The Coffee Club changes coffee blend after 35 years
Brand enhancements and strategic investments aim to attract new and returning customers.
After 35 years in the industry, The Coffee Club recently launched its first specialty-grade coffee blend, Three Stories Chapter 1, sourced from three premium coffee-growing regions and roasted in Melbourne, delivering a full-bodied profile of dark chocolate, roasted hazelnut, and sweet sticky toffee.
Scott Meneilly, CEO of Minor DKL Food Group, explained the motivation behind this shift, stating, "It's a question that's been asked a lot, actually, but it's really quite simple. The idea of The Coffee Club having been around for 35 years, what we need to do is make sure it's going to be around for another 35 years."
To achieve this, the company conducted extensive customer surveys to understand their preferences. Meneilly noted, "Coffee flavours and profiles have changed significantly over time, and we wanted to make sure that the coffee we're delivering is right at the forefront of what great coffee should be."
In addition to the new coffee blend, The Coffee Club is implementing a range of changes across its stores, including updates to uniforms, table numbers, and other easily adjustable elements.
Meneilly said that the most significant alterations involve a complete menu reinvigoration and changes to the products displayed in the cabinets. The company is also overhauling the store's look and feel to move away from the "traditional cookie cutter type look and feel," creating a more unique and independent atmosphere in each location.
"Making changes like this costs a lot of money because you've got to do the research first," Meneilly emphasised. The company has engaged research specialists and sensory agencies to better understand taste profiles and guide its branding direction. They have also hired branding and marketing specialists and store design experts to execute these changes effectively. "We've then gone off and done a lot of testing on our own. So they've tested in brand new stores that we've actually built from scratch, plus refurbished stores," Meneilly added.
By enhancing the brand's attractiveness to both existing customers and those who have never tried The Coffee Club, the company hopes to boost customer frequency and attract new patrons. "Hopefully, by the time we've actually made all of these changes, not only will our stores be exciting so that people are willing to give us a try, but their experience is going to be fantastic, so they're going to come back," Meneilly stated.
