RFG’s International Expansion Brewing Strong in Pacific Islands


Global food and beverage company, Retail Food Group (RFG) Limited (ASX:RFG), is making waves in international markets, with expansion plans for some of the Group’s most well-loved Brand Systems brewing strong in the Pacific Islands.

As part of the ASX-Listed Company’s aggressive global growth strategy, the Group has announced expansion within the Asia Pacific market through recently-acquired Master Franchise Partner (MFP) licences for Brumby’s Bakery Fiji and Gloria Jean’s Coffees Pacific Islands, including Vanuatu, French Polynesia, Samoa and New Caledonia.

The MFP, Ariel De Asa, is an existing MFP of Gloria Jean’s Coffees Fiji and has been part of the RFG system since 2006, currently operating eight coffee houses in Fiji.

Ariel’s motivation for expanding the brand across the Pacific Islands is to penetrate the market with quality products, the likes of which aren’t currently available in the region, and build awareness of RFG’s retail brands.

“My ambitions for expanding into the other islands have been evident for some time and my aim is to build coffee awareness and culture,” he said.

“I want to spread the well-established operations of Gloria Jean’s Coffees and bring in the Brumby’s Bakery brand to help supplement one another.”

RFG’s international expansion model is based on recruiting MFP’s who purchase a licence to develop a Brand System in a defined territory. Ariel expressed that the support and ability to control the market is the biggest benefit of the partnership.

“Support from RFG’s head office is absolute and allows you to plan out the whole market from a top level, so that you can control and establish how to successfully run your businesses,” he said.

“I originally joined the Gloria Jean’s Coffees family because I was intrigued by franchising; I loved the people behind the brand, their values and of course the coffee.”

As part of the MFP agreement, the expansion plan is slated to see multiple Gloria Jean’s Coffees outlets open across the Pacific Islands, and a minimum of four Brumby’s Bakery outlets within Fiji, over the initial licence term.

“Price and variety are two trends facing the Pacific Islands currently; people want more food and drink variety in café establishments and the product’s affordability will determine survival within the market.

“These brands offer something for everyone, and I strongly believe they will be well received across the islands,” Ariel said.

RFG is a global food and beverage company, with a network of more than 2,550 outlets spanning 78 licensed international territories across 12 Brand Systems, including some of Australia’s most well-known and loved food retail brands – Donut King, Brumby’s Bakery, Michel’s Patisserie, Gloria Jean’s Coffees, Pizza Capers and Crust Gourmet Pizza.