Iconic Australian franchise Muffin Break has this week opened its first store in the heart of the country, Alice Springs.

The new, family-owned location marks a significant move for the coffee and casual dining brand, opening the door for further regional development in the Northern Territory.

Located in the Yeperenye Shopping Centre in Central Alice Springs, the new Muffin Break outlet caters to the growing residential demand in the area, opening just in time for Christmas.

Since 2011, the population of Australia’s cultural heartland has grown by around 15 per cent, buoyed by a healthy tourism trade and a rising migrant demand.

The latest expansion announcement caps off a successful year for Muffin Break, having been awarded the Roy Morgan Coffee Shop of the Year award for the second year in succession.

In August, the QSR brand announced a partnership with Australia’s first dedicated coffee cup recycling program, Simply Cups in an effort to reduce the over 11 million Muffin Break disposable cups used every year.

The community focused initiatives are set to continue at the latest outlet, with Alice Springs mayor Damien Ryan on-hand to help launch the business over the weekend.