Servos to fuel growth for RFG

Written on the 5 June 2009

FOOD retailers Donut King and Brumby’s GO! will open several new stores in the lucrative service station food retail market as part of an ongoing expansion strategy.

The Gold Coast-based, publicly listed Retail Food Group (RFG) is the food brand manager and franchisor behind the Donut King, Brumby’s Bakeries, Michel’s Patisserie and bb’s cafe franchise systems.

RFG head of emerging markets Gavin Nixon, says the company’s foray into service stations had proven successful, prompting the planning of additional openings throughout the state.

“Donut King already has a well recognised donut and coffee offer with a strong presence in the shopping centre retail environment,” says Nixon.

“Brumby’s GO! represents an evolution in the life of the Brumby’s Bakeries franchise system and has been developed to meet consumer demand for on the run single serve snack items.

“The Brumby’s GO! concept offers baked ready-to-go products, made fresh daily onsite, using Brumby’s Bakeries tried-and-tested recipes.

“Entering the service station food retail market is certainly a new direction for RFG and each of the franchise systems.”

RFG has confirmed two new outlet openings in New South Wales and potentially a further five in South Australia in the next 12 months.

“Mums and kids know and understand the Donut King and Brumby’s brands, but they also appeal to the trades and the company representative market,” says Nixon.
“Service stations’ highway position means customers can fuel up and go.”

The Brumby’s GO! concept opened its first outlet in 2004 and now includes more than 10 outlets throughout Australia as a sub-group within the 300 outlet plus Brumby’s Bakeries system.

Donut King operates more than 300 stores across Australia, employing 4600 staff and serving 30 million donuts a year.


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