Retail food franchise Trampoline Gelato is hoping to attract new franchisees with its Trampoline on the Moove concept, set to be rolled out later this year in the form of mobile food vendors.
Trampoline was founded in 2004 by brothers Will and Grant Crothers, who hail from a family of dairy farmers.
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Grant’s partner Amanda Walton, now Trampoline’s chief executive, was then brought into the business for her extensive background in brand strategy.
There are now 11 Trampoline stores – predominantly in Victoria – seven of which are franchised owned. Keen to grow its network, Trampoline now plans to add mobile franchises to the mix.
The concept has been dubbed Trampoline on the Moove, which, according to Walton, is a logical extension of the existing business.
“Trampoline HQ has a fabulous gelato cart that travels to events and festivals around Melbourne, and we can’t keep up with demand for its services,” Walton told Franchising.
“Rents are sky high and the positive reception to American-style food trucks selling restaurant-quality food has encouraged local councils to become more accessible to mobile food vendors.”
“These are opportunities our existing stores can’t take full advantage of, so we have created a business that can.”
In addition to the added flexibility of a mobile van or trailer, there will be a lower cost of entry to the business.
Mobile franchisees will be required to put up between $80,000 and $100,000, while normal franchisees face a cost of $250,000 to $350,000.
Trampoline is hopeful this will appeal to potential franchisees who don’t want to commit to an expensive retail lease.
It’s also worth noting there will be no gelato-making involved in the mobile businesses, as franchisees will source everything they need from Trampoline’s St Kilda store.
“Trampoline’s mobile unit is designed to go where the crowds are – to service festivals, weddings, events or to just turn up and trade at popular roadside locations,” it says on its site.
“The gelato is made fresh for you at Trampoline’s St Kilda store. There’s minimal wastage, you control what you order, where you go and when you trade.”
“More affordable than our full store set up, the mobile unit follows crowds and trades primarily when the weather is fine.”
Walton told StartupSmart in March last year the market has become “a little more cluttered” since Trampoline came on the scene, but not every industry player has survived.
“More businesses are starting to sell gelato and are promoting the fact that it is healthier than ice cream,” she said.
“But without branding, many have found it difficult to remain viable – they’ve come and gone a bit. The category has had some recent entrants but that’s not to say they will actually succeed.”
“It’s difficult for people to actually compete in the space without a strong brand behind them – you have to be the desired or preferred brand to win in this kind of business.”
Of course, Trampoline isn’t the only franchise to add mobile businesses to its network. Boost Juice and Red Rooster are other high-profile franchises that have introduced mobile concepts.