. . . .Franchise Information Kit

A unique take on an old tradit ion.. . . .

JOEYS URBAN Coles Notes

Joey’s Urban has been developed by Joey’s Restaurants. Joe Klassen, and his wife

Theresa, founded Joey’s Only back in 1985 in Calgary, Alberta, as a 35 seat Fish & Chip

shop on Calgary’s now infamous Red Mile. After years of success they started franchis-

ing the concept and by 1992 had 10 stores operating. Joe started

the concept with little industry knowledge and has grown

the brand to over 65 stores across Canada. His passion for his

product and his desire to succeed lead us to Urban, back to our roots.

The menu has been streamlined into just a few distinct areas of expertise, providing

global fl avors, made fresh! Our Poutines-made with hand cut fries, our globally inspired

Taco’s, our unique Snacks & Salads, our distinct beverages and of course our Famous

hand battered Fish!

The Joey’s Urban system has been developed, so that whether or not you have any

previous knowledge or experience in the culinary world or with running your own

business, you can succeed, just like Joe. Joey’s provides all the tools and support needed

for your success. All you need is the passion!

With a tremendous brand and management team, Joey’s Urban is poised for

unprecedendant growth. The information provided in this package will hopefully help

you understand our Passion for this business and our Passion to help our Franchise

partners succeed. Our Partners are the reason we are in business and their continued

improvement is our priority.

“An innovative approach to quick-fresh eats.....”

TABLE OF CONTENT

joeysurban.ca

THE CONCEPT

Passion ( for Hospital ity)

Urgency ( in Marketing our Brand)

Excel lence ( in our System)

TRAINING & SUPPORT

THE EXPERIENCE

SELECTION PROCESS

YOUR INVESTMENT

GET TO KNOW US!

JOEYS URBAN MENU

ESTIMATED OPENING COSTS

THE CONCEPT

Joey’s Urban has a contemporary interior with vibrant colours and a comfortable feel. Our signa-

ture Red is used throughout the space along with innovative fl oorings, cool fabrics, LCD TV’s for

menu boards and entertainment as well as stone feature walls. All of which combine for a hip,

urban atmosphere that has guests

returning time and time again.

“A Unique take on an old tradition.....”

Joey’s Urban is a fun and exciting restaurant concept focused on quality, speed and fl avour. The

menu has been specifi cally developed to invigorate the palate, excite our guests and control our

franchise partners’ food costs. The menu has been streamlined to allow our franchise partners to

concentrate on the operations and marketing of their business. We believe that focusing our

franchise partners on their guests and on their service is integral to their success. It is the

franchisor’s job to ensure that the menu and systems are in place at Joey’s Urban to make the

operations of the restaurant as simplistic as possible.

A feature of Joey’s Urban is the open kitchen, where the activity entertains our guests and

accentuates the freshness and quality of our products. An open kitchen also gives our Franchise

Partners and their staff the opportunity to connect with their guests without having to leave the

kitchen. We believe that the relationships between our guests and our partners is as important as

the food. This helps our guests feel comfortable and welcome in Joey’s Urban.

Joey’s Canada is the largest and most established

Seafood Chain in the country. Joey’s has been serving up

our famous Fish & Chips for over 25 years. Joey’s, operating

as Joey’s Only, has over 65 full service locations across

Canada and has introduced Joey’s Urban as a new, unique,

streamlined, quick, casual restaurant in a hip environment.

Joey’s is a unique concept that provides tremendous support to their franchise partners’ and Joey’s

promise to their partners is to constantly and consistently work with Passion, Urgency and

Excellence

PASSION

At Joey’s our Passion is people. We love dealing with everyone; at a dining room table, a hostess

stand or a boardroom table. We believe in replicating our original success and improving our

partners’ quality of life. We treat our Franchise Partners as family. We strive on building

relationships with our partners to help encourage them in their businesses, and we work hand in

hand to help them succeed.

PASSION | URGENCY | EXCELLENCE

URGENCY

Our marketing programs are derived from an

urgency to succeed in sales. The advertising fees

from Franchise Partners are allocated to

advertising throughout the Joey’s Urban

system. The marketing department manages

and coordinates the advertising fund, working

with the Joey’s Urban Franchise Advisory

Council. Our entire operations and marketing

departments are constantly creating new and

innovative ways to market our restaurants.

Creative ideas are the foundation of Joey’s Urban. Our customer base is tech savvy and we target

them with our niche market food products; like our Chips & Fish, Sushi Crunch and Globally Inspired

Taco’s on our Facebook fan pages, Twitter, YouTube and other social media sites. We also give

promotional updates through these sites regularly on our web-based smartphone Applications; we

believe in challenging the status quo.

EXCELLENCE

Joey’s Urban exceeds expectations in our restaurants and in our Home Offi ce. Our Partners are the

reason we are here, and they are of the utmost importance to us. We ensure that our Franchise

Partners are trained thoroughly so they can execute the system fl awlessly

for a timely and positive experience for their guests.

Our training program is comprised of

a 3 week course at our corporate facility

in Calgary, AB. A comprehensive

curriculum targeting food production,

quality & service controls, human resouces,

and fi nancial management controls. Our

team spends time on site during the opening

to reinforce the initial training, help train our

partners’ teams, and ensure a smooth

opening transition.

At Joey’s Urban, we believe in building a business through great foundations. Our development

team is with our partners right from the beginning, building the fi rst relationship in our franchise

family. Opening a new business is stressful and diffi cult, so our team works hand in hand on site

selection, lease negotiation and construction to help you feel comfortable at every step.

Joey’s Urban utilizes a central purchasing and distribution system, and our partnership ideology

does not stop with our Franchise Partners. We continue to build new, and strengthen existing

supplier partner relationships, which help us ensure the highest level of quality with the best

possible value for our Franchise Partners. Our buying power allows Joey’s Urban to maintain our

excellent profi t margins.

TRAINING & SUPPORT

HELP FROM THE GROUND UP

Joey’s Urban off ers a complete turn key concept so that all you have to worry about is administer-

ing funds and hiring staff . Once your franchise application is approved, Joey’s Urban will assist

with your site selection, prepare your initial Off er to Lease(s) and help negotiate your lease. Joey’s

Urban always recommends that you consult legal counsel with regards to your Franchise

Agreement and Lease.

Once a site is secured, Joey’s Urban will complete an initial fl oorplan for your review based on our

standard layout. Joey’s Urban will then have Architectural, Mechanical and Electrical drawings

completed by our preferred professionals for submission to

our preferred contractors for quoting. Once a contractor is

secured by the franchisor on your behalf, the contractor then

submits for building permit. Joey’s Urban will then oversee

all aspects of your buildout, equipment purchases and

marketing initiatives for your opening.

JOEY’S TRAINING PROGRAM

We believe training is the most important investment of

time a new Franchise Partner can make. Our three week training program takes you through

every aspect of restaurant management at an established corporate restaurant. Training includes

food preparation, marketing, service and general operation of your Joey’s Urban franchise. Taught

by seasoned experts, your training features hands-on practical sessions. Our classroom sessions

complement your “on the job” training and you will receive accounting, marketing, and

operations materials that will provide you with documentation to have close at hand in your

restaurant.

WHEN YOU OPEN

A Joey’s opening specialist will be available on

site for at least one week to ensure a smooth

opening of your new franchise. Operations

representatives are also available for ongoing

support. Their expert operational skills in

running a Joey’s will assist you in learning how

to operate an effi cient outlet.

NOW OPEN!

Joey’s will be with you every step of the way

working with you to make sure your franchise is

a success. From the hands-on training to regu-

lar visits from your Regional Manager, positive

interaction between Joey’s and its franchises

allows our Franchise Partners to run their

restaurants with confi dence. To keep our

Franchise Partners up to date; memo’s,

marketing and training materials are posted

to our internal intranet web site and regional

meetings are held biannually.

THE EXPERIENCE

At Joey’s Urban, we believe in getting

REAL about our quality ingredients and

the perceived value our guests see with

us. We’re about REAL food, served fast

with the highest quality ingredients. And

don’t forget our great service!

Joey’s Urban has a ‘Live’ kitchen, com-

pletely open to our guests, to accentu-

ate the freshness of our products and to

give our guests a show with every visit.

Guests commonly stand at the kitchen

pass to watch their meals being prepared

and chat with staff about daily events. It’s

about builidng relationships!

SELECTION PROCESS

In order to ensure your success and maintain our level of quality franchise partners, Joey’s Urban

requires thats its partners meet certain criteria, both personally and fi nancially.

FRANCHISE PARTNER ATTRIBUTES

Preferred 5-7 years in business management experience, including

Income Statement and employee supervision responsibilities Foodservice experience is a plus, however not a prerequisite Results-based with strong analytical, problem solving and leadership skills

Preferred experience with

Microsoft software and PC

operations

Hands-on ownership is

preferred; however day to

day unit management is not

a requirement, although it is

desirable that the day to day

manager holds a 20% or greater

interest in the franchise business

Individual or multi-owner groups accepted

In order to become a part of the Joey’s Urban family,

potential Franchise Partners must have a net worth

of at least $300,000. They must also meet their

preferred fi nancial institution’s fi nancial qualifi ca-

tions in order to receive fi nancing for the

restaurant. Joey’s Urban’s minimal fi nancial

requirements for their Franchise Partners outlines

that the partner has at least 40% of the total costs

to open in unencumbered capital, however, your

fi nancial institution may require a higher investment level in order to fi nance a project.

The franchise partner is only allowed to fi nance a maximum of 60% of the total project costs and

should have at least 10% set aside for operating capital once they open.

YOUR INVESTMENT

ONCE YOU’RE APPROVED

When an application is approved and awarded, the applicant obtains an available territory

and the franchise agreement is signed for that territory. Upon approval of the location and

the building plans, construction begins. Equipment purchasing, licensing agreements and

other fi nishing details will be ongoing during the 3 week training program. The last step will

be on-site training of your personnel with our qualifi ed support staff .

ESTIMATED OPENING COSTS

Your initial investment, as outlined below, is contributed to the leasehold improvements required

to build out your store, as well as equipment, marketing, franchise fee’s, deposits, smallwares

(cooking untensils), legal costs, labour costs, signage, inventory and various other costs.

Joey’s Urban has a weekly royalty structure paid on the Monday of each week. The royalty Fee is

4.5% on gross sales while the Advertising Fee is 2% of gross sales. Gross sales are calculated as all

sales less coupons and discounts, so you only pay royalites on what you actually receive in sales.

You do not pay royalties on sales of alcoholic beverages.

PROJECTED OPENING COSTS

Joey’s Urban, based on 1500 square feet with an average Tenant Improvement

Allowance of $20.00 per square foot;

Deposits, Permits, Drawings $11,500

Leasehold Improvement and Fixtures $110,000 - $130,000

Furniture, Equipment and Smallwares $65,000 - $95,000

Franchise Fee $10,000($25,000 total, $5k upon signing, $5k upon opening and $5k for the next three years)

Opening Inventory $8,250

Advertising and Signage $12,500

Total Projected Opening Costs* $217,250 - $267,250

*NOTE: These are estimated costs only, Joey’s Only Franchising Ltd. cannot guarantee the exact costs of opening each individual restaurant. Estimates are compiled using previous Joey’s opening calculations. Your store will vary based on construction rates in the region, the present-day economy and various other factors beyond Joey’s Only Franchising Ltd.’s control.

MARKET SEGMENT

FAST CASUAL - WHERE FAST FOOD IS GOING!

A Fast Casual concept is one that off ers quality food and ingredients that you would

fi nd in a casual to mid-casual full service restautant but at a price point lower than

Casual dining and higher than typical QSR/Fast Food chains. Fast

casual concepts off er their guests a similar decor and atmosphere to Casual

Dining but off er the quick-service format to eleviate guests tightening timeframes.

Whats does this mean for our guests? It means, that Joey’s Urban guests can dine in

an environment that is hip and comfortable, while enjoying quality ingredients and

presentation, all while paying a price more comparable to a Fast Food restaurant.

Or, they can take it out as quick as it is prepared. It’s all about a guests perceived

value and choices. Today’s diners want quality, choices, and eff eciency. Joey’s Urban

off ers all of that and more, including; LCD TV’s playing the latest sports updates and

business news, free wireless internet and top notch service.

GET TO KNOW US

Joey’s Restaurants, the parent company of Joey’s Urban, opened its fi rst restaurant in Calgary, AB

in 1985. Joey’s Restaurants has grown to become Canada’s largest Seafood restaurant chain with

over 65 locations across North America. With the addition of Joey’s Urban, Joey’s continues to

dominate the Seafood restaurant industry.

Joey’s Urban is the only seafood based chain in Canada catering to the fast casual market.

Providing the high quality of food, service and atmosphere you would expect in a full service

casual restaurant but with the convenience of quick-fresh eats.

Joey’s fi rst restaurant was opened by

Joe Klassen (our namesake) and his wife

Theresa. By 1992, there were ten Joey’s in

operations throughout southern Alberta.

The Klassens then started franchising the

business with their new partner, David Mossey. They all worked tirelessly at building a brand and a

concept that their Franchise Partners could be proud of and could duplicate effi ciently.

Joe is a charismatic leader who works consistently with his development team to grow and

expand the Joey’s Restaurant franchise business. With more than 25 years of experience, Joe

continues to work hands-on in developing the Joey’s menu and overseeing the company’s

operations and marketing. Joe also believes strongly in giving back to the community in which he

has achieved success and is involved in many philanthropic endeavors reaching far beyond Joey’s.

Our operations, development and marketing teams

have over 150 years of combined experience in their

fi elds and strongly believe in building the foundations

for success for our Franchise Partners. Our Franchise

Partners are the reason for our existence. Our team

understands the steps necessary to ensure our

Partners’ success. We take the time to identify our

partners’ needs, not ours. Listening is our key to creating powerful partnerships in business and

community.

At Joey’s we believe in building a culture in our business about you, the

Partner. Our Culture starts with ‘IT’ , The Joey’s System. Our number one

priority is our Franchise Partners, because they are the reason for ‘IT’. We

have developed several key guiding principles that help our team and partners embrace ‘IT’. They

include key words that remind us daily why we do what we do, what we believe.

At Joey’s we also embrace the philosophy that ‘charity begins at home’. We believe that through

teamwork and partnerships, we can help our communities become better places to work, and

play. That is why we actively particpate in various charity initiatives in the communities in which

we operate.

To learn more about us or to complete a confi dential application visit our website at

www.joeysurban.ca or scan this QR code to take you directly to our website with your smart

phone.

Joey’s Urbanc/o Joey’s Only Franchising Ltd.514 42nd Avenue SECalgary, ABTF: 1-800-661-2123O: (403) 243-4584F: (403) 243-8989E: rob@joeys.ca

“We understand our number one priority, Our Partners......”