House of shrimp bet in new business front

After verticalization of operations two years ago with the purchase of a refrigerator in Beberibe (EC), the House of shrimp aims to circumvent the Brazilian crisis becoming a peculiar fish industry, with direct sales over the internet. Amid the sales downturn in the food courts of malls, the restaurant chain decided to bet on the shrimp industry and sales of fish imported nobles with the goal of quadrupling its sales until 2019.
The project, conceived precisely from the purchase of the refrigerator, was ready to be officially released last month, with completion of the construction of a distribution center in Cotia, in the greater São Paulo. With that, the House of shrimp believes can make the dishes on the menu of the store to smaller cities, crossing the border of about 800 thousand consumers monthly go to more than 150 stores in the group.
The need for change in the strategy of the business House of shrimp, which since the 1990 comes expanding the number of stores and franchises, was clear in 2013, said the amount the President and founder of the company, Fernando Perri. "It was clear that the crisis was coming, and if we didn't do anything, couldn't handle," he argued, citing the need to find exits before the drop in sales in October, the reduction was 17%.
It was in this context that emerged the purchase, for about $ 3 million, the refrigerator of Beberibe, located around shrimp-producing farms in captivity. "I needed to have a fridge to cut costs and ensure the supply," said the Manager. With the acquisition, the cost of House of shrimp in the purchase of raw material-the shrimp is processed in the company's industry in Cotia-ever fell 9%, estimated Perri.
Since the acquisition of Ceará, the refrigerator House of shrimp invested r $ 22 million. With these features, most of the box itself, the company modernized the fridge, built the distribution center and expanded the production capacity of the processing industry.
According to Perri, both the refrigerator industry are quite idle, which will lead to a strong increase in production. In the fridge, the capacity to process 1.5 thousand tons of shrimp per month. Today, the company only produces 100 tons that are consumed in the stores. In the case of industry, capacity utilization is at only 25%.
The last step of the structuring of the project, now underway, is the definition of franchisees that will represent the sales business of fish the domicile of House of shrimp. "More than 1.1 thousand franchisees want to represent us," said Perri. With the exception of Rio de Janeiro and São Paulo, where the House of shrimp will make sales directly to consumers in the rest of the country will be used the franchise system. In practice, the franchisee will be responsible for final delivery of products in a given municipality.
The expectation of Perri is that return on investment is fast, both for the company and the franchisees. "Without being optimistic or pessimistic, I'd say it's possible to get return in 15 months," predicted the entrepreneur. In the medium term, home sales will also become the front of most important business of the House of shrimp, surpassing even the stores of the company.
Currently, the House of shrimp about 200 million R$ of invoice, but Perri estimates that the project could expand the company's revenue to about 800 million R$ in four years.
Initially, the "e-commerce" of the company, called Villa at home, will focus on the sales of fresh shrimp and ready meals-bobó de camarão, shrimp Stroganoff and breaded shrimp, among other well-known products in the shops that the network has in the malls.
Secondly, the company also intends to commercialize cod, halibut and lobster. "At first, we sell 30 to 40 products. But we're going to have more than 300 products in the future, "he said.
In the evaluation of Perri, the concept of "e-commerce" fish of House of shrimp will have advantages over traditional retailers. According to him, the company's products will be about 30% cheaper and will seal the net. "The brand will give support for something which before had no guarantee," he said, making a clear allusion to the strategy of JBS Friboi branded. "Until recently, the beef also had no brand," he said.
Aside from the internal market, the House of shrimp also evaluates export the processed products. Another project under consideration is the creation of physical stores franchises of fish, an idea suggested by franchisees. "It's something I hadn't thought of, but I'm prone to do.