{"id":47678,"date":"2023-10-20T15:54:35","date_gmt":"2023-10-20T15:54:35","guid":{"rendered":"http:\/\/startupsmart.test\/2023\/10\/20\/franchising-powerhouse-ready-to-roll-out-coffee-franchise-across-the-country-startupsmart\/"},"modified":"2023-10-20T15:54:35","modified_gmt":"2023-10-20T15:54:35","slug":"franchising-powerhouse-ready-to-roll-out-coffee-franchise-across-the-country-startupsmart","status":"publish","type":"post","link":"https:\/\/www.startupsmart.com.au\/uncategorized\/franchising-powerhouse-ready-to-roll-out-coffee-franchise-across-the-country-startupsmart\/","title":{"rendered":"Franchising powerhouse ready to roll out coffee franchise across the country – StartupSmart"},"content":{"rendered":"
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Retail Zoo, the parent company of Boost Juice and Salsa\u2019s Fresh Mex Grill, is getting ready to roll out its coffee brand CIBO Espresso across Australia, with stores set to open in Melbourne, Sydney and Western Australia by the end of 2013.<\/p>\n

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Originally a South Australian coffee brand, CIBO Espresso was acquired by Retail Zoo<\/a> in December 2012. There are currently 18 stores in South Australia, as well as one company-owned store and two franchises in Queensland.<\/p>\n

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Scott Meneilly, chief executive of Retail Zoo, told StartupSmart<\/i> the company is focused on getting the right CBD and metropolitan locations.<\/p>\n

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\u201cThe lessons we\u2019ve learned through building Boost and Salsa is that speed can introduce mistakes. It\u2019s crucial that all our partners are profitable after franchising royalties and marketing. We don\u2019t want to get overexcited or deal-hungry,\u201d Meneilly says.<\/p>\n

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It has just signed a lease for their first Victorian store in Toorak, which will open in September.<\/p>\n

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\u201cOur focus is heavily in Victoria. It\u2019s the toughest coffee market to get into, so it\u2019ll be testament to how the new look CIBO might be accepted,\u201d Meneilly says, adding it has seized the national expansion as an opportunity to update the brand.<\/p>\n

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\u201cWe\u2019re positioning ourselves in a more boutique coffee bar brand than a mainstream coffee franchise,\u201d Meneilly says. \u201cCIBO already has an iconic status in South Australia and that\u2019s a fantastic base to build from.\u201d<\/p>\n

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Meneilly says the stores in South Australia will transition into the new branding slowly.<\/p>\n

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\u201cA lot of our franchise partners have been there for a very long time, some for almost 10 years, so we\u2019ll be slowly evolving the brand as opposed to a revolution,\u201d Meneilly says, adding that they\u2019re aiming to open 12 stores by the end of 2013.<\/p>\n

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He adds that the boutique branding has influenced its marketing direction, focusing on word-of-mouth marketing and engaging with bloggers and foodies.<\/p>\n

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\u201cWe\u2019re taking a totally different approach, because we\u2019re positioning ourselves differently from other coffee franchises. We\u2019re not going to be doing any above the line marketing,\u201d Meneilly says.<\/p>\n

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According to Meneilly, Retail Zoo has fielded over 500 enquiries from potential franchisees in the last six months. Stores will cost $280,000 to $550,000; with the average store costing $350,000 to $400,000.<\/p>\n

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Franchisees don\u2019t need franchising experience, but Meneilly says all will need to be passionate about coffee.<\/p>\n

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\u201cCoffee is a passionate thing, and consumers have to feel they\u2019re loved, that they\u2019re getting a great coffee and they need to feel important in our stores. You don\u2019t need to be Italian for CIBO Espresso, but we\u2019re looking to find people with that passion for our franchisee.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Retail Zoo, the parent company of Boost Juice and Salsa\u2019s Fresh Mex Grill, is getting ready to roll out its<\/p>\n","protected":false},"author":1,"featured_media":58402,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9,17,1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/47678"}],"collection":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/comments?post=47678"}],"version-history":[{"count":0,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/47678\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media\/58402"}],"wp:attachment":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media?parent=47678"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/categories?post=47678"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/tags?post=47678"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}