Gloria Jean’s rebrands as the ‘coffee house of the future’
Two months after launching its biggest ever marketing campaign in Australia, Gloria Jean’s Coffees is undergoing what the company is calling the most significant brand revamp in its 15 year history.
Using PR as the key marketing tool, Gloria Jean’s is positioning itself as the coffee house of the future, revamping its 450 stores, introducing a new menu and customer recognition technology to improve customer service.
F*&k me that’s the future. Why do I get the feeling the render guy really liked the new Tron movie. Personally I don’t think the store has enough neon… and where’s my hoverboard.
Wow the new interior looks fantastic – very slick!
So in the future, all coffee houses will look like a cross between Starbucks and a Freedom Furniture showroom; owned by a religious sect, and devoid of people.
I don’t like the future.
The stores look warm and welcoming. If only they would fix the coffee.
The future seems to evoke the Great Depression look of the 1930s – they might be spot on.
yeah as long as the coffee is decent ill be there also make it free wifi in there. that would be rad
The current stores look warm and welcoming. I often confuse them for a funky little local and almost walk in (the terrible, expensive coffee is one of the reasons I resist). This re-brand makes the stores look like another soulless multinational that wants to treat you like a number. Not a good move, in my opinion.
This is what happens when you try and do your work ‘In-House’. It may be cheaper but so is the work.
They should try fixing the product before revamping the brand. Truly horrendous coffee.
As long as Hillsong Church are involved I will still be drinking Tea!
they should try outsourcing their coffee making
What a bleak future.
Hmmm…. I think you’ve nailed it… freaky religious, freedom furniture stores…. I much prefer my coffee served by decent barista’s, while I sit on a Dairy Farmers Milk crate on the footpath…. got to be better than this
Thinking fifteen years ahead. Wow that’s a tough one!
And what are the links between Hillsong Church and ’90s ad agencies – anyone know?
This is the problem with in-house marketing. Sometimes you need to be told to get real. I agree with most people here – the product is terrible and I suspect coffee consumption is driven largely my location. In most suburbs there are many alternatives to Gloria Jeans. It’s not the shops that’ll generate more business it’s the product.
Still with the hillsong link? So the owner attends the church & is on the board. What’s the big deal?
Save ya money GJ just get the coffee right and you will triple your turnover !!!