the reason for visiting Esquires, each and every customer enjoys being in a comforting and peaceful environment where they can rely upon exceptional service and delicious food and coffee. Esquires draws on that need by providing a warm and welcoming experience while offering Fairtrade organic coffee, ground fresh for each cup, along with a range of quality teas and other beverages. This clearly differentiates Esquires and has created a distinct goodwill with our customers who have become enduring and loyal devotees of the brand. WHY? It is a thriving and growing brand. Our franchise system has been carefully honed over many years and many markets. With new cafés opening regularly all around the world, we are ready and able to help build a lucrative business opportunity in your own unique location. Evolving design highlights a commitment to the future. A successful brand never sleeps but is continually being evaluated to live up to the brand s core identity and promise. An exciting distinct logo, a constantly evolving store design seeking the optimum in furniture and equipment, along with an innovative consumer packaging range, unite to ensure Esquires stand out from the crowd. Intense attention to detail and constant enhancement allows the franchisee to benefit from an exciting and unique business. 7

CONTD... WHY? Experience means we know the market inside and out. Today s café experience demands excellence in service as well as a premium beverage selection, accompanied by the very best available fresh food offering. We have caringly developed a selection of food and coffee that exceeds the expectation of the most critical consumer. The focus is on the big picture and.the smallest detail. Esquire s operating and management systems have been carefully developed to enable operators to maintain their business at peak performance at all times, while allowing us to remain in touch with the day to day operational requirements at a store level. The result is a highly attractive and profitable business proposition. As a market leader, we never stand still. We provide innovation and support to our franchisees with a management structure that is robust, creative and delivers proven sustainable businesses. We re dedicated to staying on top and keeping you there too. We aim to be a leading contender in every market we enter through a combination of wonderful Fairtrade organic coffee, inspired food, friendly service, outstanding design and branding, and a commitment to world-class operating systems. We will give you every assistance we can to help you create a valuable and rewarding partnership. 9

I am passionate about Esquires and the strong principles that the brand s culture exhibits. Our Fairtrade organic coffee and award winning systems provide a solid foundation that allows Esquires to develop partnerships globally with confidence and integrity. Stuart Deeks Director - Business Development

WHO ARE WE? Esquires was founded in Canada in 1993, with a defined brand focus on fairness, integrity, passion, excellence, innovation, community and sustainability. This culture has been the backbone of the company as it has undertaken a global expansion into numerous countries to date including cafés in the Middle East, Asia, the United Kingdom, Ireland, New Zealand and Australia. With trusted locations all around the world Esquires provide a place for people to meet, socialise and unwind with great service, great coffee and great food. Esquires multi-award winning systems have been carefully integrated into each territory, providing a confidence that no matter which country and culture we are operating in; the Esquires brand maintains consistency throughout the world. Today, Esquires is owned by Cooks Global Foods, a publicly listed company on the New Zealand Stock Exchange. Esquires is currently enjoying rapid growth in many countries and is actively looking for partners for single, multi store franchise and master franchise opportunities globally. To support this progression; strong corporate branding, a fresh contemporary store design and an unreserved commitment to Fairtrade organic coffee, sets the stage for continued development and strengthens Esquires position as a key player in the global food and beverage industry. We believe that these vital ingredients (along with fantastic coffee, of course!) are the key to the success of the Esquires brand. 11

WHAT MAKES US DIFFERENT We are passionate about ensuring our customers enjoy their experience at Esquires. Here are just some of the means we employ to ensure our coffee house experience is exceptional. Individually designed and immediately recognisable café in premium locations. Comfortable seating, and readily accessible internet connections, supported by great music and magazines. Freshly roasted Fairtrade organic coffee served alongside a selection of fantastic food and other beverages. Staff will be extensively trained to ensure they value all customers and practice excellence in service at all times. Strong branding and hard hitting marketing messages encouraging customer loyalty. Constant innovation to stay ahead of our competitors and strengthen our reputation of always being the place to be. The result? A vibrant friendly environment endorsed by contented customers that keep returning. 13

YOU AND The Esquires franchise community relies on hard work, commitment, passion, building great customer relationships, a sense of humour and people with an eye for sustainable business opportunities like you! As an Esquires franchisee you will be in business for yourself..but not by yourself. You will enjoy the freedom and independence of running your own business with the support of a system developed and enhanced over many years of successful commercial operation. You will gain access to the knowledge and experience hard won in markets throughout the world. You will be educated in all the systems and provided the training needed in order to operate your franchise with style and success. 15

WHAT YOU NEED A background in catering or retail is not required to run a successful Esquires franchise, but you will need... Commitment to maintaining Esquires high standards of service excellence. The ability to carefully follow set systems and procedures. Drive and ambition. A strong work ethic. A track record of success. A belief in yourself and your ability to achieve fantastic results. Last, but not least, you will need to qualify financially. Your responsibilities include, but are not limited to... Site selection. Hiring of employees. Daily business operations. Paying royalties and various costs including Initial Franchise, design, fit-out and other costs as required by the franchise agreement. 17

WHAT WE WILL PROVIDE YOU WITH We want you to succeed and our brand and cafés are designed to maximise the opportunities available to you. As an Esquires franchisee you will receive... Dedicated in-house store design and fit-out procedure. Assistance in site selection and store opening. Access to operational systems and proprietary formulas. Extensive personalised training. Comprehensive operations and training manuals. Carefully scrutinised equipment selection. Assistance in ensuring the best available food selection is made available to you. Compelling branding and marketing collateral. The benefits of purchasing power. Esquires unique beverage products. We have meticulously designed our franchise structure to provide you with all the support you need while placing you firmly in the driver s seat. 19

RUNNING AN OUTLET Here at Esquires we leave nothing to chance. Each outlet has been designed to maximise space and traffic flows, meaning greater efficiency and optimum product exposure. From the moment of your opening we will work alongside you and help you feel comfortable with the day to day running of your new franchise. We will teach you all about coffee...and there is plenty to learn! We will help you source a delicious array of food. To ensure a consistent, high quality supply, we develop strong relationships with local catering providers. This means you will not have to dedicate valuable floor area to a kitchen, allowing you more space to host customers and to reduce labour and compliance costs. The equipment we recommend has been rigidly scrutinised by Esquires to ensure the efficiencies and practicalities for the purpose employed, to support the successful operation of the franchise. We will assist you in initially acquiring the right staff for your store and empower you to monitor and continually improve their performance. Finally, you will be left in good hands. Along with our tried and trusted systems which are carefully documented in our operations and training manuals, you can expect regular visits and support from our territory manager. If you are uncertain about anything, you ll have all the information you need at your fingertips you can also contact our experienced support team for expert advice. 21

WHAT SORT OF OPERATION ARE YOU INTERESTED IN? We provide a number of franchising options, enabling you to select the one that best matches your prerequisites and investment level: A Turnkey Full Format Esquires Coffee House. We organise and prepare everything for you. We locate your new premises, design the interior and external livery, project manage the fit-out and train you and your staff. We hand over the keys and you operate your own business with expert guidance from us as needed. A Turnkey Esquires Kiosk. You will receive full training and support when you procure an ergonomically designed Esquires kiosk. This is the ideal operation for shopping malls, transport hubs and other high foot traffic areas. A Turnkey Esquires Transportable Coffee Cart. An easy and flexible way to be part of the Esquires brand; the simple and versatile option with serious profit-making potential. A Territory Licence. Suitably qualified individuals and businesses will have the opportunity to own a specific area, territory or country. In this scenario you will be in control of building a profitable network of thriving cafés within your licensed area. No matter which format you select, Esquires branding and support are behind you all the way. 23

NEXT STEPS Still got questions? Great!!! There is so much more we would love to tell you about the boundless advantages of Esquires systems and the benefits that your association will provide. We are always on the lookout for excellent people and organisations with drive, passion and the skills needed to succeed in the dynamic coffee house marketplace. If you are interested in discussing our many franchise opportunities further, we would love to talk to you. Please complete the documentation in the back of this folder and return it to the address provided. As well as a place for our customers to find information, our website is an online resource for all franchise opportunities documentation. Visit us at: www.esquirescoffee.com We will be in touch promptly and look forward to presenting you with the information on how you can be part of the ever growing Esquires community. 25