Founded on a passion for authentic Belgian chocolate and a love for café culture, Oliver Brown Belgian Chocolate Café has become a standout brand in the world of dessert cafés. With its unique blend of premium chocolate offerings and vibrant café experience, the brand has captivated chocolate lovers around the globe.
Today, we’re joined by Ben Nash, Chief Operating Officer of Oliver Brown, to explore the brand’s growth, values, and the journey that led it to become a franchise success story. Nash offers insights into the café’s mission, the driving forces behind its success, and valuable advice for those considering entering the franchise industry.
How did you enter the franchise business?
Entering the franchise business typically evolved from interest in our brand driven by its popularity in the market. We took a series of calculated steps, beginning with thorough research into the franchise industry to identify that our business model aligned well with the interests and expectations in the market. Given a gap in the dessert cafe model we took the plunge into building our systems from the ground up to ensure success for our franchise partners.
Where and how did the idea of your concept come from?
The concept of the Oliver Brown franchise was born out of a fascination with Belgian chocolate experienced by its founder during travels in Europe in 2009. Captivated by the rich flavours and superior quality of authentic Belgian chocolate, which inspired to bring this experience to Australia. The goal was to create a dessert café that not only satisfied the late-night chocolate cravings but also served as a local gathering spot where people could enjoy our cafe experience emerged in decadent chocolate-based desserts like waffles, crepes, and fondue.
What inspired the brand name?
The creative process behind naming the “Oliver Brown” brand was thorough and imaginative, involving significant collaboration between the founder and creative teams. Through extensive brainstorming sessions, they utilised mood boards to visualise concepts and explore the sensory elements associated with their core products: chocolate/cocoa and coffee beans. The team experimented with the natural colours of these ingredients, particularly focusing on shades of greens, olives, and browns, which eventually influenced the brand’s colour scheme.
The name “Oliver Brown” emerged organically from these sessions, chosen for its memorable and catchy name. This name not only resonated well but also beautifully encapsulated the essence of the brand’s identity, rooted in the rich tones and flavours of its offerings. Olives and browns, became Oliver Brown.
What is the story behind the brand’s logo?
Our logo conceptual designs started by wanting to encapsulate the coming together of people. People joining together to enjoy the experience of chocolate. We always visualise chocolate as a celebration rich in endorphins which brings people together.
At first the designs played on elements of a chocolate bar forming to emulate people coming together. After many design concepts using the established brand colours it moved into a more symbolic reference to our initial concept to form what it is today.
What makes your brand different from your competitors?
We focus on 6 driving factors to stay different from our competitors;
1. Unique Selling Proposition: We focus on premium Belgian Chocolate and specialty coffee, while providing a distinctive ambiance that appeals to the masses. Most coffee shops trade short hours closing in the afternoons, where Oliver Brown stores can trade as early as 6am up until 12am in the Australian market.
2. Quality & Variety: The consistency in quality of food and beverages, along with a diverse menu that caters to various tastes and dietary requirements, sets an Oliver Brown apart.
3. Brand Values: Our brand story resonates with our consumers and creates a strong emotional connection. This includes the history of the cafe and the values it stands for, such as sustainability in the procurement of our products and community involvement.
4. Customer Experience: The overall customer experience, including service quality, atmosphere plays a critical role. Our warm, inviting environment, coupled with excellent customer service significantly enhances the customer satisfaction and retention.
5. Marketing and Community: Effective marketing strategies that utilise social media, local advertising, and community engagement increase our brand visibility.
6. Innovation: Oliver Brown continually innovates and adapts to changing market trends and consumer preferences to stay relevant and competitive. We leverage new technologies, explore new market niches and update the product line regularly.
What are the essential qualities that you look for in a franchisee?
When selecting franchisees, Oliver Brown typically looks for a combination of essential qualities that predict success in the franchising industry.
Franchisees should have a strong desire to run their own business and a willingness to take initiative within the framework set by our franchise.
Potential franchisees must have the financial resources to start and sustain the business until it becomes profitable. This includes having sufficient capital for initial investments and ongoing operations.
- Business Minded: Understanding basic business principles such as management, accounting, and marketing is crucial. Experience in managing a business or a business plan with a management team.
- Ability to Follow Systems: We operate on a proven system and require franchisees to adhere to the established practices. A good franchisee is someone who can follow these systems effectively.
- Customer Service: Since Oliver Brown is directly involved in the service industry, having a strong orientation towards customer satisfaction is important. Good interpersonal and communication skills are essential.
- Work Ethics: Running a franchise can be demanding, and franchisees need to be committed and prepared to put in the necessary time and effort it requires to make their business successful.
How long does it take, on average, for your franchisee to realize their investment?
The time it takes for a franchisee to realise their investment can vary depending on the initial investment, size of the premise, location, and how actively the franchisee is involved in the day to day operations. On average. if a franchisee is actively working in the business, it typically takes around two to three years to recoup the investment. This timeframe can extend if the franchisee is less involved in daily operations.
What was the major challenge you faced in your career and how did you overcome it?
The major challenge faced during my career was navigating the profound impacts of the COVID-19 pandemic, which posed unprecedented challenges for our small business partners. The pandemic led to widespread economic disruptions, causing many to struggle with cash flow, disruptions in supply chains, and a significant drop in customer demand due to lockdowns and other restrictions.
To overcome these challenges, the focus for Oliver Brown was on rapidly adapting business models to fit the new market realities. This included enhancing online presence and e-commerce capabilities to cater to the increased demand for online services and contactless deliveries. Financial resilience was also crucial, which involved supporting our 50+ locations in applying for government programs designed to help small businesses and negotiating with landlords during the uncharted waters.
Moreover, maintaining open lines of communication with our franchisees and customers alike to manage their expectations and reassure them of continued service. Implementing stringent health and safety measures to protect both employees and customers helped in gradually restoring business operations. The crisis called for a strategic pivot, emphasising flexibility, digital transformation, and community engagement to navigate through the challenging times effectively.
What is your best achievement?
I don’t have a single standout achievement that comes to mind; rather, I value all the milestones throughout my business journey. This includes empowering small businesses to reach their goals, fostering a sense of community among our network partners, and focusing on collective success. This approach emphasizes the importance of shared progress and the cumulative impact of smaller accomplishments in building a sustainable and supportive business environment.
How does your business day start?
I’m naturally a workaholic, my day begins by showing appreciation to my family unit, my wife and daughter. The support and stability of my family unit is crucial for my ability to maintain a healthy work-life balance. When I arrive at the HO, my day always starts with a coffee, followed by a moment to jot down any new ideas or thoughts that came to me overnight. I then devote time to assist any team members who need help overcoming challenges big or small. Then I start my day focusing on my own tasks and challenges I need to combat.
What was your best moment throughout your franchise career?
It’s difficult to pinpoint a single best moment in my franchise career, as each new store opening brings its own sense of achievement. Although there is something thrilling when launching a new franchise across international waters. Seeing a completely new market enjoying our vision, dream and chocolate is consistently exhilarating. We take immense joy in the success of our franchisees, whom we view as essential partners in our growth. Their happiness and success reflect the strength and positive impact of our franchise network.
Where do you see your brand in the next 5 years?
In the next five years, I see our brand significantly expanding its reach, with international growth taking the forefront of our expansion efforts. Although the Australian market is where we started and it’s just beginning to unfold potential, our strategic focus will be on establishing and growing our presence in overseas markets while continuing to concur other states of Australia. This involves exploring new territories where our brand can resonate well with local tastes and preferences, adapting our business model to suit different cultural landscapes, and building a robust international franchise network. By doing so, we aim to not only diversify our market base but also to enhance the global footprint of our brand, leveraging the success and lessons learned from our initial phases in Australia.
Any tips you want to impart to our readers who want to be in the franchise industry?
Do thorough research, Understand the market and the specific franchise you’re interested in. Look at the franchise’s growth potential, market demand, and competition. Our team openly encourages our potential franchisees to go and speak with other franchisors in our sector, understand who you are planning to partner with, learn from each of them, then make your decision.
- Understand the Financial Requirements: Be clear about the initial investment required and ongoing fees. It’s crucial to assess your own financial capability to support the business until it becomes profitable.
- Evaluate Training and Support: Choose a franchise that offers comprehensive training and support. This can include help with marketing, staff training, and operational assistance, which are invaluable for a new franchisee.
- Speak with Existing Franchisees: Talking to current franchisees can provide insider insights into the day-to-day operations and realities of running the franchise. This can help set realistic expectations and perhaps alert you to any potential challenges.
- Be Prepared for Hard Work: Running a franchise can be demanding. While you have the support of the franchisor, success often depends on the effort and time you are willing to invest. Franchising isn’t a golden ticket to success it takes blood, sweat and tears in any sector.
Entering the franchise industry with a well-rounded understanding and realistic expectations can significantly increase your chances of success.
To know more about Oliver Brown, visit https://worldfranchisecentre.com/franchise/oliver-brown-belgian-chocolate-cafe/
