Blinerie presentation (PDF)

EAT POSITIVE

1. WHO WE ARE
Chain of restaurants, that undermines the foundations of quick service market
demonstrating the meal can be tasty, nutritious, healthy and inexpensive altogether.
WHAT WE DO

TYPES OF PREMISES

Blinerie offers the traditional, well-known, crêpe in a
way that it was never perceived before. By the way of
combining the most delicious fillings from all over the
world we bring the new edge to the product.
We believe the product has a large potential as it can
be consumed, not just as a desert or a one off treat, but
as an everyday meal.

– Street food outlets;
– Restaurants with seating places.

OTHER PRODUCTS
Apart from crêpes we offer a selection of other products,
including soups, salads, a variety of cold and hot drinks,
some of which are made on site.
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2. BACKGROUND
Our experience and knowledge comes from Russia, where we have over 150 street
food kiosks and over 10 restaurants. The total number of employees is around 800
people and the total revenue has exceeded £10 million in 2015.
SOCIAL AND CULTURAL EVENTS
– Were a major street food outlet at the Sochi Olympic Games 2014
– The same year has also marked our 10 year anniversary, which
was celebrated with 15 thousand people attending and over 10 thousand crêpes made
– Organized the bicycle marathon around southern region of Russia
for active and healthy life style

p. 3

3. CUSTOMERS
Our target audience are people aged 18 – 45, that have an active
lifestyle and spend most of their time away from home (studying,
working, travelling).
CLIENT GROUPS
– College and university students (~20%)
– People working in the office environment (~50%)
– Individuals passing by the “Blinerie” restaurants on irregular basis
(shopping, tourism, meeting friends, visiting cinema, etc.) (~30%)

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4. COMPETITORS
A. SUPERMARKETS AND GROCERY SHOPS

(6,4% OF CUSTOMERS)

Those stores that sell ready to eat meals (Waitrose, Tesco, Sainsbury's, etc.).

B. STREET FOOD KIOSKS

Supermarkets
6,4%
Street food kiosks
11%

(11% OF CUSTOMERS)

Outlets that do not have any branding or reputation power and rarely have
chains of more than 2 shops.

C. CHAINS OF QUICK SERVICE RESTAURANTS

(82,6% OF CUSTOMERS)

Resaurants
82,6%

This is the widest and strongest group, consisting of firms that can be further
divided into subgroups.
Our main competitors are the companies with the average meal priced £7-9
(Leon, Wasabi, Tortilla).

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5. STRATEGY FOR DEVELOPMENT
GOAL

To form a strong, reputable and effective brand that would allow further growth
and expansion both regionally and globally.

DIRECTION

– Distribution and promotion of individual goods and product ranges
– Involvement in happenings that work towards increasing brand perception
(Pancake Day)
– Participation in social events for active, positive and healthy lifestyle

PLAN FOR GROWTH

We believe location is the most important thing when it comes to food outlets and that is why our shops should always be located on busy streets with
high flow of people.

p. 6

6. PROMOTION OF PRODUCT RANGE

p. 7

7. SOCIAL AND CULTURAL EVENTS
Bicycle marathon

p. 8

Sochi Olympic Games 2014

p. 9