Australia’s leading specialty coffee house, Gloria Jean’s Coffees, prides itself on being a step ahead, pushing the boundaries when it comes to innovation and customer service.
It has led the way with drive-thru coffee houses, it has recently undergone a most significant brand transformation and it’s now blazing a new trail with the roll-out of a suite of VitrineMedia static backlit LED screens across its nationwide operation of some 300 outlets.
But within the pioneering and go-getting Gloria Jean’s family – the company boasts almost 800 coffee houses in more than 55 countries – you will be hard-pressed to find a more avant-garde and passionate franchisee than Franchise Partner Fawaz Habib.
He’s the man who, you could say, LED the way by embarking on the VitrineMedia LED route even before the Australian arm of the global group of coffee houses had fully embraced the concept.
Trailblazer Fawaz, who runs the Gloria Jean’s Coffees drive-thru – the first in Australia – facility in the south western Sydney suburb of Greenacre with wife Fay, recalls how news that Gloria Jean’s was looking at the VitrineMedia product fired him up and had him rushing off to do his own research.
“I had a pressing challenge as my premises are a little on the dark side – and the ambience renders the signage such as menu boards, corporate branding and other product displays rather dull,” Fawaz says, adding that another area of concern was certain product lines not moving as well as he’d like.
That’s when he jumped the gun, got hold of VitrineMedia’s Australian head office not far down the road in Silverwater and requested a few screens on a short-term trial basis.
“I immediately and absolutely loved what they did, delivering precisely what I was after,” he declares.
“The trial display injected colour, life and excitement into the premises, transforming the interior and creating an inviting atmosphere that encourages customers to explore our range of food and beverage offerings.”
Fawaz had no hesitation going from pilot phase to full installation when his meticulous tracking and monitoring of sales indicated that hitherto slow-moving menu items once they featured in the VitrineMedia screens, would deliver an impressive spike within 48 hours.
“It’s as certain as death and taxes – place a mediocre performing product in the VitrineMedia screens and watch it move to top seller status,” he enthuses.
The Gloria Jean’s Greenacre coffee house now has 14 VitrineMedia A1 backlit LED screens and a further 12 A2 screens serving as strategically located menu boards, along with a handful of counter stands used solely to convey the pricing of the various breakfast choices.
Fawaz appreciates, too, that the imagery, its quality and sharpness need to be the best possible to maximise the potential of the screens and create the desired effect. He has thus engaged VitrineMedia to attend to all his printing needs on the company’s large format latex printer.
“We get the most vivid and engaging displays possible, on top of which we do our bit for the environment as the latex prints are 100 per cent recyclable, as are the screens.
“It’s an all-round solution we will happily raise a cup of the finest coffee to!”