The principals’ objective was to design a franchise model which would be financially viable, uncomplicated in its operation and affordable in terms of its establishment costs, thus ensuring a good return on investment.
In order to make the franchise opportunity affordable, it was decided that franchisees would operate from smaller premises than those occupied by the franchisor.
Premises would be around 60m2 – 80m² in area and would need to accommodate a showroom, store room, dispatch area and offices. Stock levels will be kept to a minimum. Excell Catering Equipment outlets shall typically be located in light industrial centers with ample parking and market-related rentals.
The premises will be beautifully appointed and the company’s branding and signage will be highly visible and inviting.
Franchisees will be provided with sufficient marketing materials and this, together with focused local advertising and networking with prospective customers, should ensure an ample flow of business.
Excell Catering Equipment outlets shall be operated and managed by a full time hands-on franchisee, assisted by a receptionist who will also be responsible for internal sales and, during its second year of operation, a representative who will do external sales.
