An Australian Franchisee Case Study
Mark Coyle is the successful multi-unit franchisee of Domino’s Noarlunga and Domino’s Reynella. With thirteen years’ experience at Domino’s, Mark has shown that he holds the recipe for success in the franchise business.
Domino’s fosters culture of promoting from within and training from the ground up, and Mark was able to pursue a flourishing career through the Domino’s system. Mark started his career as delivery driver, while finishing high school and worked his way up the ladder to become the store manager and subsequently a Regional Manager of South Australia.
Inspired by his passion for pizza and outstanding business sense, Mark soon set his sights on becoming a Domino’s franchisee himself. Mark saw how other franchisees were supported by Domino’s marketing, training and franchise operations support teams and wanted to achieve the same success as a franchisee.
After a six year stint as a Domino’s employee Mark decided to take the franchising route, investing in Domino’s Reynella, Adelaide in 2007.He went on to purchase the brand’s Noarlunga outlet in 2008 and then in 2013 took over the Hallet Cove franchise.
Since becoming a Domino’s franchisee, Mark has led his stores to achieve record sales weeks and record sales growth, and has excelled in providing great customer service; quick delivery times, and consistently achieves outstanding operational outcomes.
“Since purchasing the stores, we’ve worked hard to triple sales, which I credit to a simple formula: great product, service and image,” Mark said.
“My staff are my number one best asset – I am proud to say that we have had some staff as long as I have owned the shops and have seen them grow from shy little 14 year olds to confident young adults that are now running the stores.
“It’s also important to take pride in your store, keep it organised and tidy – and of course it’s crucial to have a fantastic product, which will keep people coming back, time and time again.”
Mark believes that owning a Domino’s franchise eliminates all the hard work that new business owners are faced with, including location, lease, budgetary constraints, marketing, corporate image and brand presence.
“When you purchase a franchise, essentially you purchase a tried and tested system, the business is simple and if put in the hard yards your business will continue to grow, as ours has.
“Domino’s has a solid network of Market Managers and Franchise Consultants to provide feedback, criticism and incentives, which have guided me to where I am today. As well as our Franchise Consults, the Domino’s online training system has been critical to our employee’s education and store’s success.
“Our staff have the ability to log on from anywhere to complete their training. They can learn anything including: Domino’s origins, current promotions and how to make them correctly and even a forum where they can talk to Domino’s staff all over the country.
“Being a part of a network means that there is always a support team around you, and there are always people who you can share experiences and leanings with that are there to help you and your business to be successful.”
Mark is so satisfied with the Domino’s system that he is looking to expand.
“I would like to run five stores within the next three years, with area managers in place to run operations so I can concentrate on the core business plan. Further down the track, I believe that 10 stores are possible.”
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