Franco Manca is a London-centric chain with a simple, pizza-focused menu.  The brand offers organic, Neapolitan pizzas made using sourdough and baked in a wood-fired oven.  With competitive prices and a focus on sustainability and organic ingredients, Franco Manca is aimed at the young, urban demographic.

Franco Manca exterior

Overview  

Cuisine: Pizza
Category: Casual
Service style: Table Service
Parent company: Fullham Shore
Head office: 50-51 Berwick Street
  London
  W1F 8SJ
Head office telephone: N/A
Company background: In 2008, partners Bridget Hugo and Giuseppe Mascoli opened Franco Manca in Brixton.  Mascoli also owns Black’s, a popular private members’ club in Soho.  In 2011 David Page, former boss of PizzaExpress and Clapham House, teamed up with Mascoli and created Foglia di Fico Produzioni (Fig Leaf Productions) and the group set on an expansion trail.  At the end of 2013 the group operated six sites around London, with plans to expand to 10 in 2014.   In March 2015, Fulham Shore acquired 99% of shares in Franco Manca for £27.5m.  Franco Manca currently operates over 40 sites, with strong expansion in recent years. 
Ownership: Company owned
First UK store opening: 2008
Website: http://www.francomanca.co.uk/
   

Key people 

  MD, Nabil Mankarious
   

Outlets 

  Dec-15 Dec-16 Dec-17 Dec-18 Dec-19F
Outlets UK 18 29 42 42 50
London (within the M25) 18 26 33 33 38
Regional 0 3 9 9 12

Financials

UK Sales
  2014 2015 2016 2017 2018E
UK Sales (excl. VAT)* £8.7m £9.5m £16.2m £26.4m £32.4m
Est. average weekly sales (excl. VAT):  £14,100 (per outlet)
Notes: *MCA annualised estimates

Brand and marketing  

Average diner spend: £12
Mailing list: No
Loyalty programme: Yes, enjoy a pizza or salad six times and collect stamps to reciveve a free pizza/salad 
App: No
App features: No
Delivery: Yes - selected stores via Deliveroo and UberEats 
Social media:  Facebook and Twitter
Recent promotions: Pizza making classes

Strategic SWOT analysis 

Strengths  Substantial industry experience of Director David Page (former PizzaExpress CEO)
  Competitive pricing, yet high quality, organic food
  National recognition already for a small company with favourable media reviews
  Unique sour dough pizza base, specialist suppliers and wood burning ovens reinforce authenticity
  Efficient customer order fulfilment
  Mass market popularity of pizza but with distinctive twists
      
Weaknesses  Limited choice from only six main options that are all pizza
  Lack of choice on the drinks menu
  Limited updating of menus
  With virtually no marketing and no mailing lists, relies mostly on word of mouth or reviews for marketing
      
Opportunities Expansion as the number of sites are increased and develop larger units
  Develop loyalty scheme to attract repeat customers
  Increase marketing activity to raise awareness of the brand
  Selective menu expansion with starters and desserts
  Review scope for price rises
      
Threats Further openings and new entrants within the pizza market intensifies competition and reduces scope to develop new sites
  Reduced focus on proposition uniqueness as the company expands
  Competitors copying sour dough products and pizza offerings
  Growing popularity of healthier eating

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