Scaling 300+ Stores: Inside the Mind of a Franchise Giant | Ft Michael Sherlock | The How Story

How Michael Sherlock Scaled Brumby’s Bakery to 300+ Stores & Reinvented Himself in Commercial Real EstateWhat does it take to transform a struggling bakery brand into a $100 million franchise empire? In this episode of The House Story, we sit down with Michael Sherlock—former CEO of Brumby’s Bakery and now Director at Sentinel Property Group—to explore a journey of business reinvention, franchising mastery, and unshakable entrepreneurial spirit.From humble beginnings as an accountant in a three-store operation, Michael played a pivotal role in scaling Brumby’s to over 300 locations across Australia and New Zealand. Along the way, he navigated hostile takeovers, boardroom battles, and media crises—emerging each time with hard-earned wisdom and clarity on what makes a franchise model work.🔍 What you’ll learn in this episode:How Michael Sherlock grew Brumby’s from 3 stores to 321 locations and a successful ASX listingThe real difference between scalable business systems and unsustainable hustleWhy a strong franchise model starts with “the owner’s eye” and duplicatable systemsThe dark side of franchise roll-ups: what happens when profitability for franchisees is ignoredInsider tips on site selection, tenant mix, and "ant trail" traffic flows in retailHow to incentivise teams with "golden handcuffs" and create alignment without losing cultureThe rise and fall of well-known franchises like Michelle’s and what entrepreneurs can learn from themHow Michael reinvented his career after Brumby’s by investing through Sentinel, delivering 19.6% IRR returns in commercial property syndicatesHis philosophy on investing, managing risk, and staying resilient after personal and professional setbacksThe importance of travel, staying curious, and how he became TripAdvisor’s #1 hotel/restaurant reviewer in the world in 2017🎙️ Michael also shares personal stories of:Buying Brumby’s out of receivership with a $2,000 investmentOvercoming public health scandals and media attacksWriting a strategic business plan that increased share prices from $0.50 to $3.60Advising aspiring franchisors on how to structure fair, profitable franchise systemsWhy he believes now is the best time to be in business—and what founders must know before scalingWhether you’re an entrepreneur, franchisor, investor, or simply curious about how iconic Australian brands are built (and sometimes undone), this is a must-listen masterclass in business growth and reinvention.📈 Perfect for listeners searching for:"How to scale a franchise in Australia""Michael Sherlock Brumby’s Bakery story""Franchise business tips""How to invest in commercial property Australia""Brumby’s vs Retail Food Group""Sentinel Property Group returns""How to avoid franchise failure""Entrepreneurial resilience stories""Building a $100M brand from scratch"Tap play and discover how decades of hard-won lessons in business, leadership, and investing can shape your own path forward—no matter what industry you're in.