franchise.co.nz – PUTTING PEOPLE IN BUSINESS
13
Liquorland was launched over 40 years ago as a franchise of 18 independently
owned liquor stores. By 2005 the network had grown to include 80 stores.
This growth was not only attracting customers and new franchisees but also
gaining serious interest from industry and potential investors.
In 2009, Liquorland was purchased from Dominion Breweries by Foodstuffs
New Zealand, introducing an unrivalled depth of retailing, liquor and
franchise experience. Through global recessions and pandemics, growth
has continued and now there are over 170 franchised Liquorland stores
nationwide. As members of the country’s largest liquor retailing business,
Liquorland franchisees benefit from unmatchable discounts, marketing
campaigns, IT infrastructure, online and social media capabilities.
In recent years Liquorland has also introduced an innovative profit-sharing
rebate scheme, increasing profitability for franchisees, using a performance-
based formula for calculating the size of dividend for each franchisee.
At the top of their game
Liquorland was awarded New Zealand’s Best Liquor Retailer for the tenth
year running at the 2025 Reader’s Digest Quality Service awards, conducted
through a rigorous Catalyst group survey; thereby becoming one of only a
few retailers to have achieved a gold award 10 years in a row. Liquorland
was also rated as the most preferred retailer to deal with by their supplier
community; and the brand received more than twice the highest brand equity
scores of their nearest competitor, as measured by Nielsen data.
Liquorland’s CEO Brendon Lawry 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. And
it works whether these are franchisees with over 20+ years’ experience with
Liquorland, or operating brand-new sites like Mangawhai in Northland, or
Prebbleton in Christchurch.”
While most currently available Liquorland franchise opportunities are existing
operations for sale, there is capacity for more ‘greenfield outlets’ depending
on the potential of the surrounding area. Brendon explains, “New builds
and renovations present a unique opportunity to create an exciting retail
experience. The recently opened Liquorland franchise in the Shirley suburb of
Christchurch is fast becoming our benchmark of what is possible.
“Success as a franchisee requires drawing on all Liquorland’s commercial
experience, product offerings, comprehensive marketing programmes and
promotions. Above all, our most successful franchisees embrace the high
standards of Liquorland retailing and customer service and put a lot of
energy into fostering community connections.”
What doesn’t work is attempting to run a Liquorland store as a ‘hands-off’
investor. “Our store owners are not investor-retailers who simply focus
on low margin cash flow generation to buy the next instalment of stock,”
cautions Brendon. “But, if you love dealing with people and the high energy
of retail, Liquorland presents a fantastic opportunity. For instance, Liquorland
Prebbleton franchisee Jeremy Baars brought 20-plus years of experience
in the supply side of the liquor industry and went into partnership with his
family. Jeremy is the hands-on member of that partnership. He’s doing very
well – he has two sons working with him now and is talking about opening a
second Liquorland store.”
A strong first impression
“Franchisees must be hands-on, proud of their store, and wrap their arms
around Liquorland’s brand values,” stresses Brendon. “We know that the care
a franchisee puts into presenting their store sends a strong first impression
message to customers… ‘If they care this much for their store, I know they’ll
care for me.’
“Ours is a people game. It’s key that our franchisees and their staff understand
serving people is the nuts and bolts of what we do.”
“While a strong retail background helps, we have examples of franchisees
who have succeeded after coming to Liquorland from being chartered
accountants, ex-sales reps, ex-military, builders, police and lawyers. One of
our own operations managers loved the idea so much he and his wife now
own a store. Our franchisees are a very 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
and regular regional meetings, IT infrastructure, and all the tools required to
run a retail business.”
So, if you’re ready to raise a glass to your new Liquorland franchise,
call Dave Yurak, Liquorland’s Head of
Merchandise and Operations.
The last word goes to Prebbleton
franchisee Jeremy Baars, “Joining
Liquorland was the best move I could
have made,” Jeremy says. “To own
my own store and work with family
in a community like ours is just
so rewarding.”
Liquorland’s CEO shares a
few secrets to success for
potential franchisees
RAISE
YOUR
GLASS
Opportunity: Retail
Sophie Laird, Liquorland Shirley (centre),
with CEO Brendon Lawry and
Office Manager Sarah Rodgers
Liquorland
www.liquorland.co.nz
Contact
Dave Yurak
027 457 2210
enquiries@liquorland.co.nz
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