Before Jewett Companies (JC) got involved, Donut Bar was a 2-location donut shop offering an ever-changing menu of the world’s most award-winning donuts. Donut Bar sells out of its creations almost every day, with long lines of locals and tourists alike down the street every morning. With tens of thousands of social media followers, Donut Bar has achieved fame and recognition worldwide.
Jewett Companies saw the worldwide attention received with the first two locations in San Diego and Las Vegas and felt that there was a huge opportunity for franchise success.
JC acquired controlling interest in Sweet Assets Franchise Group (SAFG) dba “Donut Bar” in 2016 and launched the franchise offering in September 2017. Donut Bar fit our portfolio because it:
Pre-franchising, JC raised $575,000 in capital at a $3 million valuation using the funds to develop and launch the franchise program. The leading franchise development firm, a global franchise law firm, a franchise tax and audit firm and a demographics analysis firm were engaged to support establishing the franchise offering. The goal was to grow the valuation to at least a $27 million exit in 5 years.
Jewett Companies performed an audit of all existing marketing channels and of the brand identity to determine areas for improvement. We identified the following weaknesses that needed addressing before launching a franchise lead generation effort:
Franchise Marketing and Sales
Next, we started advertising the franchise offering. Our advertising specialists placed ads on Facebook, Instagram, Google and other platforms, and our sales team quickly responded to all incoming leads.
Through our proprietary audience targeting, marketing mix, and unique messaging and lead nurture campaigns, we achieved a high volume of qualified leads. Through our qualification, education, and closing processes we successfully onboarded dozens of high-quality franchisees.
Our results in the first 12 months after launch
Completed a 15-question qualifying survey indicating interest.
Increase in organic traffic for donut-shoppers coming to the website for existing locations
Spend on advertising to generate a sold franchise (less than 1/10th the industry average)
Double our target number of franchises sold within the first year
On the Franchise Opportunity Facebook video - plus thousands of likes, comments, and shares.