Want to be part of a...

FRANCHISE INFORMATION PACK

West AussieIcon?

The Story

Our commitment to quality, taste and freshness led to the development of a unique way of cooking our pies.

Jesters pies are not oven baked and reheated like a lot of pies but cooked fresh in store in our unique Jaffle irons using

ultra thin puff pastry and the highest quality ingredients.

We cook our pies fresh in store throughout the day to guarantee our customers supreme taste and freshness.

The fillings in Jesters pies contain only low fat, lean meats and fresh garden vegetables. You’ll find the chunky beef and chicken used in Jesters pies is virtually fat free, having been carefully diced from prime quality meats. Of course we don’t

use preservatives, artificial flavourings or colourings.

There’s a pie for everyone… from the classic Ned Kelly featuring 100% Margaret River Black Angus beef to

chicken, beef and vegetarian options made from exotic recipes from around the world.

Jesters is now more than just great pies! Try our World’s

Best Chips, barista crafted coffees, premium sausage rolls, fresh baguettes and toasted flatinis.

Jesters Jaffle Pie Company opened its first store in Claremont, Western Australia in 1997 on the

philosophy of producing...

01

1. THE STORY

2. THE VISION

3. THE MISSION

4. THE VALUES

5. THE HERO

6. THE NEW KID

7. THE REST OF THE DAY

8. CATERING

9. THE MARKETING

10. THE BENEFITS

11. THE SUPPORT

12. THE DETAILS

Contents

The finest quality most delicious pies available in

the marketplace!

02

03

04

To be a leader in retail food and franchising while delivering a unique pie cafe experience.

To produce the best pies in the world using premium fresh ingredients.To produce complementary products which are ridiculously tasty.Provide outstanding and personalised customer service in a vibrant atmosphere.

AT JESTERS, WE ARE COMMITTED TO:• Product integrity• Excellence and innovation• Excellent customer service• Teamwork• Exceeding expectations of customers,

franchisees, employees and stakeholders

The Vision

The Mission

The Values

05 The Hero

Quality Ingredients

Gourmet Recipes

Jaffle Puff Pastry

South West Black Angus

100% Breast Chicken

First Mill Flour100% Trans-Fat

Free PastryIconic in W.A

06The Hero

High Demand Product

‘Trade All Day’ Top of the Range Products

Low Impact Preparation

Global Brand Awareness

The New Kid

07 The Rest of the DayWORLD’S BEST CHIPS!We have introduced state of the art chip fryers to all of our stores.

Our hot, crispy chips are made fresh to order and are well worth the 2 to 3 minute wait – they are of course the World’s Best Chips!

Our chip fryers use substantially less oil than regular fryers and are easily operated with just the press of a button.

Non GM Canola oil combined with less cooking time means a healthier choice for our valued customers.

We have added a great range of sauces to complement our chips:

• Aioli• Tomato• Smoky BBQ • Thai Sweet Chilli• Sour Cream

Our sauces are served in small containers which are slotted into special holes on the chip box or can be sold as an accompaniment/condiment with our delicious hot pies and/or sausage rolls.

COFFEE WITHOUT THE BULLSH#T!At Jesters we pride ourselves on serving excellent coffee. Our Baristas use a premium blend of Arabica and Robusta beans to create our customers’ favourite coffees.

We have introduced semi-automatic coffee machines to our network in response to the growing demands of our loyal customers. Semi-automatic coffee machines extract the most consistent and finest espresso with just the push of a button. The operator textures the milk as required and this adds a great element of theatre to the process. These semi-automatic machines can produce a cup of coffee at roughly twice the speed as a traditional machine.

Coffee now plays an integral part in the strong sales growth we are seeing across the network.

Whether it be an early morning pick me up, a catch up with friends or a coffee on the go, Jesters is the place to go for freshly extracted premium espresso coffee.

FRESHLY MADE BAGUETTESCrusty baguettes and freshly toasted gourmet Flatinis have been developed to complement our existing range of products.

This innovative and exciting range presents extremely well in our bain maries and entice both existing and new customers to try them.

These products are freshly made in store and add a delicious alternative for our loyal customers.

PASTRIES & DESSERT PIESTo accompany our ridiculously tasty coffee, to encore the meal and to cater for the sweet tooth, we offer a comprehensive range of sweet pastries and desserts.

The dessert range comprises of mini dessert pies with the Apple & Custard being a staple classic and we introduce seasonal flavours such as the Triple Chocolate & Custard and Raspberry & White Chocolate.

Jesters also offers a range of slices, tarts, muffins and cookies which involve minimal preparation and look sensational in our display cabinets.

08 CateringThe introduction of a state of the art automated pie machine has dramatically reduced the labour cost and overall price of party sized products and enables us to competitively offer party pies, quiches and other products for catering.

This creates another revenue stream and we have developed a relationship with an online catering company to maximise catering sales. We are also currently developing our own online ordering platform.

09 The MarketingTHE VIPIE PROGRAMMEOur innovative loyalty program, VIPie Eater, incorporates key tag style membership tags with a unique bar code which can be scanned in-store to update and redeem loyalty bonuses. The registration process enables us to gather important customer demographic information while giving us an essential tool to promote customer loyalty.

We have launched our own loyalty smart phone app which enables our customers to transfer their VIPie Eater loyalty tag to their phone for ease of use. Through this, we plan to extend the functionality of the app by providing a store locater and an online ordering platform.

MARKETINGAdvertising and promotions are a critical part of Jesters ongoing marketing strategy. It enables us to develop a strong position for our brand in an increasingly competitive marketplace. Advertising and promotions help our franchisees to ‘drive’ their business, with sales promotions at key periods throughout the year.

All stores contribute to a corporate marketing fund, which is managed by Jesters on behalf of the franchise network. Jesters is responsible for the direction and co-ordination of all advertising at a corporate level.

In addition to advertising and promotion, we undertake regular market research campaigns to stay in touch with our customers, both current and potential.

We are supported by an external design agency who partners us in creative output, media spending and brand strategy. The national marketing campaigns are executed from a platform of selected media and underpinned by strong point-of-sale, to ensure consistency across the network.

We know that you’ll love our coffee!Present this voucher on your next visit to receive your FREE regular sized coffee*!

Kiosk 15, Mirrabooka Shopping Centre 43 Yirrigan Dve Mirrabooka WA 6061

*Only valid at Jesters Mirrabooka. Regular size coffee. Voucher must be surrendered to redeem.

Not valid with any other offer.

jesters.com.au

Mirrabooka

OurShout!

For a limited time only at...

Like

The

Slow-cooked Margaret River Black Angus

beef, marinated in Guinness & wrapped in

ultra thin jaffle puff pastry.

LuckYou’ll be

Irishof the

BEEFGUINNESSBEEFGUINNESS&

feeling the...

ADVERTISING CHANNELSWe will continue to use radio as the main media channel, however we have changed the mix of stations from exclusive use of 96FM and 6PR to include new airplay on Nova.

The demographic of the Nova audience is quite different to the 96FM and 6PR audience. It is younger and more evenly split amongst female and male listeners while 96FM and 6PR are more male-targeted.

We will expand the media mix from a focus on radio to include a lot more social media along with some digital, street performance and outdoor media. By broadening the mix we will be able to better reach certain demographic and geographic targets.

The ability to target specific markets and groups is achievable through digital marketing. Digital marketing can be extremely focused, which will be beneficial for local store marketing and specific demographic-focused creative concepts. Focusing on both the creative and its audience allows optimal impact.

Digital marketing will allow us to:

• Take Jesters’ customer service to the next level by establishing honest and instant communication – and having a ‘direct conversation’ - with Jesters customers online.

• Instantaneously reach out to current and new Jesters customers by promoting the idea of a pie during the mid-morning and mid-afternoon sales periods.

• Provide promotional support to franchisees by using social media to communicate the Jesters’ point of difference and increase foot traffic into stores.

10 The Benefits1. National brand recognition2. 37 stores in Western Australia (as at March 2015)

and 20 stores in New Zealand with further national and international expansion planned

3. Competitive entry fees4. Bakery/café operation5. Accredited franchise system6. Simple business model7. Unique range of products8. Freshly baked, all day every day9. Group buying power10. National marketing support11. Low product wastage12. Full training13. Integrated point-of-sale system

11 The SupportTRAININGThe most effective training possible. Every new franchisee is given thorough training. If you have little or no experience we will support you 100% of the way. Before commencing in your store you will gain hands-on experience in one of our existing training stores for a nominated period.

A Business Consultant will be assigned to you throughout your training programme who will follow up and ensure you are comfortable with the process.

FRANCHISE SUPPORTWhilst you will be running your own business you will not be alone. Each Franchisee is assigned a Business Consultant who provides on-going support. A network of existing franchisees and support from the company are only a phone call away.

STORE LAYOUT & EQUIPMENTStore designs are developed based on the layout of the premises you select and our experience gained in other stores.

The ideal layout has been developed after constant refinement and research. We select the best available equipment to fit our specifications and requirements. This ensures a professional base on which to make the best products. Qualified and experienced shop fitters will be used to construct and refurbish all stores.

STORE OPERATIONSOur staff are happy and friendly and our products are easy to sell.

Inventory holding requirements are minimal and there are no debtors to chase and wastage is minimal.

You are not required to commence operating your store at an unreasonably early hour because it takes no more than an hour to open a store.

WHAT IS THE COST OF A FRANCHISE?The outlay required to establish a Jesters store ranges from $250,000 to $350,000*

This investment covers such items as:

Franchise fee $45,000

Training and selection fee $10,000

Fit-out of premises $120,000-$180,000** approx.

Equipment package $85,000 approx.

Legal costs $3,000 approx.

Uniforms $500

MYOB package $500

* The amount quoted may exceed $350,000 only when a larger than average premises is sought by the franchisee and all costs will be discussed with the franchisee before plans are signed off. All costs exclude GST, and are inclusive of all Franchise Fees.

** Depending on size of premises, this cost also includes shop design and independent agent to negotiate lease.

Fees are current as at 13/12/2015 and are subject to change

WHAT IS THE ROYALTY PAYMENT AND MARKETING LEVY?Presently Jesters charges a franchise royalty of 6% of net sales and a marketing levy of 5% of net sales which is payable weekly.

This fee is applied to support various areas of the business from field support and management, through to research and development and recipe development, as well as the ongoing use of the naming rights.

WHAT OPERATING RESULTS CAN BE EXPECTED?Jesters is not permitted to provide financial details at this stage of your inquiry.

DO I NEED TO BE A BAKER OR HAVE FOOD RETAIL EXPERIENCE?No. Previous experience in the food or retail industry is not necessary, but management capabilities are a prerequisite.

The Jesters manufacturing process has been refined and automated so anybody with the desire to learn can manufacture our products and run a store.

12 The Details

WHY SHOULD I CHOOSE A JESTERS FRANCHISE OVER OTHER FRANCHISES?Franchising is now very competitive and franchisees have a wide and varied range of business opportunities to choose from.

It is Jesters’ aim to ensure that Jesters is a leader in all aspects of franchising including franchisee support, training, marketing, merchandising, research and product development, all of which will help ensure the success of every Jesters store.

In addition, we believe Jesters offers a combination of unique benefits that few other franchise opportunities can offer including:

• unique combination of products offered by no other franchise

• a relatively low start up cost

• low inventory costs

Training programmes include:

• purchasing and inventory control

• product knowledge and handling

• accounting and cash control

• staff training and customer service

• management practices

• marketing and promotional skills

CONTACTFor more information on exciting opportunities within the Jesters franchise, please contact:

The Franchise Manager

Phone: 1800 221 250

Email: franchise.enquiries@jesters.com.au

www.jesters.com.au

www.jesters.com.au