Dutch franchisee takes Delightful Desserts international after a visit to The National Franchise Exhibition

CASE STUDY: Isabel Gerritsse, Delightful Desserts, Breda and Amersfoort, Netherlands


How did you find out about Delightful Desserts and what appealed to you about it?
In Autumn 2017 we met Baz at The National Franchise Exhibition in Birmingham, and after speaking to him I knew I had to be part of it. Baz is full of ambition and passion and has such a belief in the brand it is infectious – and I caught the Delightful Desserts bug! I knew it was something I wanted to be part of.

I knew that consumers in Holland would love the offering. A true range of indulgent desserts is exactly what we needed! I knew it would be a success and that’s something I could not walk away from. I went back to Holland and I thought about it non-stop. After many conversations and searching for the perfect location, the dream became a reality. I love the flexibility, the creativity, the desserts, the strong brand, the company ethos and family feel. It is the best decision I ever made. 


How was trading in the early days? 
As soon as we opened our doors, the interest was overwhelming. The people here love the concept, the store and the desserts! We see new and old faces daily. We’re proud to say the store has been a great hit. 


Tell us about training and support…
We had thorough training in an existing store with managers, and lots of theory training. It set me up, fully confident to run the store in Holland. Ongoing support is great;
I see Baz and the team regularly – his knowledge and advice is invaluable.


How has life changed?
Life is great, we work hard but play hard too. We’re loving the flexibility the business offers us. Work-life balance is really healthy and, financially, we are reaping the rewards.


What standout moments have you had so far?
The best and biggest achievement to date is opening our second store within eight months. It feels like a whirlwind! Life is super-crazy and super-fun!


How was the brand received in your country?
The product is new to the Netherlands, which makes serving it a lot of fun – people aren’t expecting quite such an epic dessert and stunning presentation. These desserts definitely have the wow factor! Delightful Desserts has been very well received in Holland.


What are your future plans?
My focus is on growth and you can definitely achieve that with Delightful Desserts. I want to expand to 100 stores within five years in Europe. Delightful Desserts has been a dream to work with. The support and freedom is there, and the flexibility and structure, and most importantly a strong brand and people behind it, has made it one that I am so proud to be part of. The only way is up! 

Interested in finding out more about being a Delightful Desserts franchisee? Meet the team at The National Franchise Exhibition on 4 & 5 October 2019 at the NEC, Birmingham. Book free tickets online to save £15 on the door

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