Superfoods in a bowl…just what the retail doctor ordered, and also a shot in the arm for franchisees of healthy-eating chain CocoBliss.

Raw, vegan and sugar-free are increasingly mainstream food preferences, and as the trend for clean and healthy eating keeps growing, more retail concepts are tapping into it. That’s how franchise chain CocoBliss had its start – two young mums saw a gap in the market for tasty immune-boosting superfoods.

After failing to find nutrient-packed meals, Candice Roat discussed the issue with good friend Mellita Rayner. The pair came up with the idea of delivering what market seemed to lack: healthy, unrefined food.

Since launching in 2013, they have dished up many an acai bowl.

MD Gus Khcheiche joined the business two years ago after years of experience as a Crust Gourmet Pizza multi-unit franchisee.

CocoBliss caters predominantly for female customers. In fact, three-quarters of its customers are health-conscious, social-media-savvy women aged 15 to 35 years with an interest in fitness. Inevitably, this core group is attracted to be franchisees as well.

First business opportunity

“When I speak to potential franchisees, 90 per cent are pretty young. It’s their first business and they want to work really hard,” says Khcheiche. “They love the brand, and in many cases are funding their investments through savings.

“It costs about $200,000 to set up a CocoBliss outlet. It’s important to ask them why they want to invest in the business. Are they going to love their job?

“It’s about letting them know what they are getting into so they can own the experience of running a franchise.”

Khcheiche says there is an increasing interest from more mature franchise prospects keen to invest and appoint managers.

The model accommodates this type of franchisee, “but the owner/operators are the backbone,” says Khcheiche.

He believes his strength is in an area he is passionate about – supplies and logistics.

While the healthy-foods industry is positive, it is limited in experience, he says. “I’m doing good deals. It’s about partnerships. These businesses count on us. We can help them with their business models.”

As a result and despite the swift growth of the brand’s network, he is confident in the costs of goods and the supply chain in a segment where ingredients are generally expensive.

Versatile business model

CocoBliss stores can have footprints of 20 to 100 sqm, and be in kiosks, malls, strip sites, hospitals, airports and cruise ships, says Khcheiche. “The demand is there but we want to grow responsibly, be diligent about sites.”

To this end there is a matchmaking process that goes on with franchisees and locations.

“Personality can make certain sites work,” says Khcheiche. And there are other sites where the franchisee’s personal touch is wasted – a busy grab-and-go kiosk is all about speed, not relationship building.

As it cements its presence in its home state of Queensland, CocoBliss is expanding further afield and has just opened its eighth store. “We wanted to create a hub in southeast Queensland, the Sunshine Coast, the Gold Coast,” says Khcheiche.

As the network spreads, the first location in each state will be corporately owned.

Sydney already has one outlet, at Coogee Beach. Melbourne will have its first CocoBliss early next year.

There is more to come from the CocoBliss team, though. As the business is somewhat climate-dependent (Queensland’s sunshine is perfect) there is a second concept in the pipeline to cater for cooler climes – and offer franchisees who put the two outlets side-by-side a second bite at the cherry.