See what’s happening behind Brumby’s revamped store
The brand talks about their new look and menu.
As part of the brand’s Project Evolution campaign, Brumby’s launched a new store with a revamped look last year.
The brand gave QSR Media an update on the new store and menu, particularly on what kind of results they are getting from these latest developments.
Below is a Q&A with Kevin Waite, Brumby's Managing Director.
QSR Media: What do you think the new look will achieve for the Brumby's business?
Waite: Project Evolution embodies the development and execution of franchise evolution initiatives that provide pathways for renewed customer engagement, menu enhancement, re-invigoration of store liveries, sustainable expansion into non-traditional sites and an increased focus on digital and social media platforms, all of which are targeted at driving enhanced organic growth whilst increasing the profitability of existing outlets.
A fundamental component of Project Evolution is migrating those elements from the new platform which resonate with customers and backfilling them across the entire network, from store design and aesthetics to product innovation.
QSR Media: Tell us more about your land to loaf philosophy.
Waite: Brumby's uses only 100% Australian wheat to make our bread, sourcing our wheat from Australian farmers. We are proud of our Australian heritage and support for Australian farms, and want to share this story with our customers through our store design.
QSR Media: How are sales going in the new store?
Waite: Local residents and business owners have had an overwhelmingly positive response to the new fit out, EVO product range and the introduction of barista made coffee to the Brumby's offering.
To drive excitement and awareness of the store in the local area we have run a number of opening promotions including a 'free pie day', 'free coffee day' and 'free bread day'.
QSR Media: The new menu; what results are you getting?
Waite: We are seeing strong sales across all categories of Bread, Savoury and Sweets, with the best sales being driven from products that have been developed under the EVO innovation model.
QSR Media: Can your customers expect a markedly different brand experience from this new store?
Waite: The store features a refreshed logo, new colour palette, packaging, products, digital menu boards, uniforms and an inviting new walk in layout.
Brumby's reinvigorated menu sees it introduce an Espresso coffee blend to its offering, along with a three tiered bread menu of Get Active (health and wellbeing), Preservative Free (everyday essentials) and Artisan (specialty) loaves. New pie and sausage flavours include Wagyu Beef and Beer, Peri Peri Chicken and Pork and Fennel.
Topped focaccias and gourmet sandwiches have been added to the menu along with muesli slices, family tarts and an indulgent sweets range.
QSR Media: What are the top 3 goals for Brumby's in 2014?
Waite: Brumby's has commissioned the opening of a further two EVO outlets before March 2014 and these stores will be located in Toowoomba, Queensland and Tarneit, Victoria.
From there, we will continue to roll out the EVO concepts across stores nationally in coming months.
