EXCLUSIVE: Neds Noodle Bar on their Plans for Worldwide Expansion
Neds Noodle Bar recently announced its plans to upscale the business through franchising, and appointed Fransmart to help them through the process.
With big plans afoot for the noodle bar chain, we spoke with James Breslaw about what’s in store for Neds:
QSR: What prompted the recent move to look for franchise partners?
In June 2014 the President of Fransmart, Dan Rowe, came to England and was impressed with our operation. He offered us a contract and we went with it. I’ve been impressed with his brands and had followed the company especially since my visit to Five Guys in NYC in 2010. Fransmart was responsible for franchising the brand. I also like Slapfish in California, and Freshii have done very well too. I worked in NYC in the 1980’s and always wanted to take Neds, in time, to the USA.
QSR: How much traction have you had since the announcement?
We have been gearing up since June of this year - websites application forms - streamlining operations for a gentle roll out in the UK and Europe. We have had interest in the Gulf States and some parts of Europe though we are keen to sign Master Franchise deals within certain territories. We are at the Franchise Expo next month and I should think we will have deals signed by the end of the year.
QSR: What locations are you looking for partners in? Just areas that you don’t know well or would you also work with franchisees in London?
We opened our first franchise in London last November and I could see another 15 to 20 in the greater London area. Obviously we would like to do other major cities in the UK and we have quite a following in Essex as we have been in Basildon for 8 years and deliver to a fairly large area there. Germany, Scandinavia, Eastern Europe, France and Italy are of interest too. Since 2000 we have served 250 tourists a day at our store by The London Eye.
We have a clear understanding of which countries jump at the concept and which don’t. The Halal part of the business is huge and consequently the Gulf is appealing. The dream is to conquer the USA but one step at a time. To me size is not the be all and end all. Good food, great service and an edge of flair will keep me interested in the brand. That’s why I would like to choose the franchisees carefully.
QSR: What are your plans for company owned stores? Do you have plans to open more? If so, what locations are you looking at?
We have worked hard at the franchise side of the business. My business partner Roberto Marroni has worked tirelessly getting the sauces made just right in Thailand - finding the right noodles and vegetables. We want our food to be cutting edge with the competition. We intend to concentrate on the franchise side of the business and see if we can be a success. If the right location comes up we would go for another company owned store. I do like the South Bank. It’s an exciting place with some great projects taking place. We know the area well.
QSR: More generally what are your plans for the brand?
We plan to expand by franchising and if we can create a product that sells in supermarkets that would be great. No one understands our brand as well as the Americans and I’m excited to try and break the hardest market in the world.
QSR: Who do you see as your competition?
Wok to Walk have done very well. Hotcha seem to be gearing up nicely but I haven’t tried the food. There are others in the market but they don’t come from a restaurant background so the food can be slightly disappointing.
QSR: How do you differentiate yourselves from your competition?
In a few ways. Firstly, the food and the right pricing for it. Secondly, great service with a smile. Thirdly, employees who are passionate about the brand. Your staff have to love the brand before the customers will. I do like store design and think it is important too. We had the award winning design firm Harrisons design Shoreditch, our first franchised store, and they did a great job.
QSR: What are your top selling dishes?
Our top selling dishes are Gluten Free Rice Noodles with Singapore Hot sauce and either chicken and beef, as well as Egg Noodles with Thai Spicy sauce and Beef. We do about 1000 Spring roll portions a week with sweet chilli sauce. I personally love the Vegetable Gyoza topped with soy sauce.
QSR: Who is your typical customer?
We serve everyone. Kids do love the brand, particularly the 10 - 17 age group. We have a large businessman and woman following as we are next to some of the largest corporate headquarters in Europe. We are also very popular with doctors and nurses. Since we have gone Halal the Muslim community have jumped on board- especially on delivery, which has been a revelation.
We go by the strap line FEEDING HEALTHIER NATIONS as in trying to feed ALL - HEALTHIER FOOD. I would like to emulate Hard Rock. LOVE ALL SERVE ALL.
