Inside Franchise Business - - Contents -

From air force ac­tion to the cof­fee scene.

Just back from his fourth de­ploy­ment to the Mid­dle East for the RAAF, Scott Pen­rose has been cheer­ing on wife Nicole as she launches a new chap­ter in their lives. The cou­ple have signed up to a Zar­raffa’s Cof­fee fran­chise.

It is a change of pace for Scott, who has served a com­bined 17 years with the air force as both a full-timer and a re­servist.

“We’ve been a part of the I pswich [Queens­land] com­mu­nity for 15 years and are ready for some­thing new in our ca­reers, and to build a busi­ness that suits our fam­ily,” he says.

“Nicole has done the heavy lift­ing of late, with loads of phone calls and emails flying back and for­ward across the globe, but since my re­turn in April we have been very much a hus­band-and­wife team, deal­ing with the de­mands of run­ning a busy Zar­raffa’s drive-through store.”

Scott says the de­ci­sion took three years to reach fruition. “Zar­raffa’s is very thor­ough in its se­lec­tion process for fran­chisees, and this meant we re­ally had to reach a full un­der­stand­ing of what it takes to own and run one of their drive-through stores, and that pro­tects ev­ery­one in the long run.”

The new store is in an in­dus­trial area of west Ip­swich. “Hav­ing spent a lot of time in the area we have seen it change and grow, and could see an op­por­tu­nity to ex­pand the re­tail of­fer­ing and con­ve­nience for lo­cals,” says Scott.

“With the store open­ing at 5am, we are also able to cater to trades­peo­ple or early ris­ers on their way to work with­out them even hav­ing to get out of their c ar.”

Scott Pen­rose has shelved ac­tion with the air force to take up the

chal­lenge of run­ning a cof­fee-shop fran­chise with wife Nicole.


How will you jug­gle fam­ily de­mands with run­ning a busi­ness?

We have the abil­ity to ros­ter our­selves on for times suit­able to fam­ily life, and have a very sup­port­ive im­me­di­ate fam­ily to help when needed.

What are your am­bi­tions for the busi­ness?

To grow a loyal cus­tomer base within the lo­cal com­mu­nity and de­liver the prod­uct

and cus­tomer ser­vice that sets us apart in our in­dus­try. We would like to ex­pand our hold­ings by be­com­ing multi-fran­chisees within the com­pany.

Why did you pick the Zar­raffa’s brand?

We liked the prod­uct and con­ve­nience for the cus­tomer, es­pe­cially with the driv­ethrough store, and there is an ex­cel­lent sup­port struc­ture in place for first-time fran­chisees.

Are you back in the coun­try for good now, Scott?

Yes, I am back to learn the busi­ness in­side and out and to work closely along­side Nicole to grow and pro­mote the brand in our lo­cal area. If the op­por­tu­nity to de­ploy again was asked of me, I would have an­other se­ri­ous con­ver­sa­tion with Nicole and more than likely an­swer the call in some ca­pac­ity.

What will your in­volve­ment be in the busi­ness over the next year or two?

I will be in­volved in the busi­ness full time along­side Nicole. We be­lieve it is im­por­tant for our cus­tomer base to see and know their fran­chisees. Mov­ing for­ward, I would like to grow our team and ex­pand into multi stores within the Zar­raffa’s com­pany.

What skills or ex­pe­ri­ence do you bring to run­ning the cof­fee shop?

Seven­teen years in the de­fence force, both per­ma­nent and re­serve, has in­stilled dis­ci­pline, pro­fes­sion­al­ism, punc­tu­al­ity and lead­er­ship on all lev­els. Be­ing posted into train­ing en­vi­ron­ments has pro­vided me with the skills re­quired to train,

in­struct and man­age staff.

Nicole, how did you come to the de­ci­sion to buy a fran­chise?

The de­ci­sion was reached af­ter a lot of re­search on brands and prod­ucts in the mar­ket. Zar­raffa’s was our clear choice be­cause of the growth po­ten­tial, the brand it­self and vi­a­bil­ity for the fu­ture.

What were the chal­lenges of sign­ing up to a fran­chise and set­ting up while Scott was away?

The chal­lenges in­volved the con­stant de­mands of hav­ing to make all the de­ci­sions in­volved with all as­pects of set­ting up the busi­ness, staffing the store and train­ing new staff. It was also a chal­lenge hav­ing to rely on fam­ily to help out with my two girls and no longer be­ing the par­ent who was al­ways around for school drop-off, ten­nis lessons and week­ends. Also not hav­ing Scott to run things past on a day-to-day ba­sis when big de­ci­sions had to be made was re­ally hard.

How hard will it be to ad­just to hav­ing Scott in­volved in the busi­ness now?

It won’t be dif­fi­cult but more of a re­lief that we can now share the work­load and fam­i­lylife bal­ance and be­gin to build our busi­ness to­gether.

What have you learned in the first few weeks of run­ning this busi­ness?

That you should def­i­nitely start a new busi­ness with your hus­band in the coun­try. That time man­age­ment is cru­cial, and I know that I am a lot stronger and re­silient than I ever gave my­self credit for.

Seven­teen years in the de­fence force, both per­ma­nent and re­serve, has in­stilled dis­ci­pline, pro­fes­sion­al­ism, punc­tu­al­ity and lead­er­ship on all lev­els.

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