Australian coffee and cake specialist Michel’s Patisserie is driving national expansion with a new marketing program which will serve up some interesting offers to customers, according to head of strategy at Michel’s Patisserie, Gary Alford.  

Alford said, “We have a clear growth strategy for Michel’s Patisserie which includes opening new stores and driving customer and transaction counts. As we continue to grow, it is important that this is underpinned by great marketing which clearly positions the brand and communicates to consumers what we offer.  

“As the new marketing program is rolled out, consumers can expect to see some exciting changes and stimulating offers from Michel’s Patisserie.”  

To steer the new program the franchise network has brought on board Pia Harrison as national marketing manager. Harrison has a decade of working with consumer and retail marketing.

There are more than 340 Michel’s Patisserie stores operating across Australia, employing over 3,100 staff and serving more than 26 million cups of coffee and 9.5 million slices of cake each year.  

The Michel’s Patisserie franchise network is owned and managed by ASX-listed Retail Food Group Limited (RFG). RFG is the franchisor and intellectual property owner of the Donut King, bb’s cafe, Brumby’s Bakeries and Michel’s Patisseries systems.