National Food Franchise
Brumby's Bakery

The Franchise

• Brumby's was amongst the first Australian companies to successfully embark on a franchising program.
  
• The franchise began in 1983. There are now 250 franchisees, with new markets being researched in Cambodia, Dubai and India.
  
• Brumby's is a leading specialty bread retailer and Franchise.
  

Challenges

• To increase sales for individual stores and Brumby's as a whole.
  
• To respond to customer research and address negative aspects of operation.
  
• To improve branding and brand recognition.
  
• To create standards of operation and merchandising parameters that would build sales and increase customer satisfaction.
  
• Need to provide skills and training to franchisees and team members to achieve the above.
  

What FCA was asked to do

• Review stores and make recommendations to improve sales.
  
• Review product merchandising and identity opportunities for sales optimization.
  
• Make the customer purchase decision easier.
  
• Review all aspects of visual communication in order to capture more sales.
  

What FCA did

• Together with Brumby's key staff members FCA developed merchandising standards and techniques and created a Merchandising Manual to set Brumby's Best Practice Standards.
  
• Developed 'planograms' to define where products should be merchandised at different times of the day to maximize sales.
  
• Introduced new ticketing and point of sale incorporating the company's new logo.
  
• Simplified the communication process with the customer.
  
• Developed merchandising tools to make the product visually appealing, ie. "3 inch baskets and dividers recommended by FCA increased sales of specialty rolls in one store by 100%".
  
• Work shopped the manual recommendations at the Annual Conference with team members.
  
• Overall - increased sales and level of customer satisfaction.

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