Since launching in 2001, Crust Gourmet Pizza Bars has opened more than 60 stores across Australia (and one in Singapore) and this year was ranked 14th in BRW’s Fast Franchise list based on revenue growth and eighth fastest growing in terms of outlet numbers.
With expansion plans still on the horizon, the pizza franchise comprises two highly structured, well organised head office teams: one in Melbourne and one in Sydney. The Sydney office looks after human resources, accounting, construction and training for new franchisees, while the Melbourne office is responsible for legal, marketing and company strategy.
The company comprises a number of departments and roles including field support staff, a marketing department, accounts, external public relations and marketing groups, a relationships manager and a national projects director.
“We’ve had to adjust to our growth,” reveals Costa Anastasiadis, co-founder and managing director of Crust. “We didn’t have the structure that we have today 12 months ago and I think in 12 months to come there will be a lot more structure within the business because with the projected growth, we’re going to need it. We’re going to need the infrastructure, we’re going to need the people, we’re going to need more structure. So the structure is imperative to growth in any small or medium sized business, particularly within the franchising sector.”
Anastasiadis says that while many business founders grow their business to a point where they can remove themselves from the day-to-day operations and focus more on strategy and growth, the franchising system is different. Franchisors need to be in touch with their franchisees and, citing his own hands-on experience with four other business partners, remain very aware of what is going on in all areas of the franchise.
“We were all actually store operators in our own right and for us to become successful franchisors we had to step away from that. But I think it’s imperative that the directors are heavily involved in operations and they know what franchisees are feeling and saying.”
Having well structured and clearly defined roles is part of what makes a franchise system attractive. Knowing exactly who to turn to when you need help, whether assistance is available for product information, IT or finance makes the daunting decision of operating your own business that little bit less scary. But that doesn’t mean that franchisees can simply sit back and enjoy the services provided to them by head office. They are a very important piece in the franchising puzzle, Anastasiadis explains.
“Franchisees first and foremost represent the brand. Obviously without them we wouldn’t be able to function.”
Franchisees communicate the brand’s philosophy, he says. “They have a passion for that and it benefits us for them to do well. Obviously we’ve got to keep the business running and they’re the money makers, but they are also the models of our brand.”