Ralph Edwards, Director at Zarraffa's Coffee
On maximising opportunities, challenges and maintaining a clear focus.
QSR Media: What makes you excited about your position?
Ralph Edwards: I have a very long-standing business relationship with CEO Kenton Campbell and greatly respect what he has achieved with the Zarraffa’s Coffee brand. It is a brand that has withstood the test of a difficult retail environment and economic conditions and still continues to outperform its competitors.
Kenton has a great vision for the business and I am eager to be a part of his passion for the coffee industry, providing some of my franchising experience and retail expertise to harness its unique traits to make sure we are maximising opportunities for the future growth of the business for its many stakeholders.
QSR Media: What 3 goals are you focussed on?
Edwards: Zarraffa’s has experienced great growth and the business has evolved significantly to what it is today. I believe the three key areas that need to be addressed are in the development of strong systems, procedures and corporate governance to provide the stability for the company to continue to grow into the future.
QSR Media: What long-term changes are you planning on?
Edwards: Zarraffa’s currently boasts 70 stores and is now expanding into new markets such as Western Australia and North Queensland. Broadening the base of the company into interstate and regional locations presents some new challenges that need to be carefully managed.
In my experience, retail landlords can be unrealistic in terms of their lease expectations and my specialist experience in this area will help protect the interest of Zarraffa’s Coffee and its franchise networks.
QSR Media: What are your key business philosophies?
Edwards: Never take your eyes off the numbers and maintain a clear focus on the customer and other stakeholders. I value a great work culture and a ‘keep it real’ attitude. When it comes to people, leadership by example is key. A policy of openness, honesty and accountability has served me well in the past.
QSR Media: What previous positions prepared you for this one and how?
Edwards: I have a strong hands-on franchising, retail and supply chain background and a track record of success in guiding growing businesses, including the Bright Eyes Sunglasses chain. In addition to my role as the current president of the Queensland Chapter of the Franchise Council of Australia and as a Director of the Franchise Council of Australia, I also have extensive experience in the franchising sector and wide-ranging, previous and current, board level experience.
I have consulted widely to the retail sector in the specialist field of property leasing and tenant advocacy - important areas for the Zarraffa’s business. This, combined with my extensive retail experience and industry knowledge, will help to provide a balanced perspective of where the company should be heading now and into the future.
