What began as a small lunch café in Veghel, blossomed over ten years into a national franchise hospitality formula. In 2022, founder Thijs Swinkels sold his chain Brownies&downieS to Albron. 'I keep finding it strange that a deal has to take so long.'
By chance, Thijs Swinkels came into contact with special education as a trainee gym teacher. From that moment he was sold and knew that after his studies he wanted to do something with this target group. Not necessarily in education. Swinkels had more affinity with the hospitality industry. He thought of a nice initiative in his hometown Veghel: letting people with a disability work in a real business and give them a chance to develop. Without them immediately being given the care label.
Parents greatly appreciated the fact that Swinkels did not think in terms of limitations, but rather looked at what their sons or daughters could do. Under proper guidance, of course. 'Hard work when the cabin is full, time for a joke when it's quiet.' It turned out to be the golden formula for Brownies&downieS, a lunch café that now has some sixty locations throughout the country.
From soft- to hard-franchise
Swinkels wanted to make Brownies&downieS the best lunch café in the region. Hence his choice of a commercial business, with which he did not want to be dependent on healthcare subsidies and the rules associated with them. Basically just like any regular catering business. This did not go unnoticed by other entrepreneurs either.
In the summer of 2013, Swinkels was approached by someone who wanted to open a Brownies&downieS outlet. This move marked the start of a soft-franchise formula. 'That didn't go without a hitch,' says Swinkels. 'I should have brought in a lot more knowledge and know-how. That way I could have avoided a lot of mistakes. It went so fast at one point that it could have cost me my head.'
It was entrepreneur Maarten Halma who crossed Swinkels' path, who ensured that Brownies&downieS became a stable franchise organization. With Halma at his side, the transition from soft to hard franchise was made. This brought a lot of clarity and structure. Also for the franchisee.
What is and isn't allowed on the menu? What can you order yourself? What freedom of choice is left? 'There was always struggle and discussion when these agreements were not yet on paper.' Thanks to the transition to hard franchise, the business was up and running like a house in no time. It was the moment for Swinkels to think about the next step.
Tapping hours
The search for a buyer had begun. Swinkels did not want Brownies&downieS to be owned by an investment company. It had to be a business with the same DNA. Via-via Halma and Swinkels came to the table with Jan Willem Hilbron and Mark Hartmans, the directors of Albron catering & hospitality. Traditionally, Albron is a foundation. They do a lot for charities and also offer many career opportunities for employees. Swinkels dared to entrust his business to this party.
The deal between the gentlemen was quickly concluded, but the subsequent process was quite disappointing to Swinkels. Especially the time it took to arrange everything. Swinkels: 'A whole army of administration people, tax specialists and lawyers followed. All those e-mails back and forth. I just thought, everyone is typing away for hours and I wanted to complete the deal as quickly as possible. Fortunately, we were well supported by Michiel Segers of VWG Nijmegen. I have learned a lot as an entrepreneur, yet I still find it strange that something like this has to take so long.'
From the decision to sell to the final scribble took about a year. Then Swinkels stayed on for another year for the handover. Meanwhile, the seed for his new business was being planted. Together with former colleague Philip Christiaans, Swinkels started the Franchise Club. Their mission? To save businesses from the mistakes made at Brownies&downieS in the past. 'All the lessons we learned, we use in our advice toward concepts that are ready-to-franchise.'
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