What to expect with Retail Food Group's rebranding
Rebrand supports customer-focused experience and a scalable franchise model.
Retail Food Group (RFG) is planning to rebrand to Savora Brands as part of a shift aimed at creating a fresh identity and expanding its franchise portfolio.
The rebranding will be subject to shareholder approval at the company’s 2024 Annual General Meeting to be convened later this year.
Matthew Marshall, CEO of Retail Food Group, explained that the rebrand is designed to introduce a “new energy and a new feel” to the company’s operations and reflect its commitment to enhancing customer experience across its various brands.
“Savora is a made-up word. It’s to favour and to love, and it’s got food and beverage undertones to it, which is important for our business,” said Marshall.
The shift from Retail Food Group to Savora is intended to better communicate the company’s values and purpose, helping to attract top talent in the competitive food and beverage industry.
Marshall highlighted that the rebrand allows the company to communicate more effectively with investors about its growth roadmap. He also noted that although the change is not immediately consumer-facing, it will reflect in the overall performance of the company’s key brands.
Marshall revealed that the company is focusing on expanding brands that can grow beyond 200 stores, with a strategy centred around capital-light and easy-to-operate franchise models.
“We have a really unique proposition that’s capital light and easy to operate,” Marshall explained. This model, he noted, provides franchisees with an opportunity for sustainable growth while maintaining a strong focus on quality and customer experience.
