franchise.co.nz – PUTTING PEOPLE IN BUSINESS
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Sophie and James Laird have owned a Liquorland franchise in the
Christchurch suburb of Shirley’s Homebase shopping complex for four and a
half years. Their business was already seeing strong growth, but in the past
year, the Lairds say they have seen especially rapid growth in the business
following their relocation to new premises within the shopping centre.
Sophie explains that they had begun to outgrow their old site before that part
of the complex was demolished a year ago. “Turnover was strong and we had
built a store we were really proud of, but our small storage area meant there
were some limitations on our operational efficiencies.”
The new store is much larger, including a vast new chiller area, and follows
Liquorland’s smart new layout plans, meaning they can now carry an
increased range of premium products, have cut down on restocking times,
and are able to deliver a top-tier customer shopping experience.
“This has also led to a change in our overall customer profile,” says Sophie,
“with a wider range of shoppers attracted to the lighter and brighter, more
modern and sophisticated store layout.”
High levels of support
Although they had not owned a business together before, Sophie and
James brought useful skills and experience to their new franchise. Sophie’s
background was in events and hospitality management, giving her vital
product knowledge, while James had been working in retail operations
management for both Liquorland and its parent company Foodstuffs
New Zealand.
However, they credit Liquorland’s high levels of support as contributing
hugely to their success. Sophie says they are surrounded by a wonderful
group of fellow franchisees and support office team members. “There’s no
feeling of competition between franchisees,” she smiles, “it’s more like a
community and there is never any shortage of people willing to help and
give advice when you reach out.”
The pair say they are kept pretty busy at home with three small children
aged between four and eight years old, but they have also gathered a great
team of employees around them, which Sophie says gives them a lot of
flexibility and makes it easy to work the business around their lifestyle. “We
have a fantastic team, they all have incredible product knowledge, and we
are always receiving positive feedback on their customer service. Most of our
staff have been with us since we joined Liquorland. We have all developed
great relationships with our customers.”
Leveraging all the advantages of the brand
Launched over 40 years ago as a franchise of independently owned
liquor stores, in 2009 Liquorland became part of Foodstuffs New Zealand,
introducing an unrivalled depth of retailing, liquor and franchise experience to
the group. Through global recessions and pandemics, growth has continued
and Liquorland stands out as one of the largest liquor retailing businesses in
New Zealand, with over 170 franchised Liquorland stores nationwide.
Liquorland was awarded New Zealand’s Best Liquor Retailer for the tenth
year running at the 2025 Reader’s Digest Quality Service awards and was
rated in a recent Nielsen survey as the most-preferred retailer with the
highest brand equity by shoppers.
Dave Yurak, Liquorland’s Head of Merchandise and Operations, describes
liquor retailing as a competitive, mature market, but says, “There are so many
examples of our franchisees creating great income and building value in
their businesses. They achieve this by leveraging all the advantages of the
Liquorland brand and combining these with their own flair, effort and care of
their stores and customers.
“Our franchisees benefit from preferential supplier pricing, marketing
campaigns, IT infrastructure, online and social media capabilities and will
soon be joining Foodstuffs’ new Club+ loyalty programme, which will be one
of the biggest loyalty programmes in the country.
“In recent years the franchise has also introduced an annual profit-sharing
rebate scheme, increasing profitability for franchisees, using a performance-
based formula for calculating the size of dividend for each franchisee.”
A common thread
Dave says that success as a franchisee requires drawing on all Liquorland’s
commercial experience, product offerings, comprehensive marketing
programmes and promotions.
“Although most of our franchise opportunities are resales, new builds
and renovations present a unique opportunity to create an exciting retail
experience even from existing businesses. James and Sophie’s new store in
Shirley is a benchmark of what is possible.
“It’s a real hands-on role. Our most successful franchisees embrace the
exacting standards of Liquorland retailing and customer service and put a lot
of energy into fostering community connections.
“While a strong retail background helps, we have examples of franchisees
who have succeeded after coming to Liquorland from being chartered
accountants, sales reps, ex-military, builders, police and lawyers. Our
franchisees are a truly diverse bunch, but their common thread is caring for
people and the experiences they create for them.
“If we can see that you will deliver great service and create a welcoming and
friendly environment that resonates
with customers, our proven training
and ongoing support will get you
over the line. That support includes a
full promotional programme, strong
supplier terms, excellent marketing
support, regular regional meetings, IT
infrastructure, and all the tools required
to run a retail business. Contact me
today to find out more.”
Modern and sophisticated store
layout brings rapid growth for
Liquorland franchisees
Opportunity: Retail
Liquorland
www.liquorland.co.nz
Contact
Dave Yurak
027 457 2210
enquiries@liquorland.co.nz
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BUILDING A
BENCHMARK
Sophie and James Laird: ‘Relocation helped us
deliver a top-tier customer shopping experience’