In just five years, Taimoor Ashraf has gone from an aspiring business owner to one of Banjo’s most successful franchisees.
With a vision to build something of his own, Taimoor opened the doors to his first Banjo's in Darra. What started as a single bakery has grown into five locations across Brisbane and North Queensland, including Burpengary, Richlands, Townsville West End and Idalia, with his original bakery in Darra named Banjo's Bakery of the Year in 2024.
But, for Taimoor, the true measure of success has never been the number of stores he owns. It’s the people, the communities and the future he is building along the way.
“Success for me has always been about creating something meaningful - not just for myself, but for my family, my team and the communities we’re part of,” Taimoor says.
“Franchising has given me the opportunity to build more than just a business. It has allowed me to create a future for my family, develop incredible teams and meet so many inspiring people along the way. It’s rewarding to know that what I’m building today can continue to grow long into the future.”
Growing from franchisee to business leader
As Taimoor’s business expanded, so did his role within the Banjo’s network.
Moving from one bakery to five required a shift in mindset. His focus evolved from managing basic tasks to building strong teams, developing leaders and creating the right foundations for each of his stores to succeed.
“The biggest change has been learning that you can’t do everything yourself,” Taimoor says.
“You need to build a strong team, trust your people and give them the opportunity to grow too.”
As his experience grew, so did the opportunity to contribute beyond his own stores. Alongside running his locations, Taimoor also served on the internal Innovation Committee, where he helped test new ideas such as iced drinks and pie production processes, and shared learnings from his own stores to help shape initiatives across the wider network.
“Being able to share my ideas, work alongside the wider team and help shape initiatives that impact customers across Australia has been incredibly rewarding,” Taimoor says.
“Everyone brings different experiences to the table and that’s what makes those conversations so valuable. We’re all working towards the same goal of making Banjo’s even better for our customers.”
Learning through challenges
Running five locations means no two days look the same and some challenges are impossible to predict.
For his North Queensland stores, this has included navigating the impact of devastating cyclones and balancing the need to keep his businesses moving while making sure his team and their families were safe and supported.
Alongside these unexpected events, Taimoor has also had to manage the realities that come with running and expanding a business, including staffing pressures, construction delays and constantly changing economic conditions.
“Challenges are inevitable when you’re building a business, but it’s how you respond to those moments that defines you,” Taimoor says.
“You can't control everything that's thrown your way, but you can control how you respond. For me, it's about staying calm, backing your team and finding a way forward.”
“Being part of a franchise network also means there are people around you who understand exactly what you’re facing - the ups and downs, but also the little wins that make it all worthwhile. It’s nice knowing you can share those experiences with people who just get it and understand what you’re going through.”
Creating opportunities for others
Opening more stores meant Taimoor was able to create more opportunities for his team members to build their skills, take on new responsibilities, and discover what they were capable of.
One of Taimoor’s stand-out success stories is Daniel Monks, who joined Taimoor as a Head Baker, has progressed through a number of leadership roles including Production Manager and Store Manager, before becoming the Operating Franchisee of Banjo's Idalia.
For Taimoor, Daniel's journey reflects the opportunities that exist within Banjo’s for people who are committed to learning and taking on new challenges.
“Seeing people grow and achieve things they didn’t think were possible is one of the most rewarding parts of being a business owner,” Taimoor says.
“Considering where I started and where I am now, it’s really special to be able to play a small part in someone else’s journey too. Watching people gain confidence, take on new positions and achieve things they may not have thought were possible is something I’m really proud of.”
Serving customer favourites
Scaling five bakeries has given Taimoor a unique insight into how tastes and preferences can vary from one community to the next.
“One of the fun parts about having stores in different areas is seeing what products locals can’t get enough of,” Taimoor says.
“What flies off the shelves in one town isn’t always the favourite somewhere else. Here in Queensland, the Beef, Bacon & Cheese Pie is the undisputed best seller. No matter which store you visit or the time of year, customers are always coming in looking for that pie.”
“If someone is trying Banjo’s for the first time, I always recommend the Pulled Beef Brisket Pie. The combination of flavours is mouthwatering. It’s packed full and the jalapeños are something I never would have thought to put in a pie, but it works so well. The flavour is so good that one is never enough. I could easily eat a few in one sitting.”
Looking ahead
Five years after opening his first Banjo’s Bakery Café, Taimoor still believes he’s only getting started.
“What excites me most is that there’s always another challenge to take on and something new to learn,” Taimoor says.
“Franchising can be incredibly rewarding, but it doesn’t happen overnight. You need to be prepared to put in the work, back yourself, trust the systems, and build a great team around you. If you do that, the opportunities really are endless.”
To learn more about joining the network and becoming a Banjo’s Bakery Café franchisee, visit: https://www.franchise.banjos.com.au/
About Banjo’s:
Banjo’s Bakery Cafe was founded in Tasmania in 1984 and has operated successfully since, growing to over 52 stores across Tasmania, Victoria, New South Wales, Queensland and South Australia, with more than 9 million customers visiting a Banjo’s store each year.
