JIMMY’S KILLER FISH AND CHIPS FRANCHISOR INTERVIEW

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SA Franchise Brands welcomes Aneez Amod, Franchisor of Jimmy’s Killer Fish and Chips.

What has been paramount to Jimmy’s Killer Fish and Chips’ success?

  • Jimmy’s is a household name and has been going for25 years.
  • Jimmy’s has a business model that works.
  • Jimmy’s provides an excellent business opportunity with reasonable set up costs and a reasonable return on investment.
  • Reasonable joining franchisee fees.
  • Jimmy’s is a FASA member and hence, peace of mind for the franchisee.
  • Maintaining a simple and affordable menu which appeals to all sectors of the population and income groups.
  • Jimmy’s business model works with an operator/franchisee who plays his part in the franchise.

What challenges do you face at present?

  • Getting prime sites at reasonable rentals.
  • Difficulty of getting financial assistance for first time business owners and investors.
  • Suppliers and contractors becoming expensive and consequently increasing the set up costs. Constant negotiations are undertaken to keep cost down with regards to procurement and supply chain management.
  • Fierce competition in the market and it is becoming difficult to maintain a leading edge over out nearest competitors.

With a network of more than 50 franchises nationwide, how has your franchise model worked in favour of the group?

  • Jimmy’s has a good franchisee and site selection criteria to ensure success of the Jimmy’s brand.
  • Jimmy’s has all the tools, policies and procedures to assist the franchisees with their investment.
  • Jimmy’s has a proven track record and is a major role player in the industry.
  • No hierarchy with a flat structure for the easy access to all franchisees for support and assistance.

What are some of the attributes required from franchisees?

  • Franchise compliance and adherence
  • Resilient – be able to bounce back during tough economic times.
  • Hard worker with dedication and passion for success.
  • Preferably an owner operator.
  • Some business acumen and management skills.
  • Have people skills and be able to work with customers and staff members.
  • Good leadership skills.
  • Be a problem solver and not crack very easily.
  • Methodical and logical person who can also think out of the box for brand development and the success of the business.
  • Good administrator.

How would you describe the overall relationship between the group and its franchisees?

  • Very interactive.
  • Very co-operative.
  • Very cordial and more of a family than merely a number.
  • Non-corporate, no hierarchy and flat structure for immediate decisions.
  • Always seek assistance when needed.
  • Always assisting to grow the brand, developing menus, keeping abreast with the latest products and new technologies, etc.
  • Honest and open with all business dealings, full disclosure in all matters.

What kind of training and support can franchisees expect?

  • Training on all aspects of the business.
  • Financial – food cost/cost of sales.
  • Income and expenditure.
  • Cash flows.
  • Stock and cash controls.
  • Operational training – menus, cooking techniques, equipment usage, recipes, etc.
  • Staff and management training.
  • Customer service training.
  • POS training.
  • Local store marketing and advertising.
  • Budgeting and planning.
  • Benchmarking.
  • Hygiene and cleanliness
  • Statutory requirements.

Which factors are paramount for sustained future growth within the group with specific reference to its present and future franchisees?

  • Jimmy’s practice the standards of CSQV – cleanliness, service, quality and value to all customers in the QSR (Quick service Retail) environment. This is fundamental to the Jimmy’s brand in order to grow the customer base and consequently grow the brand.
  • Jimmy’s is a modern, trendy and pro-active brand and adapts rapidly to the ever changing market conditions.
  • Maintaining the low monthly royalties which is based on a low fixed percentage of monthly turnovers achieved.
  • Maintaining lower input costs and exercising tough negotiations with suppliers.
  • Accurate cost of sales and food cost calculations to achieve and maintain the desired gross profits and net operating profits.
  • Jimmy’s has proven to be a very resilient brand over the years.

Where to from here and into the future?

  • Expansion strategy in place.
  • Store growth – liaising with existing landlords and new developments
  • Ongoing research and development
  • To be in convenient locations, providing excellent quality and generous portions with excellent service, affordable and value for money meals, accommodate customer’s needs, keeping families and customers happy and providing a meeting place for customers for various occasions.
  • Jimmy’s success story – sustainable growth, growth for all, creating opportunities and employment.

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