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Muffin Break rebrand caters for ‘me moments’ [photos]

Sarah Stowe

Muffin Break has announced the roll-out of a fresh new look and feel to the franchise, emphasising its baked-on-site policy and targeting its core market of on-the-go, adult females.

The rebrand will roll out in September, more than two decades since Muffin Break launched in Coolangatta, Queensland.

The decision to modernise the bakery and cafe chain came after its umbrella company, the FoodCo Group, conducted research which found that customers not only want to see, hear, smell and feel the freshness of Muffin Break’s products, but they also seek a moment to themselves, or a time out from their day – a “me moment”.

Modifications will gradually roll out across all Muffin Break marketing communications and cafes, starting with the new look cafe-kiosk at Sydney’s Birkenhead Point Outlet Centre on 7 September.

The changes will include a revamped cafe design with a more spacious layout and visible kitchen areas where customers can see Muffin Break’s bakers and baristas baking or brewing away. Cafes will also feature a softer colour palette of warm hues, full length and transparent muffin cooling cabinets and other trimmings such as new light fixtures which resemble cooking whisks.

Foodco Group managing director, Serge Infanti said “Muffin Break prides itself on a commitment to quality and freshness. It’s a brand that is intrinsically wholesome and authentic, with real ingredients used in our products that are freshly made on-site every day by our passionate people. We intend to now capitalise on these positive qualities more than ever before.

“We’ll soon introduce a number of updates to our Muffin Break Club loyalty program and we’ll also extend our menu offering in response to the calls of today’s customers.”