FRANCHISING

A BEAUTIFUL FRANCHISE OPPORTUNITY — AN OVERVIEW

In 2004, the Sorbet Group identified a gap for an up-market chain of branded beauty salons. The Sorbet brand was subsequently launched in August 2005 and the chain is now well established with 20 company-owned Beauty Salons and Nail Bars, mainly in the Johannesburg, Cape Town, Durban and Pretoria areas, and 17 Sorbet franchised salons with more to come. This tried and tested concept is now ready for franchising!

Setting Sorbet Apart

What sets Sorbet apart from the general mass of beauty salons? For Ian Fuhr, the Managing Director, it's the "Total Guest Experience", which goes far beyond just the service offering. "It's an attitude... a vibe... a refreshingly different environment. We are not a destination spa but more a modernized version of a traditional beauty salon where price, quality, convenience and speed of service cater for the vital elements of today's busy lifestyle."

Competitive advantages
  • A passionate focus on total guest satisfaction and service.
  • A highly successful Loyalty program, called the Sorbet Society, was launched in October 2006. Using sophisticated technology, Sorbet has created a significant database. To date, over 55,000 loyalty members have joined the society with approximately 1000 new members joining each month.
  • A customised Point-of-Sale system and an internet-based back office software program, which provides live detailed management information on a daily basis.
  • A competitive pricing strategy that delivers excellent value for money.
  • An aggressive marketing and advertising program.
  • A unique community-based Human Resource philosophy called the Sorbet Way, which challenges the typical mindset of the employees and instils a commitment to the higher purpose of service and upliftment.
  • A remuneration policy that incentivises and motivates staff.
  • Ongoing internal and external education and certification of all Sorbet citizens.
  • A strong emphasis on retailing.
  • Bulk buying of acclaimed professional and retail skincare products. Dermalogica, our dominant brand, Environ and Guinot are the most viable professional skincare brands in the market. Sorbet is already the largest single buyer of Dermalogica in SA and is thus able to arrange the best possible pricing for potential franchisees.
Obsession with Service

As an experienced consultant on human relations and customer service, Fuhr has instilled in the company an obsession with Guest Service. This is highlighted by the large sign in every salon that offers "total satisfaction on all treatments or you don't have to pay". "Our guests and staff feel very comfortable with this unique service guarantee," says Fuhr, "as they are confident that every treatment will be of the highest quality".

The WOW Service Training Program is compulsory for all staff. This instils in them the need to provide every guest with a level of service that goes way beyond their expectations. Therein lies the secret for creating loyal guests who ultimately become brand champions. "We aim to build Sorbet into a leading national brand of beauty salons and nail bars and our service training is designed to achieve this by building loyalty... one guest at a time!" says Fuhr.

A Unique Culture — The Sorbet way

The Sorbet Way, a unique business philosophy, has been specifically developed to counter the common way of operating in the beauty industry. It challenges much of the conventional wisdom and provides the citizens of Sorbet with a set of values and principles which they can use as a directional guide for their actions and behaviour.

This philosophy is based on a higher purpose and a set of driving principles which describe how the higher purpose can be achieved. The higher purpose is more than a vision or a dream of the future; it is the very reason that we are in business and it is essential for the success of any potential franchisee that he/she is willing to embrace this culture.

Essentially, we believe that the higher purpose can be achieved by adhering to the following driving principles:

  • Passionate Service;
  • Selfless Community;
  • Servant Leadership;
  • Unwavering Integrity;
  • Supplier Relationships.
Franchisee Support & Selection

Sorbet is committed to building a model franchise that sets the benchmark in the beauty industry. This involves a total dedication to the training and support of the franchisee. "We aim to serve our franchisees with the same passionate commitment that we provide to our guests", says Debra Beswick. "The performance of our franchisees will be crucial for the longevity of the Sorbet Franchise so it is vital that we do everything in our power to ensure their success."

Potential franchisees don't need to be beauty or nail care therapists. They should, ideally, have a business or marketing background with very strong people skills. The success of the business is dependant on the individual relationships that one is able to build with the guests and the staff.

Areas available for franchising

In order to be able to effectively support franchisees, Sorbet is only offering franchise opportunities in Johannesburg, Pretoria, Cape Town and Durban.

For more information contact Rudi Rudolph on 082 455 6126 or by email.

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