ANNUAL REPORT 2016
“True American Barbecue” is the RIBS brand’s concept. The brand’s first restau-
rant was inaugurated in 1968 and since then all the units endeavour to be more
than just restaurants, becoming a real American experience based on the quality
of the products, a 100% original American décor, a characteristic selection of
music and a menu made up exclusively of traditional American food. That is why,
since it was created, the brand established itself in Spain as a pioneer in the most
authentic American style restaurant service.
The brand ended 2016 with a total of 243 employees and 34 restaurants: 9 of
which are owned and 25 franchised. The brand also has 3 units in the Travel
segment in Spain.
The brand’s restaurants are a living image of the American experience. With
100% of the décor and furniture being imported from the United States, the RIBS
restaurants have an authentic American style so that the customers can immerse
themselves in the atmosphere, surrounded by a truly American spirit, both regar-
ding the furniture and in relation to the dishes, prepared on 100% holm oak char-
coal grills, which are always kept alight to give the dishes a more genuine flavour.
The brand’s strategy in 2016 was focused on two main objectives: optimising the
business model in order to increase brand awareness, and expansion and sale
through franchising.
The business strategies for expanding the franchises were boosted through mee-
tings with potential investors, coverage on social networks, the creation of portals
and reformulated branding manuals. This made the brand’s expansion possible,
so that 12 new restaurants were opened, 10 of which are franchised, and 3 are
owned restaurants in the Spanish Travel segment, representing a year of signifi-
cant growth for the brand.
As far as innovation is concerned, the brand continues to look for higher quality
products and a genuine offer, constantly reviewing and reformulating the
à la
carte
menu and set menus, in order to guarantee the best customer experience.
In addition, the brand has been promoting the Big Parties concept (Halloween
and Thanksgiving, among others), turning these special days into big parties in
its restaurants.
From an operational excellence point of view, one of the main objectives for 2016
was to improve the teams’ training by creating and updating the operating ma-
nuals and through continuous assessment of the internal audit quality processes
in order to adjust the standards of quality and cleanliness in the restaurants.
SPAIN
61
