Schnitz CEO Brenton Howie shares insights into the popularity of the brand and its ambitious growth plans.
How long has the business been trading, and how long franchising?
Schnitz has been trading since 2007, when the first restaurant was opened in Melbourne. The brand began franchising shortly after, with the first franchised restaurant opening in 2009.
What does it cost to buy a franchise?
The investment for a Schnitz restaurant varies based on the size and structure of the site:
- a counter format within shopping centres: $600K-$800K
- small restaurant on high streets or within shopping centres: $700K-$900K
- large restaurant on high streets or within shopping centres: $800-$1M
What are the core areas of your company’s business?
Schnitz is a premier fast-casual food business that has carved out a unique niche in the market with its signature hand-crumbed, pan-cooked schnitzels. Every dish is made to order using fresh, high-quality ingredients, offering a diverse menu that caters to a wide range of tastes and dietary preferences.
Who is a typical customer and do you plan to reach a different demographic?
A typical Schnitz customer is someone who values high-quality, fresh, and satisfying meals in a casual, yet inviting atmosphere. They appreciate the comfort of traditional food with a modern twist.
Schnitz attracts a broad demographic, ranging from young professionals looking for a quick, quality meal during their lunch break, to families seeking a reliable dinner option, and customers who appreciate the brand’s diverse menu.
To connect with new audiences, Schnitz plans to enhance its digital presence, leverage social media campaigns, and introduce menu items that cater to emerging food trends, including healthier and globally inspired options.
What makes your brand stand out from the competition?
At Schnitz, our defining strength – our “superpower” – is our schnitzel; it’s the cornerstone of our brand and what sets us apart in a crowded market.
Our unique offering spans a variety of schnitzel wraps, burgers, and hearty plated meals featuring schnitzel or parmigiana served with our signature chips. Our menu also includes delicious, wholesome salads and a highly popular snacking range, anchored by our famous Schnuggets.
What truly sets us apart is the unbeatable value we offer. In an industry where customer satisfaction is everything, Schnitz consistently stands out by offering an exceptional menu that’s both diverse and satisfying.
Why is this a good business for a franchisee to buy into?
Schnitz is a dynamic and future-focused franchise, built on solid foundations with over 15 years of proven success. Under the guidance of an experienced senior leadership team, the brand is not only expanding into new markets but is committed to continuous innovation in product development and technology.
With a clear vision for growth, Schnitz offers franchise partners a robust support system, digital integration, and a menu that evolves to meet market demand – all of which position the brand for sustained success and make it an exceptional business to invest in.
Which element of franchisee support is the most well received?
From the moment a franchise partner joins the Schnitz family, they benefit from the collective expertise of a leadership team with more than 100 years of combined experience in the hospitality and retail sectors. This depth of knowledge translates into tailored, actionable advice that helps franchisees navigate challenges and seize opportunities with confidence.
What drives your growth strategy?
- Expansion into new markets: With a strong presence in Victoria, the focus is now on expanding the brand into emerging markets with untapped potential such as NSW, QLD, and WA.
- Innovation and product development: Continuous menu innovation that aligns with market trends and consumer preferences is central to maintaining relevance and driving customer engagement.
- Technology integration: Leveraging technology to enhance the customer experience, streamline operations, and adapt to changing consumer behaviours, such as the rise of digital ordering and delivery services.
- Robust support systems: A commitment to providing franchise partners with comprehensive support, from initial training through to ongoing operational and marketing assistance, ensuring they have the tools to succeed.
- Strong leadership and vision: A clear, long-term vision set by an experienced senior leadership team, focusing on brand growth, maintaining high standards, and ensuring the brand’s core values are upheld across all locations.
These drivers collectively position Schnitz for continued growth and success in the competitive fast-casual dining market.
What are your expansion plans for the next five years?
Schnitz was born in Victoria, where our brand awareness is exceptionally strong reaching upwards of 85 per cent. However, to achieve our aspiration of becoming a truly national brand, we must focus on expanding in the NSW, QLD, and WA markets.
NSW, as the most populous state in Australia, presents a vast opportunity for growth. We have 11 stores in Sydney and believe the market could support up to 60 stores. Our goal is to significantly increase our presence to ensure adequate coverage and brand visibility across this key market.
In QLD, a state characterised by vibrant population growth and a booming economy driven by large infrastructure projects ahead of the 2032 Olympic Games, the potential for Schnitz is substantial. With eight stores currently in operation, we see significant growth opportunities. The influx of Victorians to QLD during the winter season also gives us a brand recognition advantage in this market.
WA is another market with immense potential, particularly given the state’s strong affinity for chicken. We’re predominantly a chicken brand, so we’re confident our premium schnitzel and parmigiana offerings will be well received. Schnitz has only one store operating in the state so there’s huge opportunity for growth. The state’s growing population and robust economy, coupled with cultural connections to Melbourne, make WA a prime target for expansion and a promising avenue for national expansion.