Esquires August 2013 Franchise Kit
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Transcript of Esquires August 2013 Franchise Kit
franchise opportunitybrochure
page 4
3 Our philosophy4 A bean sized summary
5 Who is Retail Food Group?6 Why franchising
7 Esquires Coffee – who are we?8 Esquires Coffee - international presence
9 Our menu11 Is Esquires Coffee the right business for me?
12 Support systems13 R.I.O.T training
14 Which store option suits me best?17 For the bean counters
18 Do you want to join the Esquires Coffee team?22 Frequently asked questions
25 Happy franchisees26 A message from our Chief Executive Offer
28 Contacts
Contents.
page 6
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 much-
needed 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.
page 3
a bean sized summary.
Esquires Coffee franchise outlets are highly recognisable. Our stores are situated
in the best possible locations and are individually designed to provide Esquires
Coffee 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 Coffee 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 our customers
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: You are supported by 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: Upon purchase of a new Esquires Coffee outlet you will be
provided with an initial 5 year term plus an additional 5 year renewal option.
Investment Level: $200,000 - $550,000 this large scope allows for a “hole in wall”
outlet at approx $200,000 through to a full format, dine in cafe and drive thru
at $550,000 ( estimate only). The investment level can also vary depending
upon size of the site, equipment required and the landlords 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 50 throughout Australiasia and over 250 outlets operating
internationally under the “Esquires Coffee Houses” brand.
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.page 4
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, Pizza Capers, Crust Gourmet Pizza and The Coffee Guy
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 eight (8) franchise systems, boasting in excess of 1400 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.
who is Retail Food Group.a bean sized summary.
page 5
who is Retail Food Group?
why franchising?
Franchising is a method of marketing goods and services that has almost
no l imits 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 l icence 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 visibil ity of the brand; and
• Access to a broad range of products, services and training
programs.
page 6
As an Esquires Coffee franchisee you have the freedom and
independence of running your own business without being alone.
Founded in 1993 in Vancouver, Esquires Coffee has grown into a thriving
brand with a presence in Canada, Saudi Arabia, United Kingdom, Abu
Dhabi, Ireland, China, New Zealand, Dubai and Fij i .
The first New Zealand store opened in May 2002 and the system has
quickly become the fastest growing coffee franchise in New Zealand,
with more than 47 stores currently situated throughout New Zealand.
Esquires Coffee 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, Pizza Capers, Crust Gourmet Pizza and The
Coffee Guy 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 to Australia.
Esquires Coffee have an expert team of partners - suppliers, contractors
and professionals who have been carefully selected based on their
professionalism, expertise, reputations, and their abil ity to deliver a
superior quality service and product.
Esquires Coffee 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.
Esquires – who are we?
page 7
In addition to the Esquires Coffee franchise system within Australia and New Zealand, “Esquires Coffee Houses” have an
international presence across many continents including Scotland, China, Saudi Arabia, Bahrain and Canada with over
250 operating outlets.
GLASGOW SCOTLAND
BAHRAIN
CANADASAUDI
CHINA
page 8
Esquires Coffee offers a full range of hot and cold beverages. All coffee
beverages are made with 100% organic Fair Trade coffee.
Esquires offer a tantalising selection of food, both sweet and savoury. For
the non-coffee drinker Esquires offers Chai and hot tea as well as a full
range of cold beverages including frappes, milkshakes, smoothies, iced
teas and freshly squeezed juices. Especially for children, our stores offer a
range of kids meal options and baby chinos.
Esquires also offer a full food range for breakfast, lunch or in between.
Sandwiches, wraps and salads are made fresh and muffins are baked in
store daily. A selection of savoury items including frittatas, sausage rolls
and vegetable rolls are also available, and presented ready to heat to
order in our cabinet.
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.
our menu.
page 9
page 10
At Esquires Coffee we take the process of selecting our Franchising
partners very seriously.
Our franchisees come from all walks of l ife. 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 franchisee, start by asking yourself the
following questions:
1. Do I have the strong commitment and determination
required to maintain the expected Esquires Coffee high
standards?
2. Do I have a true passion for customer service excellence
and the abil ity to follow set systems and procedures?
3. Do I have a strong work ethic and belief in myself, with a track
record of success?
4. Am I prepared to have personal day-to-day involvement in
my business?
5. Last, but not least, do I qualify f inancially?
If you can honestly answer ‘YES’ to all of these questions, then you
have met the initial criteria of a successful Esquires Coffee franchisee.
Is Esquires Coffee the right business for me?
page 11
An Esquires Coffee 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 we have the resources to support you. Our
objective is to build sales in existing stores by focusing on building brand
awareness.
Esquires Coffee People.
Our company is structured to support franchisees, both existing and
prospective. Esquires operates a very highly ski l led team who work with
each franchisee to assist with all aspects of project management, leasing
assistance, design, f it out, supply and logistics, training, store opening and
ongoing support.
Esquires Coffee 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 profi le 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 Training
Our philosophy at Esquires Coffee is that successful businesses are built
on a foundation of well-trained operational and management staff.
Init ial training is provided in preparation and retail operations. Topics
include employee recruitment, sales techniques, stock control, f inancial
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 wil l commence at 9 am and
thereafter academy training wil l commence at 7.45am Monday to Friday
noting that there may be the possibil ity for some weekend in-store training
as well.
Support systems.
page 12
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
diff iculties that owners face when training in technically complex areas
such as coffee. We understand the business realit ies of sometimes needing
staff to have both technical and service ski l ls 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 ski l ls.
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!
page 13
page 14
Full format Esquires Coffee (with or without drive thru service).
We organise and prepare everything for you - from finding the premises,
to designing the ultimate use of the space, project managing your fit out,
providing you ongoing support systems for you to train your staff. We give
you the key to the door and, along with our guidance and support, you
operate your business.
Esquires Coffee Kiosk
Buy an Esquires Coffee kiosk and operate in a mall, a transport hub or
other suitable high foot traffic location. Our same training and systems
apply to kiosk operations, just the store size is smaller and are usually self
contained stand alone structures located in walkways or other high traffic
locations.
Esquires Coffee Hole in the Wall
A small format store generally located in high traffic metro areas. This
format offers a l imited food menu with the extensive Esquires Coffee hot
and cold beverage menu. Our same training and systems apply to a hole
in the wall operations.
Esquires Coffee Transportable Coffee Cart
An easy way to use the Esquires Coffee brand, this is an extremely simple
and versati le 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 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 multi-
brand 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 franchise.
Established Stores
Established Esquires Coffee stores become available when an existing
franchisee offers their business for sale. One of the major advantages of
buying an existing business - you’l l be up and running in no time. The
business is already in operation, saving you from location searches,
market establishment and hiring staff. On the fl ipside, it’s great to know
that if you decide to sell your business, interested purchasers are often on
the lookout for an established business.
Established Esquires Coffee stores are advertised for sale on the Retail
Food Group website, as well as through independent business brokers and
various franchising websites.
No matter which format you choose, Esquires provides you support 100%
of the way.
Which store option suits me best?
page 15
FULL FORMAT COFFEE CART
HOLE IN WALL DRIVE THRU
page 16
How much is an Esquires Coffee 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 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 store and up to $550,000+GST for a drive thru
format store. These estimates include project management for the
build of the store, plant and equipment, fees and drawings and
all init ial fees ( franchise fees, init ial marketing and training fees).
Do you charge a service fee for owning an Esquires Coffee
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 activit ies are funded from these contributions.
*Fees may differ from country to country for example NZ- Init ial
Franchise Fee $75,000 NZ Dollars, Franchise Service Fee 8% and
Marketing Fee 2%
For the bean counters.
page 17
Once you’ve decided to select an Esquires Coffee franchise, we are there
to support you every step of the way through the application process.
New store & new site purchase process
Step 1 You make your init ial enquiry and are introduced to the
state based Franchise Recruitment Executive. RFG provide you
with an information package.
Step 2 A first meeting and interview is completed with the state
based Franchise Recruitment Executive. New store location
information is provided to you and, if appropriate at this
t ime, a site specific budget estimate is offered. Having
received this information, you are now able to consider
f inance options.
Step 3 RFG wil l send you or provide you access to disclosure
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 wil l then assess your application
keeping in touch with you along the way to ensure all
necessary information is provided to both yourself and to
RFG.
Step 4 You should now obtain independent legal & financial advice.
Step 5 You visit existing stores and talk to existing franchisees. You
are invited to take part in a formal operational interview
with an RFG representative. This report is added to your
application for approval.
Step 6 Your communication continues with the Franchise Recruitment
Executive and RFG. The RFG Legal Department wil l inform
you whether your application has been approved or declined
and, if approved, a conditional franchise approval letter wil l
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
wil l confirm your training intake dates.
Step 7 You confirm that you have obtained finance approval,
ensuring that the finance allows for the making of progress
payments. RFG now provides you with the formal franchise
grant documentation. We request that you seek mandatory
independent legal advice (it is also recommended that you
seek financial and business advice at this t ime).
Step 8 You execute and return the franchise grant documentation with
all of the requested deposits or progress payments. Dependent
on the country a cooling off period may apply. For example
in Australia, legally 14 days must have passed between
receiving the disclosure document (Step 7) and returning the
signed and fully executed franchise agreement.
Step 9 Your training at the RFG Academy on the Gold Coast Queensland
commences. Staged progress payments commence.
Step 10 The shop fitter’s contract is completed, and progress payments
continue.
Step 11 You graduate from the RFG Training Academy.
Step 12 You now make payment of any balances remaining.
Step 13 Your store opens!
Step 14 RFG provide you with ongoing support in all aspects of your
business including administration, financial management, local
marketing, coffee, retail operations and customer service. You
wil l receive regular visits from your local Business Development
Manager, as well as being provided with newsletters & other
communication pieces. You are now part of the network of
Esquires Coffee franchisees, & have access to regular
franchise group meetings, where you can share ideas,
discuss problems & participate in the ongoing development of
the Esquires franchise system.
Want to join the Esquires team?
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.
page 18
Established Store purchase process
Established Esquires Coffee are advertised for sale on the Retail Food
Group website, as well as through independent business brokers & various
franchising websites.
Step 1 You make your init ial enquiry to either the current store owner
(franchisee) or a business broker.
Step 2 The business broker or the franchisee wil l furnish you with
information to allow you to make initial decisions on whether
the store is suitable for your business needs and requirements.
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 wil l send you, or provide
you access to, disclosure documentation and an application
form. Please complete these in full and return to
RFG in Queensland for processing RFG wil l then assess your
application, keeping in touch with you along the way to ensure
all necessary information is provided to both yourself and to
RFG.
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
added to your application for approval.
Step 6 Your communication continues with the broker or franchisee and
RFG regarding the process of your approval. The RFG Legal
Department wil l inform you whether your application has been
approved or declined, and if approved, a conditional franchise
approval letter wil l 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 wil l 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. We request that you seek mandatory
independent legal advice (it is also recommended that you
seek financial and business advice at this t ime).
Step 8 You execute and return the franchise grant agreement
documents. Dependent on the country a cooling off period
may apply.
Step 9 Your training at the RFG Academy on the Gold Coast
Queensland commences.
Step 10 You graduate from the RFG Training Academy.
Step 11 Your solicitor and RFG legal counsel arrange settlement.
You and the outgoing franchisee conduct a stock take the night
before settlement. The Business Development Manager is
available to be present at the stocktake if required.
Step 12 You start trading in your Esquires Coffee store!
Step 13 RFG provides you with ongoing support in aspects of your
business including administration, financial management, local
marketing, coffee, retail operations and customer service. You
wil l receive regular visits from your local Business Development
Manager, as well as being provided with newsletters and other
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
of the Esquires franchise system.
Store Conversion purchase process
Becoming a franchisee with a multi-brand franchisor offers many significant
benefits to existing business owners. Please contact Retail Food Group to
discuss whether your existing café would be suitable for conversion to the
Esquires Coffee franchise system.
(The foregoing is a guide only. The application process is dependant on individual circumstances).
page 19
page 20
page 21
Q: Do I require any special experience?
A: Having business experience is always an advantage. We provide
comprehensive training for all areas of your new store.
Q: What is the term of a franchise?
A: Franchisees are usually granted a five (5) year init ial franchise
term together with an option to renew for a further (5) years.
This may vary depending on the lease term applicable
to the particular site.
Q: Do I have to pay a deposit?
A: A $3,000 (plus GST) deposit is payable upon application for
a new store. This deposit, less the franchisor’s reasonable
expenses (to a maximum of $300), are refundable if the
application is not approved.
Q: What are the ongoing fees of the franchise?
A: A franchise service fee equal to 7% (plus GST) of your total gross
sales is payable. A marketing contribution equal to 3% (plus
GST) of your total gross sales is payable into an independently
audited marketing fund. This fund is used to promote increased
customer awareness and provide each store with national
promotional material and ongoing marketing services, all aimed
at attracting new customers, increasing average dollar sales
and the frequency of purchase.
Q: How much profit will I make?
A: This depends largely on several factors such as the value of
wages paid, cost of goods and other operating costs, and
generally how you operate your business. We have identif ied
certain key per formance indicators which are monitored in
order to maximise your profitabil ity.
Q: How many staff will I need?
A: This wil l depend on the size of your store and what type of
concept you have selected. As an indication, you wil l need
somewhere between 2–12 staff in-store depending on the
concept chosen.
Q: Who selects the site?
A: Our dedicated leasing team throughout Australia and
New Zealand is continually in contact with major shopping
centres and leas ing agents to secure s i tes for Esqui res
Coffee. Franchisees must ultimately decide for themselves, after
they have had the opportunity to consider all the relevant
information, whether to proceed with a particular site.
Q: What services are included in return for the franchise and
marketing fees?
A: The services you wil l receive cover a wide range of
management assistance and operational services, including;
On-going operational training, tools and support. Marketing
support including national advertising, public relations
campaigns, media selection and national media placement.
Stringent quality control standards. Business Development
Manager (BDM) to assist franchisees with all aspects of daily
operations to ensure appropriate per formance levels and
quality standards.
Q: Do I need any other money to start?
A: In addition to the cost of acquiring an Esquires Coffee store,
you need to budget for accommodation and l iving away from
home expenses while at our Training Academy in Queensland,
stamp duty in relation to the lease and your own professional
advisors costs and working capital. For a more precise l ist
of costs associated with the acquisit ion of the franchise, refer to
the Franchisors Disclosure Document.
Q: What initial franchise fees are payable?
A: The following GST exclusive initial franchise fees are payable:
$50,000 – init ial franchise fee
$13,000 – init ial training fee
$3,000 – init ial marketing fee
Prospective franchisees should refer to the Franchisor’s
Disclosure Document which provides a full range of all fees
or costs payable in connection with the establishment
of a franchise.
Frequently asked questions.
page 22
Q: Can I get any special finance?
A: RFG currently has preferred funding arrangements with major
f inancial institutions throughout Australia and New Zealand. This
means that potential franchisees that achieve bank approval
may be able to borrow between 50% - 60% 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 on 1800 067 619 or go to r fg.com.au to see what is
currently available.
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 profitabil ity of any
existing or new store. You should also obtain independent
f inancial advice in connection with these matters.
Q; Where are Esquires Coffee currently located?
A: Please visit: www.r fg.com.au or www.esquirescoffee.co.nz
for an up to date l ist ing of store numbers and locations.
The Franchisor’s Disclosure Document also provides
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.
page 23
page 24
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, Tauranga Bayfair Mall
Esquires’ Customer Service and First Year Excellence awards 2008.
Esquires Franchise of the Year 2009.
Happy franchisees.
page 25
Dear Prospective Franchisee,
Retail Food Group is the ultimate owner of the Donut King,
Brumby’s Bakery, Brumby’s GO!, Michel’s Patisserie, bb’s
cafe, Esquires Coffee, Pizza Capers, Crust Gourmet Pizza and
The Coffee Guy franchise systems throughout Australia and
New Zealand.
On behalf of Retail Food Group, and the Esquires Coffee franchisor, we
welcome the opportunity to introduce ourselves and our proven franchise
systems and thank you for your inquiry.
Since its inception in 1989, Retail Food Group has successfully grown from
a small franchisor with less than 50 stores to become one of the largest
Australian franchisors with an expansive range of franchise systems,
boasting in excess of 1400 stores.
Each of our franchise systems offers an opportunity to embark upon a
unique food retail ing experience.
We are of the opinion and belief that our systems are some of the most
respected 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 five target markets.
We attribute this to the ongoing dedication and loyalty of our franchisees
whose businesses are nurtured by a franchisor who provides business
education, marketing and operational systems as well as ongoing,
continually improving support systems which have been developed,
enhanced and maintained over many years.
This development increasingly takes advantage of group economies
and synergies which a large franchise network can command. The
commissioning of a retail business is the culmination of an individual or
family ‘dream’ of becoming an ‘entrepreneur’ and controll ing your own
financial destiny. Assuming control of one’s financial destiny however,
also involves a degree of r isk which varies according to both the type of
business participation as well as the risk aversion profi le of the individual.
The resolve to become a small business owner involves the consideration
of many issues other than purely financial aspects. To profitably and
productively conduct a retail business, there are two other important
investments, apart from the financial, which require determination:
Lifestyle investment – the time, commitment and dedication needed
to successfully conduct the business; and Emotional investment – the
investment in such a business wil l , almost without exception, have an
impact upon or effect on more than one person.
We are of the opinion that Retail Food Group has assembled eight quality
franchise systems, where a buyer can thoroughly investigate the right
system and business for themselves, to ensure they;
a) satisfy their f inancial, l ifestyle and emotional investment criteria, while
b) acknowledging the risk which is present in any business pursuit.
From our perspective, we are desirous of recruiting franchisees who
display a genuine capacity and capabil ity of contributing to the ongoing
enhancement and growth of the relative system they join.
Ideally, a franchisee wil l possess the following personal attributes:
Communication Skil ls
Honesty
Integrity
Positive Personality
Self-Motivation
Financial Competence
Goal-Oriented
Leadership Qualit ies
Team Player
If we have just described your personality, outlook and aspirations we
seriously encourage you to consider the benefits and advantages of
investing in one of our proven-quality franchise systems.
Those personal attributes, when combined with our strong group
identif ication, excellent product ranges, comprehensive initial training
programmes, access to the extensive resource bases as well as the
ongoing support that each of our franchise systems offer, provides a
substantial platform from which franchisees can strive for and achieve
business, f inancial, l ifestyle and emotional wellbeing or “success”.
Success is a term too often used and, in our belief, neither well-defined
nor understood. Success as a franchisee is measured and determined by
reference to the degree by which your actual per formance matches all
those benchmarks previously established for your business.
Success therefore, from our perspective, is the degree by which the
franchised operation can, and does, assist you in the achievement of your
personal goals and aspirations.
A message from our Chief Executive Officer.
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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 l ifestyle and family. Put another way, the achievement of
l ifestyle and family goals wil l 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 acquisit ion of a Retail Food Group franchise is
not just a means to achieving l ifestyle, f inancial and emotional objectives
– it wil l become part of you.
Yours Sincerely
A. J. (Tony) Alford
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
opportunity. Here’s how you can obtain more information:
Do you l ike to research online? Visit our websites:
www.rfg.com.au
www.esquirescoffee.com.au
You can send an email requesting an information booklet:
Email: [email protected]
Would you l ike 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:
Faith Manning
Manager - Franchise Recruitment & Leasing
Esquires Coffee 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 possibil ity of working with you as
part of the Esquires Coffee House team of franchisees
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