So much sweeter

Vases topped with suckers in different shapes and colors are displayed side by side with gummy candies and chocolates.

"The candy bouquet is one of several gift ideas that we are pushing. We are targeting the non-child and the party package markets," said Edison Anthony Mariano, who, together with wife, Ma. Crestina, own CandyMix Plus, Inc. A subsidiary, Pick & Mix Franchising Systems, Inc., is the franchisor of Pick & Mix by Candy Mix outlets.

A candy bouquet made up of a dozen suckers costs between P400 and P500. One hundred 80-gram loot bags of assorted candies costs P3,500.

The bulk of sales, however, still come from bulk by weight candies, where assorted candies are sold by weight at P45 for 100 grams. Peak days are weekends, particularly after Sunday mass, and summer while the lean season is from June to August.

SM Connection

CandyMix was conceptualized after the Mariano couple saw successful bulk candy operators in Canada and Hong Kong in 1995. A year later, the company applied for a store space in any SM mall.

"We were put on the waiting list. We opened our first outlet at Metropolis in Alabang," said Mariano. "Over a year later, we saw again Harley Sy, the SM vice-president for merchandising who gave us store space when we were still in the ready-to-wear business, at the Metropolis. He recommended our business to SM Megamall."

Now, the company has 28 outlets nationwide, of which 13 are operated by franchisees and 80% are located in SM malls across the country. In SM Megamall alone, the company has three outlets, with applications for two more.

Franchise

The company started its franchising in 2003 by changing its brand name to Pick & Mix by CandyMix.

It has three business models. The smallest one, the stand, requires an investment of P220,000, inclusive of signage, store equipment, wares and supplies, initial inventory, uniforms and training, and franchise fee. The investment package for a cart is P330,000; and for a kiosk, P550,000.

The company is also tying up with SM Supermarket to put up a counter for franchising. Right now, the company has counters/outlets in Megamall and Landmark.

On average, each outlet carries 40 to 50 kinds of bulk by weight candies and 30 kinds of candy toys and 2-in-1 toys. About 80% of the candies are imported from China, the United States, and Germany as well as from Turkey, which is noted for its specially-flavored gummy candies. The balance, mostly marshmallows and chocolates, are sourced locally.

"We are looking for franchisees who are hands-on or are willing to spend at least four hours a day in the business," said Mariano. "Location is also important. For example, one of our outlets in Megamall is located right in front of the entertainment center, which is patronized by our target markets, children and teen-agers."

This year, the company expects to open six franchised outlets, the same target set and achieved in 2004.

"We want to replicate our stores in key cities all over the country but we want to make sure we choose our partners well," said Mariano.