The Coffee Club Franchising group - solutions franchising group

The Coffee Club
Franchising
group

diSCLAiMER
This document is the property of The Coffee Club Pty Ltd ACN 010 866 369 as Trustee for The Coffee Club Unit
Trust (“TCC”). The Coffee Club reserves each and all its intellectual property rights, including without limitation any
and all copyright and moral rights.
The Coffee Club reserves each and all its intellectual property rights with respect to this material, any information
contained within or provided in association with this material, as well as all and any developments, advancements,
alterations to this material and information etc, irrelevant of whether they arise by virtue of our and/or your use of this
information. Provision and use of this information is strictly related to your investigations into becoming a The Coffee
Club Franchisee and must be kept strictly confidential at all times.
The information is provided on the basis it has been prepared, created and developed based on The Coffee Club’s
experiences, and consequently results, conclusions, options and views etc will change dependent on the particular
needs, circumstances, laws and environment of your proposed Area Franchise Territory. The information does not
purport to contain, consider and/or include all information and/or factors needed, nor does it provide or take away
the requirement for you to undertake your own due diligence and obtain your own independent advice. Information
is supplied on the basis that The Coffee Club, its employees, associates, agents, and advisors have not made
any representation, guarantee or warranty as to the accuracy, adequacy or completeness of the material and/or
information, or that such is appropriate to meet your needs and situation. It is your obligation to review all material
and information, and consider any changes necessary for your proposed Area Franchise Territory and your personal
circumstances.
You must make you own independent decision after conducting your own analysis and having sought appropriate
professional advice.
© The Coffee Club Pty Ltd as Trustee for The Coffee Club Unit Trust 2011
conTEnTs
Welcome To The Coffee Club
history
Minor international
Milestones
cEo & The Directors
What Makes our coffee Excellent
Models
The Coffee Club 6 Building Blocks
:: Vision, Mission & core Values
:: people
:: Marketing
:: operations
:: network / property
:: Financial
ongoing support / Training
how The Brand Works For You
Who We’re Looking For
Financing a great investment
FaQs
process of approval
contact

favourites
ood Food • Great Service • Excellent Coffee • Good Food • Great Service • Excellent Coffee • Good Food • Great Service •
ood Food • Great Service • Excellent Coffee • Good Food • Great Service • Excellent Coffee • Good Food • Great Service •
© The Coffee Club Pty Ltd as Trustee for The Coffee Club Unit Trust 2011
®* Registered in Australia
WELcoME To
The Coffee Club
The Coffee Club is australia’s largest home grown café group, serving more than 40 million cups of coffee
every year and employing over 6,000 staff in australia alone.
a successful Franchise, The Coffee Club group offers a proven track record, excellent training and ongoing
support. The Coffee Club’s growth and Brand integrity is backed by best practice systems which have been
developed, trialed and proven since the first store opened in 1989. These systems include outstanding training
and operational support, set alongside innovative marketing strategies.
The highly successful The Coffee Club model is currently being replicated in other markets including, but not
limited to, pacific regions as well as asian and Middle Eastern countries with the appointment of international
Franchisees.
under the guidance of the Directors (Emmanuel Drivas, Emmanuel Kokoris and John Lazarou), The Coffee
Club Franchising group is growing rapidly, with an average of over 25 new stores opening each year and
the acquisition of many high-profile sponsorship properties and marketing opportunities. now with a well
established store base and marketing strategy, The Coffee Club has reached new heights in Brand awareness,
advocacy and sales.
so the next time someone asks Where will I meet you? ® * just say ‘The Coffee Club’.

hisTorY
in 1989, founding directors Emmanuel Kokoris and
Emmanuel Drivas were out searching for a late night
cup of coffee – and not just any coffee, an excellent
Coffee. after an unsuccessful journey and hours of
chatting, the pair planned a new business venture: The
Coffee Club.
Their idea was to create more than just a place where
people could meet for coffee; it was to provide a
relaxed meeting place that is casual yet sophisticated,
stylish yet affordable. in short, their plan was to meet
an untapped need in the australian hospitality market.
With the help of a new Director in 1990 – the
flamboyant John Lazarou – awareness of The Coffee
Club not only grew exponentially, but became a muchloved
Brand focused on not only providing a great
place to meet, but a Brand that contributes to and
involves the australian community year after year.
© The Coffee Club Pty Ltd as Trustee for The Coffee Club Unit Trust 2011
®* Registered in Australia
then
now
You're invited to
join us in celebrating
our 20th birthday!
1989
1992
1993
1994
1995
1999
2000
2004
2005
2006
2007
2008
2009
2010
2011
nov opened at Eagle street pier, Brisbane
March First radio ad
august First store outside of Brisbane opened - australia Fair, gold coast
March First restaurant & licensed venue opened in West End, Brisbane
July Began Franchising
oct First charity Ball - now a biennial event
sept First Kiosk - chermside, Brisbane
Dec First store outside of QLD- port Macquarie, nsW
nov 10th Birthday
appointment of first cEo, rod Wakefield
nov 50th store – The gap, Brisbane
Dec 100th store – park street, nsW
nov new Zealand opened first store
Best café Franchise by australian Financial review’s smart investor Magazine
Mar First TV advertising on the ‘catch up’
July Minor international bought 50% share of The Coffee Club
sept 200th store – Tweed city, nsW
Dec Thailand opened first store
national Franchisor of the Year in the category of ’Food’ by Franchise council of
australia as part of the MYoB 2008 Excellence in Franchising awards
Best café Franchise by australian Financial review’s smart investor Magazine
nov 20th Birthday
July uTZ certified introduced
oct Donated $250,000 to royal children’s hospital Foundation after The coffee club’s 11th
charity Ball, when more than 1200 guests attended (most ever fundraised in one night)
Best café Franchise by australian Financial review’s smart investor Magazine
oct appointment of cEo James nixon-smith
Jan First national promotion on TV
Feb national Television every day of the year throughout 2011
april new Zealand launched first TV advertising
april new caledonia opened first store
named in BrW’s Top 40 List for australia’s Fastest growing Franchises by revenue
and by outlet in 2011 for the 6th time
VIPMEMBER
Vi p Clu b
www.wherewillimeetyou.com

ThE DirEcTors
EMManuEL DriVas
EMManuEL KoKoris
John LaZarou
Emmanuel Drivas, an original founder of The Coffee Club back in
1989, has been associated with the retail hospitality industry for almost
40 years through owning and managing successful family businesses.
These businesses have included cafés, takeaways and fruit markets in
the suburbs and the cBD of Brisbane. Furthermore, Drivas has acquired
an investment property portfolio that includes retail centres, commercial
and residential property.
Drivas is the chairman of The Coffee Club Franchising pty Ltd and is
currently involved in day to day leadership as Director, with a special
interest and talent in the area of property.
in 1994, Drivas was awarded the national australia Bank’s Ethnic
Business award Queensland in the non-manufacturing category and, in
2000, the centenary Medal for services to business.
in his personal life, Drivas is heavily involved in community and charity
initiatives, supporting many groups both financially and with devoted
presence. Drivas has held many board seats for community groups and
local sporting teams including the ‘greek community of st george’
and ‘olympic united soccer club’.
Drivas’ peers describe him as a man of true entrepreneurial integrity
inspired by a heart of gold and fierce motivations. he keeps himself
firmly planted in the background but remains to be an apparent player
in the success of The Coffee Club.
Emmanuel Kokoris, an original founder of The
Coffee Club back in 1989, has had a long association
with the retail hospitality industry for almost 40 years
having owned many small businesses in Brisbane,
some of which were co-owned by co-founder of The
Coffee Club, Emmanuel Drivas. Furthermore, Kokoris
has had experience in the Franchise industry as a
Franchisee for Big rooster in Queensland.
in 1988, Kokoris and Drivas established The Coffee
Club’s first store at Eagle street pier, Brisbane, which
has now progressed to a Franchise of hundreds of
stores.
Kokoris is currently involved in day to day leadership
of The Coffee Club as Director, with a special interest
and gift in the area of international expansion and
operations.
in his personal life, Kokoris has held a number of
committee member seats in hellenic community
groups in Brisbane. his selfless endeavour to improve
the lives of sick children in australia has led to the
establishment of The Coffee Club’s ‘changing
children’s Lives’ initiative which raises much needed
funds for children’s hospital Foundations australia
(chFa) ongoing.
Kokoris’ peers describe him as a man of intellect,
knowledge and creativity who seems to make practical
sense every time he speaks. a perpetual realist,
Kokoris aggressively seeks absolute solutions to any
challenge and never leaves an opportunity waiting.
Many describe him as inspirational in his pursuit for
best practice operations. he’s also well-known as the
‘Director of golf’ amongst colleagues, friends, and
himself!
heavily involved in charity
initiatives, supporting many
groups with devoted presence
John Lazarou is well known throughout Brisbane as
a public figure with a passion for publicity and public
relations. This flair has helped to establish The Coffee
Club Brand as we know it today.
While Lazarou’s trade is hairdressing, he has worked
most of his life in retail hospitality, in some of
Brisbane’s best known restaurants. in 1991, Lazarou
operated The Coffee Club at Brookside shopping
centre under a Franchise agreement and later that
year was invited to become a Director of The Coffee
Club group.
Lazarou is currently involved in day to day leadership
of The Coffee Club as a Director, with a special
interest in the marketing of the business. Lazarou
provides valuable publicity and public relations
work for the group – a talent that the ‘Emmanuels’
openly welcomed into the business. Lazarou is often
found moving about the media and entertainment
circuit, enjoying the relationships that his friendly and
engaging personality has brought him.
Lazarou’s peers have an interesting opinion of their
most flamboyant Director: “he drives us insane with
his far-fetched and seemingly unachievable ideas.
somehow though, he manages to motivate the
masses, get himself involved, and
make it happen over and above all
initial expectation. Luckily for us, we’re
in the business of excellent Coffee, and
we’ve learnt to drink it strong!”

Minor inTErnaTionaL
in January 2008, Minor international (MinT), through
Delicious Food holding (australia) pty. Ltd. which is
100% owned by Minor Food group (MFg) invested
50% in coffee club holding (australia) pty. Ltd. in
order to expand food and beverage business abroad.
Minor international pLc is one of the largest hospitality
and leisure companies in the asia pacific region with
over 1,000 restaurants and 27 hotel and resorts. From
its founding in 1978 with a single beachfront resort
in pattaya, the company has expanded to include
hotel and resorts under the anantara, Four seasons,
Marriott, Elewana and other Brands
in asia, Middle East and africa. in
addition to our award winning hotel
and resort properties, the company
is the leading premium destination
spa operator with over 30 anantara
and Mandara that have consistently
been named as the best in asia and
among the best in the world.
complementing their resort and
hotel operations, MFg own more
than1,000 restaurants system
wide restaurants under The pizza
company, swensen’s, sizzler, Dairy Queen, Burger
King, Thai Express and of course, The Coffee Club.
MFg are the market leader in Thailand with nearly
all of their concepts being leaders in their respective
segments. in addition to their large presence in the
retail market, they are also the largest players in the
© The Coffee Club Pty Ltd as Trustee for The Coffee Club Unit Trust 2011
®* Registered in Australia
minor have built
their Brands in
the market leaders
through initiative,
focus and above
all, passion
airport and remote site catering segments together,
owning their own large ice-cream and cheese
factories to support both their own restaurants and
third parties.
all of MinT businesses focus on the delivery, through
leading Brands, of valued added services and
products to their customers. MinT have always
measured themselves against the best in the world
because everyday their nearly 20,000 employees
must compete against them to offer the best value
proposition within their competitive set.
a central theme in MinT’s culture is that ‘Brands do
not build people, people build Brands’. The success
that they have enjoyed is a reflection of the great
people in their group who have built
their Brands in the market leaders
through initiative, focus and above
all, passion. it is these qualities that
set their people apart from their
competitors.
going forward, MinT’s plans are
to continue developing their already
substantial equity operations in all
business segments in Thailand and
selected markets abroad such as
Middle East and china for food
services and the Maldives and
indian ocean countries for resorts and spas. MinT
are complementing this with a growing stream of
Franchise and management revenues derived from
leveraging their own Brands in markets from africa,
the Middle East to south and East asia. it is this new
balance of revenue growth and asset utilisation that
should provide the company with attractive growth
prospects in the future. | www.minorinternational.
cEo | Minor FooD group
pauL KEnnY
focusing on ensuring minor food
group businesses provide the very
best dining experience
paul Kenny has been chief Executive officer of Minor Food group pLc since 1995. Mr.
Kenny served as chief Executive officer of Minor corp. public co. Ltd. he has been a
Director of Minor international pLc (formerly royal garden resort public company Limited)
since 1997. he also has been a Director of Minor Food group pLc since 1995. he has
served as a Director of Minor corp. public co. Ltd. since 1995, and has completed a
general Management program from ashridge Management, college in England.
paul has been described as someone who “never overlooks the small things”, focusing on
ensuring MFg businesses provide the very best dining experience. above all, this includes
ensuring the best in terms of services and products.
With paul Kenny’s strong leadership character, the Minor Food group has become one of
the largest food organisations in Thailand, with successful Brands like The pizza company,
swensen’s, sizzler, Dairy Queen, Burger King, Thai Express and of course, The Coffee Club.

cEo | The Coffee Club Franchising
JaMEs nixon-sMiTh
focusing on achieving operational
excellence across the business in
order to spearhead The Coffee Club’s
continuing expansion plans
James nixon smith joins The Coffee Club after six years as general Manager of national retail Franchise,
Battery World. During that time, James reinvigorated Battery World’s Franchise system and doubled its
expected annual revenue to $60 million across its network of 100 stores. prior to that, James was national
operations Manager with australian-owned Franchise Eagle Boys pizza.
in his role as cEo of The Coffee Club, James is focussing on achieving operational excellence across the
business in order to spearhead The Coffee Club’s continuing expansion plans.
in his previous senior management roles, James has proved himself to be an outstanding leader. he brings
strategic thinking, the ability to foster a flourishing Franchise community as well as a passion for customer
service that’s second-to-none. he comes with strong Franchising credentials, proven strategic capabilities, and
his passion for the food and coffee business is undisputed.

certified
coffee
Barista
Food • Great Service • Excellent Coffee • Good Food • Great Service • Excellent Coffee • Good Food • Great Service • Excellent Good Food • Great Service • Excellent Coffee • Good Food • Great Service • Excellent Coffee • Good Food • Great Service • Excellent
eco-friendly
signature
blend
coffee academy
picollo latte
hot & cold
od Food • Great Service • Excellent Coffee • Good Food • Great Service • Excellent Coffee • Good Food • Great Service • Good Food • Great Service • Excellent Coffee • Good Food • Great Service • Excellent Coffee • Good Food • Great Service •

WhaT MaKEs our coFFEE ExcELLEnT
coFFEE proDucED WiTh rEspEcT For pEopLE anD ThE pLanET
in an effort to join the world-scale for socially and environmentally responsible coffee production, The
Coffee Club has invested in one of the largest certification programs in the world – uTZ cErTiFiED. The uTZ
cErTiFiED program is the credible assurance that your coffee was produced with care for people and the
environment. since July 2009, The Coffee Club has officially guaranteed that that the beans in every cup of
coffee served in stores have been grown using sustainable methods.
The Coffee Club is passionate about producing coffee that is not only delicious and top quality, but eco-friendly
too. our commitment to delivering excellent Coffee doesn’t just start at the coffee machine so it’s important
that we continue to produce the same excellent Coffee blend you’ve grown to love but now with an assurance
for socially and environmentally responsible coffee production and sourcing, with all coffee traceable from the
farm to the factory.
uTZ cErTiFiED farmers are provided with education, tools and information to ensure they can negotiate a
better price for their coffee. Their workers are treated with respect and receive access to housing, clean drinking
water and health services.
unlike other certified programs that only require 30 per cent of the beans in a cup of coffee to be grown using
sustainable methods, The Coffee Club is committed to its accountability, offering customers the assurance that
90 per cent or more of the beans in every cup of excellent Coffee at The Coffee Club comes from a certified
farm.
We are proud to say that our excellent Coffee comes with added goodness and we’re thrilled to be a part of
this internationally renowned and forward-thinking program.
© The Coffee Club Pty Ltd as Trustee for The Coffee Club Unit Trust 2011
®* Registered in Australia
The Coffee Club is committed to its accountability,
offering customers the assurance that 90 per cent or
more of the beans in every cup of Excellent Coffee at
The Coffee Club comes from a certified farm
coFFEE MaDE WiTh carE
Taste our smooth signature Blend and you’ll know that
it’s been made with care by our one of our accredited
Baristas. roasted in australia for maximum flavour
without bitterness or acidity, it’s perfect for a morning
Espresso.
coFFEE sErVED ThE WaY iT shouLD BE
We take the time to train and develop our Baristas so
that you can create an Excellent coffee each and every
time. all stores use state-of-the-art coffee machines
and grinders to ensure a quality cup.
coFFEE MaDE WiTh carE
Taste our smooth signature Blend and you’ll know that it’s been made with care by our one
of our accredited Baristas. roasted in australia for maximum flavour without bitterness or
acidity, it’s perfect for a morning Espresso.
coFFEE sErVED ThE WaY iT shouLD BE
We take the time to train and develop our Baristas so that you can create an excellent
Coffee each and every time. all stores use state-of-the-art coffee machines and grinders to
ensure a quality cup.

EsprEsso
Espresso describes the method of extracting coffee where hot water is
forced under pressure through finely ground coffee. Espresso is the base
of all the coffee drinks on The Coffee Club menu.
shorT EsprEsso
a single shot of the strong, rich flavoured The Coffee Club’s signature
Blend topped with the smoothest Espresso crema you’ll find anywhere.
served with a side of water.
Long EsprEsso
a classic long black coffee with The Coffee Club’s signature Blend. as
you’d expect, it’s topped with the smoothest Espresso crema around.
aFFogaTo
a dollop of premium vanilla ice-cream added to
the classic Doppio ristretto Espresso. Long affogato also available.
cappuccino
Whether you choose a coffee cup or a mug, you just can’t beat the taste
of The Coffee Club cappuccino. a shot of Espresso with textured milk
poured immediately, resulting in the ‘milk crema’ separating in the cup.
This creamy traditional coffee is then garnished with a light dusting of
chocolate.
FLaT WhiTE
The rich, full flavour of The Coffee Club’s signature Blend Espresso,
topped with textured milk. ask for a Long Flat White to make it last longer!
© The Coffee Club Pty Ltd as Trustee for The Coffee Club Unit Trust 2011
®* Registered in Australia
MELLoccino
We take The Coffee Club cappuccino, and add fluffy marshmallows to
create a sweet sensation that is The Coffee Club Melloccino.
caFE LaTTE
“Latte” meaning milk: this traditional Espresso milk-based coffee is
served with just a delicate layer of ‘milk crema’ on top. The flavour is
slightly milder than a flat white as a greater volume of textured
milk is added.
hoT chocoLaTE
We take a heaped spoonful of the richest, creamiest drinking
chocolate and turn it into a chocolate delight. served with or without
marshmallows, it’s a treat for young or old.
shorT MacchiaTTo
a classic short black Espresso with a softer side. This time we’ve added
a dollop of ‘milk crema’ to make the smoothest short black even
smoother. Long Macchiato also available.
chai LaTTE
celebrating a beautiful relationship between steamed milk and spiced
tea syrup, the chai Latte is perfect for the sweet tooth,
or for those looking for a refreshing, uplifting hot drink
without the caffeine hit. a milky version of traditional chai
Tea, the chai Latte leaves behind a delightful cinnamon
and spice aftertaste.

hoT Mocha
The Coffee Club’s hot Mocha is a superb mix of the perfect Espresso
blend and our own dreamy chocolate. To this we have added
creamy textured milk and garnished with chocolate powder. great
day or night.
ViEnna coFFEE
a double shot of The Coffee Club’s blend Espresso coffee, then
smothered with a layer of whipped cream, garnished with a light
dusting of chocolate and a chocolate square to finish. scoop it off,
or stir it in.
risTrETTo
15-20mls of pure Espresso served with a glass of water on the side.
The purist’s way of enjoying coffee - the best of a coffee shot.
piccoLo LaTTE
The Coffee Club Espresso topped with hot creamy milk, visually
resembling a baby latte.
LiQuEur coFFEE
Journey to far away places like italy, ireland or Jamaica when we
add your favourite exotic liqueur to the rich, smooth flavour of The
Coffee Club’s Vienna coffee.
© The Coffee Club Pty Ltd as Trustee for The Coffee Club Unit Trust 2011
®* Registered in Australia
ThE ExcELLEnT coFFEE acaDEMY
The Coffee Club’s coffee training program is designed to educate and train Baristas to prepare and serve
excellent Coffee every time. comprising of three levels, Bronze, silver and gold, the excellent Coffee academy
provides the perfect opportunity for career progression for Baristas within The Coffee Club group.
starting at the Bronze Level Baristas are trained in the fundamentals of preparing excellent Coffee covering
topics such as Mise en place, grinding Dosing and Tamping Extracting Espresso, Milk Techniques, The Coffee
Club Espresso Menu and cleaning and closing.
The silver Level then follows taking The Coffee Club Baristas to the next level, training them to provide basic
training for new staff, The science of Milk and Trouble shooting just to name a few. at this level a silver Barista
would be considered the “head Barista” of The Coffee Club store they’re in.
Finally the gold Level is “The best of the best”. at the gold level the real science of the perfect
Espresso is explored. The Coffee Club gold Baristas will be trained in advanced techniques and
will have the capability to facilitate Bronze Level training.
The excellent Coffee academy program ensures excellent Coffee everytime!

MoDELs
rEsTauranT
a fully licensed restaurant, The Coffee Club restaurant offers customers
the convenience of extended trading hours, dedicated chefs and à la
carte dining. an extensive range of mouth-watering breakfast, lunch
and dinner options are available right throughout the day, combined
with table service and of course, excellent Coffee.
caFé
The Coffee Club cafés offer a range of light meals, gourmet
sandwiches, beverages, cakes and counter service. at the centre is our
dedication to serving excellent Coffee. There are two different layouts:
one for an individual shop location and the other for a ‘kiosk’ location
frequently found in major shopping centres.
The Coffee Club – Good food, Great Service, excellent Coffee ® *… and
always the answer to the question Where will I meet you? ® *
Three different layouts.
Two different types.
One standard of excellence.
© The Coffee Club Pty Ltd as Trustee for The Coffee Club Unit Trust 2011
®* Registered in Australia
sit & relax
cafe
wine & dine
restaurant

The Coffee Club’s Franchising options provide not only a viable
business opportunity but a chance to own a piece of strong Brand entity.
There are several things to consider in evaluating this venture. in order
to achieve the best practice status in the retail hospitality industry, The
Coffee Club has created the six building blocks for The Coffee Club
Franchise system. These are:
1. Mission & Core Values
2. People
3. Marketing
4. Operations
5. Network
6. Financial Management
Franchisees are trained in each of these areas using contemporary
teaching methods and detailed manuals developed by the company.
These building blocks are constantly refined to update business
processes to keep up with the changing needs of the industry. While the
main objective is to foster Brand growth and integrity, the highest priority
is the continued support and commitment to our Franchisees.
The Coffee Club
6 BuiLDing
BLocKs
BuiLDing
BLocK 1
:: Mission
sTaTEMEnT
our Vision
To be a global leader in retail food, coffee and Franchising
our Mission
WE proViDE
• Good food, Great Service, excellent Coffee ® *
• A welcoming relaxed meeting place enriching contemporary lifestyle
• The answer to Where will I meet you? ® *
our corE VaLuEs
cusToMEr sErVicE
our focus is our customers, both internal and external.
Everything we do revolves around ensuring that all our customers have
positive and productive contact with us.
TEaMWorK
We encourage and support each other to achieve our best
at all times in a safe, fun and relaxed environment.
accounTaBiLiTY
We accept responsibility for our actions
and are accountable for the results achieved.
posiTiVE rELaTionships
We actively promote a positive and satisfying work environment
and represent The Coffee Club positively at all times.
conTinuaL iMproVEMEnT
We constantly re-evaluate our services and actively elicit, listen
and act upon information for continuous improvement, actively
© The Coffee Club Pty Ltd as Trustee for The Coffee Club Unit Trust 2011
®* Registered in Australia

BuiLDing
BLocK 2
:: pEopLE
pEopLE
any business that is serious
about creating a workforce that’s
engaged and productive must
create an environment in which
the people in their business can
flourish. a good business will
take measures to ensure their
teams are developed, satisfied
and well cared for. people are
our most important asset! an
asset can be defined in many
ways, but if employees are assets
that provide a future economic
benefit (and they are!), it stands
to reason that we should
develop, nurture and grow
individuals. Yes, we can protect
them with processes, manuals
and polices but if we strive to
create teams filled with passion
and drive, then we’re building a
rare and highly valuable asset.
our people Team does this by
ensuring all our corporate and
Franchise staff members are
trained and ready to provide the
best customer service possible.
The people Team manages
our learning academies which
include Good food academy,
Great Service academy, excellent
Coffee academy, and Leadership
& Management academy.
MarKETing
BuiLDing
BLocK 3
:: MarKETing
Marketing acts as a guide to lead The Coffee Club’s other departments
in developing, producing, fulfilling and servicing products or services for
our customers.
The Marketing Team studies the market and the customers, determines
the best way to reach our customers, and works with the rest of the
company to help determine the new product needs of the market and
represent the company in a consistent voice.
Marketing is responsible for growing and developing The Coffee Club
Brand, including market share and sales. The Marketing Team also
controls the website, all communications, Franchise advertising, the
Vip club, local store marketing initiatives, events, sponsorships and
merchandise.
Marketing is responsible for growing
and developing The Coffee Club Brand,
including market share and sales
© The Coffee Club Pty Ltd as Trustee for The Coffee Club Unit Trust 2011
®* Registered in Australia
lunch
is ready!
THE LIFESTYLE
SMOKED SALMON
GOURMET SANDwICH
Made with the freshest, healthy lifestyle ingredients.
add a
bottled water
or Coca-Cola for
1 .50
THE CLUB
CITRUS
CHICKEN SALAD
Add a bottled water or Coca-Cola for 1 .50
available
all day!
THE CLUB
LIFESTYLE
BREAKFAST
Made with accredited cage free eggs.

opEraTions
© The Coffee Club Pty Ltd as Trustee for The Coffee Club Unit Trust 2011
®* Registered in Australia
BuiLDing
BLocK 4
:: opEraTions
The purpose of the operations building block is to grow our business
through supporting our Franchisees towards operational excellence.
in turn, this will build the strength of our Brand through the active
management of our Mission statement, compliance standards,
alignment to The Coffee Club Brand, systems, policies and procedures.
To deliver a consistent approach to our support offering we need to
ensure we are all following the same support structure. it is the goal of
operations to deliver:
• operational excellence across the store operation, delivering growth
across the Brand whilst maintaining consistency across the Franchise
system;
• a streamlined process, providing each Franchisee with the same
support structure and service.
The Coffee Club provides their Franchisees with an operations Manual
which covers all the operations systems that will be required to run The
Coffee Club. in addition, members of The Coffee Club support Team
visit Franchisees on a regular basis to assist with improving operations
and sales. This is an opportunity to share experiences and ideas and
during this process, a formal review is conducted to provide feedback
on all operations of the business.
suppLY
The supply function is the critical path between suppliers and our guests.
inTErnaL suppLY chain
suppLiErs purchasing proDucTion DisTriBuTion cusToMErs
supply negotiates with manufacturers, distributors, and service providers for the most cost-effective goods and
services.
supply chain Management is critical to the success of the Franchise network. Through active planning,
sourcing and procurement, critical outcomes will be delivered.
it is paramount that supply chain integrity is achieved to ensure delivery of safe food to our
guests, and cost of goods efficiencies to Franchisees.

locally
sourced
fresh produce
Good Food • Great Service • Excellent Coffee • Good Food • Great Service • Excellent Coffee • Good Food • Great Service • Good Food • Great Service • Excellent Coffee • Good Food • Great Service • Excellent C
changing menus
Good
Good Food • Great Service • Excellent Coffee • Good Food • Great Service • Good Food • Great Service • Excellent Coffee • Good Food • Great Service • Excellent Coffee • Good Food • Great Service •
all day
dining
classic meals

nETWorK / propErTY
The saying ‘location, location, location’ is very relevant for the work
that takes place under the building block ‘network’.
network are responsible for negotiating and securing all new sites for
The Coffee Club, renegotiating all lease renewals, securing/recruiting
new Franchisees and renewal of expiring Franchise agreements, and
designing, constructing and refurbishing all stores.
© The Coffee Club Pty Ltd as Trustee for The Coffee Club Unit Trust 2011
®* Registered in Australia
BuiLDing
BLocK 5
:: propErTY
FinanciaL
BuiLDing
BLocK 6
:: FinanciaL
our finance building block is responsible for the financial accounting
and reporting for The Coffee Club. This includes such financial functions
as general ledger, payroll, accounts receivable, accounts payable, data
analysis/management and information technology.
our cFo is our finance whiz and provides strategic and financial
decision making support to The Coffee Club Board, cEo and Executive
Management Team. Finance also manages the accounting systems and
processes for Franchisees and our Financial Management system (FMs -
which is the point of sale that each of our stores use).
The Department continues to use technology to its best advantage and
provides cost-efficient technological services to both our Franchisees and
our support Team.

modern
Good Food • Great Service • Excellent Coffee • Good Food • Great Service • Excellent Coffee • Good Food • Great Service • Good Food • Great Service • Excellent Coffee • Good Food • Great Service • Excellent C
casual dining
Good Food • Great Service • Excellent Coffee • Good Food • Great Service • Good Food • Great Service • Excellent Coffee • Good Food • Great Service • Excellent Coffee • Good Food • Great Service •

ongoing supporT & Training
a business is only as good as its people. That’s why we welcome Franchisees to The Coffee Club Family with
the primary key to success – superb training.
at The Coffee Club we know the key to success is having the right capability. This capability includes having
the required skills and knowledge about our systems and processes. all Franchisees are required to complete
a comprehensive training program. We encourage new Franchisees to bring their life experiences to the table
while providing the capabilities necessary for success. This, in turn, reinforces and protects every Franchisee’s
investment in The Coffee Club Brand.
our training program includes:
1. Corporate education – provides knowledge of our systems as well as compliance requirements (usually
five days in duration)
2. In-store training – provides Franchisees with operational skills and knowledge across all aspects of
running a store
3. Store Opening Team – assists during the initial trading period of your store. The store opening Team
spends time with you to prepare the store for opening, trains the new team and coaches new Franchisees.
we encourage new Franchisees
to bring their life experiences
to the table while providing the
capabilities necessary for success.
our high training standards are reinforced by
The Coffee Club’s training facility situated at
our support office in Brisbane. here, we have
developed a dynamic mix of both theory and
practical work to support Franchisees and their
staff. The facility provides staff with detailed
education and enrichment courses to continue
to provide customers with an outstanding
experience.
The Coffee Club wouldn’t be the success it is now without experienced and passionate Baristas dedicated to
quality. The Coffee Club’s excellent Coffee academy was established to train new staff in the intricacies and
science of coffee making. This ensures that the quality of our coffee is consistent across all stores. customers
deserve service with a smile. The Coffee Club’s comprehensive program provides training from beginner to
advanced levels, and conveys The Coffee Club experience to every customer, every day.
© The Coffee Club Pty Ltd as Trustee for The Coffee Club Unit Trust 2011
®* Registered in Australia
corporate
a business is only as good as its
people. That’s why we welcome
Franchisees to The Coffee Club
Family with the primary key to
success – superb training.
at The Coffee Club we know the
key to success is having the right
capability. This capability includes
having the required skills and
knowledge about our systems
and processes. all Franchisees
are required to complete a
comprehensive training program.
We encourage new Franchisees
to bring their life experiences
to the table while providing
the capabilities necessary for
success. This, in turn, reinforces
and protects every Franchisee’s
investment in The Coffee Club
Brand.
our training program includes:
1. corporate education –
provides knowledge of
our systems as well as
compliance requirements
(usually four days in duration)
2. in-store training – provides
Franchisees in-store with operational
skills and knowledge across
all aspects of running a store
3. store opening Team – assists
during the initial trading
period of your first store. The
store opening Team spends
time with you to prepare the
store for opening, trains the
new team and coaches new
Franchisees.
our high training standards are
reinforced by The Coffee Club’s
training facility situated at our
support office in Brisbane. here,
we have developed a dynamic
mix of both theory and practical
work to support Franchisees and
their staff. The facility provides
staff with detailed education and
enrichment courses to continue
to provide customers with an
outstanding experience.
The Coffee Club wouldn’t be
the success it is now without
experienced and passionate
Baristas dedicated to quality. The
Coffee Club’s Excellent coffee
academy was established to
train new staff in the intricacies
and science of coffee making.
This ensures that the quality of
our coffee is consistent across
all stores. customers deserve
service with a smile. The Coffee
Club’s comprehensive opening program
provides training from beginner
education training team
to advanced levels, and conveys
The Coffee Club experience to
every customer, every day.

hoW ThE
BranD WorKs
For You
we provide operating
systems, technical
expertise, marketing
systems, management
methods and relevant
information to make
your business a success
1. Risk reduction: Franchising is about
systemisation, creating efficiencies, risk reduction
and safety; you don’t have to guess about the
most effective way to build your business because
there is already a successful system to use. all
of this, however, will obviously be dependent on
your ability to follow guidelines and work within a
Franchise system.
2. Increased revenue potential: as a Franchisee,
your methods of generating income can be
expanded over that of a normal business. You
will have a head start with The Coffee Club Brand
and systems.
3. Established business model: The Coffee Club
provides an established business model, a
Brand identity and trademark that have value in
consumers eyes. You don’t have to reinvent the
wheel to be successful. as a Franchisee, providing
capital, management, talent and energy, you can
expand the Brand faster in your local area than
we, as the Franchisor, could on our own.
4. Market demand: in already established
territories, The Coffee Club has learned how
to meet market demand for Good food, Great
Service, excellent Coffee ® *.
5. Proven systems: When you invest in The
Coffee Club Franchise, we provide operating
systems, technical expertise, marketing systems,
management methods and relevant information to
make your business a success.
6. Systemisation: such is the degree of our prior
experience, almost every aspect of the business is
covered.
7. Training provided: We commit to providing you
with initial and ongoing support throughout the life
of the Franchise agreement. our training program
ensures that you can implement our training
systems easily.
8. Buying power: You will be able to harness
the benefits of increased purchasing power
in categories such as coffee, milk, soft drinks,
packaging, distribution services and food service
items.

FranchisEE rEcruiTMEnT criTEria
at The Coffee Club, we know that the recipe for success within our Brand will depend on the quality of our
recruitment processes. consequently, we are searching for quality Franchisees to be able to work with us to
ensure Brand alignment and Brand growth.
a Franchisee is required to meet three main criteria with attributes that have been proven to produce successful
Business partners. These have been outlined below:
1. Is aware of and willing to fulfil their obligations in the Business Partnership role as Franchisee.
• Demonstrates their understanding of obligations as a business Partner/franchisee
• Shows a willingness to work with us
• Portrays positive and constructive interaction
2. The focus is our customers.
• Demonstrates an ability to listen, relate, process and respond proactively
• holds fundamental language, Numeracy and literacy skills
• Is physically and mentally well, showing a balance of positiveness and balance
• Shows ability to build sustainable relationships with external customers
3. Has the financial capacity and ability to maximize sales and profits.
• Demonstrated commercial acumen
• Ability to fund capital expenditure and working capital
• belief in creating one’s own success through a business Partnership with the franchisor
Throughout the recruitment process, a potential Business partner will be assessed on the criteria above.
attributes will be measured in a number of ways. observations, interviews, participation levels and personality
profiles will all be avenues of how assessment will take place.
© The Coffee Club Pty Ltd as Trustee for The Coffee Club Unit Trust 2011
®* Registered in Australia

Financing a grEaT inVEsTMEnT
Establishing yourself in The Coffee Club Franchise system requires an initial capital investment of $400,000 –
$550,000.
There is an initial Franchise and training fee that allows The Coffee Club to establish the Franchise business. it
compensates for:
• Location selection
• Lease negotiation
• Design
• Fit out
• Training
• opening assistance
• The Coffee Club intellectual property
Following establishment there is an ongoing Franchise fee and marketing fee (at present 6% and 3%
respectively). These entitle Franchisees to benefit from:
• Marketing
• supplier selection
• Volume buying arrangements
• standardised accounting and reporting
• research
• staff training
• ongoing business coaching and support
This is a Franchise system that has been proven in hundreds of successful locations throughout The Coffee Club
network.
if you agree that The Coffee Club is the kind of business that you’re looking for, you should then complete the
attached initial application form. This provides us with a great deal of insight about your goals in business and
what you want out of life. We will use this information to begin to narrow down the options available and help
plan your future. Then we’ll meet with you to discuss it further.

the Brand is contemporary
and always looking for ways to
improve to be the market leader
EighT rEasons To inVEsT
1. Franchise businesses have a greater survival rate
than new independent businesses. Franchising is
about risk reduction and safety – you don’t have
to guess about the most effective way to build your
business because there is already a successful system
to use.
2. The Coffee Club provides a proven business model,
a Brand identity and trademark that have value
in consumers’ eyes. You don’t have to reinvent
the wheel to be successful. You provide capital,
management, talent and energy to expand the
Brand faster than we as a Franchisor can on our
own.
3. The Coffee Club has learned how to meet market
demand for good Food, great service and
Excellent coffee.
4. When you invest in The Coffee Club Franchise, we
provide all operating systems, technical expertise,
marketing systems, management methods and
all relevant information to make your business a
success.
5. such is the degree of systemisation that almost every
aspect of the business is covered and nothing is left
to chance.
6. We commit to provide you with initial and ongoing
support throughout the life of the Franchise
agreement. our training program ensures that you
can implement our training systems easily.
7. our group buying power will cut your operating
costs compared to an independent business.
8. our tested marketing program will ensure your
business grows faster and has a greater chance of
achieving forecast results sooner.

FaQs
How do I obtain financing?
If required, The Coffee Club can assist by putting
you in touch with accredited financial institutions
who are familiar with our systems and brand.
Similarly to buying a house, you will need a
deposit and sufficient security.
What will be my return on investment?
This relies on the growth and profitability of the
business under your ownership. We would hope
that your investment pays you handsome returns;
however, we cannot predict or guarantee what
this return may be.
What is the length of my Franchise
Agreement?
This initial term of the franchise Agreement will
match the term of your lease.
How soon after approval can I expect to
open my store?
location is the biggest determining factor, and site
selection requires tremendous commitment, talent
and expertise. After site identification is approved
by The Coffee Club, lease negotiation, design,
layout and construction comes next. This process
can take six to twelve months.
© The Coffee Club Pty Ltd as Trustee for The Coffee Club Unit Trust 2011
®* Registered in Australia
Will I be able to sell the business in the
future?
Yes. The franchise is yours to sell under certain
guidelines and conditions. The Coffee Club will
need to give approval on the selection of new
franchisees in the same way that you would
be approved. The purchaser will continue the
operation of the franchise.
Is investing in a Franchise risk-free?
The risk involved in participating in any reputable
franchise System should be significantly less
than the risk involved in proceeding in a similar
business on your own account. Any retail
business involves risk and The Coffee Club
cannot guarantee the sales of a particular café or
its profitability.
Should I seek independent advice before
entering The Coffee Club’s Franchise
System?
The Coffee Club requires that its franchisees
obtain competent legal advice before entering
into the franchise documentation to ensure that
franchisees fully understand their obligations.
In addition it is recommended by The Coffee
Club that franchisees retain the services of a
competent accountant and commercial business
advisor.
Do I need prior experience in the retail coffee
business?
No. Previous experience managing a retail
business is a great advantage and the preferred
way to becoming a franchisee with The Coffee
Club.
however, our extensive training program and years
of experience will help you operate your own store.
Is there a standardised procedure that I am
required to follow?
Yes, but our procedures are simple. The Coffee
Club’s systems are for diversified matters such
as reporting, insurance, accounting practices,
purchasing, hiring and training new staff, cost
control, marketing, merchandising and other
essential functions that contribute to the efficient
operation of your store.
Why do you charge an initial Franchise fee
and project management fee?
The initial franchise and training fee is in
consideration of The Coffee Club establishing the
business and in particular, compensates for:
• Selection of a location and lease terms using
the negotiating strength of The Coffee Club
• Supervision by The Coffee Club of the
complete design, construction and fit-out of the
café
• Provision of training and assistance prior to and
at the initial opening of the café
• The initial right to use The Coffee Club’s
intellectual property
What services do the ongoing Franchise fees
cover?
These fees entitle you to continue to be part of The
Coffee Club system, as well as benefits from the
following services:
• Supplier selection and volume buying
arrangements
• Standardised accounting and reporting
• Research of new and varied products
• Staff training and management assistance
The franchise fee (6 percent) is set as a percentage of
your weekly sales so that we only benefit as you do.

© The Coffee Club Pty Ltd as Trustee for The Coffee Club Unit Trust 2011
®* Registered in Australia
procEss oF approVaL
we will take you through our
Brand presentation which
will explain your obligations,
our obligations, how we are
corporately structured and
other important information
1. Enquiry. To submit an expression of interest, please
go to the Franchising tab of our website
www.coffeeclub.com.au and fill out the enquiry form.
2. Application. once your Enquiry Form has been
submitted, you will receive an electronic version of our
information Booklet, application Form and confidentiality
Deed. These forms will need to be filled in and submitted
back to us in order for us to take you to the next step.
3. First Meeting/Band Presentation. We will then set
up a time for us to meet so we can take you through our
Brand presentation which will explain your obligations, our
obligations, how we are corporately structured and other important information about The Coffee Club.
4. Business Meeting. This is viewed as a follow-up meeting. it is held in-store and gives you the opportunity to ask as
many questions as you wish. it is also a good time to discuss any current opportunities we may have.
5. Due Diligence. Due Diligence is the research that you will be performing throughout the whole process.
6. Application Pack. The remainder of the application pack will be requested at this stage and will consist of a formal iD,
a statement of assets and liabilities and a 12 month Business plan.
7. Personality Profile. all applicants will undergo a personality profile which will give us a snapshot of each individual’s
personality traits.
8. Approval. if successful, approval will be granted at this stage.
9. Head of Agreement. This denotes a formal expression of interest and The Coffee Club will require a deposit.
10. Disclosure. The legal process will begin and your company will be in Disclosure for a period of at
least 14 days.
11. Training. You will begin your training as the store is being built so as to line up with the opening.

favourites
xcellent Coffee • Good Food • Great Service •
xcellent Coffee • Good Food • Great Service •
© The Coffee Club Pty Ltd as Trustee for The Coffee Club Unit Trust 2011
®* Registered in Australia
Good Food • Great Service • Excellent Coffee • Good Food • Great Service • Excellent Coffee • Good Food • Great Service •
fresh
Good Food • Great Service • Excellent Coffee • Good Food • Great Service • Excellent Coffee • Good Food • Great Service •
conTacT
The Coffee Club
The Coffee Club Franchising pty Ltd
336-338 Montague rd, West End
po Box 5786
West End, Qld 4101, australia
phone +61 7 3010 3000 | fax 07 3844 2551
www.coffeeclub.com.au