CULTURE ACROSS THE COUNTER
When it comes to a strong franchise culture, Bryden brings a belief that a company’s culture is a source of competitive advantage.
“It’s probably working on two dimensions. You need a head office that really understands and responds to the needs of customers and franchisees and their teams.
“Secondly, we’ve launched a program to drive the employee value proposition, to make sure our staff are proud of working for us, understand the values we hold, and what’s expected. I believe that customer experience is only as good as the people delivering it.”
The program is designed to provide a toolkit for franchisees and team leaders to help direct, coach and encourage frontline staff, so the culture is seen to be coming “across the counter”.
Feeding dads a big breakfast is on the menu as a drawcard, while lighter options, some vegan, will balance the indulgent dishes, including the current customer craving for fried chicken.
But developing a new-look business isn’t just about branding, signage and the menu.
“It’s also about adding a good experience with a digital program so we’ve launched an app, and that’s been a big initiative that’s going well. It makes it easier and rewarding to choose The Coffee Club.”
The digital initiative has been implemented in its first phase, which encourages customers to get discounts and order rewards. Stage two is to enable online ordering.
Bryden is proud that the business is an innovative franchise organisation – it’s been listed as a finalist in awards for customer experience as a result of becoming better at responding to customers’ needs.
The business is working very closely with franchisees to drive a higher level of engagement in the business, and supporting innovations in the menu, operating platforms and training.
It’s been two years of transformation for The Coffee Club, says Bryden, and the strong results bode well for an even better 2020. A new tagline will be revealed in March 2020 to replace "Where will I meet you?"