Café Vienna
Franchise Information
since 1913
AIDA snapshot

One century of success: AIDA serves its customers with first class pastries,
cakes and coffee since more than 100 years as an Austrian family business in its
4th generation

Highest quality standards: selected innovative
products and hand-picked ingredients ensure our sustainable success

A piece of Austrian culture: offering its products in a traditional, exclusive
Viennese ambience, imperial atmosphere and coffee house culture

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Growth strategy: Franchise roll-out started in the Middle East
and focuses on further expansion into Asian markets
100 Years of Success
1913: Joseph Prousek opens his first coffee shop
1917: Joseph Prousek opens the first factory in Vienna
1934: 11 outlets are opened
1943: Aida started shock freezing the products
1945: The first big B2B order for the American soldiers
(Ice Cream and Doughnuts)
1973:
Further ramp up of production facilities
1990: Over 20 outlets are oppened
2003: Michael Prousek appointed as CEO
2005: 28th outlet oppenend in Vienna
2007: Dominik Prousek (4th generation) joins the familiy business
2008: First two franchise outlets in Vienna
2010: Aida invented the smallest cakes in the world.
2012: Aida franchise outlets in Jeddah and Riyadh, Saudi Arabia
2013: Franchise outlets are scheduled to open in:
Abu Dhabi, Doha/Qatar, Dubai, Hong Kong, Kuwait, Moscow
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AIDA Facts

Largest and most exclusive privately owned confectionery
producer and coffee shop brand in Europe

Operates 29 AIDA stores in its home market Vienna,
where 180,000 cups of coffee sold daily and 115 tons
of coffee are served per year

International Franchise roll-out started in Riyadh and Jeddah,
Saudi Arabia, 3 coffee shops in Doha Qatar open in 2013

130 confectioners produce 3 tons of cakes and pastries daily

Winner of the Golden Coffee Bean in 2006
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AIDA - Value Chain
Product
Development

Selection of
coffee, tea,
ingredients
Product
Distribution
AIDA services cover the entire value-chain,
ensuring best-in-class quality standards

Constant research & development of new products to
meet demands of different cultures, catering to the
tastes of local consumers

Continuous improvement and diversification of
supply-chain, including numerous Fair Trade suppliers
of high quality beans

New market trends: implementation of a healthy
low-calorie line, “AIDA light”, and introduction of
AIDA Premium Single Cups
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AIDA outlets
Products to go
Product Portfolio

A variety of over 200 products

Menus are adjusted to the target market, eg. for the Asian
Franchises AIDA will offer a fine selection of local teas and deserts

Taste and sweetness of products can be adapted to the market

98% of our products are shock frozen and last over 6 months

They are shipped from Vienna by cargo twice a month to any
destination and have to be stored in a cooled warehouse

Local production, on demand
Coffee – Tea – Cakes – Pastry – Chocolates
Salads – Snacks – Ice Cream – Soft drinks
Gifts – Merchandise
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Shock Freezing the Products
Shock freezing also ensures that AIDA‘s products are delivered in good condition and provides an ultimate quality
consistency and assurance for the international franchise business. Shock freezing extends the product life to six
months and also allows for better stock control. Freshly baked and decorated, AIDA‘s products are immediately
sent into a natural deep-frozen sleep, sealing in the full moisture and aroma. The benefit of this “shock freezing”
process is that the flavors, vitamins and minerals are retained. After being thawed, AIDA‘s products are as good,
if not better than oven-fresh, and have a flavor profile that we are proud to say is best in class.
The cycle of shock freezing AIDA‘s products:
Step 1: The cakes are frozen in a fridge at –35° C for two hours. At this stage very small ice molecules are
built which guarantee for better taste and quality.
Step 2: From there the cakes are put in a fridge or container for shipment with a temperature of –18° C.
Step 3: At arrival at the destination the cakes and pastry must be put
in a chilled warehouse or fridge with a temperature of –18° C.
Step 4: Before putting the product in the showcase we advise to put
it in a fridge of 4° C-8° C over night. When in a hurry one can
also place it into room temperature condition which will only
take 1-2 hours, but quality might suffer. Pastries and strudels
can be taken straight from the fridge and put in the oven.
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Corporate Clients
Aida provides tailor-made and customized products for
a selective range of clients and distribution channels:

High end hotel industry: eg Burj Al Arab

Retail store chains

Wholesale store chains

Corporate clients, eg Fashion TV

Catering services for special events, like
weddings or conferences

Home delivery services (on request)
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Customers
Aida coffee shop is a popular meeting point for private and for business,
for socializing and for relaxing over a coffee, a cake or a lunch snack.
The shop also offers an integrated takeaway bar for coffee, cakes and
sweet Austrian dishes.
Our target group


Varying, based on the shop concept

Our customers are highly quality-conscious. They know
what they get since we always keep our promise and are
willing to pay a certain premium for exclusivity and quality

High recognition value: A lot of regular customers visit our
shops several times a week
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Comprises connoisseurs, people who define themselves
through tastefulness and exclusive style
Market Environment
Market
environment
Market
environment
Expensive
Expensive
5*
Hotel
Coffee
Shops
5*
Hotel
Coffee
Shops
High
quality
Low
quality
Low
quality
Independent
Coffee
Shops
Independent
Coffee
Shops
Inexpensive
Inexpensive
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High
AIDA’s unique selling proposition

Sustainability: 100 year of success through continuous
achievement of highest and constant quality standards in the
entire value chain, in production, distribution, sales and services

High-End-Diversity: exclusive product range comprises a
variety of unique cakes, coffees, salads, soups, snacks, ice cream,
pastries and gifts

Flexibility: Flexible market requirements through tailor-made
shop concepts (3 modules, AIDA PINK, AIDA BROWN and AIDA
GOLD address specific target groups)

„AIDA personality“: serving clients with a piece of “Vienna”,
combining tradition, luxury, style and Viennese charm with
comfort and pleasure
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3 Shop Concepts
In order to satisfy the various demands of AIDA’s customers, different locations,
and environments AIDA came up with three different shop concepts and therefore
offering franchisees highly flexible solutions.
1. AIDA PINK (small locations, young & trendy)
a.) Pink wall
b.) Pink shop
2. AIDA CLASSIC (traditional Viennese Caffee)
3. AIDA GOLD (imperial, luxurious)
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AIDA PINK
Target market / location: designed for airports, retail chains, busy areas, hospitals,
malls, bookstores, etc.
2 modules:
 AIDA PINK WALL or
 AIDA PINK SHOP
Target group: 20 to 80, travelers, shoppers,
patients and visitors
Core business: coffee & pastry to go, breakfast & snacks to go,
cakes, beverages and merchandise
Advantages:
 flexible modules
 Low investment costs
 Maximum 2 employees
 Only small space needed
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AIDA PINK WALL
• Size: 2 sqm
• Employees: none
• Shop-in-shop: in retail stores & duty free shops
• Facilities:
 Espresso machine
 Showcase for warm pastry
 Showcase for cooled cakes
• Product shelves
 Coffee (AIDA-Tabs, Classic AIDA, AIDA Espresso)
 Chocolates and confections
 Gift and seasonal items
 Cakes in boxes
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Pink Wall
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AIDA PINK SHOP
• Size: 6-15 sqm
• Employees : 1 sales person
• Location: public facilities and highly frequented
areas like airports, on busy streets, malls, trainstations, hospitals, bookstores, hotels
• Facilities:
 Fresh-oven and microwave
 Espresso Machine
 Bar tables and / or seating area
 Cooled and Heated Display
 Sales desk
 Locker room for staff and storage space
• Average stay per costumer: 3-10 min
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Pink Shop
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AIDA PINK DRIVE
• Size: 10-50 sqm
• Employees : 2 sales person
• Infrastructure & Facilities:
 Garden / parking area
 Order and Sales Window, Sales desk
 Fresh oven, espresso machine, microwave
 Bar tables and seating area
 Cooled and Heated Display
 Locker room for staff and storage space
• Products
 Coffee, AIDA chocolates and sweets
 Gift and seasonal items - various hot and cold drinks
 Pastry, Coffee, Snacks and lunch to go
• Average stay per costumer 3-12min
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Pink Drive
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AIDA CLASSIC
• Size: 60-200 sqm
• Employees: 2-5 sales person
• Location: busy street corners,
shopping malls, airports
• Designed as a classic Viennese café
with pictures of famous Austrian characters such as Mozart and
empress Sissi
• Target group: at the age of 25-90
• Mass marketing
• Average stay per costumer 12min
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Classic
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Classic
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AIDA GOLD
• AIDA Gold is the luxury line of AIDA brand and preferred franchisebrand
• Size: 150-800 sqm
• Employees: 4-40 sales person
• Location: flagship sites, and
shopping malls, busy streets in
city centre, airports
• A combination of old imperialistic futures combined with modern fusion.
• Average stay per costumer 20 minutes
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Gold
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Gold
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AIDA - Franchise
Owning and operating an AIDA store comprises the use of the brand name,
trademarks, products, operational systems, interior and décor and marketing.
Additionally AIDA provides a franchise manual and further assistance in:
 Site selection
 Facility planning and architectural design (drawings and specifications,
specifications for fixtures and equipment)
 On-site Training of owner/operator, operational manager, sales team
 Pricing policy and increasing profitability
 Improving efficiency of operational and administration processes
 Continuous support from members of the Training and Operations Team
 Continuous updates and exchange of information on market trends
and innovations
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Franchise - parameters
Average Investment/Unit/Store
Initial estimated investment of an AIDA Gold or Classic coffee shop is in the
range of USD 200.000.- to USD 800.000.- plus the initial franchise fee, depending
on location, structure and size. Investment cost for an AIDA Pink Wall starts at
USD 15.000.- and for an AIDA Pink Shop in Shop at USD 100.000.- plus the initial
franchise fee. Investment includes fully fitted store, equipment, training, franchise
manual and continuous franchise support.
Types of Franchise
a) Terrestrial Franchise
b) Single-shop Franchise
Fees
• Initial Franchise Fees (one-time cost): tbd
• Monthly royalty fee (% of turnover): 6% of gross sales
• Monthly marketing contribution fee (% of turnover): 1% of gross sales
Term of Franchise Agreement: Minimum of 5 Years
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AIDA- new store economics
AIDA Vienna New Store
Year 1 Performance
Investment
Investment/sqm
Sales
Sales : Investment
Year 1 store profit margin USD 500.000.USD 2.000.USD 1.000.000.2:1
20%
Average payback time (ROI) for a company owned AIDA
store in Vienna is 18-24 months
AIDA Vienna New Store
Year 2 Performance
Sales
Store profit margin
Stores in top locations
achieve sales up to 28
USD 1.300.000.30%
USD 4.000.000.- p.a.
Contact
Dominik Prousek
mobile: +43 664 961 59 13
email: [email protected]
Schönthalergasse 1
1210 Vienna Austria
www.aida.at
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