BECOME A BRAND PARTNER

KARIBU
INVESTING
IN AN INTERNATIONAL
FUTURE

“We are delighted to have the

opportunity to share the Java
House experience with the rest of
the world; with brand partners
who are rooted in the same
values, culture and love for what
we do” – Paul Smith, CEO.
BUSINESS
HIGHLIGHTS
1
Currently have Strong
74 stores 2
across outlook
3 countries of new business
14 cities opportunities
in East Africa. underway

3
Ambitious 4 Opened stores in
schedule of Uganda
openings in 2014 and
Rwanda 2017.
INVESTING
IN AN INTERNATIONAL FUTURE

“We are fortunate to participate in an industry that

is diversifying across brands, categories, channels
and countries; a thriving industry with strong
relative growth within the guest experience space;
and an industry in which Java House Group is
uniquely positioned for sustained growth.
INVESTING
IN AN INTERNATIONAL FUTURE

As East Africa’s leading coffee We currently reach 20,000 thousand

and food chain, we have one of guests a day across all branches.
the region's most valuable We are excited to capitalize on the
brand portfolio, leading value growth potential we see in front of
share positions across multiple us. We believe in the strength of our
categories. With 20 years of business, the continued growth of
nurturing this business, we still the food industry, and the actions
have ample room to grow. that we are taking to ensure
continued success.
Our business and our 74
branches position us as East We are looking for great partners to
Africa’s largest coffee and join us as we continue to build upon
food chain. Franchising will our iconic brand and change the way
help us continue that growth people everywhere engage with
strategy. Java House Group.”
 BRANDS LEADERSHIP

Paul Smith Priscilla Gathungu Allan Wainaina Naima Hassan

Chief Executive Officer Head of Human Resources Chief Finance Officer Head of Operations
Paul is the Chief Executive Priscilla is the Group’s Head Allan is the Chief Finance
Officer at Java House Group. of Human Resources and is officer at Java House Group. Naima is the Group’s Head
He has been working with in charge of developing, He joined the organization in of Operations. She joined
the group since September implementing and May 2019 and is in charge of the group in 2010 and is in
2017 and Group CEO from monitoring the Human managing the Group’s charge of general operations
February 2018. His principle Resource strategies, policies finances through faninacial of all restaurants under the
role is the development and and practices in the planning, management of Java House Group and
implementation of the company. financial risks, overall guest experience.
Group’s growth and record-keeping and financial
development strategies. reporting
BRANDS LEADERSHIP

Sam Imende Steve Carlyon

Head of Property General Manager
Foodscape
Sam is the Java Group Head
of Property. Since he joined Steve is the General
the Group in 2015, he’s been Manager at Java House
in charge of the brand Group’s Central Process
expansion, site selection and Unit. He Joined the Group in
construction in the East September 2017 and has
African region. been in charge of
streamlining all food point
manufacturing and supply
chain activities.
BRANDS
*Current franchise focus is Java House. Our other brands will be available in future.
The Brand
Java House, commonly referred to as ‘Nairobi Java’,
opened its first store in 1999 at Adam’s Arcade in
Nairobi. With the aim of introducing gourmet coffee
drinking culture in Kenya, the first outlet was a coffee
shop and later the brand evolved to an American diner
style restaurant to its present-day status as a 3 -day part
coffee-led, casual dining concept.

Java House is now one of the leading coffee brands in

Africa and has grown to have outlets in 14 cities across 3
countries in East Africa (Kenya, Uganda and Rwanda).

“Welcome to Java. A home away from home”

OUR AMBIENCE
Our signature 3 day-part, coffee-led,
casual dining experience is the
cornerstone of the Java House brand and
is a welcome setting for guests of all ages
and backgrounds seeking a place to
connect, relax and enjoy their lives.
The ambience at Java House outlets is a
warm, cosy and comfortable home away
from home.

At Java House we are constantly

improving the interior décor and feel of
our guest environment, as well as
continuously evolving to create more
comfortable spaces and design concepts
that meet our customers' increasing
expectations.

An integration of the interior design is our

art collection. We work with local artists
who deliver amazing art pieces that are
key features in all our branches.
PROPERTY
We have a flexible format of
channels strategies suited to a
variety of customer occasions,
building types and sizes. We can
deliver a successful coffee-led
casual dining restaurant in any
channel from retail malls, to petrol
stations and hospitals. We also
have kiosks in smaller locations.

• 200-300 Sqm
• Potential for smaller or larger
premises
• Prime mixed use retail and leisure
schemes
• Mall sites
• Concessions environment
• Office
• Hospitals
OUR GUESTS
COME FIRST
ALWAYS
Guests have the freedom to choose experience first time, every time.
what they buy and from whom they Guests are retained through product
buy. Whom they choose to spend their and service excellence and we aim to
time and money with depends on you. deliver an unbeatable experience so
that our guests come back time and
We build long-term relationships with time again.
our guests who return to a brand they
trust. Therefore, it is imperative that we
build relationships of trust with each of
our guests across our network of outlets Authentic African Hospitality.
and territories, to earn their loyalty.

To earn our guests’ trust, we strive in

delivering a Welcoming’ and ‘Wonderful’
OUR PEOPLE
Our brand is our people. They deliver the most
important element of our brand essence.

We are famous for our warm hospitality, and this is not

possible without unbeatable service from passionate
and skilled individuals. Our staff are friendly and
expressive, able to confidently share their knowledge
on the menu, or engage in friendly banter with the
guests. They are empowered to deliver and constantly
improve themselves and look for ways to exceed guest
expectations by ‘going that extra mile’.

Our brand promise to our guests: “You will love our

Java House experience or we will make it right”
OUR COFFEE
EXCELLENCE
Java House serves what is regarded to be the best cup
of coffee in the region - our famous Kenya AA. Infact
we are confident is one of the best in the world.

Java introduced the gourmet coffee culture to Kenya,

and Java coffee is the rule by which all other coffees in
Kenya are measured.

We hand roast all our coffee daily with love.

OUR FOOD & BEVERAGE
As Java House we pride ourselves in delivering Authentic African
Hospitality. Our food is prepared and made fresh daily to ensure that our
guests have the best quality they deserve.

All our ingredients are locally sourced to empower our local farmers.
Java house has invested in food innovation which enables us to serve
only the best of meals to our guests.
OPERATIONS
PROPERTY
WE OFFER YOU:

• A comprehensive Design Manual with

detailed specifications and guidelines
• Design brief and standards for
different outlet models to support
your channel strategy
• A considered approach to ensure a
quality ‘pipeline’ of new outlets is
secured
• Detailed drawings/design
documentation covering standard
front and back of house layouts.
• Training, design and project
management support, including visits
to your market during design and
build
• Access to our recommended supply
base: a simple method of obtaining all
specified shop-fit elements &
equipment
BRAND
PROMOTION
WE OFFER YOU:

• Brand guidelines that clarify our

core strategies and the way we do
business
• Support and shared best practices
for pre-market opening research
• Shared principles and processes to
ensure you achieve a ‘world class’
marketing opening strategy that
recognises and accounts for local
needs
• 6 simple steps to help Java House
achieve a dominant brand position
in your market
• A comprehensive toolkit to
support tactical and strategic local
marketing activity
FRANCHISE PORTAL
WE OFFER YOU:
• Training materials and guidelines
• A Franchise Operational Manual
that cover all core operational
that defines brand standards, by
skills, with clearly defined learning
function, as well as roles &
that supports the delivery of all
responsibilities of both parties and
brand standards
how you can measure, analyse and
improve your business
• All brand documents stored in a
simple to navigate on-line portal
with a clear structured menu
• Updated remotely in ‘real time’,
ensuring all documentation is
current
• Ability to download, email and print
from the portal
• Standard Operating Procedures for
all aspects of the business: from
front of house operations, beverage
and food to brand standards
documents, covering set-up, guest
service, checklists and daily success
schedules
INDUCTION & TRAINING
WE OFFER YOU:
• Comprehensive induction and training
in Kenya in our outlets and within
functional departments at our head
offices
• Guidelines and support to ensure you
have the right management and
outlet structure at both set up stage
and as you grow your business
• Support and guidance on planning
and delivering training for pre and
post opening
• Training materials which can be
adapted and localised to meet your
market needs
• On-going support and refresher
training, as required, as well as the
provision of training before a new
product or brand concept launch
QUALITY CONTROL &
RISK MANAGEMENT
WE OFFER YOU: • Robust business reporting and
communication which enables you to
• Operational audits ensuring meet commercial targets whilst
compliance and consistency in your protecting the business and its
local market revenue
• A Food Safety Policy which ensures
you have in place a comprehensive
Food Safety Management System
that meets both brand and local
market requirements
• Standards and policy guidelines for
Environmental Health and Safety
that ensures safe working practices
across all aspects of operations
• Guidelines on recruiting the right
people at the right time, with access
to job descriptions with clearly
defined skills and competencies
QUARTERLY WE SHALL:

• Reviews based on a set of KPIs that

BUSINESS provide insight and understanding
of key areas of the business:

REVIEWS strengths, weaknesses and

opportunities in the local market
• Analysis of both financial and
operating performance in line with
business plan
• Clear objectives set and reviewed
against business plans
MARKETING
BRAND RESEARCH
PRE-LAUNCH This will help us to adapt areas of the
Once a new market is signed, jointly brand to better suit your target
we will conduct a series of brand customer - such as interior design or
research projects to assist you with layout brand positioning and best
launching and positioning the brand approach to your food offering.
effectively for your market:
COMPETITOR PRICE
POST LAUNCH BENCHMARKING

BRAND RESEARCH TESTING AND REFINING We will support you in conducting a

2-3 months post launch jointly we will thorough place review of all your key
conduct a series of focus groups to competitors, providing guidance on
test how well the brand is being pricing range and price tolerance, with
received in your market. This will suggested pricing suitable for your
enable us to provide strategic market.
guidance to you on any alterations
that may be needed, either in brand ANNUAL BRAND TRACKING
experience, operational execution or PROGRAMME

branding and marketing. An annual brand-track survey will be

In depth focus groups testing brand conducted. Applicable for any market
appeal and all key elements of the with 5 or more established restaurants
brand. open at the time of research.
WEBSITES & DIGITAL
PRESENCE
You will be provided with templated CMS based brand websites. Which will
ensure our digital brand presence is consistently executed whilst giving you the
tools to effectively market your business.

WEBSITE CMS TEMPLATE

• A branded template for you to customise
with your own content
• Can be dual-language if needed
• Content guides will be provided
• We will assist in setting up websites
aligned with brand guidelines
HOWEVER, IF WE HAVE
MULTIPLE FRANCHISES OF
THE SAME BRAND IN ONE
MARKET, THE WEBSITE WILL
OPERATE SLIGHTLY
DIFFERENTLY
• In this case the home page
will be controlled centrally,
which will direct to regional
pages, of which each
franchisee will have control.
SOCIAL MEDIA & PR
Our central marketing team will assist you
with creating on-brand, compelling social
media and PR strategies in your market

SOCIAL MEDIA: we provide guidelines

and support with:
• Content planning
• Fan acquisition
• Fan engagement
• Campaign activation

PR: to protect our brand reputation, we

will need to sign off any press releases
in advance
• Sample press releases will be
provided with each menu launch and
campaign launch
• Brand partners can adapt or alter
content, or write their own press
releases.
FOOD DEVELOPMENT AND
MENU LAUNCH PROCESS
Our marketing team will support you with your menu strategy; category and range
planning, pricing and analysis. Our dedicated food development team will assist you
in menu development, food strategy and menu launch planning.

MENU CHANGE PROCESS

• Menu analysis
• Menu change brief signed off
• Recipes submitted for review/approval
• Procurement and food developments
• Product/recipe sign off
• Final sign off
• Launch
SUMMARY
OUR FRANCHISE
SUPPORT
COMMITMENTS
We will welcome you as a Brand Partner and work with
you so that individually, and collectively, we achieve
success and develop ‘An Internationally Renowned
Pioneering African Business, Achieving Excellence in
Everything We Do’.

Our Kenya Support Team is committed to guiding you

whenever you need it to help you grow your business to
its full potential.
WHAT WE BENEFITS:
OFFER AS Franchise Partner

A FRANCHISOR • Go into business for yourself quickly: not

a ‘start-up’
• Defined Territory
• Our organization structure • Established product/service
• Our proven Know-How: • Proven business know-how/system
business and operational • Loyal customer base
systems • Quality & Consistency
• Pre-Opening/Ongoing Support/Training
• Guidance and support
• Supporting Business Model: Franchisee
• Coaching and mentorship
Network
 How to contact us:
Head Office
ABC Place, Waiyaki Way, Nairobi, Kenya
+254 (20) 3504468 | +254 (20) 2166871 | +254 (20) 2166872
www.javahouseafrica.com @javahouseafrica