Crema Espresso has always been about the coffee, since the opening of their first store in 2005 in Gold Coast holiday hotspot Main Beach, Queensland to the latest opening at Westfield Parramatta, Sydney.
With a focus on providing premium coffee and light meals, Crema Espresso Managing Director, Antony Forbutt explains why this franchise system is enjoying exponential growth and looks forward to an exciting 12 months ahead.
“We are in a period of sustained growth and have recently branched out from our home base on the Gold Coast with stores opening in Brisbane, regional Toowoomba as well as our very first store in Sydney, based at Westfield, Parramatta.
“As we use only the highest quality coffee beans and make our coffee using the best equipment, it follows on that we only select the very best locations for our franchisees.”
With stores opening in Indooroopilly, Mackay, Garden City and Carindale, Crema Espresso are targeting extremely profitable, premium locations often within sight of Myer, David Jones and designer stores.
With 16 stores already in the system, all to be open by Christmas, now is a good time to join an established, award winning Gold Coast favourite as they branch out interstate, taking this favourite amongst holiday makers and locals alike national.
Why Crema Espresso?
Crema Espresso’s exclusive coffee blend was developed from testing and comparing different blends from around the world. Eventually the perfect balance and flavour combination was decided on and it quickly became a favourite with coffee drinkers.
Antony explains, “The blend has consistently medalled in the CSR Golden Bean Competition and really enforces the company slogan it’s all about the coffee. Our focus is on ensuring that we only serve the best quality coffee available.
“Due to the rise in popularity of quality coffee over the past few years, people have come to know the difference between a great cup of coffee and a poor one. We grind the beans per individual cup, rather than in large batches which ensures that our customers always receive the freshest coffee.”
As well as quality coffee, Crema Espresso also offers a fresh and healthy menu that has been developed based around customer demand.
“People wanted fresh meals that they could eat while catching up with friends and family. We don’t do deep fried foods, and provide premium options such as salads and deluxe sandwiches, as well as a breakfast menu, all of which are value for money compared to other coffee houses,” he said.
The stores have been specifically designed to shy away from the traditional coffee house encompassing their dark wood décor and predictable food, with bright modern interiors, incorporating lots of light to catch the shopper’s eye and entice them inside to experience a relaxed, sophisticated and modern environment.
“It’s an exciting time for the Crema Espresso family,” says Antony. “We’re looking for people with the skills and passion to want to build their own successful business, and we’re selective about who will suit our franchise model.
“It’s important that everyone in the franchise network is passionate about the business,” he said. “Crema Espresso franchisees are the heart of the operation. They are the face of the brand and work on the front line of the business. Each store is encouraged to have staff front of house, greeting customers and getting to know them on a personal level. Our customers are not just numbers but considered friends, and this brings them back day after day.
“With this in mind a Crema Espresso franchisee must be dedicated, with a true drive and ambition to succeed. Running your own business is a time consuming job, so having support from family and friends has proven to make the transition smoother.”
No experience or qualifications is necessary for potential franchisees but prior experience managing staff and an outgoing personality is beneficial.
“We’re not looking for baristas, or cooks, that experience can be employed into the business. Rather, we are looking for people who know how to manage a business well,” said Antony.
Training and support
Each Crema Espresso franchisee owns an independent business. The franchise system ensures each franchisee works in conjunction with other franchisees as the health and prosperity of each business strengthens the Crema Espresso brand and in turn this benefits each franchisee.
Franchisee success means greater marketing and advertising power, more brand awareness and market penetration, new and improved systems, and more team members to share knowledge, ideas and strategies.
The Crema Espresso franchise offers you all possible support including comprehensive training, ongoing mentoring and business advice.
Once a potential franchisee has been accepted to enter into the Crema Espresso network, a comprehensive business plan must be prepared prior to signing the franchise agreement.
In return for the franchise fee Crema Espresso provides certain services. These include:
• Initial screening and selection of the franchisee.
• Site analysis, selection, negotiation and acquisition assistance.
• The very valuable Crema Espresso trade mark and trading name.
• Access to the management and product systems developed by Crema Espresso.
• A four week Crema Espresso training program.
• Store design.
• Access to Crema Espresso unique coffee bean blend.
• Planning, construction and management of the total store fit-out.
• Assistance with initial staff requirements and recruitment.
• Assistance with opening promotion planning.
The franchise fee also gives the franchisee an exclusive trading territory.
A licence fee of seven per cent of sales is remitted weekly, with a two per cent national advertising levy. The weekly licence fee is the income which enables Crema Espresso to continually provide the ongoing benefits to franchisees participating in the chain.
These benefits include:
• Marketing programs.
• Business Management and systems support.
• Technical advice.
• Assistance with initial staff training and selection.
• Group buying power.
Best practise franchising
Ongoing business reviews are one way Crema Espresso assists in the success of its franchisees.
“All our franchisees receive quarterly business reviews from our external provider – Best Practise Franchising. This includes a review of the business plan and looks directly at any issues affecting the bottom line,” says Antony.
Using a ‘Green Flag Program’ each franchisee should have six green flags, each focussing on different areas of the business. Once an area flag goes amber this sets a process in place allowing the team to immediately resolve any issues before becoming detrimental to the group.
Antony explains, “The beauty of this is that any issues are established early and dealt with before they become a real problem to the success of the business. The reviews have worked extremely well for us and our franchisees.”
It’s not just about the coffee!
All too often, the story of cancer is a personal one. The Crema team all have accounts of family, friends and colleagues who have fought, lost or won the battle with cancer and as a result of this 35 people entered the 2013 Gold Coast Marathon, racing for Team Crema, raising funds for this worthy charity.
Following on from this success, as well as running in the 2014 Gold Coast marathon, seven teams entered into the Noosa Triathlon, Team Crema is the largest corporate team to participate in the Kokoda Challenge 2014, with 5 teams entered which will raise a minimum of $10,000 to help the Kokoda Challenge Youth Program, supporting young people within the community.
Whilst these charitable efforts foster a great mateship and positive attitude within the Crema Espresso family, you don’t need to be an Iron man/lady to join. As long as you are looking for a new challenge, not afraid of rolling up your sleeves and enjoy being around people in a communal environment, then Crema Espresso is for you!