1. Introduce yourself and briefly describe your background.
Paddington House of Pancakes (PHOP) was founded by Elvina Ooi, and Kelly Tang. Both used to work as Equity Analysts with foreign stock broking and asset management companies before venturing into F&B. Both founder and co founder are qualified Chartered Financial Analysts (CFA).
2. Why did you decide to go into this business? How long has it been established?
PHOP was founded in 2004 when we (the founders) decided to start something on our own due to the volatile nature of the financial services industry. Before establishing PHOP, we ventured into a small neighbourhood cafe called Elly’s table in 2002 as a testing ground to confirm if F&B was something we were capable of as both of us do not have any F&B background and experience. Elly’s table served a small menu of pancakes, cakes, sandwiches & great coffee. It was when we hear customers calling the cafe the pancake place (although the cafe only serve very limited pancake items) that the idea of starting a full fledged pancake house was born. We see potential in pancake houses in Asia as there were none in Asia. Pancakes are simple everyday comfort food and who doesn’t like pancakes?
3. Describe your range of products and services. What is your top offering?
PHOP loves pancakes and waffles more than anything. When we started PHOP, we had very low expectations on diners’ acceptance of a pancake house that served hot savoury pancake meals. We just did it out of passion and our love for pancakes. Started in 2004, PHOP is the first specialty pancake restaurant in the region that serves over 100 types of pancakes from all over the world and our own specialty range. All our products are handmade and freshly made upon orders. PHOP is a full service restaurant serving hearty pancake meals. Our menu offering is extensive and is capable of satisfying diners of all ages and tastes. Our food can be savored at any time of the day, ranging from breakfast, brunch, lunch, tea, dinner and supper.
4. Who are your clients / customers? Why do they select you over others?
Most of our patrons are families and young working professionals. We take pride in serving only wholesome and healthy food. Our main competitive advantage is our unique menu, our vast offering and our passion of serving only perfectly flipped pancakes. We strive to create a ‘WOW factor’ in every meal we serve.
5. Provide an overview of your franchise. Highlight its special features and benefits.
PHOP offers a full business format franchise. We are a registered franchisor with the Malaysian government since 2012. Franchisees have the choice of a shop or a kiosk franchise. We understand that business environment, competitive landscape and culture differ from country to country. Hence, relative to other franchises, we consider our franchise to be flexible. All franchisees are only required to purchase two items from us – our proprietary pancake premix and our pancake syrup. The rest will be sourced locally with our guidance and approval.
6. Can you describe the profile of your typical franchisee? How do you choose them?
Young (below 35), passionate, committed, energetic and full of drive to succeed. Must have the never give up attitude. Financially, they must have sufficient liquid funds to sustain at least 6 months working capital. We prefer franchisees who are open and are willing and good followers. No F&B experience is required but franchisees must love pancakes as much as we do.
7. Have you turned down prospective franchisees? What are some of the reasons?
Yes. Age, character, personality that does not match our requirement. Others due to weak financial standing and weak commitment.
8. What kind of support, assistance and advice will you be providing to your franchisees?
Everything from pre-set up, set up, to opening & running the outlet. We provide support and guidance in all areas of operations, financial management and HR. This is a full business format franchise and we do not keep any secrets from our franchisees. In fact, our knowledge transfer is so complete that franchisees can even open & manage any restaurants if they want to.
9. What is the anticipated duration between start-up and profitability for your franchisees?
6 months to 9 months to be profitable. We expect investment payback of not more than 24 months if franchisees follow our advice and recommendation diligently.
10. What are the future plans for your business (range of offerings, geographical reach, franchise system etc)?
Currently we have franchisees in Malaysia, Singapore. Brunei and Macau. We intend to expand our business internationally to China, Japan, Korea, India, the Middle East and South Africa. Eventually we hope to have a presence in Europe and US.
11. Words of wisdom for all aspiring franchisees
Believe in yourself. Remember that life is like pancakes. It all depends on how you flip it!
12. Please give your contact details so that your target prospective franchisees will know how to reach you.
www.paddingtonpancakes.com, email : franchise@paddingtonpancakes.com