An established brand in shopping centres, this household name has revamped its stores and set its sights on reaching 200 standalone sites within two years.

Now Lenard’s is hot property again. That’s the message from the CEO Chris Caldwell who told FranchiseBusiness the new look model has got landlords excited.

“With our new contemporary look and the hot food category, they are very keen to have us.”

And the welcoming attitude of the landlords is benefiting incoming franchisees, he added.

“It means we can provide franchisees with a more compelling price point and overall offer,” he said.

Shopping centre landlords are now adding retailers with hot food options to their fresh food precincts.

“This aligns perfectly with our offer,” Caldwell said.

It is critical to provide different ways to present chicken to the consumer.

“There is always a market for an $8 roast chicken and a $20 roast chicken. Lenard’s provides the staple of roast chicken but with a twist.

“Free range chicken is priced very competitively for $11 to $13.”

Then there are a number of value-added options for about $15 – chickens infused with Portuguese flavours; lemon, garlic and rosemary; lemongrass and ginger; wasabi and soy.

The brand’s distinction has always been the number of recipes, flavours and sauces used that can’t be bought in the supermarket.

“Most people are prepared to pay a premium for better product, particularly poultry,” said Caldwell.

Today more than ever the Lenard’s proposition is about making it easy for the consumer.

A ready-prepared curry in a tray that can be put straight in the oven is one example.

“We’ve made a big move to oven ready. We offer everything from fresh chicken cuts for someone who wants to do a Masterchef number at home to value-added kievs to oven ready ranges and hot products ready to eat.”

Lenard’s is boosting franchise support

Lenard’s has taken a three-step process to building its business to the next level: the new look stores, introducing ready-to-eat hot food, and providing a superior level of support for franchisees.

“The level of support extends to one operations executive to 12 stores. That’s two, maybe three times what you’ll find in national chains,” said Caldwell.

And for these business coaches the focus is primarily on profitability, and then boosting sales.

“We really want to make sure our franchisees are generating the best profit they can out of their investment.

“It’s about looking for a 30 to 50 percent return on investment, and about helping them understand it’s not just about product.”

Franchisees are encouraged to be more business-minded, he said.

“We want to bring in people who understand that small changes can have a massive influence on the money they make.”

A passion for chicken and the food market is essential for incoming franchisees and age is not relevant.

“We can support a younger franchisee now with our business coaching and support,” Caldwell said.