An Australian Franchisee Case Study
Franchisee: Trudy Latham
Location: Burnie, Tasmania
Franchise: Hudsons Coffee
Why did you go down the franchise route? And why did you choose your franchise?
I had limited business skills and knowledge and recognised the support Hudsons Coffee would provide in opening a store and also the ongoing support provided to franchisees. I chose Hudsons Coffee because I’d had positive experiences in other Hudsons Coffee stores, and I love their coffee.
What did you do before taking up a Hudson’s Coffee franchise?
I was a teacher for 21 years, with leadership experience as a support teacher for Literacy Development and an Acting Principal for a term.
How did you raise the finance?
We used savings and obtained a business loan.
What training and support did you receive initially and ongoing?
At the outset of my franchisee training, I was enrolled in the Hudsons Coffee Training Program. The program prepares new franchisees with a firm understanding of front and back of house operations. The 4 week program provides different methods and forms of learning and coaching, including workshops, online theory and coaching on site.
Support from Support Office is ongoing, with someone always available to assist if there are any problems. I regularly hear from and have visits from my Franchisee Consultant who supports me and guides me with business decisions based on local Store Marketing, staffing, pricing etc
Initially I was involved in one week’s training in Melbourne in all aspects of the business from coffee making, customer service, IT, budgeting etc.
Support from Support Office is ongoing, with someone always available to assist if there are any problems. I regularly hear from and have visits from my Franchisee Consultant who supports me and guides me with business decisions based on local Store Marketing, staffing, pricing etc
What is a typical day for you as a Hudson Coffee franchisee?
I have two franchised stores; I personally run the daily operations at my Hudsons Coffee store located at North West Regional Hospital, while my Hudsons Coffee store in Burnie is run by my store manager with my guidance. Working on the floor with staff takes up most of my time. A typical shift will start at 8:15am and will finish in the early afternoon or mid-afternoon. I work 6 days a week (3 long days, 3 shorter ones). When I’m not working on the floor with my staff, I organise rosters, bookwork, sales and staff evaluations, local store marketing plans, and any other extra back of house operations.
What challenges have you faced?
- Quieter period are always a challenge as they are out of your control. Local industries laying of staff has an impact on sales as many can’t afford the luxury of “coffee dates”.
- Finding the right staff who fit within our store culture and who are eager to learn can sometimes be a challenge. Additionally, providing motivation for staff can also be a challenge.
- And finally, running two businesses can be a challenge. You need to find the balance between running two stores and your out of store, personal time.
Has becoming a franchisee changed your life, if so how?
Yes, I now have more flexibility with my time….. I probably work more hours in a week, but I can choose when they are. I no longer a regular income, I draw what I can based on weekly sales.
What marketing/promotional tools do you use to grow your franchise?
Hudsons Coffee provides us with campaign materials for national promotions.
I use the Local Store Marketing portal for additional in store “specials”.
I have used radio advertising to keep the brand name out there.
What differentiates your franchise from the competition?
Definitely our customer service and consistency of product.
In your opinion, what makes a successful franchisee?
Being the face of the business. I work with my staff; our customers know me and see me on the floor alongside them. Coaching and communicating expectations is essential to ensure consistency occurs.
What advice would you give to someone thinking of buying their first franchise?
Understand the goals and direction of the franchisor.
Ensure that there is a need for the franchise you want to open, that it is not seasonal, and will be competitive. Ensure there will be ongoing support
What are your plans for the future?
I hope to open a third store somewhere down the track with Hudsons Coffee. Maybe in 7-8 years’ time, I will be able to “semi-retire”.
Would you do it again?
Absolutely
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