There is a growing demand for premium chocolates and this trend has provided an avenue for growth, with consumers increasingly demanding hand-made and/or premium machine-made chocolates, despite consuming less chocolate overall.
Here we explore different chocolate franchises.
The first ever Guylian Belgian Chocolate Cafe concept began trading in 2007 with the opening of the Circular Quay Cafe in Sydney, celebrated with a star studded opening event, champagne, canapes and of course, the finest Belgian chocolates.
After a great success, the launch was followed by a second cafe location within Sydney’s iconic The Rocks precinct and a third at Darling Quarter then the city’s newest dining destination. People couldn’t get enough of Guylians’ fine chocolates.
The business was tried and tested before it took on the franchising model.
“The business of franchising is well regulated in Australia and our business was developed over several years before we took strategic advice on how to take it to the franchising market from DC Strategy who are experts in the sector,” says Stephanie Agass, marketing manager.
The business developed its systems and procedures to ensure compliance with the regulations while still ensuring the business itself remained viable and attractive to future franchisees who meet Guylian’s criteria for opening one of its stores.
“We advertise for candidates and then take them through a selection process to determine if they are the right fit for us and we are the right fit for them. It takes time to build the relationship needed to work with someone and gain their trust that you can deliver on your offer,” says Agass.
“We do not rush the process as we are typically looking at a 10-year partnership so both parties must be convinced they are the right fit for one another if the franchisee is to succeed.
“We have a very clear operating model and cost of entry and provided candidates can adhere to our guidelines and have the patience to find the right location for their store then we are confident they will do well.”
Guylian developed a structured model that suits franchising, and franchisees can replicate the ‘Guylian experience’ which will than allow the business to grow both locally and overseas.
“Core to the Guylian Belgian Chocolate Caf_’s success is ensuring our brand values and integrity are maintained throughout our franchise expansion, such that new caf_ locations and the best fit franchisees are of paramount importance,” says Agass.
With 10 stores (seven in Australia and three overseas locations), Guylian is working towards the launch of its flagship location in Dubai in May 2018. It is also seeking premium leases to expand domestically.
While there are no prerequisite characteristics or skills to become a Guylian franchisee, the brand seeks natural leaders with a passion for customer service, decision makers with an ability to inspire and motivate their team, supported with excellent communication skills.
“We prepare our franchisees to ensure they are willing to follow and implement all the systems and procedures of the GBCC brand and are prepared to work hard in their new business on the journey to success,” says Agass.
“Of course, we are standing with them and giving them an outstanding headstart by putting their key personnel through a rigorous training program to ensure they reflect our brand values and the levels of service standards match our reputation for quality and service excellence,” she says.
What makes Guylian’s chocolates quite special is that are still produced out of the one factory in Sint-Niklaas Belgium, where they were established 50 years ago.
The chocolate chain’s most popular signature dessert is the 100% Pure Pleasure – a tower of rich Belgian chocolate mousse with an almond panna cotta centre, smothered in a silky liquid Guylian chocolate icing. The brand’s hot chocolates are also a favourite: customers delight in pouring their hot chocolate over signature seahorse chocolates to create a ‘decadent rich chocolate experience’.
“Our success has seen some of Australia’s largest developers and shopping centre owners specifically target our premium cafe brand as a must have for their flagship venues,” says the marketing manager.
Guylian’s partners include the NSW Government (The Rocks), Lend Lease (Darling Quarter), GPT (580 George St) and Westfield Shopping Centres (Pitt St, Sydney & Parramatta).
This year marks the 50th Anniversary of Guylian Chocolates and the 10th Anniversary of the cafe chain opening in Australia, and with the brands new loyalty program and app the business will be focusing on a number of key customer driven marketing campaigns.