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The Coffee Club expands into New Zealand

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Australian coffee chains are continuing their rapid growth with the Gloria Jeans Coffee Company. Located in Kalgoorlie, Gloria Jeans’ new milestone store is the 17th to be opened in WA.

Managing Director Peter Irvine said that Gloria Jeans was a specialty franchise with an average annual growth of 30 coffee houses a year. The Coffee Club has announced plans to expand the brand into New Zealand and is also finalising franchising arrangements for a push into the Korean market.

The landmark NZ store will be located in Wellington’s Westfield Queensgate centre. Chairman of Directors of the Coffee Club Emmanuel Drivas said that moving out of Australia was a ‘logical progression’ for the franchise group.

The Coffee Club  store design is based on a European-style café environment which Drivas believes will be a major point of difference in New Zealand. The company has appointed master franchisees for the New Zealand market and will establish a New Zealand corporate office in Auckland.

The Coffee Club strategy uses two different store varieties

· The Coffee Club

· The Coffee Club Café Bar Restaurant

The Coffee Club serves light meals, gourmet sandwiches, coffees, beverages, cakes and counter service, and the Coffee Club Café Bar Restaurants are licensed and offer waiter service and a wider choice of gourmet meals for breakfast, lunch and dinner.

Drivas said that the Coffee Club’s expansion in Australia had involved a more aggressive focus on the Sydney and Melbourne markets as well as its entry into WA. He said that the company's success in Australia had been based on securing prime shopping centre and high street store locations and the same strategy would be applied to New Zealand expansion plans.

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