There has been a lot happening over the past few months in the world of
bb's cafe restaurant and cafe franchise...
We have had a very successful holiday season and our monthly promotions have been well received. Some outlets have even received awards within their local communities for exceptional performance and/or service. The Marketing Team within bb's cafe has had a new addition, with Martin Palac now assisting Brooke Ryan with all marketing activities. Exciting product trials, outlet refurbishments, outlet openings and new franchisees, have contributed to keeping bb's cafe one of the busiest brands within RFG.
CUP CAKE TRIAL
The cup cake trial during the Christmas period went extremely well and we received plenty of positive feedback from franchisees. Some outlets had to increase their daily quantity to keep up with the high demand of such a delicious product. Additional cupcake trials will be conducted during the year and cupcakes have been introduced into New Zealand.
MARCH PROMOTION COMMUNITY FUTURES (AUSTRALIA)
The first part of bb's cafe community futures program is the Intergenerational Wii Sports project which will supply Nintendo Wiis to retirement homes within a outlet's local area. After the huge success of the 5c promotion in October 2007, we have decided to utilise the mechanics of this promotion to raise money for individual community groups which surround bb's
food and beverage franchise outlets.
During March, 5c from every coffee sold will go towards the purchase of a Nintendo Wii. This will then be supplied to a local nursing home or rehabilitation clinic to be used as an interactive tool in the social and physical building experience of the elderly community. It is important to keep the Australian competitive spirit alive, no matter what the age.
Local schools will be encouraged to participate by nominating volunteers to help teach the elderly how to use the Nintendo Wii and to play a social part in visiting those in need.
LOCAL AREA MARKETING (AUSTRALIA)
We understand that not every bb's cafe outlet is the same and therefore not all customers respond the same way to the monthly national promotions.
The local area, in which a bb's cafe is sited, is an extremely vital target market. Promotional activities which are aimed at this market can often be very successful. We will be conducting Local Area Marketing over a 6 week period (starting in April) for every bb's cafe outlet.
Each outlet is allocated a set marketing allowance to be used on Local Area promotional activities. Each franchisee will have input into their specific activities and work together with the marketing team to successfully implement these activities. So get your thinking caps on and come up with promotional ideas that will work best for your outlet. The time frame to conduct these marketing activities is flexible, therefore if there are certain promotional opportunities available to you and which you would consider participating prior to, or after April, please feel free to contact Head Office to discuss.
FEBRUARY FRAPPE PROMOTION (AUSTRALIA)
After just 2 weeks into the promotion frappe unit sales increased by 122% and frappe dollar sale increased by 144%. System wide, we have seen a 14% increase in gross sales and average dollar sales increased by 6.13%.
Competition was fierce and after such impressive results, the top 30 outlets were all still within a whisker of each other to win the FIJI holiday.
MENU SURVEY RESULTS (AUSTRALIA)
We would like to thank everyone who took the time_ to complete the Menu Survey during the early part of the year.
Currently we are analysing the results and feedback from the survey which have already proved invaluable as we have already noticed certain trends which will shape the new menu. Full results and information regarding the survey will be divulged very shortly. To the outlets who did successfully complete and submit the survey, they will have received a $50 marketing credit.
Martin Palac and Brooke Ryan
Senior Marketing Coordinator and Marketing Manager14-Jul-2008