Muffin Break and Jamaica Blue, sibling retail concepts at the FoodCo group (which includes Dreamy Donuts), are growing as global brands. And while thatâ€™s great news for the franchisor, there is more to successful franchising than an ever-expanding portfolio, says managing director Serge Infanti.
“Retail is about emotional connection,” says Serge Infanti. And while service is a key factor in creating an engaging environment, clear brand positioning is essential, he says.
“Weâ€™re in the retail market and it changes every day, youâ€™ll fail if you donâ€™t keep the point of difference relevant. “We had become too homogenous with cafes, too close to the mainstream and about three years ago I wanted to get back to our points of difference. You have to evolve.” More.