Be your own boss with a franchise: Wiltshire Farm Foods
Jim Dudley had spent his entire career in the corporate sector, when in 2018 he decided it was time to pursue his ambition to run his own business.
He explains: “I’d spent my working life growing businesses that belonged to other people. I thought: why can’t I be my own boss? I wanted to control my own destiny and to have the chance to make a difference in my community.”
Why franchising?
Jim liked the idea of purchasing an existing business rather than launching a start-up, and he started to research franchising.
He explains: “I knew that a franchise would give me a business in a box, and if I bought an already operational one, I knew I’d get a territory with an established customer base, giving me the opportunity to hit the ground running from day one.”
Why Wiltshire Farm Foods?
Wiltshire Farm Foods is a highly successful franchise brand owned by apetito UK, a profitable and growing food manufacturer. Wiltshire Farm Foods offer more than 300 delicious frozen meals and desserts, prepared by award-winning chefs and delivered nationwide.
They have an established network of over 80 franchise partners, owning non-competing territories. The franchisees provide a frontline service, having face-to-face contact with their customers as they deliver the meals that have been ordered. Jim comments:
“My background was actually in Food Distribution, previously being the sales & marketing director for a large UK foodservice wholesaler.”
“Wiltshire Farm Foods was an easy choice for me, knowing that I could bring with me my experience and knowledge. It was an added bonus that the company operates in a sector with a growing demographic.”
“I was also drawn to Wiltshire Farm Foods as each franchise partner has sole distribution rights for the products within a specified area, and I felt this was important.”
Jim approached Wiltshire Farm Foods via their website and identified the franchise areas for sale. He comments:
“I actually met with a Wiltshire Farm Foods representative, but it was important for me to meet other key people at the company.”
“Before making any further decisions around buying a franchise with them, I wanted to gain a better understanding of Wiltshire Farm Food’s culture and what support it could offer via its partnership approach to franchising.”
“I knew that the brand and some of its senior management and support team would be at The National Franchise Exhibition at the NEC, so I attended the event that October to talk to them and do wider research.”
The exhibition offered a comprehensive programme of free-to-attend seminars. Wiltshire Farm Foods were going to be presenting a session, and Jim made sure to attend. He says:
“What I heard in the presentation matched what I was told during my first meeting, including the potential earnings, growth prospects and the on-going support provided by the network.”
“At the exhibition I also sought advice from potential lenders who already had a relationship with Wiltshire Farm Foods and were aware of its business model.”
“I came away from the exhibition with a clear idea of my next steps. This provided confirmation that I was making the right decision to go further down the line with Wiltshire Farm Foods.”
Next Steps
After the exhibition Jim was asked to produce a 7-year business plan by Wiltshire Farm Foods. He then met with an approved lender to support his purchase and share his business plan. Once the loan was agreed in principle, Jim then had to present the plan to the Wiltshire Farm Foods’ board of directors. Jim comments:
“At this stage, I was offered support and advice from the board and took their recommendations to review the business plan in the knowledge that they know their business too.”
“After a second meeting they agreed that I should be the person to take over the Cornwall franchise. I then had the green light to meet with the previous owners of the franchise; I had several meetings with them in the lead up to taking ownership of the franchise.”
“Overall, the transition into owning the business has been seamless. This was aided by the resident staff being aware of the sale, and by the time I had bought the business they knew me personally, which made for an extremely smooth transition.”
Training and support
Wiltshire Farm Foods provide comprehensive training and support to their franchisees, as Jim explains:
“In addition to the support through the purchasing process, I have worked with a dedicated team who have given me a thorough on-boarding process, providing me with all the tools I need to succeed.”
“As part of this, I visited existing sites, was walked through the systems with head office staff, general managers and site staff. I was also given the opportunity to visit the production site, and most importantly I have met with existing franchisees who are always on hand to offer support and best practice advice.”
Life as a Wiltshire Farm Foods franchisee
Jim is enjoying running his business and, though he is working hard, enjoys being master of his time and schedule. He’s proud of his team and says:
“The staff that I have inherited have all bought into my journey. They want to see the business grow further and have a genuine affection for their customers.”
The franchise is also proving to be a good platform for Jim to pursue longer-term ambitions.
“There are so many opportunities to further grow this business. Wiltshire Farm Foods continue to support me with new initiatives and sensible joint business plans. I take on board their advice, but they also reciprocate and listen to my ideas too.”
“I was looking for a lifestyle change and after exploring many opportunities I have bought a franchise which has allowed me to do that.”
“It’s still early days but I am thriving on the changes to my work life. You wake up to the realisation that this is your business, and that feeling is unbeatable.”
If you would like to follow in Jim’s footsteps, come to The National Franchise Exhibition on 13 & 14 March where you can meet Wiltshire Farm Foods and a host of other franchise brands. The event runs at the NEC and you can register online for FREE entry.
