Christopher Cotton, the head of marketing and product development at the fourth-generation bakery business, answers our questions on this Victorian favourite.
How long has the business been trading?
The Ferguson and Plarre families have been baking since 1901. They officially joined forces in 1980 and started franchising 40 years ago.
What does it cost to buy a franchise?
The startup costs for a Ferguson Plarre franchise are varied based on the store’s format and its location. Investment starts at $,000 but it can rise to more than $500,000 for the largest stores in premium locations.
Describe the core areas of your company’s business
Ferguson Plarre is a classic Australian family bakery – a family owned business that’s been perfecting our bakes for 125 years. At the heart of our business is our central bakery, located in Keilor Park, Victoria, which bakes and delivers products to our 80 stores every day.
Our retail stores treat loyal customers to a full range of savouries, pastries, treats, celebration cakes and brilliant barista made coffee.
Who is a typical customer?
Everyone loves a classic Australian bakery, and ours brings together a wonderfully mixed crowd – from schoolkids grabbing treats, tradies picking up pies, busy parents ordering birthday cakes and retirees enjoying a coffee break. With that kind of universal appeal we don’t chase niche audiences. Our strategy is to keep baking people happy by creating delicious food!
What makes your brand stand out from the competition?
What sets our brand apart is the consistently high quality of our food, delivered at a fair price – something our customers regularly highlight in our research. That quality comes from using premium Australian ingredients, applying 125 years of baking expertise and ensuring we bake our products fresh every day.
Why is this a good business for a franchisee to buy into?
Ferguson Plarre offers franchisees the strength of a trusted, well‑established brand with 125 years of experience and a deeply rooted family culture. The model is simple to operate with no marketing or royalty fees. With no specialist baking skills required there is no need for chef’s, bakers or pastry cooks, making it both accessible and efficient to run.
Which element of franchisee support is the most well received and why?
Our training team and their award-winning training program are very highly rated by our franchisees. This includes ongoing barista training at no extra cost which helps deliver outstanding quality on one of our highest margin products.
How many hours a week does a franchisee typically work?
Most franchisees work approximately 38 hours.
What drives your growth strategy?
Our growth strategy is location-led, meaning we grow where the brand makes sense and when the right franchise partner is ready. It’s a balanced mix of busy convenience hubs and local community spots and paced for long-term strength.
What are your expansion plans for the next five years?
We plan to continue growing in Victoria through a combination of our traditional model mixed with other innovative model variations like drive-thru and our new smaller footprint express versions.
Please share one exciting innovation or development you have planned
We’re excited to introduce the Ferguson Plarre Express model, a new store format that serves a streamlined selection of our bakery classics. With a smaller footprint, lower build costs and reduced staffing needs, it allows us to bring our treats to more locations while maintaining the quality and experience our customers love.