The Coffee Club franchise chain is targeting 56 new global stores this year as it prepares to celebrate its 25th anniversary.
In the domestic market the Victorian and Western Australian markets are a particular growth focus with up to 25 outlets pencilled in for opening this year.
General manager Arif Khan said the group received more than 400 enquiries from potential franchisees in 2013, attributing the interest to the home-grown brand’s national and international presence.
“We see ourselves opening around 25 to 30 stores each year for the next few years,” he said.
Khan told Franchising overseas growth would be focused on the Asian, Indian and Middle Eastern markets but closer to home there will further stores opened.
“New Zealand is a showing strong growth. We’ll be opening six stores in New Zealand.
“We operate in a competitive retail hospitality sector and a very rewarding marketplace. Our success is fuelled by our passion for coffee, our customer-centric focus and our savvy business owners who recognise opportunity for themselves in that,” said Khan.
“We have an outstanding team of business owners in our network who play an integral role in driving their own business growth with the support of our award-winning model.”
Late last year, The Coffee Club embarked on a major brand transformation, aimed to provide customers with a more upmarket and contemporary cafe and dining experience.
“We introduced some exciting elements such as a new menu and a new look store design, to reinvigorate our appeal to consumers. By listening to our customer and instilling the feedback we received, we are now offering them a enhanced experience in store,” Khan said.
THE CHALLENGES OF THE HOSPITALITY BUSINESS
What are the considerations for potential franchisees with an eye on the hospitality sector?
- The right location
- Recruiting and retaining good staff
- Trading costs
WHY INVEST IN THE COFFEE CLUB?
“In Australia, getting retail stores with the right footprint and size and location is very important. The costs are increasing, so we are working on how to improve this, we are making it more economic.
“We are working closely with landlords, asking how do we put a package together.”
- Negotiations with landlords to secure economically viable rents
- A negotiated coffee supply chain
- Training for both the franchisee and employees