Jai Hobbs, Chief Executive Officer of The Paleo Cafe
On what drives him, equality and brand passion.
QSR Media: What makes you excited about your position?
Jai Hobbs: The opportunity to work in a business that I am truly passionate about and that has made a huge difference personally. Switching to the Paleo Lifestyle made a massive difference to the overall health of my entire family, being able to share this with the world is an honour and something that drives me everyday. Also being involved in a fast paced business from inception, seeing it grow and being at the forefront of an industry is an exciting feeling. We have such a passionate group who are all committed to the brand and the vision of Paleo Café, it really doesn’t feel like work.
QSR Media: What 3 goals are you focussed on?
Hobbs: 1.Success of our current franchisees. Ensure they are receiving the direction and support they need to thrive
2.Increasing the education of the public on ancestoral health through growing the Paleo Café Network. 20 Paleo Café in Australia by the end of 2014
3.International expansion into New Zealand by the end of 2014
QSR Media: What long-term changes are you planning on?
Hobbs: In May this year we made the decision to change our business from a fixed fee model to a percentage of sales. This was to ensure the long term success of the brand and to create equality across the cafes in regards to fees charged. Our goal from here is to raise the awareness of Paleo throughout Australia, and the world. Many people have heard about Paleo but are unsure of what it is or what is involved. Creating awareness about the long term health benefits around the Paleo Lifetsyle and assiting our customers to make the change from what has caused health issues like obesity, food intolerances and ailments is our vision.
QSR Media: What are your key business philosophies?
Hobbs: You have to genuinely believe in what you are doing. Brand passion has proven to be the number 1 factor in a business success, with Paleo Café this is even more important. It is our point of difference and we need to be loud and proud about what we do. Good things happen to good people! This is self-explanatory but something that is easily forgotten.
QSR Media: What previous positions prepared you for this one and how?
Hobbs: Prior to Paleo Café I owned my own finance business, Hobbs Financial Services. The experience I gained through this has proven to be invaluable for the growth of Paleo Café. Understanding how to dissect a business, if it is trending upwards or downwards as well as reading and fully understanding financial statements is a huge part of my current role. Building relationships with people is the biggest part of any business and one that I learnt very early on the hard way. Communication is the one area in business we can control and this is often where it all breaks down. As a mortgage broker communication with your clients is the only thing you have control of, as the Franchisor you need to be communicating effectively with your franchisees to ensure the success of their businesses which will in turn grow your brand.
