2019
franchise package
Food Discoveries (M) Sdn Bhd
11A-15, Jalan PJU 1A/12, Taman Perindustrian Jaya,
46050 Petaling Jaya, Selangor D.E., Malaysia www.davesdeli.com.my
03-7845 2268 fb.com/davesdeli
OUR BRAND
OUR VISION OUR MISSION
to be asia pacific’s leading
to serve happiness through fresh,
food service brand, providing
healthy & affordable food that
quality products globally
everyone can enjoy
OUR VALUES
WE PUT our people
FOOD FIRST our family
We focus on sustainable & innovative We build our relationships by serving each
ways to serve great tasting & affordable other, our customers & our communities,
food that everyone can enjoy much as we do within our own families.
sustainable WE give it
growth our all
We are dedicated to ensure there is We embrace new opportunities, we
sustainable long term profit growth work hard, we get stuck in and we
for all our stakeholders aren’t afraid to get our hands dirty
to make a difference
our story
For 30 years, Dave’s Deli has delighted its customers with fast, scrumptious & affordable
food. One of Malaysia’s most recognizable western restaurant chains, with food & an over-
all welcoming atmosphere that underlines our brand motto “Come Home To Good Food”
Designed as a family restaurant, our self-service concept
caters to people of all ages from all ethnic groups
including families, students, kids & office workers.
Proudly
A MALAYSIAN DISCOVERY
100% Malaysian Conceived & Owned
Dave’s Deli’s history began in 1989 when founders David &
Maureen Chin decided to venture into the F&B industry &
opened a small food kiosk in Bangsar Shopping Centre serving
sandwiches & roasted chicken with our now famous “Magic
Gravy”. The philosophy was simple: serve good wholesome food
that everyone can enjoy.
Today, Dave’s Deli is an award winning fast-casual restaurant chain that operates in Malaysia &
Australia. Our menu has expanded from our renowned 1/4 roast chicken to an array of gourmet
pies, lasagna, pastas, soups & grilled cheese sandwiches.
Dave’s Deli’s success has been established by developing modern, value engineered location
designs with a focus on food consistency, efficiency & freshness. Cooked with fresh ingredients &
served by people who genuinely love food, we are not a fast food restaurant but a restaurant that
serves food fast.
awards & recognition
The BrandLaureate SMEs Best Brands Awards 2017/18
SME & Entrepreneurship Business Award 2017/2018
Certified member of the Malaysian Franchise Association, PNS
& KPDNKK
one family, one dream
BRIAN CHIN DAVID CHIN MAUREEN CHIN
Managing Director Co-Founder Co-Founder
10 years industry experience 30 years industry experience 25 years industry experience
Head of business development, Founded brand in 1989 Head of operations
manufacturing & franchising Mentor & advisor
recipe for success
HIGH FOOD QUALITY 30yr trusted brand
Award winning brand with
Consistent & high quality food
that consumers are confident strong brand recognition
to purchase
cont. improvement
PROPRIETARY FOOD Continuous innovation
of our food offerings to
Unique one of a kind
suit changing taste
food love by generations.
100% satisfaction guaranteed.
lean management
easy system Waste minimization without
Easy to learn. No sacrificing productivity
experience necessary
our locations
Dave’s Deli currently has 10 outlets in Malaysia & 1 outlet in Sydney, Australia
Corporate owned
1 Utama Shopping Centre, KL
Subang Parade, KL
Atria Shopping Gallery, KL
Queensbay Mall, Penang
Franchise owned
IOI City Mall, Putrajaya
Starling Mall, KL
Ipoh Parade, Ipoh
Central Square, Sg. Petani
Design Village, Penang
Sunway Carnival, Penang
LICENSE owned
Tank Stream Hotel, Sydney
CENTRAL KITCHEN
90% of food supplied to the Dave’s Deli is from our central kitchen.
We also have a satellite kitchen located at Penang for our Northern outlets.
★ Located at Ara Damansara since 1999
★ 10,000sqft with 2 floors
★ Corporate HQ & supply chain hub
which includes logistics, procurement
& warehouse management
★ HALAL certified by Jakim
central kitchen
FULLY EQUIPPED
CENTRAL KITCHEN
Temperature controlled supply chain
Strict hygiene & food safety policies
Dedicated cold & dry storage
Industrial grade packing for maximum
consistency & quality control
STAFF: SIZE:
All chefs & kitchen staff with 10,000 sqft
typhoid inoculation & qualified
food handlers cert.
SPACE:
2 Floors with HQ located above
central kitchen
JAKIM TRANSPORT
Halal Certified Professional drivers
Dedicated surau
Temperature controlled refrigerated
trucks
Clean & hygienic food preparation
Thermo Future insulated box for cold
In-house Halal audit committee
food and thermal bags or electric hot
box for hot food used for safe food
transportation
FOOD HANDLING
Strict hygiene & food safety policies
Cook-chill method
Industrial grade packing for maximum
consistency & quality control
THE NEWSROOM
restaurants
Where it all began. We have served generations of customers for over 30 years.
From a small kiosk in 1989, we now have 11 full service restaurants.
WARM & CASUAL
Comfortable & cozy environment
that is family friendly
FAMILY FRIENDLY
Coffee bar & lounge perfect
to relax & have a meal
OVER 100K MEALS ALL DAY DINING
Wide menu offerings for brunch,
SERVED PER MONTH lunch, tea time & dinner
★ SIZE PER OUTLET:
1500 - 2500 sqft (80-150 pax)
UNIQUE DESIGN
★ CUSTOMER DEMOGRAPHIC Unique design that stands out
from common cafes
Executives, students, families
our food
AUTHENTIC GRILLED CHEESE
PASTAS SANDWICHES
HEARTY GOURMET
MAIN MEALS MEAT PIES
Dave’s Famous
ROAST CHICKEN
OVER 16 MILLION SOLD
ME OF PO
HO SS
WORLD’S
IB
E
LY
H
BE
T
ST
EST.
RO
1989
N
T E
C H IC K
our MENU
AV G . $ P E R M E A L :
RM20.80
DELIVERY TIME:
Under 15mins
EASY TO CHOOSE
Pictures make
ordering easier.
Tea Time Weekend Brunch
Lunch Specials Dinner Specials
MENU SALES DISTRIBUTION
Top Selling Products
1. Roast Chicken
2. Lasagna
3. Lamb Chops
4. Pies
80% FOOD
20% BEVERAGES
Avg. Meals Per
Month
9000 Meals
Complete franchise
system
franchise program
Dave’s Deli has been operating its franchise program for 4 years.
Current operations are in Klang Valley, Ipoh, Penang & Sydney Australia
TERM:
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No Description Amount
6 YEARS
V$5;3</
1 Avg. Size (square feet) 1800sqft
ROYALTY:
<9534?5W
2 Franchise Fee (RM) RM 75,000
5% GROSS
XG$I<9//
- Use of trademarks &
SALES
/34;/
proprietary information
- Site selection & consultation
- Operations manual & S.O.P
- Sourcing of local suppliers
A&P:
3]CW
- Training
1% GROSS
AG$I<9//
- On-going quality control
SALES ^
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*where applicable
stages to own a dave’s deli
Stage 1 - Selection Of Franchise (approx. 1 month)
Signing of
Submit
Review Site evaluation Franchise
franchise Preliminary Franchise
& & Agreement
application discussions approval
evaluation cost estimation & franchise fee
form
full payment
Stage 2 - Renovation & Operation (approx. 2-3 months)
Renovation Furniture, Grand
kicks off fixtures Outlet Opening
& & set up &
2nd reno Equipment & dry run 3rd reno
payment (40%) set up payment (25%)
Management On site training
approval complete
Design & & &
site planning
1st reno 4th reno
payment (30%) payment (5%)
Selection Off site training On site training
& On site cont.
(2 weeks before (2 weeks after
recruitment training
of staff opening) opening)
franchise cost
Dave’s Deli is an affiliate member of PNS for easy Bumiputra funding
INITIAL INVESTMENT COST
Franchise Fee RM 75,000 8%
Pre-opening Expenses RM 9,700 1% Min. Requirements
Advertising RM 10,000 1% A specific location - a site evaluation study
will be conducted to assess the feasibility
Pre-opening cost of the premise.
- Pre-open training RM 10,250 - 13,800 1%
A dedicated team to manage the outlet,
- On-site training RM 15,000 2% preferably owner or partner operated.
Initial Inventory RM 20,000 - 25,000 2% Financially capable with good credit
Working Capital RM 46,450 - 87,900 5%
Security Deposits RM 80,400 - 100,000 8%
Equipment & Machinery RM 292,500 - 347,000 30%
Fixtures & Fittings RM 45,700 - 54,000 5%
Furniture & Decoration RM 55,000 - 75,000 6%
Renovation & Construction RM 315,000 - 538,000 32%
* Cost may var y according to size, market,
Total Investment RM 975k - 1.35mil 100% location & choice of self-ser vice or table
ser vice concept
complete set up
Dave’s Deli is equipped to support franchisees with fully integrated
infrastructure to ensure the success of all franchisees’ business
START FINISH ON-GOING
Site selection Distribution Marketing
network support support
Design & concept
Inventor y control Brand building
Kitchen design
Comprehensive
Renovation works On-going training
training
& QC
Recruitment Advertising &
promotion
24/7 Franchisee
Cloud Support
Technology P.O.S System
Supply chain OUTLET OPERATION Customer
Management Management
CONTROL SYSTEMS
Inventory
Staff Healthcare System
Operations
Management
Manual & S.O.P
franchise P&L Estimate
15% 42%
Labour Cost Food Cost
15%
Rental & EST. OPERATIONAL
Utilities
COST PROFIT
20%
STRUCTURE
5%
Royalty
3%
A&P &
Misc. Expenses
20%
Op. Profit *Figures may vary according to location & size
join us now!
contact us
Address Phone & Email Website & Social Media
Food Discoveries (M) Sdn Bhd E: brian@davesdeli.com.my facebook.com/davesdeli
11A-15, Jalan PJU 1A/12, T: 03-7845 2268 www.davesdeli.com.my
Taman Perindustrian Jaya,
F: 03-7845 3268
46050 Petaling Jaya,
Selangor D.E., Malaysia
Franchise Enquiries
Mr. Simon Chan
T: 017-208 6948
E: simon@davedeli.com.my
