Check out The Groove Train, the locally-sourced, high-quality food franchise with style
QSR Media talks to Emma Keyte, Marketing Manager of the Groove Train, a growing franchise of 22 restaurants Australia wide offering a new alternative taste to mainstream fast food.
The Groove Train offers breakfast, lunch, dinner, as well as a range of coffee and beverage options for families. The brand specialises in locally sourced and high-quality ingredients which are 'dynamically paired to create a new fusion of modern Australian cuisine with European influences'.
QSR Media: Can you tell us more about your brand?
Emma Keyte: The Groove Train brand began on the streets of Richmond, Melbourne when our founder Rocky Veneziano opened the first Groove Train with the vision that he would provide a range of quality meals in a funky atmosphere. From there we grew. The brand is still to this day about sourcing local and high-quality ingredients to create a multitude of dishes on a menu that boasts something for everyone. Our wood fired ovens play a big part of this, with fresh wood fired pizzas and calzones. As a brand we want to make sure we use quality produce, to provide quality meals for our customers in an approachable, and modern environment, with a touch of GROOVE.
QSR Media: Can you tell us any plans that your brand is particularly excited about?
Emma Keyte: In 2016 we will be expanding into 2 entirely new states for the brand which is very exciting for us. We also have some exciting changes to our VIP members program Groove Club to look forward to shortly.
QSR Media: What do you hope to accomplish for 2016?
Emma Keyte: In 2016 we have a lot of exciting things planned including branching off into 2 new states, in NT and WA, several new stores, offering a range of new opportunities for our franchisees to engage with their community, a range of competitions for our customers and VIP members to win amazing prizes, and the celebration of our 25th store opening among other things.
QSR Media: Can you tell us more about what makes Groove Train's offerings unique?
Emma Keyte: The beauty of The Groove Train is that we have managed to keep many elements of home-style cooking, fresh ingredients, made fresh to order, yet we have managed to multiply ourselves across various sites so we can provide this service, and this taste across various different locations. We offer an extensive range of dishes, with aim of suiting everyone, and deliver them all with quality ingredients, and taste in a comfortable environment. We talk about The Vibe, The Style, and The Food of The Groove Train to encompass The Vibe in which we deliver ourselves, the Style of our stores being an urban and modern remix of retro design, and The Food made from carefully sourced, quality ingredients, made fresh to order.
QSR Media: Regarding locations, any particular places or states you'd like to expand to? Which areas are attractive to your brand?
Emma Keyte: We love the feeling of being able to provide a local Groove to more and more customers each year, and are always looking at the areas in which we can provide another hit of Groove to our existing fans who sometimes travel to see us, or to new fans who haven’t met us before.
QSR Media: What would you like to tell the market about where your brand is strategically headed?
Emma Keyte: We are focusing on educating our customers more about the quality ingredients we use, the quality of our specialty coffee and engaging with the desires of our biggest customers.
