?
e b o t Want oodle Doo D y r e k o o C a r e n t r a p e s franchi
We’ve written this franchise information pack to give you an insight into life working as a Cookery Doodle Doo franchise owner. It may be that you too are looking for the elusive work-life balance, are interested in putting your cooking skills to good use or just exploring the different options out there. Whatever your reasons for ordering this information, I hope that you find the information enclosed helpful and wish you the best with your search. My contact details are on page 17 and I’ll always be happy to have an informal chat if you have any questions.
e m o c l e W
s t n e t n o C About us
......................................................page 04
What we do
......................................................page 06
Why franchise with us?
......................................................page 08
Nancy’s story
......................................................page 09
Cut out and keep out recipes
......................................................page 11
Our brand: Marketing, PR and events
......................................................page 14
Social media presence
......................................................page 15
What you get as a franchisee
......................................................page 16
Contact Us
......................................................page 17
Manifesto
......................................................page 18
FAQ
......................................................page 19
03
s u t u o b A
Cookery Doodle Doo have been running children’s cooking classes since 2011, teaching youngsters to make everything from edible aircraft to dinosaur pie puppets with really good quality ingredients (and plenty of fun!). Founder Katie Elfer said “We launched on a windy day in Brighton.. I remember the weather that day clearly because we’d had the bright idea to release 100 helium chicken balloons in the town centre – the high
04
winds meant that we quickly became entangled in the strings and attracted a large crowd of curious onlookers. My husband was dressed as a large chicken and was victim to amused tourists whilst I chatted to excited parents wanting to know about the different classes. It was perhaps, an undignified way to begin our story, but it was without doubt also the start of a business that was all about celebrating food, family, creativity and most of all -fun!
y r o t S r Ou As a working mum I was exhausted most of the time. I loved playing, cooking and spending time with my little boy, but after the long commute back from London each day I found it hard to feel that I had any sort of energy to maintain the elusive “worklife balance”. I wanted to use my brain, be creative, be sociable and earn money which required a job.
“I wanted to be a good mum and have time to spend with my family doing things that made us happy”
Cookery Doodle Doo started small. Our first class consisted of mainly family and friends getting together on a Saturday morning making a recipe inspired by paper aeroplanes. The children loved it. I loved it. As the weeks went on our ad-hoc classes started getting busier, we won a contract at a local nursery, party enquiries were rushing in and the classes became weekly. By 2012 I left my full time job and was able to work full time on the business which felt wonderful. Working from home in a child-friendly business has fantastic benefits. My work now fits around school and if my little boy is poorly, I don’t have that horrible guilt of phoning my boss to explain I can’t come into the office. I can schedule my hours around the holidays and choose when to take extra parties and contracts on ways to do it better and grow.
KatFiien and
05
? o d e w o d t a h W s e i t r a P s Classe
&
Cookery Doodle Doo run classes for children from ages 2 and a half upwards. Each week we have a new theme – it could be making fresh vegetable pasta or baking oozy chocolate brownies. We say that Cookery Doodle Doo teach cookery and food craft because many recipes include an element of creativity such as our Dinosaur Pie Puppets (see pictures). Recipe cards are provided for each of the sessions, so it’s easy–peasy for franchise owners to plan ahead and ensure that they keep the children amused with a different theme each week. As a franchise owner you could teach in a number of ways: • Pre-schoolers in term-time only • After-school clubs • Holiday classes and courses • Weekend cooking classes We support franchisees looking to run classes that fit around their individual circumstances.
06
s e i r e s r Nu “Cooking is a great way to boost children’s independence and long-term health.” Campaigners have worked hard to highlight the importance of promoting a healthy diet in schools, but it’s a sad fact that schools often don’t have the time or skills to teach cooking themselves. Getting to grips with fruit and veg is not just a brilliant way to encourage healthy eating, but also teaches children about their world. Understanding where food comes from, how it is produced and what different
“Really enjoyable, great recipes and lovely gentle inclusive approach” cultures do with it to make delicious meals can be really exciting and educational. Schools often get in touch with us because they want to encourage healthy eating, or cultural diversity or just reward the children with a new activity to try. With lots of young children exposed to adult sensitivities about weight and diet, we believe in promoting a healthy attitude to food
&
s l o o h c S
– that means no preaching, no guilt and no fat hang-ups! Just learning to cook can boost children’s long term health and confidence so we aim to create school workshops plans that are educational and health-focussed as well as relaxed and fun! Some of our most popular recipes are not the old traditional you might expect! Our Noodle Boats, Enchiladas with Guacamole or Lebanese Cous Cous meals are packed full of exotic flavours and the kids love them! Cookery Doodle Doo have worked with a number of schools and groups to offer cooking workshops that can be done on-site or at the franchisees benefits of Cookery Doodle Doo.
Why franchise? When you buy into a Cookery Doodle Doo franchise, you buy the rights to our methods, use of our brand and recipes within an exclusive territory (area where you alone operate the business). The advantages of being part of a franchise, rather than going it alone are numerous. The main benefits are:
!
A tried-and-tested model for running a successful children’s cooking and party business. We’ve done it all before and learnt a lot! Working with us as a franchisee means that you can avoid the many pitfalls of running a new business and can hit the ground running.
!
Training and on-going support. Whether it’s training to run the sessions, get adequate insurance, CRB checks or promoting the business – we’ll hold your hand at the critical time before you even start running the business.
!
Great brand image– it’s expensive to develop and protect a memorable and professional brand. Buying into a Cookery Doodle Doo franchise means that you instantly have a professional image and an in-house design team to support future requirements.
!
A GOOD website – It’s true that just about anyone can set up a website nowadays, but is it optimised for search engines like Google? Does it look professional and trustworthy, or just like a “freebie” website? Are you going to spend the time writing blogs and adding interesting content to
08
boost visitor numbers? If the answer is no, then you are probably looking at spending hundreds if not thousands of pounds designing, building and managing your own website. A Cookery Doodle Doo franchisee will benefit from our existing website and also have their own specific page on the main site to promote themselves – without all the hassle and headaches
Nancy’s
story I’ve always wanted to work for myself; to have an exciting job that fitted around my family. Although successful and well thought of in my office job, I had lost out on the choicest roles since the children were born. Working part time wasn’t encouraged and I didn’t feel my work life balance was right. It was my daughters Kitty and Betsy who first discovered Cookery Doodle Doo. They had attended a cooking class at a local nursery where Katie, Cookery Doodle Doo’s owner ran a cooking club. It was clear how much they enjoyed the sessions and they looked forward to making new recipes each week.
My husband and I enjoyed the
delicious cakes and meals they brought home with them too!
Real food,
interesting, good quality ingredients and things we might not necessarily have tried at home. I weighed up the options and did my research – should I go it alone? Should I go with one of the other cookery franchises? I looked at the costs, the support, the marketing, the websites and the potential for growth. Cookery Doodle Doo was the clear winner. So far this year I’ve launched my own pre-school cooking classes, been recruited for parties, worked in nurseries and even managed an event at a food festival. I now love being able to talk about my job and feel motivated to grow the business. I have a job which is flexible enough to fit around my family, but still allows me to be creative, sociable and make big decisions. Running my own business can be challenging - I’m learning new skills every day and I’m amazed how much I’ve achieved already! The benefit of working with Cookery Doodle Doo is that I have lots of support from Katie and the team, so you never feel lost.
The support system
is amazing, and we have a lot of fun too. I’m really excited about the future; there are so many opportunities to expand and grow!
09
Bake in oven for 20-25 minutes until golden
Put them in the oven for about 25 minutes until they are golden. Experiment with different berries or even double up: raspberries and blueberries, blackberries and little cubes of pear – delicious!
cut out and keep - cut out and keep - cut out and keep - cut out
Drop the blueberries in to the mixture, stir them a little, but not too much or they will break up, try to keep them whole.
Place the flour and sugar in a large mixing bowl and gradually stir in the ricotta,vegetable oil and eggs, two or three drops of vanilla essence and the orange juice until it forms a smooth consistency.
Serve with a nice glass of lemonade (and a cup of tea for your grown up!)
Pop them in the oven for 10 minutes.
Use a cutter to make creepy crawly cookie shapes.
and keep - cut out and keep - cut our and
Roll the dough out until it is about 1cm thick (as thick as your thumb!)
Add the eggs, mixing them in as you go. Gradually add the flour, salt and bicarbonate of soda. When combined, stir in the chocolate buttons.
In a bowl, combine the butter, sugar, brown sugar and vanilla extract until it forms a creamy mixture.
Preheat the oven to 180oC or gas mark 4.
Preheat the oven to gas mark 4 or 180oC.
Use two spoons to scoop the mixture into muffin cases and then place them into a muffin tray.
Ingredients: 350g plain flour 225g unsalted butter 175g caster sugar 175g soft brown sugar 1 tsp bicarbonate of soda 1 tsp salt 1 tsp vanilla extract 2 eggs 350g chocolate buttons
Creepy Crawley Cookies
Ingredients: Ricotta and Blueberry muffins: 250g Ricotta 150g Caster sugar 2 Tbsp Vegetable oil 200g Self raising flour Handful of blueberries Juice of 1 orange Vanilla essence 2 eggs
Blueberry and Ricotta Muffins
cut out and keep - cut out and keep - cut out and keep - cut out and keep - cut out and keep - cut out and keep - cut out and keep -
Form the mixture into a round ball
Using your hands, mix the egg whites, sugar, coconut lime zest and juice in a bowl until they come together.
Juice the lime. This can be a bit tricky for little ones – try giving the lime a few gentle whacks with a rolling pin to soften it up, cut in half and then use a fork to squish the juice out!
Gently whisk the egg whites.
Preheat the oven to 180C or Gas mark 4.
Ingredients: 2 egg whites 100g caster sugar 160g desiccated coconut 1 tsp grated lime zest 1 tbsp lime juice 1 sheet of rice paper Sweets or food colouring to make the face
Allow to cool and enjoy, or wrap with a bow as a unique gift!
Place the faces on top of your bunnies and then bake for 12-15 minutes until very lightly golden.
Leave to settle while you make a face using rice paper.
for the head and make some long ears.
Dinosaur Pie Puppets
cut out and keep - cut out and keep - cut out and keep - cut out and keep - cut out and keep - cut out and keep - cut out and keep -
Grate the carrots and chop the peppers and onion into small pieces.
Drain the noodles and mix through a little sesame oil to keep them loose when you prepare the vegetables.
Preheat the oven to gas mark 4 or 180oC and crunch up the noodles with your hands. This makes them a manageable size to eat later! Boil the kettle and cover with hot water until tender.
Veggie Spring Rolls Ingredients: Packet crunched up rice noodles Filo pastry or spring roll wrappers 2-3 grated carrots 4 chopped spring onions 2 big handfuls of beansprouts Handful frozen or fresh peas Finely chopped red or yellow pepper Thumb size grated ginger Tbs garlic powder 2 tbs sweet chilli sauce Soy Sauce to taste Sesame Oil & seeds In a separate bowl grate the ginger and add the garlic powder, chilli sauce, soy sauce and sesame oil to make a dressing.Mix the dressing into the vegetables and slowly add the noodles. Brush the sides of a sheet of pastry. Add a blob of mixture and roll into shape. Brush with a little whisked egg and sesame seeds. Put them in the oven for about 15-20 minutes until they are golden.
cut out and keep - cut out and keep - cut out and keep - cut out and keep - cut out and keep - cut out and keep -
“Very hands on for children and “Very hands on for children and enough to enough to keep grown ups occupied keep grown ups occupied too! We will defitoo! We will definitely recommend it nitely recommend it to others.” to others.”
“Very comfortable and friendly atmosphere – a very lovely way to spend a family afternoon. Great for the boys as well as the girls”
“Amy and Charlotte had a wonderful time last weekend at their party as did their friends. I would definitely recommend Cookery Doodle Doo to others, Katie listened to our suggestions and was very accommodating and produced a great party which my daughters will not forget.”
“great teacher, very relaxed – very good. Will be returning”
“It was a very friendly, relaxed cooking session. The kids and adults felt at ease and were able to all get involved – thank you!” 13
d n a r B e Th s t n e v E d n a R P , g n i t e k Mar
Cookery Doodle Doo is a fun, yet professional brand which has gained extensive coverage from local events and companies including BBC Radio, The Argus, Sussex Life Magazine, Juice FM and Childfriendly Brighton. This exposure has lead to awards, interviews, articles and positive reviews from both customers and national websites. This established us as the leading food craft workshop at the first children’s food festival in Brighton this year. We are working with Brighton and Hove council to provide cooking tuition to young teenagers. We believe in the value of cooking as a independence and confidence building skill - that is why we work with nurseries and schools with ages 2+ By joining the leading company for children’s cooking classes in Brighton and Hove you are buying into a quality brand without having to do the leg work. We provide you with online and offline marketing including promotional leaflets, event opportunities and SEO knowledge. Refer to page 08 for further information.
14
!
www.facebook.com/cookerydoodledoo
@cookerydoodledo
Facebook is the best way to keep in contact with our customers and keep them coming back for more thanks to our colourful photos and status updates letting people know about our latest classes and awards. Our pictures allow parents to tag themselves in the photo creating an instant link between the company and friends of our customers. In addition it’s a great way for customers to review our company and interact with us.
Twitter is the best way to reach our busiest mums on the move with quick snippets of information regarding our latest classes, tips and trends. We upload tempting photos and react to local and national food related stories to make sure we’re at the heart of the action.
YouTube
www.youtube.com/user/cookerydoodledoo
We believe YouTube is the way forward in online marketing. On our channel we feature everything from event promos to step by step recipes. We create a friendly and fun tone in our videos which will attract both kids and mums. It’s also a great opportunity to create a worldwide audience for our growing brand.
We love following local children’s companies and connecting with them as well as our customers.
www.pinterest.com/cookerydoodledo
We love Pinterest for finding new inspiration and promoting our classes and website through our ‘Children’s Party Food Ideas’ and ‘Top 10’ boards. Pinterest is a craft and food-lover’s haven and as it’s used globally is another great way to build our brand worldwide.
15
What’s included in our franchise package?
The initial franchise fee includes exclusive access to a Cookery Doodle Doo territory, training, website and cooking equipment. A starter pack of customised promotional materials are also included in the initial fee to ensure your business has the best start possible. You can view our franchise fees in the leaflet ‘Franchise Fees’ enclosed in this pack. Our on-going management fee covers the cost of recipe cards and practical advice and marketing support from our management team. Having access to our in-house design team for promotional materials means that you have a great company image without spending thousands on professional fees! Contact us for price details.
16
Co
@cookerydoo dledo inf o@ co ok e ry do od led oo .co m
a t n
s u ct
2 9 6
8 8 5
07
5 5 9
If you are interested in franchising with us or just want a little more information don’t hesitate to contact us for a friendly chat on any of the above methods. If you have a specific question you may find it on our FAQ page on page 19.
17
o t s e f i n a M We believe that cooking is an important life skill that can develop children’s creativity, confidence and long term health We project a positive and healthy attitude to food. We have a duty to educate about healthy food choices – but we never ever preach, make food a chore or a source of guilt We believe that food should be exciting, amazing, topical, inspiring – never boring! We ensure that high quality, seasonal, wholesome and free-range ingredients are at the heart of everything we do We employ staff who are have a real passion for cooking and have a patient, fun and friendly personality that children enjoy hanging out with!
18
Where can I franchise?
Currently you are able to set up your own franchise anywhere within the UK. Providing you do not wish to operate in an area that is already owned by an existing franchisee, we will allocate you an exclusive area to work in near your home or preferred place of work.
Can I franchise in more than one area?
Franchises are sold based on a territory, but subject to avaliability you could opt to purchase additional territories as your business grows.
How much work will I be doing?
You can do as little or as much as you wish! Our current franchisees run 2-3 cooking classes per week minimum alongside other ad-hoc contracts and parties. The joy of the business is that is designed to fit around you and your other commitments so you choose the hours that you work.
Can I hire staff?
Yes, you can hire staff. Guidelines for hiring any Cookery Doodle Doo staff are provided when you join us.
Is there room for growth?
There are lots of ways to grow your business with classes, parties, after school clubs, nursery contracts and even weddings! You have exclusive ownership of your territory and may even choose at some stage to recruit staff to support you as you expand.
?
FAQ
? ?
What sort of environment will I be working in?
You can choose to run your business from home – and even teach at home if you have a suitable space available. Alternatively you may work with local schools, nurseries or community spaces to run your classes from one of their venues instead.
What support will I get?
Cookery Doodle Doo will make sure you get off to a flying start from day 1. Details of what is provided to new franchisees is listed on page 16 of this booklet. We provide practical training in running classes and parties as well as promoting and running your business. Once you are up and running, you will have on-going support with design, marketing, PR and advice on a whole range of unforeseen issues that may arise from time to time. As a new business owner it’s natural to sometimes feel overwhelmed, but as a Cookery Doodle Doo franchisee, you needn’t feel alone. Support and advice from the Cookery Doodle Doo team is only an email or phone call away and with a network of likeminded franchisees to speak with, you can feel confident that someone will be able to offer a friendly ear if you get stuck.
19
Colour
me in
! Chicken’s name Favourite food Designed by