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Franchise InformationWILLIEJEWELLS.COM
2INTRODUCTIONWillie Jewell’s Old School Bar-B-Q is afast-casual southern bar-b-q restaurantthat offers delicious, soulful food in adown-home atmosphere unlike any other inthe fast casual dining segment.The Willie Jewell’s brand is a throwback to theway bar-b-q and hospitality should be done — theold-school way, hence our slogan, “smoked for hours,served in minutes.” Our guests are greeted by nameand enjoy a slow-smoked bar-b-q experience that isas consistent as the day is long with our signaturesauces and rubs. With over 69 years of experience andHOW ARE WE DIFFERENT?4 Signature bar-b-q sauces at our heatedsauce station, which are sure to please anyand every customerFast casual dining ensuring the hottestfood with hardly any wait timetradition behind our recipes and culture, Willie Jewell’sis guaranteed to satisfy every guest who walks throughthe door.Catering capabilities for any event frombackyard cookouts to wedding receptionsCurrently operating franchisedrestaurants in:FOUNDED IN2008Old School Traditionsand Delicious RecipesNorth Charleston, SCKingsland, GAYulee, FLSt. Augustine, FLAugusta, GAAiken, GANashua, NHPeachtree City, GAMarietta, GATallahassee, FLTampa, FLBrunswick, GALexington, SCActive participation in community eventsand fundraisersWe use only the finest quality cuts of meatand the freshest ingredients with all foodbeing cooked on-site69 years of experience in the bar-b-qrestaurant businessHeadquartered inJACKSONVILLE, FL2,000 - 2,800square-footage of a typicalrestaurant, preferably with patioseating available.Purchasing power of over 30 restaurantsHSMOKEDFOR HOURSwilliejewells.com 904.880.8310SERVED INMINUTES
3ABOUT USThe Adeeb Family, the founders of Willie Jewell’s and owners of Bono’sPit Bar-B-Q, met Miss Jewell when she was just 16 years old. She had nohome or family, but was given the opportunity to work in the Adeeb familyrestaurant in Jacksonville, Fla.With an engaging personality and sharp sense of humor, she immediately became an integral part of the familyrestaurant business and of the family itself. Ms. Jewell could never imagine the impact she would have on thelives of everyone who met her. Willie Jewell’s Old School Bar-B-Q is dedicated to a close family friend who willnever be forgotten.Our StoryBono’s Pit Bar-B-Q, headquartered out ofJacksonville, Florida, has been a casual diningpit-based bar-b-q restaurant company since 1949.They own and or franchise 20 successful storesprimarily in the Southeast but have a few outsidethe region. Joe Adeeb, CEO, and President andCOO, Josh Martino, decided to branch into the fastcasual segment of bar-b-q with the creation of WillieJewell’s Old School Bar-B-Q.The main reasons were the opportunities to offerquality southern bar-b-q with the franchisee, havingless capital outlay, simpler operation by eliminatingthe hostesses, servers and busboys, while at thesame time generating remarkably similar sales at ahigher profit margin!We will be targeting a strong workforce populationin diverse neighborhoods with dense residentialand workforce populations. These neighborhoodstypically have commercial space available atlower rent per square foot. We have entered intoan agreement with a site consultant with manyyears of experience and an established recordof picking successful sites. We believe in givingour franchisees the best chance to succeed.Considering Bono’s commitment to quality andexcellence, national buying power, and dedicationto its franchisees, we believe the future for WillieJewell’s is destined to be successful.Miss Jewell’sHOUSE RULES1234567Sit yourself down!Don’t forget to wash your hands.Keep your elbows off the table.Don’t sass back!Don’t chew with your mouth open.Finish everything on your plate.Because I said so!williejewells.com 904.880.8310
4FRANCHISESUPPORTCritical PathWe will design a critical path for every aspect of yourstore opening from site selection, lease negotiations,design, bid and construction, licensing, decor/signage,while setting you up with our partners in alliance, sales/marketing, training and actual store opening.Site SelectionTo assist you in the site selection process, we reviewyour proposed site’s demographics, placement withinthe trade area, and specific characteristics of that area.If you don’t have a specific trade area in mind, we willhelp you locate one. Our site approval for a Willie Jewell’srestaurant does not constitute a recommendation,assurance or endorsement of the success of thatapproved site. We will work with your Commercial RealEstate Agent (C.R.E.A.) in analyzing the marketplace toassist you in finding the best site possible.Building & DesignOur construction staff provides site layouts andprototype building plans for new construction. Theywill assist you as you work with your contractor tomodify these plans to suit local requirements, whilemaintaining the quality and image that Willie Jewell’sdemands. They are available during the constructionprocess to answer questions.EXTENSIVETRAININGandONGOING SUPPORTTrainingWillie Jewell’s offers its franchisees an four-week programthat includes both classroom-style and in-restauranttraining. In addition to your four-week training period,a Willie Jewell’s team will work with you before andafter your grand opening to ensure a smooth andsuccessful start. Once a Willie Jewell’s restaurant opens,franchisees receive continued interaction and supportfrom us in the form of operational updates, training fromfranchise business partners, market meetings, managerworkshops and an annual review meeting.MarketingIn a competitive restaurant marketplace, marketing hasbecome as important as providing quality products,great service and a clean environment for our guests.Our marketing team addresses local marketing strategiesthrough training programs and on-site visits to ourrestaurants. Developing LTO programs, social mediaoutreach and other exciting offers to entice our guestsand drive traffic to our restaurants is our specialty.PurchasingThe purchasing coordinator works with our supplierpartners to secure quality food and packaging, elevatedfood safety practices, innovative products and a sufficientsupply of quality products and/or services.A comprehensive, four-week training programOpening support, as well as ongoingoperational supportSupport related to site selection, design,development, construction, as well asmarketing and advertising supportwilliejewells.com 904.880.8310
5FRANCHISEREQUIREMENTSOperationalTwo years of restaurantmanagement experienceActive involvement inrestaurant operationsWillie Jewell’s franchisees are expected to be activelyinvolved in the operations of their restaurant(s), however,this does not mean you need to be the on-site manager.There is the potential for our franchisees to personallymanage their first restaurant and then work into a higherlevel management role as they open additional locations.For those owners wanting to run their own restaurants,we prefer at least two years of restaurant managementexperience. On-site managers need to be certifiedthrough our training program.Site Criteria& Trade Area60,000 people minimumAverage daily trafficcount of 20,000 minimum2,000 to 2,800 squarefoot site end capYou will need an area with a minimum of 60,000 peopleand 15,000 daytime population within a 5-mile radius ofyour proposed site. Average daily traffic count of 20,000minimum. You should seek a location that is on thedominant traffic corridor. Ideally, it should be on a paththat your guests already pass as they are heading out forwork, school, shopping or recreation.Be sure the roads around your site allow guests adequatedecision-making time for ingress and egress with goodaccess and visibility. The ideal site would be a 2,000 to2,800 square-foot end cap, preferably with patio seating,in a retail or entertainment center that has a daytime andnight/weekend population.williejewells.com 904.880.8310
6FREQUENTLYASKED QUESTIONSInterested in smoking the best Bar-b-q you haveever tasted, but still have some questions? Beloware answers to the, most frequently asked questionsabout franchising with us:1.What type of franchise is available?We are recruiting qualified multi-unit operatorsfor development agreements throughout theUnited States. A franchise sale for a single unitWillie Jewell’s restaurant is also available.2.What is the initial franchise fee?Each new franchisee currently pays an individualfranchise fee of 30,000 to acquire a WillieJewell’s franchise for the basic, 10-year termof the franchise agreement. Area developmentagreements are also available.3.5.What about advertising?Building Willie Jewell’s brand recognition andreputation is an essential, ongoing objective thatbenefits everyone. For this purpose, each newfranchisee currently contributes 1 percent of theirmonthly gross sales to the advertising fund.Franchisees are also required to spend at least 1percent of gross sales on advertising andpromotional activities in their local, geographicarea every month.6.How much is my total investment?The cost to open a Willie Jewell’s restaurant isestimated between 550,000 to 750,000depending on size of space, build out cost andWhat is the current percentage for the royalty fee?6 percent of gross sales.landlord contribution.4.Do I have to work in the restaurant?Willie Jewell’s franchisees are expected to beactively involved in the operations of theirrestaurant(s), however, this does not mean youneed to be the on-site manager. Many of ourfranchisees personally manage their first restaurantand then work into a higher level managementrole as they open additional locations. For thoseowners wanting to run their own restaurants, weprefer at least two years of restaurant managementexperience. On-site managers need to be certifiedthrough our training program.7.Does Willie Jewell’s help with site selection?Yes. While we assist you in selecting a sitefor your restaurant, you will also need to findlocations in your area to submit for acceptance.8.What size specifications are requiredfor a Willie Jewell’s restaurant?Our building prototypes have requirementsranging from 2,000 to 2,800 square feet ofspace. In addition, our buildings can featurepatio seating.williejewells.com 904.880.8310
79.Do I receive training by Willie Jewell’s?Yes. All operating partners complete an intensefour-week training program. The cost of thistraining is included in the initial franchise fee.Franchisees pay their own costs for transportation,lodging and meals. All training takes place in oneof our certified training restaurants.12.Do I have to buy my equipment from you?Although you will not purchase equipment directlyfrom us, all necessary equipment needs to bepurchased based on specifications we provide.13.How soon can I be in operation once I havesigned a franchise agreement?We estimate that there may be as little as threemonths, but up to 12 months, before you openyour restaurant.14.How much money can I make?Unfortunately, federal and state laws preventus from suggesting how much money youcan earn from a Willie Jewell’s restaurant. Theamount of money you may make will dependon many factors, including the location ofyour restaurant, traffic flow, local marketingand advertising, the cost of your investment,how well you manage your restaurant andcontrol variable costs, as well as other factors.10. Do I receive assistance in opening my WillieJewell’s restaurant?Yes. In addition to your four-week trainingperiod, a Willie Jewell’s team will work with youbefore and after your grand opening to ensure asmooth and successful start.11.Am I given territorial protection?Yes. Under the Franchise Agreement, you mayonly operate your restaurant at a specific location.You will receive a “designated territory” that isusually a 3-mile radius around the location of yourrestaurant. If you sign a Development Agreement,you will be given protected territory dependentupon the number of stores to develop.Please note: We have attempted to answer the most commonly asked questions about a WillieJewell’s franchise. Detailed information is outlined in the Franchise Disclosure Document(FDD) to be sent out at a later time.williejewells.com 904.880.8310
8STEP BY STEPThese are the steps you will need to take toopen your first store .1. Apply for a FranchiseSubmit the Franchise Application Form. The PDF is availble fordownload at williejewells.com2. Application Review& Phone InterviewAfter we receive the completed application, our Director ofFranchise Business Development will contact you by phoneto discuss preliminary questions and review the feasibility ofa long-term business partnership. A personal meeting may bescheduled at this time. During this call, you will learn aboutour franchise program and the support we offer (such as siteselection assistance, training, construction, marketing, etc.). Wewill discuss your responsibilities to the franchise system and yourpersonal qualifications and business objectives. You will alsobe invited to contact any of our franchisees to learn more aboutowning and operating a Willie Jewell’s franchise.3. Receive FranchiseDisclosure Document(FDD)You will receive the Willie Jewell’s Franchise DisclosureDocument (FDD). The FDD is a disclosure document describingimportant franchise information and the franchise agreement.Take some time to thoroughly review the FDD and the WillieJewell’s system. We recommend you consult with an attorney orbusiness advisor.4. Discovery DayAfter you review the FDD, have the opportunity to discuss oursystem with existing Willie Jewell’s franchisees and you wish to moveahead, you will be asked to participate in a Discovery Day. Duringthis time, we will complete background and credit checks to verifyall submitted information on your application. Discovery Week isscheduled at our home office in Jacksonville, Florida. The purposeof Discovery Day is to provide our applicants with the opportunity tosee all the resources that Willie Jewell’s have to offer.williejewells.com 904.880.8310
95. Franchise Agreement/Development AgreementOnce the terms have been negotiated, and all appropriatepaperwork has been submitted, you will then enter into a WillieJewell’s Franchise Agreement/Development Agreement and paythe required franchise/development fees. It is only after you havesigned a Willie Jewell’s Franchise Agreement that you become aWillie Jewell’s franchisee.6. TrainingYou and/or your operating partner are scheduled to attend ourfour-week training program, which involves intermittent classroomand on-the-job training. In addition to your four-week trainingperiod, a Willie Jewell’s team will work with you before and afteryour grand opening to ensure a smooth and successful start.7. Complete Construction& Open for BusinessAfter successfully completing your training, you will beginworking directly with your franchise business manager on thefinal countdown to opening your restaurant. A customized criticalpath will be written for your store opening based on your personaltimeline, local building ordinances, and current state of existingrestaurant space that has been selected. Congratulations! WillieJewell’s is now open to serve your guests!This advertisement is not an offering. An offering can only be made by a prospectus or franchisedisclosure document filed first with the appropriate state authorities. Such filings do notconstitute approval by the state authorities.williejewells.com 904.880.8310
United States. A franchise sale for a single unit Willie Jewell's restaurant is also available. 2. What is the initial franchise fee? Each new franchisee currently pays an individual franchise fee of 30,000 to acquire a Willie Jewell's franchise for the basic, 10-year term of the franchise agreement. Area development agreements are also .
