DC Strategy’s boost for juice franchise

The day Adelaide ran out of bananas was the day the business community stood up and took notice of the burgeoning juice sector and in particular Janine Allis – the face of the industry.

Boost Juice has done more than just dramatically improve its own bottom line, it has opened up a Pandora’s box of health and juice related companies (some successful, some not so) and put health back on the sociaI agenda. The growth of Boost has had far reaching effects and Janine Allis and staff can take much of the applause. The rewards for their effort have been staggering and Boost continues to double its revenue every three months. If that’s not enough to impress you, projected revenue for the 2004-05 financial year for the group exceeds $75 million and exceeded $70 million in 2003-04.

Franchising

There was never any doubt that Janine would franchise. It was a fantastic way to grow the business, not so much in terms of cash but in terms of quality.

The cost for a franchise is $60,000, with an estimated total investment of between $280,000 and $350,000. Janine meets all potential franchisees to confirm they understand the culture of the business.

The former fashion model refers to the franchisees as partners. “It is a way to make the franchisees feel that they are an important part of the Boost family,” says Janine. “It is also how we think of them — their success is our success and vice versa.”

Boost will source the best locations with the most reasonable rent so that not only does the company make a profit but the franchise store does as well.

“We are totally transparent,” says Janine of the business model, “We actually tell people at the start, ‘If you don’t want to share your figures on profit and loss, you’re getting into the wrong company’. We talk about P&Ls (Profit and Loss) every month. They see ours, we see theirs and we discuss how to improve their bottom line.

“A lot of franchisors worry about their top line because they get royalties. We worry about their bottom line because we want to make sure they are as successful as possible because if they’re a solid business it helps the business overall.” Another reason for the success of the franchise is Boost’s dedication to finding A-grade locations, “We could open 250 or 300 stores, but we take away the number and only take A-grade sites that we fully believe will be profitable. I don’t want to give myself a figure anyway I don’t want to go to 200 and say “Okay I’m here now.” You need to go ‘Okay’, what’s the next level?”

Read on about buying a franchise and running a franchise.