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.
Not sure about the report on Blax either. However rebranding out...
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