The Concept

Lemon Shisha Bistro brings together the traditional coffee shop and fuses it with the typical

Bistro to bring about a totally fresh and new concept in dining: the shisha bistro. Lemon

Shisha Bistro is characterized by its warm, colorful and fun atmosphere that sets a

comfortable tone. Its wide-array of food that ranges from traditional to soul food, resonates

among the young and trendy crowd. Lemon Shisha Bistro Shisha Bistro has been able to set

itself apart from all other coffee shops in Jordan and in the Middle East as it is not a coffee

shop, but rather a shisha bistro, a completely novel concept in the region. As a shisha bistro,

Lemon Shisha Bistro has focused on perfecting both its shisha and its food offerings,

creating a completely new concept that allows patrons to simultaneously enjoy their shisa

whilst savoring the mouthwatering array of cuisines that are offered.

With a proven track record in the hospitality business, we believe that with the right partners

Lemon Shisha Bistro is ready to move into the next phase and become a regional brand by

maintaining all the elements of success that make it a flourishing brand. The team at

Restaurant Associates (RA) has succeeded in standardizing and systemizing the operation in

order to make Lemon Shisha Bistro a viable and lucrative franchise.

A concept is only as good as the people behind it, and we take pride in our people who have

made each item taste special. We have a strong customer oriented culture at RA and we

ensure that it is engrained in the culture of the company and in the mindset of the employees;

the customer always comes first and this results in high customer retention.

Our Commitment to excellence Lemon Shisha Bistro is committed to being one of the leading shisha Franchises in the

region. We are proud of our past achievements and optimistic and confident about our future.

A franchise depends on individuals, both management and staff, and at Lemon Shisha Bistro

our aim is to attract the best talent from across the region to provide our customers with the

best service possible.

We invite you to be part of our great tradition, and to discover why we are one of the leading

franchises in the region.

Our Operation

Founded by Restaurant Associates in 2008, Lemon Shisha Bistro was created to offer its

customers an alternative to the Shisha Café’. Lemon Shisha Bistro focuses on providing its

customers with a strong menu focused on quality and freshness. From appetizers to

sandwiches, the menu showcases our bistro-style food that is made with only the freshest and

best of ingredients. To support our strong kitchen we created a strong hot and cold drinks

menu along with shisha tobacco that was created after months of research and testing. Not

only does the concept focus on the quality of the product itself, but on the overall look and feel

of the product and the outlet.

Lemon Shisha Bistro was built with the goal to expand into a leading franchise system. Since

its inception, the Management Team of Restaurant Associates went conducted numerous tests

and experiments in order to grasp the shisha process and perfect it. The second step was to

systemize the operation and de-skill its job functions in order to be able to roll out the concept

in the Middle East & globally. Lemon Shisha Bistro today is a fully de-skilled operation, all of

our staff have been trained on-site and according to our specifications.

For a franchise system to succeed the concept must have a solid operation, since the way a

business is run is the key to success. Having the business put in the right franchise package for

your franchisees will lead to success. One of the most critical components of the success of our

potential franchisee is our Operations Manual that outlines the specifics of how to operate your

business; this will be tailored for every market and updated regularly to guarantee our

franchisee’s success. A strong operations manual will outline how we will be interacting with

our franchisees.

Franchise Support

Our team supports franchisees during the initial phases of the business, including real estate

selection, construction, interior design, launch phase, marketing, operations, human resources

and training. We also provide continuous support in areas such as revenue and expense

analysis, corporate operations monitoring, advertising and promotions, in addition to new

product development. Franchisees will never have to ‘fend’ for themselves.

Our Operations Manuals provide effective means to monitor your restaurant’s performance. The

manuals also provide exceptionally useful training tools for each position in the operation.

Our Operations Manual should act as an extension to your legal documents, and will ensure

that our standards are expertly defined in order to be enforced correctly.

RA’s well prepared Operations Manual the work flow procedures, also in addition to stipulating

how the franchisee should deal with critical issues such as:

* Market Trends

* Design & Architecture

* Outlet Policies

* Operational Standards

* Employee Training & Human resources.

Market Research & Development

Market Research

On the ground research to analyze: * Market size * Growth areas * Risk factors

Site Selection * Location size * Location limitations * Risk factors * Who are your neighbors

Identifying Local Trends * Male & female trends * Outlook on shisha * Menu analysis

Financial Analysis * Location feasibility * Labor cost * Food cost * Breakeven point

Rental Contract * Lease term * Rental price * The neighborhood

Competitors Analysis * Major competitors * Competitive advantages * Price point * Quality of product served

Outlet Policies

Door Policy * When to implement it * A Smart door Policy * Door handling & training

Reservation Policy * When to take reservations * When to cancel reservations * Corporate reservations

Design & Architecture

Site Layout * 30:70 Rule (BOH:FOH) * Maximizing seating area * Functionality of the BOH * General flow

Furniture Design * Standardized furniture * Color coordination * Comfortable seating

Kitchen and BOH Design * BOH employee flow * IN & OUT (clean & dirty) * Suction & noise control

Seating Plan & Feng Shui * Comfortable seating area * Feng Shui & energy flow * Maximizing number of covers

Operational standards

FOH Checklists & Forms * Comprehensive restaurant checklists * Employee sales targets * Employee side works * Breakage reports

BOH Checklists & Forms * Line & fridge checks * Shift reports * Customer satisfaction reports * Wastage reports

Cash closing & transactions * End of day cash report * End of day operations report * Monthly management report

Cost Control & Stock Levels * Beverage stock levels * Food preparation levels * Shisha tobacco preparations * Weekly & Monthly inventory sheets

Site Selection Site Selection

& Approval& ApprovalCompany Company

Setup Setup

Operational Operational

TroubleshootingTroubleshootingNew Product New Product

LaunchesLaunches

Ongoing Ongoing

TrainingTraining

Our Ongoing commitment to Our Ongoing commitment to

our Franchisees our Franchisees

Our Ongoing Support Our Ongoing Support

Routine Site Routine Site

InspectionsInspections

* Location Survey * Rental Price* P&L Analysis* Location Size* Risk Assesment* Contract Signing

* Corp. Strucuture * Procurment* Finance* Marketing* Operations* HR & Training

Launch Launch

& Opening & Opening

* Construction Finalized

* Training Finalized* Brand Collateral * Marketing Plan* Soft Opening* Grand Opening

* Seasonal Products * Speciality Items* Dish of the Day * New Desserts* Shisha Flavors* Seasonal Drinks

* Re-Training * Upselling* Career Paths* Upgrade Skills* New Item Recipes* Train the Trainer

* Monthly Audits* Site Inspections* Management Reports * Business Development

* Troubleshooting * Checklists & Forms * Customer Feedback * Marketing Plan* Soft Opening* Grand Opening

Training At Lemon Shisha Bistro, we believe that nothing guarantees success more than professional

and thorough training. We also believe that the most effective training methods result from a

combination of actual on-the-ground practical experience and classroom training on all aspects

of the operation. All our franchisees’ employees must be thoroughly trained on every single

detail pertaining to their job.

During the pre-opening & post-opening stages of the operation, all of the franchisee’s

employees must be trained on the following:

General Training FOH Training * The Hospitality Industry * Basics of Customer Service

* The Customer * LEMON Steps of Service

* Personal Hygiene * Upsellling

* Food Handling * Greeting the Guest

* Teamwork * Dealing with Complaints

* The LEMON VIBE * Train the Trainer

BOH Training Beverage & Shisha Training

* The Basics of HACCP * The Basics of HACCP

* Basic Kitchen Skills * FIFO & Handling Orders

* FIFO & Handling Orders * Beverage Recipes

* Food Recipes * Shisha Recipes

* Plate Presentation * Planning Your Orders

Menu Engineering

A concept menu or the products a restaurant sells are the most important factors in any

successful eatery. Our menu engineering approach can be used to classify menu items into four

basic categories: stars, plow horses, puzzles and dogs. Based on the classification,

management can determine what to do with those items to make the menu perform more

profitably. Among the decisions menu engineering helps our franchisees to make, is when to

keep items on the menu and when to take items off the menu. It helps our franchisees

determine which items are underpriced or overpriced, and which items need to be repositioned

on the menu to gain more popularity. It is important to perform an in-depth study of our

franchisees’ market in order to determine the most suitable menu. Our menu items and prices

are flexible and we try to choose a menu that is best suited for our franchisees’ market, we go

as far as using local spices in certain dishes to make our food more appealing to the local

market.

Back End Support

At Restaurant Associates (RA) we view franchising as a best practice vertical growth model and

believe that our concepts have the right success factors to meet this objective and fulfill our

franchisees’ objectives. RA looks forward to working with individuals or organizations that have

an intimate understanding of their markets, and importantly, who surround themselves with a

network of passionate and hard working people, to explore regional opportunities through

franchise business relationships. RA is determined to provide its prospective franchisees with

solid back-office support in finance, procurement, store keeping, human resources & training,

sales, marketing & business development. RA’s growth in Jordan will never stop, our

experience in the hospitality field is wide we can support our franchisees with vertical growth

models for their concepts including home delivery and five star catering services.

Brand Identity

Brand identity helps define the image of the brand to the outside world, especially when setting

the tone. Branding helps in building a strong image for the company and the brand.

Consistency is the key. Lemon Shisha Bistro focused on having a strong rand language from

day one. The brand was created by contracted professional design & brand consultants. The

colors were carefully chosen, along with the scheme. Every angle in Lemon Shisha Bistro

branding was carefully studied and closely examined to make sure that it satisfies all customer

touch points with it.

As a franchisee this will save to you a lot of time and money in the concept creation phase.

Below is an example of what you will get as a franchisee, in terms of marketing & branded

collateral:

LEMON STANDARD BRANDED COLLATERAL Menus Business Cards

Takeout Menus Food Stickers

Placemats Tent Cards

Walll Murals Valet Cards

Outdoor Signage Coat Check Cards

Sugar Packs Food Packaging

Tissue Boxes Drinks Packaging

Napkins Tobacco Packaging

Drink Stickers TA Bags

Coasters Uniforms