The road to being a world class franchise chain, Noodle Box's evolution
From being a predominantly company-owned operation to a franchise.
The 17 year old quick service restaurant (QSR) franchise has been on a calculated turnaround since the appointment of Ian Martin as Chief Executive of Noodle Box two years ago.
2014 to 2015 is year two of the chain's three year plan which aims to transform the chain to a purely franchise operation. The second year will see through the delivery of Asian street food dining experience in an inviting and relaxed environment, served by well trained and friendly team members.
Martin explained that one of the reasons the chain decided to refranchise its company portfolio is to be entirely focused on building a world-class franchise chain.
"As a business operator you have to ask several hard questions. These include assessing whether you are going to run a multi-unit operation that is fully corporate-owned. Or are you going to operate a franchise? Or maybe you are going to manage a hybrid? Every business the size of Noodle Box has to make a decision, and it's a courageous one."
Over the past 14 months, the company has franchised its entire suite of company restaurants, retaining only one as a training restaurant to be used as a site to develop and test new products, as well as examine different tools for providing better service.
Noodle Box currently has 71 restaurants nationwide and two international locations.
"Upon my arrival we had the hybrid model; there were some company restaurants and a number of franchised ones. Today, with the exception of our training restaurant at Chirnside Park, we are 100 percent franchised, which is totally aligned with our mission of being a world class franchised restaurant chain."
Focus will continue on Australia, Martin noted, profitable development via Franchise Partner alignment and engagement in delivering the Noodle Box experience to guests.
Adding, "international will become increasingly important as we capitalize on our initial overseas market in Mauritius (5 restaurants) and the completion of a 65 restaurant Master Franchise Agreement in the Middle East with 3 restaurants to open in Saudi Arabia before Christmas."
"We want to be the first choice for our guests who are looking for healthy, fresh and authentic noodle-based meals. Equally we want to be the first franchise option you consider if you want to open a noodle-based restaurant. We want to be an employer of choice. Our vision of being ‘first choice’ is singularly important to us," Martin emphasised.
WHAT TO EXPECT IN THE NEXT YEAR
To date, over $250,00 has been invested on Noodle Box's training and communications platform and training centre in Richmond, Melbourne.
"Every successful QSR franchise knows that their success rests, in part, on the fact that guests who visit their network of restaurants expect the same quality of service and the same high level of efficiency and speed in every single restaurant. To maintain that standard, Noodle Box has developed innovative online educational tools for our franchise partners and their team members. We use ‘gameification’ to test knowledge and speed, so that learning about our menus is fun and interactive."
"We have found this is a far more effective way of ensuring consistent training results leading to improved consistency and experience provided to our guests."
Noodle Box's evolution has also included looking closely at its menus, keeping in mind that Australian taste buds are maturing to Asian flavours.
"Without losing sight of our heritage we are developing and maturing our own menu items... Our menu innovation, and our innovation-led calendar, means that we are providing authentic, high-quality, fresh and healthy noodle-based meal options. Regular guests will note our latest offerings of yum cha, as well as the broadening of our lunchtime options into items such as Vietnamese salads. It is crucial we keep our connection to Asian street food flavours, but also give our guests the Noodle Box experience they expect."
