Roostersbot Business Plan


Autonomous Chicken Sandwich Robot Restaurants

Delivering value to more people with better ingredients

Feeding Consumers Better Food

Delivering a $16.00 sandwich for $5.00 is impossible under the current restaurant model. But, what if we could , it will create significant, real value for consumers. This value is further enhanced by the sourcing and utilization of the highest quality ingredients, that produce a far better quality product for a fair price and can be offered to more people. The only way to make this economically feasible, is to change what a restuarant is. This is the core mission of Roostersbot; to feed more people a better quality product by creating and franchising a full-autonmous robot restaurant.

Of the 100 largest restaurant chains in the US, three of the five fastest-growing are chicken concepts. The chicken sector has been the No. 1 category in the fast-food business by purchase consideration since April, 2016, when it eclipsed the burger sector. And in recent years, Chick-fil-A helped usher fried chicken into the mainstream, becoming the No. 1 chicken chain in the US by sales. In 2015, system-wide sales topped $6 billion, and the company reported that same-store sales growth (sales at stores open more than a year) was in the double-digits.

But while this is good news for QSR and consumers, jumping into the fried chicken sandwich category with a me-too QSR/Fast casual restaurant concept would be extremely challenging to differentiate and compete with these giants. Moreover, because there are industry-wide challenges that make jumping into any segment with a traditional restaurant concept, a bad economic decision. So, what do you do? #REINVENT.

The US Restaurant Industry

Restaurant industry sales are expected to reach $800 billion in 2017. Although this will represent the seventh consecutive year of real growth in restaurant sales, the rate of growth remains moderate. The restaurant industry will remain the nation’s second-largest private sector employer with a workforce of 14.4 million.

Industry-wide Challenges

The largest expense for nearly every restaurant is labor costs and they are a big, big deal. Restaurants operate on thin margins and are extremely sensitive to market changes, government mandates and local labor laws. But it is the healthcare and minimum wage mandates that are providing the most angst for operators, as is immigration laws. It’s a big challenge to find qualified staff but with the minimum wage at $15 per hour, it is a death nail to many restaurants. Moreover, the cost of real estate has skyrocketed making the restaurant industry unattractive to many investors.

In a recent CNBC interview, Yum Brands CEO Greg Creed predicted robots would replace fast food workers by the mid-2020s.

Also, see this article by by Gary Sernovitz dated September 9, 2016

It's a wake-up call for why investing in restaurants operating with a traditional model just doesn't make sense any more: Roostersbot is a Tech-Restaurant founded by operators with nearly 100 years of operations expertise.


  1. Finding, training and retaining qualified employees. The labor pool is shrinking and staffing is a competitive issue.
  2. Affording healthcare costs for transient and part time labor force.
  3. Affording a $15 minimum wage without excessive menu price increases.
  4. Affording the high food, land, lease and equipment costs associated with developing a restaurant.
  5. Remaining economically and conceptually relevant in a competitive market place.
  6. Appealing to a new generation of consumers (millennials) that in 2016, spent over $78 billion in F&B.

Roostersbot Solution

  1. Finding, training and retaining qualified employees
      1. No employees are required to operate a Roostersbot restaurant at the unit-level. We do anticipate having technicians and field support reps who will manage a large territory or Roostersbot in a clustered unit/franchise expansion strategy. Initially, one customer service representative will provide information and help expedited ordering process.
  2. Affording healthcare costs for transient and part time labor force
    1. With no part-time or transient staff, there is no need for healthcare for a large employee group
  3. Affording a $15 minimum wage
    1. No staff, no hourly wage; so no problem here
  4. Affording the high land, lease and equipment costs associated with developing a restaurant
    1. We expect to operate free-standing, fully self-contained kiosks that are approximately 10 X 10, or 100 sq. ft. of leased common area space. We need electricity with a battery backup for refrigeration and a radio to let the support team know there is a problem.
  5. Remaining economically and conceptually relevant
    1. Few industries are as competitive as the restaurant industry. Keeping up with technology and investing in these efficiencies are must haves for operators. If a local competitor can produce a better product using better ingredients and enjoy hight cash flees because of (1) labor savings (2) employee cost savings and (3) real estate lease savings and (4) development expenses, etc., then the restaurant concept that is the most efficiently and smart will win.
  6. Appealing to a new generation of consumers (millennials) that in 2016, spent over $78 billion in F&B.
    1. Ordering food ahead, making reservations online, using Alexa to order your dinner and catching a ride from Uber are all technologies that were made by millennial for all consumers. But, the millennial generation is the generation of children born between 1982 and 2002, (15-35) some 81 million children who have taken over K-12, have already entered college and the workforce. This generation is the largest ever, and will replace the Baby-boomers as they retire every day on an accelerated pace.

We will likely have a Roostersbot attendant on site for a reasonable time frame to introduce consumers to this new way of ordering food.


Create a chain of autonomous QSR restaurants that eliminate many or reduce current operating challenges currently facing the $800 billion industry.

Roostersbot is a restaurant company not a manufacturer of robots. Our expertise lies in restaurant technology, operations, culinary and franchising. We view the highest and best use for Roostersbot is as a fully-functional, self-contained, autonomous restaurant in-a-box business (R.I.B) opportunity. Literally, find a space, plug in the bot, add raw ingredients and you’re in business. Our goal is to offer a turn-key franchise for under $100,000.

Robot Industry Financing

Food-maker startup restaurants have generated investments from top VC firms including Google Ventures and Khosla Ventures, social capital, Launch, The Thiel Foundation and Felicia Ventures, Match Robotics VC, among many others. Unlike apps and SaaS startups, food-maker robot restaurants require R&D capital in some cases, multiple rounds over years to invent, design, prototype, test and manufacture scalable bots.

Robot-Maker Comps

While there is no direct Roostersbot competitor know to exist as of today, there are several that are addressing select food categories as follows:

Fully Autonomous

Hamburgers - Momentum Machines

Salads - Chowbotics (Sally)

Frobot - Yogurt Vending

Yogurt - Generation Next

Smoothies - 6dBytes

Cocktails - Makr Shakr

Partially Autonomous

Pizza - Zume Pizza

Quinoa and Asian bowls - Eatsa

Kitchen Assistants or "Station" robots

Miso Robotics - Flippy burger flipping kitchen assistant


The target market worldwide is existing franchise groups seeking new brands to add to their portfolio. Roostersbot does not intend to target entrepreneurs unless they commit to a minimum territory of 4-5 Roostersbot restaurants. This is not a passive income generator. Rather, a full-time franchise business opportunity.

We plan to compete for Chick Fit A customers seeking a far superior and more consistent chicken sandwich product, at approximately 20% more cost.


Roostersbot Restaurants is a restaurant technology company with plans for a separate wholly-owned franchise entity. We intend to engage the services of a qualified design-build engineering company to work with our software, engineering and culinary teams. We will own all of the intellectual property created on a work-for-hire basis. We are expecting bids beginning October 2017 in the range of $2 million to develop a several lab versions and an initial beta Roostersbot restaurant.

The software we are creating, will control the user experience pre-order, during the order and post-order as a guest experience management platform that aggregates and analyzes massively relevant customer insights and intellectual property via patents and trademarks.

Ordering and Payments

All orders will require that consumers use a smartphone app, or the stand-alone kiosk at the Roostersbot restaurant. Payment is made by credit or debit card. Each guest will have the options to have a photo taken (to gain more reward points) and shared the image and caption on their social feeds and join the rewards and loyalty program, which will offer discounts at the point of purchase.


The menu will offer one type of breaded and deep-fried 5 oz chicken patty of the highest quality. It will be deep fried by Roostersbot and assembled with a toasted or warm bun, pickles and one of many sauces, if requested. Additionally, a variety of coleslaws will be available as a side cup vended to each customer based on their order. We can also add a wide array of spices post fry to create many flavor profiles. The projected retail price, boxed and delivered to the customer on site, is $5.00.

We may add a branded vending machine to dispense drinks and potato chips in locations where there are no options for beverages or sides. Branded to-go plastic or paper bags will be available.

The food and menu roadmap includes offering different breading flavor profiles, sauces, and slaws based on regional preferences. With duel, self-filtering deep friers, we may have other options to expand the menu in the future.

Our goal is to prepare a the most consistent, highest-quality, personalized and customized fried chicken sandwich on the market made to order buy a robot with a personality.

Menu Growth

We envision, at some point, to broaden the menu to help increase the universe of customers, grow revenue and remain relevant and competitive. Items of similar origin that can be produced with minimal engineering expense, may include (i) double chicken patty (ii) alternative spice and flavor profiles (iii) fried fish and shrimp sandwich and (iv) french fries. Additionally, we may add appetizers and snacks like (i) chicken and fish tenders (ii) fried cheese sticks and (iii) tempura shrimp. Other type of robots may be considered for grilled vs fried chicken as well.

Marketing Strategy

Roostersbot, by its very nature, will likely attract considerable consumer and media attention as the first autonomous fried chicken robot. We intend to execute sustained SEO and SEM, social media and digital marketing campaigns, targeting millennial, foodies and prospective franchisees.

Additionally, the founding team, collectively and individually enjoy high profiles in the restaurant and restaurant technology sectors, which may help attract, at least initially, media attention to support digital and traditional plans.

We have already been interviewed by Bret Thorn, Senior Editor at Nation's Restaurant News. Bret is intrigued by the Roostersbot business plan and is considering a series of articles called "Anatomy of a Autonomous Restaurant Startup". This series would follow our progress from CAD to beta to launch. This would be amazing media attention from concept to opening day. If this is a real opportunity, it would be an exclusive.

Franchise Program

As envisioned, we plan to offer a restaurant in-a-box, turnkey for less than $100,000 delivered. The economics are as non-traditional as the franchise is, requiring product ingredients, distribution, logistics, software, hardware, data and on-going technology iteration. Roostersbot combines restaurant operations with software and hardware to create a new type of business opportunity, that requires a new type of revenue and business model.

As a restaurant + technology company, we envision more of a joint venture-franchise model where Roostersbot will provide (i) all food ingredients to ensure consistency of product and to ensure the integrity of operations.

Restaurant Concept - restaurant-in-a-box

Roostersbot is being designed and manufactured as a fully self-contained vending machine to expedite sales and installation and reduce the need for more conventional building permits. When delivered to the franchise, set up is easy. The franchisee will log into a browser and watch Roostersbot set up videos to learn how to prepare the restaurant for operation. Make a few self tests, sending data to the Engineering and Support teams. Phone calls, and video calls will be a normal part of communicating, as will the use of a group chat channel like Slack.

The Economics

As a restaurant + technology company, we expect to charge an affordable one-time franchise fee of $5,000 per location, a 15% royalty (license fee, software, services, data, hosting, etc., and reasonable food production markup on Roostersbot prepped food.


The founders are Laurent Manrique and Michael L. Atkinson. The Company is assembling an all-star advisory board for franchising, operations, robotics and engineering. and seeking a full time CEO and CTO.

  • Michael L. Atkinson - Founder - Michael is a FoodTech entrepreneur and investor with over 30 years of restaurant, technology and investment banking experience. Michael is a food technology influencer and former CFO at Cheeseburger in Paradise and Aqua Development Corporation.
  • Laurent Manrique - Founder - Laurent Manrique is a French restaurateur and Michelin-starred chef. Currently overseeing projects in New York and San Francisco, Laurent has extensive professional experience in both locales with over 30 years of food, beverage and restaurant operations experience.
  • Edward H. Rensi - Advisor - Retired president and chief executive officer of McDonald’s USA, currently serves as an executive consultant to McDonald’s Restaurant Systems. He has been a member of McDonald’s Board of Directors since 1982.
  • Samuel Borgese - Advisor - CEO for Sheri’s, past CEO at Logan’s Roadhouse, Max Brenner International and Charlie Brown's Corporation, among other restaurant chains. Sam also served as the Chief Executive Officer of an enterprise software company that supported 300 restaurants. He serves on a humber of industry boards.
  • • Stuart Pesko - Advisor - Robotics and automation engineer, with Bachelors and Masters degrees in engineering and applied physics from Harvard.


Roosters is a Delaware corporation raising $3.0 million in R&D capital. The proceeds will be used to develop the Roostersbot, apply for patents, pre-marketing, concept design, branding, salaries, wages, consulting and outsourced engineering investment for up to 24 months.

We expect to develop several “Lab” prototypes over the initial 12-14 months, and a consumer-facing production ready prototype v.1.0 between 14-18 months. Following a successful market test, we expect to secure additional capital for production franchise program development and sales, operations and G&A.

Production and Logistics

As envisioned, the Company will outsource food ingredient and products production to qualified regional caterers to maintain quality and consistency. We will contract with national distributors like US Foodservice or Sysco to inventory and deliver to

franchisees nationwide. We intend to integrate and manage purchasing and sales via the Roostersbot database and coordinate all food production and distribution.


This model is reflects a business-in-a-box vending robot machine concept, manufactured as a fully self-contained restaurant. The total cost FOB to the franchisee is estimated at $100,000, and we estimate 70% cost per Roostersbot restaurant being manufactured. This total fee includes the franchise fee, training, the Roostersbot restaurant, shipping and their opening inventory and one-year service contract.

Franchisees will be required to make a 25% cash deposit on each restaurant and allow up to 120 days to ship. This gives the franchisee time to secure locations.

Traditional restaurants that may take up to 18 months from site selection to opening day, or 120-180 days for conversations of exiting locations, Roostersbot will be manufactured like a vending machine in days. Once a site is secured, a franchisee should be able to take possession of a Roostersbot in less than 30 days.

We have a detailed projection available upon request.


Michael L. Atkinson, Founder | CEO

Bailiwick Ventures, Inc.

650-206-8405 |

© 2017 Bailiwick Ventures, Inc.

Updated 10.8.17