Following the creation of new franchise opportunities in the North East, Wiltshire Farm Foods is poised for further expansion, reveals Rachel Spaul
Backed by the apetito group, Europe's largest specialist supplier of food for the elderly, Wiltshire Farm Foods has become the UK's premier home meals delivery service franchise.
Its 55 franchisees are lifelines for more than 100,000 customers, who rely on their regular deliveries of nutritious ready meals. With demand increasing yearly, Director Ben Haynes reports: 'The concept of ready meals is becoming more appealing to the elderly. The future for Wiltshire Farm Foods is exciting. The home delivery industry is expanding and our business is growing with it, we're also supporting the expansion of our business with a television campaign and press support.'
Due to retirement and restructuring, new opportunities are available in North East England and the Scottish Borders. Requiring capital or liquid assets of at least £50,000-£100,000, a Wiltshire Farm Foods franchise can generate substantial financial and personal rewards.
Redhill franchisee Susie Cole has three vans making 12 rounds and anticipates turning over £600,000 at the end of year two. 'This is a business that I am very passionate about,' Susie exclaims. 'I lost my mother nine months before becoming a franchisee and have gone through the process of looking after her at home and then finding a nursing home. We are helping elderly people stay in their own homes and giving back to the community.'
Susie believes the secret to her success is in delivering an exceptional, personal service. 'People like the ethos of the operation and the fact that it is a small family business,' she explains. 'Most new business comes through recommendations from satisfied customers. We have customers in their 60s, right up into their 100s.' To operate a Wiltshire Farm Foods franchise you will need the managerial and personal skills required to run a business serving customers who are dependent on receiving a regular and reliable service. You must also possess the enthusiasm to drive the business to new levels of service and sales turnover.
'A nationwide network of Wiltshire Farm Foods franchisees and significant national marketing spend will provide you with national recognition and credibility to support your local Wiltshire Farm Foods business,' adds Ben. 'In addition, we provide a comprehensive support package including an operations manual, access to our Business Support Centre, freephone number, and access to specialist knowledge via apetito, to ensure your franchised business fulfils its full potential.'
Susie's business took off in its first week and she hasn't looked back: 'I'm extremely pleased with the business growth, it has been better than I could have dreamed of and the fact that my customers are so grateful is a personal reward in itself.'
No. of franchisees: 55
Purchase cost: £50,000-£100,000
Franchisee profile: Franchisees need both man management and entrepreneurial skills to develop the business to new levels of service and sales turnover and capital or liquid assets of at least £50k - £100k.
Year established: 1992
Year franchised: 1992
Priority recruitment territories: North East England and the Scottish borders