PIOLA FRANCHISING The Perfect Ingredients For Your Success
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PIOLA FRANCHISING The Perfect Ingredients For Your Success
PIOL A FRAN CHIS IN G - 2 -
CONTENTS
5 The Company
7 Our Mission
8 Our Vision
9 Restaurant Units Growth
10 Business Concept
11 Our Core Values: Product, Service and Ambience
14 The Menu
18 The Piola Customer
21 The Website
22 Piola Magazine
23 AIP: Art Inside Piola
24 Eco-friendly
25 Social Campaigns
28 Merchandising
29 Creative Communication
30 Daily Promotions
31 Locations
33 In the Press
35 Did you know?
36 Architectural Design & Project
40 A Unique Business Opportunity
41 Franchising FAQ
45 Next Steps
47 US & International Franchise Development
- 3 - The Perfect Ingredients For Your Success
PIOL A FRAN CHIS IN G - 4 -
The Company
In 1986 a new idea takes shape in the very heart of Treviso, Italy: reinventing the most quintessential Italian establishment,
the Pizzeria.
That idea has now become the brilliant reality that is Piola.
The two founders, the Carniato brothers, have since spread their Italian success around the world. Piola is now the sought
after restaurant of discriminating and trend-setting clientele in the United States, Canada, Mexico, Brazil, Argentina, Chile,
Honduras and Turkey.
This continuing overseas expansion is the result of a strong, internationally-oriented and experienced management team
and organization.
Piola SNC is headquartered in Italy and is the sole owner of the Piola brand, retaining the worldwide rights to the Piola
registered trademark.
- 5 - The Perfect Ingredients For Your Success
All locations are operating under strict license or franchise covenants in order to protect the brand. The Carniato brothers are still directly involved in the development and growth of the business and the Piola brand around the world. Dante Carniato Stefano Carniato PIOL A FRAN CHIS IN G - 6 -
Our Mission
Serve traditional Italian food...
with particular ambience...special decor...great service...
at affordable prices for all...making dining out an experience beyond just eating...
...
- 7 - The Perfect Ingredients For Your Success
Our Vision Become the first truly Italian worldwide restaurant chain to serve authentic Italian food in an open, modern and trendy atmosphere. PIOL A FRAN CHIS IN G - 8 -
Restaurant Units Growth
50
40
30
20
10
0
1986 1993 1994 1997 1998 1999 2001 2003 2005 - 92006
- The Perfect
2007 2008 2009 2010 2011 2012 Ingredients
2013 For Your Success 2016
2014 2012
Business Concept At Piola, the most genuine Italian tradition of simple and delicious food combines cleverly with a particular service and ambience for the demanding and modern customer, who chooses Piola aware of the fact that feeling comfortable is as im- portant as eating well. People from all walks of life and backgrounds meet and gather at Piola, knowing they can find their own space in a carefree atmosphere where well-being and good taste are perfectly balanced. Piola’s cuisine is rigorously Italian: simple and healthy. Piola’s pizza is thin-crust and well-cooked, but above all, its menu is very creative: classic Italian pizzas are complemented with many other creations, all delicious and original. However, Piola is more, much more: Piola has opened its doors to the Arts, hosting film premieres, book and magazine events, art exhibitions and many other social and artistic activities. Piola also publishes its own Piola magazine, the embodiment of that very Piola customer experience as it happens every day around the world. Of this forty-eight-page, full-color, yearly magazine, which is edited in Italy and translated in 5 languages, one hundred thousand copies are printed and made freely available at every Piola location. Piola is the Italian-headquartered pizzeria chain with the largest number of locations outside Italy. PIOL A FRAN CHIS IN G - 10 -
Our Core Values: Product, Service and Ambience
The three main elements making up the Piola value proposition are:
Product
Main: Authentic Italian thin crust brick oven pizza with traditional and creative combinations.
Collateral: complementary traditional Italian dishes such as Antipasti, Pasta, Salads, Carpaccio and Homemade Desserts.
Extremely fresh ingredients.
- 11 - The Perfect Ingredients For Your SuccessService Overtly friendly, youthful, fast, non-pretentious, very strong manager & staff interaction with clientele. Ambience Hip but simple and non-pretentious, contemporary, all-inclusive, colorful, high-ceiling, professionally-prepared background music, high-energy yet comfortable, Italian-styled yet influenced by Piola‘s global presence. PIOL A FRAN CHIS IN G - 12 -
- 13 - The Perfect Ingredients For Your Success
The Menu Piola’s menu is rigorously Italian at its core. Piola also allows some room for specific creations in some of its restaurants throughout the world. Piola’s moderate pricing, combined with its menu variety and specialties, targets a wide consumer base. PIOL A FRAN CHIS IN G - 14 -
- 15 - The Perfect Ingredients For Your Success
PIOL A FRAN CHIS IN G - 16 -
- 17 - The Perfect Ingredients For Your Success
The Piola Customer Businesspeople, musicians, artists, celebrities, surfers, “grungies”, students, “nerds”, designers, journalists, “nutballs”, ad- vertisers, politicians, doctors, owners, employees, grandfathers, sons, daughters, trend-setters. Why? Piola is for all and accessible to all. Beautiful, good and simple, therefore timeless and always in fashion. It is Pop Culture, yet not commonplace. Piola is Pop-Chic. Why does Piola appeal to everybody? The food and ambience at Piola attract people from all walks of life. Sometimes urban and sophisticated can mean arrogant and non-inclusive. On the contrary, the essence of Piola is comfort and accessibility. Piola 2, 3 times a week... It’s at the top of the eating out places list. Dining at Piola is an extension of the time you spend together at home, in the workplace, at the movies, at the gym, any- where in the city. Just show up, you’ll be perfectly fine and comfortable. If Piola were a person It would be the kind of person you’d get along with from the start. Piola has a strong but very open-minded, easygoing personality, a good sense of humor, attitude, and ideas. It is smart, clever and very nice. Piola puts you at ease. PIOL A FRAN CHIS IN G - 18 -
P-Pole
- 19 - The Perfect Ingredients For Your SuccessPiola’s Fun Staff PIOL A FRAN CHIS IN G - 20 -
www.piolausa.com
The website is instrumental for promoting the Piola brand and drive more business.
It showcases Piola to the world. Style and content are in line with all other Piola marketing tools.
Information on the website includes company history, countries of operation, locations, menu and staff. It is constantly
updated to provide the latest menu, promotions and events.
Now also available for the iphone.
- 21 - The Perfect Ingredients For Your SuccessPiola Magazine Piola promotes its image and global customer appeal with a series of unique marketing tools. Piola Magazine portrays a lifestyle. It showcases essays, photos and artwork by famous designers, authors and photog- raphers, capturing the essence of Piola through its activities around the world. One hundred thousand copies are printed yearly in five languages. Food Culture here takes center stage. The Piola brand image is cleverly supported with wit, unique graphics and text treatments, instilling a sense of unity and belonging to the global Piola family. Piola Magazine is the official publication of the Piola brand and collected by customers worldwide. PIOL A FRAN CHIS IN G - 22 -
Every Piola restaurant offers more than just great food and service. A complete calendar of art shows, promotions and
events is planned for the public. All marketing activities are managed by Piola’s corporate team to ensure consistency of
quality and style.
Piola supports emerging local artists and art schools by organizing six-week rotating exhibitions. All art work is pre-
approved by management.
- 23 - The Perfect Ingredients For Your SuccessEco-friendly
Reduce
We are always looking to improve our tablecloths, napkins,
to-go bags and pizza boxes. This means making packaging
thinner, lighter, or eliminating it altogether, using alternatives,
changing the manufacturing and distribution systems and
adopting new technologies. We are in a constant search for
environmentally friendly materials.
Re-use
We employ reusable materials in our facilities and distribution
whenever possible, as long as they do not compromise health
and safety standards and comply with all environmental and
security requirements.
Recycle
We are committed to the maximum use of recycled materials in
construction, equipment and restaurant operations.
- 24 -WECa b r
E En
er n e g
I tu‘pSto s
U
ITALY | UNITED STATES | CANADA | MEXICO | BRAZIL | ARGENTINA | CHILE | EcUADOR | COLOMBIA | TURKEY
- 25 -
www.PIOLA.itPIOL A FRAN CHIS IN G - 26 -
ZERO MILE
PIOLA COMMITS TO PROVIDE
THE FRESHEST LOCAL PRODUCTS
FOR YOUR AND OUR
Zero Mile
PLANET’S HEALTH
Zero Mile is an initiative aimed at reducing distances between producer and consumer. In a world where Big Agribusiness
prevails, it is important to actively support a small-scale, sustainable and local production model.
This will contribute to reducing CO2 emissions produced when transporting food. Additionally, when promoting the direct
sale of products, the producer can obtain a better and fairer price, thus contributing to the preservation of a major eco-
nomic activity for the entire community.
Such criteria require the Zero Mile based diet to contain seasonal ingredients produced on a sustainable basis, even if not
environmentally certified, and bought directly from neighboring producers. Zero Mile advocates a new gastronomy that
includes good, clean, fair and planet-and-people-friendly products.
Many people may think of this as a new philosophy of life, but it is in fact a return to our roots. It may be difficult at the
beginning to leave our current paradigms to embrace a more natural way of life, yet the results will not only benefit our
body, but also our spirit and the environment.
we can be
greener
- 27 - The Perfect Ingredients For Your SuccessPiola Merchandising Piola constantly designs and produces trendy merchandising and promotional items available for sale to customers at every location. PIOL A FRAN CHIS IN G - 28 -
Piola Creative Communication
Piola retains its own marketing and advertising agency in Buenos Aires. It is responsible for Piola’s concept creation, com-
munication and worldwide marketing.
- 29 - The Perfect Ingredients For Your SuccessPiola Daily Promotions A calendar with daily promotions and special weekly events is prepared and designed specifically for each location. PIOL A FRAN CHIS IN G - 30 -
Our Locations
Piola’s success has developed into a network of restaurants which includes 35 locations in 11 different countries.
Good opportunities for developing our business concept exist in virtually all countries,
whether mature, new or emerging economies.
CANADA
Toronto
USA
Miami Beach, FL
Hallandale Beach, FL
Miami Brickell, FL ITALY
Weston, FL Treviso TURKEY
Fort Lauderdale, FL Istanbul
MEXICO Arlington, VA
Monterrey Washington DC
Tijuana Raleigh, NC
Mexicali Houston, TX
Merida
Avándaro
Metepec
Valle de Bravo
Santa Fe DF
Cancún
Playa del Carmen
Hermosillo COLOMBIA
Guadalajara Cartagena
Juriquilla
BRAZIL
São Paulo Jardins
ECUADOR São Paulo Morumbishopping
Quito Club Rancho San Francisco São Paulo Shopping Jardim Sul
Quito Plaza Las Américas Campinas Cambuí
Cumbayá Campinas Alphaville
Guayaquil Mall del Sol Curitiba Batel
Internatonal Airport GRU
GRU-SP - TPS1 - Embarque
GRU-SP - TPS3 - Check-in
GRU-SP - TPS3 - Embarque
Fortaleza Shopping Iguatemi
São Bernardo do Campo
Rio de Janeiro Airport Tom Jobin
CHILE Porto Alegre Airport Salgado Filho
Santiago Las Condes
Mall Plaza Vespucio
Mall Plaza Norte
ARGENTINA
Buenos Aires - Barrio Norte
Buenos Aires - Palermo Hollywood
- 31 - The Perfect Ingredients For Your SuccessSome of our locations PIOL A FRAN CHIS IN G - 32 -
In the Press
For a complete updated list of all media reviews please visit our website at www.piolausa.com
As mesas campeãs « Comer e Beber 2010/2011 « VEJA Salvador
A MELHOR PIZZARIA
Piola
Instalada no complexo
gastronômico-cultural Pirâmide do
Rio Vermelho, mais parece uma
casa noturna. Tem pé-direito de 8
metros, lustres multicoloridos e um
enorme forno no meio do salão, que
muda de cor de tempos em tempos
— atualmente, está amarelo. O clima
de noitada é reforçado por trilha
eletrônica, garçons jovens e uma
caprichada seleção com quarenta
drinques elaborados pelo barman
Mateus Requião Ferrari. Morango,
pimenta dedo-de-moça, vodca,
curaçau red e suco de cranberry
compõem o dedo de padilha (R$
14,00). Já o ultraman (R$ 16,00) é
um frozen com vodca, morango,
grenadine (xarope de romã),
manjericão e limão. Às mesas, que
vivem lotadas de adolescentes e
universitários, chegam 42 sabores
de pizza de massa fina. Em dias de
maior movimento, a equipe de
pizzaiolos se desdobra para montar
até 500 discos com coberturas
como a verona (R$ 53,00), que leva
Mussarela, presunto cru, aspargo e mussarela, presunto cru, aspargo e
salsinha: R$ 53,00
salsinha, e a moderna (R$ 50,00),
feita de mussarela, tomate, rúcula e queijo grana padano (R$ 50,00).
Rua Conselheiro Pedro Luís, 113, Rio Vermelho, 3311-3300 (250 lugares).
18h/0h (sex. a dom. até 2h). Cc: A, D, M e V. Cd: M, R e V. Manobr. Ar.
(R$ 46,00) www.piola.com.br. Aberto em 2007. $$$
PNT piola 2/17/11 12:26 PM Page 2 PNT piola 2/17/11 12:26 PM Page 4
casos de éxito por fotos: casos de éxito
de ternera). Más allá de la calidad de
sus ingredientes frescos, la clave está
en la masa, que lleva un “ingrediente
secreto” (podés pedirle a Sorsaburu
que te lo revele, pero seguramente se
niegue) y en el horno en el que se coci-
nan, alimentado a leña.
Actualmente, la marca Piola tiene un
menú master de 600 recetas. Cada
sucursal, de acuerdo a sus instalacio-
nes y los productos frescos que obten-
gan en el mercado local, elige 200 pla-
donde no había muchos restaurantes
y mucho menos restaurantes transgre-
sores como el suyo.
varon, nuestro pizzaiolo, el que habían
traído de Italia los hermanos Car-
niato!”, dice Patricio Sorsaburu, que
tos que figuran en su carta. Además
de pizzas y pastas, hay pescados, car-
nes y pollo, y una buena variedad
de ensaladas, como la Raff a e l l o
(rúcula, queso brie, tomates secos,
aviso
Piola inauguró en Argentina su pri- entró a trabajar a Piola como camarero, jamón crudo y croutons).
mera sucursal el 8 de abril de 1993 en luego fue barman, después encargado La propuesta de la marca se comple-
la calle Libertad 1078, replicando la y desde 2004 es socio de la firma: menta con Piola Magazine, una revista
propuesta del de Treviso: pizza al estilo estuvo a cargo de la apertura de las 11 anual, distribuida en todos los Piola EN TODO EL MUNDO
italiano del norte (masa bien finita y franquicias que abrieron a partir ese del mundo, traducida a cuatro idiomas, A partir de 1993 Piola comenzó
poco tomate), buena carta de tragos y año en Centroamérica y Sudamérica, que trata temas referentes a la cultura a expandirse por el mundo,
D e los miles de restaurantes sel) y a su “colega” Luciano Benetton. un estilo desenfadado. Durante la pri- y gerencia las 15 que funcionan actual- de la comida, el placer de la mesa y de sobre todo en America, donde
PIOLA
que funcionan en Buenos Y fue justamente Benetton quien logró mera época, musicalizaba en vivo Car- mente en la región. la vida. La edición 2011 tuvo una funcionan 30 de sus 32 sucur-
Aires, sólo unos pocos logran ser ver- que Piola llegara a la Argentina. los Alfonsín, hoy uno de los DJs argen- La barra era otro de los puntos atrac- tirada de 50.000 ejemplares. sales (en Europa mantienen el
daderamente exitosos. Y dentro de esos tinos más conocidos en el mundo. tivos de Piola. “En esa época, los úni- local original de Treviso y uno
pocos, son contados los casos que, ade- DE TREVISO A RECOLETA El éxito del lugar fue inmediato, no sólo cos lugares con algo de onda a los que PIOLA PALERMO en Estambul). En cada ciudad,
más, traen un concepto completamente ¿O sea que si hoy comés una rica entre los clientes, que esperaban hasta se podía ir tomar un trago era el Mientras los locales Piola se multipli- buscaron locaciones estraté-
innovador, logran sostenerlo en el margherita con tomate y albahaca una hora y media para conseguir una Bar-o-Bar o Down Town Matías. Los caban por el mundo, aquí en Argen- gicas, como en Nueva York,
tiempo con éxito y se convierten en un no estuviera vestido de uniforme? no tiene nada que ver con ser “vivo”. natural debés estarle agradecido al mesa (lo cual se mantiene hasta hoy demás eran los clásicos, como Rond tina, donde se había inaugurado la donde en 2005 abrieron en 12
un antes y un después en los modelo a imitar. En esta última cate- ¿Viste que muchos restós tienen un Piola, en el dialecto del Veneto, signi- señor Luciano? Bueno… no para en días pico), sino también en el Point o La Biela”, recuerda Sorsaburu. primera sucursal, seguía habiendo y Broadway, a media cuadra de
restaurantes de Buenos Aires goría entra Piola, un re s t a u r a n t e DJ que pasa música? ¿Notaste que hay fica “taberna”, u “hostería”. tanto, pero la historia cuenta que los mercado gastronómico. Pronto, comen- El trago emblemático de Piola es el uno solo. Pero en 2010 (17 años des- Union Square. La expansión de
oriundo de Italia que llegó a la Argen- restaurantes que decoran su salón Allí los mozos atendían a los clientes Carniato querían ampliar su negocio zaron a llegar otros restaurantes simi- Sgroppino, un cocktail cremoso y a la pués de la apertura Piola Recoleta) Piola es amplia, pero cuidada.
tina a principios de los 90, inauguró como si fueran museos de arte pop? con la misma ropa con la que habían y fue Benetton quien les sugirió que lares, como Filo, que abrió sus puer- vez liviano, a base de vodka y helado vio la luz Piola Palermo. El nuevo Trabajan con un sistema de
EN 1993 ABRIA EN RECOLETA PIOLA, UN RES- recientemente su segundo local en Todos estos detalles, hoy frecuentes venido de sus casas, cada pared del vinieran a la Argentina, tierra fért i l tas un año más tarde, o los ya cerrados de mousse de limón, que se puede local, con capacidad para 120 cubier- f ranquicias, pero nada de
http://vejabrasil.abril.com.br/salvador/roteiro/restaurantes/as-mesas-campeas-44/[25/11/2010 19:07:49]
TAURANTE QUE IMPONDRIA SU ESTILO: Palermo Hollywood (además de tener cuando uno sale a comer, no existían local estaba pintada de un color dife- para desarrollar negocios en tiempos Fellini y Memorabilia. “Muchos de pedir por copa, pero también se sirve tos, queda en Gorriti 5751, en la zona entregas llave en mano con un
AMBIENTE POP, SERVICIO INFORMAL Y COMIDA un total de 32 repartidos por el mundo) veinte años atrás. En esa época, las rente y el salón estaba iluminado con en que la convertibilidad recién nacía estos restaurantes inclusive contrata- como cortesía a todos los clientes del más tranquila de Palermo Hollywood kit ready-made para abrir
ITALIANA, SABROSA Y LIVIANA. HOY, MIENTRAS y sentó las bases para lo que hoy son pizzerías mantenían una estética de lámparas de colores hechas artesanal- y un peso valía tanto como un dólar. ron a personal de Piola... ¡hasta se lle- lugar, al final de cada comida. y sobresale por su patio y por su impo- lo ca les. Inva r i a b le m e n te ,
SUMA SUCURSALES EN TODO EL MUNDO, las pizzerías modernas en la ciudad. restaurante barrial o bodegón, y casi mente por los hermanos Carniato. El Dante aterrizó en Buenos Aires en nente barra, con una pared de leds de alguno de los socios interviene
INAUGURA EN PALERMO SU SEGUNDA CASA ¿Alguna vez te atendió un mozo que todas ellas ofrecían un producto adap- ambiente era entre festivo y caótico y 1992. Le habían sugerido dos loca- EL SECRETO DE LA MASA c o l o res inspirada en la obra más en la elección del lugar, diseño
PORTEÑA. ¿COMO HACE PARA MANTENERSE tado al paladar clásico local: contun- atraía a un público variopinto, que ciones para la apertura de Piola: el En contraposición a la propuesta dis- famosa del pintor vanguardista Piet y apertura del restaurante. En
EN LA VANGUARDIA? dentes pizzas de media masa o masa incluía desde artistas bohemios hasta shopping Patio Bullrich, o algún local ruptiva de su ambiente, la comida en Mondrian. Según explica Sorsaburu, Europa, México, Estados Uni-
molde, en algunos casos rellenas y con empresarios millonarios como Renzo s o b re la avenida Figueroa Alcort a , Piola tiene fuertes raíces en la tradi- el plan a mediano plazo es sumar dos dos y Canadá (próximamente)
abundante salsa de tomate, de las cua- Rossi (dueño de la marca de ropa Die- p e ro él eligió Recoleta, una zona ción: comida italiana, rica, sana y sucursales, una en el Bajo y otra en se ocupan los hermanos Car-
les es difícil comer más de tres por- sabrosa. “Famosi per la pizza”, reza el Puerto Madero. niato. En Argentina, Brasil,
ciones sin pedir un digestivo. slogan del lugar. Y tiene sus motivos. Sin repetir y sin soplar: mencioná tres Honduras, El Salvador, y Chile
Pero mientras tanto, muy lejos de acá, Más allá de que salen ricas pastas restaurantes de Buenos Aires que (donde planean tener 10
en Treviso, en la zona del Veneto ita- (caseros los gnocchi y los ravioli; de hayan abierto hace más de 15 años sucursales en 2015), interviene
liano, funcionaba un restaurante que De Cecco la pasta seca), las pizzas son y todavía estén de moda. Sorsaburu, que asegura que
daba que hablar. Los jóvenes herm a- las más pedidas. Desde las tradiciona- Responder es difícil. Sacando a los planean llegar a Perú y a
nos de Dante y Stefano Carniato habían les Marinara (salsa de tomate, aceite clásicos y a los viejos bodegones, Colombia en los próximos tres
abierto en 1986 un lugar que rompía de oliva, ajo y albahaca), hasta la cuesta pensar en un lugar que aún sea años. Para averiguar por fran-
con todos los códigos de los típicos Capricciosa (jamón cocido, champig- considerado moderno y tenga casi 20 quicias y oportunidades de
establecimientos gastronómicos y nones y alcauciles), hasta algunas de años de experiencia. Piola es uno de negocio, escribir a Patricio
apuntaba a reinventar la pizzería. Ese receta propia como la Mantova (queso los pocos. Y ese dato se convierte Sorsaburu a sorsaburu@piola.it.
fue el comienzo de Piola, cuyo nombre brie, tomate fresco, rúcula y carpaccio en el mayor reflejo de su éxito.
02 JOY JOY 041 042 JOY JOY 05
- 33 - The Perfect Ingredients For Your SuccessAROMAS
RICH
Piola Brings True Italian Cuisine to Houston
H
ave you ever tasted authentic Italian cuisine? I’m not talking Now, we’re not talking about your double stuffed crust pizza with 12
about your favorite local fast food joint that can deliver in toppings straight from a can. Piola takes us back to the origin of the
15 minutes. I’m referring to rich tomato sauces, homemade pizza. Their oven-baked flatbread pizzas are hand made with specialty
pastas and the freshest ingredients you can find. Well, recipes, modern shapes and great flavors.
look no further. Houston welcomes the international Italian
franchise, Piola. Some of their signature pizzas include items such as the Rio de
Janeiro. It’s made with oven baked chicken breast, catupiry cheese
If you’ve traveled around the U.S. or even abroad, it’s a possibility and a little parsley. Then there’s the Calzone. It’s made with ham and
that you’ve ran into a Piola. With locations in Atlanta, Miami, New York fresh mushrooms in the traditional folded shape. And finally, there’s
and even Buenos Aires, Piola offers the most genuine yet memorable the Buenos Aires. A pizza made with mozzarella cheese, thinly sliced
Italian food around. onions and oregano. But the twist about the Buenos Aires is that
there’s no tomato sauce.
The new Houston franchise is ran by Italian brothers Bruno and
Michele Cencini. On a trip to Miami in 2009, the brothers discovered “We just don’t offer one kind of pizza,” Bruno said. “We offer it all from
a Piola. And after being blown away by the food, the brothers knew vegetarian to different meats. We have a variety for everyone.”
they had to share their new find with Houston.
So, if you’re in the mood for a little Italian, Piola is the place to visit.
“We felt that there was a void for true Italian food in Houston,” Bruno With their competitive prices, cool ambiance and Midtown location, a
said. “There are a lot of great American/Italian restaurants here, but great meal is just a short drive away.
besides Dolce Vita, there’s a need for true Italian restaurants.”
And true it is. While visiting Piola, the menu offers a wide selection of Words Jacquari Harris
pastas, salads and other traditional Italian eats. But it’s the pizza that Photos Sergio Santos
Piola is most known for.
JMGMAGS.COM
PIOL A FRAN CHIS IN G - 34 -Did You Know?
• The original Piola started out as a restaurant. Then the Carniato brothers decided to build a pizza oven and it soon be-
came famous for its pizza.
• In ancient Italian dialect, the word “piola” means a Tavern or a meeting place. In Argentina, the word “piola” is used as
an adjective to describe something that is pleasing, fun, cool, or looked upon in a very positive light - what a coincidence!
• Our pizza dough is made fresh daily using filtered water, flour, vegetable oil, fresh yeast and sea salt
• Our most popular pizza is the Margherita pizza - tomato sauce, mozzarella and fresh basil - the colors of the Italian flag.
• Piola serves and delivers more than 2.5 million pizzas a year.
• Each restaurant serves an average of 2,500 customers a week.
• Regular customers eat at Piola 2-3 times a week.
• Some of our successful franchisees and partners own or co-own 2, 3 or more stores and have seen their profits grow
constantly.
- 35 - The Perfect Ingredients For Your SuccessPIOL A FRAN CHIS IN G - 36 -
Architectural Design & Project
To ensure company standards are met, our architectural team will exclusively design and prepare interior and exterior
building and equipment layout plans, according to each particular location and local requirements. Construction costs and
time will be minimized while guaranteeing the best results in terms of design. Caring about each single detail is a funda-
mental part of Piola’s success. Our team will monitor and streamline all building and construction processes. Franchisees
will hire a local architect and General Contractor to follow our location design layout and guidelines, prepare Electrical &
Mechanical drawings and submit complete plans to local authorities for permitting and certification. Our architectural team
FO
will oversee and approve all research, recommend and approve all materials, equipment and official drawings and com-
municate solely and directly with the local architect and GC. All permits, certifications and insurance approvals for project
related materials and layout are the sole and full responsibility of the local architect/engineer hired by the franchisee. The
total duration of architectural, building and construction processes will vary according to the promptness and accuracy of
the information provided to our architectural team prior to beginning of the project and before each of the three planned G R U P P
site visits. via Osp
3 017 3 M
T. + 3 9 0 4
T. + 3 9 3 2
F. + 3 9 0
S k y p e :
info@gr
Par tita
60,00 887,99 427,50 551,60
2,00
106,76 113,24 Plate
15,51
125,00 94,99
Title
44,94
Date
48,94
bar
66,21
23,68 m2
Scale
182,88
Notes
521,00
8 seating
dining
50,71
81,15 m2
66 seating
15,50
156,20
entrance
23,32 m2
99,00
99,00
mop
sink
0,68 m2
kitchen pizza
prep
169,19
18,51 m2
9,68 m2
793,70
110,00
914x2134
corridor
11,99 m2
520,50
STAIR 'E'
dining exterior
15
28,82 m2 patio
24 seating 31,60 m2
77,83
28 seating
11,00
office
2,24 m2
dish
washer
women 5,76 m2
lockers staff men men women 4 P-CA-T-BE
172,54
restroom restroom restroom restroom
2,03 m2 3,05 m2 4,06 m2 3,05 m2
3 P-CA-T-BE
2 P-CA-T-BE
1 P-CA-T-BE
15
storage
15,42 m2
STAIR 'D'
Locatio
Canada
914x2134
Toronto
42,00 124,50 50,00 566,50 51,00 Bohemi
9,99
108,85
11,00
122,00
11,00
162,00
11,00
122,00
11,00
110,00
11,00
285,15 438,00 231,50
11,00
64,20
35,00
394,40 380,60 1093 Q
Units 09
- 37 - The Perfect Ingredients For Your SuccessStandard Location PIOL A FRAN CHIS IN G - 38 -
Example only of a standard location. Design and layout are subject to changes.
- 39 - The Perfect Ingredients For Your SuccessA Unique Business Proposition Piola is unique in that it offers an appealing, spontaneous and truly Italian restaurant experience supported by a manage- ment team with over 25 years of restaurant experience. Customer Benefits & Positioning Piola is the ‘feel-good-and-easy’ pizzeria because of its genuine, contemporary authenticity, unpretentiousness, great food, good value and attentive staff, making you want to come back again and meet with friends. It is particularly targeted to the urban consumer in the 18 to 45 age range. Most pizza restaurant concepts live off of their “ties” to Italy, whether real or not. This is clearly evident in their decor and style of service. The Piola difference is that it is ‘real Italian yet contemporary’ (no need to exacerbate pretend-“Italianess”) and globally-inclusive. Piola appeals to the consumer who values a nice at- titude and the desire to enjoy life, regardless of age and demographics. Customers typically say Piola is a fun place to eat. Market Potential A recent survey of chain restaurants (NPD Crest) in the US shows that so-called “Italian” restaurant chains generate about US$40 Billion of revenues, including pizza chains (about US$15 billion) and excluding unreported revenues of local, inde- pendent pizza and “Italian” restaurants. This trend is reflected worldwide. The Piola keys to success I. Location manager with the “PIOLA Attitude”, under constant training and support. II. Location close to natural foot traffic, but not necessarily on the “in” street. Due to its relatively low-priced menu, Piola is a ‘natural’ in the proximity of cinemas, theatres, and other attractions providing a meal solution for “a night out on the town” and lunch alternatives in the day. III. Uniformity of the concept’s look and feel at every location (i.e. marketing, construction and maintenance oversight). IV. Better-than-the-competition cost control in all management aspects of the operation (i.e. streamlining of operations, menu, pizza technology, commissary, marketing material development, design and printing). V. Product and operational consistency (manuals, guidelines, staff training, centralized marketing). VI. Promoting a unique-selling proposition to trade and consumer. PIOL A FRAN CHIS IN G - 40 -
Franchising FAQ
What is the initial franchisee fee to become Piola franchise?
The initial franchise fee for a U.S franchise is $50‚000 and half of it is due at the time the franchise agreement is signed,
the other half is due no later than 270 days after signing the agreement or, or the date the Franchised business opens for
business, whichever is earlier. In return you will receive intensive training, manuals, set-up assistance and on-going support.
The ongoing royalty fee is 5% of your total gross sales.
How much does it cost to open a Piola franchise?
The cost of opening a franchise is dependent upon many factors including location‚ size‚ what occupied the space previ-
ously and whether it is new construction or not. Startup costs range from $450‚000 up to $1,200,000. Piola request that
potential franchisees have 30%-35% of the total investment in liquid capital, have a net worth to cover 100% of the total
investment t and good credit ratings.
Do you offer financing?
No‚ but Piola will assist you in any way possible. However‚ we have no influence on the decision of third party financing
sources.
How much money can I expect to make operating a Piola Restaurant?
As with any business, this depends on several factors. While choosing a great real estate site is important, the most import-
ant factor is you and the effort you invest into your business. While we cannot tell you how much money you will make,
we will provide you detailed information on the financial performance of typical a PIOLA unit. In addition, during your
application process you will have the opportunity to speak with other PIOLA franchisees about their experiences with the
PIOLA brand.
Do I need to have pizza making experience? What type of experience do I need
to have to own a Piola Franchise?
While it is beneficial‚ pizza making or restaurant experience is not required. Our training program will prepare you for all
aspects of running your Piola operation. We would like for our franchisees to have a strong passion for Piola and its core
values. Franchisees must also have a customer oriented attitude, a strong desire to succeed and grow, a great business
sense and comprehension of the Piola model. In addition you must have the ability to run all aspects of a business including
employment, daily operations, and the ability to adhere to the Piola franchises structure and standards.
- 41 - The Perfect Ingredients For Your SuccessDo I need to work in my Piola restaurant? Although we do not officially require it‚ it is strongly recommended that a franchisee be an owner/operator. We would like at least one partner who maintains a 50 percent ownership in the operating company to be involved full-time in day-to-day operations. We have found over the years that the most successful restaurants are owner operated. What are some of the criteria for selecting a typical Piola restaurant? The typical Piola restaurant is between 2,000 and 3‚200 square feet. Close to natural foot traffic, but not necessarily on the “in” street. Due to its relatively low cost, Piola is a natural in the proximity of cinemas, theatres, and other attraction in order to provide a meal solution for “a night out on the town”. Who is responsible for selecting a location? Location is a very important factor in the success of your Piola Restaurant. While it is the responsibility of the franchisee to find a suitable location‚ we will provide assistance in site analysis. We also require a final approval from us for all locations. Can I get my own territory? Yes. We will mutually establish an exclusive territory‚ adjusted to marketing conditions and population density within which you have exclusive rights. What kind of training do you offer? We will only succeed if our franchisees are successful‚ so we are committed to providing top-notch training and support. Piola franchisees receive initial training for two weeks onsite prior to opening and up to four weeks after opening for a total of four to six weeks of onsite training. In addition to the initial training we also provide our franchisees with refreshments sessions, seminars and other training as needed. Do you provide continuing support to franchisees? You will receive the Piola’s operating manual covering the many important facets of your business operation. As the manual is updated‚ revisions will be made available to you. A Piola representative will periodically visit your store to offer useful advice and efficiency recommendations for your location. PIOL A FRAN CHIS IN G - 42 -
Do you sell franchises in the state where I live?
Currently‚ the following states in the U.S. require registration before offering and sale of franchises: California‚ Hawaii‚
Illinois‚ Indiana‚ Maryland‚ Michigan‚ Minnesota‚ New York‚ North Dakota‚ Oregon‚ Rhode Island‚ South Dakota‚ Virginia‚
Washington‚ and Wisconsin. If you reside in one of these states‚ our franchise must first be registered by your state before
we may discuss the franchise with you. If you would like to know the status of our registration with your state please
contact us for additional information.
Which qualifications must you I fulfill?
Not everyone can become a Piola Franchisee. We are looking exclusively for people with real business personality who
can identify with Piola and who are interesting in entering into a long-term partnership. You should be able to meet the
following criteria:
• You must have 30%-35% of the total investment in liquid capital, and have a net worth to cover 100% of the total
investment.
• Good credit ratings.
• Leadership qualities.
• Ability to work in a team. Applying the Piola concept to your restaurant means that you may not always be able to make
all decisions by yourself, even though you are independent. Only by means of applying the concept uniformly will our con-
cept achieve uniform presence in the market.
• Prior knowledge of the industry.
What is the next step?
If you feel you meet the initial criteria and are interested in franchise opportunities please contact us and a Piola represen-
tative will contact you with more information about the process to become Piola Franchisee.
- 43 - The Perfect Ingredients For Your SuccessPIOL A FRAN CHIS IN G - 44 -
Steps To Become Piola Franchisee
• After receiving your email or phone call requesting information about becoming Piola Franchisee, we will send you via
email our Franchisee Brochure and Application.
• Complete our Confidential Franchise Application and return it to the Piola corporate office.
• Your application will be reviewed by one of our Business Development Reps. who will call you to discuss it in greater
detail.
• If your application has been approved we will then present you with Piola’s Franchise Disclosure Document (FDD) for
your review.
• A one-on-one interview will be set up at our corporate office or at any of the available Piola Restaurants. During this
meeting you will have the opportunity to ask any questions regarding the franchise agreement, as well as a birds-eye view
of our operations.
• With the help of your Business Dev. Rep. you will prepare and submit a financial plan using a “Typical” Piola restaurant
template.
• You will then identify a site for your Piola restaurant and submit the survey for our approval.
• After a site has been approved, upon our mutual consent, we will then enter into a Piola Franchise Agreement. Any fees
that are due will need to be paid at this time.
• Piola Architectural and Design team will submit the conceptual design layout requirements to your locally hired Architect.
• Your local Architect will complete and finalize the drawings according to the local authorities for permitting and certifi-
cation.
• Obtain your permit to start construction of your Piola franchise and begin the work process with your General contractor.
• Finalize construction and request your Certificate of Occupancy, along with other license and permits as needed from
the local authorities.
• Our team will arrive 2 weeks before the opening date to start your pre-opening training session and to help with the
hiring process.
- 45 - The Perfect Ingredients For Your Success• After completing your 2 weeks pre-opening training, you can now have your Grand Opening. • Receive up to 4 weeks of post-opening training – our trainers will be available on site to help and assist you with the back and front of the house operation. • Enjoy your successful Piola franchise location! PIOL A FRAN CHIS IN G - 46 -
US & International Franchise Development
Piola is always looking for passionate, experienced partners to help us expand into new markets as we continue to grow
our brand in the US.
For franchising opportunities in the USA please contact:
Global Italian Food LLC
333 NW 23rd Street, Miami, FL 33127
Email: piolausa@piolausa.com
For International franchising opportunities please contact:
Fabio Melloni
Ph: +39 (331) 4784605
Skype: piolasnc
Email: melloni@piola.it
This document provides general information only. None of the information described above may be considered as any form of offer, pre-agreement or any kind of business proposal
neither establish any form of commitment or binding between Piola SNC or any of its worldwide affiliates and agents with anyone or any firm in posses of this document. It does not
represent any kind of franchise proposal or offer. There are some countries and states that regulate the offer and sell of franchises. If you are a resident from one of these countries or
states and are receiving this document in one of these countries or states, we will not offer you a franchise unless and until we have complied with any applicable pre-sale registra-
tion and/or disclosure requirements in the applicable jurisdiction. Any economic information contained in this document is a projection only and may be used only as a reference.
Actual economic data and local values will change sensibly.
- 47 - The Perfect Ingredients For Your SuccessPIOL A FRAN CHIS IN G - 48 -
Est. Italy 1986
ItALY | UNITED STATES | CANADA
MEXICO | BRAZIL | ARGENTINA | CHILE
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