C-Store Investor Guide

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Table of Contents

JOFL Restaurant Group

1.

Case Study

7.

Supply Chain Integration

8.

Streats

3.

Technology

6.

Statistics

6.

Ghost Kitchens

4-5.

Co-Branding Approach

8.

Partnership

8.

Potential Revenue

9.

Why Partner?

11.

Challenges & Solutions

13.

Joey’s

2.

Small Footprint

10.

Estimated Cost

12.

Next Steps

14.

Our Vision

Our vision is to deliver our crowd

favourites to the community through

quick and convenient channels-

revolutionizing fast dining choices at

convenience stores and gas stations.

History

Established with humble beginnings, Joey’s Group of Companies

(JOFL) has evolved into a dynamic conglomerate with a rich

history in the hospitality and food industry.

Dual Restaurants Concept

Introducing the innovative concept of dual restaurants allowed

JOFL to optimize space usage, running two distinct brands from a

single location.

Pivoting for Efficiency

In response to challenges like rising rent expenses, JOFL has

demonstrated adaptability. The company strategically pivoted to

open in smaller spaces, effectively leveraging fixed expenses.

Ghost Kitchen Innovation

Embracing the trend of ghost kitchens, JOFL has further

expanded its revenue streams. The introduction of ghost kitchen

brands not only showcases adaptability but also provides

partners with an additional area for incremental revenue.

Brand Diversity

JOFL boasts a diverse portfolio of franchisable brands,

ranging from Streats to Joey’s Fish Shack. These brands offer

unique culinary experiences, catering to various tastes and

preferences. We’ve got something for everyone. Whether your

customers seek snacks, drinks, or trendy grab-and-go meals,

our portfolio covers it all.

Local Connection

Convenience stores thrive on community ties. Our brands adapt

to local nuances, reflecting neighborhood favourites and regional

flavours. By tailoring offerings to your area, we ensure your store

becomes an integral part of daily life for residents.

With JOFL, you are able to pick and choose which brands fit best

for the area. Our tailored approach ensures that your convenience

store becomes more than just a stop—it becomes a destination.

Since 1985, we've grown

into one of North America's

largest seafood restaurant

chains, but we've never

swayed from our original

mission: to serve the best

fish & chips that are always

battered & cut in-house.

We also require fewer employees because of our unique operations, menu, and

facility design, meaning more cost savings.

With its proven track record and commitment to quality, Streats serves as an ideal

addition to any convenience store, enriching the overall customer experience and

driving satisfaction.

Perceived as a healthy QSR,

Streats leaves convenience

store customers satisfied

with their purchase, offering

a seamless transition from

traditional convenience fare to

elevated culinary experiences.

Streats stands as our brick-and-

mortar secondary brand, boasting

exceptional brand recognition and

a growing presence with 23 stores

and counting. Renowned for its

diverse and flavourful offerings,

Streats represents our bread and

butter in the culinary landscape.

Dumpling Factory caters to everyone

with its diverse range of dumpling

creations. Perfect for sharing and

offering something for every palate, it's

a quick, convenient, and filling option

that appeals to a wide demographic of

convenience store shoppers.

Our ghost kitchens' menus also offer a

uniquely zero-waste concept.

Tender Lovin Chicken targets the

14-34 age group, aligning perfectly

with the majority of convenience

store shoppers. With full meal-based

offerings and a focus on halal chicken,

it satisfies the growing demand for

halal foods, providing flavourful

options for discerning customers.

Add More Fries is a playful stunt food

brand that revolves around Streats's

current ingredient deck. With its fun

and innovative offerings, it appeals

to a young demographic, making it

perfect for late-night cravings and

aligning well with the extended

hours of convenience stores.

They are based around ingredients that are shelf-stable

and non-perishable to eliminate the usual food waste that

many other restaurants or food providers experience.

58% of c-store visits are made up of Gen Z

(19%) and Millennial’s (39%).

56% of Gen Z non-convenience shoppers

said they would be more likely to shop at a

convenience store if it served hot food.

19% of c-store shoppers say they will not

consume food products because there are

no healthy choices.

Mean age of C-Store shoppers

41 Years Old

46%

Gen Z & Millennial

Daily C-Store Visit Rate

TECHNOLOGY

STATISTICS

JOFL proposes integrating an enterprise-level POS

system to streamline operations by consolidating

orders from various sources into a single screen.

This integration simplifies store operations,

centralizes order processing, reduces the

complexity of managing multiple delivery

platforms, and ensures efficient order fulfillment.

Additionally, the POS system offers real-time

analytics, providing insights into sales trends,

popular items, and customer preferences,

enabling store operators to optimize offerings and

maximize revenue.

CASE STUDY

Taylor’s Convenience + JFS

Wallaceburg, Ontario

Joey’s Fish Shack Wallaceburg welcomed

over 700 guests in their frst week!

Initial sales figures strongly outpaced industry

averages for new quick-service restaurants

in similar communities, and continues to

exceed expectations.

A post promoting the grand opening earned

more than 950 likes, 870 comments, and

290 shares—huge for a town of just 10,000.

This kind of buzz turns a new restaurant

opening into a must-visit event.

Our Annual Sales Per Square Foot:

The general estimate for average annual sales

for convenience stores is $740 per square foot.

$3,156

JFS Wallaceburg Customer Count

vs Industy Average

100

200

300

400

500

600

700

800

Week 6

Week 5

Week 4

Week 3

Week 2

Week 1

Industry

Average

JFS

Wallaceburg

Consumer Shift

Over 50% of our food sales are through take-out

and delivery, reflecting changing consumer habits.

Ghost Kitchen Advantage

Utilizing proven ghost kitchen brands maximizes

efficiency and capitalizes on existing ingredient decks.

Seamless Customer Experience

Customers enjoy a seamless experience with

diverse options, ranging from traditional comfort

foods to fast-food favourites.

Demographic

Our secondary brand, Streats, offers vegan,

vegetarian, gluten-free, and halal options,

appealing to a broad demographic.

Versatility and Inclusivity

JOFL ensures diverse choices, catering to both

traditional and health-conscious preferences,

establishing us as a versatile and inclusive

culinary partner.

PARTNERSHIP

CO-BRANDING APPROACH

SUPPLY CHAIN INTEGRATION

JOFL is committed to ongoing marketing initiatives using digital and traditional channels to drive customers

to convenience stores, highlighting unique culinary offerings, promotions, and partnership branding.

Strategic partnerships with convenience stores aim to transform these locations into culinary destinations,

enhancing the customer experience through JOFL brands and ghost kitchens. Targeted promotions and

incentives will attract customers interested in diverse food options, ensuring that increased foot traffic aligns

with the culinary offerings, benefiting both JOFL and the convenience stores.

Seamless supply chain integration is guaranteed through JOFL's reputable distributor partnerships, ensuring

a consistent and reliable supply of high-quality ingredients for JOFL brands and ghost kitchens within

convenience stores. These trusted partnerships optimize inventory management, keeping proprietary items

well-stocked and minimizing supply chain disruptions. With a proven track record in servicing convenience

stores, these partners align with JOFL's commitment to flexibility and adaptability.

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