FRANCHISE. - Information Pack -

Transcription

1 FRANCHISE - Information Pack -

2 TABLE OF - Contents - 1. Welcome to Ferguson Plarre 2. Quality baked goods 3. Award winning cakes & savouries 4. Healthy options 5. Price list 6. Celebration cakes 7. Exceptional coffee 8. Experience counts 9. Our system 10. Stores available 11. Frequently Asked Questions 12. Next Steps

3 WELCOME TO - Ferguson Plarre Bakehouses - Thank you for taking the time to enquire about Ferguson Plarre. We re a family business and we re foodies at heart. We love to bake and we know that our every success relies on a group of great people. Ferguson Plarre is simply not your everyday business or franchise. We became great bakers well before we started franchising. In fact our first franchisees were members of our own family. Ferguson Plarre Bakehouses is an Aussie story 110 years in the making. From the fresh coffee aromas of Eliza Ferguson s café in Lygon St, to Otto Plarre s European styled bakehouse in Moonee Ponds, we ve grown into one of Australia s most loved bakeries. Today Ferguson Plarre is still family operated and is one of this country s most successful franchised businesses, recently rated in the Top 10 franchises in Australia. I hope you enjoy our story and what you read here today. I look forward to meeting you should you decide to continue this journey with us. Our purpose: for baking to be a source of good in the lives of the people who eat, make, supply and sell our products. Kind regards, Steve Plarre, CEO & Director

4 QUALITY - Made by us - Today s customers are well informed, they know quality and they demand consistency. We have dedicated our lives to creating quality products from time-tested recipes made with real ingredients and by real people. You can be guaranteed that every single Ferguson Plarre product is made in our good-for-the-planet bakery using only the best ingredients under the keen eye of 4 th generation bakers. Our extensive range of award winning products means that we cater for every meal - from breakfast to dinner - and events from birthdays to weddings. Whether grabbing lunch on the run, a treat for the kids or bringing the family together over dinner, our customers rely on Ferguson Plarre Bakehouses for quality products for every occasion. With a focus on traditional baking, our classic recipes and new twists ensure our product range will satisfy even the pickiest of palates. Guarantee Our products are supplied exclusively to our own stores and we make everything ourselves. We ve baked goods for both the Queen of England and the President of the USA during our proud history

5 AWARD WINNING - Cakes & Savouries - Sweets Delicious sweets are the things that dreams are made of. The nostalgia we attach to memories of indulging in delicious sweets as children is something we understand intimately. You simply can t create a long term connection with customers using powdered custard and mock cream. Our small cakes range includes award-winning Vanilla Slices, Eclairs, Custard Tarts, Lamingtons (voted Australia s best) and so much more. Our medium-sized range includes our famous Chocolate Mousse, Flourless Chocolate Truffle Cake, Orange Rough, Baked Cheesecakes plus a range of larger party cakes. Savouries A great bakery needs outstanding savouries. Over half of all Ferguson Plarre sales are generated by our premium and quick to serve savoury range which includes an awardwinning selection of meat pies, our famous Tiddly Oggies (voted best pasties in Australia), sausage rolls (seriously amazing) and quiches - with various selections available in single serve, family size and party food packs.

6 HEALTHY -Options - Sandwiches A good life is a balanced one which is why we think it s important to cater for those customers looking for something a little lighter when they re on the go. Our fresh sandwich range is made with fresh bread delivered daily to your store. Our commitment to quality ingredients ensures we provide you with only free-range chicken, eggs and ham along with cheese and other ingredients which we source locally. Flourless Our flourless range of sweets is not only a fantastic option for customers with an intolerance to flour, but they remain some of our most popular products with everyone. From flourless chocolate & orange cakes to our amazing florentine biscuits, we ve got it covered. Catering In addition to providing a healthy alternative for everyday customers, our sandwich & flourless ranges ensure you can cater for larger family or corporate functions where a selection of sandwiches and flourless products might be necessary.

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9 CELEBRATION - Cakes - Bringing people together to celebrate is at the heart of the Ferguson Plarre Bakehouses ethos, and at the heart of every occasion is a great cake. From birthdays to weddings, this represents an incredible opportunity to build a relationship with your customers and it can only be done with a quality product. From traditional chocolate and vanilla through to our spectacular orange mud and red velvet cakes, hand-decorated by our team, our customers come back year after year to order their celebration cakes. With the option to order in store, online, or over the phone ordering is a cake walk. Online sales With our exclusive Designacake TM system we are the number one online destination on Google for birthday cakes. Our highly sought after sister sites birthdaycakes.com.au and weddingcakes.com.au ensure visibility across the web and help guide online sales directly to your store. Sweet profits With prices ranging from $30 to over $800, our celebration cake range presents a unique opportunity to supplement your daily trade with a significant profit boost!

10 EXCEPTIONAL - Coffee - Imagine sitting down to an award winning cake with the perfect cup of espresso coffee. It s a marriage made in heaven, and it s a key sales driver for a bakehouse like ours. We understand that customers expect exceptional coffee so anything less than the perfect cup is not an option. World class program The head of our coffee program is an ex-world barista judge and competitor. He established the Australian School for Baristas, and he oversees the roasting of our exclusive blend and training regime. Our beans have been selected as the perfect compliment to cake to exhibit a bold, rich and smooth flavour that encourages repeat purchase. Ongoing training Our expert barista trainers will teach you how to make amazing coffee but it doesn t end there. We run mandatory sessions throughout the year to ensure minimum standards are upheld and new products are made to the highest standards. Exceptional coffee is a key success factor

11 EXPERIENCE - Counts - 10 reasons why Ferguson Plarre is the #1 bakery choice in Australia: 1. We make our own products (no 3 rd party providers) 2. Over 200 years of combined experience in the baking industry 3. Time tested business & products 4. Win/win model - if you don t make a sale, neither do we 5. No royalties 6. Full range bakery serving morning, lunch and evening meal solutions 7. Guaranteed exclusive product range 8. Differentiated brand with a history that is impossible to replicate 9. Officially ranked 4 th in the top 10 franchises in Australia* 10. Family values not shareholder values *By independent research house 10Thousand Feet

12 OUR - System - What we do for you 1. Our experienced pastrycooks make your cakes and savouries fresh daily 2. We deliver them directly to your store 7 days a week 3. We train you on how to operate your store including how to make exceptional coffee and provide amazing service 4. We support you to help grow your business What you do for us 1. You order your products online daily 2. You get to know your customers and provide them with an experience in their lives that they like to repeat regularly 3. You merchandise and sell your products with a real smile and an amazing cup of coffee Simple!

13 STORES - Available - Childhood memories of visiting your local bakery are precious and this sits at the heart of our store design and brand experience. We strive to provide a space for our customers that is reminiscent of a classic bakehouse, and makes the most of both sit-down and takeaway trade. Our most recent designs combine the use of natural timbers and warm lighting to ensure the products are championed at all times. Our long-standing history and commitment to quality ingredients feature strongly in the design elements to help drive home some of our key points of difference. Site selection New store locations are assessed using a sophisticated site selection process comparing demographic Census data against known sales generators identified from our current network. There are no guarantees in business but we work hard to try and minimise the risks of choosing the wrong location.

14 STORE - formats - The High Street Generally, these sites are situated in busy, highly populated, high foottraffic streets. With a general footprint size of around 60-80sqm with accompanying outdoor seating (council regulations permitting), these stores are an ideal pit stop for the busy customers enroute to the bank, post office, pharmacy or local supermarket. The In-line Typically, this style of store is located within a shopping centre. With a general footprint size of around 70-90sqm it is often near a major supermarket and positioned to feed off the main customer flows. The Kiosk Kiosk stores are located within shopping centres and are usually found in the fresh food precinct, food court or adjacent to a major supermarket. Kiosk stores typically range from 25-35sqm with additional seating of 10-25sqm with separate storage. These stores tend to benefit from superior visibility and often attract favourable rental terms.

15 WHAT ARE - the numbers? - Costs depend on the size of the store, the location, the lease agreement of the store you are purchasing and other factors. Typically a new store investment will range from $250,000 to $350,000 ex GST. In addition, franchisees provide a security bond* ($30k - $40k) which secures the lease and product purchases. For a new store a franchisee also needs to factor in legal and other advisory costs as well as working capital. Ferguson Plarre charges an initial franchise fee of $25,000. This includes your training, store opening promotions and use of our intellectual property (brands & systems) for the term of the agreement. From there, the financial model is based on a simple wholesale product purchasing arrangement with a small administration levy of 1.8% of sales. There are no royalties and we simply make a sale when you purchase your products from us. Your success is our success in every way. *This bond is fully refundable at the end of your franchise term

16 FREQUENTLY - Asked questions - When will I be required to pay all the costs related to setting up my Ferguson Plarre store? Various costs relating to your application need to be paid during the application process. Your franchise fee and security deposit are due for payment prior to your store opening. Store build progress payments are made throughout the build process with the final payment also required before opening. How can I finance my business? We have been accredited with 3 major banks that allow you to borrow against the value of your new business We will introduce you to our specialist business finance brokers and our business plan and forecasting process assists you to provide estimates to banks when making a submission for finance.

17 FAQ S - continued - What type of training will I receive? We have a three week in depth theoretical and practical training program which involves a mixture of training at our head office and instore, as well as an additional one week full time in-store support once you are open for trade. When your training is complete and your store is ready, we support you through the setup and opening until you are confident that you ve got things covered. The training program must be passed and completed by the franchisee or a nominated responsible manager. How long does the process take? The franchise process timeline varies from store to store. Typically it will take up to 12 weeks depending on the size of your store. We ll work with you to determine the most efficient process. What store locations are available? We offer a number of identified locations, existing stores and targeted areas we are actively researching. Alternatively, you can put in a recommendation for consideration or we can find a site to suite you. We have a detailed site selection process and will be happy to discuss options in your area. How much time do I need to commit to my business? We train all franchisees to become competent in the skills and knowledge required to manage their business. This is best achieved by working in the store for some period of time. The most successful stores are ones where the owner works in the store on a full time basis or demonstrates strong organisational & leadership skills. Can I own more than one store? We have a multi-site program which is available to franchisees who demonstrate strong leadership & organisational skills, success in their first store and have been trading for at least 12 months

18 ACCESS TO - our partners - Accredited finance partners It s important to have the best resources around when you re embarking on a new business. So we work closely with our financial partners to ensure your financial journey runs smoothly. With the assistance of accreditation from 3 major banks, (Westpac, NAB and BOQ), this makes the finance process substantially easier. Our Franchise Journey Manager, Erin, will put you in contact with one of our franchising specialists who will explain the banking process and take you through the steps required to get access to their accredited finance package. Accredited equipment finance partner Silverchef is our hospitality equipment funding partner and can help fund a substantial portion of your equipment purchases via their rental system. More details and an application will be provided as you move further through the franchise process which Erin will assist you with.

19 NEXT - Steps - I hope you ve enjoyed reading about our business. If this sounds like something you d like to know more about then please contact: Bob Ozdemir on bob@fergusonplarre.com.au Bob will provide you with a brief expression of interest form and a confidentiality agreement. Once this is complete, he ll arrange to meet with you. If you re successful in your application then you ll be introduced to our Franchise Journey Manager, Erin Nagy. Starting your own business can be a daunting task so Erin will assist you throughout your franchise journey from applying for finance all the way through training and to fitting out your new store. Thanks again for taking an interest in our business. I trust that your next Chocolate Éclair will be made with fresh cream, real eggs and a lot of love.just like ours. Kindest of regards, Steve Plarre