Muffin Break and Jamaica Blue, sibling retail concepts at the FoodCo group (which includes Dreamy Donuts), are growing as global brands. And while that’s great news for the franchisor, there is more to successful franchising than an ever-expanding portfolio, says managing director Serge Infanti.

“Retail is about emotional connection,” says Serge Infanti. And while service is a key factor in creating an engaging environment, clear brand positioning is essential, he says.

“We’re in the retail market and it changes every day, you’ll fail if you don’t keep the point of difference relevant. “We had become too homogenous with cafes, too close to the mainstream and about three years ago I wanted to get back to our points of difference. You have to evolve.” More.

Originally posted by Cris Zimermann on April 13, 2012 in Franchise Site.


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