The concept

In March 2004, the first Fishmonger Seafood Delicatessen shop was established in the Upland Road Village on Remuera Road, Auckland. It was an overnight success.
Since then new Fishmonger stores have opened in St Heliers Bay and Birkenhead.
The brand that The Fishmonger has built, with an emphasis on stylish fit-outs and quality pre-prepared product, has seen outstanding returns in all stores. Average sales per store are over three times the national average.
The Fishmonger has made a concentrated effort to differentiate its products from those which make up the fish n chip industry by promoting:

• superior levels of customer service
• a broader range of product
• a unique customer experience
• innovative take-home meals

By combining these ingredients The Fishmonger has already achieved excellent recognition. This is reflected in vastly superior returns relative to the industry in general.
The Fishmonger also sells a range of seafood products into supermarkets throughout the North Island. This has achieved brand awareness on a scale never before seen in the industry. It reinforces all that is ‘good’ regarding the brand; fresh, healthy, innovative and appealing.

The Fishmonger has won many prestigious awards within the industry, including the Crisco fish n chip “Best store for Auckland region”, Metro Magazine “Best Fish and Chip shop”, New Zealand Herald’s Viva “best battered and crumbed fish”, Crisco “best Chips” and has received rave reviews in Cuisine Magazine and other leading food publications.
With five successful outlets up and running in Auckland we are currently embarking on a strategic expansion programme that will share our success and take the Fishmonger group nationwide.

 

 

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The product:

Mission Statement

Our Mission statement is:

“To provide restaurant quality seafood at takeaway prices”

Many of The Fishmonger products are unique from other fish n chip outlets. We offer a far greater range of product than our competitors. The Fishmonger’s product is of superior quality than most fish n chip shops with an emphasis on health, freshness, and convenience.
The Fishmonger has recently added a range of gourmet char-grilled burgers to compliment our great range of quality salads, take-home meals, and the more traditional fish n chip menu, including wet fish.
To eat from a Fishmonger Delicatessen is to experience a “taste sensation.” Customers can’t stay away and there is always something available they haven’t tried.
Research and Development
Food development is ongoing and there is always a new recipe around the corner.
The Fishmonger products are part of an ongoing process, where ideas are conceived, put to the test and continued or modified as is dictated by an array of influencing factors – the greatest of which has to be our clientele, from whom we seek constant feedback.

The knowledge accumulated during The Fishmonger’s history has been applied at every given opportunity, be it in menu development, product costings, customer preference and system refinement. As the process is fluid and ongoing, nothing at The Fishmonger is set in concrete, we have the ability to change and adapt when and where we need to.

 

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Our Benefits

The decision to go into business is not one to be taken lightly. You need to consider not only the financial benefits of owning your own business but also the lifestyle implications.
From a business investment perspective our points of difference include

1. Entry Price

• Competitive entry price compared with other food related franchises

2. Return on Investment

• Discussed in greater detail in the Franchise Disclosure Document, the Fishmonger business model has been developed to ensure a high R.O.I. and short payback period
• The Franchisor’s R.O.I. is directly linked to your success

3. Location assistance

• With a background in retail hospitality, the Franchisor understands what makes a good retail outlet and can assist and advise on specific locations and negotiations with the landlord

4. Setup and design assistance

• Once a site has been secured, the Franchisor will project manage your entire fit out, saving you time and money in the process

5. Launch assistance

• In retail, you may only get one opportunity to impress, as a result you and your staff will need to be on your game from day one
• The Franchisor will provide experienced staff to help you, and to train your staff during the first two weeks of operation.
• We will be there to assist during peak service times

 

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More Benefits

6. Hours of Operation

• Ideal for a husband and wife team with a young family
• Split hours provide franchisees with an opportunity to actively manage the business, or take time out when required

7. Franchise input

• Whilst it is important for the franchisee to be on site, a large proportion of the day to day operations can be delegated to the Kitchen Manager and other staff

8. Simplicity of operation

• All menu items are pre-prepared
• No dishes (well very few)
• No complicated (expensive) machines required

9. Emphasis on takeout rather than dine in

• By providing both takeout and pre-prepared meals, we appeal to a wider audience than a traditional takeaway – this is directly reflected in our sales and gross profit margins
• With 90% of customers ordering takeout or prepare at home meals, there is no need for additional waiting staff -as a result costs are reduced relative to other food businesses

10. Overall appeal with a strong brand

• Highly effective application of a strong and appealing brand
• High standard of fit out and merchandising
• A proven business model with two profitable stores already operating in Auckland

 

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How to Become a Fishmonger Franchisee

The development of the Fishmonger franchise system has meant that the opportunity is now available to purchase your own independently operated Fishmonger Seafood Delicatessen.
We recommend that you carefully consider the factors outlined and reflect on the implications they may have for you.
If you would like to proceed without any obligation to the next step you should request the following forms:

• Confidentiality Agreement
• Applicant Background Questionnaire

 

Once we have received these completed forms we would like to meet to discuss this opportunity more fully and to assess whether, and in what form, a franchise is viable in your area.

Following these discussions if you are still interested and we have determined your suitably as franchisee, we will provide you with a copy of the Disclosure Document and Franchise Agreement.

Upon receiving these documents, we require that you gain independent professional advice from your accountant and lawyer to ensure you fully understand the proposition.

Purchasing your own business is not something you should undertake without full and thorough consideration.

We want you to be sure, and we want you to be successful.

In the meantime, if you would like to find out more about the Fishmonger, please contact Patrick on (021) 588 880, or info@thefishmonger.co.nz

 

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