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Melbourne, Australia

Establishing Domino’s franchise in Melbourne

An Australian Franchisee Case Study


Craig Birchall, 46
Multi-Unit franchisee
Domino’s Carlton, Flemington, Malvern & St Kilda, VIC

Prior to joining Domino’s in late 2004, I completed a Hotel Management degree in Sydney before travelling overseas to the UK and Europe where I worked for a number of years in the Hotel Hospitality Industry. Upon returning to Australia I opened a number of restaurants near the southern highland in NSW before becoming a foodservice consultant for a number of well known companies including; Unilever, Goodman Fielder, Nestle, Australian Meat and Live Stock and the Australian Port Corporation. In 1995, I made the move to Melbourne to start up a sou vide manufacturing business for Competitive Foods and this is where my Domino’s life began.

When I began looking to invest in a new challenge, Domino’s had just arrived in Melbourne and were looking for franchisees, the timing couldn’t have been more perfect. I began thinking about starting a new opportunity then decided I wanted to operate within a franchise system as I didn’t want to reinvent the wheel. After completing my duediligence, Domino’s offered a complete package in marketing, advertising, operational support and had a proven system.
I focused on my business, delivering hot, quality pizzas, faster than the opposition and pioneered a community based scholarship initiative through local schools to assist under privileged children.
Five years on, I now own four stores and hope to purchase more in the future. As a franchisee I enjoy establishing Domino’s as a successful brand in the Melbourne market and building a devoted and trustworthy team in my stores. The support Domino’s Head Office provides is priceless; they listen to our needs and are dedicated to helping grow our business, market share and customer counts.

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