About Magnolia Restaurants Management

We are a dynamic food and beverage operator in the GCC and Middle East.
Established in 2011, our DNA is based on ensuring excellent service through efficient
processes and continuous training.
MRM brings together operating expertise, significant business management
experience and real estate knowledge to be able to bring unique brands to emerging
markets and regions with market demand in mind with our headquarter in Dubai.
CONTENT
Section Description Slide #
A Introduction 5
Brand Overview 6
Brand Evaluation 7
B The Concept 9
Branding 10
Portraying the Brand 11
Food Styling 12-13
Modern Artisan Interior 14
Stores Look & Feel 14-17
Brand Organizational Structure 18
C Clientele Focus 19-21

D Brand Positioning 23
Overall Market Positioning 23
Concept Positioning 24
E Targeted Expansion - GCC 26
SECTION A
INTRODUCTION
GCC-based Magnolia Restaurants Management L.L.C has identified the need for developing a highly appealing, fusion casual,
modern fish restaurant concept. Following an extensive market study around the business model, branding, consumer habits,
marketability,… URBAN SEAFOOD - Modern Fish Grill was created and developed. The concept is available for licensing within
the GCC region.
 BRAND OVERVIEW
Quality seafood ingredients offered in unique dishes with excellent service standards, all
offered at affordable price range
Basic Brand Information
Headquarters Dubai, UAE
 Idea and Brand developed in July 2015, started in
Basic Brand August 2016
Information
 Owned by Magnolia RM Investments LLC

 1st store opened at Last Exit E11 Dubai – July

2016
 2nd store opened at The Outlet village (Dubai
Parks & Resorts) – September 2016
 3rd store opened in The Beach Mall JBR Dubai –
Size of Brand Jan 2017
(4 stores based  thstore opened at Last Exit Al Khawaneej Dubai –
in Dubai) July 2018
 3 new prime locations signed in the UAE in
Nakheel Mall @ The Palm Dubai, and AL Zahia
City Center in Sharjah, and Dubai Hills Mall.
 2 new prime locations singed in Muscat – Oman,
in Mall of Oman and The Waves

 Age: Anyone / Sex: All / lifestyle: Healthy, urban &

Target Market
casual / Income: Mid to high
Product
 Innovative freshly sourced seafood
Offerings
Value  Family-friendly, modern and innovative casual
Proposition diner
 BRAND EVALUATION
The Seafood cuisine appealing to the GCC market is high due to widespread health
awareness amongst the GCC population coupled with acceptance of diverse set of tastes
from all cultures and cuisines
Dimensions Sub-Dimensions Rating Explanation
 Urban Seafood, established in 2016 currently
operates 5 stores, 3 signed and 4 under discussion
Brand Equity in the UAE, with sub franchise rights all over GCC.
 Seafood cuisine is in demand in the GCC market
from all different population segments, and due to
Brand Attractiveness the generous seafood offering from the gulf sea
Segment Opportunity  There is a gap in the current market for a trendy
seafood franchise that is both fresh and healthy
especially as expat population is growing.
Right-to-Win
  Its classic and quality products at affordable prices
High in its segment result in a clear competitive edge in
the seafood segment.

  As it is owned by MRM, the franchise requirements

are not stringent and are in line with current
Cost of Acquisition High market rates.
 MRM’s own newly established Brand is flexible in
terms of requirements as this model can fit into
Ease of Acquisition Franchisor Requirements
 various location types. Royalty percent meets with
High the current market rates for similar concepts.
 MRM is expanding in the F&B segment and has
employed professionals to build the food and
Operational Readiness
 beverage department. With a well-chosen set of
High suppliers, MRM sources high quality raw materials
for its products.

OVERALL   Only few competitors serve seafood cuisine with a

similar menu mix and price points which makes a
High
futuristic opportunity for Urban Seafood in the
current market.
SECTION B
THE CONCEPT

Urban Seafood is a fusion casual dining venue which offers modern,

fresh, affordable seafood through its fish-focused menu.

An everyday dining venue, the location is very accessible and family-

friendly.

The service is engaging and efficient. While friendly and relaxed in

appearance, each service team member focuses on making their
guest dining experience a comfortable, interesting and memorable
one.

The interior design can be defined as modern-artisan style, away

from the intimidating sleek interiors. The materials and colours are
warm, the aim is to create a setting where guests feel at ease, just
like at home.

The menu offers innovative seafood and seafood dishes, bundled in

a straightforward appearance. Portion sizes are generous enough
and can be shared. Specific sharing platters are also part of the offer,
such as seafood paella.

The beverage list is an intriguing selection of fresh juices, creative

mock tails and high-quality coffees.
BRANDING

Urban Seafood logo’s U represents a lobster claw which is highly

recognizable, visible and appealing. The double-o’s lobster eyes
and antenna invites viewers to be on the look-out, in a playful
manner.

The “Modern Fish Grill” brings in clarity on what the venue has to
offer, i.e. fish in addition to a variety of seafood, and “grill” which
further sheds light on the central focus of the concept.

The dark colour signifies the urban character of the venue:

accessible, trendy and well-arranged.

The logo comes in mono and mix colours, designed to be easily

usable on all backgrounds.
 PORTRAYING THE BRAND
Specifically designed for professional looking
staff enabling them to deliver performance in the
comfort of these stylish, informal uniforms.
 FOOD STYLING 1 - 2
Authentic, classic and signature menu categories which offer modern food design using
fresh resources to cater to a healthy lifestyle
FOOD STYLING 2 - 2
 Eminently stylish, beautifully themed space meant to be cozy and enjoyable with only a few
key elemental building blocks and cast glass. The interior is enriched with warm raw materials -
crafted into simple forms
Urban Seafood - The Outlet Village 1-2

MODERN-ARTISAN INTERIOR
Urban Seafood - The Outlet Village 2-2
Urban “Lobster Rolls and Fish & Chips” - The Beach JBR
Urban Seafood - Last Exit Airstream
 BRAND ORGANIZATIONAL STRUCTURE
An experienced and professional set of team assigned to this Brand are in the following
hierarchical structure continuously working to enhance Brand operations

Brand Manager

Operations Manager

Store Manager

Front of House Manager Back of House Manager

Front of House Supervisor Back of House Supervisor

Front of House staff Back of House staff

SECTION C
POTENTIAL CLIENT PROFILES – (1-2)
Five locations serving a diverse set of clientele,
POTENTIAL CLIENT PROFILES – (2-2)
SECTION D
 BRAND POSITIONING
The following matrix shows the positioning of Urban Seafood amongst its closest
competitors

 Overall, the Seafood sector

across the GCC relies heavily
on dine-in concepts with
limited delivery options. There
is a clear gap in the market for
a high quality and unique
seafood brand at affordable
price range
 Aprons & Hummers and Claw
BBQ are limited to dine-in with
low presence in the market
and expensive menu prices
 Red Lobster have low presence
with issues in service and
quality
 Bu Tafish is over priced for its
quality and dine-in experience,
also offers only Arabic style
seafood dishes
 Urban Seafood offers quality
modern casual seafood model
with large menu offering at
affordable prices
 CONCEPT POSITIONING

Good value

- Rising curiosity and

empathy A product-focused concept with a
Progressive
yet homely
- Increased sense of Food more cutting edge interior design
belonging freshness
design
- Brings value on a
personal level

Marketable
storyline
SECTION E
GCC – TARGETED EXPANSION MARKET

• GCC Region’s seafood market is still

evolving with consumers gaining
awareness and developing a taste towards
different species of seafood from different
cuisines

• Operators are trying to balance maturing

tastes, sustainability issues & product
quality – a great opportunity to enter the
segment at such a time

• Demand is being driven by consumers

seeking out healthier alternatives – and
seafood is perfectly positioned to deliver
on both health and taste

• Overall, the seafood sector across the GCC

relies heavily on dine-in concepts with
limited delivery options. There is a clear
gap in the market for a high quality and
healthy seafood concept with a potential
to expand