Plarre Foods Group takes a bigger slice of the pie with AI
By Leon Gettler, Talking Business >>
IMAGINE a family-owned Australian food business which has been operating for over 120 years – through two world wars, the Great Depression, and a pandemic – which is now expanding its franchise operations with the use of artificial intelligence (AI).
That’s the story of Plarre Foods Group, a Victorian operation which is looking to expand nationally.
Steve Plarre, fourth generation of the Plarre family, is the company’s CEO.
“We’re a full range bakery minus the bread,” Mr Plarre told Talking Business. “We have a full spectrum of customers. We still have a very strong pull with the boomers but they are introducing their kids and their grandkids to the brand.”
Mr Plarre said the business has 85 outlets in Victoria, most of them are franchises, with 10% of the stores being run by the company.
“That’s where we might be testing new products, new service models, testing technology or, if we have the opportunity to open a store and don’t have a franchisee for that location, we’ll jump in,” he said.
“Or if a franchisee is in distress, we need to make sure we have some really good bench strength on staff so that we can jump in and help them run their stores.”
Plarre franchisees are a versatile group
Mr Plarre said the range of franchisees varies from people in their 20s to those in their 60s.
“Our best performers are people who love people, they love to have conversations,” he said.
“I think if you’re in most food businesses, people buy a product … but more than the product, they buy inclusion, they buy conversation.
“So it’s those franchisees that can connect with other people. When we meet them for the first time, the first thing we look for is: ‘Do you enjoy talking to other people? Can you have a conversation with them while you are making a coffee or serving them a pie or eclair?’”
He said while Plarre is based in Victoria it is looking to expand nationally.
“We’ve been talking about the interstate growth thing for 10-20 years knowing at some stage, we’ll run out of land or viable locations and we’re going to be looking,” Mr Plarre said, pointing to a number of conversations that were now occurring with potential locations in the eastern states.
Plarre innovates with ‘plant-based’ pies
Plarre also introduced a plant-based savoury range of pies and sausage rolls prior to the start of COVID. It is now 10% of Plarre’s savoury range.
When there was interest from supermarkets, it came up with the brand name Pie Society to make sure there was no brand confusion with the Plarre stores.
The plant-based range can now be obtained at Coles, Woolworths and independents – all up, some 2500 supermarkets around Australia.
To make it, Plarre uses a 1000-year-old Chinese recipe, Sietan, which is based on wheat gluten. That’s turned into a dough which becomes ‘meaty’ and chewy. Plarre puts that through a meat mincer, adds some lemon juice, with gravy and pastry and it tastes like a mince pie.
“For those people who are looking for a meat supplement or a faux meat flavoured product, it’s been going very well,” Mr Plarre said.
Plarre Foods Group is also now using AI to help expand the business.
“Internally with data and manufacturing, we’re looking to leverage that,” Mr Plarre said.
“The whole idea is to make our model simpler for franchisees, allow them to (also) focus on making great coffee (and provide) great service.
“We are in an AI learning process with demand planning looking at how do we know, days and weeks ahead of time, where we think certain volumes will come from? There is a lot of data out there.”
Hear the complete interview and catch up with other topical business news on Leon Gettler’s Talking Business podcast, released every Friday at www.acast.com/talkingbusiness
https://shows.acast.com/talkingbusiness/episodes/talking-business-23-interview-with-steve-plarre-from-plarre
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