1 Build your fortune with us. Franchise Information Pack
2 Welcome. Thank you for downloading our franchise information pack, and considering the Wokinabox brand. Wokinabox is synonymous with great-tasting Asian cuisine and is built upon a simple model: fresh food made with the highest quality ingredients by our skilled chefs. We offer various dining options from fast casual instore dining, to the takeaway convenience of our iconic packaging and online ordering. Our customers enjoy our popular well-established menu, as well as our constantly evolving ranges that explore Asian food cultures including Thai, Malay, Indonesian, Chinese and Japanese. Wokinabox is an expanding, versatile, and highly regarded brand. Joining our team, and building your business on our strong foundation makes sense. As a Wokinabox franchisee, you ll enjoy the support of a team dedicated to your success, as well as access to extensive training and marketing resources. You ll be part of a community with a passion for fresh Asian cuisine, dedicated to providing high quality customer service.
3 Alan Pan Managing Director Thank you for considering the Wokinabox success story. The Wokinabox group is a strong and united team of franchisees who share a vision to consistently deliver great tasting Asian food with outstanding service Australia wide. I proudly lead a team of professionals in the Wokinabox National Support Office who work tirelessly to contribute to the success of each franchisee through expertise in strategic management, operations, marketing, finance and administration. My main focus is to provide franchisees with a successful business model and support to be both profitable and sustainable. In the coming years we aim to grow the Wokinabox group to over 100 stores Australia wide, serving millions of customers every week. To achieve this growth, we will build the Wokinabox brand and grow our customer base with a quality product, backed up by a comprehensive marketing strategy. Wokinabox is not only committed to business growth, but also to the environment and communities we operate in. We aim to be at the forefront of sustainability in the food industry, purchasing from high quality local suppliers, using water saving equipment and energy efficient lighting, operating innovative waste management systems, and encouraging recycling. Wokinabox has always been, and will always be, about quality Asian food that is fresh, tasty and cooked personally for each customer using traditional methods and a traditional approach. Joining the Wokinabox group may just be the best decision you ll ever make! Alan Pan Managing Director
4 About Us. In 2002, we opened our first Wokinabox restaurant in Norwood, South Australia. The response to our concept of providing fresh, quality Asian cuisine in a convenient and ultra-friendly customer service environment was overwhelmingly positive. Customers loved seeing their meal cooked to order by trained chefs using real, fresh ingredients. This winning formula has spread our restaurants across Australia. We now have more than thirty stores open, and the future is bright as people continue to respond to our combination of restaurant quality Asian cuisine with takeaway or casual dine-in convenience. With thousands of people coming through our restaurants every day, it is the trust in the quality and freshness of our product that keeps them coming back. We call that quality Asia Fresh, and we believe it is what separates Wokinabox from competitors in the Asian and broader fast food markets. Asia Fresh exists in everything we do from the strategies and tactics implemented by the National Support Office, to the service, presentation and food in every Wokinabox store.
5 Kai Wang How did you find Wokinabox? In 2009 I had just graduated from uni. It was then that I found an opportunity at Wokinabox. I was trained in every aspect of operating and managing the store now, four years later, I run a successful franchise myself. What is the most rewarding part of your job? To be honest, it s the great financial return. What s the biggest lesson you ve learnt? If you truly have your heart set on something, you can manage it. What are the benefits of working in a franchise system? The training and support. When I started, I barely knew anything Franchisee of the Year about starting and running a business. The franchise system gave me access to that knowledge and expertise. What do you think makes Wokinabox different to other franchises? What I appreciate the most is the personal connection and communication between franchisee and franchisor. What s been your biggest achievement? For three years, I ve grown my business by about 10 percent annually - in 2012, we were the number one store in South Australia. Favourite Wokinabox dish and why? The hot and spicy noodles. The rich flavour and spicy heat are what I really look for in a dish.
6 Our Restaurants. Wokinabox s fresh approach to Asian food is reflected in our store designs, which incorporate bright colours and modern décor with clean, open plan kitchens. The ability for customers to see their meal being cooked to order by trained chefs using fresh ingredients is vital to the Wokinabox experience. The Wokinabox business concept is adaptable enough to thrive in a range of locations, such as retail strips, shopping malls, food courts, convenience centres, suburban shopping centres, and CBD outlets. There really is no limit to the possibilities! The National Support Office will assist you in finding the right site for your needs based on budget, proximity to home and business potential. A thorough process of due diligence and experience ensures we can advise you on selecting the best possible sites for your long term success. A list of currently available opportunities can be found on our website but, of course, if you have your own location in mind, we d be happy to research it with you.
7 Ricky Shu What s your Wokinabox story? I joined the Wokinabox group as a chef, while studying Business Management at UniSA. Working in the store while studying business helped me realise how financially rewarding the Wokinabox setup could be - with low setup costs, and a strong brand future. Because of my commitment to the brand and my experience, I was given the opportunity to take over the Norwood franchise in which I worked. Now, I have opened a second franchise of my own. What are the benefits of working in a franchise system? Starting a brand new business is quite daunting - it requires a huge amount of initial involvement and courage to take on the risk. The biggest benefit of having a franchise store is that it provides you with an Multi-store Franchisee, SA approved system. All you need to do is to run your business, and leave all other critical tasks - such as new product development, marketing, and IT support - in the hands of a professional support team in head office. Opening a new franchise makes this benefit obvious - we saved loads of time in setting up and initial promotion comparing to others in the neighbourhood. What s been your biggest achievement? My mindset has changed dramatically - it is a life impact! Franchising is a long jouney - first in growing yourself, and then in nurturing your people. You face challenges every day, and the way you deal with them determines how successful you become. When you look back, you realise just how rewarding the whole experience has been. Every working day, I know that I have made the right decision.
8 Our Brand. The National Support Office develops multiple promotions each year to get Wokinabox on the radar of people, enticing them to choose Wokinabox for their next meal. We plan a range of major and minor promotions each year, often around new products, cuisines, or deals not only to drive interest and purchases, but also to build the Wokinabox brand, reinforcing its distinct strengths and characteristics. We often back our major promotions with advertising, primarily using TV, radio, direct mail, signage and in-store materials. Media choices vary, of course, depending on the message and market a promotion appeals to. Of course, a brand finds its true strength in repeat customers. To that end, we maintain an active social media presence, encouraging customer feedback and sharing of the brand. Our loyalty club, featuring Wok Wallet, rewards repeat customers in interactive, exciting ways as does our smartphone app. A consistent, professional, and current marketing effort works to bring customers to Wokinabox and keep them coming back.
9 You and Us. Wokinabox franchisees come from a range of backgrounds with diverse knowledge and experience. Previous experience with food and hospitality isn t vital we provide extensive training on the nuts and bolts of running a wokinabox restaurant. More important are a few basic attributes. You should be people-oriented able to constantly communicate in a friendly way with employees and customers. You should be positive and enthusiastic, while working hard. You should have strong leadership skills and a dedication to exceeding the expectations of your customers. You should be passionate about good food and hospitality. We offer you a highly developed franchise system with operational manuals, policies, procedures and training, to guide and support you in the day-to-day running of your business. A team of dedicated National Support Office staff across several regions offer franchisees support in all aspects of their business. From the initial stages of site selection and fit-out, to training staff and setting up the store for open, followed by regular, ongoing support for the full term of a franchisee s affiliation with the Wokinabox group.
10 Frequently asked questions. What is the application process? After completing and returning the application form and confidentiality agreement, a Wokinabox Regional Manager will meet with you to discuss your level of competency and suitability in becoming a wokinabox franchisee. If there is a mutual interest we would then ask for a fully refundable $1000 franchise holding deposit. Once we receive your holding deposit, your application will be fully assessed. Should your application be accepted, we would then send you a disclosure document, financial reports, a draft franchise agreement and a franchising code of conduct for your consideration. If at this point you decide not to proceed, we would refund your holding deposit within 28 days of the documents being returned. Should you accept, a series of final processes will secure your Wokinabox franchise. What is Wokinabox looking for in a potential franchisee? We are looking for individuals who are highly motivated and add to the strength of our brand. Experience in the food industry is desired but not essential, as we provide thorough training. It would also be preferable to have an understanding of running your own business, with an ability to prepare a cash flow forecast and business plan. You would need to be a fan of our menu and passionate about our food culture. You must be prepared to work hard to achieve both your own and Wokinabox s goals. It is essential that our franchisees are customer focused and can lead their staff effectively. Do I have to work in store? Yes. Wokinabox is an owner/operator franchise system. A balance of store operation, administration and lifestyle
11 is the key to success when operating a Wokinabox franchise store. Compared to other franchises, this balance is easier to achieve most Wokinabox stores open after 11am, with minimal preparation required. How much does it cost to own a franchise? Upfront, you ll need $50,000 in liquid assets. Set up costs range from $150,000 to $250,000 plus GST, depending on location, size and style. What if I don t want to open a brand new Wokinabox store? We have both new and existing opportunities available. Please fill in the application form and a Wokinabox Regional Manager will contact you. What training is provided to new franchisees? We provide an extensive training program in areas such as business management, product and presentation, local area promotion, inventory management and stock control, food hygeine and safety, labour management, and financial goal setting. We provide 4-6 weeks of internal and external training, with a Wokinabox Regional Manager closely reviewing your practical skills and providing extensive assistance. What ongoing support is there for franchisees? We offer group support, buying power and continual open and honest communication. We also offer strong promotional support to all franchisees to ensure you can build on national promotions and ensure your store is on the radar of people in your local area. This includes, but is not limited to, product, promotional, and operational guidance. However,
12 before entering into a Wokinabox franchise, it is important you understand your obligations, and what s involved in being part of a franchise group. Are there any ongoing fees and royalties? Yes. Wokinabox charge a royalty and a marketing levy. Both are taken as a percentage of the net revenue of your store. The royalty is 8% of the franchisee s net weekly revenue, and the marketing levy is 3% of net weekly revenue. These fees are automatically deducted on a weekly basis. What advertising is there? The 3% marketing levy is used to fund promotional activities nationally. If you want to do additional local promotion, that is perfectly okay (in fact, it s great), provided the National Support Office provides support and approval. Does Wokinabox offer finance? No, we do not offer direct or indirect financing. We do not guarantee loans, leases, or other financial obligations for franchisees. However, we can refer you to trusted preferred providers, who can help you with your financing needs. How much could I earn? Profitability depends on many factors, including operating and occupancy costs, financing terms, and, most importantly, your ability to operate the business effectively and efficiently. In general, the owners that follow the process and strive to provide their customers with an exceptional experience find that their income meets or exceeds their expectations. We provide ongoing support, but it is always up to you to maximise the best possible return from your business.
13 We cannot provide a guarantee of income, but will discuss indicative returns as part of the recruitment process. If you do find yourself looking earnestly for an earnings guarantee, we would politely suggest that you do further research into the viability and suitability of investing in a franchise. Can I call and speak to current franchisees? We encourage you to contact any franchisee that is part of the Wokinabox group. We are required to give you the names and contact numbers of every franchisee so that you can do proper due diligence. Who are our competitors? Wokinabox faces competition from three broad groups: similar Asian chains, independent Asian takeaways, and the large fast food chains. Understanding the competition in your area of interest is obviously an important part of starting your franchise. Does Wokinabox assist in the selection of my site? Yes! Wokinabox will assist you in finding the perfect location for your store. We use our knowledge and experience to advise you on what we believe will make a successful wokinabox store we can even help you to negotiate your lease. In the end, however, the final decision will be yours. I m interested in joining the Wokinabox group. What do I do now? Just fill in the application form on our website, and one of our Regional Managers will be in touch with you to discuss your application.
14 Wokinabox National Support Office Suite 4A, 60 West Terrace Adelaide, SA Phone: