A Coffee Lover’s opportunity to be pArt of the insomniA Coffee CompAny frAnChise fAmiLy

ALwAys A doubLe shot.

Insomnia Coffee Company is a nationally recognized Irish brand well known for quality

coffee, customer service and a comfortable store atmosphere. Our commitment to

brand innovation, quality service and great coffee drives our continued success.

As our company grows and evolves, a move into franchising has become a natural next

step. By doing this, we can bring our popular offering to more consumers and partner

with enthusiastic entrepreneurs.

We are offering coffee lovers the opportunity to develop and grow an Insomnia Coffee

Company franchise. Our commitment starts from the day you enquire and continues

throughout our partnership. We will provide the right partner with the tools, support,

and motivation to assist in the operation of the Insomnia Coffee Company franchise.

We deliver a 10 module training course to equip you with the product knowledge and

business management skills required of you as an Insomnia Franchise Owner. You can

avail of our marketing promotions and new products, helping you to stay on trend and

ahead of the market. We pride ourselves on providing quality customer service and

satisfying customer needs and will ensure that you are trained and equipped to do that

on our behalf.

Buying into the Insomnia Franchise Family is a hands on investment and it will be

necessary for you to be fully involved in the day to day running of the business.

If you are passionate about coffee and are self-motivated, people oriented and can

dedicate yourself to the Insomnia Coffee Company brand, then we would love to speak

with you.

Harry O’Kelly

CEO

Dear entrepreneur,

Why Choose Insomnia Coffee Company? 2

Who is Insomnia Coffee Company? 3

Market Overview 4

The Ideal Franchise Owner 5

Franchise Package 6

Launching Your Franchise 7

Training 8

Ongoing Support 8

table of contents

Established in 1997, Insomnia Coffee Company has become an iconic Irish brand. We are the

largest independently owned coffee shop chain in the Republic of Ireland.

Based in Dublin City Centre, Insomnia Coffee Company has high brand recognition amongst

Irish consumers. We serve a double shot of Fairtrade certified coffee roasted weekly to ensure

quality and freshness.

While we specialise in coffee we also offer an extensive range of products, including an

assortment of morning pastries, savoury croissants and bagels, sandwiches, paninis, soups,

muffins, cakes, and a range of cold beverages. Our focus is on quality and our carefully

selected suppliers produce handmade goods, always using local ingredients where possible.

Currently Chaired by Dragon’s Den judge and business entrepreneur Bobby Kerr, Insomnia

has grown from a single location in a Galway bookstore to a presence of 60+ coffee shops

on the High Streets, and through partnerships with Eason, Spar, Meadows & Byrne, Plantagen

(Gardenworks) and An Post.

An additional 100+ self-serve coffee machines are also in operation. Incremental growth has

been driven through the 2003 merger with gourmet sandwich company Bendini and Shaw

and the 2005 acquisition of the cafe chain Perk.

As a result of opening and operating in over 60 stores, we have the expertise in store design

and fit out, staff recruitment and training, and new product development. As our franchise

partner, you would be in the position to tap into our 15 years of retail experience and can avail

of our unique insight into the industry.

Why choose InsomnIa coffee company?

2

BOBBY Kerr, ChaIrManBobby Kerr is a nationally renowned business entrepreneur

best known in Ireland as a ‘Dragon’ on the Irish TV version of

Dragon’s Den. He is the host of Newstalk Radio show ‘Down

to Business’ and is also a popular motivational speaker

and business mentor. More recently, Bobby has become a

shareholder in BANG restaurant on Merrion Row in Dublin.

In 1999 Bobby founded the PERK Coffee Shop chain in Dublin,

which he sold to Insomnia in 2003. As newly appointed CEO

of Insomnia Coffee Company, Bobby led the expansion of

Insomnia Coffee Company from 17 to 50 stores and increased

turnover from E5 to E13 million. In 2010, Bobby stepped down

as CEO and became Chairman.

Who Is InsomnIa coffee company?

3

Insomnia Coffee Company is a privately owned company whose shareholders and Board of

Directors are Chairman Bobby Kerr, CEO Harry O’Kelly and Director John Clohisey.

exeCuTIve dIreCTOrS

harrY O’KeLLY, CeOHarry O’Kelly is the CEO of Insomnia Coffee Company.

After graduating with a law degree from UCD, Harry

moved to London and established his own successful

recruitment agency between 1987 and 1995.

Upon returning to Dublin in 1996, Harry founded Bendini

& Shaw, a gourmet sandwich company, which merged

with Insomnia Coffee Company in 2003. Originally

appointed as COO of Insomnia Coffee Company in 2003,

Harry took over the CEO position in 2010 when Bobby

Kerr became Chairman.

The coffee sector was valued at E1 billion in 2010 and has grown by 14.5% since 2003. It is

expected to grow by 1.2% between 2011 and 2015, which is about 2.5 times the expected

growth rate of the total Irish Food service market for the same time period. [1]

market overvIeW

4

Forecasted Foodservice Growth Rate 2011-2015eX

pect

eD G

roW

th %

2011 2012 2013 2014 2015

+1.2%€1 BILLIOn

Insomnia Coffee Company is positioned to take advantage of this growth by continuing

to provide a place for consumers to relax, socialise or work. Our quality beverage

and food products, value for money deals, customer service and welcoming ambiance

satisfy the consumer preference for moments of relaxation to treat themselves throughout

the day.

In addition to having strong brand presence, product differentiation is vital to continued

success. That is why we are constantly evolving our product lines, with particular focus on

celebrated holidays, seasonal months, and customer dietary needs.

We are an innovative and customer centric company dedicated to attracting and

retaining customers by constantly communicating and receiving feedback from our loyal

customer base.

[1] Data courtesy of Bord Bia Irish Food Board, Irish Foodservice Channel Insights, Dublin, Ireland, November 2011.

Insomnia Franchise Owners are as enthusiastic, passionate and committed to delivering the

Insomnia Coffee Company experience to customers as we are. They believe in the Insomnia

Coffee Company business model, our products, and customer service ethic.

While not a prerequisite, experience in service, retail or catering industries would be an

advantage. The skills and attributes which we look for in applicants are:

• Confidence

• Self-motivation

• Extrovertpersonality

• Peopleskills

• Teamplayer

• Abilitytoadaptandlearn

• Strongcommunicationskills

• Commitmenttoprovidingoutstandingcustomerservice

the IDeal franchIse oWner

5

Most importantly, you need to have a passion for coffee!

Insomnia Coffee Company offers a comprehensive package to our Franchise

Owners. We have an in-house team of experts who comprise our Franchise

Support Team and who provide training and support to our Franchise Owners

once the Franchise Agreement is signed.

Initial investment for an Insomnia Coffee Company franchise starts from

E120,000 including the initial franchise fee.

franchIse packaGe

6

Our Franchise Support Team will assist you in the following areas during the start up phase of

your franchise:

• Advice and support in the design and fit out of the selected premise to ensure

compliance with the Insomnia brand

• Guidanceoninstoremerchandisingandproductdisplay

• InitialonthejobtrainingataCompanyoperatedstoretothoroughlyunderstandthe

operational and management requirements of an Insomnia Coffee Company store

• Guidanceonmarketresearchandassociatedcosts

• Developing your initial marketing plan, including company wide marketing material

and marketing material customized to your territory’s local customer profile

launchInG your franchIse

7

A comprehensive Training Programme has been designed to provide the knowledge and skills

that you need to run an Insomnia Coffee Company franchise. All Franchise Owners will undergo

this intensive 4 week, 10 Module Training Program covering: Branding and Marketing, Finance,

Human Resources, Operations, Customer Service, Information Technology, Administrative

Support and General Business Management.

traInInG

8

The Franchise Support Team is available to help you with your Insomnia Coffee

Company Franchise.

Ongoing support is provided in the following areas:

• CustomerService

• QualityControl

• Training

• Marketing

• FinanceandAdministration

• TeamBuildingandMotivationalSkills

• SettingGoalsandAchievingTargets

onGoInG support

Established in 1992, Fairtrade Ireland is the independent non-profit

orgranisation that licenses the use of the FAIRTRADE Mark on products

in accordance to internationally agreed Fairtrade standards. Fairtrade

enables farmers and workers in developing countries to improve their

working and living conditions and encourages environmental protection.

www.fairtrade.ie

Retail Excellence Ireland (REI) is the largest retail industry trade body in

Ireland. REI is a non-profit organisation which invests in innovative and

exciting learning, market intelligence, commercial services, Government

representation and networking initiatives. Members are the most

progressive and innovative retail operators in the marketplace.

www.retailexcellence.ie

Repak is Ireland’s first voluntary initiative between industry and the

Department of the Environment designed to meet industry’s producer

obligations under the EU Directive on packaging and packaging waste

and the subsequent Waste Management Regulations.

www.repak.ie

InDustry affIlIatIons

The Dublin Living Awards recognise and celebrate Dublin’s best

businesses, services, places and people. Winners are chosen through a

voting process by the Dublin community. Insomnia Coffee Company was

the 2011 winner for Dublin Coffee Shop of the Year.

www.dublinlivingawards.ie

Insomnia Coffee Company is currently in the membership application

phase of the Irish Franchise Association.

www.irishfranchiseassociation.com

Insomnia Coffee Company, 4 St. Stephen’s Green, Dublin 2.

T. 01 671 9662 / F. 01 671 8506 / E. franchise@insomnia.ie / W. www.insomnia.ie

InsomniaCoffeeCo @_InsomniaCoffee