CULINARYON
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To be the leading chain of recreational cooking schools in the world
Vision
Create a kitchen out of home, where people bond and celebrate meaningful relationships, like in a family. A place where people discover that cooking together is FUN:)
Mission
Company Vision & Mission
CULINARYON
Launched in 2012, CULINARYON stages one-of-a-kind premium culinary events that combine education and entertainment and maximise engagement through hands-on experiences.
LET'S GO!
Since 2012 we have opened 19 studios across 3 countries & 4 Cities
One CULINARYON in every capital of the world
SWOT Analysis
Strengths
• Product: Unique experience for both B2B & B2C clients
• Cost: Low food cost vs industry standards
• Systems: Ready for scale up
• Culture: Entrepreneurial and constantly evolving
• Attractive for landlords: We are traffic generator
    Weaknesses
    • Brand: Low awareness
    • High Cost: Premium level of service
    • Scalability: understaffed for rapid growth
    Opportunities
    • Market: Global expansion
    • Highly polarised markets (cheaper labour & high check)
    • Partners / Sponsors: Financial & CAPEX support
    • Product: Become content provider (TV, Web, etc)
    • Economies of scale: built on strong systems
    • Life time value: diverse experiences allow for multiple purchases
      Threats
      • International expansion: Cultural FIT
      • Market: New competitors
      • Markets volatility
        The Market

        The addressable market goes well beyond the cooking school one
        The potential of CULINARYON is Global, with an expansion strategy based on Regional HUBS
        In the graph number of potential studios/room estimate
        Geographical scope
        (10) New York, (6) Los Angeles, (6) Chicago, (6) Huston, Other 6 cites above one million average of 4 Rooms (24), 2 Rooms in 24 Cites > 500.000 to 1 M inhabitants
        (10) Moscow, (10) London, (10) Paris,
        (3) on average in other 30 cities > 1 million inhabitants
        (4) Sydney, (4) Melbourne, (2) Brisbaine
        Brasile:
        (8) San Paolo, (6) Rio, (3) Brasilia, 2 Rooms in 10 cities above 1 Million (20)

        Mexico (10) in Mexico City, (3) Ecatepec, (3) Guadalajara
        Argentina: (4) Buenos Aires, (2) Cordoba
        Peru: (6) Lima

        3 rooms between Bogota, Santiago etc.
        (3) Dubai, (2) Abu Dhabi, (2) Doha , (3) Tel Aviv, (4) Cape town, (6) Cairo
        India: (8) Mumbai, (8) Dheli, (8) Bangalore, (4) in other top 4 cities, (7) in smaller cites
        China: 8 Rooms x top 10 cites (>10 M inhabitants each), 7 rooms in smaller cites
        Japan: Tokyo (8), 12 cites > 1 Million with 4 rooms (48)
        Singapore (4), Thailand (6)
        Vietnam: (6), Kazakhstan (6)
        Adressable market
        CULINARYON plays beyond the regular scope of cooking schools and addresses the needs of both B2C and B2B market.

        We are pioneering the experience economy as described in the short video below by author Joe Pine

        Experience economy
        Guests & Events

        In 2018 we served more than 100.000 guests, enough to fill the WEMBLEY stadium
        in 5.000 Room Events
        • Millennials are predominant
        • 75% of our guests are women
        • The majority are employed


        Guest profile
        We reached more than 100.000 guests per year in 2019 and by 2021 we plan to host more than 200.000 guests.
        Guest count
        The large majority of Competitors by being significantly smaller in size can't host events above 30 guests, leaving a significant part of the market to culinaryon
        # of clients x event
        Fortune 500 companies are regular clients of CULINARYON across different markets
        B2B Clients
        E.P.I.C. Experience

        CULINARYON stages personalised and memorable experiences for its guests
        World class net promoter score =85%, show extremely high appreciation by guest of the CULINARYON Experience.
        Net Promoter Score
        Moments of
        Elevation
        Moments of
        Pride
        Moments of
        Insight
        Moments of
        Connection
        Sensory elevation is provided by Food, Drinks, Music, Fun.
        Pride of cooking amazing food, of being part of team.
        Learning about team interaction & even learning how to cook.
        We facilitate the event ensuring that people connect and bond with each other
        Each Culinaryon experience is engineered to be EPIC, containing defining moments of:
        Unique & differentiated offer
        Our experiences are designed to be relevant for a wide audience, ranging from corporate team building events to kids birthday parties
        Team building, client incentives, etc
        Birthday parties, bachelorettes, etc
        Themed birthday, baby showers, etc.
        Corporate
        teambuildings
        Private
        events
        Kids
        parties
        There are multiple reasons to hire Culinaryon, maximising customer life time value
        Cooking
        classes
        International cuisine
        Margin by event type
        Corporate events have the highest margin due to higher spending power and higher number of guests per event
        By providing a differentiated range of experiences, CULINARYON is able to serve a wide clientele optimising saturation in different times of the day and in days of the week
        Tilda Publishing
        Optimising facility
        saturation
        Revenue stream by Experience
        Despite revenue streams varies widely between locations depending on culture, demographic and traffic, B2B is predominant.
        In high traffic shopping malls we can expect higher sales of B2C and potentially of merchandise (Kitchen shop)
        Average check
        Our average check per person confirms our premium positioning, ranging from approximately 120 USD in Moscow and Singapore to 100 USD in Bucharest and St.Pete
        Premium Food

        Zero waste & premium ingredients
        CULINARYON has a database of over than 600 recipes and constantly growing. Our international menu sets are optimised to provide an engaging and tasting experience in a set amount of time.
        International cuisine
        Premium Ingredients
        CULINARYON never compromises on quality and freshness of its ingredients. We work only with fresh ingredients as we order food based on a booking system that allows to know exactly what is going to be consumed each day.
        We reduced food waste to zero. By working on pre-bookings only we can purchase exclusively the food that will be consumed, reducing food cost to 15%, up to 50% less that a restaurant.
        Up to 50% less food cost
        Signature design

        A branded studio design that is modular & interconnected like a Jigsaw puzzle
        Interconnected studios, like pieces of a jigsaw puzzle can be combined to created facilities ranging from one 1 to as many studios needed. This allows from agile franchise expansion, adapting it to different budgets & market needs
        Tilda Publishing
        Jigsaw like design
        Singapore layout example below
        Brick walls, metal, modern finishing
        Unique design of the cooking stations ergonomically optimised for classes
        A chef table that acts as a real stage for show cooking
        Loft
        design
        Cooking
        Stations
        Chef
        table
        Branded design elements
        CULINARYON has incorporated strong branding elements in the studio design. Branding of the studios is one key elements
        Curated
        zoning
        CULINARYON design takes into account the function of each zone
        Tilda Publishing
        80% less back of the house
        Our design maximises the efficiency by minimising the back of the house. On average CULINARYON has 80% less back of the house than an average restaurant, limiting it to warehouse, dishwashing area and small office
        Systems & IT infrastructure

        Scalable business model based on solid systems
        In 2018 we have invested heavily in systems and IT platforms.
        BPM is the most important one deeply changing the DNA towards analytical efficiency and transparency
        The founders

        Committed leaders with skin in the game
        Alexander Blanc
        Founder and CEO Russia
        20 years of experience in consulting, consumer goods and finance
        Harvard Business School alumni


        Alex@culinaryon.com
        RU: +7 (985) 999 2782

        Giulio D'Erme
        Founder and CEO Singapore
        20 years of experience in consumer goods, restaurants and fashion retail
        Harvard Business School alumni


        Giulio@Culinaryon.com
        Whatsapp +7( 903) 228 3029
        SG: +65 9771 5407

        Vladimir Sadovin
        Founder and member of the board
        CEO Azbuka, largest premium food supermarkets chain in Russia
        Entrepreneur of the year 08' (by E&Y)


        Sadovin@culinaryon.ru
        RU: +7 (916) 653 7752

        Made on
        Tilda