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Golden Bean

December 10, 2013

Overall Chain/Franchise Winner – Coffee Hit

Coffee Hit started as an online coffee store by a group of Melbourne coffee enthusiasts. The concept revolved around sourcing the freshest, best quality coffee available and delivering to coffee lovers all over Australia without them having to leave the home or office. The online ordering service proved to be a massive “hit” and was followed by the opening of its first bricks and mortar store. Today, Coffee Hit is a unique chain of corporate and franchised stores, as well as the original online retail coffee business.

As a result of this shift in the business, Coffee Hit went through a rebranding exercise almost 12 months ago. The logo was updated to reflect a more contemporary look and feel. In order to represent the new direction of the brand values and business model, the tagline evolved from: Coffee Hit – Specialty Coffee, to: Coffee Hit – Roasters and Baristas.

Although Coffee Hit’s retail presence is expanding, the focus is not on having the most coffee stores in Australia and beyond, but rather is built on having the very best coffee in every store. Its success to date has been built on its consistent delivery of fresh, great tasting coffee, time after time.

Coffee Hit aims to bring the best of Melbourne inner-city specialty coffee culture to the suburbs around Australia. Store design replicates the instantly recognisably edgy, industrial Melbourne atmosphere in which customers experience freshly roasted coffee and a great variety of café style food.

Roasting coffee in-store is the key to what makes the roastery cafés unique from all other stores. The in-store coffee roaster not only provides franchisees with the benefit of roasting their own beans, but also provides the in-store theatre for consumers and shoppers passing by, as well as creating an enticing aroma of freshly roasted coffee.
The Coffee Hit brand promise offers customers an authentic coffee experience with in-store roasting that guarantees freshness. This point of difference puts Coffee Hit in a unique position within the café industry.

Franchisees that invest in a Coffee Hit business with an in-store roaster will receive extensive off-site training. The head office roasting team ensures that all new owners and staff receive extensive training in the roasting process to guarantee they are capable of producing a consistent, high quality product.
The in-store coffee roaster is a real attraction for coffee enthusiasts who have a thirst for knowledge. Coffee Hit’s roasters spend a lot of time interacting with customers and answering questions.

Retail coffee sales for coffee at home, are another strong sales line within Coffee Hit stores and franchisees can choose to roast this retail component themselves or buy direct from head office. Other retail items include a range of teas and herbal, chai, drinking chocolate and crockery.

As part of the ongoing training and educational program, all new franchisees are encouraged/expected to experience coffee plantations first hand. Franchisees are able to travel to one of Coffee Hit’s green bean coffee suppliers during their first year of operating, to give them an appreciation of the complete process. On these 10 day trips they will meet the plantation owners and families of pickers that work on the farms. They’ll spend days on the farm learning about picking, processing, fermenting, drying and sorting. They’ll play an active role in the selection of our beans first-hand and take part in numerous cupping sessions.

Due to the success of the roastery café, Coffee Hit is now actively looking for franchisees in all capital cities and the Sunshine Coast. Ideally these potential franchisees should have experience in hospitality ownership, have worked in the retail industry, have a real interest in coffee and be passionate about taking control of their future.

For more information on franchise opportunities, contact Wayne Stoll E. wayne@coffeehitenterprises.com.au





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