Australia’s international franchise success story
Cafe2U has introduced a new top level position to the Australian arm to offer comprehensive support to their franchise network.
The level of franchise support will even involve ‘warming up’ a new territory to give every new franchise the greatest possible chance to thrive from the word go.
Having hit the 120 franchise mark worldwide in September, Café2U
mobile coffee franchise have experienced a 20% growth rate in the last six months. They have created a new position by introducing Derek Black as General Manager of Operations, part of an overall restructuring of the business.
“Derek has over 30 years worth of business and franchise experience so he is a big asset to our operation,” explained Managing Director Andy Simpkin.
Mr. Black will manage the Franchisee Development Manager Team who will ‘warm up’ territories before any new franchisee takes it on. A new initiative to the Cafe2U
food and beverage franchise, the development managers will undertake the initial hard work of creating brand awareness, educating the local market and stimulating custom on behalf of the franchisee in a new territory. This involves a lot of cold calling and canvassing, which is not easy and can challenge people - because they either don’t like doing it or are not very good at it.
“It means that the franchisee will have the ground work done for them, where it would normally take up to 3 months of building up the business. Our new Market Entry Strategy really stacks up the benefits for franchisees. They are getting full training, brand marketing and publicity, a fully branded and well equipped vehicle and a ‘warm’ territory with a guaranteed turn-over of $500 per day for their business. At $125 000 + GST per territory, it should allow franchisees to get their investment back within a year of trading,” said Mr Black.
“This is a newly created position in response to our recent growth. We want to make sure our franchisees are prospering from day one and this is Derek’s primary role – to focus on franchisee success, implement the new market entry strategy , ensuring they get our full support.”
“Our whole
mobile franchise business has been restructured to give maximum support to each and every franchise, which is the primary reason for these changes. Having Derek on board will help ensure every new franchise hits the ground running,” Mr Simpkin added.
Other benefits for franchisees include our national marketing campaign and brand awareness, territory focused publicity through various media and of course the well recognised and established Café2U brand.
2-Oct-2008