PIZZA CAPERS FRANCHISE INFORMATION KIT CONTENTS
1. 3 - Why Franchise with RFG & Pizza Capers? 4 - Retail Food Group (RFG) 6 - The Beginning 7 - A Quick History Lesson 9 - Our Goal 10 - The Menu 11 - Store Design 13 - Becoming a Franchisee 14 - Site Selection Criteria 15 - Training 17 - R.I.O.T - Online Training Portal 19 - Communication & Interaction with Franchisees / Our POS So ware 20 - Set up costs 21 - Testimonials 22 - Contact Us
2. WHY FRANCHISE WITH RFG AND PIZZA CAPERS? Franchising with RFG is a way 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.
Franchising with Pizza Capers o ers 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 and knowledge of not only Pizza Capers but RFG as a group.
The bene ts of being part of the Pizza Capers franchise system are signi cant. The combined strength of a multi-brand franchise system and the opportunity to access franchises in other brand systems within RFG. The bene ts include:
• A competitive edge by their using of a well-known brand • Access to established and proven business systems • Best price negotiated through the strength of not only the franchising system, but the RFG group as a whole • Greater advertising frequency and marketing opportunities • Greater brand awareness through the visibility of the brand; and • Access to a broad range of products, services and integrated training programs
3. Pizza Capers is now part of the Retail Food Group umbrella providing strength of innovation, support and RFG purchasing power for our brand.
Retail Food Group (RFG) is one of Australia’s leading retail food franchise operators. RFG is the owner, developer and manager of the Donut King, Brumby’s Bakery, Michel’s Patisserie, bb’s Café, Esquires, Gloria Jean’s Co ees, It’s A Grind, The Co ee Guy, Café2U, Pizza Capers Gourmet Kitchen and Crust Gourmet Pizza Bar franchise systems.
In addition, the Company is a signi cant wholesale co ee roaster supplying existing Brand Systems and third party accounts under the Evolution Co ee Roasters Group, Ca e Co ee, Roasting Australia, Maranatha LLC, Roasted Addiqtion, Maranatha LLC and Barista’s Choice co ee brands.
Started in 1989 as the owner and manager of around 50 Donut King and bb’s Café stores, RFG now has eleven (11) franchise systems, boasting in excess of 2,400 outlets.
RFG’s franchise systems are some of the most successful in Australia, o ering high quality products, innovative store designs and exceptional customer service. With several market leaders under our stewardship, our major franchise systems are well known household names.
RFG’s proven business models and support systems have been perfected over 25 years of operation, and the Company has built an experienced and highly skilled support network to ensure the success of our franchise networks.
4. " WAS THE START OF A" 1996 PIZZA REVOLUTION
5. THE BEGINNING Back in 1996, the major players in the pizza market were locked in a price war. For them it was all about delivering the cheapest pizza on the market. They completely lost focus on the quality of the product and what the consumer really wanted. Pizza Capers recognised this need and set about developing something di erent; great tasting, value-for-money, take-away gourmet pizzas made using only the highest quality ingredients. In stark contrast to the other pizza players, we planned to deliver convenience without compromise and with this in mind, we opened the very rst Pizza Capers store in Brisbane. With local customers quickly embracing the idea of Pizza Capers Gourmet Pizza, we opened another store the following year. The rest, as they say, is history.
Today Pizza Capers has over 110 stores throughout Australia with plans underway for Pizza Capers growth opportunities internationally.
6. HERE’S A QUICK CAPERS HISTORY
1996 1997 2005 2012
The rst Pizza Capers The second Pizza Pizza Capers proudly In April of 2012, Pizza store is opened in Capers store opens in welcome the rst of Capers joins the RFG Kenmore, Brisbane. the inner city suburb many franchisees to franchise family. of Toowong, Brisbane. the Capers family.
7. 2013 2014 2015
Pizza Capers launch Pizza Capers launch brand Pizza Capers employs world their biggest menu refresh and menu renowned executive chef to change in the history committing to 'Generosity' develop menu of the future. of the company to and no pizza skimping like critical acclaim from competitors franchisees, customers & the media.
8. OUR GOAL Here at Pizza Capers, product is our passion. Nowhere in the industry will you nd a menu as thoughtfully developed. Our ingredients are rigorously monitored and taste tested. As a result of our huge passion for all things pizza, we’ve created a menu that simply cannot be matched by our competitors in terms of quality, taste and variety. The breadth of our menu, which includes gourmet pizzas, pastas, salads, breads and gelato allows us something to tempt the taste buds of each and every member of the family.
All the ingredients on the Pizza Capers menu are individually sourced to ensure they are the absolute highest quality, regardless of geographical barriers.
Our dough is made on site using fresh yeast, our Aioli is made using real fresh eggs, we roast our own vine ripened tomatoes – we could go on and on. Some might call this extravagant, we call it absolutely necessary, which helps us ensure our customers enjoy the most delicious meal possible, every single time they visit.
9. THE MENU The Pizza Capers menu is constantly evolving as we develop new recipes and extend the menu o ering with complementary products that deliver more pro ts for our franchisees.
Our unrelenting focus on menu evolution and product innovation means every franchisee can focus on the most important part of their business – your guests.
Constantly developing new and exciting products that are innovative and rst to market.
10. STORE DESIGN All our stores operate on a delivery / take-away model with some stores providing small dine-in areas if suitable. Store layout and design are kept fresh, visually welcoming and appealing. With certain speci c parameters, we o er exibility of layout, enabling the size and layout of the store to t the site.
11. 12. BECOMING A FRANCHISEE Once you’ve decided on selecting franchise, we are there to support STEP 6. FRANCHISE DOCUMENTATION EXECUTED you every step of the way through the application process. RFG now provides you with the formal franchise grant documentation. You will have sought mandatory independent legal STEP 1. INITIAL INTERVIEW advice (it is also recommended that you seek nancial and business Make your initial enquiry and discuss your needs with our Franchise advice at this time). You execute and return the franchise grant Recruitment Executive who will conduct a phone interview and documentation with all of the requested deposits or progress work towards nding a suitable site that meets your requirements. payments. A cooling o period may prevail.
STEP 2. SUBMIT FRANCHISEE APLICATION STEP 7. TRAINING You will be provided with a Franchisee Application for completion. A You will undertake training at the RFG Academy in Southport, site speci c budget estimate is o ered. Having received this Queensland. Staged progress payments commence. During this time, information, you are now able to consider nance options. RFG will the shop tter’s contract is completed and payment of any then assess your application keeping in touch with you along the outstanding balances is made. way. STEP 8. YOUR OUTLET OPENS! STEP 3. FORMAL OPERATIONAL INTERVIEW RFG provides you with ongoing support in aspects of your business You will be invited to take part in a formal operational interview with including administration, nancial management, local marketing, an RFG rep. This report will be added to your application for approval. coffee, retail operations and customer service. You will receive You may also wish to consult independent legal and nancial regular visits from your local Sales and Performance Manager, as specialists for additional advice. We also encourage you to visit well as being provided with newsletters and other communication existing stores and meet with existing franchisees. pieces. You are now part of the network of franchisees and have access to regular franchise group meetings where you can share STEP 4. FINANCIAL STATEMENT SUBMITTED ideas, discuss problems and participate in the ongoing development If your suitability is con rmed, we request further information on of the franchise system. your nancial position and ability to open and operate your franchise. A refundable deposit is required on return of this (The foregoing is a guide only. The application process is dependent information. on individual circumstances).
STEP 5. CONDITIONAL FRANCHISE APPROVAL *Information contained within is subject to change at the sole If approved, the RFG Legal Department will forward you a discretion of the franchiser. Fees and charges are a guide only and conditional franchise approval letter and a er you have obtained may be subject to change. Travel fees and charges may be deducted legal advice, this should be signed and returned to RFG. Once this is from any deposit paid if an application is withdrawn following step 7. received, RFG will con rm your training intake. At our cost, you are formally invited to our Gold Coast National Training Academy and Head Oce to meet your Franchise support team. You will now have obtained nance approval, ensuring that the nance allows for the making of progress payments. 13. SITE SELECTION CRITERIA Availability of the desired site is usually the biggest factor and possible initial obstacle. Pizza Capers assists you with the selection of a suitable store site, based on the relevant criteria within your country or region. Below are some of the criteria used for Australian site selection:
• Area demographics • Parking • Signage prominence • Rent • Pedestrian trac ow • Lease terms • Vehicle trac congestion • 3 phase power • Close to shops • Grease trap • Close to bottle shops & pubs • Minimum 4 metre frontage • Customer accessibility • Food premises existing/approved
14. TRAINING
People from all walks of life can become successful Pizza Capers franchisees. No prior pizza chef experience is required. A comprehensive preliminary training program is provided for all new owners covering theory, practical and customer service.
Time is spent at our RFG training academy on the Gold Coast while the rest of the training is spent in-store, in real life situations. Franchises become pizza experts with the in-depth training and support.
Once your comprehensive training is completed we’ll send a trainer to the store for up to 2 weeks to assist with the opening. We complement this with regular visits by your assigned Sales and Performance Manager who will assist you with all things pizza. We also provide access to our comprehensive online training program to help train your team.
15.
ONLINE TRAINING, IT’S A RIOT! We understand the business realities of sometimes needing sta to have both technical and service skills in your outlet. The RFG training program has been speci cally developed to meet these needs. A clear correlation exists between the quality and nature of training within a business and the nished product experienced by a customer.
The cornerstone of this training is the RFG online training platform called RIOT (RFG Info and Online Training), which o ers a cluster of brand speci c features, graduated training courses and technical materials.
Bene ts of the RIOT 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 undertake training in their own time, reducing in store training time and owner costs; • Providing a means of communication between business owners and employees through notices, rosters and a forum; • Owners are able to monitor employee’s progress with online training; employees can progress at their own speed and revise material to refresh their skills.
" THE CORNER STONE OF THE" RIOT RFG FRANCHISE TRAINING
17. 18. COMMUNICATION & INTERACTION WITH FRANCHISEES • Monthly franchisee newsletters that highlight any recent developments, new products, new stores, updates on training, and all things Pizza Capers. • Franchise Advisory Council (FAC) made up of franchisees, meeting on a quarterly basis to discuss all facets of Pizza Capers. • Regular business meetings with your dedicated Sales and Performance Manager and field visits to assist with your outlets operational performance.
OUR POS SYSTEM • All calculations done by the system • Items sold, time analysis, map analysis • Easy set up and training • Exportable to Excel • Extensive database referencing • Breakdown of deliveries, pick-ups cash or credit orders • Last order tracking • Remote access to the system – home and available on • Total orders, total values and average of orders smart phone • Previous orders, summary of date, time and value • Regular Business Meetings with your dedicated Sales • Drive balancing, reports and sta lists and Performance Manager and Field Visits to assist with • Good customer and lost customer reports your outlets operational performance • Daily, weekly and monthly reports
19. SET UP COSTS
The set up cost will vary depending on the size and infrastructure of the premises; Set up cost example* Franchise Fee: $50,000 Project Management Fee: $7,499 Training Fee: $13,750 Marketing Fee: $10,000 Document management fees & outlays: $3,900 Building and equipment: $320,000 Approximate minimum cost: (includes franchise fee) 375,000 excl GST Approximate maximum cost: (includes franchise fee) 450,000 excl GST
Royalty Fee This fee permits the franchisee to use the Pizza Capers name, trademark, logos and Royalty Fee operating systems. It also provides access to new product and system development, 6% calculated fortnightly purchasing power discounts and continuous and comprehensive ongoing support. on gross sales.
Marketing Contribution Franchisees are required to contribute to an advertising and marketing fund. This fund Marketing Contribution is used to meet the costs of maintaining, administering, directing and developing 6.5% calculated fornightly advertising and marketing materials for Pizza Capers. on gross sales. *This is a guide only not an exhaustive list. Additional fees and charges may be applicable.
20. TESTIMONIALS PIZZA CAPERS ENOGGERA, DARREN DOWSE “Having everything set up for you is easier than having to try to start your own pizza shop. It just works there’s a system there and it works.”
PIZZA CAPERS KALLANGUR, NICOLE FORTE “Pizza Capers gives us a great quality of life, we’ve got small children and it give use the opportunity to spend a lot more quality time with them. Pizza Capers to me is a more dominant brand. It’s all about quality, best service and great price.”
PIZZA CAPERS STRATHPINE, KEVIN ANDERSON “It’s always di erent, di erent customers, di erent challenges, di erent rewards. Put that all together for me and our lifestyle, it’s the prefect package for what we enjoy.”
21. CONTACT US If you have what it takes, then contact us today! Call our friendly National Sales Executive, George Metzakis on 0402 722 553 to discuss suitable sites in your area or email [email protected] with your contact details and he will be in touch with you shortly.
A few handy tips:
• Attend an information meeting with our Sales Executive, or request a meeting via SKYPE or teleconference. • Review all information obtained during the meeting and make a decision on your preferred store/site. • Request an application form and information pack. • Complete the application and email through to the Franchise Sales Executive once completed. • Con rm your purchasing ability with your bank and with your accountant. • Speak to existing franchisees. • Seek legal and nancial advice.
22. Retail Food Group (Australia) 1 Olympic Circuit, Southport, QLD Australia, 4215 George Metzakis – National Sales Executive M: 0402 722 553 E: [email protected]