contents - Robeks Franchise

Transcription

CONTENTS
What is Robeks?
5
The Robeks Story 7
Why the Hummingbird? 8
Why Smoothies? 9
The Robeks Menu 10
Products with purpose, flavors with function
11
Who Are My Customers?
12
Raving Fans 14
Store Tour 15
Who makes a good Robeks Franchisee?
16
What are my start-up costs?
17
How Much Can I Make?
19
Meet the Management Team 20
FAQ and Quick Facts
22
Quick Facts: Minimum qualifications
25
Why choose Robeks? 26
Franchisee Interviews
27
Next Steps
32
FRANCHISE INFORMATION REPORT | ROBEKSFRANCHISING.COM
WHAT IS ROBEKS?
The market for fresh fruit smoothies and juices has expanded
exponentially. The smoothie industry generated more than $2.4
billion in sales in 2011 and has doubled since 2007 despite the worst
recession in 50 years.
Why such a dramatic increase in demand?
The ranks of the health-conscious have
swelled. A generation of young customers
raised on smoothies now consume them as
an alternative to fast food, baby boomers
are taking their doctor’s advice and opting
for smoothies to improve health and record
numbers of workday breakfasts and lunches
consist of fruit smoothies
Owning a smoothie business is more than
a lucrative business, it’s a smart business that
helps people live better, healthier lives.
WHY?
Two-thirds of American adults are now
overweight or obese, as are 30 percent of
children between the ages of six and 11.
Obesity, once tolerated or swept under the
rug, is often cited as one of the greatest
correctible and curable drains on healthcare
and is the genesis of other health-related
problems such as diabetes and high blood
pressure.
Due to fast rising healthcare costs, there
will be intense pressure on Americans from
insurance companies and employers to lose
unnecessary weight and maintain a healthier
and more active lifestyle.
A smoothie is more than just a menu item
or meal replacement, it’s an important part
of living a healthy life and critical for anyone
who is time-crunched and wants to take back
control of what they put into their body.
Robeks makes it easy for health conscious
consumers to get a quick meal by making
healthy, delicious smoothies with premium
ingredients. Excellent taste and nutrition only
comes from having the best ingredients, the
freshest fruits and vegetables. Taste a Robeks
fruit smoothie and you’ll see for yourself.
Our franchise owners are deeply
passionate about the benefits of healthier
eating, and are eager to help guests maintain
active and healthy lifestyles. Robeks is a
gathering place for people who know that
healthy dining can — and should be —
enjoyable. Each of our stores quickly develops
a core community of regular customers who
know one another and can share tips and
ideas for healthy living.
Our customers “take ownership” of their
local Robeks. If you look at our Facebook page,
you’ll see the type of brand that we have built:
People love our product, they seek us out and
they sing our praises.
Robeks is defined, in part, by what we
are not. We’re a smoothie shop. Smoothies
account for more than 80% of our revenue.
We are not trying to sell customers a breakfast
burrito or an 800-calorie sandwich when they
walk through the door. That’s not the reason
that customers come to us, and that’s not who
we’re trying to be.
By staying focused on our core products
— smoothies and juices — we keep inventory
costs low, operations simple and profit
margins high.
By staying focused on health, we have
won trust and loyalty from customers. We
constantly seek new ways to improve our
menu. We popularized the health benefits
of açaí by being one of the first to make
it a regular menu item, we were the first
smoothie franchise to offer smoothies
made with Greek yogurt, we have invented
popular green smoothies with kale and other
vegetables, and we recently expanded our
line of fresh-squeezed raw fruit and vegetable
juices. Customers have rewarded us for our
innovation, with significant increases in samestore sales.
6
FRANCHISE INFORMATION REPORT | ROBEKSFRANCHISE.COM
THE ROBEKS STORY David Robertson opened the first Robeks in 1996 the Westchester
neighborhood of West Los Angeles, just north of LAX. The Harvard
graduate is a health-conscious, athletic guy who was dismayed at the
options for fast dining, and he was a huge fan of fruit smoothies that
health food stores sold.
Robertson’s idea was simple: He believed
there was a much larger market for the highquality smoothies health food stores sold.
The problem was the location — for
people to eat smoothies on a regular basis,
they had to be able to grab a smoothie for
breakfast, as a snack or during lunch. In other
words, smoothies needed to be available
in convenient places. If he could deliver
smoothies to the market the way premium
coffee shops deliver coffee, he knew more
people would make smoothies a daily menu
choice.
So Robertson set out to create a
significantly healthier option, a smoothie chain
that would be “best in class.” Robeks would
use the best ingredients, including proprietary
dietary supplements designed specifically by
Robeks to go into smoothies. Most important
of all, Robeks would appeal to people who
wanted to eat healthy and live a healthy
lifestyle.
It was clearly the right decision. Robeks now
has locations in 15 states and Washington,
D.C., as well as Japan and Qatar.
From its home on the West Coast, Robeks
has built a huge following of “raving fan”
customers, including many famous celebrities.
(If you do a Google Image search for “Robeks”
you’ll see just how popular we are with the
Hollywood crowd.)
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WHY THE HUMMINGBIRD? A Bird With Purpose
From the beginning, Robeks wanted a brand
symbol that communicated the essence of the
Robeks brand. Hummingbirds are bursting
with energy and are known worldwide as
pollinators of fruits. The amazing, colorful
birds are tireless in their search for the best
food that nature provides — just like Robeks.
Most live in tropical areas, so they also
conjure up images of our popular flavors,
such as açai, mango and pineapple. And
hummingbirds are discerning eaters: They
know which foods suit their metabolism, and
they seek them out.
In many cultures hummingbirds are also
a sign of good luck. Hummingbirds flap their
wings as much as 100 times a second, in a
figure 8 pattern, the symbol of infinity. Their
feats of endurance and beauty and their
dazzling displays of energy earned them
mythical status among Native Americans.
The Aztecs, for one, used hummingbirds as a
symbol for some of their gods.
Hummingbirds are also full of cheer. Their
energy and beauty are prized to the point that
gardeners will create lush landscapes just for
them.
Many of our customers are a lot like our
hummingbird — friendly, full of energy, and
health-conscious — and we create our own
lush landscape to attract them. Robeks stores
are bright, friendly, and full of activity. Fresh
ingredients and whirring blenders whip up
intensely flavorful smoothies that are both
nutritious and delicious. And from start to
finish, our customers know exactly what
they’re putting into their body.
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WHY SMOOTHIES? From the beginning of the smoothie industry, smoothies have been a
convenient grab and go healthy meal in a cup or bowl.
If someone is in a hurry, they can walk into
one of our stores and walk out a few minutes
later with a nutritious smoothie that can help
them reach the 9 to 13 daily servings of fruits
and vegetables that the U.S. Department of
Health and Human Services recommends.
Smoothies and smoothie bowls are an
excellent replacement for the typical junkladen fast food meal. As Americans seek healthier lifestyles,
they are turning to diets that are high in
whole fruits and vegetables, and ingredients
they trust to be healthy. When you peel a
banana or eat a strawberry, you know that
what you are putting in your body is natural,
not processed. At Robeks, customers see
every ingredient as it goes into the blender
— whether it’s a pineapple, wheat grass,
a banana, a mango, or a wholesome dairy
product.
They can see and smell the quality that will
be going into their bodies.
Robeks eschews artificial ingredients. Our
success has drawn the attention of fast food
competitors, who have added smoothies to
their menus in an attempt to expand their
businesses. The competition hasn’t slowed
us down. Instead, we’ve been able to educate
our customers and communities about
the difference between our fresh, natural
smoothies made with whole fruits and those
made by fast food giants, which may include
additional processed sugars, powdered milk
products, and other artificial ingredients.
In any business, serving the highest quality
product is always a strong market position.
As people learn more about a product, they
gravitate toward quality.
“Our customers are health conscious and
smoothie savvy,” says Robeks franchise owner
Bob Kenz. “We continually educate them about
our products so they are equipped to make
more informed decisions when it comes to
staying healthy while eating conveniently.”
Robeks CEO Steve Davidson emphasized
that “Robeks smoothies are different from fast
food, quick service smoothies. Ours contain
premium, quality ingredients. Americans need
healthier, more wholesome foods, especially
when they are on the run. As an alternative
to fatty, greasy meals, a whole-fruit smoothie
is a satisfying way to enjoy essential vitamins,
minerals, protein, fiber, and vital antioxidants.”
From the moment customers walk into
Robeks, hear the blenders whirring, and smell
the fresh juice being squeezed, they know
they are not in a fast food joint. Robeks
smoothies are made-to-order and carefully
prepared by hand; they are not a processed
product dispensed by machine.
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THE ROBEKS MENU Robeks has been on the leading edge of healthy eating trends since
opening in 1996.
We were one of the first quick service
restaurants to provide full nutritional
information for everything on our menu,
and we pioneered the use of the Brazilian
superfruit açaí, which is high in antioxidants,
in smoothies.
In 2011, we introduced smoothie bowls
to the industry — thicker smoothies topped
with bananas and granola that have become
a popular meal replacement. In 2012, we
introduced a kale smoothie, the Tropi-KALE,
which not only convinced customers to give
the leafy green a try — it quickly became one
of our most popular menu items.
In 2012 we also debuted smoothies made
with Greek yogurt and an expanded vegetable
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juice line. Greek Yogurt smoothies offer more
protein and fewer carbs and are an industry
first; the new vegetable juices have drawn in
customers looking for a convenient way to
continue juice and raw food diets.
In January 2013, we brought our most
recent innovations to the forefront by
unveiling a new menu that boosted customer
traffic while lowering inventory costs for
franchisees, which combined to substantially
boost bottom lines nationwide. Seasonallyfocused smoothies and juiced debuted in Fall
2013.
PRODUCTS WITH PURPOSE,
FLAVORS WITH FUNCTION
Our products are aimed at different types
of consumers — someone who is trying to
lose weight probably doesn't need our "800
lb. Gorilla" smoothie (with soy milk, peanut
butter, bananas, chocolate, non-fat yogurt,
and whey protein).
At a whopping 50 grams of protein, it’s a
product that is perfect for an athlete. At the
same time, our low-calorie “Awesome Açai,”
while delicious, might not be the best choice
for someone who needs a big dose of protein
in their diet — although we can always use our
nutritional supplements to add more protein,
vitamins and minerals.
One of the reasons our customers love us
is that we can help guide them toward the
choices that will be best for their bodies and
fitness objectives. We have many ways to craft
a smoothie to make it the perfect fuel for each
customer — and each is blended to order.
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WHO ARE MY CUSTOMERS?
While all of our customers are on the path to healthy living, they take
different routes to get there. Here are the types of customers that
frequent Robeks:
HEALTH FIRST:
Our core customers are very health-conscious
and smoothie-savvy. These are the folks who
used to have to make smoothies at home, or
get them at health stores, and who didn’t have
a fast food option before Robeks. They care
too much about their bodies to put junk into
them and tend to view food as fuel that is as
important for its nutrition as it is for its taste.
They are loyal Robeks customers because we
give them both top of the line nutrition and
excellent, natural flavors. They visit the stores
frequently, often five to seven times a week,
mostly at breakfast.
BABY BOOMERS:
A lot of people are trying to escape years of
bad eating habits, and they turn to Robeks
to help them make better choices. As Baby
Boomers age, bad habits are starting to
catch up with them. Doctors have told them
they need to eat healthier food — and they
are looking for ways to be healthier without
feeling like they’re being punished by a bland,
boring menu. Robeks gives them exotic flavors
and nutritious options so they still enjoy food.
Boomers are trading in a greasy, unhealthy
meal for a delicious and wholesome one.
DIETERS:
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Fresh fruit and vegetable smoothies and juices
can be an important part of a serious weight
loss plan. For many people who have busy
lives, opting for a smoothie for breakfast or
lunch is an easy way to control calorie intake,
and a fresh-squeezed raw juice can provide a
nutritious snack.
ATHLETES OF ALL AGES:
Robeks takes pride in delivering the nutrition
that customers need, and those needs can be
very different for an athlete. We can provide
extra protein and extra carbs depending on
training needs and goals. We understand
that the best pre-workout smoothie is not
the same as the best post-workout smoothie.
We can make a smoothie to help boost
metabolism, optimize workout performance,
provide needed protein and/or burn fat. We
understand how food fuels the body and
can help make sure that you are filling up on
“premium.”
THE SMOOTHIE GENERATION:
Smoothies started to go mainstream in the
1990s, so there is now an entire generation
for which smoothies are a normal, everyday
choice. These are children of the “health first”
crowd that first flocked to Robeks and who
were eager to share the excellent nutrition
with their kids. Robeks stores near schools
often become a prime gathering spot for
high school students, college students, and
younger people. Robeks is a gathering place
where people make friends who will help
reinforce one another’s healthy lifestyles.
THE MOBILE WORKFORCE:
Robeks sees salesmen, police officers,
technicians, and other service workers
throughout the day as they stop in to get
smoothies between calls. They tend to be
drawn more by the excellent taste than the
outstanding nutrition, but we’re happy that we
can deliver both. For many people, a smoothie
can be a refreshing mid-morning or midafternoon snack, and the nutrition is a side
benefit.
"HEALTHY, BUT WITH A SWEET TOOTH"
CUSTOMER:
Smoothies are just for health, they taste great,
too! Some customers come to us to enjoy a
healthy dessert.
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ROBEKS CUSTOMER REVIEWS Robeks customers are passionate. If there's one complaint that we
hear, it's that people wish they could always get our smoothies, no
matter where they live. Here are some of the things our customers
have said on Facebook:
“Slowly forming an addiction to Robeks
smoothies that is requiring a daily fix, and
I plan on taking others down with me! Or
should I say up?? … Actually, my movement
would probably prove successful if there were
more of an abundance of locations. I’m in
Southern Cali, Los Angeles County/San Gabriel
Valley area. Surprisingly, the further away
from L.A. I go, and east toward the Inland
Empire, Robeks is more and more scarce.
Today, I suggested a friend get a smoothie
from Robeks, and she was totally keen on the
idea, but when I looked up locations, there
were none showing in her area (Riverside, CA)
on the website, which resulted in a sad face on
her behalf. I hope Robeks plans to go viral!”
“Robeks needs to come to Grand Rapids,
Michigan! It’s a young city with lots of growth
and a progressive attitude. Only problem is
there’s no Robeks! All the college kids would
love it.”
— Anne Hertl
“I used to work here. Ask for papaya juice,
yogurt, raspberry, and mango, add coconut.
thank me later!!”
— Justin Yang
“Woke up with a smoothie on my mind......
Wish ROBEKS was 24hr. (hint hint)”
“Visited your location off of Bloomingdale
here in FL. Just wanted to say the staff there is
always so friendly. I’ve been there 3 times in
like the past week and the employees gave me
an excellent experience...the smoothies were
even better! :)” — Kimberley Jackson
— Caitlyn Pascua
“The Açai Fit smoothie is the best smoothie
I’ve ever had. Getting in my car now to go and
get one. My 7yo daughter’s fav is the infinite
orange.”
“I’ve brought three people to Robeks this
summer to see if they’d like it as much as I
do...they have yet to emerge. :)”
— Noelle Jefferson
— Mike Palloto
“We need a Robeks in Springfield Missouri
area!!! I miss it so much”
— Tasha Hord
“I love Robeks!!!! My favorite smoothie is the
hummingbird!!!!! Can you please get a Robeks
on the ave in the university district at the
UW?!?!?!? I really miss my twice daily Robeks
fix!!!!!!”
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— McKenna Blenz
— Adrienne Watts
STORE TOUR
Robeks stores are energetic. When you walk inside, you'll see a line
of customers eagerly awaiting their smoothies and blenders whirring
behind the counter. We use high quality materials and vibrant colors,
which adds to the upbeat energy that permeates the stores.
You’ll also be greeted by a smile and a “hello”
when you walk through the door. Robeks
has scores of regular customers, and they
quickly become part of the store community.
Our sales associates soon learn customers’
favorite smoothies, and it’s not unusual for a
customer to enter the store to the sound of
their smoothie already in the blender. It’s a
bit of a “Cheers” experience, except instead
of a frosty beer, customers get a delicious,
soothing smoothie.
Behind the counter, we have a veritable
farmers market of produce, so customers can
see the quality and fresh ingredients that go
into their smoothies.
The stores are typically 800 to 1,200
square feet, and can be smaller to suit non-
traditional retail locations. We’ve found
that our stores perform best when they are
near other businesses that also appeal to a
healthy lifestyle. The ideal location would look
something like this: a highly visible space in a
high-traffic area near a Whole Foods or other
grocery anchor, schools or colleges, a gym/
fitness center or yoga studio, a Subway or
premium coffee shop, and other stores that
people go to for their daily needs, and lots of
convenient parking.
Location is important to the success of a
smoothie business, and we are very detailed
about what makes for a good location.
As we get further into the investigation
process, we will share our location criteria.
15
WHO MAKES A GOOD ROBEKS
FRANCHISEE?
A successful Robeks franchisee is someone who wants to make
money by helping the community be healthy.
Our top performers understand the
nutritional advantages of a high-fruit
and vegetable diet and are able to guide
customers to smoothies that will help them
achieve their health goals — whether they
are trying to lose weight, build muscle, gain
endurance, boost the metabolism or improve
their memory.
Our franchise owners are evangelists
about healthy eating and healthy living,
and they develop community relationships
with schools, health clubs and yoga studios,
hospitals and doctors’ offices. There are
many people in each community who are
eager to help residents live better, healthier
lives — and a successful Robeks franchisee is
an outgoing, engaging person who connects
with other health leaders and helps them
understand the many ways that Robeks can
help.
Previous food or restaurant experience
is helpful, but not required. Smoothies
share many qualities with other food service
operations, so prior food experience may
shorten your learning curve, but you won’t
have to worry about cooking. There is no
cooking at a Robeks — only blending and
juicing.
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It’s important to be able to manage small
teams of younger workers, to set an upbeat
tone in the store, to be a problem-solver,
to understand the values of marketing and
promotion, and to get along well with other
franchisees.
Most of all, you have to love people!
Smoothies are fun to make and fun to eat.
When customers come in and stare at your
menu board trying to make a choice from
the many healthy, tasty options, you are the
passionate expert that helps them learn about
healthy fruit smoothies and fresh-squeezed
juices. Your guidance can turn that casual
customer into someone who comes in several
times a week.
WHAT ARE MY START-UP COSTS?
AN OVERVIEW FROM THE ROBEKS FDD ITEM 7
Type of
Expenditure
Amount
Method of
payment
Initial Franchise
Fee
$25,000
Lump Sum
Upon Signing
the Franchise
Agreement
Leasehold
improvements
$94,000 to
$122,000
As Arranged
As Arranged
Third Party
Suppliers.
Equipment
$44,000 to
$81,000
As Arranged
As Arranged
Third Party
Suppliers.
Fixtures
$16,000 to
$25,000
As Arranged
As Arranged
Third Party
Suppliers.
Signs
$5,000 to $8,000
As Arranged,
Lump Sum
As Arranged
Third Party
Suppliers.
Computer
system (includes
POS system,
networking and
software)
$7,500 to $9,500
As Arranged
As Arranged
$6,500 to
$15,000
As Arranged
As Arranged
$500
As Arranged
As Arranged
Professional Fees
Initial Floor Plan
Security Deposits,
Utility Deposits
and Business
Licenses
$3,500 to $6,500
As Arranged
When due
As Arranged
To whom
payment is made
Us
Third Party
Suppliers
Third parties, such
as architects and
lawyers.
Us or one of our
affiliates.
Us, one of
our affiliates
or Landlord;
Suppliers;
Government
Agencies; Utility
Companies.
17
Type of
Expenditure
Real Estate Costs
Opening Inventory
Grand opening
advertising
Travel for Training
Miscellaneous and
Additional Funds
for (first 3 months
of operations)
TOTAL
18
Amount
$3,500 to $7,000
$4,000 to $9,000
Method of
payment
As Arranged
As Arranged
When due
As Arranged
Us, one of our
affiliates or
Landlord.
As Arranged
Third party
suppliers approved
by us.
Third party
suppliers and us.
See Note 10.
$7,500
As Arranged
As Arranged
$1,500 to $3,500
As Arranged
As Arranged
$10,000 to
$20,000
As Arranged
$228,500 to $339,500
To whom
payment is made
As Arranged
Third Party
Suppliers.
Third Party
Suppliers. See Note
11.
HOW MUCH CAN I MAKE?
The FTC's Franchise Rule permits a franchisor to provide information
about the actual or potential financial performance of its franchised
and/or franchisor-owned outlets, if there is a reasonable basis for
the information, and if the information is included in the disclosure
document.
As of December 28, 2014, we had 101 stores
open. These 101 stores were composed
of 82 “traditional” stores (in-line or free
standing open 7 days per week) and 16 “nontraditional” stores (downtown, mall, or other
location open less than 7 days per week). Of
the 88 traditional stores, 87 were operational
for the full year. The chart below covers only
those 97 traditional restaurants that were in
operation for the entire year.
The information in the chart below was
prepared from sales information provided
to us by franchisees. The franchisees’ sales
information is not audited. You should
consider that this information gives no weight
to specific locations, types of operators,
investment cost, or market conditions.
Sales may differ widely from one location to
another, without respect to their geographic
region. You must make your own investigation
into the likely sales and costs in your specific
location and region.
A prospective franchisee who is purchasing
the assets of an existing restaurant should
review the actual financial results of the
store(s) being purchased. Prospective
franchisees for non-traditional stores should
not rely on the figures below, as that type of
store may experience different results.
AVERAGE UNIT SALES
Percentile
Number of
Traditional
Stores
Average
Sales
Percent of Stores Within Sample That Met or
Exceeded the Average Sales
No.
Percent
Top 20%
16
$663,867
5
31.3%
Top 40%
32
$574,159
14
43.8%
Top 60%
48
$515,167
19
39.6%
Top 80%
64
$472,330
27
42.2%
All Stores
81
$426,354
33
40.7%
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MEET THE MANAGEMENT TEAM Steve has been a professional in the food
industry since 1977. Before leading Robeks,
he was with Dole Foods, was a franchisor
with Saga Foods, and a was franchisee
driving significant growth of the Panera
Bread and Wendy’s brands. He is a member
of California Food Leaders and the Nutrition
Capital Network and is a supporter of UNICEF,
Greenpeace, and Interfaith Alliance. He
holds advanced business degrees from the
University of Wisconsin-Madison and San Jose
State University.
course of several years, Vic was involved in
all aspects of that business, first operating
two family owned franchises and then at
the corporate office in roles of increasing
responsibility from franchise operations
and support to new business development.
He has headed up franchise development
at a number of other franchises, including
Jenny Craig®. Along with an impressive skill
set in all aspects of franchise development,
his credentials include bachelor’s and
master’s degrees in marketing and business
administration, a CFE certificate (Certified
Franchise Executive) and membership in the
International Franchise Association.
David Rawnsley
Vice President and CFO
Corey Remington
Manager of Franchise Development
David first joined Robeks in 2004 as a Regional
Director overseeing the development and
support of Robeks stores in his region. He
soon thereafter became a franchisee owner
and operator of three stores. David recently
joined the Robeks Management team as Vice
President and CFO in 2014. Before joining
Robeks David enjoyed a fifteen year career
as a Certified Public Accountant and finance
executive across a broad range of industries.
He is a graduate from the University of
California, Santa Barbara with a degree in
Economics. David’s operational, financial, and
development experience provide him with the
insight to foster corporate growth via strong
unit level performance.
Corey is the Manager of Franchise
Development, directing all aspects of the
Franchise Development sales process.
Corey has worked for almost 10 years
in the franchising industry, beginning
with Robeks in 2004 as the Franchise
Coordinator; she assisted in signing over
200 new Robeks franchisees. She left
Robeks in 2007 to become the Director of
Franchise Development for a new Tanning
franchise concept. She helped to build
the Development Department, setting
up processes and procedures for new
Franchisees in line with the Federal Disclosure
Document guidelines. Corey returned to
Robeks in April of 2012 and has assisted
in the restructuring of the Development
Department.
Steve Davidson
President & CEO
Victor (“Vic”) DeSio
Senior Director, Franchise Development
Vic comes to Robeks with a very impressive
background. Mail Boxes Etc, now The UPS
Store, was recognized at one point as the no.
1 non-food franchise in the world and the
fastest growing franchise in history. Over the
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Before her tenure in Franchising, Corey
worked for almost 15 years in Honolulu, HI
at Northwest Airlines, both as a Customer
Service Agent and a Reservations Sales Agent.
Chad Bailey
Chief Marketing Officer
Chad has been with Robeks since January
of 2012. An expert in new media, brand
development, technological solutions and field
marketing, he joined Robeks after six years
with Johnny Rockets, which he helped double
in size by putting in place a field marketing
team and implementing new marketing
technologies. Chad’s background is in
advertising, and he has managed multimilliondollar food and retail account advertising
budgets. He has a degree in communications
from Furman University.
Dan Richmond
Chief of Operations
Dan is a long-time operations, training, and
human resources executive in the restaurant
industry. He started his career in the
trenches at Acapulco and California Pizza
Kitchen and also worked with Koo Koo
Roo and Hamburger Hamlet. Dan held
progressive positions and advanced rapidly,
from field positions as both District and
Regional Manager to Director positions
in Operations, Training, Human Resources,
and New Restaurant Openings, and on to Vice
President of Operations. His ongoing goals
are to continually update and modernize our
training programs, focus on ways to improve
the bottom line at each store, and work with
our marketing department to build each
franchisee’s top line.
North America, directing logistics for HD
Supply, and serving as director of operations
for McLane Foodservice Distribution. For
the past four years, she has overseen the
supply chain for Robeks, ensuring that fresh,
premium ingredients make it to each of our
franchisees.
Tina Lievanos
Director of Training
Tina is a dedicated restaurant professional
with over 30 years in the industry where her
primary focus has always been training. Tina
has experience in working with both corporate
and franchise locations. Tina has overseen
and supported numerous restaurant openings
both domestically and internationally. She has
developed numerous training programs for
all levels of restaurant personnel, from team
members through executive development.
Amy Green
Senior Director, Supply Chain Management
Amy graduated from Michigan State University
with a degree in logistics management, which
she immediately put to good use managing
fleets of truck for Whirlpool Corp., serving as a
general manager for ERX Logistics and Penske
Logistics, managing global supply chain
operations for Carpenter Technology, serving
as a regional logistics manager for Coca-Cola
21
FAQ AND QUICK FACTS
Q: How much does a franchise cost?
A: The total investment inclusive of franchise
fee, equipment, construction and working
capital, etc. will range between $228,500 to
$339,500. For detailed information about the
investment, please complete the Franchise
Application in order to receive a Franchise
Disclosure Document, which contains details
on every element of Robeks’ initial investment.
Q: What is the Robeks franchise investigation
process? How long does it take?
A: This 60-90 day process will ultimately
culminate in a meeting at Robeks
headquarters in Los Angeles where we will
come to a mutual conclusion about whether
or not there is a good fit for you and the
company.
If you like what you see so far and would
like to enter the process, please fill out our
Franchise Application and we will be in touch
with you shortly.
Q: What makes Robeks different from another
company that sells smoothies that might
already operate in my city?
A: We offer customers the healthiest, best-
tasting smoothies by using premium, natural
ingredients and no added sugar, preservatives
or artificial ingredients. We also offer highly
potent, proprietary nutritional supplements
that allow us to optimize meals for people
with different lifestyles.
Q: What are the minimum financial
qualifications to become a Robeks franchisee?
A: Financially, a potential Robeks franchisee
must have a net worth of at least $500,000
22
and be (or be able to become) liquid for
a minimum of $150,000. If a prospective
franchisee meets these qualifications along
with having a good credit score and history,
Robeks can assist in the process of securing
financing. To learn more, check out the
Robeks Franchise Application.
Q: How much are royalties and advertising
contributions?
A: Our royalty is 7% of the net sales of your
first store. The royalty shrinks in steps starting
with your second store, and is reduced
to 6% for those with 10 or more locations
or who sign an area development deal.
The Advertising Fee, which helps support
advertising campaigns, is 2.5% of net sales.
Q: How much money can I make as a Robeks
franchisee?
A: Robeks does include data on average
unit sales in Item 19 entitled “Financial
Performance Representations” in our
Franchise Disclosure Document. As you go
through the awarding process you will have an
opportunity to analyze our disclosed average
unit sales data and get firsthand information
on store performance from Robeks store
owners. To learn more, complete our
Franchise Application today.
Q: What size location do you recommend to
operate a Robeks?
A: We recommend a location that is 800
to 1,200 square feet. We provide you with
a floor plan specifically designed for your
space. Maximizing square footage is very
important to in order to maximize your return
on investment, and we also have kiosk and
express models to fit smaller spaces that meet
our required site features.
Q: How many employees will I need?
A: A typical Robeks will have approximately 12
to 20 part-time employees who are typically in
high school or college. Owners can also hire a
manager, but many franchisees manage the
stores themselves.
Q: What are the hours of operation?
A: Robeks stores are generally open from 7
a.m. to 9 p.m., 7 days a week, and we allow
you to modify your store’s hours based on
the trade area. For instance, some downtown
locations open and close earlier in order to
better serve business customers and may
not be open on weekends. Some locations,
especially those near busy gyms, choose to
extend hours.
Q: How long does it take to get a Robeks open?
A: Once a franchise agreement is signed,
the typical time needed to get a store open
is approximately 9 to 12 months. The actual
build out process generally takes 2 to 3
months. Much of the timeframe that it takes
is for real estate to be identified. In the case
of a newly constructed shopping center,
the timeframe could be longer and in some
cases it could be much sooner. To get started,
complete the Robeks Franchise Application
today.
Q: How can I get a copy of the Robeks Franchise
Disclosure Document?
A: In order to receive a copy of the Robeks
Franchise Disclosure Document (FDD),
please complete our Franchise Application
or download it and fax it to us at The Robeks
Support Center at (310) 844-1587. Once we
receive your completed application, we will
forward you our Franchise Information Kit
that includes the Robeks FDD and much more
information about Robeks and the process.
We are looking forward to hearing from you
and getting started in your exploration of the
Robeks opportunity.
Q: Are there good locations available?
A: Our primary focus for growth is the
continued development of new stores in
existing markets where we already have
operating stores. This includes direct
corporate areas and additional markets
supported by Regional Directors.
Q: What are key Robeks markets?
A: Northeast: Boston, CT and SE New York
State, New York City, Long Island, New Jersey,
Philadelphia, Pittsburgh
Mid-Atlantic: Baltimore, Washington, DC
metro
Midwest: Cleveland, Columbus, Chicago,
Indianapolis, Kansas City, St. Louis
Southeast: Atlanta, Miami
Southwest: Dallas, Houston, Austin/San
Antonio
West: California, Denver, Seattle
Q: Exactly what support do you offer
franchisees?
A: Our senior management team has
significant retail and foodservice experience
to provide you with the finest level of
franchise support. Robeks also has Regional
Directors who live in key markets and provide
comprehensive support to franchisees
developing in their region.
Among the many support services
provided:
• Franchise Training Program on all aspects
of Robeks operating system
• Classroom and in-store training
covers systems, procedures, practical
understanding
• Robeks Franchise Manual is a detailed
23
•
•
•
•
•
•
24
operating and reference guide
Multi-units franchisees receive assistance
in strategic planning for key trade area
Site selection criteria and store design and
construction support
Ongoing operational, marketing and
organizational guidance and support
programs
Field support for initial opening and grand
opening
Guidance on vendor qualification and
participation in bulk purchasing contracts
Our Franchise Disclosure Document, which
is provided to qualified franchise prospects
on approval of a Preliminary Franchise
Application, provides greater detail on all
these areas.
Q: What about training?
A: Robeks offers a comprehensive, three-tier
training program included in your Franchise
Agreement for the first store location. It
covers all aspects of product knowledge,
management, operations and customer
service in a seven-day intensive training
session. Three more days of continued
training and assessment are provided next,
again in the Los Angeles area.
We train two key operations personnel,
and one person must complete final testing to
earn a Robeks Certified Manager designation.
Robeks marketing department will help you
develop a successful local store marketing
plan to include a grand opening event as well
as activities surrounding ongoing promotions.
QUICK FACTS: MINIMUM
QUALIFICATIONS
Single store:
Min. $150,000 in liquid capital; $500,000 in
tangible net worth
3 store deal:
Min. $250,000 in liquid capital; $700,000 in
tangible net worth
Area Developer (min. 5 stores):
• FICO score above 680
• Knowledge of the trade area in which your
location will operate
• Commitment to give best effort in
meeting obligations of Robeks Franchise
Agreement
• Sound business reputation; values aligned
with Robeks
• U.S. citizen or possession of a valid
Permanent Resident Card (Green Card)
Min. $400,000 Liquid; $1 million in tangible net
worth
25
WHY CHOOSE ROBEKS?
Six simple yet powerful reasons:
RAPID GROWTH SEGMENT.
The U.S. smoothie market earned more than
$2 billion from made-to order and packaged
smoothies, up more than 80% in the last 5
years, according to Mintel International Group.
Many believe the smoothie business is where
the specialty coffee business was 20 years
ago.
BRAND POWER.
While Robeks has roots in Southern California,
brand awareness is growing steadily across
the country. We are now in 15 states and the
District of Columbia. Guests love our logo,
our welcoming experience and especially, the
tantalizing variety of premium-quality, natural
and nutritious smoothies and snacks. Robeks
has also emerged as the premium smoothie
concept in several key markets on the east
coast.
BROAD DEMOGRAPHIC APPEAL.
Robeks appeals to all age, gender and
economic segments. Moms, dads, kids,
grandparents, business people, gym
enthusiasts and teens with active lifestyles
all visit Robeks. Men and women alike enjoy
smoothies as a filling, enjoyable meal choice
or snack. Plus, they think of their smoothie as
a guilt-free treat.
DEMAND FOR LIFE-ENHANCING,
FUNCTIONAL FOODS.
More than ever, people want to eat healthier
so they can feel better, more energetic and
more mentally alert. Robeks makes it easy!
26
Our made-to-order smoothies, enhanced
with our proprietary line of nutritional boosts,
deliver the right carbohydrates, fiber, protein,
vitamins, minerals and herbs to power up
metabolism and overall wellness.
SIMPLE OPERATING SYSTEM.
Owning a Robeks location is full of built-in
benefits. Locations are easy to open, easier to
operate than other concepts and easy to love.
And we will guide you from contract signing to
grand opening day and beyond.
DOING WELL BY DOING GOOD.
“Do what you love and the money will follow”
sums up the best reason to own a Robeks
over any other franchise concept. We really
help people maintain that all-important mind/
body connection through mental and physical
well-being without compromising the joy of
eating. At Robeks, we love what we do. And
so will you. The rest is just a matter of time
and tenacity. It is the absolute perfect time to
consider Robeks. We’re still a small, rapidly
growing company with room on the ground
floor.
FRANCHISEE INTERVIEWS
DANIEL KWOH, LOS ANGELES
Daniel Kwoh is a former aerospace research
scientist, as well as a serial entrepreneur. He
has started consumer electronics businesses
and online travel sites and sandwich shops.
He lives in Pasadena, California, and owns
five Robeks franchises — in Culver City, El
Segundo, Huntington Beach and two in Long
Beach.
How did you first learn about Robeks?
I had already started a fast food franchise, a
Togo’s sandwich shop, in 2000, and I had a
store manager who told me about Robeks.
That’s just about time they were trying to sell
company stores to franchisees, and I was the
second franchisee, I think. I sold off my Togo’s
in 2004. It wasn’t doing well anyway.
What made you want to open a Robeks?
I basically checked out traffic at the Culver City
store five days in row, and we were quite sure
they were doing a good amount of business.
It was a reasonable investment. At the time,
Robeks had only 30-something company
stores, so it wasn’t a big name — it was up
and coming. I went there and looked at the
store, talked to Robeks’ CEO, and he sat down
with me and told me about concept, and I
was quite impressed by the presentation.
The concept is good, but in general the image
is very young and energetic and bright and
sunny, and the health food concept was just
on the horizon at the time. It was something
different from sandwiches and burgers.
How do health trends affect your business?
The trend toward organic food, whole food,
really got hot about 10 years ago, and that’s
very important to Robeks because it appeals
to the same crowd. Also, there are more
and more retirees. All they talk about is their
health, how to live longer, and a lot of that is
what they eat. Then there’s the health club
crowd. Whenever Robeks is in a shopping
center close to a health club, it does very good
business.
What makes for a successful Robeks
franchisee?
First, you have to have good location, no
matter how good the franchisee is. In my
experience, it’s a store kind of in between
commercial and residential area — at a
junction, so it gets both kinds of business.
You have to have good traffic, but not
necessarily car traffic. Franchisees have to
be very attentive to detail, know business,
and basically pour their heart and soul into
it. Other than hiring good staff and training
them, and having good managers, you should
try to be very proactive, constantly thinking
about going into the community, talking to
schools, other businesses, thinking of new
ways of doing things.
27
What misconceptions might franchisees have
about running a store? What did you find out
that you might not have expected?
The pleasant surprise is that Robeks is lot
easier to run in lot of ways than a sandwich
store. In a sandwich shop, the way you make
the sandwich — the bread, meat, toppings —
it’s pretty complicated. With Robeks all you
do is put things in a blender — no oven, no
toaster, it smells a lot cleaner and fresher, and
it’s brighter. From that aspect, it’s easier to
recruit employees. And the food cost is a lot
less than sandwiches, which is how you get
your margin and make your money.
KATRINA BICKFORD, CT
Katrina Bickford is the regional director
for Connecticut and southeast New York,
where she oversees a fast-growing group of
franchises. She started the first two Robeks
locations in Connecticut in 2004 and 2006.
What do you like most about owning and
operating a Robeks?
It’s not like going 9 to 5 to work for 20 years
where every day is the same cubicle and desk,
and you do the same thing every day. Here,
life is different every day. It’s challenging, but
not in bad way.
What kind of customers does Robeks draw?
A lot of health club people, but really I think
it’s all across the spectrum: young, old, black,
white, all races. They tend to be mid-income.
Our stores are not in Beverly Hills.
Would you recommend Robeks to someone
thinking about starting a business and if so,
why?
Yes, I have done that. I have friends and family
who are retiring and looking for something to
do. I think it’s a very good thing for someone
with the time and money. It’s relatively safe,
it occupies you, and it’s not too strenuous. I
think it’s a good thing for some retirees to get
into. From my experience, it seems to work.
28
What did you do before Robeks?
I was a landscape designer. I ran that business
out of my home, and prior to that I raised four
children. I was always on the prowl for healthy
eating options.
What attracted you to Robeks?
There was a complete lack of anything like it
in this market. Having raised four children and
always looking for healthy alternatives for fast
meals, there simply weren’t any. We also felt
that healthy eating was a serious trend and
not a fad. Luckily we were right, and it has
continued to trend more in that direction.
franchisee?
Ideally it should be somebody who is truly
passionate about healthy eating, and wants
to have a positive impact on their community.
Someone with strong people skills — good
with employees, customers, vendors etc.
Franchisees should be willing to roll up their
sleeves, get behind the counter and sell
smoothies; really learn the business from
the inside out even if they don’t intend to run
their stores on a daily basis. A store needs a
spiritual leader to set the tone. Customers like
to see that there is somebody knowledgeable
and mature there, someone who takes
responsibility for providing them with a
consistently excellent guest experience.
operating a Robeks?
There is a lot of variety in the life of a
franchisee. You’re dealing with employees,
you’re talking to customers, you’re doing
marketing every day, going out into the
community to sample our product, getting
into the schools. You get to work with young
people, develop them and teach them how
to be good employees. It’s never boring, but
there’s no denying it’s hard work. This is where
the passion comes in! And of course, when the
blenders are going and the register is ringing,
there’s that certain sense of satisfaction that
you’ve had another good day.
What has owning a Robeks allowed you to do
with your life?
It’s been 20+ years since I was in the corporate
world, so I’ve enjoyed the freedom I’ve had. As
a Franchisee you have the ability to schedule
your work around your life, to a certain
extent. I appreciate having that flexibility.
One of the things I love about my job is that
it’s something I feel I can be really proud of. I
have Robeks license plates, and I’m out in the
community all e time. Kids say, “Look, there’s
the Robeks lady,” and I kind of like that! It has
been exciting to be at the leading edge of
something that is new and exciting and happy.
It’s all good stuff. It’s very uplifting work.
DAN STANOWICK, CLEVELAND
Dan Stanowick pioneered the brand in Ohio
eight years ago and oversees Robeks stores in
Northern Ohio.
What kind of customers does Robeks draw?
A Robeks person is someone who pays
attention to what they put into their body
— someone who tries to choose the better
ingredients. A lot of them are busy, active,
frequently on the road. High school kids like
Robeks. They need places to hang out, and
it has been popular with the high school
crowd. For people trying to lose weight or
get fitter and build more muscle mass it’s a
great option. Smoothies are an easy way to
get good nutrition for people undergoing
chemotherapy or recovering from an illness.
Juicing has become increasingly more popular,
and Robeks has responded by expanding
juice offerings. And then, of course, there’s
always the person who just wants a healthy
refreshing snack.
What did you do before Robeks?
For almost 25 years, I worked in public
relations and crisis communications. I
wound up counseling clients when the plant
blew up or you had a product recall or an
environmental accident. I decided I wanted to
recharge my batteries and see what else there
was to do.
29
What attracted you to Robeks?
My wife is a personal trainer. Health and
nutrition was very important to me. One of
the reasons that I looked hard at Robeks was
because it was all about health and nutrition,
and I try to lead a healthy lifestyle, and we
also knew that it was going to be an area
that would continue to grow. People are very
interested in healthy eating. Much more than
they were 8 or 9 years ago. People watch what
they eat, how they take care of their bodies,
what they put into their bodies.
franchisee?
Robeks is about best of class products and
health and nutrition, so you’ve got to have an
interest in that, and you’ve got to be actively
engaged in the business. You can’t operate
it like it’s a vending machine. You need to
get involved in the community — know the
customers, and the businesses and schools
and health clubs and hospitals. They all
have a vested interest in health, and they’re
interested in helping people lead healthier
lifestyles, too. Get to know them, and partner
with them.
healthy, that is nutritious. I just really enjoy
that it’s making a difference in people’s lives.
Our stores are cool and energizing, and we
appeal to customers who want to take better
care of themselves and who tend to be a little
more educated and affluent. It’s an easy store
to operate.
What has owning a Robeks allowed you to
do with your life? I get great satisfaction out
of self-employment. I probably put in more
hours than ever before, but it’s not like work.
If you talk to other business owners, they’ll
probably tell you the same thing. It is possible
to take very good money out of a single store,
and if you’re going to get into something like
this, hopefully you’re not getting into it to just
operate a single store. You’re attracted to the
business and you want to operate as many as
you can.
ABBE ROLNICK, BELLINGHAM, WA
Abbe Rolnick left the corporate world with a
severance check in 2004. At first, she looked
for a way back in. Then she realized she’d be a
lot happier looking for a permanent way out.
A matchmaker hooked her up with Robeks. It’s
been a very happy union. She owns two stores
in Bellingham, Wash.
What sets Robeks apart from other companies
that sell smoothies?
We’re a premium play: We don’t use sugars
and syrups and everything else. Everything is
natural. Relative to other fast food offerings,
we are much healthier. We cater to people
who have 5 minutes and 5 bucks and want
something that tastes good, and want to put
something good in their body.
operating a Robeks?
I really do enjoy the customers. There’s just so
much credibility to what we do. We’re selling
something that is good for people, that is
30
What did you do before owning a Robeks?
I was CEO of a manufacturing firm, Cascade
DAFO (Dynamic Ankle Foot Orsosis), which
manufactures custom bracing for people.
I was there for 10 years, and left in 2004.
Before, I had a bookkeeping service and
managed accounts for 23 small firms. I like
managing things, running things, but I liked
being out and among people, not necessarily
in a room by myself.
How did you first learn about Robeks?
I actually did research starting in ‘04. I got
a severance check, I left and I knew at that
time it was an opportunity to figure out
what I wanted to do. I applied for many,
many jobs, and found they all had the same
problem: I realized when I was going into
these interviews, that what I was seeing was
what I had just left, and I didn’t want to do that
anymore. I knew I wanted to deal with health,
and be among people, so I just decided to
explore, and that’s what led me to franchising.
FranChoice listed down all the things I wanted,
presented me with 10 different franchises,
and the only one that seemed to fit was
Robeks. I flew down to L.A., and before I even
met with anybody there, I went down to 19
different Robeks stores and just watched
customers come in ...
What made you want to open a Robeks?
I’m in the Pacific Northwest, which is a
progressive area. They take care of the
environment and themselves, and are willing
to try something new. I felt that I could make
this fit, make it mine. It fit with what I knew the
community already valued. I wasn’t going to
open up a pizza place.
How do health trends affect your business?
They only help me. I was doing yoga 30 years
ago; it’s now mainstream. Eating healthy
is always going to be around. If people are
worried about their hearts, bodies, dieting,
this is an easy fit. Robeks is a caring brand.
It’s for person who basically wants to do a
little better for themselves. I’m basically an
80-20 person: 80 percent of time I’m good,
20 percent of the time, I’m not perfect … so I
don’t want to be in a place where somebody’s
preaching to me. It’s trying to give people the
chance to do a little better for themselves …
but doesn’t push it on you. I’ve been in places
where, say, it’s just organic. That’s getting
too narrow. This is not a narrow place. With
Robeks, it’s kind of not in your face that it’s
healthy — but it’s healthy.
What misconceptions might franchisees have
about running a store?
Robeks as the franchisor will take care of
certain things, but true store excellence comes
from individuals, so if you’re not willing to
make smoothies and engage with customers,
and you just want to sit in back and do
paperwork… Robeks takes care of the big
picture in lot of ways, but that small picture is
the everyday picture, and if that’s not taken
care of, it won’t work.
operating a Robeks?
The connection to my community. It allows
me to do what I believe in, but also connect
with community on all levels, whether talking
one-on-one with customers or meeting
schoolchildren after school if they come in.
Why would you recommend opening a Robeks
franchise?
I wouldn’t recommend it for everybody. I’d
recommend it for somebody who genuinely
wants to be part of the community. It’s not a
get rich quick kind of business, but if you want
to enjoy what you do and be proud of your
product and be involved in your community,
I’d recommend it.
31
Robeks touts its health benefits. Have you
seen any notable success stories among your
customers?
Oh, yes. There’s one corporation nearby of
about 600 employees, and a group of women
who were overweight started coming in
every day. Gradually I moved them toward
ordering healthier smoothies, and I’d say four
or five of them started exercising, and their
complexions started changing, they started
looking fit. People coming, over time, just start
having a healthier look. What has owning a
Robeks allowed you to do with your life? I
use it as a conduit allowing me to be more of
who I am. I care about my community. I was
interested in police because they come into
the store and I realized I didn’t know what
they did, so I took citizens police academy. So
now I have a different perspective. It also gives
me the ability to do different things, because
I’m a writer, I’ve written a novel, some articles.
For me, it’s a good forum. I also have made
connections I never would have made.
32
NEXT STEPS
If you've spent time researching
Robeks, reviewed the information
we've provided and checked out
our franchise blog and you like
what you see, the next step is to
start a conversation.
A Robeks representative will contact you
for an initial discussion. You’ll be able to ask
questions and get immediate answers.
If after our initial conversation you want
to learn even more, we’ll guide you through
our intelligent, step-by-step investigation
process that includes delivering our Franchise
Disclosure Document to you. At each step
in this proven process, we’ll help you make
a good decision and you’ll learn if opening a
Robeks is a good fit for you and us.

contents - Robeks Franchise

Transcription

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