Launch of Baglios Franchising
The successful franchise industry in South Africa continues to grow, with the exciting launch of Baglios Italian ice cream franchises from September 2008.
The Barbaglia family, South African-Italian entrepreneurs, first launched the brand in the country over 14 years ago, and currently have seven corporate ice cream outlets in Gauteng and KZN.The family have formed a partnership with experienced franchising retailer Kenny MacKinnon as CEO of the newly launched Baglios Franchising (Pty) Ltd, who will be driving the business forward with an aggressive marketing and roll-out plan.
“Although market conditions are tough at present, we believe the timing is right for the launch of this dynamic, upmarket but affordable offering into the market place”, says MacKinnon. “Our research indicated a high needs and acceptability from the franchise industry, and the initial response from developers and retail property companies has been quite phenomenal”, adds MacKinnon.
The launch of this new franchise is supported by the complete new store design and branding undertaken by HKLM in Johannesburg, over the last 18 months. The first store to be revamped under this new look is Baglios Montecasino in Fourways , which reopened on 12th September , with the remaining existing Baglios stores to be franchised and revamped over the coming months.
In addition to the existing outlets, four brand new locations have already been secured in large retail centres around Johannesburg and East London
Along with the expansion of the offering in South Africa, negotiations are already underway to launch the franchise in West and East Africa through a Master Franchise arrangement with significant in-country players.
MacKinnon continues ,”There are several differentiators and unique elements that make the Baglios offering particularly attractive , such as the market positioning which is one of aspirational indulgence while affordable to consumer and investor alike , the luxurious recipes and ingredients that create the wonderful Baglios Italian artisan crafted ice cream , sorbets and frozen yoghurts , and that the ice cream is manufactured on site every day using the traditional Barbaglia family methodology as learned through the years from the Italian artisan masters. However for me, the secret of this successful business model is in it’s simplicity of operation, management and control, which will allow the franchisee to focus on growing the business and not be hampered by complicated administration, technology or human resource matters”.
The franchise requires an optimal location of approximately 25m??, targeting Regional Malls and large Neighborhood Centres, preferably close to busy and late trading areas such as restaurants, food courts and cinemas. Costs for the franchise begin at R750 000.00 excluding VAT.
The company strategy is to develop a select medium sized footprint in South Africa, focusing on quality of location and franchisee and profitable franchises, rather than a large mass market presence. It has already applied for full membership of FASA (Franchise Association of South Africa), and adheres to the organization’s strict code of ethics and business practices.
Photo caption – Baglios’ Franchise Champion Kenny MacKinnon (left), seen here with Kobus Oosthuizen, Chairman of the Franchise Association of Southern Africa, and Eric Parker, Senior Partner at Franchising Plus, at the launch of the new Baglios image