EXECUTIVE INSIGHTS | Staff Reporter, Australia

Get to know Bronwyn Powell, Retail Food Group's head of marketing for coffee retail

Powell talks about coffee credentials, brand transformation, and more.

Powell, a senior marketing, digital transformation and innovation specialist with 30 years’ experience in business change and transformation strategy, has been appointed to the newly-created role and recently assumed her position at RFG’s Castle Hill office. She will lead the way with disruptive campaigns to shake up the Group’s coffee retail brand systems.

QSR Media: What makes you excited about your position?

The immense potential around the future positioning of the Gloria Jean’s Coffees Brand System, as well as accelerating growth of the mobile division at Retail Food Group (RFG) which includes, Cafe2U and The Coffee Guy networks.

QSR Media: What are your key business philosophies?

I believe you always have to ask why! My number one belief is that you need to be curious to understand what is at the heart of customers’ behaviour patterns. This puts you in the driver’s seat and allows you to give them what they really want. Secondly, is to always take action and to move forward, test and learn. Without this action, you cannot get a customer reaction and establish change in the marketplace. In doing so, you also need to be able to act and change this quickly if it is not working for the brand or the customer.

QSR Media: What three goals are you focused on?

Brand transformation, coffee credentials, as well as menu and people leadership.

QSR Media: What long-term changes are you planning on?

Establishing a renewed love and engagement for the Gloria Jean’s Coffees Brand System and continued growth of the mobile networks, including Cafe2U and The Coffee Guy.

QSR Media: What previous positions have prepared you for this one and how?

I have been working in the QSR and coffee industry for a long time, with over 30 years’ experience in a number of different roles, including my most recent position at McDonald’s and McCafé. I also held previous roles in Australia and globally for YUM! Brands which included, KFC, Taco Bell and Pizza Hut. As well, I was involved in the turnaround leadership team at SPC (part of Coca-Cola Amatil) that led the brand’s renewed investment. Brand and business transformation are at the centre of my career successes and will continue to be a focus in this role. 

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