Selling A Profitable Business Model To The Franchisee
Brand Profile: Brownie Point was founded by Manish Khanna in 1997 from a small shop in Pali Hill, Bandra, with the aim to introduce Mumbaikars to gooey brownies. It entered the international market in 2010 when its first outlet was opened in Dubai. It is now present in 29 locations across India and the UAE. The range offerings include cakes, mousses, cupcakes, brownies, macaroons, pies, tarts, cheesecakes, chocolates, and a range of sugar-free, vegan and gluten products.
Brand’s Franchising Journey: The brand started franchising in 2003. Today, it has 29 outlets, and only two outlets are company-owned while 27 are franchised. Franchising has helped in Brownie Point’s expansion strategy and in surpassing the territorial boundaries. The benefits of bringing a local partner who understands the dynamics of the region, a location that he is present in, market demand and thereby increasing the brand reach and recall is unprecedented.
Prerequisites for Franchising: There is a very strict and exclusive trade policy for Brownie Point’s franchiseees. Primarily, the company ensures that the outlets are within a three km geographical radius of the existing outlets. This is a definite approach to ensure that the franchises don’t end up competing with each other.
Diese Geschichte stammt aus der January-February 2019-Ausgabe von foodService India.
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Diese Geschichte stammt aus der January-February 2019-Ausgabe von foodService India.
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