1851

<a href="https://theorg.com/org/woops/org-chart/benjamin-woodruff?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-benjamin-woodruff-is-leading-woops-macarons-gifting-through-innovation-and-resilience-2727997" target="_blank" rel="nofollow">Benjamin Woodruff</a>, co-CEO and partner at&nbsp;<a href="https://woopsfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-benjamin-woodruff-is-leading-woops-macarons-gifting-through-innovation-and-resilience-2727997" target="_blank" rel="nofollow">WOOPS! Macarons &amp; Gifting</a>, has built a career grounded in entrepreneurial grit. From managing high-volume restaurants in his early 20s to becoming a key player in the franchising world, Woodruff’s journey is a testament to navigating challenges while keeping an eye on long-term success.In a recent&nbsp;<a href="https://www.youtube.com/watch?v=sbXgT-n4pc8&utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-benjamin-woodruff-is-leading-woops-macarons-gifting-through-innovation-and-resilience-2727997" target="_blank" rel="nofollow">“Franchisor Hot Seat” podcast interview</a>, 1851 Franchise Founder and Chief Growth Officer&nbsp;<a href="https://www.linkedin.com/in/powills?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-benjamin-woodruff-is-leading-woops-macarons-gifting-through-innovation-and-resilience-2727997" target="_blank" rel="nofollow">Nick Powills</a> sat down with Woodruff to discuss his accidental entry into franchising, the growth of WOOPS! Macarons &amp; Gifting and the brand’s forward-thinking strategies. Woodruff shared insights into navigating the challenges of the pandemic and how innovation continues to fuel the brand’s success.A transcript of Woodruff’s interview with Powills has been provided below. It has been edited for clarity, brevity, and style.<h3>Nick Powills: What’s your backstory? How did you “accidentally” fall into franchising?</h3>Benjamin Woodruff: I started out managing high-volume restaurants in my early 20s in San Diego. After having my son, my family and I moved back east to Atlanta to be closer to relatives, and I began looking for a more stable job with better hours.That led me to a position at what is now Franchise Ventures, working in the lead portal space. I spent a few years selling lead generation to franchisors, attending conferences, and building relationships. Like many, I stumbled into franchising almost by accident.<h3>Powills: How did you get involved with WOOPS!?</h3>Woodruff: After my time in the portal space, I started my own consulting company focused on outsourced franchise development. Ironically, WOOPS! was my first client. Things took off much faster than I anticipated and before I knew it, I became deeply involved with the brand. Fast forward eight or nine years, and here we are.<h3>Powills: You’re now co-CEO of WOOPS! What was your vision when you stepped into the franchisor role?</h3>Woodruff: Honestly, I didn’t have a long-term exit strategy when I first joined. I was focused on taking things as they came. Over time, I’ve gained a deeper understanding of the private equity space and learned the value of building a strong financial foundation before considering an exit.We’re not in any rush to sell or exit. We’ve worked hard to build a great culture and team, and we love what we do. For now, we’re focused on continuing to grow the brand and support our franchisees.<h3>Powills: How did the pandemic affect WOOPS! and how did you navigate those challenges?</h3>Woodruff: The pandemic hit us hard. Pre-COVID, we were heavily focused on mall and transit-based retail, with small-format kiosks. When everything shut down, we lost about half of our system.One of the most difficult but necessary decisions we made was allowing franchisees to exit their agreements if they chose to, given the uncertainty at the time. That decision cost us, but it also left us with a stronger core group of franchisees.Now, we’re back to about 30 locations and focused on rebuilding to 50 units in the near term. We’re also exploring new formats, like a WOOPS! macaron trailer for events and festivals, which we’re excited to roll out.<h3>Powills: Does the macaron category create challenges for innovation, or is there room to grow?</h3>Woodruff: There’s plenty of room for innovation. We started out offering a broader menu but realized over time that focusing on one great product — French macarons — was the best strategy.Macarons are one of the most difficult pastries to make at scale, which creates a high barrier to entry. That’s a major advantage for us compared to other categories like cupcakes or frozen yogurt, which are easier to replicate.We also lean heavily into corporate gifting, which has been a growing segment for us. Franchisees can fulfill large gifting orders, and we handle distribution from our fulfillment center in New York City.<h3>Powills: What is the investment, and how do you address franchisee profitability?</h3>Woodruff: The total investment starts around $125,000, with a requirement of $50,000 liquid capital for our kiosk model, which is ideal for malls and transportation hubs.Our average unit volume (AUV) is around $290,000 - $300,000, with some locations exceeding $600,000. Profitability is key, and we encourage franchisees to leverage all revenue streams, including corporate gifting and pop-up events, to maximize their return.<h3>Powills: What’s your vision for the future of WOOPS!?</h3>Woodruff: Our vision is to continue evolving into a lifestyle brand that’s fun, approachable and innovative. We’re rolling out the macaron trailer and expanding our holiday market presence, which has been a big success.We’re also launching new programs, like a B2B lead generation initiative and an internal real estate team to help franchisees identify opportunities for pop-ups and events. Our goal is to make the brand accessible and scalable while maintaining the premium quality of our product.<h3>Powills: Any final thoughts for prospective franchisees?</h3>Woodruff: Transparency is at the heart of what we do. We’re not perfect, but we always strive to do what’s right for our franchisees. If you’re looking for a brand that’s honest, supportive and innovative, WOOPS! could be a great fit.What is WOOPS! Macarons &amp; Gifting?WOOPS! Macarons &amp; Gifts is the largest French macaron brand in the US, by volume at retail. We were founded by four friends in 2012 when they opened a hobby kiosk for 9 weeks and sold over $250,000 worth of macarons in that time period. "WOOPS!" there was a business. WOOPS! is a premiere gifting company that brings delight to consumers and businesses of all types with its array of pastries, flavors, color and quality. WOOPS! is a fast growing retail and digital brand primarily focused on gifting with over 5,350 locations using two retail formats: full-service, inline cafés and boutique kiosks. WOOPS! has a fantastic website where consumers and businesses can buy macarons and gifts for all occasions! Learn more about WOOPS! Macarons &amp; Gifting:<a href="https://www.youtube.com/redirect?event=video_description&amp%3Bredir_token=QUFFLUhqbDFKTTRsRzNwUVNvVUJNTXVrMDNvVnVPRUdsQXxBQ3Jtc0ttSk9SeFkyZHRxSFc2R1JCT1RFSWdFbTU3c1ZJdXQyVWNkZVY0dGpSUXdUYVdzc2F4NXQtWVc3Z3hkYXlaQ2U4c0NvVHJ1NHN1WUZNN2V4RlZVRGxrRWdQZFZDRXozNEdDaEgzLWc0OTlMclVMcGRtdw&amp%3Bq=https%3A%2F%2Fwoopsfranchise.com%2F&amp%3Bv=sbXgT-n4pc8&utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-benjamin-woodruff-is-leading-woops-macarons-gifting-through-innovation-and-resilience-2727997" target="_blank" rel="nofollow">&nbsp;</a><a href="https://woopsfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-benjamin-woodruff-is-leading-woops-macarons-gifting-through-innovation-and-resilience-2727997" target="_blank" rel="nofollow">https://woopsfranchise.com/</a>.

Benjamin Woodruff: Leading WOOPS! Macarons & Gifting Through Innovation and Resilience

1851 Franchise

https://www.youtube.com/embed/sbXgT-n4pc8

Woodruff discusses his journey from managing high-volume restaurants to leading a thriving franchising concept, sharing insights into the future of the brand.

How Benjamin Woodruff Is Leading WOOPS! Macarons & Gifting Through Innovation and Resilience

how-benjamin-woodruff-is-leading-woops-macarons-gifting-through-innovation-and-resilience

Melting Pot

Photo of Melting Pot table with chocolate fondue and "Cheers to 50 Years" plate

Melting Pot Evolution Sets the Stage for the Next 50 Years

evolution-design

DRYmedic Restoration

image of drymedic restoration franchise brand

Why DRYmedic Restoration Is the Franchise Built for the Climate Era — And Why Now Is the Time to Join

drymedic-restoration-franchise-opportunity

From Startups to Franchises: How a Serial Entrepreneur Masters Scalable Growth

carlos-hesano-serial-entrepreneur-dry-medic-franchise-growth

Minuteman Press International

Minuteman Press franchise owners Jeff & Diana Merritt, Salisbury, MD.

Minuteman Press Franchise Review: 15 Years for Jeff & Diana Merritt

minuteman-press-franchise-review-15-years-for-jeff-diana-merritt

Dog Training Elite

photo of black and white dog, wearing a Santa hat, sitting in a wicker basket with Christmas decor

Expert Training Tips for a Well-Behaved Dog This Christmas Season

holiday-dog-training-tips

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

California Pizza Kitchen’s Sale Is the Latest in the Era of PE-Backed Turnarounds in Franchising

california-pizza-kitchens-sale-is-the-latest-in-the-era-of-pe-backed-turnarounds-in-franchising

Buying a fitness franchise, people exercising

Boutique vs. Big Box Gym Franchises: Which Offers Best ROI in the $7 Billion Fitness Market?

buy-fitness-franchise-boutique-big-box-comparison

Pieology Pizza Enters Chapter 11 Following Costly Bid To Save Struggling Stores

pieology-pizza-files-chapter-11-bankruptcy

CNBC: McDonald’s Will Assess if Franchisees Are Offering Value for Customers Under New Standards

mcdonalds-franchise-standards-value-metric

How AI Is Transforming Restaurant Operations and Franchises

ai-impact-restaurants-franchises-human-centric-technology

Scenthound Franchise Costs, Fees, Profit and Data for 2025

scenthound-franchise-costs-fees-profit-and-data

Newk's Eatery Franchise - Columbus, Mississippi Expansion - 1851 Franchise

Newk’s Eatery Taps Seasoned Beef ‘O’ Brady’s Multi-Unit Operators for New Columbus, Mississippi Expansion

newks-franchise-columbus-ms-patel

Photo of group of dogs standing together in day care facility

Top Pet Boarding and Day Care Franchise Opportunities for 2025

top-pet-boarding-daycare-franchises

A Practical Playbook: Who To Call First When Franchising Your Business

franchising-your-business-who-to-call-first

Do You Qualify? A Look at the Chick-fil-A Franchise Requirements

do-you-qualify-a-look-at-the-chick-fil-a-franchise-requirements

The Top 15 Pet Wellness and Vet Care Franchises for 2025

top-pet-wellness-franchise-opportunities

image of jerome hanway from right at home Las Cruces, New Mexico 1851 franchise franchisee spotlight

Jerome Hanway Is Building His Right at Home Franchise Around His Mission To Serve

right-at-home-franchise-las-cruces-jerome-hanway

AI-related job cuts, October U.S. job cuts, American job cut record

AI-Fueled Layoffs Reshape the U.S. Job Market — And Highlight Franchising’s Resilience

ai-job-cuts-franchising-path-forward

How Benjamin Woodruff Is Leading WOOPS! Macarons & Gifting Through Innovation and Resilience

MORE STORIES LIKE THIS