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Franchise Information Pack
Welcome.
Thank you for downloading our franchise
information pack, and considering the
Wokinabox brand.
Wokinabox is synonymous with great-tasting
Asian cuisine and is built upon a simple model:
fresh food made with the highest quality
ingredients by our skilled chefs. We offer
various dining options – from fast casual instore dining, to the takeaway convenience of
our iconic packaging and online ordering. Our
customers enjoy our popular well-established
menu, as well as our constantly evolving ranges
that explore Asian food cultures including Thai,
Malay, Indonesian, Chinese and Japanese.
Wokinabox is an expanding, versatile, and
highly regarded brand.
Joining our team, and building your business
on our strong foundation makes sense.
As a Wokinabox franchisee, you’ll enjoy the
support of a team dedicated to your success,
as well as access to extensive training and
marketing resources. You’ll be part of a
community with a passion for fresh Asian
cuisine, dedicated to providing high quality
customer service.
Alan Pan
Thank you for considering the
Wokinabox
success
story.
The
Wokinabox group is a strong and
united team of franchisees who share
a vision to consistently deliver great
tasting Asian food with outstanding
service Australia wide.
I proudly lead a team of professionals
in the Wokinabox National Support
Office who work tirelessly to contribute
to the success of each franchisee
through
expertise
in
strategic
management, operations, marketing,
finance and administration. My main
focus is to provide franchisees with a
successful business model and support
to be both profitable and sustainable.
In the coming years we aim to grow the
Wokinabox group to over 100 stores
Australia wide, serving millions of
customers every week. To achieve this
growth, we will build the Wokinabox
brand and grow our customer base
with a quality product, backed up by
a comprehensive marketing strategy.
Managing Director
Wokinabox is not only committed
to business growth, but also to the
environment and communities we
operate in. We aim to be at the
forefront of sustainability in the
food industry, purchasing from
high quality local suppliers, using
water saving equipment and energy
efficient lighting, operating innovative
waste management systems, and
encouraging recycling.
Wokinabox has always been, and
will always be, about quality Asian
food that is fresh, tasty and cooked
personally for each customer using
traditional methods and a traditional
approach. Joining the Wokinabox
group may just be the best decision
you’ll ever make!
Alan Pan
Managing Director
About Us.
In 2002, we opened our first
Wokinabox restaurant in Norwood,
South Australia. The response to
our concept of providing fresh,
quality Asian cuisine in a convenient
and ultra-friendly customer service
environment was overwhelmingly
positive. Customers loved seeing
their meal cooked to order by trained
chefs using real, fresh ingredients.
This winning formula has spread our
restaurants across Australia.
We now have more than thirty stores
open, and the future is bright as
people continue to respond to our
combination of restaurant quality
Asian cuisine with takeaway or
casual dine-in convenience. With
thousands of people coming through
our restaurants every day, it is the
trust in the quality and freshness of
our product that keeps them coming
back.
We call that quality “Asia Fresh”,
and we believe it is what separates
Wokinabox from competitors in the
Asian and broader fast food markets.
“Asia Fresh” exists in everything we
do – from the strategies and tactics
implemented by the National Support
Office, to the service, presentation
and food in every Wokinabox store.
Kai Wang
How did you find Wokinabox? In 2009 I had just graduated from
uni. It was then that I found an
opportunity at Wokinabox. I was
trained in every aspect of operating
and managing the store – now,
four years later, I run a successful
franchise myself.
What is the most rewarding part of
your job?
To be honest, it’s the great
financial return.
What’s the biggest lesson you’ve
learnt?
If you truly have your heart set on
something, you can manage it.
What are the benefits of working in
a franchise system?
The training and support. When
I started, I barely knew anything
Franchisee of the Year
about starting and running a
business. The franchise system gave
me access to that knowledge and
expertise.
What do you think makes
Wokinabox different to other
franchises?
What I appreciate the most is
the personal connection and
communication between franchisee
and franchisor.
What’s been your biggest
achievement?
For three years, I’ve grown my
business by about 10 percent
annually - in 2012, we were the
number one store in South Australia.
Favourite Wokinabox dish and why?
The hot and spicy noodles. The rich
flavour and spicy heat are what I
really look for in a dish.
Ricky Shu
What’s your Wokinabox story? Our Restaurants.
Wokinabox’s fresh approach to
Asian food is reflected in our store
designs, which incorporate bright
colours and modern décor with
clean, open plan kitchens. The
ability for customers to see their
meal being cooked to order by
trained chefs using fresh ingredients
is vital to the Wokinabox experience.
The Wokinabox business concept
is adaptable enough to thrive in a
range of locations, such as retail
strips, shopping malls, food courts,
convenience
centres,
suburban
shopping centres, and CBD outlets.
There really is no limit to the
possibilities!
The National Support Office will assist
you in finding the right site for your
needs based on budget, proximity
to home and business potential. A
thorough process of due diligence and
experience ensures we can advise you
on selecting the best possible sites for
your long term success.
A list of currently available
opportunities can be found on our
website – but, of course, if you have
your own location in mind, we’d be
happy to research it with you.
I joined the Wokinabox group as
a chef, while studying Business
Management at UniSA. Working in
the store while studying business
helped me realise how financially
rewarding the Wokinabox setup
could be - with low setup costs, and
a strong brand future.
Because of my commitment to the
brand and my experience, I was
given the opportunity to take over
the Norwood franchise in which
I worked. Now, I have opened a
second franchise of my own.
What are the benefits of working in
a franchise system?
Starting a brand new business is
quite daunting - it requires a huge
amount of initial involvement and
courage to take on the risk. The
biggest benefit of having a franchise
store is that it provides you with an
Multi-store Franchisee, SA
approved system. All you need to do
is to run your business, and leave
all other critical tasks - such as new
product development, marketing,
and IT support - in the hands of a
professional support team in head
office. Opening a new franchise
makes this benefit obvious - we saved
loads of time in setting up and initial
promotion comparing to others in the
neighbourhood.
What’s been your biggest
achievement?
My mindset has changed dramatically
- it is a life impact! Franchising is a
long jouney - first in growing yourself,
and then in nurturing your people. You
face challenges every day, and the way
you deal with them determines how
successful you become. When you look
back, you realise just how rewarding
the whole experience has been. Every
working day, I know that I have made
the right decision.
Our Brand.
You and Us.
vary, of course, depending on the
message and market a promotion
appeals to.
Wokinabox franchisees come from
a range of backgrounds with diverse
knowledge and experience.
We plan a range of major and
minor promotions each year, often
around new products, cuisines, or
deals – not only to drive interest
and purchases, but also to build the
Wokinabox brand, reinforcing its
distinct strengths and characteristics.
Of course, a brand finds its true
strength in repeat customers. To
that end, we maintain an active
social media presence, encouraging
customer feedback and sharing
of the brand. Our loyalty club,
featuring Wok Wallet, rewards repeat
customers in interactive, exciting
ways – as does our smartphone app.
We often back our major promotions
with advertising, primarily using
TV, radio, direct mail, signage and
in-store materials. Media choices
A consistent, professional, and
current marketing effort works to
bring customers to Wokinabox and
keep them coming back.
Previous experience with food and
hospitality isn’t vital – we provide
extensive training on the nuts
and bolts of running a wokinabox
restaurant. More important are a
few basic attributes. You should be
people-oriented – able to constantly
communicate in a friendly way with
employees and customers. You
should be positive and enthusiastic,
while working hard. You should
have strong leadership skills and
a dedication to exceeding the
expectations of your customers. You
The National Support Office develops
multiple promotions each year to get
Wokinabox ‘on the radar’ of people,
enticing them to choose Wokinabox
for their next meal.
should be passionate about good
food and hospitality.
We offer you a highly developed
franchise system with operational
manuals, policies, procedures and
training, to guide and support you
in the day-to-day running of your
business. A team of dedicated
National Support Office staff across
several regions offer franchisees
support in all aspects of their business.
From the initial stages of site selection
and fit-out, to training staff and setting
up the store for open, followed by
regular, ongoing support for the full
term of a franchisee’s affiliation with
the Wokinabox group.
Frequently asked
questions.
What is the application process?
After completing and returning the
application form and confidentiality
agreement, a Wokinabox Regional
Manager will meet with you to
discuss your level of competency
and suitability in becoming a
wokinabox franchisee. If there is
a mutual interest we would then
ask for a fully refundable $1000
franchise holding deposit.
Once we receive your holding deposit,
your application will be fully assessed.
Should your application be accepted,
we would then send you a disclosure
document, financial reports, a draft
franchise agreement and a franchising
code of conduct for your consideration.
If at this point you decide not to
proceed, we would refund your
holding deposit within 28 days of the
documents being returned. Should you
accept, a series of final processes will
secure your Wokinabox franchise.
What is Wokinabox looking for in a
potential franchisee?
We are looking for individuals who
are highly motivated and add to the
strength of our brand. Experience in
the food industry is desired but not
essential, as we provide thorough
training. It would also be preferable
to have an understanding of running
your own business, with an ability
to prepare a cash flow forecast and
business plan.
You would need to be a fan of our
menu and passionate about our food
culture. You must be prepared to work
hard to achieve both your own and
Wokinabox’s goals. It is essential that
our franchisees are customer focused
and can lead their staff effectively.
Do I have to work in store?
Yes. Wokinabox is an owner/operator
franchise system. A balance of store
operation, administration and lifestyle
is the key to success when operating a
Wokinabox franchise store. Compared
to other franchises, this balance is
easier to achieve – most Wokinabox
stores open after 11am, with minimal
preparation required.
How much does it cost to own a
franchise?
Upfront, you’ll need $50,000 in
liquid assets. Set up costs range
from $150,000 to $250,000 plus
GST, depending on location, size
and style.
What if I don’t want to open a brand
new Wokinabox store?
We have both new and existing
opportunities
available.
Please
fill in the application form and a
Wokinabox Regional Manager will
contact you.
What training is provided to new
franchisees?
We provide an extensive training
program in areas such as business
management,
product
and
presentation, local area promotion,
inventory management and stock
control, food hygeine and safety,
labour management, and financial
goal setting. We provide 4-6 weeks
of internal and external training,
with a Wokinabox Regional Manager
closely reviewing your practical skills
and providing extensive assistance.
What ongoing support is there for
franchisees?
We offer group support, buying
power and continual open and
honest communication. We also offer
strong promotional support to all
franchisees to ensure you can build
on national promotions and ensure
your store is ‘on the radar’ of people
in your local area. This includes, but is
not limited to, product, promotional,
and operational guidance. However,
before entering into a Wokinabox
franchise, it is important you
understand your obligations, and
what’s involved in being part of a
franchise group.
Are there any ongoing fees and
royalties?
Yes. Wokinabox charge a royalty and
a marketing levy. Both are taken as
a percentage of the net revenue of
your store. The royalty is 8% of the
franchisee’s net weekly revenue, and
the marketing levy is 3% of net weekly
revenue. These fees are automatically
deducted on a weekly basis.
What advertising is there?
The 3% marketing levy is used to fund
promotional activities nationally. If you
want to do additional local promotion,
that is perfectly okay (in fact, it’s great),
provided the National Support Office
provides support and approval.
Does Wokinabox offer finance?
No, we do not offer direct or indirect
financing. We do not guarantee
loans, leases, or other financial
obligations for franchisees. However,
we can refer you to trusted preferred
providers, who can help you with
your financing needs.
How much could I earn?
Profitability depends on many
factors, including operating and
occupancy costs, financing terms,
and, most importantly, your ability to
operate the business effectively and
efficiently. In general, the owners
that follow the process and strive
to provide their customers with an
exceptional experience find that
their income meets or exceeds their
expectations. We provide ongoing
support, but it is always up to you
to maximise the best possible return
from your business.
We cannot provide a guarantee of
income, but will discuss indicative
returns as part of the recruitment
process. If you do find yourself
looking earnestly for an earnings
guarantee, we would politely suggest
that you do further research into the
viability and suitability of investing in
a franchise.
Can I call and speak to current
franchisees?
We encourage you to contact
any franchisee that is part of the
Wokinabox group. We are required
to give you the names and contact
numbers of every franchisee so that
you can do proper due diligence.
Who are our competitors?
Wokinabox
faces
competition
from three broad groups: similar
Asian chains, independent Asian
takeaways, and the large fast
food chains. Understanding the
competition in your area of interest
is obviously an important part of
starting your franchise.
Does Wokinabox assist
selection of my site?
in
the
Yes! Wokinabox will assist you in
finding the perfect location for your
store. We use our knowledge and
experience to advise you on what
we believe will make a successful
wokinabox store – we can even help
you to negotiate your lease. In the
end, however, the final decision will
be yours.
I’m interested in joining the
Wokinabox group. What do I do
now?
Just fill in the application form on
our website, and one of our Regional
Managers will be in touch with you
to discuss your application.
Wokinabox National Support Office
Suite 4A, 60 West Terrace
Adelaide, SA 5000
Email: admin@wokinabox.com.au
Phone: 1300 859 989
www.wokinabox.com.au