Peter Rodwell - Founder, WooshFood

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Work Background

Launcho VenturesCo- Founder Launcho Ventures

Oct. 2020 - Jun. 2023Singapore

Gong cha Taiwan (Royal Tea Taiwan)Executive Chairman Gong cha Group

Sep. 2019 - Jun. 2022London, England, United Kingdomhttps://www.ta.com/portfolio/investments/gong-cha

WooshfoodFounder Woosh. Cloud

Apr. 2019Globalhttps://wooshfood.com

Pizza HutNon Executive Director

Sep. 2016Sydney, Australia

Rodwell consulting PE and Business consulting

Jul. 2015SingaporeA consulting expert - over the last 4 years have consulted on deals like McDonald’s China/HK for Carlyle group, Laser Clinics Au for KKR, plus many other major deals across APAC working with the big and mid sized PE firms.

Aug. 2012 - Jul. 2015Singapore | AustraliaMcDONALDS CORPORATION ► 2013 - 2015 ► Division President for Australia and NZ | Pacific Islands | Middle East | Africa 25 countries ► 2000+ restaurants ► 130,000 employees ► Revenue $9B US ► Profit $900M US Responsible - turnaround a downward trend in market share and same store revenues in Australia/NZ whilst continuing to grow the business in the Pacific Islands, Middle East and Africa. Challenges • A continual loss of market share due to aggressive competitive activity in Australia and NZ • Declining consumer relevance and perception of the brand • Demotivated franchisees Achievements • Mid-double digit same store sales growth/increased market share Achieved by: o Instigating leadership renewal in key areas; o Leading/collaborating with franchisee leadership bodies; o Developing a strategic vision with holistic next generation brand experience relevant to consumer trends and needs. Initiatives included: ► The regeneration of core brands and value whilst expanding adjacent platforms; ► Introduction of McCafe barista in drive through and the regeneration of the McCafe brand; ► Transformational concepts such as “Create your Taste” (Gourmet burger) and digital service; “the corner by McCafe”. ► Continued sustainable profitable growth in the Pacific Islands, Middle East and Africa by evolving leadership structures to manage diverse geographies. Specializing in: Franchise CEO Leadership ► Entrepreneurial Turnaround Specialist ► Sustainable Growth Performer ► Brand Leadership Expert ► Innovation Expert ► Franchise Leader: ► Leadership ► Brand ► Innovation ► High Performance Market Leading Results ► Global Franchise Expert ► Startup Franchise Expert ► Innovation specialist http://video.cnbc.com/gallery/?video=3000380271 http://www.businessinsider.com.au/mcdonalds-in-australia-vs-america-2015-5 http://www.dailytelegraph.com.au/news/nsw/new-health-food-cafe-run-by-mcdonalds-opens-in-sydney/story-fni0cx12-1227168326189

Jul. 2003 - Jan. 2013SingaporeMcDONALDS CORPORATION ► 2003 - 2013 ► Division President for Asia/ME (ex Japan) 35 countries ► 3,600 restaurants ► 300,000 employees ► Revenue $7B US ► Profit $750M US Responsible for turning the poor performing region (Asia, ex-Japan) and the continual growth and evolution of the Middle East portfolio. Challenges ► Historically,misplaced business model across the Asian region ► A cultural gap in relationships between leadership at the corporate level and the country level ► Interpretation of consumer trends and its adaption into the business model Achievements ► Stabilized/turned around sharply declining sales/profit trends in the Asian region by transforming the model. Profit in 10 Asia countries increased from $60 mill to $650 mill Initiatives included: o Identification of key differences in Asian model vs Western model; o Clarification of brand positioning from consumers’ perspective; o Collaboration and alignment of consumers’ trends and needs via targeted focus groups; o Alignment/prioritization of Asian leadership’s collective intelligence into a vision/strategic plan; o Creation of sustainable core business and sub brand models including roll out of Breakfast, home delivery, desert kiosk POD's, optimization/improvement of Core Menu brands/value offers. ► Increased brand presence in high profile,high cost,dense Asian urban locations. ► Applied Asian model learnings to drive rapid turnaround of the Chinese market (6% ROTA to 20%+ one year). Expansion from 300 restaurants (2003) to 2000+(2015). ► Increased market share/brand rating in Asian region (ex Japan) increasing income from $60M in 2003 to $650M in 2013. ► Applied/adapted Asian model learnings into India South West business, turn around from a loss making company in 2003 to market cap of $750M on BSE. http://www.bloomberg.com/apps/news?pid=conewsstory&tkr=MCD:US&sid=awF9jFlBJChk http://www.bloomberg.com/news/articles/2011-07-29/mcdonald-s-franchises-to-account-for-up-to-20-of-china-business

McDonald's Corporation | CEO | Turkey and Taiwan | McDonalds CorporationFranchise CEO Leadership ► Entrepreneurial Turnaround Specialist ► Sustainable Growth Performer ►

Jan. 1999 - Dec. 2003Turkey | TaiwanMcDONALDS CORPORATION ► 2002 – 2003 ► Managing Director, Taiwan ► 350 restaurants ► 20,000 employees ► Revenue $80M US Responsible for turn around the 10th largest McDonalds market. Challenges • Seven years of declining same store sales/transactions • Identification of the cause of market share loss • De-motivated local teams Achievements ► Engaged/empowered the local teams to prioritize/focus on consumer driven brand strengths. ► Created short term tactics to stem decline whilst creating stronger strategic focus to build sustainable brand growth. ► Initiatives resulted in positive growth after 7 years of decline and established a trajectory of growth that continued for 10 years. McDONALDS CORPORATION ► 1999 – 2002 ► Managing Director, Turkey ► 150 restaurants ► 10,000 employees ► Revenue $225M US ► Profit $25M US Responsible for creating developing market model that could be used to increase greater success and expansion into developing markets globally. Challenges: ► Unprofitable market ► Highly competitive local food outlets ► High cost real estate ► Low levels of consumer affordability ► Unworkable franchise model ► Currency crisis and 9/11 fallout Achievements: ► Re-engineered pricing/value proposition to meet broader market on affordability. ► Drove product innovation- more relevant to local tastes whilst maintaining brand uniqueness. ► Created a more relevant franchise model/closed non-performing franchises. ► Introduced new business plan whilst dealing with a major economic crisis,currency devalued by 80%/interest rates over 3000%/ inflation ave 10% per month ► Increased customer/sales in excess of 80% and 70% respectively, market share increased from 40% to 55%, post the economic crisis. ► Created a business model that could be applied to other developing markets.

McDonald's Corporation | CEO | Turkey and Taiwan | McDonalds CorporationVice President ► Franchise CEO Leadership ► Entrepreneurial Turnaround Specialist

Jan. 1991 - Dec. 1999Queensland, Northern Territory, Pacific IslandsMcDONALDS CORPORATION ► 1991 – 1999 ► VP Regional Manager, Queensland, Northern Territory, Pacific Islands ► 150 restaurants ► 15,000 employees ► Revenue $A340M ► Profit $A38M Responsible for the holistic results of the business; strong relationships with franchisees and suppliers; the opening of Northern Territory and Pacific Islands businesses. Achievements: ► Successfully evolved and executed strategy that resulted in sales increases of 190% and market share increase from 18% to 28%. ► Innovated strategic real estate process’s to increase market penetration and profitable outlet growth; outlets increased by 160%. ► Created McCafe expansion model in suburban restaurants resulting in a long term platform for continuous growth. Demonstrated Key Attributes in: Franchise CEO Leadership ► Entrepreneurial Turnaround Specialist ► Sustainable Growth Performer ► Brand Leadership Expert ► Innovation Expert ► Franchise Leader - with focus on: ► Leadership ► Brand ► Innovation ► High Performance Market Leading Results ► Global Franchise Expert ► Startup Franchise Expert ► Creation, Transformation and Implementation to High Performance with Franchise.

McDonald's Corporation | CEO | Turkey and Taiwan | McDonalds CorporationVice President ► Regional Manager ► Franchise CEO Leadership ►

Jan. 1977 - Dec. 1991Melbourne ► AdelaideMCDONALDS CORPORATION ► 1987-1991 ► Market Manager, Victoria | Western Australia | South Australia Responsible for: ► the opening of Tasmania ► the operations and personnel of all restaurants ► the selection, recruitment and training of new franchisees ► the business results of the region, reporting to the Regional Manager ► developing and opening a highly successful market in Tasmania Early years: ► 1977 commenced as full-time cleaning maintenance man at McDonalds - St. Kilda - after venturing into the world of work as exploring factory, apprentice linesman, house painting ► 1978 started as a trainee manager in St. Kilda and Elsternwick prior to working in and opening many restaurants across Victoria and thru all restaurant manager levels until 1983 ► 1983 worked in Middle management roles, training and area supervisor in Melbourne ► 1985 market manager for South Australia

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