In this FDD Talk post, you’ll learn the following:

• Section I – Background information on the DreamMaker Bath & Kitchen franchise opportunity, including relevant news updates

• Section II – Estimated initial investment for a DreamMaker Bath & Kitchen franchise, based on Item 7 of the company’s 2021 FDD

• Section III – Initial franchise fee, royalty fee, marketing fee, and other fees for a DreamMaker Bath & Kitchen franchise, based on Items 5 and 6 of the company’s 2021 FDD

• Section IV – Number of franchised and company-owned DreamMaker Bath & Kitchen outlets at the start of the year and the end of the year for 2018, 2019, and 2020, based on Item 20 of the company’s 2021 FDD

• Section V – Presentation and analysis of DreamMaker Bath & Kitchen’s financial performance representations, based on Item 19 of the company’s 2021 FDD, including information on the:

• 2011-2020 average, median, highest, and lowest gross sales for the DreamMaker Bath & Kitchen franchisees that had been in operation for the full applicable calendar year

• 2020 average, median, highest, and lowest gross retail sales (by quartile and overall) for the 33 DreamMaker Bath & Kitchen franchisees that had been in operation for the full 2020 calendar year

• 2020 average, median, highest, and lowest gross profit margin (by quartile and overall) for the 27 DreamMaker Bath & Kitchen franchisees that had been in operation for the full 2020 calendar year and responded to the franchisor’s request for financial information (excluding the highest and lowest outlier)

• 2020 average, median, highest, and lowest contract value (by quartile and overall) for the 27 DreamMaker Bath & Kitchen franchisees that had been in operation for the full 2020 calendar year and responded to the franchisor’s request for information

Section I – Background Information

15 Things You Need to Know About the DreamMaker Bath & Kitchen Franchise

Partners with Netsertive to Power Multi-Location Digital Advertising

1.  In late April 2021, DreamMaker Bath & Kitchen announced that it was partnering with Netsertive, the leading digital advertising solution for multi-location businesses. Created specifically for franchises and multi-location businesses, Netsertive’s digital advertising solution allows DreamMaker to run localized digital advertising programs and use a comprehensive suite of ROI analysis tools to better help franchisees compete digitally.

2.  The partnership comes at a time when online searches for kitchen and bath remodeling is at an all-time high, making it more critical than ever to be present and capture local demand online. The ability to connect with local audiences across different, key marketing channels was critical to DreamMaker’s success – and the success of their different franchisees – during 2020. It was a key aspect of their strategy and one of the many reasons they were recently named “2021 Top Home Services Franchise in franchisee satisfaction” by Franchise Business Review.

3.  Amy Mosley, vice president of DreamMaker Bath & Kitchen, said, “With an advanced advertising solution like Netsertive, I believe we will be able to continue serving our franchisees and helping them stay at the top of their local markets. Our corporate team and franchises, as well as our corporate partners like Netsertive enable our franchisees to grow their businesses and deliver an excellent remodeling experience.”

4.  For the DreamMaker corporate franchise team, Netsertive’s platform provides visibility into ROI analysis tools at the location, digital channel, and network level, making it easy to pinpoint high and low performers, and coach accordingly. For the DreamMaker franchisees, Netsertive’s platform allows them to see how their digital campaigns localized to their unique location are performing in real time, including the type of leads that have come in through search, social, video, display, or CTV advertising.

5.  Steve Leonard, CEO of Netsertive, added, “For multi-location businesses and franchises like DreamMaker, the ability to connect with local audiences across numerous digital marketing channels is critical for franchisees to grow their business. We’re extremely honored to be powering DreamMaker’s digital advertising program with our products and services that make scaling ad campaigns between corporate and local easy and stress-free.”

Named a 2021 Franchising@WORK Finalist by Franchise Business Review

6.  At the beginning of October 2021, DreamMaker Bath & Kitchen was named a finalist for the 2021 Franchising@WORK Awards by Franchise Business Review. The awards recognize franchise companies with the highest employee satisfaction based on an independent survey of corporate franchise staff.

7.  Doug Dwyer, president and chief stewardship officer (CSO) of DreamMaker Bath & Kitchen, says a key part of the company’s success is its Code of Values. “This is the central pillar of how we treat our customers as well as our employees, and it shows,” he said. “At DreamMaker, we believe in people first and profit second. Throughout our franchise’s history, we have sought to treat everyone with respect and integrity, including our workers. We believe that this results not only in customer loyalty and more referrals, but also in a sense of dedication and a higher calling for our teams.”

8.  Franchise Business Review (FBR), a market research firm that specializes in benchmarking satisfaction within the franchising sector, conducts surveys of corporate franchise employees, franchise supplier employees, and franchise owners’ employees across North America each year to determine their levels of engagement.

9.  FBR conducted the industry-wide Franchising@WORK Employee Engagement & Compensation Benchmarking Study to provide aggregate data to help franchise companies understand how their culture, compensation, and engagement compare to others. All corporate franchise employees were invited to take part. Participants were asked 24 core benchmark questions related to job satisfaction, engagement, management, brand leadership, and culture, as well as detailed personal questions about their position, compensation, benefits, and demographics.

10.  Franchise companies that participated in Franchise Business Review’s employee engagement research were eligible for the Franchising@WORK Awards. FBR analyzed data from over 4,000 franchise professionals to identify the finalists based on responses from their employees in eight key areas.

11.  According to Eric Stites, founder and CEO of Franchise Business Review, “Recruiting and retaining employees was challenging pre-pandemic. Now, it’s nearly impossible for some organizations, as work/life balance, job flexibility, remote work, and higher wages have become top priorities. Franchise companies that were focused on building a strong culture prior to the pandemic have fared far better in maintaining high levels of employee engagement, which ultimately translates directly to more engaged franchisees and more loyal, satisfied customers. We are proud to recognize the companies that have dedicated the time and consistency to creating a culture that really moves the needle.”

Company History

12.  DreamMaker Bath & Kitchen traces its history to 1975 when the GNU Corporation developed a way to add a hard-surface topcoat onto porcelain sinks and bathtubs. Over the next decade, GNU continued to grow and in 1988, the company changed its name to Worldwide Refinishing Systems, Inc. and began franchising. The brand positioned itself as a leader in the refinishing industry.

13.  Growth continued and by the end of the 1990s, the company had another name change. This time, it rebranded to DreamMaker Bath & Kitchen by Worldwide. A few years later, in 2003, Doug Dwyer, who is DreamMaker’s president and chief stewardship officer, purchased DreamMaker from his family, the Dwyer Group (which is now called Neighborly).

14.  Under Doug Dwyer’s leadership, DreamMaker has expanded its services and the brand now offers full-service interior remodeling, in addition to its resurfacing and refinishing services. DreamMaker Bath & Kitchen’s growth has been slow and steady.

Entrepreneur’s Franchise 500

15.  DreamMaker Bath & Kitchen did not rank on Entrepreneur’s 2022 Franchise 500 list.

Section II – Estimated Costs

• Detailed estimates of DreamMaker Bath & Kitchen franchise costs, based on Item 7 of the company’s 2021 FDD.

Section III – Initial Franchise Fee, Royalty Fee, Marketing Fee, and Other Fees

• Detailed information on DreamMaker Bath & Kitchen’s initial franchise fee, royalty fee, marketing fee, and other fees, based on Items 5 and 6 of the company’s 2021 FDD.

Section IV – Number of Franchised and Company-Owned Outlets

Franchised

2018

• Outlets at the Start of the Year:  38
• Outlets at the End of the Year:  34
• Net Change:  -4

2019

• Outlets at the Start of the Year:  34
• Outlets at the End of the Year:  34
• Net Change:  0

2020

• Outlets at the Start of the Year:  34
• Outlets at the End of the Year:  34
• Net Change:  0

Company-Owned

2018

• Outlets at the Start of the Year:  0
• Outlets at the End of the Year:  0
• Net Change:  0

2019

• Outlets at the Start of the Year:  0
• Outlets at the End of the Year:  0
• Net Change:  0

2020

• Outlets at the Start of the Year:  0
• Outlets at the End of the Year:  0
• Net Change:  0

Section V – Financial Performance Representations (Item 19, 2021 FDD) and Analysis

Part 1 – Average, Median, Highest, and Lowest Gross Sales for Franchisees

• The following chart reflects average Gross Sales achieved by DreamMaker franchisees in calendar years 2011, 2012, 2013, 2014, 2015, 2016, 2017, 2018, 2019, and 2020.

• In calculating these averages, DreamMaker included Gross Sales information only for the franchisees that had been in operation for the full calendar year, and excluded information about franchisees that began operating after January 1st or ceased operating before December 31st of the respective year.

• As reflected in the chart below, average Gross Sales for DreamMaker franchisees increased from $495,524 in 2011, to $1,081,129 in 2020, representing 118.18% growth. Median Gross Sales for DreamMaker franchisees increased from $455,310 in 2011, to $893,146 in 2020, representing 96.16% growth.

• For purposes of this Item 19, “Gross Sales” is defined as cash received during the given time period. There are no deductions other than any refunds or credits given to a client.

2011

• Number of Franchisees That Operated for the Full Calendar Year:  43
• Average Gross Sales:  $495,524
• Number and Percentage Meeting or Surpassing Average:  17 (40%)
• Median Gross Sales:  $455,310
• Highest Gross Sales:  $1,605,687
• Lowest Gross Sales:  $11,727

2012

• Number of Franchisees That Operated for the Full Calendar Year:  38
• Average Gross Sales:  $583,583
• Number and Percentage Meeting or Surpassing Average:  14 (37%)
• Median Gross Sales:  $503,755
• Highest Gross Sales:  $2,156,458
• Lowest Gross Sales:  $54,977

2013

• Number of Franchisees That Operated for the Full Calendar Year:  34
• Average Gross Sales:  $700,967
• Number and Percentage Meeting or Surpassing Average:  14 (41%)
• Median Gross Sales:  $509,263
• Highest Gross Sales:  $2,360,821
• Lowest Gross Sales:  $77,124

2014

• Number of Franchisees That Operated for the Full Calendar Year:  34
• Average Gross Sales:  $796,927
• Number and Percentage Meeting or Surpassing Average:  15 (44%)
• Median Gross Sales:  $665,621
• Highest Gross Sales:  $3,178,756
• Lowest Gross Sales:  $30,902

2015

• Number of Franchisees That Operated for the Full Calendar Year:  33
• Average Gross Sales:  $833,157
• Number and Percentage Meeting or Surpassing Average:  14 (42%)
• Median Gross Sales:  $691,772
• Highest Gross Sales:  $3,150,590
• Lowest Gross Sales:  $0

2016

• Number of Franchisees That Operated for the Full Calendar Year:  31
• Average Gross Sales:  $952,153
• Number and Percentage Meeting or Surpassing Average:  15 (48%)
• Median Gross Sales:  $827,154
• Highest Gross Sales:  $3,828,318
• Lowest Gross Sales:  $29,121

2017

• Number of Franchisees That Operated for the Full Calendar Year:  35
• Average Gross Sales:  $899,141
• Number and Percentage Meeting or Surpassing Average:  14 (40%)
• Median Gross Sales:  $711,932
• Highest Gross Sales:  $3,831,484
• Lowest Gross Sales:  $44,500

2018

• Number of Franchisees That Operated for the Full Calendar Year:  33
• Average Gross Sales:  $1,076,928
• Number and Percentage Meeting or Surpassing Average:  12 (36.4%)
• Median Gross Sales:  $830,929
• Highest Gross Sales:  $4,324,709
• Lowest Gross Sales:  $500

2019

• Number of Franchisees That Operated for the Full Calendar Year:  30
• Average Gross Sales:  $1,204,875
• Number and Percentage Meeting or Surpassing Average:  13 (43.3%)
• Median Gross Sales:  $810,819
• Highest Gross Sales:  $4,450,529
• Lowest Gross Sales:  $91,419

2020

• Number of Franchisees That Operated for the Full Calendar Year:  33
• Average Gross Sales:  $1,081,129
• Number and Percentage Meeting or Surpassing Average:  13 (39.4%)
• Median Gross Sales:  $893,146
• Highest Gross Sales:  $3,616,261
• Lowest Gross Sales:  $500

• Of the 33 franchise locations in business for the entire calendar year 2020, 12 (36%) had at least five weeks of zero sales reported (which DreamMaker attributes to the COVID-19 pandemic) from the period of March 1, 2020 to June 30, 2020.

Part 2 – Gross Sales Information About Franchisees Operating for the Full 12 Months of 2020

• As of December 31, 2020, there were 33 System franchisees in operation, 33 of which operated for the full 2020 calendar year. The following charts represent the average Gross Sales for these 33 franchisees.

Top Quartile

• Average Retail Sales:  $2,163,397
• Highest Retail Sales:  $3,616,261
• Lowest Retail Sales:  $1,347,463
• Number of Franchises in Quartile:  9
• Number and Percentage Meeting or Surpassing Average:  4 (44.4%)
• Median Retail Sales:  $2,018,677

Second Quartile

• Average Retail Sales:  $1,078,343
• Highest Retail Sales:  $1,339,731
• Lowest Retail Sales:  $893,146
• Number of Franchises in Quartile:  8
• Number and Percentage Meeting or Surpassing Average:  4 (50.0%)
• Median Retail Sales:  $1,053,064

Third Quartile

• Average Retail Sales:  $709,949
• Highest Retail Sales:  $870,998
• Lowest Retail Sales:  $584,621
• Number of Franchises in Quartile:  8
• Number and Percentage Meeting or Surpassing Average:  3 (37.5%)
• Median Retail Sales:  $690,549

Bottom Quartile

• Average Retail Sales:  $237,543
• Highest Retail Sales:  $565,842
• Lowest Retail Sales:  $500
• Number of Franchises in Quartile:  8
• Number and Percentage Meeting or Surpassing Average:  3 (37.5%)
• Median Retail Sales:  $183,766

• Of the 33 franchisees discussed above, 29 were in operation during the full 2019 and 2020 calendar years. The total combined Gross Sales for all 29 of these franchisees decreased by 5.91% when comparing year-end aggregate Gross Sales for 2020 to year-end aggregate Gross Sales for 2019.

• 15 franchisees met or surpassed this average in their own individual 2019 to 2020 percentage growth calculation. The average percentage growth for each of these 29 franchisees, when comparing each franchisee’s 2019 Gross Sales to 2020 Gross Sales, is .69%. Of this average, 13 franchisees met or surpassed the average.

• The median percentage growth for each of these 29 franchisees, when comparing each franchisee’s 2019 Gross Sales to 2020 Gross Sales is -5.90%. Of this median, 15 met or surpassed the median.

• For these 29 franchisees, only the exact number of weeks reported in 2019 were compared to the same week reported in 2020.

• Of the 29 franchisees in business all of calendar years 2019 and 2020, 11 reported at least five weeks of zero sales, which DreamMaker attributes to the COVID-19 pandemic.

Part 3 – Gross Profit Information About Franchisees Operating for the Full 12 Months of 2020

• DreamMaker sent a request for financial information to these 33 franchisees and received information from 29 of them (87.9%). The following charts represent Gross Profit Margins, as defined below, for 27 of these franchisees, as the highest and lowest outlier were discarded for purposes of calculating the averages in the following charts.

• The following chart reflects average and median Gross Profit Margin for these 27 franchisees:

• Average Gross Profit Margin:  43.1%
• Median Gross Profit Margin:  43.7%
• Number Meeting or Surpassing Average:  15
• Number Meeting or Surpassing Median:  14

• The following chart reflects average and median Gross Profit Margin for these 27 franchisees, separated by quartile:

Top Quartile

• Average Gross Profit Margin:  49.6%
• Median Gross Profit Margin:  49.7%
• Number of Franchises in Quartile:  7
• Number Meeting or Surpassing Average:  4
• Number Meeting or Surpassing Median:  4

Second Quartile

• Average Gross Profit Margin:  45.9%
• Median Gross Profit Margin:  45.7%
• Number of Franchises in Quartile:  7
• Number Meeting or Surpassing Average:  3
• Number Meeting or Surpassing Median:  4

Third Quartile

• Average Gross Profit Margin:  40.6%
• Median Gross Profit Margin:  39.9%
• Number of Franchises in Quartile:  7
• Number Meeting or Surpassing Average:  3
• Number Meeting or Surpassing Median:  4

Bottom Quartile

• Average Gross Profit Margin:  35.0%
• Median Gross Profit Margin:  36.8%
• Number of Franchises in Quartile:  6
• Number Meeting or Surpassing Average:  4
• Number Meeting or Surpassing Median:  3

• “Gross Profit Margin” is the total Gross Sales for each franchisee minus the Cost of Goods Sold, expressed as a percent of Gross Sales.

• The “Cost of Goods Sold” is defined as direct costs to each job, including: 1) equipment costs; 2) production labor costs – insurance, workers’ compensation insurance, and burden; 3) production vehicle expenses – lease, maintenance and repair, fuel, license and registrations; 4) materials and freight costs; 5) general production supply expenses; 6) permit costs; 7) debris removal; 8) subcontractor costs; and 9) small tools and equipment.

• The figures reflected in the charts above were compiled from unaudited information reported to DreamMaker by its franchisees. DreamMaker has not independently verified any of the information upon which this financial performance representation is based.

Part 4 – Average Contract Value Information About Franchisees Operating for the Full 12 Months of 2020

• DreamMaker sent a request for information to these 33 franchisees and received information from 27 of them (81.8%). The following charts represent Average Contract Value, as defined below.

• The following chart reflects average and median Contract Value for these franchisees:

• Average Contract Value:  $36,013
• Median Contract Value:  $35,489
• Number and Percentage Meeting or Surpassing Average:  13 (48.1%)
• Number and Percentage Meeting or Surpassing Median:  14 (51.9%)

• The following chart reflects average and median Gross Profit Margin for these 27 franchisees, separated by quartile:

Top Quartile

• Average Contract Value:  $60,810
• Median Contract Value:  $48,722
• Number of Franchises in Quartile:  7
• Number and Percentage Meeting or Surpassing Average:  1 (14.3%)
• Number and Percentage Meeting or Surpassing Median:  4 (57.1%)

Second Quartile

• Average Contract Value:  $39,408
• Median Contract Value:  $38,613
• Number of Franchises in Quartile:  7
• Number and Percentage Meeting or Surpassing Average:  3 (42.9%)
• Number and Percentage Meeting or Surpassing Median:  4 (57.1%)

Third Quartile

• Average Contract Value:  $30,288
• Median Contract Value:  $30,161
• Number of Franchises in Quartile:  7
• Number and Percentage Meeting or Surpassing Average:  3 (42.9%)
• Number and Percentage Meeting or Surpassing Median:  4 (57.1%)

Bottom Quartile

• Average Contract Value:  $14,293
• Median Contract Value:  $15,871
• Number of Franchises in Quartile:  6
• Number and Percentage Meeting or Surpassing Average:  4 (66.7%)
• Number and Percentage Meeting or Surpassing Median:  3 (50.0%)

• “Contract Value” is the dollar value of the selling price of each contract.

• The figures reflected in the charts above were compiled from unaudited information reported to DreamMaker by its franchisees. DreamMaker has not independently verified any of the information upon which this financial performance representation is based.

• Some outlets have earned this amount. Your individual results may differ. There is no assurance that you will earn as much.

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