Head and Shoulders Above the Rest
From humble beginnings, with a $9000 personal loan and a dream to deliver quality coffee, Zarraffa’s Coffee has grown to become a successful nationwide coffee chain.
Established in Queensland in 1996, the chain has grown to include 60 stores across the country, with recent expansion into Western Australia.
DREAM COME TRUE
CEO Kenton Campbell said that the expansion into suburban Perth and Kalgoorlie has come at a perfect time for the company and is a dream come true.
“I started the company in 1996 with a $9,000 personal loan and with an idea for one store on the Gold Coast. Now, here I am at the start of a whole new relationship with coffee lovers on the other side of the country.
“Our entire team is excited and we plan to spend the time getting things right, winning over new customers, sharing our coffee and establishing the brand in the West…we’re ready and we’re here for the long term.”
This major expansion move for Zarraffa’s who operates 55 traditional and drive thru coffee stores on the East Coast, will see the five WA sites – in Ellenbrook, Peppermint Grove, Canning Vale, Currambine and Kalgoorlie – run as corporate stores at the outset.
“Eventually we will seek out franchisees for the sites but our commitment is to understand the market, transition our products and services to the stores and deliver exceptional, convenient coffee to each locale,” said Mr Campbell.
Zarraffa’s Coffee is proudly Australian owned, with its head office and roastery operation based on Queensland’s Gold Coast, and is ideally placed to start serving its award-winning blends to the West.
“We roast our own coffee, deliver it fresh to our stores and we pride ourselves on training our Baristas to strive to make an individually perfect cup of coffee, every time – that’s our promise,” said Mr Campbell.
A BUMPER YEAR
Mr Campbell said that the focus for 2013 was to continue to firmly establish the brand in the West, whilst maintaining and continuing to grow the Queensland market both in the South East and further North.
“We have been building up to readiness for interstate expansion for a number of years, ensuring our existing franchisees are supported. We are not interested in opening hundreds of stores if they can’t all be sustainable and serve exceptional coffee.
“Strong establishment of the brand in WA will be important. We’d really like to take hold of the market and will be franchising our corporate stores and opening up brand new sites over the coming year,” he said.
Zarraffa’s Coffee is a much loved brand in Queensland and with the move to convenience locations and drive thru models, the brand is set to attract more customers than ever before.
“Over the past couple of years we have made a conscious decision to deliver on convenience for our customers. Moving away from traditional shopping centre locations to more suburban retail sites and developing a successful drive thru store model has been critical to these plans.
“We’re giving customers the best of both worlds. They may wish to sit and relax with their coffee whilst reading the paper, or they may be busy mums needing an afternoon coffee pick-me-up with the kids in the car.”
Mr Campbell said that the company’s 16 year history has been focused on growing the franchise business conscientiously and success has never just been about the quantity of stores.
“Our primary focus is on building the financial health of all our stores and delivering value and support to our franchisees. The brand’s development has always been executed in a financially responsible way and now the timing is right for this move.”
Zarraffa’s comes from the Arabic word ‘Zarafa’ which means ‘Giraffe’. The Masai Giraffe typically inhabits the savannahs of Kenya and Ethiopia, being the origin of coffee. It’s the great Masai Giraffe that stands ‘head and shoulders above the rest’ in the Savannah from which Zarraffa’s draws its motto – to be head and shoulders above the rest!
Developing strong relationships with their coffee growers is important to Zarraffa’s says Mr Campbell.
“Using the logistics of our suppliers, we are able to deal directly with the source of our coffee beans in Meru at the base of Mt Kenya in Eastern Africa. We’re really taking on the ideal of ‘trade not aid’, and by dealing directly with the growers of our beans we are able to help these relationships grow over time,” he said.
“As an added benefit, our customers know exactly where our beans are coming from, that they are Rainforest Alliance Certified, and that we pride ourselves on obtaining the best quality and fairly traded beans we can find.”
Expansion plans for the Gold Coast based Zarraffa’s roasting facility will see significant growth of the site.
“The expansion will increase roasting capacity by twofold, provide more automation and better tools, and ensure ongoing supply for the expanding Zarraffa’s brand. The development will support the company through 2020 and is capable of supplying in excess of 200 stores around the country,” said Mr Campbell.
Franchise opportunities continue to grow with store sites currently available in QLD, WA and NSW.
A Zarraffa’s Coffee franchise allows you the opportunity to become part of a strong, well-established brand while still being your own boss. As a Zarraffa’s franchisee you have access to a support network that gets you up and running and provides on-going assistance for your business.
The company takes great time and care to match new franchisees with the right location and store type. Careful planning also ensures that Zarraffa’s does not overpopulate its locations with stores, allowing each franchise to prosper within a particular territory.
Zarraffa’s Coffee has a fully equipped training academy on the Gold Coast and all franchisees participate in a comprehensive training program , which covers practical training, management, local area marketing and accounting. Once in operation, all franchises undergo in-store and periodic training, as well as full support from the franchise management team.
“Our commitment to quality coffee extends from the high quality beans we source, the pride and care we take in roasting, through to the way we store our beans. Ongoing training of our franchisees in making consistently quality coffee is equally important to ensure all of this hard work isn’t spoilt at the final and most important stage,” said Mr Campbell.
The franchise package includes full fit-out of plant and equipment. Zarraffa’s specialised team completes all the steps in order to hand you – the business owner – the keys to a fully operational business on opening day.
For more information about exciting franchise opportunities available with Zarraffa’s contact: