Fitzroy Liquorland named the best franchise in New Zealand

Friday, 30 September 2016

Fitzroy Liquorland best in the country

The success of New Zealand's number one Liquorland starts before you enter the front door.

A chalkboard sitting out front of the Fitzroy liquor store in New Plymouth offers weekly tongue-in-cheek messages to passers-by and owner Amie Murphy said customers protested when it wasn't updated.

The quotes include sayings likes 'some days I amaze myself, some days I put laundry in the oven' and 'every box of raisins is a tragic tale of grapes that could have been wine'.

Liquorland Fitzroy franchise owner Amie Murphy takes pride in her shop.

'It's just a way to say hello to everyone in the community and give people a chuckle in their day,' the 34-year-old said.

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'It's become sort of an icon. I get complaints if I don't write something new on it.'

Murphy's store was named the country's national franchise of the year and regional franchise of the year at an annual conference two weeks ago. The judges looked things like customer satisfaction, financial growth and community involvement.

Since the Fitzroy location opened its doors six years ago, Murphy has morphed her little liquor shop into something more than just a business.

'It's not about sales. It's about, 'Hey, how's it going?',' she said.

It was also about family. Murphy met her fiance, Matthew Ussher, the second day of opening.

'I thought he was crazy actually. He came in and started cheering at the wall.

'Apparently I had a vodka that was previously unavailable in New Plymouth and he was a bit excited.'

The path to success began with an offer from her parents, Jenny and Kevin Murphy, who owned a franchise in Whanganui.

While Murphy was in Wellington working as an event planner, her mum rang and proposed an idea.

'She knew there wasn't a Liquorland in New Plymouth,' she said.

'She asked if I would move back to Taranaki and run one of my own.'

Having 'a really great team' was another reason behind the store's triumph, Murphy said.

'They do a lot of hard graft. It's not just standing behind the counter and smiling.

'We try to surprise people and have them walk out the door feeling that we care about them and their day,' she said.

Liquorland's chief joy facilitator Melissa Ellmers said Murphy's award was more than deserved.

'She has operated at a high level for a number of years,' Ellmers said.

'The franchise is very consistent and she is very ambitious.'