John Macphail, Brand Manager of Muffin Break
On brand evolution, staying ahead of the game and exceeding customer expectations.
QSR MEDIA: What makes you excited about your position?
John MacPhail: Being at the helm of such a trusted Australian-owned and operated brand is truly thrilling for me. The fact we're still evolving as a brand – a quarter of a century since the opening of our first Australian store – means Muffin Break's relevance continues to thrive and we're continuing to grow in-support of the hundreds of franchisees that partner with us.
The QSR industry demands a finger-on-the-pulse of market trends and the challenge of staying ahead of the market excites me! There's never a dull moment in this role and I enjoy the competition. Seeing a strategy develop from a simple idea to implementation to the benefit of so many franchisees is highly rewarding.
QSR MEDIA: What three goals are you focused on?
MacPhail:
1) Rollout of our bakery-cafe concept evolution which focuses on Muffin Break's freshly-baked on-site daily model and thus, includes more visible kitchen areas for our customers to see our bakers and baristas in action. Educating market of this key point of difference is a staple Muffin Break marketing goal.
2) Staying ahead of the game on dietary needs as we have in the past been active in the latest health trends. Products such as Gluten Free, Low Fat and Weight Watchers-endorsed muffins are all points of difference for us and we'll soon launch a range of freshly-baked lactose-free products to the market.
3) Building market share within the lunch day part. We have been improving our current offer and developing new lunch products to attract customers who are looking for an alternative to the typical food court offer.
QSR MEDIA: What long-term changes are you planning?
MacPhail: With ongoing market competition, a deliberate move away from a ‘one marketing strategy fits all approach’ is in the works at Muffin Break. Since each market has its own intricacies and priorities, we'll be implementing changes from Head Office to ensure greater operational support to franchisees and an adequate balance between local, regional and national marketing activities.
QSR MEDIA: What are your key business philosophies?
MacPhail: Three main ones...
- Exceed customer expectations – both in-terms of the service experience and product quality.
- Be ready to make change quickly to stay ahead of the competition.
- Respect and engage with franchisees to ensure their 'buy-in' of brand initiatives. In the QSR world and in particular franchise brand networks such as Muffin Break, success requires that all key stakeholders are engaged and are optimistic about the future of the brand.
QSR MEDIA: What previous positions prepared you for this one and how?
MacPhail: I have held various operational roles in different organisations however, the most relevant was when I left corporate to open a Muffin Break franchise many years ago. This experience allowed me an opportunity to understand the business model, understand who our customer is and importantly, our customer's expectations at the coal face. It also allowed me an opportunity to see the business from the perspective of a franchisee - which has been invaluable.
