Breakfast in America 17, rue des Ecoles, Paris - Tél: Métro: Cardinal LeMoine or Jussieu Group ES1.D Arshjit Singh Joseph Schultz Jose Sanchez Shinji Nagakura Chih-Heng Chen

Project objective Study an emerging business as compared to a traditional established company Why: –Just opened, facing current legal, logistical and HR issues in setting up and expanding business in France –Lots of interaction with French customers on a daily basis –High involvement of founder, management, employees and investors in understanding the French culture –Recruitment challenges for expansion

BIA – The story Founded on January 4th, 2003 by American Craig Carlson who has studied and worked in France for several years Replicate the charm of the local mom&pop establishment Remembrance to the roadside diner - a place where you could stop in at any hour of the day or night… where you were always guaranteed a good, hearty meal at a reasonable price… where you could pass the hours away chatting with friends… where everyone was welcome...

BIA – The goals Breakfast in America aims to bring the uniquely American roadside diner experience abroad, where everyone -- young and old, local and foreigner -- can have a reasonably priced, high-quality meal at almost any hour of the day or night The One Year Plan: To have BIA, Paris established with a large and diverse clientele. To increase profits on a monthly basis as word spreads of this unique restaurant The Two Year Plan: Expand by opening up one more BIA in Paris as well as BIA diners in other French cities with high student and tourist populations, such as Toulouse or Montpellier The Five Year Plan and beyond: To franchise in other countries and cities in Europe, such as BIA, Berlin, BIA, Amsterdam, and BIA, Madrid Our long-range goal is to have a chain of Breakfast in America diners throughout Europe and Asia which still retain the quality and ambiance of a “Mom & Pop” establishment

Why France? Founder, Mr. Carlson gained intimate market knowledge of Paris during his stay as a student Did market research and determined that there was adequate demand for an American Diner in Paris –From Americans living or visiting Paris –From Europeans familiar with America –From Curious Parisians and Europeans Mr. Carlson preferred the quality of life in Paris and wanted to settle in it

Company Values Provide clients with an authentic American Diner experience with attention to all details including: –Atmosphere –Menu/Food choices –Music –Service –Pricing –Operating Hours

Company’s Products Typical American Diner Food –Breakfast anytime –Burgers, sandwiches and salads –Bagels –Big sizes Authentic Diner Service—outgoing friendly attitude American Music

Menu

Company’s Clients Americans missing home Non-Americans who have visited America Young French customers familiar with America through films and television Old French customers curious about the exotic nature of the restaurant

Constraints & Adaptations Labor Laws Operating Hour Restrictions (municipal laws) Taxation Product Tipping

Benefits of France Fresher products, more naturally grown, less processed Low niche competition Tourist heaven Large American community Big potential for expansion

Conclusion Positive experience Some initial struggle with laws and regulations High potential for franchising and expanding the business concept

Acknowledgements We would like to thank Mr. Craig Carlson founder and owner of Breakfast in America References –Company’s Website ( )