Question
Food Franchisors Ltd It was March 2019, and Victor Fernandez sat at his desk and contemplated the work in front of him. Victor had graduated
Food Franchisors Ltd
It was March 2019, and Victor Fernandez sat at his desk and contemplated the work in front of him. Victor had graduated from RMIT University in December 2018, and had been hired by an investment fund company as a junior analyst. His company provides financial consulting services to clients, and Victor's new job required him to review the financial performance of a client and make recommendations to the client. The senior analyst to whom he reported would arrange for him to meet with the client. The first company Victor had been tasked to review was Food Franchisors Ltd, known as Food Franchisors.
As Victor looked over Food Franchisors annual reports of past four years (see Tables 1-3 for financial information), he considered how to approach his analysis. He needed to thoroughly assess Food Franchisors' past financial performance; this would affect the recommendations that he gave to the client. His boss was planning to arrange for him to meet with Food franchisors' Chief Operating Officer (COO), Kim Lee. Victor's senior analyst told him that Kim had a very busy schedule and she didn't like people wasting her time.
Background
Food Franchisors1 Ltd, known as Food Franchisors, is a global food and beverage company with its headquarters in Queensland. Its business model is as a franchisor and, as such, operates nine franchises. Today, network of franchisors spans over 2,400 outlets across Australia and internationally which over 15,000 employees.
The franchises that are part of this company are all within either the cafe? and coffee shops industry or the fast food and takeaway food services industry. Food Franchises also runs. some central services providing coffee and bakery products to the various franchisees as well as procurement, warehousing and distribution operations.
Industry Outlook
Revenue for the Cafes and Coffee Shops industry has grown moderately over the past five years, supported by Australia's vibrant coffee culture. Industry revenue is expected to grow at an annualised 2.5% over the next five years to $9.9 billion, and after that at 1.7% per annum. Despite the industry's positive revenue performance over the past five years,
1
A franchisor is a person or company that grants the license to a third party for the conducting of a business under
the franchisor's marks. The franchisor owns the overall rights and trademarks of the company and allows its franchisees to
use these rights and trademarks to do business.
1
competitive pressures have pushed profitability down over the period. Australia's coffee culture and its growing number of speciality cafes and coffee shops have contributed to high industry competition, low barriers to entry and low industry concentration.
Regarding the Fast Food and Takeaway Food Services Industry, consumer health awareness has transformed this area industry over the past five years. Increased awareness of fast food's nutritional content and a conscious effort by consumers to choose healthier options have affected industry demand. Industry operators have responded by introducing a range of healthier, premium choices with less fat, sugar and salt. The change in consumer preferences has also prompted an influx of new operators offering higher quality fast food options. Whilst revenue is expected to rise at an annualised 3.3% over the next five years, traditional fast food has declined as a share of industry revenue, while revenue from premium and healthy categories has grown. Competition among industry players has been intense over the past five years, as traditional operators have fought for market share while new establishments offering healthier options have reduced demand for existing players.
Food Franchisors' operational issues
2018 was not a good year for Food Franchisors. Early in the calendar year, there was a concerted public campaign by franchisees who had been forced to walk away from their businesses because they could not find a buyer and for a multitude of reasons, some financial and some personal, could not remain in these businesses. These franchisees argued that the quality of foods provided by Food Franchisors had deteriorated, but prices had gone up, causing customers to flee and revenues to fall.
The share price reflected the general turmoil.
On December 31 2017 the share price was $2.50 but by 30 June 2018, it had dipped to $0.46
For the 2017/2018 year, Food Franchisors reported a $307 million loss after booking $427 in
asset impairments and costs associated with closing 250 stores, representing 17% of its
Australian network. Whilst revenue for the year was up by 7% when compared to the
2016/2017 results, the company had been forced in June 2018 by its lenders to restructure
its debt. However, despite this negative situation, the share price rose to $0.51 by mid-
September 2018.
The evaluation
The COO, Kim Lee, would like some advice on how to improve the company's financial performance and how to win back shareholder and franchisee confidence. Assume you are Victor Fernandez. Are you able to complete his tasks: (1) interview Food Franchisors Chief Operating Officer, Kim Lee, and (2) prepare written advice and submit to the senior analyst within 2 weeks after the interview?
2 Please note: you are required to conduct a thorough financial analysis based on the financial statements using the tools learned from the course.
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