In Focus
FRANCHISING | Staff Reporter, Australia

Muffin Break wages war on waste with its new back-end initiative

Muffin Break will soon announce a social action initiative which will focus on taking 11 million paper cups from its stores out of the stream. The brand has also partnered with The Female Social Network (TFSN) to make a difference in the lives of Australian women. Below is the transcript of the interview.

QSR Media: What's new at Muffin Break?

There is always something new at Muffin Break. Every month, we introduce a new product to our range. This month, we are preparing Hot Cross Muffins with Easter only a couple weeks away. For those who have already enjoyed plenty of buns, we’re offering a classic with a twist.

Our monthly creations are always limited to a short availability in stores, enticing our regular customers to keep coming back for more. In April, we have a special treat for Mothers, celebrating who amazing they are for an entire month in the lead up to Mother’s Day. We’re even re-branding ourselves to “Mother’s Break” for the occasion! 

QSR Media: Is there a plan for further expansion this 2018?

We are always expanding, particularly into our regional areas. This year will see Muffin Break open a store in one of our most remote areas – Alice Springs! With each new store built, we work to continually refine the design, enabling us to take advantage of new materials entering the market that are more environmentally friendly than before. These new materials include reclaimed timber. We’ve also partnered with a local illustrator, Adriana Picker, who has designed a library of artwork that highlights the provenance of our key products. Moving forward, we will continue to engage local artists to celebrate Australian talent.

QSR Media: What are some of the new initiatives currently underway that you can share with us?

We have been working in the back-end, analysing all aspects of our business to wage our own war on waste. Very soon, we will be announcing a recycling initiative with the 11 million takeaway paper cups sold by Muffin Break annually. This initiative will focus on taking 11 million paper cups out of the stream. All of our packaging is being checked to ensure it is compliant with the Australian recycling standards to ensure it steers clear from collecting in landfill. Finally, our coffee grounds are being re-purposed to create compost for school and home gardens across Australia.

QSR Media: Any big plans for the year?

Muffin Break is a brand that serves a significant number of women on a daily basis. Every day, we put a little good into each of these women’s lives by serving over 60,000 cups of coffee a day. We wanted to extend the good we put in and have mostly recently partnered with The Female Social Network (TFSN). Founded by Fi Bendall and driven by her passion to empower others, brings together the leading business and parenting networks from around the country as a collective entity to strengthen the relationships between brands like Muffin Break and our customers. A collective network of 25+ communities, reaching over 8.5 million women and 660K female entrepreneurs.

We truly believe that it is time to evolve the brand with muffin and coffees at the core of everything we do. The partnership is critical for us to inspire all women from all walks of life, by way of conversations beyond those coupled with their daily coffee. At Muffin Break, we believe that this collaboration will our collective networks to collaborate and really make a difference in the lives of Australian women.

Do you know more about this story? Contact us anonymously through this link.

Click here to learn about advertising, content sponsorship, events & rountables, custom media solutions, whitepaper writing, sales leads or eDM opportunities with us.

To get a media kit and information on advertising or sponsoring click here.