Esquires Hornby brews lucrative cafe experience

By Inside Retail NZ May 20, 2015

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Esquires launched its first new look, evolved cafe offering in March and, two months in, the results speak for themselves.

Esquires Hornby in Christchurch, the inaugural store to reap the benefits of the transformation, is leading the way for the other franchisee-owned and operated stores around the country.

Esquires Bayfair, Tauranga, and Esquires Hobson Street, Auckland, are the next in line to undergo the refurbishment. Other franchises are already committing to harnessing the increased earning potential in the rebrand.

Esquires Hornby’s sales results for the first two months from March 2 to April 26 have been extremely positive, with significant increases in customer foot traffic and resulting sales growth. In addition, an increased average transaction value and positive feedback from customers since reopening has validated the decision that Esquires Hornby franchisee Ange Wanoa believed to be right all along.

“Customer visits were up nine per cent in the first two months than the same period in 2014, and they are returning for the atmosphere, coffee and food. They like the modern and fresh design, booth seating and tables and chairs which are welcoming and comfy,” says Wanoa.

“We’ve had great reaction to the coffee and expanded food menu, including eggs benedict and French toast, which are favourites. Upping our food and coffee offering and the new look have all led to a 14 per cent increase in sales on the same period.”

Andrew Morgan, GM of Cafe and Bakery, Retail Food Group Limited NZ, calls the revitalisation a triumph for Esquires.

“Esquires Hornby has been pioneering in adopting our completely new offering. It didn’t take long to prove that the revised formula was exactly what customers ordered. The changes at Esquires Hornby have been warmly welcomed by locals and have improved business for the franchisees,” says Morgan.

“After 13 years in the local market, we are proud to have evolved into a playful, personality-filled space for Kiwis to get great coffee just as they like it alongside a new menu featuring made in store items.”