Fiamme Holdings, the owner and franchisor of over 100 outlets through The Fish & Chip Co. and Maxi’s Grill brand, has opened a new franchise online restaurant concept – CloudDine.  The first outlet is based in the Eastgate mall precinct.

The CloudDine kitchen is state-of-the-art and the business model is paperless, with plans to integrate the point of sale directly into the accounting, labour and payroll modules. According to Carlo Gonzaga, Non-Executive Director at Fiamme Holding, the concept has been in the pipeline for some time.  “COVID-19 has accelerated the adoption of online purchasing and home delivery to the extent that restaurant business models need to be re-imagined with delivery-only in mind,” he says. “We have carefully considered the pain points in a franchisee’s life, and believe that a delivery-only restaurant model will address these. They stand to benefit from lower set-up costs as there is only a kitchen and no customer area to be fitted out, similarly these kitchens can be set up where there is a demand as opposed to prominent shopping malls, which translates into lower rentals.”

Franchisees will benefit through the business model’s efficient labour processes and outsourced delivery, says Gonzaga, which will give them the opportunity to increase margins, lower risk and manage the restaurant easily. On the flip side, the customers will also see the benefits – the first being choice. “We have a large variety which means that families don’t have to always compromise between a pizza or a hamburger as they currently do.  We think this is good for household peace!” says Fiamme’s Managing Director, Jan De Beer. “The second benefit is speed – delivery is treated as a second priority in traditional restaurants whereas for us it is the whole business. Everything from prep times, packaging, and order accuracy is a priority which means customers get hot food fast.  Lastly is value:  we add the cost of delivery into the price of the product, as most restaurants currently have to add the delivery cost to the price.  We are able to do this due to our focused delivery-only model.”

“Ultimately we want to optimise the work flow and management of the business such that our franchisees can own multiple outlets without needing massive back-offices as is currently the case.”  said De Beer.

Gonzaga added, “What’s exciting about CloudDine is that we have taken everything we learnt from all the business we have been involved in and started from scratch.   That means we have not had to make too many compromises.   We’re excited to be able to offer franchisees an opportunity to participate at the early stages of a new concept.”

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