A passion for people drives Chargrill Charlie’s second-generation franchisee Justin Levinstein.

“I love talking to customers!” says Justin, who owns the Lane Cove, Sydney store.

He says running a business was always on his must-do list. And apart from studying for a degree, and travelling, he has been captivated by the family business since he was a teenager.

“Dad bought a store in Neutral Bay about 24 years ago. He’s a CFO by trade and transitioned from corporate roles later in life. This was a great opportunity for him.

“I was a teenager, so I was coming in on weekends, coming after school to Dad’s work. I was behind the counter serving customers and generally helping out. My parents instilled in me that you have to work hard to earn your money,” he says.

So when 12 years ago the family sold the Neutral Bay store and bought the current site in Lane Cove, it was the ideal opportunity for Justin to become his own boss.

“I knew I was good with people; I liked the idea of being my own boss, and I’m not scared of hard work. Dad had done well from running a Chargrill Charlie’s,” Justin says.

Flexible lifestyle as a Chargrill Charlie’s franchisee

However, it was the flexibility that the brand affords franchisees that was the lynchpin. Justin is now a parent with a young family, balancing the demands of running a hospitality business with family time. It’s the freedom to create his weekly schedule and take time out when it suits him and his family that Justin loves about Chargrill Charlie’s.

“I have to be on-site when I’m working but I have the flexibility to pick up the kids or book time away for a holiday,” he says.

He now has an established business and a robust management team which allows him to do shifts, with all the flexibility that comes with business ownership.

And while Justin is the franchisee, a passion for business means Levinstein senior is still involved behind the scenes.

This long-term commitment reflects the family feel in the franchise network and is typical of the brand loyalty to Chargrill Charlie’s.

“All the franchisees have been here a long time, we share ideas,” Justin says.

Chargrill Charlie’s is now part of the chicken brand family at Craveable Brands, alongside Red Rooster, Oporto and Chicken Treat.

Structured support is invaluable

What Craveable delivers is a highly structured system and expert support for franchisees.

“Going from a family-owned business to a corporate entity has brought more structure and a strategy for how to scale and grow,” says Justin.

“Craveable is very equitable, everyone is on the same page; the equity and inclusion are good.”

Craveable has maintained that all-important, small business and family feel, he says, while providing premium support.

“The franchisor communicates well, and we have direct access to the CEO. I have 20 staff so HR is important, and the HR help is fantastic under the new owners,” he says.

He also values the marketing approach which balances driving in-store traffic growth and sales with long term brand building.

“I do like knowing we have the skill set behind us, someone to bounce things off as we grow. The franchisor will have a quarterly strategy meeting with me and listen to my plans. They understand that what we think as franchisees is important.”

Longevity, loyalty and lifestyle

Longevity is a key part of the equation at Chargrill Charlie’s Lane Cove, and it makes for a great business, says Justin.

“I still work with my dad, and we have had some customers, and most of my staff, with us for the past 12 years,” says Justin.

“Chargrill Charlie’s has delivered all of us a good lifestyle. You have to work hard but that’s the only way to succeed in anything.”