Raw Energy aims to provide fresh food, juices, coffee and smoothies, and to serve it in a fast and funky environment.

Raw Energy – Matthew Hope, CEO

HOW LONG HAS THE BUSINESS BEEN OPERATING?  
The business has been operating since 1998. It grew into the franchise model in 2008.
 
WHAT WAS THE INSPIRATION FOR THE BUSINESS?
When Geoff and Liz Campbell first founded the business in an era of over-processed foods, they wanted to offer the public a range of food, fresh juices and coffee that were as close to the raw ingredients as possible. Our brand philosophy of ‘fast, fresh and funky’ is still the major driver of the business.  
 
WHAT IS THE VISION FOR THE BUSINESS?
Growing the brand within Australia and also overseas. A growing portion of the population is focused on having a healthy lifestyle, not just for themselves but also for their children. Our vision is that our brand will help more people decide to make better choices for their family by offering them a healthy lifestyle alternative.

WHY DID YOU DECIDE TO ENTER THE ALREADY COMPETITIVE FAST FOOD MARKET?
The brand has been around for 12 years so the industry is much more competitive now than it was then. The success of the brand shows that people really are looking for a healthier alternative.
 
HOW DO YOU TRY TO STAND OUT IN THE CROWD?  
We don’t sell coke and we don’t sell hot chips! At Raw Energy we want to help people make the right decisions. We like our franchisees and customers to be able to breathe freely, so we don’t operate in enclosed food courts. All of our cafes have a good sized outdoor dining area.
 
WHAT DO POTENTIAL FRANCHISEES NEED TO CONSIDER BEFORE INVESTING IN YOUR BRAND?
Does the potential franchisee agree with our brand philosophy? If you want to make money by selling fried food because it is popular, then there are plenty of franchise operations that do that. We are not one of them. A potential franchisee needs to consider if they want a healthy lifestyle.
 
WHAT DO YOU SEE AS THE SECRET TO SUCCESS IN THE FAST FOOD ARENA?
Your brand needs to stand for something. You can’t try and copy what has been done in the past or simply follow the crowd. And it’s fast food so you need to be fast!  
 
WHO ARE YOUR COMPETITORS?  
There are plenty of brands that may seem to be competition because they attach the healthy tag to themselves but when you spend a bit of time researching them you find it is just marketing hype.  
 
WHAT SKILLS DO YOU BRING TO THE BUSINESS?
My background is in marketing and franchise support so I focus on these aspects. Geoff is more focused on the operational aspects of the business and also assists franchisees with the day-to-day cafe operations.  
 
HOW ARE YOU BUILDING BRAND AWARENESS?
We have recently launched a new website and have a high focus on web marketing. We constantly use Facebook and Twitter to update our customers on the brand but also on information relating to healthy eating and exercise. We also work closely with local school groups and sporting clubs.  
 
HOW IMPORTANT IS LOCATION?   
All of our cafes operate in an open air environment with a large component of outdoor seating. We like people to enjoy the sun and fresh air while they enjoy their meal. All of our coffees, fresh juices, and food are available as take away.
 
WHO IS YOUR CUSTOMER?
We appeal to quite a large demographic but our core customer would be mums and dads who are trying to make the right choices for their families. One of the great growth trends we are starting to see is teenagers who are much more aware about living a healthy lifestyle and are choosing to spend a little more for a healthier option.
 
TURN-KEY COST?
$200,000 to $250,000.
 
MARKETING LEVY?
Two percent of monthly turnover.
 
ROYALTY COSTS?
Six percent of monthly turnover.
 
HOW MANY FRANCHISEES ARE IN THE SYSTEM?
Seven.
 
HOW MANY STORES DO YOU PLAN TO OPEN IN THE NEXT 12 MONTHS?
Seven.
 
WHICH AREAS ARE YOU LOOKING TO EXPAND IN?
We are currently looking for people all over Australia to join our brand. We are also looking to expand overseas by offering master franchise operations in New Zealand, the UK, South East Asia, and the west coast of the US.