Can We Help You Find a Place for Your Own Great Harvest?
Posted on Wed, Jun 23, 2010
Posted by Mike Ferretti on June 23, 2010
One of the things I do, in addition to my day job as CEO, is to select sites for new stores. I picked this function up a couple of years ago on an interim basis and can't seem to let go because I love doing it. I like seeing the neighborhoods. I like getting to know our new bakery owners while they make the most important decision they have in the start up phase of a bakery.
In the last year, I've traveled all over the U.S. on location hunts. The Northwest. The Rockies. The Midwest. The Northeast. Hmm... no Texas this year;-( When we look for new sites we already have
a signed franchise agreement. We get the people first and the location second. I can't remember us ever doing it the other way around. That is to say, I can't remember us ever finding a person to fit a location. We always look for the people first. The reason is that we are such a people focused business that we don't want to chance that we have to rush or compromise just because we have the "perfect" location. And, for the record, there is no such thing as a perfect location.
Once we have the right people and the right community, the new bakery owners spend a great deal of time doing homework on where the bakery should be located. When we are all comfortable that we have a list of our viable choices, I schedule a trip to town to look at the sites. Demographic data and Google Maps are wonderful tools, but there is no substitution for feet on the ground and eyes on the building. I normally spend part of 3 days looking at a market. During my first afternoon, the bakery owners drive me around and show me their town. I like to see it through their eyes and inject some of my experience into the view. The second day, we look at each potential site - the more variety, the better. 
Sometimes we have a strong feeling about where we want to be, but I like to see everything to make sure we haven't missed a diamond in the rough. The third day is spent focusing on our top choices from the day before.
By the time I leave town we have a very good idea where the bakery will be placed and how much it will cost. Then the hard work begins. Lease negotiations are rarely fun and always take longer than we expect. Frustrating, but a real part of the process. And, in the end, all of the work is worth it.
I would love to come visit you and your town if you are thinking about joining our family.
Thanks for reading.