A Sweet Business Built Around Macarons, Gifting & Experiences

What if owning a food business didn't require a traditional restaurant, a massive build-out, a large staff or a seven-figure investment?

WOOPS! Macarons & Gifts offers a different approach.

Founded in New York City in 2012, WOOPS! began as a pop-up shop at the Holiday Shops at Bryant Park, introducing customers to beautifully crafted French macarons in an environment designed to make the products feel as much like a gift as a dessert. The brand grew from those early pop-ups into kiosks, retail locations and bakery concepts throughout the country before expanding its franchise model.

Today, WOOPS! is particularly focused on a flexible, mobile business model that allows franchise owners to bring premium macarons and gift products directly to customers at festivals, markets, corporate events, weddings, holiday markets and other high-traffic occasions.

The result is a franchise opportunity that combines food, specialty retail, events and gifting in a compact business model.

And unlike many food franchises, franchisees don't need to be bakers or pastry chefs. WOOPS! handles the production of its signature products, allowing owners to focus on customers, sales, events, marketing and operating the business.

The WOOPS! Story

WOOPS! was launched in 2012 in New York City with a simple idea: introduce more Americans to the French macaron through a visually distinctive retail experience.

The first location was a pop-up shop at Bryant Park during New York City's holiday season. The concept quickly gained traction, leading WOOPS! into shopping malls and other high-traffic retail environments.

From 2016 through 2019, the company experienced significant growth, opening approximately 50 locations in three years.

Then COVID-19 dramatically changed the retail landscape.

Because much of WOOPS!'s business was concentrated in shopping malls, transportation hubs and other environments dependent on consumer traffic, the pandemic created an especially difficult operating environment. According to CEO Ben Woodruff, the company made the decision to allow franchisees an opportunity to exit their agreements during that period rather than forcing struggling operators to remain in businesses that had become extraordinarily difficult to operate.

That experience ultimately helped shape the company's current direction.

WOOPS! continues to operate and develop traditional retail formats, but the brand is now placing significant emphasis on a mobile trailer model designed around events, pop-ups, markets and other flexible revenue opportunities.

The company has already operated pop-up and event businesses for years, giving the franchisor experience with the very activities around which the mobile concept is built.

The WOOPS! Mobile Trailer

The mobile WOOPS! franchise is designed to bring the brand directly to where customers are.

Rather than committing to a permanent storefront and the associated rent, leasehold improvements and fixed operating expenses, franchisees can operate from a branded mobile trailer and pursue revenue opportunities throughout their territory.

Potential venues and revenue opportunities include:

• Festivals
• Food and specialty markets
• Holiday markets
• Corporate events
• Weddings
• Private parties
• Community events
• Sporting events
• College and university events
• Fundraisers
• Pop-up events
• Shopping centers
• Seasonal celebrations
• Corporate gifting opportunities

This flexibility can allow an owner to build a schedule around the events and markets that make the most sense for the business.

WOOPS! also has an internal real estate and development team that assists franchisees with identifying events and markets, evaluating opportunities and negotiating locations and leases when applicable.

The objective is straightforward: reduce the friction between becoming a franchise owner and getting WOOPS! products in front of customers.

A Business That Can Be as Active—or Flexible—as You Want

One of the more unusual aspects of the WOOPS! model is the range of ways franchisees can approach ownership.

This isn't necessarily a business designed only for someone who wants to build a large multi-unit operation.

The company has franchisees who operate aggressively, participating in hundreds of events annually, as well as owners who use the business more selectively around weekends, holidays and special events.

For an entrepreneur who wants to pursue the business full-time, there is an opportunity to build a much more active operation.

For someone looking for a flexible business, however, the mobile model can provide the ability to choose when and where to operate.

That makes WOOPS! particularly interesting for:

• First-time business owners
• Entrepreneurs looking for a lifestyle business
• Couples looking for a business they can operate together
• Semi-retired or retired professionals
• Parents looking for a flexible business
• Individuals interested in event-based businesses
• People who enjoy interacting with customers
• Entrepreneurs looking for a lower-overhead food concept
• Existing business owners looking for an additional revenue stream
• Investors interested in eventually operating multiple trailers

The franchise isn't designed around the idea of a completely passive investment. Owners still need to operate and manage the business, develop relationships, pursue opportunities and deliver a great customer experience.

But the relatively compact operating model can allow owners to build a business without the infrastructure required by a traditional restaurant.

Premium French Macarons

At the center of the WOOPS! experience are its signature French macarons.

Macarons are visually distinctive, highly giftable and particularly well suited to special occasions. WOOPS! offers an assortment of flavors and designs, creating opportunities for both individual purchases and larger orders.

The products are designed to be more than simply an impulse dessert.

They can be purchased as:

• Individual treats
• Gift boxes
• Party favors
• Wedding favors
• Corporate gifts
• Holiday gifts
• Birthday gifts
• Event displays
• Custom orders
• Special-occasion desserts

The visual appeal of the product is an important part of the concept. WOOPS! locations and mobile units are designed to showcase the colorful macarons in a way that attracts attention and encourages customers to stop, sample and purchase.

Historically, WOOPS! has also offered a broader selection of internationally inspired pastries and other food and beverage products through its larger retail formats.

More Than a Macaron Business

One of the strengths of WOOPS! is that the franchise isn't dependent on a single type of transaction.

The brand has developed several potential revenue channels around its core products.

Retail Sales

Customers can purchase individual macarons, assorted boxes and other products directly from the mobile unit or retail location.

Events

The mobile format is particularly well suited for festivals, markets, weddings, private parties and corporate events.

Corporate Gifting

WOOPS! has developed programs designed to help franchisees pursue business-to-business gifting opportunities.

Corporate clients can purchase macarons and gift packages for:

• Employee appreciation
• Client gifts
• Holiday gifting
• Conferences
• Corporate events
• Customer appreciation
• Employee milestones
• Promotional campaigns

The franchisor says it has developed an internal marketing and sales engine specifically designed to generate B2B and corporate gifting opportunities for franchisees.

Weddings & Celebrations

Macarons are naturally suited to weddings, showers, birthdays and other celebrations.

WOOPS! has historically offered wedding and event products designed specifically for these occasions, including decorative displays and catering options.

Pop-Ups & Holiday Markets

Seasonal events can provide particularly attractive opportunities for the brand.

Holiday markets, shopping events and community festivals allow franchisees to take the business directly to concentrated groups of potential customers.

A Compact Food Business

Traditional restaurants can require significant real estate, extensive kitchen equipment, large staffs and substantial build-outs.

WOOPS! takes a different approach.

The mobile concept is designed around a compact operating footprint and streamlined operations.

The current franchise materials specifically emphasize:

Lower Overhead
A mobile unit can eliminate many of the fixed costs associated with a permanent storefront.

Flexibility
Owners can pursue events and locations where customer traffic is concentrated.

Simplified Operations
Franchisees don't have to manufacture the brand's signature products from scratch.

Small Staffing Requirements
The compact model can be operated with a relatively small team.

Multiple Revenue Channels
Retail, events, pop-ups, holiday markets and corporate gifting can all contribute to revenue.

No Baking Experience Required

One of the most attractive aspects of the concept for first-time franchise owners is that prior baking or pastry experience isn't required.

WOOPS! has historically centralized much of the product production so franchisees can concentrate on operating the business rather than becoming professional bakers.

The company's New York-based production operation has historically produced the brand's macarons and other specialty products, which are then shipped to franchise locations.

That creates an important distinction between WOOPS! and many traditional bakery concepts.

You aren't buying a business because you know how to make macarons.

You're buying a business built around selling macarons, creating memorable customer experiences and developing multiple sales channels.

WOOPS! University & Training

WOOPS! provides franchisee training through WOOPS! University, with training covering the major components required to operate and grow the business.

Current franchise materials highlight several areas of training, including:

Operations Training

Franchisees receive training on the day-to-day operation of the business and the systems required to run the concept.

Pop-Ups & Holiday Markets

WOOPS! provides guidance around operating successful pop-ups and holiday markets, helping franchisees understand how to identify and execute these opportunities.

B2B & Corporate Gifting

Franchisees receive training and support around developing corporate gifting revenue.

Product Training

Owners learn about WOOPS!'s macarons and pastry products, including product handling, presentation and customer experience.

The company also provides ongoing support beyond initial training.

Real Estate & Event Support

One of the potential advantages of the WOOPS! system is the amount of attention given to helping franchisees identify where they can sell.

The company maintains an internal real estate team that assists with:

• Market evaluation
• Site selection
• Event identification
• Festival opportunities
• Market opportunities
• Lease negotiations
• Real estate strategy

For mobile franchisees, the emphasis shifts from finding one perfect permanent storefront to building a portfolio of high-potential events and locations.

That can fundamentally change the way an owner thinks about real estate.

Instead of asking, "Where should I put my store?"

The question becomes:

"Where are the customers, and when can I put WOOPS! in front of them?"

Franchise Fees & Ongoing Costs

The current FDD-derived information indicates a 4% continuing royalty, along with brand/advertising fund contributions and other system-related expenses.

Prospective owners should carefully review Item 6 of the current FDD for the complete schedule of recurring and other fees.

As with any franchise, the royalty and other ongoing fees are paid based on the franchise agreement and are not dependent upon whether the franchisee ultimately generates a profit.

Growth Potential

WOOPS! also provides a path for entrepreneurs who eventually want to scale.

An owner who establishes a strong event calendar and customer base could potentially add additional mobile units and expand the number of events served.

Multiple trailers can allow an operator to:

• Attend simultaneous events
• Cover larger geographic areas
• Increase event volume
• Develop additional corporate accounts
• Build a management team
• Create a larger regional operation

The company previously reported that a significant percentage of its franchise network was multi-unit before the disruption caused by COVID-19, demonstrating that the concept has historically attracted multi-unit operators.

The current emphasis, however, is on rebuilding and expanding the system with the mobile model at the center of that growth strategy.

What Makes WOOPS! Different?

1. A Highly Visual Product

Macarons are colorful, distinctive and inherently giftable. The product itself can serve as a powerful marketing tool.

2. Mobile Flexibility

The trailer format allows the business to go where customers are rather than relying entirely on a single permanent location.

3. Multiple Revenue Channels

Retail sales, events, weddings, holiday markets, pop-ups and corporate gifting provide multiple ways to generate revenue.

4. Lower Entry Point Than Traditional Food Concepts

The mobile format requires substantially less capital than a conventional restaurant or full bakery.

5. No Baking Background Required

WOOPS! handles the production of its signature products, allowing franchisees to focus on operating and growing the business.

6. Experienced Leadership

WOOPS!'s leadership team has experience both operating businesses and participating in franchise systems. CEO Ben Woodruff also has firsthand experience as a franchisee.

7. Lifestyle-Friendly Business Model

The concept can potentially be operated aggressively as a full-time business or structured around a more flexible schedule.

8. Corporate Gifting Opportunity

The brand has built infrastructure around B2B and corporate gifting, providing franchisees with a revenue channel beyond consumer retail.

The Bottom Line

WOOPS! Macarons & Gifts occupies an interesting niche in franchising.

It's not a traditional bakery.

It's not a traditional restaurant.

It's not simply a retail store.

And it's not just a food truck.

It's a mobile specialty food, gifting and events business built around premium French macarons and a recognizable consumer brand.

For entrepreneurs looking for a relatively accessible entry point into franchising, a flexible operating model and the ability to pursue multiple revenue channels, WOOPS! offers a compelling alternative to more capital-intensive food concepts.

The opportunity may be especially attractive to first-time entrepreneurs, couples, semi-retired professionals, lifestyle entrepreneurs and sales-oriented owners who want the ability to determine how aggressively they build their business.

With the mobile trailer model, the fundamental idea is simple:

Don't wait for customers to come to you. Take WOOPS! to them.