International coffee franchise, Gloria Jean’s Coffees has announced its intention to be “the Coffee House of the Future”, launching a brand revamp comprising a new store layout, specialty team roles and a new food and coffee offering.

Gloria Jean’s made the announcement last week at its stand at Sydney’s Good Food and Wine show, where general manager Gareth Pike outlined the company’s intention to increase its share of the Australian coffee market from two percent to ten percent.

“Our new Coffee House of the Future plan will ensure Gloria Jean’s Coffees remains at the cutting edge of the specialty coffee market. We are driving the business forward while remaining true to our vision and values, and delivering an exceptional coffee house experience,” he said.

“This is a significant investment which will see our business evolve with the current environment and beyond. Most importantly, the transformation reaffirms our commitment to all our franchise partners across Australia.”

The brand revamp includes a more relaxed, spacious and open format store layout (see video) which puts the coffee machine on display and makes the coffee experience more interactive for customers, said Nicole Saleh, global brand manager for Gloria Jean’s.

Maitre’d and coffee purveyor roles have been introduced as well, with the maitre d’ welcoming guests and sharing his/her expertise on the new food range, while the purveyor’s role will involves educating customers on Gloria Jean’s coffee range and new brewing methods through interactive in-store coffee classes.

Gloria Jean’s has also sourced one of the world’s rarest coffee beans, Lot #5 Norival Favaro – Sao Marcos, to coincide with the revamp. Only 2,756 kg of the bean was produced in Brazil, and the franchise has managed to snag 840kg of it, available in-store from 8 August.

You can view more images of what the brand revamp involves at Franchising’s Facebook page.