A COFFEE LOVER'S OPPORTUNITY TO BE PART OF THE INSOMNIA COFFEE COMPANY FRANCHISE FAMILY - ALWAYS A DOUBLE SHOT.
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A Coffee Lover’s Opportunity to be part of the Insomnia Coffee Company Franchise Family Always a double shot.
Dear Entrepreneur, Insomnia Coffee Company is a nationally recognized Irish brand well known for quality coffee, customer service and a comfortable store atmosphere. Our commitment to brand innovation, quality service and great coffee drives our continued success. As our company grows and evolves, a move into franchising has become a natural next step. By doing this, we can bring our popular offering to more consumers and partner with enthusiastic entrepreneurs. We are offering coffee lovers the opportunity to develop and grow an Insomnia Coffee Company franchise. Our commitment starts from the day you enquire and continues throughout our partnership. We will provide the right partner with the tools, support, and motivation to assist in the operation of the Insomnia Coffee Company franchise. We deliver a 10 module training course to equip you with the product knowledge and business management skills required of you as an Insomnia Franchise Owner. You can avail of our marketing promotions and new products, helping you to stay on trend and ahead of the market. We pride ourselves on providing quality customer service and satisfying customer needs and will ensure that you are trained and equipped to do that on our behalf. Buying into the Insomnia Franchise Family 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. If you are passionate about coffee and are self-motivated, people oriented and can dedicate yourself to the Insomnia Coffee Company brand, then we would love to speak with you. Harry O’Kelly CEO
Table of contents Why Choose Insomnia Coffee Company? 2 Who is Insomnia Coffee Company? 3 Market Overview 4 The Ideal Franchise Owner 5 Franchise Package 6 Launching Your Franchise 7 Training 8 Ongoing Support 8
Why choose Insomnia
coffee company?
Established in 1997, Insomnia Coffee Company has become an iconic Irish brand. We are the
largest independently owned coffee shop chain in the Republic of Ireland.
Based in Dublin City Centre, Insomnia Coffee Company has high brand recognition amongst
Irish consumers. We serve a double shot of Fairtrade certified coffee roasted weekly to ensure
quality and freshness.
While we specialise in coffee we also offer an extensive range of products, including an
assortment of morning pastries, savoury croissants and bagels, sandwiches, paninis, soups,
muffins, cakes, and a range of cold beverages. Our focus is on quality and our carefully
selected suppliers produce handmade goods, always using local ingredients where possible.
Currently Chaired by Dragon’s Den judge and business entrepreneur Bobby Kerr, Insomnia
has grown from a single location in a Galway bookstore to a presence of 60+ coffee shops
on the High Streets, and through partnerships with Eason, Spar, Meadows & Byrne, Plantagen
(Gardenworks) and An Post.
An additional 100+ self-serve coffee machines are also in operation. Incremental growth has
been driven through the 2003 merger with gourmet sandwich company Bendini and Shaw
and the 2005 acquisition of the cafe chain Perk.
As a result of opening and operating in over 60 stores, we have the expertise in store design
and fit out, staff recruitment and training, and new product development. As our franchise
partner, you would be in the position to tap into our 15 years of retail experience and can avail
of our unique insight into the industry.
2
Who is Insomnia Coffee
Company?
Insomnia Coffee Company is a privately owned company whose shareholders and Board of
Directors are Chairman Bobby Kerr, CEO Harry O’Kelly and Director John Clohisey.
Executive directors
Bobby Kerr, Chairman
Bobby Kerr is a nationally renowned business entrepreneur
best known in Ireland as a ‘Dragon’ on the Irish TV version of
Dragon’s Den. He is the host of Newstalk Radio show ‘Down
to Business’ and is also a popular motivational speaker
and business mentor. More recently, Bobby has become a
shareholder in BANG restaurant on Merrion Row in Dublin.
In 1999 Bobby founded the PERK Coffee Shop chain in Dublin,
which he sold to Insomnia in 2003. As newly appointed CEO
of Insomnia Coffee Company, Bobby led the expansion of
Insomnia Coffee Company from 17 to 50 stores and increased
turnover from E5 to E13 million. In 2010, Bobby stepped down
as CEO and became Chairman.
Harry O’Kelly, CEO
Harry O’Kelly is the CEO of Insomnia Coffee Company.
After graduating with a law degree from UCD, Harry
moved to London and established his own successful
recruitment agency between 1987 and 1995.
Upon returning to Dublin in 1996, Harry founded Bendini
& Shaw, a gourmet sandwich company, which merged
with Insomnia Coffee Company in 2003. Originally
appointed as COO of Insomnia Coffee Company in 2003,
Harry took over the CEO position in 2010 when Bobby
Kerr became Chairman.
3
Market overview
The coffee sector was valued at E1 billion in 2010 and has grown by 14.5% since 2003. It is
expected to grow by 1.2% between 2011 and 2015, which is about 2.5 times the expected
growth rate of the total Irish Food service market for the same time period. [1]
EXPECTED GROWTH %
€1 +1.2%
BILLION Forecasted
Foodservice
Growth Rate
2011-2015
2011 2012 2013 2014 2015
Insomnia Coffee Company is positioned to take advantage of this growth by continuing
to provide a place for consumers to relax, socialise or work. Our quality beverage
and food products, value for money deals, customer service and welcoming ambiance
satisfy the consumer preference for moments of relaxation to treat themselves throughout
the day.
In addition to having strong brand presence, product differentiation is vital to continued
success. That is why we are constantly evolving our product lines, with particular focus on
celebrated holidays, seasonal months, and customer dietary needs.
We are an innovative and customer centric company dedicated to attracting and
retaining customers by constantly communicating and receiving feedback from our loyal
customer base.
[1]
Data courtesy of Bord Bia Irish Food Board, Irish Foodservice Channel Insights, Dublin, Ireland, November 2011.
4
THe ideal Franchise owner
Insomnia Franchise Owners are as enthusiastic, passionate and committed to delivering the
Insomnia Coffee Company experience to customers as we are. They believe in the Insomnia
Coffee Company business model, our products, and customer service ethic.
While not a prerequisite, experience in service, retail or catering industries would be an
advantage. The skills and attributes which we look for in applicants are:
• Confidence
• Self-motivation
• Extrovert personality
• People skills
• Team player
• Ability to adapt and learn
• Strong communication skills
• Commitment to providing outstanding customer service
Most importantly, you need to have a passion for coffee!
5
Franchise package
Insomnia Coffee Company offers a comprehensive package to our Franchise
Owners. We have an in-house team of experts who comprise our Franchise
Support Team and who provide training and support to our Franchise Owners
once the Franchise Agreement is signed.
Initial investment for an Insomnia Coffee Company franchise starts from
E120,000 including the initial franchise fee.
6
Launching your franchise
Our Franchise Support Team will assist you in the following areas during the start up phase of
your franchise:
• Advice and support in the design and fit out of the selected premise to ensure
compliance with the Insomnia brand
• Guidance on in store merchandising and product display
• Initial on the job training at a Company operated store to thoroughly understand the
operational and management requirements of an Insomnia Coffee Company store
• Guidance on market research and associated costs
• Developing your initial marketing plan, including company wide marketing material
and marketing material customized to your territory’s local customer profile
7
Training
A comprehensive Training Programme has been designed to provide the knowledge and skills
that you need to run an Insomnia Coffee Company franchise. All Franchise Owners will undergo
this intensive 4 week, 10 Module Training Program covering: Branding and Marketing, Finance,
Human Resources, Operations, Customer Service, Information Technology, Administrative
Support and General Business Management.
Ongoing support
The Franchise Support Team is available to help you with your Insomnia Coffee
Company Franchise.
Ongoing support is provided in the following areas:
• Customer Service
• Quality Control
• Training
• Marketing
• Finance and Administration
• Team Building and Motivational Skills
• Setting Goals and Achieving Targets
8Industry Affiliations
Established in 1992, Fairtrade Ireland is the independent non-profit
orgranisation that licenses the use of the FAIRTRADE Mark on products
in accordance to internationally agreed Fairtrade standards. Fairtrade
enables farmers and workers in developing countries to improve their
working and living conditions and encourages environmental protection.
www.fairtrade.ie
Retail Excellence Ireland (REI) is the largest retail industry trade body in
Ireland. REI is a non-profit organisation which invests in innovative and
exciting learning, market intelligence, commercial services, Government
representation and networking initiatives. Members are the most
progressive and innovative retail operators in the marketplace.
www.retailexcellence.ie
Repak is Ireland’s first voluntary initiative between industry and the
Department of the Environment designed to meet industry’s producer
obligations under the EU Directive on packaging and packaging waste
and the subsequent Waste Management Regulations.
www.repak.ie
The Dublin Living Awards recognise and celebrate Dublin’s best
businesses, services, places and people. Winners are chosen through a
voting process by the Dublin community. Insomnia Coffee Company was
the 2011 winner for Dublin Coffee Shop of the Year.
www.dublinlivingawards.ie
Insomnia Coffee Company is currently in the membership application
phase of the Irish Franchise Association.
www.irishfranchiseassociation.comInsomnia Coffee Company, 4 St. Stephen’s Green, Dublin 2.
T. 01 671 9662 / F. 01 671 8506 / E. franchise@insomnia.ie / W. www.insomnia.ie
InsomniaCoffeeCo @_InsomniaCoffeeYou can also read
