Author :

Donna Messer

Donna Messer is a networking expert. She is the author of “Effective Networking Strategies” a Canadian Best Seller. Donna is a motivational speaker, addressing audiences on three continents. To reach Donna or get a copy of her book - www.connectuscanada.com

DRUXY'S is Canada's premier chain of quick service delicatessen restaurants operating 54 restaurants and kiosks in major healthcare facilities, office towers, shopping centres, museums and airports. The company is a privately owned Canadian corporation founded in Toronto in 1976, operating throughout Southern Ontario and in Calgary, Alberta. DRUXY’S is owned by Bruce, Harold and Peter Druxerman, all of whom are directly involved in the daily management of the company.



What does it take to be a great Franchisee ? According to Peter Druxerman, Vice-President Marketing for DRUXY’S it takes a great deal. His top 20 questions were part of his presentation to the Canadian Franchise Association. To quote Peter – being a franchisee isn’t easy !



Top 20 questions to address to discover if a franchise is for you



• Do you like people?

• Do people like you?

• Can you communicate well?

• Do you have the finances to last with little income?

• Do you have the support of your family?

• Can you live with uncertainty?

• Can you handle responsibility?

• Are you self disciplined and willing to do whatever it takes to succeed?

• Do you have the ability to follow someone else’s system?

• Are you willing to follow the rules and restrictions of this system?

• Can you accept criticism positively?

• Are you willing to listen when others offer advice?

• Are you willing to seek help from others?

• Are you willing to share your sales revenue?

• Do you have a passion for your customers?

• Do you pay attention to details?

• Are you willing to take responsibility?

• Do you understand the corporate philosophy?

• Can you follow the system?

• Will you listen and share?



If you can answer yes to all of the above, you’ve got what it takes to be a successful franchisee. If a DRUXY’S franchise is of interest to you, visit the website and get started.



At DRUXY'S, they pride themselves in offering their customers only the highest quality, fresh and healthy food and personal service possible. They accomplish this by preparing sandwiches, salads, and bagels directly in front of the customer. The customer can see the raw ingredients before they are assembled and they are able to choose which ingredients to include in their meal. There is no compromise on quality; they use the very best products available. Their breads, meats, mustards and salads are high quality. The Solid White Albacore Tuna and Sockeye Salmon, and their specially prepared briskets of beef are what makes people come back again and again! DRUXY’S has their own special blend of coffee.



To keep the level of quality, they use only fresh ingredients and breads, pastries and produce is delivered daily.



DRUXY'S provides a special level of service – their belief is satisfying customers isn’t the only thing needed, it’s much more than satisfaction, it’s developing a personal relationships with their customers. Their statistics show that by developing these relationships they are able to generate an average customer frequency of 4.5 times per week. This compares to an industry average of 4.5 times per year.



More importantly, over half of the business comes from regular customers who frequent DRUXY'S an average of 4 times per day! This loyalty is the direct result of the personal service offered customers each and every time they visit the restaurant.



The future for DRUXY'S looks exciting with growth of 6 - 12 locations each year over the next 5 years. The expansion program is targeting key healthcare centres throughout the Province of Ontario. They believe that their commitment to a fresh, healthy menu perfectly positions DRUXY'S to take advantage of the growing concern for health conscious eating.



This concern is of paramount importance in a hospital setting. DRUXY’S will even provide nutritional facts about personally customized sandwiches. 30 years of experience gives them a foothold in a market, where they have been the benchmark. Their extensive, expanding and evolving menu of 23 sandwiches, 30 salads and 32 soups and chili makes them a welcome addition to any retail food service venue.



Customers can use the Nutrition wizard to build a sandwich or salad of their choice and when their done, they can see the Nutrition Facts for their creation. For Deli Sandwich identified by the Health Check™ symbol it is your assurance that it has been evaluated by the Foundation’s registered dietitians and meet the nutrition criteria as based on Canada’s Food Guide.





HOW IT ALL BEGAN :



DRUXY'S opened its first restaurant in the fall of 1976 in the head office of the Royal Bank of Canada at the food court in the Royal Bank Plaza, situated in the heart of Toronto's financial district. Two additional locations opened soon after in the Toronto Eaton Centre and the Sheppard Centre.



Steady growth of outlets and menu development continued through the balance of the 70's and 80's.



It was decided to start a franchising program to put owner/operators in each restaurant. Promotional activities, marketing strategies, menu design and pricing were all strengthened to enhance the traditional strength of quality of the brand. There was a redesign and strengthening of the main product lines.



Today, everyone has heard of DRUXY'S and they have established themselves as a mainstay in downtown office towers and major shopping centres. They have expanded their base and moved into four of the busiest hospitals in the GTA. They serve tourist attractions like the Royal Ontario Museum and Casa Loma, and have set up successful locations in regional industrial areas. They are even at the terminals at Buttonville Airport in Markham and Toronto Island Airport.



The combined results at the four hospitals has been gratifying, with a 25% increase in total food sales in one hospital and sales at other at 30% ahead of expectations.



DRUXY’S advertising campaign has been an aggressive one, designed to increase awareness in the market place through frequent radio advertisements. The commercials feature one of the owners, Peter Druxerman. He discussed the DRUXY'S philosophy in the backdrop of the fast food industry and the personal interests of consumers.



The comments received are an unexpectedly large number from customers saying that they have heard the ads and recount the details of the commercials. It is highly unusual for commercials to be recounted with such exacting detail. This speaks to the ability of the advertisements to cut through the advertising clutter and be heard.



The DRUXY’S marketing goes beyond direct promotions and awareness advertising. They appreciate the long-term relationship that they have with their customers and believe the loyalty must be returned. To this end, they help hundreds of charities each year that approach them for food donations.



Over the past decade they have made a special effort to help Camp Awakening, a camp for physically challenged children. Most years they run a campaign to promote and raise funds for the organization.



They also support Adult Alpine Racing through the DRUXY'S Masters Alpine Racing League and snowboard competitions. They believe that outdoor activities are a major part of healthy living.



Over the past 30 years they have contributed over $1,100,000 in food and other donations to various community organizations.



At DRUXY'S, they pride themselves on offering their customers the highest quality, fresh and healthy food with the best personal service possible.