Stir Crazy noodle bar, Mark Slater, managing director
HOW LONG HAS THE BUSINESS BEEN OPERATING?
The business has been in operation for 10 years with multiple company-owned sites, but began franchising in March 2010.
WHAT WAS THE INSPIRATION FOR THE BUSINESS?
A love of eating noodles and stir fries first and foremost, plus an inspiration from operators doing similar things in south-east Asia.
WHAT IS THE VISION FOR THE BUSINESS?
To build a brand that becomes entrenched as the number one noodle bar chain in Australia. When somebody mentions noodles we want Australia to think Stir Crazy. We believe there is an opportunity with our product, experience, structures, research, marketing, brand, and most importantly attitude to be able to achieve this.
WHY DID YOU DECIDE TO ENTER THE ALREADY COMPETITIVE FAST FOOD MARKET?
We decided there was an opportunity back in 1999 to bring a new format in the Asian fast food market to Australia. It was a decision that could have not worked and the story would have ended 12 months later, but we made the mistakes, listened to customers, worked hard and focused on consistency in our business model.
HOW DO YOU TRY TO STAND OUT IN THE CROWD?
We have a brand name that people remember after hearing once. We offer a freshly created product in full view of the customer. There is no pre-cooking like the majority of other Asian style outlets.
WHAT DO POTENTIAL FRANCHISEES NEED TO CONSIDER BEFORE INVESTING IN YOUR BRAND?
They need to understand they will be dealing with the general public, employees, suppliers and a franchisor. The have to be willing to follow a proven system, as opposed to re-inventing the wheel. It requires a hands-on approach to lead the way for the employees and to build good customer relations.
WHAT DO YOU SEE AS THE SECRET TO SUCCESS IN THE FAST FOOD ARENA?
We focus on the product quality, consistency, our price point and our service. When creating a business model or offer you need to make sure there is a large proportion of the market that likes the product and wants to purchase that product on a recurring basis.
WHO ARE YOUR COMPETITORS?
We have competition from other Asian food businesses. Thai, Vietnamese and Chinese are all businesses producing similar food products.
AS THE FRANCHISOR, WHAT SKILLS DO YOU BRING TO THE BUSINESS?
People management is at the forefront, as is motivation and focusing on maintaining the standards we have set.
HOW ARE YOU BUILDING BRAND AWARENESS?
We focus on maintaining and building our current customer base through positive feedback. We have over 2000 fans via our Stir Crazy Facebook site. We engage in Youtube marketing and have weekly in-store competitions.
HOW IMPORTANT IS LOCATION?
Location is critical. We have stores in shopping centre restaurant precincts as well as local shopping and restaurant strips.
WHO IS YOUR CUSTOMER?
We have a broad customer base including an age bracket of 16 to 65. We have an equal portion of male and female customers. We have a kids menu that allows those parents that want their Stir Crazy noodle fix to keep the kids happy with some noodles or other items also found at mainstream food chains.
TURN-KEY COST?
We have two store models. Model A has a cost range of $350,000 to $450,000 and Model B has a range of $250,000 to $350,000.
MARKETING LEVY?
Three percent.
ROYALTY COSTS?
Six percent.
HOW MANY FRANCHISEES ARE IN THE SYSTEM?
One.
HOW MANY STORES DO YOU PLAN TO OPEN IN THE NEXT 12 MONTHS?
One to two company-owned and one to four franchises.
WHICH AREAS ARE YOU LOOKING TO EXPAND IN?
We are looking at metropolitan Sydney and regional New South Wales. We are very particular about location selection and are looking for sites that meet our strict criteria.