Friendly Franchise — fastmoving.co.za

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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
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
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
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
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

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

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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