Learn more about The Coffee Emporium's growing reach abroad
On an onward march to expansion in Africa and the Middle East.
QSR Media: How would you describe The Coffee Emporium brand? What makes it different?
The Coffee Emporium: The Coffee Emporium is a premium brand that has built a solid reputation in the market based on its multi-award winning coffee, world-class food menu and outstanding personalised guest experience. These 3 elements, aligned with the commitment and passion of our Franchise Partners, have enabled the brand to establish sincere and long-lasting emotional connections with our guests. These connections are hard to replicate because they are based on the brand’s unique ability to captivate its audience. Many guests and Franchise Partners hear about The Coffee Emporium brand through the referral from family and friends. These people always talk about how The Coffee Emporium has become an important part of their day to day ritual. We believe this is something that really sets our brand apart in such an overly competitive market.
QSR Media: How has it changed over time?
The Coffee Emporium: The Coffee Emporium has undergone a major transformation under the leadership and strategic direction of its Group General Manager, Daniel Isaac. The Coffee Emporium currently has 32 Coffee Houses in Australia and is going through an exciting expansion stage. Our first international coffee house opened in Abu Dhabi, on March this year. We have now reached our fourth international Coffee Houses in the MENA region (Middle East and North Africa). We have more Coffee Houses in the pipeline both in the MENA region and in Australia, and we are very excited to be part of this great momentum for our brand as we are getting a lot of interest from potential Franchise Partners who have come in contact with our brand. 2016 looks highly optimistic as we have budgeted another 12 Coffee Houses.
QSR Media: What are your customers asking for?
The Coffee Emporium: The Coffee Emporium recently appointed Fernando Pimentel as Global Marketing Manager. Under Fernando's leadership, The Coffee Emporium has worked closely with supply partners to identify key trends in the Coffee Industry. Through our due diligence, we were able to identify 3 key trends that are shaping the Australian Coffee landscape. These are:
- Rising demand for convenience.
- The increasing role of gourmet food as part of the cafe offering.
- Demand for premium offerings.
The Australian coffee drinker has evolved over the years establishing a peculiar coffee culture renowned for its serious appreciation of good coffee. To remain ahead of the curve, we are always looking at ways to innovate our product offerings to better cater to this highly knowledgeable and demanding kind of consumer. Our food offerings, our hot and cold beverages and our limited time offers are all designed to deliver premium quality and convenience to our valuable guests. This mentality is very much in line with our brand positioning as we are constantly finding better ways to deliver a superior experience to all our guests.
QSR Media: What’s new at The Coffee Emporium?
The Coffee Emporium: With every new coffee house comes the feeling of novelty in the air. In 2015, we have been truly fortunate with our international expansion. On the domestic front, we opened 4 new stores in the last 3 months. We also expanded our presence in Victoria, with our brand new Geelong Coffee House. In addition to all these great wins for the brand, we also signed a contract with The Western Sydney Wanderers F.C. to become the Exclusive Membership Partner. This partnership is based on the philosophy of working together and winning together. We are confident that the association of two very respectable global brands like The Coffee Emporium and The Western Sydney Wanderers will add a lot of value to our guests and Franchise Partners.
2016 will definitely be a great year for The Coffee Emporium as the brand will be celebrating its 25th anniversary (silver jubilee). We are very excited with this important milestone for the brand and we are looking forward to another great year for our brand, it is very clear to us that what we focus on is what we will achieve for the months and year ahead.
