For this week, we are talking to Jeffrey Deng. Together with partner Ivon Tio, Jaffrey is one of the prominent franchisees for Provender, a vending machine network that offers a range of fresh food choices. Operating out of the Melbourne area, Jeffrey was able to leverage their existing ready-made meal business, Spoonful Kitchen, through Provender and reach a wider customer base.
ISB: How did you first get involved in the food business?
JD: Starting in food was a bit of a detour! We initially got into managing student accommodations and helping international students settle in Australia. One part of this involved running an in-house kitchen to keep everyone well-fed. We dived in – learning heaps from the previous owners and plenty of on-the-job training. It was hands-on, a bit hectic, and we loved every minute. Now, here we are, serving up meals with the same passion we started with!
ISB: What motivated you to transition from running a canteen to running a business of ready meals?
JD: The idea came from a simple observation: we saw student accommodations with no in-house meal services, and thought, “Why not offer ready meals in vending machines?” It was a convenient solution for residents – and even staff pulling night shifts at reception. What started as a natural extension of our work soon rippled beyond students; we now serve meals at top-tier companies across industries, from manufacturing to distribution. I’d love to say we planned it all, but really, one opportunity led to another, and here we are.
ISB: How and why did you decide to join Provender as a franchisee?
JD: Provender also brings a dedicated marketing team to the table, which allows us to take on national contracts as a group – a huge advantage. We truly operate as a team, partnering together to grow the business. The combination of their cutting-edge tech support and strong national presence has enabled us to scale efficiently while building something solid.
ISB: How has your partnership with Provender facilitated the growth of your own venture?
JD: Working with Provender has opened doors we hadn’t imagined. As our vending clientele grew, Provender guided us into the micro-market space – a field they’ve spent years perfecting. This shift into fresh food was ideal, giving our ready-made meal business the exposure it needed, though we quickly realized vending success didn’t guarantee a smooth transition. There were plenty of bumps, and we had to learn the nuances of managing micro-markets effectively. With Provender’s support, we’ve expanded naturally, meeting the rising demand for fresh, convenient meal solutions across new sites.
ISB: How do you foresee not only your business’ growth but also your relationship with Provender in the next couple of years?
JD: Over the next few years, we’re focusing on fine-tuning operations, scaling production, and building a team that shares our vision. With Provender, we’re ready to tackle new opportunities in vending and micro-markets. Increasingly, workplaces want benefits that support employee wellbeing, and fresh, convenient meal options are part of that shift. As we expand, these offerings help promote a more holistic workplace experience and encourage people back into the office. With Provender’s tech innovations, we’re excited to keep growing and serving evolving workplace needs together.
ISB: What is the most important lesson that you can impart to someone who is looking to be a franchisee?
JD: Find a franchiser whose values truly align with yours. In franchising, having partners who share your vision and genuinely support your growth makes all the difference. Also, trust yourself to take those calculated leaps – when we saw the chance to introduce ready-made meals in vending, it felt like the perfect fit for our skills and passions, so we went for it. With the right alignment and timing, growth becomes an exciting journey, not just a goal.
