Olio & Farina Franchising

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La philosophy

Olio & Farina


Olio & Farinaspecialises in the selection, production and catering of top quality Italian food specialties. manages a growing network of deli-caf-shops in UK, Italy, France and Irelandoffers only the most authentic Italian food, including coffee, wine and fresh produce Produces the food both in its Kitchens facilities located in Genoa and in its 150 hectare estate in Tuscany near Pisasources products from small, artisan suppliers which have been selected by O&F expertsprides itself in supplying products which are non mass-produced and not available through other suppliers. aims at creating a lifestyle in which our customers can enjoy an extensive variety of products from the Caf-Deli to eat in, take away or to give as a gift.


Our History / 11999 Olio & Farina starts the corporate gifting activity in Italy and internationally. The company inaugurates its first shop in Genoa.

2000-2003 As sales start to grow, Olio & Farina decides to sell overseas also to private customers. At the same time, a retail concept is studied in detail and the range is enriched through a methodical selection of small quality productions.

2005 O&F opens its first shop outside Italy in England St. Albans . The company signs Master Franchise Agreements for France and South West of Ireland, which result in the opening of two shops in Dijon (France) and Limerick (Ireland).2006 In April, O&F strengthens its presence in France by opening a new operation in Paris Bastille, France. The company purchases 150 hectares of land in the Tuscan countryside where to invest in innovative farming methods under the supervision of celebrity farmer Paolo Parisi, which joins the company. Franchise Agreements for Chester (UK) and Galway (Ireland) are signed. A whole range of fresh products is introduced in the existing outlets.

2007 O&F is selected by French department stores Le Printemps to represent Italian quality foods in 10 stores in France.Our New Caf-Deli format is launched in Galway (Ireland) and in Chester (UK).


Our History / 22008 In partnership the Sogegross Group, Olio & Farina restructures its logistic departments moving to state-of-the-art F&B facilities. The new O&F warehouse and platform, in operation since September 2008, features:

1000 sqm Storage

200 sqm Chilled Storage for Cheese, Meats and Wines

Automated Storage and Retrieval Systems

Bar Code Scanning

Food Portioning and Vacuum-Packing Facilities

Food Packaging Facilities

Qualified Staff specialised in the Daily Management of Freshest, Fresh and Dry Supplies.

The O&F network continues to grow: in November 2008 the company inaugurates its York branch, while new openings for 2009 include new Deli Coffee in St.Albans and Cambridge.


Our History / 32009 Acquisition of the Brand of Olio & Farina by Aurora S.r.L. Company of the Sogegross Group

Aurora S.r.L. Operates in two different Business Channels under two Famous Brands: Esperya and Olio & Farina. Aurora S.r.L. Represents a Network of Quality Excellence (NQE) both in the E-Commerce and Retail channels.

The Sogegross Group masterminds a long-term Investment Plan in order to become Market Leader in Europe in the Gourmet Food Sector by targeting both Retail and E-Commerce channels.

As a medium-term objective, the company is planning to increase its presence in the main European Cities by establishing flagships stores to boost growth and further develop its existing network of company and franchise stores.


The Sogegross Group by Numbers1970Year of Establishment

612.9 Mio Net consolidated Turnover 2008

2,302Employees on 31/12/2008

110 Company Stores on 26/01/2009

99 Franchises on 26/01/2009

209Total Stores on 26/01/2009

87,300 sqmTotal Warehousing Space

3,400 sqm Total Office Space


Company Growth Trend 2000-2008 Aggregated Turnover


Company Growth Trend 2000-2008 Employees


Brand Portfolio / 1

Sogegross Cash & CarryNationally established B2B format trading sincethe early 1970s. Now it counts 17 stores for 70,000 sqm

BaskoChain of 50 Supermarkets and Superstores (500-3,000sqm) with over 1,200 employees nationwide.

EkomDiscount Supermarket Format (300-1,500sqm) established in 1993. 80 stores of which 50 franchises.


Brand Portfolio / 2

DorocentrySuperette chain (200-1,000 sqm) predominantly in Franchising

EsperyaFine Food Portal market leader in Italy

Olio & FarinaFine Food Retail Chain operating in UKIreland, France


Aurora S.r.L. Performances by NumbersJuly 2009Year of Establishment

4 Countries Italy, United kingdom, Ireland and France

3 Mio c.caSell out of the shops 31/12/2008

4,2 Mio c.caBudget 2010 Sell out Shops 9Stores on 31/08/2009

44000Web Customers on 31/12/2008

50People involved in the Aurora Business.

1,500 sqmWarehousing Space

300 sqm Total Office Space


Aurora S.r.L. Organisation Chart

How We Make A DifferenceMultiple Trade Revenues All Year Round

A Wide Selection Of Traditional, Authentic And Artisan Made Top Quality Italian Food

We Produce /Source Over 350 Products Under Our Brand

We Have Received Excellent Recognition Within The Industry And Won Product Awards

O&F Caf And The O&F Shop Under the Same Roof

We Deliver From Production Straight To The Stores, With No Intermediary.

A Dynamic, Strong Brand Marketing

An Ambitious PR Strategy To Bring About More And More Awareness About What We Do

A Creative Team Within The Company

Comprehensive Initial And Ongoing Training And Business Advice


The O&F Business: five revenue streamsThe business benefits from five main revenue streams:Retail. The offer in the shop element, both in term of food and culinary gift purchase. Promotions, marketing initiatives and in-store events are continuously implemented to bring about customer loyalty and satisfaction and improve sale performances.Caf. The engine of the business, implies easy preparation (no chef required), seasonal rotation of dishes around the core Italian Deli offer and excellent value for the customer. Both on premises and take away.Corporate, generated by business-to-business sales. After spending years in this field, Olio & Farina now has a strong know-how about this activity. Internet, sales generated by the Store section on www.olioefarina.com. Catering to offices and events. A wide selection of products is available in catering sizes.


The O&F Format Shop


The O&F Format - Caf


The Caf Menu / 1


The Caf Menu / 2


The O&F Format In Store Events / 1


The O&F Format In Store Events / 2


The Know-HowThe company possesses a specific know-how in the following areas:

Shop LayoutShop FittingOrderingStock ManagementProduct InformationFood Storage & PreparationStaffing Customer ServiceMerchandisingIn Store Communication & SignageIn Store PromotionCustom Base DevelopmentLocal Area MarketingCorporate BusinessOffice and Event Catering


The products

Franchisor:Aurora S.r.L. Via Lungo Torrente Secca 3A16163 Genoa - ItalyPhone +39 010 726451Fax +39 010 7264540 info@olioefarina.com

Web references:www.olioefarina.comwww.paoloparisi.itwww.esperya.comwww.sogegross.it