Quincy's Cafe USA inc. dba Georgia Shrimp
Company
Ant Murphy
Table of Contents
Executive Summary 3
Company Information
Problem
Solution
Business Model
Market Analysis 6
Market Segmentation
Industry Analysis
Products / Services 8
Products / Services
Marketing Plan 16
Competitive Edge
Marketing Strategy Summary
Sales Forecast / Strategy 17
Sales Forecast / Strategy
Management Summary 18
Management Team
Advisory Board
Management Biographies
Personnel Plan
Summary of Financial Plan 30
Company Growth
Finance
Profitability
Quincy's Cafe USA inc. dba Georgia Shrimp Company Page 2
Executive Summary
Company Information
COMPANY NAME: Quincy's Cafe USA
CORPORATION: "C" Corporation
FOUNDED: 2006
INDUSTRY: Hospitality
SEEKING FUNDING: Not Seeking Funding
WEBSITE: http://www.georgiashrimpco.com
Problem
Our city and state lacked a high quality seafood restaurant that can provide a comprehensive, varied menu, fair
prices, and top notch dine-in capability.
Our market research has shown a strong demand for a seafood restaurant that can provide a fine dining experience
combined with entertainment and a warm sophisticated atmosphere.
Solution
Mission Statement
The company's goal is success on many levels.
In attaining our first goal by making the business financially viable we try to consider:
The effect of our products on the health and well-being of our customers and our staff alike
the impact that our business practices and choices have on the environment, and the community
the high level of attitude, fairness, understanding and generosity between management, staff, customers and vendors
our goal which is to gain overwhelming popularity by offering a freshly different alternative combining food, service and
atmosphere whilst maintaining a very affordable concept
Keen awareness of these factors gives us a sense of purpose and meaning far beyond mere finacial goals.
Our philosophy is one in which we strive to make you feel as though you are dining in our own home.
Take a load off and chill with us a while, indulge in the lost art of relaxed, unhurried dining. Revisit the days of
meaningful dinner conversation while we pamper you and do our utmost to provide a warm friendly atmosphere.
Our cuisine is fresh and simple; we pride ourselves in creating new and innovative fresh fish specials each day with
our Euro/South African flair. Fresh fish is delivered to us up to six days a week.
We offer an interesting array of wine which is fairly heavily influenced by our South African roots. Chat to Ant and
we will find the right wine for your palette.
Save space for dessert and you’ll be sure to stay in good favor with the Lady of the House.
Our full ‘live’ jazz program is sure to keep your foot tapping. Come on! Let us entertain you!
Quincy's Cafe USA inc. dba Georgia Shrimp Company Page 3
Solution
Quincys Cafe USA inc. dba The Georgia Shrimp Company -
a full service full ala carte restaurant offering the best food, service and atmosphere on the south side of Atlanta
with a live music program that all but carries live jazz on the South Side of Atlanta
non-chain individuality bringing back the style and flair so sadly lacking in society today
we have no competitors in and around Peachtree City as far as serving seafood is concerned and just two or
three full ala Carte restaurants in town
our secret involves constant management of every aspect of our business starting with absolute consistency of
product, friendly professional service and an actively managed atmosphere with constant attention to style of
music and the volume at which it is played. We also pay keen attention to lighting and comfort. To this
end, subtle changes throughout the evening in things like lighting and air temperature
Business Model
Quincy's Cafe, a South African Restaurant company
based in Pietermaritzburg, Kwa Zulu Natal, South Africa.
157 Victoria Road, Victoria Centre, Pietermaritzburg 3201, South Africa. 033 345 4360,
was opened in 1998 to fill a niche in Pietermaritzburg for an upmarket café. It is well located in the Victoria Centre and was
immediately popular. The menu concentrated on quality breakfasts and lunches, and although a dinner menu was available, it
was set at a much lower key.
In 2001 when Quincy’s Café changed hands, new owners, Mark Brokensha and Ant Murphy decided to keep everything
pretty much the same but increase the emphasis on the dinner trade. A new menu was designed that focused on evening fare,
whilst retaining the feel of the daytime menu. All items on the menu are available whenever our kitchen is open, so if you feel
like Oxtail or Ribs at 7:30am after a hard night carousing, or maybe a cheese and mushroom omelette after movies and before
bed, Quincy’s is geared for it!
We do our best to accommodate any special requests you may have and will mix and match our menu to suit where
necessary. It is wise to remember that we are not Halaal as we serve breakfasts with bacon and have other pork products
prepared in our kitchen.
We are fully air-conditioned and have a huge parking area adjacent to the restaurant, and are 50m away from the Virgin
Active Gym if you need to appease your conscience!
There is a unique angular, granite-topped bar separate from the dining area which is ideal for pre-dinner drinks or a beverage
whilst waiting for a table. Casual, non-dining bar patrons are welcome, although the interior of the restaurant, (bar included) is
smoke free. We have an extensive, (60 seat) covered and weather-proof veranda with a separate entrance adjoining the main
dining room, which is perfect for those who enjoy a smoke before/after/during their meal. This outside area is cooled by large
fans in summer and heated with gas heaters in winter.
We attribute our continued progress to the stability of our staff and management, strict maintenance of standards, solid
training, permanent management supervision and a genuine desire to please, which is reflected throughout our workforce.
Warm ‘Maritzburg hospitality, good value, generous portions, friendly, professional service and delightful dining await you at
Quincy’s.
Come and join us!
Going Abroad
The South African Market, small as it is, demands incredible versatility and with the political climate becoming more
and more unstable, my partner, Mark Brokensha and I decided to investigate the markets abroad.
The political climate, particularly in the countries on our Northern borders, prompted us to think outside the box and the
descision was made to diversify our business beyond our shores.
Mark Brokensha, who is a little older and has no dependants is very comfortable in Pietermaritzburg with all the comforts of
life adequately supplied by our resilient little business and is more than happy to remain in Pietermaritzburg and run the South
African operation. With me being a family man and my children at the very start of their education, 'grade one', it was logical
that I who have concerns about the future of my children in South Africa, go abroad and investigate the exciting prospects and
opportunities afforded by the huge and diverse market in the USA.
Our self belief, which has been borne out by our succes thus far was that we had the neccesary experience, with twenty five
years each in the industry, to make a great success in the land of opportunity. Our experience through some very testing
political times has stood us in good stead through the financial crash and struggling economy which the world faces right now.
Our business has held firm and we have made ourselves an institution South of Atlanta with our consistency of food quality
and service as well as our dedication to the arts.
As CEO of Qiuncy's Cafe USA inc, Anthony Murphy investigated the market and drew the conclusion that there was a niche
in the market for a great fresh fish and seafood concept. Most restaurants in the south seem to be very specialized so this is
how we started and have grown into the full ala Carte concept that we are today.
The Birth of - Quincy's Cafe USA inc, dba Georgia Shrimp Company
'The Shrimp' is a full service full ala Carte restaurant. We provide take out as well as dine in service. Our dining areas
contain 33 tables with a seating capacity of 120.
Take out orders are accepted by telephone or fax.
Quincy's Cafe USA inc. dba Georgia Shrimp Company Page 4
There are three distinct dining areas, the cozy room which is comprised entirely of booths, the entertainment room which has
tables and chairs, linen napkins and table cloths, a stage for our live jazz bands and a bar where our many regulars love to
come and enjoy the music.
Sales Projections: We used the national averages obtained from the National Restaurant association. Based on our average
ticket of $17.50 and the size of our restaurant we realize 1.6 daily seat turnover.
1.6 X 120 seats = 192
192 X $17.50 = $3360 per day X 7 days = $23520 per week
$23520 X 4.3 weeks = $101136 monthly average sales
Monthly sales projections varied due to monthly sales fluctuations in the industry and the impact of the economic depression
we are all facing at present.
We constantly re-invest in additional equipment and inventory and doubled our square footage in the summer of 2008 as well
as added a covered patio.
Our hard work and innovative stlye has seen us remain stable and in fact even show growth in spite of the effects of the
economic crisis.
We have been forced to slow down our growth into future locations temporarily while we ride out the economy.
It is our intention to roll out at least six future locations and we are constantly entertaining landlords as they attempt to entice
us into their facilities.
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Market Analysis
Market Segmentation
Customers
The Georgia Shrimp Company seeks to provide an enjoyable dining experience for lunch and dinner. Our prices are moderate providing an affordable lunchtime
option for people employed in the area as well as for families who primarily visit us during dinnertime.
Census data shows that of the total population of Peachtree City 30269 which is 38790. The Median age is almost 38 with a strong leaning towards families and
retirees. 28511 whites, 1945 African Americans, 1203 hispanics and 1108 Asians.
Chartered in 1959 Peachtree city is a planned city with people from just about anywhere you can think of by virtue of it's uniqueness and it's proximity to
the incredibly busy Hartsfield Jackson Airport. A large percentage of Peachtree City families are airline employees ensuring an extremely diverse palate.
The most popular occasions to eat out include birthdays, Mother's Day and Valentine's Day. More than 50 percent of all consumers visit a restaurant on their
birthdays making this the most popular occasion to eat out. August is the most popular month to eat out, and Friday is the most popular day of the week for
dining out in Peachtree City.
There are many large businesses in our area including huge facilities for Panasonic, TDK, Hoshizaki and NCR. Employees from these businesses, we feel, will
provide the base for our lunchtime business. We see people come in regularly from these giant businesses.
Market Analysis
As mentioned previously, our primary lunchtime traffic will be comprised of businesses in the area. They are numerous and range from manufacturing
companies to retail to service businesses.
Families and local residents within a three-mile radius will make up a large percentage of our dinnertime traffic along with a good steady amount of corporate
business.
Our restaurant is decorated tastfully with a 240 gallon aquarium as the center-piece. The atmosphere is conducive to family and sophisticated dining alike.
Restaurant sales are experiencing modest but steady growth in spite of some very established and previously popular businesses being forced to close their
doors
We do not have a college in Peachtree City and as such we find the late night trade a little slow. However we are ungrading from a beer and wine license to a
full alcohol license in the second half of 2010, this alone will generate a 5 to 10 percent increase in revenue. Our bar area has up to now been television free but
we are installing a roll-away big screen and high definition projector so as to take advantage of the upcoming soccer world cup. This is an easy decision given
the large British and European population in Peachtree City. The media system will then be in place for the international rugby season as well as football mania
come November.
Retired people are another great target market in Peachtree City with the great golf cart paths linking all four city courses and canongate golf providing access
to all the clubs for it's members.
Industry Analysis
Mon Jun 14, 2:45 pm ET
WASHINGTON, June 14 –
As restaurant industry outlook improves, summer forecast shows positive growth
WASHINGTON, June 14 /PRNewswire-USNewswire/ -- Restaurants are expected to add 428,000 jobs this summer season, a 4.6 percent increase over the
March 2010 employment level, according to National Restaurant Association projections released today. America's restaurants are the nation's second-largest
private-sector employer and job-creator—with nearly 13 million employees—a number projected to grow by more than one million positions in the next decade.
"In these tough economic times, restaurants are playing an ever more important role in their communities, creating jobs and economic opportunity for our
nation," said National Restaurant Association President & CEO Dawn Sweeney. "Every dollar spent in restaurants generates an additional $2.05 spent in the
overall economy," she added.
"Restaurant industry job growth has been positive for the first five months of 2010, paving the way for additional growth in summer employment," said Hudson
Riehle, senior vice president of the research and knowledge group for the Association.
The restaurant industry is usually the nation's second-largest creator of summer jobs – ranking behind the construction industry only. Eating and drinking
places added 422,100 jobs (a 4.6 percent increase) during the 2009 summer season, and 352,900 jobs (3.7 percent increase) during the 2008 summer season.
Last year, however, the construction sector only added 259,300 jobs during the 2009 summer season, well below hiring in the restaurant industry.
The states projected to add the most eating and drinking place jobs during the 2010 summer season are New York (38,300), California (30,400), Texas
(28,100), Massachusetts (24,800), New Jersey (24,600), Illinois (19,900), Ohio (19,800) and Michigan (18,600).
The states projected to register the largest proportional employment increase during the 2010 summer season are Maine (30.9 percent increase) and Alaska
(26.0 percent increase).
For more information and summer employment projections by state and trends, visit www.restaurant.org/pressroom.
Founded in 1919, the National Restaurant Association is the leading business association for the restaurant industry, which comprises 945,000 restaurant and
foodservice outlets and a work force of nearly 13 million employees. Together with the National Restaurant Association Educational Foundation, the Association
works to lead America's restaurant industry into a new era of prosperity, prominence, and participation, enhancing the quality of life for all we serve. For more
information, visit our Web site at www.restaurant.org.
SOURCE National Restaurant Association
More than 50 percent of all consumers visit a restaurant on their birthdays, making this the most popular occasion to eat out. Mother's Day and Valentine's Day
are the next two most popular days to eat out. These facts are reported by the National Restaurant Association.
Quincy's Cafe USA inc. dba Georgia Shrimp Company Page 6
Numbers Employment Almost one in 10 working Americans work in restaurants. 1955 www.restaurant.org 25% 49% The Food Dollar Restaurants’
share of the food dollar is rising. Present Sales The U.S. restaurant industry’s sales in 2010 will exceed a half-trillion dollars. $580.1 $379.0 $239.3 $119.6 $42.8 * Projected Source:
National Restaurant Association 1970 1980 1990 2000 2010*
Georgia
Restaurant Industry at a Glance
www.restaurant.org
Restaurants in Georgia are a driving force in the state’s economy. Their sales generate tremendous tax revenues. They provide jobs and build careers for thousands of people. They also provide
healthful options for their guests, give back to their communities, and work to reduce their impact on the environment. Visit www.restaurant.org to learn more about what the restaurant industry
does for Georgia and the nation in four key areas: profitability and entrepreneurship, jobs and careers, food and healthy living, and sustainability and social responsibility.
Georgia Restaurants by the Numbers …
In 2010, Georgia’s restaurants are projected to register $14.4 billion in sales.
Restaurants employ 385,100 people in Georgia.
Jobs
Sales
Restaurant and foodservice employment in Georgia
In 2008, there were 16,131 eating and drinking places in Georgia.
Locations
443,600
385,100
15.2% job growth
expected by 2020
58,500 new jobs
The Power
of $1
Every $1 spent in Georgia’s restaurants generates an additional $1.31 in sales for the state economy.
2010*
2020*
* projections
Every extra $1 million spent in Georgia’s eating and drinking places generates an additional 29.2 jobs in the state.
The Power
of $1 Million
Restaurant jobs represent 10 percent of employment in Georgia.
www.garestaurants.org
Source: National Restaurant Association
Quincy's Cafe USA inc. dba Georgia Shrimp Company Page 7
Products / Services
Products / Services
The Georgia Shrimp Company offers a large range of services. We have extensive outside catering menus available and have picked up steadily with outside
functions since we began marketing that service. We are constantly catering functions for a lot of the churches in the area and do a few charity events each
year.
Our wine list is superior to any in the area and our staff are very well trained. We offer 5 course wine dinners each month and have attached the wine dinner
menus from the past twelve months.
Our menu has something for everyone, with shrimp cooked almost any way you can think of and our fresh fish specials are unrivaled anywhere. Our fish is
delivered six days per week by Inland Seafood who have been flying in fresh fish, frozen and on ice, for many years. Our Head Chef and General Manager,
Sean Baur, works closely with our well trained and experienced kitchen team to produce exciting and inovative new ideas all the time. Our menus which will
accompany this business plan have a diversity which is almost a lost art in the south. Apart from fish we offer seafood from lobster to oysters, we also offer
lamb, steak, pork and chicken dishes as well as good southern favorites like Shrimp and Grits. Our kids menu is also popular and I have it on good authority
that we sell the best mac n' cheese out there.
We do not enter into price wars and choose to keep our prices fair but profitable in order to afford the best quality ingredients and also enabling us to better
afford quality staff and pay them fair wages. We are competitive with other higher end restaurants but we do not try to compete with chain pricing. We do have
a fairly well off community but the large retired community are careful with money so we are careful with our pricing.
We do not offer any credit or terms of any kind.
The entertainment offered at the restaurant is offered four to five nights per week, Sunday through Thursday each week. The attached monthly calenders detail
the extensive, high quality full accoustic jazz which we provide to people in Fayette, and surrounding counties. Indeed on Tuesday evenings, our jazz jam
session attracts many of Atlanta's top musicians.
We have a limited number of retail items available such as prei-peri sauce, and our very unique tartar sauce and fresh home-made balsamic vinaigrette.
We also encourage special occasions such as wedding rehearsal dinners and seldom have a weekend without one or two.
The Wine List
"Sorrow can be alleviated by good sleep, a bath and a glass of good wine."
St. Thomas Aquinas 1225 - 1274
Semi-Sweet
Riesling, Chateau Ste. Michelle, Washington State 6.95 26.95
Riesling characters of juicy peach, apricot, ripe pear and citrus with subtle slate and mineral notes.
Riesling, Columbia, Columbia Valley, Washington State 8.95 32.95
Frangrant honey, pear and apricot aromas that lead to delectable fruit flavors and crisp acidity.
Works well with spicy foods or fresh fruity sauces and flavors.
White Zinfandel, Beringer, California 5.95 23.95
Fruity, refreshing and easy to drink, this is America’s favorite White Zinfandel.
Sweet
Special Late Harvest, Nederberg, South Africa 6.95 26.95
This golden syrupy gem has aromas of raisins and sultanas.
Viscous, creamy and sweet as you please, perfect with desserts.
Sparkling (Celebration) Wines
Celebration Bubbly - we keep it interesting, ask your server what's on the menu today 6.25 37.95
Iron Horse Sparkling Brut, California 59.95
A classy blend of 75% Pinot Noir and 25% Chardonnay aged an average of four years on the yeast in the bottle.
Wonderfully rich and creamy, it sends all kinds of memory bells that say "Champagne", though the fruit is unmistakably
Green Valley of Russian River Valley, this is vintage quality in every sense of the word.
Banfi Rosa Regale, Brachetto, Italy - (strawberry juice) -250ml 14.95
Aromatic with a hint of rose petals and raspberries, delightfully vivacious and festive.
"I am drinking the stars!"
Dom Perignon, on his first sip of bubbly Champagne
Dry and Crisp Whites
House Pinot Grigio – we keep it interesting, ask your server for a taste 6.50 24.95
Pinot Grigio, Bottega Vinaia, Italy 8.95 33.95
This beautiful wine has an alluring floral perfume, with rare intensity for a Pinot Grigio.
It is fresh, dry and flavorful with a firm structure and a lingering finish, full of character and finesse.
Grand Cuvee, Boschendal, South Africa 10.95 39.95
An aroma of herbs, asparagus and grasses characterizes this crisp dry Sauvignon Blanc with an exquisite balance and hints of
spice and tropical fruit. These complex flavors, enhanced by French oak are harmonious on the palate with a lingering finish.
Quincy's Cafe USA inc. dba Georgia Shrimp Company Page 8
Blended White (off-dry)
The Hermit Crab, d’Arenberg , Australia- Viognier/Marsanne 8.95 34.95
The aroma is characterized by peach stone and citrus notes with a ground almond background.
The palate is vibrant and expresses ripe tropical fruits, a hint of ginger and a dry green melon character.
Good flowery, nutty mineral notes give this wine an attractive finish. Great with seafood!
The Wine List
"Wine makes daily living easier, less hurried, with fewer tensions and more tolerance." Benjamin Franklin 1706 - 1790
Medium White (off-dry and Fruity)
House Chardonnay– we keep it interesting, ask your server for a taste 5.95 22.95
Chardonnay, Saddlerock, Santa Monica California 8.95 34.95
Hints of Braeburn apples and tropical fruits fused with floral notes of honeysuckle and lemon blossom.
The aromatics transcend on the palate with sweet citrus and light acidity leading to an elegant crisp finish.
Chardonnay, Chehalem ‘Inox’, Un-oaked, Oregon USA 8.95 34.95
Crisp, steely and fruit rich in the old world style, this delicious Chardonnay exhibits pin-point fruit with
explosive aromas and flavors.
Chardonnay, Glen Carlou, South Africa 9.95 37.95
A full bodied Chardonnay, fruit driven, it has a fresh lime green aroma, green fruits and nutty butterscotch.
Ripe apple, hints of toffee and spice, subtle melon and citrus flavor displaying exceptional balance between fruit and acidity.
Chardonnay, EQ (Equilibrio), Matetic Vineyards Chile 10.45 39.95
This is a very elegant and concentrated Chardonnay with intense but delicate aromas of ripe fruit mixed with great minerality. Powerful in the mouth with good
acidity, it has touches of spice with caramel notes and great structure. Good with seafood.
Chardonnay, Stags' Leap, Napa Valley, California 11.95 44.95
A wine with exquisite balance and a delicious intersection of richness and minerality, a luscious aroma of honeysuckle
greets the nose, following through to flavors of green apple and orange peel on the palate.
The mid-palate is round with a creamy mouthfeel from aging on the lees.
Chardonnay, Beringer Private Reserve, Napa Valley, California (Kim’s pick) 14.95 54.95
The 2008 Chardonnay Private Reserve (always one of California's top Chardonnays), has aromas of sweet vanilla and lemon oil which evolve into flavors of
lemon custard and honeyed hazelnuts.
The rich, luscious mouth-feel is perfectly balanced by bright citrus notes. This wine is a wonderful example of how complex and simultaneously charming
Chardonnay can be.
“He who loves not wine, women and song, remains a fool his whole life long.”
Martin Luther Snr. 1777
Sauvignon Blanc
Sauvignon Blanc, Clifford Bay, New Zealand 7.95 28.95
Intensely aromatic with stone fruit notes, it is distinguished by strong mineral and white currant flavors, underpinned by zesty acidity.
Sauvignon Blanc, Main Street, California 7.95 28.95
This bright, aggressive wine has earthy melon-like flavors with citrus and tropical fruit and a remarkably refreshing finish.
Sauvignon Blanc, Boschendal, Reserve Collection, South Africa 10.50 38.95
Pale straw in color, this complex, well-balanced wine is filled with tropical fruit flavors of pear and gooseberry and
has a long, clean finish. The herbaceous aroma is typical of the Boschendal area and bottle maturation gives the wine body and depth.
Rosé
Rose, Etude, California 10.95 28.95
This salmon pink Rosé of Pinot Noir offers vibrant aromas of fresh frambois strawberries, red cherries and sweet blood oranges. Flavors of strawberry
rhubarb and cherry persist on the palate and combine with a pleasing note of minerality.
The Wine List (Reds)
“Days of wine and roses laugh and run away, like a child at play.”
Johnny Mercer (1909-1976)
House Red - we keep it interesting, ask your server for a taste 5.95 23.95
Pinot Noir and Pinotage
Pinot Noir, Fog Head, Monterey Bay, California 8.95 32.95
Slow matured in the moderate temperatures of the fog covered Monterey Bay Valley, this wine exhibits dark berries,
black cherry and caramel accent the allspice, rose petals and soft hints of vanilla culminating in a smooth lingering finish.
Pinot Noir, Jargon, California 7.50 28.95
This wine exhibits bright seductive flavors of black cherry, with a hint of strawberries, cola and tobacco.
The smooth silky palate has good structure and complexity whilst being fruit driven with great balance.
Pinot Noir, Erath, Willamette Valley, Oregon 11.95 42.95
Black cherry aromas, underscored by sweet mandarin orange greet the nose as warm, clove-laced vanilla wafts gently
among subtle hints of anise and caramel.
Quincy's Cafe USA inc. dba Georgia Shrimp Company Page 9
This wine opens on the palate with more hints of sweet black cherry which flow seamlessly into a supple silkiness.
Pinotage, Nederburg, South Africa 6.95 25.95
A hybrid grape made more than three hundred years ago from grafting Pinotage with Cinsault.
This one is berry rich with a plummy bouquet, complex and full flavored with the softness of Pinot Noir.
Red Zinfandel
Zinfandel, XYZin, California 8.95 34.95
This wine embodies the effusive and approachable nature of the Zinfandel grape.
It has a vibrant ruby red color and aromas of sweet spicy oak, malt, mocha and vanilla.
Zinfandel, Napa Cellars, Napa Valley, California 8.95 34.95
Moderately spicy and jammy, this wine has intense sweet ripe berries, cinnamon and
black pepper spice with elements of sun-baked earth.
Zinfandel (old vine), Brazin, Manteca, California 11.95 43.95
Brazin scoffs at lesser Zinfandels, bountiful rich, dark berries fuse with plum and figs,
punctuated with notes of vanilla, mocha and pepper.
Merlot
Merlot, Zonnebloem, South Africa 7.95 29.95
A Merlot of true varietal character, this wine displays soft blackcurrant aromas with velvety roundness which is
harmonized by the oak.
Merlot, Flying Fish, Washington State 7.95 29.95
Aromas of ripe plums, blueberries and cherries complement the full rich palate
with hints of mocha and vanilla.
Merlot, Robert Mondavi, Napa Valley, California 9.95 35.95
Smooth cherry, plum and strawberry with hints of cedar, black olive and spice are
supported by a supple texture, fine-grained tannins and bright acidity.
Merlot, Souverain, Alexander Valley, California 7.95 29.95
Deep ruby in color, this dense and concentrated Merlot offers classic aromas of blackcurrant, ripe plum and
blueberry with a hint of clove. Vibrant fruit and fine-grained tannins create a balanced, plush and juicy mouthfeel.
Oak aging and generous black fruit lead to a long, smooth finish.
“What contemptible scoundrel stole the cork to my lunch?”
W.C. Fields1880 - 1946
The Wine List (Reds)
"Wine is the most civilized thing in the world."
Ernest Hemingway 1899 – 1961
Cabernet Sauvignon
Cabernet Sauvignon, Zonnebloem, South Africa 7.95 28.95
A fruity, well balanced wine, full of blackcurrant notes with a touch of spiciness.
Solid and well oaked with a velvet smooth finish.
Cabernet Sauvignon, Main Street, California 8.95 34.95
This powerful Cabernet is deep and dense with ripe black cherry, plum and a little earthiness.
It delivers a warm broad mouth-feel guaranteed to satisfy.
Cabernet Sauvignon, Saddlerock, Santa Monica, California 9.95 37.95
This seductive Cabernet will awaken your senses with its subtle balance of cherry, vanilla
and a touch of nutmeg. This is a perfect wine from daylight to candlelight.
Cabernet Sauvignon, Franciscan, Napa Valley, California 12.95 47.95
With aromas of cassis, ripe dark cherry and tobacco, with earthy tones of sage, peppercorns and sweet hints of vanilla, this wine has
a mouth-filling, well structured palate of deep blackberry, coffee and spice, finishing with notes of chocolate and toasted oak.
Cabernet Sauvignon, Beringer Knights Valley, Sonoma, California 12.95 47.95
With shy aromas of plum and leather and creamy flavors of blackberry and blueberry this wine shows off velvety tannins with hints of maple and vanilla in a
blackberry-infused finish.
Cabernet Sauvignon, Cass, Paso Robles, California 12.95 47.95
This intense and concentrated Cabernet has deep cherry notes, big body and deep pigmentation.
It is smooth and velvety, a true meat-eaters wine.
Cabernet Sauvignon, Stags' Leap, Napa Valley, California 74.95
This wine opens with aromas of cassis and plum, with notes of earth, leather and cocoa powder in the background.
Dark, dense layers of black cherry, blackberry and cranberry greet the palate, and are supported by supple tannins
and a full mid-palate. A lengthy finish of plum compote, roasted coffee and baking spices completes this classic.
Cabernet Sauvignon, Silver Oak, Alexander Valley, California 97.95
This Cabernet Sauvignon is a complex and elegant wine that balances the expression of fruity and savory elements with finesse. The wine has a dark ruby color
with a purple edge and displays aromas of black plum, soy sauce, chocolate, rose petals, cedar and black olive. It has a soft, velvety attack and a fruity, floral
and spicy mid-palate. The finish is long and smooth with well integrated tannins.
"By making this wine vine known to the public, I have rendered my country as great a service as if I had enabled it to pay back the national debt."
Thomas Jefferson 1743 - 1826
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Malbec
Malbec, Septima, Argentina 8.95 34.95
A wonderful nose of plums, blackberries and vanilla greets you and this soft well balanced wine has a long rich finish.
Malbec, Los Cardos, Argentina 8.95 34.95
A spicy wine with a touch of dried herbs combined with dried plums and black cherries.
This wine has great balance, structure and concentration with delicate mint notes and a persistent finish.
The Wine List (Reds)
Syrah and Shiraz
Syrah, Semler, Santa Monica, California (Charbals choice) 9.95 45.95
Inspired by the great wines of France, this wine exhibits smoke and earth aromas while the palate is rich and classic
with opulent flavors of fig, dried cherry and a little chocolate with a smooth, elegant finish.
Syrah, Robert Mondavi, Private Selection, California 6.95 26.95
Blackberry, dark plum and black raspberry aromas with distinctive varietal scents of violets, white pepper, licorice,
mint and roasted earth. Silky palate with sappy black fruit and spice flavors enriched with toasty oak.
This wines’ fresh bright fruit persists through a long, well-balanced finish.
Shiraz,Footbolt, d’Arenberg, Australia 9.95 38.95
Red fragrant fruits, Satsuma plums, cranberries, mulberry and cherries with elements of spearmint and smoke are quite
elegant and refined. A great attribute of this wine is its length and intensity of flavor which tends to linger on and on.
Shiraz, Fairview, Jackalsfontein, South Africa 65.95
A vibrant deep red, this wine has aromas of deep black cherry with cedar and clove spice. A full mouth-feel and vibrant fruit with great structure and an
exquisite balance between fruit, acid and supple tannins with gentle oak influence.
Petite Syrah, Stags' Leap, Napa Valley, California 69.95
The wine is deep purple, almost aubergine black in color with vivid notes of pepper and raspberry and a floral note to introduce this bold Petite Syrah. The
palate follows with blackberry and earth notes of dry leaves and forest floor that lead into a black fruit finish. Firm, chewy tannins indicate the massive power
and aging potential of this wine with juiciness that makes it an excellent match to rich foods.
Superior Blended Reds - High end imports subject to availability
Alto Rouge, Alto Estates, South Africa- Cabernet Sauvignon, Merlot, Cabernet Franc & Shiraz 10.95 49.95
Powerful berry fruit with cigar box and dark chocolate followed by vanilla and oak spices. Full-bodied with appealing blackberry
flavors followed by tobacco, chocolate, toast and vanilla and a good tannic structure adding complexity and long
maturation potential.
The Gypsy, Ken Forrester, South Africa - Syrah/Grenache Blend- (wine spectator 93 points) 79.95
After almost 2 years languishing in a cool cellar the Gypsy is stable with the oak and intense fruit totally harmonized.
This is a very concentrated, focused blend, with layers of deep fruit. The character is somewhat wild a little brambly with hints of nutmeg, cinnamon, dark
spices, with vanilla scents and a distinct, concentrated red-fruit focus.
"Give me a bowl of wine. In this I bury all unkindness."
William Shakespearein his play‘Julius Caesar’
Ports
Ruby Port, KWV, South Africa 4.50
This sweet, full bodied after dinner treat is bold and hearty with big dark berry flavors.
A bottle of this and a good cigar have solved many of the problems of the world around a fire.
Tawny Port, Sandemans (20yr old), Portugal- (Wine Spectator 91 points) 8.50
This is a very well-aged tawny boasting wonderful honey, almond, nut and orange character.
Medium-bodied and very sweet, delicate, silky texture and long, long finish
Beer
“Beer is living proof that God loves us and wants us to be happy.”
Benjamin Franklin 1706 - 1790
Imported Offerings
Dos Equis XX (Mexico) 4.75
Newcastle Brown Ale (England) 4.75
Peroni (Italy) 4.75
Heineken (Holland) 4.75
Pilsner Urquel (Czech Republic) 4.75
Murphy's Irish Stout 500ml (Ireland) 5.50
Erdinger WeisBrau (Germany) 4.75
Warsteiner Dunkel (Germany) 4.75
Weihenstephaner HefeWeissbier 500ml (Germany) 7.50
Stella Artois (Belgium) 4.75
Duvel 330ml (Belgium) 8.75
Chimay (blue label) 330ml (Belgium)Chimay’s top seller 9.50
Affligem Dubbel 750ml (Belgium) 11.50
Micro Breweries and Local Breweries
Sweetwater 420 4.50
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Sam Adams Boston Lager 4.50
A fine beer may be judged with just one sip but it's better to be sure!
Czech Proverb
Local Favorites
Budweiser 3.50
Bud Light 3.50
Bud Light Lime 3.50
Miller Light 3.50
Michelob Ultra 3.50
Michelob AmberBock 3.50
Alcohol Free
O’Doul’s or Becks (.05 ABV) 4.50
The Irish may take more than one bottle. To be sure! To be sure!
Murphy’ Law
Welcome to ‘The Shrimp’
We are delighted to have the opportunity to serve you.
Our philosophy is one in which we strive to make you to feel as though you are dining in our own home.
Take a load off and chill with us a while, indulge in the lost art of relaxed, unhurried dining. Revisit the days of meaningful dinner conversation
while we pamper you and do our utmost to provide a warm friendly atmosphere.
Our cuisine is fresh and simple, we pride ourselves in creating new and interesting fresh fish specials each day with our Euro/South African flair.
Fresh fish is delivered to us up to six days a week.
We offer an interesting array of wine which is fairly heavily influenced by our South African roots. Chat to Ant and we will find the right wine for
your palette.
Save space for dessert and you’ll be sure to stay in good favor with the Lady of the house.
Our full ‘live’ jazz program is sure to keep your foot tapping. Come on! Let us entertain you!
Ant & Dee Murphy (Proprietors)
Sean Baur (Head Chef / General Manager)
Soups Salads & Sandwiches
Clam Chowder Small5.50 Large 6.50
Our version of New England style clam chowder, creamy white, with perfect seasoning and expert use of wine.
Gumbo Soup Small5.50 Large6.50
A great Cajun taste with chicken shrimp and Andouille sausage in a delicious tomato based soup with our lemon rice.
Caesar Salad Small3.95 Large 5.95
Romaine lettuce with creamy Caesar dressing, parmesan cheese and croutons. Add anchovies for a dollar.
Side Salad Small2.95 Large 4.25
Spring mix greens and iceberg lettuce with tomato.
We highly recommend our home-made balsamic vinaigrette but we also keep most of the standard favorites.
Dressings - Balsamic Vinaigrette (our made in-house specialty),
Ranch / Blue Cheese / Honey Mustard / Jalapeño Ranch
Famous Seafood Salad 8.95
Fried calamari and fish nuggets with grilled shrimp tossed lightly in our legendary coconut curry cream sauce and served over a fresh green salad with
balsamic vinaigrette.
Grilled Chicken, Shrimp and Apple Salad 8.95
Grilled chicken, shrimp and apple tossed in a creamy balsamic dressing over a big salad dressed with home-made balsamic vinaigrette.
The Murphy Special(V/N) 8.95
Egg, avocado, roasted bell peppers, raisins and cashew nuts with fresh mozzarella. All that on a fresh green salad with our famous homemade balsamic
vinaigrette. Garnished with balsamic glaze.
Ask your server about adding a piece of fish, some shrimp or oysters to any salad.
Basa Sandwich 8.95
Lightly seasoned and fried on a Kaiser bun with lettuce, tomato and honey mustard dressing, smoked gouda and fresh avocado with sweet potato fries.
Mahi Mahi Tacos 8.95
Lightly blackened mahi mahi, grilled and served in soft tacos with shredded lettuce and creamy peri-peri, with sweet potato fries and guacamole, sour
cream and pica de gallo on the side.
Po’boyswith Shrimp or Oysters or both 8.95
A southern classic with lettuce, tomato and tartar sauce on a crusty hoagie with fries.
Bigg City’s Crab Cake Sandwich 9.95
Sean’s secret crab cake recipe made into a generous patty and served grilled on a Kaiser bun with baby spinach, tomato, remoulade sauce and sweet potato
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fries.
Mediterranean Roasted Veggie Sub 9.95
Fresh mozzarella with fresh sliced vine ripened tomato, roasted bell peppers, eggplant, creamy balsamic dressing and basil pesto. Served with sweet potato
fries.
The Juicy Burger 8.95
A pure beef burger made in house on a Kaiser bun with lettuce and tomato. Served with fries.
Add cheese, avocado or bacon to kick it up a notch for a little extra.
Appetizers
Fresh Mozzarella and Tomato Caprese (V) 8.95
Fresh Mozzarella and Tomato, basil pesto, seasoned with coarse pepper, rock salt and drizzled with balsamic glaze.
Chili Shrimp 8.95
Our own version of chili made to order with shrimp in a fresh, tomato, onion and chili sauce over rice or fries.
Fried Shrimp 7.95
Dusted with seasoned flour and fried, served with lemon rice.
Grilled Shrimp 7.95
Seasoned with our own light Cajun spice & grilled, with lemon rice.
Calamari 6.95
Lightly dusted with seasoned flour and cooked until crisp and tender. With sweet chili sauce.
3 Way Calamari 8.95
Tossed lightly in our mildly spicy creamy peri-peri, lemon and garlic sauce with a little lemon rice.
Avocado Shrimp Ritz 7.95
Served cold in our special sauce on shredded lettuce withavocado, (not available with sauce on the side).
Garlic Creamed Mussels 7.50
A steaming plate of these delectable sea creatures, oozing with a creamy, parsley and white wine sauce.
You will surely need more hot bread for this one!
Seared Mustard Crusted Tuna 11.95
Seared mustard crusted tuna loin sliced paper-thin and served with garlic and freshly roasted cracked black pepper and drizzled with balsamic glaze and
olive oil. Servedwith crumbled feta and capers.
Mushrooms Marisol(V) 7.95
A giant black mushroom topped with spinach, feta, Fresh roasted tomato sauce, fresh mozzarella and gratineed.
Served atop a spring mix salad.
Vegetable Stack (V/N) 9.95
Rounds of butternut, eggplant, giant black mushroom, roasted bell pepper and tomato layered with fresh pesto, topped with fresh mozzarella and baked.
Starter Combo Platter (for two) 14.95
Lightly fried fish nuggets and calamari, with grilled shrimp and creamy mussels. Put it in the middle and enjoy it together with lots of bread.
Children(Strictly 12 years old and younger) 6.95
Mozzarella & Tomato Salad Grilled Chicken strips
Mac and Cheese Fried Shrimp
Grilled Shrimp Fried fish nuggets
All served with a choice of veggies, rice or fries.
Kiddies delights all include a soda and a scoop of vanilla ice-cream.
Entrees of the Sea
Cod-Fish and Chips 13.95
Beer battered ‘London style’ white fish, served with malt vinegar, coleslaw and seasoned fries.
Fried Basa and Chips 13.95
Dusted with seasoned flour and fried until golden. Served with fries and a side salad.
Fried Shrimp 13.95
Lightly dusted in seasoned flour and served with lemon rice and a light drizzle of Lemon & garlic butter.
This comes with a side salad and your choice of cocktail or tartar sauce.
Grilled Shrimp 14.95
These are larger than our fried shrimp. We loosen the shells and grill them to perfection and serve them with a lemon & garlic drizzle on a bed of lemon
rice. This comes with a side salad and your choice of cocktail or tartar sauce.
Fried Oysters 14.95
Lightly dusted with seasoned flour, fried and served over a mound of lemon rice with lots of LGB.
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This comes with a side salad and your choice of cocktail or tartar sauce.
Fried Shrimp, Grilled Shrimp & Fried Oyster Combo 18.95
Served over a mound of lemon rice with lots of LGB. This comes with a side salad. Pick any two for $15.95.
Charbel’s Fish Plate 14.95
Two fresh fillets of grilled fish with sautéed potatoes. Your choice of any two from: salmon, tilapia, basa and trout.
This comes with a side salad or steamed veggies.
Grits Antonio 14.95
Creamy, cheesy grits topped with plump tender shrimp, spicy Andouille sausage and crispy bacon bits in a creamy sauce of white wine, spinach,
mushrooms and parmesan cheese.
Cajun Salmon 15.95
Delicious Salmon crusted with our homemade mild Cajun spice and grilled. With creamed spinach and sautéed potatoes.
Mahi-Mahi 16.95
Grilled to succulent perfection and served with Caesar salad, sautéed potatoes and a basil cream sauce.
Julio Franco’s Delight 17.95
A grilled fillet of basa with a light Cajun seasoning topped with sliced grilled apple and three grilled shrimp.
All this, over sautéed veggies and lemon rice.
Chicken & Shrimp Peri-peri 16.95
Chunks of chicken breast and plump juicy shrimp, sautéed in a delicious creamy peri- peri, lemon and garlic sauce.
Served with a lemon rice and salad. Slightly spicy and Very tasty.
Side Items
Lemon Rice, Onion Rings, Hush Puppies, Grilled Apple or Fries 2.50
Sweet Potato, Sweet potato fries, Sautéed Potatoes, or Plantains 2.95
Sautéed/Steamed Fresh Vegetables, Creamed Spinach, Garlic Mashed Potatoes, Coleslaw 3.50
Seafood Skillets
Seafood Skillet 23.95
Calamari, mussels marinara, fried oysters and grilled prawns all served in a hot skillet over a mound of our special lemon rice and drizzled with LGB.
Fresh Skillet 25.95
Three fillets of fresh fish of the day served in a hot skillet with lemon rice. This comes with a side salad.
Skillet Extravaganza 31.95
Grilled shrimp, grilled Cajun mahi mahi, fried oysters topped off with Bigg City’s crab cake and 6oz lobster tail which we sub with half of a twenty ounce
Maine lobster when available. All this is served over lemon rice and sautéed veggies in a sizzling skillet.
Add chicken livers peri-peri to any skillet. 5.50
Entrees of Terra Firma
Parmesan Chicken Marisol 14.95
A juicy and tender breast of parmesan breaded chicken, fried and topped with Marisol’s secret marinara sauce. Served over garlic fettuccini and finished
with a layer of fresh mozzarella, grilled until bubbling.
Surf ‘n Turf 25.95
A thick cut 8oz tenderloin of beef, studded with garlic, smothered in a creamy white wine and shrimp sauce.
Garnished with two grilled prawns and served with a pile fries.
Mediterranean Lamb Shank 21.95
A whole lamb shank slow cooked in a Greek style red wine sauce with lots of vegetables and a touch of chili. Served with
sautéed veggies and Yukon gold mashed potatoes.
Garlic Pepper Steak 21.95
8oz of fillet studded with garlic rolled in crushed toasted black pepper. This is then pan sautéed with garlic and cracked black pepper and flambéed with
brandy. Lightly creamed and served with sautéed vegetables and sautéed potatoes.
Pork Pommery 17.95
Pork Fillet Medallions pan-fried and served on linguine with baby spinach and a delectable, creamy pommery mustard sauce.
Crab and Bacon Carbonara 16.95
Crab meat and crispy bacon sautéed with garlic and a little coarse ground pepper and served with fettuccini and a creamy carbonara sauce. Let us know if
you’d like us to throw in an egg.
Bigg City’s Killer Spicy Pasta 17.95
Baby spinach and onion, sautéed in peri-peri and garlic with breast of chicken, Andouille sausage and shrimp and tossed with penne
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and fresh cream with lashings of parmesan cheese.
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Marketing Plan
Competitive Edge
We feel that we have a competitive advantage over our competition due to our varied menu, reasonable prices, and dine-in capability along with the
live jazz line-up. No other restaurant in our area has been able to provide this combination of features for their customers. In fact the Georgia
Shrimp Company Showband is opening for Boz Scaggs at the local amphitheatre and will be billed as 'The league of decency, resident band of the
Georgia Shrimp Company.
Our management team has been forged into a well knit unit with Sean Baur and Dee Murphy running the kitchen like a well oiled machine. The
floor is very ably run by Jennifer Jones and Spencer Bliss under Sean's watchful eye. Wickus Kok is a very popular figure in Peachtree City and as
Bar Manager he has a very good following. With host and Maitre D, Andre Kok bolstering the team on the weekends, Anthony Murphy has a
potent team and once the economy supports expansion we will be well placed to staff the new venture. Our personalized approach has no equal with
a manager or owner checking on every single main course served as well as opening and closing the door for customers as they enter and leave the
reastaurant.
Competitors
Our primary competition consists of two other restaurants. The first is Pascals Bistro situated at West Park Walk in the heart of Peachtree City.
They have been in business for over a decade as an upscale French Bistro. They were easily our biggest competition until they were forced due to
the economy, to change their concept and they have re-invented themselves as a pasta bar. We have felt a nice increase in business since that
decision. They accept all major credit cards as do we.
Our second major competitor is Thai Spice who, while they are a multiple restaurant operation, do maintain a personal flair. They are situated in
The Avenues Shopping center at the intersection of Highways 54 and 74.
There are several other restaurants of reasonable quality in the area, although they do not offer the complete package the way we do. Most of them
fall down in the area of atmosphere and consistency.We have had customers come in saying they are tired of the franchise restaurants and are glad
to see us provide such a delightful alternative. Other independant restaurants are Maxwells on Highway 54, Downtown Grill which is in the next
town on highway 74, and Wines and Grinds on Highway 74.
Unlike our competition all of our food is homemade. We make our own dressings, sauces and marinades giving us a unique flavor profile which our
customers tend to really appreciate.
Indirect competitors have up until now been the extensive television sports coverage which has hurt us in the past especially in the height of the
college football season in November. This is something we are set to exploit with the installation of the big screen and projector. We are going the
projector route so that when it is off and rolled away it will have no effect on our atmosphere. The convenience of fast food is the obvious big
competition but our customers come to us to get away from the rat race and appreciate that food prepared freshly to order is worth a little wait.
Marketing Strategy Summary
Our community involvement is extensive and we are members of the Chamber of Commerce & The Georgia Restaurant Association. We have also
advertised in numerous police bulletins and school publications.
When the restaurant initially opened in late June we had an open house where we offered free hot dogs to children. We did some newspaper
advertising that is now discontinued due to budgetary concerns. We also distribute fliers and menus to local businesses. When time and budget
permits we deliver sample platters to local businesses. We have designed our menu and print it on our printer, however, within the next six months
we will have that professionally done in tri-fold format. We will also have business cards printed since we anticipate participating in more
networking types of events through the Highpointe Chamber of Commerce and other civic organizations.
According to the National Restaurant Association, 50 percent of all consumers visit a restaurant on their birthdays. We plan to offer a free dinner
to someone celebrating a birthday with the purchase of another dinner of equal or greater value. We will be promoting this through the newspaper,
but will be compiling a database of customers to which we will send a birthday card along with the offer. We feel this will increase awareness of the
restaurant as well as generate more return business.
Another promotion we are exploring is a punch card system. Once all "punches" have been made the cardholder would be eligible for a free meal.
The card would be kept on file at the restaurant so that the customer would not have to worry about either losing it or forgetting it.
Once funds become available, we will be doing more advertising in the print media. Fliers will be distributed to local businesses and homes. We will
advertise in newspapers (or sections of newspapers) that are distributed within no more than a five-mile radius of our business. Research has
shown that is on average the farthest distance people will travel for a restaurant.
We realize that the best advertising for any restaurant is the referrals we receive from satisfied customers. The main thrust of our advertising
program will be to capitalize on that theme.
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Sales Forecast / Strategy
Sales Forecast / Strategy
Our marketing plan and sales strategy are one and the same. We are a restaurant, so any marketing that pulls customers in the door is
effectively increasing our sales. Below are a few statements that were mentioned in the marketing plan, but are relevant to the sales strategy.
We offer a free dessert to someone celebrating a birthday, and offer half off with the purchase of another dinner of equal or greater value on
certain evenings. We promote the restaurant through the newspaper as well as various glossy direct mail options. We have a database of customers
who have attended our wine dinners and have subscribed to our e-mail list so that they receive our wine dinner menus and music event information
each week. Word of mouth is a huge part of our marketing strategy which is why we have such a hands on approach to dealing with our patrons.
People still seem genuinely pleased and surprised every time I or one of my managers ask them how their evening is going.
Another promotion we have used is a frequent diner card system. Once all "punches" have been made the cardholder receives a free meal. The
card is kept on file at the restaurant so that the customer would not have to worry about either losing it or forgetting it.
We are involved in scrip programes with the local schools and these gift certificates sell like hot cakes. Helping raise money for the schools and
giving the parents and grand parents something which is of real value to them in return. We continue to do great work at such annual events as
the 'Fun at the Falcon' casino night which raises tens of thousands each year for Catholic relief services. We have provided the dessert
complimentary for the past three years as well as numerous gift certificates which are sold at the silent auction. This event hosts four or five
hundred people each year and from the feedback we get, we won't be backing out any time soon.
In terms of selling we have a procedure which yeilds great results. Our fresh fish daily specials sell for six to ten dollars more than the average
entree so in order to feature them we serve first drinks and the the server tells their customer about the specials BEFORE they are given regulay
menus. This also goes a long way to establishing a rapport between the server and their customer.
We have a solid take out business which we have available as a service to those who are home bodies but still prefer the healthier options which we
offer.
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Management Summary
Management Team
Ant Murphy - Owner/President
Anthony John Joseph Murphy Graduating from Durban High School 1981, Murphy attended the Durban Technikon Natal in 1982 to
study for a diploma in electrical engineering. During this time he secured a job at a ‘Pizza Inn’ Franchise in Durban’s Overport City
shopping center. Murphy rose quickly through the ranks in the kitchen and within six months was kitchen manager as well as store
locking manager. By the time he had completed the first year of the course and getting a National Diploma in light current and
computer science he decided that the restaurant business was one he might pursue. The decision making process was interrupted
by a call-up for national service which was a compulsory two year stint in the military for all able bodied young men. The call-up was
for July of 1983 and Murphy decided to put electrical engineering on hold and use the army to do some thinking and maturing. This
left six months where he was available to work more full time at the restaurant before reporting for duty in July. Restaurant owner
Mike Day did not hesitate in offering Murphy a full time manager position for the six month period. This was a good grounding in day
to day management for Murphy who found that he really enjoyed the lifestyle and interaction with customers and staff alike. In June of
1985 have met future partner, Bruce Scott during military training, Murphy joined Scott in working at ‘The Tree of Idleness’, a full ala
Carte, full service, high end Greek restaurant. Restaurant owner, Spiros Vlismas, along with Scott and Murphy made up the chef line
at this really popular Durban restaurant. During a year of employment with Mr Vlismas, Murphy and Scott were able to glean a wealth
of culinary knowledge from the prodigiously talented Vlismas. With plenty of natural cooking flair of their own it was not long before
Scott and Murphy felt that they could go it alone. In April 1986 at ages 21 (Scott) and 20 (Murphy), the pair started looking for
premises and backing. They found both in short order and by August of that year ‘Revelations Restaurant’ opened its’ doors with the
ground breaking concept of ‘Pay what you think your meal is worth’. This concept worked for four months before prices were added
to the menu. The concept was successful in that there were very few people who exploited the idea and in fact most people paid
slightly more than they probably should. However, people in South Africa during the eighties, were still rather conservative and the
concept made a lot of people uncomfortable. Revelations had steady trade and became quite popular with Murphy focusing on the
front of house more than Scott who was by far the less confident of the two when it came to dealing with the public. Although he was
still actively involved in the food preparation, Murphy spent most of his time on the floor during service. A year down the line the
cracks were showing and it was obvious to Murphy that although they had learned a lot about running a kitchen, Spiros had not
shared anything about the business side of the restaurant trade. Scott and Murphy disagreed on the need for stock controls and
accurate accounting which prompted Murphy to make the tough decision of walking away. Scott paid Murphy a token price for his
fifty percent and Murphy joined the ‘RJ’s Steakhouse Group’. RJ’s, the ‘Rib Joint’, was a steakhouse group with a reputation for
having the best stock controls in the industry with an outstanding great management training program. In 1987 Murphy started at the
take-out counter in RJ’s Umhlanga Rocks North of Durban. It was to be the beginning of five and a half years in the steakhouse
industry for Murphy. By the middle of 1988 Murphy had become the General Manager of the RJ’s ‘Midnite Grill’ in the tourist area of
Durban’s beachfront. ‘RJ’s Midnite Grill’ was a late night steakhouse which offered the full steakhouse menu from 11am until 3am
seven days a week. These hours proved an invaluable experience for Murphy. The restaurant became the go to place for all the staff
from the dozens of clubs and restaurants in Durban once they had closed for the day. This meant that the after midnight crowd was
both demanding and at times belligerent. Likewise, the daily stock controls presented a special challenge as they could not be
started until after the closing counts each day. Murphy quickly learnt the art of management and delegation. Without quality
assistants, a store manager could easily find himself working a 20 Hour day. A year and a half later, the owners of the group enticed
Murphy to Pietermaritzburg with a promise of a shareholding. Pietermaritzburg, known by Durbanites as ‘sleepy hollow’ is the capital
city of the province of Kwa-Zulu Natal and with a population of less than thirty thousand, the college town was a lot quieter than the
much larger city of Durban. The eighty seater RJ’s Maritzburg store was a much easier store to manage than ‘Midnite Grill’ but the
owners felt that they needed a strong manager there so that they themselves would have to drive the 100 odd kilometers to
Pietermaritzburg a lot less often themselves. Murphy settled in Pietermaritzburg and after a year or so bought a home. Two years
after moving to Pietermaritzburg it became obvious to Murphy that he would have to start forcing the issue of shareholding with the
owners with nothing having been forthcoming until that point. The group had in the interim acquired another small chain and in turn
been acquired by a bigger chain. The three partners had suddenly become nine partners with six new Johannesburg partners who
had owned the bigger group. Needless to say the new partners were not looking for any more shareholders as they were working on
listing the company. This was a devastating blow for Murphy with five years of service to RJ’s and just a job and a broken promise to
show for it. This was when Murphy began his collaboration with his second and only other partner, Mark Brokensha. Brokensha
owned a couple of restaurants in Pietermaritzburg and had become a friend during the years Murphy had been in Pietermaritzburg.
Their respect for one another led to negotiations and Murphy took a job with Brokensha at ‘da Vinci Ristorante’. Da Vinci’s was an
upscale Italian restaurant right in the center of Pietermaritzburg. It’s proximity to the Supreme Court and the law offices of Kwa-Zulu
Natal’s finest lawyers and accountants made da Vinci’s a very successful venue. Brokensha had however, some control problems as
he was torn between his two businesses. Murphy’s experience and training dovetailed with that of Brokensha. They began working
together in 1992. By the end of 1993 Murphy had earned himself a ten percent share of da Vinci’s. By 1998 Murphy had secured
finance and bought himself a further forty percent and Brokensha and Murphy were full fifty/fifty partners. They doubled the size of the
restaurant and in so doing created a separate bar area to cater to the fast growing late night bar business. Live music and late night
djs created a great buzz in town. By the end of the nineties, the center of town was showing signs of urban decay. Suburban
shopping centers were being built and restaurants were appearing in the suburbs. Crime had risen in the city center and while lunch
business was still very good, it had become more and more difficult to attract upscale diners into the city center. The bar business
was all but carrying the operation but the business still held its own. Brokensha and Murphy began looking at other options and in
2001, they purchased ‘Quincys Café’. With its great breakfast and lunch menu doing quite well already, the pair set about developing
a more substantial dinner menu. Another upscale restaurant ‘Characters restaurant’ near the outskirts of the city center was
struggling and an opportunity to move the restaurant part of Davincis out of its old location seemed like a very good idea to the
partners. A deal was struck with the owner of ‘Characters’ and Davincis restaurant found a new home. The ‘new’ restaurant was
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called ‘Two66 on Prince Alfred’. The decision was made at that time to create a cocktail bar at the old DaVincis restaurant site to
complement the still very vibrant and busy DaVincis bar and then to put the whole operation on the market. It was sold within a few
months. Pietermaritzburg was by then the victim of a political wrangle between the ANC who were and still are the ruling party in
South Africa, and the Inkhata Freedom party which is predominantly a Zulu party. Inkhata wanted to have the capital of Kwa-Zulu
Natal moved to their stronghold in a place called Ulundi, and the ANC wanted to keep it in their stronghold, Pietermartzburg. This
dispute took over six years and during that time a lot of industry re-located to the westmead industrial park near Durban. Needless to
say things got tougher and tougher in Pietermaritzburg and Murphy and Brokensha decided to diversify into a market outside of
Pietermaritzburg. After investigating various markets within South Africa the Quincys boys decided to look at the United States.
Brokensha, who is five years older than Murphy and with no dependants has a lovely home with all the comforts of life adequately
supported by our resilient little business. Murphy on the other hand has twin daughters and felt that he and his family would benefit
greatly by growing the business abroad. Two66 was sold and Murphy petitioned for his visa. Murphy had heard about Peachtree
City, Georgia, from Bruce Scott his first partner who had successfully started a restaurant called the ‘Famous Fish Company’ in
Peachtree City, on an L-1 visa with his London based restaurant of the same name. Upon successfully petitioning for an L-1 visa,
opportunities were sought in Peachtree City. The Murphy’s chose Peachtree city for its reputation as having some the best schools
and for being one of the safest communities on earth to raise children. In 2005 Murphy began discussion with Mr. Bill Hooper of
Peachtree Crossing shopping center in the heart of Peachtree City. By the middle of 2006 they had signed a binding lease and
Quincys Café USA inc started doing business as ‘The Georgia Shrimp Company’. ‘The Shrimp Co.’ had humble beginnings with big
plans. Starting with 1200 square feet, and 48 seats, Murphy employed Kitchen Manager and chef Salvador Jiminez. Jiminez and
Murphy trained up a proficient Kitchen staff for the little restaurant and Murphy with Manager Francois Pienaar employed and trained
a team of servers. Andre Kok joined the team as host, Maitre D and floor manager from the very first weekend and is still greeting,
seating and caring for customers as though they were guests in his own home. Dee Murphy with her diploma in hotel management,
came on board to head up the catering division and fill the role as pastry chef. She employed Ana Romero as her assistant in the
pastry kitchen and the two have a great reputation for producing consistently great desserts with an innovative flair. Dee works
closely with head chef Sean Baur in co-coordinating the catering functions in conjunction with the ala Carte kitchen and they have it
down to an art form. Wickus Kok with his business degree, joined as Bar Manager in September 2008, he is going to school further
to become a CPA and is working towards becoming the CFO once more locations support the position. As the business grew and
was able to take on additional personnel Jennifer Safko moved from server to Manager. She helped run the business with Pienaar
and Jiminez for over a year before moving on to college. Jennifer Jones joined the business in 2007 with her teaching degree and
took up her position as head server trainer and manager. By 2008 an opportunity arose for the restaurant to acquire another space
with the neighboring business relocating. By June of 2008 Quincys Café USA inc dba Georgia Shrimp Company doubled in size
and Murphy immediately assembled a team of professional management. Sean Baur joined Murphy as General Manager and Head
Chef at the end of July after almost two years of talks. ‘Quincys Café USA inc. dba The Georgia Shrimp Company’ has established
itself over the last four years and has met all its obligations in terms of wages, taxes and all creditors regardless of the tumultuous
economic climate. A management team has been assembled which will make a second location seamless and Murphy and Baur
have looked at numerous possible locations. The economy is the only factor slowing down the growth as Murphy and Baur feel that
they have a responsibility to all the staff and their families to grow only when it is safe and stable to do so.
Dee Murphy - Assistant General Manager / Director Outside Catering / Pastry Chef
Dee started
Sean Baur - Head Chef / General Manager
Sean
Jennifer Jones - Assistant Manager / Head Trainer
teacher
Wickus Kok - Bar Manager / Wine Knowledge Trainer
Wickus
Spencer Bliss - Locking Manager / Floor manager
school
Neal Wauchope - Director of Music
bio
Advisory Board
At this time, we do not have an advisory board in place. Our current management team has quite a bit of experience
in the restaurant business. However, as we continue to grow, we will look to create an advisory board filled with
outside experts.
Quincy's Cafe USA inc. dba Georgia Shrimp Company Page 19
Management Biographies
Anthony John Joseph Murphy - Owner/President/CEO
Graduating from Durban High School 1981, Murphy attended the Durban Technikon Natal in 1982 to study for a diploma in
electrical engineering.
During this time he secured a job at a ‘Pizza Inn’ Franchise in Durban’s Overport City shopping center.
Murphy rose quickly through the ranks in the kitchen and within six months was kitchen manager as well as store locking
manager. By the time he had completed the first year of the course and getting a National Diploma in light current and
computer science he decided that the restaurant business was one he might pursue. The decision making process was
interrupted by a call-up for national service which was a compulsory two year stint in the military for all able bodied young
men. The call-up was for July of 1983 and Murphy decided to put electrical engineering on hold and use the army to do some
thinking and maturing. This left six months where he was available to work more full time at the restaurant before reporting
for duty in July.
Restaurant owner Mike Day did not hesitate in offering Murphy a full time manager position for the six month period. This
was a good grounding in day to day management for Murphy who found that he really enjoyed the lifestyle and interaction
with customers and staff alike.
In June of 1985 have met future partner, Bruce Scott during military training, Murphy joined Scott in working at ‘The Tree of
Idleness’, a full ala Carte, full service, high end Greek restaurant. Restaurant owner, Spiros Vlismas, along with Scott and
Murphy made up the chef line at this really popular Durban restaurant. During a year of employment with Mr Vlismas,
Murphy and Scott were able to glean a wealth of culinary knowledge from the prodigiously talented Vlismas. With plenty of
natural cooking flair of their own it was not long before Scott and Murphy felt that they could go it alone.
In April 1986 at ages 21 (Scott) and 20 (Murphy), the pair started looking for premises and backing. They found both in short
order and by August of that year ‘Revelations Restaurant’ opened its’ doors with the ground breaking concept of ‘Pay what
you think your meal is worth’. This concept worked for four months before prices were added to the menu. The concept
was successful in that there were very few people who exploited the idea and in fact most people paid slightly more than they
probably should. However, people in South Africa during the eighties, were still rather conservative and the concept made a
lot of people uncomfortable. Revelations had steady trade and became quite popular with Murphy focusing on the front of
house more than Scott who was by far the less confident of the two when it came to dealing with the public. Although he was
still actively involved in the food preparation, Murphy spent most of his time on the floor during service.
A year down the line the cracks were showing and it was obvious to Murphy that although they had learned a lot about
running a kitchen, Spiros had not shared anything about the business side of the restaurant trade. Scott and Murphy disagreed
on the need for stock controls and accurate accounting which prompted Murphy to make the tough decision of walking away.
Scott paid Murphy a token price for his fifty percent and Murphy joined the ‘RJ’s Steakhouse Group’.
RJ’s, the ‘Rib Joint’, was a steakhouse group with a reputation for having the best stock controls in the industry with an
outstanding great management training program. In 1987 Murphy started at the take-out counter in RJ’s Umhlanga Rocks
North of Durban. It was to be the beginning of five and a half years in the steakhouse industry for Murphy. By the middle of
1988 Murphy had become the General Manager of the RJ’s ‘Midnite Grill’ in the tourist area of Durban’s beachfront. ‘RJ’s
Midnite Grill’ was a late night steakhouse which offered the full steakhouse menu from 11am until 3am seven days a week.
These hours proved an invaluable experience for Murphy. The restaurant became the go to place for all the staff from the
dozens of clubs and restaurants in Durban once they had closed for the day. This meant that the after midnight crowd was
both demanding and at times belligerent. Likewise, the daily stock controls presented a special challenge as they could not be
started until after the closing counts each day. Murphy quickly learnt the art of management and delegation. Without quality
assistants, a store manager could easily find himself working a 20 Hour day. A year and a half later, the owners of the group
enticed Murphy to Pietermaritzburg with a promise of a shareholding.
Pietermaritzburg, known by Durbanites as ‘sleepy hollow’ is the capital city of the province of Kwa-Zulu Natal and with a
population of less than thirty thousand, the college town was a lot quieter than the much larger city of Durban. The eighty
seater RJ’s Maritzburg store was a much easier store to manage than ‘Midnite Grill’ but the owners felt that they needed a
strong manager there so that they themselves would have to drive the 100 odd kilometers to Pietermaritzburg a lot less often
themselves. Murphy settled in Pietermaritzburg and after a year or so bought a home. Two years after moving to
Pietermaritzburg it became obvious to Murphy that he would have to start forcing the issue of shareholding with the owners
with nothing having been forthcoming until that point. The group had in the interim acquired another small chain and in turn
been acquired by a bigger chain. The three partners had suddenly become nine partners with six new Johannesburg partners
who had owned the bigger group. Needless to say the new partners were not looking for any more shareholders as they were
working on listing the company. This was a devastating blow for Murphy with five years of service to RJ’s and just a job and
a broken promise to show for it.
This was when Murphy began his collaboration with his second and only other partner, Mark Brokensha. Brokensha owned a
couple of restaurants in Pietermaritzburg and had become a friend during the years Murphy had been in Pietermaritzburg.
Their respect for one another led to negotiations and Murphy took a job with Brokensha at ‘da Vinci Ristorante’. Da Vinci’s
was an upscale Italian restaurant right in the center of Pietermaritzburg. It’s proximity to the Supreme Court and the law
offices of Kwa-Zulu Natal’s finest lawyers and accountants made da Vinci’s a very successful venue. Brokensha had
however, some control problems as he was torn between his two businesses. Murphy’s experience and training dovetailed
with that of Brokensha. They began working together in 1992.
By the end of 1993 Murphy had earned himself a ten percent share of da Vinci’s. By 1998 Murphy had secured finance and
bought himself a further forty percent and Brokensha and Murphy were full fifty/fifty partners. They doubled the size of the
restaurant and in so doing created a separate bar area to cater to the fast growing late night bar business. Live music and late
night djs created a great buzz in town.
Quincy's Cafe USA inc. dba Georgia Shrimp Company Page 20
By the end of the nineties, the center of town was showing signs of urban decay. Suburban shopping centers were being built
and restaurants were appearing in the suburbs. Crime had risen in the city center and while lunch business was still very good,
it had become more and more difficult to attract upscale diners into the city center. The bar business was all but carrying the
operation but the business still held its own. Brokensha and Murphy began looking at other options and in 2001, they
purchased ‘Quincys Café’. With its great breakfast and lunch menu doing quite well already, the pair set about developing a
more substantial dinner menu.
Another upscale restaurant ‘Characters restaurant’ near the outskirts of the city center was struggling and an opportunity to
move the restaurant part of Davincis out of its old location seemed like a very good idea to the partners. A deal was struck
with the owner of ‘Characters’ and Davincis restaurant found a new home. The ‘new’ restaurant was called ‘Two66 on
Prince Alfred’.
The decision was made at that time to create a cocktail bar at the old DaVincis restaurant site to complement the still very
vibrant and busy DaVincis bar and then to put the whole operation on the market. It was sold within a few months.
Pietermaritzburg was by then the victim of a political wrangle between the ANC who were and still are the ruling party in
South Africa, and the Inkhata Freedom party which is predominantly a Zulu party.
Inkhata wanted to have the capital of Kwa-Zulu Natal moved to their stronghold in a place called Ulundi, and the ANC
wanted to keep it in their stronghold, Pietermartzburg. This dispute took over six years and during that time a lot of industry
re-located to the westmead industrial park near Durban. Needless to say things got tougher and tougher in Pietermaritzburg
and Murphy and Brokensha decided to diversify into a market outside of Pietermaritzburg. After investigating various markets
within South Africa the Quincys boys decided to look at the United States.
Brokensha, who is five years older than Murphy and with no dependants has a lovely home with all the comforts of life
adequately supported by our resilient little business. Murphy on the other hand has twin daughters and felt that he and his
family would benefit greatly by growing the business abroad. Two66 was sold and Murphy petitioned for his visa.
Murphy had heard about Peachtree City, Georgia, from Bruce Scott his first partner who had successfully started a restaurant
called the ‘Famous Fish Company’ in Peachtree City, on an L-1 visa with his London based restaurant of the same name.
Upon successfully petitioning for an L-1 visa, opportunities were sought in Peachtree City.
The Murphy’s chose Peachtree City for its reputation as having some the best schools and for being one of the safest
communities on earth to raise children.
In 2005 Murphy began discussion with Mr. Bill Hooper of Peachtree Crossing shopping center in the heart of Peachtree City.
By the middle of 2006 they had signed a binding lease and Quincys Café USA inc started doing business as ‘The Georgia
Shrimp Company’.
‘The Shrimp Co.’ had humble beginnings with big plans. Starting with 1200 square feet, and 48 seats, Murphy employed
Kitchen Manager and chef Salvador Jiminez. Jiminez and Murphy trained up a proficient Kitchen staff for the little restaurant
and Murphy with Manager Francois Pienaar employed and trained a team of servers. Andre Kok joined the team as host,
Maitre D and floor manager from the very first weekend and is still greeting, seating and caring for customers as though they
were guests in his own home.
Dee Murphy with her diploma in hotel management, came on board to head up the catering division and fill the role as pastry
chef. She employed Ana Romero as her assistant in the pastry kitchen and the two have a great reputation for producing
consistently great desserts with an innovative flair. Dee works closely with head chef Sean Baur in co-coordinating the
catering functions in conjunction with the ala Carte kitchen and they have it down to an art form.
Wickus Kok with his business degree, joined as Bar Manager in September 2008, he is going to school further to become a
CPA and is working towards becoming the CFO once more locations support the position.
As the business grew and was able to take on additional personnel Jennifer Safko moved from server to Manager. She helped
run the business with Pienaar and Jiminez for over a year before moving on to college.
Jennifer Jones joined the business in 2007 with her teaching degree and took up her position as head server trainer and
manager.
By 2008 an opportunity arose for the restaurant to acquire another space with the neighboring business relocating. By June of
2008 Quincys Café USA inc dba Georgia Shrimp Company doubled in size and Murphy immediately assembled a team of
professional management. Sean Baur joined Murphy as General Manager and Head Chef at the end of July after almost two
years of talks.
‘Quincys Café USA inc. dba The Georgia Shrimp Company’ has established itself over the last four years and has met all its
obligations in terms of wages, taxes and all creditors regardless of the tumultuous economic climate.
A management team has been assembled which will make a second location seamless and Murphy and Baur have looked at
numerous possible locations. The economy is the only factor slowing down the growth as Murphy and Baur feel that they
have a responsibility to all the staff and their families to grow only when it is safe and stable to do so.
Quincy's Cafe USA inc. dba Georgia Shrimp Company Page 21
Sean M. Baur - 120 Grenoble Road, Peachtree City, Georgia 30269
sean@georgiashrimpco.com - (770) 313 0430
The culmination of talks held between Murphy and Baur from as early as 2005, Sean Baur's inclusion as head of the Georgia
Shrimp Company's team finally happened in August of 2008.
This has been a fantastic success.
He leads the team with drive and enthusiasm, his culinary skills a great complement to those of the owner and new and
innovative dished come out of Sean's kitchen in a steady stream. Each month Sean is charged with the task of creating a new
five course wine dinner.
For eighteen straight months from August 2008, a different region of the world was chosen, the food menu decided upon and
wine tastings held in order to find that perfect pairing.
Starting in April 2010 with the Napa Valley wines of Robert Mondavi were selected and the process was reversed to where
the food was paired to the wine whereas they had paired wine to the food previously. For the next few months we will select
a wine-maker and feature their wines which we will then hold tastings for in order to pair food with each wine.
These are a lot of fun and the restaurant reaches their max of thirty people for each wine dinner with ease each time.
Working closely with all of the major suppliers, Baur manages, buys and processes all food coming through 'The Shrimp'
kitchens. Serv-safe certified as are Ant and Dee Murphy, Baur works closely with the department of Health in ensuring the
complete compliance of The Georgia Shrimp Company. Baur also takes care of all scheduling for both Front of House, where
he works closely with Jennifer Jones, and Kitchens. Hiring and firing are all within Baur's discretionary powers and he
conducts these duties with complete fairness and total professionalism.
PROFILE
Goal-oriented, hands-on manager with nine years of managerial experience. Strong communication skills involving clients and
employees alike. Experience with Windows based reservation systems (System 21) and all windows and office programs.
Quick and efficient resolution of all customer service concerns. Trusted handler of monies and closeout procedures.
EDUCATION
Fine Arts Seal Diploma, McIntosh High school, Peachtree City, Georgia
EMPLOYMENT
08/08-present Head Chef and General Manager Georgia Shrimp Company Peachtree City
12/07-08/08 Sous Chef at City Slickers
12/06-12/07 Sous Chef Savory Steaks and Seafood
12/05-12/07 Sous Chef Sperata
03/05-01/07 Store Manager Hertz Rent a Car
07/03-02/05 General Manager, Famous Fish Company, Norcross, Georgia
Managed front and back of the house. Placed orders for products and maintenance services as needed. Resolved all
customer issues and employee issues. Served as mediator and in company discussions. Handled monies and close-out
procedures. Supported growth and developed marketing techniques while helping the company to become profitable.
10/01-05/03 Night Auditor and Manager, Embassy Suites, Atlanta, Georgia
Managed front desk and resolved all housekeeping and guest issues promptly. Initiated and revised phone reservations along
with performing night audit close-out functions. Also responsible for all hotel engineering and maintenance duties to meet
customer’s satisfaction.
09/01-10/01 Front Desk Representative, Hampton Inn, Peachtree City, Georgia
Managed front desk and resolved all housekeeping and guest issues promptly. Initiated and revised phone reservations along
with performing night audit close-out functions. Also responsible for all hotel engineering and maintenance duties to meet
customer’s satisfaction.
01/00-07/01 Front Desk Representative, Hampton Inn, Chandler, Arizona
04/99-12/99 Front Desk Representative, Hampton Inn, Norcross, Georgia
Managed front desk and resolved all housekeeping and guest issues promptly. Initiated and revised phone reservations along
with performing night audit close-out functions. Also responsible for all hotel engineering and maintenance duties to meet
customer’s satisfaction. Operated shuttle bus to and from airport as well.
Quincy's Cafe USA inc. dba Georgia Shrimp Company Page 22
Deidre Murphy- National Diploma: Hotel Management - (M.L.Sultan Technikon, Durban, South Africa) 1986-1988
Dee has extensive experience in ordering of beer, wine and food, having run the kitchens of ‘The Wykeham Collegiate’ in
Pietermaritzburg South Africa. Wykeham is an exclusive private girl’s school which is in the top five girl’s schools in the
country. Apart from planning the menus, ordering the stock and preparing three meals a day for the three hundred school
boarders, Dee was also charged with the planning and catering of many high profile functions and events. It was not
uncommon to have head masters conferences for the entire country as well as regular visits from prominent politicians. She
never failed to impress with her innovative style and solid buying skills.
Falling pregnant with twins, Catherine and Kaitlin at the end of 1995, Dee tendered her resignation so as to prepare for
motherhood and be as much as possible a stay at home mom. Leaving Wykeham in July 1996, Dee found her reputation for
catering had spread and ‘The Gourmet Goose’ was born. Catering from home was a wonderful way of staying in the business
and being home for the children. Teaming up with Chef Ivan Powell in 1998, ‘The Gourmet Goose’ went from strength to
strength and they added a supper club.
This was a home based business where groups of twelve to twenty people would gather every week, Monday to Thursday for
a three course meal and cooking demonstration. Set up like a television cooking show, they would prepare the meal from
scratch in front of their guests, all of whom had recipes in front of them, before serving them their meal. The guests became
regular with most groups doing at least two classes per month. This kept Dee and Ivan on their toes as they constantly needed
new dishes to hold the interest of their guests.
Having spent a year and a half settling the family in the United States, Dee Murphy applied for work authorization. She was
successful and came on board at ‘The Georgia Shrimp Co.’ in March of 2006 as a server. Over time she has become an
integral part of the management of Quincy’s Café dba The Georgia Shrimp Company. With her usual serious approach, she
set about learning all the systems and work ethics of The Georgia Shrimp Co. and given her passion for perfection she soon
become a manager.
As part of management training Dee has worked through the kitchen, learnt scheduling of both kitchen and front of house as
well as handled all alcohol and beverage stock counts.
Once settled as a manager server at Quincy’s USA dba ‘The Georgia Shrimp Company’, Dee along with husband Ant started
exploring the outside catering avenue.
Dee constructed a catering menu using her vast experience and before long had built a steady outside catering trade. The
catering menu, along with all regular menus, wine dinner menus, live music calendars and such, are all posted on-line at
georgiashrimpco.com.
Dee is also an accomplished baker and pastry chef. The desserts at the restaurant are her sole preserve and she has trained
Ana Romero as her number two in the dessert kitchen to a point where there are customers who plan their whole visit around
which dessert they want to have. Dee’s signature dessert is a South African staple called Malva Pudding and has a reputation
far and wide.
Working closely with Sean Baur, Dee is involved in all management decisions and as a catering team they are hard to beat.
Dee’s input for the monthly wine dinners is invaluable and while they are Baur’s ‘baby’ or pet project she is the go to for all
desserts.
Book keeping is another of Dee’s skills and with Ant’s support, she is responsible for all daily inputting, bank reconciliations
and record keeping under the watchful eye of CPA Christiaan Wiid of Rödl & PARTNERof Atlanta.
Plans to bring Wickus Kok into that side of the business are in place and as soon as growth allows it he will become more and
more involved.
Academic Qualifications: -
National Diploma: Hotel Management - (M.L.Sultan Technikon, Durban, South Africa) 1986-1988
Employment History: -
June 2006 - present
Current Employer: -Quincy’s Café dba The Georgia Shrimp Company
July 2003 – September 2004
Employer: - Pietermaritzburg Tourism
Position: - Events Manager
The organization of Pietermaritzburg Tourism events, including ‘Maritzburg Motorcycle Mania’, the annual ‘PMB
Tourism Banquet’ and ‘Art in the Park’. This includes budget development, sourcing of sponsorship, marketing,
management and control of events and financial reporting.
Planning the layout of the tourism hall at the royal agricultural showgrounds, and selling exhibition space for the royal
show and the garden and leisure show.
The development of linkages and strengthening of PMB Tourisms relationships with existing event managers and
conference coordinators, eg, Comrades Marathon Association, Dusi Canoe Marathon association and organizers of the
Midmar Mile (swimming event across the Midmar Dam).
The setting up of and management of tables and stands at all local events.
Organizing welcome packs for conference visitors to the city.
Organizing welcome packs for new home owners in the city.
Managing the shows, exhibitions and events calendar for PMB tourism, including planning and coordinating the setup of
stands, flights, accommodation, furniture and vehicle hire etc.
July 2002 – June 2003
Employer: - da Vinci’s Restaurant, Pietermaritzburg
Position: - Restaurant Manager
Building and maintaining relationships with customers
Quincy's Cafe USA inc. dba Georgia Shrimp Company Page 23
Ensuring high levels of service and customer care
Staffing and supervision of the restaurant, bar, and kitchen staff
Handling unforeseen circumstances and emergencies such as blocked drains and power failures
Menu planning and costing for the restaurant and any special functions
Ordering and daily stock control of food and liquor
Payment of suppliers, salaries and wages, daily cash up and banking and balancing of petty cash
Taking bookings for the restaurant and special functions
March 2001 – June 2002
EMPLOYER: The Hilton Hotel, Pietermaritzburg
Position: Conference & Functions Coordinator
Planning and coordination of all functions such as conferences, weddings, parties for special occasions and tour groups
requiring accommodation and meals
Providing clients with information about the facilities offered by the hotel such as accommodation, entertainment and
banqueting in an effort to promote the hotel
Communication with the clients by telephone, fax, email or in person from their very first inquiry until after their
function
Liaising with the other hotel departments to ensure that all the specific requirements and demands of each client were
met
Drawing up of function menus. In an effort to provide an interesting variety o menus and to introduce new dishes to the
hotel, I would often assist in the kitchen when a new dish or menu was being prepared
Drawing up of advertisements for the press
Planning and coordination of hotel entertainment such as “Jazz at Noon” on the pool deck and dinner dance evenings
October 1996 – February 2001
Employer: Self: - “The Gourmet Goose” Catering Company
Position: Self employed Outside Caterer
Planning and preparation of menus and meals for office parties and small weddings
Cooking lessons for domestic workers
Cooking demonstrations
Relief work for Kagiso Khulani Supervisions Services
Part time lecturing in Kitchen Hygiene and Food & Beverage Studies for Hotel Management students
January 1995 – October 1996
Employer: Kagiso Khulani Supervisions Food Services
Position: Catering Manager: “The Wykeham Collegiate”
Planning of daily menus for the school boarders within the allocated budget
Preparation of 300 meals three time daily
Planning and catering for school functions
Management of 16 kitchen staff members
Ordering, purchasing and receiving of goods
Stock control and weekly stocktaking
Daily cost analysis of menus
Preparation of daily purchase analysis
Supervision of food preparation and food service
Ensuring and maintaining high standards of hygiene
Client liaison
February 1991 – December 1994
Employer: The Hilton Hotel, Hilton
Position: 1. Maître D’ 2. Receptionist & Reservations Clerk 3. Front Office Manager
Taking of reservations for accommodation
Allocation of rooms and charting of all bookings
Confirmation of all accommodation bookings by mail or fax
Preparation of daily guest arrivals, in-house and departure reports
Welcoming guests upon arrival
Preparation of guest accounts on a daily basis
Presenting guests with their final bill on departure
Accepting payment and balancing of the daily reception takings and petty cash
Preparation of the night audit report on evening shifts
Fielding of any guest queries, requests or complaints
Assisting with the switchboard
Dealing with all correspondence
Feb 1990 – Dec 1990 Working holiday abroad – Athens Greece
Jan 1989 – Jan 1990 Shunters’ Arms - Bar Lady
Quincy's Cafe USA inc. dba Georgia Shrimp Company Page 24
May 1988 – Dec 1988 La Montagne, Ballito Bay, Hotel Management trainee
Dec 1987 – April 1988 Drakensberg Gardens Hotel, Underberg, Hotel Management Trainee
Jan 1986 – Dec 1987 Video Villa, Durban, Part time shop assistant
Neal Wauchope - Walk Up Music - Pianist and Music Director, the Georgia Shrimp Company
Graphic Artist, the Georgia Shrimp Company
Neal graduated from Tift County High School in South Georgia in 1988 and earned his bachelor’s of music- piano
performance degree from Valdosta State University in 1992. He moved to the Atlanta area at that point and dedicated his life
to the art of making music.
Although his background was in classical European music, he quickly realized that American jazz and blues would be his true
calling, so he played with every band at every venue that would hire him. The most notable musicians he was employed with
while in Atlanta were Tinsley Ellis, Sandra Hall, Sean Costello, Francine Reed and Rufus Thomas. He traveled extensively
with Tinsley Ellis and Sandra Hall, but once his first child was born, he decided that life on the road would not be the best
thing for his family. He decided to manage his own bands and help local venues achieve success with live music - particularly
jazz and blues.
He was first hired as Music Director in 1998 by a restaurant and night spot in Dunwoody, GA called Lagniappe on the Bayou.
It featured New Orleans food and music and was the perfect venue for Neal to start learning about how a business should be
run. It was successful for more than a year, but in 1999, Neal’s wife, Vicki was offered an opportunity in San Diego at the
Children’s hospital there. Ready for an adventure, they packed up and moved to California.
Neal continued to work hard as a freelance musician in Southern California, where he performed with Roy Gaines, James
Harmon, Gilbert Castellanos, just to name a few. In 2001 he created “Walk Up Music”, a management company and
“Essential San Diego Records.” He has 22 recording credits on CD and 1 in the documentary movie, “Soul to Soul.” The
San Diego years were a wonderful time for him and his family, but Neal and Vicki decided to move back to the Atlanta in
2006 mainly to be closer to all of the grandparents.
Vicki found a job with Children’s healthcare of Atlanta, and Neal was quickly hired by blues guitarist, Bill Morganfield, the
son of the legendary Muddy Waters. Neal did some touring with Morganfield but spent most of his time playing locally and
raising his children.
In 2008, he met Anthony Murphy, owner of the Georgia Shrimp Company in Peachtree City. The two share a love an
intense love of jazz and realized that there were very few places south of Atlanta where it could be heard. Anthony hired
Neal as his music director, and “The Shrimp” has now become a well known jazz venue. As a patron of the arts, Mr.
Murphy has given Wauchope the wonderful gift of artistic freedom and most importantly, the means to contract top notch
professional musicians night after night.
“The Shrimp” is the venue and proving ground for Walk Up Music event production. Because of Murphy’s patronage, Walk
Music has been able to produce events that celebrate some of America’s greatest musicians such as Billie Holiday, Ella
Fitzgerald, Louis Armstrong, and Frank Sinatra as well as events that focus on specific musical styles such as Motown, Soul,
Blues, Latin Jazz, and New Orleans Jazz. As the company grew, Wauchope was able to bring a business partner on board,
the pure jazz vocalist, Ms. Toni Byrd.
Murphy and Wauchope also created the “Southside Jazz Jam” which happens weekly at the restaurant. This allows young
musicians a chance to join the seasoned veterans on stage and improve their musical skills. With funding for the arts being
cut in the schools, this is an invaluable resource for students and for the community.
Wauchope also possesses considerable talent in the graphics department and designs and prints all the advertisements and
music posters. Examples of his work are to be found on the website, georgiashrimpco.com
Jennifer Jones - B.A., Environmental Studies; M.A., Education
Jennifer joined the Georgia Shrimp Company in the summer of 2007 as a server. She was working as a substitute teacher, however,
living in Peachtree City, where teaching posts are much saught after, a full time teaching post was not forthcoming. A mother of three,
Jennifer started serving at the 'Shrimp Company' as a means of supplementing her income between substitute posts. Over time, aided
by her sunny personality and dilligent work in learning the wine and menu knowledge required to be a top rate selling agent.
Her people skills coupled with genuine empathy saw to it that Jen was drawn into the family atmosphere of the Georgia Shrmp
Company where the satisfaction of making customers happy is good for the soul.
It was not long before Jennifer was brought into the management team and her education pedigree made her an obvious for the position
of training manager.
Jen has the complete trust of the owners and is a key carrying manager who opens the restaurant, locks the restaurant and cashes out
the days business on a regular basis.
Jennifer is an important member of the 'Shrimp Co.' team especially in the light of the plans for growth. Her leadership and education
qualifications are much valued with the training of new teams in the not too distant future.
Experience
Aug. 1994 – June 1997 Pajaro Valley U. S. D. Watsonville, CA
Substitute Teacher
Instructed classes, primarily K – 6, in the absence of their regular classroom teacher.
Used positive reinforcement, along with other strategies, to manage the class.
Long-term substitute in a 2nd grade classroom from 3/97 – 6/97.
Aug. 1997 – June 1998 Pajaro Valley U. S. D. Watsonville, CA
Quincy's Cafe USA inc. dba Georgia Shrimp Company Page 25
Teacher
Planned, organized, and implemented 50% of all instruction for a first grade class (Job was a 50% job share /
divided contract).
Successfully used thematic centers to engage the entire class, while working with small groups for reading
instruction.
Communicated with students’ parents through weekly homework folders, occasional phone calls, and parent
conferences.
Utilized a variety of classroom management strategies to maintain an optimal learning environment.
Sept. 2003 – present All Saints’ Anglican Church Peachtree City, GA
Sunday School Teacher
Volunteer Sunday School Teacher for pre-K – 5th grade.
Select and teach lessons from a variety of different curriculums.
Adapt lessons, as needed, to meet the needs of different age groups and individual students.
Served on youth committee to assist in curriculum selection, making decisions to guide church’s youth
activities, and helping to organize various youth events.
Aug. 2008 – present Fayette County Schools Peachtree City, GA
Substitute Teacher
Instruct classes, primarily K – 6, in the absence of their regular classroom teacher.
Use positive reinforcement, along with other strategies, to manage the class.
On preferred substitute teacher list at Crabapple Lane Elementary.
Education
1994 University of California Santa Cruz, CA
B.A., Environmental Studies
1997 University of California Santa Cruz, CA
M.A., Education
phone (770) 632-6217 • e-mail jonesfamily506@bellsouth.net
506 brander pass • peachtree city, ga 30269 • mobile (678) 717-8693
Wickus started work for the Georgia Shrimp Company in October of 2008. He began as barman and quickly developed a
keen following. His quick wit and down to earth demeanor have made him popular with customers and peers alike. Within a
short period of time and with his thirst for knowledge, he started to learn his craft and his wine knowledge grew quickly. His
strong 'business' education and acumen saw him take responsibility upon himself and before long he was taking care of every
aspect of barmanship. The extensive wine list provided a big challenge which he set about with gusto. Server training ensued
with Wickus taking the initiative.
An opportunity to move back to Charleston SC arose in April of 2009 with a position selling insurance which proved a lot
tougher than he had bargained for with the state of the economy being what it was.
Although he loves the sea and had a network of friends in Charleston, he soon realized that his support group and a job he
had come to really enjoy lay in Peachtree City. He returned to Peachtree City in August 2009 returning to his job at Georgia
Shrimp Company. With the full support and encouragement of Murphy, he took up his studies on a part time basis and is on
track to become a CPA.
This is something which fits beautifully with the long term goals of The Georgia Shrimp Company as with multiple operations
planned the need for a qualified CFO with hands on experience in the business and the passion which only comes from
working with the customers and staff over a long period.
EDUCATION:
Auburn University
Bachelor of Science in Business Administration May 2006
Entrepreneurship and Family Business
Coursework included:
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Managerial Accounting
Labor Relations
Business Plan for a New Venture
Growth Strategies for Emerging Companies
Financial Management
Corporate Venturing
Human Resources Management
Organizational Behavior
Strategic Management
PROFESSIONAL EXPERIENCE:
GEORGIA SHRIMP COMPANY Peachtree City Georgia
August 2009 to Present
Full service full ala carte seafood restaurant and bar.
Barman and Bar Manager
Focused in the customer primarily
Server Support and Backup
Wine & Beer knowledge trainer
Attendance of wine and beer shows and wine tastings with educational talks
Sharing of knowledge with servers both formally, by talking in a classroom situation and on a day to day basis during service.
Wine Steward
Assisting customers by discussing their likes and dislikes and making the appropriate recommendations.
Stock Controller
Daily counts, stock balancing and stocking of fridges.
Weekly counts and ordering of Stock.
NAVISTAR GROUP MARKETING Charleston, South Carolina April
2009 to August 2009
An insurance brokerage firm that selects only the best products from some of the nation’s highest rated insurance companies.
Sales Agent
Selling health and life insurance.
GEORGIA SHRIMP COMPANY Peachtree City Georgia
Oct 2008 to April 2009
Full service full ala carte seafood restaurant and bar.
Barman and Bar Manager
Focused in the customer primarily
Server Support and Backup
Wine & Beer knowledge trainer
Attendance of wine and beer shows and wine tastings with educational talks
Sharing of knowledge with servers both formally, by talking in a classroom situation and on a day to day basis during service.
Wine Steward
Assisting customers by discussing their likes and dislikes and making the appropriate recommendations.
Stock Controller
Daily counts, stock balancing and stocking of fridges.
Weekly counts and ordering of Stock.
FRASER CONSTRUCTION Kiawah Island/Bluffton, South Carolina
April 2007 to Oct 2008
A commercial construction company with primary focuses on constructing commercial and multi-family projects that meet the
schedule, quality and cost expectations of our customers.
Project Engineer – Bluffton, South Carolina – Fraser Construction Headquarters
Involved in pre-construction cost estimating.
Assisted project managers in all areas of new construction.
Assistant Project Engineer – Maritime at Kiawah Island, South Carolina
Assisted the superintendent and project manager in all aspects of new construction from ground breaking to final completion
of the project.
In charge of all quality control documentation and analysis.
Responsible for all daily reports, temporary labor relations and delivery of job related inventory.
BRON PRO INTERNATIONAL Australia/ South Africa May
2006 to Feb 2007
Family owned business with farming and property development enterprises in Australia and South Africa.
Quincy's Cafe USA inc. dba Georgia Shrimp Company Page 27
International Co-Op
Involved in animal feeding program and maintenance of facilities
Assisted with a market penetration analysis for a new product venture in the Macadamia nut industry.
MOORE’S MILL GOLF CLUB Auburn, AL
Feb 2004 to May 2006
Semi-private Day-Blalock designed 18-hole course in Auburn. Amenities include chipping and putting greens and driving
range.
Associate Superintendent
Selected by management to coordinate the annual College of Veterinary Medicine Golf Tournament.
Responsible for stocking and floor management for pro shop.
Produced inventory tracking reports on a monthly basis.
Responsible for maintaining master plan for employee schedules and daily operations.
Rödl & PARTNER USA Atlanta, GA
Summer 2002 and 2003
Leading international professional services firm (of German origin) providing audit, accounting, tax preparation, tax consulting
and legal services to a wide range of industries.
Paid Internship
Participated in the annual audit of a Nursing Home.
Provided research assistance for corporate tax returns.
Responsible for updating client database records.
COMPUTER SKILLS:
Office Productivity Software: Microsoft Word, Excel, Power Point and Exchange.
Working knowledge: Microsoft Project.
Restaurant Point of Sale Software: Hot Sauce
Spencer Bliss- Graduated from Blue Ribbon High School in 2009
Spencer joined ‘The Georgia Shrimp Company’ in July of 2008 as a server. After going through the training program, he
developed into a proficient server with a keen sense of the customer’s wants and desires. His ability to learn menu content
and product knowledge led to him being given a bar tenders position which he fulfills very effectively. Working closely with
Wickus Kok he has learnt the ropes and assists with counts and ordering.
This willingness to go the extra mile earned Spencer his next promotion to the position of manager. Spencer, a key carrying
manager, opens the restaurant for lunch and oversees the setup making sure that we are ready for the customer at 11am
which is opening time. His rapport and politeness with the customers makes him a good floor manager who is focused on
enforcing the Shrimp Co. policy of opening and closing the door for all of our customers upon their arrival and departure as
well as taking care of all their needs in between.
Spencer proved himself diligent and trustworthy and at just nineteen years of age, handles locking shifts where his duties
include cashing out all servers and bar staff, balancing the cash up, preparing the banking and closing down the business day.
He does the final walk through, making certain all cooking equipment is switched off and that all refrigeration is working
properly before locking the doors for the night.
Education
Graduated from Blue Ribbon High School in 2009
Represented his high school at both Golf and Football.
Played Varsity Basketball 2008 - 2009
Work experience
Georgia Shrimp Company Peachtree City, GA
July 2008 to Present
Prohealth as secretary
January to July 2008
USA Pools as a life guard
Summer of 2007
Kroger Peachtree City, GA
First part of 2007
Personnel Plan
Ant Murphy, Dee Murphy, and Sean Baur are all 'Serve-Safe Certified'.
1. Quincy's Cafe USA inc employs between 25 and 30 people'
2. Six with management responsibilities, eight with kitchen skills and twelve to fifteen front of house staff with people and
Quincy's Cafe USA inc. dba Georgia Shrimp Company Page 28
food service knowledge.
3. We have over the past four and a half years employed and trained up a great team.
4. All personel work on an hourly rate besides the book keeper and owner. Basic rates range from eight to fifteen dollars
per hour. The hourly system works really well in the restaurant industry which gives staff and management flexibility in
terms of earning hours and taking enough off time to ensure maximum productivity.
5. Kitchen training is a totally hands on program which is coordinated closely with the Fayette County Health Department
with serve safe certification a priority. We currently have three people certified with two more awaiting their results
having recently completed the course. The servers and bar staff have a comprehensive training manual and are schooled
in procedures, selling techniques and customer care.
6. We have a great team in place and will move forward with absolute confidence with a second location planned as soon
as the economy allows.
7. General Manager and Head Chef Sean Baur is ear-marked as COO once we have multiple operations.
8. Bar Manager Wickus Kok is presently furthering his studies on a part time basis and will shortly complete his CPA
exams. This makes him ideal choice as CFO once we grow to more operations and he is working closely with book
keeper Dee Murphy and CPA Christiaan Wiid, on learning the Quincy's Cafe accounting systems.
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Summary of Financial Plan
Company Growth
Assumptions Used for Financial Statements
Sales Projections: We used the national averages obtained from the National Restaurant association. Based on our average ticket
of $17.50 and the size of our restaurant we realize 1.6 daily seat turnover.
1.6 X 120 seats = 192
192 X $17.50 = $3360 per day X 7 days = $23520 per week
$23520 X 4.3 weeks = $101136 monthly average sales
Monthly sales projections varied due to monthly sales fluctuations in the industry and the impact of the economic depression we are
all facing at present.
Finance
The Georgia Shrimp Company is not in need of funding at this time.
The restaurant is in a position where we are able to keep our equipment maitained and/or replaced when neccesary, out of cashflow.
We will seek finance only when we open a second location.
Profitability
As the attached financial documents show, the company has recently reached the point of profitability. We believe that upgrade to a
full liquor license will significantly boost our rate of growth and our overall profitability in the coming months. We anticipate that our
profitability will increase from 14% to 18% by November of this year with a modest 3-6% annual growth thereafter.
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