COOK Franchising A real alternative to home cooking (and unfulfilling jobs!)
Thank you for your interest in COOK franchise. A brochure will never tell the full story, but we hope that this provides an overview of who we are and what we do.
Our founding mantra in 1997 was ‘to cook using the same ingredients and techniques that you would use as home, so everything looks and tastes homemade’.
15 Years on and 3 kitchens later, nothing has changed. We are an independent, family owned business, based in Kent. We have 34 of our own shops across the South East of England and so really understand how to retail our products. We also supply selected farm shops and independent retailers and have a national home delivery service.
We are entirely unique on the high street and with the business growing we are inviting motivated individuals to join us by owning and managing their own COOK shops.
Hopefully these pages will cover the basics, but please do not hesitate to get in contact with us should you require further information.
Best wishes for the future,
Edward Perry and Dale Penfold Founders
COOK’s History COOK was formed in 1996 by Edward Perry. At the time, Edward was working for ‘The Handmade Cake Company (HMCC)’, a business owned by his parents. HMCC produced cakes that looked and tasted homemade and sold them frozen to caterers and coffee shops, supplying such customers as the National Trust. HMCC also had a Kitchen Outlet shop selling products to the public.
Whilst managing the Kitchen Outlet in the early 1990’s, Edward became convinced that the natural expansion of his product range would be to introduce frozen meals. He commenced extensive research into sourcing products, which would complement the quality of HMCC. Edward eventually concluded that such products had not yet been developed. Recruiting a HMCC customer and Chef, Dale Penfold, a Kitchen was opened on a budget of just £18,000. Dale was, at the time, the Head Chef of The Whitbread Hop Farm and had a young family, so took a leap of faith, knowing COOK was an innovation.
After much trial and error, Dale produced a range of meals that could be frozen and reheated and still maintained their taste. Their first shop was opened in Farnham, Surrey in 1997. COOK was born.
Today the business operates from 67 shops. It also builds brand awareness through the operation of 350 concessions in independent food retailers and operates a national home delivery service, through the website www.cookfood.net.
Our customers are enthusiastic advocates for COOK and naturally form relationships with the business. We hold the relationships we establish with our customers at the forefront of our operation. Our brand values and execution revolve around authenticity, integrity, honesty, informality, independence, quality and the personal touch.
COOK’s Brand Tucked away on an industrial estate in Sittingbourne, Kent is our Kitchen. An extraordinary place! No-one else has ever cooked food on this scale, in this way before and we are extremely proud of what our kitchen creates every day. Our food is sold from a menu, produced throughout the year. The core of the menu is one, two and four portion main meals. In addition to these meals, we also produce starters, puddings, cakes, kid’s meals and family meals. Seasonal lines and party food, such as canapés, quiches, salads, pates and tartlets, are also developed and retailed throughout the year. Dry goods including snacks and condiments, as well as baby food are supplied by specially selected, independent suppliers. The Kitchen 85% of the product is sourced from our own kitchen in Sittingbourne. This is a 27,000 square feet kitchen with 5,000 square feet of office space, where the central operations of the business are managed. Another 7% of product is supplied by Liz Dove Puddings, for whom COOK is the only customer. The business is sited in converted buildings adjoining Liz’s home in Somerset. The further 8% of products are sourced from carefully considered external suppliers, who share COOK’s ethos and values. Ingredients The company retains close control over, and connection with, ingredients suppliers. For quality reasons, some butchery is done in-house. Provenance of ingredients is based on a holistic approach to quality, farming techniques, proximity to the Kitchen, service and price. We have developed a reputation in the trade as a very reliable, high growth customer who will not compromise on quality. Quality Culture The Head Chefs and the founders of COOK attend a daily sign-off food meeting. No product is released from the Kitchen until batch samples have been tested at this meeting. The ‘Taste Panel’ insures quality and consistency in all recipes. A weekly food meeting benchmarks the products against all cooking (whether from restaurants, home cooks or supermarkets) and runs the menu development and supplier development process. An unpretentious passion for good food runs throughout the business.
Why do COOK Franchise? In 2007, COOK decided to become a Franchisor. This was solely for business and brand growth in the UK. Whilst COOK was established in the South East of England, the brand exposure in the rest of the UK was limited to Concession customers and Home Delivery. Expanding the COOK brand nationwide would only be possible through Franchise. The benefits of investment from Franchisees would help the business grow and underpin its success with a group of people passionate about growing a unique business. As COOK are the manufacturer of the food, as well as the retailer, becoming a franchisor would also improve operational efficiencies and output in the COOK Kitchen, as well as making expansion of stores much more cost effective.
Franchisee Selection The Franchise selection process for COOK is as unique as our business. For COOK, the relationship that will be developed between the Franchisee/Franchisor is the most important part of the whole process. As COOK is a family business, we need to ensure those applying to work alongside the company hold the same aspirations and values as those held by all associated with COOK. We are very selective about who we recruit; making the process to join the business a very personal and thorough experience.
COOK is proud to hold a Full membership with the British Franchise Association. Members of the BFA are established franchised businesses with a proven trading record and have an established network of Franchisees.
To ensure we recruit likeminded people as Franchisees, the selection process... ... begins with the expression of interest by the potential Franchisee, through application. Once received, the application will be considered on factors such as the desire and passion of the applicant to become involved with COOK, retailing experience and business expertise. Within the first stages of contact, the location applied for will be discussed with the applicant and should this be unsuitable, other locations may be advised. COOK has a dedicated demographic researcher who can identify where a Franchise is most likely to be successful. Following application, representatives of COOK will schedule an informal first meeting, with those whose application suggests we could work together in partnership. This meeting is usually held in London, or an area which is equally suitable to COOK and the applicant. The purpose of this meeting is to give the applicant an opportunity to ask any questions they may have relating to COOK and for us to ask about the application and motivations behind it. If this initial meeting is successful for both parties, the application will be passed to our Managing Director Edward Perry, who personally interviews all Franchisees and Store Managers for our Company Owned estate. The applicant will be asked to meet with Edward at our Kitchen in Sittingbourne, Kent. If after this meeting both parties are happy to proceed further, we will then present the Franchise financial information and arrange a tour of our Kitchen. By taking such a thorough approach to Franchisee recruitment we ensure both Franchisee and Franchisor are comfortable and content with all aspects of the process. The strength of our business is dependent to a certain extent upon the quality and suitability of all Franchisees.
Fundamental Finances In essence, you can open a COOK franchise with an investment of £120,000. This figure is inclusive of our £30,000 Franchise Fee. A small amount of working capital is also required for operational expenses. Further financial information will be shared after application.
“COOK ready meals are in a league of their own” – BBC Olive Magazine
Our Kitchen
Barrier to Entry Over the years there have been many ‘copycats’ who have come and a few years later, gone. Whilst the concept is simple, the knowledge required to make the food taste great every single time is phenomenally vast. It has taken 15 years for us to perfect our cooking and freezing processes and we are still learning. One visit to our Kitchen will persuade you of the complexities and therefore the barriers to entry.
All our ingredients are bought from places that fit in with our values, from people with whom we have longstanding relationships and who share our approach to business. We look at all the issues: quality, animal welfare, fertiliser and pesticide usage, traceability, food miles, and sustainability.
Edward and Dale – The head and heart of COOK, you will find both at the Kitchen every day
Ken – Nicknamed ‘The Gatekeeper’ – only the finest ingredients are allowed into the Kitchen
Jamie and his team of Development Chefs are constantly striving to improve our menu
Our Chefs – All of our chefs are trained to produce food using the same techniques as you would use at home. All peel, cut, prepare and cook by hand
All puddings are made by pudding supremo Liz Dove exclusively for COOK
The COOK Retail Concept The existing retail estate consists of 67 stores; 33 Company owned and 34 Franchised. The shops are located in secondary locations, as destinations rather than footfall retailers, in good quality areas where they find their three primary demographic groups of customers: • • •
Lifestyle retired Busy Mums Young professionals
Purchase Motivation Three main types of customer motivation have been identified within COOK Retail: Freezer Fillers - a customer who spends £70-£100 to stock up the freezer with a variety of dishes and portion sizes for general use Single line users - a couple buying a 2 portion meal or a single person buying a one portion meal Single occasion users – a customer who is hosting a dinner party
“Heaven sent. A meal that tastes as though
you might have made it yourself... better even! – The Daily Telegraph
Other Distribution Channels In addition to branded Retail outlets, there are two other distribution channels for COOK food. The COOK Concession business sells selected products to independent food retailers. The range of the menu depends on the space available in store, with the option of 2, 4, 6 or 8 chest freezers. These are highly branded and form a dedicated area in-store which operates as a mini concession. This business is complimentary to COOK Retail. It builds brand awareness and penetration in any area, but does not cannibalise sales due to the superior range and specialist service offered in COOK Retail outlets. COOK Home Delivery, launched in 2006, operates on an insulated packaging model, using ambient national parcel distribution. Franchisees are given recognition of the fact that franchised retail outlets provide a marketing service to the home delivery business. Some franchisees provide a local home delivery service which can be supported through our website and call centre functions.
Franchise Support Initial support Having opened 67 shops to date, we have the knowledge of where a COOK shop will be successful and have the relationships in place with local commercial agents to ensure the best terms are agreed on the property lease. We will fully support any Franchisee in bringing the lease to Heads of Terms ready for it to be placed in their solicitor’s hands. The Shop fit We understand that when starting a new business there are plenty of new challenges to manage and we are keen to avoid problems with the shop fit. We therefore manage the whole shop design and fit process on behalf of the Franchisee. A budget is agreed before proceeding with any work and the shop is fully project managed. This allows the Franchisee to concentrate on training and recruiting the right team for the shop. A representative of COOK remains on site until the shop is ready to trade. Further support for the opening week is also available from an experienced COOK employee. The Training Programme COOK is known for exceptional levels of customer service. The new Franchisee will attend a 2 week training course, held in a company owned store, alongside a Store Manager. This time allows the Franchisee to become accustomed to operational guidelines and procedures, as well as develop their own style of customer service. Before the store opens, the Franchisee will also spend time in the COOK Kitchen and Head Office, to get a general feel for how the business is run. Marketing We have our own in-house Marketing and Brand team with multiple graphic designers, a Social Media Manager and a Brand Manager. They are responsible for how the business looks and the content of all publications such as the menu, packaging and regular customer newsletters. Franchisees have full access to this department to aid in the promotion their COOK shop, for a minimal charge. Research & Development As COOK is an entrepreneurial company, we are often seeking ways to develop all areas of the business. All Franchisees benefit from new ideas on how to increase sales and introduce new customers. As we operate many of our own stores, we will not allow for an idea to be launched nationwide without it being tested in company owned stores first.
FAQ’s For how long is the Franchise granted? The Franchise is based on a 5 year agreement. Should the Franchisee wish to extend their Franchise and both parties are agreed, only legal fees that are incurred are charged. Although no further Franchise fee is charged, we will ask the Franchisee to update the shop to the current brand standards and appearance. What size retail space will a COOK shop require? The optimal store profile is 750-1000 square feet of retail space, with 300 square feet of storage space. All of the shops are held on a leasehold basis, generally on 10 or 15 year leases, with a 5 year break clause, that coincides with the renewal of the Franchise Agreement. What role do you expect the Franchisee to take in the business? Until the business is developed enough to sustain itself without continual management, we expect the Franchisee to work full time in the business.
“Top notch frozen food. Cook is giving frozen food a good name” – The Independent
What is the best time to open a new store? We open stores all year round, but would advise against opening between October and January, due to prime seasonal trading. Can I contact any existing Franchisees during this application? We will provide you with the contact details of any of our existing Franchisees throughout this process, should you wish to talk with them. Details are provided upon request. How many franchise business failures have been experienced by your franchisees? None of our Franchises have failed. We ensure each Franchisee is fully supported to avoid business difficulties. Further Questions? Should you have any further questions regarding a COOK franchise, please contact our Franchise Department on 01732 759000.