Jamaica Blue at Kingsway Golf Centre
Two years ago, Julian Dell, owner of Kingsway Golf Centre, recognised the need to develop and re-energise his food and beverage offering. The golf centre, located near Royston in Cambridgeshire, was undergoing development to keep up with changing golf habits and the family experience that it lacked. This included the opening of a new Jurassic Park Adventure Golf, adding to the 9-hole golf course and 38 bay Top Tracer golf driving range. The overall catering was admittedly poor, barely breaking even, and lacking in any operational expertise.
Julian identified that a contemporary and exciting restaurant offering that matched the new direction of the golf club was urgently required. He wanted to create a comfortable and attractive space for golfers, their families, and the general public to relax and unwind over simple yet tasty food, coffee, and drinks, while using the centre’s growing range of facilities. The ultimate escape and refresh experience!
Jamaica Blue was chosen by Julian as the casual dining franchise partner for Kingsway. He had been a regular at the Cambridge branch for many years and wanted to have that inviting, trendy, contemporary feel at Kingsway. Jamaica Blue is an international coffee shop brand with 18 stores in the UK and 170 stores globally, and still growing.
The contemporary café brand that started in Australia has built its foundations on two simple beliefs: sourcing the very best coffee and using only fresh, premium ingredients to deliver quality café dishes with a twist. The name, Jamaica Blue, comes from the majestic Blue Mountains of Jamaica, which is renowned as one of the best coffee producing regions in the world and home to Jamaica Blue Mountain coffee. The prestigious coffee is proudly served alongside the brands’ award winning signature blend of coffee.
The design and fit out process was project managed by Jamaica Blue to deliver a high quality and contemporary environment for the customer. The Jamaica Blue training and support team handled staff hiring, training, equipment installation and food ordering. The team never fail in delivering a turnkey operation and they didn’t achieve anything less at Kingsway, which ensured a smooth opening process. Furthermore, the staff at Kingsway received comprehensive initial and ongoing training and support in store.
Ongoing fees included royalties of 5% and marketing of 1% of net turnover. Further fees payable include a franchisee fee of £20,000, project management fee of £7,500 and a training fee of £2,500. All figures are net of VAT. Ongoing operational support is provided by skilled personnel to build and maintain operational standards, drive efficiencies, and oversee continual menu development as well as constant brand evaluation and evolvement.
With an already proven operational system in place, serving fine coffee, a premium quality menu, the food and beverage sales soared. The success of Kingsway has led the way for Jamaica Blue to explore more golf centre locations across the UK and would encourage any golf centre owners to get in touch to discuss this opportunity.
Josh Nixon, Head of Estates said:
“It was a pleasure working with Julian at Kingsway to develop our first golf café, and we are very pleased with the improved turnover our concept has given the centre. Jamaica Blue offers members and passers-by at Kingsway an ‘escape moment’ – a chance to relax with their friends and family and allow reality to pass by in comfortable surroundings with views overlooking the golf range. We are proud to be part of the whole Kingsway leisure experience.”
Julian Dell commented:
“When we decided to refurbish our restaurant in 2020 there followed many weeks of indecision and confusion as to what we actually wanted - after all we were golfers not caterers. We knew we needed to change and we knew the ‘sort’ of thing we wanted, but where were we going to start?
“All that changed very quickly once we met the team from Jamaica Blue. In no time at all we had a concept, a design, a budget and a menu. They were a revelation and guided us through a transformational change to our catering offering - from concept to completion. Today we have a beautiful on trend restaurant serving high quality food to the delight of customers new and old.
“We have come from a sleepy golf clubhouse struggling to break even on food sales to a busy and highly profitable hospitality business serving golfers along with a substantial and growing walk-in business that are using Jamaica Blue as a destination in itself.”
For further information about becoming a Jamaica Blue franchise, please call Josh Nixon on 07720201037 or visit jamaicablue.co.uk