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파파존스, 3%대 폐점률로 증명한 ‘상생 경영’의 힘

가맹점주와 ‘상생’ 통한 모범적 성장, 신규 ‘그랩 익스프레스’ 매장 확대

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By 황인규 기자
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파파존스는 2020년 이후 단 4곳만 문닫아 폐점률 3%대라는 이례적인 기록을 달성하고 있다. (사진 = 구미도량점)

치열한 외식 프랜차이즈 시장에서 눈부신 성장세를 이어가는 기업이 있다. 가맹점주와 상생하는 남다른 철학으로 견고한 입지를 다지고 있는 파파존스다.

파파존스의 가장 큰 강점은 경이로운 폐점률에 있다. 2020년 이후 폐점 매장은 단 4곳에 불과할 정도로 전국 매장이 안정적인 성장세를 이어가고 있는 것이다. 이는 프랜차이즈 업계에서 찾기 힘든 폐점률 3%대라는 이례적인 기록으로 평가된다. 업계는 이처럼 그간 불경기에도 굳건히 매장 운영을 유지한 비결은 가맹점주와 탄탄하게 형성된 신뢰에 답이 있다고 분석했다.

한 예로 파파존스는 매장 오픈 시 배달 구역이 정해지면, 이후 해당 매장 매출이 크게 늘어도 배달 영역을 쪼개 매장을 추가 오픈하지 않는다. 이는 점주의 노력으로 만들어 낸 결과에 대해 회사도 도움이 된 만큼 당연히 점주에게 그 보상이 주어져야 한다는 확고한 신념과 신뢰를 보여주는 대목이다.

파파존스의 ‘그랩 익스프레스’는 베스트셀러 메뉴 위주로 판매해 효율을 극대화한다.

과거 파파존스는 한때 자본잠식 상태에 빠져 재무적으로 어려운 시기를 겪기도 했다. 그러나 2019년부터 영업이익이 흑자로 전환되기 시작했고, 코로나19 시기인 2021년에는 예상치 10억 원을 훨씬 뛰어넘는 63억 원의 수익을 기록하는 등 회사가 반등하는 계기를 마련했다. 당시 15년 만에 이뤄낸 첫 흑자 전환은 투자자들을 놀라게 했고, 현재는 재무 건전성이 최고 수준에 달한 상태이다. 이러한 회사의 끈질긴 생존력과 성장세는 파파존스의 또 다른 강점이라 할 수 있다.

파파존스는 무작정 매장 수를 늘리기보다 기존 매장의 안정적인 운영과 관리를 최우선으로 삼는 출점 전략을 펼친다. 2024년 매장 오픈 계획에 있어 미국 본사에서는 더 빠른 매장 확장을 요청했지만, 한국 본사는 연간 약 10개의 매장을 오픈하는 것으로 의견을 제시해 동의를 이끌어 냈다.

◇ 투자비 낮은 생계형 창업자용 ‘그랩 익스프레스’ 매장 확대
반면 인구 2만 세대 미만의 소규모 지역이나 오피스 상권, 휴게소 등 전통적인 매장 형태가 어려운 곳을 공략하기 위해 새로운 매장 모델 ‘그랩 익스프레스(Grab Express)’를 제시했다. 이 모델은 8~10평 규모의 소형 매장으로, 베스트셀러 메뉴 위주로 판매하고, 평균 약 8천만 원~1억 원(보증금 2천만 원 포함) 정도의 비교적 낮은 투자비로 개설할 수 있도록 한 신개념 사업 모델이다. 점주 혼자 운영해도 월 300~500만 원 전후의 수익을 기대할 수 있어, 생계형 창업을 희망하는 이들에게 적합한 모델이다.

대표적으로 지난해 말 그랩 익스프레스 1호점으로 문을 연 덕소점은 10월 현재 월평균 매출 3천만 원을 유지해 성공 가능성을 입증했다. 이처럼 파파존스는 ‘그랩 익스프레스’라는 새로운 사업 모델을 통해 브랜드의 성장을 지속적으로 이끌겠다는 전략을 제시한 것이다.

최근 파파존스는 낮은 투자비로 점주 혼자 운영해도 월 300~500만 원대의 수익 창출이 가능한 ‘그랩 익스프레스’라는 새로운 가맹 사업 모델을 제시했다. (그랩 익스프레스 계룡점)

파파존스 사업개발팀 김용훈 이사는 “파파존스는 점주와 본사가 함께 성장하는 구조를 가장 중요한 가치로 두고 있다. 단순히 매장을 늘리는 것이 아니라, 각 매장이 안정적으로 운영될 수 있도록 지원 체계를 강화해 왔다. ‘그랩 익스프레스’ 모델 역시 초기 투자 부담을 낮추고 다양한 상권에서 경쟁력을 확보할 수 있도록 설계된 만큼, 앞으로도 지속적인 확장 가능성을 기대하고 있다.”라고 말했다.

파파존스는 지금까지 약 55%의 매장은 기존 점주가 추가 오픈하거나 지인 추천을 통해 이루어졌다. 이는 가맹점주들의 높은 만족도를 보여주는 증거이다.

현재 파파존스는 전국에 272개 매장을 운영 중이다. 조만간 오픈 예정인 매장으로는 군산, 서충주, 오창, 대구 율하 등이 있다. 특히 재진입한 제주도는 과거와 달리 이번에 오픈한 매장이 놀라운 성과를 거두고 있다. 이 매장은 7월에 오픈해 단 14일 만에 8천 5백만 원 매출을 기록했고, 8월에는 1억 3천 6백만 원을 달성했다. 이는 2014년 제주점 폐점 후 철저한 재정비를 거쳐 이뤄낸 성과로, 파파존스가 물류 안정성을 토대로 강력한 브랜드 파워를 갖췄음을 보여주는 동시에 중소도시와 군 단위 지역 등 비수도권 시장 확대에도 긍정적인 신호탄이 되고 있다.

파파존스는 브랜드 인지도 상승과 신메뉴 출시를 알리기 위해 꾸준히 마케팅을 펼치고 있다.
(파파존스 모델 아이브)

이처럼 파파존스는 뛰어난 품질을 기반으로 가맹점주와의 탄탄한 신뢰를 바탕으로 한 상생 철학, 그리고 시장 변화에 발맞춘 유연한 출점 전략을 통해 대한민국 피자 시장에서 독보적인 존재감을 드러내고 있다.

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    https://online-spielhallen.de/sofortige-casino-auszahlung-schnell-sicher-und-unkompliziert/

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