Gloria Jean’s weaponises ‘envirohacking’ to drive Australian sales
‘Envirohacking’ principles seek to influence purchasing behaviour.
Gloria Jean’s Coffees is redesigning its stores to boost sales, starting with refurbished outlets in Goulburn and Shepparton, which have both posted stronger sales after reopening.
The updated look, marked by the brand’s signature “glorange” colour, forms part of a broader redesign that the Australian coffee chain plans to roll out across its network.
The changes seek to shape how customers move through stores, place orders, and respond to visual cues.
“From intuitive ordering flows to sensory cues that guide movement and mood, we’re using ‘envirohacking’ principles to influence decision-making, engagement and purchasing behaviour,” Tanya Watt, chief marketing officer at Gloria Jean’s operator Retail Food Group, told QSR Media.
The Goulburn and Shepparton refurbishments were completed in November, with brand designer Cooop.co engaged to rework layouts, colours and digital elements. Watt said the aim was to improve both customer experience and operational efficiency.
“The goal is to create spaces that are emotionally compelling and operationally effective,” she said in an emailed reply to questions.
A central feature of the redesign is “glorange,” a shade of orange developed specifically for Gloria Jean’s. Watt said the colour was chosen to create a welcoming atmosphere and encourage appetite.
Early sales results have been positive. Goulburn posted sales growth of more than 35% in the first eight weeks after reopening, whilst Shepparton’s non-drive-thru average sales rose by more than 25%, according to Watt.
She declined to disclose refurbishment costs, but said investments are made in coordination with franchise partners. In some cases, landlords also contribute to the upgrades.
“This tailored approach ensures that every refurbishment meets the needs of the local community and maximises value for all stakeholders,” she said.
The Goulburn store now features bigger digital screens displaying product content, whilst the Shepparton outlet is set to introduce contactless kiosks to support click-and-collect orders. Gloria Jean’s plans to include kiosks in future redesigned stores.
The redesign does not involve launching store-exclusive products. Instead, Watt said the chain would continue rolling out new drinks based on consumer trends, including its recent Cherry Rush range and a collaboration with Italian spread brand Pistachio Papi.
More stores are set to adopt the updated design, though locations have not been disclosed. Gloria Jean’s will also continue sourcing Rainforest Alliance-certified coffee beans as it updates its menu.
“Our menu will continue to evolve with insight-led innovation, ensuring we offer both beloved classics and exciting new flavours,” Watt said.
