In Focus
EXECUTIVE INSIGHTS | Staff Reporter, Australia

Find out how Zeus Street Greek uses different store models to ramp up growth

Costa Anastasiadis, co-founder of Zeus, talked about store growth, menu development, and marketing initiatives, as well as the planned multi-site rollout in Queensland.

Zeus Street Greek has recently launched its third Brisbane location at the QueensPlaza precinct, taking the total number of sites to 17.

QSR Media: What's new at Zeus Street Greek?

We’ve opened two new stores taking our network to 17 – an Express Store in QueensPlaza food precinct in Brisbane and a Full Service model at Stockland Shellharbour. It’s very exciting to be introducing the Zeus Street Greek brand to new customers in new regions. The response we’ve had in both stores so far has been very positive.

On a menu development front, we’ve built on existing menu items and introduced a suite of LTOs. Firstly, the Build Your Own Spartan Box, which builds on our original Spartan Box offering. This menu items has the potential for 320 variations on the classics, offering our Zeus family, more menu freedom and the opportunity to fully personalise their own Spartan Box. True to our heritage, all the ingredients speak to the Mediterranean diet and include healthy grains and salads, traditional dips and the choice of five hero proteins, with the addition of two vegetarian options. Four simple steps to hundreds of combinations. Customers choose their Protein (Lamb, Pork, Chicken, Haloumi, Falafel), Base (Organic 10 Grains, Pilaf, Pita Bread, Salad), Salad (Village, Aegean Slaw, Seasonal Salad, Souvla Roasted Vegetables), Dip (Tzatziki, Chilli Tzatziki, Beetroot Hummus, Eggplant Hummus). Most recently we’ve continued to marry the old with the new, introducing Haloumi Chips.

We will be launching an exciting consumer competition with thanks to our friends at Webjet Exclusives. From Monday 28 August until Tuesday 31 October, we’ll be giving one lucky customer and a travelling companion the chance to win a once in a lifestyle, all expenses paid, trip to Greece in summer 2018. The trip kicks off in the centre of Greek civilisation, Athens, for a few days of solo sightseeing. Next on the agenda is island hopping, with a 10-day carefully crafted itinerary visiting the picturesque Mykonos, Paros and Santorini by land and sea. It’s going to be an amazing experience and we’re thrilled to be able to reward our customers in this way. This campaign will be supported by a through the line marketing plan.

Finally, we’ve been named as a Food and Beverage Retailer at the National Retailer Awards 2017. To be named a finalist is a huge thrill and the team are very much looking forward to attending the gala event in September.

QSR Media: Why did you think QueensPlaza is a good fit for Zeus?

QueensPlaza was chosen because the precinct is in the heart of the city. It’s our third Brisbane location behind Westfield Chermside and South Bank. In terms of the space, a compact Express Store, we wanted to design a store that would continue to excite our Queensland customers. We think we’ve achieved that.

QSR Media: What opportunities do you see in this area?

Zeus QueensPlaza is an Express Concept Store so is the perfect spot for a lunch time pita stop, pre late night shopping snack or a weekend feast with the family; combining modern Greek street food with the best of Australian produce. Despite the smaller format store and concise menu offering, punters can expect to be served up the same awesome Greek street food they’ve come to know and love from Zeus.

QSR Media: Do you have plans to further expand in Brisbane? Other parts of the country?

We’re close to announcing a multi-site rollout in Queensland. Our intention to grow nationally and this will be realised with three key locations secured in Melbourne this half. At this stage, Zeus Street Greek Moonee Ponds is slated to open in November. We are confident our brand and offering will be well received.

QSR Media: What do you want to tell the market about the direction of your brand?

Zeus is a family owned group of fresh-casual eateries serving modern Greek street food. Our mantra is around challenging Australia’s perception of the beloved Souvlaki. We want to demonstrate to our customers that Greek street food can be more than a greasy hangover cure - it can be a healthy, flavoursome meal. In the case of Zeus, it’s ultimately, a modern harmony of traditional Greek street food and the best of Australian produce, in a relaxed contemporary environment. As a business, we’re community minded, committed to quality and have a deep passion for hospitality. These themes will continue to be carried from our menu to the service in-restaurant as well as the design of each fit out as we continue to grow across Australia.

QSR Media: Any big plans for the year?

The next half will be just as exciting as the previous. We’re working on a new loyalty application that will launch towards the end of the year. We’ve been busy working a new suite of LTOs that will be rolled out between now and January, along with a menu update in March. We’ll continue to grow our network in new markets whilst continuing to embed our current stores in their local communities.

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