Written by Steve Plarre
The most important thing I’ve learnt heading up Ferguson Plarre’s Bakehouses as CEO is that a great bakery is one that stands the test of time and is built on both trust and familiarity within its community. People love knowing their local baker, and many of our franchisees are serving the same families week after week.
Sustainability and longevity are paramount to how we do business, not only in the 125-plus years that Ferguson Plarre has been operating, but also in the relationships we forge with our franchisees. Every year we conduct a bi-annual franchisee survey, and the results consistently show that the number one reason people stay with us is the very reason they joined – that being they feel like part of our family. We don’t plough into expansion models for expansion’s sake; it is important to us to protect the quality of our product and brand, and to invest in carefully aligned franchisees for the long haul.
One of the key differences that sets us apart from other franchise opportunities is our unique 10-year franchise terms, allowing franchisees to build their business, repay their investment and generate a strong return without the pressure of clocking in and out of shorter contracts. The 10-year terms also provide clarity to banks and financial partners, who can see that Ferguson Plarre is backing the business over a long horizon — something that’s increasingly important when many shopping centre leases only allow for one term, which can make financing small businesses more difficult.
We also know that, with family at the heart of our business, longer contract terms give our franchisees a better shot at truly solidifying themselves within their community and building relationships with locals as a reliable and respected bakery. For many of our franchisees, it’s this point of difference that makes them choose Ferguson Plarre to start their business ownership journey, and of course, our delicious cakes.
Most people who join Ferguson Plarre tell us they are looking for a business that is simple to run, right-sized, and focused on hospitality, but without the complexity of having to cook or bake themselves. They love that our model allows them to focus on the parts of the business they enjoy most, such as customer service, community connection and growing sales, while we take care of the baking in our central facility. Franchisees tell us this is a huge relief: they can sell award-winning cakes and pies without needing to employ pastry chefs or start work at 3am.
Joining a franchise offers many benefits in economies of scale that independent business owners often wouldn’t be able to afford or access. It also means that while our franchisees are in business for themselves, they never feel like they’re by themselves. Behind every franchisee is a team of specialists in leasing, training, business development, industrial relations, and technology.
When it comes to profitability, we know there’s strength in numbers. Our franchisees can benchmark their performance across the network and tap into shared knowledge about wage productivity, reducing wastage, and boosting sales. That network effect, combined with the guidance of our experienced support team, gives them tools to thrive in the long run that an independent operator simply wouldn’t have access to.
Franchisees can also tap into marketing and PR activity that stretches from above-the-line advertising and social media to hyper-local activations and national media exposure when we’ve got a big story to tell. We’re constantly refining our systems and tools to provide the best outcomes to our franchisees in the long term, so they can focus on what great retailers do best: delivering outstanding service to their local community.
Ferguson Plarre has thrived for over a century because we’ve stayed true to the fundamentals of a great bakery business: customer obsession, uncompromising quality, and genuine service. We’ve weathered every economic cycle and consumer trend and built genuine ‘street cred’ in the Australian market. In a world where trends move fast — especially with social media driving customer expectations — our franchisees have the reassurance of knowing they’re backed by a forward-looking business that not only has stood the test of time but also has a clear eye on the next generation.
Our strong family legacy that lives on in each of our 80-plus bakehouses, combined with our unwavering focus on quality and measured approach to growth, is why Ferguson Plarre continues to be not just a surviving brand but a thriving one.
