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Interviewer: Well, today on Starting Out, we look at the sandwich industry in Britain. I have with me Brian Fraser, the owner of ’Designer Sandwiches’, and Geraldine Holmes, another successful sandwich shop owner from Brighton. Brian did you have any problems developing your business?
Brian Fraser: Not at the start. I set up my first sandwich shop in Leeds in 1994. That went well. Unfortunately, though, just before the opening of my second shop, there was a fire in the empty building. So I had to start again and find new premises for it. It’s doing as well as the first one now, though.
Interviewer: Why do you think you have been so successful?
Brian Fraser: There’s a high demand for sandwiches made from fresh ingredients, especially when they’re served in a relaxed and friendly place. Although people have a bit less time nowadays, they’re still happy to pay more for something really good.
Interviewer: Of course some people take your sandwiches straight back to their desks. Is that a growing trend?
Brian Fraser: Quite the opposite! It used to be true, but now, because many offices ban smoking completely, we find a lot of people stay at our tables and chat over a cigarette after their sandwich. No one wants to stand outside smoking, especially in winter, and because we’re near their offices, people often come in twice a day.
Interviewer: So how long is the average lunch break nowadays?
Brian Fraser: It’s nowhere near an hour, of course. I’m told it’s slightly more than 30 minutes, I can’t remember the exact figure, but well under forty minutes.
Interviewer: Designer Sandwiches are the perfect choice, then.., if you’re living in Leeds! Now Geraldine, how did you start your own business?
Geraldine Holmes: Well, it was by accident, really. I planned to train as a journalist, but I got an office job to earn some money first. There were no places to buy a cheap snack near where I worked. My colleagues used to complain about this. So I thought there’s an excellent idea here and I made a start immediately.
Interviewer: And how did you finance the business when you started?
Geraldine Holmes: Well, you have to understand that I began in a very small way! So I really didn’t need a loan from the. bank. I used to fill a basket with about forty sandwiches, sell them in local offices, and, when the basket was empty, make some more. The little money I’d saved bought the first ingredients, and after that, I always had cash coming in, so there was no need for my parents to help either. Interviewer: Very low risk! Was it difficult to develop the business though? Geraldine Holmes: Yes and no. I made a reasonable profit from the start, so I was able to afford to rent a small place. I sold my sandwiches there, but also continued to supply the many customers I already had. The problem was, I had to close the premises while I delivered to their various offices. Interviewer: So then you employed Jack Roberts, now your business partner, to help you? Geraldine Holmes: Employ, no! I couldn’t afford wages. Jack had a very good job then, though he hated it. When I asked him to join the business, he seemed interested. Fortunately for me, he had two weeks off work at the time, so he agreed to take over the deliveries temporarily. Well, he enjoyed it so much, he decided to give up his proper job and take a risk with me.
Interviewer: And from then on, success was guaranteed! Geraldine Holmes, Brian Fraser, thank you for sharing your early careers with us.