The Coffee Club launches new blend in global markets
The ‘new and improved’ blend was a success in Australia.
The Coffee Club has officially launched its first specialty-grade coffee blend across its global operations. The new blend, sourced from three premium coffee-growing regions and roasted in Melbourne, is described as rich and full-bodied with notes of dark chocolate, roasted hazelnut, and sweet sticky toffee.
According to Andrew Mercaldi, General Manager of International at Minor DKL Food Group, the launch of the Three Stories blend in Asia is a direct response to its success in Australia. “Our tagline is, it’s the best coffee we’ve ever made. So we feel like it needs to be a global blend that we do offer our customers across the world,” Mercaldi said. The blend has already proven to be a hit in Australia, with customer research indicating that the new blend outperforms both previous Coffee Club offerings and competitors' blends.
As part of their global strategy, The Coffee Club will first introduce the blend to the Thai market in October, following rigorous focus groups and research.
While expanding into international markets, The Coffee Club is determined to preserve its Australian heritage while adapting to local cultures. Mercaldi highlighted the importance of offering a core set of Australian-inspired menu items while tailoring the rest of the menu to local preferences.
"We generally tend to maintain our menu as a 30% core item with Western favourites that are seen as really favourable across the globe," said Mercaldi. However, the remaining 70% of the menu is customised to cater to local tastes. For instance, The Coffee Club's Chongqing airport store in China features local stews, soups, and curries alongside the traditional Australian café fare.
The rise of budget coffee players in Asia presents a challenge, but Mercaldi is confident in The Coffee Club’s unique positioning. “We actually don’t compete in that budget coffee offering because our coffee is of higher quality, is of higher strength,” he stated.
Looking ahead, The Coffee Club sees significant growth potential in regions like Thailand, Indonesia, and the UAE, driven by strong relationships with long-term partners. Mercaldi also highlighted plans for further expansion into China by 2025, saying, "We will be actively searching for a master franchise in mainland China."
