The brand
Vitaland is a category-defining concept in Australian family dining: an indoor playground built around a real cafe. Train rides, ball pits, themed parties — and the kind of coffee parents will actually choose to drink. Eight venues today across New South Wales (Liverpool, Miranda, Alexandria, St Leonards, Warriewood, Eastwood, Rhodes) and Western Australia (City West, Perth).
Ten years in, the brand has done more than survive. It has built something rare in family dining: a model that works inside a shopping centre, as a stand-alone destination, and as a regional anchor. Thirty thousand families through the door. The franchise programme is live, and the next partners are already being met.
Where William came to us
The model was proven. Recruitment was working — but William knew the difference between bringing in franchisees and bringing in the right ones. With eight venues operating, the next ten would be decided by how disciplined the intake became, not by how loud it could shout.
The engagement
Vitaland sits at the Optimisation and Growth phases of the journey. The work:
- A refinement of the ideal franchisee profile — scorecard-grade, not adjective-grade
- A tightening of the discovery day (less sales, more diagnostic)
- The 90-day onboarding programme, rebuilt around what a decade of operating has taught
- A second-pass on the operations manual, with the lessons from eight venues built in
- Channel work — where the next ten franchisees will most likely come from, and where they will not
What's next
The intake is open. The model is being scaled at a pace William sets, not the market.