Lesson 6: Commercial & Bulk Sales

Franchise Operations Manual — Sales & Revenue Section

Lesson Overview

Most franchisees build their revenue one customer at a time. Commercial and bulk sales allow you to multiply that effort — a single relationship with the right client can generate the equivalent of 10 to 20 individual orders in a single transaction.

This lesson covers two distinct but complementary revenue streams: bulk sales to local businesses, schools, teams, and events; and wholesale frozen product sales to venues such as pubs, restaurants, cafes, and sports clubs. Together, these channels can significantly increase your weekly revenue, create predictable recurring income, and reduce your reliance on foot traffic alone.

By the end of this lesson, you will be able to:

Identify the best commercial and bulk sales targets in your area

Approach and pitch local businesses, organisations, and venues with confidence

Set up bulk pricing and recurring supply arrangements

Understand the approval and training requirements for the frozen wholesale program

Why Commercial & Bulk Sales Matter

Walk-in customers are valuable, but they are also unpredictable. A single bulk order from a local business, school, or sports club can equal what you would otherwise take across an entire trading day — and a recurring bulk client generates that revenue week after week, with far less effort than acquiring new retail customers.

Commercial sales also work across all four of the Revenue Levers:

Traffic: Each new commercial client represents a large volume of product moving through your business

Conversion Rate: Bulk buyers who have already said yes are easy to retain and upsell

Average Order Value: A single bulk transaction can be worth 10–20 times an individual retail sale

Purchase Frequency: Recurring supply agreements create reliable, repeatable revenue on your schedule

One bulk client paying consistently is worth more to your business than dozens of irregular foot traffic customers. This is why commercial sales deserves dedicated time and focus every single week.

Part 1: Bulk Sales

Who to Target

The best bulk sales targets are organisations that regularly feed groups of people, celebrate occasions, reward staff or players, or need catering for events. In your local area, this includes:

Sports Teams Teams at every level — junior and senior, training nights and game days, end-of-season presentations and fundraisers — regularly need to feed groups of players, coaches, and families. A single club can become a recurring weekly or fortnightly order.

Schools Primary schools, secondary schools, and childcare centres are excellent bulk targets. Opportunities include staff lunches, student reward days, P&C events, end-of-term celebrations, and canteen supply arrangements. Schools also connect you directly to families — a positive experience here can generate retail customers too.

Offices and Workplaces Office teams order for birthdays, team lunches, client meetings, end-of-week treats, and onboarding days. Corporate clients tend to order regularly and at higher volumes. One account manager or office manager who loves your product can become a recurring monthly client and refer you to other offices in the same building or business park.

Events Markets, festivals, sporting carnivals, charity events, and private functions all represent bulk sales opportunities. Event organisers often need catering solutions sorted well in advance — getting on their radar early puts you ahead of competitors.

Construction Sites Construction crews are one of the most overlooked bulk targets. Sites run on early starts and consistent schedules, and workers need food that is filling, easy to eat on the go, and available reliably. A regular morning or lunch drop to an active site can become a lucrative weekly arrangement.

Church Groups and Community Organisations Churches, community halls, RSLs, rotary clubs, and similar groups regularly hold events, morning teas, fundraisers, and gatherings that require catering. These organisations are often loyal, word-of-mouth-driven, and well-connected within the broader community.

Bulk Sales Strategies

Create Bulk Menu Pricing

Before you start approaching bulk clients, have a clear and simple bulk pricing structure ready to present. Clients need to know what they get, how much it costs, and how to order — the easier you make this, the faster they will say yes.

Offer wholesale prices determined by the Franchisor

Create a simple one-page bulk order menu that is easy to read and professional in appearance

Clearly communicate lead times, minimum order quantities, and delivery or collection options

Include a recurring order option with a small additional discount to incentivise commitment

Personally Visit Local Businesses

Cold calls and emails are easy to ignore. Showing up in person — with product in hand — is dramatically more effective. A face-to-face visit with a sample demonstrates confidence in your product and creates a human connection that is very hard to replicate any other way.

Identify a list of 10–20 target businesses or organisations in your area each month

Visit in person during a quieter part of their day — mid-morning or early afternoon typically works well

Bring samples, a bulk pricing menu, and a business card

Ask for the decision-maker by name where possible, and be ready to leave product with a follow-up call booked

Most bulk relationships begin with a single conversation and a sample. Don’t underestimate the power of simply showing up.

Provide Sample Tasting Boxes

A sample tasting box — a curated selection of your products presented attractively — is one of the most effective commercial sales tools you have. It lets the product do the talking and gives the decision-maker something tangible to share with their team.

Put together a branded tasting box with a selection of your best-selling products

Include a bulk pricing menu, your contact details, and a simple call to action

Target offices, school staff rooms, club committee members, and site managers

Follow up within 48 hours of dropping the box — timing matters, as enthusiasm fades quickly

Offer Recurring Supply Options

A one-off bulk order is great. A recurring weekly or fortnightly supply arrangement is far better. From the very first conversation with a bulk prospect, position recurring supply as the natural next step.

Frame it as a convenience: “Most of our business clients set up a standing order so they don’t have to think about it each week”

Offer a small loyalty discount or added-value benefit for clients who commit to a recurring arrangement

Make the ordering process as frictionless as possible — a text, a call, or a simple online form

Review recurring accounts every 90 days to check in, say thank you, and look for opportunities to grow the order

Bulk Sales Opportunity Tracker

Use this table to manage your commercial pipeline. Aim to have at least 5–10 active prospects at any time.

Part 2: Frozen Wholesale Program

Important: Participation in the frozen wholesale program requires prior approval from your franchisor and completion of additional training. Do not approach wholesale venues or quote wholesale pricing until you have received written approval and completed the required training.

What is the Frozen Wholesale Program?

Franchisees who have been approved for wholesale production have access to a separate and highly profitable revenue stream: supplying selected frozen products to local venues at wholesale prices for resale.

This program is designed for venues that want to offer your products to their own customers without the complexity of making them from scratch. Products are supplied in frozen form, are easy to reheat, and are sold by the venue per slice or per serve at their own retail price.

This is a B2B relationship — you are supplying a business, not an end consumer — and it requires a different sales approach, different pricing, and a higher level of operational consistency.

Who to Target for Wholesale

Sports Clubs Clubhouses at football, cricket, netball, and other sporting clubs often operate a canteen or bar that serves food on game days and event nights. A wholesale supply arrangement means they can offer your products without any production effort — ideal for volunteer-run operations that want quality food without the hassle.

Pubs and Hotels Pubs are strong wholesale targets because they already have an established food offering and a customer base that expects variety. A frozen product that reheats easily and sells well as a bar snack or meal component can become a reliable recurring line for a pub and a reliable recurring order for you.

Restaurants and Cafes Cafes and casual dining restaurants looking to expand their menu without increasing kitchen complexity are ideal wholesale partners. A product that can be reheated quickly, presented attractively, and sold at a healthy margin is an easy yes for a busy cafe owner.

The Wholesale Pitch

When approaching wholesale venues, lead with ease and margin — these are the two things venue owners care about most.

Ease: the product is frozen, requires minimal preparation, and is consistent every time

Margin: show them the wholesale price versus a realistic retail price and let the numbers make the case

Reliability: emphasise that you can supply consistently to their schedule — venues will not commit to a product they cannot rely on

Support: offer to do a staff tasting, provide reheating guidelines, and check in regularly to ensure they are happy

Wholesale vs. Bulk Sales: Key Differences

Building Your Commercial Sales Habit

Like Local Store Marketing, commercial and bulk sales only generate results when they are treated as a consistent weekly activity rather than an occasional effort. The franchisees who build the strongest commercial revenue streams are the ones who dedicate regular, scheduled time to prospecting, following up, and nurturing their business relationships.

A simple weekly commercial sales rhythm:

Monday: Review your bulk and wholesale pipeline — who needs a follow-up call or visit this week?

Mid-week: Make at least two new prospect visits or calls — bring samples whenever possible

Friday: Follow up on any sample boxes or quotes sent earlier in the week — Friday is a great day to catch decision-makers in a positive mood

Monthly: Review your recurring accounts, check in with existing bulk clients, and identify any new targets for the coming month

Key Takeaways

Before you move on, make sure you can answer these four questions:

What types of businesses and organisations represent the best bulk sales targets in your local area?

What does a sample tasting box visit look like in practice, and why is it more effective than a phone call or email?

What is the difference between bulk sales and the frozen wholesale program, and what do you need to do before participating in the wholesale program?

What is one commercial sales action you can take in the next five business days?

Franchisee Action — Build Your Commercial Target List

This week, write down the names of five local businesses, organisations, or venues you could approach for a bulk or wholesale conversation. For each one, note the contact name if you know it and the type of opportunity it represents. Then commit to visiting at least two of them in person — with samples — before the end of the week.

One conversation can change the trajectory of your weekly revenue. But only if you start it.

A single bulk client can equal 10 to 20 individual retail sales. The franchisees who invest time in commercial relationships build businesses that are more profitable, more predictable, and more resilient.

Next: Building Your Monthly Sales Activity Plan →