Oliver's outlines 3 strategic priorities for 2025 after $2.3m loss

This is in response to their reported net loss of $2.3m in FY 2024.

Oliver’s Real Food Limited reported a statutory loss of $2.3m for the financial year 2024 (FY 2024), as disclosed in its 2024 Annual General Meeting. In light of this, the company has outlined three strategic priorities for FY 2025 to guide its future direction.

One of the priorities mentioned is to revitalise the brand’s marketing campaign. This financial year, they have established partnerships with Reflections Holiday Parks and NRMA Rewards.

“We will continue to seek partnership opportunities that align with our brand, as this is an important part of our growth strategy, particularly in non-peak travel periods,” said Natalie Sharpe, CEO of Oliver’s.

Aside from this, they have also emphasised increasing App subscriptions, achieving consistent month-on-month growth. The company plans to leverage this channel, particularly during the summer season, to drive value and expand its loyal customer base.

The second priority is to offer value and continue developing a point of difference. In addition to their app-only specials, they have also introduced combo deals, enhancing their value proposition and increasing Average Transaction Value.

“Sandwiches are among our best-selling products, so it makes sense to further develop this range,” Sharpe said. “We are considering baguettes and wraps, along with a new salad range aimed at catering to special dietary needs.”

Lastly, the brand will also prioritise providing the tools and infrastructure to support their teams and provide an experience to their customers.

“We have also introduced mystery shopping to identify our strengths and provide valuable information for areas of improvement and to understand how we can further support our teams to deliver the best customer experience,” Sharpe said.

The company’s revenue for the September 2024 quarter was $6.075m, representing a decrease of $63,000 compared to the September 2023 quarter.

This was impacted by several factors, including the NSW school holidays falling this year compared to September 2023 and below-expected results for their Pheasants Nest stores. Wyong North was the only QSR operating on site in 2023 whilst the service centre underwent renovations