There are many factors contributing to the growth of a franchise business. but the most important factor is the location. Ultimately affecting how it operates, such as total sales and how costly it is to run. That’s where our main man, James Marshall comes in. Over to you James…

“The three key things I look for in a new business are location, location and location!” James says. 

In 2015, Degani opened the doors to our first Brisbane franchise restaurant in Calamvale. With the aim to bring something fresh to the area, James designed the café to bring family and friends together, much like your dining room table, with great service, great food and great coffee.

“Hospitality is at the heart of what I do! Our franchisees love people, food and coffee. They have a passion for hospitality too.”

Behind the success of nearly 70 stores across Australia, James combines his knowledge and 25 years of hospitality experience (yes, he must have started young). He thoughtfully considers the advantages of site locations – like whether the store is North or South facing, potential customer foot traffic, store visibility, rent, fit-out costs and the layout.

“Degani has many business models, such as cafes, restaurants and kiosks. We operate in laneways, office towers, shops and major malls. The common factors among these models include the sightlines, comfortable and relaxing atmosphere and low occupancy costs. I find the most viable commercial terms to ensure success for our business partner.”

After he secures the perfect location, he builds a story about the potential customer, based on local demographics. For example, a university student sipping a latte as they study or a parent bringing their child for a babycino after the school run. He communicates between the retail designer, landlord and store owner to meet the needs of the localized customer demographic.

“I design a store with the franchisee and community in mind. I consider the geography, build and surroundings. Everyone has different taste! Some of our partners want industrial designs, while others like art-deco chic. I marry the design to the franchisees personality to create a unique, bespoke design.”

The franchise business partner is at the core of every decision James makes – from choosing the colour palette to the kitchen fit out. The cafe is individually tailored to the local demographic and the franchise business partners’ wants and needs; each Degani café has its own atmosphere and this is reflected in Degani’s non-cookie cutter approach to the franchising model… along with James’ keen eye for design and detail.

“My favourite thing about my job is the individuality! Each store is completely different and each franchise business partner is different.”