Alexander Troullier, Founder & CEO of Wafflemeister, comments: “We have appointed Seeds Consulting earlier this year to roll out our franchise proposition: since then we have signed up 6 qualified multi-site franchisees for a total 13 stores, with another 6 looking to come on board. This is a testimony to our time and effort in making Wafflemeister a highly systemised and branded proposition, in preparation for roll-out.”
Seeds Consulting Business Director, Matteo Frigeri says: “Wafflemeister is taking franchising very seriously: not only have they developed valuable know-how but they also have a professional training programme and franchise manual in place, dedicated franchise liaison staff and infrastructure such a full-blown training centre and they are fully committed to providing outstanding support to their franchisees. No wonder there is such huge interest in their franchise opportunity”.
Most new stores will be developed in the London area and in nearby locations such as Brighton and Oxford, but also a northern cluster is being established with cities like Leeds and Manchester being on target for expansion. “The pace of expansion will be dictated by site availability: this is where our strong relationships with landlord and agent representation comes in handy,” comments Troullier.
Frigeri adds: “Franchising is a crucial part of our brand expansion strategy. We are keen to work with the best partners to secure the best sites available. The franchisees that have joined Wafflemeister so far are all experienced business people and some of them are large multi-site franchisees of well-known brands looking to diversify their portfolio”
“We are selective when it comes to choosing franchise partners. A great partnership is the foundation for a great business, and both the franchisee and franchisor need to feel comfortable that there is a commitment to doing great things together, not unlike a marriage," says Troullier.