COOKFranchising

COOKwww.cookfood.net

A Real Alternative to Home Cooking(and unfulfilling jobs)

Thank you for your interest in a COOK franchise. A ‘brochure’ will nevertell the whole story but we hope that this provides a decent overview of

who we are and what we do.

Our founding mantra in 1997 was: ‘To cook using the same ingredients andtechniques that you would use at home so everything looks homemade andtastes homemade.’

14 years on, and 3 kitchens later, nothing has changed. We are family ownedand based at our Kitchen in Kent. We have over 30 shops of our own acrossthe South East and so really understand retailing ourselves. We also sell toselected farm shops and independents across the country, and have a nationalonline delivery service all enhancing the strong brand.

We are entirely unique on the high street and now the business is growing weare inviting motivated franchisees to come and join us by owning and managingnew stores.

Hopefully these pages will cover the basics please don’t hesitate to get in touchwith us for further information.

All the best

Edward Perry and Dale Penfold,

Founders

A Little Bit About Us

www.cookfood.net/franchise

Chiswick

Oxted

Haywards Heath

Clapham

Haslemere

Me and my husband often say if COOK ever stoppedbusiness, it would be like losing a limb!... I’m not ashamedto admit, we have COOK meals six nights out of seven.

Happy Customer

‘’

• 700 - 1000 sq ft sales space• Good secondary locations• Trading in affluent areas• Community and market towns,city villages, quality city suburbs

• Visible locations ideally withparking nearby

COOK has given us more family time. For busyparents with two great kids that’s a real gift.Even the dog gets walked every night now.

Happy Customer

‘’

I have been in retail for my entire career,but being part of the COOK family since2004 has been my most enjoyable time inretail. It’s great working in a shop whereyou really get to know your customers and

can almost call them friends. We are a great team here in Petts Woodand all feel very protective and always take great pride in ourcustomer service and general operations. Working for a business thatvalues fabulous customer service, and having the time to spend withcustomers and provide that, makes people come back time and timeagain and makes us feel like we are providing a real service to thosewho shop with us.

Our Haslemere Staff

Nearly all of our customersare good cooks in their own rights

Our Shops

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Our chefs can make sure that the foodalways tastes great but it is your role

to ensure that the atmosphere and servicein the shop is second to none.Our customers enjoy visiting the shopsbecause of the one to one service theyreceive, the knowledgeable advice theyget, not to mention the free samples whichresults in a food shopping experiencequite different from anything else around.Put simply, it is about the ability to buildrelationships with your customers.

Janet KingOur Petts Wood Manager

‘

’

Even though I like cookingsometimes COOK for dinner

parties is the only way forward.Happy Customer

Heaven sent... a meal that tastes as thoughyou might have made it yourself, better even.

The Daily Telegraph

‘ ’

‘’

Cooking for 1 and 2

Family Meals

Little Family

Food for Entertaining

The Indian Range

Chocolate RouladeThe Indian RangeCanap´s

What We Sell

Family MealsLarger meals created to suit all ages

Cooking for 1 and 2We currently have 60 different recipes in theCOOK book split into regional cuisines typesfor the purposes of merchandising andpackaging. For those who don't always havethe time or inclination to cook themselves.

www.cookfood.net/franchise

For Special Nights InFood For EntertainingDinner party meals for 4 or moreLarge puddings, Party food

Large cakes

Little FamilyThis is our range of kids meals andbaby food

Our first ever menu in 1997 consisted of six, 6 portionmeals and a few large cakes and puddings. Things have

clearly moved on a bit since then and through large amountsof trial and error we have settled on the categories listedopposite which we believe reflect the types of customer thatwe have and the way they shop with us.

The Pastry Team led by CarolOur pastry is made from scratch using butter, flour and water.Nothing else. All bases and lids are hand pressed and cut.

The ChefsAll of our trained chefs cut, prepare

and cook by hand. No shortcuts.

DaleFounded the business with Edward in 1997and still the Head Chef today. No-one caresmore about quality and consistency.

Our Pudding SupremoLiz Dove started making puddings at thesame time as us 12 years ago. For the last 10years we have been her only customer andshe has grown alongside us.

JamieOur development chef. Responsible for the recipes in ‘The COOKBook’. Always working on new recipes to ensure we regularlylaunch new products, and also improve existing ones.

KenKen is our 'gatekeeper'. He has workedwith Dale as a chef for 36 years andnothing gets into the Kitchen until itsatisfies Ken's quality standards. He iswonderfully and perfectly fussy.

No-one in the whole country, nay world,is making meals in this way.

Tucked away on an industrial estate in Sittingbourne, Kent is our Kitchen.An extraordinary place! No-one else has ever cooked food on this scale, in thisway before and we are extremely proud of what all our kitchen staff achieveevery day.

‘Barrier To Entry’Over the years there have been many ‘copy cats’ who have come and, a fewyears later, gone. Whilst the concept is simple, the knowledge required tomake the food taste great every single time is phenomenally vast. It’s takenus 14 years and we’re still learning every day. One visit around the kitchenwill be enough to persuade you of the complexities and therefore the barriersto entry.

www.cookfood.net/franchise

Our Kitchen

All our ingredients are bought fromplaces that fit in with our values, frompeople with whom we have long standing

relationships and who share ourapproach. So, we look at all the issues:quality, animal welfare, fertiliser andpesticide usage, traceability, food miles

and sustainability - together.

Open a COOK and you become part of the family! We are offering the opportunity to join in

with an independent and truly unique business on the high street. We want those who join

us to have as straightforward a time as possible, so you can expect all of the below from us:

Location supportWe have learnt a lot about what sites work for us (and what doesn’t!) in building up our own portfolio of

shops, and will offer full support in finding the right site. As a guide, we tend to suit any affluent market

town or city village and can be found on secondary streets away from the multiple retailers where the

rents are more reasonable and you can get more shop for your buck! Because of our unique offering, we

consider ourselves to be a ‘destination retailer’. The best performing shops tend to be ones with great

visibility from the road and are not in a pedestrian-only area. Parking nearby to the location is important so

that you can encourage the ‘freezer fillers’.

Set up HelpFrom the moment you are approved as a COOK franchisee, we will support you from finding the right

locations, to us fitting out your shop. We will support you in helping to ensure you open your shop on

time and on budget.

TrainingA full, and practical training programme covering everything from Shop Management and Customer

Service through to visiting the kitchens and discovering what makes us different in how we cook, and a

chance to meet the whole commercial team.

Marketing SupportRegular menus, seasonal ranges and regular promotional support identical to those for our own shops

are all available to help drive sales. But the most important marketing resource by a mile supported by

great food - is you.

The BrandOur customers have really bought into what we are doing and we have an unusually high engagement

level with them thanks to the strong brand values. The menu in-store, and regular newsletter and

e-newsletters sent out via growing mailing lists help to cement this.

Ongoing SupportJust as we communicate with and support our own shops, you will be kept in

touch with business updates, new initiatives and other news. Every member of the

COOK team will help support you in your business, and just as our own shops

have a chance to give feedback on the business, so will you.

The FutureCOOK has all the ambition, ingredients, and foundations in

place to grow into a successful national brand.

Join The COOK Family

You will be treated the same and receive exactly the same support andinfrastructure that our very own shops receive.

Vive les Chefs!

Join us, and you will be joining the COOK family.

The COOK Kitchen • Sittingbourne, Kent ME10 3HH • Telephone: 01732 759010

www.cookfood.net/franchise

‘Top notch frozen food.COOK is giving frozen food a good name.’

The Independent

‘Ready mealsthat taste homemade.’

The Guardian

‘While we don’t normally recommendready meals COOK is different.’

Marie Claire

‘COOK ready meals are in a league of their own.’BBC Olive Magazine

‘All the hearty dishes of a domestic goddess’s oven withoutyou having to chop, peel

or even mix and all to the highest standards.’Vogue

What The Press Say