In Focus
INTERNATIONAL | Staff Reporter, Australia
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The Coffee Emporium's exciting expansion phase

A new country and new additions to the company.

Fernando Pimentel, Global Marketing Manager of The Coffee Emporium shared to QSR Media that the brand has been going through an expansion phase since the appointment of Daniel Isaac as Group General Manager.

"Daniel is a highly experienced retail executive specialised in franchising who is building a strong management team with the recent appointments of Brad Flinn as Head of Operations, and myself as Global Marketing Manager."

The new management team has been instrumental in the road leading up to the Abu Dhabi grand opening, the brand's first international store.

"We currently have reached our 29th Coffee House with the Grand Opening of our very first international store in Abu Dhabi on the 28th of March," he noted.

Following the successful launch of its first international coffee house, the chain has announced that new stores are currently in the pipeline and will be inaugurated in the Middle-East and North Africa region this year.

Meanwhile, from a local perspective, there are a number of opportunities in the Sydney Metro and regional areas that the chain is looking into. "We are currently seeking franchise partners who share the same passion and commitment for coffee and are willing to take The Coffee Emporium brand to the next level."

AN EVOLVING BRAND

According to Pimentel, for the last 13 years, The Coffee Emporiums' unique selling point is the consistency of its signature house blend but in effort to remain relevant and appeal to new customers, the brand is not afraid to reinvent itself.

"Our Bankstown 2 store, for example, underwent a major renovation and now includes a full-size restaurant. The new decor emulates a typical European-style coffee house which is highly appealing to the senses."

Emphasizing that the coffee and franchising industries in Australia are highly competitive. "We face daily competition from other Franchisors as well as from Independent Cafés."

Adding, "throughout the years, Australia has refined its palate to become a mature coffee market with a well-established coffee culture. Our advantage to compete in this cluttered market is to continuously offer our guests with an amazing in-store experience, consistently delivering this across all our coffee houses in Australia and overseas. "

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