Not sure about the report on Blax either. However rebranding out of immediately recognisable names such as Gloria Jeans wouldn't be a bad idea in Melbourne. Franchised coffee brands are an instant turn off to most coffee drinkers here.
I personally don't rate RFG's coffee offerings either and would never buy from a shop that used DiBella, let alone Gloria Jeans. However I do appreciate that their sales are reasonable so clearly some people don't mind them. Its all about making sure you have the right offering for each market.
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