A new strategic partnership between two franchised chains will see Muffin Break cafes housed in Croc’s Playcentres.
All new Croc’s Playcentres will include a Muffin Break bakery caf, with existing partners having the opportunity to convert their current cafs.
Muffin Break franchisor Foodco will provide Croc’s Playcentres with management, development and operational services to accelerate the national rollout of the joint venture.
Managing director of Foodco, Serge Infanti and executive director, Robert Fitzgerald will join Croc’s Playcentres board of directors. Foodco will also hold a financial interest in the Croc’s franchising business.
The joint venture follows a pilot store, Croc’s Playcentre Reservoir Melbourne, which opened in April 2014. This pilot store showed a significant lift recorded in food and beverage sales compared to a typical store.
Infanti said “Muffin Break is an iconic Australian brand that has been trading traditionally in shopping centres for over 25 years. As we look towards our expansion, we liked the customer base Croc’s Playcentre’s has attracted which aligns with our core customer base of families with children.
“We’re excited at the opportunity to work with a dynamic channel leader like Croc’s Playcentres. It allows us to be part of the growth in leisure centres, creating a home away from home for the family and the perfect place for mum to entertain her kids whilst enjoying some quiet time.”
Lawrence Cusdin and Brett Aldons established Croc’s Playcentres in 2008. Today the business has 12 locations across Victoria, Tasmania, Western Australia and South Australia with an additional 12 locations expected to open in the next 12 months.
Brett Aldons, director of Croc’s Playcentres said, “Having a branded bakery caf within a playcentre is a huge positive within an industry which has traditionally provided low quality food and service standards. We searched for a brand with both the personality and fit with our current customer demographic and values. Muffin Break was the perfect cultural and quality fit. “
Muffin Break has a range of healthy options including gluten free, dairy free and lower carb which the company wants to incorporate into Croc’s Playcentres children’s menu.
“This unique opportunity allows us to expand the brand outside the traditional footfall and takes our efforts to a new customer base,” said Infanti.