The Cornish Oggy Oggy Pasty Company - Newquay, Cornwall
Area Of Business
‘Oggy Oggy’ is a UK Wide Retailing/Takeaway and Coffee Shop chain, supplying ‘bake off’ Traditional/New Recipe Hand-Crimped Cornish Pasties made in Newquay.
Challenge/Task
To develop and implement a programme for the ‘Oggy Oggy’ Franchise Concept including retail and recruitment strategies and a launch programme for the franchise.
Crisp Involvement
Lead Consultants: Russell Crisp, Mike Bell
Creative Services: Nick Pratt
Crisp eBusiness: Alex Wren
Approach/Solution
Crisp agreed with owners the key elements for the franchise package and initial launch programme. In addition consideration was given for ongoing PR support for franchisee recruitment and for developing associated marketing communications.
Process
The Crisp team undertook the following:
- Facilitated Business Link support for project
- Core business review and franchise package designs
- Comprehensive marketing audit
- Communications audit
- Market sector and competitive research
- Website Design
- Franchise Prospectus
- Franchise Package implementation/controls
- Public Relations Programme and Advertising in the following media:
- Daily Telegraph
- Business Franchise
- Franchise World
- Daily Express
- Key Staff Recruitment
- Local unit promotional strategies and creation of support material
Outcomes
The Crisp team presented a business review and marketing strategy for the Franchise and following the Directors’ approval our recommendations generated the following practical activity:
- Development of new subsidiary/venture and organisation structure
- Creation of new Corporate Identity
- Development of new WEB site with on-line candidate selection features
- Creation of new literature/franchise prospectus/manuals/legal framework
- Organisation of a national/trade press coverage
- EU links for Master Franchise Prospects
- Recruitment of key personnel
- Assistance with British Franchise Association Accrediting
Satisfactions
System wide sales of Oggy Oggy Pasties have tripled since the Franchise Strategy was implemented through a Pilot Programme in 2003 with the full franchise launch in 2004. Now leading to British Franchise Association – Associate Member Status.
Crisp have a continuing remit from the company to facilitate further franchise growth in what is now the leading franchise involving the distribution of Cornish manufactured pasties which are truly “Pasties to shout about”.
Monday, 28 September 2009
