What you need to know about RFG's new Australian brand Esquires
Khim Puseman, Group Brand Manager at Retail Food Group discusses what makes this coffee house different.
QSR Media: What kind of long term growth objectives do you have for the brand?
Khim: You could say we have very ambitious long term goals for the Esquires brand. We want to be the favourite coffee house in Australia, a real destination for all types of people, from younger age groups, families and older individuals. We plan to have stores all over the country.
QSR Media: Who are you targeting for franchise partners?
Khim: The typical franchisee for the Esquires brand must have a great passion for coffee and be focused on quality and service. Also be suited to the typical target market that the brand will capture with its IT offerings. The person must be enthusiastic and energetic to parallel the brands image.
QSR Media: How will you be promoting the launch into Australia?
Khim: Esquires is a high tech brand so we will be using a lot of digital and social media. Based on the location and demographics around each store we will also be using local marketing tactics as well as media that would fit the demographics surrounding each store.
QSR Media: Self Serve Kiosks, what has your experience been with them in NZ?
Khim: The self serve kiosks are a brand new feature of Esquires Australia. So we are pioneering this technology in our stores here. We see this as a feature our key target audience will embrace and it is an important point of differentiation for the brand as the brand embodies technology.
QSR Media: With the emphasis on technology (ie wi-fi, i pads, self serve kiosks), are you targeting a younger demographic?
Khim: Yes we are targeting millennials but we are also appealing to anyone who has an appreciation for technology. As you know boomers are one of the most active groups on social media and have adopted technology like the iPhone is huge numbers.
