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Wisynco partners with Rubis to expand Domino's pizza outlets

Published:Friday | December 30, 2016 | 12:00 AMTameka Gordon
A Rubis petroeum service station in Kingston.

Wisynco Foods Limited, the local franchise holder of Domino's Pizza, has opened its first store under a partnership with Rubis Energy Jamaica, a move that will eventually see a build out of pizza outlets at other gas stations provided by the petroleum marketing company.

Located at the Rubis service station at 113 Red Hills Road, St Andrew, the new location is expected to serve areas in and around Red Hills, Chancery Hall and Meadowbrook, as well as sections of Hughenden and Havendale, St Andrew, the company said.

Although a decision to get involved with Rubis was announced last year, Chief Executive Officer of Wisynco Foods Sean Scott told the Financial Gleaner that it took some time to get the first outlet sorted out in order to get the concept right.

"It took a little longer for the first one to open, but now we can roll out at a faster rate," Scott said.

At 1,200 square feet, the store is roughly the same size as other locations and started taking customers in November.

"We are currently exploring all of the facilities islandwide for roll-out of other stores," Scott said, noting the "fantastic response" since the opening at the Red Hills Road location.

Scott said the timetable for adding other pizza stores is still being worked out, "but definitely, there will be more next year.

"What we are doing is splitting delivery areas," he said.

"Five years ago, our store at Hope Road, across from the Police Officers' Club, would have done deliveries from all the way down to Half-Way Tree to all the way up to Mona (St Andrew). But in the space of five years we have opened two additional stores in that same geographical area," he said.

Splitting the delivery zones allows the company to better meet its demands and bring efficiencies "which we really didn't do well with before," he said.

"Even though we cannibalised our own sales and split it between stores, it's a worthwhile investment because the service goes up and, eventually, the frequency of purchases goes up," he added.

"You will get through to us on the phone when you are calling on a Friday night. The phone won't be ringing off the hook. Those days are behind us," said Scott.

Finding strategic locations

Domino's now has 13 stores islandwide.

The deal with Rubis solves the issue of finding strategic locations suited to push for growth, he said.

"Real estate is probably our biggest hurdle for growth, because you have to find good locations and they are not always available. What Rubis brings to the table is a network of 50 gas stations that are already in fantastic locations," said the Wisynco CEO.

The old garage bases once used by the gas station for servicing can be easily converted, so "they are utilising their assets more efficiently now, renting to us, and we are getting access to a wide network of locations to pick from," said Scott.

Wisynco, which is also the exclusive operators of the Wendy's franchise in Jamaica, relocated its Central Plaza, St Andrew-based Wendy's to the Village Mall and has styled the eatery with modern designs. The site also allows for better parking for Wendy's customers, he said.

The 2,400-square-foot location seats 40-50 people and is "our best-looking store by far," he said.

At five locations, Wisynco Foods plans to add one to two restaurants a year, he said.

Scott was, however, tight-lipped on the investments going into the new locations.

Another Wendy's is planned for Upper Constant Spring, St Andrew, "towards Manor Park" by the new year, he disclosed.