There are 4 basic steps you should do before you select our franchise.
Step 1: Research on our franchise
Step 2: Submit your application form
Step 3: Discover if you're suitable through an interview
Step 4: Join our winning team
The first hurdle many franchise owners face is not knowing what franchise they have a passion for and not choosing what market sector they enjoy working with.
Hence, our number one suggestion for all future franchise owners is to research on the franchise market in your desired area and look at all the options available to you. A tip for those interested in DessertStory’s franchise is to obtain and thoroughly read our preliminary information on our franchise.
Our Prospectus is available online for viewing or you can request for a hard copy to be mailed directly to you.
Visit us during our regular events which we hold for our customers and get a taste of what it is like to be in the family. Opportunities to meet our bosses are also readily available at such events. Find out more about franchising at the yearly franchising & Licensing Asia 2009 at the Suntec Singapore International Convention & Exhibition Centre.
After researching on our franchise, proceed to complete the application form. With this information provided to us, we can better access who would be able to better fit into our company.
If selected, we will provide you with further detailed information needed to understand more about our company and the things we do. You will also be given additional contact information and a selected date for our interviewing process will be arranged.
There are 3 ways to go about doing this:
This is by far the fastest way and the most hassle free as it is received immediately after you click the submit button. Be sure to fill up your email address carefully as we would contact you through your personal email.
Fax it to us.
Alternatively, you can print out the form, fill in the necessary details and fax it to us at (65) 6259 0602. Our staff will receive it and drop you a confirmation Sms to your mobile phone once received. We will get back to you within 3 working days upon receiving your application.
Mail it to us
The last way is to print out the form, fill up your details and mail it to our main office. Attention your application to HR director at: Anytime Food Pte Ltd, 123 BUKIT MERAH LANE 1 #03-90, Singapore 150123
There is no obligation to continue with the deal once you have submitted your application. This will just help us to better select our potential owners which would help fit in to our community. But do indicate to us that you have a keen interest in our franchise offerings so that we can give you a preferred status when selecting through our lists.
This process will also help you to understand yourself better. Before you buy a franchise, you would need to ask yourself – “Do I have what it takes to be a DessertStory entrepreneur?”
While DessertStory does have an excellent franchising system with minimal investments and simple operations, you would definitely need to see if you can still fit in with your present resources.
As we take all our franchise owners seriously, we want to ensure that you are able to adapt to our DessertStory culture and have an opportunity to get to know us better. This interview will aid us to streamline the number of franchise owners to only the most suitable ones who has the potential to excel and succeed in the situations placed in.
You are also advised to discuss financial issues with your accountant and/or a bank manager before you meet us.
Finally, you are required to develop a simple Business Plan. We will give you our Business Plan template to guide you in preparing it. We need to know more about you and how you plan to operate your DessertStory outlet. How do you plan to manage it? How are you going to finance the business? What kind of local store marketing are you planning? What are your goals as a franchisee?
You are most welcome to talk to us to see if we can help fill in the gaps.
On our part, we would like to share with you about our vision and our current development plans for the future. We would also provide necessary franchising offering circulars for your added benefit and answer any potential questions you might have.
Accepted applicants with an approved business plan will be called up and requested to join us for a final briefing. During this briefing, we would pass you a DessertStory start up kit, aid you in selecting your desired location and the proper procedures, plan your franchise training program and discuss any other concerns that you might have.
The first downpayment of your franchise fee would be also due upon signing of the necessary forms including the franchising terms and agreements.
If you have noticed a potential spot, we want to know about it!
Our products are listed in five various segments: Hot Desserts, Cold Desserts, Snow Ice, Hot Pastes and Snacks
We provide a great variety of healthy and nutritious products made from the freshest ingredients. They are newly prepared every day at our food factory. These recipes are carefully crafted from authentic traditional chefs who gained experience over the years to finally produce such mouth-watering desserts.
We plan to expand our range of items to give our discerning and faithful consumers more choices. Our R&D Department will continually engage in improving our products, and come up with new items to suit our customers taste.
Customers make or break a business. At DessertStory, we believe that our customers are our story-makers as without their continual support, we will never have achieved so much as a company. They are truly written into the DNA code of our success.
Our customers are those who wish to eat traditional and high-quality Chinese-styled dessert. As our outlets are located in areas where there is a large concentration of schools, homes, public utilities, recreational areas, entertainment outlets and offices, we attract customers of all age groups and walks of life.
Based on previous surveys, we estimate that out of 150 customers:
20% are below 21 years old
25% are between 21 – 30 years old
20% are between 31-40 years old
35% are above 40 years old
As a family of management and employees, we have taken the following steps to striving together towards our common vision:
We are special because we:
A. Association with a strong brand
You will have the satisfaction of having your business associated with a growing company that is increasingly identified as a brand that reflects excellence in product quality and service, and is sensitive to the changing needs of customers.
B. Full Support to Get Your Franchise Up and Running
Via our Holistic Franchise System, we will provide with all the support you need to get your business up and running.
C. High Return on Investment
Invest with us and reap higher returns than what the market can offer via fixed deposit investments.
You would be suggested approximately to have $100,000 of which, $40,000 will be used for rental payment and $60,000 is for setup costs. This does not include the Upfront Franchise Fees and ongoing Royalties and A&P Fees. This information will only be disclosed to selected Franchisees.
Within 3 years, you should aim to hit $280,000 and that will be at least 180% return on invested capital*. We will be pleased to share with you our store performance when you are shortlisted as our franchisee.
*Returns vary depending on store’s performance and locations.
Through our intensive training, we will equip staff with the proper know-how to operate our DessertStory chain outlets. We will also render on-site assistance and support to help you set up your first outlet and provide you with one of our staff for an initial start up period. In addition, we will also provide you with on-going training and support to ensure that your business remains competitive and successful.
Additionally, we will provide you with the following:
A. Assist With Site Selection
We have extensive F&B experience and are able to advise you with regards to selecting the best sites to operate the Franchise. In Retail F&B Business, the site will either make or break the Business.
B. Guide Store Design and Renovation
We will help with the store design and renovation to ensure brand alignment of the outlets with our corporate vision and mission.
C. Conduct Product Innovation
We will undertake regular product R&D innovation to come up with new products, better ways to make the products and to introduce new overseas inspired products that will suit the taste of our customers.
D. Ensure Freshness of Products
We will provide nothing but the freshest ingredients for our desserts that are specially made and carefully prepared by our speciality chefs. These products are produced by our own factory and are brought to your stores for stocking up each week at very affordable prices.
E. Support in Promotions & Advertising
We will also provide constant support in promotions and advertising for your outlets. We would also advice you on ways to increase your traffic flow via advertisements.
F. Provide Training
We will provide sufficient training for staff once a week for a month to bring them up to speed on the latest products and methods of preparation. The management team for each franchisee will be advised separately and a lesson plan will be crafted to cater to each individual outlet’s needs.
G. Protect Trademarks
We will protect our trademarks and intellectual property (IP) by ensuring that it is covered in the various locations to protect your interests.
We need one of the partners/shareholders (a local party) to be appointed as the Managing Principal of the business. Whilst the Managing Principle can hire competent outlet managers and staff to run the day-to-day business, the Managing Principal is required to undergo the full initial franchise training and to spend a reasonable amount of time to oversee the overall aspects of the business in your territory.
Here are the qualities we look for in our Franchisee owners:
Franchisees must be able to fulfil financial obligations such as:
Upfront Franchise Fees
This will be presented only to selected Franchisee.
A low cost of $60,000 would be needed for setup costs. This includes the costs required for fabrication and utensils and other necessities in the store, excluding franchise fees.
A suggested rental cost of $40,000 for rent advance and deposit.
Ongoing Working Capital
This is to pay for staff costs, purchases of raw materials and other operating expenses. You are expected have at least $70,000 to 100,000 as working capital.
Anytime Food Pte Ltd is a premier F&B company that provides high-quality and authentic home cooked Chinese styled desserts and snacks. We are passionate to share our healthy and tasty oriental desserts to discerning customers anytime, anywhere.
DessertStory is a brand name under Anytime Food Pte Ltd. Under the brand motto of "Life 's Sweet Moments", we seek to be a part of our customers' lives by identifying our products and services with the sweet and memorable moments they enjoy in their lives.
We have slowly evolved over time and successfully expanded to various locations all over Singapore and creating a strong brand presence.
We seek to create an environment of warmth and friendliness so our customers will feel welcomed to eat at our premises, and our employees feel belonged to the company
Vibrancy & Innovation
We seek to create an environment of activity and innovation that will capture the essence of a company that is constantly seeking new ways to retain loyal customers and attract new ones
We seek to be professional as the management and employees of the company, such that we retain a high level of trust in each other, and for our customers to trust our brand
Care for Employees
We seek to care for our employees at all times, respect their rights and welfare, and are determined to see them develop themselves within the company
Our business model facilitates outlets to be started up easily – so long our franchisees are equipped with proper knowledge and expertise – with an efficient support system. We also enjoy a high customer satisfaction with our products, which ensures repeat customers
We have been able to easily expand to various outlets in premium locations within the recent months. They are located in Junction 8 Shopping Mall, The Heeren, Anchorpoint, Tiong Bahru Plaza, Lot One Shoppers’ Mall , and Hougang Mall.
We plan to set up more outlets around Singapore through franchising. We have a goal to set up a total of 20 outlets by 2011.
Our key strategy and business goal is to develop strong franchising capabilities through our Franchise Department and Franchise Management System which must able to adapt to changing markets and requirements fast.
In the long term, we plan to franchise this business into the global market place, beginning with East Asia, and slowly expanding to the Middle East, Europe and North American Continent.
If you are still unsure about what a franchise operation is about, we would advice you to read up on it online. A recommended site is: http://www.franchisegator.com/faq.html#top