General Manager of Franchising – Meet Sean O’Connor

Video interviews: April 23, 2019

Leading the squad – Building the Network

Increasing the footprint of our brands nationwide is a key focus for Craveable according to the business’ General Manager of Franchising Sean O’Connor.


With a current network of 580+ stores and 350 franchisees across three brands, coupled with an annual four per cent growth rate, Craveable Brands is in a great position for expansion.

“There is definitely an opportunity to grow the business through opening more new stores across suburban and regional areas”, says Sean. Along with his team, oversees all franchise partner recruitments and approval for any franchise business resales. “My role is pivotal in making that happen and it’s something we want to achieve in the next three to five years.”

Given that Craveable Brands’ franchisees are highly successful and have been growing at above market rates, it’s no great surprise that Sean’s hardworking team won QSR Media’s Squad of the Year Award in 2017.

“We are a highly motivated and passionate team, and are delivering strong results, to win the award was great recognition for all of us.” he says.

Sean says that five to seven years ago, only 50 per cent of Craveable Brands’ stores were owned by franchisees.

“It was our goal leading up to the last financial year to sell the last 40 or 50 per cent of company stores with the aim of making it a fully franchised system. As a team we were able to smash those company store figures right down to single digit figures as a result of attracting new franchisee partners. That’s a remarkable achievement in this industry, as it’s almost unheard of to sell that many stores in that short amount of time.”


But what does it take to be a good franchisee?

Sean says that he always looks for great communicators with a passion to succeed.

“We look for people who want to get stuck in and grow a business with our brand, not just sit back and make money. When it comes to franchisees acquiring multi sites, they really need to be exceptional. We have very high standards and we don’t just take on people who are poor communicators or have very little business acumen. It’s vital we don’t make mistakes in choosing people who aren’t right in order to be successful.”




The father-of-three ran his own marketing agency for 14 years before deciding to look for a new challenge back in 2015. He immediately connected with Craveable’s sense of passion and opportunity for making positive changes.

“I really enjoy the culture, it’s exciting, fast-paced and I am surrounded by so many great, brilliant and inspiring people,” he says.

Along with his exceptional business acumen, the keen tennis player and one-time Woolworths trolley boy is also known for his cheeky sense of fun.

“You spend a lot of time at work so it’s important to create an enjoyable work environment for yourself and your colleagues,” he says. “That helps to create the loyalty and energy necessary to all work towards the same goals. We’re looking forward to a very successful next phase, and through working together, I’m confident of further success.”




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* Craveable Brands is the owner operator of Red Rooster, Oporto and Chicken Treat