What do Le Wrap, Healthy Habits and SumoSalad have to offer the consumer with a taste for healthy eating?

LE WRAP

Le Wrap is a new kid on the block when it comes to franchised food outlets and as its name suggests, it has a clear niche market. Peri Celik, franchise co-ordinator, says the business is focused on preparation conducted in front of the customer.

“Of all the takeaway options, we’re the only made to order and cooked in front of you. We’re high on hygiene and presentation,” says Peri. Chicken breast is finely sliced and grilled while the customer watches. At the same time salad is added to the wrap. The final touch is to bring all the elements together and toast the wrap.

“I think Le Wrap’s gone so well because everything is lean, the chicken and the beef, there’s not much oil used, even in the marination,” explains Peri.

While Le Wrap unsurprisingly gains much of its custom through lunch time trade, the options for earlier morning menus are being explored.

What started out in the Westfield centre in Sydney’s Parramatta has spread to 12 locations across the New South Wales capital and there are plans for 20 more outlets this year – including expansion into Victoria. Although there are both stores and kiosks in the franchise offer, the location profile remains a prime shopping centre position.

HEALTHY HABITS

At the sandwich chain Healthy Habits a relaunch of the brand instigated last year is still underway, reports managing director, Merrill Pereyra. “We have converted the menu 100 percent in Victoria and are now converting the Queensland market and will have this done by the beginning of March. The Christmas period put a hold on implementing the menu.”

Research conducted by Healthy Habits showed 70 percent of customers want healthy but tasty food. This was the spur for Pereyra to hire a nutritionist to review the menu and edit the selection, cutting down choices high in sodium and limiting the kilojoules.

There has been a quiet revolution in the kitchen with healthier cooking methods adopted to ensure maximum nutritional value in the food and reduce the fat levels; Australian spices have been added – lemon myrtle and pepperberry for instance. 

The initial response from the customers has been that they like the idea of a healthier menu, they like the Australian spices used in the new-look menu, and they like the nutritional information shown on the menu he explains.

“We will conduct more detailed research later in the year once we have all of the new menu in stores. At this stage the plan and focus of the team has to be on operations execution and improving the profitability of the stores,” says Pereyra.

So what can Healthy Habits offer new franchisees given that the business is being overhauled and outside Victoria has very little brand awareness?

The plan is to offer new franchisees a business that has growth opportunities, says Pereyra.

“Brand awareness is something that we plan to work on. Key strategic alliances with companies in the same health space can have an impact on brand awareness. Last year we were locked in to be the major sponsor for the Kids Sandwich Championship and last minute the event was cancelled. So we will keep looking for opportunities. As always marketing dollars are low and you need to be smart as to how you get the best bang for your buck.

“My key goals for 2013 are to focus on getting the new menu into stores and making sure execution is effective. Analysis of the menu and then look at what we can have in the pipeline with regards to new healthy products.”

SUMOSALAD

Luke Baylis believes there are now so many people with diabetes or who have specialist health conditions, some of which are influenced by dietary factors, that awareness of good ingredients is widespread among Australian consumers.

The co-founder of Sumo Salad says “It’s really heavily exposed too in the media, and with constant exposure people start to change their habits. It’s not a fad, it’s here to stay.”

It’s been 10 years since Sumo Salad launched its healthy eating concept in Sydney and the brand is now supported by My Kitchen Rules host Pete Evans. His impact has not just been brand awareness; the chef has influenced the menu, for instance introducing superfood salads.

Baylis highlights that today’s focus in the menu is on sodium and fat counts and gluten friendly products – all these are innovations to suit a changing market.

“We’re trying to improve people’s health and will continue to evolve and take a leadership position in the health and wellbeing space,” he says. 

While Baylis says non-food projects are not on the menu, educating the customer through the information about the product is a way to inform the audience. Right now that is a predominantly female customer, as it has always been.

What about the next generation?  Baylis says “We hope this will transcend down the family. We don’t have a voice to children directly and there are no short term plans.”

Healthy eating might not be a fad, but there are food fashions  and ethnic cuisine is becoming more mainstream. “Mexican has been increasingly popular, the Middle Eastern trends are emerging,” says Baylis.

“They make it more competitive, and that’s more challenging. We have to stay tuned to our times. We’re not specific to any ethnicity and can embrace trends through our healthier options.”