franchise opportunity brochure
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Contents. 5 Our philosophy 6 A bean sized summary 7 Who is Retail Food Group? 8 Why franchising 9 Esquires Coffee Houses – who are we? 11 Esquires Coffee Houses international presence 11 Our menu 13 Is Esquires Coffee Houses the right business for me? 14 Support systems 15 R.I.O.T training 16 Which store option suits me best? 19 For the bean counters 20 Want to join the Esquires Coffee Houses team? 24 Frequently asked questions 27 Happy franchisees 28 Message from our Managing Director 30 Contacts
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Our philosophy. Great coffee is what we do; every cup must conform to the most exacting standards. But our promise doesn’t end there. We serve great coffee to our customers with the aim of then being able to assist worthy charities and community groups to raise muchneeded funds. We do this in every country, city, town and district that has an Esquires store. We are also passionate about the people who grow the beans we cherish so highly and the environment in which the beans are grown, hence our adoption of the rules that govern Fairtrade in Coffee and Organic Growing. All our espresso beverages, with the exception of decaf,are now made using Fairtrade Organic Coffee beans. At Esquires we’re not trying to change the world. We just want to make a difference. Which is why, cup by cup, we (and you) are helping hard-working growers and local charities the best way we can. It’s only a small step, but it’s a start.
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a bean sized summary. Esquires Coffee Houses are highly recognisable. Our stores are situated in the best possible locations and are individually designed to provide Esquires customers with a vibrant, friendly environment committed to superior quality and value. We strive to offer our customers not just great coffee but an experience, with our comfortable seating, wireless internet connections, great music and magazines. We are constantly innovating to stay ahead of our competitors to ensure our customers enjoy their Esquires experience. Our promise is to serve freshly roasted, freshly ground organic fairtrade coffee, alongside a fantastic selection of food and cold beverages, served in a comfortable trendy environment by friendly staff. This keeps ourcustomers coming back again and again and sets us apart from our competition. Training Provided: Our standard training period is 4 weeks and 3 days at our dedicated and purpose built training academy on the Gold Coast, Queensland. Marketing Support: A dedicated marketing team to set the strategic direction for the brand and national marketing calendar which incorporates national promotions, advertising and PR. This team provides you with local area marketing support to assist you in planning and implementing effective local area promotions. Agreement Term: 5 year term plus an additional 5 years. Investment Level: $200,000 - $400,000 including initial franchise fee. The investment level varies depending upon size of the site, equipment required and the landlord requirements or contributions. What is included in the investment: Fully fitted out store, equipment, training, manuals plus initial franchise fee and ongoing franchise support. Store Floor Area: Depending upon the concept chosen, store footprints start from 15m². Ongoing franchise fee: 7% Ongoing marketing contribution: 3% Number Of Stores: Over 47 stores currently situated in New Zealand, with a major expansion strategy underway within Australia. Opening Hours: Typically 7 days per week, with hours to suit individual locations. Business Established: 1993 Financial Support: Retail Food Group have approved franchise systems with major financial institutions throughout Australia and New Zealand.
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who is Retail Food Group. Retail Food Group Limited is a leading Australian retail food brand manager and franchisor. It is the intellectual property owner and manager of the successful brands such as Donut King, Michel’s Patisserie, Brumby’s Bakery, bb’s café, Esquires Coffee Houses and Pizza Capers franchise systems. Since its inception in 1989, Retail Food Group has successfully grown from a small franchisor with less than 50 stores to become the largest multi-food franchisor within Australasia with six (6) franchise systems, boasting in excess of 1240 stores. We at Retail Food Group believe that our systems are the most respected and successful systems in Australasia, remaining unsurpassed in terms of being fully–integrated franchise systems, all offering quality products and market leadership in each of the brand’s target markets.
We credit this to the ongoing dedication and loyalty of our franchisees, whose businesses are supported by a franchisor who provides business education, marketing and operational systems as well as ongoing support systems. Retail Food Group is a company whose business model and franchise systems have not only been proven strong and durable, but which have been toughened by experience to provide a potent foundation for future growth.
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why franchising?
Franchising is a method of marketing goods and services that has almost no limits in terms of the types of business categories to which it can be applied. Franchising is a very popular and successful business format and the franchising sector in Australia and New Zealand has over three times the number of systems per capita than the United States. Typically franchising involves the payment of an initial franchise fee and ongoing royalties, and, in exchange, the franchisee receives a licence from the franchisor to conduct business under a brand name or system (or both) for a specified period of time. Franchising offers business buyers the opportunity to be in business for themselves, but not by themselves. Franchisees own and operate their own business with the backing of an established, proven retail approach and management system. The benefits of being part of a franchise system are significant. The combined strength of a multi-brand franchise system provides franchisees with:
•
A competitive edge by their use of a well-known brand;
•
Access to established and proven business systems;
•
Best price negotiated for them through the strength of the franchising system;
•
Greater advertising frequency and marketing opportunity;
•
Greater brand awareness through the visibility of the brand; and
•
Access to a broad range of products, services and training programs.
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Esquires– who are we? As an Esquires franchisee you have the freedom and independence of running your own business without being alone. Founded in 1993 in Vancouver, Esquires Coffee Houses has grown into a thriving brand with a presence in Canada, Saudi Arabia, United Kingdom, Abu Dhabi, Ireland, China, New Zealand, Dubai and Fiji. The first New Zealand store opened in May 2002 and has quickly become the fastest growing coffee house franchise in New Zealand, with more than 47 stores currently situated throughout New Zealand. Esquires Coffee Houses is now a proud member of the Retail Food Group family, joining other iconic brands such as Donut King, Brumby’s Bakery, bb’s café, Michel’s Patisserie and Pizza Capers franchise systems throughout Australia, New Zealand and internationally. It is with great excitement that Retail Food Group, supported by a wealth of experience in the food franchising sector, is now introducing Esquires Coffee Houses to Australia. Esquires have an expert team of partners - suppliers, contractors and professionals who have been carefully selected based on their professionalism, expertise, reputations, and their ability to deliver a superior quality service and product. Esquires provides the proven systems to successfully open and run your own organic fairtrade coffee house. Our winning formula ensures you have the tools, suppliers and style required to give you every opportunity for success.
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GLASGOW SCOTLAND
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CHINA
BAHRAIN
SAUDI
CANADA
our menu. We offer a full range of hot and cold organic fairtrade espresso and nonespresso based beverages. For those who feel like an espresso beverage made with our freshly roasted organic fairtrade coffee we have a full range of menu options for flat whites, lattes, cappuccinos, mochas, americanos and macchiatos. We also have a wonder ful selection of gourmet syrups for those who love a flavour shot in their coffee. For customers who do not drink coffee, we have a full range of nonespresso beverages including hot chocolates, chai lattes and a variety of refreshing teas. Our thirst quenching cold drinks include milkshakes, frappes, Italian iced sodas, smoothies, fruit drinks, iced teas and iced beverages. Especially for children,all our stores offer a babychino free for all children under 10, with a limit of 3 children per paying adult. Esquires offer a tantalising selection of food, both sweet and savoury. To ensure consistent, high-quality offerings we have developed strong relationships with local catering providers. This takes the pressure off our franchisees in the kitchen, allowing them to focus on their passion – ensuring the customer enjoys their visit to Esquires.
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Is Esquires the right business for me? At Esquires Coffee Houses we take the process of selecting our Franchising partners very seriously. Our franchisees come from all walks of life. Their backgrounds are as diverse as the community generally. We do not require that you have experience in running a café, rather that you have the right personality, outlook and aspirations. If you are wondering whether you are the right type of person to become an Esquires Coffee Houses franchisee, start by asking yourself the following questions: 1.
Do I have the strong commitment and determination required to maintain the expected Esquires Coffee Houses high
standards? 2. 3. 4. 5.
Do I have a true passion for customer service excellence and the ability to follow set systems and procedures? Do I have a strong work ethic and belief in myself, with a track record of success? Am I prepared to have personal day-to-day involvement in my business? Last, but not least, do I qualify financially?
I f you can honestly answer ‘YES’ to all of these questions, then you have met the initial criteria of a successful Esquires Coffee Houses franchisee.
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Support systems. An Esquires Coffee Houses franchise provides you with a carefully developed and distinctive brand. We want you to succeed and our stores are designed to ensure that you have the maximum opportunity to do just that! Here at Esquires Coffee Houses we have the resources to support you. Our objective is to build sales in existing stores by focusing on building brand awareness. Esquires Coffee Houses People. Our company is structured to support franchisees, both existing and prospective. Esquires operates a very highly skilled team who work with each franchisee to assist with all aspects of project management, leasing assistance, design, fit out, supply and logistics, training, store opening and ongoing support. Esquires Coffee Houses Marketing. Our tiered marketing programme is strategic and focused to promote the corporate brand at national, state and local levels. Our marketing team is dedicated to drive customer count, sales per customer and total sales in your store. Local area marketing support is available to all franchisees and is a key element to each store’s success. Local area marketing is important to build community relationships and also the local profile of each store. National in-store promotions occur regularly throughout the year. These national promotions are supported by advertising in appropriate mediums to sell the message to consumers. Our national promotions aim to increase brand awareness, customer count and total sales. Esquires Coffee Houses Training Our philosophy at Esquires is that successful businesses are built on a foundation of well-trained operational and management staff. Initial training is provided in preparation and retail operations. Topics include employee
recruitment,
sales
techniques,
stock
control,
financial
management and, most importantly, the finer points of maintaining good customer relations that are essential in securing repeat business. Modules cover food handling techniques, customer service, stock and cost control, purchasing and local store marketing. Training is undertaken on the Gold Coast - QLD in our state-of-the-art dedicated training academy. The academy training is a compulsory requirement for all incoming franchisees. The standard training course is undertaken over 4 weeks, with 3 days of additional in-store practice within your home state, however there may be a small proportion of stores that need to extend their training period. Your first day (induction) at the academy will commence at 9 am and thereafter academy training will commence at 7.45am Monday to Friday noting that there may be the possibility for some weekend in-store training as well. page 14
R.I.O.T training. Retail Food Group (RFG) understands the high staff turnover and highly casualised environment that business owners within the food and hospitality industry face when training staff. We understand the costs and difficulties that owners face when training in technically complex areas such as coffee. We understand the business realities of sometimes needing staff to have both technical and service skills in your outlet. The RFG training program has been specifically developed to meet these needs. A clear correlation exists between the quality and nature of training within a business and the finished product experienced by the customer. RFG management has worked with experienced learning and development practitioners and leading online learning providers to create a unique coffee training program that achieves results. The cornerstone of this training is the RFG online training platform called R.I.O.T (*RFG Info and Online Training) which offers a cluster of brand specific features, graduated training courses and technical materials. Benefits of the R.I.O.T system are: •A proven track record of successful and quickly completed online training compared to manual paperwork methods. •Employees can access at any time allowing them to do training in their own time reducing instore training time and owner costs. •Provide a means of communication between business owner/s and employees through notices, rosters and a forum. •Owners are able to monitor employees’ progress with online training. •Employees can progress at their own speed and revise material to refresh their skills.
Key learnings from franchisees using the platform •Use manuals & forms to access current IR information. •Have staff complete induction training section early to increase productivity. •Load rosters on weekly and reduce absenteeism. •Track training progress of your team to target per formance. •Use to send staff reminders, meeting notes and general store communication. •Send images to the RFG Training Department to help with staff recognition of their achievements.
R.I.O.T makes training a piece of cake!
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Which store option suits me best? Full format Esquires Coffee House (with or without drive thru service).
Established Stores
We organise and prepare everything for you - from finding the premises,
Established Esquires Coffee Houses become available when an existing
to designing the ultimate use of the space, project managing your fit out,
franchisee offers their business for sale. One of the major advantages of
providing you ongoing support systems for you to train your staff. We give
buying an existing business - you’ll be up and running in no time. The
you the key to the door and, along with our guidance and support, you
business is already in operation, saving you from location searches,
operate your business.
market establishment and hiring staff. On the flipside, it’s great to know that if you decide to sell your business, interested purchasers are often on
Esquires Kiosk
the lookout for an established business.
Buy an Esquires kiosk and operate in a mall, a transport hub or other suitable high foot traffic location. Our same training and systems apply to
Established Esquires Coffee Houses are advertised for sale on the Retail
kiosk operations, just the store size is smaller and are usually self contained
Food Group website, as well as through independent business brokers and
stand alone structures located in walkways or other high traffic locations.
various franchising websites.
Esquires Hole in the Wall
No matter which format you choose, Esquires provides you support 100%
A small format store generally located in high traffic metro areas. This
of the way.
format offers a limited food menu with the extensive Esquires hot and cold beverage menu. Our same training and systems apply to a hole in the wall operations. Esquires Transportable Coffee Cart An easy way to use the Esquires brand, this is an extremely simple and versatile option with serious profit making potential. Store Conversion Owners of existing cafés are offered the opportunity of converting their existing café to an Esquires Coffee Houses franchise store. In doing so, the business owner then has full access to the significant benefits of being part of a franchise system. Couple this with the combined strength of a multibrand franchisor and your existing business has a whole new opportunity for success. Contact Retail Food Group to discuss whether your existing business would be suitable for conversion to an Esquires Coffee Houses franchise.
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FULL FORMAT
COFFEE CART
HOLE IN WALL
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For the bean counters. How much is an Esquires Coffee Houses franchise? The initial franchise fee is $50,000 plus GST, paid by a deposit of $3,000 plus GST and the balance due on signing our Franchise Agreement. How much does an Esquires Coffee Houses store cost? Store costs range from approximately $200,000 +GST for a coffee cart, $300,000 +GST for a small store through to $400,000 +GST for a large coffee house. These ranges include initial franchise fee, initial training fee and initial marketing activity fee. Do you charge a service fee for owning an Esquires Coffee Houses franchise? Yes, the franchise service fee is based on 7 % of your gross sales and is paid weekly. Do you charge a marketing fee? All franchisees contribute 3% of their gross sales to a marketing support levy fund. This fund is held in a separate bank account and all group marketing activities are funded from these contributions. *Fees may differ from country to country for example NZ- Initial Franchise Fee $75,000 NZ Dollars, Franchise Service Fee 8% and Marketing Fee 2%
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Want to join the Esquires team?
Once you’ve decided to select an Esquires Coffee Houses franchise, we
ensuring that the finance allows for the making of progress
are there to support you every step of the way through the application
payments. RFG now provides you with the formal franchise
process.
grant documentation. We request that you seek mandatory
independent legal advice (it is also recommended that you
New store & new site purchase process
seek financial and business advice at this time).
Step 1 You make your initial enquiry and are introduced to the
Step 8
You execute and return the franchise grant documentation with
state based Franchise Recruitment Executive. RFG provide you
all of the requested deposits or progress payments. Dependent
with an information package.
on the country a cooling off period may apply. For example
in Australia, legally 14 days must have passed between
Step 2 A first meeting and interview is completed with the state
receiving the disclosure document (Step 7) and returning the
based Franchise Recruitment Executive. New store location
signed and fully executed franchise agreement.
information is provided to you and, if appropriate at this
time, a site specific budget estimate is offered. Having
Step 9
Your training at the RFG Academy on the Gold Coast Queensland
received this information, you are now able to consider
commences. Staged progress payments commence.
finance options. Step 10 The shop fitter’s contract is completed, and progress payments
Step 3 RFG will send you or provide you access to disclosure
continue.
documentation and an application form. Please complete
these in full and return to RFG in QLD for processing. A
refundable deposit of $3000 plus GST is to be included with
the application. RFG will then assess your application
keeping in touch with you along the way to ensure all
necessary information is provided to both yourself and to
Step 11 You graduate from the RFG Training Academy. Step 12 You now make payment of any balances remaining. Step 13 Your store opens!
RFG. Step 14 RFG provide you with ongoing support in all aspects of your Step 4
You should now obtain independent legal & financial advice.
business including administration, financial management, local
Step 5 You visit existing stores and talk to existing franchisees. You
marketing, coffee, retail operations and customer service. You
are invited to take part in a formal operational interview
will receive regular visits from your local Business Development
with an RFG representative. This report is added to your
Manager, as well as being provided with newsletters & other
application for approval.
communication pieces. You are now part of the network of
Esquires Coffee Houses franchisees, & have access to regular
Step 6
Your communication continues with the Franchise Recruitment
franchise group meetings, where you can
Executive and RFG. The RFG Legal Department will inform
discuss problems & participate in the ongoing development of
you whether your application has been approved or declined
the Esquires franchise system.
and, if approved, a conditional franchise approval letter will
be sent to you. After you have obtained legal advice, the
conditional franchise approval should be signed and returned
to RFG Head Office in Queensland. Once this is received, RFG
will confirm your training intake dates.
Step 7 You confirm that you have obtained finance approval,
The foregoing is a guide only. The application process is dependant on individual circumstances. The process in New Zealand and other international locations may differ slightly.
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share
ideas,
Established Store purchase process
Step 8 You execute and return the franchise grant agreement
Established Esquires Coffee Houses are advertised for sale on the Retail
documents. Dependent on the country a cooling off period
may apply.
Food Group website, as well as through independent business brokers & various franchising websites.
Step 9 Your training at the RFG Academy on the Gold Coast
Queensland commences.
Step 1
You make your initial enquiry to either the current store owner
(franchisee) or a business broker.
Step 2
The business broker or the franchisee will furnish you with
Step 11 Your solicitor and RFG legal counsel arrange settlement.
information to allow you to make initial decisions on whether
the store is suitable for your business needs and requirements.
before settlement. The Business Development Manager is
available to be present at the stocktake if required.
Step 10 You graduate from the RFG Training Academy.
Step 3
If you wish to move forward with the purchase of the business
then you or your broker contacts RFG to inform us that you
wish to purchase an existing store. RFG will send you, or provide
you access to, disclosure documentation and an application Please
complete
these
in
full
and
return
You and the outgoing franchisee conduct a stock take the night
Step 12 You start trading in your Esquires store! Step 13 RFG provides you with ongoing support in
to
form.
RFG in Queensland forprocessing RFG
will then assess your
aspects of your
business including administration, financial management, local marketing, coffee, retail operations and customer service. You
application, keepingin touch with you along the way to ensure
all necessary information is provided to both yourself and to
Manager, as well as being provided with newsletters and other
RFG.
communication pieces. You are now part of the network of
Esquires franchisees, and have access to regular franchise
group meetings and conferences where you can share ideas,
discuss problems and participate in the ongoing development
Step 4
You should now obtain independent legal and financial advice.
Step 5
We encourage you to visit existing stores and meet with existing
franchisees. You are then invited to take part in a formal
operational interview with an RFG representative. This report is
will receive regular visits from your local Business Development
of the Esquires franchise system.
Store Conversion purchase process
added to your application for approval.
Step 6
Your communication continues with the broker or franchisee and
benefits to existing business owners. Please contact Retail Food Group to
RFG regarding the process of your approval. The RFG Legal
discuss whether your existing cafĂŠ would be suitable for conversion to the
Department will inform you whether your application has been
Esquires Coffee Houses franchise system.
Becoming a franchisee with a multi-brand franchisor offers many significant
approved or declined, and if approved, a conditional franchise
approval letter will be sent to you. After you have obtained
legal advice, the conditional franchise approval should be
signed and returned to RFG Head Office in Queensland. Once
this is received, RFG will
confirm your training intake dates
. Step 7 You confirm that you have obtained finance approval.
RFG now provides you with the formal franchise grant
documentation.
independent legal advice (it is also recommended that you
seek financial and business advice at this time).
We
request
that
you
seek
mandatory
(The foregoing is a guide only. The application process is dependant on individual circumstances).
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Frequently asked questions.
Q:
Do I require any special experience?
Q:
Who selects the site?
A:
Having business experience is always an advantage. We provide
A:
Our
comprehensive training for all areas of your new store.
New Zealand is continually in contact with major shopping
centres and leasing agents to secure sites for Esquires Coffee
Q:
What is the term of a franchise?
Houses. Franchisees must ultimately decide for themselves, after
A:
Franchisees are usually granted a five (5) year initial franchise
they have had the opportunity to consider all the relevant
term together with an option to renew for a further (5) years.
information, whether to proceed with a particular site.
This may vary depending on the lease term applicable
to the particular site.
Q:
What services are included in return for the franchise and
marketing fees?
Q:
Do I have to pay a deposit?
A:
The services you will receive cover a wide range of
dedicated
leasing
team
throughout
Australia
and
A:
A $3,000 (plus GST) deposit is payable upon application for
management assistance and operational services, including;
a new store. This deposit, less the franchisor’s reasonable
On-going operational training, tools and support. Marketing
expenses (to a maximum of $300), are refundable if the
support
application is not approved.
campaigns, media selection and national media placement.
Stringent quality control standards. Business Development
Q:
What are the ongoing fees of the franchise?
Manager (BDM) to assist franchisees with all aspects of daily
A:
A franchise service fee equal to 7% (plus GST) of your total gross
operations to ensure appropriate per formance levels and
sales is payable. A marketing contribution equal to 3% (plus
quality standards.
including
national
advertising,
public
relations
GST) of your total gross sales is payable into an independently
audited marketing fund. This fund is used to promote increased
Q:
Do I need any other money to start?
customer awareness and provide each store with national
A:
In addition to the cost of acquiring an Esquires Coffee House,
promotional material and ongoing marketing services, all aimed
you need to budget for accommodation and living away from
at attracting new customers, increasing average dollar sales
home expenses while at our Training Academy in Queensland,
and the frequency of purchase.
stamp duty in relation to the lease and your own professional
advisors costs and working capital. For a more precise list
Q:
How much profit will I make?
of costs associated with the acquisition of the franchise, refer to
A:
This depends largely on several factors such as the value of
the Franchisors Disclosure Document.
wages paid, cost of goods and other operating costs, and
generally how you operate your business. We have identified
Q:
What initial franchise fees are payable?
certain key per formance indicators which are monitored in
A:
The following GST exclusive initial franchise fees are payable:
order to maximise your profitability.
$50,000 – initial franchise fee
$13,000 – initial training fee
$3,000 – initial marketing fee
Q:
How many staff will I need?
A:
This will depend on the size of your store and what type of
concept you have selected. As an indication, you will need
Prospective franchisees should refer to the Franchisor’s
somewhere between 2–6 staff in-store at all times.
Disclosure Document which provides a full range of all fees
or costs payable in connection with the establishment
Q:
How much will wages cost?
A:
Again this will depend on the number of staff you have, however
in our experience the cost of wages are usually in the range
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of 23% - 28% of gross sales.
of a franchise.
Q:
Can I get any special finance?
A:
RFG currently has preferred funding arrangements with major
financial institutions throughout Australia and New Zealand. This
means that potential franchisees that achieve bank approval
may be able to borrow between 50% - 65% of the total
establishment cost on the value of the business.
Q:
Have you got any sites ready to go?
A:
We are always on the lookout for new sites. Speak to one of the
team to find out what’s available or go to www.r fg.com.au
Q:
What detail can you provide on gross profit, expense items and
turnover that will help me prepare budgets?
A:
It is inappropriate for us to make any representation to you
regarding the potential levels of sales and profitability of any
existing or new store. You should also obtain independent
financial advice in connection with these matters.
Q;
Where are Esquires Coffee Houses currently located?
A:
Please visit: www.r fg.com.au or www.esquirescoffee.co.nz
for an up to date listing of store numbers and locations.
The
information regarding existing stores.
Q:
Further Information?
A:
We can offer you a great business model in a growing industry.
Please contact RFG for further information.
Franchisor’s
Disclosure
Document
also
provides
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Happy franchisees. We chose a café business because we felt that would really suit our strengths in customer service and organisation, then a franchise because they could provide the expertise we lacked. Then I interviewed a few franchisors and Esquires stood out. The team there understand that franchisees are in business to make money too. They have a deep understanding of the intricacies of the business themselves as they spent years perfecting the system before opening the franchise up. All that gave us confidence that we would make it work – and we have. Gary and Michelle Macilwee Esquires Coffee Houses, Tauranga Bayfair Mall Esquires’ Customer Service and First Year Excellence awards 2008. Esquires Franchise of the Year 2009.
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A message from our managing director. Dear Prospective Franchisee,
We are of the opinion that Retail Food Group has assembled five quality franchise systems, where a buyer can thoroughly investigate the right
Retail Food Group is the ultimate owner of the Donut King, Brumby’s
system and business for themselves, to ensure they;
Bakery, Brumby’s GO!, Michel’s Patisserie, bb’s cafe, Pizza Capers & Esquires Coffee Houses franchise systems throughout Australia and
a) satisfy their financial, lifestyle and emotional investment criteria, while
New Zealand.
b) acknowledging the risk which is present in any business pursuit.
On behalf of Retail Food Group, and the Esquires Coffee Houses franchisor,
From our perspective, we are desirous of recruiting franchisees who
we welcome the opportunity to introduce ourselves and our proven
display a genuine capacity and capability of contributing to the ongoing
franchise systems and thank you for your inquiry.
enhancement and growth of the relative system they join.
Since its inception in 1989, Retail Food Group has successfully grown from
Ideally, a franchisee will possess the following personal attributes:
a small franchisor with less than 50 stores to become one of the largest Australian franchisors with an expansive range of franchise systems,
Communication Skills
boasting in excess of 1240 stores.
Honesty Integrity
Each of our franchise systems offers an opportunity to embark upon a
Positive Personality
unique food retailing experience.
Self-Motivation Financial Competence
We are of the opinion and belief that our systems are some of the most
Goal-Oriented
respected systems in Australasia,remaining unsurpassed in terms of being
Leadership Qualities
fully integrated franchise systems, all offering quality products and market
Team Player
leadership in each of the brand’s five target markets. If we have just described your personality, outlook and aspirations we We attribute this to the ongoing dedication and loyalty of our franchisees
seriously encourage you to consider the benefits and advantages of
whose businesses are nurtured by a franchisor who provides business
investing
education, marketing and operational systems as well as ongoing,
in one of our proven-quality franchise systems.
continually improving support systems which have been developed, enhanced and maintained over many years.
Those personal attributes, when combined with our strong group identification, excellent product ranges, comprehensive initial training
This development increasingly takes advantage of group economies
programmes, access to the extensive resource bases as well
as the
and synergies which a large franchise network can command. The
ongoing support that each of our franchise systems offer, provides a
commissioning of a retail business is the culmination of an individual or
substantial platform from which franchisees can strive for and achieve
family ‘dream’ of becoming an ‘entrepreneur’ and controlling your own
business, financial, lifestyle and emotional
wellbeing or “success”.
financial destiny. Assuming control of one’s financial destiny however, also involves a degree of risk which varies according to both the type of
Success is a term too often used and, in our belief, neither well-defined
business participation as well as the risk aversion profile of the individual.
nor understood. Success as a franchisee is measured and determined by reference to the degree by which your actual per formance matches all
The resolve to become a small business owner involves the consideration
those benchmarks previously established for your business.
of many issues other than purely financial aspects. To profitably and productively conduct a retail business, there are two other important
Success therefore, from our perspective, is the degree by which the
investments, apart from the financial, which require determination:
franchised operation can, and does, assist you in the achievement of your personal goals and aspirations.
Lifestyle investment – the time, commitment and dedication needed to successfully conduct the business; and Emotional investment – the investment in such a business will, almost without exception, have an impact upon or effect on more than one person.
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The majority of people work and become business owners to assist in the achievement of non-business objectives – those objectives are usually focused around lifestyle and family. Put another way, the achievement of lifestyle and family goals will almost always be related to the success of your franchised operation. Every person involved in a Retail Food Group franchise system has made a significant investment, whether it be monetary, emotional or other means. We are confident that the systems which Retail Food Group has developed and assembled over the past 21 plus years can assist you not only in protecting your various investments, but assisting you to prosper in what is a very competitive industry. Finally, we consider that the acquisition of a Retail Food Group franchise is not just a means to achieving lifestyle, financial and emotional objectives – it will become part of you. Yours Sincerely
A. J. (Tony) Alford Managing Director / Chief Executive Officer RETAIL FOOD GROUP (AUSTRALIA)
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Contacts. If this brochure has raised more questions than it answers we are delighted – there is so much more we can tell you about the Esquires Coffee Houses opportunity.Here’s how you can obtain more information: Do you like to research online? Visit our websites: www.rfg.com.au http://www.esquirescoffee.co.nz You can send an email requesting an information booklet: Email: rfga@rfg.com.au Would you like to speak to someone who can answer your questions? Call our Franchise Recruitment number for further information. Franchise Information Free Call Australia: 1800 067 619 Free Call NZ: 0800 843 452 In addition, the following people are your contacts in the Sales and Leasing Department: Gavin Nixon Head of Strategy - Emerging Markets (Domestic & International) Faith Manning Sales & Leasing Co-ordination Manager Esquires is an exciting opportunity, one that is rapidly building its brand by successfully launching its unique systems around the world. We trust you agree and look forward to the possibility of working with you as part of the Esquires Coffee House team of franchisees
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