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About
the Friendly Franchise:
Friendly, Priceclub Discount Supermarkets and
7-eleven stores serve communities with more than groceries.
The main objective of the Friendly Franchise is to be the retailer
of choice in the communities we serve and this can only be achieved
by building relationship in your community.
Founded in 2001 the group has grown and has been very successful in
the retail industry. It currently has a well-established members base
nationally and we encourage our franchise owners not only to build
strong bonds and trust with their customers; but to earn respect and
be seen as someone who cares and is willing to give back to the people
that support their stores.
In essence we urge our franchise owners to strive to become the pillars
of the communities they serve.
At Friendly we aim to be the household name in retail through highly
visible community orientated franchised operations. Thus – our mission:
To be the retailer of choice in the communities we serve.
At Friendly we treasure our members and strive to give them the best
service and support possible and by working together. By involving
members on a national base we know what is happening in the market
place and can identify with our franchisees needs and requirements.
But most importantly, what the consumers’ needs are.
Franchise
opportunities tailored to your needs
The Friendly group has various types or tiers of stores tailor-made
to cater for the needs of a wide range of customers and locations.
The range extends from the basic convenience store to the large destination
stores for monthly shopping.
The stores are all community based, and there is a firm belief that
the stores should g ive back to the community. All Franchise stores
in Friendly Supermarkets, Everydays, Priceclub Discount Supermarkets
and 7-eleven stores get involved in the local communities via schools,
hospitals, churches and fetes. The stores are all owner run and that's
why they take pride in treating the customer in a friendly and meaningful
manner. Franchise storeowners may upgrade at any time to a larger
store, subject to a feasibility study. There are six main types of
stores available to prospective franchisees in Southern Africa:
| 1)
The Friendly Megamarket
is a large destiny-shopping store for monthly shopping with
extensive ranges of grocery lines and general merchandise, and
a large focus on fresh food. This includes an extensive bakery,
butchery, fruit and vegetable and hot food department. It is
larger than the Friendly Supermarket
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| and
caters for bulk purchasing.The Friendly Megamarket has an average
selling area of 1200m squared. It is competitively priced and
the target market for this tier is for one-stop-shopping and
bulk purchasing. |
| 2)
The Friendly Supermarket
is usually located in suburban shopping centres, is a fully-fledged
supermarket featuring all fresh food department and service
rtments, including a full butchery, bakery, fruit and vegetable
and hot food department. It usually has a selling area of 800m
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| and
1200m squared. It caters for bigger purchases like weekly shopping.
The target market for this tier is usually LSM 6-9, but does,
however, vary according to the needs of the area and adapts
accordingly. |
| 3)
The Friendly Everyday
is a convenient superette, which averages in selling space between
400m and 600m squared, depending on the demand of the location.
Bigger than the 7-eleven, it has a competitive price positioning
and caters for pop-in convenience shopping and has a larger
range of groceries than the |
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| 7-eleven.
It has a range of merchandise and optional service departments,
featuring a limited butchery, bakery and fruitand vegetable
department. Certain stores have a hot food and deli department
in store. The target market segmentation profile is usually
LSM 3-9, however it may vary according to the need of the particular
location. |
| 4)
The Friendly Liquormarket
is a value-added addition to stores that already exist. Should
an existing Friendly franchise wish to expand their offering
to make it more lucrative, they can potentially open a Friendly
Liquormarket which offers a large range of alcoholic beverages
for the |
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| individual
customer and corporates. It also caters for weddings, parties
and functions. |
| 5)
The 7-eleven is
a purely convenience based store. Its extended hours make it
convenient for working men and women, who need to do daily shopping.
The target market egmentation includes all LSM groups, and caters
for all types of customers in the immediate location of the
store. The typical 7-eleven store has a selling area of between
250m and 300m squared. It has a limited department of grocery
lines and fresh foods, and caters for |
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| people
popping in for a snack or daily groceries. The 7-eleven trading
hours are extended for convenience and suitable to the demand
of the location. A 7-eleven liquormarket tier has also been
added to the franchise group. |
| 6)
Priceclub Discount Supermarkets A new exciting
venture launched by Friendly in |
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| 2006,
was the first Priceclub Discount Supermarket, aimed at serving
a specific market with a basic range and a low price strategy.
Priceclub offers great service, quality and freshness offering
a basic range of groceries and service departments like butchery,
bakery, deli and fruit and vegetables. It is a no frills, no
fuss supermarket solution, operated independently by franchise
operators ensuring that special touch giving money back into
price focusing on serving the LSM grouping in the store specific
area. Servicing a specific niche market there is a huge opportunity
and Priceclub Discount Supermarkets are set for rapid growth
in the retail market. |
For more information please contact Friendly Business Development
department at development@friendlystores.co.za or (021) 691 9999 or
(011) 405 7200.
Why
join our franchise:
The Friendly group has opened up a major opportunity for prospective
franchisees to become part of a fast-growing chain of community-based
stores backed by Metcash a giant in the FMCG market. When embarking
on an investment in the Friendly franchise chain one can be sure to
receive excellent back up and support in all aspects of the business.
Our operations support teams provide expert advice and assistance
from the design of the store through to the running and maintenance.
And our motto is: …support and guidance on the road to success’.”The
financial advisors help with issues such as stock control, cash flow,
debtors and creditors. They also advise prospective franchisees on
how to finance the business and sometimes even negotiate with various
banks for preferred interest rates and bank charges in both capital
and stock. There are also market related credit-terms available to
franchisees.Architectural store designers are responsible for the
actual design of the store in close consultation with the franchisee.
The design depends mainly on the investment made and fulfillment of
minimum in-store requirements. Finishing is to suit the particular
profile of the community they serve.We constantly keep up to date
and research trends in the retail world store for clever store design
ideas.” During the development of the store project managers are on
site to manage the building construction until the store is handed
over to the franchisee. The project manager handles all areas of the
development and makes sure the building is done to specs that are
set as well as the interior finishing. Friendly Distribution has various
large distribution centers strategically based to provide support
for the whole country.
The centers hold the stock to suit each store’s requirements. Depending
on the size of the store the distribution center provides a weekly
or twice a week delivery service. Because of the excellent service
offered to franchisees, the stock investment and storage space is
minimal. Perishable products are supplied on behalf of the franchisor
from drop shipment suppliers
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