la galette sept10

La GaletteCreperie Bistro Bar

The soul of Brittany meets the heartbeat of Seattle

Jean-Eudes QueffélecFounder of La Galette

Table of Content

• Executive Summary• Restaurant Market Overview• La Galette Concept• The Team• The Venue• The Finances• Appendix

La Galette is a new concept based on an authentic “Crêperie Bretonne” tradition, one of the most vibrant regional French cuisine

La Galette is a place where you will find:-The best of gastronomy from Brittany based on

buckwheat crepes (called galette) as the flagship product

-A universe filled with Bretagne and Celtic culture, represented by its best artists, bathed in the sea, travels, and exploration

-A true community, a third place where you can eat, drink, interact through live conversation and catch up with email (wifi, cybercafé)

Best savory and sweet crepes in the Pacific Northwest. Bar None!Week End BrunchSimple Bistro menu

Organic FoodsSupport Fair TradeFun and SimplicityStrong community and non profit support

Celtic MusicPhotographers from around the worldSpecial Events

ValuesBar

Creperie & Bistro Entertainment

Wine BarBeer, Cocktails and SpiritsCheese and Charcuterie PlateCrepes Plate

La Galette 4 Key Pillars

The Te am of La GaletteJean-Eudes Queffelec: Founder La Galette.

• Jean-Eudes is a true Breton from many generations back. His home base is in Brittany but he has been traveling around the world with his family for the last 15 years. For his multinational employers, he has lived in South Africa, San Francisco, Seattle, Paris, Cannes and traveled in more than 30 countries.

• His 11-year tenure at Microsoft in various international management positions has also given Jean-Eudes Queffelec a strong business background which is applied today to the development of his new concept. From marketing director for MSN France, International Business Development Manager for Microsoft Office Small Business Edition to his recent position as Worldwide Product Manager for Microsoft CRM , Jean-Eudes has gained in depth experience to grow business from start-up to multi millions dollars global operations

• For the last 2 years, he specialized in Crêperie and toured the best crêperies in Brittany and in France and has a diploma of the Ecole Hoteliere de Vannes, specialized in crêperie operations. Over the course of his 24 months of research, he created a new concept where the best possible authentic galette bretonne is served in a contemporary settings where the soul of Brittany is highlighted through a specific universe made of artists, painters and musicians from Brittany and Celtic nations.

• The first pilot crêperie opened in Cannes on the French Riviera (www.creperie360.com). He is now working on bringing this new concept to Seattle where he lived for 5 years

Strictly Confidential Information - Do not share or copy 5

http://www.creperie360.com/

Robert Sondheim is a Third generation Seattle native and has been in the restaurant profession for over thirty years. Robert has been a co-owner of Rosebud Restaurant and Bar for over fourteen years and has built Rosebud into an anchor establishment on Seattle's Pike/Pine corridor on Capitol Hill. Robert is also active in many organizations in the Capitol Hill area such as, The Capitol Hill Chamber of Commerce, Greater Seattle Business Association, Pike Pine Urban Neighborhood Council. "I like being a part of the community", says Robert, "I like using Rosebud as a vehicle for helping the community as well".

The Te am of La GaletteRobert Sondheim; General Manager La Galette.

Jérôme Caroff: Maitre Crêpier & Chef

Jérôme, a pure Breton from Brest, has been a crepe maker for over 10 years and a restaurant professional for more than 15 years. He is very experienced in how to manage and run a kitchen and a crepe-making station. He participated in the successful launch of several crêperies in France and in Spain. As the Maître Crêpier at La Galette , Jérôme runs stock management, preparation, and running of all sittings at the 360 Jérôme is also a Celtic music expert and supervises the musical selection at La Galette.

Advisory Team• Arnold Shain

has 20 years of Restaurant operation experience in the ¨Pacific NorthWest. He helped develop the concepts for Cucina! Cucina!, Dragonfish Asian Café, Daniel’s Broiler, The Parlor Billard, and many others. Arnold is involved in every aspect of the concept and planning for La Galette. www.restaurantgroup.com

•Bertrand de BoutrayBertrand is a French-born American chef who has a passion to share his knowledge and love of his native country. Living in Seattle, he is a Cordon Bleu-trained chef who began his business, Bertrand Chez Vous, in 1995. Along with offering his hands-on Cooking Together Parties, he introduced his unique Gastronomic Tours to France with Bertrand in 2000. He belongs to a number of professional culinary associations that include The International Association of Culinary Professionals, the Washington State Chefs Association, the James Beard Foundation and is President of the Seattle Chapter of La Confrérie de la Chaîne des Rôtisseurs. www.bertrandchezvous.com

http://www.bertrandchezvous.com/

The Venue-La Galette will take over existing Rosebud Bar & Restaurant.

-At the heart of Capitol Hill’s Pike/Pine corridor, La Galette will be nestled among a thriving community of independent theatres, galleries, shops and hip nightspots.

Well known nightspot on the Seattle scene for 15 years

Loyal customer base been a great target for La Galette Concept

Great financial conditions on the deal (less than 290K usd cash)

Very healthy bar business (500 K usd) will secure financial risk of start up

Only light remodeling require to change to Creperie/Bistro

Perfect neighborhood demographics

Why buying Rosebud for La Galette market entry makes sense

The Capitol Hill Demographics

Demogtaphics 3 Miles radius 10 Miles RadiusAdult Population 145 032 773 138Median Age 36 39,4Per Capita Income 41 818$ 35 978$ Household Avg Income 72 300$ 76 781$ Civilian Employed 92% 93%Bachelor Degree or higher 39% 24%1 Person Households 60% 38%2 Person Households 31% 34%

Source: Demographic data © 2007 by Experian/Applied Geographic Solutions.

The highest density residential area on the WestCoast, Capitol Hill demographic offer the sweet spot for restaurant and bar businesses :

-highly educated, high income singles or Dinkies

The financial modelBusiness fundamentals are very sound for crêperie

operations, making a well run crêperie one of the most profitable businesses in the restaurant industry:– Low cost of goods, labor and start up costs– High table rotation


Costs Structure WA US La Galette CreperieLabour Cost 36% 33,50% 34,0%Cost of Food& Beverage 31,30% 33% 26,0%Operating Expenses 11,20% 11,00% 7,1%Administrative Expenses 7,40% 4,50% 7,3%Occupency Costs 6,40% 5,30% 4,9%Marketing, Music, entertainment 1,50% 2% 1,0%Repairs& Maintenance 1,50% 1,60% 1,5%Utilities 3% 3,30% 1,5%

Source : NRA

Financial projection for the Seattle pilot site

• The financial forecast are based on following assumptions which have been validated by A. Shain, restaurant business expert in Seattle and based on the 12 years of Rosebud Operations:


Average daily guest count 112Average check 15,16$ Days of operation 7x7Service Non Stop 11am to 12am

La Galette Hub and Spoke Model structure:

-one flagship unit in city center-smaller units in active neighborhoods-portable units for special events and private places (business, transit stations, schools)


”10 sites in 1 city is better than 1 site in 10 cities” -maximize brand equity building -enable efficient people management and load balancing between sites-effective growth management

La Galette Hub and Spoke mode for Development plan

La Galette Crêperies: 3 sizes fit all!


La Galette - Flagship

-Location: City Center- Vibrant neighborhood-Seating: 100-200 people-Staff: 10-Investment: 300-800 K$-Annual Revenue: 700- 1800 K$

La Galette Neighborhood

-Locations: all types of Neighborhoods-Seating: 40-70 people-Staff: 4-Investment:100-300K$-Annual Revenue : 300- 500 K$

La Galette Express

-Locations: Private events, Sport venues, transit building -Seating: take-away, catering-Staff: 1-Investment: 8K$-Annual Revenue: 30-40K$

HR Model to support company development and operations

-Employee Profile: Energetic, fun, good communication, organized, team player, ambitious

-Compensation aligned with company goals and values

-Clear job description and career path for all positions

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Appendix

• Market Data• La Galette Product• The Universe of La Galette• Backgrounder on brittany• Full financial statement

Top US Restaurant market Per Capita spending

Rank MSA Spendig per capita1 Seattle 1 251$ 2 Minneapolis/St. Paul 1 243$ 3 San Francisco 1 235$ 4 New York City 1 221$ 5 San Diego 1 182$

Source: NRA – Restaurant.org

Overview of the restaurant market in the US

•The food and restaurant industry in the US is huge and growing. In 2005, 1 out of 2 meals of American households were taken outside the home. Today, consumers are growing in sophistication and are becoming even more demanding. Here are some of the most noteworthy recent trends:

– The American consumer is looking for a meal which is at the same time: tasty, healthy, affordable and quickly served

– Quest for authenticity– Needs flexible eating hours: The breakfast/lunch/diner structure is obsolete

and people would like opportunity to eat at any time.

•The crêpes/galettes is one of the few products to fully meet these demanding requirements


Seattle is a great fit for La Galette

-Seattle is the N#1 US City for restaurant spending (1251 us per capita)

-Affluent, educated, open minded community with a strong concentration of enthusiast foodies

-It’s authentic and bring a new culinary tradition into the underserved French segment of Seattle Restaurant scene

-Strong history of successful start-up in the restaurant industry: Starbucks and its clones (Tully’s, SBC, Uptown), Red Robin, Pagliacci Pizzas, Cucina, Cucina...


La Galette products

As its naming suggest, La Galette flagship product will be buckwheat crêpes. There are three distinct components that makes our crepes unique.

– The buckwheat flour we use– The way we prepare crepes – The way we serve them.

Introducing Buckwheat Despite its very ancient origins, it is a very modern product with a high appeal today thanks to its impressive biological, nutritional and gustative virtues . Buckwheat is on Oprah’s top 10 superfood list.

-biological virtues: buckwheat is a rare plant which meets all the criteria of an organic plant -- no pesticide, herbicide or fertilizers are required for its culture.

- nutritional virtues: buckwheat is a low energy cereal (290 calories per 100 g). Easy to digest, it makes intestinal transit very smooth. It has no gluten but is very concentrated in mineral salts (magnesium, calcium, iron, zinc, copper) and in vitamins. It also contains rutine which is used to treat heart disease. All of this makes buckwheat an almost perfect product.

- gustative values: the taste of buckwheat is unique and irreplaceable. At the same time sour, sweet, strong and suave, it stays on the palate. The smell coming from the cooking of buckwheat is incomparable, rustic, warm, persistent.

http://www.oprah.com/presents/2005/young/life/life_buckwheat.jhtml

The makings of the crepes at La Galette:• The ritual we used at La Galette is the same one used for

more than 4 centuries in Bretagne.

• It may look simple from the outside but it takes a steady and practiced hand to pour the ribbon of batter on the iron plate, to spread the batter around with a smooth, circular gesture, and to slide just so the spanell under the soft disk and flip it with a rapid flick.

La Galette fillings • The fillings used in the Galette are made of fresh

organic ingredients. No processed food is used at all. This explains why we don't use the common Nutella paste, for instance, but real melted chocolate as a respectful nod to tradition.

• The fillings will be both traditional (like the classic galette complète (Eggs, Ham and Cheese), galette ratatouille, and more sophisticated such as the famous scallops on a bed of steam leaks, or we will also offer more exotic toppings such as Indian chicken curry. See the enclosed menu from the French sister crêperie (Crêperie 360 ) for a full menu.

.

• Bar Menu– Amuse Galettes Tapas– Oysters Plate– Fromages and Charcuterie Plate

• Diner Menus– Galettes & Crepes– Moules Frites– Crabe Marteau– Oysters & Fruits de Mers– Plat du jour

• Lunch, Brunch and Afternoon - tbd

Amuse Galettes Amuse Bouches

Assiettes Fromages Charcuterie

Les Galettes et Crepes

Moules Frites, Plat du jour,..

Crabe Marteau

The Universe of La Galette

• The universe presented by La Galette is an integral part of the concept. It is made out of 3 elements:

– Photo and Painting gallery

– Music programming

– Setting and seating

Music programming

• The music ambiance at La galette will be based on Celtic music. Artists from Brittany (Alan Stivell, Gilles Servat, Denez Prigeant, Dann Ar Braz) , will be featured as well as Celtic artists (such as Shane Mcgowan, Sinnead O’Connor, Celtas Cortos and Carlos Nunez, a Galician Celtic fusion artist) but also musicians from around the world sharing the same universal values. Music from the Interceltic Festival of Lorient will be highlighted as well. Each quarter the music programming of La Galette will change and will be also sold as CDs in the restaurant.

• The next slide shows the diversity and vibration of the Celtic musical scene

Photo and Painting gallery

• La Galette will display a wide range of works from different artists , not only photographers and painters from Brittany such as Philippe Plisson, Titouan Lamazou, Paul Bloas but also many artists of other nationalities who share the same vision of the world. Along with standalone pictures, La Galette will also feature a video projector to display high resolution digital pictures.

• You will see in the next slides some portraits of the most famous writers, painters, photographers and navigators who are perpetuating the culture bretonne

A little background on Brittany

- La Bretagne, (Brittany) is situated in the Northwestern part of France.

-It is a Celtic region, culturally close to Wales, Ireland and Scotland


• The heritage of the Celtic culture in Brittany is huge and goes many centuries back: menhir from megalithic times; Arthurian legends; early Christianization; centuries of resistance to a centralized French regime; long tradition of sailors, fishermen and explorers. All these have provided a unique Celtic culture in Brittany which is still very vibrant today in every aspect of arts.

• This is why ; although very grounded in a territory, the Celtic culture has a universal appeal.


• - There are 4 millions Bretons living today in Brittany and 1 million Breton expatriated around the world. Which is a great testimony to how open to the world and how cosmopolitan the Breton people are .

• -The Brittany soul, L’ âme bretonne” can be characterized by some strong values, including : mysticism, love of travel and navigation, solidarity between people, resistance and stubbornness.

Values from Brittany have universal appeal in world of constant change and incertainty

• Simplicity: basics, authentic, no fanciness• Solidity= résistent to fashion, storm, crisis,

time • Spirituality:

– arthuria legends, druidism, christianity, cult of death

• Solidarity: danger, injustice, sharing,..

Universal values of Brittany« La Bretagne est universelle et toutes les races en retour se

retrouvent en elles comme dans un cercle. En Bretagne on ne meurt pas, on appareille, on largue, on s’absente, on voyage. Partir, Ici, ce n’est pas mourir un peu, c’est vivre davantage ». Saint Pol Roux

• Britttany is universal, and all returning human races can gather together there as if in a circle. In Brittany, one does not die, one sails away, casts away, goes on leave, travels. Leaving, here, is not like the little death quoted by the poet, it only means that one lives more fully.

la galette sept10

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