From that very first café in late 2005 to an expansive franchise network operated by over 60 franchisees, The Coffee Club New Zealand has become a cornerstone of Kiwi café culture. With a team of 23 at the support office and a national footprint that continues to grow, the company is poised to celebrate its 20th anniversary in November 2025 with pride and purpose. BUILT ON VALUES, GROWN WITH VISION “Our mission is to be the answer to the question: ‘Where will I meet you?’” says Jacobs, Director of The Coffee Club NZ. “We promise good food, great service, excellent coffee—and beyond that, we strive to enrich people’s lives.” That promise is not just marketing—it’s the foundation of a comprehensive franchise support system built around six core pillars: mission/vision/ values, people, marketing, operations, property, and finance. New franchisees—regardless of whether they’re experienced in hospitality or entirely new to the industry—receive six to eight weeks of immersive training. This includes time in operating cafés, sideby-side with experienced mentors, and on-site support once their own store is operational. The goal is simple: equip every franchisee to succeed, from day one. BALANCING BRAND CONSISTENCY WITH LOCAL FLEXIBILITY In a country as diverse as New Zealand, balancing national consistency with local flavor is both an art and a science. At The Coffee Club, this means anchoring every store with a core national menu while offering franchisees creative flexibility through “Chef’s Suggestions.” This allows individual cafés to tailor offerings based on regional preferences or collaborate with nearby stores on localized dishes. “We also allow a lot of freedom with the in-store cabinet,” Jacobs explains.“A busy Auckland CBD café might focus on grab-and-go items, while suburban or shopping centre cafés may emphasize cakes and sweet treats. It’s about understanding the local customer and adapting accordingly—without compromising brand integrity.” 115 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 08 THE COFFEE CLUB
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