Treats and tradition the formula for new franchisor

A high satisfaction rating among 90 per cent of Shingle Inn customers has given the 72 year old Brisbane-based restaurant and cafe franchise a boost as it starts its foray into franchising. And the customer research found that the traditional cafe's decadent food and good coffee are the favourites despite healthier options on offer.

Director of the food and beverage franchise, Andrew Bellchambers, said: "It seems people feel comfortable knowing the healthy options are there but they still want to enjoy themselves and indulge in a decadent treat."

Researcher Philip Derhem from Derhem Marketing Research said the history and tradition associated with the coffee franchise business is taken for granted by most customers although it's still important for developing Shingle Inn's brand on an intra and inter-state level as the franchise seeks to expand.

Research was undertaken to assist brand development and following the results, Shingle Inn is adjusting the company's branding and visual communications.

"We are aiming to position the brand for the future without disinheriting our past but it's not easy," said Bellchambers, "especially when you're faced with a brand that my parents devoted their working lives to and that I've essentially grown up with, so we're trying to be open-minded about changes that need to happen.

"We've always been happy to listen to our customers so having the research results in black and white certainly does make a difference."

This article appears courtesy of Franchising Magazine