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®

W E L C O M E T O T H E L U C I A N O FA M I LY O F R E S T A U R A N T S
®

1 WHO WE ARE
Our story ~ La nostra storia
Our mission ~ La nostra missione
Our vision ~ La nostra visione
Our beliefs ~ Ciò in cui crediamo

12 HOW WE INSPIRE TRUE ITALIAN PASSION

13 WHY FRANCHISE WITH LUCIANO

15 F R A N C H I S E E Q U A L I F I C AT I O N S
A look inside the numbers

16 HOW WE HELP

17 W H AT O U R C U S T O M E R S A R E S AY I N G

18 FRANCHISING OPPORTUNITIES
Express Pizzeria
Neighborhood Pizzeria

33 J O I N T H E FA M I LY

34 THANK YOU
Our story ~ La nostra storia
It all began in a small town outside Naples, Italy. Our mother Lina ran a trattoria (homemade Italian,
very casual restaurant), teaching us with her own hands the skills and commitment we would later put
to use in our authentic Italian pizzas and cuisine. We learned never to settle for less than the finest and
freshest ingredients. When our family eventually left Italy for America, we brought our tradition of duro
lavoro (hard work), desire for excellence and most importantly – our True Italian Passion. We’ve kept alive
this dedication by staying true to the family recipes that have helped define us since we opened our first
restaurant in 1971.

Benvenuti nella nostra famiglia (welcome to the family), the Luciano family.
From owners and operators, to cooks and customers, we all help make Luciano what it is
today and what it will become in the future.

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Our mission ~ La nostra missione
Our mission is to bring True Italian Passion through our fast-casual dining concepts.
We achieve this by remaining faithful to our Italian heritage and family traditions,
by providing consistently thoughtful customer service and by serving delicious,
authentic Italian food every single time.

Our vision ~ La nostra visione
Continue to be the most authentic, fast casual Italian franchise.

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Authenticity ~ Autenticità
Reflective of our brand promise, our number one core value is authenticity. With
every bite, every dish and every staff greeting, we communicate the authenticity
of a Naples, Italy experience. Authenticity is not just a word with us, it’s a belief.
Everything we do from choosing the cheese to the décor must be in line with a true
Italian experience.

Dough – Always handmade from scratch daily
Sauce – A Nonna Lina recipe that uses vine-ripened tomatoes and fresh herbs
Cheese – Only the freshest and finest cheese is used for our pizza and dishes
Décor – A representation to Trattorias you may find along roadside restaurants
in Naples, Italy
Personalization – Greet every customer as if they are family

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Quality ~ Qualità Service ~ Servizio
Every ingredient used in our Italian kitchens passes a true Italian chef's quality test. Senza anici la vita non è perfetta is a saying of ours that means, “We can’t have a
Only the freshest ingredients make it into our kitchens, onto our pizzas, and into perfect life without friends.” Our core value of service comes from treating every
our pastas and salads. customer as if they were a member of our family. Everyone who walks through the
door becomes a member at our dinner table, and our staff is always sure to make
them feel welcomed.

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Heritage ~ Eredità Integrity ~ Integrità
Family, food and friends are some of the cornerstones of Italian life and culture. We make Italian food that we would serve to our family and friends. This is
Our family grows with every new friend we meet. We built not only our life around our attitude every day when we fire up our ovens. Every customer that walks
this philosophy, but our restaurants as well. Nonna Lina would always welcome new through our doors is another member of the Luciano family – and they
friends with her cooking. Her food was as bright as her smile. We have made sure that deserve the very best.
all our restaurants view our customers as family, because family always comes back.

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How We Inspire True Italian Passion
From the original recipes and authentic flavors in every dish, to the detail placed in our
restaurant décor, we bring True Italian Passion to every customer.

Our goal is to make our guests feel as if they were in our home in Naples, Italy. Ingredients,
preparation and customer interactions all communicate this one idea, ensuring that every
experience is an authentic Italian experience.

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Why Franchise with Luciano
There are so many Italian Restaurants out there masquerading as something they are not. The people that
began it all didn't come from Italy, don't use authentic Italian recipes or ingredients, and think hanging up
pictures of Italy in their restaurant make them Italian. We began Luciano's so people could not only taste
true Italian food using recipes Nonna Lina brought from Naples, Italy, but could feel as if they were in a
true Italian Trattoria.

We offer a popular, highly consumed product that individuals and families We’ve expanded internationally. In today’s consumer economy, it can be
want. Each year pizza sales increase. It has easily become a $46 billion a year difficult to compete in saturated markets. That’s why we currently franchise
industry, and PMQ Pizza Magazine states it will continue to grow. According not only throughout the US, but in Mexico and beyond. Have an idea for a
to Technomic’s Pizza Consumer Trend Report, About.com reported 68% of location? We want to hear it.
consumers order pizza for dine-in service monthly. With the trend of value
and quick offerings, Luciano is poised to continue to serve the growing We have over 40 years on the competition. Working with Luciano means
dine-in trend and the quick service with our renowned "Pizza By The Slice." you’ll have access to decades of proven knowledge and experience.
We know the industry and understand how to be successful in it. Our
Luciano's offers multiple concepts that can best fit your area and/or price experience has taken us to Georgia, Louisiana, Nevada, California, Texas,
range. You can find the concept that YOU are truly passionate about. Washington, Iowa and even Mexico.
Unlike other Italian restaurants, we offer several concepts to truly satisfy our
customers and their families. The two most prominent ones are: We’re very flexible. When we first started out decades ago, things didn’t
always go as planned and being flexible is what helped us not just survive,
1 Luciano Express - A quick service mall food court location, serving but thrive. Our brand flexibility offers freedom – the freedom to open a
a smaller, fine-tuned menu for hungry on-the-go customers. Luciano Pizzeria franchise in malls, strip centers, universities, convention
centers, plazas, airports and neighborhoods.
2 Luciano Neighborhood Pizzeria - Our most popular concept among
our customers with a cafeteria-style line serving Pizza Napoletana Opening a Luciano franchise means you’ll have access not only to
cooked in our wood-burning ovens, homemade dishes and sauces, authentic menu items and a rich heritage, but to our decade’s worth of
and a warm and inviting seating area. expertise, experience and industry-leading corporate knowledge.
We invite you to become a part of a successful franchise.

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Franchisee Qualifications How We Help You
Our previous partners have come from all walks of life, with various professional backgrounds and Building a successful franchise means more than just shaking hands and signing dotted lines. We go above
professions. There is no “ideal” franchisee; we just look for one characteristic: passion. The only and beyond to make you feel like a valued member of the Luciano family. We offer dedicated support from
qualifications needed to join our family are as follows: conception, to opening day and beyond.

Good standing credit Support. Luciano will guide you through concept, finance,
construction, training, opening and marketing. We will train your
Hands on Training. Luciano’s employees are the lifeblood of our
business. They are a big part of our success and will be of yours as
managers and key employees so everyone is comfortable with the well. We want every customer to experience uncompromising quality
Appropriate means to startup capital Luciano traditions. from location to location. We’ll work to ensure your employees
exemplify the Luciano standard of excellence.

A willingness to inspire True Italian Passion
Site Selection. Location, location, location. Luciano has a number
of brokers that will help find the best real estate and restaurant site. Marketing. Marketing is a key component to the success of any
Unsure where’s the best place to open a Luciano Pizzeria franchise? brand. At Luciano we are committed to growing that brand through
Desire for success and growth of the Luciano brand Senza Problemi (No Problem). We’ve partnered with an experienced successful marketing strategies and digital media. We put the heart
group of brokers who are able to secure top leasing spaces and soul of our company in everything from menus to social media
throughout the country. to ensure a consistent message. We also provide professionally
designed marketing materials and continued support.
Lease Negotiations. We want you to be successful from the start,
that’s why we’ll help negotiate lease terms that are in your interest. Proprietary Purchasing. We help you find the best deals on product
Minimum Net Worth: $500,000 purchasing. You’ll have control over costs and benefit from our
Restaurant Design. We work with industry leading architects and national account price structure.
Liquid Assets: $250,000 interior decorators to bring our True Italian Passion to life. We help
Initial Franchise Fee: $27,500 oversee site construction from blueprints to the punch list. Quality Control. We employ thorough control standards that help
ensure ongoing brand quality.
Term: 10 years Equipment Selection. What’s on the inside is more important than
Royalty: 5% what’s on the outside. When it comes to selecting the tools and Consulting. Our collaboration doesn’t end when your doors open.
equipment that will help your operation run smoothly, we offer We consult you through business operations so that you can achieve
Marketing Fee: 1% Current, up to 2% access to our vendors and reduce the upfront cost to you. higher margins and profit.

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What Our Customers Are Saying
TRIP ADVISOR

“This place was like finding a hidden gem, we loved it but we almost don't want the word
to spread it's so good! But credit where credit is due..they have really good food here.”
– 10jeulie

FA C E B O O K

“Amazing authentic Italian food! The staff was friendly and kept a positive vibe in the
restaurant.” – Hannach Chelf

GOOGLE

“This is the closest thing to Italy in San Antonio... I love the pizza; the salads are
always fresh. Que Bella!” – Michael Acquisto

YELP
Franchising Opportunities
“Seriously the best pizza and salads ever. I would come daily if my figure allowed it!
Express & Neighborhood
The staff is warm and welcoming” – Amber R. Our Express and Neighborhood concepts have helped establish us as today’s premier, fast-casual Italian
restaurant serving the most authentic Italian Pizza. Our continued success in over 40 years of operations
has allowed us to focus on infusing True Italian Passion throughout our locations. This commitment to
“So much love for Luciano's! The food here is marvelous, the closest thing to Italy I've detail has helped expand the reach of our Luciano family while delighting customers with an authentic
had in Texas!” – Bridget Y. Napoletana experience.

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Luciano Express Pizzeria
A quick service Pizzeria ideal for mall food court locations, strip centers, universities, convention centers,
airports and other quick service locations. Designed for a smaller, fine-tuned Italian menu and Pizza by the
Slice for the on-the-go customers with busy lives.

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Layout ~ Express
One look at our express locations and you’ll see how we stand by our promise of delivering True
Italian Passion in each and every detail. Our express concept fully immerses our customers into
Naples, Italy, setting itself apart from nearby food court vendors. We put a strong focus on our
inviting displays as we have found that to be key to increasing sales. Our Luciano Express concepts
are designed to be 783 - 1,016 square feet on average.

Blueprint 3D Rendering

Storefront

Concept ~ Express
No restaurant displays their pizzas, calzones, Stromboli, pastas and salads like Luciano. We are unique in
our display. We don't use fancy computer screens and flashing lights to show our food, because we don't
sell pictures, we sell pizzas! Our Luciano Express locations add a taste of Naples, Italy to the on-the-go
individual’s experience, both through our food and our custom designed décor. While keeping true to our
brand promise of delivering True Italian Passion, our express locations continually deliver fresh and fast
Italian cuisine to commonly stale and uninspired food courts across America.

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NORTH STAR MALL ~ SAN ANTONIO, TX INGRAM PARK MALL ~ SAN ANTONIO, TX GALLERIA MALL ~ DALLAS, TX P E N N S Q U A R E M A L L ~ O K L A H O M A C I T Y, O K

SOUTH PARK MALL ~ SAN ANTONIO, TX S H O P S AT R I V E R C E N T E R ~ S A N A N T O N I O , T X MIDLAND PARK MALL ~ MIDLAND, TX C R A B T R E E VA L L E Y M A L L ~ R A L E I G H , N C

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Franchisee Investment
Franchisee Investment ~ Express

ITEM COST
Initial Franchise Fee $27,500
Leasehold Security Deposits $3,000 - $10,000
Leasehold Improvements $120,000 - $280,000
Leasehold Rent (3 months) $9,000 - $30,000
Architectural Drawings and Fees $15,000 - $20,000
Equipment, Fixtures and Furnishings $75,000 - $140,000
Initial Food Inventory $7,500 - $10,000
Computer and POS System $6,000 - $15,000
Signage $5,000 - $10,000
Licenses and Permits $700 - $2,500
Professional Fees $1,500 - $3,000
Insurance Premium $900 - $1,500
Grand Opening $2,000 - $5,000
Start Up Funds $15,000 - $30,000

$288,100 - $584,500
Total (Low to High)

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Luciano Neighborhood Pizzeria
Welcome to a little slice of Italy – right in your own backyard. By positioning ourselves where our customers
live, we become more than just an Italian restaurant – we become a place they call home.
Our Luciano Neighborhood pizzeria locations feature à la carte ordering options serving homemade
Napoletana dishes and pizza, certified wood-burning ovens, and comfortable seating areas.

Craftsmanship and attention to detail have long been a part of Italian traditions. Because of this, we
believe that Luciano Neighborhood restaurants offer a unique business model that sets us apart from the
competition. Combining mouth-watering displays with authentic flavor means our food is as fresh as it
looks. Since we’re Italian food specialists, we’re able to offer a wide variety of menu items that cater to our
customer’s diverse tastes. The Neighborhood Pizzerias also offer a unique ability for family take out as well.
Concept ~ Neighborhood
Our Neighborhood locations put an emphasis on delivering True Italian Passion straight to the doorstep of
the community. Our casual atmosphere and timely service make Luciano an ideal dine-in venue for family
dining, company lunches and after-work drinks with friends. Capitalizing on a variety of menu items and an
authentic interior helps exceed dining expectations for a variety of occasions.

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Blueprint 3D Rendering

Storefront

Layout ~ Neighborhood
Our architects and decorators take full advantage of every detail and piece of open seating. Tables are set to accommodate couples to large families.
décor to create as authentic of an Italian experience as possible. Our layout On average, our Luciano Neighborhood concepts are designed at 3,000
takes customers through an à la carte style line, introducing them to our fresh square feet.
foods and pizzas allowing them to create their ideal meal. Each location offers

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Franchisee Investment
Franchisee Investment ~ Neighborhood

ITEM COST
Initial Franchise Fee $27,500
Leasehold Security Deposits $5,833 - $13,407
Leasehold Improvements $351,000 - $490,000
Leasehold Rent (3 months) $17,500 - $40,250
Architectural Drawings and Fees $15,000 - $20,000
Equipment, Fixtures and Furnishings $75,000 - $150,000
Initial Food Inventory $7,500 - $10,000
Computer and POS System $8,000 - $15,000
Signage $10,000 - $15,000
Licenses and Permits $1,000 - $4,000
Professional Fees $1,500 - $3,000
Insurance Premium $1,350 - $2,700
Grand Opening $2,000 - $5,000
Start Up Funds $15,000 - $30,000

$538,183 - $825,857
Total (Low to High)

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Grazie! The Luciano family wants to thank you for your consideration in joining our

Thank You
efforts in delivering True Italian Passion around the world. You’re on your way to
becoming part of our growing family.

Join the Family
Alla prossima volta!
STEPS TO BECOMING A LUCIANO FRANCHISEE (Until next time!)

1 You review Luciano’s Franchising Brochure and 5 Luciano approves your site selection and leasing
accompanying info and submit an application for your agreements.
desired restaurant concept.
6 Store design and construction begins with
2 You’ll receive an invitation to tour Luciano's offices Luciano’s architect.
and restaurants and meet our corporate staff.
7 Your training and orientation is conducted during
3 Your application is reviewed for approval. construction phase.

4 If approved, we will conduct a review where you can 8 Final inspections and approvals on location and staff
accept or decline the offer and contracts within 14 are conducted, and restaurant is ready for its grand
days. Upon acceptance, initial franchise fees are paid. opening!

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Luciano Contact Information
Corporate Office:
1870 West Bitters Road, Suite 101
San Antonio, TX 78248
1-866-349-0022
Franchise@LucianoRestaurants.com