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Exclusive Interview: “From farming to franchising with Brumby’s Bakery!”

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An Australian Franchisee Case Study


Franchise Partner name: Lester Hamilton
Name of franchise: Brumby’s Bakery Alice Springs

Why did you go down the franchise route? And why did you choose the Brumby’s Bakery franchise?

I really wanted to run my own business but didn’t have much experience with starting a small business and I certainly didn’t know anything about baking. I soon realised that I would need the support and expertise of a franchisor.

“I chose Brumby’s Bakery, over the other competitive brands, due to their appeal and extensive range of bakery goods. I grew up with the brand and always visited the local Brumby’s Bakery for all our bakery needs, so it felt right when making my decision.”

What did you do before taking up a franchise?

I was a primary producer involved in a family farming operation.

How did you raise the finance?

I had little capital from the existing family farm and borrowed the remainder.

What training and support did you receive initially and ongoing?

Upon joining the franchise network, I completed a comprehensive twelve week training and induction program with Brumby’s Bakery. Once the store opened, we received regular and ongoing visits from our Sales & Performance Manager.

What is a typical day for you as a Brumby’s Bakery franchisee?

I am very passionate about my staff and the service they provide, so I spend a lot of time mentoring and coaching them on delivering the best possible products and service to our valuable customers every single day.

What challenges have you faced?

We’ve had numerous challenges along the way. One of the biggest has been finding suitable staff that share in our passion for the business. We have had to learn that systems run the business and people run the systems – everything is about a system.

Initially we had to work really hard to establish ourselves in the marketplace, but since then, business is slowly and steadily growing.

Has becoming a franchisee changes your life, if so how?

Yes, absolutely. It has allowed me to achieve my goals both financially and in terms of lifestyle.

What marketing/promotional tools do you use to grow your Brumby’s Bakery franchise?

The franchisor provides us with most of our in-store marketing material. On a local level, we try to get involved with many community initiatives to ensure we have a strong presence.

Our location is also a key factor for our business, as we are situated in a high traffic area with excellent exposure. The franchisor was instrumental in helping us secure this location.

What differentiates your franchise from the competition?

Our franchise is all about great customer service and delivering products of the best quality. To achieve this, our products are made fresh and from scratch daily, and all of our products are preservative free.

In your opinion, what makes a successful franchisee?

“Follow the franchise system and do not deviate from it. It is a tried and tested system with a proven success record.”

What advice would you give to someone thinking of buying their first franchise?

Do extensive research. Talk to other franchisees from the same brand and get their feedback.

What are your plans for the future of Brumby’s Bakery?

We will continue to closely manage the business. We have been with Brumby’s Bakery for almost 20 years now, and while we’ve enjoyed our time with the brand, who knows what’s around the corner for us!”

Would you do it again?

Yes, absolutely!

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