Awards: Muffin Break Executives Celebrated for COVID Franchisee Support

2020 threw us all a curveball. COVID-19 forced us to be more resilient and innovative; to evolve and find new, meaningful ways to do business.

Around Australia, our Muffin Break franchisees have constantly inspired us with their positive attitude, determination and commitment to serving our loyal community.

We are also incredibly proud of our dedicated franchise executives at Muffin Break HQ, who have worked tirelessly to support our network during the unique challenges of the past year.

It’s always gratifying to have hard work acknowledged, which is why we were thrilled when three of our executives made the Top 30 Franchise Executives list, judged by leading industry title Inside Franchise Business Executive. The announcement of the top award winners was made at an exclusive industry event in Sydney on Thursday 25th March.

Karen: Keeping Us Compliant

Our Regulations and Accreditations Manager Karen Purcell came in at an impressive Number 10 on the list; one of the only two women in the Top 10.

Karen played a pivotal role in Muffin Break navigating the COVID-19 crisis so successfully. Her skilled project planning, critical thinking and experience meant she was able to communicate high-risk operational changes to over 300 franchisees, 4500 staff members and 100 Foodco staff members.

With an emphasis on compliance, plus the digitisation of the nutritional system and online processes, Karen ensured that franchisees around the country had access to crucial information and were ahead of the curve in food retail.

“I’m driven by a genuine desire to impact and provide confidence for all within the business, with efficient processes, training and support,” says Karen.

Rachel: Sharing the Inspiring Stories of Our Community

Our Marketing Manager Rachel Stuart made Number 22 on the list, recognised for her work streamlining local marketing for Muffin Break franchisees and implementing clear digital communications which focused on takeaway, plus the convenience of Muffin Break stores when out doing essential shopping.

Rachel also worked with suppliers to relieve campaign costs for franchisees, and made national campaigns opt-in only for a few months

By automating campaigns to target customers based on transactional behaviours, Rachel increased foot traffic to the stores during a challenging time. Great stories were also key:

“I am passionate about local area marketing and the positive impact this has on the  communities we operate in,” says Rachel. “During COVID, so many of our franchise partners supported the local communities they operated in. To spread the word I started to collate all these good news stories, created a  blog on our website and shared these stories on our social channels.”

Jeremy: Leveraging Partnerships for Success

Our Head of Coffee Jeremy Regan came in at Number 27 on the tightly-contested list. Describing 2020 as one of the most challenging of his 30-year career, Jeremy knew we needed to think out of the box to get customers back into cafés after lockdown.

To support franchisees, Jeremy leveraged his strong relationships with our coffee roasting partners, negotiating with them to cover costs so that we could activate a free coffee campaign for loyal members. 36, 821 free coffees were given away in one week at Muffin Break – nearly 75% of those customers purchased another item along with their coffee.

Jeremy also pivoted coffee logistics during COVID, training franchisees how to shut down coffee machines for extended periods and then fire them up quickly, plus implementing delivery and maintenance schedules for hibernating stores.

Recently, Jeremy has also been working on implementing technology that will provide baristas with instant data on the quality of their espresso shots, which will impact training and performance. He says that he is “fired up to work with franchisees to increase sales back to pre-COVID levels.”

When you join Muffin Break, you become part of a family. We’re proud of how our franchisees and franchise executives have worked together to surmount the ups and downs of the pandemic, and we  look forward to going from strength-to-strength in the coming year. Find out more today about the support we offer our franchisees.

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