Own Your Own Supermarket

FreshChoice is a fast-growing name in the supermarket sector. Not only are they opening new stores – the latest in Wellington’s Cuba Street and Huntly – but Super Value stores are also being converted to the FreshChoice brand. There are already 74 stores around the country, with more to come.

That means opportunities for hands-on retailers to own and run their own supermarkets all around the country. And they’ll have the backing of one of the biggest names in Australasia – Woolworths.

‘FreshChoice franchisees operate community-based supermarkets in smaller towns and suburban centres across New Zealand,’ says Operations Manager David Callaghan. ‘We are now looking for franchisees for both new and existing locations.

‘Our recent television campaign has been excellent in increasing the general awareness of FreshChoice. That’s worked in perfectly with the expansion of the brand, and means new franchisees will have a valuable opportunity to build something big.

‘In addition to individual stores, multi-ownership is an option – several of our existing franchisees have two or more stores, which can provide some economies of scale and potentially an even greater return on investment.’

Investment levels start from around $2 million, with some personal equity required, ‘although this is negotiable on a case-by-case basis,’ says David.

Buying power and expertise

New franchisees have access to considerable resources through Wholesale Distributors Ltd, a wholly-owned subsidiary of Woolworths New Zealand. David explains, ‘There are distribution centres around the country, and the company’s size enables it to purchase stock, provide plant and equipment, and source technology efficiently and 
cost-effectively.

‘There’s a range of support services with regular visits and business advice from an experienced retail team, a dedicated IT department and, of course, a whole range of advertising and marketing support from group-wide and national promotions, point of sale, social media and e-commerce.

‘Merchandising expertise is another key area and, of course, FreshChoice franchisees have access to Woolworths own-brand ranges, WW and Macro – an ever-expanding range of organic health food and cleaning products.’

Hands-on opportunity

‘This is very much a hands-on business which requires a hands-on manager, not a passive investor,’ David says firmly. ‘Small stores are a 7-day operation, 10-14 hours a day, turning over $5-6 million a year.

‘A lot of people like the idea of owning a supermarket, but success doesn’t happen by accident. We’re looking for people who understand the robust requirements of running your own business, day in, day out. You need business acumen, the ability to read and interpret a lot of data, and make good decisions based on that data. You also need the ability to build and lead a team of 10-15 people or more, and to understand the obligations that come from that.

‘While retail experience is valuable, some of our franchisees have come from many different businesses and professions outside the retail industry. They understand the importance of systems and routines, and are used to handling pressure and dealing with people and situations. That’s why each new FreshChoice franchisee goes through an individualised training programme of between 12-24 weeks according to their experience. That way, they learn every aspect of running the business – and, of course, they can then call upon expert advice from our teams on an ongoing basis.’

A rare opportunity

FreshChoice franchisees are encouraged to share ideas and experiences with their peers, and to learn from each other. ‘There are a number of full group meetings a year for all franchisees and senior members of the franchisor team, and an annual conference to review progress, plan the year ahead, discuss new developments and network,’ David explains.

‘The new focus on FreshChoice means this is a rare opportunity for franchisees to build a sizeable business of their own, while being backed by one of the biggest names in Australasian retail. Have you got the skills and commitment to take on the challenge and succeed? Contact me to find out more.’   

See this advertorial on page 57 of Franchise New Zealand magazine Year 33 Issue 1

Contact details for FreshChoice

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