| I don’t understand, how does it work? |
We set our brands up on food delivery platforms (e.g. Deliveroo) from your kitchen. We give you the tablet and you cook the brand for delivery in your area. This is in addition to your own brand which you continue to serve as usual. When someone orders our brand, riders are intructed come to your restaurant to pick up our brand. |
| If I don’t have a storefront, how do people learn that the brand is available in my area? |
Although you will not have a storefront, people will still order our brand. Our brands are well known with stores in London and other cities, trading over £10M a year. We have a great relationship with delivery apps and we will market the brand, so that it is visible on top of the apps. |
| So I have to cook the brand? |
Yes. Working with us is like getting a free franchise in addition to your own restaurant. You get to cook and sell our brand in addition to your own, you just pay us a small franchise fee. |
| So I can only sell the brand for delivery? |
Yes, although we allow our great, long-standing partners to also build a storefront and offer our brands for takeaway and dine-in. However, in the first 3-6 months, you will focus on delivery. Although your sales and margins will be slightly lower, you don’t have to invest in a storefront or equipment. You just turn on a Deliveroo, Just Eat and Uber Eats tablet and sell the brand on these platforms. Zero upfront cost. Once you tested it, we can talk about storefront and takeaway. |
| How will I have the capacity to cook a completely different brand from mine. |
Our food is very simple to cook as we pre-cook everything in a central kitchen that we own. Your staff just needs to take the ingredients out of the freezer to heat and package things up. It’s as simple as cooking a burger at McDonalds. It takes less than a minute for a dish to be prepared. |
| We are busy Friday and Saturday evenings already. |
We understand that most restaurants peak around the same time. Some of our brands are designed for lunch trade and we can set up promotions and adverts in that our brand becomes busier when your own brand is quieter. |
| How much does it cost me to get started? |
It is free to get started. You will need a fryer, a griddle and some spare capacity in your freezer, fridge, bain-marie and saladette. If you have these, then there is no need to invest in equipment. |
| How much will initial stock cost? |
It will be around £900 to order all the packaging and ingredients for your first order. You have to pay upfront for this unless you have terms with Bidfood. |
| Do I have to pay for ingredients? |
Once you have an initial stock, you will be able to pay for the ingredients from the profits you make with our brand. We work tirelessly to ensure your ingredients are affordable with very low wastage. Currently our ingredients cost around 30% of net sales, including packaging. Since most of our ingredients are frozen, food waste is near zero. |
| What else do I have to pay for? |
You will be responsible for paying ingredients, VAT, ads, offers and our fees. Offers will be around 5% only, since our brands are very strong and customers want to order them. After all the costs, you are expected to be left with 20-22% profits. If you are trading high volumes (£5k+), you may want to consider hiring a part-time dedicated staff member. However, at this point you will be earning thousands of pounds of extra profit every month. |
| How much will I earn? |
All you have to pay us is 38% of your revenue. This can come further down if you show great performance or if you open multiple locations. Our fee includes delivery, royalties and our support. You keep the remaining 62%. Even after you pay for ingredients, offers and VAT (if you are registered), you are left with around 20-22% in profits. |
| Is there a way to pay less than 38%? |
Our fees can come further down if you show great performance or if you open multiple locations. We have to charge 38% since our brands cost a lot of money to build and maintain and you will benefit from this. For instance, The Athenian has stores in London and other UK cities, has 100k+ Instagram followers and below 30% food cost. This means your margins will be at 20% with consistently high sales. |