IBERSOL Annual Report and Consolidated Accounts 2017

ANNUAL REPORT 2017 “TrueAmericanBarbecue” is theRIBS brand concept. The brand’s first restau- rant was inaugurated in 1968 and since then all the units have endeavoured to be more than just restaurants, becoming a real American experience based on the quality of the products, a 100% original American décor, a characteris- tic selection of music and amenumade up exclusively of traditional American food. That iswhy, since itwas created, the brand established itself inSpain as a pioneer in themost authentic American style restaurant service. The brand reached the end of 2017 with a total of 243 employees and 37 res- taurants: 9 of which are owned and 28 franchised. The brand also has 3 units in the Travel segment in Spain. The brand’s restaurants are a living image of the American experience. With 100% of the décor and furniture being imported from the United States, RIBS restaurants have an authentic American style so that the customers can im- merse themselves in the atmosphere, surrounded by a truly American spirit, both regarding the furniture and in relation to the dishes, prepared on 100% holmoakcharcoal grills,whicharealwayskept alight togivethedishesamore genuine flavour. The brand’s strategy in 2017was focused on optimising the businessmodel. The business strategies for expanding the franchises were boosted through meetingswith potential investors and coverage on social networks. As far as innovation is concerned, the brand continues to look for higher qua- lity products and a genuine offer, constantly reviewing and reformulating the à la carte menu and set menus, in order to guarantee the best customer ex- perience. In addition, the brand has been promoting the Big Parties concept (Halloween and Thanksgiving Day, among others), turning these special days into big parties in its restaurants. From an operational excellence point of view, one of the main objectives for 2017was to improve the internal audit processes, soas toguarantee the stan- dards of quality and cleanliness in the restaurants. SPAIN 61