Giraffas network wants to go beyond the food courts of malls

The fast-food network Giraffas will intensify your expansion strategy, to go beyond the food courts of malls. Among the measures adopted by the company, is the adoption of containers – which have lean structure – and opening units in bus terminals and even in airports. "Our expansion plans come from 2015. We had to get out of the traditional, seek to deliver something new for our audience and, at the same time, maintain the profitability of our operations, "said the Group's expansion Director Giraffas, Eduardo Guerra. In 2017, the network's revenue was R $670 million. For 2018, the Group intends to grow 8% – coming to a recipe of R $710 million. Second War, feeding areas in shopping malls have had your boom of consumer flow between 2010 and 2015. After that, there was a slowdown in the movement of these places ". War claims that "consumers who went once a week at the Mall, now will at most twice per month". "The revenues of a unit located in an airport is double registered in malls. These sites have much greater flow of people and, consequently, we have achieved a higher profitability ", declared war. By the end of the year, the fast-food network aims to reach 415 active units, with 28 inaugurations. In this sense, according to the Director of expansion, the adoption of containers as new franchise model was a way to cheapen installation costs and speed up the installation of new operations in "remote places", with the goal of expanding beyond the great urban centers. "This new format offers a 30% reduction in the cost of installation in relation to the street. In addition, if the opening does not have the expected commercial performance, is easier to transport this container to another location, "said the Executive. For him, the street shops are developing an important role on "diversification of sales channels", specifically investments in delivery services. "Even with important partnerships with marketplaces like iFood, we are developing an application for further communication with the client and integration between the channels," declared war. According to him, the mobile platform will allow, for example, that the customer pay for the application and remove the counter unit, avoiding queues. For now, the application's resources are available only in the city of Brasilia-location where the network Giraffas was born. Still no definition of date for application availability in national territory. Planning and caution in the vision of managing partner of the consulting business Blue Numbers, Camila P, even though the flow of people at an airport is much larger than in the shopping malls, the maintenance costs of the operation in "alternative" environments as this also are very high. " The format has its pros and cons. What the franchisee must have in mind is thinking about the commercial potential that the site can offer the business, in addition to the costs of the operation, "said the expert. She states that it is "extremely important" that the franchisee attend personally at different times to the scene to analyse really if there is potential for return on investment. "Typically, the models in the form of containers behave like kiosks and, therefore, have high turnover, with contracts that last an average of two years," he says. Camila says the movement to expand the network to the interior of Brazil, specifically in the State of São Paulo, it might work. "There are heavily populated cities, such as Campinas, Jundiaí, where there is a great lack of operations of this kind," he says. She remembers that the franchisor shall provide the prospective franchisee a marketing study and commercial potential of the region before the installation of the unit.