Subject: GREENFIELDS franchise
Dear Ms Marsh
I am writing to you after having seen your advertisement in Børsen, where you are looking for
GREENFIELDS franchisees.
Our company operates a number of restaurants, 24 in all, throughout Denmark. These are located
in Copenhagen, Aarhus, Odense and Aalborg, and 20 other major towns. The company was
founded by myself, the present CEO, in 1996, at a time when I predicted major changes in
Danish eating habits, not least because the younger generation had begun to travel more widely
throughout the world. Since 1996 we have opened 1-2 new restaurants each year and plan to
expand further during the next five years. Should we enter into a business relationship with your
company, it is our plan to sell GREENFIELDS products in all our restaurants in the long term.
Our restaurants are a combination of salad bars and American-style pizza eateries. In my view,
your products would be an excellent complement to our own menus. Our intention would be to
serve your ice-cream from a separate counter in a corner of our restaurants along the lines of the
“shop-in-shop” concept. I would therefore be grateful if you could send a proposal for the design
of such an area.
With regard to a possible franchise agreement, I should like to know if the franchise fee is an
upfront one-off payment and how large a percentage of turnover a continuing royalty fee
amounts to.
Before we go further with the matter, we should also like you to send sales material on your
various products, so that we can see how these present themselves, together with illustrations of
interior design options.
We look forward to hearing from you and can naturally supply references, if required.
Best regards
Subject: GREENFIELDS ice-cream franchise
Dear Ms Marsh
Thank you very much for the material you sent to us on your ice-cream franchise. We were very
impressed by it/we found it very impressive. If the products taste as good as they appear in
print/on paper, there is no doubt that they will be a major sales success in Denmark.
I have now had the opportunity to read/peruse your franchise terms and I find them very
reasonable. As a result I am very interested in initiating negotiations with you regarding an
agreement on the rights to sell your ice-cream from my restaurants. Initially, I had envisaged
only selling ice-cream in around a quarter of my restaurants in order to gain experience. If things
go as expected, i.e. it is a success from the beginning, the other restaurants will also be selling
GREENFIELDS ice-cream from the beginning of next year.
I do, however, have a couple of queries regarding your products. You write in your brochure that
they are made from choice raw materials/ingredients, but in the information sent to me I cannot
find any description of the content of the products, i.e. an actual nutritional information label. It
is extremely important that we know what the products contain in the way of additives, fats etc.
both with regard to the consumers and the very strict Danish legislation. I would be grateful if
you could send me this information and would also like to know whether you also manufacture
specifically low-fat products.
I have attached a completed application form for a GREENFIELDS franchise agreement together
with the requested references from my bank and two suppliers and look very much forward to
hearing from you again.
Best regards