The two families that founded the Ferguson Plarre Bakehouse have parted ways, with the Plarre family buying out the Ferguson family interests. The business will continue to operate under the Ferguson Plarre Bakehouses banner, headed up by CEO Steve Plarre.

Plarre told Franchising the division had come about through two different styles of management.  “The business has been run by two families, manufacturing and retail. Getting to the fourth and fifth generation some success issues occur, and we sought to resolve these. It’s like running a football team with two coaches.”

He was keen to acknowledge the part the Ferguson family had played in building the business to a network of 57 stores across Victoria. 

A merger of the the two bakeries that traced their history back to the early 1900s took place in 1980 and the business grew across Melbourne, Mornington Peninsula, Geelong, Ballarat and Seymour.

The Plarre family  had predominantly handled the manufacturing part of the business, though Steve’s father Ralph Plarre had joined Ken Ferguson in retail management.

Recently the Plarre family had started a new baking business, the Puckles Family Bakehouse, and the Ferguson Plarre business had been a supplier of some products for this new venture.

Looking ahead

A fresh line-up in management is expected to take the brand to the next level.

The Plarre family representation continues with Steve’s brother Michael head of manufacturing and a director. Returning to the board after a three-year retirement is Ralph Plarre.

Former national operations manager for Michel’s Patisserie, Craig Dowsley has joined the team as national retail manager. He also has held senior roles at Brumby’s and McDonald’s, and was a Hungry Jacks franchisee.

Rod Douglas, chairman of Mr Rental and the franchise advisory council for the Bank of Queensland, will chair the business and head up strategic direction.

“Rod Douglas has been supporting the Plarre family with external advice for the Puckles roll out,” said Steve Plarre, “and this is what we will be bringing to the business, external advice.”

The business is in the middle of a strategic marketing review from which Steve Plarre (left) is hoping to draw insights into the next stage of development.

“We have very strong brand recognition in Victoria. We’re looking at what we’re doing well, and to see if it can be improved, and what we’re not doing well, to make that better.

“It could be through product, marketing, engagement with franchisees. We expect to better understand our target market, and apply the rigour and sophistication that we brought to the Puckles roll out to the Ferguson Plarre business.

“We want to roll out over time a commitment to Point of Sale; we have fairly perfunctory cash registers and that doesn’t give us the intelligence we are looking for.”

Although the manufacturing arm supplying the bakeries is able to provide data about products, a detailed drill down of sales information will help the business, Plarre said. 

The bakery chain also needs to do a better job of letting customers know of the meal options available on the menu catering for different times of day, he said. “It isn’t just a pie or a slice and a cup of coffee.”

Expansion plans

Twenty stores are in the immediate plan for the two brands, though expansion for Ferguson Plarre will remain in Victoria, notably in the south and east of the state. Plarre believes the network can reach 100 outlets.

National growth will be embraced through the Puckles brand, starting with Queensland, he said. The third outlet and first franchise is set to open within a few weeks. 

A point of difference for the new brand is the on-site fresh baking. 

“All savouries are baked fresh. With frozen logistics we’re able to finish in-store. There are higher labour costs but lower ingredient costs,” Plarre explained. 

“We’ll be the base manufacturer of the product. We’ll be managing both brands.”

• Check out this long-standing business at www.fergusonplarre.com.au 
• The Ferguson Plarre bakery franchise showed nine percent growth in June, and is anticipating an 18 percent increase year on year.

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