Q&A from one Wiltshire Farm Foods Aberdeen franchisee, Morag Speak

How long have you been franchising?

Wiltshire Farm Foods was our first venture into franchising, which was 6 years ago.

How many people do you employ?

15 Staff (including Directors)

How many customers do you have?

Approximately 3000

How has the franchise grown since you started working with WFF?

Our sales have grown by 40% in 6 years.  We are currently in 2nd place of 82 franchises for cash growth and are very proud of this position.

Why did you decide to go into franchising and why this brand?

We had heard wonderful things about the brand and felt that the demographic was increasing with people living longer.

How has your life changed since franchising with Wiltshire Farm Foods?

Life is very busy!  The business is all encompassing especially in the first few years. 

Wiltshire Farm Foods is known for its social values, what do you do in your local community that makes a real difference?

We support local charities.  Perhaps more importantly however, we have an ethos of outstanding customer service and we genuinely CARE about our customers.  Our drivers go above and beyond to support customers.  They feed back to our office team who also go to enormous lengths to give our customers a customised experience.  We also have excellent relationships with community health care and social work services and liaise closely with them.

Tell me a story about one of your customers? Do you have a customer who you’ve really made a real difference to? This could be a rescue story or how you and your team help overcome loneliness in the older population.

We have a customer who struggles with illness and disability.  Perhaps as a result, he also suffers from mental illness including OCD and can be suspicious of everyone.  We have worked so hard over the past 3 years to gain his trust – by calling him exactly at the same time every week to obtain his order, by ensuring that the driver follows the exact same processes with him weekly, by listening to his stories of daily struggles and frustrations.  He is originally from the US so at Halloween, we bake him pumpkin Pie, which he loves.  He tells us he feels supported and no longer isolated.  We have become his friends, which he tells us all the time.

This is one story out of literally HUNDREDS! 

What is it like working with Wiltshire Farm Foods? What was the recruitment process and initial training and support like?

We have felt supported by Wiltshire Farm Foods and apetito since the moment we purchased this franchise.  If we have any concerns, we address them and receive a response or solution.  We work very hard for the business, but we believe in it.  There can be frustrations from time to time, but the forum is open for discussion.

What advice would you give to anyone considering a franchise?

Be sure you are able to dedicate hours to learn every department in the first few years to know the business inside and out.

Be sure to hire excellent staff and learn how to delegate effectively with clear job descriptions and expectations for the whole team. 

What are your plans for the future?

Heads down!  Try to maintain the growth we have experienced over the past years.  Keep training and staff motivated. 

Interested in finding out more about being a Wiltshire Farm Foods franchisee? Meet the team at Franchise Opportunities Scotland on 12 September 2019 at the Radisson Blu, Glasgow, or The National Franchise Exhibition on 4 & 5 October 2019 at the NEC, Birmingham