Pilot Aiming High With Bread Company Franchise

WHITEFISH BAY, WI (Wednesday, June 01, 2005) - Albert Hasse, president of Wisconsin-based Breadsmith Franchising Inc., is entering his bread company into an inaugural sortie this year in the Western U.S. franchise market. And who better for Hasse to select as the Valley’s first franchisee than a genuine top gun?

Greg Farr has taken the flight puns in stride since embarking on his franchise, which will open June 6 at 2837 N. Power Road in East Mesa.

“They’re calling it ‘From Guns to Buns,’” he said.

Farr spent more than two decades flying an array of fighter jets for the U.S. Air Force and Vermont National Guard. He became a commercial pilot in 1982. So, what compels a flyboy like Farr to trade in his wings for a chef’s apron?

Farr’s job as US Airways was routine. When much of his pension accumulated over two decades of service evaporated during the airline’s recent bouts with bankruptcy, it was time to bail.

Farr and his wife decided there’d be no better boss to answer to but himself. Wanting to beat the statistical probability of first-venture failure, he opted to align himself with a franchise operation.

The Farrs decided the Breadsmith franchise would be the best fit. Nationwide, the company has 35 locations and expects to post $18 million in revenue in 2005. A typical franchise’s startup costs range from $220,000 to $425,000.

Breadsmith views Great Harvest Bread Co., a Montana chain with one Phoenix location near 32nd Street and Camelback Road, as its chief competitor. Farr cites Scottsdale-based Wildflower Bread Co. as the chain to chase in the dogfight for top bakery honors.

Unlike Wildflower, he plans to stick to baking basics, avoiding the restaurant side of business.

Both bake similar whole-wheat artisan-style products. Like Wildflower, Farr plans to market the baked goods over-the-counter as well as wholesale to resorts and restaurants.

“I believe the market will be healthy enough to sustain a number of us,” he said.

Breadsmith is in no rush to expand in the area, Hasse said, but he expects the company to open 10 locations per year through 2010.

“We have no debt load and can afford to be cautious. Our main concern is to do what we can to help Greg succeed.”

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