Bucking Bull adds modern twist to first-ever store in VIC
It boasts a carving station and large layout.
Bucking Bull unveiled the brand’s first store in Victoria, located at Craigieburn Central Shopping Centre.
For the Craigieburn store, not only has the brand launched a new modern design but a new menu has also been specifically created for its Victorian customers.
Read the full report here.
Below is a Q&A with Stuart Beechen, Managing Director of Aktiv Brands.
QSR Media: What's the concept behind the new look of Bucking Bull's newest store, and what inspired it?
Beechen: The new store at Craigieburn Central is a first for Bucking Bull.
We’ve been providing customers with traditional home-style meals for close to 15 years now, with all stores to date located in the fast-paced environment of a food court.
The Craigieburn store is an evolution of this design, focusing on taking the customer on more of an experience.
More than anything, the store has been designed to reinforce our positioning as the ‘roast experts’ with emphasis on the roast counter and visibility into the kitchen.
QSR Media: How different is this latest look from the modern look that the brand launched in Perth last July?
Beechen: When the store in Westfield Innaloo opened in Perth, it was the first new site to incorporate the new branding elements into the store design, however it was really only phase 1 in the evolution of the brand.
Craigieburn is the first real Greenfield site since the rebrand, and with a larger layout, this has allowed us more freedom in the store design.
The Craigieburn store features a small ‘dine-in’ area and serves customers their meals on crockery.
It also features a designated carving station where a specifically trained roast expert will be preparing meals for customers, adding to the overall ambience of the store.
QSR Media: Why did the brand choose to expand in Victoria?
Beechen: Victoria has been in our sights for a couple of years now, but we wanted to secure a perfect location in which to launch the brand.
Thanks to the recent ‘foodie’ movement, customers, especially those in Victoria, are placing new importance on the authenticity of their meals and the quality of their produce.
Demand is greater than ever for a dining experience such as Bucking Bull.
For us, it was really a case of demand meeting opportunity.
QSR Media: What can customers from VIC expect from the brand?
Beechen: Victorian consumers can expect the same dedication to quality that exists in all of our stores- an overarching desire to satisfy and delight using the freshest ingredients.
A lot of the produce used in this store has been sourced locally- in fact the bread is baked just up the road!
QSR Media: Tell us more about the new menu that was designed for the Victorian market, and what makes it stand out?
Beechen: The new menu introduced into Craigieburn really shines a spotlight on our roasts meat selection, and leaves no question that we are indeed the ‘roast experts’.
In addition to Beef, Pork and Lamb, customers will be able to select freshly carved Roast Chicken or Roast Ham and will be able to customise their meal with a new selection of farm fresh vegetables and potato choices.
We have the ability to adapt these options based on trends and seasonality.
QSR Media: How will the brand be promoting its plans for the region?
Beechen: We already have a number of potential sites that we are considering in and around Melbourne.
These are a combination of existing carvery style outlets and new site developments.
Now it’s really a case of finalising franchise partners for these locations.
QSR Media: What kind of outcome is the brand expecting from this latest development?
Beechen: It’s always hard recruiting new franchisees in a region where there has been very little brand exposure.
With the Bucking Bull name now gaining awareness in VIC, we hope to see an increase in franchise enquiries that will enable us to grow the brand further in this territory.
