Noodle Box founders David Milne and Josh James were the first to bring the idea of serving freshly prepared Asian food in a cardboard box to Australia. Unlike a lot of other fast food outlets, Milne says, Noodle Box places a huge emphasis on the entire experience from the open, theatre-style kitchen to the customised menu (suitable for those with dietary requirements) and interactive kiosk.
Noodle Box meals are prepared by a wok cook over an open flame in full view of customers. Delicious authentic dishes are delivered within minutes.
The first Noodle Box franchise was sold at the start of 2002 in Port Melbourne. Since then the brand has moved into South Australia and Queensland. Altogether there will be 80 stores by February 2010, most open seven days a week 11.30am to 9.30pm.
Five of the existing franchisees operate multiple sites, with some running as many as four stores.
A typical site is 50 to 85 square metres, most commonly in highly visible, high traffic locations among other fast food outlets. In shopping centres Noodle Box looks for sites surrounded by at least one or two other strong anchor tenants but there is a mix of all site types from high streets and shopping centres to an airport outlet and a sit-down restaurant.
Families looking for a healthy, tasty, affordable convenient meal and health-conscious individuals aged 15 to 40 are typical customers, likely to spend $12 to $18. There are dine-in options, but takeaway is most popular.
Franchisees can upsell by encouraging customers to customise their box as this usually increases their spend, to purchase side orders, to upgrade from a small to regular box, which will provide two meals, purchase a drink or buy two boxes and get one free.
This year the brandÕs marketing messages will focus on reinforcing the underlying Noodle Box slogan, ÔWhen you’re hot, healthy and fresh, everyone wants youÕ. This campaign messaging is also hugely popular with franchisees, says Milne.
Franchise details:
What is the signature dish? The number one selling meal is the Combo Box.
How many staff are required to run a franchise? Between eight and 12, full time, part time and casual.
What has been the sales growth store-on-store for the financial year 2008-2009? Seventy-nine per cent of all stores have had an increase in sales in the last financial year. The average increase within those stores is between eight and 12 per cent.