In Focus
FRANCHISING | Staff Reporter, Australia
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How Zarraffa's Coffee is providing the blueprint for drive-thru expansion

The coffee chain shares their learnings on improving their drive-thru model.

The secret of their drive-thru model’s success, according to Zarraffa’s Coffee CEO Kenton Campbell, is realising the importance of “giving back people their time”.

He also revealed that they are currently at their final stages of developing their drive-thru model. It has been 9 years since they opened their first store in 2009.

The model, he says, is not something they can do a “do-over” with. He shared that having good relationships with landlords and property developers who know what a drive-thru needs is indeed important.

Also, having a “head office perspective” is also essential in running the model, boosted by the construction of their head office in Brisbane and a team that knows how the operations work.

“Some of the learnings of taking this next step, designed to future-proof the growth of the roastery, packaging and head office functions, have been a clearer, more transparent line of communication between all parts of the company,” Campbell said.

More food in the mix
To be different amongst other brands that also have drive-thru models means that they frequently need enhance operations suitable to the constant changes in consumer needs and trends. Food is said to be their biggest challenge in facing this.

“We didn’t realise that food was such a major part of our retail mix until recent years and we have spent significant time and effort in improving this ever since,” he said.

They have hopes in becoming more efficient while bringing their customers high-quality offerings.

But of course, behind every store is a franchisee. Campbell shared that they have a consultative approach with them.

“Everything we do is measured and evaluated by these partners and we make sure it is right and then roll it out. It takes away the guesswork and is operationally driven and much more effective.”

What they want for a franchisee is someone who is not dependent to the system in running their business and seeks to help improve the brand itself. They are also looking into turning their store managers into franchisees.

Zarraffa’s also teased their expansion in New Zealand. But for now, their focus this year is their growth in New South Wales, Western Australia and Victoria.

“After this, who knows? With the development of our Zarraffa’s Area Developer model there is potential for other territory expansion, but we will take it slow, find the right partners and see where it takes us.”

(Photo credit: Zarraffa's Coffee Facebook)

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