BUSINESS AND PROPERTIES:
AGIO Pizza®, Inc. ("API" or the "Company"), offers
a revolutionary restaurant franchise concept that changes pizza from
a "long lead time" order to a legitimate fast-food product.
By reducing the cooking time from 8-22 minutes to less than 2-minutes,
pizza becomes competitive with other traditional fast foods and opens
a dramatic new restaurant market to far-sighted entrepreneurs. Home
delivery should become a less competitive factor as the ease of picking
up a complete dinner on the way home is reduced to just a few minutes.
Although, we will be more able to compete with the fact that delivery
time will be reduced from 45-50 minutes down to 15-20 minutes.
Pizza & Pasta Magazine reports that retail sales of all forms
of pizza rose to $21-billion in 1995, up from just $10 billion in
1984. Pizza sales are expected to rise to over $33-billion by the
year 2004. The fast food market for America's three favorite foods
are: 45% for hamburgers, 37% for pizza and 18% for chicken. Sales
growth for multiple unit pizza operations grew at a recent rate
of 9% versus 7% for hamburgers. By the year 2001, pizza sales are
expected to surpass hamburgers. Both are relatively high-fat foods,
but the Company believes consumers feel pizza is a healthier food
than hamburgers. In the United States, one-third of all food purchase
is from fast food outlets. The average person eats 45 slices of
pizza a year.
The Company estimates that a traditional pizza restaurant spends
$3,000-$8,000 per year to pay for the gas & electricity required
to keep a conventional oven at cooking temperature. By using an
oven turned on for only a few minutes, as demanded the yearly fuel
charges drop to an estimate $1,200-$2,400. By providing pizza as
a rapid order, the need for a sit down restaurant declines and the
market can best be served as a stand-alone "drive-thru."
Personnel requirement for waiters/waitress, hosts, busing and cleaning
can be sharply reduced or eliminated. A drive-thru restaurant can
often employ as little as 2 employees: one to add the toppings as
ordered to ready made pizzas and configure other food items, and
the other to dispense the orders and operate the cash register.
The restaurant can even be arranged to be operated by wheelchair
challenged personnel or otherwise served by some persons who are
otherwise handicapped and would normally be precluded from participation
in the restaurant business.
The Company has developed from the early pizza restaurant and the
franchise experience of its founder. The proceeds of this offering
will be used to advertise and market master franchises and franchises
for AGIO Pizza® restaurants worldwide. Pizza is typically a high-margin
food item that has are required a long preparation time. The typical
cost breakdown for a pizza from a conventional restaurant retailing
at $10.00 versus AGIO Pizza® are:
Means of Production/Stage of Product Development:
The Company has fully configured the restaurant to operate on either
of three service principles: A) drive-thru only; B) drive-thru and
seating for up to 40 customers; and C) drive-thru and seating for
up to 40-customers with on-sale sales of beer and wine. A modular
builder has provided complete specifications to the Company for
all three service units, and any or all of the prototypes will be
available for franchises. Extensive testing of the oven and the
pizzas cooked by this method has been conducted by the founder(s).
The Company will be able to provide a fresh, hot tasty alternative
to much of the conventional fast food now provided for America's
away-from-home dining consumers.
The Company's only immediate limitations are believed to be the
identification of suitable sites by its franchises and avoiding
imitators.The Company employs a modular building concept to speed
restaurant construction and to sharply reduce construction costs.Contracts
are being negotiated with both the oven producer and a modular building
company to provide the required products at a fixed cost and with
ready availability. The Company has developed manuals for the preparation
of the products, menus, signage, and training of personnel. Due
to the highly detailed instructions that are provided to franchisees
the Company anticipates low startup time and attractive staffing
requirements with hoped-for consistently profitable operations.AGIO
Pizza® drive-thru units will employ "touch screens" (not
shouting into "audio idiot" boxes) for ordering from the
standardized menu. Such a system will largely eliminate human error
in understanding and providing correct food orders. The Company
also employs a state-of-the-art modem connected to each oven to
insure proper processing times and to introduce new cooked menu
items with a minimum of franchisee training.
Description of the Industry/Competition:
The retail food industry is highly varied and intensely competitive.Restaurants
are often viewed as high-risk investments given that the business
failure rate remains prominent. AGIO Pizza® will be competing with
a number of other standard pizza restaurants, with different serving
and/or taste concepts of pizza, with other fast food restaurants,
with restaurants generally, with supermarkets, and with home-cooked
foods. In many food franchises, the trend has been to lower and
lower profit margins as competition has intensified. Too often the
promise of a restaurant franchise has not been met as many other
franchising proposals also meet with natural skepticism.
The Company knows that competition in the industry puts intense
pressures on a new firm and requires a blend of competitive advantages
with a strong marketing program and proven management to be successful.
The Company believes that its formula for profitable operations
will be recognized in both the United States and abroad, and lead
to the rapid growth necessary for its objectives to be reached.
Competitors such as Pizza Hut, Domino's, McDonalds, Wendy's, and
numerous others have wide brand recognition and thousands of outlets
both here and abroad. They are also backed up by substantial financial
resources, and can be expected to react quickly to threatened incursions
on their business. The Company's competitive advantages lay in a
formula of being first in the industry to offer pizza and pasta
as truly fast food, to offer low-cost restaurant franchising, to
configure restaurants with minimal employee requirements, and (through
modular construction) offer restaurants with the rapid on-site availability
and "portability" as neighborhoods & site advantages
change. Other franchised restaurants such as Checkers, have grown
rapidly, in part by employing an attractive modular construction
feature!
Marketing Strategy/Major Customers:
The founder's own experience in the pizza restaurant and franchising
industry has convinced them of the need to concentrate on delivering
low-cost meals that appeal to all family members. The "menu
mix" will include salads, beverages, popular appetizers, subs,
pastas and tested pizza toppings and crusts. High-end and more exotic
foods could be introduced by some franchises but this will be a
local decision, not encouraged by the Company except as a test.
The concept is suitable for all typical fast food locations including
some high client concentrations/densities such as at or near schools
and military installations.
AGIO Pizza® believes its most suitable franchisee will be found
in the $200-$500 thousand market as opposed to the $800,000-$1,500,000
franchise costs of many well-branded fast food outlets. The Company
can provide lower cost entry due to its development of a variety
of construction and delivery techniques that allow a franchisee
competitive advantages over alternative restaurants. A complete
drive-thru (excluding land-site and hook-up costs) could be available
for $250,000. Addition of up to 40-seat sit-down restaurant will
require an additional $110,000. Providing on-site beer and wine
sales requires approximately $120,000 more. A franchisee will be
responsible for site selection (subject to Company approval) and
preparation, which requires a concrete slab and utility hook-ups.
A modular restaurant can be on-site within six weeks of placing
an order. The Company believes a unit may also be attached to a
freestanding restaurant, pizza or otherwise. Industry studies suggest
that restaurants with drive-thru windows typically generate 45%of
their total revenues from those drive-thru customers.
The accelerating "home meal replacement" trend, well-identified
by such companies such as Boston Chicken, will be expected to place
the Company's franchises in the main stream of this expanding demand.
By maintaining an affordable entry cost, the Company believes the
franchises can be suitable for many lower-income areas where concentrations
of potential customers exist, but without as much of the intense
competition as found in more affluent areas. Also, drive-thru restaurants
require little exterior space for parking and can often be successfully
placed in locations that other restaurants find uneconomical.
The Company intends to market to potential franchisees through
a combination of advertising and information releases by Internet;
e-mail; media and Newsnet; direct mail; classified ads in publications
such as Forbes and Fortune magazines; and by attendance and exhibits
at major industry tradeshows. Existing franchisees who are dissatisfied
with present returns as well as new entrants are believed to be
the core market for the Company's units.
Number and Type of Employees:
The Company presently has five employees: the CEO & President,
and its COO & Chief Marketing/Financial Officer serving as the
Secretary-Treasurer. The Company intends to hire up to five (5)
additional FT and PT employees within the next month, and more than
15 FT employees within the CY2006.
The Company is not subject to any collective bargaining agreements
or federal employment laws from companies with more than 15 employees.
The expected expansion of its payroll will include
1) VP of Master Franchising
2) IT Coordinator & Webmaster
3) Site Selection Coordinator
4) Bookkeeper
5) Financing Coordinator
6) Accountant
7) PR Coordinator
8) Executive Administrator
9) Personal Assistants (1)
10) Purchasing Coordinator
11) HR Coordinator
12) Presentations & Events Coordinator
13) Investor Coordinator
14) In-house (franchising) Counsel
15) Receptionist
The Company expects to contract with legal and administrative service
providers on an "as needed" basis. The Company will also
provide training facilities for franchisees and for selected personnel.
The Company anticipates creating an ESPP (Employee Stock Purchase
Program) for full-time employees.
The Company has signed exclusive contracts with both Messrs. Hanko
and Scoville.
Description of Properties Owned or to be Acquired:
The Company presently occupies a temporary office in downtown Pittsburgh,
Pennsylvania, but anticipates moving to larger quarters within Pittsburgh
SMSA upon completion of an SEC Reg. D offering. Management believes
that it can service prospective franchisees from a central location
without the immediate need for regional offices. Purchasing of food
supplies will be standardized by the Company but will be expected
to remain the responsibility of the franchisee and groups of franchisees.
Franchisee sites are expected to occupy a minimum of 1,000 square
feet with a maximum of 5,000 square feet depending upon the locale
and configuration. It is the Company's intention to make each lease
the responsibility of the franchisee, with assistance in terms and
negotiations from the Company's consultants.
The Company believes a modular unit will be more attractive to
potential franchisees for several reasons: modular construction
provides a lower cost alternative to conventional construction;
leasing companies may extend funds to a modular building that can
be reclaimed and has alternative uses; and if the location proves
unattractive to the owner, the unit may be removed and installed
in a new site. Costs of purchase and installation are predictable
and subject to very little variation from weather or labor problems.
Drive-through units can also be fitted with Lexan® protective
windows
to lessen the possibility of robbery.
Dependence on Intellectual Property:
The Company knows that any franchised restaurant operation today
can be substantially duplicated by competitors. The sustaining differences
come from extensive advertising and from proven management techniques.
The Company has copyrighted its manuals for operations but does
not believe this offers substantial protection. Instead, the Company
depends on its complete and totally integrated processes for rapid
installation and taking immediate advantage of its food concept.
The Company has allocated a substantial proportion of the proceeds
of this offering to advertising and developing the AGIO® brand name
and logo. The name itself derives from the Italian [language] and
means "something extra." It is believed to be a name that
will be easily remembered and often appears at the top of alphabetically
placed restaurant listings. The advertising will be contracted out
to a firm with substantial experience in restaurant franchising.
Company management will use the Internet to distribute its message
and generate both potential franchisees and consumers for its products.
Corporate History:
The Company's founder, Stanley J. Hanko, learned the pizza business
in his family owned pizza outlet. Norwin Pizza in Irwin, Pennsylvania.
He opened METRO Pizza in North Versailles, PA in 1985, and then
later franchised that operation to outlets in Forest Hills, Mt.
Washington, Beaver, Woods Run Road, Portvue, Penn Hills, and Oakland--all
located in the Pittsburgh SMSA area of PA. When Norwin Pizza opened
in 1984, the first year revenues topped $1-million. The intense
competition that developed in pizza thereafter steadily eroded sales
and led to Mr. Hanko's focus on developing competitive niches to
maintain revenues and profitability.
Regulation:
The Federal Trade Commission (FTC) sets rules and guidelines for
franchising and the Company is subject to numerous provisions of
federal, state, local laws. The Company is also subject to regulations
associated with the fast food restaurant industry, which largely
deals with sanitation of the premises and the quality of food served.
When franchisees choose to offer beer and wine sales, they will
be further subject to state and locale liquor laws. The Company
may be also subject to so called "dramm-shop" laws in
several states where it may operate units. These laws generally
provide a person injured by an intoxicated person the right to recover
damages from an establishment that wrongfully served alcoholic beverages
to such person. The Company intends to carry liability insurance,
but believes that any such suits would be directed at the franchisee/operator
as opposed to the Company.
The federal Americans With Disabilities Act (ADA) prohibits discrimination
on the basis of disability in public accommodations and employment.
The Company's units are designed to be accessible to the disabled.
The Company intends to comply with the ADA and future regulations
relating to accommodating the needs of the disabled, and the Company
does not anticipate that compliance with such provisions will have
a material adverse effect on its operations.
Strategy to Achieve Profitability:
The costs and revenues associated with operating a successful pizza
restaurant are well known to the Company. Management has chosen
to focus its efforts on franchising because they believe that personnel
who are familiar with local territories and usage patterns will
make better decisions than distant management. Also, franchising
avoids the investment in purchase of plants and operating equipment
by the Company, beyond the need for a demonstration unit. The Company
will embark on a strategy of selling its Master Franchises and franchisees,
on either a county-city and/or a state basis. Overseas opportunities
will be addressed as the possibilities appear.
Impact of Delayed or Failed Milestones:
Failure to realize a complete sale of the Company's stock offering
will restrict the Company's abilities to fully carry out the objectives
detailed in "Description of the business." Nonetheless,
the low front end cost of franchising new units and management's
detailed operating specifications will still allow for eventual
development of most of the planned activities, though on a slower
and reduced scale.
A delay or failure to secure adequate contracts with the oven manufacturer
and the select modular building manufacturing firm will invite competition,
before the Company has had adequate time to secure the reputation
of its name and logo. The Company does not believe this will be
a problem.
Litigation:
The Company is not presently the subject of any litigation.
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