20 October 2025

The following content is sponsored by NAB and will appear in Inside Franchise Business.

At 58, Wayne Price is reflecting on a milestone - his 14th Bakers Delight franchise.

He recently acquired and fully refurbished a store in a bustling shopping precinct in Melbourne’s Eltham -the very location where he first donned an apron as an apprentice baker nearly 40 years ago.

In 1985, at 18, Wayne left a tyre-fitting job in Benalla, seeking a fresh start.

“I wasn’t great with my hands, so I couldn’t be a mechanic,” Wayne recalls of his decision to go into baking.

Wayne quickly found his calling, becoming the very first franchisee when Bakers Delight launched its franchise model in 1988.

In the intervening decades, he’s built a thriving network of Bakers Delight bakeries that serve more than 48,000 customers a week.

“I loved the immediacy of baking -you put in the work and you see the result -whether it’s a beautiful loaf or a clean shop floor,” he explains.

As a young baker, Wayne ran the Eltham store with a sharp eye for quality, presentation and customer service - a philosophy that still defines his approach today. It’s an obsession that’s turned into a lifelong vocation.

He’s now the largest franchisee in Bakers Delight’s history, with 14 stores, more than 400 staff, and ambitions to turn over $1 million a week in bread. But Wayne’s remarkable growth story didn’t happen overnight. It took grit, strategy — and finding the right banking partner to support his vision. That banking partner was NAB.

NAB: A new chapter for growth

After many years with another bank, Wayne reached a point where his business ambitions outgrew their lending model. “We were ready to expand, but they couldn’t commit,” Wayne says. “That’s when I turned to NAB.”

In late 2023, Wayne was introduced to Dhiren Pimenta, Associate Director of Franchise Banking at NAB by the Bakers Delight Head Office support team. The two hit it off immediately. “Wayne’s energy is undeniable,” Dhiren says. “He had a clear vision, but needed a bank that understood franchising at scale. That’s what we do.”

NAB swiftly refinanced Wayne’s facilities and supported acquisitions including the Blackburn North, Montmorency and Eltham bakeries Victoria. With each deal, NAB worked closely with Wayne’s accountant, financial adviser, and bookkeeper to structure finance and improve reporting systems.

“We’ve worked to enhance information systems that provide insightful data so Wayne can track performance, benchmark bakeries, and make real-time decisions,” Dhiren says. “It’s not just about lending - it’s about building capability and working towards the next target.”

Wayne agrees. “Dhiren’s been the best banking partner I’ve ever had. He sees the vision. And with NAB, I’ve been able to focus on managing cash flow, debt arrangements, and having a clear roadmap to our future vision.”

More than bread: A vision of scale and culture

Wayne’s model is equal parts operational smarts and people-first leadership. He looks for underperforming stores - often overlooked or neglected- then renovates, refocuses, and reinvests.

“Most people facelift the front of the store,” Wayne says. “We start at the back—ovens, trays, staff, processes. We fix the foundations. That’s how you go from $16,000 a week to $36,000 a week.”

He’s even given away equity in stores like Rye and Healesville to long-time staff, turning loyal managers into business partners. “I grew up in a commission house in Benalla. Seeing an employee move forward to being a business owner – that’s the real reward.”

The results speak for themselves. Across his network, Wayne’s team turns over more than $420,000 weekly. He’s laser-focused on doubling that - and NAB is helping him get there.

Looking ahead: Building sustainable growth

Wayne isn’t chasing growth for growth’s sake. He focuses on small neighbourhood centres, where strong operations and smart reinvestment matter more than foot traffic alone. “It’s not about the exit plan - it’s about building sustainable businesses and doing it better than anyone else.”

He’s already Australia’s largest Bakers Delight franchisee but the goal is bigger: 20 stores and $1 million in weekly turnover.

“With NAB beside us, we’re building the foundation to get there,” Wayne says. “It’s about putting the right people, systems, and support in place—starting with the right banking partner.”

To find out how NAB can support your franchise strategy, visit nab.com.au/franchising or speak with a NAB Franchise Business Specialist today.

Important Information

This article has been prepared by NAB and is intended to be of a general nature only.  It is not intended to be relied on as advice.  It has been prepared without taking into account any person’s objectives, financial situation, or needs.  Before acting on the information in this article, NAB recommends that you consider whether it is appropriate for your circumstances. NAB recommends that you seek independent legal, financial, taxation or other professional advice before acting on any information in this article. Information correct as at July 2025.

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