A View From The Top

How Cookie Plug went from 1 to 25 locations in 3 years

Cookie Plug CEO Chris Wyland explains how having a low-labor franchise model has been key to the chain's rapid growth. Founded in 2019 and franchising since 2022, it now has 25 locations.

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January 24, 2023 | By Chris Wyland

Obviously, having a low-labor franchise model makes things easier for everyone, but implementing isn't always easier. It starts with simplifying operations at the corporate level so that there is less work at the lower levels and a more unified model for the brand. For fast casual brands, this means streamlining production processes so that less in-store food preparation is needed and the experience can be the same across all locations. By making production easier in store, this allows for brands to create a higher quality, consistent product while also focusing more on customer service and hospitality.

Here are some benefits of operating a franchise using a low labor model:

• Minimal number of employees needed per shift.
• Ability to control the cost of goods through volume.
• Smaller store footprint, which allows for lower ongoing fixed rent costs.
• Quality of products is consistent over time.
• Overall equipment packs are smaller and less expensive

Low-labor franchise models are becoming increasingly popular because they focus on efficiency and help increase profit. The less labor intensive your business is, the fewer employees will you will need to operate. This naturally cuts down on costs and creates a more scalable model.

A small footprint, simplified operations and a consistent product have all been the keys to Cookie Plug's success. Corporately, we produce our dough and control production off-site. This controlled system takes all of the mixing, prep and portioning out of the shops' and the franchisees' responsibility. Additionally, in most municipalities we are not required to install a grease trap or hood, which saves money and streamlines our buildout process. Our shops can be opened quicker and at a lower overall cost than other concepts. With an average all-in cost to open between $80,000- $120,000 and an average timeframe to open between 90-120 days, we have perfected the easy-to-open low-labor franchise model.

Having a simplified, low-labor franchise model can be beneficial to many brands by helping improve guest experience and providing a great product. If you're looking to make some changes your brand, try simplifying your systems to cut down on labor. I think you will see improvements across your overall operations as well as an increase in profits. Switching to a low-labor franchise model will not only help drive more sales but will also help bring more volume and generate units. If you take anything away from this, remember to work smarter not harder when it comes to developing your business model. It doesn't have to be complicated for you to see success.

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