What you need to know about Muffin Break's brand new look
We catch up with Drew Eide, National Marketing Manager Foodco to find out more.
QSR Media: The new brand strategy - tell us a bit more about this?
Drew: Muffin Break conducted extensive qualitative and quantitative research in 2011 which identified that whilst customers love Muffin Break, it seemed to be lacking vibrancy, was a bit too ‘brown’, was big in the ‘90’s but since then has implied feeling ‘tired’ and in need of a refresh! Furthermore, it wasn’t evident that all Muffin Break product are baked fresh daily on site. Because of this, the management team made a decision to completely review the brand strategy to address these issues and reinvigorate the brand. The new brand identity and new-look Muffin Break stores are an outcome of this extensive research and brand review. Our aim is to modernise Muffin Break yet still maintain its core values of wholesomeness and freshness. We’ve worked closely with retail rebrand specialist agency Ideaworks to achieve these results.
QSR Media: The "me moment" how will you translate this to the in store experience?
Drew: The new-look Muffin Break cafes will be more spacious, with a softer colour palette and a range of unique trimmings to make Muffin Break more inviting for our customers. Our revamped design is intended to provide our customers with an environment and ambience that is conducive to getting away from the business and hustle-bustle of everyday life to enjoy a little escape that is, a ‘me moment’ to savour a great coffee and wholesome bite to eat.
QSR Media: Is this new look for existing stores in the network if so what is your projected timeframe for rolling out the new design?
Drew: The new look is for new stores, with the first to officially open at Sydney’s Birkenhead Point Outlet Centre on 7 September. Existing stores will be converted at time of lease renewal and/or refurbishment so eventually, all of our stores will match the new-look. Furthermore, we have many new stores in the pipeline that we will be designed and built to the new specifications.
QSR Media: New menu range of wholegrain wraps, gourmet tartlets and premium delight muffins, how are these being received?
Drew: Multigrain wraps will be launched on 24th September in all stores and are a good source of fibre. We have 5 new exciting options in this range. Gourmet Tartlets replaced the previous quiche products and are proving a highly successful product addition to the Muffin Break savoury range. Sales of this product have been outstanding and the Gourmet Tartlets will remain in store due to the range’s huge success. The Premium Delight Muffin range, which we’ve created in association with Mars and Bounty, and also includes delicious fruit and nut options, has also enjoyed good early success. However, the range launched late last month, so it is still a little early to make a reliable assessment on its overall impact on Muffin Break sales. Anecdotally we have had great feedback from franchisees, from customers and from Mars.
QSR Media: You mentioned there are plans to the loyalty club, what changes will you be making?
Drew: We are considering many options at the moment including the introduction of a smart phone app whereby consumers could potentially carry our loyalty card on their device as opposed to in their wallet.
QSR Media: What kind of marketing strategies do you have to planned around this?
Drew: We will continue to utilise an integrated approach that will include a combination of above the line media, strong in store POs communications, digital and social media as well as tailored local area marketing strategies.
