Home' The Franchise Review : March 2016 Contents THE FRANCHISE REVIEW
Back at home, Rolld is looking at new ways to expand the
business without increasing its overheads too much.
'In the background, we are testing what we call the Rolld
Kitchen model; we launched one late last year in Perth. In the
next two or three years, we want to be launching a restaurant
model in the suburbs in Australia that allows us to cater for
people who want to come in, sit down and eat, as well for
people who want to be eating [at home]. We envisage that
home delivery is going a big part of Rolld over the next five
years or so.
'This year we are also launching a much larger catering offer.
Catering traditionally has been very simple -- sausage rolls,
sandwiches, or sushi. What Rolld wants to provide is another
option in that space, which is Vietnamese food. We've spent a
lot of time developing the right offering and packaging, and will
be launching that this year.
'This allows our franchisees to add another income stream to
the business. By adding a catering option that works, they can
look to increase the sales by five, 10, 20 per cent. We believe
that it is going to add a lot of opportunities for their bottom line,
as well. [Catering] orders will come through our main system,
and will be auto allocated if they're in certain territories, or we'll
allocate them to whoever's best suited to do it.'
Mr Hoang is realistic, yet optimistic, about the chances of the
catering arm of the business succeeding.
'Like anything, it doesn't always work. It depends on the
franchisee -- or the store manager [if the Rolld store is company
owned] -- to really drive it. I've heard stories of other franchised
healthy food businesses where catering has been 20 per cent
of the revenue. That's an enormous opportunity, because it's
not increasing overheads.'
Finding the right franchisee is one of the main challenges
for a franchisor, and Mr Hoang says that Rolld has learnt
a lot about choosing the right person. With his background
as a franchisee, he says, 'I like to think that I have a fairly
good and balanced view of what it's like coming from the
Over their short history, Rolld has identified an important factor
that makes potential franchisees desirable to the business and,
unsurprisingly, it's about family.
'They need to be able to build a strong family team
environment. When I say family, I mean a group that can,
and will, treat each other like family. Being able to manage,
develop and lead a team is always the most important thing for
a franchisee, because we can teach them everything else; we
can even teach them how to recruit, but we can't teach them
how to actually manage on a day to day basis.
'We've made mistakes previously, hiring people who
probably didn't have the view that they need to work hard
with us [head office]. At the end of the day, we understand
that, let's be honest, not everyone can be successful within
the franchising space, because it's not for everyone, and
unfortunately that probably gets seen a bit too late. But what
we want to do is give people the best understanding of how
to be successful in our business.'
'[Franchisees] go through a bit of a cycle -- there are ups and
downs -- and what we want to do is help franchisees in down
times to look at the reasons why they got into the business in
the first place. If it's not the right thing for them, maybe they
shouldn't have got into it, but if it is the right thing, we can give
people a hand to keep going, take the business back to the
upside, and to keep flourishing from there.'
As to the future of Rolld, Mr Hoang is adamant that the
business will remain in the family.
'We have no intention of selling the business whatsoever. We
do see it as a generational business; we hope it'll be around
for the next 50 or 60 years, and passed on to our children.
We'll go through periods where we'll need to raise capital
if we want to keep growing, especially internationally, but
we envisage that we'll continue to keep and maintain the
business going forward.'
[Franchisees] go through a bit of
a cycle -- there are ups and downs
franchisees in down times to look
at the reasons why they got into
the business in the first place
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