October
2005 What happens when you mix French bread, a Home Depot executive
and a Canadian architect together on a Caribbean island? In Antigua,
this has turned out to be a winning combination for Douglas McVicars and
partner Dianne White, who've just opened their fifth link in a chain of
bread and pastry shops. The bakery started off with a woman with
an idea. That's how Doug describes the birth of the thriving business he
and partner Dianne now run. Franciane's sells around 300,000 sandwiches
per year, in an island with a population of just over 70,000. The Toronto
native began working as assistant manager at Franciane's in January 2004.
Six months before that, he and Dianne, who had been working part-time at
a Home Depot Doug managed, while she finished up her architecture degree,
had come to the island on vacation. White's parents are Antiguan.
Six
months before that, he and Dianne, who had been working part-time at a
Home Depot Doug managed, while she finished up her architecture degree,
had come to the island on vacation. White's parents are Antiguan. Doug
fell in love again - this time with the island, and convinced Dianne to
sell their home and car, and put their possessions in storage. "He was
the driving force behind moving here," Dianne says. "Doug said, 'I like
it, we're going back,' and I came along for the ride." A month later, they
were living in Antigua.
By August though, Doug was feeling
dissatisfied with his new job.
His suggestions weren't being welcomed,
and with two other jobs on offer, he decided to resign. He'd planned to
wait until some of the French investors from Guadeloupe were on island,
but instead, the executives from Hayot offered to fire the owner and give
Doug the top job, with incentives, including shares in the business. His
next project was to undertake a major overhaul. Doug says the former
managing director was targeting the wrong clients. "She went after
a market that I think exists here, but it's very small," he told escapeartist.
"She was going after ex-pats, tourists. yachties. The first thing we did
when we took it over, was to turn it into a local place, where everything
is locally driven." The changes included buying more produce on-island,
whereas the previous manager had imported a lot from France.
The
menu changed drastically, with pate and brie replaced by tuna, crab, turkey,
roast beef and local saltfish.
"Now that's stuff you put in a sandwich,"
Doug says.
The shift to local labour and locally-purchased
material made a difference of over $120,000 in construction costs for their
newest store. Material for the first two stores had been shipped in from
Europe. The customers didn't seem to mind the difference.
Dianne designed the interior of their
latest outlet, which is to be used as a prototype for their planned franchised
expansion into other Caribbean islands, including St Lucia, St Kitts &
Nevis, and Dominica in the next year. Competition within Antigua has come
from the opening of a Subway franchise within the past six months. Many
speculated that the new store would give Franciane's a run for its money,
but the competition never materialised.
"They're very expensive," Doug explains.
"They have something for $20 that we have for $10. I was never really worried,
because I've been in competitive business before, and you generally lose
a little bit of business when they first open, but you gain that back.
"
Added to that, he says the customers lost to competitors are quickly replaced
by others who are now glad to see a shorter line, and can run in and grab
a bite.
"I think they have a good product,"
Douglas says of the new franchise. "I used to eat Subway in Toronto. But
pricing has a lot to do with it. When you look at what people make here
per hour, $25 is a lot to spend every day for your lunch."
Antigua also has its traditional
types of breads, which are heavier, and often laden with tinned butter,
pork sausage and cheese.
"That was one of my first experiences
when I first came here," Doug says. "Dianne took me to Brownie's (bakery)."
"Yes," Dianne recalls. "I got you
a sandwich with sausage and cheese."
"It was different," Doug adds,
"but it was nice, very heavy. But don't get me wrong, you can't eat our
sandwiches every day either." Quite a few customers might beg
to differ. Franciane's staff know the regulars who eat either the same
sandwich every day, or mix and match the fillings, but nevertheless, come
in at around the same time every day.
There was formerly a Swiss bakery
in a popular tourist section of the island, along with another French bakery
in the capital. "I think the majority of Antiguans are already aware
of what French bread is," Dianne says. "They seem to like it, and what
we try to do is to provide them with the right fillings that they want.
Like saltfish and red herring. We
will also be carrying the local cheese, because not everyone likes cheddar
and Swiss.They seem to be very attached to the tinned cheese. So we're
still trying to add to the menu."
Slowing down from the pace of life
in Canada has been a welcome change for the couple.