Gavin McCarthy and Sara Mitchell set up Ireland’s first rotisserie chicken business Poulet Bonne Femme back in 2009.
Poulet Bonne Femme has survived everything from a recession, a pandemic, and the threat of being pushed out of the market by their competition.
The couple now operate six shops in Dublin and are about to open a seventh where they first started in Dun Laoghaire.
“Something we have learned along the way is the importance of looking after staff. The longer they’re with you, the better”
Why did you set up Poulet Bonne Femme?
When our first son was about 10 days old my husband Gavin was made redundant from his job. It was the beginning of the economic crash in Ireland. I worked for myself, we had no income and it became clear that we weren’t going to get jobs. It was a scary time. Everyone advised us to emigrate but we didn’t want to. We’d seen the rotisserie chicken idea when we were on holidays in Spain and loved the clever concept. Gavin suggested that we do the same at the farmer’s market here. We had a small amount of capital which we used to get a rotisserie from Barcelona and got the trailer made up in Northern Ireland and set up at our local market.
“There have been highs and lows, but overall running our business has been great fun, a rewarding experience and a continuing learning curve. I can’t imagine doing anything else”
What makes Poulet Bonne Femme stand out?
We were lucky because at the time we set up there was a real resurgence of Irish food. People were being very loyal to local because of the crash. We decided to do free range chicken and that was a great decision. Even though it was more expensive, we wanted to keep it high end.
We both come from a marketing background so branding was important and made us stand out in the market. We didn’t spend a huge amount of time on marketing but it was constantly considered.
“When we heard about the sale we didn’t know if they would keep working with us. That was a scary moment. That day we decided we needed to stand on our own two feet and set up our own shop”
What challenges did you meet and how did you overcome them?
In 2011, two years into selling at markets we looked at a premises in Monkstown. We had gone quite far down the road when we found out that Avoca was opening their own rotisserie there. We thought that was the end of our business. Back then it was so vulnerable, we were eking out a living and supporting two small children. We decided to pitch to Avoca to do the rotisserie for them. We got the contract and it went from there.
When we opened in Rathcoole in 2012, it was one of the biggest challenges we had because we suddenly doubled in size. In Monkstown we ran the business ourselves with part-time staff. When we moved to Rathcoole we had to hire full time staff and that was a big jump. The biggest issue for us during Covid-19 and since then has been hiring and retention of staff. Something we have learned along the way is the importance of looking after staff. The longer they’re with you, the better. We give a lot of responsibility to our staff and include them in everything, the ups and the downs. We are a real team with no hierarchy. We have amazing staff and have worked with most of them for a very long time.
The sale of Avoca to Aramark was a big change for us. Negotiating with an American multinational is very different to dealing with a family run business. It’s been very positive, we are learning all the time, which is one of the best things about running your own business. When we heard about the sale we didn’t know if they would keep working with us. That was a scary moment. That day we decided we needed to stand on our own two feet and set up our own shop. It took us a few years and the plan is to grow.
The biggest challenge facing us at the moment is finding premises because of the scarcity and cost. We have also been impacted by the minimum wage increase as many of our staff are part-time. Increases in VAT, electricity and gas have also been difficult. When you’re a small business, it’s a matter of keeping open or not. We’ve always tried to put even small amounts of money aside for hard times.
“When you’re a small business, it’s a matter of keeping open or not. Luckily we’ve always tried to put even small amounts of money aside for hard times”
What is the support for entrepreneurs in Ireland like and how could it be improved?
We didn’t get many grants because they’re mostly for exporters and not retail, which is a shame. We availed of the Government-backed SBCI business loan which allowed us to open our shop in Blackrock. We’re opening a new shop in soon in Dun Laoghaire that has come about mostly through SBCI loans. We got it through Bank of Ireland and it’s been amazing because it’s not as risky as a regular loan. After a turbulent few years that’s comforting for us.
I did the Going for Growth programme, designed to support women to grow their businesses. It really helped to have the support of other women entrepreneurs sitting around the table, as well as the advice of the mentors, which I found hugely helpful.
“We got it [SBCI loan] through Bank of Ireland and it’s been amazing because it’s not as risky as a regular loan. After a turbulent few years that’s comforting for us”
What lessons have your learnt and what would you pass on to other businesses?
Trusting your gut is so important, you know best about your business. At the same time taking on good advice is invaluable. If you’re not good in an area, invest in it – like finding a good accountant. My dad had a saying that the three most important things in business are availability, ability and affability in that order. That has driven us; it meant opening seven days a week, starting a second trailer so we could be in markets at the same time in different places.
With Avoca, it was about opening in as many shops as we could and now that we have our standalone shops, it’s about covering all the areas our customers need us. There have been highs and lows, but overall running our business has been great fun, a rewarding experience and a continuing learning curve. I can’t imagine doing anything else.
When we hit a low, we remind ourselves that it’s happened before and we’ve come through. We’ve had a few times when we thought we were going to close down. You have to steady yourself and realise the business has come through challenges before and it can again.
“My dad had a saying that the three most important things in business are availability, ability and affability in that order. That has driven us”
What is your proudest moment?
Opening our first shop in Avoca and opening our standalone shop in Blackrock last year. Having our own shop is the culmination of everything we’ve learned and done, it’s the biggest expression of who we are as a brand.
What are your plans for the future?
Our next shop is going to have sit-in, which is another learning curve for us. I will be even prouder if that works. That will keep us busy for the next while and we are always looking for new premises. We’re always looking for the next thing and what we can do better. I believe that we have to keep moving and growing in life and in business.
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