Interview with Il Gusto founder Richard Mosconi

Business Franchise sits down with Richard Mosconi, founder of Il Gusto, to talk about the launch of the specialist gift brand’s ‘easy franchise’ model. This new seasonal approach to its business model focuses on popups in high-traffic shopping malls during the lucrative summer and winter months and, as such, requires a minimum of just three months’ commitment from franchisees.

Tell us a bit about yourself and how you came to be involved with Il Gusto…

“While living and working in France, I heard of an innovative company called Vom Fass, selling premium oils and spirits direct from the producer. Spotting a business opportunity, I met with them and eventually went on to open Vom Fass in the UK in 2000. I spearheaded the expansion of Vom Fass in the UK, developing the concept and franchise over 15 years, before reimagining the brand as Il Gusto for the UK market.”

What’s your product and who is your market? 

“Il Gusto is the UK’s leading speciality retailer for fine oils, vinegars, spirits, liqueurs, sparkling wines and unique personalised gifts. The Il Gusto brand provides a direct link from producer to consumer and sells most produce direct from wooden barrels or glass balloons.

“Products can be decanted into a wide range of stunning glass bottles and everything can be adorned with a complimentary personalised message in store. As most products come directly from barrels and balloons, customers can taste everything in store before purchasing their favourites. Our products appeal to everyone, but they are especially suited to gifting – whether you’re looking for wedding favours, gifts for teachers or Christmas presents for the family.”

Why did you decide to franchise? 

“We were keen to allow other people the ability to grow their own Il Gusto business from their already successful brand. It offers franchisees the independence of small-business ownership while being supported by the bigger network.”

What’s different about the franchise offering from Il Gusto? 

“We recognised that 50 per cent of our annual business is undertaken during Christmas. We therefore decided to create a seasonal approach to the current full-year franchise offering: the à la carte concept. This concept offers franchisees the flexibility to work for a period of three to seven months per year, mainly during the highly profitable summer and pre-Christmas periods – with a focus on popup shops and kiosks in high-traffic malls and department stores.

“This offers franchisees the ability to maximise profits while minimising costs, with the unique concept also endeavouring to provide further economies of scale for franchisees through reduced logistic costs, staff optimisation costs, improved rent and cross selling, all of which should ultimately result in increased turnover and profit. They also receive the same level of training and support that a full-time franchisee would but as an ‘à la carte’ franchisee.

“We have also secured 100 sites in top shopping malls around the country, so that franchisees do not need to worry about having to find the perfect location.”

Who will suit an Il Gusto franchise? 

“As Il Gusto is ideally suited to seasonal shopping and Christmas gifting, it is the perfect offering for franchisees who are looking to invest in a business opportunity geared towards a commercially valuable time frame.

“It’s an ideal opportunity for those looking for a new challenge or even for people who have recently retired and aren’t quite ready to completely stop working. It allows franchisees who are looking for something more part-time the ability to make a good profit in only a portion of the year.” 

What are you looking for in a franchisee? 

“We want to meet independently minded entrepreneurs who are looking at investing in their own future – people who are keen to work hard and reap the benefits. With Il Gusto’s professional guidance, friendly service and full engagement, potential franchisees emerge as trusted business partners.”

Which areas are you looking to expand in? 

“The main focus of the brand is to open popups in shopping centres across the UK. With over 100 locations already secured and ready to be signed up by a franchisee, there is a great opportunity for expansion across the country.”

What is the investment involved? 

“This ‘easy franchise’ model is based on a £5,000 entry fee, five per cent royalty on turnover, a low investment (less than £20,000), and a high profit margin (52.5 per cent gross margin).”

What do you envisage for the future of the brand?

“We are hoping to open popups in more than 100 locations over the next few years – we’d ideally have a presence in every major shopping centre in the UK. We’d also like to expand to have 15 permanent locations in the UK for customers to pop in and buy their favourite products all year round.”