Lord of the Coffee vans: NZ's Coffee Guy set for Aussie launch
Will this kiwi concept fly?
The Coffee Guy, one of New Zealand’s mobile coffee franchises, is set to expand across Australia. The brand was recently acquired by Retail Food Group (RFG), and is planning to start rolling out coffee vans as early as next month.
Below is a Q&A with Jo Mansfield, The Coffee Guy Operations Manager.
QSR Media: What is the reason behind RFG’s acquisition of The Coffee Guy?
Jo: The Coffee Guy mobile coffee van concept incorporates proprietary mobile coffee van technology, conspicuous brand imagery, van and outlet livery, an uncomplicated operational and franchisee service structure, relatively inexpensive new franchisee entry costs and demonstrated capacity for organic growth.
With the purchase of Roasted Addiction roaster in NZ and RFG’s focus on coffee within the group made the acquisition of TCG a double win. TCG can help build coffee sales as well as provide a low cost franchise option for prospective franchisees not available beforehand.
QSR Media: How will the company expand the brand’s geographic presence?
Jo: The Coffee Guy was founded in 2006 in New Zealand and is now the largest mobile coffee franchise in that country, running over 50 mobile coffee vans, two drive thrus and one stand-alone kiosk.
We are expanding The Coffee Guy’s geographic presence by bringing the system to Australia, with plans to have a mobile coffee van in operation from as early as next month. We believe there is room for over 200 mobile coffee vans across Australia.
QSR Media: Will the brand also put up drive thrus and kiosks in its expansion in Australia?
Jo: The Coffee Guy system is adaptable to drive thrus and kiosks, however we will initially be concentrating on getting mobile coffee vans on the ground to create awareness of the brand.
QSR Media: What is the brand’s target market?
Jo: The Coffee Guy has a broad target market. TCG is looking for people wanting a lifestyle change, the ability to work for themselves in conjunction with the RFG to achieve their goals. Age range of mobile coffee van operators is 21-70! A love of people, a desire to provide great service and willingness to invest energy into their own business are the people we want. The mobile coffee vans specialise in corporate coffee runs from Monday to Friday and special event sales on the weekends.
QSR Media: What kind of investment are potential franchisees looking at?
Jo: The Coffee Guy vans are available for an initial investment of under $100,000, which includes the fully fitted van, a designated territory and an extensive training program, as well as continual operational and marketing support.
QSR Media: How do you think The Coffee Guy will fare in the Australian market?
Jo: We think that there is definitely a gap in the Australian market for an innovative low entry cost, high quality mobile coffee franchise. The Coffee Guy is a great franchise opportunity for Australians who love coffee and connecting with regular customers but want to be their own boss and operate their own business, and with a low entry cost this franchise will be very appealing to potential franchisees.
QSR Media: Why are you targeting mobile cafes for growth?
Jo: After seeing the success of mobile coffee vans across New Zealand we believe there is huge potential for mobile coffee vans across Australia. Australian’s love their coffee, and there is a demand for good quality takeaway coffee made conveniently on site at the workplace.
QSR Media: What distinguishes you from other mobile cafes in the Australian marketplace?
Jo: The Coffee Guy’s point of difference lies in the design of the van and the strong business model behind the franchise. The Coffee Guy’s vans are specially designed to be cost efficient for operators, and this innovative design coupled with the strength of support offered by Retail Food Group gives us advantages across operations, training and marketing.
QSR Media: Tell us a bit more about the “energy savings” promise of the vans?
Jo: The Coffee Guy’s vans are specially designed and are fitted with a gas powered coffee machine which is quieter than most mobile coffee machines and offers energy and cost savings.
