New look served up
RFG’s gourmet pizza rebrand unveiled
STRUGGLING Gold Coast food franchisor Retail Food Group has unveiled the first rebrand of Crust Gourmet Pizza since it was founded 17 years ago.
The rebrand at the Nerang store, owned by franchisee Sam El Debel, involved an approximate $30,000 spend to create an “ultra-modern” black and brass look to distinguish the pizza chain in the traditional quick service restaurant space.
It comes after RFG’s reputation and shareholder value was shattered following allegations of mistreatment of franchisees.
Crust general manager Renee North said it was not taking a “cookie cutter” approach to the rebranding, which would be rolled out as franchisees chose to update.
“It was designed specifically to allow for localised store interpretations which acknowledge and celebrate the local area and the individual franchise partner,” she said. “We have had overwhelming support from our franchise partners wanting to roll out the new look as soon as possible.
“We were careful to design a brand within reach for all of our franchisees because the modernisation of their stores is very important for many of them.”
Pre-tax earnings in RFG’s domestic QSR division fell by $2.1 million in the past financial year, hit by a sharp decline in new franchise and renewal activity and also influenced by negative franchising sentiment.
There were 54 store closures in the division, which also includes Pizza Capers, up from 24 in FY17.
Mr El Debel owns four Crust outlets – Nerang, Surfers Paradise, Broadbeach, and Coolangatta.
He said he was confident his spend of “less than $30,000” would be returned quickly.
“My customers are loving the new look and I’m getting really positive feedback that it feels like their own modern local pizzeria,” he said.