Banjo’s is banking on its drive-thru arsenal to reignite interstate growth
CEO and managing director Jessica Saxby talks about the brand’s surging digital sales and how exactly they are avoiding the “Great Resignation”.
Banjo’s is counting on its existing knowledge on drive-thru to reignite growth, eyeing to expand the format across QLD, NSW and VIC within the next 12 months, the bakery chain’s CEO revealed to QSR Media.
“With 42 franchises across Tasmania, Victoria, New South Wales, Queensland and South Australia, our growth has always been largely organic – a testament to our strong brand name and reputation in the bakery and hospitality sector,” Jessica Saxby said.
The first of their new stores is scheduled to open in Townsville later this year. The chain introduced their drive-thru concept in 2020, at the height of COVID restrictions.
Marketing efforts, including an increased focus on data acquisition, will be bolstered, Saxby added.
Growth in digital sales seen
The bakery also reported gains from their investment in digital sales channels, revealing that online revenue grew an average of 67%. The franchise improved and expanded online ordering via our website and relaunched their namesake app.
“With continual improvements, like the CX [customer experience] update we made in May, we make it even easier for customers to order their favourite items, earn VIP points and redeem exclusive offers. Focussing on digital sales channels has worked well,” Saxby explained, adding she believes home delivery and click-and-collect services will continue to grow.
Whilst acknowledging the importance of looking at the one’s expenditures to combat cost pressures, she believes it is more important to focus on “what you’re bringing in.”
“Always staying ahead of the game is essential to growth and maintaining profitability,” she said.
“With customers becoming more conscious of their spending, how can you influence them to purchase from you over a competitor? What product or experience do you offer that your competitors do not? These are all things that we consider and questions that see us continually implement new items, rewards and promotions for our customers.”
The business, Saxby added, is also monitoring the ongoing automation of processes within all industries, including the food industry.
“The balance of implementing processes and technologies to increase efficiency, while maintaining the strong customer service that we hold core to our business is an important thing that we, and many businesses, will continue to navigate,” she added.
Avoiding the “Great Resignation”
Banjo’s has also put a strong focus on staff attraction and retention, aiming to avoid what has been dubbed as the “Great Resignation”.
“A large number of our head office employees have made a career out of the opportunities given to them, starting as apprentices and working their way up to executive level,” she said.
“Our Self-Raising Program (SRP) has also been very successful in developing employees from within the network with the objective of one day becoming a successful franchisee.”