ISSUE 2 SPRING 2015
THE
ESSENTIAL NEWS Do you brew the best coffee in town? What’s your specialty, the long-black, macchiato or a full froth cappuccino? Send us a picture of your best coffee for a chance to win a $300 Essential Brands Group “EBG” account credit. Email orders@ebg.com.au or share it at facebook.com/essentialbrandsgroup
How point of sale marketing material can help to grow your sales Every retailer and every company selling consumer goods understands how critical point of sale marketing is to driving in-store sales. In the food & beverage services sector, hot coffee sits at the top of consumer planned purchases which means the point of purchase drivers need to include visibility, price, promotion, and of course persuasion via store staff. Visibility and promotion is supported by well positioned Point of Sale marketing materials and influence buying behaviour. Staff persuasion can be supported by way of suggestive selling and/or sampling. Here are some examples, “Hi, have you tried our coffee? Can I shout you one today?”, or “Did you know
we also sell great coffee?” When we work in our businesses day and night, sometimes we forget to take a step back and view our branding and products from the eyes of our customers. Some of the questions you can ask yourself include: Is our signage clearly visible from the passers-by? When my customers approach my front door, can they clearly see what products I have on offer? It is proven that point of sale materials at eyelevel or lower have more chance of being noticed. Our unique and easily identified sidewalk signs when well positioned at your front door are a great way to draw awareness to customers of your I Luv Coffee, I Luv Slush or I
1300 EBG 111 (1300 324 111) www.ebg.com.au info@ebg.com.au
Luv Frozee product - or hopefully all three! Items like window stickers, posters, floor stickers, and side walk signs, are great ways to promote your products and are available at your request. If you would like more point-of -sale items to help build awareness, please don’t hesitate to contact our Customer Care Team on 1300 EBG 111 (1300 324 111).
Mike’s mutterings With the new year (2016) approaching REALLY fast, it makes a serious amount of sense to ask “How will our next New Year be different” I am not talking about making a couple of new year’s resolutions - the ones made with a huge amount of excitement, kept for a few days or weeks with that excitement, and then forgotten about. I am talking about learning from all the time of coming up to this juncture (and in particular, since the inception of EBG) and doing some major “Spring Cleaning”. What has worked? What is still working? Keep all those treasures, ideas, memories and in turn understand and appreciate their existence. Then there is the rest. All those things that could be just a little bit better. The new Van Design, New Machine Models, Upgrade Financial Systems and all of the other stuff that we have meant to be doing for years. Often, as I see people who are wanting to make changes in their lives, I see them assess their options with a somewhat short-sighted approach. (Of course, I NEVER do this. Yeah mmmmm…) It is tempting to choose among options which are available today and that are right in front of us, but what about “CREATING” the options we want to be choosing from? I really do believe that this is an option that is where the fun really is at! How can this task be achieved and completed in a simple fashion? It cannot, unless there is a very clear vision of what we want to achieve. In other words, pretend there are no limits and ask yourself this question “What would I want to see in my life if I had all the talent in the world and if there were no obstacles to stop me?”
Mike Koolen Executive Chairman and Founder
Article: ever wondered why coffee is called ‘cup of joe’? Almost everyone knows that another term for coffee is “Joe”. But coffee is also known affectionately by many other phrases around the world as well. In Australia, specifically, we tend to give nicknames to those we love, and considering we have such a love affair with coffee, it is no wonder it is called a myriad of different phrases. For example, across the western world, in fact, coffee is called a range of terms, such as brew, mud, java, dirt, jitter juice and rocket fuel, to name a few. Despite the many nicknames that coffee has been labelled with, it is perhaps the term Joe that most people associate with coffee. We hear it in American movies time and time again. The guy walks into the local diner and asks the server, “Give me a cup of Joe and a piece of that peach pie, Sal”. But, have you ever wondered where the term “Joe” came from? Well, many have wondered just that. And there has been much speculation and many theories have come to light on the term’s origin as well. Legend has it that the term Cup of Joe originated around the 1930 era. Some suggest the term Joe originated from the fact that coffee was seen as a drink of the masses, the average person, the average Joe. It became accessible to all and became the most popular drink in America. Others suggest that Joe originated from the words Java and Mocha, upon making the word Jamoke. Then there is the theory that coffee was referred to as a Cup of George / Cup of Geo in WW1 after the name of the company that supplied it, which in turn led to the phrase Cup of Joe due to Geo being read as Joe. Another suggestion relates to the U.S. Navy and the banning of alcohol. Due to this, the sailors had to resort to coffee, the drink with the next biggest kick, and the Cup of Joe was thus named after the individual who banned it in the first place (i.e. Josephus Daniels). Despite all these theories of its origin, the most popular alternative phrase for coffee – Cup of Joe – has surely stuck. All these decades after it first originated, the good ole cup of Joe, doesn’t look to be going anywhere and certainly won’t be turning into a Cup of Bob anytime soon!
Make friends, have fun & be active! The Recreation Centre offers three of our EBG brands in their cafe, I Luv Coffee, I Luv Slush and I Luv Frozee ice cream to delighted visitors. The Cairns Recreation Centre was established in 2000 as one of the largest indoor skating rinks in Australia and the only roller skating rink in Cairns. But that’s not all, it has an Indoor Rock-climbing Wall and one of the only outdoor-banked speed skate tracks of competitive standards in the country.
Geoff Byfield from Cairns Recreation Centre with Todd Hiscock, CEO, Essential Brands Group
This is the spirit at the Cairns Recreation Centre. It’s refreshing when you come across people in the community who are so passionate about truly making a difference, they deserve to be recognised for their dedication and contribution.
On my recent trip to beautiful North Queensland to visit with some of our valued customers, I dropped in on Geoff Byfield at the Cairns Recreation Centre in Manunda located in Cairns.
During school holidays the Cairns Recreation Centre conducts a Sports and Recreation Program where kids have the opportunity to attend half day or full day camps. Geoff’s dedication (and his team) to offering the young people of Cairns a place to meet with friends and families, was evident by the paint brush in his hand to help some local volunteers give the place a new coat. Geoff says “This place is all about keeping active and having fun.”
Beautiful You Beautiful You is a programme that helps women and their families living with cancer by providing financial and emotional support. Debbie is the founder of the Beautiful You charity which EBG proudly supports. They are also a long term customer of Essential Brands Group and they have recently installed their 2nd machine in their second Op Shop based on the Sunshine Coast in Queensland.
Mobile mechanics Did you know we have a team of highly-qualified and mobile mechanics across our network that can come and help you out when you’re in a bind? If your machine is not performing to its usual standard and needs a bit of TLC, give us a call. One of our friendly mobile mechanics will come to you and perform scheduled or unscheduled maintenance on your coffee machine. We are a firm believer in after-sales service and are here for you! We are just a phone call away on 1300 EBG 111 (1300 324 111).
Why do we charge gst on our milk?
On trend
Many of you have asked us why we charge GST on our milk. The reason is this; the Milk Powder is made from milk solids with free flowing agents added to make it compatible in a vending machine, therefore it is not GST FREE.
A R FR EQ EE UE D ST EM O
We hope that helps. Feel free to give us a call if you have any other questions regarding this, or visit https://www.ato.gov.au/ rba/ for more info or give us a call on 1300 324 111.
Did you know?
We also sell group machines that are easy to use and operate without a qualified barista (or the attitude) to make a great coffee. Barista Machines: • Automatic tampering • Heats milk to exactly the right temperature • Available in 1, 2 or 3 group • Barista Steam function – automatic perfect textured milk
Fergus Harpley, master of latte art, talented technician.
Latte art
Last month head office we had a visit from one of Victoria’s latte art masters, Fergus. Some of you may already know Fergus, he’s also one of our qualified technicians based out of the EBG Point Cook office in Victoria. It’s a regular morning routine here at the Head Office in Burleigh Heads, Queensland, where we try to ‘out latte’ each other with a friendly game of latte art competing. Needless to say Fergus blew us away with his creations and put us to shame – time to up the anti! Pictured here is one his creations! Fergus enjoys a double ristretto flat white made with Roasters Choice Blend.
BUSINESS:FRIENDLY GROCER
BUSINESS: SIMPSON’S TAKEAWAY
LOCATION: BALD HILLS
LOCATION: SIMPSON, VICTORIA
SYSTEM: LIFE SYSTEM COFFEE MACHINE
SYSTEM: THREE BOWL SLUSH
EBG CLIENT SINCE: JULY 2015
EBG CLIENT SINCE: JULY 2015
Brad and Angela have recently set up shop at their new Friendly Grocer Bald Hills. They saw the opportunity to offer their customers great coffee so invested in an I Luv Coffee system and are watching the sales grow!
The small town of Simpson, Victoria has a population of 250 people. Recently they had an ‘I LUV SLUSH’ triple bowl slush machine installed and the town went crazy!
With no previous coffee experience, Angela cannot believe how easy the Life 2 group machine is to operate and can even manage to serve a customer and make a coffee with one hand. A recent letter box drop has generated some great awareness for their store and coffee on offer. Brad and Angela’s customers are loving the great quality coffee and they are getting to know their regulars who are in on a daily basis for their coffee fix.
Refer a friend Do you know about our refer a friend program? Refer a business who you think would LUV the benefits of our products, and we’ll say a big THANK YOU by rewarding you with a $300 credit on your Account. T&Cs – Your referral must result in the purchase of an EBG approved product from EBG’s equipment range to be eligible for this reward. These include an EBG coffee, slush or frozen yoghurt machines.
They sold out all three bowls of slush in their first full day’s trade! You could say they were selling like hot cakes (or in this case, cold slush!). This is very impressive, especially considering it was also the middle of winter. We are so pleased the I LUV SLUSH machine is working well for them and are excited to see their sales in summer!
Our network: VIC team in the spotlight In this issue we hear from Peter Robertson, Co-Master Franchisee in Victoria for over 10 years. He’s always on the go but we PETER ROBERTSON managed to get five minutes with the man himself to ask him a few questions. Q. What’s your favourite roast? Crema Blend because it provides a full-bodied smooth coffee as an expresso but still has enough kick to provide an excellent milk based coffee. Ice coffee Frappe, it’s the nicest frappe I’ve ever tasted. Q. What do you love about Victoria?
The beautiful weather, always remember to wear layers because you never know what to expect. Q. What’s the best thing about EBG equipment and consumables? It’s the most reliable and sturdy on the market, second to none (World Class). Back that up with the best service and advice and you can’t lose! Q. What advice/tips do you give clients who are new to serving coffee or slush? Don’t try to penny pinch when it comes to your coffee or slush product ingredients, when you break down the difference in cost per bag/bottle for cheaper products it boils down literally to a few cents a cup. Be smart, use the best quality product and keep your customers coming back because consistency is key!
EBG client care – our commitment to you
TODD HISCOCK, CEO
Our clients’ success underpins our success, and our motivated and committed EBG network is there to support clients every step of the way. To ensure you serve the finest quality beverages, with a consistent taste every serve, we are committed to high standards of hygiene and sustainable practices. If you would like to make a suggestion or report an issue please don’t hesitate to contact myself or the team on clientcare@ebg.com.au or 1300 EBG 111 (1300 324 111).
AUSTRALIA 1300 EBG 111 ebg.com.au info@ebg.com.au NEW ZEALAND 0800 EBG 111 www.essentialbrands.co.nz info@essentialbrands.co.nz HEAD OFFICE 32 Hutchinson Street Burleigh Heads QLD 4220 P 07 5507 5111 E info@ebg.com.au SERVICING AUSTRALIA AND NEW ZEALAND WITH POINTS OF PRESENCE IN: AUSTRALIAN CAPITAL TERRITORY • CANBERRA NEW SOUTH WALES • CENTRAL COAST • NORTHERN NEW SOUTH WALES • NOWRA • PORT MACQUARIE AND MID-COAST • SYDNEY • WAGGA WAGGA • WOLLONGONG NORTHERN TERRITORY • DARWIN QUEENSLAND • BRISBANE • CAIRNS • GOLD COAST • MACKAY • SUNSHINE COAST • TOWNSVILLE SOUTH AUSTRALIA • ADELAIDE TASMANIA • HOBART VICTORIA • MELBOURNE • POINT COOK WESTERN AUSTRALIA • KARRATHA • PERTH NEW ZEALAND • AUCKLAND SINGAPORE 65-9188-2228 (6345) UNITED KINGDOM +44 7710 227 419 PHILIPPINES +63 (2) 534 4523
[DISCLAIMER] Essential News is published by the Essential Brands Group Franchisee System Pty Ltd. It is published with due care and attention to accuracy. If you do find information that in inaccurate, incomplete or out of date please contact us. © Copyright Essential Brands Group 2014. All rights reserved.
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