~ Franchise Mini Handbook ~
T H E M I S S I O N
O U R M I S S I O N A N D P H I L O S O P H Y I S S I M P L E , A T T H E C O F F E E C L U B W E W A N T T O P R O V I D E :
• G O O D F O O D , G R E A T S E R V I C E A N D E X C E L L E N T C O F F E E
• A W E L C O M I N G R E L A X E D M E E T I N G P L A C E E N R I C H I N G C O N T E M P O R A R Y L I F E S T Y L E S
• T H E A N S W E R T O “ W H E R E W I L L I M E E T Y O U ? ”
T H E V I S I O N
T O G E T H E R W I T H O U R F R A N C H I S E B U S I N E S S P A R T N E R S , L E A D I N G T H E I N D U S T R Y A N D
S E T T I N G H I G H S T A N D A R D S I S S O M E T H I N G W E D O C O N T I N U O U S L Y . I T ’ S I N T H E 5 0
M I L L I O N C U P S O F C O F F E E W E S E R V E E A C H Y E A R A N D T H E L O Y A L C U S T O M E R S W E
P R O U D L Y S E R V E E V E R Y D A Y . O U R V I S I O N I S T O D O J U S T T H A T O N A G L O B A L S C A L E –
T O B E A G L O B A L L E A D E R I N R E T A I L F O O D , C O F F E E A N D F R A N C H I S I N G .
In addition, we provide a proven business model,
a Brand identity and trademark that have value
in consumers’ eyes. You don’t have to reinvent
the wheel to be successful. You provide capital,
management, talent and energy to expand the
Brand faster than we as a Franchisor can on our own.
When you invest in The Coffee Club Franchise, we
provide all operating systems, technical expertise,
marketing systems, management methods and
all relevant information to make your business a
success. Such is the degree of systemisation that
almost every aspect of the business is covered and
nothing is left to chance.
We commit to providing you with initial and
ongoing support throughout the life of the
Franchise Agreement. Our training program
ensures that you can implement our training
systems easily.
Franchise businesses have a greater survival rate
than new independent businesses. Franchising is
about risk reduction and safety – you don’t have to
guess about the most effective way to build your
business because there is already a successful
system to use.
Our group buying power will cut your operating
costs compared to an independent business. This is
complemented by our robust marketing programs,
which provide the national support to ensure your
business grows faster and has a greater chance of
achieving forecast results sooner.
T H E C O F F E E C L U B H A S A P R O U D A N D S U C C E S S F U L H I S T O R Y O F
M E E T I N G M A R K E T D E M A N D F O R G O O D F O O D , G R E A T S E R V I C E
A N D E X C E L L E N T C O F F E E .
WHY FRANCHISE
W I T H T H E C L U B ?
< P A G E 0 5 >
Offering the best to our franchisees is something we take
great pride in at The Coffee Club. We provide operating
systems, technical expertise, marketing support,
management methods and relevant information to help
make your business a success.
Our franchisees are more than just store-owners; they are
our business partners that share the same vision and passion.
In addition to joining Australia’s largest home-grown café
group that has a strong history of franchise success, being
part of The Coffee Club is different from other franchise
systems as outlined below:
E S T A B L I S H E D B U S I N E S S M O D E L
The Coffee Club provides an established business model,
a Brand identity and trademark that have value in
consumers’ eyes. You don’t have to reinvent the wheel
to be successful. As a Franchisee, providing capital,
management, talent and energy, you can expand the
Brand faster in your local area than we, as the Franchisor,
could on our own.
M A R K E T D E M A N D
In already established territories, The Coffee Club has
learned how to meet market demand for Good Food,
Great Service, Excellent Coffee.
P R O V E N S Y S T E M S
When you invest in The Coffee Club Franchise,
we provide operating systems, technical expertise,
marketing systems, management methods and relevant
information to make your business a success.
S Y S T E M I S A T I O N
Such is the degree of our prior experience, almost every
aspect of the business is covered.
T R A I N I N G P R O V I D E D
We commit to providing you with initial and ongoing
support throughout the life of the Franchise Agreement.
Our training program ensures that you can implement our
training systems easily.
B U Y I N G P O W E R
You will be able to harness the benefits of increased
purchasing power in categories such as coffee, milk,
soft drinks, packaging, distribution services and food
service items.
R I S K R E D U C T I O N
Franchising is about systemisation, creating efficiencies,
risk reduction and safety; you don’t have to guess about
the most effective way to build your business because
there is already a successful system to use. All of this,
however, will obviously be dependent on your ability to
follow guidelines and work within a Franchise System.
I N C R E A S E D R E V E N U E P O T E N T I A L
As a Franchisee, your methods of generating income can
be expanded over that of a normal business. You will have
a head start with The Coffee Club Brand and systems.
H O W T H E
C L U B W O R K S F O R Y O U
< P A G E 0 6 >
< P A G E 0 8 >
Becoming a franchisee of your very own The Coffee Club
can be a very exciting journey. Like with any big business
decision, considering if it’s the right fit for you is an
important step in this journey.
At The Coffee Club we are proud to recruit exceptional
franchisees who share our vision and passion for the
business. Owning your own franchise is a hands-on job;
from recruiting staff to serving customers and making
coffees, to closing up at the end of the day, stock ordering
and doing wages to name a few. It’s all part of running a
successful business and a very rewarding experience if
pursued with the right passion and business acumen.
Owning your own business is a rewarding experience
but one that requires sacrifice and a great deal of hard
work and effort. Considering the impact it may have
on those around you, including family and friends, is
important. The support of your family is critical.
The Coffee Club is a hands on business and we know
that those franchisees who play an active role in daily
operations of the store are significantly more successful
than those who expect a store to operate well without them.
J O I N I N G T H E E X C L U S I V E C L U B
At The Coffee Club, we know that the recipe for
success within our Brand will depend on the quality of
our selective Recruitment Processes. Consequently,
a franchisee of The Coffee Club will need to have
demonstrated ability to work in a highly standardised
operational/production oriented environment with a
focus on Brand alignment and Brand growth.
A potential The Coffee Club Franchisee is required to
meet three main criteria with attributes that have been
proven to produce successful Business Partners.
Throughout the recruitment process, a potential franchisee will be assessed on the criteria above. Attributes will be measured in a number of ways including observations, interviews, participation levels and personality profiles.
T H E C O F F E E C L U B T A K E S T H E F R A N C H I S E E S E L E C T I O N P R O C E S S
V E R Y S E R I O U S L Y . O U R A I M I S T O E N S U R E E V E R Y F R A N C H I S E E
I N O U R N E T W O R K I S S U C C E S S F U L .
WHO YOU ARE
Qualities of The Club Franchisee
2
Knows the focus is our customers.> Demonstrates an ability to listen,
relate, process and respond proactively
> Holds fundamental Language, Numeracy and Literacy skills
> Is physically and mentally well, showing a balance of positivity and stability
> Shows ability to build sustainable relationships with external customers
F O C U S E D
3
Has the financial capacity and ability to maximise sales and profits.> Demonstrated commercial
acumen which includes the ability to create and implement business plans with short and long term objectives
> Ability to fund capital expenditure and working capital
> Belief in creating one’s own success through a Business Partnership with the Franchisor
D R I V E N
1
Is aware of and willing to fulfill their obligations in the Business Partnership role as Franchisee.> Demonstrates their understanding
of obligations as a Business Partner/Franchisee
> Shows a willingness to work with us
> Portrays positive and constructive interaction
R E C E P T I V E
We have more than 200 franchisees who own
and operate 275 stores across Australia.
An opportunity to Join The Club provides
not only a robust business opportunity but
a chance to own a piece of a strong brand
entity within a supportive network.
With a solid pipeline of new stores, The
Coffee Club is always on the lookout for
the right franchisees to work with us as we
pursue our Vision.
In addition to our new franchisees, we are
proud to have some of the longest standing
franchisees in the industry with many of our
Franchise Business Partners celebrating 10,
15 and even 18 years with our brand.
While we have many successful single store
franchisees keen to sink their teeth into
owning and managing one location, we
also have a number of franchisees around
Australia who have developed their own
cluster of successful stores. From Cairns,
Townsville and Brisbane in Queensland to
Perth and Adelaide our multi-site operators
have reaped the rewards and benefits of
The Coffee Club franchising model.
The best part about The Coffee Club
franchising model is our stores are locally
owned and operated by passionate people
who are determined to cater to the needs of
their community.
THE CLUB
Franchise Model
T H E C O F F E E C L U B I S O N E O F A U S T R A L I A ’ S L E A D I N G F R A N C H I S E
B U S I N E S S E S W I T H 2 5 Y E A R S E X P E R I E N C E I N D E L I V E R I N G H I G H I N D U S T R Y
S T A N D A R D S B O T H F O R O U R F R A N C H I S E E S A N D C U S T O M E R S .
Establishing yourself in The Coffee Club Franchise System requires an initial capital investment of approximately $450,000 – $650,000+.
There is an initial franchise and training fee that allows The Coffee Club to establish your business. This fee covers:> Location selection> Lease negotiation> Design> Fit out> Training> Opening assistance> The Coffee Club intellectual property
Following establishment there is an ongoing franchise fee and marketing fee (at present 6% and 3% respectively). These entitle franchisees to benefit from:> Marketing> Supplier selection> Volume buying arrangements> Standardised accounting and reporting> Research> Staff training> Ongoing business coaching and support
This is a Franchise System that has been proven in hundreds of successful locations throughout The Coffee Club network.
< P A G E 0 1 0 >
Financing aG R E AT I N V E S T M E N T
W I T H T H E C L U B
jointhecoffeeclub.com.au
The Coffee Club Franchising Company Pty Ltd 336-338 Montague Rd, PO Box 5786, West End, Queensland 4101
Phone +61 (0)7 3010 3000 Fax +61 (0)7 3844 2551
ACN 063 065 571