A CONTEMPORARY

NORDIC COFFEE
CONCEPT

FOR THE DESIGN & GASTRONOMY DRIVEN

3RD WAVE CAFÉ & COFFEE SHOP MARKET
IN SOUTH ASIA & THE GCC REGION

COPENHAGEN | LAHORE | MAY 2023


VISUAL GASTRONOMY…
CONTRA WAS CONCEIVED IN COPENHAGEN AND
EXECUTED ITS FIRST BRANCH IN AN UPSCALE
LOCATION OF LAHORE, PAKISTAN, IN 2021.
CONTRA HAS BECOME KNOWN FOR A DISTINCT FOOD
& BEVERAGE OFFERING, THAT UNITES
MARKET-LEADING INGREDIENTS AND AUTHENTIC
RECIPES WITH INSTAGRAMMABLE AESTHETICS. WE
CREATE VISUAL & TASTEFUL GASTRONOMY, THAT
ENABLES US TO COMMAND A PREMIUM PRICING.
WITH TASTEFUL DESIGN…
NORDIC DESIGN IS WELL-APPRECIATED IN BOTH
POPULAR AND FINE SEGMENTS OF CONTEMPORARY
DESIGN. WE HAVE CREATED A TASTEFUL IDENTITY
WHICH IS LIGHT, ORGANIC, AND BASED ON WARM
MINIMALISM, INCL. CURATED ELEMENTS OF FINE
NORDIC DESIGN.
OUR DIFFERENTIATED TASTE, LOOK AND FEEL ARE
ALL REPRESENTED IN OUR SERVINGS, PACKAGING,
ARTWORK, AND OUTLET DESIGN.
THE CONTRA SIGNATURE
- WHAT WE HAVE BECOME KNOWN FOR -
…CREATING THAT NORDIC ‘HYGGE’
THE CONCEPT OF "HYGGE" HAS BEEN EXPORTED
FROM DENMARK AND HAS COME TO BE ASSOCIATED
WITH A NORDIC WAY OF LIFE. HYGGE IS A
NORWEGIAN AND DANISH WORD FOR A MOOD OF
COZINESS AND COMFORTABLE CONVIVIALITY WITH
FEELINGS OF WELLNESS AND CONTENTMENT.
OUR SETTING, SERVICE AND AMBIENCE IS OFTEN
REVIEWED AS HAVING A SERENE QUALITY, THAT
MAKES FOR A ‘HYGGE EXPERIENCE’.
 CONTRA THROUGH THE EYES OF OUR GUESTS

THE CONTRA MACARONS ARE A POPULAR SIGNATURE PATISSERIE ITEM, AND ARE ARRANGED IN A COLORFUL VARIETY AT FRONT OF COUNTER

OUR SAVOURY ITEMS ARE TYPICALLY ARRANGED IN

STRIKING ARRANGEMENTS AND PLATTERS

OUR MONOLITHIC COUNTER

IS A DISTINCTIVE FEATURE
SHOWCASING OUR BEVERAGES
AND ARTISANAL PATISSERIE ALL IMAGES ARE USER GENERATED CONTENT
TAGGED ON OUR INSTAGRAM PAGE
@CONTRACOFFEE.PK
BACKGROUND OF THE BRAND
CONTRA IS FOUNDED BY A HIGHLY EXPERIENCED MANAGEMENT TEAM
FOR A PREMIUM PAYING AND LOYAL CUSTOMER SEGMENT
IN THE QUALITY-DRIVEN MARKET.

IN A MARKET DOMINATED BY FAST CASUAL COFFEE FORMATS, WITH INDISTINCTIVE

FOOD AND BEVERAGE OFFERINGS, WANING PROFITABILITY, AND ILLOYAL
CUSTOMENTRA HAR BASES, COS SET OUT WITH A DISTINCT CONTRA-PROPOSITION;
THAT IS WHY WE REFER TO THE CONCEPT AS ‘CONTRA’!

CONTRA AIMS AT BEING A COFFEE, PATISSERIE, AND DELI/CAFÉ FORMAT THAT

UNITES SPECIALTY BEVERAGES, ARTISANAL PATISSERIE, AND INSTAGRAMMABLE
FOOD & BEVERAGES FOR THE QUALITY AND DESIGN CONSCIOUS SEGMENT.

BUILDING ON YEARS OF FOUNDING AND OPERATING EXPERIENCE FROM

a) MOCCA COFFEE (PAKISTAN), b) MEYERS (DENMARK), AND c) SEPTEM SYSTEMS
(PAKISTAN, GCC, AND NORTH AMERICA), THE TEAM HAS CONCEPTUALIZED, EXECUTED,
AND PROVEN THE CONCEPT IN AN UPSCALE LAHORE MARKET.

a) MOCCA WAS THE FIRST HIGH-END THIRD-WAVE COFFEE FORMAT IN PAKISTAN,

WHICH UNITED MICRO-ROASTED COFFEE, GOURMET FOOD AND
SCANDINAVIAN DESIGN. b) MEYERS IS THE LEADING HIGH-END FOOD & BEVERAGES
GROUP IN SCANDINAVIA, HAVING CO-FOUNDED THE WORLD’S NO. 1 RESTAURANT
NOMA AND THE GREAT NORTHERN FOOD HALL AT GRAND CENTRAL STATION IN NEW
YORK CITY. c) SEPTEM SYSTEMS IS A TECHNOLOGY, CONSULTING, AND SERVICES
COMPANY WITH A FOCAL POINT OF HELPING AND ASSISTING ORGANIZATIONS AMIDST
RADICAL BUSINESS AND TECHNOLOGY TRANSITIONS.

CONTRA IS DESIGNED TO BE SCALABLE WITH MULTIPLE FORMATS DESIGNED TO

OPTIMIZE THE LOCATIONS; FROM FULL HIGH-STREET OFFERINGS TO SMALLER
LOCATIONS. LOCATION, QUALITY AND EXECUTION WILL REMAIN KEY.
 CONTRA FOUNDERS & MANAGEMENT

Copenhagen Business School, Denmark

Regional Manager – Mocca Coffee

IMD Business School, Switzerland

UNICEF, UNDP, IEEE Conference

LUMS Business School, Lahore

Managing Partner – Contra

ADAM USMAN TALAL ANWAR NAVEED LATIF
CONCEPT & EXECUTION INVESTMENT & STRATEGY OPERATIONS & MANAGEMENT

ADAM HAS DESIGNED, DEVELOPED, AND TALAL HAS INVESTED, STRUCTURED, NAVEED HAS PROJECT MANAGED,
EXECUTED THE CONTRA CONCEPT. AND PROFESSIONALIZED CONTRA. PRE-OPENED, AND OPERATED CONTRA.

HE PREVIOUSLY FOUNDED MOCCA HE PREVIOUSLY FOUNDED MULTIPLE HE PREVIOUSLY LED MULTIPLE OUTLETS
COFFEE IN 2009 AND SCALED THE BUSINESS VENTURES, INCLUDING A OF MOCCA COFFEE IN A REGIONAL
BRAND, WHICH HAS GROWN FROM 1 TO TECHNOLOGY COMPANY THAT EMPLOYS CAPACITY OVERLOOKING GASTRONOMY
+40 LOCATIONS IN PAKISTAN. OVER 70 RESOURCES IN PAKISTAN. AND OPERATIONS.

ADAM IS A SENIOR SALES AND TALAL REGULARLY CONSULTS TOP TIER NAVEED IS A SKILLED GASTRONOME AND
COMMERCIAL DIRECTOR FOR THE INTERNATIONAL ORGANIZATIONS, AN EXPERIENCED HANDS-ON PEOPLE
MEYERS GROUP; FOUNDERS OF THE GOVERNMENTAL DEPARTMENTS, AND MANAGER WITHIN HOSPITALITY / FOOD &
WORLD’S NO. 1 RESTAURANT NOMA. LEADING GLOBAL ENTERPRISES. BEVERAGE FORMATS.

+20 YEARS OF EXPERIENCE. +10 YEARS OF EXPERIENCE. +15 YEARS OF EXPERIENCE.

ADAM IS BASED IN COPENHAGEN. TALAL WORKS FROM PAKISTAN & UAE. NAVEED IS BASED IN LAHORE.

FRANCHISED OUTLET
INDIVIDUAL FRANCHISED OUTLETS BASED ON
INVESTMENT & ROYALTY MODEL.
CONTRA IS OFFERING PARTNERSHIP
OPPORTUNITIES FOR INVESTORS LOOKING TO
ENTER HIGH-END FOOD & BEVERAGE.
THE CONTRA TEAM WILL FULLY PROJECT
MANAGE, DEVELOP ACCORDING TO
SPECIFICATIONS, CONDUCT PRE-OPENING, AND
COMPLETE EXECUTION OF NEW OUTLETS.
PARTNERS ARE REQUIRED TO PROVIDE
UPFRONT INVESTMENT, WORKING CAPITAL,
AND ONGOING ROYALTIES AFTER OPERATIONS.
CONTRA WILL PROVIDE CONTINUED SUPPORT.
REGIONAL RIGHTS
REGIONAL MASTER FRANCHISE RIGHTS FOR
EXPERIENCED AND RESOURCEFUL INVESTORS.
CONTRA IS ALSO OFFERING PARTNERSHIP
OPPORTUNITIES TO INVESTORS LOOKING TO
SECURE REGIONAL RIGHTS OF THE BRAND.
THE PARTNER WILL ENSURE THE ONWARD SALE
OF A SPECIFIC NUMBER OF OUTLETS IN A
DESIGNATED REGION.
THE CONTRA TEAM WILL EXECUTE PROJECT
MANAGEMENT, DEVELOPMENT, AND
PRE-OPENING OF OUTLETS IN COOPERATION
WITH INDIVIDUAL LOCATION PARTNERS.
- PARTNERSHIP OPPORTUNITIES -
GROW WITH US
CONCESSIONS
LOCATION-SPECIFIC, SHOP-IN-SHOP,
AND CAPTIVE AUDIENCE SETTINGS.
THE CONTRA TEAM HAS UNIQUE CONTRACT
CATERING EXPERTISE, WITH SMALLER
SHOP-IN-SHOP OR CONCESSIONS IN PUBLIC
AND CULTURAL INSTITUTIONS, ENTERPRISE
HEADQUARTERS ETC.
OPPORTUNITIES ARE AVAILABLE FOR CAPTIVE
AUDIENCE SETTINGS, WHERE PARTNERS CAN
INVEST IN SMALLER SETUPS, BASED ON AN
INVESTMENT AND REDUCED ROYALTY
STRUCTURE.
 HOW IT STARTS:
WE TAKE A LOCATION WITH POTENTIAL…

WHAT WE WILL DO
OUR APPROACH IS TO DESIGN, MANUALIZE, AND EXECUTE IN CLOSE
COOPERATION WITH OUR PARTNERS. WE INSIST ON HANDS ON
INVOLVEMENT AND WILL ENSURE END-TO-END QUALITY & EXPERIENCE.

AS OUR PARTNER, WE WILL EXPECT YOU TO PROVIDE REQUIRED CAPITAL INVESTMENT

AND ALL ADMINISTRATIVE AND MANAGERIAL ASSISTANCE TO ESTABLISH, OPERATE
WHAT WE DO: AND SCALE YOUR BUSINESS.
WE ARE IMAGINEERS,
ARCHITECTS,
IN TURN, THE CONTRA TEAM WILL ENSURE HANDS ON INVOLVEMENT:
DESIGNERS,
AND HANDS ON…
NAVEED WILL PROJECT MANAGE THE BUILD-OUT AND ESTABLISHMENT PHASE OF THE
PROJECT AS WELL AS LEAD PRE-OPENING EFFORTS AND EXECUTION OF GOING LIVE.
FURTHER THE DAILY FRONT-OF-HOUSE AND KITCHEN OPERATIONS WILL BE THE
OVERALL RESPONSIBILITY OF NAVEED.

ADAM WILL PROVIDE COMPLETE DESIGN, ARCHITECTURE, BUILD-OUT AND LAYOUT

GUIDANCE AND IMPLEMENTATION ALONG WITH OUR CONSTRUCTION PARTNER.
THIS INCLUDES THE BRANCH SETUP ALONG WITH KITCHEN INSTALLATION, FIXTURES
AND FITTINGS, EXTERIOR AND FAÇADE AS WELL AS OUTDOOR AREA.

TALAL WILL BE CLOSELY INVOLVED IN ROLLING OUT THE OVERALL BRAND STORY INCL.
VISUAL IDENTITY VERSIONING FOR INSTORE, ONLINE, AND SOCIAL CHANNELS. THIS ALSO
INCLUDES DEPLOYMENT OF ONLINE ORDER AND DELIVERY PLATFORM.

THE EXTENDED CONTRA TEAM WILL ENSURE ONSITE FOOD & BEVERAGES MENU
TRAINING, DEVELOPMENT, AND ONBOARDING OF KITCHEN AND FRONT OF HOUSE
STAFF. FURTHER, ALL MENU ELEMENTS, DISPOSABLES, MERCHANDISE AND
PRE-OPENING EXECUTION WILL BE MANAGED FROM OUR END.

WHAT WE CREATE: ALL MARKETING NARRATIVE AND COLLATERAL WILL BE MANAGED FROM CENTRAL END,
OUTSTANDING SPACES IN ORDER TO ENSURE OUR VALUE PROPOSITION, DIFFERENTIATION, BRANDING,
WITH A SIGNATURE
CREATIVE CONTENT, AND ACTIVATION IS ALIGNED.
LOOK AND FEEL…
 23 POSTS
0 BLOGGER INVITES 23 THOUSAND REAL FOLLOWERS
0 PAID REVIEWS +1.000 TAGGED POSTS
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ON INSTAGRAM
CONTRA BELIEVES IN REAL LOVE ONLY ❤

4.9/5 ON FACEBOOK
4.4/5 ON GOOGLE

”
THEIR FOOD IS A WORK OF ART!

REALLY PEACEFUL VIBE AND GREAT AMBIENCE…

MY CURRENT FAVORITE CONTINENTAL BREAKFAST IN LAHORE!

SUCH A COSY PLACE!

COZY, WARM AND CALM AMBIENCE…

COFFEE WAS ALREADY THE BEST OUT THERE,

- EQUALLY IMPRESSED WITH COMFORT FOOD PLATTERS
Terms & Conditions for Single Unit Franchise Rights, LHR, PK
1. The rights to use Contra Coffee’s
brand name and trademark for
the term of the agreement.
2. License of business concept
know-how through initial and
ongoing training and provision of
material, operating manual,
software and business literature.
3. Final site selection to be
approved by Contra Coffee
4. 2-4 Weeks initial training at the
Contra Coffee Head Office and
Company-owned stores of the
franchisee staff. Travel,
accommodation and subsistence
to be paid by the franchisee.
5. 1 month pre-launch training in 8. Supply of lists and
the franchisee territory for the specifications of equipment,
first store will be provided by furniture, fixtures and fittings.
Contra Coffee operations
personnel. 9. Supply and customization of
software programs such as POS,
6. 01 Month post-Launch support accounting, reporting and others.
including soft opening and launch
event, on the job training and
store monitoring for the first
store.
7. Technical support in relation to
customized store designs and
layouts and provision of a full set
of customized store designs and
layouts, building material sample
charts and Provision of site
development plans.
INITIAL SUPPORT
Terms & Conditions for Single Unit Franchise Rights, LHR, PK
1. On-going provision of
management, operational,
technical advice and guidance
through telephone or electronic
communication
2. Advice and guidance in relation
to annual marketing programs
and local store marketing.
3. On-going site visits to
franchised territory as mutually
agreed.
4. Periodical review of financial
auditing and production of
updated business plans.
Franchisee to provide monthly
audit summary.
5. On-going Product/Service Mix
Analysis & Evaluation based on
historical sales.
6. On-going supply of proprietary
products at franchisee expense.
7. On-going update of operations
manual as and when deemed
necessary.
8. On-going market research and
introduction of new products,
promotions and marketing ideas.
9. Manage Marketing, Central Call
Center and complete online order
management
ONGOING SUPPORT
Terms & Conditions for Single Unit Franchise Rights, LHR, PK
FRANCHISE FEE
Single Unit Franchise Fee = USD
40,000/-Proposed Development Time
is 2-3 Months.
∙ US $20,000 with the signing of a
letter of intent
∙ US $20,000 with the signing of
Franchise Development Agreement
AGREEMENT TERM
10 years’ agreement renewable
every 10 years
MONTHLY ROYALTY MARKETING
Royalty Fees are established at 6% A minimum of 3% of the gross sales
of the Gross Sales excluding GST to be spent on Advertising /
throughout the term of the Promotion / Marketing of Contra
Franchise agreement. Coffee in the market area on monthly
basis.
CENTRAL OPS
Marketing, Call Center, Delivery
Takeaway
POS and Inventory Management,
Music
@CONTRACOFFEE.PK
www.contracoffee.pk