Aron’s Jewish Delicatessen is a fantastic family owned and managed café /restaurant operating from leasehold premises in Chandos Road, Bristol BS6.
Operating since July 2015, the business is profitable, shows continuous growth in sales revenue and has also been a significant critical success. Popular with the local community but also enjoying patronage from across the South West of England as well as London and elsewhere.
Benefitting from a strong, focussed and coherent brand identity and a unique positioning with no direct competitors; The business has enjoyed very positive reviews in both local, national and international media:
• Bristol Post
• The Guardian
• Condé Nast Traveler
Aron’s Deli brand positioning
Aron’s serves modern interpretations of food from the Ashkenazi Jewish tradition. The food is not kosher but “kosher style” the same as many famous US Jewish Delis like The Carnegie, Katz’s, Wise Sons and Mile End.
Our repertoire of dishes is very diverse and is drawn from Eastern Europe, Britain and North America. We adhere to many (but not all) the principles of a kosher kitchen without having any formal kosher certification.
Aron’s is a secular business catering to customers of Jewish origin, practising Jews (who do not always keep kosher) and gentiles alike. Our proposition is based on using top quality local ingredients to produce authentic but contemporary versions of classic Jewish food.
Industry research by Horizon remarks that "UK consumers are accustomed to trying new formats, with adventurous taste buds". Yet businesses dedicated to serving Jewish food aren’t found on high streets outside those few areas with a significant Jewish population. These Jewish food businesses are kosher and primarily serve the local Jewish community. Most have no website and don’t market themselves to non-Jewish consumers.
According to YouGov / Lancaster University research (2013) there are 600,000 people in the UK who identify themselves as Jews, of whom 60% (360,000) are entirely secular. These are affluent consumers whose behaviour influences many other non-Jewish consumers. The ongoing trend towards “marrying out” has resulted in more people with a family connection to Judaism but with no personal experience. For many if not most Jews, food is central to their sense of Jewish identity.
These two consumer groups represent the majority of our potential customers. Adventurous gentiles looking for something new and secular Jews discovering or rediscovering their grandmother’s cooking. Whilst this food can be quite difficult to find, ironically many Jewish dishes are quite well known. Beigels, rye bread, challah, matzo, chopped liver, chopped herring, salt beef, pastrami, gefilte fish, etc., all have relatively high levels of consumer awareness.
The owners positioned Aron’s to fill this substantial gap in what is otherwise a very cluttered and oversubscribed market for “ethnic” food. The business is successful and shows significant further growth potential.
Aron’s Jewish Delicatessen is located in Redland, Bristol, an affluent residential neighbourhood close to Whiteladies Road and Clifton. Chandos Road has gained a reputation for successful, innovative, independent restaurants. Chandos Road is also home to the Michelin starred Wilks and No Man’s Grace. The Kensington Arms is only a short walk and another new restaurant will open soon.
The area of the business is well-served by the public transport system, with several bus stops within easy walking distance. Redland railway station is less than 10 minutes’ walk away. The area is also well served by the A-roads, with the A4018 being within easy driving distance, which links to the national A-road and motorway networks.
• 28 indoor covers (+8 garden places).
• Full A3 planning consent.
• A premises licence.
• Recently installed commercial kitchen.
• POS system.
• Other high quality fixtures and fittings.
Beautifully presented and welcoming café, windows and glazed door to front creating a light and airy interior, it really is a lovely environment in which to sit and watch the world go by and with a real high end feel to it.
Wood effect laminate flooring, 28 covers, pendant lighting, picture rail, bespoke counter with glass fronted gateaux display unit, high spec Iberital coffee machine with grinder (leased at a cost of £120 per month), generous run of wooden worktop, corner twin stainless steel sinks with black perspex backsplash and monobloc tap, 2 x silver larder fridges, undercounter storage, perimeter shelving, epos till and card machine, computer station and feature chalked menu boards.
Disabled toilet with window to rear and hand wash basin.
Ground Floor Kitchen with:
Comprehensively equipped at some considerable cost, window to rear, 2 Logik stainless steel fan ovens with full extraction system above, six burner gas hob, stainless steel deep fat fryer, stainless steel preparation benches with utensil storage below, perimeter shelving, silver larder fridge, wall mounted microwave oven, wall mounted Worcester Bosch boiler, double stainless steel sink and drainer, tiled splash back and hand wash basin.
Basement Commercial Kitchen with:
A generous room in the cellar of this period building and accessed by stairs from the ground floor kitchen, vinyl flooring, 2 x Kenwood commercial dish washers, 2 upright freezers, 2 upright fridges, 1 larder freezer, perimeter shelving, generous run of worktop with useful storage above, double stainless steel sink, monobloc tap and storage beneath, office area with desk and computer station.
There is a further store room which provides additional storage space and also contains 4 upright fridges and houses the gas and electricity meters and has the original stone flooring.
The front of the business is immaculately presented and nicely signed with on street parking immediately outside.
To the rear of the business is a delightful ‘suntrap’ garden ideal for al fresco dining, 8 covers, fully decked and with a wall mounted roll out awning.
The premises benefit from a 15 year lease.
Original lease length: 15 years
Remaining lease length: As of April 2016, 13 years 10 months left.
Review every: 3 years
Rent: £950 per month
The business operates:
Tuesday – Friday: 11.00am – 5.00pm
Saturday: 9.00am – 5.00pm
Sunday: 9.00am – 5.00pm
The business is owner run and managed with 3 x part time staff members.
Aron’s Jewish Deli is currently open for eat in and takeaway breakfasts and lunches six days / week (closed Monday). Gross average weekly revenue is approximately £2,100.
The restaurant was previously open for dinner 3 evenings /week (Thu - Sat) gross revenue was £1,250 / week. Monthly dinner events continue to be held.
Corporate catering generates an average £100 / week. Direct Marketing activity is underway to attract growth in corporate catering revenue. Grocery and merchandising a range of Aron’s branded packaged products (pickles, sauerkraut, condiments etc) will be marketed online from summer 2016.
Annualised revenue budget to
Breakfast & lunch (eat in / takeaway) £105,000
Corporate catering £5,000
Evening opening £65,000
Gross revenue £175,000
Net revenue (72%) £126,000
Cost budget to
Total costs £98,750
Forecast EBITA (% margin) £27,250 (16%)
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