MAX HEALTH is the region’s truly health concept restaurant chain with Organic Focus ! PURPOSE - Our Purpose is to help people live healthier, happier life by offering safe, wholesome, and nutritious food that improve their health. All our activities must be judged by our success in achieving this.
MAX HEALTH – CONCEPT RESTAURANT
Super charge your health !
MAX HEALTH is the region’s truly health concept restaurant chain with Organic Focus !
You are what you eat. According to prominent researchers, wrong dietary habits and unhealthy food are the leading causes of a wide range of health issues. Yes, the food we consume can be either medicine or toxin. Unfortunately, a huge percentage of population continue to eat food that are unhealthy. Healthy living not only makes you feel good, but it can keep you from experiencing many diseases and health conditions. Obtaining adequate nutrition is an essential part of living a healthy life. Poor nutrition can result from failure to eat enough or failure to choose the right kinds of foods.
Human beings gain their nourishment from food and drink. These are consumed at various times during the day. The body gets its supply of vitamins, minerals, carbohydrates, proteins and fiber from the food that it consumes. The human body has particular requirements when it comes to nutrition. Unhealthy eating effects are largely seen on people who eat a lot of junk food that also tends to negatively affect their health.
The USDA food pyramid provides recommendations on amounts to consume from each food group to attain proper nutrition. Failing to choose a balanced diet full of nutritious foods increases your risk of developing many preventable diseases. It is sad fact that most food you eat outside home is not perfectly healthy, although they taste good. Unfortunately, taste is not the primary criteria for healthy eating.
WHY WE HAVE COME UP WITH HIS PROJECT
It’s a fact that food offered at conventional eateries are generally about 30% higher in unhealthy fats & they often contain harmful ingredients, including “endocrinal disruptors”. Although such ingredients have been approved by the FDA as GCS (Generally Considered as Safe), they can pose health risks in the long-term. Restaurant food often contain unhealthy ingredients such as additives, flavoring & coloring agents, hidden sugars, excessive low grade sodium, toxic saturated fats and so on. Often, the food industry uses (sometimes subtle) tricks to make a sale. Selling is its job, after all.
The major causes of death, illness, and disability in which diet and nutrition play a key role include coronary heart disease, stroke, hypertension, atherosclerosis, acidity, obesity, fatty liver, some forms of cancer, Type 2 diabetes, osteoporosis, dental caries, gall bladder disease, dementia and nutritional anemia. The list is long.
Unhealthy eating is defined as any eating habit that does not effectively fulfill the requirements of the body. It can be interpreted in both ways as a deficient diet or as an excessive diet. Unhealthy eating diseases do not manifest themselves directly, but through conditions such as rapid weight gain or weight loss, low energy levels over a prolonged period, and poor general health.
For example, unhealthy diet contributes to approximately 678,000 deaths each year in the U.S. due to nutrition- and obesity-related diseases, such as heart disease, cancer, and type 2 diabetes. In the last 30 years, obesity rates have doubled in adults, tripled in children, and quadrupled in adolescents. Globally, about 30% of the populations is diabetic and roughly 40% suffer from cardiovascular diseases. Roughly 20% of women suffer from PCOD and 15% battle IBS (Irritable Bowel Syndrome). Disruptive chemicals & hormones entering the body through food has a role in triggering such disorders.
Against this background, we are seeking to offer wholesome food to help people live healthier, happier life. Yes, food that are healthier than even home-made dishes ! This is a mission-driven enterprise. We aim to guide people to healthier life and help them to be less dependent on unnecessary medications.
Our Purpose is to help people live healthier, happier life by offering safe, wholesome, and nutritious food that improve their health. All our activities must be judged by our success in achieving this.
Our first mission is to grow to be a unique, great enterprise with outlets in all GCC nations. We aim to be the most respected and admired business entity in this particular segment of the hospitality industry by the year 2020.
CORE VALUES & BELIEFS
GROWTH STRATEGY : DIVERSIFICATION
COMPETITIVE STRATEGY : DIFFERENTIATION
Overview of the menu
All the food will be 100% healthy & free from harmful ingredients. Everything will be prepared by using the highest quality ingredients, which means all our food will be safe & nourishing to every kind of consumer – from kids to the aged; and those suffering from health issues like Diabetes, CVD, IBS and so on. Organic products and ingredients will be used to the maximum. Conventional items such as sugar, sodium, food colors, additives & flavoring agents, common unhealthy oils, harmful fats are all totally excluded in our list. There will be a calorie count on every dish, making it easier for eaters to watch their intake. Custom made, nutrient loaded beverages& snacks will be available for the health conscious people & those having medical conditions. In brief, our food will be medicine to perfectly nourish the body.
WHO ARE THE PROMOTERS ?
The project is promoted by a team of highly qualified professionals based in the UAE for over three decades. Most of them possess extensive experience and thorough knowledge in the Hospitality / F&B industry.
The chief promoters Mr. P.M. Ashraf & Mr. Mohammed Ashraf are Dubai based businessmen successfully running their companies. Mr. P.M. Ashraf has been engaged in Sea Food business for nearly 20 years. His Co. “Socotra Sea Foods” (http://www.socotraseafoods.ae/) enjoys excellent reputation in the local market. Socotra is a major supplier to a large number of five star hotels as well as high-end restaurants
Mr. Mohammed Ashraf is operating a Logistics Co. at JAFZA. He is a veteran of 40 years in the UAE who had previously headed the Supply Chain Head of some reputed organizations. His Logits firm “AAA Logistics is” (www.aaafrt.com) is now among the trusted & widely respected in the local market.
Both of them are respected for their business acumen, personal integrity and moral rectitude.
HIGHLIGHTS OF MAJOR BENEFITS
The UAE is one of the world's leading F&B markets, with a market size measured by Euromonitor at Dh52.4 billion in 2015. Recent Euromonitor data suggests that growth in revenue between now and 2020 is likely to outstrip growth of outlets by around 30 per cent. Some of this is predicated on continuing strong tourism growth in the UAE in the run-up to Expo 2020. The quality and appeal of the concept is what will ultimately determine success.
According to KPMG's 2016 UAE Food and Beverage Report, the UAE continues to expand its mix of F&B offerings and the number of residents opting to eat out more frequently is steadily rising, indicating the continued resilience of the segment.Nearly two-thirds of a recent survey’s respondents are spending more than last year.
The report also found that there is a consistency in the way consumers chose restaurants - once again, they rated quality of food and service among the key factors determining the choice of restaurants. Consumers indicated that travel time is not a key consideration when choosing restaurants. Nearly two thirds of survey respondents are willing to travel for more than 20minutes to get to their choice of restaurant.
While the UAE's food and beverage market may have been impacted by changing macro-economic conditions, the sector continues to benefit from the UAE's positioning as a major global tourism and retail destination with opportunities for new concepts and restaurant formats.
According to researchers, to stay successful in the longer term, F&B operators must get the basics right - from identifying the right concept to delivering high-quality food and service.
In brief, the market looks quite promising to the concept that we are seeking to promote.
Pre-operative expenses $ 66,116.00
Rent for 6 months $ 21,000.00
Initial Business Development expenses $ 25,000.00
Business establishment expenses $ 20,000.00
Sub Total $ 132,116.00
Working Capital for 6 months $ 167,884.00
Total 6 Months $ 300,000.00
Utility / Payroll 6 month $ 57,060.00
Cost of production 6 month $ 97,824.00
Management fees 6 month $ 13,000.00
6 month's Total (of the 3 above) $ 167,884.00
Monthly revenue $ 40,760.00
revenue 6 months $ 244,560.00
Cost of production 40% $ 97,824.00
cost of sales - 6 months $ 244,560.00
Q. What’s this health restaurant about ?
A. Our objective is to offer wholesome, 100% pure & natural food to the communities to help them live healthy w/o reliance on avoidable medications. As a complementary goal, we also intend to constantly share health related info based on latest research to promote healthy lifestyle & dietary habits via a dedicated portal. This restaurant will solely focus on food that promote health. Hence we will never use any sort of harmful / toxic products –hidden or direct – event if these are legally permissible. We don’t believe in taking advantage of legal loopholes and deceiving the consumers for profiteering. Conventional items such as sugar, sodium, food colors, additives & flavoring agents, commonly used unhealthy oils, harmful fats are all totally excluded in our list. There will be a calorie count on every dish, making it easier for eaters to watch their intake. Custom made, nutrient loaded beverages & snacks will be available for the health conscious people & those having medical conditions. In brief, our food will be medicine to perfectly nourish the body.
Q. Why have you chosen this concept while most conventional restaurants are thriving ?
A. First, this is a mission-driven enterprise. Our sole aim is not profit making alone, although it’s vital for survival. We aim to guide people to healthier life and help them to be less dependent on unnecessary medications by popularizing this concept. Second, health awareness has been steadily on the rise lately. Prominent health restaurants like Evos, Nora, and Amanda’s have been succeeding quite impressively. Which means this concept is here to stay.
Q. How qualified is the promoting group to manage this?
A. The mavens promoting this venture possess extensive local experience (20 – 40 years); mostly in the F&B industry. Two of them are MBA & Senior Assessors of EFQM / Dubai Quality Award; which means they have in-depth management knowledge – both practical & theoretical. The two chief promoters P.M.Ashraf & Mohammed Ashraf are running own business in Dubai, who are trusted by a large section of the local business community. It is easy to check their profile & verify credibility.
Q. How can I trust you and invest with confidence ?
A. Part of the answer has been given above. Everything about this venture is transparent. Anyone can visit the chief promoters’ companies in Dubai and then do a background check by contacting any of their clients. We don’t intend to collect cash in a haphazard manner. The entire fund collection process will be managed in a highly ethical, transparent, and professional manner in compliance with legal stipulations. Each investor will receive proof of contribution. Such matters will be communicated in detail at the later stage.
Q. How effective will be the investor relationship management?
A. We consider business ethics, corporate governance, and transparency of operations highly critical to sustainable growth. We will have a Code of Business Ethics which will be continually reviewed and updated in response to emerging situations. Our Code is be built on a foundation of our core values & principles. It will cover an extensive set of behaviors for our people to put our credo in action. We will provide examples of how our guidelines shall apply to everyday work at our operations. Our Ethics & Compliance program will include written standards and procedures; training and communications; visible support of senior leadership; appropriate monitoring & delegation of authority; auditing; consistent enforcement and discipline; quick response; and preventive measures. We are quite serious about the IR concept & its impact on business. We greatly value open, meaningful, and effective dialogue with investors. We believe in honest and timely communication to share information and ideas. We will maintain multiple channels to achieve this. All investors can freely express their opinions and send their feedback to the management committee. A special team will be created for feedback gathering and analysis. The project shall be adhering to a set of standardized guidelines for fund generation, fund application, and compliance with relevant terms and conditions proposed by relevant authorities. We will ensure that everything is transparent to sustain high investor confidence.
In addition to regular dialogue with our investor base, we shall be employing mechanisms to responded to specific member requests and suggestions.
Q. How can the investors expect effective and ethical running of the business?
A. Part of the answer has been given above. The venture will be governed by a management committee selected on consensus. Specific policies will be formulated to guide it. Day-to-day affairs will be overseen by our group. We will be putting in place an effective operational plan, SOP & policy manuals to guide the staff. We will seek to build a foundation for a world-class corporate governance structure & principles to ensure highly transparent & effective management in future. All relevant matters and developments will be regularly communicated to all.
Q. Why are you seeking to venture into an uncommon territory at a time of general downturn ?
A. This is a pessimistic query. We see the glass half full rather than half empty. We don’t view the current downturn a long-lasting phenomenon. It’s temporal. The four stages of economic cycles (Upturn, Boom, Recession, and Recovery) shall keep repeating. Visionary entrepreneurs always make bold moves. Daring ideas are like smart moves of the chess. Look at United Technologies, the aerospace giant. It was founded In 1929, amid the Great Depression - the notorious year that the stock market crashed, spurring a 10-year global downturn. UT still remains one of the most successful & admired companies. We are venturing into the F&B industry with confidence, because it keeps growing. According to market research firm Euromonitor International, the UAE F&B sector will grow to $13.2 billion by 2018, at a healthy growth rate. High growth rates witnessed over the last five years are expected to continue over the 2014-19 period, with sales values expected to show an average 8 per cent annual growth, says Euromonitor.
Q. Are you going to launch a chain from the beginning? And where will be the first outlet located
A. The plan is not to open multiple outlets simultaneously and incur unwarranted risks. We will move only cautiously with a scientific strategic plan, seeking incremental growth without putting the investors in any sort of risk. Of course, we will branch out to all major cities in the GCC in the future. The first outlet will be opened in Abu Dhabi and the second will be in Dubai.
Q. Can you brief on your growth strategy?
A. Our strategy is basically encompassed by a few Strategic Pillars that will sustain all aspects of our business. We believe growth is a by-product in the pursuit of excellence, and hence growth for the sake of growth is not a worthy goal. We will seek integration strategy.
Q. You talk about becoming a world-class company. Can you explain what basics you would be adopting to achieve it ?
A. To be succinct, this will be designed as an organization that meets the following critical criteria that are the hallmarks of great companies :
We identify the following factors
Both the promoters existing companies ( socotra sea food & AAA logistics) have been achieving steady growth for the past many years. AAA is now in expansion mode with the addition of a new warehouse @ JAFZA.
Both companies thrive on ethical practices, dedicated customer focus, and continuous innovation. The progress achieved by them over the years is ample proof of their business acumen and sagacity.