Family First

Known, loved and munched throughout New Zealand, Cookie Time’s iconic large Original Chocolate Chunk Cookie has always had family as a key ingredient. Founded by brothers, Cookie Time was launched with the delivery of 70 jars of cookies to 70 Christchurch dairies on 7 February 1983. From that day on, Cookie Time has stayed true to its vision – a taste for every occasion, a smile on every face.

In return, families have shown their support of Cookie Time, New Zealand’s top selling and most trusted cookies brand. This brand status has been sealed as multiple, ongoing winner of the Reader’s Digest Most Trusted Brands cookie category.

Family is also to the fore for Chris Rhoades. He and his twin sons, Tim and Tony, were named 2023 Franchisee of the Year. Prior to the pandemic, the Rhoades were also named Franchisee of the Year, three years in a row.

Operating in an area that stretches from Te Anau throughout Central Otago, taking in some of New Zealand’s most popular tourist destinations such as Queenstown, Chris has been a Cookie Time franchisee for 10 years. The proud dad says that, approaching 60 years old, he couldn’t have managed the large territory, let alone achieved Franchisee of the Year, without the twins. 

Although Chris had a long career in FMCG, it’s not a prerequisite to becoming a Cookie Time franchise, he says. Before he and wife Trudy moved into Central Otago, Chris had spent 12 years at Cookie Time’s head office. The first two were spent in supermarket and service stations relations, before 10 years as Cookie Time’s franchise manager. 

A margin on every item sold

“Having been franchise manager, I went into the Cookie Time franchisee training thinking I knew it all. I was so wrong! Really, I can’t speak highly enough of the training and training staff,” says Chris. 

Territories typically range from $100,000 to $150,000 including goodwill, admin fee, van purchase and office equipment. With income earned as a margin on every item sold, it’s a straightforward business to run, Chris says. But knowing, understanding and following long-developed Cookie Time processes and procedures is the key to success.     

“For the first three years, I ran the territory on my own,” he says. “Then, seven years ago, when Tim said he’d like to join me, I welcomed him with open arms.” Tony followed two and half years later. 

“Although I’m essentially the territory master franchisee, Tim and Tony have their own franchisee agreements with Cookie Time. This ensures their involvement is recognised and appropriately rewarded.”

So, what exactly does a Cookie Time franchisee do?

“When asked this question, I start by explaining that anywhere food is sold is either a Cookie Time customer or a potential one,” he says. “We represent all Cookie Time cookies, plus other brands that are part of the Group portfolio. These include OSM, the world-first nutritionally balanced bar, Bumper and Em’s Power Cookies and bars.”

This adds up to around 80 separate products, plus one-off products and involvement in the annual Cookie Time Christmas Cookies campaign.

More than just selling product

Franchisees do more than sell product, Chris says. “We deliver and merchandise products, which can take seven days a week supplying our customers in tourist hot spots. This shows that, depending on territory size and demand, having decent storage space is a must – effective stock control is an important part of being a Cookie Time franchisee.

“It says a lot about Cookie Time that that there are so many long-term franchisees, some having been involved for more than 20 years. More than a few have now reached ages where they are looking at selling their territories, making this an ideal time to contact franchise manager Dawn Cleary, wherever you are in New Zealand.”  

See this advertorial on page 20 of Franchise New Zealand magazine Year 33 Issue 3

Contact details for Cookie Time

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