The Coffee CLub

The Coffee Club New Zealand – Where Will I Meet You?

Celebrating 20 Years of Connection, Consistency, and Community

When Brad Jacobs and Andy Lucas acquired the master franchise rights to The Coffee Club in New Zealand in 2005, they set out to create more than a café chain—they aimed to build a national brand rooted in consistency, community, and connection. Two decades later, their success is evident in the 66 thriving cafés across the country, each offering more than just coffee—they offer a meeting place, a support system, and a story.

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, side-by-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.”

This flexibility is supported by data-driven decision-making. With centralized POS systems feeding back real-time analytics, the company tracks best-sellers, underperforming items, and pricing sensitivity. Surveys and voting systems ensure franchisees have a voice in key changes.

Navigating Headwinds with Resilience

Like many hospitality businesses, The Coffee Club New Zealand faced unprecedented challenges during the COVID-19 pandemic. With complete store closures—particularly in Auckland—for up to 16 weeks and extended periods of takeaway-only operations, the brand had to dig deep.

“We’re not a takeaway brand by nature,” Jacobs admits. “But our franchisees are incredibly resilient. They adapted, pushed through, and supported each other.”

Even post-pandemic, operational hurdles have persisted—from global egg shortages and record-high coffee prices to supply chain disruptions. Despite these challenges, The Coffee Club has maintained momentum thanks to a strong internal culture and a loyal franchise network.

A Culture of Giving Back

Community has always been central to The Coffee Club ethos, and that commitment shines through in the company’s long-standing charitable partnerships. For over 15 years, the brand has supported KidsCan, a New Zealand organization providing raincoats, shoes, hygiene products, and meals to children in low-income schools.

“We also work with SPCA and Pet Refuge,” Jacobs shares. “Pet Refuge is an incredible initiative that offers temporary safe housing for pets when families flee domestic violence. We’re proud to be part of helping those families stay whole.”

These partnerships reflect the personal values of the leadership team, who gravitate toward causes supporting kids and animals. As Jacobs puts it, “It’s where our hearts are.”

Investing in Innovation

The Coffee Club isn’t resting on its laurels. In August 2025, the company will roll out a brand-new beverage menu anchored by a significant investment in cutting-edge American blenders. The $200,000 purchase—partially subsidized by the franchisor—will enable the launch of a cold drink range that’s poised to transform the company’s afternoon trade.

“We’ve always been strong in the brunch and lunch space,” Jacobs explains. “But afternoon revenue drops off. We see an opportunity to appeal to a younger demographic with a premium cold beverage offering.”

The new range is expected to draw in high school students, post-work crowds, and casual social groups—customers who might otherwise head to QSR brands. This innovative push reflects a broader strategy to diversify revenue streams and future-proof the brand.

Empowering Franchisees, Enriching Lives

Beyond new products and growth targets, The Coffee Club’s mission remains rooted in empowering people—especially franchisees and team members from immigrant communities. Jacobs is especially proud of the many “New New Zealanders” who’ve built thriving careers within the brand.

“We’ve seen people arrive in the country with limited English and almost nothing to their name. A few years later, they’re successful franchisees or managers. That’s incredibly rewarding,” he reflects.

Currently employing 800 to 900 people across its network, The Coffee Club serves as both an economic engine and a springboard for personal success.

Looking Ahead: Strategic Growth and Continued Support

With 66 cafés nationwide, The Coffee Club is far from finished. The goal over the next five to eight years is to open an additional 20 locations in high-potential areas while ensuring current franchisees remain profitable and supported.

Jacobs is clear about the priorities: “We want to grow the brand—but never at the expense of quality or franchisee health. That means focusing on cost control, driving sales, and continuing to provide exceptional support.”

A Brand That Brings People Together

As The Coffee Club NZ prepares to celebrate its 20th year in business, one thing is clear: this is more than a café chain. It’s a community hub, a franchise family, and a business that believes in doing good while serving great coffee.

At a Glance

Who: The Coffee CLub

What: A very successful chain of cafes that focus on community connections and providing a welcome meeting spot for its patrons

Where: New Zealand

Website: www.thecoffeeclub.co.nz

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