Home' The Franchise Review : September 2015 Contents THE FRANCHISE REVIEW
A proud history
Mövenpick was created in 1948. Its founder, Ueli Prager,
was a pioneer fostering a brand new restaurant concept in
Switzerland. His idea was to offer culinary excellence to busy
people seeking a quality experience. As of 1960, his inspired
chefs started to develop their own ice cream creations. This
extraordinary ice cream rapidly took off, and became a high
end dessert in many famous Swiss restaurants.
Mövenpick is made for the food service industry, and it remains the
staple ice cream in many of the world's five star hotels.
At the time, Mövenpick saw great potential in the Australian
market and in the development of the ice cream and dessert
category. It saw the advanced food culture in Australia, and
believed the Mövenpick boutique concept would be an ideal fit.
The stores have three formats: small kiosks that provide
takeaway ice creams and coffee; larger parlours that provide
ice cream takeaways and in store dining, and are usually
located in restaurant and café precincts; and the gallery
concept, which has greater floor space and an extended menu,
and is popular in upmarket shopping centres.
Right strategy to capitalise on the opportunity
Koorey says that Mövenpick's retail format is designed to attract
customers in winter and summer. 'Quick scoop takeaway
outlets do well in summer and tail off in winter. With in store
ice cream dining, demand is constant throughout the year.
Customers come for coffee, hot chocolate, iced drinks, waffles
and pancakes, in addition to our ice cream.'
Locating Mövenpick stores in restaurant precincts, popular high
street shopping areas and shopping centres is a key strategy.
'As a premium ice cream, where possible we want Mövenpick
to be near other leading food offerings,' Koorey says. 'There is a
large, growing market of people who want two separate dining
experiences when they go out: one for the main meal and one for
the dessert, so it is important we are near popular food providers.'
Contemporary store formats are critical, he says. 'Customers
are showing they will pay a premium price for treats when they
receive a premium product and special experience. Our stores
have been designed to reflect the uniqueness of Mövenpick
ice cream, its Swiss heritage and our history of innovation in
this category. It's very much an upmarket, boutique format.'
The thought of a couple spending $40 on gourmet coffees
and treats at a specialist dessert restaurant was fanciful a
few years ago. But, as consumers increasingly see food as an
experience, not just a product, they are paying higher prices
for indulgent treats. That means higher margins in the dessert
An attractive offering for franchisees
Another attraction is the simplicity and cost structure of
Mövenpick stores. They do not require expensive kitchens,
chefs or large numbers of staff. Ice cream is imported from
Switzerland rather than made in store, and the desserts are
mostly assembled rather than cooked. This helps stores
maximise space for customers, minimise costs and maintain
high quality control.
Mövenpick's positioning as a prestigious brand is another
plus. Koorey believes that Australia could support many more
Mövenpick stores, but is wary of growing too quickly. 'We have
no intention of saturating this market with too many stores, and
plan to open a small number each year. Mövenpick's appeal
is its uniqueness. Our strategy is to work with a small group of
talented franchises, rather than build a giant store network.'
Koorey says Mövenpick focuses on franchisee training
and support. 'Mövenpick has a strong belief in embracing
world's best practice in everything it does, and that is true of
Mövenpick and our support for franchisees.'
Mövenpick Australia franchises also benefit from an attractive
entry point. The kiosk, parlour and gallery format franchises sell
for around $250,000, $350,000 and $500,000 respectively.
Franchisees contribute two per cent annually to a marketing
fund, and currently there are no ongoing royalties. They access
a great product and company.
Koorey believes that Mövenpick's strongest selling point is its
taste. 'This is an emotional product. People who have Mövenpick
for the first time have the sensation of eating the world's finest
ice cream, and they keep coming back for it. We're not just
marketing ice cream; this is about providing one of the world's
great luxuries and a unique customer experience.'
For more information on Mövenpick Australia, visit
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