Franchise How to Franchise With US
Insomnia voted ‘Retail Franchise of the Year' at the Irish Franchise Association Awards 2019
THE INSOMNIA FRANCHISE OPPORTUNITY
Insomnia has grown from a single location in a Galway bookstore in 1997 to an estate of over 180 coffee shops in Ireland and the UK, across a mix of company owned high street stores and through our Franchise partnership with SPAR, EUROSPAR, MACE, Londis, Maxol, Aramark and individual high street franchise owners.
With over 20 years of experience in the coffee industry. Insomnia has built a strong and complete business infrastructure and offers extensive franchise support. As a 100% Irish owned company, Insomnia is committed to supporting local businesses by working with Irish supplies including Galway-based Solaris Herbal Tea, Keogh’s Crisps and Broderick’s Bars.
We are looking for unique individuals to join Insomnia as we expand even further throughout Ireland. So if you are passionate about coffee and are looking to invest in a business with a proven track record and a unique insight into the industry, we might be a great fit!
THE IDEAL INSOMNIA FRANCHISE OWNER
Opening an Insomnia Coffee Franchise is a great opportunity and it’s hard work! We expect our Franchise Owners to be as enthusiastic, passionate and committed to delivering the Insomnia experience as we are. One of the key advantages of being an Insomnia franchisee is that from the first day of opening you will be in a position to enjoy all the benefits that the recognition of the Insomnia brand can bring. Insomnia are greatly invested in the success of the franchised stores and we are continuing to develop the brand in Ireland and the UK, as well as expanding into new markets in the near future.
Buying into the Insomnia Franchise is a hands-on investment and it will be necessary for you to be fully involved in the day to day running of the business. We’re only seeking franchisees who will be hands-on in developing their business. This includes managing day-to-day operations and executing a local store marketing plan.
We look for candidates who display the following key attributes:
- Have a passion for coffee and our brand
- Have strong leadership skills & high standards of communication
- Possesses business acumen & awareness
- Open to advice and guidance
- Strong people skills
- Committed to providing outstanding customer service
- Ability to adapt and learn
- Will be an ambassador for Insomnia in your local market
STRONG FRANCHISE SUPPORT
As franchisor, our responsibility is to provide the support, advice and skills to enable our franchisees to replicate the proven success of the Insomnia Coffee business model within your own franchised store. We will guide you every step of the way.
The systems and processes developed for Franchisees are designed to make business easier and help the stores realise its potential commercial success. Additionally, compliance with these standards and procedures guarantees the best possible chance of success.
Our franchise system is a proven footfall driver with both barista and self-service offerings. Our property and development team assist franchisees in store design, store specifications and construction with a flexible footprint ranging from 25sq.m to 100sq.m.
Our training team provides new operator orientation training, including on site support and training both ahead of the store opening (coffee training, customer services, merchandising and retailing) and continuing with a dedicated franchise business consultant for day to day operations and support to grow and optimise your business.
A comprehensive Franchise Operations Manual, as well as additional employee handbooks, modules and protocols have been developed containing mandatory and suggested specifications, standards and operating procedures, and includes marketing techniques to assist in promoting for their businesses. The standards and procedures laid down in this Operations Manual provides our Franchisees with a balanced, target-based management system that ensures all relevant operational areas receive due care and attention. Monthly operational and compliance audits are conducted by our experienced operations team, ensuring compliance with our established procedures, service standards, food safety and hygiene requirements. This is an essential tool in encouraging the successful operation of the franchised store.
Insomnia’s customers expect the same high-quality Insomnia experience at whichever store they choose to visit. Our ability to meet this expectation and deliver that experience is founded on the standards we set our Franchisees and ensuring that these are attained and typically exceeded. We expect our Franchisees to deliver the Insomnia experience.
Initial training is provided for the franchisee at no additional cost which the franchisee must successfully complete prior to the opening of the first store. The Training Programme comprises a series of comprehensive and detailed but clearly defined Training Modules, each covering a critical aspect of the franchised store business and provides detailed instruction for the implementation of all those concepts, methods and procedures that have been central to the success of Insomnia Coffee Company.
Additionally, all franchisees staff are fully trained in all aspects of our beverage programme by our dedicated coffee trainers in the art of being an Insomnia Barista.
In addition, our marketing team will develop a strategy and implement plans for local marketing promotions and provide collateral, resources and guidance to increase brand visibility and awareness and drive store visits and sales.
Key to the success of the franchise is constantly recognising the need to develop both products and services to meet the needs of customers. Staying still is not an option and this approach has made the business the success it is today. Our Franchisee’s greatly benefit from our continuous targeted marketing campaigns and innovation with our new product development along with our Seasonal Menu Cycles.
YOUR INVESTMENT & FINANCIAL INFORMATION
Including the initial franchise fee, prospective franchisees are required to have a minimum of €180,000 of investment capital available plus the initial working capital required to establish the business. The start-ups costs can vary, depending on where, when and the size of store you’ve decided to open. We will talk you through all of the things that can affect the costs later. But for now, here’s the detail on the fixed costs of the Insomnia Franchise Fees.
- Franchise Fee – €15,000
- Royalty Fee – 6%
- Marketing Fee – 1%
Finding a good site for your store makes all the difference! It is our expectation that potential Insomnia Franchisees will present us with a suitable location for consideration as part of our selective recruitment process. Appropriate Insomnia locations need to have a proven high footfall, a potential to trade over 7 days and a minimum of 150 sq.m. As part of the recruitment process Insomnia will survey and assess the suitability of the proposed site, and our approval is necessary to go forward with the location.
YOUR NEXT STEPS
Excited to learn more about the Insomnia franchise opportunity? Please, complete and submit our Expression of Interest Form, and if together we seem like a good fit, we will contact you to schedule an introductory meeting or call.
Next, we’ll invite you to complete an application package. If your application meets our criteria, we’ll continue getting to know each other better. We will share with you some key financial information and KPI’s to facilitate the preparation of your business plan and give you the opportunity to explore the business.