“If you hear ‘bang bang’ that means business is good.”
That “bang bang” is the sound of the press shaping and stamping out Guylian’s signature seahorse chocolates.
But it was also the sound of fists hitting the table in front of me.
Patrick Freriks, Guylian business development manager, told me he delivered that message to his colleagues, as if to motivate and spread passion.
He’s a funny man, business-minded and extremely passionate about Belgian chocolate.
He did it again, and bang went his fists on the table as he reiterated his motto: “If you hear ‘bang bang’ that means business is good.”
He laughed this time, I think he realised how comical the situation was – a grown man banging his fists on the table just like a restless toddler.
Nonetheless, the theatrics were entertaining.
We sat around a table at The Rocks franchise – if you peaked outside the window to our right you could see the water, as the harbour bridge owned the backdrop.
It was an exceedingly superb view for some coffee and cakes.
In 2008 the first Guylian franchise was opened in Circular Key then The Rocks opened shortly after. Freriks explained to me that their approach to growth is aggressive, planned and well thought-out.
“The last two to three years we did a lot of research. We worked with DC strategy as a partner when we realised we wanted to do the franchising model,” he told me, nodding as he elaborated.
“So what we did the last two years was working on the back of the house system; of course the front was ready. But the back system meaning logistics, frameworks, admin, and that’s what we worked on.”
It’s one thing to pursue aggressive growth but it’s another to be truly motivated to do so. In other words, there needs to be a vision for success in order to accurately strategise growth moving forward.
Freriks agreed, and he explained to me that Guylian took their time in finding the right manufacturers for their product – and they couldn’t find anyone in Australia.
“We’ve gotten in touch with manufacturers to make our cakes to our guidelines. We found someone in New Zealand, and the quality of the products made in New Zealand is more up to standards than here.”
Our coffees and hot chocolates arrived, along with a swanky leather booklet. This would be the menu for United Arab Emirates (UAE) customers.
We got talking more about their growth plans, which lead us to one of their most successful expansions – and that’s their Abu Dhabi store.
Along with the successful UAE growth, Australia and New Zealand are an integral part of the brand’s expansion. These three parts of the world are Guylian’s primary targets.
“It’s all about the drive or entrepreneurship of the potential franchisee…
“We opened in one of the biggest malls in Abu Dhabi – it was a very successful opening. For us Australia, New Zealand and the UAE are our key markets,” Freriks explained.
It hasn’t be all smooth sailing, though. Like every success story, Guylian has experienced plenty of hiccups along the way.
A high turnover of staff, a lack of product consistency and an overall lackthereof quality control loomed over the brand for a while. But it’s found its way back on track now, and for Freriks, the brand’s integrity is as strong as it’s ever been.
But, still hovering around the hospitality industry as a mild burden, is the high turnover of chefs.
“There is a fast rotation of chefs and there was no consistency in our product. So we have to be sure that we’re delivering the right things.
“Our mission is to take our growth step by step.”
An important part of securing and settling the brand’s future is underpinned by the clarity in which the brand’s vision is explained to franchisees.
So basically, if you’re a potential Guylian franchisee, you need to buy into the company philosophy.
Years and years went into compiling documents for franchisees detailing Guylian’s vision, their license and all relevant information needed to be a successful franchisee.
“Documents, licensing and information is given to all franchisees and it took us at least three years to go from A-Z in getting our documents to potential franchisees.
“There’s a 5-week training program in place for pastry chefs, baristas, etc.
“We created an occupational health and safety manual too: the whole package.”
As Guylian expands into other Australian cities, Melbourne is quickly becoming a hotspot that Freriks believes will be just as successful – if not more successful – than its Sydney stores.
Largely inspired by Melbourne’s latte-sipping culture, Guylian’s Melbourne stores will be modelled around that very sentiment.
“Swanston Street Melbourne is opening in about three weeks, and the Lonsdale Street store will be opening in a caf_ model.
“We’re looking for the best locations, especially corner locations.”
We started talking about Belgian waffles – debating whether they’re better with ice cream or chocolate sauce – and we concluded that it might be better to mix the two after all.
Freriks stopped me before I could ask another question.
“Let me show you what it’s all about.”
He smiled, and got up out of his seat pretty quickly. He was out of the room for about 5 minutes. I assumed he was sorting out some treats for us to share and talk about: maybe a Belgium waffle, another coffee or a few chocolates to throw down.
He came back all of the above and then some.
We ate, marvelled, dissected and spoke. We paused talked about the beautiful view, I asked him about his Belgian background and then we ate some more. And more. And then some more after that.
We got serious again – but after all the sweets settled.
I asked Freriks what kind of person needs to fit the potential franchisee bill. His answer serves as inspiration.
“It’s all about the drive or entrepreneurship of the potential franchisee. That’s what we’re looking for. There needs to be a balance between business minds.”
Importantly potential franchisees “should have a passion for chocolate – if you know where it comes from it will give you the drive to step in”.
I walked out as full as I’ve ever been, and although I’m not particularly a sweet tooth, I think I’ve acquired a taste for quality chocolate.