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Description: The time may be ripe for you to look closely at becoming a business owner and part of the FRESH family. Your success as a franchisee is our #1 priority. Opportunities: Franchise and master franchise opportunities available in the US and worldwide in many countries. Business Type: Franchise. Minimum Cash Required: $100,000. Training Provided: Yes.


FRESH - Healthy Café Video

FRESH - Healthy Café Video

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Interview with Jeff Parker: Founder and CEO of FRESH - Healthy Café

Jeff Parker

FRESH - Healthy Café is a global leader in the rapidly growing quickserve health food market. FRESH is tired of today's fast food culture, and the company aims to make a change by constantly searching the world for the healthiest ingredients for all of its menu items and by providing its products in eco-friendly containers. FRESH is a franchise opportunity for those with a strong passion for owning their own business and making a difference in the world.

After owning 73 video stores across Canada for 10 years, FRESH - Healthy Café founder and CEO Jeff Parker felt he had a solid understanding of how to run a business, leading him to start FRESH - Healthy Café in 2005. In this Success Story Interview, Jeff tells us about FRESH's eco-friendly niche in the healthy food industry, how to avoid common franchisee mistakes, and FRESH's organic expansion.

Can you tell us a little about the history of FRESH – Healthy Café and the part you play in the franchise?

I have always been interested in the effects of foods on our health. After owning 73 videos stores across Canada for 10 years, I had a solid understanding of business and wanted to put that knowledge and experience into a healthy quick-serve restaurant concept. FRESH was born in 2005 and we now have restaurants throughout North America and world-wide. My role as the founder and CEO is to oversee all aspects of the business and to ensure all of our franchise partners are operating at 100%. I have an incredible head office staff and our franchise partners are a very special group of people. I have always preached that FRESH is a very special brand and we absolutely think of this on a daily basis and in everything we do.

Why should prospective franchisees be excited about a FRESH franchise?

We have an incredible niche in the quick-serve food industry. 95% of our competitors are serving brutally unhealthy food and drinks in a very non-eco-friendly environment, with incredible amounts of unhealthy waste. FRESH has done the exact opposite. We pride ourselves in serving only the highest quality, naturally healthy food and drinks in eco-friendly packaging. We like to say our food and drinks are as good for the body as they are for our planet. This niche gives our franchisees the opportunity to service the rapidly growing healthy consumer with very little competition at all. Of course, in order to properly service this massive and growing audience, we have incredibly tight systems and operations to ensure our franchisees have all of the tools they need to maximize their revenues and build a very special brand within their market.

FRESH - Healthy Cafe

Describe the need that FRESH fills in communities.

Finally, people have a healthy option for them and their families. It feels great to know we are filling a massive void for healthy food options. We love to get involved in local school and sports programs. Our kids need to have healthy options and more brands with integrity. It's really awful to see what many other food chains are selling to our kids.

What does the training look like for a FRESH franchisee?

We have an excellent training program which is obviously essential for a successful FRESH. Our first phase is training at an existing FRESH and then twenty-one days training on site in the franchisees location. In addition, we have a fully interactive website with many training tools and videos.

How would you describe the healthy food industry right now?

BOOMING!!!! This is not a trend. This is a long overdue shift in what we eat and how we live. The future of healthy eating and healthy eateries is extremely exciting.

What are some trends to keep an eye out for within your industry segment?

Our new ad campaign is "Naturally FRESH" which promotes natural, healthy whole foods and drinks. Basically no additives and preservatives and just great tasting and incredibly healthy foods which give you loads of energy and a general sense of well-being. FRESH is always at the forefront of new health foods and drinks and we feature a new product every 6 to 8 weeks.

FRESH - Healthy Cafe

What is FRESH doing to set itself apart from the competition?

Everything. Some of our competitors have some great menu offerings, most don't. I have always wanted FRESH to have its own identity rather than follow the pack. Our smoothies are 100% pure whereas many on the market are just rubbish field with artificial ingredients. Ours are 100% pure and our food is the same; top quality and only healthy and natural ingredients.

What are the most important traits FRESH looks for in prospective franchisees?

Passion for being a business owner and their own boss is the most important. You also need to have strong people skills of course. Many, if not all of our franchisees, also have a passion for a healthy lifestyle for themselves and their families and want to bring FRESH to their market for the many people like themselves who are turning towards a healthier lifestyle.

How long does the start-up process typically take?

Site selection takes one to two months and four months to build-out the location and open for business.

What's the biggest mistake you see from your incoming franchisees? How can it be avoided?

Not willing to do what it takes to build a special business in their market. This takes people with passion, integrity and a strong work ethic. If you want to own a special business, you have to be a special person with a very positive outlook. Its up to us to say yes or no to potential franchisees. Most franchises will award a franchise to anyone with money but we are only partnering with the right people. Again, this goes back to FRESH being a very special brand and it's all about having the right people in the FRESH family.

FRESH - Healthy Cafe

What advice would you give first time franchisees?

You get out of everything in life exactly what you put in. This is the same when owning a business. We train our franchisees to be a leader and hopefully be able to walk through walls. To be a successful business owner and your own boss in charge of your own future is incredibly rewarding.

What's next for FRESH – Healthy Café in terms of expansion?

Currently we have seven new FRESH locations under construction and more slated to begin construction very soon. We are expanding organically with the right franchise partners in the right markets.

Is there anything else you would like to add?

I feel blessed to be surrounded by a great head office team and incredible franchise partners world-wide. I don't know of any other companies that have such a great group of people. Partner our people with our great concept and FRESH is truly a special brand with a very healthy future.


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