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Last word
Bread and butter choice
Bill Ewbank of Domino’s Pizza comments on how the greater choice
can be a curse in everyday life but a blessing in franchising
A
S A young boy in the 1960s, my contribution to the family community As for the world of bread, this has become a bewildering and complex
was to be sent on errands to the local grocers, about half a mile from our industry in its own right. Tesco currently has on offer 312 varieties of bread,
home. Today, this is not a common activity including 61 varieties of sliced bread alone!
as parents are far more wary of the whereabouts
“Even in the world of franchising
The decision to start a business, however, is of
of their offspring. I’m not convinced that times were there is a massive choice, so an a far greater magnitude.
any less dangerous back then, but that children
assessment of the kinds of things you
The exponential increase in products has
were, shall we say, more expendable. spread to the service sector, and now anyone
My errand was usually fairly simple, and involved
enjoy, your attitude to risk and what
contemplating starting their own business has
nothing more than the purchase of a few staples, kind of lifestyle you aspire to would a massively complex choice to make. Where
namely bread, milk and eggs. This task remained fairly
be a worthwhile exercise”
to begin?
simple until one fateful day when, in response to my May I suggest that the rst choice of
request for a loaf of bread, the shopkeeper retorted: “What kind of bread would business to be considered should be a franchised business. This simple decision
you like?” This conversation took place six months after Mr Marketing Guru had immediately reduces your chance of business failure, provides you with a tried
presented his ideas to the Board of the “Big Bread Company”. I can hear him now: and tested format, possibly gives you a world recognised brand name (such as my
“Our demographic analysis tells us that customers want more choice and we have company, Domino’s), and increases the likelihood that a bank will lend you money
identi ed a niche in the market for a different type of bread that has greater appeal – a pertinent point in today’s climate.
and re ects the lifestyle of today’s increasingly sophisticated consumer.” Even in the world of franchising, there is a massive choice, so an assessment
By admitting there was more than one type of bread, the bread company of the kinds of things you enjoy, your attitude to risk and what kind of lifestyle
directors unwittingly unleashed the oodgates, not just in the world of bread but you aspire to would be a worthwhile exercise. Are you a semi-skimmed, scuba
across every product under the sun. Through the 1970s and 1980s, “more choice” diving, sundried tomato and cheese focaccia kind of guy? Or perhaps a pipe and
became the mantra. The marketing men convinced me that more choice would slippers, ham on white with a cup of tea person? Whatever your category, there
make me more successful, more attractive to the opposite sex, healthier, smarter, will be a franchised business that ts your needs. If you don’t believe me, check
and a better hot air balloonist. out the pages of thise esteemed publication, where you will nd more types
Now, 40 years on, we are faced with a bewildering array of products. From of franchised businesses than there are varieties of soup, and all available at a
N
toothpaste to soap powder and breakfast cereal to beer, our choices have no range of investment levels – another hugely important factor when it comes to
S
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bounds. Even bread, milk and eggs are now available in choosing a business.
U
seemingly endless varieties. I like to think I have a fairly
william ewbank
H
Choose the wrong type of milk and you waste a couple L
A
discerning palate and I can easily differentiate between my
has been involved in
of pounds. But choose the wrong type of business and you
:
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favoured gin and those cheaper imposters, but in all my years
franchising for more than
may waste your life savings! One nal point: Should you T
I
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25 years and is now head
I have found that one fried egg tastes exactly the same as the think you have spotted a gap in the market for a new
of franchising at Domino’s Pizza
S
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next fried egg. type of bread, I urge you to think again! ■ IL
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April 2009
www.businessfranchise.com
BF150_Last word_APR09 x.indd 1 26/2/09 11:42:52
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