Annual Report to Shareholders
Released
Released
Announcement PDF
20
23
ANNUAL REPORT
The heavy lifting in terms of the turnaround
has been accomplished. We have a stable
earnings base and a stronger balance sheet
which, together with the resolution of legacy
regulatory issues in December 2022, provides
a firm platform to pursue growth opportunities
Peter George
Executive Chairman
In This Report
FY23 Highlights
III
About Retail Food Group
IV
Chairman’s Letter
VI
RFG is Primed for Growth with a New Management Team
VIII
CEO’s Report
X
Our Growth Recipe
XVI
Executing the Picture of Success
XVIII
Creating a Seamless Omni-Channel Experience
XIX
A Virtual Brand for a Virtual Age
XX
Our Continuous Focus on Marketing
XXII
Our Café, Coffee & Bakery Segment
XXIV
Our Quick Service Restaurants Segment
XXVIII
Driving Sustainable Growth
XXXII
Corporate Directory
1
Directors’ Report
2
Auditor’s Independence Declaration
34
Consolidated Statement of Profit or
Loss and Other Comprehensive Income
35
Consolidated Statement of Financial Position
36
Consolidated Statement of Changes in Equity
37
Consolidated Statement of Cash Flows
38
Notes to the Financial Statements
39
Directors’ Declaration
100
Independent Auditor’s Report to
the Members of Retail Food Group Limited
101
Additional Stock Exchange Information
109
II
2023 ANNUAL REPORT
“
“
A crucial element of our recipe for success includes
constant development of new and exciting products.
Joshua Smith
Product Developer
QSR
FY23 Highlights
Network Sales Growth
7.2%
26.0m
$
on pcp
up 21.0% on pcp
Average Transaction Value 4
Underlying Revenue 1
2.4%
98.0m
$
on pcp
up 8.0% on pcp
Same Store Sales Growth
Net Debt 3
12.1%
on pcp
1.
Underlying EBITDA 2
88.7%
on pcp to $2.1 million
Underlying Revenue is a non-IFRS measure not subject to audit. Underlying Revenue excludes
restricted domestic marketing fund revenues and the impacts of AASB 15 & 16
2. Underlying EBITDA is a non-IFRS measure not subject to audit. Underlying EBITDA excludes nonrecurring, non-core costs of legacy ACCC proceedings and associated legal fees, restructuring
and non-cash impairments. Refer to FY23 Results Presentation released to the Australian
Securities Exchange (ASX) on 23 August 2023 for a reconciliation of underlying to statutory results
3. Net Debt is calculated as current and non-current external borrowings less unrestricted cash
4.
ATV refers to all trading outlets, on a same store basis ATV increased by 1.5%
FY23 HIGHTLIGHTS
2023 ANNUAL REPORT
III
ABOUT RETAIL FOOD GROUP
Retail Food Group is a global food and beverage company headquartered in Queensland,
Australia. RFG is Australia’s largest multi-brand retail food and beverage franchise owner with a
portfolio of quality franchise brands under its ownership (1)
33
>40m
10
>$500m
6800
c.
COUNTRIES
CONSUMER TRANSACTIONS
BRANDS
DOMESTIC NETWORK SALES
ESTIMATED DOMESTIC
NETWORK EMPLOYEES
1.
IV
GLOBAL TRADING OUTLETS
Metrics at as 30 June 2023.
2023 ANNUAL REPORT
1300
ABOUT RETAIL FOOD GROUP
ABOUT RETAIL FOOD GROUP
2023 ANNUAL REPORT
V
CHAIRMAN’S LETTER
An Inflection Point
It is my pleasure, on behalf of the Board, to present
to you Retail Food Group’s 2023 Annual Report.
I do so having reflected upon RFG’s journey since
my appointment as Executive Chairman in late 2018.
The enormity of the turnaround challenge which
then lay before the Company was clear. Despite
that challenge, made more complex by the recent
pandemic, RFG continued to aspire to a brighter
future guided by a ‘franchisee first’ philosophy
and underpinned by a resilient core business.
Since that time, we have established the right
culture, the right structure, the right strategy and
the right team. We have transformed the Company
into a more nimble, franchisee and customer
focused organization that enjoys a stable earnings
base, a stronger balance sheet and, free of the
shackles imposed by legacy regulatory challenges,
a firm platform to pursue growth.
2023 therefore represents an inflection point
for the Company – the heavy lifting in terms of
RFG’s turnaround has been accomplished and
we are now firmly focused on pursuing the many
growth opportunities that lay before us.
A Team to Harness Growth
One of RFG’s strengths has been the development
of a strong management team and talented
staffing complement. The Company is therefore
fortunate to have been in a position to promote
from within when selecting Matt Marshall as Chief
Executive Officer earlier this year.
Matt is an exceptional leader and strategist who
has played an integral role in implementing our
‘franchisee first’ and customer centric values
and strategies, whilst driving strong operational
outcomes in difficult retail environments.
He is supported by a highly capable and
experienced management team bolstered
by recent appointments, including highly
credentialled CFO Rob Shore, providing the
Company with an appropriate blend of RFG
tenure and new perspectives that will serve it
well as it seeks out sustainable value creation
for the Company’s stakeholders
VI
2023 ANNUAL REPORT
CHAIRMAN’S LETTER
Enhancing the Board
The Board has also been enhanced by the
recent appointment of Mick Bulley and Jacinta
Caithness as non-executive Directors, each of
whom complement the breadth of capability
and experience on the Board and ensure RFG
remains appropriately structured and resourced
to support the strategic oversight and ongoing
governance requirements of the Group.
With over 30 years’ experience at the ‘coal
face’ of retail food in Australia, the majority
of which as a highly successful RFG multi-site
franchise partner, Mick’s appointment is not only
aligned with the ‘franchisee first’ philosophy
which drove RFG’s turnaround journey, but also
brings valuable insight into franchise partner
experiences. Similarly, Jacinta has enjoyed a
notable career within the retail and franchising
industries. Having contributed to the rapid
growth of Boost Juice both domestically and
overseas, Jacinta then built an impressive
resume working with various brands, whilst also
accumulating further valuable experience as a
member of the Ventura Bus Lines and ASX listed
Silk Laser Australia Limited boards.
Both Mick and Jacinta are valuable additions to
the Board and I warmly welcome them to RFG.
Strengthening RFG’s Balance Sheet
It is no less appropriate that I also welcome a
number of respected institutional investors who
joined the register via, and offer thanks to those
existing shareholders who participated in, the
Company’s 2023 capital raising.
Particular thanks is extended to Washington
H. Soul Pattinson and Company Limited for its
support both as a shareholder and senior debt
provider, and to RFG’s former senior debt lenders,
National Australia Bank and Westpac Bank, for
their past backing.
Having raised c.$25.3m in new capital, supported
by a new three year $20.0m secured debt facility,
RFG has reset and strengthened its balance sheet,
affording scope to pursue growth opportunities.
Building a More Sustainable Business
A New Chapter
Those opportunities will be guided by an ESG
framework established in FY23 to provide a clear
‘north star’ for the future development of our
business in a way that adds sustainable value
for all stakeholders.
It is no secret that the retail marketplace remains
challenging. This Annual Report bears testimony
not only to the manner in which those challenges
have been managed, but also as to how they are
being overcome.
RFG recognizes the need for all businesses to
play their part in creating sustainable, longterm shareholder, employee, consumer, and
societal value and the Company’s publication
in December 2022 of its inaugural Sustainability
Report demonstrated our commitment not only to
unlock future growth, but to do so sustainably.
RFG is in a stronger position today than it was
12 months ago. It embarks on the next chapter of
its journey with confidence, having established
a strong platform for delivering sustainable
stakeholder rewards.
Legacy Matters
In December 2022, the Company achieved
an important milestone with resolution of the
ACCC’s Federal Court proceedings, without
RFG making any admission as to the ACCC’s
allegations in the proceedings, nor paying
a pecuniary penalty or being subject to an
injunction, disclosure or adverse publicity order.
As part of the agreed resolution, RFG entered
into an undertaking with the ACCC to waive
franchisee debts of c.$1.8m and pay certain
franchisees c.$8.0m. RFG also agreed to
contribute $500K towards the ACCC’s costs.
At the time of writing, the vast majority of these
amounts have been paid, effectively drawing
to a close legacy regulatory activity which had
fettered RFG for almost five years, removing an
uncertainty and constraint on the Company
which allows our focus to shift towards growth.
In terms of the Michel’s Patisserie class action,
the Company was successful in obtaining orders
from the Court striking out the applicant’s entire
Statement of Claim. However, the Court provided
the applicant leave to file a further Statement
of Claim, which was filed in December 2022.
RFG has filed a comprehensive Defence in
the proceeding, and will continue to deny the
allegations and vigorously defend the proceeding.
In closing, on behalf of my fellow Directors, I
would like to take this opportunity to extend
thanks and appreciation to our franchise partners
and master franchise partners for their ongoing
efforts and faith in RFG’s roadmap for the future.
I would also like to thank our team for their
valuable contribution and ongoing commitment
to delivering positive outcomes for RFG’s
stakeholders, and lastly, to each of you,
our shareholders, for your ongoing support
of Retail Food Group Limited.
Yours sincerely
Peter George
Executive Chairman
Retail Food Group Limited
CHAIRMAN’S LETTER
2023 ANNUAL REPORT
VII
RFG IS PRIMED FOR GROWTH
WITH A NEW MANAGEMENT TEAM
RFG boasts a highly capable management team with broad experience across
multiple industries and disciplines. Recent appointments bring fresh perspectives
and further enthusiasm for RFG’s growth plans.
8
6
7
2
4
5
Our Leadership Team
1
1. Matt Marshall
Chief Executive Officer
9. Bren Gray
Head of Procurement
2. Rob Shore
Chief Financial Officer
10. Khloe Caneris
Head of People and Culture
3. Adam Bailey
Chief Information Officer
11. Mark Connors
Director of Corporate Services
and Company Secretary
4. Richard Spelman
General Manager Coffee
Not Shown
5. Leah Soutar
Head of Brand Operations
6. Tom Elliott
Head of Company Store Operations
7. Nicola Swarbrick
Head of Growth
8. Kate McGrath
Head of Marketing
VIII
2023 ANNUAL REPORT
Tanya Watt
Chief Marketing Officer
Ryan Chellingworth
General Manager of Financial
Performance and Commercial
Krystal Taylor
President RFG USA
RFG IS PRIMED FOR GROWTH WITH A NEW MANAGEMENT TEAM
9
11
10
3
RFG IS PRIMED FOR GROWTH WITH A NEW MANAGEMENT TEAM
2023 ANNUAL REPORT
IX
CEO’S REPORT
Turnaround Over – Return to Growth
The financial year ended 30 June 2023 marked an important turning point for Retail Food Group
as we continued to experience a rebound in customer count across our coffee and bakery brand
systems, carrying through the momentum from the latter part of FY22.
The COVID-19 pandemic was firmly put behind us
as domestic network sales grew 7.2% to $502.5m,
demonstrating the underlying resilience of
our brands. We are excited to see results from
various strategic initiatives, including the FY23
launch of a wholly new brand and concept,
Rack ‘em Bones BBQ Ribs, to complement QSR
Division operations and signal our intent to tap
into new opportunities to harness growth for
the benefit of our network.
“
We also reset and strengthened the Company’s
balance sheet, eliminating refinance risk in an
uncertain credit market, providing RFG a fit
for purpose non-amortising debt facility that
provides flexibility to pursue capital-light growth
opportunities, investment in technology, product
innovation and enhanced customer experiences.
We are firmly focused
on delivering solutions
to unlock growth
and drive enhanced
profitability for both
our franchise partners
and shareholders.
“
X
2023 ANNUAL REPORT
CEO’S REPORT
Our Guiding Principles
Underpinning the Company’s journey to this point have been four guiding principles:
FRANCHISEE
FIRST
PEOPLE
MATTER
Each will continue to drive RFG’s sustainable
growth creation for its stakeholders.
Foremost amongst RFG’s guiding principles is our
‘franchisee first’ mindset and culture. It encapsulates
our ongoing commitment to providing a support
model for our franchise network underpinned by the
strength of our brands, the quality and capability
of our people, and a strong appreciation that our
success is fundamentally linked to that of
our franchise partners.
CUSTOMER
OBSESSED
FUTURE
FOCUSSED
FY23 Domestic Network Performance
A strong start to the year during the 1H23, as
the Company’s coffee-based brand systems
reported impressive outcomes against a heavily
COVID-19 impacted prior comparative period
(PCP), set the tone for positive full-year results.
– FY23 domestic network sales grew 7.2% to
$502.5m (FY22: $468.9m), supported by
strong improvements across all key domestic
network metrics;
An obsession with our customers drives our
aspirations to be more than a successful
franchisor. We are committed to further evolving
as a proactive and successful retailer, focused on
retaining and exciting loyal customers, attracting
new and diverse customers, and building brand
relevance via innovation and access to new
technologies, supported by training programs and
operational standards that exceed expectations.
– All brand systems enjoyed positive Same Store
Sales (SSS) growth versus PCP, contributing
to FY23 network SSS growth of +12.1% (FY22
SSS: +2.3%);
In doing these things we recognize that our
people are a critical factor for achieving sustained
success and we are committed to creating an
environment in which they can thrive by building
capability in our teams, shaping leaders for
tomorrow, and fostering a culture that embraces
change whilst recognizing our achievements.
– Average Transaction Value (ATV) grew 1.5%
across same stores (FY22 +7.7%), or +2.4% on
an ‘all stores’ basis. Despite this growth, which
was aided by careful price management to
combat inflationary pressures, ATV remains
affordable, represents value for the consumer
across our brands, and contributes to the
underlying resilience of our network.
RFG also operates in an evolving and highly
competitive retail environment. We are committed
to embracing the future and striving to unlock
sustainable ways of growing for years to come.
– Customer Count (CC) grew 10.5%, driven by
strong performances in coffee and bakery
brands as customers continued to return to
more normal post-COVID shopping habits
(FY22 CC: 5.0% decline); and
Donut King was the stand-out performer
amongst the Company’s brands during
FY23, leveraging a number of strategic
brand collaborations, seasonal promotions
and customer engagement initiatives to grow
network sales 26.6%, aided by strong CC and
ATV growth of 19.0% and 6.5% respectively.
CEO’S REPORT
2023 ANNUAL REPORT
XI
CEO’S REPORT CONT.
Donut King’s clear positioning as the ‘Home
of the Hot Cinnamon Donut’ continues to
build brand relevance, utilizing June’s national
donut day to engage with new audiences
via the brand’s popular free hot cinnamon
donut promotion, and hosting the ‘Donut
King Housewarming Party’, a VIP media and
influencer event that leveraged the social media
reach of attendees and traditional media to grow
new connections for the brand.
Donut King performance, when coupled
with strong SSS outcomes amongst Brumby’s
Bakery (+6.0%) and Michel’s Patisserie (+15.5%),
delivered an impressive 52.1% increase in FY23
underlying Bakery Café Division EBITDA,
to $10.8m (FY22: $7.1m).
The Coffee Retail Division likewise enjoyed strong
FY23 underlying EBITDA growth of 45.6%, to
$5.7m (FY22: $4.0m), underpinned by a robust
performance by Gloria Jean’s, which grew SSS
20.1% vs PCP. A further highlight for the Company’s
domestic franchising business was the 2H23 launch
of an entirely new brand and concept – Rack ‘em
Bones BBQ Ribs – following a successful 1H23 trial.
As a ‘virtual’ brand we can leverage existing QSR
Division outlet fixed costs and assets to maximize
franchise partner profitability.
With 42 outlets ‘in market’ by 30 June 2023,
Rack ‘em Bones helped to offset challenging
trading conditions for the QSR Division, with a
fall in CC of 7.1% as the pizza category softened
after unusually strong trading conditions during
the pandemic. Despite the fall in CC, the Division
achieved a 0.7% increase in SSS for FY23
(excluding the impact of Rack ‘em Bones) and an
FY23 underlying EBITDA of $5.8m (FY22: $6.0m).
Rack ‘em Bones helped
to offset challenging
trading conditions for
the QSR Division
“
“
XII
2023 ANNUAL REPORT
CEO’S REPORT
International Network & Coffee Division
FY23 international network and coffee division
underlying EBITDA contributions were $2.8m
(FY22: $3.2m) and $0.9m (FY22: $1.2m).
We have made significant organizational
changes to lay the groundwork necessary to
facilitate on-shoring international coffee roasting
operations during the year ahead.
Our master franchise partners reported 51 new
outlets for FY23, together with a strong pipeline
for continued growth within key markets.
During FY23 we also laid the foundations to
facilitate the reinvigoration of Gloria Jean’s USA
network, which is targeting incremental network
growth of c.100 outlets over a three-year horizon.
We expect FY24 to represent a further year of
investment in people and systems in anticipation
of more tangible new outlet growth in FY25.
On close of FY23, there were 599 international
outlets operating within 32 countries across
the globe.
FY23 Group Results
The core drivers of our future success will be
The activities outlined above contributed to
FY23 revenues of $120.8m, an 8.0% increase
on PCP (FY22: $111.8m).
– Brilliant Execution: Having the right
assortment of products to meet the needs
of our customers, defining the optimal way
to present and market those products, and
effectively communicating with consumers
along the path to purchase to positively
impact awareness, engagement and
trigger purchase. Getting these things right
represents our picture of success – it guides
retail execution, drives strong unit economics,
informs supply chain enhancement, and
creates value for our stakeholders;
RFG’s FY23 underlying EBITDA grew 21.0% on the
PCP to $26.0m (FY22: $21.5m), with underlying
NPAT of $22.6m, which was 22.3% up on FY22’s
result (of $18.5m).
On a statutory basis, FY23 EBITDA of $3.6m
(FY22: $17.3m) led to a net loss after tax
for the year of $8.9m (FY22: $5.3m profit),
including the impact of legacy legal matters,
including resolution of the ACCC proceedings,
restructuring costs and non-cash impairments.
Moving forward we will simplify our approach to
reporting, focusing on two new segments: RFG’s
QSR Division (incorporating Crust, Pizza Capers
and Rack ‘em Bones), and a new Café, Coffee,
Bakery segment (‘CCB’), which comprises the
remainder of our portfolio.
RFG’s Growth Platform
RFG entered FY24 as an international food
and beverage company with a diversified
and vertically integrated business model that
provides significant opportunities for growth.
The work undertaken to improve our systems
during RFG’s turnaround phase now provides a
unique competitive advantage to leverage these
adaptable retail systems at scale across all our
brands. The systems employed across marketing,
eCommerce, product development, operations
and training, site selection and leasing, legal
and franchise partner recruitment allow for all
existing and future brands to leverage from the
same disciplines.
This allows us to deploy new initiatives with
greater speed, leveraging innovation and insights
to enhance operations for partners across the
entirety of our dynamic franchise community,
both at home and abroad.
– Quality Systems Leveraging Scale:
Implementation of systems which provide
confidence in site and franchise partner
selection, that leverage common back of
house tools to enhance consumer experience
and drive efficiencies, providing the
opportunity to unlock organic and inorganic
opportunities with confidence; and
– Network Expansion: Targeted outlet growth
amongst high performing brands across both
franchise and company store operations,
leveraging a capital light business model and
supported by strategic international growth with
selected brands, markets and quality partners.
As we grow, we will take advantage of evolving
retail tools, digital technologies, and new ways
of doing business to create a compelling omnichannel experience that will deliver incremental,
positive results for our stakeholders, including:
– Leveraging data platforms to create
more holistic consumer profiles and drive
efficiencies in marketing spend and a more
seamless customer experience;
– Utilizing omni-channel marketing platforms
to build brand relevance, nurture stronger
connections with consumers, and to drive
revenue conversion; and
– Creating an intuitive and unified shopping
experience across multiple channels that
unlocks new revenue streams and facilitates
scale and efficiency across each of our
brand systems.
Together these things create a compelling value
proposition and firm platform upon which to
pursue sustainable, long-term growth.
CEO’S REPORT
2023 ANNUAL REPORT
XIII
CEO’S REPORT CONT.
XIV
2023 ANNUAL REPORT
CEO’S REPORT
Success. Made. Simple.
During the 1H24 we relaunched our approach
to franchise partner recruitment with the maxim
“Success. Made. Simple.”
Immersed throughout our new recruitment
collateral, this simple catchphrase encapsulates
RFG’s franchise value proposition: a relatively low
barrier to entry, iconic brands, a comprehensive
support structure, and a ‘franchisee first’
commitment. Pleasingly, our value proposition
is increasingly resonating with existing and
potential franchise partners alike.
Close to 120 franchise renewals were completed
during FY23, evidencing confidence amongst our
existing network in the future that we are creating.
Additionally, further expansion of the Rack
‘em Bones BBQ Ribs concept is being pursued,
providing additional impetus for exploring similar
‘virtual’ opportunities for application to our other
brand systems.
We have a healthy pipeline of potential
franchise partner interest including 34 franchise
applications approved as at 30 June 2023,
and a further 148 in progress. We continue to
develop relationships with lenders inclined to fund
franchise partner growth alongside programs to
support growth in our existing multi-site franchise
partner complement, which exceeds 70 operators.
Our outlet growth ambitions are not, however,
limited to franchised outlets.
We have invested considerable resources in
establishing a corporate store portfolio that not
only demonstrates brand system benchmarks
and fosters retail mindsets, but also affords
scope to assume operation of new and existing
store locations.
As will be evident from the above, in FY24 we are
pursuing new outlet growth with a sense of urgency
to reverse the reduction in outlets as we completed
the right sizing of the network in FY23. The impact
to network sales in the year ahead from FY23 outlet
closures is already being offset by:
– Quality traditional new outlet growth with the
contribution to network sales from new outlets
better than the average for the brand;
– A positive same store sales trajectory amongst
our CCB segment; and
– Continued investment in our corporate store
portfolio to drive retail standards and return
on investment.
Network sales, rather than outlet numbers, is the
appropriate metric against which our domestic
business should be measured.
A New Dawn
Over the course of RFG’s turnaround journey,
we have built a much stronger business.
Not only is it better able to meet the challenges
of today’s evolving and highly competitive retail
marketplace, it also offers a firm platform to pursue
a much stronger FY24, and ultimately, a return
to consistent long-term and sustainable growth.
It goes without saying that this platform is built
upon the continuing efforts and determination
of our franchise partners, master franchise
partners and team. Each have my heartfelt
thanks for their belief in RFG’s systems and
their enthusiasm for our future.
I would also like to thank each of you, our
shareholders, for your support of Retail
Food Group.
It is a privilege to have been given the opportunity
to unlock the many growth opportunities inherent
in the Company’s business model. It truly is a new
dawn for RFG and we move forward with both
confidence and excitement.
Yours sincerely
Matthew Marshall
Chief Executive Officer
Retail Food Group Limited
– Expansion of Rack ‘em Bones BBQ Ribs;
CEO’S REPORT
2023 ANNUAL REPORT
XV
OUR GROWTH RECIPE
Execute Brilliantly
– Strong unit economics –
we make money when
our Franchise Partners
make money
– Clear picture of success
at store to manage core
retail systems
– Disciplined approach to
category management
– Active supplier engagement,
reliability of supply and
negotiation of contracts
for value creation
– New product innovation
and renovation
XVI
2023 ANNUAL REPORT
OUR GROWTH RECIPE
Quality Systems
Leveraging Scale
– Quality systems providing
confidence in site and
franchise partner selection,
onboarding and
operational support
– Leverage common technology
platforms across multiple
brand systems to drive
consumer experience and
back office efficiency
– Ability to unlock organic
and inorganic opportunities
with confidence
Network Expansion
– Targeted outlet growth in
focused brands across all
formats and channels
– Capital light business
model supported by strength
of unit economics
– Strategic international growth
with selected brands, markets
and quality partners
– Profitable corporate store portfolio
– Support multi-site
operator expansion
– Create new opportunities
through manage to own programs
and retail partnerships
OUR GROWTH RECIPE
2023 ANNUAL REPORT
XVII
EXECUTING THE
PICTURE OF SUCCESS
Significant time and resources have been invested in establishing a clear picture of success for
our retail outlets which guides brand standards execution, drives strong unit economics, informs
supply chain enhancement, and creates value for our stakeholders.
It contemplates the right range of products for each of our brands, the optimal instore display
and broader promotion of those products, and clear communication to trigger customer
engagement and purchase.
Execution of our picture of success, coupled with network expansion and leveraging the quality
systems redesigned during our turnaround phase are core drivers of our future growth strategy.
Right Assortment
1
Have the right range of products
to meet the needs of customers
tailored by market.
For example, sales in Gloria
Jean’s are generated through
three main categories.
Ensuring the right product
assortment across these
categories is critical to executing
the Picture of Success.
2
3
4
XVIII
Right Placement
Defining optimal location,
space share and display
layout for the cabinet.
Right Promotion
Brand promotions
that positively change
customer behaviour.
Right Customer
Communications
Have clear customer
communication messages
along the path to purchase to
impact awareness, engagement
and trigger purchase.
2023 ANNUAL REPORT
EXECUTING THE PICTURE OF SUCCESS
10 Hot Beverages
43% of Sales
10 Cold Beverages
32% of Sales
15 Food Items
20% of Sales
Hot Spot
Priority Zone
All Occassion
Flex Zone
CREATING A SEAMLESS
OMNI-CHANNEL EXPERIENCE
Our customer strategy will create seamless omni-channel experiences that engage and delight,
ensuring our customers have a connected and personalized brand experience that builds loyalty
and repeat custom.
1
2
3
Customer Data
Platform
Unifies customer data from
fragmented sources (website,
social media, email, loyalty
program data etc) to create
more holistic customer profiles.
More accurate data delivers
more seamless customer
experiences and more efficient
marketing programs.
eCOMMERCE
AND VIRTUAL
IN APP
PURCHASES
INFLUENCERS
AND COLABS
INSTORE
KIOSKS
DRIVE THRU
FORMATS
PHYSICAL
STORES
Omnichannel
Marketing Tools
Unifies customer data from
fragmented sources (website,
social media, email, loyalty
program data etc) to create
more holistic customer profiles.
More accurate data delivers
more seamless customer
experiences and more efficient
marketing programs.
Create A Unified
Shopping Experience
Implementation of digital
devices, including self-order
kiosks, interactive menu
boards, new Apps that deliver
faster, more intuitive product
experiences and ordering/
payments, and digital Loyalty
Cards, all of which deliver a
more consistent and controlled
customer experience.
CREATING A SEAMLESS OMNI-CHANNEL EXPERIENCE
2023 ANNUAL REPORT
XIX
A VIRTUAL BRAND
FOR THE VIRTUAL AGE
Providing pathways for franchise partners to grow their businesses
and outlet portfolios is an important focus for us.
This has led to development of new opportunities to leverage existing
bricks and mortar outlets to harness virtual opportunities to expand
customer appeal, increase market share and ‘sweat’ existing assets.
Our first virtual brand, Rack ‘em Bones BBQ Ribs, is a persuasive
demonstration of the potential to unlock incremental sales from
existing fixed assets and provide franchise partners a further
opportunity to grow their businesses.
Rack ‘em Bones BBQ Ribs represents the first franchise brand added
to RFG’s portfolio in almost 10 years, and the first to have been wholly
designed and developed ‘in-house’. From concept, to 1H23 trial, to
acceleration to 42 outlets at 30 June 2023, we have
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