Pizza Rica




¡Ay, Pizza Rica! ¡Es Oficial!




Que Rica Pizza ¡Es Oficial!



The Hispanic Market is el Futuro!In the five county region of Central Florida the Hispanic population exceeds 500,000 people and accounts for more than 25% of the area’spopulation.The United States has the second largest Hispanic population of all countries; 50 million plus and only Mexico has a larger Hispanicpopulation.

®Pizza Rica is a Pizza Restaurant concept with the goal of being the Best Hispanic multi-unit Pizza business in the Americas.Pizza Rica is focusing on delivering a comfortable and enjoyable, cultural specific pizza restaurant to Hispanic customers andtheir families.With more than half a million Hispanics living in the five County Central Florida regions, we expect to launch our first Pizza Ricaright here!It is envisioned that Pizza Rica Restaurants: • Will be located in areas with a high percentage of Hispanic populations. • Will be operated by Hispanic people in their community. • Will speak both Spanish and English and our menus will be in English, Spanish and Portuguese. • Will offer small on-site dining and a primary focus on home delivery and catering. • Will be located in strip centers, malls, food courts, food festivals and other areas. • Will have a 1,400 – 1,600 square foot footprint for the restaurant. • Will have a Pizza Truck and a Mobile Pizza Kitchen for catering and special events. • Will be active in Hispanic affairs, including local Hispanic Chambers of Commerce, schools and churches. • Will promise to deliver job opportunities to Hispanics and foster youth education and family values.In conclusion, our vision is to be a member of the Hispanic community, to deliver the highest quality products and service in aHispanic-friendly environment and to capitalize on the current and future trends of America’s population growth.Muchas Gracias! Pizza Rica / ¡Que Rica Pizza!La Mejor Pizza del Mundo!

® Pizza Rica Business Structure and Future Development PlansPizza Rica is a Federally Trademarked name for restaurant services, owned by Que Rica Subs, LLC, which is owned by ThomasThomas, Sam Meiner and Eleanor Meiner.Pizza Rica is focusing on becoming the Best Hispanic multi-unit Pizza business in the Americas.The initial business plan for Pizza Rica is to issue a license to a newly formed LLC, to own and operate a Pizza Rica Restaurantin Central Florida.Funding necessary for the first location is Three Hundred-Fifty Thousand Dollars ($350,000).These funds will fully fund a 1,400 square foot prototype restaurant and the purchase of a new Catering Truck and Mobile PizzaKitchen. The first restaurant will be a leasehold in a shopping center.Pizza Rica’s demographics for the first restaurant will focus on locating in an upscale Hispanic neighborhood in Central Florida.In addition to the opening of the first location a mobile pizza kitchen and catering truck will be used for marketing, events andcatering.Upon the successful opening and operation of the prototype store Pizza Rica will seek to expand with additional company ownedrestaurants in the Central Florida market. Future growth plans will be determined by the success of company owned stores andthe potential of franchise opportunities for rapid growth. 


® Competition in the Market PlacePizza Rica is a vibrant Hispanic Brand focusing on the explosive growth of the Hispanic market and consumers demand forpizza! Pizza Rica with its Latin beat and flair appeals to all generations of Hispanic customers and their loyalty to Hispanicbrands. Pizza Rica will position our products and price to insure the best quality ingredients and the best Value.All our staff will be fluent in Spanish and English. Greetings to guests at the door will be a welcoming Hola! Pizza Rica! Menuswill be in English and Spanish. Music, Atmosphere and Décor will reflect the energy of the Latin culture.In Central Florida Hispanic populations exceed 25 per cent of the population. These population trends are indicative that aVERY large share of the market will be an asset of Pizza Rica.At the present time there is one dominant Hispanic Pizza business in America, Pizza Patron. They have approximately 110restaurants in eight states. They appear to be a Mexican version of Pizza Hut, cheap Pizzas, both in price and quality. PizzaPatron offers a very limited selection of pizzas with no menu and pizzas in only one size. Additionally, they do not have thequality of Pizza Rica and do not provide delivery.In south Florida there is one chain of 9 pizza restaurants called Rey’s Pizza. Web site information indicates they are growingand following in the footsteps of Pizza Patron with the cheap ready to go pizzas. A visit to their store in Miami was a very poorexperience.In evaluating market position we think that Pizza Patron will continue a lucrative Mexican clientele and Rey’s Pizza will be nocompetition to Pizza Rica.Pizza Rica will concentrate on the broad Hispanic market including the Puerto Rican, Mexican and Cuban market, with a diverseblending of the Tastes and Culture of all Hispanic Nations. 


® Pizza Rica in the Market PlacePizza Rica's striking logo with the Star and Stripes always catch people's attention and the question, Where is your restaurant?Both Hispanics and Non-Hispanics and their families love Pizza and are anxious for a Great New Pizza!!The catchy name, Pizza Rica, translates to \"Tasty Pizza\" and grabs the Hispanic interest. The Stars and Stripes pull at the heartof Puerto Ricans, as this is the color of their National Flag. The byline, \"La Mejor Pizza del Mundo\" “The Best Pizza in the worldsets the hook!!!!” Let's go try it!!Then from non-Hispanics come the questions: What is a Hispanic Pizza? Do Hispanics eat Pizza?These are very reasonable and easy to answer questions. First, Hispanics of all countries love pizza and are some of thehighest per capita eaters of Pizza. Second, the first wave of Puerto Rican immigrants came to New York City where they ateBrick Oven Style Pizza, Cheese or Pepperoni. Hot slices of a thin and crispy crust Pizza and today nothing has changed;Cheese and Pepperoni Pizzas are the stand out favorites!!All our pizzas are made from scratch in the restaurant from Old World and Latin recipes. We use the finest cheeses anddomestic and Latin ingredients. We only use Brick Ovens, which cook our pizzas on two-inch brick decks at 500 degrees.Hispanic customers from other countries share the love for traditional New York style Brick Oven Pizzas and their toppings varyfrom country to country. Pizza Rica expects that our customer mix will be 65% Hispanic and 35% non-Hispanic.A Pizza Rica restaurant will resemble an upscale sandwich shop with seating for approximately 30 guests. We expect deliverywill be our primary method of sales. All our foods will be prepared and cooked for our customers to see.mix will be Pizza, Pasta,Wings, Oven Roasted Sandwiches and Salads. 


®Pizza Rica’s Business Management TeamSam and Eleanor Meiner and Thomas Thomas are the Founders of Pizza Rica, LLC and will be responsible for OperationalManagement.Sam Meiner has had a diverse business career. Sam is a lawyer and active member of the Florida Bar and has thirty-five yearsof restaurant experience. Sam is the co-founder of Bubbalou’s Bodacious Bar B Que, which was opened in 1986 and has fiveBBQ restaurants in Central Florida. Sam has been elected into Orlando’s Restaurant Hall Of Fame by Orlando Magazine andhas received numerous other community awards.Bubbalou’s has been featured on the Food Network as America’s Best BBQ dive. Additionally, Bubbalou’s has been featured inDelta Sky Magazine, Southern Living and Money. Locally, Bubbalou’s has won many awards including Orlando’s Best BBQ bythe readers of the Orlando Sentinel for 14 years and numerous awards in Orlando Magazine, The Weekly and the OrlandoBusiness Journal. Currently Sam and Eleanor own and manage Bubbalou’s Bodacious BBQ on Alafaya Trail, Apopka andWinter Park. It is their intention to oversee development and operations of Pizza Rica.Thomas Thomas has been the CPA for Bubbalou’s Bodacious Bar B Que and has overseen all financial affairs of the businessand guided the company through all phases of the restaurant growth. In addition Mr. Thomas and his firm represent a very largeInternational restaurant in Orlando, Florida. Mr. Thomas will be Pizza Rica’s Accountant and Financial Officer.Legal Counsel and ConsultantsJed Berman - General Counsel Ava Dopplet - Intellectual Property and Trademark AffairsDave Ostrander - International Restaurant Consultants Bill Marvin - International Restaurant Consultants

® Big Dave OstranderThe Pizza Doctor, 25 years of Pizza Restaurant experience andformer US Culinary Coach of the United States Pizza Team.http://www.BigDaveOstrander.com

®Bill Marvin, The Restaurant Doctor™ is the leading authority on how good restaurants can become great restaurants. He helpsindependent operators create organizations that can prosper in tough times and bring out their workers' innate ability to deliverexceptional service.A veteran of the foodservice industry, Bill has managed hotels, institutions and clubs. He has owned and operated full servicerestaurants. He has had the keys in his hand, his name on the loans and the payrolls to meet. He has been there.His professional curiosity and practical experience has enabled him to identify and understand the human factors that arecommon to the success and growth of all types of service businesses.

®Inline Restaurant 1,400 Square Feet Build-Out and Start Up Costs

Revenue Year  1 Year  2 Year  3 Sales  -­‐-­‐-­‐Food $           7   00,000 100.0% $           8   00,000 100.0% $           9   00,000 100.0%Total  Income   $           8   00,000 100.0% $           9   00,000 100.0% $           7   00,000 100.0%Expenses $           1   89,000 27.0% $           2   16,000 27.0% $           2   43,000 27.0% Cost  of  Sales $               2  8,000 4.0% $               3  2,000 4.0% $               3  6,000 4.0% Food   $           2   17,000 $           2   48,000 31.0% $           2   79,000 31.0% Paper 31.0% Total  Cost  of  SalesOperating  Expense $               1  8,000 2.6% $               1  8,000 2.3% $               1  8,000 2.0% Accounting  and  Legal   $               1  4,000 2.0% $               1  6,000 2.0% $               1  8,000 2.0% Advertising $                    3,500 0.5% $                    3,500 0.4% $                    3,500 0.4% Auto  and  Truck  Expenese $               1  6,000 2.3% $               1  8,000 2.3% $               2  1,000 2.3% Credit  Card  Costs $                    5,000 0.7% $                    5,500 0.7% $                    7,000 0.8% Insurance  Comp $                    6,000 0.9% $                    7,000 0.9% $                    7,500 0.8% Insurance  General $                    1,000 0.1% $                    1,000 0.1% $                    1,000 0.1% Licenses  and  Taxes $                    2,500 0.4% $                    3,000 0.4% $                    3,500 0.4% Office  Supplies $               2  8,000 4.0% $               3  2,000 4.0% $               3  6,000 4.0% Payroll  Tax $                    5,000 0.7% $                    6,000 0.8% $                    7,000 0.8% Printing $               6  7,500 9.6% $               6  7,500 8.4% $               6  7,500 7.5% Rent $                    5,000 0.7% $                    5,000 0.6% $                    6,000 0.7% Repairs   $               4  5,000 6.4% $               4  8,000 6.0% $               5  2,000 5.8% Salaries  Manager $                             -  ­‐ 0.0% $                             -  ­‐ 0.0% $                             -  ­‐ 0.0% Royalties $           1   19,000 17.0% $           1   36,000 17.0% $           1   53,000 17.0% Salaries  Other $                    3,000 0.4% $                    3,500 0.4% $                    4,000 0.4% Supplies $                    4,500 0.6% $                    5,000 0.6% $                    5,500 0.6% Telephone $               2  4,000 3.4% $               2  6,000 3.3% $               2  8,000 3.1% Utilities $           3   67,000 52.4% $           4   01,000 50.1% $           4   38,500 48.7%Total  Opereating  Expenses $           6   49,000 81.1%Total  Expenses  (Food  &  Operating) $           5   84,000 83.4% $           1   51,000 18.9% $           7   17,500 79.7% $               1  0,500 1.3%Operating  Income $           1   16,000 16.6% $           1   82,500 20.3%Management  Bonus $                    8,000 1.1% $           1   40,500 17.6% $               1  2,500 1.4%Net  Income $           1   08,000 15.4% $           1   70,000 18.9%

PIZZA RICA BRICK-OVEN PIZZA 10” 14” 18”CHEESE $5.99 $10.99 $14.99ADD TOPPINGS $1.00 $1.49 $1.99Anchovies, Bacon, Chicken, Chorizo, Ground Beef, Ham, Pepperoni, Pernil, Sausage, Shrimp, SteakAvocado, Banana Peppers, Black Olives, Cherry Peppers, Cilantro, Corn, Green Olives, Heart of Palm, Jalapeños, Mushrooms, Pineapple, Plantains, Red Onion, Roasted RedPeppers, Spinach, Tomatoes, White Onion,Brazilian Cheese, Cheddar Cheese, Feta Cheese, Fresh Mozzarella, Gorgonzola Cheese, Romano Cheese SPECIALTY PIZZASPizza Rica Especial $16.99 $18.99 Loco in la Cabeza, HOT, HOT, HOT! $17.99 $19.99Pernil, Chorizo, Pepperoni, Ham, Plantains, Mushrooms, Onions, Green Peppers, Black Olives, Pernil, Chorizo, Pepperoni, Ham, Mushrooms, Onions, Green Peppers, Black Olives, Plantains,Pernil, Jalapenos, Cherry Peppers, Habanero Peppers and Mozzarella Cheese Pernil, Jalapenos, Cherry Peppers, Habanero Peppers and Mozzarella CheeseShrimp Pizza $19.99 $21.99 Old San Juan $16.99 $18.99Shrimp, Garlic Pesto, Tomatoes, Red Onions, Cilantro and Mozzarella Cheese.Pernil,Plantains, Red Beans, Red Onions w/ Cilantro and Mozzarella Cheese Pernil, Plantains, Red Beans, Red Onions w/ Cilantro and Mozzarella CheeseEmpanadas Pizza $17.99 $19.00 Tripleta $15.99 $17.99Seasoned Ground Beef, Potatoes, Mozzarella Cheese and Tortilla Chips Steak, Ham, Pernil, Swiss Cheese, Ketchup, Mayo, Potato SticksIsland Pizza $14.99 $16.99 Cubana $16.99 $18.99Ham, Pineapple, Bacon, Plantains and Mozzarella Cheese Ham, Roast Pork Dill Pickles Mustard and Swiss CheeseEl Grande Puerco $17.99 $19.99 Cheese Steak $17.99 $19.99Pernil, Chorizo, Sausage, Ham, Bacon and Mozzarella Cheese Steak, Green Peppers, Onions, Mushrooms & Mozzarella CheeseMexican Pizza $17.99 $19.99 Spicy Buffalo Chicken Pizza $16.99 $18.99 Chicken tossed in Buffalo Sauce, Cherry Peppers, Mozzarella & Gorgonzola Cheese, Drizzled w/Ranch DressingGround Beef, Red Onions, Chorizo, Pica Degallo, Black Beans, Lettuce, Fresh Tomatoes, JalapeñoPeppers, Cilantro, Mozzarella & Cheddar Cheese BBQ Chicken Pizza $16.99 $18.99Pizza Rica Pepper $15.99 $17.99 Chicken, Bacon, Red Onions, BBQ Sauce with Mozzarella & Cheddar CheeseChorizo, Cherry Peppers and Mozzarella Cheese Vegetarian Pizza $16.99 $18.99Margherita Pizza $15.99 $17.99 Mushrooms, Red Onions, Red & Green Peppers, Black Olives, Artichokes, Plantains withFresh Tomatoes, Garlic, Basil, Fresh Mozzarella Mozzarella & Cheddar CheeseQue Rica Pizza $14.99 $16.99 White Pizza $14.99 $16.99Red Onions, Black Olives, Fresh Tomatoes, Mozzarella & Feta Cheese Chopped Garlic, Basil, Drizzled w/ Olive Oil and topped with Mozzarella, Ricotta, RomanoThe Brazilian $15.99 $17.99 Cheese & Cheddar CheeseChicken, Ham, Bacon, Heart of Palm, Olives, Boiled Egg, Brazilian Cheese

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50.5 Million HispanicsOne in six U.S. residents is Latino Source: 2010 U.S. Census

A Country within a Country• 50.5 million Latinos in U.S.• Mexico 108.7 MM• U.S. 50.5 MM• Colombia 44.4 MM• Spain 40.4 MM• Argentina 40.3 MM• Peru 28.7 MM• Venezuela 26.0 MM• Chile 16.3 MMSource: Synovate 2010, CIA World Factbook, US Census 2010

A Population Trend that Can’t Be Ignored 2010 2020 16% 20%66% 14% Hispanic 61% 14% 4% A-A 5% Asian White Source: Synovate 2010

More Latinos than Canadians in Canada!

Top 15 Latino Markets Market Latino Pop. % Latino1 Los Angeles 8,106,800 442 New York 4,588,100 213 Houston 2,063,900 324 Miami 2,033,600 455 Chicago 1,985,100 196 Dallas-Ft. Worth 1,846,900 267 San Francisco 1,570,400 228 Phoenix 1,455,200 279 San Antonio 1,318,000 5410 McAllen-Brownsville 1,161,400 8811 Sacramento 1,060,800 2412 Fresno 1,006,300 5113 San Diego 970,100 3114 Denver 812,800 2015 El Paso 777,900 78 Source: Synovate 2010

Hispanics and Pizza

Growing in Size, Growing in Affluence • Latinos now have the greatest purchasing power of any minority • Average Latino HHI: $52,725Source: Claritas 2010

Pizza Pleases La Familia• Many Hispanic households are multigenerational, and pizza is the meal everyone can agree on

• More than half of restaurant visits for Hispanics include children – Compared to just 29% of Non-HispanicsSource: PMQ: April 12, 2011 NPD Group / CREST Hispanic study

Hispanics Consume MÁS Pizza NonHispanicsHispanics Source: Simmons NCS/NHCS, Fall 2010, Adults 18+ Pizza Consumers = Visits to Cici’s Pizza, Dominoes’, Donato’s, Fazolli’s, Godfather Pizza, Little Caesar's, Papa Gino’s, Papa John’s, Pizza Hut, Pizza Inn, Sbarro’s, Shakeye’s

Hispanic Pizza Eaters Are Young!Source: Simmons NCS/NHCS Spring 2010 (Apr 2009 Jun 2010). Base: Hispanic A18+. Share of restaurants visited most oftenin last 30 days

Among Children, 1 in 4 is Hispanic

Every 30 seconds, a Latino turns 18 in AmericaSource: NPR, Latino Mayor May Be A Glimpse Of Things To Come, December 12, 2010

TMwww.PizzaRica.us

Relating, Not Translating:Marketing Pizza to Hispanics

Key Strategiesfor Cultivating Latino Customers

Strategy #1: Bilingual Staffing is Key• Always start with representation• Immediate benefits: – Puts Spanish-dominant and Spanish- preferred customers at ease – Word-of-mouth resonates within Spanish- speaking community – Allows you to market and merchandise sincerely

Strategy #2: Be “Latino Ready”• Build the infrastructure to support Spanish- speaking customers – Employees who speak Spanish • Voicemail in Spanish • Business cards in Spanish – Signage in Spanish – Spanish instructions on telephone systems – Products right for Hispanic needs, tastes – Marketing materials in Spanish

Strategy #3: “Be Latino Friendly”• Inform staff of what you’re doing and why• Impress upon them their important role• Train them on do’s and don’ts“Talking louder does not make me bilingual”

Hispanics Are More Likely To Do Business Where70% 70% 69% 68% 63% 64% 49% 51% Good, high Is a Makes Is pleasant toquality products store/place you feel be in welcome are available you trust Source: Synovate 2010

Strategy #4: Adapt to Differences• Recognize that there are differences and adapt your business or products accordingly• Longer drives more acceptable to Hispanics• Different palates, different flavor preferences – Chorizo, jalapeño, limonada, horchata, churros

Customer Service Trumps Speed/Accuracy• For Hispanics, good customer service is more defined by “friendliness” rather than speed or accuracy of an order• In fact, Hispanics more likely to “forgive” mistakes if service is perceived to be friendly

Strategy #5: Put the Welcome Mat Out• In your marketing pieces, include images of Hispanic people• Add additional seating to your waiting area or dining area

Strategy # 6: Outdoor Billboards Work• Perfect for high-density Latino neighborhoods

Strategy #7: Pay Attention to Los Niños• More than half of restaurant visits for Hispanics include children – Compared to just 29% of Non-HispanicsSource: PMQ: April 12, 2011 NPD Group / CREST Hispanic study

Final Thoughts• Spanish-speaking consumers will become more selective and use only those businesses/services that are more sensitive to their linguistic and cultural roots• Those brands that learn how to effectively connect with this consumer will have the significant competitive edge• The growth of the Hispanic market is not a fad.• This large, lucrative and loyal consumer can be your customer, today and mañana

Muchas Gracias!   www.PizzaRica.us